tag:blogger.com,1999:blog-78977136652585302532023-11-15T10:16:20.635-08:00IPTV 2Unknownnoreply@blogger.comBlogger820125tag:blogger.com,1999:blog-7897713665258530253.post-61256541543369608332009-12-10T10:15:00.001-08:002009-12-10T10:15:52.337-08:00Video Insider: All Great Internet Companies Eventually Build Or Buy a Video Ad Network<div align="center"> <table width="728" border="0" cellspacing="0" cellpadding="0"> <tr> <td> <A HREF="http://mediapst.adbureau.net/adclick/acc_random=121093644/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=BANNER/GUID=121093644/QUAL=0"> <IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=121093644/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=BANNER/GUID=121093644/QUAL=0" border=0></A> </td> </tr> <tr> <td><img src="http://m.mediapost.com/n/clear.gif" alt="" height="20" width="300" border="0"></td> </tr> <tr> <td> <table width="728" border="0" cellspacing="0" cellpadding="0" bgcolor="white"> <tr height="102"> <td width="598" height="102"><img src="http://m.mediapost.com/n/eheader_37.gif" alt="" height="104" width="511" border="0"></td> <td align="left" valign="top" width="130" height="102"><img src="http://m.mediapost.com/n/line_37.gif" alt="" height="104" width="222" border="0"></td> </tr> <tr> <td colspan="2" width="728"><img src="http://m.mediapost.com/n/clear.gif" alt="" height="15" width="300" border="0"></td> </tr> <tr> <td colspan="2" width="728"> <span style="color: #F47920; font-size: 28px; font-family: 'Trebuchet MS', Geneva, Arial, Helvetica, SunSans-Regular, sans-serif; font-weight: bold; text-align: left;">All Great Internet Companies Eventually Build Or Buy a Video Ad Network</span><br> <span style="color: black; font-size: 14px; font-family: 'Trebuchet MS', Geneva, Arial, Helvetica, SunSans-Regular, sans-serif; font-weight: bold; text-align: left;">by Tod Sacerdoti</span> <span style="color: black; font-size: 14px; font-family: 'Trebuchet MS', Geneva, Arial, Helvetica, SunSans-Regular, sans-serif; font-weight: normal; text-align: right;">, Thursday, December 10, 2009</span> <p style="color: black; font-size: 14px; font-family: 'Trebuchet MS', Geneva, Arial, Helvetica, SunSans-Regular, sans-serif; font-weight: normal; text-align: left"><span style="color: black; font-size: 14px; font-family: 'Trebuchet MS', Geneva, Arial, Helvetica, SunSans-Regular, sans-serif; font-weight: normal; text-align: left;"> <A HREF="http://mediapst.adbureau.net/adclick/acc_random=121093644/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=TOWER/GUID=121093644/QUAL=0"> <IMG hspace="12" vspace="5" align="right" SRC="http://mediapst.adbureau.net/iserver/acc_random=121093644/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=TOWER/GUID=121093644/QUAL=0" border=0></A> Lately, I've been looking into the evolution of successful Internet companies. How did they succeed? Which factors were the game-changers for them? Earlier, I wrote an article that addressed a few of these issues, where I dove into why many successful Internet companies build or buy an ad network. </p> <p>Being in the online video business, I began to wonder: Is the same true for video networks? I think the answer is yes. Here's why: </p> <p>1. <strong>The "big TV budgets" all great Internet companies are fighting for are made up entirely of video advertising.</strong> Sometimes the most obvious points are the hardest to see. Video advertising is the preferred ad unit for most major marketers, so as budgets continue to shift, video demand will increase. The research and data are undeniable; video outperforms every branded ad unit on the Web. The only issues in the market are scalability and targeting, which will eventually be solved.</p> <p>2. <strong>All great Internet companies will create video content, use video advertising as a form of monetizing non-video content, or sell ads targeted to their users on other sites with video ad inventory. </strong>Fundamentally, the Internet is becoming a video medium and online video advertising is an engaging and rapidly growing category. No powerful publisher will be selling in the market without a video ad offering. As video grows as a piece of the overall ad pie, every major player will fight for their slice.</p> <p><strong>3. </strong><strong>Video networks will be larger than the great internet companies until they build or buy their own video networka. </strong>The same phenomenon that was observed in display advertising (ad networks becoming bigger than the large publishers) is happening now in video advertising. Last month, six of the top 20 video properties were video ad networks, according to comScore's VideoMetrix report, and within the next 12 months, video networks will likely be the majority of the top five properties. Only YouTube will hold its position, and I would argue it has already built a video ad network of its own.</p> <p>Obviously, the timeline for this video ad network evolution is likely much longer than it is for display (although many great companies have already made significant moves in the display arena -- Yahoo, Facebook, LinkedIn, Fox Interactive Media and Cox, to name a few). As a result, it is hard to know which steps to take today.</p> <p>My advice for Internet companies is to focus on video inventory creation or video advertising strategy. If you are able to create meaningful inventory of your own, or if you are able to build a powerful video media network, then there will be many ways to win in the marketplace. </p> <p>Alternatively, you can simply focus on becoming a Great Internet Company in your own right. If you succeed, you will be able to make your build vs. buy decisions and determine your own timelines. You can even delay focusing on video entirely, as Facebook has done. The minute Facebook decides to open the video spigot, it will quickly be the largest streamer in the world. Don't forget, Flickr used to be the default photo site, as YouTube is for videos today. <div style="padding:15px 0px 10px 0px; font-size:14px;"> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=118874&lfe=1" style="font-size:14px;">This commentary is insightful. I recommend it to others.</a> <br /><br /> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=118874#comments" style="font-size:14px;">Post your response to the public Video Insider blog.</a> <br /><br /> <a href="http://www.mediapost.com/publications/?fa=Archives.showArchive&art_type=37" style="font-size:14px;">See what others are saying on the Video Insider blog.</a> </div> <table cellpadding="2" border="0" cellspacing="0"> <tr> <td valign="top"><img src="http://m.mediapost.com/authors/TodSacerdoti.jpg" border="0"></td> <td valign="top"><em>Sacerdoti is the CEO and founder of BrightRoll, a branded video advertising network. Under Sacerdoti's direction, BrightRoll has grown into a premier video advertising network, having served billions of ads on behalf of the world's leading agencies and their clients and executed campaigns on more than two-thirds of the top 100 online media properties in the U.S.</em></td> </tr> </table> <br> <p class="body" style="font-size:12px; font-style:italic;">Do you have strong opinions and inside knowledge about the topic of this newsletter -- and do you want to share your insights, observations and points of view regularly with the readers of MediaPost? To be considered as a MediaPost contributing writer, please send pertinent info about your credentials, plus several column ideas and one example of your writing on the topic, to <a href="mailto:pfine@mediapost.com">pfine@mediapost.com</a>. Please see our <a href="http://www.mediapost.com/?fa=h.guidelines">editorial guidelines</a> here first. </p> <A HREF="http://mediapst.adbureau.net/adclick/acc_random=121093644/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=SPEEDBUMP/GUID=121093644/QUAL=0"> <IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=121093644/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=SPEEDBUMP/GUID=121093644/QUAL=0" border=0></A> <br> </span></p> </td> </tr> <tr> <td width="598"></td> <td width="130"></td> </tr> <tr> <TD bgColor=ffffff colSpan=2 class="body"> <span style="color: black; font-size: 14px; font-family: 'Trebuchet MS', Geneva, Arial, Helvetica, SunSans-Regular, sans-serif; font-weight: normal; text-align: left;"> Video Insider for Thursday, December 10, 2009:<br> <a href="notrackhttp://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=118874">http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=118874</a><br><br> </span> </TD> </TR> <tr> <td colspan=2> <hr><span style="color: black; font-size: 12px; font-family: 'Trebuchet MS', Geneva, Arial, Helvetica, SunSans-Regular, sans-serif; font-weight: normal; text-align: left;"> <A href="http://www.mediapost.com/"><IMG SRC="http://m.mediapost.com/n/footer_logo.gif" hspace="6" BORDER=0 align=left></A> You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost.<BR>If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <A href="http://www.mediapost.com/">www.mediapost.com</A> - and become a complimentary member. <br> For advertising opportunities see our online <a href= "http://www.mediapost.com/mediakit/">media kit</a>. <HR> If you'd rather not receive this newsletter in the future <A href="http://www.mediapost.com/unsubscribe.cfm?n=37&i=1D49F863FAA12289C4FE468DF8259CC7&end">click here</A>. <HR> <a href="http://www.eroi.com/media-post-landing/"><img src="http://m.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001</span><br><br> </td> </tr> </table> </td> </tr> </table> </div> <p></p> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-58000157721063549792009-06-16T12:39:00.001-07:002009-06-16T12:39:45.752-07:00Video Insider: Amid Shift To Online Video Ads, An Opportunity for Local TV<div align="center"> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?KVbBmUvVwwHdSNel/URL/688417cb5107cec7/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0616404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=BANNER/GUID=0616404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0616404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=BANNER/GUID=0616404393/QUAL=0" border=0></a></td></tr> <tr><td><img src="http://m.mediapost.com/n/clear.gif" alt="" height="20" width="300" border="0"></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0" bgcolor="white"><tr height="102"><td width="598" height="102"><img src="http://m.mediapost.com/n/VideoInsider_gld.gif" alt="" height="104" width="511" border="0"></td><td align="left" valign="top" width="130" height="102"><img src="http://m.mediapost.com/n/Video_gldline.gif" alt="" height="104" width="222" border="0"></td></tr> <tr><td colspan="2" width="728"><img src="http://m.mediapost.com/n/clear.gif" alt="" height="15" width="300" border="0"></td></tr> <tr><td colspan="2" width="728"> <span class="headline"> Amid Shift To Online Video Ads, An Opportunity for Local TV </span> <br> <span class="byline"> by Glenn Pingul</span> <span class="dateline"> , Tuesday, June 16, 2009</span> <p class="body"> <span class="body"> <a href="http://link.mediapost.com/go2.shtml?KVbBmUvVwwHdSNel/URL/688417cb5107cec7/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0616404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=TOWER/GUID=0616404393/QUAL=0"><IMG hspace="12" vspace="5" align="right" SRC="http://mediapst.adbureau.net/iserver/acc_random=0616404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=TOWER/GUID=0616404393/QUAL=0" border=0></a> <p> A lot has been written about the shift of broadcast TV ad dollars to online video... </p> <p> </p> <blockquote> "The shift to online video is already happening?" </blockquote> <blockquote> "As TV becomes more interactive, will that abate the shift from traditional advertising?" </blockquote> <blockquote> "Will the shift be driven by generational, supply or technology changes?" </blockquote> <p> All good questions, but I'd argue that it's too early to know the answers. I say, also, that focusing on any impending shift misses the real opportunity -- especially for some local media publishers -- to grab a greater share of overall advertiser spend. </p> <p> Many publishers of local TV Web sites, for example, seem uneasy about this shift to online video advertising, fearing it will steal broadcast dollars. I believe, however, that local TV publishers are in the best position to move to online video advertising. </p> <p> The operative word here is video. Local TV publishers have the advantage. They have existing clients who currently run commercials (video). They understand spot TV (video) and the power of local marketing. They can articulate the benefits of television ads (sight, sound, and motion) in driving brand awareness and purchase intent. </p> <p> Online video advertising should be viewed as a powerful extension to advertisers' offline media buys rather than a substitute for them. Bundling online video advertising into advertiser sales packages: </p> <p> 1)Extends an advertiser's reach to new audiences or times of day. </p> <p>2)Increases the efficiency of an advertiser's total ad spend. TV spots can be repurposed into rich-media video ad campaigns with no increased production cost. </p> <p> 3)Drives the deep measurement insights afforded by the Web. 4)Acts (like TV) to build brand awareness and, in addition, drives interactivity. </p> <p>4) Acts (like TV) to build brand awareness and, in addition, drives interactivity. <br /> </p> <p>Smart advertisers don't rely on the "one trick pony" method of advertising by sticking to only one medium. They run campaigns across media (print, TV, radio, online display, and search) and Web properties (portals, premium sites, and ad networks). </p> <p> Advertisers are increasingly aware, for example, that search performance is augmented by running display ads. The last click theory, where search got all the attribution, is disintegrating as more marketers see that you have to look at all points in the purchase funnel and build campaigns that get your brand noticed, while at the same time including elements that drive action. </p> <p> To touch more parts of the funnel and sell a multi-platform solution, local TV publishers can easily bundle broadcast TV spots with online video advertising. </p> <p> Technology drives changes in media consumption. Choice leads to audience fragmentation but rarely elimination of a medium. Local TV publishers have the assets to play both sides of the shift and deliver a sum that is greater than the parts. It's really a discussion of optics. A shift implies someone is losing. Seeing online video advertising as a way to grab more total ad dollars, especially for local TV publishers, is a more opportunistic view of the world. </p> <p> </p> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?KVbBmUvVwwHdSNel/79e983cf18dca26d/688417cb5107cec7/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?KVbBmUvVwwHdSNel/91703720607703db/688417cb5107cec7/brian.bobo@gmail.com"> Post your response to the public Video Insider blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?KVbBmUvVwwHdSNel/e5e432335970e96f/688417cb5107cec7/brian.bobo@gmail.com"> See what others are saying on the Video Insider blog.</a></div> <table cellpadding="2" border="0" cellspacing="0"><tr> <td valign="top"> <em>Glenn Pingul is vice president of marketing for <a href= Â"http://www.mixpo.comÂ"> Mixpo</a>, an online video advertising technology company. an online video advertising technology company. The companyÂ's comprehensive VideoAd platform enables any advertiser, from small to large, to run actionable online video advertising and promote its business at the local level. </em></td></tr> </table> <br> <a href="http://link.mediapost.com/go2.shtml?KVbBmUvVwwHdSNel/URL/688417cb5107cec7/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0616404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=SPEEDBUMP/GUID=0616404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0616404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=SPEEDBUMP/GUID=0616404393/QUAL=0" border=0></a> <br> <span class="body"> </span> </p></td></tr> <tr><td width="598"></td><td width="130"></td></tr> <tr><td bgColor=ffffff colSpan=2 class="body"> <span class="body"> Video Insider for Tuesday, June 16, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=108062"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=108062</a><br> <br> </span></td></tr> <tr><td colspan=2> <hr> <span class="footer"> <a href="http://link.mediapost.com/go2.shtml?KVbBmUvVwwHdSNel/6795a0ad163b7a6b/688417cb5107cec7/brian.bobo@gmail.com"><IMG SRC="http://m.mediapost.com/n/footer_logo.gif" hspace="6" BORDER=0 align=left></a> You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost.<BR> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?KVbBmUvVwwHdSNel/6795a0ad163b7a6b/688417cb5107cec7/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?KVbBmUvVwwHdSNel/46e0f7ad2cb159a7/688417cb5107cec7/brian.bobo@gmail.com"> media kit</a>. <HR> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?KVbBmUvVwwHdSNel/c70cd624a11ae75b/688417cb5107cec7/brian.bobo@gmail.com/n=37&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <HR> <a href="http://link.mediapost.com/go2.shtml?KVbBmUvVwwHdSNel/5177e815a91b7c0e/688417cb5107cec7/brian.bobo@gmail.com"><img src="http://m.