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September 24, 2007No Comments

ON: Day One at Mixx

Outside

I spent the day at the Mixx conference for the most part of the morning.  I will say that if you are a person who spends her/his time at the leading edge, walking the floor of the Expo was not where the action was.  As a matter of fact I would say it was a line up of the usual suspects.  That said, the workshops and the opening remarks made the Microsoft rubber chicken worth while.  As a matter of fact it fueled the the fire for more Blue (more to come on what Fusing of the Blue is...)

Key takeaways:

  • The traditional marketer/agency framework is over.
  • We as advertisers must join the conversation.
  • It's not just about servicing customers online.  It's about furthering engagement.
  • Never stop experimenting.
  • The challenge for us is that we need let go of the creative process.
  • In order to create the authentic dialog, it requires for us to let
    go and let those who create do what they do best and create that
    dialog.
  • Armed with a megaphone like the web, consumers wield enormous power.
  • The era of brands and agencies creating the messages is over.

Raise your glasses to a new class of advertising and organizations that spring up and define the way brands can capture the minds and hearts of audiences while driving loyalty as well as spend in retail.

Lunch

It was a packed house and clearly was the "official" interactive event of Advertising Week.

ON: Day One at Mixx via @jpenabickley

September 24, 2007No Comments

ON: Day One at Mixx

Outside

I spent the day at the Mixx conference for the most part of the morning.  I will say that if you are a person who spends her/his time at the leading edge, walking the floor of the Expo was not where the action was.  As a matter of fact I would say it was a line up of the usual suspects.  That said, the workshops and the opening remarks made the Microsoft rubber chicken worth while.  As a matter of fact it fueled the the fire for more Blue (more to come on what Fusing of the Blue is...)

Key takeaways:

  • The traditional marketer/agency framework is over.
  • We as advertisers must join the conversation.
  • It's not just about servicing customers online.  It's about furthering engagement.
  • Never stop experimenting.
  • The challenge for us is that we need let go of the creative process.
  • In order to create the authentic dialog, it requires for us to let
    go and let those who create do what they do best and create that
    dialog.
  • Armed with a megaphone like the web, consumers wield enormous power.
  • The era of brands and agencies creating the messages is over.

Raise your glasses to a new class of advertising and organizations that spring up and define the way brands can capture the minds and hearts of audiences while driving loyalty as well as spend in retail.

Lunch

It was a packed house and clearly was the "official" interactive event of Advertising Week.

ON: Day One at Mixx via @jpenabickley

December 4, 2006No Comments

ON: 07 Mobile Marketing Budgets

Mobile113006
Procter & Gamble, Microsoft Corp. and other major marketers have set
aside a piece of their ad budgets -- albeit a small piece -- for mobile
marketing, representing a "significant shift" for the emerging medium.

Mainstream now
Any money put toward mobile ad platforms last year came from marketers'
discretionary funds, but now mobile marketing is a dedicated line item
in their budgets, Jay Emmit, president of the Americas, mBlox, a global
mobile transaction firm, told some 400 attendees at the 2006 Mobile
Marketing Forum.

"It's a significant shift in the advertising world -- [mobile marketing is] now mainstream; it's out of trial mode," he said.

The banking and financial sectors were responsible for some of the more
innovative uses of the emerging medium in the past year, as when
MasterCard used text messaging as part of its fraud-alert program.
P&G, which won the Mobile Marketing Association's first Overall
Excellence award, has developed the Ad Lab, a program where key
marketing executives on more than a dozen brands have been educated in
mobile opportunities such as mobile video and text messaging. As a
result, a flurry of new efforts and programs will be rolling out from
P&G brands starting next year.

Lingering issues
Still, mobile marketing continues to have
its hangups, Mr. Emmitt said. Mobile companies don't have a foolproof
method of ensuring that ads for sexually explicit material, gambling
and other adult-aimed content will stay off cellphones in the hands of
kids. Wireless carriers led by Sprint have begun to warm up to
providing marketers with targeted mobile advertising opportunities, a
move than may not find fans with privacy advocates.

Marketers and agencies are also demanding better measurement
tools. "I want data," said Eric Bader, senior VP-digital at MediaVest.
There's "not a lot of 'M' in the CPM," meaning there's not a lot of
mobile included in ad rates determined by cost-per-thousand (CPM)
consumers. Another stumbling block to mobile marketing's success is the
inability of marketers and media buyers to buy ads across carriers: In
the current setup, ads with each wireless service provider need to be
negotiated individually.

