Daily Archives: November 11, 2010

#MonacoMF10 “Channel Busters” Video unleashed

Raj Amin/Co-Founder & CEO, Healthination
Allen DeBevoise/CEO, Machinima.com
Jim Louderback/CEO, Revision3
Ran Harnevo/CEO, 5Min
Jon Goldman/CEO, Qlipso
Alex Blum/CEO, KickApps
Moderator: Andy Plesser/Beet.tv

If you have an influencer in YouTube don’t underestimate their value in comparison to an influencer on Twitter & Facebook. The vast majority of video content is being discovered through “traditional outlets” like search. but if a publisher does a good job creating the content and building the SEO value you will have a very efficient means to distribute. The power is completely in your control along with your audience.

Hulu is the only vendor able to supply video at scale for advertisers to run against.

For brands as video publishers – syndication has to be part of your strategy. You are not going to be able to monetize it on one property. If you have quality distribution at scale – then you can create individual experiences that have high value. CPMs should be in the mid 3 figures.

Long tail content – it’s important to remember that some of the UGC can be of high value if you harness it.

Cable is around for a reason, because there is someone making the choice that it is good enough to be on TV. There is little to no curation on the web. Consumers want good content that is relevant to them.

Brands need to create content that is right for the consumer.

Break time . . .

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#MonacoMF10 “My Marketing” Mining the Social Graph

Reggie Brandford/CEO, Virtue
Wener Brell/Chief Digital Officer, Red Bull Media House
Eric Hippeau/CEO, Huffington Post
Mike Lazerow/CEO, Buddy Media
Mike Jones/CEO, MYSpace
Jenny Zeszut/Chief Social Strategist, Lithium (part of the acquisition of Scout Labs)
Moderator: Greg Stuart/Global CEO, Mobile Marketing Association

Social Media at Red Bull is about constant permanent conversation. It’s not about setting up a department with 100 people who are doing it – it is about the entire organization doing it.

People who are working in Social Media at the companies that are doing it well – Red Bull, P&G, Starbucks, etc. – have real people trying to respond with a real voice to everything. The mining of the social graph allows brands to respond to what is relevant.

Nirvana is not that you have enough people on the teams to respond – but that your customers are so engaged that they influence the conversation. Brands will start to own their audience networks and start engaging with them on their own terms.

For RedBull social media was a god sent gift. If you decide to engage you have to know the consequences and know there will be bad comments.

How do you quantify value? How much review have you driven divided by the people coming in through twitter. But it’s not the best approach to the medium. Earned/Owned/Paid – yes you can measure. The tools are in their infancy. In 2 years this will be the most measured marketing techniques.

The social page evaluator to show you what the CPM value is of your fan pages. Scaling the listening is easy – how do we scale the engaging? To scale there you need bodies – people to talk and engage. It would be a disaster if you outsourced your customer engagement.

RedBull – the worst thing they could do would be to scare the clients away. Social media is not about giving it to interns, it’s about training the organization in how to respond and how to deal. It’s not feasible to have everyone in one department. Give them tools and train them on the voice. But the organization needs to be trained in how to make content for the social space (AMEN).

Image posts are 82% more effective than text – so train your people to use images. Consumers’ favorite thing about a brand when they engage online is when there is a typo. It makes them believe it’s real!!

Wener suggests that social media is spoken about as a constant when actually it is a wave. We are riding a great wave with Facebook right now, but when it dies down we will need paddle out and find the next wave.

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#MonacoMF10 “Audience Factories” Where’s the money?

Kate Burns – SVP, Sales and Operations, AOL Europe
Carolyn Everson – CVP – Ad Sales Global Consumer & Online, Microsoft
Curt Hecht – CEO, VivaKo Nerve Center
Dev Patel: Yahoo, VP Advertiser and Publisher Solutions
Moderator: Brian Morrissey – Digital Editor, Adweek

Brian: How has the shift to audience based buys shifted the market.

Carolyn: The amount that we can target is good for advertisers and publishers alike. There will always be brands that will want big brand campaigns. Agencies are building their own platforms to buy the consumer. The industry is getting smarter and more efficient and there is a shift in the dollars that are brand vs. performance.

Kate: They have both content and ads reporting into her – which means they are holistic. It breaks the barrios of Church vs. State traditions. It helps to deliver great content and relevant ads. This also allows them to launch things faster.

