I’ve posted the slides from my talk on the Top Ten Trends in Interactive Marketing for 2008 at Slideshare.com.
At Google NYC, Ad club meetup. This is live blogging of my raw notes.
Google TV buying service – avails via Echostar on 95 locals, with many different networks. Can buy a specific ROI. Take benefits of online -measurement, accountablity, and optimization, and move them to TV. with Set Top Boxes, they can measure the long tail of programming . They also have second-by-second measurement.
They only pay for impressions that see the commercials – no make-goods. Not selling only day parts as linked, buy on a CPM basis. Optimization – flexible – can make decisions on your spend on a daily basis.
Auction – Day 1 Bid on a CPM basis for dayparts, Day 2 – commercial airs if you win the bid, Day 3 – you get reports. In a few weeks they’l be able to do by-show advertising.
Highest bid wins, but at the 2nd highest bid price. No buyer’s remorse.
With Nielsen – they’re laying demographic data over set top box data.
Google Radio/Audio product – 1600 terrestrial stations on the network. They created a connection with ClearChannel. They have 100% US coverage. Radio as traditional – tough to get air checks, tough to get daypart listings, tough to get invoices in a quick time.
At Google, you as client can go onto interface, pick formats and demographics, and deploy in 24 hours.
Backend is cool – you can see realtime running. Get aircheck in seconds, change copy in 24 hours.
By the end of the quarter, you’ll be able to pull up campaign and cooralate it to your web metrics.
Sarah – Consumer Package Goods and YouTube specialist person at Google NY. Youtube – 6th largest destination on web daily. Place for marketers to connect with consumers at moment of relevency. 57MM uniques, 100s of MM of videos viewed daily, 100’s of Ks of videos uploaded. Demographic- everyone’s on it. Most users are 35+., Global audience – 50% of traffic. People being able to share across boarders, so there are Russia, UK, Germany, Mexico YouTube destination sites as well. Platform as a voice for opinions – 2008 YouChoose sections for candidates. Davos question site giving people direct access to world leaders. CNN, CBS, Oprah, etc, all distribute content.
Connecting YouTube into your story-telling – via strong video assets. PPT now showing with an online campaign with Heinz, a “Brand Channel” on YouTube for their “Top This” campaign. 4000 entries, 80k Hours watching submissions, 10.1 Million views, 125,000+ hours of brand interaction. (Ed note – that’s huge).
Derek Kuhl – Agency relations – trends he sees in agency world.
This is a huge sea change time for agencies. 4 Key things.
1. Online is an unbelievalbe creative palate for agencies. Opportunity to let sight, sound, motion all with their search – create more than they have before with less challenge.
(We don’t have a way to celebrate this creative integrated stuff)
2. Idea of analytics not being relegated only to the web. Media planners and researchers – how can you check search traffic to see why people may suddenly be interested in a brand.
3. Ability to link media channels (see radio, tv above). Better metrics – so budgests aren’t just for radio or search, but integrated.
4. Current structure of larger agencies isn’t working for clients anymore. More models to bring different groups together.
Single interface to purchase ad campaigns all over the country, down to small demographics. IN the coming year, bringing in connection to Google analytics.
Question- directly targeted in-car ads?
Not yet that targeted.
But they do have things like triggers where allergy med commercials will run if pollen count exceeds x in a market.
Challenges to buying “integrated Google” – they’re working to make it easier to buy across their services.
Dan Frommer – SAI – Asking about Mobile. Hyper-focused, location based – – what’s the biggest hurdle to getting that sales stuff going? Sales force, location tech in cell phones, or something else.
They’re seeing enormous uptick in iPhone- teaching consumer about what a better experience can be from a phone. We need to be able to see that if you search for pizza in NY area several times, whe you look for Dry Cleaning, we assume you’re in NY.
Is there a clash between those who monetize traffic online and those who monetize awareness ? Web traffic monetizers vs. someone like Pepsi who just need awareness..
Next big thing?
Video, Social, neither is going away. Ability for web to connect people around common interests will continue it’s growth.
They currently allow connections to help people find production houses to create ads they’re placing.
Why should I use google ads and adsense for mobile? ESPN question –
Darn firefox froze, didn’t get this answer.
Question – when will Google offer a consolidated product –
They’re trying to do this using a consulting approach to help advertisers pick the right media mix.
Are they looking for an analytic tool across platforms –
They’re looking for a preditctiv e mix modeling tool – predict where you should adv.
After ad run analysis – new tools.
Question on direction of Jaiku – No one knows anything about what’s happening
question from Microsoft how do you find talent to sell this new stuff? – It’s interesting for everyone. Tough – they take great pains to find people, the hiring practice is infamous, take pains to find the right people for the opportunity.
