Archive for the ‘media planning’ Category

the browser is next.

October 13, 2008

One of the fun things about my day-to-day is thinking about what is next? A a lot of factors play into the platform, device, medium, etc that will be next. The 4 main factors from my perspective are as follows:

  • innovation – take something people understand and make it better
  • mass reach – need eyeballs to prove that the innovation worked
  • performance – once advertiser bring their check books to the party you have to show consistent results for said advertisers
  • data – data is the most important piece because it allows you to improve your innovation but more importantly protect your market lead

Mobile has been thought of as the logical next step in the marketing frontier and we are a lot closer today than we were  6 months ago thx to att and apple. But the platform [3g] is not ready for primetime [anyone with an iphone has found this out the hard way] and we are at least 18-24 months away from have a consistent multi-media user experience over these devices. Which is needed in a user based marketing experience because today sms and tiny banner ads are not cool not even close. Not to mentioned the terrible mobile internet experience that most users have on their mobile device currently. So where does that leave innovation from a sense of reaching users with marketing messages where they spend their time.

Social media has been the ‘buzz word’ over the last year or two with the likes of wiki, youtube, facebook, twitter just to name a few. But what do all these have in common?

The browser. Its where users spend the most time online. So think of the possible innovations that can be introduced to that current experience?

  • communication – what if all your email accounts were tied to your browser
  • socialization – what if you never had to go to facebook.com again but still had all the social tools at your finger tips in your sidebar
  • advanced search – what if your search results were based on your browsing habits + real user information
  • entertainment – what if all the content came to you in a single experience. One environment

…now think about the opportunity to create an amazing user controlled ad experience in this single environment. Think of it as an Advertising OS [AOS]. A consist ad experience for users no matter the brand or environment [bigger thought for another day] but think you get the point.

There are a ton of numbers out there reflecting how much user time is spent in the browser experience and they are all HUGE. Not to mention the fact the browser is due for an major update. To that point when Google launched ‘chrome’ we all wanted it to be different but it was just a simple version of the same shit.

When you look at who currently owns this space:

  • microsoft – 72% marketshare
  • mozilla – 19% marketshare
  • safari – 6% marketshare
  • the rest – what’s left % marketshare

The contenders:

Microsoft: You have to say microsoft could really do something ground breaking in this area. But not sure they even think this way. But if you take a sec and think about it they all most of it not all your contacts [outlook, entourage] so social and communication is covered, they have a decent search product [could be better] and they have the relationships to being real content to users.

problem: they cant seem to be able to do anything right at this point. And with out a mind like gates taking real interest in something like this it will go nowhere fast.

Mozilla: man these guys are already doing something about it. See local browser add on they just launched here: http://labs.mozilla.com/2008/10/introducing-geode/

problem: is they can’t close the communication and social loop without the help of others but with the open environment they play in it’s not out of the question.

The others: all the other miss one important piece of the puzzle…mass reach!

My bets are on a small company that figures it our from an application add-on approach that meets about 60-70% of the above and that innovation becomes the foundation for the next browser experience.

If nothing else its fun to think about.

marx.

update: 10.28.08 looks like microsoft was listening. lets see where they take this. see information on mircosoft releasing lite versions of the office suite and supporting other browsers as well.

via techcrunch here

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.

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.