I read a piece today by a gentleman named Joe Marchese. I've been a fan of Joe's insights and writing, as he is a contributor to Mediapost's Website -- he has helped them develop compelling content, for people in the online media business.
His piece today titled: "Advertising’s Potential To Pacify Portal’s Pains" is simply awesome. I highly recommend this piece......(I've sent it to all of our employees as well as investors).....
His view on portals losing business:
" The issue underscored by the opening quote by Ron Grant and nailed by Jordan Rohan, an analyst with RBC Capital Markets, that traditional portals are losing audience to social media. “Just like Yahoo, AOL is fighting MySpace, Facebook and others for audience and ad dollars, and those are tough competitors,” said Rohan,"
"The realization that portals don’t necessarily hold the same value they once did is as important for advertisers as it is for the portals."
But, this is where I nearly fell off my chair, as he precisely expressed what I've been communicating to our publishing clients, and brand marketers....
"But the game changer will be the ability to deliver value to brand marketers across fragmented/social media. Cracking this will require some pretty significant innovation in online advertising’s targeting, delivery and measurement metrics, as well as redefining the nature of the relationship between agencies/advertisers and online brand advertising network, which is the really hard work.
But the reward is infinitely larger than most people understand, because addressing these issues will lead to a google-like result. Why? Because, publishers, in the end, are focused on monetization. "
Joe, you win high praise from TEAM LOTAME.
The innovation in online monetization for publishers, coupled with targeting for advertisers is starting to take off. It's part evangelizing, part evolution -- and alot of "Lotamization..."
As Dan Reich said to me today:
Google = Keywords and Text.
Lotame = Engagement, Verbs and Interaction.
That is the genesis of innovation....
Rock on, and thanks Joe.
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