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001</span> <br> <br></td></tr> </table></td> </tr> </table> </div> <p></p> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFPM3030450491_m252908.gif"> Unknownnoreply@blogger.com1tag:blogger.com,1999:blog-7897713665258530253.post-72892188657742472962009-06-16T10:15:00.001-07:002009-06-16T10:15:37.772-07:00Search Insider: One More Time, For Those In The Cheap Seats<div align="center"> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/URL/3f550d743c651a9b/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0616404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=BANNER/GUID=0616404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0616404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=BANNER/GUID=0616404393/QUAL=0" border=0></a></td></tr> <tr><td><img src="http://m.mediapost.com/n/clear.gif" alt="" height="20" width="300" border="0"></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0" bgcolor="white"><tr height="102"><td width="464" height="102"><img src="http://m.mediapost.com/n/HD_srchinsider.gif" alt="" height="102" width="464" border="0"></td><td align="left" valign="top" width="264" height="102"><img src="http://m.mediapost.com/n/srchinsider_rule.gif" alt="" height="102" width="264" border="0"></td></tr> <tr><td colspan="2" width="728"><img src="http://m.mediapost.com/n/clear.gif" alt="" height="10" width="300" border="0"></td></tr> <tr><td colspan="2" width="728"> <span class="headline"> One More Time, For Those In The Cheap Seats <br> </span> <span class="byline"> by Kaila Colbin</span> <span class="dateline"> , Tuesday, June 16, 2009</span> <p class="body"> <span class="body"> <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/URL/3f550d743c651a9b/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0616404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=TOWER/GUID=0616404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0616404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=TOWER/GUID=0616404393/QUAL=0" border=0 align="right" style="margin-left:12px; margin-bottom:5px; margin-top:5px;"></a> If I were on some weird reality show (I know, the "weird'" is redundant), where they made me hire a search strategist, and they only let me give one instruction, it would be this: <strong>To understand search, you have to understand human behavior. </strong> <p class=body> </p> <p class=body> Query length is about human behavior. The desire to game the system is <em>fundamental</em> to human behavior. Split A/B testing is about human behavior, about saying, "Forget about our opinions; <em>what do people actually do?</em>"</p> <p class=body> And our choice of search engine is most definitely about human behavior. </p> <p class=body> This may seem obvious to you, but it is evidently not obvious to everyone. It's not obvious to the person who commented on my column last week saying there was no "pain" associated with switching search engines. <em>The pain of changing a habit is one of the worst pains there is.</em> Habits can easily trump cash -- otherwise, Microsoft would have had it nailed once it offered Cashback. Habits can cause us to spend more than we should, use outdated legacy systems, or stay in unfulfilling relationships. </p> <p class=body> <strong>If you are a student of human behavior,</strong> then you already know that we are far more driven to avoid loss than we are to seek gain. In her 2004 TED talk, <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/b1556fe99ea6a907/3f550d743c651a9b/brian.bobo@gmail.com"> cognitive researcher Nancy Etcoff</a> described the "negativity bias" -- effectively, the imbalance between these two drivers. We detect sweet at 1 part per 200, but bitter at 1 part per 2 million. If we were governed only by pleasure-seeking, says Etcoff, we could not survive. </p> <p class=body> We are eternally preparing for famine and Judgment Day, where our survival will depend on how many cans of food we managed to stockpile. <em>If you want me to give up my can of Google, you can't just be offering me a can of something a little bit better. What if I give up my Google and your Bing is no good? I've just condemned my family to starvation.</em></p> <p class=body> <strong>If you are a student of human behavior,</strong> then you know that we are both <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/6c4a6e7792492919/3f550d743c651a9b/brian.bobo@gmail.com"> rational</a> and <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/8eb543a0a92e722e/3f550d743c651a9b/brian.bobo@gmail.com"> predictably irrational</a>. The economics of our actions aren't always dollars-and-cents tradeoffs, but they are almost always benefit-loss tradeoffs -- and the calculation isn't 1:1. Thanks to the negativity bias, the losses are given greater weight. In addition, we tend to downgrade potential benefits because of the risk that they won't eventuate. <em>Sure, on that search Bing's results were more appropriate, but on this one Google's are better. What if I switch and it turns out Google's are better 70% of the time?</em></p> <p class=body> The negativity bias is why I believe that Google will be unseated not by a new and better search engine (which will require us to change our habit) but by a new environment that renders the old habit obsolete. The Yellow Pages were replaced by our migration to the Internet, not by the Orange Pages. </p> <p class=body> <strong>If you are a student of human behavior,</strong> then you know that we give brands a mental context. Brands are effective because they act as a behavioral shortcut -- push this type of lever, get this type of reward. Go to Starbucks, get a certain type of experience. Go to The Gap, get a different type of experience. Brands do not automatically extend beyond their original context; if they did, <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/242e40f8ad4dcf4d/3f550d743c651a9b/brian.bobo@gmail.com"> Chrome would have more than 2% market share</a>. Or Microsoft would already have won the search war. </p> <p class=body> I'm a long-time Windows and Office user. I'm a long-time Google user. Both companies have changed our lives, in my opinion for the better. So my purpose here is not to be a hater. It's to remind, reinforce, and reiterate that <em>to understand what drives search, we have to understand human behavior.</em> </p> <p class=body> Because at the end of the day, search is, and always will be, about people. </p> </span> </p> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/286416053dd7ceba/3f550d743c651a9b/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/139b0824e0cd99c2/3f550d743c651a9b/brian.bobo@gmail.com"> Post your response to the public Search Insider blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/ae4bf828f109da8e/3f550d743c651a9b/brian.bobo@gmail.com"> See what others are saying on the Search Insider blog.</a></div> <table cellpadding="2" border="0" cellspacing="0"><tr> <td valign="top" class="body"> <span class="body"> <em>Kaila Colbin blogs for <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/7e1353c287b9b6ae/3f550d743c651a9b/brian.bobo@gmail.com"> The Web Genome Project</a>, a movement to create a virtual topography of the World Wide Web.</em></span></td></tr> </table> <br /> <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/URL/3f550d743c651a9b/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0616404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0616404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0616404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0616404393/QUAL=0" border=0></a> <br> </td></tr> <tr><td width="464"></td><td width="264"></td></tr> <tr><td align=middle bgColor=ffffff colSpan=2> <span class="body"> Search Insider for Tuesday, June 16, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=108049"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=108049</a><br> <br> </span></td></tr> <tr><td colspan=2> <hr> <span class="footer"> <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/fea18c11d5a123b3/3f550d743c651a9b/brian.bobo@gmail.com"><IMG SRC="http://m.mediapost.com/n/footer_logo.gif" hspace="6" BORDER=0 align=left></a> You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost.<BR> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/fea18c11d5a123b3/3f550d743c651a9b/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/c1102863db0827ed/3f550d743c651a9b/brian.bobo@gmail.com"> media kit</a>. <HR> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/ac53eef84cb94af0/3f550d743c651a9b/brian.bobo@gmail.com/n=si&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <HR> <a href="http://link.mediapost.com/go2.shtml?SP7eMJQ57CMpjSWJ/95e9acc1a63b3749/3f550d743c651a9b/brian.bobo@gmail.com"><img src="http://m.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001</span> <br> <br></td></tr> </table></td></tr> </table> </div> <p></p> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFPK0106471268_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-54747511501349312182009-06-16T08:27:00.001-07:002009-06-16T08:27:48.730-07:00OnlineSpin: Extra! Extra! Tweet All About It: The News Is Social<style> body, p, div, table, a { font-family:Verdana, Arial, Helvetica, sans-serif; font-size:12px; } </style> <div align="center"> <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/URL/f4ea3908680268f0/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0616404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=BANNER/GUID=0616404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0616404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=BANNER/GUID=0616404393/QUAL=0" border=0></a> </div> <br> <table width="95%" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF" align="center" border="0"> <tr bgcolor="#F5ECD6"> <td colspan="2"> <div align="left"><img src="http://m.mediapost.com/n/OSlogo2.gif" width="278" height="51"><font face="Verdana, Arial, Helvetica, sans-serif"></font></div> </td></tr> <tr> <td bgcolor="#AAB18D" width="8%" valign="top"> <p> <img src="http://m.mediapost.com/n/JoeMarchese150x120.jpg" width=150 height=120> </p> <table width="90%" border="0" cellspacing="0" cellpadding="6" align="center" bgcolor="#F5ECD6"> <tr> <td> <font face="Verdana, Arial, Helvetica, sans-serif" size="1"><a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/e84a9d2e224ea137/f4ea3908680268f0/brian.bobo@gmail.com"> Last week Joe wrote "Digg This: Digg's Newest Innovation Will Save Advertising."</a><p>Michelle Cubas wrote in response, "A new slant on an old idea -- Word-of-Mouth advertising. This was always the most powerful form of monetizing 'flattery.' Extract a referral and we're on to the next one! <p> Show up, serve your clients, be reliable and not trendy, and you'll be surprised at the loyal following you'll have." <p> Michael Senno wrote, "When I saw the Digg announcement last week, I just wondered why it took so long. Though I frame it differently than your perspective of rewarding marketers with cheaper prices, the bottom line is publishers need to take control of the process and add value for the three constituents - marketers, users, and publishers themselves.<p> My perspective is to give users control over which ads they see, as Digg is planning. It incentivizes better, more innovative marketing, gets consumers to interact more with the advertising, hopefully leading to a mutually beneficial cycle where consumers want to interact with ads because marketers make them just as interesting and relevant as the surrounding content.<p> In the end, the inventory becomes more valuable...." </font> <p align="center"> <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/25b6d8468ad7c839/f4ea3908680268f0/brian.bobo@gmail.com"><img src="http://m.mediapost.com/n/SpinButton.gif" width="99" height="25" border="0"></a></p> </td> </tr> </table></td> <td rowspan="3" width="92%" valign="top"> <div style="margin-left:12px; margin-right:12px;"> <font face="Verdana, Arial, Helvetica, sans-serif" size="2"> Tuesday, June 16, 2009 </font><font face="Verdana, Arial, Helvetica, sans-serif"><br> <b><font size="4"> Extra! Extra! Tweet All About It: The News Is Social</font></b><br> </font><font face="Verdana, Arial, Helvetica, sans-serif" size="2">By Joe Marchese</font><p></p> <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/URL/f4ea3908680268f0/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0616404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=TOWER/GUID=0616404393/QUAL=0"><IMG hspace="12" vspace="5" align="right" SRC="http://mediapst.adbureau.net/iserver/acc_random=0616404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=TOWER/GUID=0616404393/QUAL=0" border=0></a> <font face="Verdana, Arial, Helvetica, sans-serif" size="2"> There is no content in the world more inherently social than the news. Be it local or international, the news binds people together. The news begs for people to discuss and share it. Long before we had the tools offered today by Twitter, Digg, Facebook, blog commenting or email, people found ways to share the news -- and, more important, their interpretation of the news -- with each other. In all its forms, the news is a baseline for a significant portion of all conversations. Can anybody really argue that job number one for news media outlets is to better understand and utilize the tools that will change the way news is socialized? <p> </p> <p>Sure, I know there is that pesky little matter of making money, but staying the course isn't exactly solving that issue. Why would people pay money, or tolerate their attention being traded to advertisers, when the industry isn't providing them with the best product? That is, when the industry isn't delivering to the fullest potential, given available technology. </p> <p>In his keynote at the American Association of Advertising Agencies in New Orleans, Bob Schieffer said that if the railroad companies had thought of themselves as being in the business of transportation, rather than just the business of railroads, they'd likely own all the airlines today. If the news media believes itself in the business of selling newspapers or aggregating television viewers, rather than being in the business of delivering the highest quality news experience over the best available media, they have already lost. Even worse is if news media outlets believe themselves in the business of delivering advertising rather than news.</p> <p> <div style="border: 1px solid #ff0000; margin: 0px 10px 5px 0px; padding: 10px; background-color: #ffcccc; width: 400px"> <div style="color: #333333; font-size: 16px; font-weight: bold; margin-bottom: 10px"> Meet Joe Marchese at <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/6807eaa0430f23c8/f4ea3908680268f0/brian.bobo@gmail.com" style="color: #333333;"> OMMA Social NYC</a>!</div> <div style="color: #333333; font-size: 11px; margin-bottom: 10px"> Joe Marchese will be there moderating a panel on "Buying Social Media: What is the AgencyÂ's Role in Managing ClientsÂ' Social Efforts?" on June 23 at 12:00 PM. Have your questions ready, and be sure to introduce yourself!<br /> <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/128666685f949adb/f4ea3908680268f0/brian.bobo@gmail.com" style="color: #ff0000;"> <span style="color: #ff0000; font-size: 12px;"> Register today and save.</span></a></div> </div> <p>A few weeks ago the <em>New York Times</em> was the news, when it <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/5c6a6934dcf564f1/f4ea3908680268f0/brian.bobo@gmail.com"> appointed</a> Jennifer Preston (<a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/dc2d7aecc62b1c5e/f4ea3908680268f0/brian.bobo@gmail.com"> http://twitter.com/NYT_JenPreston</a>) its first Social Media Editor, to mixed reviews (to my surprise). To me it made an immense amount of sense for the <em>Times </em>to establish a role like the one described for Preston in a leaked <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/eb2d991dfd7d43bf/f4ea3908680268f0/brian.bobo@gmail.com"> internal memo</a>.</p> <p> Figuring out social media isn't as easy as understanding what tools are out there and how they work, and even that is a tall order with how fast the social landscape changes. For the <em>Times</em>, this means understanding how to better serve their readers using social media, while establishing a business model that can sustain a world-class news organization. </p> <p>In a recent <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/a7a9493ecf61a101/f4ea3908680268f0/brian.bobo@gmail.com"> segment</a> ("End Times"), "The Daily Show"'s Jason Jones delivered scathingly funny and at times overly harsh commentary on how dated particular methods of news distribution are fast becoming. As it's said, it hurts most when it's true. Interviewed by Jones, Bill Keller, the <em>Times</em> executive editor, noted that the paper is "the best package of firsthand witnessed, thoughtful analysis, intelligent commentary on what what's happening in the world that you ought to know." RIGHT. And nowhere in that sentence did Keller point to the <em>Times</em>' ability to distribute newspapers or sell advertising, nor should he. The winning combination would be for the <em>Times </em>to deliver the package that Keller describes in a way that takes full advantage of the all the mediums at the paper's disposal. </p> <p>Sure, there are times when the idea of news outlets using social media goes totally wrong -- usually when the outlets use social media just because they can, regardless of whether it adds value to the delivery of the news. CNN is probably guilty of this more than anybody, but that's OK. It's better to be misusing/overusing it, rather than not using at all. Trial and error is the best way to learn. Even local news is tapping into social media's potential and starting to see <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/1d8745eac5e028c5/f4ea3908680268f0/brian.bobo@gmail.com"> some success</a> -- maybe. </p> <p>I don't have answers to how the business model evolves for news media, but it seems to be clearer every day how the consumption of news will change -- or more accurately, evolve. I am a huge believer in the need for news organizations like the New York Times, which can afford to be an unbiased, well-informed -- and, most important, accountable -- voice. So, knowing that you can't fight the social nature of the Web, and the social nature of news: What's the best way to be in the business of delivering the news, and not end up owning all the railroads? </p> <p>Leave a comment below, or drop me a line and get involved in the conversation on Twitter: <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/cf371ea98f533fb6/f4ea3908680268f0/brian.bobo@gmail.com"> http://twitter.com/joemarchese </a> <br /> <br /> <br /> </p </font> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/5b73733846b0ab5d/f4ea3908680268f0/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/d4c1f6ccc0883230/f4ea3908680268f0/brian.bobo@gmail.com"> Post your response to the public Online Spin blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/25b6d8468ad7c839/f4ea3908680268f0/brian.bobo@gmail.com"> See what others are saying on the Online Spin blog.