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December 2007, Week 2 Marketing Archives

Friday, December 14, 2007

Thank Google For Interactive TV Advertising

There's nothing like the foreboding shadow of Google to spur old media into action. According to Mediapost the cable industry is developing a targeted advertising platform, partly in response to the threat of a system being developed by Google.

Google has EchoStar and some smaller cable operators in its pocket with a system that can geo-target households, so cable bigwigs are developing their own "Canoe" system that instead of relying on survey services like Neilsen/NetRatings can aggregate and analyze the volumes of actual user data.

Google's application of Internet ad technologies to the cable space is a good thing, according to Jen Soch, vice president-group director of advanced TV at MediaVest.

"I applaud anything that is going to help us get more accountability in traditional media - that is going to get us away form sample-based measurement into more of a census based measurement," she added. "Right now we are participating in this and we will see where it will lead us."

So we should be thanking Google for expanding into other realms because even if the company doesn't "win" in TV or print, it is forcing old media to learn some new tricks. Competition breeds innovation that will benefit consumers and marketers.

Thank Google For Interactive TV Advertising By John Gartner at 06:11 AM
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Broadcast and Internet Become One

We are fast approaching the time when the Internet and broadcast media (radio and TV) are becoming so intertwined that consumers will no longer distinguish between the two. And that's a good thing.

We used to think of the Internet as that new place where we get information aside from our personal conversations or browing of print. Now perceptions are changing so that we don't think about the source of information -- an IM chat or article on a magazine website are considered parts of our daily conversation -- when discussing the information with friends.

Now, TV and radio are bonding with the Net in the same way, and that provides consumers with better selection and increasing loyalty. Watching The Daily Show or CSI online is becoming as natural as TV viewing, and listening to your local radio station is becoming equally popular. The Net isn't the "other" any more, it's just another conduit for the type of content we are used to enjoying.

To marketers, this means it's time to dedicate the more consideration and dollars to online components and make them integral to the marketing strategy. Viacom, Clear Channel and NBC have realized this and are planning their futures accordingly. The Net has shifted from competition to extension, and we'll see even more aggressive spending and creative ideas in this realm.

Broadcast and Internet Become One By John Gartner at 05:57 AM
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Thursday, December 13, 2007

Google Privacy Policies Could Hinder DoubleClick Merger

A Republican member of the House of Represenatives wants answers from Google about its tracking policies, and he's upset he's not getting them. According to News.com's Declan McCullagh, Joe Barton wants more information about how Google tracks user queries, and how that information will be merged with information being kept by DoubleClick.

Google's reality is that because it is the biggest and most influential player in search and online advertising, it is being scrutinized more than other companies for its privacy policies, and rightly so. Just as Microsoft's every move for the past two decades is watched closely by privacy and antitrust experts, so is Google being ogled.

Google should -- and will eventually -- become more transparent and explicit in its tracking of user behaviors. Search queries are increasingly seen as private information, like one's list of books taken from a library, and Google needs to do a better job of protecting that information and detailing what is being tracked and how it will be used by advertisers.

I'm betting that the DoubleClick acquisition will go through, but not until practices even more transparent than what Ask.com is doing are put into place. The current scrutiny is good for everyone in the long run, including Google.

Google Privacy Policies Could Hinder DoubleClick Merger By John Gartner at 06:17 AM
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Second Life Not Second Best to Being Live

Second Life is a second skin for companies and individuals to represent themselves online, but it's a strange technology to use to present before the U.N. But that's exactly what Representative Edward Markey of Massachusetts did.

Markey was unable to attend a U.N. meeting in Bali about climate change, so instead he created a Second Life avatar and had his other self give his speech remotely. Videoconferencing has been a reliable alternative to in-person meetings, but I'm guessing he couldn't get it to work in time for the meeting.

Second Life affords more flexibility than the constraints of the real world, but I doubt I'd be enthralled to listen to a speech given by a virtual representation of a member of congress, or anyone else for that matter. SL may be great for marketing because (like animation over film) the players aren't limited by things like location or gravity.

While the avatars of SL may be realistic by today's technology standards, I can't take seriously the words of someone spoken through a cartoony image. Don't expect SL to take the place of video conferencing anytime soon unless their is the need for animated embellishment.

Via Mashable.

Second Life Not Second Best to Being Live By John Gartner at 05:26 AM
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Wednesday, December 12, 2007

iPhone is The Top Gadget of 2007 and More Top Picks

In no real surprise to anyone, the Apple iPhone has won Time Magazine's Gadget of the Year Award for 2007. While I'm a huge fan of my iPhone I don't think its fair to give it the award without mentioning some of the apps that make it great. For me what really makes the iPhone great is Gmail. I mean honestly, without Gmail's imap, the mail app would be sub par.

Here are some other notable winners that stand out to me.

Top Video Game - Halo 3
No real surprise here, its the best game I've ever played.

Top Website - Lemonade.com
Sadly I have never heard of this before now but the concept is cool. Social recommendations that allow you to earn money for your recommendation on various products.

Top Sports Match - Fiesta Bowl 2007, Boise State 43 – Oklahoma 42, in OT
This was an amazing game and I know so many of my friends missed it b/c they went to sleep before it was over. Tied for #1 should be Appalachian State beating Michigan this year.

49 More Top 10 Lists such as the Top 10 Viral Videos, Top Breakups, Top 10 Quotes, Top 10 Buzzwords and way more. Go ahead waste an hour or so flipping through these lists!

iPhone is The Top Gadget of 2007 and More Top Picks By Matt O'Hern at 09:58 AM
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Writer's Web Strike Has Precedent for Solution

Boy those folks in Hollywood are stubborn. On both sides -- the writers and studio owners -- leadership is lacking as they refuse to solve a strike over the sharing of web revenue.

