Disqus - Latest Comments for mjmantey

Re: Close, But No Cigar

mjmantey — Thu, 20 Sep 2007 08:53:16 -0000

Amazing isn't it. If they told me I could download the show, I would sit through 2 or 3 spots, answer some questions about the products advertised, and opt-in to receive alerts when new shows are posted. I would probably even tell them that I am married with 2 kids, live in a large metro, watch only a little programatic TV, buy my groceries online and am looking to buy a boat this off season. You'd think they'd see the value in owning profiles like that, but I guess that really takes work to update and nurture, so it's easier just to run the ads.

Re: Rethinking Ad Networks

mjmantey — Thu, 25 Sep 2008 10:30:54 -0000

Thought you might appreciate my simplistic take on ad networks.

http://mantey.typepad.com/theinternetisafad/200...

Re: Rethinking Ad Networks

mjmantey — Thu, 25 Sep 2008 13:24:24 -0000

By current design, no. Most networks have focused on the arb opportunity with the media only. Technology facilitates this easy money, so why work hard. Guys like batelle at federated and Matt Freeman at GoFish are more advertiser and publisher-focused bringing richer, deeper creative and charging for it. I think it's a way to evolve the ad network - message from them is, we know your user and media they consume, let us be on the hook for the creative too. I think it's the only growth/differentiation path.

Re: Friendly Intelligence - January 19, 2008

mjmantey — Sat, 19 Jan 2008 21:50:27 -0000

Thanks for the love!!! Boulder's not really that far is it? Sorry we didn't hook up when you were in DC.

Re: What Is The Purpose Of Online Advertising?

mjmantey — Tue, 20 Jan 2009 12:13:04 -0000

Great question to ask. The answer for online advertising is all of the above.

The "purposes" of traditional media you mention are a made-up nomenclature that turned into pseudo-science spun by crafty salesmen and then into accepted vocabulary so buyers and sellers could converse efficiently. Anecdotal evidence at best to correlate those purposes to actual business outcomes.

Online advertising is DR, brand, re targeting, behavioral, awareness, intent all wrapped into one. But it's hard damn work to sort that all out. Most brands and agencies find it completely overwhelming. Online advertising also takes many formats, so lumping it together is not a productive way to segment. The attributes of search (paid and natural), display, affiliate, email, social network and sponsorships online are all very different.

Bob Greenberg at RG/A had a very relevant column in AdWeak early last year called Funnel Clouding. I commented on that post here http://tinyurl.com/8trbzr.

Re: Drudge Report: News Site That Sends Readers Away With Links Has Highest Engagement

mjmantey — Tue, 16 Sep 2008 11:25:54 -0000

It's an interesting point to make. What's the next link farm on the list? Maybe temper the - Drudge has been around since the beginning of the internet and has built a loyal following - argument by averaging one or two other linkers to make the case.

If a smallish news pub with little brand (hell, even a big pub with some brand) came to you an asked, would you suggest blowing up editorial completely and just push a link farm?

Re: Should Newspaper Companies Get Out Of The Newspaper Business?

mjmantey — Fri, 21 Nov 2008 16:29:05 -0000

There is absolutely a place for journalism, writing, editing and general content creation in a ad/marketing agency. Funny how when you are asked to do that for a particular brand or campaign you become a copywriter or art director. Not as much perceived nobility in those titles vs. journalist. Here the ad agencies thought they were going out of business . . .

Re: Publishers Are Killing Web Advertising's Potential With Misguided Pricing

mjmantey — Mon, 24 Aug 2009 18:15:36 -0000

When publishers start actually selling audiences and their tendencies (publishers do have "vast amounts of information about their user base" that expires unused every second) instead of continuing to sell the adjacency angle for premiums, their remnant inventory won't be an issue.