Category Archives: Opinions & interviews

Internet advertising targeting

Web site operators are getting better at figuring out where you live and what your interests are, all in the process of better targeting their advertising and content. David Strom writes an interesting column on Internet Week whose title is Internet Advertisers Find Better Ways To Find Out About You. I read it with particular interest since it focuses on targeting and technology aspects, explaining a lot of details from the “backstage” of an online campaign.

Creative counts in online advertising

We are getting plenty of evidence that helps us prove that online advertising works. So why then are 99% of online ads complete rubbish? This is the question asked (and answered) by Tom Bazeley of Tribal DDB yesterday on New Media Age. A creative revolution in online advertising is long overdue. To find out how and why, read on the article…

Online advertising has a bright future

As The Associated Press reports today on a wide range of news Web sites, U.S. online-advertising revenue showed a healthy increase in the fourth quarter of 2002, breaking a two-year declining trend. However, the industry remains below its revenue levels at the height of the boom. You can read the news, for example, on Bizreport. As Frank Barnako reports today on CBS.MarketWatch.com: “The growing success of “rich media” ads, which feature sound and video, is one reason online advertising climbed in the fourth quarter of 2002, according to Pete Petrusky, director of new media for PricewaterhouseCoopers”.

Futhermore, you can have a look at IAR where yesterday Brian Morrissey wrote an article presenting the research note issued Tuesday, where Goldman Sachs Internet analyst Anthony Noto doubled his forecast for the online advertising industry in 2003. Noto now expects revenue to increase 10 percent to $5.2 billion, up substantially from his earlier 5 percent growth forecast. In the article are also presented some predictions concerning Yahoo!, Overture and AOL revenue this year.

Music marketers and the Internet

Tobi Elkin writes today on Adage an interesting feature on music promotions on the Web. Online exposure it’s crucial for artists and album promotion. It’s somehow a weird news to read, given the fact that music labels have always been fighting the Internet’s free music download and file-sharing services. Life or death, the game is now played online.

Looking for consolidation

With as much or more at stake as any other constituency, the nation’s biggest advertisers and their agencies have been closely tracking the battle over media consolidation. William Spain reports today on CBS.MarketWatch.com.