Friday, May 23, 2008
Get Pumped Musically
PumpAudio is the latest in a series of media startups lowering the cost and reducing the complexity of making professional video. PumpAudio represents lots and lots and lots of independent muscians and bands who are anxious to license music to video producers -- for ads, TV, movies, whatever floats your boat.
This thing is beyond cool. Way beyond...the music is great. But don't take my word for it -- you can browse without joining...
Thanks for reading, and don't forget to write.
This thing is beyond cool. Way beyond...the music is great. But don't take my word for it -- you can browse without joining...
Thanks for reading, and don't forget to write.
Younguns2Watch: Eduardo Ordonez
As part of my series on young people in the business who are making a difference, I submit Eduardo Ordonez, who is working in the Account Management department at Real Branding.
I got to meet Eduardo when he interviewed for an internship at Real Branding, and have been a huge fan ever since. Eduardo was hired to work in Strategic Planning at RB, and immediately made major contributions on a host of accounts - contributions at a level of someone with several years of experience rather than several weeks.
Edaurdo works hard, but what really set him apart was a willingness to be politely firm in communicating his opinions, and backing them up with real insights that got the hamster in my skull running in the wheel. I learned a lot from Eduardo, and firmly believe that he is one of those people who is and will be a real leader in our industry -- now and in the years ahead.
RB clients that get the benefit of his work are very lucky indeed. Kudos to RB for anticipating and harnessing his remarkable contributions. And I am fortunate to know him and to have witnessed his start in the business.
I got to meet Eduardo when he interviewed for an internship at Real Branding, and have been a huge fan ever since. Eduardo was hired to work in Strategic Planning at RB, and immediately made major contributions on a host of accounts - contributions at a level of someone with several years of experience rather than several weeks.
Edaurdo works hard, but what really set him apart was a willingness to be politely firm in communicating his opinions, and backing them up with real insights that got the hamster in my skull running in the wheel. I learned a lot from Eduardo, and firmly believe that he is one of those people who is and will be a real leader in our industry -- now and in the years ahead.
RB clients that get the benefit of his work are very lucky indeed. Kudos to RB for anticipating and harnessing his remarkable contributions. And I am fortunate to know him and to have witnessed his start in the business.
Thanks to Mofuse, it's now OLDMTA Omnimedia
Oldest Living, aka OLDMTA, has gone mobile, with the help of a great new mobilizing service called Mofuse. Mufuse, which turns the content of my regular OLDMTA website into a phone friendly .mobi site, took all of 9 seconds (I clocked it) to create the brand spankin new www.oldestliving.mofuse.mobi.
Tell me that isn't cooler than winter in Antarctica!
Expect an OLDMTA OMNIMEDIA logo and project plan before very long. I see...I see...a video channel, and perhaps a print magazine...
Seriously, Mofuse is all that and a bag of chips. For bloggers looking to monetize their content across platforms, this great offering is something to check out.
An affordable $3 a month gets you unlimited SMS messages to promote your blog. The free version offers ten.
Mofuse means (sorry, couldn't resist the pun) moviewers!
Tell me that isn't cooler than winter in Antarctica!
Expect an OLDMTA OMNIMEDIA logo and project plan before very long. I see...I see...a video channel, and perhaps a print magazine...
Seriously, Mofuse is all that and a bag of chips. For bloggers looking to monetize their content across platforms, this great offering is something to check out.
An affordable $3 a month gets you unlimited SMS messages to promote your blog. The free version offers ten.
Mofuse means (sorry, couldn't resist the pun) moviewers!
Thursday, May 22, 2008
Younguns2Watch - Rachelle Houle
True confession: I am one of those old f*rts that thinks the younger generation doesn't work nearly as hard as we had to back in the day. I for one had to walk 10 miles in the snow to make video dubs.
But for every rule there are exceptions, and Rachelle Houle is one, and definitely someone to watch in the business. Currently a Digital Marketing Coordinator at R&R Partners in Las Vegas, Rachelle was one of the people subjected to my privacy rantings at the recent LVIMA meeting in Vegas.
I got to talk to her for perhaps an hour afterwards, and was very impressed by both her knowledge and intuition about the digital space, as well as her enthusiasm for digital platforms that baffle me, Twitter in particular. She helped this old industry relic understand the potential power of this unusual way of communicating with others, and I am grateful for the insight.
She also had amazing perspective about generational differences in processing info, as well as brand positioning and strategy. Her encyclopedic knowledge and ability to discern what's important make her definitely one to watch in my book.
For the next several days I am going to be pointing out other recent standout entrants to the digital realm, among them our own CSF youthful teammembers. I think this is important because too often the insights and contributions of these individuals are overlooked or underestimated. I am starting with a non Catalyst youngun in Youngun2Watch Week as it seemed fairer, though the contributions of our own teamembers are also outstandingly noteworthy, as I will be discussing in the next several days.
