Archive for the ‘digital marketing’ Category

media 2.0 [how we monetize web 2.0]

October 22, 2008

Over the weekend was thinking about the media landscape overall [radio, print, tv, online] looking at where we are today and what is the logical evolution for each. The underlying theme for each media when it came to evolution was continued socialization of each medium. Which is a no brainer when you think about it. But it hit me that we are moving from Web 2.0 to Media 2.0.

This is a good thing. Its the first time that an online media approach has driven the other established platforms not just to take notice but strategically figure out how to integrate a online philosophy into their everyday approach and touch points with consumers.

Web 2.0 has always been criticized for its lack of an ability to generate revenue in-line with the innovation and enormous amounts of inventory they generate [see mayspace, facebook, youtube, twitter, etc]. But the approaches they have introduced to the marketplace are very consumer focused and bring people together around topics, relationships, passions, etc.

Well Media 2.0 will focus on the monetization of the Web 2.0 approach based one major observations from my end:

  • return on investment: in a tight economic period media companies well have to look for new ways to create potential growth revenue streams and most will look to reinvent what is currently working with consumers in the marketplace. Web 2.0 is still the prettiest girl at that party.

There is a lot more thought around this subject but my goal was just to get the conversations rolling because this will evolve into something bigger than anyone can conceptualize at this point. The interesting thing to me is that the one thing Web 2.0 could not do well will be the reason for Media 2.0 becoming the default user media experience…Monetization.

Media 2.0 = Web 2.0 + Monetization

marx.

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the future of pre-roll?

October 1, 2008

someone asked me my thoughts on the future of pre-roll. it was a very interesting question and wanted to share my response. wrong or write see below.

marx.

So pre-roll as we know it today will morph into ‘captive video advertising’. Meaning there will be many approaches on how you force a user to consume a video advertising message with the user having no control over the experience. Over the next 12-18 months captive video advertising will definitely play roll in the continued growth of the online ad space based on the increasing amount of professional content that is coming online. The two major factors in this are:

1. advertiser understand the approach, metrics and pricing model which will make it easier for them to move dollars
2. publishers [i.e. Hulu, cbs, abc, etc] can charge premium cpm’s for the inventory at this point based on the wall garden they have built around their professional content. So the user experience is not that important at this point.

What we will see over time will be a shift in the space on how advertisers value inventory.  Engagement [user shows interest] because it will be more efficient from a buying standpoint and time spent [how long did the user spend with my brand]. Captive video advertising online will never go away because its just to easy from a advertiser and publisher standpoint but it will become less and less of the media mix as the space continues to evolve.

My other thoughts on the space are as follows:
– intro cards will play a bigger roll in captive video advertising based on the fact :5 second ads are easier for user to deal with but no advertiser cuts :5 spots.
– the :15 broadcast spot will be the default spot used online in the next 12-18 months
– content ads will become more popular. Meaning having the content producers create the video ads for the advertiser to ensure the ads are related to the content the user is consuming.

marx.

is it me or does tv suck? hollywood meet the internet.

April 3, 2008

just want to throw a thought at hollywood. you guys are some of the most creative people in the world [bar none]. and for so long the standard for good content has went down hill because of the never ending bottom line. i understand the internet is not perfect but it is open distribution for your ideas. look at your creative counter-parts in san fran [although technical] the creative bloodlines run deep in the both of you.

the is a open letter to all producers, writers, actors, etc to start doing projects just because you think they are good ideas not because they need to be bought by some network. look at the opportunity the internet provides. there is no good content [which we are all asking for] and no guy in a suit telling you to appeal to women 25+ a bit more or your show will not see the light.

we all will benefit from you expertise and creativity when it comes to writing, casting and telling a story. and the cool thing about it is you have a chance to play with the way storylines are developed because the web offers tons of ways to get users engaged with good content.

just think michel gondry decides to develop a show for the internet with the following specs:

1.   release once a day

2. 45-75 seconds in length

3. digital casting

4. gondry puts up new scripts every monday

5. anyone has the ability to participate in the show and record themselves acting out the script [uploads video to site]

6. gonry selects the best actors and edits the show together  [from the videos they uploaded]

7. syndicate the final version of each episode across the web

could we do this without holloywood? yes. but there is an art form to what hollywood brings to the table and we all on the tech side have to respect that.

not saying the above idea in the world but you want to talk about leveraging a social medium to create a social shows…this may be the starting place. this would not be easy but there is a lot of opportunity for content to take the next step.

plus its fucking cool.

marx.

look through the eyes of ur user [consumer].

April 1, 2008

1. do they really care about what you are selling?

2. do they even want your product? are you just spending money b/c it has to be moved from one excel slot to another on a spreadsheet?

3. are you just doing what your competitor did before you [mr. me too]?

4. does the word viral still come up in every meeting [in theory the concept does not exist..lets save that for another post]?

