From TV week in the US - "Turner Broadcasting System and Yahoo! have made a multiyear strategic content and advertising deal for sports-related content. Turner will exclusively represent online advertising sales, including display, sponsorship and video advertising, for Yahoo! Sports’ NBA, golf and NASCAR pages"
http://www.tvweek.com/news/2008/07/turner_yahoo_sports_enter_cont.php
I think this sort of deal is an interesting one. In my opinion, it sees Yahoo! outsourcing selected sales duties to a company more equipped, skilled to sell this content to market. Turner handles nba.com as well as other sports properties as is a leader in this space in the US. As a result these Yahoo properties also get better access to premium content from nba.com, the PGA tour and Nascar.
This has potential locally I think. Given there's a shortage of sales talent could we see, as an example, a group like sportal sell sport content on a major portal, and in turn provide better content to these groups. Or Business Spectator do the same with a portal finance offering and also give them access to their content from Kohler etc. CNet/ZD or Gizmodo selling Tech/Gadget info etc.
I like the idea as it gives specialist sites the ability to further distribute their content and monetise their sales expertise ... for the larger site it allows them to focus their sales efforts in areas they have the skills to do so in.
Monday, July 14, 2008
Sunday, July 13, 2008
Great AU online media brands
I was reading this great post from John Battelle on his blog - http://battellemedia.com/archives/004358.php
"Consumer Brands Love Media Brands, and Media Brands are Changing Regardless of all the flux in how brand marketing might work online, here's one thing of which I am certain: Consumer brands love media brands. Why? Because the best media brands represent a passionate community who are deeply engaged around a subject of shared interest"
What are Australia's great online media brands. The ones that demonstrate those qualities Battelle exhibits above?
I am sure there are plenty. What I am not sure of is whether they position themselves to the ad market as great brands, or whether they present themselves as a mass of eyeballs and reach because that's what they think the digital ad space wants.
Battelle used the phrase "tonnage instead of brand engagement" and I think that is incredibly apt.
Two successful digital players that have emerged in the past year have defied this trend are KidSpot and Business Spectator. They are selling a mindset, an audience profile, not scale. And it's working - they generate strong yield and maintain editorial integrity.
Probably something for everyone to think about as we enter a new financial year and the players gear up to try and maintain the growth levels the investors are starting to expect.
I have always been vocal in saying that online publishers need to take a look at pricing and avoid the temptation to look at automation or performance. The hard work that needs to be done is getting insights and analysis into their audience which allows them to maintain differentiation.
As a media guy I don't want to to know anymore just how many users you have - I want to know more about them and how I can give them value. I am constantly amazed at the blank stares I get when I ask this question to salespeople.
"Consumer Brands Love Media Brands, and Media Brands are Changing Regardless of all the flux in how brand marketing might work online, here's one thing of which I am certain: Consumer brands love media brands. Why? Because the best media brands represent a passionate community who are deeply engaged around a subject of shared interest"
What are Australia's great online media brands. The ones that demonstrate those qualities Battelle exhibits above?
I am sure there are plenty. What I am not sure of is whether they position themselves to the ad market as great brands, or whether they present themselves as a mass of eyeballs and reach because that's what they think the digital ad space wants.
Battelle used the phrase "tonnage instead of brand engagement" and I think that is incredibly apt.
Two successful digital players that have emerged in the past year have defied this trend are KidSpot and Business Spectator. They are selling a mindset, an audience profile, not scale. And it's working - they generate strong yield and maintain editorial integrity.
Probably something for everyone to think about as we enter a new financial year and the players gear up to try and maintain the growth levels the investors are starting to expect.
I have always been vocal in saying that online publishers need to take a look at pricing and avoid the temptation to look at automation or performance. The hard work that needs to be done is getting insights and analysis into their audience which allows them to maintain differentiation.
As a media guy I don't want to to know anymore just how many users you have - I want to know more about them and how I can give them value. I am constantly amazed at the blank stares I get when I ask this question to salespeople.
Wednesday, July 9, 2008
Balls up: Vodafone iPhone pre-registration
So I pre-registered for the new iPhone 3G on June 17 through Vodafone, my carrier.
On June 20 I received the following ...
"Hi Ben,
Here at Vodafone, we’re eagerly counting down the days until the launch of the new iPhone 3G - and we bet you are too!
We are keen to make sure that we can give you the very best deals on your new iPhone 3G and we are putting the finishing touches to these offers.So, what next? Since you have taken the time to pre-register, you are now at the front of the line.
We will be rolling out these exciting offers very soon, so make sure to keep an eye on your inbox to stay ahead of the game.
