Move over, CPM -- you were convenient for a while, but there's a whiff of mistrust about you and your stablemate, CPC. Time, then, for time and audience share -- those broadcast metrics -- to enter the common parlance of adland. Just look at BMW's deal with the Twitter founders' new site, Medium. They're sponsoring content and the metric in play in the time an apt audience spends engaging with that content. It's time for time.
Twitter has finally done it -- a quarter it can be proud of rather than forced to grin and endure. There will be a question mark over whether it was simply propelled into advertising growth by the World Cup, but with new revenue streams about to come in to play in Q3 and beyond, it's hard not to feel that Twitter has turned a fiscal corner -- finally!
It was never a dream that anyone other than Culture Secretary Jeremy Hunt thought would come to fruition. A small country already blighted by failing local press and saturated with BBC and ITV local news coverage opening up to offer major towns and cities their own local television channel? London Live is proof that it was a doomed pet project. But what will its owner, Evgeny Lebedev, come out of it with? That's the fascinating question.
If you spend upwards of $100m on sponsoring the World Cup, you'd probably think people would know you were sponsoring, and by default, more people would come to associate you with it as it progressed. At the same time they would hopefully realise your biggest rival is not involved. Trouble is, for at least a couple of brands, the opposite has happened. As World Cups in Russia and Qatar loom, surely brands must be asking -- are the tens or hundreds of millions of dollars worth it now that rivals can reach second-screeners through social?
Forrester agrees that marketers are really annoyed at the way Facebook has treated them. After they invested in building up audiences, the social giant has put the majority beyond reach unless a brand is prepared to dig deep and get promoting. It really sucks, but let's be frank -- what are you going to do about it? Pay up or shut up are pretty much your only two options.
How come Publicis is making negative headlines while Omnicom is posting record quarterly results? WPP's Sir Martin Sorrell had predicted both would suffer when their proposed merger inevitably failed to materialise, yet actually, it seems to be Publicis that has come out of it the worst while Omnicom is looking stronger than ever. It appears that Sorrell was right -- but only with two out of three predictions.
There has been friction between marketing and IT ever since anyone can remember, so expecting them to suddenly start working together because that's the best way of "being digital" is perhaps a little optimistic. Today's Accenture report highlights the issues around shifting the goal posts and a lack of agility -- so given the gulf, wouldn't it make more sense to partner one project at a time? Doesn't this lead us straight into the world of the hackathon?
Augmented Reality is a hot topic in marketing, and rightly so. Bu tell me if I'm wrong -- using AR to let shoppers try on trainers in-store probably isn't showing off the technology at its best, is it? When you could just try on shoes for yourself, why turn to AR to see what they look like? Answering real customers' needs is one thing, and rolling out technology for the sake of it is quite another.
It's the question that has vexed social media advertisers for the past few years. Can social bridge the gap between digital and physical? Can promotions in a news feed prompt a shopper to go in-store rather than just put an item in a virtual shopping cart? Well, while Facebook looks at a "buy now" button, Twitter is about to answer social's biggest question with cardlinked promotions, courtesy of its purchase of CardSpring.
After years of talking about distributors who very cleverly built up huge audiences without seeming to own any content, such as Spotify and YouTube, we're back to what matters -- content. Mark these words, it may be Murdoch making the front running in the bid for Time Warner, but I rather suspect Google and Facebook might just have something to add. Like an enormous stack of cash.