Unbelievable! Have I got this right? Honda's TV hasn't been working lately, so their marketing guru decides they need to get into the music business! Someone's forgotten that Honda is in the CAR business, not music. Quite frankly, their TV spots over the past few years prove they've been on the wrong track...'specially if trying to reach 18-34 year olds. For starters, Honda needs to get back to the basics with their TV campaigns. Branding with music is one thing, but these guys are suppose to be SELLING cars.

Yadda Yadda. If something like this allowed to take place of such power and control of one magna-corporation, it puts another peg in the coffin of democracy proving unfettered capitalism is the door to an oligarchic country.

More proof every day that people do not have enough to do. On the other hand, those twits prove they are twits, the dumbing down of the audience to prove that sometimes the light is off when nobody's home.

Ryan you are right, however you and I won't overdo it but others will. What will limit the overdoing could be retailer control, and if in their control cost to participate will limit things. Retailers have controlled (some better than others) what gets placed at shelf and in store, so why won't they control beacons in a similar way. It's a little bit of the wild west right now in what we all think we can do with beacons but we know alternatives already exists, and better solutions will come.

To paraphrase Kevin Spacey in "Glengarry Glen Ross," I bet Mr Peyton just likes talking to musicians.

All brands with HITVIEWS did better

Agreed and well laid out. Transparency is paramount to provide necessary efficiency and scale in programmatic no matter what the commodity is (banner, pre-roll, native, etc.) Publishers are in a tough place, because their biggest member of their ad and monetization stack also sells directly to their advertisers at monstrous scale. And as we know, one size fits all fits no one, and with the concerns around data/ rate leakage. This is the promise and hope of programmatic direct buying. This and add view-ability in the mix, start to paint a sea-changing leap in the evolution digital advertising / publishing ecosystem.

According to Forbes this represents a direct assault on the long-term stranglehold Microsoft has had on Value Added Resellers to enterprises. Spells a real risk for Microsoft shareholders http://onforb.es/1pmyGZa

Great column Gavin. Today Forbes pointed out that a weakened Microsoft is at risk of losing its Value Added Reseller channel to a powerful Apple + IBM partnership - which could doom the former market leader http://onforb.es/1pmyGZa

The term "video streaming" reminds me of the term "IP telephony". The latter was what the cable industry stupidly called making calls using your home's cable modem connection. "IP telephony" completely and accurately described what was occuring technically, but was pure navel-gazing and meant nothing to the consumer. Some genius came up with the phrase "cable phone". Now many people don't even know the difference, but get their phone service from their cable provider. In the same way, "video streaming" was inside pool. Would have been much smarter to think of it from the consumer's perspective and focus on the user and not the technology.

Great article, I almost felt your were talking to me personally and just edited my name out of it. We all have our own insecurities about social and the way we look. Social takes a lot of time and energy, just ask those early adopters how much time they put in. If I spent more time working out instead of on social media, I too, would look better and feel more confident. Life is about balance and excepting who you are at any age (57). I have learned to except the fact I am an entrepreneur and by my own choice have made choices that has affected everything in my life for better or worse. I am extremely happy with who I am, I just wish I could find that magic wand everyone is always talking about. My glass is half full!

We were interested in the differences between a sponsor and a non-sponsor when it came to social media engagement so we monitored activity throughout the World Cup. In most cases, non-sponsors weren't that aggressive during the World Cup but the adidas/Nike battle was a fascinating one. Our findings can be found here...http://www.origamilogic.com/blog/lessons-from-two-world-cup-social-media-marketing-campaigns

Sherrill, great article. How does this relates to Connected TV? Samsung, YouMe, and few other companies are working on to bring impression measurement to smart tvs.

Anto, Great article. It is quite scary if just one company (Google) can just decide to change the fate of all other publishers, whenever they want, and the way they want, while Google themselves a publisher, competing for the same media dollars. This is like fox guarding the henhouse.

Ed Papazian is totally on the mark. To blame "TV" is simple & easy ... AND wrong. It's the the height of concealment or sloppy thinking. Let's not confuse the tool with the carpenter. Well said, Ed! Onwards and upwards.

Great stuff Mitch. You're right on target about the need for clarity and broader understanding of the real and imaginary differences between TV and broadband video.

Overall, a very useful article. Some of my comments are probably more semantic than substantive. In my opinion, the lead for the article is at the end -- that acquisition and retention are very different animals. That seems to conflict with an early point -- that acquisition and retention are two sides of the same coin. My experience is that how different the acquisition/retention process/messages are depends, in part, on how educated the acquisition prospect is. The less educated (for example, never used the category before) the more different the message needs to be. I use slightly different terms for the lifecycle relationship: 1. Breadth (acquisition) -- getting new customers; 2. Depth -- optimizing how much they buy; 3. Length (retention). That's because different strategies are used for each of the three stages. For example, a promising growth opportunity for many categories with Light Users is to learn how to convert them to Heavy Users. The article speaks of customer attrition; I have found that we can anticipate what causes attrition through what we call At-Risk Analysis of survey data. Better to know ahead of time than do a lost customer study after the fact.

Thanks for this Very good examples of using brand archetypes to connect emotionally.

Bravo!

Arnold Boston is without class or honor for this stupid gambit. This has to have been the brainchild of "Mad Men." In light of its mission, the Academy should reclaim the award - and not compensate Arnold. In fact, Arnold should be fined! "The mission of the Television Academy is to promote creativity, diversity, innovation and excellence through recognition, education and leadership in the advancement of the telecommunications arts and sciences." No wonder the ad profession lacks the respect it seeks. Or does it?

Steve: Very interesting points and questions. Suffice it to say that there is little programming on either cable or broadcast for the more intelligent cohort. Why should mobile's move to mindless mush shock us? JR

Brilliant piece. Underneath it all, it's all one big Ad Network with different names. Reminds me of three card monte on the streets of NY back in the 80s.

Valuable reflection ! Principled, Practical and Farsighted !! Could be a classic !!! As always, a quality exposition by Mitch Oscar. Thank you very much, Mitch & MediaPost. Onwards & upwards. The comments so far are rich. Hope the commentary keeps on coming for this rumination.