I was just listening to Max Kalehoff speak on Across The Sound and he said something which I had not heard before. perhaps the core is nothing new but when he referred to keeping your finger on the pulse of the consumer conversation as "reverse marketing" he forced me to take a second and reflect. I was at ad tech for the past few days and in all the banter that was going on, rarely did I have to stop and reflect.
Tags: Max Kalehoff, Across The Sound
Jeff Burkett tracked back to me and I believe that I have heard his name on Across The Sound which immediately makes him a friend of mine!
Television as we know it still commands the largest budgets and the most respect. But it’s also “leaking” into every corner of the digital media spectrum, forcing networks and publishers—large and small—to go beyond the BOX and traditional distribution models to reach elusive viewers (and nervous advertisers). Can you say paradigm shift? Get the latest facts from today’s frontline leaders.
MODERATOR:
David Hutchinson, Senior VP, Business Development, Program Partners, Inc.
PANELISTS:
Ian Blaine, CEO, thePlatform
Daniel Blackman, Strategic Partner, Development, Google Video
Janet Balis, Senior VP, Sales Development, AOL Media Networks
Tony Nethercutt, VP, Sales, YouTube.com
Dana Jones, President and Founder, Ultramercial
Notes
Tags: AOL Media Networks, Ultramercial, YouTube.com. Google Video, thePlatform, David Hutchinson, Daniel Blackman, Janet Blackman, Janet Balis, Tony Nethercutt, Dana Jones
Google’s foray into non-search media, especially print and radio, has turned the entire ad industry on its’ head, as auction-based media starts to take over the “old school” of volume discounts for heavy-duty media buying. The media community’s call for an Upfront auction that includes traditional and new media has set tongues wagging.
Media selling and buying processes are very outdated and the auction format is the more efficient and profitable model for these media companies and their customers. Knowing HOW to operate in an auction-based environment will become a key differentiator for agencies and marketers as this model gains ground. Join this panel of auction and media experts to learn the inside intricacies of managing auction-based media buying and whether it can work for broadcast as well as it works for online.
MODERATOR:
Brad Berens, Ph.D., Editor-in-Chief and Chief Content Officer, iMedia Communications, Inc.
PANELISTS:
Howard Rosenberg, Director, Private Marketplaces, eBay Inc.
Iggy Fanlo, CEO, AdBrite
Keith McAllister, CEO, Mochila
William Urschel, Founder and CEO, AdECN
This model seems to be increasingly pervasive. I for one am going to spend more time testing!
Generally speaking, this is a sales pitch for the companies on the panel. Brad Berens has really been the only one to add intellectual value.
Tags: Auction Model, Upfront, Ad Tech, Brad Berens, Howard Rosenberg, Iggy Fanlo, Keith McAllister, Willian Urschel, AdECN, Mochilla, AdBrite, eBay, iMediaConnetction
In the short span of the past 2 years, two leading social media and consumer-generated sites were launched, reached critical mass, and sold to larger strategic partners. In the blink of an eye, an entire new segment of digital marketing, featuring online video and consumer-generated content, has taken center stage. The impact of these sudden changes on the media and advertising landscape are potentially massive, but where are the land mines and risks, and what impact will this full-fledged revolution continue to have on overall consumer behavior - and future ad spending?
INTRODUCTION BY:
Drew Ianni, Chairman, Programming, ad:tech expositions
Notes:
Paul Sagan
Sara Fay
Jon Klein
Suzie Reider
Tags: You Tube, Video, CNN, Akamai, Isobar, Sarah Fay, Suzie Reider, Paul Sagan, Jonothan Klein, ad tech
I just saw Joseph Jaffe at ad tech and although he is a great hero of mine, it was not as if I was meeting James Brown (who I did meet). There was a lot of excitement but, listening and reading his work for such a long time made me feel like I was saying "hello again, brother".
Once again the Juice schools me on social media, thanks Joseph!
Tags: Jospeh Jaffe, Across The Sound, Ad Tech, Jaffe Juice
The next evolution of search has already begun to change the way consumers connect with content on the Web. This panel will highlight ways that even late-adopting advertisers can start to take advantage of these new developments and how they have started to bridge the gap with traditional digital marketing. In today’s search environment, content is ranked and indexed according to computer algorithmic-based perception. In the very near future, consumers will lend a hand to algorithms and move into the driver’s seat. You’ll learn about media search, RSS, vertical search, visual search, Web 2.0 search and the new ad models that support them. Can smaller players out-innovate the behemoths? Hear the opinions of some of search’s most forward thinkers.
