Skip to content

About us

eCounsel group

A boutique firm with unparalleled expertise in business and technology. We have good command of industrial ecology and legal practice, and have undertaken highly regarded cases. Because the small business scope, we pay more emphasis on effectiveness and efficiency, and choose clients with deliberation. The managing partner not only has extensive experiences in various legal issues more over than 20 years, but invests and manages several technology companies. In addition, he always checks each case rigorously. Clients’ business objectives are our primary focus. To achieve the same in the most cost-effective fashion trumps all seemingly sophisticated legal discussions.

Selling Mobile Ads - Facebook Does it Better Than Publishers

2015 - 05 - 15

With Facebook’s Instant Articles, Publishers May Find 70 Cents Is Better Than a Dollar

Publishers are still digesting the details of Facebook’s new “Instant Articles” initiative, which in the first 24 hours has set off reactions ranging from panic to confusion to envy across the online news landscape.

There are many questions for media executives to consider about the program, which allows whole articles and videos to be published to the social media site’s mobile app. One major consideration is whether Facebook can help publishers generate revenue from their mobile audiences more successfully than they can themselves.

The answer? Quite possibly, because Facebook has figured out what other online ad sellers haven’t: how to effectively target and track mobile ads.

As first reported by the Wall Street Journal, participating publishers will keep 100% of the revenue generated from advertising placed alongside Instant Articles, provided they sell and serve the ads themselves. They get a 70% cut if Facebook sells the ads through its Audience Network product.

http://blogs.wsj.com/digits/2015/05/14/with-facebooks-instant-articles-publishers-may-find-70-cents-is-better-than-a-dollar/

所以,報社透過FB所銷售的廣告拿回70%的分潤之總合,會遠勝過自己在FB的”Instant Articles”裡所賣的廣告營收(雖然自售的廣告收入100%歸報社自己)。

儘管不假思索也知道是這樣,但這篇WSJ的文章提供了進一步說明。

簡單歸納起來原因有二:

(1) 原本的吃飯領域:”Facebook will collect around 33% of all mobile display ad spending in the U.S. this year.”

(2) 原生的吃飯傢伙:藉著”Like 按讚”,使用者的喜好FB當然比報社懂;另外,FB的跨裝置廣告效果追蹤分析,自然遠比cookies更有效

Recommended article 

Trip to Germany (Part 1 - We Should be Proud)

For my clients’ businesses and my own investments, I have traveled North America coast to coast for over 60 or 70 times since I became a lawyer. Continue reading

Crooked Construction Firms

This Article is about common practices in the construction business in Taiwan for the past several decades.Continue reading

The Internet Era - Does the Music Industry Understand Consumers?

The main reason the music industry in Taiwan not catching up with the Internet Era is the lack of data. 「最近比較煩」的老段以後要幹什麼   「……因為鮮於接受媒體採訪,許多人對滾石老闆段鍾潭的印象仍停留在周華健《最近比較煩》中的這句歌詞之上。 老段說:『互聯網正在摧毀創作者和消費者之間的關聯/我也怕有一天,音樂走上照片沖印業的末路。音樂產業大環境不樂觀,我個人認為比較大的問題在於產業跟消費者基本上是脫鉤的。……』」 http://news.sina.com.tw/article/20150925/15229814.html   音樂產業和消費者脫勾的主因來自大環境不樂觀? 我對段先生是抱著高度敬意的。身為當年公認流行樂界之成功典範,但在面對科技所帶來之改變時,這位大腕兒仍然不停地勇敢嘗試、與時俱進、並且到今天還繼續活著。但是,他所講的這點,我有不同的看法。 「……當年我們做唱片,壓成一張張CD,如果這個藝人表現很好,唱片製作也不錯,那最直接的反映就是有人買你的唱片。唱片公司和消費者之間存在著一個直接的關係。這一點對於經營公司是非常重要的。我們之前做事,真的蠻清楚該怎麼下手,賺錢賠錢真的是結果,絕對不是目的,做得不好就摸摸鼻子去檢討。然而在互聯網的長期影響下,這方面就發生了脫節,譬如大家都知道《小蘋果》很紅,但紅到什麼程度,這個概念就變得很模糊。CD時代之所以清楚,是因為消費者要花錢,而現如今,比如你一天聽了500首歌,可能有些聽20秒就跳過去,聽者在做這些決定的時候沒有代價,所以可能會比較草率,沒有辦法體現他對這個東西的認可。這個是我覺得大環境不好的地方…」 下面幾件事,老段,您不會不知道吧?! (1) 當年CD裡,總是兩首好聽的搭八首爛歌+充數的演奏曲 (2) 當年出一張CD,打歌宣傳行銷動輒破千萬台幣;因此,像陳明真這種五音不全的傻B歌手發片,都能在90年代銷售排進連續多周前十名 (3) 究竟是什麼樣的消費者、聽多少次你的歌、又在何時何地聽、過了多久又挖出來再聽、聽你的歌是第一次就跳過還是一直連續聽個不停……