Friday, October 19, 2007

Advertising 2.0 panel at ONA - notes

can't just buy easily packaged set of the right eyeballs

used to be that everyone on the commuter railroad read the print paper - not any more - many more interactive devices - audience fragmented and moving away from mainsream media - another example of hwy ya can't buy easily packaged eyeballs

uncontrollable viral
PR people becoming more important to busienss because advertising not as effective

media not just a place for content, but platform for development - let user play with your content nad mix it up
need to add developers, get used to working with api's, develop own api so others can develop with your stuff

gotta think long tail for revenue generation
what's traffic unless people do something
your current customers (advertisers) could become your biggest competitors because now everyone can create and package content around niche audiences and they have lots of resources to satisfy that niche - and they're trying, experimenting -, wrigley's sites

think about web as peanut butter jelly sammich - can't tell where one starts and one ends, your jelly might make a good sammich with someone else's peanut butter (, and someone else might stick in pickles to enhance your sammich beyond what you envisioned), one brand advertises on another brands content site because they want to reach the same audience (axe on bud site)

people learn about brands by how the brand lets the people interact with the brand

cheaper to do a site to adv brand than buy lots of ads on tv - and you still control the audience --- but it's a lot of owrk, lot of risk

reach and frequency - people going to facebook, youtube, and myspace - line between off-and on-line blurring

"local" has been the next big thing for about 10 years - not happening - local has the same problems as national except local doesn't have the tools for reaching audience, local is smaller advertisers and they're not as net smarter - maybe create a niche site for a group of small advertisers, and local advertisers aren't necessarily focused on local business anymore - can ship anywhere, world getting flatter

start with the idea that it might not work and figure out what you can measure, know your exit strategy/when to cut nad run and change tactics, think of how you can setup content for peopel who want to use it on yoru site nd how to package site for people to 'take away" - rss feeds, email newsletters...

advertising in rss feeds - not very successful at this point, rss helps you build an audience - and they can help your advertisers build their own audience without you for distributing specials and ad content, RSS feeds give you a lot of data that you can use to sell your content

everybody experimenting, nobody has an answer - secondlife experiments are an example (value so far is the mainstream press coverage of the involvement)

companies spending money on search, media making money on adsense

need to build a relationship with the advertisers - tv hs gotten really creative with advertisers, letting them help create content, putting the products in the show (Axe and MTV - mtv let axe create a show or work closely with them on the creation, some branding, reaches the right audience) - creates reach and engagement - - like advertisers creating own content sites

video - easy to sell, easy to create, but hard to get peopel to watch the video ads on the net, youtube has some interesting video advertising experimetns to keep an eye on

ad agencies want internet video ads to work and are willing to spend money on this kind of ad - they know how to make 30 second spots and have assets to use, on a lot of sites, the video ad space is sold out especially in the prime locations, want to know how to stay in business in era with less mainstream media power, but people don't really like them

they think it's a way to build their brand online - with video - - it's an open question however - banners and buttons didn't work, can you base a brand building campaign online or is web a part of a brand building campaign

google - cheapest reach you're going to get
look at the sponsors in rocketboom
what's a banner ad, what's a widget, what's editorial content - - lines blurry -- check out google widget ads - can create fun things to paly iwth that show up as ads

gotta get people to the site, gotta get them to interact with the content or doesn't matter hwo much you spend on the advertising on the site

not just reach - it's the quality of the reach

gotta use the analytics - but advertisers want the info before they buy, not after

this is about the math - getting best reach for your money
use your own tracking, use google analytics

advertising recession - for sure, when is the question - may carry over ot online if the marketers don't figure out what works, probably going to fall back to reach and frequency

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