</a></div> <p><font face="Verdana, Arial, Helvetica, sans-serif" size="2"><em>Joe Marchese is President of socialvibe. </em></font></p> <br> <br> <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/URL/f4ea3908680268f0/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0616404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=SPEEDBUMP/GUID=0616404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0616404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=SPEEDBUMP/GUID=0616404393/QUAL=0" border=0></a> <p><span class="body"> Online Spin for Tuesday, June 16, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=108008"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=108008</a><br> <br> </span> </p> </div> <br> <br> </td> </tr> </table> <table width="95%" border="0" cellspacing="0" cellpadding="16" align="center" bgcolor="#F5ECD6"> <tr> <td> <blockquote> <blockquote> <p><font face=Arial, Helvetica, sans-serif size=2> You are receiving this newsletter at brian.bobo@gmail.com as part of your free membership with MediaPost. If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/8efe69103b9d61ba/f4ea3908680268f0/brian.bobo@gmail.com"> www.mediapost.com</a> - and click on [subscribe] in the e-newsletter box. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/772f53e4ca8e93a2/f4ea3908680268f0/brian.bobo@gmail.com"> media kit</a>. <hr> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/8c435f0db2b67b29/f4ea3908680268f0/brian.bobo@gmail.com/n=os&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <hr> <a href="http://link.mediapost.com/go2.shtml?QPEZzObA2ESAeBpx/fd5abe967f0e49fa/f4ea3908680268f0/brian.bobo@gmail.com"><img src="http://m.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001 </font> </p> </blockquote> </blockquote> </td> </tr> </table> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFPI1520459573_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-33390730545204337652009-06-15T12:55:00.001-07:002009-06-15T12:55:27.096-07:00Video Insider: Ease of Purchase: The Key To The Paid Web<div align="center"> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?qUEZIlnqNszR6MX6/URL/ed9027483d589f63/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0615404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=BANNER/GUID=0615404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0615404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=BANNER/GUID=0615404393/QUAL=0" border=0></a></td></tr> <tr><td><img src="http://images.mediapost.com/n/clear.gif" alt="" height="20" width="300" border="0"></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0" bgcolor="white"><tr height="102"><td width="598" height="102"><img src="http://images.mediapost.com/n/VideoInsider_gld.gif" alt="" height="104" width="511" border="0"></td><td align="left" valign="top" width="130" height="102"><img src="http://images.mediapost.com/n/Video_gldline.gif" alt="" height="104" width="222" border="0"></td></tr> <tr><td colspan="2" width="728"><img src="http://images.mediapost.com/n/clear.gif" alt="" height="15" width="300" border="0"></td></tr> <tr><td colspan="2" width="728"> <span class="headline"> Ease of Purchase: The Key To The Paid Web</span> <br> <span class="byline"> by Eric Franchi</span> <span class="dateline"> , Monday, June 15, 2009</span> <p class="body"> <span class="body"> <a href="http://link.mediapost.com/go2.shtml?qUEZIlnqNszR6MX6/URL/ed9027483d589f63/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0615404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=TOWER/GUID=0615404393/QUAL=0"><IMG hspace="12" vspace="5" align="right" SRC="http://mediapst.adbureau.net/iserver/acc_random=0615404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=TOWER/GUID=0615404393/QUAL=0" border=0></a> Two years ago, few could have predicted that the subscription model would be receiving so much airtime right now. Advertising was growing at a steady clip, particularly online, and CPMs were healthy. But then, few could have predicted the severity of the recession that was to begin in December 2007, which caused the acceleration of permanent change in some industries (banking and automotive) and has a few others on the ropes (newspaper and real estate). On another note, did you know that the average U.S. recession has lasted 17 months since 1854? Statistically, we could be out of the woods as I write this in June 2009. But I digress. <p> Barry Diller -- whose IAC brand oversees businesses that have both subscriber and advertising-based models -- delivered a highly controversial keynote at the Advertising 2.0 Conference last week, where he called the advertising-only model unsustainable for the Web. You can read coverage in <a href="http://link.mediapost.com/go2.shtml?qUEZIlnqNszR6MX6/c478b6d9a13b71ed/ed9027483d589f63/brian.bobo@gmail.com"> CNET.</a> What was particularly interesting was his comment that the iPhone and its App Store is the reason why he has so much faith in the paid model. Why? A few flicks of a finger and your content or software is delivered instantly, and your account is debited or billed. Diller believes that the success of the paid Web will be largely ushered along by the ease of purchase phenomenon. </p> <p> This has profound implications. Right now, it is either ridiculously easy to buy content (think Amazon, iTunes, or the App Store), or somewhat difficult. As an experiment, I intentionally searched for an obscure topic in a past <em>Wall Street Journal</em> article. I was taken to a page where I needed to create an account with a partner who manages archived content. Surely it is a process I would have completed if I was on a real mission for a particular piece of content, but more to the point, it illustrates just how easy the App Store is by comparison. </p> <p> Last week, Steve Robinson penned a <a href="http://link.mediapost.com/go2.shtml?qUEZIlnqNszR6MX6/d5bd31237449d564/ed9027483d589f63/brian.bobo@gmail.com"> Video Insider article </a> on the possibility of Hulu moving to a subscription model. While I don't know if that is in the cards for Hulu -- my take is that the mainstream appeal of the site (not to mention its backing by the networks) will keep it ad-supported -- he makes very good points. Quality content combined with ease of purchase is already a real business online not only for Apple, but for the MLB and Netflix. With iTunes, the App Store and AppleTV, is Apple showing us what the future will look like for the paid Web? </p> <p> </p> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?qUEZIlnqNszR6MX6/180b79d4cf324c9b/ed9027483d589f63/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?qUEZIlnqNszR6MX6/407e18431c6cb3bd/ed9027483d589f63/brian.bobo@gmail.com"> Post your response to the public Video Insider blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?qUEZIlnqNszR6MX6/15a09196e1534c2b/ed9027483d589f63/brian.bobo@gmail.com"> See what others are saying on the Video Insider blog.</a></div> <table cellpadding="2" border="0" cellspacing="0"><tr> <td valign="top"> <em>Eric Franchi was part of the team that launched Undertone Networks in 2002, and currently serves as senior vice president of business development. In this role, Eric oversees the company's business development initiatives, which include forging strategic relationships and developing new revenue generation programs, while working closely with the executive team on critical endeavors. He began his interactive career at About.com. </em></td></tr> </table> <br> <a href="http://link.mediapost.com/go2.shtml?qUEZIlnqNszR6MX6/URL/ed9027483d589f63/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0615404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=SPEEDBUMP/GUID=0615404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0615404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=SPEEDBUMP/GUID=0615404393/QUAL=0" border=0></a> <br> <span class="body"> </span> </p></td></tr> <tr><td width="598"></td><td width="130"></td></tr> <tr><td bgColor=ffffff colSpan=2 class="body"> <span class="body"> Video Insider for Monday, June 15, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107950"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107950</a><br> <br> </span></td></tr> <tr><td colspan=2> <hr> <span class="footer"> <a href="http://link.mediapost.com/go2.shtml?qUEZIlnqNszR6MX6/c2097ab793d105c3/ed9027483d589f63/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER=0 align=left></a> You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost.<BR> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?qUEZIlnqNszR6MX6/c2097ab793d105c3/ed9027483d589f63/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?qUEZIlnqNszR6MX6/6fb47884f5b79e7d/ed9027483d589f63/brian.bobo@gmail.com"> media kit</a>. <HR> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?qUEZIlnqNszR6MX6/316e0dfceb30483f/ed9027483d589f63/brian.bobo@gmail.com/n=37&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <HR> <a href="http://link.mediapost.com/go2.shtml?qUEZIlnqNszR6MX6/f0430acecc3f8022/ed9027483d589f63/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001</span> <br> <br></td></tr> </table></td> </tr> </table> </div> <p></p> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFOM4510686967_m252908.gif"> Unknownnoreply@blogger.com1tag:blogger.com,1999:blog-7897713665258530253.post-54937964792984393052009-06-15T09:40:00.001-07:002009-06-15T09:40:43.335-07:00Search Insider: Bing: Built For Mobile?<div align="center"> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?34vfBJbzrYWWUHBV/URL/daa4f3ae8f5be4ce/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0615404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=BANNER/GUID=0615404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0615404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=BANNER/GUID=0615404393/QUAL=0" border=0></a></td></tr> <tr><td><img src="http://images.mediapost.com/n/clear.gif" alt="" height="20" width="300" border="0"></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0" bgcolor="white"><tr height="102"><td width="464" height="102"><img src="http://images.mediapost.com/n/HD_srchinsider.gif" alt="" height="102" width="464" border="0"></td><td align="left" valign="top" width="264" height="102"><img src="http://images.mediapost.com/n/srchinsider_rule.gif" alt="" height="102" width="264" border="0"></td></tr> <tr><td colspan="2" width="728"><img src="http://images.mediapost.com/n/clear.gif" alt="" height="10" width="300" border="0"></td></tr> <tr><td colspan="2" width="728"> <span class="headline"> Bing: Built For Mobile? <br> </span> <span class="byline"> by Mark Simon</span> <span class="dateline"> , Monday, June 15, 2009</span> <p class="body"> <span class="body"> <a href="http://link.mediapost.com/go2.shtml?34vfBJbzrYWWUHBV/URL/daa4f3ae8f5be4ce/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0615404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=TOWER/GUID=0615404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0615404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=TOWER/GUID=0615404393/QUAL=0" border=0 align="right" style="margin-left:12px; margin-bottom:5px; margin-top:5px;"></a> Microsoft is often referred to in the tech industry as "the ultimate platform player," because its considerable fortune has been earned by dominating platforms, most notably the Windows platform that most of the world's PCs use. Lately it has been adding platforms, notably Xbox, which has morphed from a games platform to an interactive device capable of serving all varieties of content, including streaming videos and access to social networking sites and services, and it continues to develop its Windows Mobile platform, whose latest iteration is version 6.5. <p class=body> There is no doubt in my mind that Bing will quickly be integrated into each platform to provide search services, and each version will be optimized to leverage the strengths of each. For example, its multimedia capabilities (including its innovative video preview via rollover) will be a part of the Bing experience on Xbox, whereas location-based search services will form a larger part of this experience on mobile devices. <p class=body> More important, it is clear that Bing's "less is more" philosophy toward the presentation of search results is a perfect match for the mobile platform, given that people on the go are more likely to be in a pragmatic state of mind in which they seek instantaneous results to real-world questions than are desktop-bound searchers. While it's true that mobile searchers often enter "research mode" (perhaps seeking an answer to a question that pops up in conversation with another), both the time constraints of busy travelers and the highly limited form factor of mobile device screens work against the kind of multipage results screens we take for granted on desktop displays, where screen real estate is practically unlimited. As a general rule, mobile searchers want results -- just one or two -- that are spot-on relevant, being highly intolerant to what Microsoft calls "search overload." <p class=body> Of course, the battle for mobile penetration on the part of the search engines has only just begun. All of the "big three" have aggressive initiatives in place to establish their brands as the default provider on carriers' devices, and each provides mobile-optimized versions of their desktop UIs tailored for the small screen. Any innovation pioneered by one of them will likely be quickly cloned by a competitor. Additionally, we are only at the beginning of what promises to be a rapid-fire period of innovation in the mobile device market that will shake up the way that people use these things. Some of these advances will be in hardware (Apple's latest version of the iPhone includes voice activation features with obvious voice-to-search potential), with many driven by third-party software developers whose services will hook into search providers via an API. <p class=body> Microsoft is well-positioned to provide a multitude of services for tomorrow's increasingly mobile computing environment, and it should be noted that many of its recent 2008 acquisitions (including Powerset, Fast Search & Transfer, Farecast, and Danger) all provide products and services relevant to the problem of executing search across multiple platforms in a range of contexts. Additionally, Microsoft has plenty of cash available to provide incentives to mobile carriers to place Bing as the default search service on their devices, plus preexisting partnerships with 50 smart phone vendors that have landed its OS on the smart phones of some 160 mobile carriers worldwide. <p class=body> Does all this make Microsoft the inevitable winner in the mobile search wars? Not at all. But it's hardly a company to be counted out, especially in light of the fact that the mobile search revolution is in its earliest stages, with many exciting developments just around the bend. <p class=body> </span> </p> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?34vfBJbzrYWWUHBV/0c602e88bad9c8ec/daa4f3ae8f5be4ce/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?34vfBJbzrYWWUHBV/da96b48a56fb1d08/daa4f3ae8f5be4ce/brian.bobo@gmail.com"> Post your response to the public Search Insider blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?34vfBJbzrYWWUHBV/2409d4c6d0829fae/daa4f3ae8f5be4ce/brian.bobo@gmail.com"> See what others are saying on the Search Insider blog.</a></div> <table cellpadding="2" border="0" cellspacing="0"><tr><td valign="top"><img src="http://images.mediapost.com/authors/marksimon.JPG" border="0"></td><td valign="top" class="body"> <span class="body"> <em>Mark Simon is vice president of industry relations at Didit, an agency for search engine marketing and auctioned media management based in New York. You can reach Mark at <a href="http://link.mediapost.com/go2.shtml?34vfBJbzrYWWUHBV/b660b9d939673b05/daa4f3ae8f5be4ce/brian.bobo@gmail.com"> msimon@didit.com</a>. </em></span></td></tr> </table> <br /> <a href="http://link.mediapost.com/go2.shtml?34vfBJbzrYWWUHBV/URL/daa4f3ae8f5be4ce/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0615404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0615404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0615404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0615404393/QUAL=0" border=0></a> <br> </td></tr> <tr><td width="464"></td><td width="264"></td></tr> <tr><td align=middle bgColor=ffffff colSpan=2> <span class="body"> Search Insider for Monday, June 15, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107928"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107928</a><br> <br> </span></td></tr> <tr><td colspan=2> <hr> <span class="footer"> <a href="http://link.mediapost.com/go2.shtml?34vfBJbzrYWWUHBV/fafa690d8810ecfd/daa4f3ae8f5be4ce/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER=0 align=left></a> You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost.<BR> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?34vfBJbzrYWWUHBV/fafa690d8810ecfd/daa4f3ae8f5be4ce/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?34vfBJbzrYWWUHBV/9e9da6cd8849bfbd/daa4f3ae8f5be4ce/brian.bobo@gmail.com"> media kit</a>. <HR> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?34vfBJbzrYWWUHBV/b2ec8bd443feaa27/daa4f3ae8f5be4ce/brian.bobo@gmail.com/n=si&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <HR> <a href="http://link.mediapost.com/go2.shtml?34vfBJbzrYWWUHBV/cde41e98b316f74c/daa4f3ae8f5be4ce/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001</span> <br> <br></td></tr> </table></td></tr> </table> </div> <p></p> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFOJ3103226999_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-22749950756510751812009-06-15T09:20:00.001-07:002009-06-15T09:20:04.848-07:00OnlineSpin: The Ugly Truth And Terror Of Data Corrections<style> body, p, div, table, a { font-family:Verdana, Arial, Helvetica, sans-serif; font-size:12px; } </style> <div align="center"> <a href="http://link.mediapost.com/go2.shtml?kwkmqePfOJUOZ10j/URL/24fd34d417e106a8/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0615404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=BANNER/GUID=0615404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0615404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=BANNER/GUID=0615404393/QUAL=0" border=0></a> </div> <br> <table width="95%" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF" align="center" border="0"> <tr bgcolor="#F5ECD6"> <td colspan="2"> <div align="left"><img src="http://images.mediapost.com/n/OSlogo2.gif" width="278" height="51"><font face="Verdana, Arial, Helvetica, sans-serif"></font></div> </td></tr> <tr> <td bgcolor="#AAB18D" width="8%" valign="top"> <p> <img src="http://images.mediapost.com/n/KendallAllen_150x120.jpg" width=150 height=120> </p> <table width="90%" border="0" cellspacing="0" cellpadding="6" align="center" bgcolor="#F5ECD6"> <tr> <td> <font face="Verdana, Arial, Helvetica, sans-serif" size="1"><a href="http://link.mediapost.com/go2.shtml?kwkmqePfOJUOZ10j/2c292911d1f98e1c/24fd34d417e106a8/brian.bobo@gmail.com"> Last week Kendall wrote "The Guru: A Dying Breed?"