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(OR 300 Reasons Why It Needs to CHANGE)
   
   
"Exhibit F " / (Various Pubs) The Web / Stealing and Streaming...
     
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  1. Rich Media E-mail--Alive or Dead? (Read Story)
  2. ABC's Streaming Video Success Test Found 87% of Viewers Recalled (Read Story)
  3. Advertising Web Sellers Build Own 'Upfronts" (Read Story)
  4. MySpace Draws Ads by Offering 'Safe' Content (Read Story)
  5. Advertisers Change Channels (New media advertising hits all-time high as Traditional Media pays the Price) (Read)
  6. Marketers Cast Around on Net, but It's Still a Fishing Expedition (Internet Spending) (Read Story)

 

  1. Web Slows Worldwide Ad Expansion, Marketing Too... (Read Story)
  2. Marketers Demand Audited Ad Figures From Online Publishers (Read Story)
  3. How GoogTube Merger Will Change Online Media and Marketing (Read Story)
 

 

1. Rich Media E-mail--Alive or Dead? (by David Baker, Monday, Jul 3, 2006)

 

IN A PERFECT WORLD, WE could deliver Hollywood-style ads with highly engaging, fully streamed motion pictures, illustrating our offering with exciting audio and imagery. When I did these for a former company, we had (in my humble opinion) some of the coolest e-mails. Yet there are pitfalls to using rich media in the e-mail channel today. If you are considering it, you should know what can and cannot be done, what the experience is that you are really delivering, and the issues you will have to address. Here are answers to the questions I get asked most often about rich media: What is rich media e-mail? This may seem like a question we should all know the answer to, but many of us don't know exactly. It is any dynamic media--audio, animation, or video--that is embedded in an e-mail. It can be Flash, streaming video or a combination of these. top

 

Why can't I deliver rich media e-mail now? E-mail ISPs put restrictions on active script in e-mail. They did this to protect users from hackers putting malicious code in e-mail. Many of the mainstream providers strip out tags, JavaScript and anything that could be perceived as malicious such as forms, CSS and others. Yet this script is needed to enable a video stream to be called from the server or to enable a FLASH movie to play. There is nothing you as a sender can do to change this.

 

What is the user experience? In the perfect scenario, the rich media would play as users open the e-mail with a beautiful mix of animation of sound. The reality is they will get a static image, a truncated message or a dead video console. Worse, the delivered experience varies by e-mail client. For instance, AOL displays a lovely blank screen where the animation ought to be. Outlook truncates e-mail where the animation was resident. However, with the emergence of new rendering tools from Return Path, Pivotal Veracity and Lyris, understanding how different e-mail clients display is no longer an issue. You can easily see the user experience in multiple modes of many different e-mail environments.

 

Does this mean rich media e-mail is dead? Absolutely not! But the dynamic portion has been redirected to landing pages. The real question is, "Is your e-mail the notification agent or the container?" For rich media e-mail, I've found that a tempting setup in the e-mail will drive lots of readers to your enriched landing pages and generate more response to your program. There are several nice design treatments you can use to build on this experience. Here's an example of an effective e-mail that "tricks" the user into clicking through: http://www.avimailer.com/mgm_get_sh1/index.htm  

 

If only a small percentage of your population could receive this rich experience in their e-mail software, would you consider doing it? I think it depends on who that small percentage is. If they are high-value customers or prospects, and you know a richer experience would move them through your sales funnel or make them ready to buy, it might be worth the effort to try using rich media. top

 

The industries for which rich media works really well are those that rely on a rich experience to present their products or commercials, and have a need to replicate mainstream media content. Automotive, entertainment and hospitality industries are obvious examples, but there has been more and more traction on the b-to-b side to deliver product demonstrations and seminar snippets. Here is a link to a company with a lot of examples that might help spur your creative juices.

 

Rich media in e-mail does increase response, so I'd encourage you to try it as you would any other form of creative treatment.

