Author: Paul McDonald

The Changing Face of Media

There’s an old expression that “everything old is new again” and it seems to be true in the media world. Media options that were considered to be dying in the past few years are now on the rise again. Specifically, print is making a resurgence

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Advertising Is Becoming Increasingly Personal

As technology continues to advance and media becomes more fragmented, new media buying options are emerging, like addressable advertising and hyper-targeting. As we enter this “brave new world” of personalized advertising, we’re beginning to see some amazing—and potentially disturbing—things. Addressable advertising simply means delivering household-specific advertising based

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Television Audience Fragmentation

As new technologies emerge and become more mainstream, video viewing audiences are becoming more and more fragmented. What this means is that it is becoming harder and harder to reach a broad audience with your message. According to a recent Nielsen Total Audience Report, US adults

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Television Programming Content Drives Viewers

Television, no matter what platform it is viewed on, is still a significant player in the media landscape. And, I believe the driver behind any television success is programming content. I was looking at some data recently regarding total number of scripted television shows being produced.

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Binge Watching

It’s that time of year again when the water-cooler discussions turn to the likes of the latest Hallmark Christmas movies or other assorted opportunities to binge-watch your favorite television shows, old and new. Binge-watching is a relatively new phenomenon that is quickly becoming a standard way

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The Changing Face of Media Buying

Media buying is changing. A recently published Nielsen report looked at the changing face of media buying. And while there are some givens that the report brought out, like the fact that digital advertising spending has now eclipsed traditional channels, there are some other insights

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Billboards 101

I’m always surprised when I drive down the road and see some of these amazing billboards that (usually) local companies create to share their message. Beautiful artwork, muted colors, fancy fonts…some of them even look like they were taken directly from the page of a

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Out-of-Home is Making a Resurgence

Out-of-Home (OOH) Advertising, most often referring to billboards, is making a resurgence. Once more, those who predicted that traditional advertising methods would no longer be viable due to the latest media opportunities, are being proved wrong. And part of the reason is because OOH is

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