</a><p> Cesar Brea wrote in response, "Great article.<p> So now the question becomes, how do you decide which analytics gurus to bring on? <p>Here are a couple of filters to consider:<p> *Bring on ones for whom analytics are a means to and end -- a way of identifying business opportunities and conceiving solutions, not folks for whom a regression with a tight R^2 is the deliverable.<p> *Bring on ones who 'Make everything as simple as possible, but no simpler.'<p> In short, the best 'analytics gurus' are likely not to be career analysts, but rather businesspeople who've had to muck with analytics to solve real business problems, starting with asking the right questions through acting on the answers.<p> How can you tell? <p>Ask for stories: 'So what was the context for the analytics you brought to bear? <p>What did your clients do with the insights you developed?<p> What business result did they achieve? And, how sustainable has all this been?"' </font> <p align="center"> <a href="http://link.mediapost.com/go2.shtml?kwkmqePfOJUOZ10j/d0b2da7d1be1a115/24fd34d417e106a8/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/SpinButton.gif" width="99" height="25" border="0"></a></p> </td> </tr> </table></td> <td rowspan="3" width="92%" valign="top"> <div style="margin-left:12px; margin-right:12px;"> <font face="Verdana, Arial, Helvetica, sans-serif" size="2"> Monday, June 15, 2009 </font><font face="Verdana, Arial, Helvetica, sans-serif"><br> <b><font size="4"> The Ugly Truth And Terror Of Data Corrections </font></b><br> </font><font face="Verdana, Arial, Helvetica, sans-serif" size="2">By Kendall Allen</font><p></p> <a href="http://link.mediapost.com/go2.shtml?kwkmqePfOJUOZ10j/URL/24fd34d417e106a8/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0615404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=TOWER/GUID=0615404393/QUAL=0"><IMG hspace="12" vspace="5" align="right" SRC="http://mediapst.adbureau.net/iserver/acc_random=0615404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=TOWER/GUID=0615404393/QUAL=0" border=0></a> <font face="Verdana, Arial, Helvetica, sans-serif" size="2">This past weekend, I hung out on Long Island with a few of my traditionally rooted media publishing friends. Though we don't often talk business -- typically, we're focused on culinary, outlandish or recreational pursuits across the North Fork -- sometimes we just have to get into it. Since I took a digitally led path some time ago, it's always a rich conversation when we come back together to talk business and realize we are a part of the same big show. <p>Among the group was a friend I'll call Jane, who runs business research and insights at a major media company. She is intimately and credibly versed in the strengths and weakness of the various partners that support her in her role of providing insights to every single property under her roof. Discussing <a href="http://link.mediapost.com/go2.shtml?kwkmqePfOJUOZ10j/e7b8649f8cc082c2/24fd34d417e106a8/brian.bobo@gmail.com"> Nielsen's major correction</a> last week of bad performance data on major media properties led to a chat on what <em>she</em> regards as an ugly truth: online data is <em>bad all the time</em>. In short, this correction was deemed necessary after a glitch in the system revealed an error of the type that Nielsen assures will no longer happen after its much anticipated overhaul to a new system this summer. But, the conversations I had over the weekend shed light on the idea that such instances are not so isolated. Though, they are not always so grand in stature -- involving properties such as Fox, the <em>New York Times</em>, and <em>USA Today</em> to adjust their numbers -- corrections are issued all the time by parties and players across the galaxy that is data and analytics. In a word: terrifying. </p> <p> <strong>The High Stakes of Progress </strong></p> <p>Last week, I discussed analytics as a field still warranting a smart and righteous guide. Though many see this age of metrics as "golden," it holds pockets of things we still must understand and standardize, It was interesting to consider for a moment the more primal alert raised by Jane: that the industry <em>may not care </em>about accuracy in the same way that its predecessors in magazine and television always have. That a certain nonchalance about errors prevails; that corrections are frequent, a constant agitation to companies that care about getting it right. </p> <p> Most of us can recall reading corrections in our own daily newspaper that were so deeply alarming, yet nestled as barely a mention on the corrections page, so as to diminish impact. We ask, "What?! How can this be? Are people seeing this?" </p> <p> So, during tough economic times when business courses must be charted evermore shrewdly, and data companies undergo their own system advance and methodological overhaul -- can we really afford these cycles of crude and constant correction? My friend would say "no." I'm just starting to really think about it, provoked by this chat over the weekend. I would really like to hear from those who are passionate about the field -- what's the real scope of this issue? </p> <p> <strong>The Pain and the Promise </strong></p> <p>Yes, you might agree with Jane, who believes that online dominates the cross-media sphere on available data and on its dexterity. I know I do. But, do we agree it's a lot of bad data that people only apply sparingly and not always strategically? Jane in fact credits her traditional-media roots for her devotion to quality and accuracy -- that's where she gets good stuff she can trust and on whose back she can plan or direct her properties to follow suit. This foundational strength frees her up to focus on application and analysis. She now faces this deep internal struggle as she integrates her own practices to encompass digital --given her almost total discomfort with digital data integrity. Does this seem like a lot of drama -- or does it ring true? </p> <p> While we might waste time trying to decide whether any given outcry over issued corrections is a "shoot the messenger" issue or not, every time one of these corrections is delivered, it seems important to encourage a reminder about the purported sweep of this issue. We must remind ourselves that one person's rounding error might be another's death knell. That we'd do well to take a step back and align on a primal commitment to accuracy. In a world that is large and complicated, such focus on accuracy is a big ethos to drive. But, we cannot really afford flippancy when it comes to corrections. <em>That</em> is at least one true thing. </p> <p> </p> <p> </p> <p> </p> </font> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?kwkmqePfOJUOZ10j/57281bd4a4eec229/24fd34d417e106a8/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?kwkmqePfOJUOZ10j/caeae2599f43d145/24fd34d417e106a8/brian.bobo@gmail.com"> Post your response to the public Online Spin blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?kwkmqePfOJUOZ10j/d0b2da7d1be1a115/24fd34d417e106a8/brian.bobo@gmail.com"> See what others are saying on the Online Spin blog.</a></div> <p><font face="Verdana, Arial, Helvetica, sans-serif" size="2"><em>Kendall Allen runs most of her media and marketing pursuits through a company she established, Influence Collective, LLC, based in New York City. The group advises and manages special projects in integrated media and marketing for clients, including Carolyn & Co. Media, where Kendall is overseeing the launch of upcoming digital publishing and community ventures for women and career. </em></font></p> <br> <br> <a href="http://link.mediapost.com/go2.shtml?kwkmqePfOJUOZ10j/URL/24fd34d417e106a8/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0615404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=SPEEDBUMP/GUID=0615404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0615404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=SPEEDBUMP/GUID=0615404393/QUAL=0" border=0></a> <p><span class="body"> Online Spin for Monday, June 15, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107907"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107907</a><br> <br> </span> </p> </div> <br> <br> </td> </tr> </table> <table width="95%" border="0" cellspacing="0" cellpadding="16" align="center" bgcolor="#F5ECD6"> <tr> <td> <blockquote> <blockquote> <p><font face=Arial, Helvetica, sans-serif size=2> You are receiving this newsletter at brian.bobo@gmail.com as part of your free membership with MediaPost. If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?kwkmqePfOJUOZ10j/3411ddfa79692ac0/24fd34d417e106a8/brian.bobo@gmail.com"> www.mediapost.com</a> - and click on [subscribe] in the e-newsletter box. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?kwkmqePfOJUOZ10j/a8d19867e2762b73/24fd34d417e106a8/brian.bobo@gmail.com"> media kit</a>. <hr> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?kwkmqePfOJUOZ10j/a731570f93c83217/24fd34d417e106a8/brian.bobo@gmail.com/n=os&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <hr> <a href="http://link.mediapost.com/go2.shtml?kwkmqePfOJUOZ10j/467e263dbe4ffe45/24fd34d417e106a8/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001 </font> </p> </blockquote> </blockquote> </td> </tr> </table> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFOJ0033220165_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-4986866080425531242009-06-12T13:09:00.001-07:002009-06-12T13:09:54.347-07:00Performance Insider: Customer Loyalty: How To Earn It<div align="center"> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?B9dmY2WCXHLsl9Fs/URL/ca2ca83a578645e8/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0612404393/SITE=EMAIL/AREA=PERFORMANCEINSIDER/AAMSZ=BANNER/GUID=0612404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0612404393/SITE=EMAIL/AREA=PERFORMANCEINSIDER/AAMSZ=BANNER/GUID=0612404393/QUAL=0" border=0></a> </td></tr> <tr><td><img src="http://images.mediapost.com/n/clear.gif" alt="" height="20" width="300" border="0"></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0" bgcolor="white"><tr height="102"><td width="686" height="102"><img src="http://images.mediapost.com/n/PerformanceInsider.gif" alt="" height="104" width="686" border="0"></td><td align="left" valign="top" width="42" height="102"><img src="http://images.mediapost.com/n/performanceLINE.gif" alt="" height="104" width="42" border="0"></td> </tr> <tr><td colspan="2" width="728"><img src="http://images.mediapost.com/n/clear.gif" alt="" height="15" width="300" border="0"></td></tr> <tr><td colspan="2" width="728"> <span class="headline"> Customer Loyalty: How To Earn It<br> </span> <span class="byline"> by Guy Maser</span> <span class="dateline"> , Friday, June 12, 2009</span> <br> <br> <a href="http://link.mediapost.com/go2.shtml?B9dmY2WCXHLsl9Fs/URL/ca2ca83a578645e8/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0612404393/SITE=EMAIL/AREA=PERFORMANCEINSIDER/AAMSZ=TOWER/GUID=0612404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0612404393/SITE=EMAIL/AREA=PERFORMANCEINSIDER/AAMSZ=TOWER/GUID=0612404393/QUAL=0" border=0 align="right" style="margin-left:12px; margin-bottom:5px; margin-top:5px;"></a> <p class=body> There's a saying in the business world: Customer acquisition is an investment, but profitability is built on customer retention. And with the economy in its current state, it's more important than ever to keep the customers you have. </p> <p class=body> According to a recent survey of engineering, technical, manufacturing and industrial marketers at the beginning of this year, 13% indicated that customer retention is their primary marketing goal in 2009, up from just 5% last year. This increase can be attributed to the fact that companies cannot afford to lose customers now, and many realize it is easier and more cost effective to retain current customers than it is to find new ones.</p> <p class=body> So how do you retain your customers and earn their loyalty? It's like any successful relationship: If you want customers to be loyal to you, you must be loyal to them. For starters, you must have a product or service that delivers as advertised, but that's just the minimum requirement. </p> <p class=body> <strong>Follow these strategies to keep your customers loyal to your company. </strong></p> <p class=body> <strong>Provide stellar customer service.</strong> Customer service is the key differentiator for companies that offer similar products and services. Customers have problems; they want them solved. Customers have questions; they want them answered. The winning company makes it easy for customers to speak with a service representative-a real person, not an interactive voice response system-who has the authority to resolve a customer's issue and make them happy. </p> <p class=body> The problem with some companies is that they see customer service only as a cost center, which leads to constantly trying to cut customer service costs. Rather, customer service should be considered a customer retention initiative, or in the best of cases a profit center if your customer service team is trained at cross-selling and up-selling appropriate products and services to customers. A change in perspective can equal a change in service.</p> <p class=body> <strong>Make Your Web site a customer self-service center.</strong> It's more cost-effective having people answer customer service telephone calls if your Web site is set up to answer most customer service questions and easy for customers find those answers. Your call volume will decrease, and customer needs will still be met.</p> <p class=body> Consider a customer-only area of your Web site that provides support information, refund and exchange policies, FAQs, interactive discussions and message boards, or click-to-chat functions. Plus be sure to have up-to-date and comprehensive product information available and special offers just for customers.<br /> <br /> </p> <p class=body> <strong>Use E-mail to communicate with customers</strong>. It is hard to foster customer loyalty if your customers forget about you. A great way to stay in touch is through e-mail. Establish a regular customer-only e-newsletter and send customers information that is relevant and helpful to them: white papers, technical articles, invitations to Webinars, and links to industry news stories. </p> <p class=body> While there's nothing wrong with promoting new products to customers, your main objective in customer retention e-mail should be educational rather than promotional. If you help them do their job better, they're more likely to come back to you when they have a need for products or services.</p> <p class=body> <strong>Pick up the phone.</strong> Begin an organized effort in your company to call customers at regular intervals, simply to see how they are doing or if they need anything. A courtesy call can go a long way towards establishing customer loyalty. Sales representatives for each account are ideal, but it doesn't have to work that way in order to be successful. The caller should know how to route a call to the appropriate person in your organization if a customer needs help. </p> <p class=body> <strong>Establish customer-friendly policies.</strong> Have you ever been a customer of a company that retired a product without continuing to support it? Have you ever faced strict return or exchange policies? Poor warranty support? This is a good way to send customers fleeing to competitors. An organization focused on customer retention and loyalty will always realize the consequences of any policies that are not customer friendly. </p> <p class=body> To foster a healthy long-tem relationship with customers, you must do much more than provide a good product or service. You must pay attention to your customer needs and meet them. There are always competitors ready to lure your customer away. And there are always customers who will switch given any slight, perceived or real. Following these steps above will help minimize the chances of this happening.</p> </span> </p> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?B9dmY2WCXHLsl9Fs/ad44055e763c70e1/ca2ca83a578645e8/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?B9dmY2WCXHLsl9Fs/b1007733eeb11c61/ca2ca83a578645e8/brian.bobo@gmail.com"> Post your response to the public Performance Insider blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?B9dmY2WCXHLsl9Fs/ac205d636f520cc0/ca2ca83a578645e8/brian.bobo@gmail.com"> See what others are saying on the Performance Insider blog.</a></div> <table cellpadding="2" border="0" cellspacing="0"><tr><td valign="top"><img src="http://images.mediapost.com/authors/GuyMaser.jpg" border="0"></td><td valign="top" class="body"> <span class="body"> <em>Guy Maser is Senior Vice President of Marketing for GlobalSpec (www.globalspec.com), a leading specialized vertical search, information services and e-publishing company serving the engineering, technical and industrial communities. Guy is responsible for Marketing, Product Development, Website Management and E-Publishing. He can be reached at gmaser@globalspec.com. </em></span></td></tr> </table> <br /> <a href="http://link.mediapost.com/go2.shtml?B9dmY2WCXHLsl9Fs/URL/ca2ca83a578645e8/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0612404393/SITE=EMAIL/AREA=PERFORMANCEINSIDER/AAMSZ=SPEEDBUMP/GUID=0612404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0612404393/SITE=EMAIL/AREA=PERFORMANCEINSIDER/AAMSZ=SPEEDBUMP/GUID=0612404393/QUAL=0" border=0></a> <br /> </span></td></tr> <tr><td width="686"> <span class="body"> Performance Insider for Friday, June 12, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107871"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107871</a><br> <br> </span> </td><td width="42"></td></tr> </table></td></tr><tr height="15"><td align="left" valign="top" height="15"> <br> <span class="footer"> <a href="http://link.mediapost.com/go2.shtml?B9dmY2WCXHLsl9Fs/90cb6064e7b617f8/ca2ca83a578645e8/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER=0 align=left></a> You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost.<BR> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?B9dmY2WCXHLsl9Fs/90cb6064e7b617f8/ca2ca83a578645e8/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?B9dmY2WCXHLsl9Fs/5ee240ff099ef523/ca2ca83a578645e8/brian.bobo@gmail.com"> media kit</a>.<br> <br> <hr size="1" width="100%" color="#999999"> <p style=" padding-left:10px;" class="footer"> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?B9dmY2WCXHLsl9Fs/bdf6a537a9c92b98/ca2ca83a578645e8/brian.bobo@gmail.com/n=63&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. </p> <hr size="1" width="100%" color="#999999"> <p style=" padding-left:10px;" class="footer"> <a href="http://link.mediapost.com/go2.shtml?B9dmY2WCXHLsl9Fs/e81a167a558be424/ca2ca83a578645e8/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001</p> </span></td></tr> </table> </div> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFLN0044102159_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-64093927507184727762009-06-12T10:19:00.001-07:002009-06-12T10:19:09.850-07:00Search Insider: RAMALAMABingBONG<div align="center"> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?lkBZKitBJXvLPWej/URL/86b5ee6816d594eb/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0612404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=BANNER/GUID=0612404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0612404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=BANNER/GUID=0612404393/QUAL=0" border=0></a></td></tr> <tr><td><img src="http://images.mediapost.com/n/clear.gif" alt="" height="20" width="300" border="0"></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0" bgcolor="white"><tr height="102"><td width="464" height="102"><img src="http://images.mediapost.com/n/HD_srchinsider.gif" alt="" height="102" width="464" border="0"></td><td align="left" valign="top" width="264" height="102"><img src="http://images.mediapost.com/n/srchinsider_rule.gif" alt="" height="102" width="264" border="0"></td></tr> <tr><td colspan="2" width="728"><img src="http://images.mediapost.com/n/clear.gif" alt="" height="10" width="300" border="0"></td></tr> <tr><td colspan="2" width="728"> <span class="headline"> RAMALAMABingBONG <br> </span> <span class="byline"> by Todd Friesen</span> <span class="dateline"> , Friday, June 12, 2009</span> <p class="body"> <span class="body"> <a href="http://link.mediapost.com/go2.shtml?lkBZKitBJXvLPWej/URL/86b5ee6816d594eb/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0612404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=TOWER/GUID=0612404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0612404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=TOWER/GUID=0612404393/QUAL=0" border=0 align="right" style="margin-left:12px; margin-bottom:5px; margin-top:5px;"></a> <p class=body> When I sat down to write this column today, I had to choose between my two current favorite topics: Twitter and Bing. Both of which have been written about ad nauseam by now, so I decided to do a bit of crowd sourcing and see what the masses wanted. By masses I mean the handful of real people that follow me on Twitter (it's @oilman btw, if you're not following yet). Here are a couple responses I received:</p> <p class=body> <a href="http://link.mediapost.com/go2.shtml?lkBZKitBJXvLPWej/9341de6f3e6ee77d/86b5ee6816d594eb/brian.bobo@gmail.com"> elisabethos@oilman</a> bing-- write about bloggers that don't get it ;)<br /> <a href="http://link.mediapost.com/go2.shtml?lkBZKitBJXvLPWej/4ce87c8dd47c50df/86b5ee6816d594eb/brian.bobo@gmail.com"> geekgiant@oilman</a> Bing. Mac truck theory. Ready, go</p> <p class=body> <br /> <strong>Bloggers That Don't Get It</strong><br /> Last week the Bing crew invited a bunch of search marketers and bloggers and some other "influential" folks out to Bellevue for a two-day (indoctrination) demo/feedback event. It's always an interesting mix when you put bloggers and SEOs in the same room -- kinda like mixing gasoline vapor and a box of lit matches, really. You can decide who is who in that analogy.</p> <p class=body> Where the sparks really started to fly was when all the one-box and instant-answer functionality was being demonstrated. It didn't take long for one of the bloggers to ask why Bing was trying to steal their traffic by keeping people on Bing. It got really heated when we saw that Bing Health results are actually content in Bing. Search for diabetes or other ailments to see what I mean. Bing is actually reproducing content from a variety of sources right on bing.com. You do not get sent to the source site. (insert blogger outrage.)</p> <p class=body> OK -- two things. First, all that health content is licensed, vetted and authoritative and is exactly the kind of result a search engine should return. Second, the other instant-answer stuff is based on highly structured and categorized data like flight status and ticket prices as well as product search. There's really not much new here. Google's been doing this stuff for ages, but we all line up for our daily cup of Kool-aid. I'm more bothered by the four sponsored listings above the main results than about any of the other stuff.</p> <p class=body> <br /> <strong>Mack Truck Theory</strong><br /> I honestly believe that Bing is doing a lot of things better than they've been done before (read: better than Google does them). The key behind most of it is categorization and easy search refinement. Bing shopping is better, if for no other reason than you can get cash back from over 1,000 vendors. I talked to a Binger that has $400 in his cashback account right now. It's a nice little forced savings account. Bing travel? They bought FareCast -- 'nuff said. Bing Health? Vetted content = trust. Bing Video? Downright awesome and has been for the two years it's been out. Bing Images? Infinite scroll rocks.</p> <p class=body> <br /> So what's the Mack Truck Theory? Well, to put it mildly... Bing's algo for regular search results has holes in it big enough to drive a Mack Truck through. The Bing supporter in me wants to help fix this, but the spammer SEO in me wants to stay very quiet and keep my fingers crossed that Bing can get to 15-20% market share. Yes, I'm going to leave you hanging on what exactly those holes are for now (he says as his Twitter follower count takes a dive).</p> <p class=body> I'm on a Bing adventure right now, trying to use just Bing for all my personal searching for the next couple weeks. So far these are just my initial thoughts. Stay tuned for more. You never know when I might share.... <br /> <br /> </p> </span> </p> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?lkBZKitBJXvLPWej/b9da3a3b629b6faa/86b5ee6816d594eb/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?lkBZKitBJXvLPWej/20afe7d424852eaf/86b5ee6816d594eb/brian.bobo@gmail.com"> Post your response to the public Search Insider blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?lkBZKitBJXvLPWej/c3c24aefe095b528/86b5ee6816d594eb/brian.bobo@gmail.com"> See what others are saying on the Search Insider blog.</a></div> <table cellpadding="2" border="0" cellspacing="0"><tr> <td valign="top" class="body"> <span class="body"> <em>Todd Friesen is the vice president of search at Position Technologies, a search marketing technology company based in Illinois. You can reach Todd at todd@positiontech or @oilman on Twitter.</em></span></td></tr> </table> <br /> <a href="http://link.mediapost.com/go2.shtml?lkBZKitBJXvLPWej/URL/86b5ee6816d594eb/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0612404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0612404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0612404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0612404393/QUAL=0" border=0></a> <br> </td></tr> <tr><td width="464"></td><td width="264"></td></tr> <tr><td align=middle bgColor=ffffff colSpan=2> <span class="body"> Search Insider for Friday, June 12, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107836"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107836</a><br> <br> </span></td></tr> <tr><td colspan=2> <hr> <span class="footer"> <a href="http://link.mediapost.com/go2.shtml?lkBZKitBJXvLPWej/0ca7e6e2b6f59b30/86b5ee6816d594eb/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER=0 align=left></a> You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost.<BR> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?lkBZKitBJXvLPWej/0ca7e6e2b6f59b30/86b5ee6816d594eb/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?lkBZKitBJXvLPWej/edbf2d10a1430822/86b5ee6816d594eb/brian.bobo@gmail.com"> media kit</a>. <HR> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?lkBZKitBJXvLPWej/6d4211835cf6e2b5/86b5ee6816d594eb/brian.bobo@gmail.com/n=si&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <HR> <a href="http://link.mediapost.com/go2.shtml?lkBZKitBJXvLPWej/3cdd61c9533a86f1/86b5ee6816d594eb/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001</span> <br> <br></td></tr> </table></td></tr> </table> </div> <p></p> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFLK0051835421_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-61681970233886118862009-06-12T08:25:00.001-07:002009-06-12T08:25:37.839-07:00OnlineSpin: The Economics Of Local Search Advertising<style> body, p, div, table, a { font-family:Verdana, Arial, Helvetica, sans-serif; font-size:12px; } </style> <div align="center"> <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/URL/54c963390576b41f/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0612404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=BANNER/GUID=0612404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0612404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=BANNER/GUID=0612404393/QUAL=0" border=0></a> </div> <br> <table width="95%" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF" align="center" border="0"> <tr bgcolor="#F5ECD6"> <td colspan="2"> <div align="left"><img src="http://images.mediapost.com/n/OSlogo2.gif" width="278" height="51"><font face="Verdana, Arial, Helvetica, sans-serif"></font></div> </td></tr> <tr> <td bgcolor="#AAB18D" width="8%" valign="top"> <p> <img src="http://images.mediapost.com/n/MaxKalehoff2_150x120.jpg" width=150 height=120> </p> <table width="90%" border="0" cellspacing="0" cellpadding="6" align="center" bgcolor="#F5ECD6"> <tr> <td> <font face="Verdana, Arial, Helvetica, sans-serif" size="1"><a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/23bf7ba2f6e13cfc/54c963390576b41f/brian.bobo@gmail.com"> Last week Max wrote "Your Professional Bio."</a><p> Gary Klein wrote in response, "Having spent half of my professional life doing C-suite executive search, I would suggest the following: * Keep the bio simple. No one has a lot of time to travel through a background. * Be results/accomplishments oriented. <p>* Let your successes extoll your virtues rather than you. * What you did most recently means more than what you did early in your career. <p>* Insight/creativity and out of the box thinking is important. * Demonstrate that you may be a 'best athlete.'<p> * Communicate your appreciation for bottom line. * Passion has value and should be communicated."<p> Jonathan Graber wrote, "As a recruiter in the digital media space I would have to agree whole-heatedly with you. The new frontier for bios is the internet and one must craft his or her's own brand image carefully. <p>I can't tell you how many times we have passed over people because of damaging Facebook photos, crude comments in the social media space, or just no significant online presence at all. We love to see information (GOOD information) and it makes the subsequent phone call much more pleasant." </font> <p align="center"> <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/4fceeed48c0f0a87/54c963390576b41f/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/SpinButton.gif" width="99" height="25" border="0"></a></p> </td> </tr> </table></td> <td rowspan="3" width="92%" valign="top"> <div style="margin-left:12px; margin-right:12px;"> <font face="Verdana, Arial, Helvetica, sans-serif" size="2"> Friday, June 12, 2009 </font><font face="Verdana, Arial, Helvetica, sans-serif"><br> <b><font size="4"> The Economics Of Local Search Advertising</font></b><br> </font><font face="Verdana, Arial, Helvetica, sans-serif" size="2">By Max Kalehoff</font><p></p> <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/URL/54c963390576b41f/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0612404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=TOWER/GUID=0612404393/QUAL=0"><IMG hspace="12" vspace="5" align="right" SRC="http://mediapst.adbureau.net/iserver/acc_random=0612404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=TOWER/GUID=0612404393/QUAL=0" border=0></a> <font face="Verdana, Arial, Helvetica, sans-serif" size="2">As people continue to search for more local business information online, it is inevitable that local advertisers will follow. Over the past year, we <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/a56c6b3bcce7be58/54c963390576b41f/brian.bobo@gmail.com"> expanded</a> our startup's offerings to address local advertisers, a segment comprising hundreds of thousands of local businesses in the U.S. We originally launched with a simple dashboard for search advertisers, but recently introduced a white-labeled technology platform for online advertising service providers that serve thousands of local businesses. <br /> <br /> Through our development, we gained a unique perspective on the challenges the local marketing industry face as dollars continue to transition to online at the expense of conventional, offline channels, like print directories. For years, analysts forecast an explosion in local online advertising, especially search. But we saw firsthand tremendous friction preventing faster, sustainable growth. With a stake in this market, we wanted to gain a much deeper understanding to improve search-marketing performance for local businesses.<br /> <br /> That's why we asked Borrell Associates, a research and consulting firm that tracks local ad spending, to study the economics of local search advertising, and surface key challenges, solutions and opportunities. Though its research was underwritten by our startup, we agreed that Borrell would approach it independently to strengthen objectivity and explore new territory. To be sure, this work has prompted <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/c6d071e19d9c2d23/54c963390576b41f/brian.bobo@gmail.com"> healthy debate</a> and <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/343c070eb1ec7b8f/54c963390576b41f/brian.bobo@gmail.com"> valuable commentary</a>, mainly because it's called out key challenges like high customer attrition, questionable sales practices, and an infrastructure unable to scale. We believe such candid examination and discussion is the best way to surface market friction, identify opportunities and improve search-advertising performance, for everyone. <br /> <br /> The key findings?<br /> <br /> -- First, local search advertising is a big market, and it can work very, very well. And that's why Borrell projects locally placed search advertising in the U.S. to grow 30% over the next five years, from $4.1 billion in 2008 to $5.3 billion in 2013. <br /> <br /> -- Despite growth forecasts, the local advertising industry needs to change to achieve long-term sustainability. Many online advertising resellers and affiliates, who service local businesses, churn half their customers within a year's time, and some lose as many as 90%. This is often due to missed expectations and a lack of return on investment for local-business customers. In fact, many advertising resellers have business models that rely on applying aggressive customer acquisition strategies to overcome top-line losses due to customer attrition.<br /> <br /> -- Importantly, Borrell says that advertising products and value must be easily understood by local businesses. That requires a shift from selling Web site visits to selling measurable leads and phone calls. Indeed, Web site visits aren't worth anything unless they're the right visitors. Moreover, if you're only selling visits, how can you optimize advertising investment to reach profitability goals? The short answer: you can't. Local businesses, just like large sophisticated advertisers, expect the profit needle to move -- and there can be no mystery about the way this is accomplished.<br /> <br /> -- Finally, according to Borrell, growth in the local search advertising industry will be led primarily by advertising service providers that adopt scalable technology infrastructure and recalibrate their economics to allocate more customer investment to search media spend. The study revealed that it's not uncommon for local service providers to pocket half or more of their customers' investments, while applying the rest to poorly optimized media spend. That's not sustainable.<br /> <br /> Don't be mistaken: Local search advertising will be massive, but the segment must reform and innovate. There's friction to overcome, yet the opportunity is tremendous. In the end, there will be many winners.<br /> <br /> Where do you see local advertising headed?<br /> <br /> (You can download a free copy of Borrell Associates' research report <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/db97c5536be77b93/54c963390576b41f/brian.bobo@gmail.com"> here</a>.)<br /> <br /> <p> </p> </font> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/c3fb9a8155e855cb/54c963390576b41f/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/cfee3a876dd2854a/54c963390576b41f/brian.bobo@gmail.com"> Post your response to the public Online Spin blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/4fceeed48c0f0a87/54c963390576b41f/brian.bobo@gmail.com"> See what others are saying on the Online Spin blog.