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A new study from PhaseOne Communications presented at the Advertising Research Foundation's Re:think 2012, points to aspirations as the key for brands in social.
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In horse racing lingo, we're past the three-quarter pole and ready for the stretch run of this first round of "Newfront" events, organized by a consortium of online media players and coordinated through Digitas. No matter what, give Digitas credit for, in very short time, establishing a New York showcase for these ventures to advance their cause with more advertiser support. Get adjusted to this being on everyone's calendar next year and beyond, with the roster of players expanding each cycle.
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Our top moments of the week:
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In advance of the network TV Upfront season, sellers, as usual, are bullish. Buyers are bearish, arguing that demand is not materializing and there are few dynamics that will justify significant pricing increases. A recent New York Times article pointed to sharp declines in viewing to ABC, CBS, NBC, Fox and the CW, but my analysis shows only slight declines. Watch this week’s Video Media Business Report below and at www.jackmyers.com. My full broadcast and cable Upfront forecast is available to subscribers at JackMyers.com. Reviews of Upfront presentations are available at www.MediaBizBloggers.com.
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I had the pleasure of going to the VEVO NewFront and in my opinion Vevo's presentation was the best for a company that this is their first Newfronts. All the presentations were insightful and innovative. It started by the President Rio Caraeff setting the tone of the morning by talking about how he was introduced to music and closing out his talk with a picture of himself getting a haircut while Olivia Newton John reads him a story as a baby.
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You could think of Google Drive as Google's answer to Dropbox or Microsoft's SkyDrive or any one of a dozen cloud storage systems, but it's not. Google Drive is so integrated with Google Apps for Business, Google Docs and Google that it is destined to become the seminal point of "the" paradigm shift to business in the cloud. Or, as I like to think of it, business with a single point of failure.
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MIT Professor Sherry Turkle wrote a powerful opinion piece in this past Sunday's New York Times Sunday Review in which she draws a sharp distinction between conversations that take place face-to-face, in the real world, and connections that get made online through social networking sites.
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There is an evolution happening in the rich media space. Don't know what it is? Think rich media is stale or played out? In many ways, we do too! But, the truth is, the evolution is happening less outside of the banner and more inside of the platform. The old days are slowly fading and modern technology is prevailing, as more and more companies are launching every year offering advertisers a quick way to build dynamic, templated solutions that help us launch campaigns without having to do much work.
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With the broadcast upfronts one month away, it is time for those in the business of television to face the facts – and, as with most reality television, the facts are not pretty. For the past few years, television transactions have gone on relatively unfettered despite these gory details describing the actual broadcast environment:
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It's now common to talk about consumers' reliance on peer opinions, reviews and ratings online. But, we probably assume this online tendency and comfort level is rooted in the real life stock we have always put in what our friends and families have to say. Even before going online, most of us have long relied on our friends, families and circles of influence to steer us in the right direction, on products and services
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There is nothing harder than finding effective digital sellers. After studying this for years, I believe that professional sellers are less than effective at selling digital advertising because BUYERS HAVE NO IDEA HOW TO BUY DIGITAL ADVERTISING.
Read MoreAs marketers we are all now faced with keeping up with our consumers’ desires to be in the content consuming, creating and sharing business.
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