mike donahue

Articles by mike All articles by mike

• Marketing Plan Actions To Retain Profitable Brand Users Who Are Brand Loyalists in MediaDailyNews on 08/21/2023
  

• The Ad Industry Needs To Stop Being Guilty Of FOFO in MediaDailyNews on 07/07/2023
  

  It stands for Fear Of Finding Out, and overcoming it is the only way ad pros can improve their business processes, their consumer perception and the value of their business over time.

• Make Common-Sense Ideas Common Practice: A New Year's Resolution in MediaDailyNews on 01/19/2023
  

  From writing a better brief to targeted messaging and capitalizing on the experiential value of "screenagers," here are three common-sense ideas and tips on how to make them common practice.

• It's The Demand Chain, Stupid in MediaDailyNews on 04/06/2022
  

  The most important word in digital media, especially programmatic, is "demand," not "supply."

• What Is 4A's Universal Inclusion All About? in MediaDailyNews on 08/04/2021
  

  The American Association of Advertising Agencies' Universal Inclusion Initiative is about making everyone feel welcomed.

• Everything Wasn't So Great In Programmatic in Digital News Daily on 11/14/2017
  

  Sometimes, the best way to make a point is via send-up. Grab a song from a classic Broadway musical and adding your own media spin.

• What Digital ROI Is Really About, In Three Words in Digital News Daily on 09/06/2017
  

  To properly calculate return on digital media investment we must take into account two other words beginning with the letter I: intent and impressions. What is the advertiser's intent? Simply put, it is to get the best brand outcomes from buying orders of magnitude impressions against brand prospects and brand users targeted by their behavior as identified by their intent visiting websites.

• The 3 Most Important Words In Digital Marketing in Digital News Daily on 08/21/2017
  

  Ideally, all parties in the digital-media supply chain intend to deliver positive outcomes at the fairest, totally transparent price.

• Digital Media Imperative: Stop Bot Fraud Before It Can Happen in MediaDailyNews on 05/30/2017
  

  Advertiser money lost to bot fraud is the biggest impediment to digital media being optimized for trustworthy, transparent uses and positive, measurable brand outcomes. Yet a recent study reported only 18% of digital marketers have a zero tolerance for ad fraud.

• Back To The Future: The 12% Commission in MediaDailyNews on 05/23/2017
  

  The latest edition of the Association of National Advertisers' "Trends In Agency Compensation" report shows a rebound for the media commissions model, jumping to 12% this year from a low of 3% of respondents in 2010. I predict by the time the ANA conducts its next study, it will be orders of magnitude higher.

Comments by mike All comments by mike

• What The Marketing Word of the Year Should Be, For Those Who Care by Joe Mandese (RTBlog on 12/14/2020)
  

  Joe,You never get right to the FRINGE of thingsBeginning in January,I'll return  to my Media Post blogging using your no fringe stuff as my creative model.

• The Tragedy Of Quibi by Ted McConnell (Media Insider on 11/05/2020)
  

  Ted,two points:1) no common sense exhibited 2) Too often failures reflect too much love of FOMO combined with no interest in FOMOFear Of FINDING Out what they don't want to learn.

• Apple Unleashes 5G by Steven Rosenbaum (Media Insider on 10/12/2020)
  

  Will new I phone have access to Apple Fi?apple's new ground you satellite wifi?

• It's Time To Think About, Well, Time by Joe Mandese (Video Insider on 09/19/2017)
  

  Joe, One reason viewability has not been universally embraced is this:Too many people conflate viewability and engagement.i was an early proponent of viewability because I knew that an ad served is not necessarily an ad that has an opportunityto be seen.I saw viewability as step two of a necessary three step process.1) the ad is measurably served 2) the ad is measurably viewable4) the ad is measurably engaging Stay tuned as MediaRatingCouncil is about to certify engagement measurement just as it did with ads served and ads viewable.

• What You Don't Hear Is What Gets You by Ted McConnell (Media Insider on 09/07/2017)
  

  Ted,Brilliant... as usual.Your exhortation for marketers not to be silent is complemented by my exhortation to marketers that  they must not be guilty of FOFO... Fear Of Finding Out.

• Will Mobile Become The Dog Wagging TV Advertising's Tail? by Dave Morgan (Media Insider on 08/31/2017)
  

  I agree, Dave.Now if only there could be more focus on creating mobile ads that are as effective in telling brand stories and creating brand outcomes as TV ads do.

• What The Ad Industry Can Learn From Nazis And Terrorists by George Simpson (MediaDailyNews on 08/24/2017)
  

  George,There is evidence that terrorists are funding their recruitment efforts from the billions of dollars generated by bot fraud.Until the industry insists that no money be sent to any site until it is verified that humans visit that site, the bot fraud money will not stop.Only 10 million of the 330 million websites are visited by humans.Just'sayin.

• Audience Measurement 2017: A Conversation With ARF Chief Scott McDonald by Joe Mandese (MediaDailyNews on 06/09/2017)
  

  Scott,Glad you're putting a high priority on fraud. Check out my May 31 MediaPost blog titled: A Digital Media Imperative:Stop Bot Fraud Before It Can Happen

• Back To The Future: The 12% Commission by Mike Donahue (MediaDailyNews on 05/23/2017)
  

  Al,  I am including only production costs. The media commissions paid for the staff costs of creating ads.

• Back To The Future: The 12% Commission by Mike Donahue (MediaDailyNews on 05/23/2017)
  

  Al,  I am including only production costs. The media commissions paid for the staff costs of creating ads.

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