You are currently browsing the archives for March, 2010.

Tiger Woods Returns to Golf, EA Was Ready with Tiger Videogame

Yesterday I spotted this ad on SAI for EA’s videogame Tiger Woods PGA Tour.

EA's Tiger Woods PGA Tour

A few hours later, CNN reports his return to golf at the Masters.

Well played, EA.

The Awesome Piano Man of Chat Roulette

If I could stop laughing, I bet I could think of how this video connects to digital marketing. In the meantime, just watch.

Google Economist Hal Varian on Newspaper Economics

The Pulitzer Prize

The Pulitzer Prize

It’s nearly impossible to talk about the future of news without someone predicting the extinction of two species at once: investigative journalists and working democracies. You can’t argue that wouldn’t be bleak. But Google’s chief economist Hal Varian points out that the biggest cost center at newspapers isn’t the journalists.

“There are huge cost savings associated with online news. Roughly 50% of the cost of producing a physical newspaper is in printing and distribution, with only about 15% of total costs being editorial. Newspapers could save a lot of money if the primary access to news was via the internet.”

He also points out that newspaper circulation declines can’t entirely be pinned on the Internet: “Circulation has been falling since 1985 and circulation per household has been falling since 1947!”

Perhaps the Internet isn’t killing news, it’s just making what one New York Times writer calls a new kind of news junkie — one that doesn’t demand we spend enormous amounts of money putting that news on paper and tossing it to her doorstep.

Der Logos: Oscar-winning Short Starring Your Favorite Logos

The CMO's Guide to Social Media

Drew McLellan of Drew’s Marketing Minute has put together a concise cheat-sheet for CMOs looking to understand how to leverage social media platforms in support of their brands. Color-coded for easy reading: Green represents opportunity and red equals waste of time.

CMO's Guide to Social Media

Alice in Wonderland, Front Page of LA Times

Mad Hatter Ad on LA Times

From NYT:

“A garishly multicolored image of Johnny Depp as the Mad Hatter, in the film ‘Alice in Wonderland,’ occupies most of the paper’s cover page, superimposed over what looks like the usual, sober front page. Above him is the ‘Los Angeles Times’ banner, and bracketing his face are actual, recent articles.”

According to a spokesman for the LA Times, the idea was inspired by online advertising formats and motivated by the extraordinarily tough times in the print newspaper business.

“Ads that completely cover a publication’s front page, or are made to look like part of it — or both — are not unusual for trade magazines and some tabloid newspapers, but broadsheets have generally shunned them. But Mr. Conroy [of the LA Times] noted that however unorthodox the ad may be for print, it mirrors a common practice online of having an ad cover part or all of a Web site’s home page for a few seconds.”

Last April the LA Times ran a front page ad for NBC series “Southland” that took a different approach. The above ad for “Alice in Wonderland” is more interruptive (“garish,” as the NYT calls it), but it’s quite clearly an advertisement. The below ad integration for “Southland” takes the format of a regular news story in the paper, with headline graphics that identify it as an ad — not unlike paid search ads at Google, Digg Ads at Digg, or sponsored stories at the Huffington Post or Daily Beast.

Which is a better direction: Invasive ads that you can’t miss, but require you to navigate around them to get to your news? Or ads that convey a brand’s message in a format that is native to the medium, but you might accidentally read the content without first noticing it’s an ad?

Southland Ad in LA Times

New IAB Terms and Conditions: CPC Auctions, Social Media and More

IAB logo

I’m thrilled that the IAB and 4As have rolled out Version 3.0 of the standard terms and conditions for online advertising. The two sections I love the most: One, that v3.0 addresses auction-based ad platforms such as Google’s AdWords and Digg’s Digg Ads. Two, indemnity for publishers and platforms — like Digg, Facebook, Twitter, Google and Yahoo — where some of the content is links to other publishers’ content.

Make the move, agency friends!

Ambassador ChasNote

AdTech SF Logo

The folks at AdTech invited me to join their new program, which means I’ll be live blogging from the in SF, and I’ll be expecting a whole lot more respect than you all normally give me.

They asked me what my “daily challenges” are, to which I said:

“Too much information, not enough context. Web and mobile tools have helped me aggregate more information more quickly than ever before, but I’m drowning in it. I want better filters so that I don’t miss anything important, but get some helping in missing everything that’s not important.”

Any ideas?

Also let me know what companies I should check out while I’m there.