Thanks for visiting. I work in the online advertising industry in New York City and have worked in account management and media for several different agencies both large and small. I’m currently consulting for a couple of small interactive shops and am working my ass off. I’ve had some fun times in advertising and have met some great people.
My other personal blogs are Zen Productivity and Leveraged Credit.
I’m running a campaign for someone right now - it’s acquisition focused (landing page with a form) but the problem is that in order to sign up, you have to already be “a member.” So he’s running these ads on 20 or so different sites and people who see the ad and are interested in their offer can’t act on it unless they’re already a member. They’ve served up around 9 million impressions so far and have gotten only about 150 sign-ups. If they’re paying a $10 CPM that’s $600 per sign-up and this program is just so that they can give some stuff away for free.
I won’t say which site this was, but one of the sites on my plan made a mistake and served impressions for a unit outside of the flight window. Usually when a site overdelivers, it’s by under 10% of contracted impressions. However, this site delivered 9 million. Their CPM is around $5, making that $45,000 worth of impressions that they gave away. The sad thing is that the advertiser probably doesn’t care, or may even be pissed off about it. Too bad I couldn’t pocket any of that.
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I know this (third blurb down) broke several weeks ago but I think anyone in online media planning can appreciate the humor in that Morgan Stanley analyst Mary Meeker calculated YouTube’s estimated ad revenue by applying the CPM incorrectly, making it $4.8 billion when it should’ve been $4.8 million. She probably used CPM * impressions to calculate net cost when it should’ve been CPM * impressions / 1000. It’s kinda surprising that she’s nicknamed “Queen of the Net” but overlooked something that you learn in the first week of being in online media.stained glass window Download DaySmart 6.1.1 macromedia software suite
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I wish I had a tape recorder for this convo. Last night, I met a girl who is interning for McCann-Erickson for the summer on a large integrated account (of course). This girl epitomized naiveté in advertising and it’s best illustrated in sound bite form. Here are some of the things she told me:
She’s just a naive girl straight out of college, but unfortunately in a couple of years she’ll be completely integrated into the system and be a part of the engine that keeps its wheels turning.
who works at Neo@ogilvy was complaining that she’s been there for 2 years and still hasn’t gotten a promotion (she’s currently a media planner). I worked with her at a previous job, and people there didn’t exactly think she was promotion material either.
According to her, the problem at Neo@ogilvy is that aside from the fact that their name sounds like something derived from a futuresque droid movie, it takes them too long to promote people. I asked her if she thought she’d get promoted if she stayed longer. “Oh yeah,” she replied without any hesitation.
Impressions are hard to change. Sometimes, if an employer doesn’t think that you’re promotable, you won’t get promoted no matter how long you stay. I didn’t have the heart to tell her that. And I think she loves the name “Ogilvy” too much to leave.
So I’ve bought dinners for this girl since she’s a media planner and makes only $35K, I’m hosting her site on my server, I’ve sent her my contacts when she was looking for a new job. Then when I ask her if she could pull an adrelevance report for me (takes like 2 minutes and I don’t have access to it), she tells me that she’s too busy, with no indication that she might be willing to do it later. What a bitch. Some people are so unappreciative and unwilling to do favors. It drives me nuts.
Yes, that’s how much commission is being taken out on a recent plan I put together. Of course, the client doesn’t know this. The commission is just getting baked into the CPMs and will get split between 3 agencies, only one of which is doing the actual leg work.
It’s been several months since I last wrote in here, but lately, I’ve been doing more ad agency work, so it’s compelled me to get back on here. Since getting fired from large madison avenue agency, I spent some time being pissed off and feeling sorry for myself, and then started working at a small online media agency; one so small in fact that there is hardly even an office. I’ve been working for them for about 4 months now, doing online media management and account management, and do all of it from the comfort of home. That’s right, no commuting and no waking up at 8am regretting that I didn’t get to sleep early enough the night before. Well, that is, until last week when I got a gig being subcontracted out to another agency, where I have to go into the office for the first couple of weeks.
Here comes the interesting part: I’m an employee of 3 different agencies. I have the title, online marketing manager at 2 of them, and media planner at the third. I have 3 e-mail addresses (one for each) and have to check them all. Two of them are client facing positions, where I constantly have remind myself which company I “work for.” Fortunately, I’m subcontracted out to these 2 other agencies through the one central agency, so I have to bill only one guy for all of the work.
