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Published: November 10, 2009 at 01:41 AM GMT
Last Updated: November 10, 2009 at 01:41 AM GMT

By Andy Myers, Editorial Director

Reaction to "Curious Thoughts from Curious Minds: This Could Change Everything," by David Cohen:

This sounds very similar to the way that MSFT's Massive Inc. unit sells/prices in-game advertising, based on how long the ad is in the viewable area with a timer that tracks cumulative exposure. I believe an ad has to be visible for a minimum cumulative time of 5 seconds or so before an advertiser "pays" for the impression. It would be interesting if they could track & report on how many competing ads were in the same viewable space. Steve Patrizi VP, Advertising Sales & Operations LinkedIn Corp.

Great post and could not agree more. It's critical that we move away from useless metrics (clicks), and instead, try and leverage newer engagement metrics that capture the ad's true value using time and interaction. The concept of "RealVu" is something we at Lotame are currently using, and have been using for the past 2 years, in addition to 14 other KPI metrics...that are layered with Audience Data. Glad to see we aren't the only ones in this space trying to move the needle here. Dan Reich Director, Platform Solutions Lotame Solutions

David might be one of the most insightful or at least bravest people in the entire digital industry to write about something so disruptive to business as usual in the digital advertising industry. I am the CEO of Realvu tm and I have been amazed by the reaction our technology has received by industry mavens to date. The Realvu technology makes it now possible to deliver content only when it is going to appear in the viewable area of a browser screen. This means that anything that does not appear in the viewable area will not be delivered and counted as viewed. There are at least 17 separate reasons that ads do not appear in the viewable area of the screen and Realvu takes into account all of them by only counting content that appears for at least one second in the viewable area of a screen. This makes it 100% sure an advertiser gets what they pay for which is a viewed Ad . Billions of dollars are currently being spent on no show ads and everyone in the industry selling these no show Ads seem to think this is just fine. Hopefully now with the Media Rating Council certification coming this week Advertisers will have a way to certify they get what they agreed to pay for which is a viewed Ad . An impression is worth zero until it is viewed . Brad Krassner CEO Rich Media Worldwide/Realvu

Reaction to "Still Wondering... Why Is There So Little Online Media Advertising?" by Matthew Greene:

You may not have to wonder all the way to your grave if you have at least 10 or more years to see your wish come true. The barriers are slowly coming down and a larger % of ad budgets are being allocated to this media. Agencies are beginning to wake up and to see the value of the Internet although they have taken their sweet time to get there. Few in corporate America know how to design and implement an effective ad campaign on the WEB and that may be due to the medium being so young. I recently had an agency tell me that with all the years of experience they had in buying media, they knew so little about how to make good use of the Internet as part of their media plan. I believe that 30% share is attainable if we happen to be around in 2020. It is one man's opinion and I know you didn't ask for it, but I hope it helps you to know that change is on the way!

Posted by Juan S. Roque

Reaction to "Web Video's Lower Ad Load is Unsustainable," by Jonathan Bokor:

Excuse me, but, what?!? People never wanted to watch advertisers repeat the same ad 2,000 times. Never. As soon as they got remotes, DVRs and the Internet they demonstrated they WOULD NOT. That model is dead and gone. The Internet brought about The Death of Frequency. You sound like you could have been a consultant to the railway barons of old, encouraging them to stay in their mansions and raise prices while ignoring those pesky things called automobiles and trucks.

We need to embrace the change that has arrived and work around it, not encourage the "push marketing model" that consumers have soundly and summarily rejected. The same marketing dollars will continue to be injected into the economy in coming years, but it won't be going into TV advertising via the old 16 minutes of ads per hour model. Think about that ratio, for heaven's sake! We were forcing people to give up 26% of their viewing time to watch our ads over and over and over and over and over — THAT was "unsustainable"! People will never tolerate that model — they never did, they changed the channel or walked away. Good luck with this strategy -- I'm sure it's exactly what the "Broadcast Barons" want to hear. Posted by Kevin Lenard

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