|HOME||MEDIAVILLAGE.com||WOMEN ADVANCING||HOOKED UP||MEMBERSHIP INFO||MEMBER COMPANIES||MEDIA BUSINESS REPORT||ECONOMIC FORECASTS||RESEARCH|
Published: June 6, 2008 at 09:18 AM GMT
Last Updated: June 10, 2008 at 09:18 AM GMT
Back in 1960 the skills required to become President of the United States changed forever. That was the year that John F. Kennedy debated Richard M. Nixon on national network television for the first time. When reminiscing about Kennedy's win, pundits love to cite that he was tanned, good looking, had great hair and had his make-up professionally applied, while Mr. Nixon appeared pale, had a nervous demeanor and sweaty brow. They say that Nixon won on the radio but Kennedy won on TV. 1960 ushered in the era of the Network politician. For better or for worse, after the 1960 debate, not only did every politician have to have video skills, they had to have expert ones.
Today, aside from video, Senators Obama and McCain are going to face off across several digital consumer touchpoints including: the web, short form video, the blogosphere, time-shifted television, social networks, SMS, ringtones, mobile applications, even wikis. 2008 will usher in the era of the Networked politician. For better or for worse, not only will every politician need to have advanced media skills, they are going to need expert ones.
I know it's early days for the national race, but - just for fun - let's have a look at how the candidates are handling the transition from Network to Networked campaigning.
JohnMcCain.com is a very conservative website (pardon the pun). It feels old and clunky. To find some online video you must click "News & Media," then click "Multimedia" and when you finally get to the page, you find the blip.tv player a page full of single line descriptions and links to videos and branded links to YouTube and Veoh. There is no "multimedia," on the page - just short form video. The presentation is fairly disjointed. Actually, it looks like video is simply bolted on to the site and there is no context of any kind. There are no best practices about the implementation or the messaging. Anyone who is "in the culture" would view this part of the site as a hodgepodge of disparate content and know it was not for them. On the other hand, anyone not "in the culture" would immediately be put off by the complexity. One wonders who this part of the website is for?
At BarackObama.com you are greeted by a best practices, embedded video of Senator Obama welcoming you to his site. The link to his media area clearly defines Barack TV, which opens a well stocked Brightcove video player; a flickr-based photo page; a download page complete with everything a web-savvy digital native might want to download (including buddy icons) and a mobile page with Barack ringtones and SMS alerts subscription opportunities.
If this is the first Networked campaign, Senator McCain is looking like a digital tourist and Senator Obama is looking like a man who knows and respects the conventions of digital life in the 21st Century.
One might argue that Senator McCain's base is not really the "online crowd." For example, John has 53,381 MySpace friends and 136,793 Facebook friends. Barack has 386,341 MySpace friends and 894,666 people have friended him on Facebook. Barack twitters (http://twitter.com/barackobama) (following: 37,151; followers: 36,101; updates: 129), John does not.
Senator Obama has video channels on a multitude of social networking sites like Facebook, MySpace, YouTube, flickr, digg, twitter, eventful, linked in, blackplanet, faithbase, eons, glee, mi genti, asian ave, dnc partybuilder and mybatanga. In fact, Barack even has his own social network site http://my.barackobama.com/. Senator McCain … not so much.
McCain's largest YouTube count is 1,846,797 for a video called "John McCain's YouTube Problem Just Became A Nightmare"
Senator McCain's presence on YouTube is mostly spoofs and negative user videos about him. His biggest YouTube moment was when a supporter was filmed asking "How do we beat the bitch?" On the other side, Obama has an insane online video following with offerings like Obama Girl and will.i.am's "Yes We Can" video with over 8 million views.
Not to put too fine a point on it, Obama raised more than $200 million from more than 1.3 million people (most of it online), announced his candidacy via a web video (so did hill-dog) and his campaign used wiki's to organize campaign managers.
I think it's fair to say that Senator Obama is the clear leader in the transition from Network to Networked candidacy. The big question is: "Will it matter?"
Like I said, it's early days in the first broadband presidential race. Will the reach of network television still be the deciding factor or, will advanced media's ability to cater to a fragmented base of single-issue voters and niche constituencies win the day? My guess is that it will be a sophisticated combination of both. The winner of this particular election will have demonstrated (one way or the other) the value of their particular brand of message management. However it unfolds, from a media perspective, it is sure to be the most interesting campaign in history.
Shelly Palmer is Managing Director of Advanced Media Ventures Group LLC and the author of Television Disrupted: The Transition from Network to Networked TV (2006, Focal Press). Shelly is also President of the National Academy of Television Arts & Sciences, NY (the organization that bestows the coveted Emmy® Awards). He is the Vice-Chairman of the National Academy of Media Arts & Sciences an organization dedicated to education and leadership in the areas of technology, media and entertainment. Palmer also oversees the Advanced Media Technology Emmy® Awards which honors outstanding achievements in the science and technology of advanced media. You can read Shelly’s blog here. Shelly can be reached at firstname.lastname@example.org
Multi-Sensory Experiences for Brands
This week on Mindshare's Culture Vulture Live, Mark Potts explores multi-sensory opportunities for brands.