Stocks will be limited so you will need to be quick.
Regards
The Vodafone Direct Deals Team"
Soooo ... the iPhone comes out tomorrow and since June 20 I have received NOTHING from Vodafone.
Maybe they're so busy "eagerly counting down the days until the launch" they have forgotten about the people who have pre-registered.
I have kept"an eye on (my) inbox to stay ahead of the game" to no avail. iPhone launches tomorrow and right now I have no idea whether I can get one.
I don't think Vodafone realises the magnitude of the situation. I work in advertising - to remain smug and self important I need to throw down on the table a 3G iPhone in every meeting, brainstorm, public event and interaction to show that I am, indeed, well versed in the digital space.
Quips aside - I think Vodafone could have handled it all a little better. Why ask people to pre-register and sell the dream of getting special treatment when in reality, you haven't been able to execute anything. I get that the iPhone launch is a big deal and there's probably 20,000 other smug, self important people who may or may not work in advertising that want to be able to strap it next to their belt buckle so catering for demand may be troubling logistically ... but cmon.
Or maybe I take along to my local Vodafone store the above email and demand that I go straight to the front of the line. According to that "you are now at the front of the line."
Bang!
On June 20 I received the following ...
"Hi Ben,
Here at Vodafone, we’re eagerly counting down the days until the launch of the new iPhone 3G - and we bet you are too!
We are keen to make sure that we can give you the very best deals on your new iPhone 3G and we are putting the finishing touches to these offers.So, what next? Since you have taken the time to pre-register, you are now at the front of the line.
We will be rolling out these exciting offers very soon, so make sure to keep an eye on your inbox to stay ahead of the game.
Stocks will be limited so you will need to be quick.
Regards
The Vodafone Direct Deals Team"
Soooo ... the iPhone comes out tomorrow and since June 20 I have received NOTHING from Vodafone.
Maybe they're so busy "eagerly counting down the days until the launch" they have forgotten about the people who have pre-registered.
I have kept"an eye on (my) inbox to stay ahead of the game" to no avail. iPhone launches tomorrow and right now I have no idea whether I can get one.
I don't think Vodafone realises the magnitude of the situation. I work in advertising - to remain smug and self important I need to throw down on the table a 3G iPhone in every meeting, brainstorm, public event and interaction to show that I am, indeed, well versed in the digital space.
Quips aside - I think Vodafone could have handled it all a little better. Why ask people to pre-register and sell the dream of getting special treatment when in reality, you haven't been able to execute anything. I get that the iPhone launch is a big deal and there's probably 20,000 other smug, self important people who may or may not work in advertising that want to be able to strap it next to their belt buckle so catering for demand may be troubling logistically ... but cmon.
Or maybe I take along to my local Vodafone store the above email and demand that I go straight to the front of the line. According to that "you are now at the front of the line."
Bang!
Tuesday, July 8, 2008
Decreasing yield - causes ...
I've been thinking of late - what is causing the decrease in yield across some areas of digital media.
Namely sales and the agency world.
Is it an increase in supply that is to blame (commonly stated), or is a decrease in the skill level of those working in the industry the real issue?
I don't know ... but I do think that both are probably playing a role. People tend to move on price when they aren't confident in their offering or don't know how to position it adequately.
Namely sales and the agency world.
Is it an increase in supply that is to blame (commonly stated), or is a decrease in the skill level of those working in the industry the real issue?
I don't know ... but I do think that both are probably playing a role. People tend to move on price when they aren't confident in their offering or don't know how to position it adequately.
RSS didn't kill the homepage
So ... 4 years ago it was predicted that the humble homepage would start to die a slow death as aggregation technology allowed used to tailor their own experience, and thus ... their true 'home'. RSS was going to kill the homepage star.
Thing is - the homepage in AU isn't dying. It's more popular than ever.
All of the main homepages are up year on year - ninemsn, The Age, SMH, News and Yahoo!7. Note - this is more about a unique user figure deduplicated over a month period. I don't know whether they are spending more time or visiting more often.
Yahoo!7 has intentionally pushed people through to its homepage - if you watch a 7 show it generally pushes you to the yahoo7.com.au domain and asks you to search for the show title you were watching. This doesn't sit well with me - it inflates their search numbers and seems a lazy way to increase numbers.
Of the RSS aggregators - My Yahoo is losing users year on year ... however iGoogle has grown 100% during the same period.
It surprises me that homepages are still strong. Maybe it's habitual or maybe AU net users like them being a cluttered mess or editorial, display ads and advertorial. Sure, they are good for reach for certain campaigns and generally they offer a solus display ad unit ... but contextually they offer nothing.