Brian: Will the audience buying be remnant inventory?

Curt: Publishers are more open to being part of the networks. They are working with Yahoo! that allows it to be a reservation based system that is more branded. Ideally both organizations are lowering their cost of participation.

Brian – the chart we always see it time spent vs. dollars spent on digital media.

Carolyn: Brand advertisers still care about the environment they are in. Sight, sound, light. Digital has grown up as a DR media and we have restricted the creativity. If we were to start over how would we think about an ad mobile on the web. What is digital advertising going to look like? There is also not enough quality video content on the web. There needs to be a more robust environment for advertisers to play in.

Kate: There’s a lot of discussion on how to measure around engagement, but we haven’t made it work. As an industry we need to make it easier and more efficient for advertisers and agencies to play. AOL launched The Devil Unit (I’m on the consortium there) which is easier and more engaging and quick to get live.

Brian: Is it the creative holding it back?

Curt: When digital media started to take off it was the digital media guys – and they were in before the creative agencies. Now the creative agencies are getting involved. How do agencies operate on a Paid/Owned/Earned which is more than just placing ads.

Dev: The innovation on the creative canvas in critical. On sites with high traffic and high reach – the On The Mail Login Page is a “Big Ass” unit that is attractive to the advertiser. But what we can’t forget it what happens after the ad is clicked. We have to think beyond the GRPs. (AHMEN)

Carolyn: We are talking about PC – the right conversation is what is the ad experience across ALL ad platforms. The more we can work in that way the more we will win the brand dollars. This clearly makes the argument for a unified reporting metric. It’s a very confusing landscape. We as an industry have to make this easier across platforms.

Dev: Whatever form or channel a user is engaged we must understand unique reach and what are the types and levels of interactivity and what are the effective sales.

Curt: CPMs and Rating systems play a role of currency – but what is the most important metric to the client. The marketer will start to look at the additional data, because now they understand more about how it’s driving their business. We are going to see easier things happen, but harder things on how we connect it back to the marketplace.

Brian: What is going to save the CPM?

Kate: There is a plethora of UGC and it makes it hard for brands to navigate.

Carolyn: How do you get quality content? You can get traditional media – that needs a bigger megaphone to get to users. And then there are other aggregators out there. They are working closely with the agency to get quality content from the brands themselves. Traditional Media – Aggregators – Brands – they are the 3 sources of content.

Dev: Agrees this is the source of great content.

Curt: There is a lot of supply of video – probably more than we realize. How do we use data to get to the right video.

By the way there is a “What Muppet are you?” theme happening here this week. Carolyn went with Snuffleupagus.

Personal Note: I like Carolyn a lot – it’s nice to see someone who has a lot of my same thinking on this panel.

Lunch Time: Back later . . .

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#MonacoMF10 “Cloudy, with Apps” making content pay

Chris Ahearn – President Media, Thomson Reuters
Eric Hippeau, – CEO of Huffington Post
Scott Dinsdale – EVP Global Digital Operations & New Technology, Sony Music Group (longest title ever)
Sara Ohrvall – Director, R&D, Bonnier
Moderator: Michael J. Wolf – Founder & MD, ACTIVATE

Can I start by saying that Scott looks like Fabio πŸ™‚ And I mean that as a huge compliment.

Scott: Fundamentally what has changed is user experiences. It’s about a tremendous amount of experimentation. Understanding that consumers want great experiences. We forget how innovative the CD was in its time. He’s talking about Spotify – they are starting to see the long tail – in that the great song from 1972 is starting to get play again as it gets rediscovered. He has a friend that wrote a book – “The Flaw of Averages” – which he says is the problem with the media world. We need to be careful how we look at metrics.

Michael: How do you go after the newspaper market?

Eric: Made a decision not to charge users. My question is, ever? Last month they published 3.5 million comments from users – all moderated. The claim is that quality content gathers a high quality audience. We’ve lost trust in congress, in Tiger Woods, in Toyota. The big brands recognize that they need to engage with the high end users that are attracted to the Huffington Post content. The news category that has tried to charge for content (with the exception of WSJ) has had a bad experience. Today they are creating some new social marketing efforts on HuffPo that will allow users to engage with the content in new ways.

Chris: Mentions to Eric that he might not want to take such a strong stand on NEVER paying for it. And accuses him of being a new aggregator and not a news creator.

Eric: HuffPo has 75 professions journalists (hiring 25 more), 2/3 of content is created by HuffPo.

