Archive for the ‘online media’ Category

The Print Media Zombie Apocalypse

In 2007, Microsoft CEO Steve Ballmer famously declared: “Print is dead.” Perhaps he really meant “Undead”, because I sure do see a lot of print still roaming around in 2012!

I mention this because I recently came across some leading magazines from theB2B Healthcare Vertical and it left a great impression on me. Imagine my surprise when upon examining many of these publications, I saw some with folio sizes ranging from 100-300 pages! The content was terrific. Many of them have thick and glossy paper stock, strong binding, dozens of advertisers, custom inserts and all of the other trappings of great B2B publications. As a media professional with a deep respect for print, seeing all of this nearly brought a manly tear to my eye.

As a marketer you may be tempted to dismiss this as an anomaly. After all, healthcare is a booming industry and it makes sense that advertiser spending in this market would buck many of the trends brought about by the current recession and the digital media revolution. Surely, you ask, the health of these brands can’t be compared to other market sectors?  I think that conclusion is a bit hasty.

In my role at Just Media, Inc., I work in many other vertical media markets, including: Government; manufacturing; education; energy; public safety; and several others.  While these markets may not all be booming in quite the same way as healthcare, we still continue to see strong folio sizes and advertiser support among many of the leading publications in each sector. There may be a slow decline, but nothing terminal and there certainly has not been a wholesale abandonment of print.


Retargeting: Time to get creative!

Thoughts from Just Media, Inc’s Analytics Manager, Frauke Cast.

Re-engaging with your audience is one of the most successful strategies to drive a conversion. Today’s article on ClickZ points out a few rules we all need to keep in mind to ensure a positive experience for the user. Obviously, the risk of annoying the audience is high. In addition to frequency capping, opt-out icons and excluding already converted users, we also strongly encourage our clients to get creative with their messaging. Change up the offer, build the message by sequencing different banners so your campaign becomes the online equivalent of lead nurturing, follow up after a trial sign-up to remind the user to purchase, send check out abandoners a new offer to encourage that sale. The possibilities are endless!

Interested in understanding more about how to integrate retargeting and other cutting edge digital marketing techniques into your media plan? Dick Reed, CEO of Just Media, Inc., put together a road show to explain what can be done with data pixels, impression bidding and audience targeting. Please contact me, Frauke Cast or Dick directly for more information and to get on the tour. Each event is personally tailored to your needs. It’s one hour, a whiteboard and an open mind!

Buying impressions: A changing landscape?

Just Media, Inc’s Media Consultant, Carrie Cooney takes a look at changes in technology when it comes to targeting:

“Anyone familiar with online media is well aware that it is constantly changing and something new is always just around the corner. These changes affect the way we plan and buy media. With technologies improving, I’ve been getting more involved with search retargeting, impressions retargeting, behavioral targeting and contextual targeting. To briefly explain in some detail each of these:

-Search retargeting: Targets an audience with display ads based on user search history and landing activity. It combines the efficiency of search and the reach and branding power of display. Search retargeting is based on users who have searched for your target keywords AND have landed on a tagged page. Essentially it’s a landing that results from a search.


Augmented Reality – We Are in for a Treat!

This is year 8 for me and Thanksgiving in the United States. Macy’s parade is as much of a staples to me as A Charlie Brown Thanksgiving, Turkey and stomach pain at the end of the day. This year, Macy’s is taking the parade to a whole new level again (I was already impressed by last year’s app) by tying in parade attendees with people in front of the TV  – augmented reality and all. We are in for a treat!

See article here:

Frauke Cast, Senior Director, Analytics, Technology and Insights
Just Media, Inc.

Online Data Tracking could use a cleanup, but it’s nothing to be scared of.

Just Media’s Media Planner & Buyer, Kevin Flint, gives some thought to arguments surrounding Online Data Tracking and its wider implications.

There are a lot of scary stories floating around out about advertisers’ use of online “tracking cookies”. These include the announcement of Microsoft’s default “Do Not Track” setting in its latest browser, Internet Explorer 10. As well as recent developments in Europe that are moving to thwart advertiser’s use of cookies.

Marketers and the online advertising industry are up in arms for fear that our industry will be utterly destroyed. Privacy advocates and tech pro’s seem to think it’s a slam dunk of good over evil. (more…)

Navigating a Social Media World

With more and more consumers accessing social network sites to gather input and post reviews, Chain Store Age spoke with Dick Reed, CEO of Just Media, on a subject that is a top priority for retailers across the board: how to reach out to consumers in today’s social media world.

To contact Dick:

Just Media, Inc., adds to Growth Momentum, names Brandon Friesen as President

SAN FRANCISCO BAY AREA (August 30, 2012) – On the back of adding seven new client accounts, including Toshiba, NetScout and Matthews Asia; Just Media, Inc., has named Brandon Friesen as President and an officer of the company. Independently owned, Just Media, Inc., is a results-oriented media and marketing services agency that has delivered thousands of successful campaigns for technology and related-industry customers. The addition of Friesen, who will be primarily responsible for overseeing the Media, Analytics and Partnership Development teams, marks another step in expanding the expertise available to customers to address the ever more complex media landscape.

Dick Reed, CEO of Just Media, Inc., stated: “Just Media, Inc., has a long history of delivering results driven marketing services and solutions to industry-leading B2B and B2C brands. I’m excited that we’re continuing to invest in both technology systems and the highest caliber of staff to build out our capabilities and deliver even better solutions to our clients. With Brandon’s long history in customer-centric media environments, especially in the technology sector, it will bolster our already strong momentum this year.”

