Archive for March, 2009

Top 10 Headlines for April Fools!

Posted by Adam Kleinberg on March 31st, 2009 at 12:00 am

The Ides of March have come and gone. Today's the first of April and the news is so hot, it's sizzlin'. Check out this mornings headlines!

This morning, Apple announced that Woz is returning to the company. To celebrate they have launched a new iPhone app that actually makes bacon.
In a press conference this morning, Michael Dell addressed the creation of single-client agency Enfatica. Mr. Dell was quoted as saying, "Boy, that was dumb."
Twitter monetization strategy revealed: porn.
Hulu introduces the world's first $6,000,000 CPM with bionic tracking.
AOL just gives up.
Alex Bogusky decides not to do any more interviews. "It's really about the brands, not me" said Bogusky, "Really. I mean it. No, really. I'm serious. Really."
Tonight on Spike TV: Guy Kawasaki and Robert Scoble battle to death in a steel cage to decide who shall be The Ultimate Twitterer.
More stimulus pork exposed: Congress earmarks millions to stifle mass whining about Facebook redesign.
Obama proposes to bail out ad industry. "This will complement the government's new auto business," he says. "Now we can do advertising for our Used Car Sales Event."
GM top spot goes... Read more

Is Reckitt-Benckiser's move the dawn of a new day?

Posted by Rich Cherecwich on March 31st, 2009 at 12:00 am

At the iMedia Brand summit in February, half of the assembled brand buyers said they planned to "heavy up" on measurable, ROI-driven strategies during the recession, and we're finally beginning to see some companies follow through.
The news today is that Reckitt-Benckiser, the parent company of brands such as Lysol, Mucinex, and Clearasil, will move $20 million slated for TV advertising and spend it on online video.
ROI was the driving factor for Reckitt-Benckiser, and the company is choosing to serve its ads via video ad networks rather than buy on premium web video sites, like Hulu or CBS.com, because ad networks offer lower CPMs.
All things considered, $20 million is just a drop in the bucket of R-B's overall ad budget. The company spends more than $400 million on TV advertising annualy, and $20 million is only 4.1 percent of its overall $475 budget. Still, it's encouraging to see a corporation take the plunge after spending less than $1 million on the web last year.   So what do you think Reckitt-Benckiser's decision will ultimately yield?

New Buzzword: 'Browser Blur'

Posted by Adam Kleinberg on March 30th, 2009 at 12:00 am

There's an important trend that we're all experiencing, but has not yet made the radars of most marketers. I call it 'Browser Blur.'
Browser Blur is the blurring of the lines between online and offline, between the web and the desktop (and, yes, I made it up).
From the Browser to the Desktop
On one hand, applications that pull content from the web are no longer sentenced to live inside the browser. Those prison walls are have been broken down. The best example of this is iTunes. Apple may not have "ads," but they certainly market plenty in the iTunes Store. I'd be willing to bet that a good number of people reading this are accessing Twitter from their the desktop without launching a browser via Tweetdeck, Twhirl or Seesmic.
Take a look through Dashboard Widgets on Apple's website. Brands from Virgin Atlantic to Petsmart to MSNBC have all created small branded applications that stream content to your computer without ever launching a browser. Microsoft has Gadgets (basically Widgets for the PC) in Vista and has hundreds of them available for download on their website.
This is an incredibly powerful tool for marketers because users choose to download these... Read more

Manifesto As Marketing

Posted by Rob Rose on March 30th, 2009 at 12:00 am

So, today I was asked for my opinion for an ECommerce Times article on the the Open Cloud Manifesto (and all of the surrounding hubbub)  - and I can't help but be reminded the family vacations I would take when I was a kid. So, picture us - traveling down the highway in the giant, wood-paneled station wagon. And instead of me and my sister in the back seat - it's Microsoft and IBM/Sun.   IBM is sticking their finger just inches in front of Microsoft's face and taunting "I'm not touching you, I'm not touching you!!"

If you're not familiar with the Open Cloud Manifesto - it's basically a six-page statement of principles calling for anyone who is going to offer cloud services type technology services to keep the services as open as possible and encourages data portability as well as interoperability for customers to switch service providers.
After actually reading the Manifesto I have to say my conclusions are that it's:
A) thankfully short B) woefully short on details c) pretty clear that it's directed squarely at Microsoft's plans in cloud computing.
So, this is definitely an example of "manifesto as marketing" - where a smart marketer proposes something that sounds like an... Read more

Will YouTube's facelift flourish or flop?

Posted by Nanette Marcus on March 30th, 2009 at 12:00 am

YouTube will unveil a new look April 16 in an effort to further the divide between its premium content and the user-generated stuff. The tabs that currently read "videos," "channels," and "community" will be replaced with movies, music, shows, and videos.
Allow me to make a broad generalization by saying most folks don't go to YouTube for much other than UGC stuff, so it'll be interesting to see how YouTube's new presentation will impact the way the audience uses the site. YouTube isn't known for its current TV content like Hulu is. As a matter of fact, a quick trip through YouTube to find TV content yielded nothing. No TV channel or category? No wonder Hulu has captured that marketshare.
YouTube's facelift may make it more appetizing to advertisers who don't necessarily want to be seen next to unsavory videos, but will it scare away users who turn to YouTube for their homemade attempts at fame and fortune, or perhaps turn off the viewers who like the casual hodgepodge of low-budget and often low-quality video content? YouTube is where I go for my nostalgic fix of Sesame Street's Operatic Orange (don't laugh -- y'all have your cheesy content... Read more