Saturday was exactly 377 days after my last talk on that topic, and a lot has happened in terms of widget advertising, social media, and other experiments involving social ads. Here's the presentation:
Let me know what you think!
Showing posts with label advertising. Show all posts
Showing posts with label advertising. Show all posts
Monday, April 28, 2008
What If Ads Were Content? Redux
This past weekend, I participated in the second Podcamp NYC, a lively unconference focusing on podcasts and other new, social media. As a followup to last year, I gave a talk reconsidering the idea of social advertising and content-driven advertising -- what Rick Bruner calls Advertising 2.0.
Saturday was exactly 377 days after my last talk on that topic, and a lot has happened in terms of widget advertising, social media, and other experiments involving social ads. Here's the presentation:
Let me know what you think!
Saturday was exactly 377 days after my last talk on that topic, and a lot has happened in terms of widget advertising, social media, and other experiments involving social ads. Here's the presentation:
Let me know what you think!
Tuesday, April 22, 2008
South by Podcast II
The recording of the panel discussion I moderated at SXSW Interactive this year, Online Advertising for Newbies, is now available online. Special thanks to everyone involved: Darren Rowse, Rett Clevenger, Wendy Piersall, and Jim Benton. It was a lively conversation!
Post-Huffington
This evening -- early, at 5:30 -- I went to my first 212 event, a free talk by Arianna Huffington moderated by Kate Kaye, senior editor of ClickZ.
Because I went more for the content than the community, I didn't network much at all, pretty much making a bee line for a good seat in order to hear what Huffington had to say. In many ways, the talk was one of a single tension -- Kaye wanted (and the audience wanted) Huffington to talk about the impact of online marketing and advertising on the political campaign process, while Huffington seemed to want to stick to politics and campaigning in general. That might be appropriate on the eve of the Pennsylvania primary, but exit polls (read: the conversation during the elevator ride down afterward) indicate that people wanted more on-topic discussion.
Regardless, Huffington had some interesting stuff to say. She criticized Clinton's use of terrorism and fear as a campaign tool, questioned the practice of hiring campaign managers who've lost previous campaigns, claimed that this year's election cycle marks the "first real Internet campaign," suggested that primary campaigns should be run more mindfully that someone from the party will be running -- indicating that primary campaigns shouldn't give the main election's opposition party tools to use against the party's representative -- and proposed that the print vs. Web debate is yesterday's news.
That led to what might be the soundbite of the evening: "The question of print vs. online seems to me to be an obsolete debate. It's like the old barroom argument: Ginger or Mary Ann? It's 2008; let's have a three way."
In fact, that's my primary criticism of the evening's gambit. Online campaigning -- online marketing -- isn't that interesting when considered outside the context of the overall campaign or marketing strategy. This campaign isn't about online advertising. It's about reaching voters in the right way at the right time in the right place. Multiple media can accomplish that goal.
The Democratic candidates seem to understand that, with Obama focusing on the youth vote and using inclusive language online -- just as the Republicans and far right have taken to the air waves with talk radio. Maybe the next election cycle will be the first integrated campaign.
I've not read a lot of Huffington's writing, but on the basis of tonight, I might have to check out her forthcoming book, Right Is Wrong. Like she said, society (and culture and media) doesn't have to accept the framework of the right.
Just like we don't have to look at things in terms of online vs. offline.
Because I went more for the content than the community, I didn't network much at all, pretty much making a bee line for a good seat in order to hear what Huffington had to say. In many ways, the talk was one of a single tension -- Kaye wanted (and the audience wanted) Huffington to talk about the impact of online marketing and advertising on the political campaign process, while Huffington seemed to want to stick to politics and campaigning in general. That might be appropriate on the eve of the Pennsylvania primary, but exit polls (read: the conversation during the elevator ride down afterward) indicate that people wanted more on-topic discussion.
Regardless, Huffington had some interesting stuff to say. She criticized Clinton's use of terrorism and fear as a campaign tool, questioned the practice of hiring campaign managers who've lost previous campaigns, claimed that this year's election cycle marks the "first real Internet campaign," suggested that primary campaigns should be run more mindfully that someone from the party will be running -- indicating that primary campaigns shouldn't give the main election's opposition party tools to use against the party's representative -- and proposed that the print vs. Web debate is yesterday's news.
That led to what might be the soundbite of the evening: "The question of print vs. online seems to me to be an obsolete debate. It's like the old barroom argument: Ginger or Mary Ann? It's 2008; let's have a three way."
