Daily Archives: November 12, 2010

#MonacoMF10 “Sky Writing” Building brands in a mobilied world

Cathy Davies – VP, Brand & Communications Global Marketing, Sony Ericsson
Babs Rangaiah – VP, Global Communications Planning, Unilever
Greg Stuart – Global CEO, Mobile Marketing Association
Moderator: Michael Kassan – Chairman & CEO, Media Link

Babs: It’s the very early stages of mobile. Launched as an original iAd sponsor. Created a great app for Ax. Most guys use the phone as their alarm clock and so created an app that let’s the young boys get woken up by a sexy voice. It had millions of downloads in both India and Japan. iAd was an expensive proposition, but they felt that Apple really understood the smart phone and they could really help with design.

Michael: Cathy do you look at Mobile as interrupting or enriching.

Cathy: People do sleep with their phone within an arms reach. It is an enriching experience as people have a very different relationship with their mobile phone. Her mobile agency told her that “Mobile was like teenage sex. A lot of people are talking about it, few are doing it & fewer are doing it well.”

Babs: We’re not doing enough in mobile to measure everything. There are 4 – 5 billion phones out there but only a hand full have mobile internet. Unilever ran a print ad that was missing a piece and you SMSed a short code and got the rest of the ad unit. SMS is something almost everyone can use. The creativity with mobile can come from technology itself. There is an ice cream business – that if you smile at the app and it has smile recognition – the app will give you a coupon for free ice cream. You can’t just translate other media into mobile – it has to be native to the app. The right model will come based on consumer usage. We will look back 10-15 years from now and see how rudimentary everything is.

Cathy: Mobile has the ability to create impact over reach. It’s difficult to work with all the stake holders to make it work – but access needs to come for measurement.

Michael: Cathy you said no brand is an island anymore. Your a brand and a manufacturer. How do you wear the two hats?

Cathy: We have a great opportunity to enrich the consumer experience in the handset. As a mobile provider we want to stitch together all the applications and allow people to take their whole life with them in their mobile. Our challenge is to be the glue or remote control in the consumers life.

Greg: Digital media creates friction. There are horror stories about the fact that agencies can buy 100 Million dollars worth of TV with 1 person but 100k of digital takes 10 people. (AMEN)

Michael: What’s the role of the agencies?

Greg: Just like internet – mobile is not a medium, it is an amalgamation of mediums.

Babs: There are a lot of specialty agencies popping up and they make sense. The creative agencies are needed for creative – they are all willing to do it, but it’s an issue of business models, focus areas and talent. If you want to be innovative in the beginning you have to have Specialty Agencies to make it work. They are working with Joule (go Ben) and they are rock stars!! Some creative agencies have really upped their game. Talent, collaboration, focus and business model are key.

Cathy: We all understand how consumers will consume media in a “stacking” way. When you go out to a specialist – you can use your paid media be an amplifier. She is focusing on Paid/Owned/Earned – Paid media is for amplification.

Babs: In the end, you have to go back to your core agencies.

Audience Questions: (ME) Agencies are only as innovative as their clients are brave! How do we push clients to not leave great ideas on the cutting room floor?

Babs: Marketers are still not all there and a lot are falling back on standard things that are comfortable. Part of it is the idea of living the space. Getting all of the executive leadership to go to Silicon Vally and get immersed in the media. There’s a handful of people at brands and agencies that are leading – trying to institutionalized that across large companies are hard, but great opportunities. They are building media labs in all of their offices around the world so that people can go into a room with the latest technology and no firewalls so people can really live the medium.

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#MonacoMF10 “Ones & Zeros” making digital work

James Murdoch/Chairman & Chief Executive, Europe & Asia, News Corp
talks with Aryeh Bourkoff/Vice Charimain, Global Head of TMT, UBS

James: It is a time of incredible pace in the media business. The competitive set is so much broader and so much more global. On the ground you compete in a town. For NewsCorp – they are an international business. About 1/2 of the revenue is outside of the US. It’s about discipline. There is a lot of passion about newness – and it’s about stepping back and figure out what works. Take meaningful risks and figure out what works. When you are in a global business – there are only so many balls you can have in the air at one time. Keep things reasonably limited – you won’t fail at NewsCorp if you take a risk and it goes wrong. You will fail if you don’t do anything.

Aryeh: It was early 2004 when James was named CEO BSkyB. James changed strategy and went for 10 million subs – stock when down 24% in one day. Take us through how you thought through that.

James: We hit that goal a while a ago. There is a reason why being contrary is a better idea. Sky is still a young industry. Once you start to stand still in an organization it gets hard to innovate. When you take a big risk like that the community divides. It makes it easy to separate the wheat from the chaff even internally. It’s extraordinary that a team of people can bend an organization to a goal. Is the culture about growing and innovating or is it about protecting the status-quo. Digital TV is brand new, and the business models are delivering more choice at lower costs to consumers.

