How to evaluate the value of an online business in Romania

August 10, 2007

Through the Interactive Advertising Bureau Romania (IAB Romania), I have received several queries about how to evaluate the value of an online business in Romania. The answer is an interesting problematic. However, I shall endeavor to provide my honest opinion of the current situation. But I’m not quite sure how my colleagues in Bucharest will feel about my candor.

Below, something relevant from Bob Dylan to set the tone of my honest opinion.

……………………………………………………….

……………………………………………………….

Read the rest of this entry »


Internet Advertising Bureau Must Address Problems in Online Advertising

March 5, 2007

Keeping it honest

Millions are spent sending out messages, but almost nothing is spent on reviewing the results. It happens as often in traditional media as in new media – if not more so in the latter. It’s a problem in online advertising that allows kids to make great money, charlatans to succeed and confidence games to abound.

Below, a little Johnny Cash to set the tone of this blog post

……………………………………………………….

……………………………………………………….

Although most online advertising agencies do hope this problem will continue for many more years to come, I do not believe this ongoing failure to be in the best interest of the industry. Credibility, not blind faith and enthusiasm, will drive what I believe to be the most exciting communication channel ever to key to communication and marketing strategy.

Advertisers are not completely to blame for the lack of campaign measurement. Of course, they don’t want to spend money that they don’t have to spend. On the other hand, it’s easier for young upstarts in online advertising to talk about millions of impressions or clicks. Impressions and clicks, however, don’t really describe the impact of a campaign.

More importantly, it’s almost impossible for young upstarts or advertising heavyweights to provide deep business analysis of the sales and marketshare performance as it is related to their online campaigns.
Read the rest of this entry »


Letter to National European IAB Leaders

January 31, 2007

Dear Colleagues:

I enjoyed seeing you again in London. Let’s do it again, soon. Hopefully, somewhere else.

IAB European Council

I write to you with great excitement as I reflect on what I experienced at the IAB European Council meeting in London.

I thank you for your kind and enthusiastic reception of the IAB Romania team. Ana-Maria Ilie, Iulia Prioteasa and myself return from London to face our challenges and tasks with new excitement, new ideas and new aspirations. We will move mountains.

And we shall do so with the confidence of renewed friendship, inspiration and support. Your commitment to us strengthens our resolve to do amazing things. Reflecting on this new friendship and the inspiration of upir national successes, it is important for me to acknowledge your experience, ideas and accomplishments over the last year.
Read the rest of this entry »


The next big thing online will be video

November 24, 2006

Five cents buys you nothing in Bablion:

Video will become the most immersive media and marketing channel because customers will be able to choose it, download it, share it, and experience it in their own context and on the go. Within two years, people will be able to see video everywhere: on an office computer, home computer, web-enabled tv, iPod or mobile phone. They will also be able to share it with family, friends and colleagues.

……………………………………………………….

……………………………………………………….

Youtube is big

Youtube is a big idea. It will take years for marketers to get their minds around it, but video will begin to dominate communications and integrated online marketing strategies within the next five years. Not the Hollywood quality high gloss, but the camcorder stuff, the rough cuts and lower quality pictures where real people appear to be getting eye to eye with people.

If the content is great and the light is good- that’s all you need to make things happen. As the prolific number of online marketing channels increase, voices get lost in the crowd. That’s why people appreciate the directness of video media. They make connections faster and they are more likely to come back for more. And It doesn’t require tv station or film production effort to make this happen.

In a world where brand messages are everywhere, you will have to put yourself or your content out there in the world.

Below is a popular video song about how video pop culture is created by people on the internet.

……………………………………………………….

……………………………………………………….
Read the rest of this entry »


Follow

Get every new post delivered to your Inbox.

Join 166 other followers