This issue faced print publications as they moved online, and they were able to createa new payment structures for its writers and editors without a strike. So why not follow their lead?

Production companies already keep close track on the revenue from online use of content through both advertising and for sale services such as iTunes. They should come up with a similar percentage to pay the writers that they use in broadcast TV and movie content. Those revenues will shrink, but the online revenues will grow, and both sides need to come to the table and find some common ground.

The longer the strike goes on, the more everyone loses out, which is good news for web-only publishers who will gain an even larger share.

Via the LA Times.

Writer's Web Strike Has Precedent for Solution By John Gartner at 08:38 AM
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Ask.com Simplifies Privacy, Will Others Follow?

Search engine Ask.com is making it easier for visitors to turn off and delete cookie tracking. While other companies such as Facebook.com are promoting behavior ads that have been viewed as invasive, Ask.com's move goes in the other direction. The company could win out because the media and the public seems to be asking for more protection.

Ask.com's putting links on search result pages that shows how to delete cookies is a step in the right direction. While it is not a dramatic improvement over the options to delete cookies in the browser, it is an important move in public perception. Google et al may have no choice but to follow suit and develop some "PSA" ads that inform netizens of their choices. It would be simple to do and provide the information that many inexperienced web surfers need.

Instead of a do not track list, a better middle ground would be for search engines and publishers to take Ask.com's lead. If consumers are made aware -- frequently and obviously -- of how they are being tracked and how they can avoid it if desired -- then consumers can no longer complain that they didn't know. As Facebook has learned, the audience is split on wanting behavioral advertising, but publishers should develop strategies that keeps all parties happy.

Via Adotas.

Ask.com Simplifies Privacy, Will Others Follow? By John Gartner at 08:28 AM
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Tuesday, December 11, 2007

The Geeks Are Taking Over

Merriam-Webster dictionary just confirmed that us geeks are taking over. The Massachusetts based dictionary just named "w00t" its word of the year just edging out "Facebook" at the number 2 spot. "w00t" is a term that derived from video gamers is a word that the dictionary defines as
expressing joy (it could be after a triumph, or for no reason at all); similar in use to the word "yay"


Score one for the geeks of the world for using their l33t speak to create a real word!

The rest of the top 5 is

2. Facebook
3. conundrum
4. quixotic
5. blamestorm

You can read the full story and the rest of the top 10 at the MW website here.

The Geeks Are Taking Over By Matt O'Hern at 10:59 PM
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50 Cent is OK With You Stealing His Music

The music industry is the perfect example of a marketing shift. A typically non-technological industry of record sales, radio play and concerts has shifted into one of the most technologically advanced business platforms in any industry. Traditionally, artists would put out a record, people would buy it, everyone would get theirs and everyone was happy. Technology has changed all that and with file sharing and music downloading and its time for the industry to adapt to the new age. As most people do, the record companies fear change and are fighting it as much as possible in the form of the RIAA but the growing number of artists that are in support of file sharing is escalating. In a recent interview, millionaire business man and rapper Curtis Jackson, better known as 50 Cent, is once again ahead of the trends.

His first business success outside of music was making the choice to take stock in Glaceau, the company that makes Vitamin Water, rather than taking cash payment for his endorsing of the product which turned into a $400 million payday when Glaceau was purchase. Now 50 Cent is turning his eyes towards the music industry. The rapper recognizes that artists need to embrace the file sharing and they will still get paid.
“What is important for the music industry to understand is that this really doesn’t hurt the artists,” he said. “A young fan may be just as devout and dedicated no matter if he bought it or stole it.”


He goes on to say
The concerts are crowded and the industry must understand that they have to manage all the 360 degrees around an artist. They, (the industry), have to maximize their income from concerts and merchandise. It is the only way they can get their marketing money back.”


Record companies need to change their business model to embrace the shift in marketing to a more technologically inclined audience and as 50 says:

“The main problem is that the artists are not getting as much help developing as before file-sharing. They are now learning to peddle ringtones, not records”

50 Cent is OK With You Stealing His Music By Matt O'Hern at 08:40 AM
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Monday, December 10, 2007

YouTube Careers

Everyday it never ceases to amaze me the ways people have found to make money online. Whether its the million dollar home page, affiliate marketing, or say Google, tons of people are making more and more cash from the Internet.

This recent story about YouTube paying money to users is just another example of how great the Internet is in making people rich....by accident. If you haven't seen it, YouTube has decided to allow revenue sharing from its top 100 users with its Partners Program. These are users who have generated a lot of followers and undoubtedly a lot of money for YouTube and now themselves. These "accidental millionaires" (copyright!) are not only making money from YouTube some of them are even making advertising deals like the "Chocolate Rain" guy, TayZonday.

Although I can't find the link right now, I recall reading that TayZonday received a contract from Dr. Pepper to use one of his songs and help in a new TV campaign. It truly is amazing the success people have had from doing what they enjoy, not only on YouTube but around the web in general. I just hope I can find my accidental million sometime soon too!

For those who haven't seen the Chocolate Rain video, here it is:

YouTube Careers By Matt O'Hern at 04:50 PM
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« December 2007 Week 1 December 2007 Week 3 »

  • Week 1 (10 entries) December 1-8
  • Week 2 (10 entries) December 9-15
  • Week 3 (10 entries) December 16-22
  • Week 4 (8 entries) December 23-29
  • Week 5 (0 entries) December 30-31

iPhone is The Top Gadget of 2007 and More Top Picks
I feel that Time Magazine's Gadget of the Yea...
by Dragoljub Profirovic
Second Life Not Second Best to Being Live
Video conferencing is indeed good for simple one-t...
by Anuradha Vittachi
50 Cent is OK With You Stealing His Music
50 is right. I like the guy and really support the...
by Misah

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