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Federated Media’s FM Signal Chicago Recap

In his opening remarks FM’s @johnbattelle says mobile strategy is nothing if not paired with local, social and real-time strategies.

A few presentations later my boss, Luminate CEO Bob Lisbonne recommends you better start thinking about your image strategy too. I may be biased (hey, he signs my paychecks) but I think he’s on to something. Some stats he shared: 10% of the pictures ever taken were taken in the past 12 months (by my count this was the most tweeted/RT’d stat of the conference), roughly 40% of the pixel-space on the web is image content, and over in Facebook we’re uploading 70 billion photos a year. Yet images are still “black rectangles of pixels” to the search engines. According to a post on Google’s blog, among the ironies of computer science is:

We can write a computer program to beat the very best human chess players, but we can’t write a program to identify objects in a photo or understand a sentence with anywhere near the precision of even a child.

When you give users the opportunity to interact with images — let the mouse into an image to get relevant content or services — 20% are doing it.

Meanwhile Liz Ross at Mediabrands says the big cultural events, say Mad Men or Glee, are still created by TV. Digital can’t yet create media opportunities at scale.

Yet Old Spice launched its most recent campaign on YouTube. While the campaign’s creative began as a conventional TV spot — using YouTube as the launchpad was a practical decision, says P&G’s Charlie Chappell, since Old Spice couldn’t afford to run it on the Superbowl head-to-head with a rival product from Dove — it evolved into a social media phenonomenon. “I’m on a Horse” was followed by “Response,” where the handsome and funny star of the original spot created messages that directly addressed Twitter influencers and Twitter commoners, delivered via @Replies. The result: Within 3 days, 40 million people had watched various Old Spice videos on YouTube — that’s more people than watched Obama’s victory speech. P&G attributes a 27% boost in Old Spice sales to the campaign.

Before it was over, even Grover got into the act.

According to Vitrue’s Jenny Heinrich, though, digital advertising is still tremendous pain in the butt: The ease of buying TV means that trafficking and administration costs are 2% of the media investment. For digital it’s 26%. And digital isn’t just expensive on the front end, says Shopkick’s Cyriac Roeding, it’s still less efficient for retailers to point a customer to its online store (where conversion to sale ranges from sub 1% to low single digits) than to its physical location (nearly half the people who walk into a clothing or electronics store make a purchase).

Social media, though, is giving brands an opportunity to make friends for life with customers and new prospects, even as consumers are becoming less inclined to tune in to advertising. One of the first 10 accounts followed by a new Twitter user is a brand, says Manilla’s Jessica Insalaco. While nearly 80% Facebook members follow fewer than 10 brands, the fact that hundreds of millions of consumers are inviting brands into their newsfeeds at all is significant. We hate ads, but we’re willing to be friends with brands.


(Word associations by veteran agency exec Sean Finnegan.)

On Yahoo: Former head of sales at Yahoo Wenda Harris Millard says her old company has become obsessed with math (and chasing Google) and has lost touch with the art of the media business. Given that “many CEO candidates view Yahoo as a falling knife” they wouldn’t want to attempt to catch, Battelle asked Millard how they’re going to emerge from their funk. Pshaw, she said. Yahoo still has 680 million users, and plenty of senior execs love a challenge. “Look at me, I went to Martha Stewart when she got convicted.”

Videos of the full presentations are here.

Sesame Street Does Beastie Boys

Sesame Street breaks it down from Wonderful Creative on Vimeo.

Via Tac Anderson.

Happy Birthday, Sesame Street

To celebrate Sesame Street’s 40th birthday, the US version of Google added Big Bird’s legs to its logo.

Google Big Bird

Cute. But to make it work you have to imagine Google spelled Googlle, right?

Google Cookie Monster

In Google’s UK tribute, they worked in Cookie Monster. Still cute and Google doesn’t need to misspell its name. Is this because Google doesn’t want to encourage chubby Americans to eat more cookies??