• Engagement on the Internet? Marketers aren’t paying for it
    Marketers can spend $100 cost per thousand price for access to the likes of traditional media like Vanity Fair -- but way less on the Internet. In some cases the difference can be one-hundredth of that magazine price. Comparable cost on the Internet can be $1 CPM. What’s going on here? There is engagement everywhere, says John Battelle, Founder/CEO of Federated Media Publishing, speaking during an OMMA panel about conversational marketing. But there are matters of degree. “When you are reading a magazine or watching a TV show you are engaged,” he said. “But how much time ...
  • the best brand integration is unintentional and unprompted
    John Battelle just cited an interesting example of a truly social, user-generated campaign for Dell on Facebook's Graffiti service: the Dell-sponsored challenge asked Facebook users to create a piece of art answering the question, "What does 'green' mean to you?" Users then voted to choose the two best submissions. The campaign solicited over 10,000 pieces of artwork, and even though there was "absolutely no requirement to include Dell in the pictures, it started happening anyway," and the two pieces chosen by users as the best both included the Dell logo in some form. "I swear we didn't rig this."
  • Battelle Foresees Paradigm Shift in Search
    Just as old computer programming languages gave way to Windows for human interface with computers, current search formats will give way to a new, more efficient, more intuitive way of querying and navigating Internet content, according to John Battelle, founder and CEO of Federated Media. Quite what that is, Battelle isn’t sure -- “If I knew, I’d go found that company” -- but the next wave of innovation will clearly involve a new semantic connection between human inputs (words), computing power, and content. It can’t be mind-reading (or… can it?) so whatever the solution is, it’s got to involve smarter ...
  • John Battelle: The Internet Is Rated X/Y
  • Canoe Makes Points
    The data that will become available through set-top boxes will provide information not available before, according to Manish Bhatia, president at advanced digital services at The Nielsen Co. How long will it take for advertisers to see the new opportunities? How long before "household-level addressability" becomes a mainstream option? Tracey Scheppach from Starcom USA said she wanted to stand and give David Verklin a big hug and ask what she can do to help the cause. The biggest challenge is to bring a whole ecosystem into a new format. Verklin said AMEX will have an option to run ...
  • Scheppach passes the hat for Canoe
    There was lots of love and even some solicitation (no, not that kind) on the stage during the TV panel, when it came to the way forward for addressable advertising. Tracey Scheppach of Starcom recalled: "I have 10 advertisers who are actively investing in household addressability. I’ve been trying to do this since the end of 2006, and I’d say we’re not as far along as we had hoped to be by now." That said, Scheppach provided a glowing endorsement of Verklin's Canoe: "I just want to give David a big hug and say what can I do to help ...
  • behavioral targeting in TV advertising: possible, plausible, and cautious
    Tracey Scheppach, senior vice-president and innovation director for Starcom USA, noted that “We’re already delivering targeted, addressable advertising on TV,” incorporating some aspects of behavioral targeting. But she was careful to note that Starcom is scrupulously respecting the boundaries of privacy: “What we’re not doing is watching what you’re watching.” She said that “full-on” behavioral marketing will be impossible (and highly ill-advised) without full disclosure and consumer opt-in.
  • Verklin’s On a Roll: Targetable, Interactive TV Ads by Fourth Quarter
    Noting that 95% of direct-mail credit card offers aren’t even opened, Verklin said “that’s a tragedy for marketers, for the environment,” and offered an alternative: “Imagine a 30-second interactive spot for a credit card offer that includes an RFI, a request for information, which says ‘If you’re interested in receiving more information about this offer, press A on your remote control.’” Verklin promised direct mail-type targetability plus interactivity -- “and we can deliver that, at scale, by the fourth quarter of this year.” Adding a sense of urgency, Verklin opined: “We need to get this done as fast as we ...
  • speaking of Canoe... its first product is due in five weeks
    First of all, David Verklin is NOT a Luddite. The CEO of Canoe assured the audience at OMMA Hollywood of that, repeatedly, while plugging the Canoe initiative. For those who don't know, Canoe isn't an alliance between the six largest cable companies in the U.S, accounting for 90% of total cable viewing. “We joined forces, and I want to tell you today: We get it. We’re not Luddites, we’re not asleep at the switch. We have 18-year-olds. We get it.” Among other things, they’re working on developing “new sources of data â€" the set-top boxes spit it out every day, ...
  • Cable Companies Get It!
    David Verklin, CEO at Canoe Ventures said the cable companies get it. They get interactive TV and the ability to target ads to consumers on the television. During the "How Online Is Reshaping The TV Advertising Marketplace (And Vice Versa), he made the assertion that cable companies have more than 60 million set-top boxes in homes across the U.S. The group will make its first product announcement in about five to six weeks.
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