 

David Baker is vice president of e-mail solutions at Avenue A/Razorfish. / top

 

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2. ABC's Streaming Video Success Test Found 87% of Viewers Recalled Advertising  (By Claire Atkinson / Published: July 24, 2006)

 

PASADENA, Calif. (AdAge.com) -- ABC's streaming-video experiment earlier this year on ABC.com will become a real offering in October, said Anne Sweeney, Walt Disney Co. co-chair-media networks and president of Disney-ABC TV. The network said the experiment was a success for advertisers, given that research showed users had 87% recall of the advertisers involved.

 

Average recall of advertising on TV is about 24%. Each program that streamed was supported by a single advertiser.

 

Advertisers who tested the concept of advertising in TV shows that consumers could watch from the network's website included AT&T, Cingular, Ford Motor Co., Procter & Gamble Co., Toyota, Unilever's Suave, Universal Pictures and Walt Disney Pictures.

 

Affiliates to get results

The test results will be shared with ABC's affiliates. ABC will tweak some aspects of the site design, but Ms. Sweeney didn't reveal what aspects would change. "I would do it with advertising again," she replied when asked if it might become a paid subscription service rather than a free ad-supported service.

 

Shows such as "Lost" and "Commander in Chief" received some 11 million downloads in the first four weeks of operation. The two-month-long test ended June 30. Ms. Sweeney said ABC had used the streaming media test for three sets of research data that included "server information, focus groups and exit interviews." ABC did not sell the product in the upfront, preferring to save sales talks for the scatter market. It is unclear if any of the launch advertisers will return. / http://adage.com/mediaworks/article?article_id=110708

 

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3. Web Sellers Build Own 'Upfronts"

Online Video Providers Push Ad Inventory in Advance / By Kris Oser and Abbey Klaassen / Published: April 03, 2006 top

 

NEW YORK (AdAge.com) -- Just weeks before the TV upfront market kicks off, other media are trying to grab their share of the TV dollars by telling buyers they're holding their own "upfronts."  

 

It's not a new ploy, but this year, the argument that marketers should be looking elsewhere to park their TV budgets might actually resonate, as money can shift to other, more measurable channels.

 

"It's above the line this year because you have traditional marketers who are going to the upfront looking to buy the digital properties," said Eric Valk Peterson, VP-media director, Agency.com. "They are trying to figure out how to get the most bang for their investments."

 

The online upfronts players

Upfronts -- which in the online world are defined as any time when you're selling inventory in advance -- are practiced by the major portals AOL, Yahoo and MSN, as well as sites in certain sectors like auto-specialty sites Edmunds.com and kbb.com (Kelley Blue Book). Other video-rich sites, including news purveyors and sites devoted to showing video clips, also find themselves selling large swaths of inventory early in the year. Cinema ad sellers are also jumping in with upfront events.

 

The Web, much like TV, does have certain inventory that is always in high demand, and much of that is around broadband video. In the 2005 fourth quarter, for example, AOL had sold out its video inventory for In2TV, its classic TV programming, through 2006. Yahoo, MSN and other video-rich sites typically sell out certain sectors, like entertainment, financial services and travel by the end of January. Cinema sells up to 80% of its inventory between October and December and only 10% in the spring.

 

So certain non-TV upstarts are beating their own drums to distract media buyers in the run up to the May upfront presentations from the broadcast networks.

 

Heavy's approach

Take Heavy.com. The laddie-oriented site, which serves up jokey, shocking, gross, sexy and just plain goofy video clips, much of it user-generated, for an audience of mostly 18- to 34-year-old males, is launching an upfront this spring to tout its slate of six new shows. The programs include "The Massive Mating Game," a dating game played with cellphones, and "The Manly-Man Games," an Olympics for the ordinary guy. Heavy executives will call on media agencies during the TV upfronts.

 

The rationale behind the move is simple. As marketers show more interest in digital properties, "We might be able to pre-empt those dollars going into TV," David Carson, co-CEO, Heavy.com said. Eric Valk Peterson, VP-media director, Agency.com, said: "They are calling it an upfront, but it's really just a way to get people to buy inventory early [at a time when] traditional buyers are trying to get the most bang for their investments,"

 

Heavy's Mr. Carson pointed out that because much of his site's advertising consists of customized branded placements or integrated sponsorships, he needs to square away his sales so his staff can focus on building those unique ads. One example: a Heavy-created clip called "Pimp My Weapon" that features the characters in the Sony video game "God of War." While some buyers and publishers accept that because of the customized nature of Heavy's ads, it does have a limited supply to offer, most said an interactive upfront is not necessary.