TV is from Mars and Video is from Venus
In a spring 2015 trend report Business Insider stated that video ad revenue will double in just two years and reach nearly $5 billion in 2016, up from $2.8 billion in 2013. Consumers' engagement online, over multiple devices, increases daily. As the landscape for what exactly constitutes "TV" or "video" changes rapidly, advertisers are racing to keep up.
The Macro Forces Behind Slow GDP Growth
Ever since the end of the Great Recession a few years ago, there has been much written about the lack of both economic growth and inflation. Much of this coverage mentions that the post-recession recovery is much slower than the recovery of past recessions of the late 20th century.
Early AT&T/DirecTV Merger Questions
Now that the consummation of AT&T's merger with DirecTV is done, how will this $40 billion-plus deal impact consumers from both parties and the TV world at large? Chances are you haven't heard much over that question up to now, in part because of how this deal was completed last week -- Federal Communications Commission approval mid-Friday afternoon, and AT&T putting out a press release, and only a release, of the consummation less than two hours later. That's way late for much analysis on the part of the business news channels or journalism in general.
Is TV Currency Dead? Predictions from AOL Open Series
There is a lot of talk these days about the changing TV landscape, from the advancement of programmatic to the demise of dayparts, the Upfront and even our current currency. All of this made for a lively discussion at the recent AOL Open Series on Programmatic TV. The event featured a panel of media executives from across the spectrum including Dermot McCormack, President AOL Video and Studios; Jaime Power, Senior Partner at MODI Media; Dana Hayes Jr, Group Vice President of Global Partner Development for Acxiom, and Dan Aversano, Senior Vice President, Client & Consumer Insights at Turner Broadcasting. The panel was moderated by Dan Ackerman, Senior Vice President, Programmatic TV at Adap.tv.
Is the ESPN Bubble About to Burst?
It’s episode 24 of Media Unplugged with branding authority Tom Asacker and media strategist Mark Ramsey.
At Summer TCA 2015, Netflix is Everything
Is Netflix everything? It certainly seemed that way yesterday at the Beverly Hilton Hotel during the historic opening day of the 2015 Summer Television Critics Tour. In a quantum leap of participation, and perhaps as a reflection of its current position in the home entertainment marketplace, Netflix impressively filled an entire day with panels for current and upcoming programs, along with a session with Chief Content Officer Ted Sarandos (pictured at top). And just like that, the scrappy streamer joined the ranks of CBS, NBC, ABC, Fox and FX – the only programmers who consistently present full days of panels during TCA tours, at least those in the summer.
Stuart Elliott: A 'Gawkward' Media Moment
It probably won't be long before the gatekeepers at the world's dictionaries are asked to approve a new word: "Gawkward," meaning an embarrassing or discomforting situation drenched in schadenfreude, as when a website known for anything-goes posts that upset and provoke others gets a turn in the barrel.
The Generation Gap(s) in Digital Media
One of the less appealing characteristics of the more strident members of the digital community is their habit of suggesting that the world of media planning, buying and selling was ill-informed, ill served by its measurements and entirely unaccountable until they came along.
Media Execs' Priorities for New Media Marketplace
The rapid proliferation of new digital, mobile and social (DMS) channels has completely changed the way that companies are connecting with their consumers. DMS channels are increasingly becoming a top priority for advertisers when developing strategies and campaigns to target and engage their consumers. The opportunities and challenges that this shifting landscape presents have been well documented.
Rob Norman @ VidCon: What Makes Selfies Stick?
VidCon is no longer cool. I know this because I was there and history tells me that the moment I show up, that's it for the whole “cool” thing.
Mindshare: The New Emoji World Order
This week on Mindshare’s Culture Vulture Live, Alexis Fragale looks at the increasing popularity of emojis and what brands are doing with them.
SMI: June Ad Market Suffers with Absence of World Cup Dollars
Pundits hoping for a strong June to help deliver a strong end to the quarter will be disappointed with SMI’s latest numbers.
Emmy Nominees 2015: Comedy Snags and Snubs
As I said last week, when it comes to nominating top talent, it is increasingly clear that Emmy and I don’t think alike.
Stuart Elliott: July Madness -- Shop ‘til Who Drops?
Among my favorite movies about advertising is the 1940 screwball comedy "Christmas in July," which mocks one of Madison Avenue's most popular consumer come-ons, the slogan-writing contest. The plot is centered on an ambitious young clerk whose co-workers trick him into believing he's won a $25,000 prize, back in the day when that was real money.