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<title type="html" ><![CDATA[Articles by Mark Trefgarne]]></title>
<link href="http://adage.com/rss-author.php?id=4493" ></link>
<id>urn:uuid:5302c7be-7fb5-de19-7df0-a5d0cab67fd9</id>
<updated>2013-05-20T08:21:19-04:00</updated>
<author><name>AdAge Staff</name>
</author>
<subtitle>Articles by Mark Trefgarne</subtitle>
<entry>
<title type="html" ><![CDATA[Hey Publishers, Time to Increase Your Video Ad Load]]></title>
<link href="http://adage.com/article/digitalnext/hey-publishers-time-increase-video-ad-load/234622/" ></link>
<id>urn:uuid:f82d755e-46d2-d496-4b90-7bc961e3f033</id>
<summary type="html" ><![CDATA[








Mark Trefgarne





TV advertising is    all about interruption, a model that   &#039;s been relatively effective for more than half a century. Consumers have come to accept commercials and will put up with them to get to the end of    the content.


 


Traditional TV found a model that    works, but online publishers refuse to fully replicate]]></summary>
<updated></updated>
<author><name>Mark Trefgarne</name>
</author>
</entry>
<entry>
<title type="html" ><![CDATA[The Trouble with Targeting on Connected TV]]></title>
<link href="http://adage.com/article/digitalnext/trouble-targeting-connected-tv/233726/" ></link>
<id>urn:uuid:939dcc78-a864-c25e-bcdb-b27ae4ba8096</id>
<summary type="html" ><![CDATA[








Mark Trefgarne





Video is      readily accessible to consumers, available whenever they want it from a smartphone, tablet, or computer. And now the streaming world of      online video is      available on the traditional TV set, with manufacturers expected to push out more models of      connected TV this year. 


Connected TV promises]]></summary>
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<author><name>Mark Trefgarne</name>
</author>
</entry>
<entry>
<title type="html" ><![CDATA[How Political Campaigns Should Be Using Video In 2012]]></title>
<link href="http://adage.com/article/digitalnext/political-campaigns-video-2012/232890/" ></link>
<id>urn:uuid:3f83eb5c-f667-36f3-a91f-f5058dc654d1</id>
<summary type="html" ><![CDATA[








Mark Trefgarne





Presidential elections are always major events for the country, but the 2012 electoral cycle will also be historic for the digital advertising industry. Politicians&#039; spending on digital advertising has doubled since the 2010 midterm elections, according to a survey by       STRATA, and it&#039;s still only February.


 


Bu]]></summary>
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<author><name>Mark Trefgarne</name>
</author>
</entry>
<entry>
<title type="html" ><![CDATA[Time For Video to Step Out From TV's Shadow]]></title>
<link href="http://adage.com/article/digitalnext/time-video-step-tv-s-shadow/232455/" ></link>
<id>urn:uuid:b820285a-8268-9741-2661-2ec7c752f3ff</id>
<summary type="html" ><![CDATA[








Mark Trefgarne





Whether digital marketers want to admit it or not, TV is        the most powerful branding medium of        all time. Online video is        a close digital corollary, but we still haven&#039;t seen the big shift in brand advertising dollars from traditional to digital that        many are hoping for.




The problem is     ]]></summary>
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<author><name>Mark Trefgarne</name>
</author>
</entry>
<entry>
<title type="html" ><![CDATA[How Xbox Is Giving the TV Its 'iPhone Moment']]></title>
<link href="http://adage.com/article/digitalnext/xbox-giving-tv-iphone-moment/231535/" ></link>
<id>urn:uuid:ee646396-654f-0550-9bb3-d06765a7a978</id>
<summary type="html" ><![CDATA[








Mark Trefgarne





The latest update to Microsoft&#039;s Xbox 360 video game system is            making it easier for users to access video content, including video streaming services like Netflix, Hulu, ESPN, TMZ and HBO. It&#039;s great for consumers who want one box for all their home entertainment, and it&#039;s even better for marketers who have b]]></summary>
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<author><name>Mark Trefgarne</name>
</author>
</entry>
<entry>
<title type="html" ><![CDATA[How Netflix Can Right Its Wrongs and Dominate Online Video]]></title>
<link href="http://adage.com/article/digitalnext/netflix-wrongs-dominate-online-video/230898/" ></link>
<id>urn:uuid:f4447007-cf69-f54c-1e65-e975cf4b91eb</id>
<summary type="html" ><![CDATA[








Mark Trefgarne





Netflix has been a household name for years, expanding its basic DVDs-by               -mail business model with a rapidly growing streaming service that                lets consumers view content on demand. This past July, the company made a clear indication of                where it thinks its business is            ]]></summary>
<updated></updated>
<author><name>Mark Trefgarne</name>
</author>
</entry>
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