Select Stories, 5-Nov

• The Economy, Online Markets & Web 2.0 - Mary Meeker
  Great analysis. Takes user from macro-economic trends (which aren't good) through technology diffusion trends (including mobile penetration) to online trends (including shopping and social networks) down to online advertising trends (including offline spend comparisons). While valuable from a pitch-building perspective, the underlying trends are well known by now.
  (tags: trend online_advertising macro_economic)
• If You Can’t Beat Them – Auditude, MySpace
  Yep, there’s a proliferation of unlicensed online video content out there. Media co’s have tried, largely in vain, to track and act on the zillions of daily infractions. Whole companies have popped up to try to help them in the tracking. Well another company has popped up that might make those companies, and the problem, go away. MySpace is testing a service provided by Auditude which intercepts video uploads, compares segments to its last-4-year, 250M video catalog and, if found to be a copy, tags the video w/ header information, overlays ads and/or provides links to full, pay versions. This is a game-changer, these guys are smart.
  (tags: advertising auditude myspace video viral youtube)
• Evolving Digital Creative - Federated's CM Summit
  Interesting panel from Federated Media’s Conversational Marketing Summit covering: 1. What creative folks at major agencies actually do, 2. How their jobs are changing due to Web 2.0, 3. Examples of recent, innovative social media projects. Presented by Hashem Bajwa of Goodby, Justin Curtis of Grey Interactive and Tjeerd Hoek of Frog, it's time well spent. Highlights: 1. Frog's work w/ HP and others which leverages their industrial design and convergent product experience, 2. Goodby’s highly graphical gaming approaches to creating utility and "social currency", technology is the marketing (Nike+), co-created content (ex: Doritos Xbox game). 3. “Traditional” banner ad, page takeover, and microsite model breaking down. Now, it’s all about relevance, tailoring experiences to indiv outlets – Warioland on YouTube as example. Little, relevant gestures, the question becomes scalability, re-use. 4. Concept of writer / art director model is dead w/ move towards creativity ecosystems where agency performs integrative role between a variety of partners to pull of brand oppty.
  (tags: agency creative frog goodby grey trend)
• Newest Agencies, the Media Companies – AdAge
  P&G’s annual “supplier summit” included 40 media companies. Desperate for innovation, electronics and packaged goods makers no longer consider media companies eyeball aggregators. They now see them as innovation partners. Of course, they’re also interested in cutting out the intermediary agency. Good Clorox, Kimberly-Clark and HP examples. Key agency takeaway: Focus on where you provide value. Consider partnering for (as opposed to owning) non-core capabilities.
  (tags: agency media_co trend)
• Top Web2.0 Sites - Nike+
  Nike checked all the Web 2.0 boxes for its Nike+ running brand site. Starting with a clean flash site, they added all the required whistles: 1. Tools: Track your runs, progress, 2. Community: Teams for Nike training and competitions, 3. Products: Buy gear including ipod extensions, download inspirational music, 4. Communications: Newsletter / registration, 5. Blog: Official Nike Running Blog, 6. Discussions / Forums, 7. Events: HumanRace10k,
  8. Training Advice: Coach and trainer input.
  (tags: flash nike product_marketing site_design social_media web_2.0)
• Buzz Tracking & Metrics - Perspctv
  Interesting tool that aggregates "buzz" metrics including News Mentions, Blog Mentions, Google Search Volume, Recent Tweets, Recent Blog Posts and Recent News, for any keyword you enter. Interested in getting results daily or tracking results over time? Perspctv provides a permalink for easy, future reference. While there's no real meta data or analysis, it is a helpful tool for getting online "buzz" snapshots.
  (tags: metric online_marketing search twitter)
• Starburst + NNN = YouTube Content Placement
  One of emerging class of advertiser online-content sponsorships. Why unique? Symbiotic relationship in which advertiser invests in placement for content producer. In this case in top-right, YouTube placement (paid). Result, content and embedded sponsorship received 150+k views on Nov 4th. Why significant? 1. advertisers looking at specific shows even episodes (vs. sites), for their demo overlap and topical appeal, 2. continues trend to advertiser-direct placements. Last big news on this front was Honda / Sony Entertainment deal.
  (tags: ad mars sponsorship video)

Related Posts:

• Select Stories, 7-Nov
• Select Stories, 30-Oct
• Select Stories, 10-Nov
• Select Stories, 11-Nov

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