Friesen has a successful track record across a number of marketing and media disciplines. In addition, he has worked with technology customers, both large and small, across both the B2B and B2C sectors.


View from the Top 2011 whitepaper

This week we released the 2011 edition of our forward review of tech marketing and media in a “View from the Top”, which is a collection of thoughts and opinions from four leading tech marketing CEOs.

The contributors: Tony Uphoff from UBM TechWeb, Michael Friedenberg from IDG Enterprise and Steve Weitzner form Ziff Davis Enterprise, along with my own views, all commented on a range of questions designed to draw out views on subjects as diverse as new media trends, shifts in spend patterns by tech marketers, advice on lead nurturing and advice for marketers for 2011.

Please use the following link to get your free copy

Once you have read it please leave any comments here so we can incorporate them into future editions.

PS – Sorry in advance for the sign up process but we are attempting to track the responses to a variety of marketing efforts we are undertaking to judge the best mix for future promotions. This includes database marketing, posts in Linkedin groups and general social media promotions via our own network of contacts… interesting stuff to see what really works.

Social media in tech – where are we now…??

There continues to be lots of debate about social media and the role it should take within the marketing mix. It’s something I have spent many hours agonizing over, not least because I continue to wrestle with the role our agency should be playing in this space. At this time I’m still convinced this is primarily a client side component to the marketing mix and that the focus in tech marketing departments should be focused internally on resources before reaching out to the all too willing grabbing hands of the agency world!

Several recent conversations certainly seem to be confirming that this is the key direction in which clients need to be moving. These come from very respectable sources and combine to confirm where we are right now – aligned with thinking within some of the biggest brands:

Firstly at the recent panel discussion at the IDG Tech Marketing Dinner in SF (where I was thrilled to invited to join Pat McGoverns top table!) Rich Vancil of IDC declared that social media is not yet a fully fledged function of marketing – link here for more details of his excellent opinions. Thinking this was a controversial statement to kick things off I was pleasantly amazed to see the entire panel agree. Of particular interest were the panelists from Cisco, and Avaya, Paul Dunay - both clearly experts in the space and advocates for internalized solutions.

Secondly through a conversation at EMC World with John Conway, who manages the EMC social website strategy, I was delighted to hear him also say that the key issue with corporations is the need for them to be able trust the employees to actively represent the company. This is so true. Clearly advice must be given to employees about appropriate activity – particularly in such a very public environment – but at the end of the day we all have to trust our employees to positively and truthfully talk about the company they work for.

Finally this story  that appeared in Advertising Age which not only brought a smile to my face but I think offers a little insight into how this is handled by many of my competitors right now….

For more good information from peers I recommend the following link at B2B magazine where you can find some video content from a variety of vendor CMO’s.

Soft media rates in 2009…I’m not so sure

Over the last few weeks I have heard numerous clients talk about an expectation of softening of the media rates into next year as the economy gets squeezed. But is this a reasonable assumption?

I would argue that it’s not and that unlike many previous recessionary periods which have seen media owners slash rates, we may not necessarily see the same trends this time, especially in our two prime media platforms -print and online…why you ask?

We lets start with print media.

In a previous life I used to be a magazine publisher, constantly watching the magazine balance sheet. It was generally tied to one key metric – page yields. High page yields invariably meant higher profit margins but also drove advertisers away when their perception of the magazine’s value was not matched by the rates they were offered. As a publisher you could chose to lower yields to chase higher page volumes, knowing that adding pages was relatively cheap and easy and could ultimately drive higher income and total profits even if margin was lowered. It also was critical when in a competitive market to gain market share as a show of strength.

Well in 2008 I think most publishers have established page yields that they feel they must maintain typically calculated to deliver a certain basic issue size. We all know it’s no longer about having a big issue size and they are happy to publish the minimum pages needed each week or month to service readers and a core of advertisers. Volume pressures have gone.

Also since publishers now see significantly less income generated from print media compared to other services like events, online and lead gen, magazines are much more easily closed without damaging the overall income model they have established. I know of even profitable magazines that have been closed because they no longer fitted a long term strategy, so advertisers should not expect any loyalty from publishers to their magazines if they themselves do not spend dollars on the ads.

So bottom line is I don’t think publishers will feel any inclination to give pages away just to stay afloat. Cutting issue size and closing magazines is more likely in most cases this time around especially where online extensions have been fully established.

Now online.

Well like many I expect rates to hold up. Demand is rising as dollars shift out of traditional media and a recession will only accelerate the trend to spending more on measurable media. It’s the safest option for marketing manager. Sites can still sell primary inventory at a decent margin knowing the spare inventory will be snapped up by ad networks desperate for a competitive edge especially in the B2B space. Sure consumer, high volume buys may see a squeeze with networks especially pushing to get onto more media buys, but it’s also the case that those media buys are much more ‘spray and prey’ than most in our space could ever be. Frankly for B2B most networks fall sadly flat.

So while there are certain to be a few deals out there it’s unlikely to be the shark frenzy we have seen in years gone by. Expect more consolidation and media closures than a rash of cheap ads. Expect your preferred online sites to be telling you they have sold out of all the good inventory rather than bucket shop deals. And expect your media agency to measure your expectations so that they can still buy the media they feel is effective rather than chase cheap deals.

As always it’s just my humble opinion.