You are currently browsing the archives for April, 2007.

Brightcove's Jeremy Allaire On Future Models for Video Advertising

Brightcove’s founder and CEO, speaking at MediaPost’s “Outfront” conference in New York last week, adds to the chorus of online video veterans forecasting the death of the :15 pre-stream ads. Instead he proposes a medley of models — shorter pre-stream units, mid-stream commericals, branded content and viral distribution strategies. My favorite part, of course, is when he gives props to the DuPont videos starring Amanda Congdon that were launched on FM sites!

Advertising must be bound to content in this world, Allaire said, and because consumers are more likely to be ‘snacking’ — or clicking around and sampling multiple videos to see which they want to sit through — the existing standard 15-second pre-roll with banner is a complete turnoff, as it forces repeated viewing with a resulting negative effect.…”

Branded marketing content can also be syndicated, Allaire noted. He pointed to DuPont’s program created with Denuo in which a blogger was hired to write science stories. Working with Federated Media, this high-quality content was embedded in IAB standard units and placed within science-related sites.

More on the DuPont videos.

Yahoo Buys Right Media

Wow, that didn’t take long! Not even three weeks after Google swooped up Doubleclick (here’s the ChasNote take on that one), Yahoo has acquired Right Media. The official announcement.

Mobile TV Not Yet Big

That according to Comscore (Media Week):

“More than half of Internet users who possess mobile phones are not interested in, are unaware of, or have no interest in Mobile TV, according to a new survey conducted by comScore, illustrating just how far the medium has to go before it becomes mainstream.”

Forget Long Tail, It's the “Long Torso” That Matters

David Eun, Google’s VP of content partnerships, at yesterday at PaidContent’s EconSM: “In talking about the polarization between those who focus on the hit-driven head and the user-generated long tail, Eun said YouTube wants to focus on the middle.”

Reading the rest of the quote (I wasn’t there), it appears Eun is talking about content producers. But I’ve been hearing this sentiment from advertisers, too. Marketers are covering segments of their audience that still visit the portals (the “head”), and they are reaching deep down the long tail with direct-response dollars spent with Google AdSense and the ad networks. It’s bringing their brand message to the middle — high quality niche sites that are taking greater and greater share of high quality audiences — and doing it with efficiency that’s still hard.

Creators, Critics, Collectors: Leaders of the Online Conversation

In her latest report on social media, Forrester’s Charlene Li divides the online population into six user-types: Creators (13%), Critics (19%), Collectors (15%), Joiners (19%), Specators (33%), and Inactives (52%). Before you launch a “conversational marketing” campaign, the report suggests, make sure you’re delivering the campaign to online consumers who are active social media participants.
More at Marketing Vox.

Google, Not Microsoft, Is Now #1 Most Valuable Brand

Inevitable, in the way that Toyota’s unseating Ford as the world’s #2 automaker was, but newsworthy just the same. Wow. From Reuters:

“Google Inc. has knocked Microsoft Corp. from its perch as the world’s top-ranked brand, according to findings released on Monday. The rankings, compiled by market research firm Millward Brown, also put Google ahead of well-established brands like General Electric Co., No. 2; Coca-Cola Co., No. 4; Wal-Mart Stores, No. 7; and IBM, No. 9.”

My Space Identifies “Momentum Effect”

My Space teamed up with Isobar / Carat USA on research that suggests that online social networks — like their traditional offline analog, groups of friends — are conversations among trusted pals who talk about stuff, including brands and products. And when one friend says something positive about a brand or product to another friend, the positive comment has impact. Some of the findings, as published on PaidContent:

– More than 40 percent of all social networkers said they use social networking sites to learn more about brands or products that they like, and 28 percent said at some point a friend has recommended a brand or product to them.

– Brands such as Adidas and Electronic Arts attributed more than 70 percent of their marketing return on investment to the “Momentum Effect,” which the researchers define as the quantifiable impact of a brand within a social network.

