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Archive for the ‘iMediaConnection’ Category

4 signs you’re a social media failure

Posted by Mort Greenberg on May 6, 2009

Article Link:  iMediaConnection


Article Date: 6-May-09


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From the Article:

“Market research firm Gartner projects that more than 75 percent of Fortune 1000 companies with websites will attempt some kind of online social media initiative for marketing or customer relations purposes. Gartner also projects that 50 percent of those efforts will fail.

Recognizing failure and learning from it is the nature of our business, especially for emerging channels such as social media. Repeatedly, it is a brave few who take risks while the rest point fingers and follow. When a company does dare to risk, we are quick to judge and condemn rather than celebrate.

To be realistic, most of us are accountable to multiple stakeholders — brands, consumers, our own organizations, and colleagues. There are, however, ways to minimize risks, learn from the stumbles, and move forward without leaving a trail of flames.”

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Posted in iMediaConnection, Social Media, Traditional to Online | Leave a Comment »

The X Factor: Why banners fail

Posted by Mort Greenberg on May 20, 2008

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Article Link:

Published: May 20 2008

If the media biz is a jungle, banner ads are cowardly and camouflaged. Try a plan of attack that goes in for the kill.

I just ran into a series of roadblocks on The New York Times, and The Washington Post, and I was thinking: Are they just bad banners times two, or is there something more to this format that offers value to advertisers?

Well, I know the answer because I have run multiple campaigns for multiple brands over the years, but I’ll make you wait for that. First, let’s define what they are, and what they are not. I’m tired of hearing people use terms loosely in our industry. Precision is necessary for understanding. Without it, we’d all be monkeys poking each other with sticks. Actually, when it comes to understanding internet advertising, many people still are. Well, maybe they’re not even that good. How about “flesh pods with arms.” That’s a little more accurate. Alas, but I digress.

If you come to a site, and before you enter the site, you have to sit through an ad, that is an introstitial. If you are on the site and have to sit through an ad when going to a different section, that is an interstitial. But, if you are on a page and all the ads on the page are from the same advertiser, that is a roadblock. I often hear people in the industry group these three together and it only creates confusion for those flesh pods with arms.

So, why would an advertiser use a roadblock? First, the problem with banners. You may know my views on the banner format from my previous rantings, but is the roadblock any better? Or are you just flushing double your money down the drain? Well, it all depends on your business model and your objectives. Wow, that’s a cop-out and a bit MOTO (master of the obvious). I’ll explain whether they are useful, to what businesses, and how — after a bit of an explanation of the overall failings of the banner.

One of the greatest failings of the banner format is that it is peripheral to the content and not interruptive. We all evolved as predators, regardless of what the leaf-chewing members of our populace think. Why is that relevant? Well, evolutionary biologists will tell you that predators evolved with peripheral vision that picks up movement better than what’s right in front of you. And, it picks up ticks in movement and changes in speed better than smooth, clean movement.

Where are banners located? Ah, now you’re starting to get it — Have. The. Banner…….[pause] React. [pause] [pause] [pause] Move. [pounce] Like it’s stalking prey. The consumer’s eye will instinctively glance to see what it is. Don’t be impressed with your smooth, animated banner approved in isolation of the consumer. It looks nicer but will not achieve your main objective: the attention of the consumer.

What a roadblock does is focus that attention. There are many sites like The New York Times and The Washington Post that offer compelling roadblock experiences. On the Times, you can buy two-hour blocks of roadblocks. On rich content sites, it’s even more important to capitalize on peripheral focus due to the engagement of the user to the content, in the center of the page.

It’s a very effective strategy depending on your business model. Ok, there is the cop-out again. Let me explain a simple way to approach it. If you’re a click-based business doing direct response to drive people into a funneled sales experience, then often a roadblock will not provide the delta increase in your clickthrough rate necessary to justify the additional cost.

However, if you supplement that advertising with single banners on the site and look at the combined effectiveness, you will often find that you get a significant increase in overall response rate. If you are a business that believes that view-through has value, you can prove that a roadblock is a far superior format for your business to a single banner for accomplishing your goals. An impression, remember, does not mean that the consumer ever saw the ad, it just means that the ad server delivered the “opportunity” to see an ad.

Roadblocks dramatically increase that opportunity beyond the additional cost required. Remember, aim for peripheral focus in your ad creation and increase the effectiveness of your campaigns. Don’t create ads that annoy us.

Posted in Ad Products, Brand Advertising, Consumer Behavior, iMediaConnection | Leave a Comment »

iMedia Breakthrough Summit- March 08

Posted by Mort Greenberg on April 1, 2008




Best Presentation Available to Date that I have seen on What Mobile Advertising Should be.  Tony Nethercutt always delivers!! Send an email to sign up for Tony’s AdMob Newsletter:

Posted in iMediaConnection | Leave a Comment »

Keynote presentation: the present future of television (Part 1 & Part 2)

Posted by Mort Greenberg on April 1, 2008


Published: March 18, 2008

Media Ventures Group’s Shelly Palmer talks about the trends, tools and techniques shaping the online video landscape and the impact on the business of television.
Day 1
Day 2

Posted in Brand Advertising, iMediaConnection, Multi-Channel, Online Video News, Television & Video, Traditional to Online | Leave a Comment »