Michael: Sara, explain how you replicated the magazine.

Sara: MagPlus – was designed to re-engineer how the magazine was published. They launched Popular Science on the iPad. It’s not a replication of the content it’s a new way of looking at the data. Don’t call it a replication – she will get offended πŸ™‚ It’s a relaxed curated experience with story telling with a start and end people are willing to pay for the content.

Michael: Can free and premium co-exist?

Eric: Why would I want to charge my best customers and not charge the others? Eric is on the board of a company that runs hotels. The cheaper the room the more amenities you have. But if you go to an expensive hotel you have to pay $20 for Wifi. From his POV when you have modified paywalls, giving 1 or 2 pages for free and then more will cost you.

Sara: If you create a different experience that might live somewhere else people will pay for it.

Fabio/Scott: The 13 – 25 year olds aren’t used to paying for music. The notion to get them to start to pay for certain features. You have to understand what is going to be attractive to your audience.

Chris: Thinks that Free and Premium can co-exist. The idea is to create one level of entry for all content forms.

Eric: Mature products like WSJ when you get to a certain point it starts to cost more to acquire new customers.

Michael: What’s the next wave of businesses that will allow people to consume and pay for content?

Eric: Social commerce is content. Gilt and GroupOn and others hire content creators.

Sara: Things like Spodify will grow. Core competence of media companies is to communicate with a very specific audience.

Michael: 1 minute bottom line. Where is the world going?

Scott: There is a recognition that artists deserve to be paid. There will be huge mass market penetration of music.

Sarah: 4.1 Billion applications will be downloaded. Her advise is to launch and be there. Consumers are willing to pay $2 – $4 for magazines but there isn’t enough content applications out there.

Eric: News wants to be free = you can’t put that genie back in the bottle. It’s a growing business, in part because they’ve been able to attract a younger audience and advertisers will pay for it.

Chris: People will pay for content. If publishers innovate.

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#MonacoMF10 Out of the Box – TV absolutely everywhere

Opening Presentation by Booz & Co.

TV is still the global mass medium – it is the most widely penetrating technology. Its contested, not by the Internet, but by Mobile. The technology is out there – are the consumers adopting it?

Usage numbers out of the US. Watching TV in the home: 140 hours/month; Watching Time shifted TV 7:54 hours; Watching Video in Mobile: 3:16, Watching Online 3:24, Watching on Internet or PC 27:32 – about 10% of total TV has shifted to “off the box”. What does it mean?

Panel:
Michale Comish – CEO, Blinkbox Entertainment
Daniel Heaf – Digital Director, BBC Worldwide
Patrick Walker – Director of Video Partnerships EMEA, Google/Youtube
Jan Wareby – SVP & Head of Business Unit Multimedia, Ericsson
Moderator: Satci D. Kramer – Editor EVP, ContentNext Media

Staci: Google TV is tied to the box, but how to take it and make it make money?

Patrick: The content is being distributed and as the bandwidth increases the consumption of long form content is usage. YouTube Mobile Usage is larger today than YouTube Web usage was 5 years ago. Consumers are shifting how they are using TV. By using a laptop or a mobile phone while watching regular tv.

Patrick: The rights and contracts are having a challenge keeping up with the changes in technology. Google doesn’t think they have done a good job of communicating what Google TV is or isn’t. It’s being blocked by Fox and many other stations – “you mention people are block us. they are blocking themselves from being seen on us.” Got a good laugh from the audience. But a good point – users will find an alternative way

Staci: Will Google pay re-transmission fees? Patrick: Google sees themselves as a neutral source for accessing the data that is the show. They aren’t rebroadcasting anything they are just a conduit. Interesting POV.

Patrick: Without Google being involved TV is going to the web. They are just enabling the process.

Audience Question: How do you see the consumption of media changing now that it’s on a smaller devise.

Patrick: Being able to access both the mobile content and TV content to have a more enhanced TV experience.

Staci: Will consumers pay extra to have access everywhere?

Panel says: Yes – it’s about paying for a coherent user experience. And the advertisers are willing to pay as well.

Coffee Break – NEED THIS FOR REALS!!