Question – Favorite reference material and final thought for each person and their area:
Long: Future is bright, beacuse we’re partners with agency and devloping platforms that let them sell products. TNS is his favorite reference
Radio guy – empowerment – lets smaller companies access media and get into commerce really quickly. Gets his info internally from Google’s systems
– reads economist. You Tube – more search features, more insights, and more measurement
– advertisng future is global – not all will come from madison Ave. CLients and agencies who can get best ideas globally will win. Agencies and planners give him his info, no
Print – reinvigorating the industry and making it more exciting. Ads more relevant to you when you’re reading the paper. NYT and Economy. TNS as well
Tim – Clients is where he learns the most. And the NY Post. Future: Huge believe that they’re just starting in search.
Several people, including my wife, have asked me why I do things like Twitter, update my Facebook status, and blog about where I’m going and what I’m interested in. I always believed it was a combination of sharing with my friends (who might learn about a conference, event, or topic from my posts), “eating my own dogfood” (how can you learn about Social Media without fully participating), and, of course a small dose of ego. But at least three recent happy incidents have proven to me that there is business value in doing what I’m doing.
Keeping Loose Ties Active
At a recent holiday party thrown by Larry Aronson, I ran into a person I’ve always liked but never spent much time with. We serve together on the board of NYSIA and he’s a VC (I guess this narrows it down). He came up to me and my wife, and, after the usual greetings, said “I haven’t seen you in a while but I feel I know what you’re up to because I follow you on Facebook. I see your twitters, your blog posts, and pictures, and I feel like we’re in touch.”
Well, my wife’s jaw dropped. Here’s someone who has lots of money to invest, works with companies I admire, and just by participating in Facebook I’m keeping him interested. This hasn’t lead to a direct lead, but it validates my strategy.
Shared Interest Leads to A Pitch
Recently I stated I ‘might attend’ the “Graphing Social Patterns” event put on by Dave McClure and O’Reilly. It’s certainly something I’d like to do, but I’m not sure I will be able to swing it due to scheduling. However, it showed in the Facebook news feed of a college friend who I had connected to, but haven’t spoken with in about seven years. He messaged me on Facebook and asked if I was interested in Social Media, as he had been tasked with looking into it for his company. Through a series of messaging exchanges, it has led from a phone call to an opportunity to pitch his company on Social Media Consulting services from my company, the Harbrooke Group. While the contract is still not signed, I never would have had the opportunity to pitch without updating my social status.
LinkedIn Links a client with a Fortune 500 in 4 hours
Recently I was able to do small bit of consulting with the excellent Truman Company from the Boston area. They are working on behalf of a Fortune 500 client who wanted a connection with, of all companies, LinkedIn. After leaving the call, I used my own LinkedIn network to find Mario Sundar, LinkedIn’s excellent community evangelist. Via Mario we got to the correct person at LinkedIn, and had a conference call scheduled in about half a day. It seems obvious, but the networks we build by connecting to people can and should be used to create connections that create value for our clients, our friends, and ourselves.
How have Social Media networks and connections improved your business? Comment or send me a note.
I can’t believe this is back. After all this discussion you would think that Blockbuster must have SOMEONE watching the blogosphere who might have alerted someone not to use David in an ad. But No, HE’S BAACCKKK!
BTW, this appeared on my Facebook News Stream.
The other day I reviewed David Berkowitz’s dilemma regarding being the subject of an ad that changed him from a “fan” of Blockbuster on Facebook to a brand spokesperson. The post at David’s Blog has garnered over 70 comments, and he has asked for some of us to further comment in a post that just been published.
It’s interesting that this situation has generated such a fire storm. Just a few months ago, I ran into David at a party. I don’t really remember what he was wearing, but just for arguments sake, let’s put him in a Ralph Lauren Polo Shirt, Gap Jeans, and Nike Sneakers. Is David a fan of these items? Does he endorse them? Is he advertising for these brands? If I think, “Hey, David looks really good in that Polo shirt, I’m going to get one of those tomorrow” then yes, he is, even if he doesn’t know it.
So, what’s the huge difference between this advertising situation and this? :
I’ll give you something else to think about. Some people love brands so much they pimp them for free. They brag about using those products or services. I’m sure if you know me well you’ve heard me talk about Nordstrom and how well they’ve treated me over the years. I have several stories. (Of course, if you read my blog, you’ll also know why you should never buy a Toyota at Prestige Toyota of Ramsey). Some brands generate so much interest and loyalty, they are called “Lovemarks.” People clamor to be associated with them.
The difference in this case, and why so many of us got in a tizzy about the Facebook ad situation is permission.
- David (and others) didn’t sign up to be brand ambassadors of Blockbuster.
- Blockbuster didn’t make it clear that they’d use Fans in ads.
Even now, I’m not sure what I’m signing up for by being a fan – so I’m only a fan of one brand – Union Square Ventures. I know Fred Wilson won’t screw me over, and if he decides to put me in an ad campaign, well, I know where to find him to discuss it. (I’d probably enjoy it anyway).
So the clear lesson is, let people know what they’re getting into, whenever they are signing up for something. Services that do so avoid the headlines, like this one from the NY Times: “Apologetic, Facebook Changes Ad Program.”
It may be better to ask forgiveness than to ask for permission in some contexts, but ‘d suggest this one isn’t such a context. If you had asked customers for permission in the first place, this whole story, and possibly this whole Facebook program could have turned out differently.