In fact, that's my primary criticism of the evening's gambit. Online campaigning -- online marketing -- isn't that interesting when considered outside the context of the overall campaign or marketing strategy. This campaign isn't about online advertising. It's about reaching voters in the right way at the right time in the right place. Multiple media can accomplish that goal.
The Democratic candidates seem to understand that, with Obama focusing on the youth vote and using inclusive language online -- just as the Republicans and far right have taken to the air waves with talk radio. Maybe the next election cycle will be the first integrated campaign.
I've not read a lot of Huffington's writing, but on the basis of tonight, I might have to check out her forthcoming book, Right Is Wrong. Like she said, society (and culture and media) doesn't have to accept the framework of the right.
Just like we don't have to look at things in terms of online vs. offline.
Saturday, March 15, 2008
South by Southwest Trip Report
Last weekend, I had the pleasure of participating in the 2008 South by Southwest Interactive festival. I flew down Friday evening and stayed at a hotel about three miles south of downtown, just off I-35. And even though I wasn't in the thick of things, things were thick enough.
This year's festival was probably 50-100% (my gut sense) larger than last year's, and I heard that attendance capped out at almost 8,000 people. That's too big. Last year's felt a little too big, but this year was big enough that I didn't -- and couldn't -- run into everyone I wanted to catch up with randomly in the halls like I've been able to in previous years. So the reunion aspect of SXSW might be effectively over.
That said, I did see some long-time friends (Harper! Kyle! Thomas! Srini! Larry!), attended a couple of great parties (including one hosted by Threadless, Etsy, and Moo -- and DJ'd by Flosstradamus), made some new friends, ate some good food, went to one of my favorite record stores, and moderated one awesome panel.
The subject was Online Advertising for Newbies, and we had a stellar lineup. Darren Rowse, Wendy Piersall, Jim Benton, and Rett Clevenger all stepped up to share what they've learned in terms of the earliest stages and steps of adding ads -- and otherwise monetizing -- blogs and small- to medium-sized Web sites. It was a standing-room only audience, with more than 100 people in the room. And if you're interested, Tris Hussey of MapleLeaf 2.0 liveblogged the session. SXSW should offer a podcast of the proceedings soon.
It was a great trip, and I hope SXSW makes it past the growing pains well!
This year's festival was probably 50-100% (my gut sense) larger than last year's, and I heard that attendance capped out at almost 8,000 people. That's too big. Last year's felt a little too big, but this year was big enough that I didn't -- and couldn't -- run into everyone I wanted to catch up with randomly in the halls like I've been able to in previous years. So the reunion aspect of SXSW might be effectively over.
That said, I did see some long-time friends (Harper! Kyle! Thomas! Srini! Larry!), attended a couple of great parties (including one hosted by Threadless, Etsy, and Moo -- and DJ'd by Flosstradamus), made some new friends, ate some good food, went to one of my favorite record stores, and moderated one awesome panel.
The subject was Online Advertising for Newbies, and we had a stellar lineup. Darren Rowse, Wendy Piersall, Jim Benton, and Rett Clevenger all stepped up to share what they've learned in terms of the earliest stages and steps of adding ads -- and otherwise monetizing -- blogs and small- to medium-sized Web sites. It was a standing-room only audience, with more than 100 people in the room. And if you're interested, Tris Hussey of MapleLeaf 2.0 liveblogged the session. SXSW should offer a podcast of the proceedings soon.
It was a great trip, and I hope SXSW makes it past the growing pains well!
Monday, April 09, 2007
Monday, March 26, 2007
The Former Future of Advertising II
I also recently finished reading Joe Cappo's 2003 book The Future of Advertising, which was published in conjunction with AdAge. When I emailed Joe in thanks for his book, his response solely poked fun at my name, but I'll try not to hold that against him.
More recent than Richard Adler's The Future of Advertising, the book is slightly more up to date and meets a very different need. So what did I get out of Cappo's tome?
Subtitled "New Media, New Clients, New Consumers in the Post-Television Age," the book does well to address and expand on the different aspects of what online advertisers work with. I found Cappo's writing about agency consolidation, the death of the commission structure, the bottom-line role advertising plays (especially the bit on "below-the-line" marketing), the allure of ad awards, and the need for integrated marketing to be of particular interest. I was less impressed by his commentary on the changing media landscape and potential role of new technology, but that's little surprise given the age of the book.
I can't find Cappo's web site right now, but the last time I looked, it didn't look like he'd done a lot since the book. That's OK. But it'd be great if people writing books about the future of advertising kept a hand in the business. I'm sure he has, but given his Google absence, it's not a strong hand.
And that's what we need to build a strong industry: strong hands.
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