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#MonacoMF10 Opening Panel “Air War” is the web passe

Hugo Barra – Director, Mobile Product Management, Google
Christian Hernandez – Head of International Business Development, Facebook
Ilja Laurs – Founder CEO, GetJar
Raoul Roverato – VP New Growth Businesses, Orange
Moderator: David Rowan – Editor in Chief, WIRED UK

Top 25 Paid Apps on the iPhone people are spending on average $1.27, on the iPad it’s $5.37 – sounds like a great opportunity.

L’Orange is promoting apps as part of the mobile bundle.

The panel agrees it’s impossible to build creative for every platform. The consumer is spending money on the private platform (Apple) although Apple has made some massive changes to the terms of service and allowing apps that are more social including VOIP.

What you want to do with the application is critical – if you want something standard a web app is fine. But if you want to do video and other things then you are going to need to custom create the app to each device. France has 3 million users of mobile television. Ultimately there will be consolidation of mobile platforms – there needs to be competition so that only the best survive and they are forced to be open. It’s a shift of power 4 – 5 years ago the operator was the gate keeper – and now the OS provider is the gatekeeper to the consumer.

Facebook’s future? They didn’t set out to build the world largest gaming platform, but it happened. They are now the second largest driver to media sites. They are trying to make it easier to allow developers to bring consumers from web to wireless seamlessly.

Audience Question: Is Google working on a social network called GoogleMe to compete with Facebook?

OOHs and AHHs from the audience – answer is NO. They think of social as an ingredient of the experience on a vertical. Google has made it more difficult for Facebook to access GMail info – and TechCrunch has covered the whole story. Obviously and uncomfortable moment on the stage here in Monte Carlo. http://tcrn.ch/aN8MTp

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#MonacoMF10 The New Wave

The New Wave

Buddy Media
Only 1/4 of all Facebook users are in the US. Featuring Starwood Hotels. There are 1,000 hotels and they are all using Buddy Media to create custom pages, managed by the individual hotel managers. “You’re not going to build blog software to start a blog. Why would you build Facebook tabs from scratch.”

Newspaper Direct – we are all getting a gift of 1 year of newspapers from Igor.
They have 2,000 newspapers from 94 countries. They are all available for distribution on the digital network before they are even printed in their local country. Press Reader is the app. It takes you to a store where you can choose the country and order the paper. It’s not the website – it is the printed version of the physical paper. It is optimized for the platform on which you are accessing it. You can navigate the pages in a carousel and zoom into a story. and if you click on a story title it will give you a plain text view of the article. You can also listen to the paper being read to you and you can share via email, Twitter and Facebook. The next generation that is white labeled for the publisher is a combination of the Web based content and the physical paper in one app. The Arkansas Gazette is an example of this “super app”. The new Galaxy Tablet – the Samsung Android tablet was rolled out in Europe this week and the app is built to work there as well. Spencer comments, “this could be the thing that saves old media.” Check out PressDisplay.com to see how they are experimenting with the possibilities.

Clicker: Based in LA and San Francisco, Paul Whirley COO & Co Founder.
Clicker is a programming guide for internet streaming television and movies. The goal was to design what TV Guide would look like in a full streaming world. It’s a database that can be pivoted and queried for all available content and brings in social conversation from your friends about shows. Clicker.tv is wrapped to allow you to view from your couch. It’s an affiliate based revenue model. They raised 8 mil. in October 08 and in February they raised another 11 mil.

L’Orange: Patrice is going to show off 24/24
Do you know when the first newspaper was published? It was 1631 just after Gutenberg inventing the printing press. In 1980 you got the first dedicated news channel on TV which was CNN. 24/24 Actu by Orange TV, Press, Radio service 100% dedicated to news. It’s about getting the news when and where you want. It works on your computer and all mobile devises. Every screen has been custom designed for that screen. 2424actu.com The search brings everything from all channels.

XBox Kinect Hub
Let me simply say – Oh Hell Yeah I Need One Of These!!! Alex it’s a good thing you don’t read my blog this may be your birthday present πŸ™‚ I’m going to play with this live this afternoon – expect that I will write a full post about that experience later.

Mini Tycon Casino Mobile Social Game by SGN
Passed Farmville to be the #2 game. It’s a casino game. There are few former EA folks that are working on the social game. The vision is to bring social playing into mobile. They are planning on building other apps that will be part of the world. Restaurants, hotels, etc. You can hire your friends to work in your casino. Millions of dollars a week are getting made by companies with these social apps. There are tens of thousands of simultaneous games at once. At most they have had other games that had a million simultaneous players.

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