 

"It's a great publicity stunt," said Michael Barrett, exec VP, AOL Media Networks. "Mission accomplished: You're doing a story." top

 

A very real trend

But Heavy is also zeroing in on a very real trend in which more and more media agencies and marketers are breaking down the silos between various video advertising media. This could be the first year that marketers begin to think about video as a concept in which buckets of dollars slated for video ads could be distributed across a number of channels, including TV, online and cinema.

 

Advertisers polled at the ANA TV Ad Forum last month, about whether the TV upfront should now include cinema, online and other media, 37% said yes, 59% said no and 4% weren't sure.

 

At the Forum, American Express VP-Global Media James Hedleston explained his company had reclassified TV as "rolling video stock" -- a term that encompasses cinema, pre-roll online video, video podcasts and traditional TV. "We capture the most valuable impressions first," he said, going after "the most engaged channels -- cinema, opt-in media such as paid search, and then use TV and other media to sweep up the rest of the GRPs."

 

One of Heavy's main competitors, iFilm.com, which was bought by Viacom for $49 million, is also seeing online video as one aspect of a larger video package. "This is the first year I'm seeing agencies talk about online video [which skews heavily toward viewers at work] as an actual daypart."

 

Screenvision's upfront

Screenvision, one of two players in the cinema advertising space with almost 14,000 theater screens, hosted an upfront event in March, which included a panel discussion on the state of the film industry. But more of their business, they find, is done on a calendar year basis, leading them to consider moving their upfront to the fall.

 

"Cinema is speaking the same language as broadcast TV now," said Jason Brown, senior VP-ad sales for Screenvision. "We estimate and post off of Nielsen, we're in the IMS planning systems and we're moving into developing engagement metrics. It's a great way to extend  the broadcast week."

 

4. MySpace Draws Ads by Offering 'Safe' Content

 

By JULIA ANGWIN / June 21, 2006; Page B1

 

As part of the marketing effort for its big summer movie, "Pirates of the Caribbean: Dead Man's Chest," Walt Disney Co. last month held a contest on the popular social networking site MySpace.com. top

 

To publicize the contest, Disney built its own "page" on MySpace and bought an ad on MySpace's front page. But it steered clear of the profile pages created by MySpace's nearly 85 million users -- the popular but controversial part of the site where users post links to friends' pages, list their likes and dislikes and display photos, sometimes including scenes of underage drinking and sexually suggestive material.

 

"We would never be on a personal profile," says Jack Pan, vice president of marketing at Disney's Buena Vista Pictures. "We want to be in the official areas."

 

Disney is one of an increasing number of advertisers that are cautiously starting to embrace MySpace. Acquired by News Corp. last year, MySpace is one of the fastest growing and most heavily trafficked sites on the Internet, and its largely teenage membership is very attractive to advertisers. Marketers worry, though, about the site's reputation as an uncontrolled virtual community where pornographers and sexual predators are known to lurk.

 

To draw in advertisers, MySpace has quietly begun building an array of new sections, highlighted on the front page, that deal with subjects ranging from books and movies to games, comedy and horoscopes. The areas, which contain articles written by editors and links to related blogs and groups elsewhere on MySpace, are meant to be "safe" for advertisers that want to appear on the site but don't want to be associated with unsavory material. top

 

The new sections are also part of a larger News Corp. effort to turn MySpace into a full-fledged portal that can compete with Yahoo Inc. Although News Corp. has been careful not to micromanage the wildly successful site, it has been quietly beefing up its features -- adding, for example, video downloads and instant messaging -- to make it look more like a regular portal.

 

Next up: an overhaul of MySpace's search engine. The company is talking to Google Inc., Yahoo and Microsoft Corp.'s MSN to determine which would provide better search technology. Chris DeWolfe, chief executive of MySpace, says that search represents "a pretty large revenue opportunity," and that the company expects a search partner to be chosen within the next six months.

