Company News
How Do You Fix Yahoo?
On Brandweek By Mike Shields, Yahoo’s so-so earnings last week were hardly eventful enough to distract most digital industry insiders from the more juicy news coming out of the company. The recent sudden departures of Hilary Schneider, evp of Yahoo’s Americas region, Jimmy Pitaro, the company’s well-regarded general manager and vp of media, and David [...]
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Building Brands Online
Excerpt from Building Brands Online white paper, published by Advertising Age on 10/19/10. You can download the entire study here. New Creative Options What is the best ad or most effective ad unit in online? Unlike TV or print, where this discussion hasn’t happened for years, it rages in regard to online. Richy Glassberg, who 14 [...]
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ShortTail, TidalTV Ink Video Ad Deal
On Reuters.com By Mike Shields, ShortTail Media, a company that helps publishers deliver video ads to text-based portions of their Web sites, has signed a deal with Web video network and technology firm TidalTV. As part of the pact, publishers in TidalTV’s network, including 30 newspaper sites owned by McClatchy, have begun selling advertisers ShortTail’s [...]
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ShortTail CEO Explains How to Put TV on Internet
By Matt Van Hoven Putting TV on the Internet is an obvious concept, until you consider how poorly it’s executed. We’re not talking about programs, rather commercials — which former CNN.com general manager David Payne argues can do better than pre-roll. Payne is the founder and CEO of ShortTail Media, which specializes in giving Online [...]
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Banner Year for Video
by Mike Sheilds, MediaWeek With at least one notable online ad seller giving up on the banner ad entirely, a big question for 2010 is, will a slew of top publishers follow that lead? ShortTail Media, which was founded in May of 2008 as an ad network alternative for premium publishers looking to protect the [...]
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ShortTail’s Extreme Video Mouseover
Web advertising is a Flash-driven mess. David Payne has a solution. Dirk Smillie, Forbes.com David Payne, the former chief of CNN.com, says the Web is an advertising junkyard. Now chief executive of video ad platform ShortTail, he wants to clean it up by turning your computer screen into a television screen. Web ads are still [...]
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David Payne: The Man Who Would Save Digital Media with Video Ads
Andy Plesser, BeetTV / Huffington Post David Payne, former chief of CNN.com, has been working his start-up called ShortTail Media, which aims to help publishers increase revenue by integrating television advertising the online experience. In beta since this summer, the company is funded by powerhouse Boston venture fund General Catalyst Partners. Payne says that traditional [...]
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Online Publishing: A Wobbly Stool
Adam Cahill, Almost every piece of content we interact with online can be thought of as a stool supported by three legs: the interests of publishers, advertisers, and consumers. The interests of the three parties are quite different, of course. But for the stool to stand, the needs of all three parties must be adequately [...]
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Notes from the Mediascape: the new face of webvertising?
Gariné Tcholakian, Media in Canada A new ad unit is making its way into the cybersphere, and it ain’t a subtle one either. While most marketers have been upholding user experience front and center in their media strategies, US-based ShortTail Media CEO David Payne is calling for deliberately intrusive placements, urging the industry to adopt [...]
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ShortTail Media platform creates new ad inventory
A new partnership between ShortTail Media, Schematic and Visible Measures could help marketers monetize not only video but other content on a website. The platform, called Digital 30, gives marketers the ability to distribute video spots online and also monetizes search or headline links leading to the video content. Kristina Knight, Biz Report Bob Keyser, [...]
