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In today's digital world, each new technology platform has different attributes that can be measured. See the experts talk about "front end" (audience research) and "back end" (analytics and ROI) for three emerging technologies: mobile, widgets and consumer generated communications.
Panelists:
Sonya Chawla Senior Director of Advertising Slide
Richard Wood SVP Product Management Telefia
Max Kalehoff VP Marketing Nielsen BuzzMetrics
Moderator: David Smith CEO Mediasmith, Inc.
SPEAKERS:
Alan Schulman, SVP, Executive Creative Director, imc2
Steve Nesle, Executive Creative Director, Tribal/DDB
Peter Nicholson, Partner, Chief Creative Officer, Deutsch New York
Ty Montague, Executive Creative Director, JWT
MODERATOR:
Laurie Petersen, Executive Editor, MediaPost
Data is increasingly at the heart of marketing strategies and driving the success of creative executions. But as rich media and video proliferate on the Web, can an algorithm do the entire job? Hear some of the industry's most prominent creative directors talk about how they're addressing the tensions between optimization for clicks and creating truly compelling and enduring consumer experiences.
In optimizing for short-term sales, are we missing the big ideas that can build over time? Or, is it all direct response anyway, with limited opportunity for creative expression? Who's making tech meet touch? Can the creative process be optimized too?
Tags: OMMA, OMMA NYC, OMMA EAST, Mediapost
Alan Schulman, SVP, Executive Creative Director, imc2
Online and offline creative teams are on a collision course as they strive to create transformational ideas for major brand advertisers. Traditional agencies are facing a digital advertising vortex swirling around their creative approaches and creative teams. The digital revolution is changing the flow of ideas and upending the power centers of brand stewardship. Will the creative axis tip? Will online creatives emerge as the transformational force for the client? Or, will the large scale of the traditional campaigns keep traditional creatives on top?
Tags: OMMA, Mediapost, OMMA 2007, OMMA EAST
[Full Disclosure: Firebrand Is A Client Of Morpheus Media. The Views In This Post Do Not Represent Those Of Morpheus Media or Firebrand]
Are you sick of commercial breaks? Are you sick of brands force feeding irrelevant messages to you during your favorite programming?
Do you hate brands?
Many of you may answer yes to these questions. Many of you have spent most of your life without the ability to skip mass branded messages that have little to do with you. With the rise of time shifting devices, we are now free from the clutches of mass marketing, but who will subsidize our entertainment, and are brands really so bad?
What if you had the chance to control the way in which brands communicated with you? What if you were able to decide when, and on what platform a brand had permission to message you? Perhaps if these things were reality, the way in which you thought about brands would be different.
Enter Firebrand
Firebrand’s “commercials as content” approach to advertising is a new way for consumers and brands to engage in conversational marketing. Some may not deem Firebrand conversational marketing, as people tend to liken blogs, wiki’s and other Web 2.0 platforms to the common notion of marketing as a conversation, but if you take a moment to think about it, Firebrand’s platform is indeed a way for brands and consumers collaborate.
Think about these aspects:
Here is a short video describing the platform in further detail.
For More Info Go To:
Tags: Firebrand, Advertising, Opt in Advertising, TV Commercials, Brand Advertising, Cross Platform, Brand Content
Local search is considered the Wild West of the online search world. Yet, interactive marketers are now realizing that they cannot continue to pour money into the same pay per click advertising model that works for general online search and see the same type of results. According to a recent Forrester report this is because local searchers have three needs: proximity, immediacy and brand loyalty. This is forcing local search engines to implement new services, including inventory control sites, pay-per-call and local reviews and online classifieds aggregators, to cater to these consumer needs. See where local search is heading.
Panelists:
John Federman, CEO, eStara
Lyn Chitow Oakes, Senior Vice President, Marketing, Jingle Networks
Brendan Benzing, Vice President, Mobile Search & Marketing, InfoSpace
Nancy Dunn, ClipSyndicate
Moderator: Greg Sterling, Senior Analyst & Program Director, Local Mobile Search, Opus Research
Local is the most important phenomenon on the Internet
Local Search 2nd most popular activity online
Brendan Benzing
manifest from yellow pages to internet yellow pages to mobile local search
Lyn Chitow
majority of mobile searchers using voice
Dunn
Aggregating local providers
Conversion rates on local tend to be reflective of the "ready to buy" consumer
Directional Media
consumer already has the need established
consumer is already on the pursuit
Campaign Integration across media
Invisibility on intent and tracking is often an issue
Voice is still the mass of mobile usage
Tags: OMMA, OMMA East, OMMA 2007, Mediapost, Search, Local Search, Mobile
The power of the people: do you know how to leverage it to fuel your organization’s SEO campaign? Anyone who has been searching on Google recently has surely noticed that Wikipedia is ranking well for a staggering number of search phrases: from competitive terms as diverse as Christianity to Hell’s Angels. Come to this session and learn the secrets behind Wikipedia’s unprecedented success and how you can apply similar SEO techniques to expand your keyword list and increase your rankings. The talk will include examples of ‘Wiki-like’ SEO techniques, both for the small Website owner as well as large, CMS powered Websites. Attention will be given to SEO techniques such as CMS modifications that can be made for content publishers and etailers, as well as ways to leverage your visitors so that they create the content and do the work for you. The seminar will also discuss how to balance marketing and conversion best practices with heavy internal linking.
