Mike BloxhamMember since August 2003Contact Mike
- Vice President, National TV & Radio Frank N. Magid Associates
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Articles by Mike All articles by Mike
- Doing Away With Online Privacy Rules: Short-Term Gain, But What About The Long-Term? in
While it undoubtedly benefits companies to be able to have a free - or at least mostly free - hand in how they collect, access and leverage consumer data, consumers themselves have a much more ambivalent and sometimes contradictory position on the matter.
- Why Big Data Isn't Enough In The Media Business in
The truth is that data does not deliver competitive advantage. In effect, it redefines and re-levels the playing field.
- Pokemon Go: Will TV Follow Suit? in
Television News Daily on
Of course, not all brands are of the type that can easily create something like Pokemon Go. But one area that has the potential to leverage large and highly engaged fan bases is the world of TV.
- The Future For Brands In The OTT Space in
As services like Netflix and Amazon Prime have gained ground, and as many TV networks have seen ratings decline, an obvious question arises: How do brands connect with the seemingly growing number of consumers spending more and more time discovering and watching shows in those ad-free environments?
- Beyond Aereo - Comcast And The Cloud? in
At its heart, the Aereo case is about the ability of those that benefit from the status quo to protect their business models and preserve the orthodoxy in the face of potentially disruptive innovation that could negatively impact their revenues and their place in the industry hierarchy.
- The Trouble With C7 in
The consensus seems to be that this year's upfronts will see an increase in the number of deals struck on the basis of C7 viewing data (live plus seven days of time-shifted viewing). All of that is pretty much in line with what has started to quietly occur in the ordinary run of things.
- How The Second Screen Will Come Of Age (Part 2) in
For Apple, partnering with the cable providers represents a shortcut to a massive leap in scale over anything that even they could achieve organically. Instead of building an installed user base, they become an integral part of the existing one. For the cable providers, it means the banishment of the set top box.
- How The Second Screen Will Finally Come Of Age in
Most have heard something about the various electronic wallets that are intended to change the ways we transact and - more recently - about Apple's iBeacon, the indoor positioning and messaging system. Almost all of the discussion around the application of these technologies has focused on retail environments, but they also have massive implications for the world of TV - both programming and advertising.
- Mobile Isn't Just For Advertising in
The mobile phone is our daily command and control center for the hour-by-hour, minute-by-minute flow of our daily lives. The difference is, its pervasiveness in terms of both utility and presence is that much greater. We use it for everything - including an increasing amount of video consumption.
- What Are You Streaming? in
Today, the DVR is stronger than ever - a continually growing presence in our lives that is relied upon more than ever as a means of devouring our favorite programs. What has changed is the sheer volume and variety of content available.
Comments by Mike All comments by Mike
- Why Big Data Isn't Enough In The Media Business
Thanks Ed - I suppose its inevitable that when the array and type of data sets available across the industry increases exponentially in a short period of time then - like anything else - best practice will take some time to become ubiquitous.
- The Future For Brands In The OTT Space
John - Yes, Red Bull is prbably the best example of how a brand can build its equity with original video that resonates with it's audience. It produces more original video than some cable networks! And all of it relentlessly on brand.Then of course, going back about 15 years, there was BMW with those very cool videos featuring the likes of Clive Owen and James Brown. They were ahead of their time. With the kind of distribution latforms available now, maybe they'd still be doing it. I have them on a DVD somewhere - now I need to dig them out.
- The Future For Brands In The OTT Space
Ed - I couldn't agree more. Ad-supported TV is not about to lose its dominant position in the landscape. for all the reasons you stated. That said, just as networks are concerned about the increasing time spent with the likes of Netflix, so too do a number of advertisers. Whether they see it as a problem to be addressed or an emerging opportunity some brands are definitely looking to see how they might find a way to connect with viewers in the OTT space absent the option of ads.We are indeed talking about incremental adaptation - for brands, agencies and media owners alike.Thanks for reading and commenting.Mike
- Star-Spangled Speaking: Sarah Palin, Unplugged
(Mad Blog on
If General Casting was watching her next appearance will be in a Vince Vaughn movie where she'll play / be the drunken Aunt that no-one wanted to invite to her neice's wedding - but they didn't have the courage or judgement not to. Everyone is praying she will stay silent. But of course she won't. She'll stand uninvited to give what she thinks is a moving, funny and eloquent speech that confuses and embarrasses all before she eventually slumps back into her chair, later to be found pressed up against an inebriated and unwitting groomsman who is learning the true meaning of fear. Typecast maybe - but by God she'd be believable! (And let's face it we've seen Palin the politician, the pundit and the reality star - surely actress can't be far off)
- Is LA The New Center Of The Ad World?
I think this "panel discussion" is what's called Native Advertising - though sadly of the kind that is not openly identified for what it truly is. What else could one call a session that is wholly populated by LA-based creative folk and the Economic Development Officer from the LA Mayor's Office? Where was the counterpoint? The overall point may be a valid one, but some effort at a balanced discussion may have served the audience and the obvious promotional objective rather better.And for reference, I have no stake in the creative space.
- $250M Deal For 'Top Gear' Team Should Drive Amazon Success
J. Max Robins
(TV Everywhere on
I'd agree with everything in this piece with the exception of the last sentence. If Roy Price believes that a fat pay day (shared with others) is sufficient to change Clarkson's modus operandii, then I suspect he hasn't taken the time to get to know his new asset. Either that or he doesn't really care and sees it all as good potential marketing. And no matter how polarizing Clarkson may be, he definitely attracts attention and has a following because of it. In many ways he's the Donald Trump of the Top Gear team.
- The Social Media Insider Says Goodbye
Catharine P. Taylor
(Social Media Insider on
All the best Cathy - and thanks for the insight and stimulating prose over the years! Please stay in touch.
- Time Out On Time Spent: Digital's Delta Is More Like Two Times TV's
(TV Watch on
The whole notion of media budgets being allocated across media on the basis of the measure of time spent with each of them is spurious at best. But constant repetition of a delusional mantra like this tends to work for politicians so I guess we should expect the same for media analysts. Like Gian this has long been a pet peeve of mine, as per this rant from Mediapost in January 2012 http://www.mediapost.com/publications/article/165570/why-media-revenues-wont-ever-be-driven-by-time-sp.html
- Brands Apply Super Bowl Know-How To Mother's Day
(Video Insider on
Thanks for this Mallory - great piece with some really interesting data-led insights. I'd perceived an increase in Mother's Day-related marketing but would never have guessed it was so marked. One has to ponder the extent to which P&G's campaign based around the London 2012 Olympics ("Proud Sponsor of Moms") and its apparent success influenced other brands to up their commitment to this kind of Mom-centric messaging.
- The Trouble With C7
Rob - As we move toward dynamic ad insertion within the on demand space meaning that a movie out this weekend can be advertised in a show viewed tonight but first aired three months ago, then yes I suspect we will go down that path. The real issue is the monetization of viewing whenever a program is broadcast. Right now we have a long way to go - and further on some platforms than others - but I think it is inevitable that it will happen. But C365 sounds like an old Citroen from a bygone age so I expect we'll come up with something else by then.