 

News Corp. has taken other steps to beef up MySpace's ad sales, including hyping the site to advertisers attending the annual programming presentation of a sibling division, the Fox TV network, in May. The company also recently poached AOL's top ad sales executive, Michael Barrett. He is now chief revenue officer for Fox Interactive, the News Corp. unit that oversees MySpace. top

 

In the meantime, the site is showing promising results drawing advertisers to its so-called safe areas. In addition to advertising in the topical sections, Disney, DaimlerChrysler AG's Dodge and others are paying tens of thousands of dollars to build "profile" pages to promote their brands.

 

Rich Greenfield, an analyst at Pali Research, estimates that MySpace generated ad revenue of $15.5 million a month in May, up from about $2.5 million a month when News Corp. announced the acquisition last July. At that rate, he estimates, MySpace will take in $200 million in ad revenue in 2006.

 

To be sure, MySpace remains a controversial site among parents and law-enforcement officials. Several state attorneys general are pushing MySpace to provide more safeguards for children on the site. Republican Rep. Michael Fitzpatrick of Pennsylvania recently proposed a bill -- the Deleting Online Predators Act of 2006 -- that would restrict minors from accessing sites such as Facebook.com and MySpace at schools and public libraries. And just yesterday, the family of a 14-year-old Texas girl that says she was sexually assaulted by a man she met on MySpace sued the company for $30 million top.

 

In response to these concerns, MySpace has hired a chief security officer and beefed up some safety measures. The company is scheduled to announce additional steps today, including preventing members over 18 years of age from contacting 14- and 15-year-olds they don't already know without their permission, and giving all users more control over their privacy settings. Tomorrow, the company will participate in a conference in Washington, D.C., about online safety.

 

Marketers say they appreciate these moves. "A key condition of working with MySpace was that they were working on safety issues," says PepsiCo Inc. spokeswoman Nicole Bradley. She says the company's MySpace programs "run on screened sections of the site that are pretty mainstream." Pepsi's Aquafina has been sponsoring the MySpace Independent Filmmakers section since January. And Pepsi's Sierra Mist lemon-lime drink has sponsored the Comedy section since it launched a month ago. top

 

Still, it isn't clear how much attention MySpace users will pay to these advertiser-friendly areas. Many users spend most of their time on their own pages and those of their friends. MySpace says its well-established music section has about 8.1 million unique visitors each month, while the video section -- which was introduced in April -- attracts about seven million visitors a month. In contrast, overall traffic to MySpace hit 51.4 million a month in May, according to comScore Media Metrix, up from 15.6 million a year ago.

 

Advertisers can get some sense of their success by tracking their pages' "friends" -- MySpace members who link their page to the advertiser's page, often to enter a contest or for some other benefit. A profile page built for 20th Century Fox's "X-Men III: The Last Stand" has attracted more than three million friends so far -- in part because of an offer that those who befriended X-Men would be allowed to boost the number of "top friends" permitted on their own profile pages to 16 from eight. Exit polling showed that 15% of the under-25 audience for X-Men heard about the movie on MySpace. (20th Century Fox is also owned by News Corp.)

 

Similarly, Disney's MySpace page for "Pirates of the Caribbean," which offered people the first look at the film's trailer, has attracted more than 70,000 friends. Another Disney film with a MySpace page, a movie about dancers called "StepUp," has attracted more than 20,000 friends, some of whom entered a dance competition to be in the movie.

 

"We've been able to really learn from the real fans about what they like and what they are interested in and been able to respond to them," says Mr. Pan, the Disney vice president of marketing.

 

Write to Julia Angwin at julia.angwin@wsj.com

 

http://online.wsj.com/public/article/SB115084367016885640-t355DaKwt_5gwqpcgVykxX2Oi4Q_20070620.html?mod=rss_free

 

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5. Advertisers Change Channels

New Media Advertising hits all-time high as Traditional Media pays the Price. (April 21, 2006) top

In another clear sign that times are changing for the advertising industry, a new report said that Internet advertising revenues in the United States in 2005 totaled $12.5 billion, an all-time, single-year record.