Kim Olson, marketing director, Sprint Mobile Media Network,
said marketers need to present strong, compelling mobile offers, "not
just put a logo up." She declined to answer a question from the
audience on the carrier's share of ad revenue.

Not so fast
Not all attendees were convinced that mobile has turned the corner.
Courtney Jane Acuff, associate director, Denuo, said many marketers
have not made a commitment to an interactive budget, let alone a
mobile-marketing budget. "There's a big difference between a
discretionary budget and an actual budgeted dollar," she said. Ms.
Acuff added that next year, when the 2008 broadcast TV "upfront"
ad-selling period is conducted, she will watch to see if mobile is
included as part of the offerings. That "will dictate whether mobile is
happening or not," she said. "It didn't happen this year."

A study this month from JupiterResearch found 22% of companies
advertising online also are doing mobile marketing. Overall, the study
predicted mobile ad spending to more than double from a predicted $1.4
billion this year to $2.9 billion in 2011.

A number of the conference's attendees, particularly those
representing the wireless carriers, noted the fragile nature of mobile
marketing in light of the threat that comes from unscrupulous
marketers, such as spammers. "Those in it for the short term: We will
find you all and kick you out and never see you again," said
Christopher Black, director-mobile marketing and interactive media,
Cingular Wireless.

And one conference speaker had some old-fashioned advice based
on lessons learned from the internet's growing pains. "Pop-ups -- don't
do it," cautioned Greg Stuart, president-CEO, Interactive Advertising
Bureau. "Don't let it happen."

ON: 07 Mobile Marketing Budgets via @jpenabickley

November 26, 2006No Comments

ON: The Myth of the Inventory Drought

We hear it all the time: there’s a scarcity of inventory for online
video advertisers. Although it seems to be the prevailing wisdom, it’s
simply not true.  According to the Interactive Advertising Bureau, the top 50 sites
account for 94% of all online ad spending. Some quick
back-of-the-envelope calculations reveal a significant surfeit of great
sites with an enormous amount of available inventory that are part of
that remaining 6%–outside the top 50. There’s certainly a lot to be
said for the benefits of advertising on top sites, but 94% is just a
ridiculous number.

Clearly, the “destination” sites–the networks and the portals–are
selling out their video inventory, but in many cases that inventory is
being thrown in with the TV buy. Then we have the “mid-tail” and the
“long-tail.” As more and more small and medium-sized Web publishers
bring video content online, inventory is exploding. And many of these
sites are using video in nontraditional ways.

According to comScore, in both July and August of this year, 7 billion
videos were streamed in the U.S. But according to Accustream, in July
the available pre-roll marketplace was just over a billion streams. And
that billion is highly concentrated on a few large sites.

Shorter ads (:7 - :10) that are designed specifically for online video
opportunities create a better user experience and are driving
publishers to continue to add in-stream advertising to their video
content en masse.

Effective use of video doesn’t necessarily have to be pre-roll. Many
advertisers are finding in-banner video to be extremely compelling.
There is certainly no limit to the inventory for in-banner video ads,
and many marketers find that the level of engagement that’s available
with in-banner video generates a significant brand boost.

Engaging post-roll is an effective option–and as more and more
long-form video comes online, multiple mid-roll ads increase the number
of ads slots that are available. Many advertisers are also finding
successful placements with video sponsorships.

New technologies and formats that are developing (e.g., video chats
with ads included, online games with video ads before and between
scenes) all add to the potential volume of inventory. And for
advertisers lacking video assets, there are still ways to take
advantage, including building flash ads to play in video spots.

Finally, there’s the explosion of consumer-generated video. Although it
scares most marketers to lose their brand in the world of
user-generated, still with the usage of behavioral targeting
technology, it’s possible to find in-market consumers.

Inventory scarcity? Drought of online video ad avails? Not at all. Just
a lack of creativity. It’s time to wake up to the huge opportunity
that’s available beyond the top few sites. It’s time to look at the
long tail, because that’s where the volume of video inventory is
waiting to be discovered.

ON: The Myth of the Inventory Drought via @jpenabickley

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