Well, I hope the folks at R&R Partners know what they have in Rachelle. She is absolutely a youngun to watch.
Thanks for reading, and don't forget to write.
But for every rule there are exceptions, and Rachelle Houle is one, and definitely someone to watch in the business. Currently a Digital Marketing Coordinator at R&R Partners in Las Vegas, Rachelle was one of the people subjected to my privacy rantings at the recent LVIMA meeting in Vegas.
I got to talk to her for perhaps an hour afterwards, and was very impressed by both her knowledge and intuition about the digital space, as well as her enthusiasm for digital platforms that baffle me, Twitter in particular. She helped this old industry relic understand the potential power of this unusual way of communicating with others, and I am grateful for the insight.
She also had amazing perspective about generational differences in processing info, as well as brand positioning and strategy. Her encyclopedic knowledge and ability to discern what's important make her definitely one to watch in my book.
For the next several days I am going to be pointing out other recent standout entrants to the digital realm, among them our own CSF youthful teammembers. I think this is important because too often the insights and contributions of these individuals are overlooked or underestimated. I am starting with a non Catalyst youngun in Youngun2Watch Week as it seemed fairer, though the contributions of our own teamembers are also outstandingly noteworthy, as I will be discussing in the next several days.
Well, I hope the folks at R&R Partners know what they have in Rachelle. She is absolutely a youngun to watch.
Thanks for reading, and don't forget to write.
LIP SYNCH FRIDAY: POTPOURRI
With TV, the programming is often a little eclectic on holidays. So it is with LSFRI this week. The guy in the first two is mucho talented though.
Wednesday, May 21, 2008
Renaldo Lapuz Fan Club!
As there does not appear to be a Renaldo Lapuz Fan Club, I'd like to offer Reynaldo a personal shout out for his performance tonight on Idol, with the USC marching band. Renaldo Rules!
We are all indeed Brothers Forever!
Files from his official website below:
Gillions of additional files available there!
Thanks for singing, and don't forget to write.
iMedia: eHarmony.com
I was surprised to see eH at iMedia – I am not a member and didn’t know that they offered ads and sponsorships, though it is a logical move for a company with so many members. But I always thought…since eH is not a browsing site, that page views would be all that impressive. Unlike with Match or American Singles, their system isn’t set up for people (read: men) to trawl profiles and make page views.
I know nothing about how advertising works in their environment. Generally I don’t think banners are the way to go on dating sites because they are in my opinion beyond “low noticing value” – they may as well be transparent.
But what do I know? I have worked on only three ad programs on dating sites, all using Match, and the CTRs were not robust. But that’s three campaigns. Drop me a line if you have experience with this type of site. I’d love to hear your POV.
Thanks for reading, and don’t forget to write.
I know nothing about how advertising works in their environment. Generally I don’t think banners are the way to go on dating sites because they are in my opinion beyond “low noticing value” – they may as well be transparent.
But what do I know? I have worked on only three ad programs on dating sites, all using Match, and the CTRs were not robust. But that’s three campaigns. Drop me a line if you have experience with this type of site. I’d love to hear your POV.
Thanks for reading, and don’t forget to write.
iMedia: SheKnows.com
As we all know, while women now represent more than half of the adult Americans who use the web, they tend to be underserved in content. True there are excellent offerings like iVillage, LifetimeTV, and SoapNet, but having new voices and approaches is a welcome addition to the web, at least in my opinion.
I was intro’d to SheKnows.com by Erin Leavitt during one minute matchups, and was intrigued by what she had to say. Part of that is because she is a good pitcher, but part was about her perspective on their audience.
Too often I think female media properties are binary – either Midwest Mom or Urban Hipsterette. I liked the youthful edit of SheKnows about real issues and real women. It seems to offer a combination of breadth of relevance as well as an aspirational editorial environment that could appeal to lots of SF women as well.
New voices for women – especially positive and rich ones like SheKnow.com, are a welcome addition to our space in my book.
Thanks for reading, and don’t forget to write.
I was intro’d to SheKnows.com by Erin Leavitt during one minute matchups, and was intrigued by what she had to say. Part of that is because she is a good pitcher, but part was about her perspective on their audience.
Too often I think female media properties are binary – either Midwest Mom or Urban Hipsterette. I liked the youthful edit of SheKnows about real issues and real women. It seems to offer a combination of breadth of relevance as well as an aspirational editorial environment that could appeal to lots of SF women as well.
New voices for women – especially positive and rich ones like SheKnow.com, are a welcome addition to our space in my book.