 

The report, released Thursday by the Interactive Advertising Bureau and PricewaterhouseCoopers, said the 2005 total represents a 30 percent increase over 2004. Revenue in the fourth quarter of 2005 was $3.6 billion, a 34 percent boost from the same period in 2004.

 

“Interactive advertising continues to experience tremendous growth as marketers experience its overall effectiveness in building brands and delivering online and offline sales,” said Greg Stuart, chief executive of the Interactive Advertising Bureau. top

 

“We are confident that this growth trend will continue as more marketers find interactive to be an imperative,” he added. “Additional platforms, including broadband video, gaming, IPTV, and others, continue to emerge as real opportunities.”

 

Keyword search drew the most ads, posting revenues of $5.1 billion, or 41 percent of the overall total. Classifieds was second with $2.1 billion, while email was third with $251 million.

 

No More Mass Audience top

As the concept of a mass U.S. audience fades further and further into history, advertisers are casting about for new formulas that go beyond traditional media such as television, radio, and print.

 

Numerous studies commissioned by the advertising industry tout the growth and importance of new media such as the Internet, cell phones, digital video recorders, on-demand video, and PDAs.

 

But the industry still looks at new media with some skepticism. The marriage between advertisers and the triumvirate of TV, radio, and print goes back at least a half century and still draws the lion’s share of U.S. ad spending. top

 

But as the IAB study shows, that is gradually being eroded as more companies shift significant portions of their ad budgets to new media.

 

“Given that advertising is growing at 5 percent and new media is growing at 30 percent, the other media are absolutely losing share,” said Mr. Stuart.

 

“The targeting is better on the Internet, given the ability to identify purchasing moments. Marketers spend an awful lot of money telling traditional media they don’t know what their ads are doing,” he said. “With the Internet, they know exactly what’s going on.”

 

More Accountability

There is much greater accountability in direct and brand marketing campaigns on the Internet, he said.

 

A recent survey by Forrester Research found that advertisers are slashing their TV ad budgets and increasing the amount of money they are spending on online advertising. They are also losing confidence in the audience metrics of traditional TV. top

 

Ninety-seven percent of advertisers told Forrester that the TV industry will need new audience metrics, other than traditional program ratings for the advertiser, to truly measure the reach and effectiveness of their ads.

 

http://www.redherring.com/Article.aspx?a=16584&hed=Advertisers+Change+Channels

 

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6. Marketers Cast Around on Net, but It's Still a Fishing Expedition (By Rance Crain / Published: June 11, 2006) top

 

Al Ries, the positioning and marketing whiz who writes a column for AdAge.com, talks to marketing people all over the world, and he says he doesn't find anybody who is confident about putting their money into the Internet. "Everybody is doing it, but they don't feel confident it's going to produce results." ...

 

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WEB / MEDIA POST

 

1. Web Slows Worldwide Ad Expansion, Marketing Too by Joe Mandese, Monday, Jul 31, 2006 top

 

AT A TIME WHEN THE U.S. and world advertising marketplace should be expanding to keep up with the general economy, the rate of advertising expansion is being kept in check by a surprising source: The Internet. That's the conclusion of what may be the first global forecast from a major media buying group to look at both advertising and marketing services. The study, "This Year Next Year Worldwide" from WPP Group's GroupM unit, suggests that the rapid expansion of supply of online advertising opportunities is helping to satiate demand from marketers, keeping media price inflation in check for the overall advertising economy, especially in major markets such as the U.S. "At this late stage of the economic cycle one would normally expect media growth to have run well ahead of GDP as healthy profits finance excess demand for diminishing media reach," the GroupM report says, noting, "One thing stopping this is the growth of the Internet in developed economies. Its audience is growing even faster than its incoming tide of advertiser money, so it is actually getting cheaper. At the same time it is attracting cash from the big but fragmenting and hence inherently inflationary media, whose valuable reach is in shortening supply."