Will be interesting to see how the homepage is fairing in 4 years time.
Thing is - the homepage in AU isn't dying. It's more popular than ever.
All of the main homepages are up year on year - ninemsn, The Age, SMH, News and Yahoo!7. Note - this is more about a unique user figure deduplicated over a month period. I don't know whether they are spending more time or visiting more often.
Yahoo!7 has intentionally pushed people through to its homepage - if you watch a 7 show it generally pushes you to the yahoo7.com.au domain and asks you to search for the show title you were watching. This doesn't sit well with me - it inflates their search numbers and seems a lazy way to increase numbers.
Of the RSS aggregators - My Yahoo is losing users year on year ... however iGoogle has grown 100% during the same period.
It surprises me that homepages are still strong. Maybe it's habitual or maybe AU net users like them being a cluttered mess or editorial, display ads and advertorial. Sure, they are good for reach for certain campaigns and generally they offer a solus display ad unit ... but contextually they offer nothing.
Will be interesting to see how the homepage is fairing in 4 years time.
Friday, July 4, 2008
Qik.com and kyte.tv - a TV studio in your pocket
Minimal murmurings locally about these two services - but boy are they exciting
Both http://www.qik.com and http://www.kyte.tv allow you to stream cell phone video live to the Internet.
Bloggers such as Robert Scoble have integrated the service into his filmed content - conducting ad hoc interviews with VCs and tech big names, as well as streaming footage live from tours of places such as the early HP offices.
For advertisers, it means they have an option for instant web casting. Someone like Ford could conduct live video chats with engineers, Motorola could demo their brand new phone via live stream, a film company could livecast a tour with a big name talent.
Content providers could also use Kyte - to live stream breaking news on scene, events etc ... the platform is so nimble it allows publishers to create streaming content without as much resource and planning.
Sure, the quality isn't HD - but it's good enough to offer something compelling.
It's a really interesting space. Both Qik and Kyte are working on iphone too. The numbers are low now but the technology is worth following
Both http://www.qik.com and http://www.kyte.tv allow you to stream cell phone video live to the Internet.
Bloggers such as Robert Scoble have integrated the service into his filmed content - conducting ad hoc interviews with VCs and tech big names, as well as streaming footage live from tours of places such as the early HP offices.
For advertisers, it means they have an option for instant web casting. Someone like Ford could conduct live video chats with engineers, Motorola could demo their brand new phone via live stream, a film company could livecast a tour with a big name talent.
Content providers could also use Kyte - to live stream breaking news on scene, events etc ... the platform is so nimble it allows publishers to create streaming content without as much resource and planning.
Sure, the quality isn't HD - but it's good enough to offer something compelling.
It's a really interesting space. Both Qik and Kyte are working on iphone too. The numbers are low now but the technology is worth following
Thursday, July 3, 2008
Seth McFarlane and Google?
Am I the only one who doesn't understand the commercials behind the Seth McFarlane/Google deal for Cavalcade?
The show is distributed via the Content Network within ad units, with placements targeted to McFarlane's target audience (16-24m would be the sweet spot I imagine).
The shows also run on YouTube.
Pre-roll videos are placed on the content ... but revenue only comes (if I am reading this article properly - http://www.nytimes.com/2008/06/30/business/30google.html?_r=2&pagewanted=1&ref=business&oref=slogin) when someone clicks.
The revenue is shared through various parties - Google, McFarlane, McFarlanes representitives, the site owner.
I am unsure how this can make anyone money. I can understand pushing the content out - but I think what will happen is word of these will spread virally and YouTube will become the central point for people to obtain the clips.
As an agency guy the concept confuses me - and would confuse clients.
Wouldn't the easier model be to run the pre-rolls, charge them at a CPM and use the Content Network to drive the traffic to YouTube with co-branded ad units (that showcase the related advertiser)
Or push the content out to the main video sites and revenue share with them - Hulu, Yahoo! video, AOL etc - instead of limiting it to one network.
I think Google might be patting themselves on the back a little prematurely when saying they've 'recreated the mass media model'. Don't get me wrong - the idea of web only content from a big name is great ... but I think the commercials around it sound a little confusing once you scratch through the hype.
The show is distributed via the Content Network within ad units, with placements targeted to McFarlane's target audience (16-24m would be the sweet spot I imagine).
The shows also run on YouTube.
Pre-roll videos are placed on the content ... but revenue only comes (if I am reading this article properly - http://www.nytimes.com/2008/06/30/business/30google.html?_r=2&pagewanted=1&ref=business&oref=slogin) when someone clicks.