Aryeh: You’ve been called NewsCorps first New Media Executive. How are you thinking about the next 5 – 10 years down the road.

James: We look at the competitive set. It’s more global and much larger. Looking at Google and Apple – and Apple is 10x the size of NewsCorp. There is risk there. BT announced results yesterday and they are a competitor too. In order to compete you have to invest more in content and technology at a faster degree then we have ever done before. It’s not about the old competitive game. The whole framework in how we think about industrial policy in Europe has to change.

Aryeh: How are you thinking about monetizing content around the world?

James: First rule is that if you are going to monetize something, your should probably not give it away for free. In the digital business – we are happier to have fewer paying customers. We would like to have more – but we have to work hard to convince them and prove value. The advertising business assumes that 100% reach is needed, but that might not be the case. In Europe and Asia – 70% of revenue is subscriber base. We have 20% market share in advertising in India. One of the problems in the online business is that the key metrics are not creating value for them. I was surprised that people got worked up over Unique User numbers as compared to competition. Wrong metric. You can’t start to develop a retail model until you have a price. Digital TV will look like cable channels. We are investing in retransmission consent in America. You will see a shift in margins – there is a transfer of value going on.

Aryeh: Isn’t it more challenging to create that margin online?

James: If you look at The Times in the UK. It’s similar to a monthly subscription. You are happy to pay for a service that will put the product in front of the consumer in an iPad app in the UK. The problem with the apps is that they are MUCH MUCH more cannibalizing the print publication.

Aryeh: Vertical integrations is coming back. India is a fast growing market.

James: There are lots of good arguments from a customer POV for vertical integration. A set of products to sell is a much better angle than being one dimensional. We don’t pursue vertical integration exclusively, but in priority markets it makes sense. India is a good example.

Social Media, MySpace, Cord Cutting and The German Market – 3 questions from the Audience

James: MySpace & Social Media – is in a hugely competitive space. All of the businesses should interact with social platforms all the time and they are. Social networking has been an incredible change in how the web works and it’s profound. The world is a lot more nuanced and the interplay between the content and the social networks than we normally think of.

For Cord Cutting – 12-18 months ago you had the beginning and end of the digital switch over in the US when we turned analog off. When you look at new competition for video distribution, there are questions of price, bundling packages, and customer service, etc. – the big issue is that the basic packages are broken down in a different way in Europe than the US. People will continue to pay for great programming. There is a great deal of investment going into production. The big question is will a-la-carte pricing grow? Places like Japan that have worked this way the platforms haven’t grown and it can get very costly to the consumer. But the competitive landscape will work that out. It doesn’t matter if the cord itself is cut – watching on the tablet or PC – the business model will be about subscriptions and bundles.

The German Market – there is a strong PSB – the public services in German are the best funded in the world. There is less choice in Germany than there can be. Sky is picking up – we have 12 early channels there, we have PVR (SkyPlus). If we can be successful and get in there – we can be successful.

My (Shenan’s) 2 cents – James Murdoch is an impressive speaker and this was one of the best panels I’ve watched.

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#MonacoMF10 “Mobile First” Be there now

Sorry this is my typing and trying to keep up – these things are very cool things that make me want an Andriod phone. I know we talk a lot about Google getting too big for their britches – but they are making some great innovations that will instantly go to the masses.

Keynote: Carlo d’Asara Biondo, VP Southern & Eastern Europe, Middle East & Africa, Google
Hugo Barra – Director, Mobile Product Management, Google

3 Big Bets

1) Betting on the Web – we believe the web is open and growing. As such they are promoting HTML 5 to keep it open. Chrome (came out 18 months ago) speed is key to the experience. It is 5X faster than when they launched it.

2) Betting on the Cloud – it allows us to live in a world that is more open and more engaging. Now we have Chrome OS. They want an OS that opens in 5 seconds (it’s currently at 8 seconds).

3) Betting on Mobile – yes they have placed a huge bet on Andriod. But today we want to talk about mobile computing.

Mobile Supercomputing.

Voice Recognition: Just a couple of months ago they launched Voice Actions . . .
Example: Wired voice recognition and local search together. Click on microphone. “Call Four Seasons Hotel in Paris” boom is calls!
Example: Click microphone button. “Send text to Robert Hamilton I’m almost there meet downstairs in 5 minutes” 1 second and text is sent.

Google Translate: On an Andriod Device you have Google Translate today. New feature – (only been shown once before) it’s highly experimental. Two buttons on the device one for each speaker. It easily translates back and forth between the users.