MODERATOR:
Rebecca Lieb, Executive Editor, ClickZ
PANELISTS:
Emil Ismalon, Co-Founder and CTO, Collarity
Peter Hirshberg, Chairman and Chief Marketing Officer, Technorati
Kevin Ryan, CEO, Kinetic Results, LLC
Notes:
Kevin Ryan
Emil Ismalon
Peter Hirshberg
Social Search and the rise of the audience
Tags: Technorati, Consumer Conversation, Peter Hirshberg, Jon Battelle, Blogosphere, Social Search, Collarity, Kinetic Results, Kevin Ryan, Emil Ismalon, Yahoo, Eurekster
Google and Overture revolutionized advertising online with a single, elegant innovation: They took the risk of the ad not working by making advertisers pay only if a surfer clicked on it. Now a raft of publishers and advertisers are defining the next steps, expanding and refining cost-per-action advertising. Models abound, from deals where advertisers pay for every lead, every phone call or even every sale. But cost-per-action advertising has many of the same pitfalls and opportunities as cost-per-click: Smart advertisers have to find and prevent fraud and learn how to measure the results of their campaigns intelligently. On this panel, advertisers and agencies explain when cost-per-action is the right way to run a campaign, and how to do it well.
MODERATOR:
Tim Mullaney, E-Business Editor, Business Week
PANELISTS:
Jed Fowler, Analyst, Atlas
Erin Clark, Manager of Product for Entertainment.com, Entertainment Publications, Inc.
Mark Dorf, Managing Partner, Acuity Media Group
John Marshall, CEO, ClickTracks Analytics
Mark Dorf
Erin Clark
I just learned a good lesson. When going to conferences, pay more attention to the description of the sessions. I do not know why I did not do that in this case but, I think the last thing that I want to here about right now is affiliate marketing. Not that I do not think it is important but, I am hearing nothing knew and the types of things being discussed are what I already do.
Tags: ClickTracks Analytics, Acuity Media Group, Atlas, CPA, Cost Per Action, Search
From The Alley To The Avenue
Drew Ianni sits down with David to discuss the new media landscape, the continued power of the television commercial as well as the new opportunities and threats that are emerging thanks, in part, to new digital technologies, platforms and creative tools. David and Drew will look at the new world order of strategic brand planning and what it takes to produce world-class creative in a universe increasingly defined by short attention spans, massive media proliferation and where the consumer is increasingly in control. David came to BBDO from Fallon, Minneapolis where he was responsible for some of most memorable and out-of-the-box advertising campaigns including Citibank's “Identity Theft” series and BMW Films. David has been charged with bringing a new, progressive way of thinking to an advertising agency once dubbed the “old guard”
INTRODUCED BY:
Drew Ianni, Chairman, Programming, ad:tech expositions
KEYNOTE:
David Lubars, Chairman and Chief Creative Officer, BBDO North America
Notes (My apologies if I cannot cover this segment in full, I have a call at 11 and have to hop out early)
Tags: Drew Ianni, David Lubars, BMW Films, BBDO, Fallon
Podcasting; one of the coolest things to happen to media in past 100 years (well, at least from a content creation and consumption standpoint). Like all great media however, someone needs to pay the bills. I think most of us know who this someone is (generally) and the model by which payment is structured.
The conundrum lies in marrying advertising and podcasting in an effective way. Due to the fact that podcasts reside online, many advertisers are hoping for the same type of trackability inherent in the interactive nature of the web however, the podcast is not always as obviously interactive as some of its web counterparts (blogs etc).
So what do we do? Look to Google to save us!
This is one way to go about as; Google helped us define the way advertising/marketing is conducted on the web.
Will Google really help form an ad model for podcasting and how will it be done? This is a topic that my friend and industry cohort Jason Van Orden tackled in his post: Adsense for Podcasts…How Do You Measure It?
Jason, I loved your post and while I think it is dead on, I think the real question is; do we really need to rely on Google to figure this out or can we take it in house and get creative?
I say we get creative!
Without the ability to click how can we measure success of a podcast initiative? One great example is BKG’s Sponsorship of Joseph Jaffe’s Across The Sound/New Marketing ZuneCast or x+1 sponsorship of the same cast.
In both cases Jaffe integrated the messages of his sponsors into the content of the show, making them less obtrusive and more relevant. Jaffe broke new ground by making the marketing messages transparent and at times fun (the x+1 theme song).
He gave his sponsors to chance enter the conversation by doing interviews and including links and information in show notes.
In the case of BKG there was a direct objective (find a new employee) and the quantification will be easy.
I am not saying everyone can do what Jaffe did with ease but, if you get creative you can learn that at times there is life beyond the click.
Tags: Life Beyond the click, Joseph Jaffe, Across The Sound, Crayon, Google, Adsense, Jason Van Ordern, Promoting Your Podcast, Podcast, BKG, X+1
I have been talking a lot about second life lately but, do I feel that Second Life is the "end all be all" of virtual online worlds?