The revenue is shared through various parties - Google, McFarlane, McFarlanes representitives, the site owner.
I am unsure how this can make anyone money. I can understand pushing the content out - but I think what will happen is word of these will spread virally and YouTube will become the central point for people to obtain the clips.
As an agency guy the concept confuses me - and would confuse clients.
Wouldn't the easier model be to run the pre-rolls, charge them at a CPM and use the Content Network to drive the traffic to YouTube with co-branded ad units (that showcase the related advertiser)
Or push the content out to the main video sites and revenue share with them - Hulu, Yahoo! video, AOL etc - instead of limiting it to one network.
I think Google might be patting themselves on the back a little prematurely when saying they've 'recreated the mass media model'. Don't get me wrong - the idea of web only content from a big name is great ... but I think the commercials around it sound a little confusing once you scratch through the hype.
Fantastic 'Dark Knight' takeover on Myspace Au today
Looks awesome. I wondered what would happen with the homepage reskin with the redesign, however this is a big improvement over what was already a pretty cool ad option.
Wednesday, July 2, 2008
Seven announced Tivo pricing - $700
http://www.theaustralian.news.com.au/story/0,25197,23955607-30540,00.html
$700 + a broadband connection!
Yes, broadband penetration is pretty solid now ... but still, there will investment beyond just buying the unit in terms of either buying a wireless router or setting up another connection in the room with the unit.
TiVo will reportedly only support FTA content ... not Pay TV.
The question you have to ask is, when was the last time you really (and I mean $700 really) wanted to watch two shows at the same time on FTA? I know I generally don't lose sleep when choosing between watching the Big Brother Daily Show or Two and a Half Men reruns.
TiVo works well in the US because there is a heap of content available. I am not sure with 5 FTA stations (lets not pretend any of the HD stations really offer anything compelling as yet) such a device is needed.
I'm thinking Seven had to launch this before the Olympics as this will be the only time in the next 4 years when time shifting TV will be something people actually feel they need ... for the two weeks the Olympics are on that is.
$700 + a broadband connection!
Yes, broadband penetration is pretty solid now ... but still, there will investment beyond just buying the unit in terms of either buying a wireless router or setting up another connection in the room with the unit.
TiVo will reportedly only support FTA content ... not Pay TV.
The question you have to ask is, when was the last time you really (and I mean $700 really) wanted to watch two shows at the same time on FTA? I know I generally don't lose sleep when choosing between watching the Big Brother Daily Show or Two and a Half Men reruns.
TiVo works well in the US because there is a heap of content available. I am not sure with 5 FTA stations (lets not pretend any of the HD stations really offer anything compelling as yet) such a device is needed.
I'm thinking Seven had to launch this before the Olympics as this will be the only time in the next 4 years when time shifting TV will be something people actually feel they need ... for the two weeks the Olympics are on that is.
Tuesday, July 1, 2008
The next 12 months in mobile ...
We've had some exciting developments this year within the mobile space in terms of advertising and marketing opportunities that look like the first steps in moving the device from the much maligned too hard basket (or spam tool) to being a device that offers exciting ways to meet marketing challenges.
Namely Telstra offering their content free to browse for their subscribers - which, whilst not ideal (reasonably priced datacaps would be the utopia - which allow users to use their mobile to access all content with no danger of bill shock) as well as the iPhone launching on July 11 and a stack of similar, multimedia devices entering the market in the next 6 months.
As an agency guy I have used mobile for about half a dozen campaigns this year and the results have been appealing. I liken it to the web 10 years ago - lots of users, minimal clutter, high response rates (all positives) but combined with carrier obstacles, slow connection speeds, inexperienced sales and no real standard o/s (all negatives). On a really positive side, clients are open and often proactive about the space and are willing to experiment on the medium ... this is great as it means ad dollars will arrive, and these ad dollars can fuel more refinement and innovation and investment.
I'm no mobile expert, but I do have an understanding of wider media, especially digital ... and I don't believe the device is a specialty area.
So, what are 5 key areas that I think will be a focus
1. Opening up the mobile Internet
The net didn't really tip in terms of becoming a mainstream channel until connection speeds increased and users could access these speeds at a reasonable price. Right now this isn't the case with the mobile Internet. Secondly, the concept of a walled garden Internet seems ludicrous (imagine iinet subscribers only being able to access iinet content with their connection, and if they wanted to look at myspace or facebook or espn they'd incur extra charges) ... however this is how the mobile Internet is forming. It needs to open up and the carriers need to focus on being carriers and not content providers.
