In AOL’s acquisition of Millennial Media, what looks to be a bold move to finally getting into mobile advertising effectively, may be nothing more than a repeat of history. With the explosive growth in mobile phones and tablets, and the never-ending amount of time that consumers spend sucked into their portable screens, it would seem inevitable that mobile advertising would move on a similar growth trajectory. AOL thought so too. Eight years ago. So, we can’t have that short a memory as we have seen this play before.
Back in 2007, AOL purchased the first of the real mobile display ad networks, Third Screen Media, for $110 million. The idea of that acquisition made the company look ahead of the curve to the outside world. AOL saw mobile as coming, and acted upon it. However, the valuation at the time made the company look like it overpaid, and internally the pursuit of the deal was met with great disagreement.
In reality, Third Screen Media was an early house of cards in mobile advertising, with more bluster than substance. In perfect AOL fashion, instead of augmenting the new acquisition and leading the mobile way, AOL virtually disintegrated the company in the 24 months... Read more
PR has evolved. The ubiquity of social media and 24-hour access to journalists, bloggers, publications and blogs by practically anyone, combined with an increase in mobile games, apps, startups and new products launching every day, the PR game has changed significantly, resulting in a lot more competition.
PR is even being used for KickStarter and other crowdfunding campaigns to draw attention to products and services that don’t even exist yet! That was territory previously reserved for big brands, to build pre-order excitement.
Journalists and bloggers are being bombarded daily from all angles with phone calls, emails, Twitter pitches and other social media tactics.
Unless you're launching something that has brand recognition - like Star Trek - is amazingly disruptive or have a hilarious video or social media campaign at the ready, hold off on your PR pitches and press releases until you’ve built a newsworthy story, because very often, simply the fact that you launched is not newsworthy enough.
The old way of PR was to write a pitch and a press release, distribute the press release the morning of the launch, or maybe a week early to give the media a heads up, and pitch the media. The problem was, what if simply the... Read more