Thanks for reading, and don’t forget to write.
iMedia: Vertical Search and Trulia.com
I am intrigued by the idea of vertical search because I like precision, and a way to ensure that the dreck of search gets weeded out from my results. Which is not a rap at all on horizontal search, but rather simply a belief that vertical search practitioners are more likely to be able to precisely identify the precise differences in offerings to ensure people get a more robust match.
Trulia, the real estate search product, appears to be a distinctive offering in the real estate area that is so potentially lucrative. I mean, whether you are a developer, contractor, or real estate agent, the right sort of lead or customer can mean big bucks.
I suggest you wander over to take a look. My understanding is that they just started taking ads and sponsorship in a major way, so if you are in that sector, take a look and see if it is worth a flutter for your plan.
Thanks for reading, and don’t forget to write.
Trulia, the real estate search product, appears to be a distinctive offering in the real estate area that is so potentially lucrative. I mean, whether you are a developer, contractor, or real estate agent, the right sort of lead or customer can mean big bucks.
I suggest you wander over to take a look. My understanding is that they just started taking ads and sponsorship in a major way, so if you are in that sector, take a look and see if it is worth a flutter for your plan.
Thanks for reading, and don’t forget to write.
iMedia: Sportgenic
OK, so I am very biased for this company. First, because they are our client, and second because Marti Funk works there. Robert and TJ should note that I love them too, but I have known Marti for a long time, and she’s such a joy from both intellectual and personal perspectives. If there were a Funk religion, I would tithe.
What I like most about Sportgenic the property is that it really provides value as a vertical that packages up an audience that is passionate about life РThe blas̩ make for lousy customers, but the sort of people who get out there and run in the snow, or paint their faces Steelers colors are the kind that can drive amazing results for your brand.
I love energy in people and genuinely believe that SG packages that up in a large and loyal audience that is appropriate for any brand except perhaps for Popeye’s.
I think SG is the perfect company to do one of these presentations because so few people know the full story. Especially brands that are not related directly to sports. And Robert wowed his audience, involving whole tables in the concept while also delivering all of the critical information necessary to convince a bank, or a car manufacturer, or a packaged good to join SG’s pages.
Thanks for reading, and don’t forget to write.
What I like most about Sportgenic the property is that it really provides value as a vertical that packages up an audience that is passionate about life РThe blas̩ make for lousy customers, but the sort of people who get out there and run in the snow, or paint their faces Steelers colors are the kind that can drive amazing results for your brand.
I love energy in people and genuinely believe that SG packages that up in a large and loyal audience that is appropriate for any brand except perhaps for Popeye’s.
I think SG is the perfect company to do one of these presentations because so few people know the full story. Especially brands that are not related directly to sports. And Robert wowed his audience, involving whole tables in the concept while also delivering all of the critical information necessary to convince a bank, or a car manufacturer, or a packaged good to join SG’s pages.
Thanks for reading, and don’t forget to write.
iMedia: The Staffing Problem
I enjoyed the staffing problem breakout, but left feeling a little empty. We learned that everyone has the problem and no one has a magic bullet to solve it.
I did feel a little schooled about my impression of the younguns in the industry – that they have a sense of too much entitlement. I still believe that, but also now prefer it to Gen X’s fatalism. We should want the sort of person who is driven to succeed. But we should also not promote people until they have the skills and experience necessary.
Thanks for reading, and don’t forget to write.
I did feel a little schooled about my impression of the younguns in the industry – that they have a sense of too much entitlement. I still believe that, but also now prefer it to Gen X’s fatalism. We should want the sort of person who is driven to succeed. But we should also not promote people until they have the skills and experience necessary.
Thanks for reading, and don’t forget to write.
iMedia: Bratz
Having now attended both an agency and a brand iMedia, I am struck by the significant fraction of agency people who are flat out rude baby brats with ridiculous sense of self importance. People who bitch about lack of high speed internet access by the pool and whatnot.
Let me give you a clue that comes from 22 years in the biz. You are not so important to the rotation of the earth and the survival of mankind that you can’t be out of touch for an hour.
Thanks for reading, and don’t forget to write.
Let me give you a clue that comes from 22 years in the biz. You are not so important to the rotation of the earth and the survival of mankind that you can’t be out of touch for an hour.
Thanks for reading, and don’t forget to write.
iMedia: 5 Funniest Things I heard at iMedia
5) I know that the publishers pay for all this, but why do they think that gives them the right to sell to me during the conference?
4) Honestly, my network is exactly the same as theirs. But we charge more and give lousy service.
3) Our ad network broke the top 50 last month.
2) Once I heard over my cube wall, “I need 100% SOV of lung cancer. Pharma is a funny business.
And the number one funniest comment was a retort to the above:
1) Does that mean if I get an Alzheimer’s account I should ask for erratic surfing as BT?
Yes I know the last two are in terrible taste and rest assured that I am very familiar with the fact that these are serious, heartrending conditions. But we also have to laugh at the business of advertising health conditions. Or cry about it. I choose to laugh.