</a></div> <p><font face="Verdana, Arial, Helvetica, sans-serif" size="2"><em>Max Kalehoff is vice president of marketing for Clickable, a search-marketing solution for small and mid-size businesses. He also writes <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/72751e39b93b050f/54c963390576b41f/brian.bobo@gmail.com"> AttentionMax.com</a></em></font></p> <br> <br> <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/URL/54c963390576b41f/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0612404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=SPEEDBUMP/GUID=0612404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0612404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=SPEEDBUMP/GUID=0612404393/QUAL=0" border=0></a> <p><span class="body"> Online Spin for Friday, June 12, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107826"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107826</a><br> <br> </span> </p> </div> <br> <br> </td> </tr> </table> <table width="95%" border="0" cellspacing="0" cellpadding="16" align="center" bgcolor="#F5ECD6"> <tr> <td> <blockquote> <blockquote> <p><font face=Arial, Helvetica, sans-serif size=2> You are receiving this newsletter at brian.bobo@gmail.com as part of your free membership with MediaPost. If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/466835838de5be05/54c963390576b41f/brian.bobo@gmail.com"> www.mediapost.com</a> - and click on [subscribe] in the e-newsletter box. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/7acfbaee7359601d/54c963390576b41f/brian.bobo@gmail.com"> media kit</a>. <hr> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/bc07cb64b11fa45c/54c963390576b41f/brian.bobo@gmail.com/n=os&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <hr> <a href="http://link.mediapost.com/go2.shtml?M3mrm4AIOpWUbUYY/3c23f1b277b88ecc/54c963390576b41f/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001 </font> </p> </blockquote> </blockquote> </td> </tr> </table> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFLI1510820597_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-63306166510152347312009-06-11T13:31:00.001-07:002009-06-11T13:31:22.982-07:00Section 2-Around the Net in Search: Blueprinting An SEO Plan<table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/URL/8e68ecbd19de0a95/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0611404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=BANNER/GUID=0611404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0611404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=BANNER/GUID=0611404393/QUAL=0" border=0></a> </td></tr> <tr><td><img src="http://images.mediapost.com/n/clear.gif" alt="" height="12" width="728" border="0" /></td></tr> <tr><td><img src="http://images.mediapost.com/n/HD_SearchInsdr_AroundtheNet.gif" alt="" height="76" width="727" border="0" /></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td align="left" valign="bottom"> <span class="Byline"> By Laurie Sullivan</span> <span class="Date"> , June 11, 2009</span></td><td align="right" valign="bottom"> <span class="smLinks"> <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/3cc14740a26c0152/8e68ecbd19de0a95/brian.bobo@gmail.com" class="smLinks"> Subscribe</a> | <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/c3f13d7f29689fba/8e68ecbd19de0a95/brian.bobo@gmail.com" class="smLinks"> Back Issues</a> | <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/a458dd22173491a7/8e68ecbd19de0a95/brian.bobo@gmail.com" class="smLinks"> Reply to Editor</a> | <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/614969cfb43bb905/8e68ecbd19de0a95/brian.bobo@gmail.com" class="smLinks"> MediaPost Home</a></span></td></tr> </table></td></tr> <tr> <td valign="top"> <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/URL/8e68ecbd19de0a95/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0611404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=TOWER/GUID=0611404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0611404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=TOWER/GUID=0611404393/QUAL=0" border=0 align="right" style="margin-left:12px; margin-bottom:5px; margin-top:5px;"></a> <p> <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/619897b8286aad7a/8e68ecbd19de0a95/brian.bobo@gmail.com" target="new" class="head"> Facebook Vanity URLs Increase Need For SEO</a><br> ClickZ<br> Beginning at 12:01 a.m. EDT Saturday, users will have an option to choose a name as part of their Facebook URL page. These vanity URLs are expected to increase the use of SEO on the site, according to Erik Dafforn. <br> <br> Dafforn hopes Facebook will do what Google Profiles did: Work to unify and consolidate those profile pages so that while any URL can be requested, only one will be considered the "authority." He provides direction on accomplishing the task. It includes using a 301 redirect, excluding old URLs via the robots.txt file, or adding canonical links to the pages HTML. - <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/619897b8286aad7a/8e68ecbd19de0a95/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/26df3aa4c934a8cf/8e68ecbd19de0a95/brian.bobo@gmail.com" target="new" class="head"> Optimizing Twitter Profiles </a><br> Search Engine Journal<br> It's important to manage Twitter accounts to control your online reputation. Matt Leonard provides four tips to help profiles rank. For starters, optimize title tags and use the correct anchor text. This means writing your name in the profile as it would typically appear on a typed or written page. Twitter won't allow you to add spaces between your "Username," but you can add a space between your first and last name in the "Name" setting. <br> <br> Other tips are to optimize meta descriptions, build followers with links and PageRank, and link Twitter profiles using your name as anchor text. - <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/26df3aa4c934a8cf/8e68ecbd19de0a95/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/2d88a336865864a5/8e68ecbd19de0a95/brian.bobo@gmail.com" target="new" class="head"> Bing PPC Search Tips</a><br> Search Engine Watch<br> While Microsoft's search engines typically deliver "excellent ROI on PPC," they have suffered from low traffic volumes. So, Melissa Mackey tries to answer whether the "decision engine" can produce more traffic from PPC ads for those using adCenter for Bing. She also provides insight on several new adCenter upgrades. <br> <br> For instance, Mackey writes that advertisers can now use Desktop to add or edit targeting settings such as geo-targeting, day-parting, and bid boosting--features that AdWords Editor currently lacks. A little skeptical on Microsoft's upgrades and rebranding strategy, Mackey plans to take a wait-and-see approach before placing too many clients in adCenter. For now, she notes, traffic is too low and both the online interface and the Desktop tool were painful to use. - <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/2d88a336865864a5/8e68ecbd19de0a95/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/c09214501499c6e9/8e68ecbd19de0a95/brian.bobo@gmail.com" target="new" class="head"> Dollars For Hours On The Way Out For SEO?</a><br> Search Engine Land<br> Should pay-for-performance replace the dollars-for-hours model the SEO industry has come to know well? Stephan Spencer attempts to look at a shift in thinking for those who hold the purse strings, from SEO being an unpredictable "black art," to a marketing channel accountable for results. <br> <br> Spencer writes that he's testing the concept by developing a scalable, automated natural search technology solution and pricing it on a cost-per-click basis. The company still has flat-fee pricing for SEO audits and monthly retainers for its ongoing SEO consulting, just like everyone else, but added this option for those who want to take a chance on change. - <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/c09214501499c6e9/8e68ecbd19de0a95/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/7f7acf0f48ead038/8e68ecbd19de0a95/brian.bobo@gmail.com" target="new" class="head"> Blueprinting An SEO Plan</a><br> aimClear<br> Every site needs an SEO blueprint -- among the topics that Manny Rivas runs down from the SES Toronto session on Information Architecture, Site Performance, Tuning and SEO. <br> <br> The recap from the conference also includes subjects like JavaScript links, nofollows, robots.txt, canonicals, on-page meta no-index tags, and 301 redirects. For example: performace issues can impact indexing. The slower the Web site, the fewer pages crawled during a search engine's scheduled visit, Rivas writes. - <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/7f7acf0f48ead038/8e68ecbd19de0a95/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> </td> </tr> <tr> <TD BGCOLOR="#ffffff"> <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/URL/8e68ecbd19de0a95/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0611404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0611404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0611404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0611404393/QUAL=0" border=0></a> <br /> <br /> Search Insider - Around the Net for Thursday, June 11, 2009<br /> <a href="http://www.mediapost.com/publications/?fa=Articles.showEdition&art_send_date=2009-6-11&art_type=44"> http://www.mediapost.com/publications/?fa=Articles.showEdition&art_send_date=2009-6-11&art_type=44</a><br /> <br /> </TD> </TR> <TR> <TD BGCOLOR="#cc0000"> </TD> </TR> <TR> <TD class="foot"> <br> <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/614969cfb43bb905/8e68ecbd19de0a95/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER="0" align="left"></a>You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost. <br> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/614969cfb43bb905/8e68ecbd19de0a95/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member.<br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/265a5e2f0f8b5271/8e68ecbd19de0a95/brian.bobo@gmail.com"> media kit</a>. <hr> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/3ef4d041d2285b96/8e68ecbd19de0a95/brian.bobo@gmail.com/n=44&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <hr> <a href="http://link.mediapost.com/go2.shtml?wO25QpvFrpBuTnnU/a6580bfd63af8903/8e68ecbd19de0a95/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001 </TD> </TR> </table> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFKN1534244661_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-5330069991066991072009-06-11T12:38:00.000-07:002009-06-11T12:39:03.857-07:00OnlineSpin: Search Won't Solve TV's Content Discovery Problem<style> body, p, div, table, a { font-family:Verdana, Arial, Helvetica, sans-serif; font-size:12px; } </style> <div align="center"> <a href="http://link.mediapost.com/go2.shtml?Zi9WfjljNLRjG6vJ/URL/c25483f88bed4e73/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0611404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=BANNER/GUID=0611404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0611404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=BANNER/GUID=0611404393/QUAL=0" border=0></a> </div> <br> <table width="95%" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF" align="center" border="0"> <tr bgcolor="#F5ECD6"> <td colspan="2"> <div align="left"><img src="http://images.mediapost.com/n/OSlogo2.gif" width="278" height="51"><font face="Verdana, Arial, Helvetica, sans-serif"></font></div> </td></tr> <tr> <td bgcolor="#AAB18D" width="8%" valign="top"> <p> <img src="http://images.mediapost.com/n/DavidMorgan_150x120.jpg" width=150 height=120> </p> <table width="90%" border="0" cellspacing="0" cellpadding="6" align="center" bgcolor="#F5ECD6"> <tr> <td> <font face="Verdana, Arial, Helvetica, sans-serif" size="1"><a href="http://link.mediapost.com/go2.shtml?Zi9WfjljNLRjG6vJ/e37486cb320f175d/c25483f88bed4e73/brian.bobo@gmail.com"> Last week Dave wrote "Could Twitter Replace Nielsen?"</a><p> Jaan Janes wrote in response, "Twitter may have some utility BUT it does not gauge the opinions, viewpoints, TV watching habits or buying habits of those that say nothing. <p>Countless zillions of consumers buy things -- be it cereal, soda or a movie ticket -- and never speak up, and they, too, need to be counted. <p>Oftentimes, it's the silent majority that's bigger and maybe more important than the vocal minority. <p> If 10% of Twitter users account for 90% of the posts, what do the other 90% have to say? <p> That's what smart research qualifies."<p> George Carson wrote, "I like the fact that we are seeing how to use social media for different purposes.<p> Yes, it might actually provide a different perspective into why a consumer views the program and what makes them continue to view the same show. Their comments on Twitter, and other social networks will help offer these insights.<p> Will it replace Nielsen? Maybe so, if Nielsen doesn't realize there are other resources to use to keep its customers informed of TV programming. <p>But we are only seeing how it applies today. By next year this discussion will probably be about another new form of communication." </font> <p align="center"> <a href="http://link.mediapost.com/go2.shtml?Zi9WfjljNLRjG6vJ/a87ad97814672fdd/c25483f88bed4e73/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/SpinButton.gif" width="99" height="25" border="0"></a></p> </td> </tr> </table></td> <td rowspan="3" width="92%" valign="top"> <div style="margin-left:12px; margin-right:12px;"> <font face="Verdana, Arial, Helvetica, sans-serif" size="2"> Thursday, June 11, 2009 </font><font face="Verdana, Arial, Helvetica, sans-serif"><br> <b><font size="4"> Search Won't Solve TV's Content Discovery Problem</font></b><br> </font><font face="Verdana, Arial, Helvetica, sans-serif" size="2">By Dave Morgan</font><p></p> <a href="http://link.mediapost.com/go2.shtml?Zi9WfjljNLRjG6vJ/URL/c25483f88bed4e73/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0611404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=TOWER/GUID=0611404393/QUAL=0"><IMG hspace="12" vspace="5" align="right" SRC="http://mediapst.adbureau.net/iserver/acc_random=0611404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=TOWER/GUID=0611404393/QUAL=0" border=0></a> <font face="Verdana, Arial, Helvetica, sans-serif" size="2"> <p>Nope, search is not going to be the silver bullet for television the way it was for online services. As we all know, television has a big problem with content discovery. According to <em>The Accenture Global Broadcast Consumer Survey 2009</em>, television viewers "face a significant bottleneck in discovering content that they like but have not seen before." The report goes on to state that "the proliferation of content options across devices is overwhelming to consumers." </p> <p>Anyone who watches television today knows this to be true. And, anyone who sells or buys television advertising knows that the resulting audience fragmentation is a really big and growing problem -- one that threatens the ad-supported foundation of the industry.</p> <p>Today, it is virtually impossible for the majority of television viewers to be actually aware of the program choices available to them at any one time. The explosion of new channels, programs, platforms, devices, content choices and ways to view video at home has seen to that. In the old days, tools like <em>TV Guide</em>, TV listings in the newspaper, and "lead-in, lead-out" on-air program promos provided all of the information and navigation guidance that viewers needed. Then, their choices could be counted on the ten fingers of their hands. No more. Those tools, and even their online equivalents, have not been able to keep pace with the volume and diversity of television viewing choices available today. Certainly, we have electronic programming guides today but, according to Accenture, even those are only relied upon by a minority of viewers. I don't know about you, but I myself find programming guides clunky to use and the information in them to be quite flat.</p> <p>How to fix this? Should we just wait for someone to invent a new version of search for television, and solve this like we solved the problem online? I don't think so. Here is why:</p> <p><strong>Video, not text.</strong> Search works great for text, but not very well for video. Television is all about video. Over time, more robust video searching will be devloped, but I don't imagine that changing drastically over the next couple of years.</p> <p><strong>Little robust interactivity</strong>. Search works online because the primary interface to computers is a keyboard. Not so with TV. While remotes are getting more robust and cable TV infrastructure is getting smarter and more interactive, most Americans are not going to be typing search queries on their remote controls any time soon. Yes, I do imagine that smartphones may become remote controls themselves, I don't imagine that happening in a majority of American homes for many years.</p> <p><strong>Entertainment-driven, lean-back usage.</strong> Using online services on computers is primarily a utility-driven, "lean-forward" activity. Watching video on a television is primarily an entertainment-driven, "lean-back" activity. Search is very powerful in a utility-driven environment. It is not nearly as powerful in an entertainment one. </p> <p>I think that this problem is going to be solved incrementally, with solutions built on top of -- or among -- existing tools. Like Accenture, I think that enhancing on-air program promotion with data-driven recommendations and targeting will make a big difference (I am biased here, of course, since that is the path my new company is pursuing). </p> <p>I also think that we will see social media play a very big role. Word-of-mouth is critical to television viewing choices and the proliferation of smartphones and mobile computing means more and more viewers will also be tethered to the Internet while they watch TV. Finally, I believe that online program listings will get better, and become more personal. These two will benefit from the dual usage of TV and online services.</p> <p> However, I don't think that when we turn our TVs on, the first thing we will see is a search box. That future I don't believe in. How about you?