 

The report indicates that TV remains the No. 1 growth driver for the global advertising marketplace, but that the Internet has become the second biggest contributor. On a global basis, the Internet will account for 21 percent of the world's ad spending increases in 2006 vs. 52 percent for TV. In developed markets such as the U.S., the Internet is actually the dominant factor. According to GroupM, the Internet will contribute to 37 percent of ad spending growth in 2006 in North America. TV, by comparison, will contribute 33 percent of North American ad spending growth, followed by newspapers (11 percent), magazines (9 percent), and outdoor (6 percent). Radio, the most lackluster of any major medium, will contribute only 3 percent of the North American ad expansion this year (see related story in today's MediaDailyNews). top

 

The role of the Internet as an advertising growth engine is even more pronounced in Western Europe, where it will contribute 44 percent of the region's ad spending growth this year. In developing markets, the Internet is much less of a factor, according to GroupM, contributing only 4 percent of the growth in "emerging Europe," and 3 percent of the growth in Latin America.

 

Worldwide media-based ad spending is projected to rise 6.1 percent to $367 billion in 2006, according to GroupM's estimates. That's modestly slower than the rate of growth of marketing services such as PR, direct marketing, promotion and sponsorships, which are slated to rise 6.3 percent this year to $306 billion.

 

GroupM says the expansion of marketing services would actually be faster, as well, except for the role of the Internet, which has displaced money that would ordinarily have gone into non-media activity. top

 

"It is usually assumed that marketing services are growing faster than media advertising. Our figures suggest this is indeed the case in North America. But not in Europe, where direct marketing - the main element - is holding rather than gaining share," the media agency network explains, noting, "The most likely reason for this is internet substitution for costlier direct mail - and nearly everywhere internet is categorized as a 'medium' rather than the marketing service which it increasingly is."

 

Joe Mandese is Editor of MediaPost.

http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=46199&Nid=22076&p=283589

 

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2. Marketers Demand Audited Ad Figures From Online Publishers --Mark Walsh / Thursday, Aug 10, 2006 8

 

A GROUP OF EIGHT MAJOR marketers including Colgate-Palmolive, Ford Motor Company, and Visa on Wednesday demanded that online publishers provide audited advertising figures based on industry guidelines by mid-2007--and certify that their underlying ad-counting process is consistent and reliable by 2008. They warned that only audited and certified numbers would be used for payment against their interactive marketing campaigns. Major marketers that say they will require audits by next year include Kimberly-Clark, BMW, HP, ING, and Pepsi. top

 

The Interactive Advertising Bureau in 2004 issued ad measurement guidelines, as well as procedures for the auditing and certification process. Last spring, the IAB also announced guidelines for broadband video commercials. The overall aim of the guidelines is to ensure consistency in the online marketplace, where companies are spending an increasing proportion of their ad budgets. The IAB guidelines recommend that online publishers hire independent, third-party auditors to conduct the certification process, but do not designate specific firms. Major accounting firms such as PricewaterhouseCoopers and Ernst & Young are among those that typically handle ad audits with oversight from the nonprofit Media Rating Council.

 

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3. How GoogTube Merger Will Change Online Media and Marketing

Predictions About Long-Term Impact By Abbey Klaassen and Gavin O'Malley / Published: October 15, 2006 top

 
NEW YORK (AdAge.com) -- What does Google's $1.65 billion acquisition of YouTube really mean for the future of online video-related media and marketing? That question has been ricocheting around boardrooms, business offices and bar stools throughout the industry since the merger was announced last week. Ad Age asked five highly respected authorities for their take on the landmark deal and its implications for the world of digital advertising. Read or listen to their answers below.

 

Rafat Ali
Publisher, PaidContent.org

Google did the deal with MySpace and is paying them $900 million. If you think of similar scale and video-ad inventory, which is at a higher CPM than text, you're talking about probably a year to two years to recover that money [spent to buy YouTube] and that should be enough. ... But the other side of YouTube is beginning to emerge ... as a huge marketing vehicle for the whole entertainment industry, signing up with movie studios, music labels and TV networks. ... That is going to be a learning curve for Google because it hasn't really done it. ... The fact that YouTube has that attractive audience, which all of these people want, will force Google to think in that direction.