Comscore and NNR Working To Get Good Numbers for Social Media

From PaidContent:

“…both organizations expressed a willingness to have a dialog with IAB and seemed to concede the need for increased transparency and accuracy, as demanded by Randall Rothenberg, IAB’s president and CEO….”

Movement in the right direction, certainly. The first step to recovery, of course, is admitting to the problem!  (Related coverage of Comscore’s research on the more tech savvy readers and members of social media sites, ChasNote.) I hope they deliver soon.

Conde Nast's Portfolio: Big Investment in Print

You have to admire Conde Nast for this week’s bold and luxurious launch of Portfolio magazine, given the preponderance of evidence suggesting readers and advertisers (especially business readers) are moving online.

The charts in the NY Times article are scary enough: Magazine Publishers of America data show downward slides at Business Week, Fortune and Forbes for ad revenues and ad pages since the turn of the 21st century, with only one meaningful year-over-year improvement as 2004 beat the rock-bottom ad-recession numbers from the 2003 season. Forbes inched up in 2006 by stealing share from the other two, but for the first 3 months of 2007, all three are down again (3-13%). Conde Nast Chairman S. I. Newhouse dismissed rumors of a $100MM commitment over 5 years by saying his commitment is longer and deeper; it’s an indefinite one. So he’s hired an editorial staff with over 75 people on the print edition and another 40 on the website. That’s more than 2 edit staffers for each print advertiser in the launch issue!

Web 2.0 Expo: Video 2.0 Leaders on What's Next

Liz Gannes of GigaOM and NewTeeVee moderated a panel of leading execs from the digital video scene: Jay Adelson, CEO of Revision 3 (and Digg); Erik Hachenburg, CEO of Metacafe; Howard Lindzon of Wall Strip; and Marc Siry of NBC Universal’s NBBC unit. Some interesting nuggets:

Revision 3′s Diggnation has more viewers watching the program on TVs via set-top boxes than viewers who watch on a computer. (Diggnation is also watched offline as a podcast more than it is online, but that’s less surprising.)

Metacafe pays a $5 CPM to content producers whose videos attract more than 20,000 views. Erik says that this compensation program acts as a filter that delivers “cleaner” content than the YouTube approach. In other words, more original content and less content re-purposed or stolen from other IP producers. The logic is, to collect your check you need to supply accurate identifying data about yourself, and when you do that you’re less likely to upload someone else’s content. Smart idea! But it may leave Metacafe open to scams like those that plagued Epinions back in 2000-2001, where some members gamed the pay-for-performance system by building bots to vote for their own reviews, or today’s click fraud schemes that manipulate Google’s AdSense program.

The “DJ read” sponsorship format a la Howard Stern or Paul Harvey will replace agency-supplied creative. I agree, up to a point. For large-reach video programs (like Diggnation or NBC’s SNL or Ask A Ninja), a sponsor can take the time to work with that program’s producer on the sponsor segment, the “spot” that the show’s host creates based on the sponsor’s guidance. But imagine 25,000 individual video producers using YouTube or Metacafe as a distribution platform. How does a sponsor get a live-read commercial into each of those videos? And, in the event a sponsor does, how does it review all 25,000 individual “spots” to make sure there’s no funny business, no stumbling over its tag line, no mispronounced product names?

The most important point made by several on the panel: The future of video is about programming. Sure, someone still needs to create original content, but viewers won’t be tuning in because that media outlet created

the content — they’ll tune in if that media outlet is the best at assembling, aggregating, annotating, organizing and filtering the content they distribute. If they happened to create the content themselves, fine, but their viewers are unlikely to care. I couldn’t agree more. If you think about it, isn’t that process — content programming — that’s always determined the channels we watch? If CNN, Fox, NBC, ABC and CBS all roll the same Baghdad footage originally filmed by Al Jezeera, I tune into the network that best helps me interpret it.