Panelists:
Don Steele, Director of Digital Marketing, Comedy Central
Tom Troja, VP of Marketing and Sales, Pajamas Media
Craig Hordlow, Chief Search Strategist, Red Bricks Media
Moderator: Josh Palau, Group Director, Search, Avenue A | Razorfish
Don Steele
145 wikipedia entries on South Park
Manbearpig on wikipedia
“Our Website cannot stand along, it is not a walled garden”
“How do we work with Wikipedia”
Using what is happening in Wikinews
Craig Hordlow
Wikipedia –98% of back links come from their own site
They tell the entire story form A-Z to capture broad match as well as exact match
CMS Validates Smart Linking
No follow tag
Tom Troja
Emotional Connections
Conversational Marketing
To get beyond the wiki, get people to trust you
Getting People to Market you
The sales funnel is dysfunctional
Cannot control reception
Consideration changes
Wiki is a story telling medium
Speak in a human voice
Tags: OMMA. OMMA east, OMMA 2007, Mediapost, Wiki, SEO
OMMA 2007 Morning
When did conferences start having trailers? We got to see some good (?) trailers from Valueclick and Revenue Science
Email is about to make a comeback
Will end spend continue to grow in the US or will it come from other countries
Is mobile the bridge between the digital and physical world?
Will brand marketers have to give up some control?
Does search look good because of brand terms?
What is the entire cost of search (pre search etc.)
When will social networks reach saturation?
What will we not be talking about next year that we are talking about now?
Fragmentation, chaos of mass media
Waste of money on traditional media
Accountability
18% of consumers dislike all forms of advertising
Modern Marketing as Sisyphus
FOG—Fear of Google
GMOOT Syndrome—Get Me One of Those
“what is hype and what is reality”
-2.4% loss in newspaper spend
2007—Internet Surpasses Radio
28.6% growth in internet
Internet at 7.5% of all media
65% of all HH with broadband
The basis of content on the web is shifting—TV/Intenet
Average video per month 3 hours
$775 million on video this year
How to monetize video?
Pre-rolls, overlays etc.
What Google did for search, they will also do for video
The future of search
Smarter
Mobile
Local
Richer (with video)
Mobile ad spending projected 3 Billion by 2010
Mobile integration of the utmost importance
2.2% of online ad spend in social networks
4 strategies for social networks
Look listen lounge and learn
Advertise
Invite consumers to embed your brand on their profile
Build your own
Offer tools to create a community of interest
Second Life—all negative and close minded, he said “get a real life”—very professional
Five challenges
Fragmentation
Clutter
Eroding trust
Consumer in control
Trend-itis
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I recently had the pleasure of hearing Andrew Boer of Associated Content speak the Advertising Club Meetup in NYC. He joined the conversation here at A Media Circ.us, and because of this, I am going to give his company a plug and post some content.
I would love to hear you comments about this company, and remember, you don't have to be nice. I get the impression that Andrew is looking for constructive feedback. Back patting is really not a big help.
Here is Andrew's presentation (it was quite witty)
This article also underscores the importance of Google's potential bid on the 700Mhz "beach front property".
Keep an eye on this space!
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As I lie in bed last night preparing for golden slumbers, with eyes heavy from an onerous day of interactive strategy, a sense of terror and chaos washed over me.
“Adweek has been hijacked by a bunch of mysterious old marketers!” I thought to myself.
Somehow, this group of rogue marketers longing for martini lunches had forged a report under McKinsey & Company’s name, stating that dollars were not moving towards the online space due to lack of accountability!~
They brilliantly titled the report, “Why Clients Withhold Ad Spending Online”.
They made egregious claims such as:
Of 410 marketing executives in five sectors 52% said “insufficient metrics to measure impact” was the primary reason that they were not spending more online.
I thought to myself, “this must be a dream, Super Google will save us!”