Thanks for reading, and don’t forget to write.
4) Honestly, my network is exactly the same as theirs. But we charge more and give lousy service.
3) Our ad network broke the top 50 last month.
2) Once I heard over my cube wall, “I need 100% SOV of lung cancer. Pharma is a funny business.
And the number one funniest comment was a retort to the above:
1) Does that mean if I get an Alzheimer’s account I should ask for erratic surfing as BT?
Yes I know the last two are in terrible taste and rest assured that I am very familiar with the fact that these are serious, heartrending conditions. But we also have to laugh at the business of advertising health conditions. Or cry about it. I choose to laugh.
Thanks for reading, and don’t forget to write.
iMedia: ValueClick and Predictive BT
I loved the breakout session on predictive BT. Hosted by of ValueClick, and featuring a great case study about Cricket Wireless, the session really laid out the latest in BT in clear and concise ways. And Matt Boyd is the consummate gentleman, acknowledging his company’s perspective while offering a much broader and less self serving view of the BT industry.
For his gentlemanly conduct alone, Matt and his team deserve to be on your next RFP. Not to say that those are the only reasons why they should be on your list. But we should also reward the good guys who capture the spirit of the event and recognize that providing info is the best way to win.
Also, because I knew Matt when he was just starting in the biz and knee high to a grasshopper, and it’s nice to see his remarkable talents rewarded!
Thanks for reading, and don’t forget to write.
For his gentlemanly conduct alone, Matt and his team deserve to be on your next RFP. Not to say that those are the only reasons why they should be on your list. But we should also reward the good guys who capture the spirit of the event and recognize that providing info is the best way to win.
Also, because I knew Matt when he was just starting in the biz and knee high to a grasshopper, and it’s nice to see his remarkable talents rewarded!
Thanks for reading, and don’t forget to write.
iMedia: One Minute MatchUps
iMedia takes an hour and half of the conference to have each “buyer” and “seller” meet 60 people that can make a difference for their businesses. I loved this aspect of the conference for three reasons:
1. I learned about 7 companies I knew nothing about.
2. I got to see 60 people pitch. There is NOTHING I appreciate more than hearing a good salesperson sell. For me it is art just as much as Mapplethorpe’s flower photos. (Check those out, BTW, the man did a lot more than take shocking pics of crosses in pee.)
3. I got to meet people who generally have to focus on buyers that have loads more cash than I do to throw around.
Special props to the people I thought delivered the best 90 second intros. Topix, Brightroll, Sportgenic, Tacoda/Platform A, National Geographic, and ValueClick. Not to say that the other pitchers weren’t awesome, but I like a certain style, and these folks got it. Many other presenters were also great!
Thanks for reading, and don’t forget to write.
1. I learned about 7 companies I knew nothing about.
2. I got to see 60 people pitch. There is NOTHING I appreciate more than hearing a good salesperson sell. For me it is art just as much as Mapplethorpe’s flower photos. (Check those out, BTW, the man did a lot more than take shocking pics of crosses in pee.)
3. I got to meet people who generally have to focus on buyers that have loads more cash than I do to throw around.
Special props to the people I thought delivered the best 90 second intros. Topix, Brightroll, Sportgenic, Tacoda/Platform A, National Geographic, and ValueClick. Not to say that the other pitchers weren’t awesome, but I like a certain style, and these folks got it. Many other presenters were also great!
Thanks for reading, and don’t forget to write.
iMedia: National Geographic
The general consensus of the conference was that National Geographic stole the show with its presentation on Monday night. Featuring a leading NG photographer and photos from her book, “A Camera, Two Kids, and a Camel”, the presentation truly transformed how people viewed the pub, and also reminded us digitrons that human connection and experience are an essential part of life. Profiles and friending are one thing, but getting to meet actual people living actual lives is far richer, and an essential part of being alive.
Thanks for the dinner, the human reminder, the epic preso, and the book, NG!
Thanks for reading, and don’t forget to write.
Thanks for the dinner, the human reminder, the epic preso, and the book, NG!
Thanks for reading, and don’t forget to write.
Monday, May 19, 2008
iMedia: DBGroup.TV
Heard an intriguing 90 second pitch today from Digital Broadcasting Group, which is a conceiver, producer, and distributor of original webisodic video content. Having done some nightmarish product integration stuff on TV, it is nice to see that once again the web is leading in offering solutions that make things easier and more effective.
I went to their web site and they seem to offer the whole magilla. Great producers, talent relationships, a ready made syndication network, and solid back end
reporting. It was a great 90 seconds. I'm intrigued. Their content is gorgeous.
Thanks for reading, and don't forget to write.
So Digital Broadcasting Group. DBGroup.tv. Note the .TV or you'll end up at Deutche Bank.
