 | Melinda GipsonPublisher, DIGIDAY:DAILY, DM2PRO, Newzmaven.comLeesburg, VA Melinda Gipson is a change agent for online publishing. She was Electronic Media Dir. for the Newspaper Assn. of America, creating the DigitalEdge.org and AdConnections.com, among other sites. Before partnering with DM2Media, she was Internet Strategy & Biz Dev Dir. for GateHouse Media and built a national, locally focused shopping search engine with Yokel. She occasionally consults Internet innovators looking to help publishers deliver world-class services to their users and advertisers (e.g. StylePath, OneSpot, Sharetivity, MetaCarta, Mobile Discovery). More recently, she built DM2PRO.com as the digital media industry's knowledge base. DM2PRO is a repository of all DM2Media's show video, State of the Industry Surveys, award winning case studies from our DPAC, MOBI and SAMMY awards shows, expert interviews and "How-to" tutorials. Membership is just $20/month. As publisher of DIGIDAY:DAILY, she's happy to hear from sponsors who want to reach DIGIDAY's nearly 40,000 digital media and marketing professionals on a daily basis with their own value propositions (email Melinda@dm2media.com). And, she built the site's iPhone app. She has an MSJ from Northwestern University's Medill School of Journalism and an Executive MBA from American University's Kogod School of Business where she also taught MBA's Advertising and Marketing on the Internet. |
Almost Eaten by the MAILER-DAEMONThursday, May 20, 2010Sometimes, it’s what you don’t know that can kill you. In this case, an overloaded email inbox and an unending loop of automated customer service systems almost led to a seasoned marketer's meltdown. MarketingRead more | Comments (0) |
Adap.TV: Real-Time Video Ad Exchange in ActionWednesday, May 19, 2010Earlier this year, AdAge announced that “digital ad exchanges were finally coming to the complex and fractured world of online video.” Last month, we saw it with our own eyes at DIGIDAY:VIDEOUPFRONT as Toby Gabriner, president of adap.tv unveiled the adap.tv marketplace in living color. The most fascinating thing to DIGIDAY was the ease with which this tool exposed an ever-expanding pool of qualified, categorized video that could be both priced and outfitted with in-stream video ads with the stroke of a cursor. [...] MediaRead more | Comments (0) |
It Takes A Human: Converseon and ChatThreads Lead New CHORUSTuesday, May 18, 2010Given the rise of social media marketing, combined with the economic necessity for marketers to know “what works” in their efforts to impact brand favorability with potential consumers, is it any wonder that agencies and brands seek increasingly sophisticated ways measure their marketing in social media? How surprising would it therefore be to learn that Converseon, the social agency that turned online listening into a science, thinks it takes humans to know why sentiments change? MarketingRead more | Comments (1) |
Facebook Pulls Ahead Of Yahoo in Display AdvertisingThursday, May 13, 2010While it substantially trails rivals in display ad revenue, Facebook pulled ahead of Yahoo’s ad delivery rate for the first time in Q1. According to comScore Inc. as reported in The Wall Street Journal, Facebook delivered 176.3 billion display ads on its website over the first three months of 2010, more banner ads than any other Web publisher in the period. The growth also reflects increased demand from both small and large advertisers, comScore Chief Marketing Officer Linda Abraham told WSJ. MetricsRead more | Comments (0) |