Alas, this was not dream, but was it the truth? Could it be that marketers are shying away from the most accountable channel since the begging of time due to…accountability?
Stay Tuned For The Next Episode Of, “Marketers Have Hijacked Adweek”
Tags: Mckinsey&Company, Adweek, Google, Online, Ad Spending, Accountability, Marketing
I attended my very first (I believe it was actually only second one) Advertising Club Meetup last night. The event was sponsored by Yahoo (it was held at their offices, thanks Yahoo) and Mimeo and was hosted by Jeff Grill, VP of Mimeo.
The event even got coverage in Mediapost, how cool! Meetup.com has hit the mainstream.
Overall I am glad that I went. I learned a bunch of things and networked with a few great folks.
I am however going to make a few criticisms before I get into the play by play.
Here are the speakers and a few bullets for each (in order of appearance)
Andrew Boer, Vice President Of Business Development—Associated Content
This is the second time that I head Andrew speak (the first was at the Tech Meetup). I have to say he was very entertaining this go around. He began with a history of advertising and it went something like this:
(Andrew, if you make your deck embeddable, or just send it to me, I will post it)
If you would like to know more about any of these era’s, leave me comment, or better still, shoot Andrew an email (as a Biz Dev guy, I am sure he will not mind).
He then spoke about AC’s model entitled, “The People’s Media Company”.
I don’t have the time to go into the full model, but one thing I do ask of all the A Mediacirc.Us readers out there; when you do your research, tell me if this model reminds you of any other model.
Pay Per Post—Rob Leland
Every blogger in the worlds know what this is, so I will not spare you the details. The only thing I will ask (once again) is, how is this not payola?
MindComet
Next Up was a really interesting interactive agency called MindComet. Being the poor journalist that I am (if you can even call me a journalist) I did not get the gentleman’s name who spoke last night and he does not appear to be on the site.
LESSON: When a member of your team does ANYTHING in public, by some keywords surrounding their name, relevant phrases and the event they spoke at. Harness the power of the search halo effect.
He spoke about an interactive Texas Hold Em game that was produced for Copenhagen, in which user could get virtual currency (kids, pay attention to this space, for real!)for entering personal information, as well as codes that were seen in traditional media. I really love this last idea, as I love anything that can bridge the gap between traditional and interactive media.
Finally found the name: Bruce Neslaw
Gad Romann, CEO The Romann Group
Jeff Grill said he coined the phrase “branded content”
One would think it this was the case I could find some info on it online, nontheless this guy was really cool!
“New Technologies Obscure Brands”
“We need to maintain the Church of The Brand”
Spoke about brand narratives and the combination of consumer narratives and brand narratives
Love this! The only person who touched on collaboration and co creation
We need to “reinvent the narrative”
SEARCH ENGINE NARRATIVE
He told of a project that he is working on and mentioned the phrase “search engine narrative”. I have never heard this before, but I love it!
I wish I could define it for you, but I need further clarification. Gad, if you are out there, write my readers a post on this :)
Finally Gad spoke about media neutral communities and that brands need to be everywhere, right on sir!
Judy Shapiro, CEO Emergent Marketing
Judy, although not relevant to the subject of the meetup (I suspect it was not her fault) was really cool. She spoke about SEO and PR and her notion of “Search Engine Volume” and building content campaigns in order to drive mass traffic.
I agreed with much of what she said and always love hearing PR people talk SEO.
Herb Yost, National Account Executive, Direct Group
He spoke about a product called Read Smart. I suggest looking it up, I don’t even know how to begin to explain this :)
Tags: advertising meetup, meetup.com, Advertising Club, Jeff Grill, Mimeo, Mediapost, Brand Content, Pay Per Post, Andrew Boer, Associated Content, Rob Leland, Payola, MindComet, Bruce Neslaw, Gad Romann, The Romann Group, Virtual Currency, Search Engine Narrative, Herb Yost, Direct Group, Read Smart
Okay, so I was trying to be provocative with the title of this post.
I certainly don’t believe Google has conquered the Mobile content market, but I do agree with Russell Beattie’s notion that Google is playing catch-up, while companies like AdMob have the lead in the mobile content space.
Why the sudden need to expand mobile reach?
It seems Google has placed a great deal of emphasis on Adwords mobile for some time, and has not done a good job of helping publishers convert their online experiences to acceptable mobile experiences , this is exactly what Admob did to take the space by storm.
How this effects SEM’s
If you are a search marketer, you were probably alerted to the fact Google will be offering free mobile Adwords until November 18th. This move was positioned to marketers as a great way to expand the reach of a current AdWords campaign.