I went to their web site and they seem to offer the whole magilla. Great producers, talent relationships, a ready made syndication network, and solid back end
reporting. It was a great 90 seconds. I'm intrigued. Their content is gorgeous.
Thanks for reading, and don't forget to write.
So Digital Broadcasting Group. DBGroup.tv. Note the .TV or you'll end up at Deutche Bank.
iMedia: Youtube Analytics - Yougoo
D'ja make a viral video? Did ya post it on the Toob? Wanna know who watched? Youtube now offers an insights suite that provides a wealth of info on geography, demos, lifecycle, and a variety of other measures for videos on their site. Whether you have 10 views or 10 billion, data is always fun to play with.
The YouTube Blog has a short piece on it here.
Definitely neato and a step forward.
Thanks for reading, and don't forget to write.
The YouTube Blog has a short piece on it here.
Definitely neato and a step forward.
Thanks for reading, and don't forget to write.
iMedia: DCLK aka Doublegoo
A demo today from DoubleClick on their soon to be released iteration of DFA. Nice reporting advances. Additionally, DoubleClick will be able to offer widgets in ad units, as well as other gadgets. It’s another sign of the convergence of capabilities.
I have no idea if it is just coincidence, but Google companies always offer the best user interfaces. Bravo.
Thanks for reading, and don't forget to write.
I have no idea if it is just coincidence, but Google companies always offer the best user interfaces. Bravo.
Thanks for reading, and don't forget to write.
Sunday, May 18, 2008
iMedia: CBS Interactive Gets It
What an informative presentation I just heard. About the industry, video, social, mobile, and everything in between.
Of course, every presentation should be like that. What made this one stand out for me was that five years ago I went to a pitch meeting for a tune in campaign for a leading CBS show -- and the CBS folks were so fidgeting in their chairs hoping they could retire before digital really hit.
And now we see cutting edge stuff from the three major networks routinely. We see a real embrace of video -- not begrudgingly either. And given that they have to, it makes sense to do it right.
Thanks for reading, and don't forget to write.
Of course, every presentation should be like that. What made this one stand out for me was that five years ago I went to a pitch meeting for a tune in campaign for a leading CBS show -- and the CBS folks were so fidgeting in their chairs hoping they could retire before digital really hit.
And now we see cutting edge stuff from the three major networks routinely. We see a real embrace of video -- not begrudgingly either. And given that they have to, it makes sense to do it right.
Thanks for reading, and don't forget to write.
iMedia: William Hung!
Thanks to Undertone for bringin' him.
Now, if someone will bring the You are my brother guy from this season I will be complete as a person. His name BTW Reynaldo Lapuz.
iMedia: SQAD and Planning Costs
One very interesting discussion today in the AAAAs preso was how digital is the only medium where the RFPs go out before we have a plan, in large part because there are no widely available planning costs for the medium, like there are for TV and Print. Want to buy Daytime TV? There's a planning cost for that, for National and Spot. Want to buy W 18-49 digital eyeballs? Well, generlaly people ask someone down the hall who buys that demo what are approriate expectations. IF tehre is someone down the hall that actually knows...otherwise its either guesswork or RFPing mania.
The initiaive to bring SQAD-like planning costs to digital holds great promise because it will certainly reduce the wheel spinning for agencies and pubs that send out/answer RFPs that go to 25 sites when no one even knows if a particular class of media will be in the final reco.
The current way is a mess, and it's nice that something is being done about it.
Thanks for reading, and don't forget to write.
The initiaive to bring SQAD-like planning costs to digital holds great promise because it will certainly reduce the wheel spinning for agencies and pubs that send out/answer RFPs that go to 25 sites when no one even knows if a particular class of media will be in the final reco.
The current way is a mess, and it's nice that something is being done about it.
Thanks for reading, and don't forget to write.
iMedia: CNET: $1.8B. And worth every penny
Lots of talk today about the CNET acquisition by CBS -- and what a sound move it appears to be. $1.8B may seem like a lot, but I think this is one pricey acquisiton that actually has an opportunity to pay out.
CNET is unique online. There is really and truly nothing quite like it. And the CNET brand has gorgeous, extensible, enduring meaning that can take it from the web to TV to print to wherever CBS wants to go with it.
CNET also offers both great demos and ideal times for conversion, which is going to be increasingly important to clients in the future.
So bravo CBS.
Thanks for reading, and don't forget to write.
CNET is unique online. There is really and truly nothing quite like it. And the CNET brand has gorgeous, extensible, enduring meaning that can take it from the web to TV to print to wherever CBS wants to go with it.
CNET also offers both great demos and ideal times for conversion, which is going to be increasingly important to clients in the future.
So bravo CBS.