Rob Petty
CEO, Roo Networks

Short-term I think that we'll probably see better sorting of the content. The problem user-generated sites like Google and YouTube have had in the past is ... you're not sure what your ad is going to be in front of. The single most important thing to an advertiser is their brand, and they want to be assured that their brand is being displayed in front of what we call trusted content, which is content that is suitable, not overly violent, there's no nudity or obscenities in it. One of [YouTube's] challenges is that it is potentially in a position now where it
might be seen as a threat to the large content providers. ... This really starts to take them into the media area where they're competing with a lot of the major cable [channels] and traditional media companies. top

Tim Hanlon
Senior VP-venture, Denuo

I don't think it's about just simply taking AdWords and just putting them into YouTube. This is about how do you take current-generation technology and further radiate video out into the world. In places like search results, AdWords, can you bake in video ads like you bake text into thousands of websites? This is about literally moving video to the next level ... and that should give hope to all these other companies out there that are focused on particular pieces of video model-Revver, Spotrunner, Brightcove, Pando, the Venice project, etc. -- that either they can be part of a solution themselves or as part of the Google hegemony or the Yahoo hegemony or the Microsoft hegemony.

Alan Schulman
Chief creative officer, Brand New World

With video you can really take the richness of a brand's creative and bring it to life. If I sell shampoo and I'm interested in reaching women who want voluminous hair, if that's a word tagged across the video, now I've got an opportunity to link to video that's a little more contextual. It's not just a random preroll. ... Some advertisers-Pop Tarts' webisodes, the "Dear Jet Blue" ads-are doing things that look and feel user-generated but they're brand-centric. The challenge is: How do you get inside the vernacular of that user-generated video? How do you create something fun and a little lo-fi, with less production cost? It's more about short, sweet, crisp and cracks a smile. And if you can do that across content categories at a lower price, that's smarter than cutting down TV spots.

Simon Andrews
Digital chief strategy officer, MindShare

Google's very good at algorithms, looking at a web page and putting an appropriate ad next to that. Video's a different ball game, but YouTube's video is tagged. So Google can use its algorithm, see how people tag these videos and serve an ad that makes sense. ... As advertisers, we might start to choose keywords that are important for our video. So if you have a commercial that's cool and urban, we could say: Here are the five or six key words that really summarize this content, and Google could match an ad with how we describe it.
top

John Battelle
Chairman and publisher of Federated Media and founder of Wired magazine

There is one very simple fact that makes it possible for Google to buy YouTube over nearly every other possible suitor: Google has a monetization engine right now, which essentially halves the purchase price from the outset. No other suitor has AdSense, which allows Google to be comfortable with its ability to make money off YouTube inventory. Add to that Google's position in the media world as a "switchboard" or distribution player. The company has made it clear it does not want to be a leader in the world of content creation, and [is] therefore an ideal partner for the very media companies who fear YouTube's potential to become both a copyright rathole and a potential content competitor in its own right.

Jeff Jarvis
Media veteran and BuzzMachine blogger

Google won't monetize just YouTube. It will monetize video anywhere it is played on the internet. As TV explodes, we don't need more content or distribution -- we have plenty of both -- but we do need ways to find what we each want to watch. How do we find everything else today? Google, of course. So it's natural for Google to help us find TV to watch, and it will make money there. Google will place advertising on the video it serves. But more important, just as Google serves ads with text anywhere on the internet, it will place advertising on TV wherever it is served -- on our blogs, via peer-to-peer, by distributing big-network TV, or by helping the rest of us share our shows. In the end, we all become producers, we all become programmers, we all become networks, and Google helps us all make money.
top

 

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Complied By Daniel Sage / www.MobileAdMarketing.com

More News to Come....

Compiled By Daniel Sage / President of MobileAdMarketing.com (300,000 Mobile Ad Spaces Available in 300 Markets in 48 States)

   
 

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traffic

The Facts and Stats on Mobile Outdoor Advertising...

  • Some 150 Million Americans Commute Every Business Day.
  • The Average American Travels 15,000 Milers Per Year.
  • Outdoor Media Reaches 96% Percent of US Consumers.
  • The Average Truckside AD Reach is about 50,000 per day.
  • The Average CPM Rate for Truckside Ads is around $1.50!
  • According to the American Trucking Association - The Average Delivery Truck Makes 16 Mil. Impressions a Year.