Tagged 'network'

'Gifs with Benefits': Redux CEO Sangita Verma on New Video-Sharing App Riffsy (Interview)

Posted by Rick Mathieson on July 17th, 2013 at 6:07 pm

It's simple to the point of, "duh."
Since the advent of the Internet, accessing video has largely meant viewing a still image and a text link that you had to click and then wait to load before deciding on whether it was all worth the effort.
Berkeley Calif.-based startup Redux is out to change all that, with a new app-cum-social-network called Riffsy, an iOS app which launches today on the App Store.
The brainchild of Internet prodigy David McIntosh (left), who was recently named one of Business Week's Top 15 Entrepreneurs under 25, Riffsy makes it easy to create "riffs" - which are 10-second looping video previews that give you an idea of what you'll see when you click through - or as CEO Sangita Verma puts it, they're "gifs with benefits."
These riffs click through to the original source content, as a means by which users can share video of interest (which, to be clear, is not the kind of user-generated video you see with Twitter's Vine; instead, we're talking mass media content, captured and shared with an easy-to-use tool).
For users, a riff is sometimes meant to represent a full expression in itself - a kind of video emoticon borrowing from easily recognized... Read more

Hey Media Guys, Bad News. It's The Creative. Don't Despair.

Posted by Matt Rosenberg on June 28th, 2011 at 5:42 pm

Many of you have heard it, some of you have said it: "This campaign is under-performing the last one we did in this placement so we're pulling it and reallocating to a new publisher." Or there's the flip side: "The placement is blowing the roof off the same one we bought last time, we'll definitely keep buying it."
The premise of these sentiments is that the hole in the page is responsible for the success of the campaign. However, there is a much more obvious difference-maker. It's the creative.
Yes, there are wonderful placements (big, above the scroll, on pages with high natural time spent, closely aligned with audience passions) and crappy placements (tiny buttons, below the scroll, invisible). But a piece of inventory never created an emotion. It is the creative that either earns attention or doesn't, moves people to action or leaves them cold. An ad with a compelling message will do better than a coupon to sample Soot Cola in the same placement. Late last year, comScore released a finding that the creative is 4x more responsible for the success of a campaign than the media plan.
Media agencies hate hearing that. ... Read more

Fox Knows The Score

Posted by Matt Rosenberg on April 3rd, 2011 at 6:54 pm

Fox is a very self-aware company about the trouble the network TV business is in. First, the network reacted to Cablevision taking them off the air in a carriage fee dispute by blocking Cablevision ISP subscribers from Hulu, showing that they understand that the network is unnecessary if you want to watch Glee. Now Jim Gianopulos, the chairman of the 20th Century Fox movie studio is scolding cinemas for annoying customers by cluttering the pre-show screen with ads when the audience is used to being able to skip ads with their DVR.
The irony is that theater owners are doing the thing that TV networks used to be able to do quite well: monetize a captive audience. Mr. Gianopulos told the truth -- people don't like having their attention hijacked. Just because they are captive doesn't mean they will accept being hawked at.
The NY Times article that reported this implies that Mr. Gianopulos issued this statement as a partial explanation for the 20% Q1 decline in theatrical revenue. If people are so upset about ads screaming at them that they will avoid seeing a first run movie in its exclusive theatrical run, what does that say... Read more

Interview: AKQA CEO Tom Bedecarré (Pt. 2) – On Nike, Visa & The Surprising Power of Facebook

Posted by Rick Mathieson on September 4th, 2010 at 7:27 am

More from my source interview with AKQA CEO Tom Bedecarré, for my new book, THE ON-DEMAND BRAND.
In part two, Bedecarré talks about some of AKQA's all-time greatest initiatives, beginning with the Nike PhotoID mobile app (see video above). Along the way, we'll learn that for all the hype that surrounds Facebook, Bedecarré believes it remains grossly undervalued by marketers.
Tom Bedecarré, CEO, AKQA (Pt. 2): Nike, Visa & the Surprising Power of Facebook

>> Click Here to Listen to Audiocast <<
(Approx. 5:10)

The future of online display – A tipping Point?

Posted by Osman Bangura on April 23rd, 2010 at 12:00 am

Is the banner dead? Think again! If you are denying the tipping point of display, I will say, think deeper. It is the rebirth of display. It's evolving; with an integrated approach in an industry where the essence of DATA can no longer be ignored. Online display ads play a bigger role in every marketing mix.
In the last 2 years, the interactive advertising industry witnessed a number of changes, which for some players led to serious decline in ad revenue and for others the formation of a new landscape that will play a significant role in changing the way business is done in online advertising; namely: the importance of data and the role of online audience in digital advertising. Faced by one of the worst recessions and economic downturn since the "Great Depression", advertising budgets declined dramatically. Advertisers chose for more measurable formats with prospects to increase their overall ROI in advertising. The shift from traditional media to online fueled some amount of growth in online advertising despite the crisis. Search maintain its position as the largest online advertising format by revenue, accounting for nearly 50% of total online ad budgets in many major online ad markets.
Not... Read more