</p> </font> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?Zi9WfjljNLRjG6vJ/58e3e38dd96264e4/c25483f88bed4e73/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?Zi9WfjljNLRjG6vJ/3c85634481e429f2/c25483f88bed4e73/brian.bobo@gmail.com"> Post your response to the public Online Spin blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?Zi9WfjljNLRjG6vJ/a87ad97814672fdd/c25483f88bed4e73/brian.bobo@gmail.com"> See what others are saying on the Online Spin blog.</a></div> <p><font face="Verdana, Arial, Helvetica, sans-serif" size="2"><em>Dave Morgan is the CEO of Simulmedia. Previously, he founded and ran both TACODA and Real Media.</em></font></p> <br> <br> <a href="http://link.mediapost.com/go2.shtml?Zi9WfjljNLRjG6vJ/URL/c25483f88bed4e73/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0611404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=SPEEDBUMP/GUID=0611404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0611404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=SPEEDBUMP/GUID=0611404393/QUAL=0" border=0></a> <p><span class="body"> Online Spin for Thursday, June 11, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107775"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107775</a><br> <br> </span> </p> </div> <br> <br> </td> </tr> </table> <table width="95%" border="0" cellspacing="0" cellpadding="16" align="center" bgcolor="#F5ECD6"> <tr> <td> <blockquote> <blockquote> <p><font face=Arial, Helvetica, sans-serif size=2> You are receiving this newsletter at brian.bobo@gmail.com as part of your free membership with MediaPost. If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?Zi9WfjljNLRjG6vJ/40d9604e152afd7a/c25483f88bed4e73/brian.bobo@gmail.com"> www.mediapost.com</a> - and click on [subscribe] in the e-newsletter box. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?Zi9WfjljNLRjG6vJ/d8e16d313b447d28/c25483f88bed4e73/brian.bobo@gmail.com"> media kit</a>. <hr> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?Zi9WfjljNLRjG6vJ/5f0614746c89bc6d/c25483f88bed4e73/brian.bobo@gmail.com/n=os&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <hr> <a href="http://link.mediapost.com/go2.shtml?Zi9WfjljNLRjG6vJ/2d36c0d5a3f25a8c/c25483f88bed4e73/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001 </font> </p> </blockquote> </blockquote> </td> </tr> </table> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFKM3052168301_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-18591244006485946842009-06-11T08:42:00.001-07:002009-06-11T08:42:34.214-07:00Search Insider: Get It Or Die: Online Is Your Core Business<div align="center"> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?2eYFwXDuwCLrxJzT/URL/828c8f2ea1da13d9/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0611404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=BANNER/GUID=0611404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0611404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=BANNER/GUID=0611404393/QUAL=0" border=0></a></td></tr> <tr><td><img src="http://images.mediapost.com/n/clear.gif" alt="" height="20" width="300" border="0"></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0" bgcolor="white"><tr height="102"><td width="464" height="102"><img src="http://images.mediapost.com/n/HD_srchinsider.gif" alt="" height="102" width="464" border="0"></td><td align="left" valign="top" width="264" height="102"><img src="http://images.mediapost.com/n/srchinsider_rule.gif" alt="" height="102" width="264" border="0"></td></tr> <tr><td colspan="2" width="728"><img src="http://images.mediapost.com/n/clear.gif" alt="" height="10" width="300" border="0"></td></tr> <tr><td colspan="2" width="728"> <span class="headline"> Get It Or Die: Online Is Your Core Business <br> </span> <span class="byline"> by Gord Hotchkiss</span> <span class="dateline"> , Thursday, June 11, 2009</span> <p class="body"> <span class="body"> <a href="http://link.mediapost.com/go2.shtml?2eYFwXDuwCLrxJzT/URL/828c8f2ea1da13d9/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0611404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=TOWER/GUID=0611404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0611404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=TOWER/GUID=0611404393/QUAL=0" border=0 align="right" style="margin-left:12px; margin-bottom:5px; margin-top:5px;"></a> In a recent survey, we asked B2B buyers how they prefer ordering the things they order all the time. Sixty-three percent said they prefer to order them online. The next largest group was the 15% who would go the traditional route of ordering from a local office over the phone. Another 12% said they'd prefer to order from a real live sales rep. In a recent presentation to a client, I kept that pie chart of results up for a while, allowing it to sink in, because I think the implications are astounding. After it sunk in, I asked what I believe to be a fundamentally important question: "Look at the chart and ask yourself, how closely does your company's strategic direction and resource allocation match that pie chart? That's where your customers are going, and they're moving fast. Are you going to be there when they get there?" <p class=body> <strong><em>"getting it" vs. "Getting It"</em></strong> </p> <p class=body> Lately, I've also talked a lot about "getting it." To me, there are two levels of getting it. There's the safe level: the proficient e-business unit that understands search and executes effectively, realizes that online strategies have to be planned across channels, is struggling to put attribution models in place that work, and is continually testing and optimizing landing pages. If we look at digital marketing alone, they understand it and are skilled practitioners. This level, "getting it" with a small "g," is rare, although there are several examples to look at. </p> <p class=body> But then there's "Getting It," with a capital "G." This is the company that realizes that online forms the core of the customer experience and that everything else has to support that -- if not today, then in the very near future. This is the company that is rapidly and aggressively moving to digital as its primary way of doing business, that is already making the painful but required transitions and is willing to cannibalize its traditional core in order to support the move to online. Outside of pure online plays, this level of "Getting It" is so rare as to be basically nonexistent.</p> <p class=body> <strong><em>Digital Butt-Covering</em></strong></p> <p class=body> Companies pay lip service to "getting it," but they've hedged all their online bets. They have treated online as an incremental revenue channel, putting in rigorous ROI thresholds so that it can be separated from the core business and risk can be balanced against returns and investment, thus minimizing it. E-business is a siloed sandbox, relegated to the sidelines so it doesn't rock the mother ship. </p> <p class=body> What these companies fail to realize is that this safe, incremental approach to moving online is probably the riskiest thing they can do. Here's why.</p> <p class=body> Online is a discontinuous innovation in consumerism of all kinds. It's a huge step forward for the buyer in almost every way imaginable. It's easier, more convenient, more useful and more effective. If people aren't buying online, they're researching online. And no matter how much they're doing both those things, they would like to do more. The only thing holding them back is a lack of destinations or a quality user experience on the destinations they do have to choose from. Your customers are adopting online at an incredibly fast rate. </p> <p class=body> By easing towards online at a safe, incremental rate because you're mitigating risk to your core business, you're allowing your critical mass of customers to get in front of you. Whenever a mass of customers is underserviced, someone will fill that gap, and you can bet it will be a nimble, online pure play that's moving at light speed compared to you. </p> <p class=body> <strong><em>Internet Speed Defined</em></strong></p> <p class=body> <!--[if supportFields]> CONTACT _Con-3A366F3F1A6 <![endif]--> Jim Lecinski<!--[if supportFields]> <![endif]--> from Google's Chicago office has a chart he loves to show in client presentations. It slaps you upside the head with the reality of "Internet speed." He first recounts a typical conversation with a client that falls squarely in the first category of "getting it."</p> <p class=body> <strong>Jim: </strong>"What are you doing with your online campaigns?"</p> <p class=body> <strong>Client:</strong> "Oh, we have a lot happening. We're expanding our keyword list next quarter and we'll optimize that campaign over the following quarter. In Q3 and 4 we're going to run some experiments with social media that we're excited about. For the next fiscal, we've built more into the budget for better tracking and attribution. That will help as we move to cross-channel optimization because we'll get great data showing us what's working and what's not. That will also allow us to step up our landing page testing and optimization."</p> <p class=body> <strong>Jim:</strong> "So, you've got your plans set out for about 18 to 24 months ahead?"</p> <p class=body> <strong>Client: </strong>"You bet. We're moving very quickly."</p> <p class=body> Then Jim shows them the Google Trends graph that reminds them that both YouTube and FaceBook went from zero to Internet domination in under 24 months. Further, few people had heard of Twitter 12 short months ago.</p> <p class=body> That's Internet Speed. </p> <p class=body> That's "Getting It."</p> </span> </p> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?2eYFwXDuwCLrxJzT/0549e1cb5afeba3d/828c8f2ea1da13d9/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?2eYFwXDuwCLrxJzT/e1e27093708f94b5/828c8f2ea1da13d9/brian.bobo@gmail.com"> Post your response to the public Search Insider blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?2eYFwXDuwCLrxJzT/39e54e19f5f072b7/828c8f2ea1da13d9/brian.bobo@gmail.com"> See what others are saying on the Search Insider blog.</a></div> <table cellpadding="2" border="0" cellspacing="0"><tr><td valign="top"><img src="http://images.mediapost.com/authors/Hotchkiss_Gord.jpg" border="0"></td><td valign="top" class="body"> <span class="body"> <em>Gord Hotchkiss is the president of Enquiro, a search engine marketing firm. He loves to explore the strategic side of search and is programming chair of the Search Insider Summits, as well as a frequent speaker at Search Engine Strategies and Ad:Tech.</em></span></td></tr> </table> <br /> <a href="http://link.mediapost.com/go2.shtml?2eYFwXDuwCLrxJzT/URL/828c8f2ea1da13d9/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0611404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0611404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0611404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0611404393/QUAL=0" border=0></a> <br> </td></tr> <tr><td width="464"></td><td width="264"></td></tr> <tr><td align=middle bgColor=ffffff colSpan=2> <span class="body"> Search Insider for Thursday, June 11, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107755"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107755</a><br> <br> </span></td></tr> <tr><td colspan=2> <hr> <span class="footer"> <a href="http://link.mediapost.com/go2.shtml?2eYFwXDuwCLrxJzT/565cc8c259b842c2/828c8f2ea1da13d9/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER=0 align=left></a> You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost.<BR> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?2eYFwXDuwCLrxJzT/565cc8c259b842c2/828c8f2ea1da13d9/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?2eYFwXDuwCLrxJzT/b0ce233a90d0d8ae/828c8f2ea1da13d9/brian.bobo@gmail.com"> media kit</a>. <HR> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?2eYFwXDuwCLrxJzT/0292e210b9f4e708/828c8f2ea1da13d9/brian.bobo@gmail.com/n=si&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <HR> <a href="http://link.mediapost.com/go2.shtml?2eYFwXDuwCLrxJzT/2b56a6996b9e2ddf/828c8f2ea1da13d9/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001</span> <br> <br></td></tr> </table></td></tr> </table> </div> <p></p> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFKI3159903468_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-61162837781088547272009-06-11T08:36:00.001-07:002009-06-11T08:36:09.564-07:00Online Publishing Insider: Evolutionary Or Revolutionary?<div align="center"> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?hSLbhjscFMfEeaNy/URL/20af5b0e84026532/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0611404393/SITE=EMAIL/AREA=ONLINEPUBLISHINGINSIDER/AAMSZ=BANNER/GUID=0611404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0611404393/SITE=EMAIL/AREA=ONLINEPUBLISHINGINSIDER/AAMSZ=BANNER/GUID=0611404393/QUAL=0" border=0></a></td></tr> <tr><td><img src="http://images.mediapost.com/n/clear.gif" alt="" height="20" width="300" border="0"></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0" bgcolor="white"><tr height="102"><td width="627" height="102"><img src="http://images.mediapost.com/n/OnlinePubInsider_prpl.gif" alt="" height="104" width="627" border="0"></td><td align="left" valign="top" width="101" height="102"><img src="http://images.mediapost.com/n/OnlinePub_prplline.gif" alt="" height="104" width="101" border="0"></td></tr> <tr><td colspan="2" width="728"><img src="http://images.mediapost.com/n/clear.gif" alt="" height="15" width="300" border="0"></td></tr> <tr><td colspan="2" width="728" align="left"> <span class="headline"> Evolutionary Or Revolutionary? <br> </span> <span class="byline"> by Kory Kredit</span> <span class="dateline"> , Thursday, June 11, 2009</span> <p class="body"> <span class="body"> <a href="http://link.mediapost.com/go2.shtml?hSLbhjscFMfEeaNy/URL/20af5b0e84026532/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0611404393/SITE=EMAIL/AREA=ONLINEPUBLISHINGINSIDER/AAMSZ=TOWER/GUID=0611404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0611404393/SITE=EMAIL/AREA=ONLINEPUBLISHINGINSIDER/AAMSZ=TOWER/GUID=0611404393/QUAL=0" border=0 align="right" style="margin-left:12px; margin-bottom:5px; margin-top:5px;"></a> Technically speaking, the difference between evolutionary and revolutionary is just one single letter. When speaking of technology, however, the implications of each word are worlds apart. While an evolutionary product is a step forward from where you currently stand, a revolutionary product forges an entirely new path. It is different, bold, and risky -- and also has the potential to be highly rewarding. <br /> <br /> There are, of course, inherent risks involved in taking the evolutionary approach as well. An evolutionary product can often be duplicated by a competitor or even surpassed by the next step in the evolutionary time line. When you produce the 7-minute abs workout, for example, the 6-minute abs workout is just around the corner, as Ben Stiller <a href="http://link.mediapost.com/go2.shtml?hSLbhjscFMfEeaNy/d5e4a437c785c51e/20af5b0e84026532/brian.bobo@gmail.com"> pointed out in "There's Something About Mary."<br /></a> <br /> When Microsoft recently launched Bing, its new search -- I mean, decision -- engine, it was a step forward, but far from revolutionary. In a recent MediaPost <a href="http://link.mediapost.com/go2.shtml?hSLbhjscFMfEeaNy/fd11df20c68c07ef/20af5b0e84026532/brian.bobo@gmail.com"> Search Insider article, </a> Gord Hotchkiss took a deeper look into Bing's evolutionary advances, but also lamented that there was nothing truly revolutionary about it. Alternatively, Google took a revolutionary leap with the announcement of its new Wave technology. While Microsoft was hard at work plotting the next step in the evolution of search, Google chose to throw away the drawing board instead of simply going back to it. Rather than reinvent search, the company took a bold new path to revolutionizing the way we communicate online.<br /> <br /> As I pondered these product launches from Google and Microsoft and their respective approaches, I applied the same filter to the online advertising arena. While the evolution in online advertising continues, we seem to be falling short when it comes to revolutionary ideas.<br /> <br /> The display ad unit has evolved in size options, creative content and targeting capabilities. We've continued to see the emergence of unique variations on the display ad unit, like the advertising embedded photos from <a href="http://link.mediapost.com/go2.shtml?hSLbhjscFMfEeaNy/41ccf65d4ac3af3d/20af5b0e84026532/brian.bobo@gmail.com"> Pixazza,</a> the social media ad unit that <a href="http://link.mediapost.com/go2.shtml?hSLbhjscFMfEeaNy/2943151edcab76a3/20af5b0e84026532/brian.bobo@gmail.com"> Digg</a> recently announced, and a new entry from Premium Access Media (full disclsoure: this is a PV Media Group company) called the <a href="http://link.mediapost.com/go2.shtml?hSLbhjscFMfEeaNy/1cd815be330d0d80/20af5b0e84026532/brian.bobo@gmail.com"> Anchor Ad,</a> among others. While the evolution of online advertising is significant, has there been anything truly revolutionary in our industry over the past year? Two years? Three years? Looking back, the last really revolutionary advertising vehicle online was the launch of paid search, and that hasn't changed dramatically since its inception.<br /> <br /> For online advertising to continue to grow and potentially overtake traditional media as the medium of choice for both brand and direct response advertisers, do we need another revolutionary idea -- or can we continue to move forward along the evolutionary time line? Is there a new social media advertising model out there just waiting to burst on the scene? Will video sites like Hulu and YouTube be able to create a new standard to successfully monetize both professional and user-generated video content? Is there another team of geniuses like Google's Lars and Jens Rasmussen hidden away in a back office somewhere, developing the next "wave" of online advertising solutions that will lead our industry into the Web 3.0 world? <br /> <br /> If I had the answers to these questions I most likely wouldn't be spending my time writing a column that referenced the cinematic genius of Ben Stiller in "There's Something About Mary," which is why I prefer to turn the tables and solicit your expert opinions. Where do you think we are headed? What's the next big idea that is waiting to be discovered online advertising?