What Google did not highlight was the fact that, if you don’t have a WAP site, the user experience provided will inevitably be unsatisfactory, and you will most likely waste ad dollars by driving consumers to pages that are virtually useless on a mobile device.
Google has provided best practices for creating a mobile web page. They also provided a way to preview what your page will look like on a handheld device. Still, Google did not do an adequate job of underscoring the importance of a few factors:
I applaud Google’s attempt to spur growth and innovation in the Mobile space. I just wish they were more forthcoming with how exactly this will play out.
Tags: Google, Mobile, Mobile Ads, Mobile Adwords, Marissa Mayer, WAP, Admob, Mobile Web, Free Adwords, Russe Beattie, Mobile Search
Related links
http://searchengineland.com/070911-162219.php
http://mobhappy.com/blog1/2007/09/15/googles-mobile-advertising-launch-disappointing/
Initial Launch Of Google Adwords Mobile
Russell Beattie Commentary
http://www.russellbeattie.com/blog/mobile-ads-vs-adapted-ads-googles-mobile-end-run
Google Official Rules http://adwords.google.com/support/bin/answer.py?answer=72226#0.1.1_FAQ2
Test Your Mobile Phone
What is Mobile Web Search
http://www.google.com/support/mobile/bin/answer.py?answer=37425
Google Talks About Surge in Mobile
http://news.yahoo.com/s/nm/20070822/wr_nm/google_mobile_dc
http://news.yahoo.com/s/pcworld/20070916/tc_pcworld/137093
http://www.localmobilesearch.net/?p=112
Okay, you guessed it, we are not talking about Rock N Roll here...
I have been following the FCC 700Mhz auction very closely lately, as I feel that we are on the brink of a monumental shift in the way people think about hardware versus software, and the roles that each play in modern media consumption.
Yes, this blog is supposed to be about media and how it relates to advertising/marketing, but bear with me. I will talk a lot about this in the coming weeks, and trust me, this is all very relevant!
…and in this corner, weighing in at a market cap of 163.8 billion dollars, GOOGLE!
Let’s face it; no corporation’s main interest is to promote competition (especially when they are one of the competitors).
What sense would that make?
Still Google’s lobbyist’s in Washington fought (and won) to make sure the 700MHz spectrum that is to be auctioned in 2008 did not become a walled garden. Google did so under the guise of “open access”.
Don’t get me wrong, I am not accusing Google of being disingenuous, however, Google is quite aware that they have superior software to the cable companies and the telco’s, and need to make sure they are not locked out of this network.
Here are the four things Google fought to protect:
Open applications: consumers should be able to download and utilize any software applications, content, or services they desire;
Open devices: consumers should be able to utilize their handheld communications device with whatever wireless network they prefer;
Open services: third parties (resellers) should be able to acquire wireless services from a 700 MHz licensee on a wholesale basis, based on reasonably nondiscriminatory commercial terms; and
Open networks: third parties (like Internet service providers) should be able to interconnect at any technically feasible point in a 700 MHz licensee's wireless network.
As Google expands its software offerings, and continues to redefine modern advertising, it is essential that they continue to grow the network on which their services can be leveraged and advertising can be contextually placed next to those services.
Google claims that winning this bout was a win for the consumer, and I would tend to agree however, no one can deny that Google too is a big winner in this matter.
…and in this corner, weighing in at a market cap of 123.6 billion dollars, VERIZON!
As Google defends the consumers, Verizon is seeking to defend the Constitution (shouldn’t they one serve the other?).
Verizon wireless is challenging the FCC for its open access ruling back in July 2007.
Verizon is on the record as saying that the auction,
“violates the U.S. Constitution, violates the Administrative Procedures Act... and is arbitrary, capricious, unsupported by the substantial evidence and otherwise contrary to law”
While I disagree with this sentiment, Verizon’s sentiment is certainly understandable. After all, why would a company that makes money by charging access fees spend upwards of 10 billion dollars, only to share the purchase.
What Does All This Mean?
I would love to hear your opinion.
Many obvious things are changing in the media industry. From You Tube to Facebook to Tivo to XM, our mediated lives are different than ever before. The aforementioned are however a mere manifestation of fundamental shifts in the way we think about media, who owns the media, and if it is even possible for a corporation to control a portion of the media in the 21st century.
The fact is, the age of media control is ending, but the opportunity for media companies is greater than it has ever been, they just need to be a little creative.
Tags: FCC, 700 Mhz, Beachfront property, XM, Tivo, Facebook, You Tube, Verizon, Google, Wireless, Broadband, New Media, advertising, walled garden, open access
Welcome to the Digital Home of Adam Broitman, Thinker, Marketer, Rhino, Artist, Musician, Man.
