Six Reasons Why Pre-Roll Ads Are a Bad Idea

One of the little things in life that media consumers love to complain about and advertisers love to insist on, is adding pre-roll ads before showing the main content. So for example you go to a web site to watch a news clip, but first, you have to sit through an ad. You cannot fast-forward or skip it. (Original drawing by Marc…

Garlic Festival & Borderfest: Making People Matter

Ed Struzik, an IBM guy by day and a Gilroy Garlic Festival 2008 President, is an awesome speaker. He mingled with the audience, encouraged questions throughout his presentation, and virtually demanded we interact with him. The festival is -16- 30 years old, far outlasting the typical festival life cycle of 3-5 years, as told to us earlier today by Dan McConnell. One…

Targeted, Downloadable Video Commands Highest Value

From this recent post over at Web Video Report (link has expired), it’s clear to see that having targeted audiences and offering downloadable media both command higher rates than general audience and embedded media – a direct reflection of their higher value to both consumers of the content as well as to show sponsors. Most of these companies reported CPM rates for…

Customers are Messy

I am at the SXSW Interactive conference listening to Forrester analyst Charlene Li (link has expired) talking about Social Revolutionaries. She just described how some companies act like they have the perfect customer as a porcelain figurine in the sales and marketing department. They want to sell to this “ideal person” and psychologically resist or ignore real customer data and experiences. It…

Clinton & Obama: A lesson of losing control of your brand

Many of my colleagues (Mitch Joel, Shel Holtz, Valeria Maltoni) and I frequently speak to members of PRSA, IABC, and advertising agencies explaining as best we can how consumers now own the brand. Good will increasingly cannot be bought and the political season is giving us striking examples of the mechanics of how “web 2.0” – “new media” – “social media” (choose…

HAF – Links from Roxanne’s Presentation

This post is a summary of the conversation we had at the Hawaii Advertising Federation Conference. Please feel free to join in. Tip: Lots of links here, so right-click or control-click to open them in a new window. Advertising online is fraught with challenges. Most web savvy consumers have learned to tune them out, as people are increasingly displeased with advertising in…