iPad is No Slouching DeviceWednesday, May 12, 2010Rishad is wrong. (Not about much, mind you.) But at a recent Audience Targeting Summit in Las Vegas, Tobaccowala called the iPad a “slouching device” and predicted the “greatest wave of buyers’ remorse” ever for Apple early adopters, to whom acquiring the latest device he likened to a religion. But my octogenarian mom has another word for it: INVISIBLE. MobileRead more | Comments (0) |
Q1 Mobile Market Round-upTuesday, May 11, 2010Samsung took the lead in US mobile subscriber market share among handset manufacturers from Motorola in March 2010, according to comScore MobiLens data. The leap took Samsung from third to first with a 21.9 percent share of the 234 million US mobile subscribers aged 13 and older, giving it a narrow lead over Moto after a 0.7 percent leap for Samsung. Figures represent a three-month average, so the share gain actually represents a successful first quarter for Samsung. Moto’s share dropped 1.6 percentage points in the same time period. [...] Read more | Comments (0) |
Rothenberg Weighs in On Boucher BillThursday, May 6, 2010IAB's President and CEO Randall Rothenberg issued a statement and analysis May 6 on the Boucher priviacy draft, but he also gave an overview of IAB's efforts to help the industry raise the bar on consumer privacy by self regulation at the April 28 Audience Targeting Summit in Las Vegas hosted by AudienceScience. It's today's featured video in the upper right corner. MarketingRead more | Comments (0) |
Kirk McDonald Says Pubs Need To Get PersonalMonday, May 3, 2010“Data is the new black,” Kirk McDonald, president of Digital at Time Inc., told publishers at the 2010 Audience Targeting Summit last week, hosted by AudienceScience. He urged his colleagues, “We have to get on top of this” – meaning the mound of data that can drown advertisers who are trying to make sense of it all. On one level, it’s simple, he explained; “You just have to understand your mindset or frame of reference when you come to [audience] data.” Marketing, Media, MetricsRead more | Comments (1) |
Ogilvy Digital Video Mogul Pleads With BrandsSunday, May 2, 2010“The train has left the station,” Rob Davis, partner, interactive marketing director and leader of Ogilvy’s Online Video Practice, told digiday’s recent VideoUpfront in LA. In his keynote, “A long talk on the brief history of online video,” Davis’ statistics take aim at all the reasons brands and agencies may have for “waiting until online video is real” before jumping in. But it’s more than stats like the fact that pre-roll ads reach more than half the total video audience online that have caused online video to rise to a medium of “massive importance” – it’s things like user control that have changed decades-old rules of how to reach a mass audience online. [...] MediaRead more | Comments (0) |
Tobaccowala: Marketers Need to Hit All the Right Notes in Post-Digital AgeWednesday, April 28, 2010At AudienceScience's 2010 Targeting Summit in Las Vegas April 28, Rishad Tobaccowala, chief strategy and innovation officer for VivaKi rues the fact that brands have forgotten how to market. He outlines the changing face of marketing using the seven notes of the keyboard today's pied pipers must use to draw consumers: Audience, Brand, Content, Data, Enterprise and the yin-yang perspectives of Facebook and Google. MarketingRead more | Comments (0) |
Open Graph: Marketers Want More EngagementMonday, April 26, 2010In all the discussion about whether Facebook’s new “Open Graph” is “a good thing” for anyone but Facebook, it’s possible that what’s important to digital media and marketing pros is getting lost. Marketers in particular are surprisingly consistent in all our State of the Industry Surveys: they say they want engagement, but they measure ROI through clicks to their own sites, or to activity in which they wish the user to participate.