Thanks for reading, and don't forget to write.
iMedia: The Role of Execution in the Idea Process
So, I started in offline, where Creatives were Creatives and the rest of us were supposedly expendable pawns. And Media in particular was considered the land of grunts. What mattered was the precious idea, not the means of delivering it. The delivery was considered commodity.
So I am struck at this session by the ascendancy of Media people in the strategic processes of agencies. I am also struck by the incredible range in strategic abilities of Media people who are thrust into such roles. Naturally in digital, media and creative are not distinct entities but rather blurred together into a single idea generation machine. ANd you can talk to people for about 60 seconds and see whether they are up to the challenge.
Those that are are amazing. Those that aren't are like the thousands of adguys and adgals that have gone before them in the old world. Which is to say that such people can play vital, essential roles in the organization, but not as strategic leaders.
But it also got me thinking about how the nature of ideas has evolved, from what I would call a "concept" to a combination of "theme" and "execution."
And it also brings forward the idea of the vast divide between the skill sets of digital versus linear creatives. Over the past ten or so years in digital, I have been struck but how few people in creative departments of digital agencies were idea folks. Rather, they were experts in executional areas. I also think this is true in Media and other functions of digital agencies.
But before you think I am ragging on digifolks, the situation is even More stark in linear shops, where so many people are either unwilling or unable to see the change around them and adapt.
A couple of digital creatives that I've worked with that really seem to have the whole egg are Mike Yapp at Carat and Jason Bucky at Real Branding. I single them out because they both have a strong sense of what is a real, extendable, long lasting idea, AS WELL AS the incredible and always expanding set of ways that ideas can be brought to interactive life online.
It's the latter part that is missing in so many linear creatives today, and it requires a comprehensive effort to stay abreast of developments. Which may be inconsistent with the rather leisurely lives offline creatives lead versus their digital brethren. To be digital is to be engaged in the biz 24/7. For better or for worse, that's what it takes. And if you don't engage, you're like a brotosaurus confronting the onslaught of the glaciers.
Wow, I am feeling snarky this afternoon!
So I am struck at this session by the ascendancy of Media people in the strategic processes of agencies. I am also struck by the incredible range in strategic abilities of Media people who are thrust into such roles. Naturally in digital, media and creative are not distinct entities but rather blurred together into a single idea generation machine. ANd you can talk to people for about 60 seconds and see whether they are up to the challenge.
Those that are are amazing. Those that aren't are like the thousands of adguys and adgals that have gone before them in the old world. Which is to say that such people can play vital, essential roles in the organization, but not as strategic leaders.
But it also got me thinking about how the nature of ideas has evolved, from what I would call a "concept" to a combination of "theme" and "execution."
And it also brings forward the idea of the vast divide between the skill sets of digital versus linear creatives. Over the past ten or so years in digital, I have been struck but how few people in creative departments of digital agencies were idea folks. Rather, they were experts in executional areas. I also think this is true in Media and other functions of digital agencies.
But before you think I am ragging on digifolks, the situation is even More stark in linear shops, where so many people are either unwilling or unable to see the change around them and adapt.
A couple of digital creatives that I've worked with that really seem to have the whole egg are Mike Yapp at Carat and Jason Bucky at Real Branding. I single them out because they both have a strong sense of what is a real, extendable, long lasting idea, AS WELL AS the incredible and always expanding set of ways that ideas can be brought to interactive life online.
It's the latter part that is missing in so many linear creatives today, and it requires a comprehensive effort to stay abreast of developments. Which may be inconsistent with the rather leisurely lives offline creatives lead versus their digital brethren. To be digital is to be engaged in the biz 24/7. For better or for worse, that's what it takes. And if you don't engage, you're like a brotosaurus confronting the onslaught of the glaciers.
Wow, I am feeling snarky this afternoon!
iMedia: Effective Online Reach
Today in the presentation from Undertone, it was brought up that the effective reach to drive tune in for a TV program like American Idol was 5-7 exposures.
Thank you to the presenters!
Why am I thanking them? Well, for 22 years I have been hearing people use 3+ as an effective reach figure for TV ads, whereas I think it is more like 8. Or 15. At the start of my career I worked for an agency that was AOR for Cable, and I saw plan after plan improve in its (believed) effect on sales by shifting more dollars to Cable, which jacked the number of 5+ and 10+ exposures.
Of course, there are ads where all it'll take is 1. But most ads or more wallpaper than Mona Lisa, and will take time to get noticed and processed. Especially online.
Of course it take more than 3. Of course it does. And in online I am guessing that 5-7 is a MINIMUM standard. If you believe the research that says many people don't even "see" the banners on a particular page they are viewing, then how could the number be any less than 5.
I know there is lots of research today that says you must maximize 1+ for best results. I think it's BS. Give me a plan that delivers maximumized 10+, and I'll bet you my last dollar it'll deliver better sales.
