von Roland Hachmann | Nov. 19, 2006 | Ad News, Blog, Digital Marketing, Digital News, Online Advertising
Jason Calacanis writes about the „real story“ of Advertising 2.0:
The real story of Web 2.0 has little to do with the bells and whistles and everything to do with the stunning growth of online advertising.
He provides a graph with online ad spent per year since 1997 and puts a straight line from ’97 until today, which is, of course, a steep, straight line. (I hope he doesn’t analyse his real money investments the same way!)
He also doesn’t think that the spike over the past year is another bubble, but instead says that the curve is just getting steeper in future, for the following reasons:
a) there are more advertisers online today.
b) it’s getting easier to spend money online
c) Google Adsense/Adwords (a huge part of part B above)
d) Yahoo, MSN, AOL, and Google reaching scale, which in turn allows major advertisers to reach comparable audience sizes to TV
e) audiences shifting from TV, radio, and magazines to the Internet.
All of these seem plausible. Of course one might say: „we thought the same back then in 2000, just for different reasons“, but Jason also shows a second graph with a line ca. 15% less steep, which still is impressive. He suggests to believe the long-term hype and I agree.
Growth rates are probably going to be huge for while. Not necessarily because the medium is more attactive than others (though I think it is at least for some purposes), but purely because there still is a long way to go, until the medium is an everyday medium like the other media – both for the broad audience and for marketers.
(via)
von Roland Hachmann | Nov. 16, 2006 | Blog, Digital Culture, Digital News, Mobile Marketing
Burger King, MasterCard Sponsor Specialized Mobile Web Content writes Clickz. Both brands seem to have already gathered some experience with mobile applications. Now they have partnered with content providers for some new projects:
Men’s lifestyle magazine Maxim is now offering specialized content for mobile devices found at mobile.maxim.com, including jokes of the day, forums, and even streaming videos of „Girls of the Day.“ To do this they’ve partnered with fast food giant Burger King as sponsor.
And Mastercard:
MasterCard Worldwide has partnered with Fox to create a series of 26 short episodes for mobile devices based on the television series „Bones“ with mobile episodes entitled „Bones: Skeleton Crew.“ In addition to sponsoring what it’s calling Mobisodes, MasterCard will also be incorporated into the storyline.
Slowly, brands are moving into this space, gaining knowledge with this new channel. I appreciate it, because mobile is the future, no matter how small the displays of our phones and PDAs are today – at some point a majority of grown up teens with SMS-thumbs and 2.5 square inch wide eyes will resemble a non-ignorable base.
von Roland Hachmann | Nov. 14, 2006 | Blog, Digital Culture, Digital Marketing, Digital News
Logic+Emotion points me to the WOMMA Releases Blog Ethics Guidelines:
This document is a public draft of guidelines for marketers to follow when doing outreach within the blogosphere. It is neither a „how to blog“ nor a „what to blog“ document. Rather, its intent is to give clarity and guidance to marketers who are working and corresponding with bloggers, and to ensure that their efforts adhere to the standards set by the WOMMA Ethics Code.
1. I will always be truthful and will never knowingly relay false information. I will never ask someone else to deceive bloggers for me.
2. I will fully disclose who I am and who I work for (my identity and affiliations) from the very first encounter when communicating with bloggers or commenting on blogs.
3. I will never take action contrary to the boundaries set by bloggers. I will respect all community guidelines regarding posting messages and comments.
4. I will never ask bloggers to lie for me.
5. I will use extreme care when communicating with minors or blogs intended to be read by minors.
6. I will not manipulate advertising or affiliate programs to impact blogger income.
7. I will not use automated systems for posting comments or distributing information.
8. I understand that compensating bloggers may give the appearance of a conflict of interest, and I will therefore fully disclose any and all compensation or incentives.
9. I understand that if I send bloggers products for review, they are not obligated to comment on them. Bloggers can return products at their own discretion.
10. If bloggers write about products I send them, I will proactively ask them to disclose the products’ source.
Good to have this summary, even though this really should be common sense, since it means: act honestly and transparently. A basic prerequisite when dealing with people. (In theory.)
von Roland Hachmann | Nov. 9, 2006 | Ad News, Blog, SEO / SEA
German Blogger Robert Basic points me to a new blog by Google, which does not promote Google services, but instead it writes about how the CPG industry is tackling online marketing. Which makes this whole blog a service to this industry. And lets us guess about the relative importance of this industry for Google…
Our motto: all the news from Google’s ad team that fits in your fridge or pantry…and maybe a little bit more. […] Our sales teams are organized by industry so that we can focus on the distinctive qualities and business needs of our advertisers and marketers.
[..] Our goal for the blog is to communicate with you, our advertisers and agencies. We’ll talk about the ways in which CPG is tackling the changing world of online marketing and how we work with advertisers to create the best experience for their customers. We’ll also strive to keep you on top of relevant news from Google that can affect CPG.
A good idea. But will people read it? Only the long tail run can tell us.
von Roland Hachmann | Juli 26, 2006 | Blog, Digital Culture, Digital Marketing
I have already posted my suspicisions about real participation in consumer generated media or content sites. The Guardian now has some more numbers in the article about the 1% rule
It’s an emerging rule of thumb that suggests that if you get a group of 100 people online then one will create content, 10 will „interact“ with it (commenting or offering improvements) and the other 89 will just view it.
That sounds like CGM marketing efforts are almost not worth it, but if you think again, the 1% are the „opinion leaders“, that influence 10 heavily and 89% at least partially…
Wo ich sonst so bin...