I’ve got to say, my current situation is the best I’ve had so far in my advertising career. Next week, it should be back to working from home.
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If you ask lay people to define it, you’ll find that many people don’t have a quick and dirty definition. “Unsolicited e-mail” is the one that’s generally accepted, but some people will even include e-mails from acquaintances to fit under that definition should the body contain a promotion of something that the recipient has no interested in. A subject line like, “come see me perform tonight at the Red Lion!” can often get your e-mail a ticket straight to the trash.
One of the business ventures I worked on required me to find and contact owners of very specific small businesses. The easiest way to find these businesses was through the web using search engines and directories, and then contacting them was a matter of sending an e-mail to each one of them.
I found about 100 relevant businesses and recorded their e-mail addresses. I started by sending out form e-mails to each person individually from my Gmail account, and then I got the idea of using a software to make it easier. If I could use an e-mail marketing program, maybe I could send them out in batches, have the “Dear…” line fill in dynamically and be able to see if people are actually opening the e-mails and possibly send them another, follow-up e-mail only if I found that they hadn’t opened the first one. I looked into hosted e-mail marketing services such as Constant Contact and Vertical Response. It turned out, however, that I wouldn’t be able to use these hosted services to e-mail these people because they hadn’t opted in to receive e-mail from me. What I was trying to do would be deemed spamming as far as these services were concerned. “I’m not trying to spam,” I thought. I didn’t want to send out thousands of e-mails to people who weren’t interested in what I was sending them. I just wanted to send a few hundred, and do so in an efficient manner.
Frustrated, I put up a post in one of my favorite online marketing forums, asking if someone knew of any software that I could host on my own servers to accomplish what I sought to do. I received many responses with many of them crying spam. The responses ranged from “Why do you want to break the law on purpose,” to “If one of your e-mails lands in my server, I will be sending you an injunction.”
I argued that when someone puts their e-mail address on their site, or has a ‘contact us’ form, even if they haven’t opted in to receive e-mails from you, they are soliciting them, that is, provided they’re relevant to the context of the website. However, my fellow forum members didn’t seem to understand my perspective. Harvesting e-mail addresses from websites, and sending them bulk e-mails to promote a pyramid scheme is certainly spam, there’s no doubt about that. However, what I was doing was selecting particular types of businesses and offering my services on a performance basis to help increase their sales. What business owner wouldn’t be interested in receiving e-mail communications from potential business partners? All I wanted to do was make the process more efficient. Rather than sending a form e-mail to each person individually, I wanted to be able to hit ‘send’ once, and have my e-mail go to all 100 people on the list I had compiled. However, it seemed that people thought it was spam whichever way I did it. Should I feel like a criminal every time I decide to contact a website owner for whatever reason ranging from “Hey that functionality is cool. How did you do that?” to “Can I buy a link on your site?”
I’m certainly not the only web marketer who thinks that individual, unsolicited e-mailing is not the same as spamming. There are plenty of site owners, who, like me send unsolicited e-mails to other site owners in order to promote their site and possibly receive a link and most of these people would not consider what they’re doing to be spamming.
Many of us have different definitions when it comes to spam. Although I’m walking a fine line, I believe that the CAN-SPAM Act precludes my e-mails from being spam because despite my service being a commercial one, I’m not actually advertising or promoting it, and this removes the “commercial e-mail” label. In the end, I decided not to use a software for my e-mail marketing campaign only because I couldn’t find one to work the way I wanted. However, just as you’d be hard pressed to find any sales person or small business owner who doesn’t cold call, you’d be hard pressed to get me to stop sending unsolicited e-mail.
Some people will know exactly what this means when they see the title. If you’re an agency employee (like me) and work on a salary, you’ve probably never heard of this dark and ugly underbelly of advertising that puts kids through school and coke habits strong.
Double commission is the practice of charging a client for commission twice. This is a fairly foreign concept to me but from what I understand, it can be done in a couple of ways. A media shop is hired to plan and buy media. That shop takes a commission off the top, then hands the work off to another media shop to do the actual planning and buying. Shop #2 creates the plan and pads the CPMs (cost per thousand impressions) to include their own commission. The client ends up paying commission twice without knowing it. The other method is where an agency tells publishers that they only want to see gross numbers of the proposal that they provide, that is, with the 15% commission already in the CPMs. The agency can then hand this off as being the net (not inclusive of commission).
That’s what double commission is.