Jason Tsai

Jason Tsai, Group Communications Director, Universal McCann
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Jason Tsai, Universal McCann -- Works on the Microsoft account, formerly worked at Goodby Berlin.

Jason Tsai, group interactive media director at Universal McCann, which is owned by Interpublic Group of Companies Inc., says the ad clearly wasn't relevant to the content. But he says marketers accept that there will be some awkward matches in in-text advertising because certain words can have more than one meaning. "If we stopped buying the word 'windows,' we'd give up a lot of good placements of the word," he says. "We're also protected against stuff like this" because Microsoft pays only if users click on the ad, he says.

Jason Tsai, group interactive media director at Universal McCann, which is owned by Interpublic Group of Companies Inc., says the ad clearly wasn´t relevant to the content.But he says marketers accept that there will be some awkward matches in in-text advertising because certain words can have more than one meaning."If we stopped buying the word ´windows,´ we´d give up a lot of good placements of the word," he says."We´re also protected against stuff like this" because Microsoft pays only if users click on the ad, he says.

Kasper seemed to sum up the consensus among the digital agency executives, but Jason Tsai, senior vice president-group communications director at Interpublic's Universal McCann unit, indicated that this wasn't necessarily inappropriate, given where online video is in the evolution of the overall media marketplace.
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"I think that's for a good reason," Tsai said, "given the complexity and all the issues, and the fact that TV--although in a little bit of a transition state--in the short-term is still a very, very powerful medium.

Jason Tsai, Group Communications Director, Universal McCann

Jason Tsai, group interactive media director at Universal McCann, which is owned by Interpublic Group of Companies Inc., says the ad clearly wasn't relevant to the content.But he says marketers accept that there will be some awkward matches in in-text advertising because certain words can have more than one meaning."If we stopped buying the word 'windows,' we'd give up a lot of good placements of the word," he says."We're also protected against stuff like this" because Microsoft pays only if users click on the ad, he says.

"The idea is to achieve engagement with the content that lives on the site, whether it's an article or whether it's a Web cast or a case study, that leads to a better understanding of this notion of 'people ready' and a better association of Microsoft with this notion of 'people ready,'" said Jason Tsai, associate interactive media director at Universal McCann San Francisco.

But Tsai acknowledges that the business decision makers it's targeting don't necessarily want to hang out at Microsoft.com.
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"We think we'll have more success driving people from Business Week to businessweek.com versus to Microsoft.com," said Tsai.

The company will also run online advertising on other business-oriented Web sites.Much of the creative will utilize video, both in in-banner executions and in in-stream ads, some of which will run on more news-focused sites.

Tsai said the company was also exploring more cutting-edge media placements, saying its research found that business decision makers were early adopters of technology.To that end, it's exploring video-on-demand on cable and satellite systems, and also on DVRs such as TiVo.

"We will be doing some testing in those arenas," said Tsai.

Jason Tsai, group interactive media director at Universal McCann, which is owned by Interpublic Group of Companies Inc., says the ad clearly wasn´t relevant to the content. But he says marketers accept that there will be some awkward matches in in-text advertising because certain words can have more than one meaning. "If we stopped buying the word ´windows,´ we´d give up a lot of good placements of the word," he says. "We´re also protected against stuff like this" because Microsoft pays only if users click on the ad, he says.

Jason Tsai has spent the last three years working on the Microsoft business at Universal McCann Interactive.Prior to that, he worked in interactive and traditional media at SF Interactive and Goodby, Silverstein & Partners.In addition to Microsoft, his past clients include Cisco, Verisign, E*Trade, Roxio and Pacific Bell Wireless.Tsai was recently named a 2005 Mediaweek All-Star in the Rising Star category, largely due to his work with streaming video and measurement of interactive ad effectiveness.

"IntelliTXT has performed well for Microsoft's marketing initiatives, and we look forward to taking advantage of the new features that IntelliTXT VIDEO adds to the mix," said Jason Tsai, Group Interactive Media Director at Universal McCann, regarding campaigns for Microsoft.