Thanks for reading, and don't forget to write.
Thank you to the presenters!
Why am I thanking them? Well, for 22 years I have been hearing people use 3+ as an effective reach figure for TV ads, whereas I think it is more like 8. Or 15. At the start of my career I worked for an agency that was AOR for Cable, and I saw plan after plan improve in its (believed) effect on sales by shifting more dollars to Cable, which jacked the number of 5+ and 10+ exposures.
Of course, there are ads where all it'll take is 1. But most ads or more wallpaper than Mona Lisa, and will take time to get noticed and processed. Especially online.
Of course it take more than 3. Of course it does. And in online I am guessing that 5-7 is a MINIMUM standard. If you believe the research that says many people don't even "see" the banners on a particular page they are viewing, then how could the number be any less than 5.
I know there is lots of research today that says you must maximize 1+ for best results. I think it's BS. Give me a plan that delivers maximumized 10+, and I'll bet you my last dollar it'll deliver better sales.
Thanks for reading, and don't forget to write.
iMedia: Publisher Perspective on Casale
One of the things that came up many times in the Casale presentation today was that publishers get paid more quickly by them than by some other networks.
If true (I have no reason to doubt the message,) I would imagine that this is of huge benefit to publishers, because we ALL have partners that take an eternity to pay us. If I can sell inventory to someone who will actually cut a check before I retire, I'm all over it.
It got me thinking about how many clients pay abysmally slowly -- I once worked for a very small shop that had a Fortune 10 client that routinely took 120 days to pay. What part of dollar in dollar out don't these companies understand? Yes, they CAN do this, I mean few agencies will walk away from a Fortune 10. But why would one want to operate in this manner? Clients that pay late and complain about too little "agency partnership" need to get a reality check. Just as agencies that pay late and bitch about publishers also do.
Off my soapbox.
Thanks for reading, and don't forget to write.
If true (I have no reason to doubt the message,) I would imagine that this is of huge benefit to publishers, because we ALL have partners that take an eternity to pay us. If I can sell inventory to someone who will actually cut a check before I retire, I'm all over it.
It got me thinking about how many clients pay abysmally slowly -- I once worked for a very small shop that had a Fortune 10 client that routinely took 120 days to pay. What part of dollar in dollar out don't these companies understand? Yes, they CAN do this, I mean few agencies will walk away from a Fortune 10. But why would one want to operate in this manner? Clients that pay late and complain about too little "agency partnership" need to get a reality check. Just as agencies that pay late and bitch about publishers also do.
Off my soapbox.
Thanks for reading, and don't forget to write.
iMedia: Undertone: NOT the popunder network
I have some misconceptions about some of the leading ad networks, and this is one of the networks I misunderstood most. I always thought Undertone specialized in popunders, like that was all they did. Certainly they seem to serve many many many of the popunders I see.
Their sponsorship session today put me straight, and also intro'd me to their cross site "takeover" products, a sort of way to create a front page or lead presence on a broad range of sites to mimic the reach impact of the portals.
Actually, that probably isn't fair. I would imagine that given the deportalization of the web and the rise of mid and long tail, Undertone and other networks that offer similar services would say that their offerings are an essential supplement to advertisers who wanted the big time reach of front page takeovers.
Undertone's version offers a prestitial followed by tandems -- the prestitial being of more limited availability.
I like this concept, as I said earlier in this blog in a post about GoFish Network, the alternative to Disney and Nick in the kids arena.
I am intrigued by the idea of a roadblock that shows up in lots of places across the web -- I think this could have some remarkable noticing value, particularly for jaded consumers. It gives you pause, and pause is half the battle.
Thanks for reading, and don't forget to write.
Their sponsorship session today put me straight, and also intro'd me to their cross site "takeover" products, a sort of way to create a front page or lead presence on a broad range of sites to mimic the reach impact of the portals.
Actually, that probably isn't fair. I would imagine that given the deportalization of the web and the rise of mid and long tail, Undertone and other networks that offer similar services would say that their offerings are an essential supplement to advertisers who wanted the big time reach of front page takeovers.
Undertone's version offers a prestitial followed by tandems -- the prestitial being of more limited availability.
I like this concept, as I said earlier in this blog in a post about GoFish Network, the alternative to Disney and Nick in the kids arena.
I am intrigued by the idea of a roadblock that shows up in lots of places across the web -- I think this could have some remarkable noticing value, particularly for jaded consumers. It gives you pause, and pause is half the battle.
Thanks for reading, and don't forget to write.
iMedia: Do I want Social Media and UGC, or not? Apparently, it's a conundrum
I listened to two iMedia sponsors today brag that their ad networks contain no social or UGC. And yet I feel like I sit in meetings all week long where companies flail for ways to be IN social and UGC. What gives?
