Category Archives: ad operations

Geography is the new black…

Two articles that caught my attention:

Bloomberg’s rally cry for the benefits of Silicon Valley and the power of the networking effect. His article describes how environments and creative talent draw in capital and new ideas. A quick read!

An article on the global ad business and how geography is influencing the buy and sell side.

Go global!global

Link

New Yahoo CEO

New Yahoo CEO

Innovative and thought provoking! A renewed focus on Product (vs bringing in a media/ad specialist). Yahoo had two great options to chose from for the leadership role….very interesting to watch this unfold.

Location Based Advertising on the Web

Question for the crowds: Is anyone figuring out how to sell ads online at the location level? Similar to a cell phone, what if my physical laptop provided x/y/z coordinates for GPS positioning and ads could be sold on a geo basis, down to the street level?

Take targeting to a whole new level.

I presume each computer would need a GPS chip implanted in its deck, similar to a cell phone? What if my IP address (which I know is often an unreliable proxy for location) could somehow triangulate with CDNs or other fixed locations to provide an approximate “location” of my laptop? Reverse IP address lookup?

Furthermore…when and how do cell phones and fixed stations (laptops) start “talking to each other”.  I believe the statistic I read suggested 80% of people have their cell phone on their person at all times (or most of the time).  If this is the case, do those GPS coordinates become a proxy for a person’s laptop location? Does interaction during a working day (ie make the assumption that if someone is stationary, they could be at a terminal) then become a highly correlated factor to model? Somehow use the two devices to deliver online ads based on those coordinates?

…..ah the future!

Bring me a starbucks coupon for the store around the corner on 20th and 6th! I would enjoy that …lemme tell ya!

Web traffic hitting all time highs? Maybe in some categories!

Mediabistro mentioned in a recent article that “Washingtonpost.com broke its monthly record of Nielsen unique users, posting nearly 13 million unique users in September. This is a 43% increase from Sept 2007, and 15% over the previous record of 11.2 million unique users in August.”  I think October is going to surpass even those types of numbers for web sites covering the news and finance space.

CNET's graph for the Finance vertical

CNET

Yahoo Finance is also experiencing some fantastic leaps, according to Nielsen’s metrics (and a recent CNET article). So whether you agree with Nielsen’s metrics (or methodology for that matter), directionally, its interesting to see large increases in on-line usage during this most volatile of periods. As always, when traffic spikes in the Finance vertical, often its due to economic calamities, which in turn cause advertisers to pull back spending.

According to another CNET article, “…we continue to believe that paid search-ad budgets will remain intact, based on our previously published analysis on the historical experience of direct-mail budgets during recessions. We also believe that display advertising could experience negative growth (we are projecting mid-single-digit growth in 2009), which would weigh heavily on Yahoo,” the analysts said.

October may register one of the biggest month’s ever for traffic in these verticals?!  I would like to see usage of online vs TV over the past 6 months and attempt to determine if users are going online more or less (vs turning on their TV) to follow the banking crisis?

Folio Publishing Summit in Miami, Florida

I recently attended the Folio Publishing Summit conference down at the Doral Marriott in Miami, Florida. Chris Peacock, the Editor in Chief for CNNMoney, was also in attendance and representing our efforts down in Floriday. An interesting conference with many a B2B publishers looking to take their wares online. Conversations were geared around major themes: Finance and Operations, Sales and Marketing, Business Development, Senior Management and Editorial.

I spoke on two panels, primarily related to Sales Management. The first panel was titled “Sales-management skills for a new media era. ” I was a guest speaker with Eric Shanfelt, EVP of eMedia for Aspire Media. Jack Bamberger, SVP of Corporate Sales for Meredith Corporation was also on the panel. We discussed a variety of topics around building out the sales channel, multi-platform sales, characteristics of online sales professionals, how to train print teams moving to sell online, the role of product development in the sales lifecycle, etc. Eric and Jack were fantastic to have on the panel and added deep insight for the audience’s very specific questions.

The second panel was titled “Follow the Money” which dealt primarily with cash flow, AR, balance sheet issue, a topical discussion of software management for inventory and ad ops. Again, Eric and Jack provided their perspective on how to manage B2B and B2C specific challenges with online sales, impression counts, pricing, inventory projections, etc.

While I was “stuck” in Miami for the weekend due to the inclimate weather on the northeastern seaboard for a friday afternoon return flight, it was a great trip and an exciting panel to partake and share.