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tobinw | Spatial Shift

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A blog that looks at life and business through a unique lens. My Fascination with The Internet of Things and the Connected Consumer. May 29, 2014. Last week I attended the SOLID conference in San Francisco. SOLID. As I continue to grow into this space, I am fascinated by the imagination and rewiring that is quickly happening between things, objects and humans. Three years ago, I was introduced to the idea of IoT at a VLAB. That conveyed my conviction of what is possible. On many levels, I feel like I hav...

digitalmindchange.com

Digital MindChange: Is It Time To Pay Attention To Attention-Based Models?

http://www.digitalmindchange.com/2015/05/is-it-time-to-pay-attention-to.html

Re-thinking Advertising For The Digital Marketplace. Tuesday, May 19, 2015. Is It Time To Pay Attention To Attention-Based Models? Yesterday, The Financial Times announced. A new digital advertising metric – ‘cost per hour’ (CPH). They devised the model with Chartbeat. Increasing marketing effectiveness by measuring not just whether an ad is seen or not, but for how long. Currently, this new metric is available only for digital display ads, not video ads. That will soon change. According to a white paper.

digitalmindchange.com

Digital MindChange: March 2015

http://www.digitalmindchange.com/2015_03_01_archive.html

Re-thinking Advertising For The Digital Marketplace. Friday, March 13, 2015. Why Ad Blocking Is A Misnomer. From Wells Fargo Securities, ad blocking is now considered to be as much of a challenge as viewability for digital publishers. My question is, why don’t they call the problem by its proper name? Consumers are not trying to block ads. What they are trying to block are intrusions to their viewing experience. These intrusions just happen to be ads. Not an advertising issue. Monday, March 09, 2015.

digitalmindchange.com

Digital MindChange: Media Transparency Vs. Creative Transparency

http://www.digitalmindchange.com/2015/05/media-transparency-vs-creative.html

Re-thinking Advertising For The Digital Marketplace. Thursday, May 07, 2015. Media Transparency Vs. Creative Transparency. With the current brouhaha over undisclosed agency rebates and kickbacks from the media, it’s apparent that greater transparency will be soon called for. But media is not the only place transparency is needed. According to the Association of National Advertisers (ANA), overall agency compensation (even outside of media kickbacks) remains a contentious issue. So what do we do next?

digitalmindchange.com

Digital MindChange: How Long Should An Online Commercial Be?

http://www.digitalmindchange.com/2015/07/how-long-should-online-commercial-be.html

Re-thinking Advertising For The Digital Marketplace. Tuesday, July 07, 2015. How Long Should An Online Commercial Be? This is a question asked by Andy Chandler today. In one of the ad pubs. It’s the same question that we asked many years ago right here in this blog. How long should a commercial be? The answer then is the same as it is now. As long as it’s interesting. How do we know when a commercial has stopped being interesting? Simple. When the viewer stops watching. That’s the beauty of online.

digitalmindchange.com

Digital MindChange: January 2015

http://www.digitalmindchange.com/2015_01_01_archive.html

Re-thinking Advertising For The Digital Marketplace. Wednesday, January 28, 2015. May I Have Your Attention. Ev Williams, co-founder of Twitter and the blogging platform Medium. Was the most recent to come out in favor of time spent (versus impressions) as the preferred way to sell media. Has taken the leadership position in this, charging advertisers on a cost-per-hour basis. Medium’s primary way of selling space is through something called TTR, or Total Time Reading. And attention is a finite resource.

digitalmindchange.com

Digital MindChange: February 2015

http://www.digitalmindchange.com/2015_02_01_archive.html

Re-thinking Advertising For The Digital Marketplace. Wednesday, February 25, 2015. If Completed Views Are The Metric That Matter Most, Who’s Accountable For Those Views? In a recent survey. They asked the world’s premier advertising agencies what matters most to them in regards to media. Of those three, completed views were considered the most important metric. So here’s the question. If a completed view is the most important metric, and if it is not a forced viewed, then who is accountable for that view?

digitalmindchange.com

Digital MindChange: April 2015

http://www.digitalmindchange.com/2015_04_01_archive.html

Re-thinking Advertising For The Digital Marketplace. Tuesday, April 28, 2015. Opportunity To See Versus Opportunity To Involve. It seems rather ridiculous, doesn’t it, the current debate over whether advertisers should be required to pay for an ad impression that never shows up on someone’s screen? The Association of National Advertisers is now suggesting to its members that they only pay for impressions that offer a ‘minimum opportunity to see’. For online video ads, two continuous seconds. Every commer...

digitalmindchange.com

Digital MindChange: July 2014

http://www.digitalmindchange.com/2014_07_01_archive.html

Re-thinking Advertising For The Digital Marketplace. Wednesday, July 02, 2014. Ignorance Is Now A Choice, Not An Excuse. I stole the headline from a piece. Written by Michael Schrage on June 25. Mr Schrage is referring to how effective, or wasteful, advertising actually is. In his piece, he argues that creativity needs to be replaced by accountability. I beg to differ. I think that accountability is the new creativity. And, the reason why goes back to the headline above. No, not sales. Which means, accou...