From MediaPost’s coverage of OMMA East:
Brian Clark, the CEO of GMD Studios, recounted a campaign that his agency ran for Audi, titled “The Art of the Heist.” Just one-half of one percent of the media buy budget, Clark said, was spent on BlogAds — a firm run by panel moderator Henry Copeland, which sells ad space on some of the highest-trafficked blogs. Those ads, Clark said, ended up accounting for 29 percent of the traffic sent to the campaign’s landing page.
It would be great news for the nascent blog-publishing industry if this meant that Audi’s blog ads experienced click-through rates that were 58 TIMES better than other online ads. But it’s more likely that Audi just paid BlogAds prices that were 2% of the rates they paid elsewhere.
But all this focus on efficiency & click-through rates misses the bigger point. Advertising isn’t about reaching people cheaply, it’s about reaching the ones that matter — prospective buyers & people who might influence those buyers. And Clark made this point as well:
“If you’re afraid of what users are going to say [in comments on the blog sites where you advertise], there are two strategies: You get involved in the discussion, or you stick your fingers in your ears and pretend it doesn’t exist. People are talking about you whether you’re listening or not.”
As a veteran tech marketer once told me: Branding happens; the question is whether or not you want to have a role in shaping it.
With 18.5 million blogs out there fighting to attract the attention of the 50 million people who read them (or have *ever* read one), it’s a competitive playing field to say the least. All 18.5 million of these blogs — not just the other few thousand marketers who run TV campaigns or glossy print ads in national magazines — are the competition faced by brands who launch blogs-as-marketing-campaigns. Given that the odds are vastly against marketers mining for viral-marketing gold in the blogosphere, I’d expect they would work harder to make these ad-blogs fabulous. But alas. MarketingVox reports on the latest fool’s errand, this time at Mazda:
Mazda’s new blog-cum-viral marketing effort proved to be pretty lame, and its failures reveal one of the dynamics limiting large advertisers in their exploitation of new forms of marketing. The campaign takes an old set of video “viral” ads that never became very popular months ago and attempts to rejuvenate them by creating a fake blog to tout them. Compounding the first failure (not understanding that a viral ad isn’t just a :30 — perhaps with a dirty joke or a flash of skin — that gets streamed onto the internet) Mazda committed the same mistake with the blog.
Other highly questionable attempts include the Sparkle Body Spray Blog, where “the Secret Girls get real,” and the Juicy Fruit Blog, a site that TechCrunch calls a “train wreck.”
I caught up my AdRants reading today, and scanning a week’s-worth of posts over lunch makes all this viewer-created ad creative business seem like a trend:
AdCandy, “an exchange for people who think they have great ad ideas and marketers who think consumer-created ads are worthy of buying,” AdRants.
Picture Marketing “enables marketers and event organizers to take pictures of people at sponsored events, trade shows, and retail locations. The online service then combines those photos together with survey information supplied by each person, to build a mini-advertising campaign around each individual’s photo,” AdRants.
Family Guy launches Stewie Live, a re-make of the Subservient Chicken interact-o-ad, AdRants.
All of this on top of last week’s news on the Golden Geiko campaign (which is running on FM-partner site Boing Boing).
In his NY Times column today, David Carr makes a case for the unique value print coverage of the news — depth:
“The New Orleans story needed the big muscles of print journalism to gain custody of facts that seemed beyond comprehension. People could Google their way through the storm, but for a search engine to really work, you need women and men on the ground asking difficult questions and digging past the misinformation and panic that infect a big story.
“Newspapers are a civic good, especially right now, but they cannot function as a nonprofit. Make all the jokes you want about dead trees, a printed artifact that people pay to read and advertise in is an absolute necessity.
“On television, it always seems like Groundhog Day — get wet, rinse, repeat. There is undeniably something compelling about Anderson Cooper standing in wind and rain in Galveston at 3 a.m. on Saturday as Rita blew ashore — ‘You feel very much at the edge of the world,’ he said, blinking against the rain — but that does not address the issues of governance, logistics, race and class that the hurricanes reveal. Those are stories newspapers tell well.
“BUT with department stores consolidating both their operations and their advertising and with readers canceling the newspapers that land on their doorstep in favor of more instant gratification on the Web, big newspapers full of deep reporting and serious ambitions seem like dinosaurs at the beginning of a very cold age.”
My friend and former colleague Bob Artner, VP of CNET’s TechRepublic and the voice of CNET’s B2B audiocasts, died earlier this week. A tribute to Bob’s work at TechRepublic is on the site, Bob Artner, 1959-2005. A sad day.
From a Forbes.com article on podcasting revenue models:
“Stan Sorensenm, senior director of product management and marketing of Melodeo, believes there are four possible ways to monetize podcasting:
“– Embedding advertising in the audio itself. Basically, this uses the traditional model of radio.
“– Free and premium channels. This is how many content sites make money. There may even be subscription services, kind of like a magazine.
“– An enterprise model. This would mean selling sophisticated products to major customers that would have special features, such as security.
“– Advertising, which is currently the predominant approach.”
Um, I recommend merging #1 (advertising) and #4 (advertising) into a single revenue line in the business plan before you talk to the VCs. I do agree that advertising is a valid income stream whenever large, upscale audiences tune in to quality programming. The trick is scale. One wonderful aspect of personal media is its ability to make public voices that aren’t mainstream, which often also means smaller, more intimate audiences. Programmers who appeal to similar audiences will need to band together in order to deliver advertisers hundred of thousands of listeners at once. As for #2, though, I’d be surprised to see podcasts succeed with paid-by-consumers models where just about every other online content play, many of which are “kind of like magazines” today, has failed. I’m willing to bet the bulk of podcast revenue in the next 2 years will come from some variation of #3 — corporate customers paying for professional content (especially if we include investors here), or B2B marketers who cover these fees by sponsoring podcasts aimed at corporate customers.
I’m all for advertising that invites viewers to participate in the experience, whether it’s by way of a quirky game or a discussion at the CEO’s blog. But I had to laugh — or did I cringe? — when I read this explanation by Orbitz CMO Randy Wagner in today’s NY Times:
” ‘Why would a company dedicated to travel have a game site?’ Ms. Wagner asked rhetorically. ‘Because travel today is a game and we want people to know Orbitz is the way to win that game.’”
Have you traveled lately?
Rafat Ali accuses the WSJ of stealing his scoop — again (PaidContent).
“The Wall Street Journal is at it again: stealing our story. The Viacom-iFilm deal, a story we broke on Monday night, has been picked up by the Wall Street Journal, without any credit. This is the second time in the last two months such a thing has happened.”
New Geico ad campaign plans to engage audiences by getting them to produce Geico ads. From AdRants:
“Jumping on the consumer-generated media trendlet, Geico has launched Golden Gecko, a contest in which people can submit 15 second movie trailers featuring the Geico Gecko. Geico isn’t calling them commercials but the rules state all submissions become the property of Geico so it wouldn’t be surprising if a winning entry did become a commercial.”
The buzz on Federated Media (my employer) from Alarm Clock:
“The smart money is that FM Publishing, while late to the blog network party, will make the incumbents squirm with some degree of envy. From the get-go, FM will have better editorial product than Weblogsinc and it will enjoy B2B payouts that Gawker Media cannot land.”