I would have to say I am not really sure. The centralized nature of Second Life makes it seem unfit for sustainability and the type of growth that we saw on the Internet at large however, I have a feeling that Linden Labs will make a push to decentralize (I feel they have to if they want to continue to grow and the amount of capital raised is very telling about what their intentions are).
In the meantime I will continue to enjoy SL and point to other virtual spaces as they arise.
Tags: Second Life, Mulitverse, Linden Labs
1. Collete-
Second Life as a Sandbox is a great concept. If you are thinking of doing something in real life but are uncertain, try it in SL first!
As for this comment:
"I have enough trouble staying on top of my first life, so I’m not sure how well my second life will keep up with this new world."
Collete, even though I have known you for a short time only, I know you have more foresight and curiosity than that!
You say the above comment now but, a brilliant and curious mind such as yours can only stay distant for a short time! :)
Thanks!
You are so right! As Bob Dylan said, "admit that the waters around you have grown, accept it or soon you'll be drenched to the bone"
My feeling is that if you would not touch an SUV in your first life, I would not do it in Second Life. Second Life IS in fact real. Yes, you may not damage the environment by driving an SUV in SL but, the fact that you are endorsing SUV sends out a statement. One that you may not want to make. Second Life has first life ramifications and as I send in my article, is an extension of first life
I am not sure the best way to do this but, I really want to rope in the comments from Adotas.com and begin a new conversation.
Here are three comments on Adotas that I will address in the next post:
But what’s the avatar represent? Does it respond to the same stuff my real ego does? Like in “real” life, I’m a committed environmentalist and wouldn’t touch an SVU if someone gave me one, but in Second Life, where it’s no more real than I want it to, why not have some fun and tool around in that gas guzzler — a return to the halycon days of childhood where I could afford to occasionally irritate the world (mainly may parents) for the pure fun of it. I have enough trouble figuring out real world motivations, let along virtual ones presented through some second(?)party persona whose relationship to reality is literally an enigma wrapped within a mystery.
GREAT article and kudos to Starwood Hotels for launching a hotel chain in-game that seeks to enhance Second Lifer’s experience. I’m always fascinated when anyone, especially marketers, would be hesitant about getting their virtual feet wet and signing up for an online phenomenon like Second Life. We are not in a time any longer where playing it safe is an option. Having a presence on portals like Second Life, MySpace, and so on is a must. Having a podcast/videocast for your company is a must. Long story short-you may not like or even “get” what Second Life is all about, but you’d better start learning since your competitors will.
-John C. Havens
http://podcasting.about.com
Nice article Adam. I think you’ve hit the nail on the head with the paragraph towards the end about 2L not claiming to be a ‘reality’. It is whatever we make it out to be: a sandbox to try new things, a place to launch a new product or idea, an on-line world that is merely an extension of our off-line life, a place to learn (like your CC Chapman example), a bridge to connetions around the world, or whetever else our imaginations will create. As for me, I have enough trouble staying on top of my first life, so I’m not sure how well my second life will keep up with this new world.
Tags: John C. Havens, Collete Vogele, David Beckert
This is my article on Adotas about SL. By the way, the dog is not really me :)
Tags: Second Life, Adotas, Adam Broitman
It is a lazy Sunday, I am a little beaten up from the night before and I have yet to decide what adventures (if any) are in store for the day. I think to myself, "perhaps I will see a movie". I go to fandango and, with no ideas for what I want to see start cruising the site.
As I begin poking around a loud scream occurs. I realize that the scream is being triggered every time I mouse over either the 160x600 or the 728x90. Now, this is not just any scream, it is a bitingly harsh and very annoying scream. So much so that I found myself doing everything possible to avoid mousing over the banners.
My entire movie browsing experience is tarnished by these banners with the shrill scream and I realize that there are so many other sites that I can go to to get movie listings. Then I think to myself, "maybe I don't really want to go to a movie today".
The Take Aways:
1. As advertisers we do want to grab people's attention but, doing it in a negative fashion is not always a good thing. Sure I now know about a film festival that I did not know about before but, I am still not interested in it (there is less of a chance I will go to it now then there was before!)
2. The site itself should take some onus as to what creative is implemented on their site as it is a reflection of the integrity of the site.
a. Perhaps next time I will skip fandango. I certainly will not go there in the near future if there is a chance of me seeing that ad again!
Tags: fandango, creative, The Departed, bad creative
your family friends and clients that you are not playing games.
Tags: second life, social media, avatar, robo studios
Welcome to the Digital Home of Adam Broitman, Thinker, Marketer, Rhino, Artist, Musician, Man.
Tags: 