Category Archives: Industry

#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 “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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#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 “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 🙂 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 🙂 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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iPad Additional Thoughts

Ok – so now that I’ve had it in my hands (and not my daughters) for the past few days I have a few updates on things that are good/bad.

Design
Although it is sleek and sexy it is also a bit heavy – in comparison to my Kindle. I noticed this especially as I was holding it up to watch a movie. Granted I don’t have one of the apple covers that props it up, so that will help, but when you are laying in bed and on the verge of falling asleep it starts to weigh you down. The lack of a user facing camera is also a bit frustrating. I want to be able to video chat.

Software
Speaking of video chat – why isn’t iChat installed? I think a three way iChat on this devise would be AMAZING!! Being able to multi-task between applications would be another great feature – maybe by creating something like Spaces? Keynote is great fun, but I can’t figure out how to import my existing files and the lack of a USB is making things a bit of a challenge.

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Usage
All of these little speed bumps aside – the experience of working with these applications on this devise is nothing short of sensual. I’ve fondled a few sexy computer devices in my day, but this one takes the cake.

Applications & Advertising
The first iPad specific ad unit I’ve been able to find is on the NYTimes app for Chase where I can sign up for a credit card. I do very much like the Editors Choice app for the NYTimes – it’s all the same writers I usually read anyway so it’s great content, just further curated. The Gilt Group app is amazing and I would argue a million times better than their site – it’s fast and it makes me want to do nothing but shop. I was a bit disappointed in the GQ app, as most of the ads just said click through to website – which for many of them lead to a flash based site that isn’t viewable on the iPad. The Burberry ad at least said “Watch the Video” and it was a seamless integration – well done. Cool Hunting has a great app that is fully sponsored by Cadillac – great integration (look for the Cadillac logo in the bottom navigation) and nice content sharing.

Overall I am still loving it – despite my few challenges. I’m sure I will love gen II even more.

PS – best feature I’ve found is a button on the Wake Screen that looks like a flower in a frame – it turns the iPad to slideshow mode for whatever pictures you preset it to and BOOM! digital photo frame!! Now that’s worth $600 🙂

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My First Day with my iPad

I am drafting this post in Safari through my iPad. Here’s a rundown from my POV:

Buying
I had planned on being at the Apple store in the Westchester Mall when they opened at 10am today, but the kids needed me this morning so I was running late. I got to the store around 11am and there was a small line but it only took about 20 minutes to get in the door. What was lovely about the experience was I was sent into the store to meet with Dominick who was my personal shopper while in the store. He walked me to the counter to get my iPad, then over to the case collections to choose a case, and over to an on-display 17″ Mac Book Pro to input all of information for a business account. $906 later I walked out with two new apple stickers that happened to come with a 64GB iPad, Apple Care and a case. The In-Store experience was the best I have ever experience for an Apple launch. Kudos!

Set Up
It only took about 30 minutes to sync with my iTunes and really acted exactly like an iPhone on set up. I don’t have a ton of music and movies so it might be a slower setup for others. I also didn’t look to customize a lot of things upon set up as I usually like to try a devise in it’s intended form first. I did however change the home screen image (which you can’t do on the phone) and love it. The default home screen looks like it has scratches in it.

Play Time
So as soon as I got it set up and ready to play my 3year old woke up and said “Dora.” I then started to download the first season of Dora from the iTunes store and handed my new shiny iPad over to her in an effort to keep the peace. I was impressed with the sound output, much better then the speaker phone on the iPhone.

When I got it back I started to play with some of my iPhone apps that automatically loaded on it. Looks like all those developers are about to make another round of money to upgrade the apps for the iPad. They open up small and then you can 2x them, but then they are grainy. I just want to be able to buy each app only once and have it optimized automatically for each devise.

I’ve downloaded a few iPad specific apps that I am about to play with, but I do wish that AIM was just installed and worked like it does on my machine.

iCal iPad App

iCal iPad App

I LOVE the calendar. That layout should exist in iCal it’s such a great way to see it all.

WSJ iPad App

WSJ iPad App

The WSJ app is great so far and has proven to me that this devise is an online advertising devise. Ad units click right through to the website. See the Capital One example. This is just a simple banner ad execution, that clicks through to the site.
Capital One iPad

Capital One iPad

I’m looking forward to seeing some of the more rich media executions.

ABC iPad App

ABC iPad App

I’m excited to play with the ABC app, the iPad stays a lot cooler then my laptop so it seems it will be a great devise for watching TV in bed. This is making me realize that media consumption is becoming even more personal and group media consumption (those days of watching Remington Steel as a family ) are gone.

Stay tuned for more iPad thoughts and opinions as I play with the shiny new toy in my life. I have to say I was skeptical as to what i was going to use this thing for, but sitting here putting together this post while watching Family Guy in the background has been an absolute pleasure.

Except in trying to finish this post I realized I will have to switch to my computer to plug in the images. Sigh – the trials of early adoption!

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