So, while initially it would appear that Open Graph creates a kind of distributed Facebook where users can participate in sharing activity without leaving a contextually ad-supported publisher’s destination site, when it comes to the users themselves and their profile information, the site that derives the greatest benefit is Facebook itself. [...] Read more | Comments (1) |
Video: Entrepreneurs Move UpfrontMonday, April 26, 2010digiday:VIDEOUPFRONT did more than discuss where the big players will obtain their video views, it showcased some of the players on both coasts that are changing the playing field. Revision 3, Current Media and Attention Span Media were three that wowed LA attendees. It's our featured video set in the upper right. Enjoy. And if you'd like to take in more videos, see DM2PRO.com's video archive. MediaRead more | Comments (0) |
Video Grows Up From Romper Room to BoardroomWednesday, April 21, 2010"it's not whether we're going to grow, but how," said Matt Timothy, president of the Vindico Group of BBE at our recent digiday:VIDEOUPFRONT in NYC. "And the key to that is measurement." Timothy, in a data-rich presentation that compared the growth of online video to that of television, explains what it will take for "Daddy" -- television ad spending -- to give the upstart adolescent digital video market the car keys. It's our featured video of the day in our upper right video window, but you can see many more at DM2PRO. [...] Read more | Comments (0) |
Online Video Advertisers Predict Budget HikeTuesday, April 13, 2010DM2PRO.com joined with Tremor Media to survey digital media and marketing pros on their practices and attitudes towards online video advertising as a way of discerning where this market is going. From the more than 500 responses we received in our first State of the Industry Survey on Online Video Advertising, it looks like 2010 will be a break-out year for the medium. Nearly all – just over 94 percent of advertisers and agencies who currenly use online video advertising – say that their spending will increase. [...] MetricsRead more | Comments (0) |
SMS: From Send My Sympathy to Serve My SubThursday, April 8, 2010Lowly SMS can get lost in the shuffle of shiny new iPhone apps, but the Mobile Marketing Association reports that text messaging was the second most common way people chose to donate to Haitian relief efforts. Subway, a DPAC award winner for digital marketing innovation, is also using Shorthand Mobile's SMS platform to speed sandwich buyers to the head of the line. So, from missionary zeal to foraging for fast food, SMS still shows promise. MobileRead more | Comments (2) |
Video Spotlight: Entertainment Marketing Goes SocialFriday, April 2, 2010Movie studios and TV networks are creating social experiences that help them discover who their biggest fans are, as well as how they can get them into the theater or piled up in the living room. From Facebook pages and Twitter acccounts run by characters, to apps that give fans behind-the-scenes video clips, these experiences are a way for content creators and marketers to get people engaged enough that they'll invite others along for the ride. The following movie moguls explored their plans for entertainment on various social networks, and how they fit into long-term marketing efforts. [...] SocialRead more | Comments (0) |
Benchmarks: ChaCha surpasses Google as No. 1 Mobile Text ServiceWednesday, March 24, 2010What are teenagers doing on their mobile phones? According to ChaCha, they’re texting. On its service 83 percent of the 400 million questions its been asked in the free, ad-supported Q&A service were from 13 to 24-year-olds. See the Transformers2 campaign from Paramount and here what ChaCha CEO Scott Jones has to say about the power of SMS to engage teens in today’s free video from digiday:MOBILE LA in the upper right. MobileRead more | Comments (0) |
Screw the News: YouTube And Its Damning Email TrailMonday, March 22, 2010Let's all hope YouTube founders saved some "lunch money" for the lawyers. Viacom's Motion for Summary Judgment reveals a callous, cavalier attitude behind YouTube's copyright violations, including this gem from the founding triad's Karim: "let’s just leave copyrighted stuff there if it’s news clips." MediaRead more | Comments (2) |
digiVideo: Mattel And Barbie Get Their Code OnFriday, March 19, 2010Barbie is on her 125th career since the 1950's and to celebrate, cyberfans got to vote on what she'd tackle next. Mattel's early money was on "News Anchor Barbie," but it was not to be. Computer programmers -- dare we say "cyber-chicks"? -- banned together en masse to vote in "Computer Engineer Barbie," now on order for delivery in October. We're sorry she'll miss our next digiday:SOCIAL show in mid-September where she'd have the opportunity to show off subtle details, like the fact that her Tee spells "Barbie" in binary. [...] SocialRead more | Comments (0) |
Brands Predict Significantly More Mobile SpendingMonday, March 15, 2010A Q1 survey of more than 800 agencies, brand advertisers and publishers suggests that 2010 could be a break-out year for mobile advertising, but that publishers need help to participate in the upside of the latest media ad boom. DM2PRO.com, in collaboration with Mojiva, conducted the survey of tens of thousands of digital marketing and media professionals who subscribe to digiday:DAILY or have attended digiday conferences. The nearly 1,000 respondents represented brands, agencies, publishers and technology innovators who comprise the digital advertising industry. [...] MobileRead more | Comments (0) |