Undertone Networks stated that they have NO inventory in such media, while Casale said they offer a specific UGC/social channel. But that standard buys don’t include such media unless it is specifically requested.
So ad networks have to be careful about content, because they have a lingering reputation for running ads in junk. So that’s part of the divide here.
But it also speaks to our industry’s wider conundrum: we want to be in places that by their very essence are not professionally produced or screened for appropriateness. And if a UGC site did heavy handed screening, it would likely find itself without most of its users in about 25 seconds. Yesterday I made a post about the new popsauce network and their approach. I would be very interested in hearing how other networks and sites are coping with this issue. Because the solution isn’t a yes or no. It’s not binary. We need to figure out a way to tie the potential benefits of being in such high involvement media with the risks.
Thanks for reading, and don't forget to write.
Undertone Networks stated that they have NO inventory in such media, while Casale said they offer a specific UGC/social channel. But that standard buys don’t include such media unless it is specifically requested.
So ad networks have to be careful about content, because they have a lingering reputation for running ads in junk. So that’s part of the divide here.
But it also speaks to our industry’s wider conundrum: we want to be in places that by their very essence are not professionally produced or screened for appropriateness. And if a UGC site did heavy handed screening, it would likely find itself without most of its users in about 25 seconds. Yesterday I made a post about the new popsauce network and their approach. I would be very interested in hearing how other networks and sites are coping with this issue. Because the solution isn’t a yes or no. It’s not binary. We need to figure out a way to tie the potential benefits of being in such high involvement media with the risks.
Thanks for reading, and don't forget to write.
iMedia: A Media PhD
My colleague Cory Treffiletti is fond of saying that one lately needs a PhD to buy digital media these days, and I am struck on to what extent there is a nugget of truth to that. Just listened to a fascinating and lengthy summary of the third party syndicated research auditing process conducted by MRC (Media Ratings Council.) It brought to the fore some of the most intriguing questions: why do we trust the data we trust.
Earlier in the week I had a discussion where a group of us debated to what extent a data source is incented to have the most accurate data possible. It seems like a no brainer until you stop and consider that data accuracy has a sliding scale of cost-benefit. A resource like Nielsen NetRatings or Comscore must be PERCEIVED to have accurate data or no one will buy it. But the extent to which we are willing to pay top dollar for greater accuracy.
Naturally, what we want is 100% accurate info, at the lowest possible cost. So there is a point at which our need for accuracy must jibe with the cost of providing a service and letting a data company make a little on top of that. It would, for example, be great to have a sample size of 100% of web users but totally impractical from an executional and cost perspective.
I have used data from ACNielsen and Comscore for years, and I find both companies credible but not 100% accurate. And I think both would agree to that assessment. But as we enter into a World in which Google Analytics, Quantcast, Alexa, and Compete, among others are providing info that is guiding decisions, we need to have faith that these sources are providing accurate info. Happily, the MRC focuses on ensuring data methodologies, but it is something to think about before you refocus or alter your campaign or website or whatnot based upon a data source you know very little about.
Many of the new sources of data brag about huge samples, but huge sample does not necessarily accurate make. Methodology is critical as well, as is the composition of those huge samples. Look, all these new data sources may be wonderfully accurate, but we need to ask questions before we trust them. And sadly, many in the industry don't know what questions to ask.
Thanks for reading, and don't forget to write.
Earlier in the week I had a discussion where a group of us debated to what extent a data source is incented to have the most accurate data possible. It seems like a no brainer until you stop and consider that data accuracy has a sliding scale of cost-benefit. A resource like Nielsen NetRatings or Comscore must be PERCEIVED to have accurate data or no one will buy it. But the extent to which we are willing to pay top dollar for greater accuracy.
Naturally, what we want is 100% accurate info, at the lowest possible cost. So there is a point at which our need for accuracy must jibe with the cost of providing a service and letting a data company make a little on top of that. It would, for example, be great to have a sample size of 100% of web users but totally impractical from an executional and cost perspective.
I have used data from ACNielsen and Comscore for years, and I find both companies credible but not 100% accurate. And I think both would agree to that assessment. But as we enter into a World in which Google Analytics, Quantcast, Alexa, and Compete, among others are providing info that is guiding decisions, we need to have faith that these sources are providing accurate info. Happily, the MRC focuses on ensuring data methodologies, but it is something to think about before you refocus or alter your campaign or website or whatnot based upon a data source you know very little about.
Many of the new sources of data brag about huge samples, but huge sample does not necessarily accurate make. Methodology is critical as well, as is the composition of those huge samples. Look, all these new data sources may be wonderfully accurate, but we need to ask questions before we trust them. And sadly, many in the industry don't know what questions to ask.
Thanks for reading, and don't forget to write.
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