Google Goggles:
Take a photo of anything and it will translate the text to a language you understand.
Potentially a great break through in advertising.
Most ad dollars are spent offline.
Goggles can bring the offline online.
Showing a WIRED magazine. Shows and ad of SKY Vodka. Takes a picture of the ad using Goggles.
Can easily run a search based on the ad and take you to the sky site. (no special marks, no QR codes, etc)
Take it one step further.
They want the advertiser to have the chance to choose where the user goes when they click on the ad.
Example: Photo of spread on Buick. Gives user 3 options – a custom link given by Buick to drive the user to a custom page, and then options to surf the web.

YouTube Lean Back – users can search, or use down arrow to browse videos recommended by YouTube – works on any browser today.
Earlier THIS WEEK – they launched YouTube Remote – allows you to control the YouTube Experience from your phone. Can speak a search.


Making information easily and accessible will continue to be Googles vision for a long time.

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#MonacoMF10 “Analyze This” What do we know & when do we know it?

Magid Abraham – CEO, comScore
Steve Hasker – President, Media Product Leadership & Advertiser Solutions, The Nielsen Company
Jeff Lavick – President, Global Advertising & Strategy, AOL
Eran Shir – Founder & CTO, Dapper (now at Yahoo)
Moderator: Dave Morgan – Founder & CEO, Simulmedia

Magid: Getting dollars from TV will be the challenge. We need to get away from click rates – they are an antiquated metric.

Eran: Consumers expect ads to become a valuable part of their web experiences. Advertisers trained consumers to regard it as the least valuable experience. But we are starting to move back.

Jeff: We view data as important, but as directional. Data can’t help us understand the creative value. What consumers find beautiful and engaging.

Steve: Any CMO will tell you they want to make better decisions, and they just want the data to do that. Most feel they are swimming in data, but need it to be actionable. We need more than just cool analytics.

Dave: Do you think we are going to see the web move more like TV with just 1 or 2 currancies, or will we have lots of secondary currencies? (ie: CPA, CPO, etc)

Steve: Most people said they didn’t want to get tied to metrics that looked like TV. And what’s changing is that we are moving into the direction of web looking like TV on the metrics

Jeff: Ad units that we have today were created by engineers not marketers – so AOL is looking to reinvent the ad unit space and make it more interactive and engaging.

Dave: What do you expect your companies to be?

Steve: They think about being the highest producer of high quality information. Looking to be the online version of Conde Nast offline – beautiful experiences of information and content.

Magid: The notion of currencies on the web have been the ad server, not ComScore and Neilsen. 50% of impressions served are not actually being seen by the user. They want to be the Google of Analytics – the way Google organizes the worlds knowledge. They want to help deliver the right analytics to help people deliver more value, creating more monitization. The average Facebook user on mobile is a heavier user then they are on TV.

Eran: (Has been with Yahoo for 3 weeks) Advertising is just content. You have published content and advertising content – from the consumers POV it’s the same thing. If you open up a web page and the ads are not the best part of the page then the marketer has failed at their job.

Steve: If you take a great advertiser to a publisher – they would be happy to take the great advertiser for half the price.

Eran: Data and technology are there. The issue issue is that the ad industry has just not adapted. He wants to do what Google has done for Search and wants to do it for the Web.

Steve: They want to be a vastly improved Nielsen combined with a McKinsey. Not being a consulting firm, but being more insightful and leaning forward. They want to be better at integrating 3rd party data. Need to be better at client service, and the industry needs to get ahead of online mobile.

Jeff: There are more variables than what we current measure. Can we better understand the correlation between web and TV. The two mediums do work together – it would be great if we had a measurement that weaved through all of it.

Eran: The most critical measurement point is the attribution funnel – offline to online and more. Data is everything, creativity is important, but ideally it gets scaled by data. Ideally the consumer will see the ad as a valuable form of content. The reason banners are in a box today – is because publishers don’t want to be associated with that “non valuable item” on the page. The banner needs to provide experience to the user?

Magid: One of the metric that is lacking is evaluating the creative. TV does that very well, you test it, before you role. 50% of effectiveness of an ad is the creative itself and 15% is the medium – yet when it doesn’t work its the media that gets blamed. The metric that will matter in a cross media world will NOT be GRPs. A next generation media mix model, evaluating effectiveness, and focusing on the consumer and the best place to reach them.

Steve: We need to start with a metric that is largely on TV. Next year they will launch a GRP model for online. Hoping that this will set a level playing field.

Steve: We would like to do more open source data crunching, but not there yet.

Audience Question: Too much data sometimes distorts and confuses investment making.

Magid: Yes – you can get analysis paralysis. Part of their job is to create tools that get you the important numbers you need.

Esther: What is Nielsen doing to protect privacy (based on WSJ article) and respect for contracts and Terms of Service.

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