Articles by Dennis Upah
Dennis Upah joined HealthCentral in October 2002 as Executive Vice President, Broadcast, putting his over 25 years of media and Internet health experience to work in developing multi-media strategies for the company and its clients. Previously, Upah was the President and CEO of VisionWeb, the leading global eMarketplace consortium for the vision care industry. From 1999-2000, he was the Chief Operating Officer of drkoop.com, overseeing the portal’s day-to-day operations and building content relationships with online companies, hospitals and television stations coast-to-coast. Prior to his work in the Internet, Upah had 17 years of success in running television stations and developing Web strategies for Granite Broadcasting. At KEYE-TV in Austin, Texas, Dennis orchestrated what CBS-TV called its “best affiliation switch performance” in the U.S., and at WEEK-TV in Peoria, Illinois, he became the youngest affiliate President & GM in the history of NBC-TV. Upah was the valedictorian of his graduating class at Bradley University, the Technology Chairman of the CBS Affiliates Board of Directors, and one of the Internet’s Top 25 Marketing Executives as named by Advertising Age magazine in 1999. In his role at HealthCentral, Dennis specializes in working directly with senior-level healthcare clients to help them solve specific marketing problems, and oversees the company’s video assets such as “Medical Breakthroughs presented by HealthCentral”, the country’s longest-running series of syndicated health TV specials. Follow Dennis on Twitter @Upah or connect with him on Linked In http://www.linkedin.com/in/dennisupah
A new study from a video monetization firm further supports my assertion about the short-term superiority of online to television advertising. After analyzing 11.3 billion online video views and 6 billion ad views, FreeWheel concluded, among other things, that: Consumers appear willing to sit through more commercials when those sponsor messages are surrounded by long-form [...]
“We’re not on or offline–we just ARE.”
…a future where coupon downloads are tied to every pharamaceutical ad…and your physician is able to track your compliance not by what you enter into a record, but what your phone records you hearing/doing (or NOT hearing/doing)…!
Ironically, the industry may be returning to the doctor’s office, only this time, to request his files rather than his effort.
Patients can find or request the care they need at a price that is fair… Doctors and medical facilities list their services, select from the requests that are made, and acquire new patients willing to pay a fair price for their services.
…it is feasible that such complementary technologies could house FDA-required Important Safety Information on pharma ads someday, allowing video advertising of the future to be far less cluttered due to ISI being “just a click away”.
Could a future where a branded pill bottle might be “inserted” into a “Two & A Half Men” medicine chest whenever Charlie Harper runs to the bathroom following a bender, or a certain artificial knee company’s logo can be seen on boxes in the supply closet behind doctors kissing on “Grey’s Anatomy” be on the horizon? As far-fetched as it seems, inserting brands AFTER the fact might actually be more palatable to regulatory bodies more concerned with biased content being inserted in sinister fashion DURING the production process.
A technology that limits online viewing of network programming to local affiliates may be just the shot in the arm that local broadcasters need, or it may be applying 1960’s thinking to 2010 technology. Internet users want choice and control, and it could be argued this technology takes both out of the hands of the user.
Digital marketers and fans of convergence media should be paying more attention to the item in Wired about the new app that lets the iPad serve up companion content to television programming.
In the absence of online ad skipping technology, marketers not exploiting the captive online video audience are missing a great opportunity, especially given the targeting, measurement, and other advantages inherent in the Web.
Months ago, I predicted that the real killer app for the iPad would be geotarged display ads, taking mobile advertising a giant step ahead of any tiny text messages currently posing as advertising. It’s now official, as Steve Jobs is set to unveil the iAd, which some experts predict may “offer a hypertargeting capability that [...]
Online video has fast become a MORE interruptive and effective medium than television! And few would have predicted that!
There are a multitude of reasons why, rather than celebrating victory, Internet marketers should be wary when viewing Hundt’s comments.
A lot has been written about whether Bezos’ Kindle will be slayed by Jobs’ iPad, with reviewers dissecting everything from the latter’s screen resolution to lack of camera. Less has been written on the impact that Apple’s new toy will have on struggling print publishers, with articles like this one “Can Apple’s Tablet Save Newspaper [...]