5. are mirco sites still the answer for all user focused initiatives?

no that any of the above is bad but you have to understand where the answers put you in the market place. are you a spender or a thinker?

what if a major advertiser [top 50] went to a major media company and said the following ‘ hey big media company we do not want to purchase 15,30,60 any more. we only want to purchase 5 second spots and flight across your network in a manner that will only me to own certain times of the day, week and month.’

now that changes the way you will be viewed in the eyes of your user [consumer]. why? no one else is doing it. very simple thought but it breaks you out of the mundane world that everyone else works in. also think of the opportunity you have to really create a simple, entertaining, brand focused messages. no waste from a creative standpoint.

marx.

the truth is amoung us.

March 31, 2008

with so much going on in the digital/online media industry and the potential economic collapse its seems time to get back to writing about the world we live in. my goal is to post once a day on the following issues:

1. creative in the digital space and what we can do to make it better

2. syndication of thought 

3. why mobile is the now not the future 

4. possible ways to extend ideas that are in the market place

5. current events and pop culture [stuff that is cool]

the above will  evolve for sure but wanted to try to keep myself focused on a few issues this time around. the fact is we see so much about this space in any given day that there needs to be some method to the madness. look for the post to start as soon as this afternoon.

marx.

15mb of fame

August 21, 2007

someone said this to me in a meeting and i thought it was hilarious. although i am glad the reigns of distribution has been moved from the hands of a few and given to the masses…some of the content i see online scares me. just because you can doesn’t mean you should. its like watching grass grow but in a flash video player. i think you get the picture.

there are some really talented online producers out there and i hope they get there 15mb of fame but does everyone with a camcorder deserve to film themselves?

check out black 20.com these guys are doing some really funny stuff.

marx.

tv nets fight back….youtube dead?

March 22, 2007

well it had to happen. nbc and fox have teamed up to create a new video sites that will carry all their content for free. i just want to point out a few things:

1. users will be able to get all these shows in one place

2. advertisers will be able to buy both tv and online through one source

3. the power of the nets to market this to users

i am not saying youtube, joost, and other are done but as a user on techcrunch says…”its not a divorce of ugc and professional content but it is a separation”. true, true.

i know this is not the last we will hear from google and co on the topic but if viacom took the gloves off with the 1b dollar lawsuit then nbc and fox threw the first bare knuckle punch.

read full techcrunch story here. read the comments as well very interesting.

marx.

update: cuban is in on it now…here

update: techcrunch update from nbc/fox press call here.

vodpod test

March 22, 2007

ok…i have to admit i love what heavy is doing with ron jeremy and i am not the only one. i have seen this videos starting to pop-up everywhere. with that said i been wanting to do something with vodpod for a while and these videos give me a good chance to test. i created a vodpod for the clips and embedded on the sidebar below.

only thing i dont like so far is that it does not show the thumbnails all the time.

tell me what you think.

marx.

video tagging to target

March 13, 2007

i have been working on a project that looks at using audio tagging to deliver targeted ads around video. the more i dive into it the more i realize that the tagging of video and how it is done is a huge undertaking. the major problem is the back log of all the video that has no tags and the lack of people who know how to tag videos in a way that advertisers can base their spending around keywords like they do for contextual ads currently.

first let me say some type of tagging will have to take place but i believe it will be at an higher level (i.e. sports, gaming, etc.) at least for now. i have realized once you get down to the clip level it almost impossible to handle currently because it is all subjective from one person to the next.

here is where the audio tagging idea came in but there is even a bigger problem there…yes i now know the words that are said but have no idea the visuals that go along with those words. i have an idea of what the visual may be but do i really want to put a fortune 500 advertiser in front of something i just have an idea about.  now you see my point.

so what is the solution: walled garden approach (for now). control your library and its video assets. this is where a company like youtube will fail unless they can build a library of assets that they can control and run through the ringer in order to give advertisers the type of tools they are looking for to target users. i am sure there is a long term solution that will involve visual and audio tagging tech that is applied to every video that is uploaded allowing for advertiser to come in and by keywords and certain visual elements. an example is if i am nike and i can buy the following tags for the launch of a new basketball shoe:

keywords:

– basketball

– nba

– march madness

– slam dunk

– jordan

visual elements:

– basketball rim

– basketball court

– basketball

– basketball arena

– nba logo

– march madness logo

you get the idea.

marx.

widgets…i am sold

February 12, 2007

there is alot of talk out there about widgets and how they will be used in the 2.0/3.0 space. i still believe that 2.0 = distribution. with that said widgets are the wave of the future. you ask whats next…this is it. some will say it is now because of the myspace lovers out there with slide, photobucket, youtube (player), etc. but none of these take the community aspect into account.

a company i have been watching for about 2 months now seems to be getting it. vod pod has a video widget that is awesome. it allows you not only to upload your own videos but pick from a community of topics and producers you like. the wideget looks very cool and is screaming for some type of ad platform.

widgets could be the death of the portals and major websites alike when you think of the way the deliver content and the fact they can be placed anywhere. myspace has shown widgets could work and get a brand not scared tp take a chance and the dollars will roll in. just saying…i have seen crazier things.

check out vod pod video widget here: http://blog.vodpod.com/

marx.