2. Understanding the device is a utility
I really hope that the mobile Internet isn't sold as a spots and dots display medium. yes, this plays a part ... but the real value for brands is getting into the branded utility/content space - becoming the media. Given the space is such a blank canvas now, there is room for brands to develop wap sites/apps etc that offer real value to people. Cue cliche on moving from interuption to immersion.
3. Location based services
Imagine something like yelp.com ... but on mobile ... that utilised location based services. It would be cool if you'd just seen a movie at the Kino, and a service could recommend you bars/places to eat nearby that were rated by a community you respect. The dominant voice when talking about location based services has been around ad spam - not utility - this needs to change
4. Maintaining web like functionality and feel on mobile web
How can we replicate or adapt the current web experience to the mobile? How can we make a site like afl.com.au as strong as an off deck wap site? Ditto for Hotmail etc. Google has done a great job with this already - maps, gtalk and gmail are pretty slick web apps. For mobile web to work the experience the user gets when they visit site x can't be a z-grade version of the web version.
5. Filtering through the mess
There are already 1865 apps that have been built by third parties for the iphone - http://www.apple.com/webapps/index_abc.html - and loads seem kinda irrelevant. Filtering through the mess of apps, widgets etc will be something users will have to endure - just like with Facebook and all those Slide and Rockyou useless widgets ... iPhoners will be bomarded with an equal amount of inane things to add. Advertisers need to make sure they are not just creating more junk, but creating something of use.
A few other areas worth mentioning is the mobile as a DR channel - I believe it has great strength in this area in numerous ways. Add CRM to this as well - which some companies are already using in a limited capacity.
Namely Telstra offering their content free to browse for their subscribers - which, whilst not ideal (reasonably priced datacaps would be the utopia - which allow users to use their mobile to access all content with no danger of bill shock) as well as the iPhone launching on July 11 and a stack of similar, multimedia devices entering the market in the next 6 months.
As an agency guy I have used mobile for about half a dozen campaigns this year and the results have been appealing. I liken it to the web 10 years ago - lots of users, minimal clutter, high response rates (all positives) but combined with carrier obstacles, slow connection speeds, inexperienced sales and no real standard o/s (all negatives). On a really positive side, clients are open and often proactive about the space and are willing to experiment on the medium ... this is great as it means ad dollars will arrive, and these ad dollars can fuel more refinement and innovation and investment.
I'm no mobile expert, but I do have an understanding of wider media, especially digital ... and I don't believe the device is a specialty area.
So, what are 5 key areas that I think will be a focus
1. Opening up the mobile Internet
The net didn't really tip in terms of becoming a mainstream channel until connection speeds increased and users could access these speeds at a reasonable price. Right now this isn't the case with the mobile Internet. Secondly, the concept of a walled garden Internet seems ludicrous (imagine iinet subscribers only being able to access iinet content with their connection, and if they wanted to look at myspace or facebook or espn they'd incur extra charges) ... however this is how the mobile Internet is forming. It needs to open up and the carriers need to focus on being carriers and not content providers.
2. Understanding the device is a utility
I really hope that the mobile Internet isn't sold as a spots and dots display medium. yes, this plays a part ... but the real value for brands is getting into the branded utility/content space - becoming the media. Given the space is such a blank canvas now, there is room for brands to develop wap sites/apps etc that offer real value to people. Cue cliche on moving from interuption to immersion.
3. Location based services
Imagine something like yelp.com ... but on mobile ... that utilised location based services. It would be cool if you'd just seen a movie at the Kino, and a service could recommend you bars/places to eat nearby that were rated by a community you respect. The dominant voice when talking about location based services has been around ad spam - not utility - this needs to change
4. Maintaining web like functionality and feel on mobile web
How can we replicate or adapt the current web experience to the mobile? How can we make a site like afl.com.au as strong as an off deck wap site? Ditto for Hotmail etc. Google has done a great job with this already - maps, gtalk and gmail are pretty slick web apps. For mobile web to work the experience the user gets when they visit site x can't be a z-grade version of the web version.
5. Filtering through the mess
There are already 1865 apps that have been built by third parties for the iphone - http://www.apple.com/webapps/index_abc.html - and loads seem kinda irrelevant. Filtering through the mess of apps, widgets etc will be something users will have to endure - just like with Facebook and all those Slide and Rockyou useless widgets ... iPhoners will be bomarded with an equal amount of inane things to add. Advertisers need to make sure they are not just creating more junk, but creating something of use.
A few other areas worth mentioning is the mobile as a DR channel - I believe it has great strength in this area in numerous ways. Add CRM to this as well - which some companies are already using in a limited capacity.
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