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Archives for 'Web Advertising'

Digital Organizations Can No Longer Afford “Not-Invented-Here” Cultures

Jorge Espinel / August 12, 2009

Upon learning of Facebook’s acquisition of Friendfeed, very few industry people (myself included) were surprised that Facebook needed to acquire a company to bring in talent to compete with Twitter. However, if one takes a step back, this news should have at least raised an eyebrow. Currently, Facebook is one of the hottest digital [...]

Branding, Brands, Content, Corporate Development, M&A, Management, Media Companies, Startups, Video, Web Advertising - 1 Comments

YouTube’s Sweet Moves

Jorge Espinel / March 26, 2009

YouTube’s recent programming and advertising initiatives are pretty exciting. In them, I can see that YouTube is taking steps to unlock the value of online video.

First, YouTube recently allowed one of its content partners, CBS, to use their own video player to broadcast “March Madness” on YouTube.com. The second was YouTube’s experiment with a [...]

Brands, Content, Video, Web Advertising, online video, televison - 0 Comments

Will Advertising Spending Be Another Victim of the Digital Media Transformation?

Jorge Espinel / March 20, 2009

Over the past couple of years, I have advised the digital companies with which I am and have been involved to minimize their marketing spending. Instead, I have advocated that management teams focus on product development and maximizing distribution, which I strongly believe is a superior recipe for success.
The list of digital products that [...]

Branding, Content, Marketing, Web Advertising - 3 Comments

The Online Advertising Market Realities - Part 1

Jorge Espinel / October 8, 2008

I recently attended an interesting “unconference” organized by WPP’s Mark Read and Yossi Vardi in Athens, Greece (Thanks to both of them for hosting this event). After reflecting about the many conversations I had in Athens about online advertising, I thought I would start outlining my thoughts on what is going in online advertising [...]

Advertising, Branding, Brands, Web Advertising - 0 Comments

Why Are Brand Advertisers Not Spending More Online?

Jorge Espinel / July 30, 2008

Venture Beat picked an interesting story from Ad Age which outlines the challenges facing the online advertising industry (See Here) which outlines the challenges facing the onlineadvertising industry. Below is one of the most interesting statement’s in the Ad Age piece.
“The inconvenient truth is that for all its new-media spin, display advertising is “old” [...]

Advertising, Content, Web Advertising - 0 Comments

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 - 0 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 - 0 Comments

Tivo beats the Water Cooler

Jorge Espinel / June 11, 2008

Today, there was an interesting article on USA Today about the impact of DVRs on TV viewership (See Here). It seems that we have certainly been talking about DVRs and specifically Tivo for quite some time. Yet, as the article indicates, DVRs have yet to reach mainstream; penetration levels are hovering at 23%. This [...]

Content, Web Advertising - 0 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 - 0 Comments

Killing Gossip Girl

Jorge Espinel / April 28, 2008

In an effort to increase TV audiences, the CW network has decided to stop streaming new episodes of Gossip Girl on the Web. To some extent, this decision seems to ignore evolving consumer media habits and appears to be founded on the hope that the traditional television model still works. While I [...]

Content, Web Advertising, gossip girl, online video, televison - 0 Comments

The Web is About to Get Fat

Jorge Espinel / April 21, 2008

For content producers and providers, the Web is bound to create significant value in the middle. Much has been said about the Web’s long-tail over the past few years, and certainly many companies are focused on the “head” since most offline models have been built around the “head”. However, the middle – which some [...]

Advertisers, Advertising, Branding, Content, Expanding Middle, Market Trends, Web 2.0, Web Advertising - 0 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 - 0 Comments

The Web: Its Unique Value Proposition

Jorge Espinel / March 31, 2008

There has been some recent posts discussing the impact of the Web on other media. Today’s Techcrunch post on publishing and blogging is the latest example of that (see here). In my view, these editorials are signals that the Web is finally coming on its own as a medium. This got me thinking about [...]

Advertising, Content, Editorial, Media Companies, Web Advertising - 0 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 - 0 Comments

Advertising: Making the Case for the Web as a Marketing Channel

Jorge Espinel / March 19, 2008

I recently came across an article in Ad Age that urged us to think differently and consider a scenario in which the Web is not a medium suited for advertising (Think Different: Maybe the Web’s Not a Place to Stick Your Ads). While the argument is well constructed, I believe the author may [...]

Advertisers, Advertising, Branding, Marketing, Web Advertising - 0 Comments