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Archives for 'Brands'

Are Consumers Showing “Response” Fatigue?

Jorge Espinel / July 20, 2008

This was a tough week for online advertising given Valueclick’s lower guidance for Q208 (see below), Google’s less than stellar performance and even eBay’s cautious outlook for Q3.

Valueclick’s Guidance - Fiscal Year 2008 Revenue by Segment

Year-Over-Year Growth

Affiliate Marketing2(excludes Search123)

+8%

Comparison Shopping and Search (includes Search123)

+19% pro-forma

Technology

+18%

Media, Total

-18%

Display advertising

Low single digit increase

Lead generation

High 20% decrease

While Valueclick’s [...]

Advertisers, Advertising, Brands, Management, Online marketing, Startups, Talent, Video, Web Advertising - Comments

Innovative Ad Solutions for Brand Advertisers

Jorge Espinel / July 19, 2008

I have written several posts about the need for offering innovative ad solutions to brand advertisers. I wanted to share a couple of solutions for brand advertisers that two companies in our portfolio have developed (obviously I have a vested interest in the success of these two companies). Nevertheless, I think that they are offering [...]

Advertising, Branding, Brands, Marketing, Media Companies, Talent, Web Advertising - Comments

The Online Advertising Depression

Jorge Espinel / May 17, 2008

Recent report by Pubmatic (see here) over the past week indicate that online advertising prices are declining. This trend had already become evident as leading Web players announced their Q1 results.
The forces that have enabled the growth in advertising on the Web now seem to be working against it.
Direct Response advertisers have driven [...]

Advertising, Brands, Startups, Video, Web Advertising - Comments

NewsCorp’s FIM Sails Into The Uncharted Waters of Advertising Sales Decentralization

Jorge Espinel / April 4, 2008

Today’s major news headline is NewsCorp’s FIM sales reorganization (see here). While internal politics have been blamed for the changes in the blogosphere, in an strategic sense, I would expect the move to further help FIM built its brand advertising revenues. Here are some of the reasons why:
- Increases focus on creating “scalable” [...]

Advertisers, Advertising, Branding, Brands, Content, FIM, Management, Media Companies, Web Advertising, newscorp - Comments

Publishing: The Dilemma Over Ad Networks

Jorge Espinel / March 25, 2008

Much discussion has taken place about the value of advertising networks over the last couple of days. Here are some of the most interesting posts (See Are Ad Networks Becoming Irrelevant?, What’s This Fascination with Ad Networks? and Are ad networks for loser/weak publishers?).
I believe that Web publishers need to focus on building [...]

Advertisers, Advertising, Brands, Content, Online marketing, Publishing - Comments

Brand Advertising: What does it need to happen after the GM announcement?

Jorge Espinel / March 20, 2008

Some interesting news came out GM today (see GM roars Forward Into Digital Ad Channels). This suggests brand advertisers are finally ready to commit significant spending to digital media. This is certainly good news for the industry, and in particular for companies that are creating solutions specifically designed to serve brand advertisers.
GM’s [...]

Advertisers, Advertising, Brands, Content, GM, Marketing, Media Companies, Online marketing, Web Advertising - Comments