Author Archives: Matt Collins
I wrote this piece on Advanced TV advertising, which published in Broadcasting & Cable today (February 26, 2018). If you’ve heard about Advanced TV and want to learn more, or if you’re just getting started, I hope you find it useful. ***** You probably read the trades and know that you can now use rich […]
During the eight and a half years that I worked at Nokia and Microsoft, I survived layoffs exceeding a staggering 50,000 people, enough to fill a large stadium. Among this throng are people whose stories I’ll never forget. There was the colleague who had started his new gig at Nokia just six weeks before Nokia […]
I had the pleasure of publishing an op-ed piece for the Association of National Advertisers (ANA) recently. In this article, I argue that performance (e.g. more sales, customers, website visits, app downloads, etc.), not cheap CPMs, is the future of television advertising. Check out the article here.
[Appearing in Broadcasting & Cable]: Delivering Precision and Scale on TV Requires More Than Demo Targeting and Dayparts
Last week, Broadcasting & Cable published a story I wrote about why TV advertising is still a marketer’s best tool for acquiring new customers, and why via taking an audience-based targeting approach that embraces audience fragmentation it can now be more effective than ever. Check out the full article on Broadcasting & Cable.
Several months ago, colleagues of mine at Ampush tried to persuade a client with whom it had been running brand marketing to put some budget into direct response, or DR. Their case was persuasive. Ampush does DR better than any other Facebook Marketing Partner. The client responded forcefully: their job was not to drive new […]
When you think about the typical mobile app and the marketing that goes into it, what comes to mind? If you’re like me, you’re probably imagining a game or utility with an addressable market of millions. You think of apps that need that sort of scale in order to generate meaningful revenue from micropayments that relatively […]
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” — John Wanamaker. I first heard this quotation in my MBA program, and for the first few years of my career, I would have had a tough time refuting it. Until I could invest in search and pay-per-click ads, […]
If you take away nothing else from Amazon CEO Jeff Bezos’ annual letter to his shareholders, just remember this: Jeff Bezos writes about Amazon to enhance its value to its shareholders, employees, and customers. Business rock star though he is, Jeff Bezos cannot prescribe the right medicine for your company. As the CEO of the most […]
So Your Company Has No Product Marketing Team Or Budget. Consider A Team Of Internal Evangelists Instead.
Engineering-led companies typically include a product marketing function. Embedded with the Product and Engineering team, product marketers are the voice of the customer, ensuring that the products they manage capture their needs (stated or unstated) and that the market knows all about a company’s latest innovation. What if your company doesn’t have a product marketing […]
After comparing growth at the two biggest digital advertising platforms in the world at the same stages since their IPOs, it’s clear that Facebook has pulled away from Google. Whether Facebook can keep it up is subject to a lot of debate. Though the company faces significant barriers to growth, including a big one that […]