<br /> <br /> <p class=body> </p> </span> </p> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?hSLbhjscFMfEeaNy/1c70529c99d4c8b3/20af5b0e84026532/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?hSLbhjscFMfEeaNy/9d5e0c52623e5801/20af5b0e84026532/brian.bobo@gmail.com"> Post your response to the public Online Publishing Insider blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?hSLbhjscFMfEeaNy/7afe90c271bd7710/20af5b0e84026532/brian.bobo@gmail.com"> See what others are saying on the Online Publishing Insider blog.</a></div> <table cellpadding="2" border="0" cellspacing="0"><tr> <td valign="top" class="body"> <span class="body"> <em>Kory Kredit is vice president of marketing at PV Media Group. Follow him on Twitter at twitter.com/korykredit. </em></span></td></tr> </table> <br /> <a href="http://link.mediapost.com/go2.shtml?hSLbhjscFMfEeaNy/URL/20af5b0e84026532/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0611404393/SITE=EMAIL/AREA=ONLINEPUBLISHINGINSIDER/AAMSZ=SPEEDBUMP/GUID=0611404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0611404393/SITE=EMAIL/AREA=ONLINEPUBLISHINGINSIDER/AAMSZ=SPEEDBUMP/GUID=0611404393/QUAL=0" border=0></a> <br> </td></tr> <tr><td align=middle bgColor=ffffff colSpan=2> <span class="body"> Online Publishing Insider for Thursday, June 11, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107737"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107737</a><br> <br> </span></td></tr> <tr><td colspan=2> <hr> <span class="footer"> <a href="http://link.mediapost.com/go2.shtml?hSLbhjscFMfEeaNy/09744c856dceb1a3/20af5b0e84026532/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER=0 align=left></a> You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost.<BR> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - 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He calls it "PageRank for People," and makes a list of criteria the algorithm would consider when ranking. For instance, it might consider previous ratings, reputation of each rater, where the person has been published, length of time online, and perhaps a semantic analysis of the content. - <a href="http://link.mediapost.com/go2.shtml?7IvEOPjCFz2orvzv/caa5f126eda20f87/07007456364b2b2f/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?7IvEOPjCFz2orvzv/1678de273013d416/07007456364b2b2f/brian.bobo@gmail.com" target="new" class="head"> 8 Tips For Domain Diversity</a><br> SEOmozBlog<br> Consider linkbait, widgets, and keywords in URLs when trying to increase the diversity of backlink profiles in domains, according to Rob Ousbey. Sometimes the difficulty of finding links is compounded after realizing you should build them using anchor text of terms that rank. <br> <br> For example, create something cool people want to embed on their site. Badges and widgets don't fall under Ousbey's description of linkbait, but they typically provide some sort of value to the page. Links included in them take the form of a "credit" that doesn't need to be followed by a user. - <a href="http://link.mediapost.com/go2.shtml?7IvEOPjCFz2orvzv/1678de273013d416/07007456364b2b2f/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?7IvEOPjCFz2orvzv/642bff56b9be0b1b/07007456364b2b2f/brian.bobo@gmail.com" target="new" class="head"> Google Adds AdWords Tracking Data </a><br> PPC Hero<br> Those who have migrated to the new Google AdWords interface have probably noticed additional conversion tracking columns in the stats. Joe provides Google's textbook definition and outlines the difference between metrics, many-per-click data vs. one-per-click data, and what it all means. <br> <br> To further emphasis the difference, Joe describes a scenario about Jane running a hiking Web site. Her free newsletter offers hiking tips and information, and a selection of products and gifts. When users come to the Web site to sign up for the newsletter, AdWords will register the conversion as one-per-click. - <a href="http://link.mediapost.com/go2.shtml?7IvEOPjCFz2orvzv/642bff56b9be0b1b/07007456364b2b2f/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?7IvEOPjCFz2orvzv/ea731b194d33aea9/07007456364b2b2f/brian.bobo@gmail.com" target="new" class="head"> Who Killed Social Media?</a><br> Frostyland<br> "SEO or SEM, in my opinion, will be dead as you know it within 6 months," words uttered by Tony Welch that set off a discussion that dominated a panel on Who Killed Social Media? It's not a new revelation, just a fact, he writes. It's not difficult to see the direction and impact of the social Web on search. Tony points to Google's decision to pay more attention to the social Web as a confirmation that people rely much more on Facebook, Twitter, Digg, YouTube and Twitter to get up-to-the-minutes news and community reaction. Think of a search engine that doesn't consider content or words on the page, but takes into account consensus and sentiment. "And then think about a search engine that allows the community to vote down (or up) your corporate website in the results," he writes. "Are you thinking?" - <a href="http://link.mediapost.com/go2.shtml?7IvEOPjCFz2orvzv/ea731b194d33aea9/07007456364b2b2f/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?7IvEOPjCFz2orvzv/2bd4e4ef6d301d6e/07007456364b2b2f/brian.bobo@gmail.com" target="new" class="head"> PPC Counting As Organic Backlinks</a><br> Search Engine Land<br> Paid search really can affect organic search rankings, according to Mark Jackson. He points to a client, Bluegreen Communities, to demonstrate how backlink anchor text had been optimized without requesting links to the keywords. Previously, Jackson had thought there was no direct correlation between editorial rankings and paid advertisements, but perhaps Google left a hole unplugged. <br> <br> It appears that Google's has been increasingly crawling at crawling JavaScript links on Web sites. Before that, JavaScript links hadn't created problems because they were not considered links. It has caused many PPC ads on Google's content network to show up as backlinks. If Google doesn't fix the problem, PPC marketers will be able to exploit paid ads for SEO rankings. - <a href="http://link.mediapost.com/go2.shtml?7IvEOPjCFz2orvzv/2bd4e4ef6d301d6e/07007456364b2b2f/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> </td> </tr> <tr> <TD BGCOLOR="#ffffff"> <a href="http://link.mediapost.com/go2.shtml?7IvEOPjCFz2orvzv/URL/07007456364b2b2f/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0610404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0610404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0610404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0610404393/QUAL=0" border=0></a> <br /> <br /> Search Insider - Around the Net for Wednesday, June 10, 2009<br /> <a href="http://www.mediapost.com/publications/?fa=Articles.showEdition&art_send_date=2009-6-10&art_type=44"> http://www.mediapost.com/publications/?fa=Articles.showEdition&art_send_date=2009-6-10&art_type=44</a><br /> <br /> </TD> </TR> <TR> <TD BGCOLOR="#cc0000"> </TD> </TR> <TR> <TD class="foot"> <br> <a href="http://link.mediapost.com/go2.shtml?7IvEOPjCFz2orvzv/103b63dc7e24d553/07007456364b2b2f/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER="0" align="left"></a>You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost. <br> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?7IvEOPjCFz2orvzv/103b63dc7e24d553/07007456364b2b2f/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member.<br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?7IvEOPjCFz2orvzv/e20063d51000ec6a/07007456364b2b2f/brian.bobo@gmail.com"> media kit</a>. <hr> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?7IvEOPjCFz2orvzv/479a3080bd5157ed/07007456364b2b2f/brian.bobo@gmail.com/n=44&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <hr> <a href="http://link.mediapost.com/go2.shtml?7IvEOPjCFz2orvzv/2fe2410dd71f056c/07007456364b2b2f/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001 </TD> </TR> </table> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFJO1604615196_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-5491420707111527902009-06-10T12:57:00.001-07:002009-06-10T12:57:55.693-07:00Search Insider: Building a Real-Time Social Search Engine: Why Google Should Buy Twitter<div align="center"> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/URL/61988661fef2be85/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0610404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=BANNER/GUID=0610404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0610404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=BANNER/GUID=0610404393/QUAL=0" border=0></a></td></tr> <tr><td><img src="http://images.mediapost.com/n/clear.gif" alt="" height="20" width="300" border="0"></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0" bgcolor="white"><tr height="102"><td width="464" height="102"><img src="http://images.mediapost.com/n/HD_srchinsider.gif" alt="" height="102" width="464" border="0"></td><td align="left" valign="top" width="264" height="102"><img src="http://images.mediapost.com/n/srchinsider_rule.gif" alt="" height="102" width="264" border="0"></td></tr> <tr><td colspan="2" width="728"><img src="http://images.mediapost.com/n/clear.gif" alt="" height="10" width="300" border="0"></td></tr> <tr><td colspan="2" width="728"> <span class="headline"> Building a Real-Time Social Search Engine: Why Google Should Buy Twitter <br> </span> <span class="byline"> by Rob Garner</span> <span class="dateline"> , Wednesday, June 10, 2009</span> <p class="body"> <span class="body"> <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/URL/61988661fef2be85/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0610404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=TOWER/GUID=0610404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0610404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=TOWER/GUID=0610404393/QUAL=0" border=0 align="right" style="margin-left:12px; margin-bottom:5px; margin-top:5px;"></a> <p class=body> Over the last 15 months, I have been analyzing both Twitter (feeds and search), and the Google "real-time" Search Options feature for Web Search (many months before release, a Search Options search box could be configured by modifying the URL with its date-based variable). During this time, I have come to the following three conclusions about the prospects of real-time social search engines: 1) The reality of the robust real-time search concept is much closer than we think; 2) real-time search results have a number of common uses, and are highly preferable over "anytime" search for a wide variety of search tasks; 3) the best way for real-time social search to come to full fruition is for Google to acquire Twitter, and add a social network layer to its crawler-based real-time results.<br /> <br /> The prospect of real-time social-search is that it would fill in major gap in the search results, mainly in a shift that might be best described as <em>what is the best result right now, </em>as opposed to<em> what is the best result over time. </em> It's not necessarily a question of which one is better than the other, but more about which one is more suitable for a particular query and/or search intention. The likely best answer is that the two would complement each other enough to provide a more complete real-time search innovation. <br /> <br /> <strong>How Twitter's network can enhance Google's real-time crawler-based search results<br /> </strong>Providing a historical answer (what is the "best" result over all network Web documents produced any time) is what Google and the other major crawler-based engines excel at, though of course it's not always perfect. While Google has produced its <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/850973853e23eeaf/61988661fef2be85/brian.bobo@gmail.com"> blog engine</a>, and other results like <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/e9608eb7947d3fec/61988661fef2be85/brian.bobo@gmail.com"> Google News</a> and <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/a2493d335aa2a0c9/61988661fef2be85/brian.bobo@gmail.com"> Hot Trend</a>s to keep the overall results fresher, its recently updated <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/ba22ae808df729ee/61988661fef2be85/brian.bobo@gmail.com"> "Search Options"</a> featuring Web crawls from the last day, week and month have added an important dimension to its results. Even within the daily or weekly real-time Google crawl, there can still be a lot of noise, and this is where Twitter could come in to add social relevancy to the mix. Both Google's Search Options and Twitter have proven to be indispensible tools for finding new and useful information, and together they would create a layer to the search experience not possessed by any one engine. <br /> <br /> <strong>The quality of the real-time network-search experience hinges on keeping out spam - this could be a problem for Twitter, and Google may have the solution<br /> </strong>Part of the reason that Twitter Search is useful now is because there is sparse presence of spam in its results. In terms of being spam-free, this may be Twitter's Golden Age; at least as far as hash tag search is concerned. But history shows us that as serious spammers find a new hole, in this case finding out about the reach of hash tags, URLs, keywords and other triggers, we should expect a lot more noise in those streams to the point that it may ruin relevancy. I've personally been seeing more spam on Twitter in the last few weeks than in the prior 15 months of activity.</p> <p class=body> In the game of real-time search, controlling spam and assessing authority and trust becomes more important. Google has excelled in getting spam out of the results to increase relevance, and this is where they would be a great partner with Twitter in terms of keeping their real-time results clean. Spamming in Twitter is only going to get worse unless something drastic is done to combat it (though it is worth noting that Google also has a human search quality review <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/2083c00beb52c91b/61988661fef2be85/brian.bobo@gmail.com"> team of thousands</a> -- this may make them the first real human-powered social search engine, but in a different way). </p> <p class=body> Twitter's data is also not currently being put to its best use in the current iteration of Twitter Search, and other third-party engines are starting to get more creative in the way the data is being presented. <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/23f45705676f2c5d/61988661fef2be85/brian.bobo@gmail.com"> One Riot</a> is one particular engine doing innovative things with Twitter search. <br /> <br /> Google Search Options and Twitter search represent the two halves required for the whole success of real-time social search. Google has the crawler, and algorithmic sense to return a useful result. Twitter on the other hand, has the audience and data that could enable the first true social layer to crawler based search, where trusted users, much like trusted Web sites and links, are moving relevancy in real-time. <br /> <br /> <br /> <br /> </p> </span> </p> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/5508be275e0b37ec/61988661fef2be85/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/386f3d225e8c365b/61988661fef2be85/brian.bobo@gmail.com"> Post your response to the public Search Insider blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/df40b9ac08d627f2/61988661fef2be85/brian.bobo@gmail.com"> See what others are saying on the Search Insider blog.</a></div> <table cellpadding="2" border="0" cellspacing="0"><tr><td valign="top"><img src="http://images.mediapost.com/authors/RobGarner.jpg" border="0"></td><td valign="top" class="body"> <span class="body"> <em>Rob Garner is strategy director for digital marketing company <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/a9e5a7db1c04d470/61988661fef2be85/brian.bobo@gmail.com"> iCrossing</a> and writes for <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/983c873ac9b61323/61988661fef2be85/brian.bobo@gmail.com"> Great Finds</a>, the iCrossing blog. Contact him via email at <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/645701abe26f7102/61988661fef2be85/brian.bobo@gmail.com"> rob.garner@icrossing.com</a>,and follow him on Twitter at <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/7e1341b7bec19fe5/61988661fef2be85/brian.bobo@gmail.com"> http://www.twitter.com/robgarner</a>. </em></span></td></tr> </table> <br /> <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/URL/61988661fef2be85/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0610404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0610404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0610404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0610404393/QUAL=0" border=0></a> <br> </td></tr> <tr><td width="464"></td><td width="264"></td></tr> <tr><td align=middle bgColor=ffffff colSpan=2> <span class="body"> Search Insider for Wednesday, June 10, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107694"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107694</a><br> <br> </span></td></tr> <tr><td colspan=2> <hr> <span class="footer"> <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/56107e7524826ee6/61988661fef2be85/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER=0 align=left></a> You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost.<BR> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/56107e7524826ee6/61988661fef2be85/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/5f02cb7f71c49913/61988661fef2be85/brian.bobo@gmail.com"> media kit</a>. <HR> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/c7df6bf6fe70675f/61988661fef2be85/brian.bobo@gmail.com/n=si&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <HR> <a href="http://link.mediapost.com/go2.shtml?2RwZvn0JggJYMPud/681cc836dd232f0c/61988661fef2be85/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001</span> <br> <br></td></tr> </table></td></tr> </table> </div> <p></p> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFJM4537963715_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-16540843571611092402009-06-10T09:51:00.001-07:002009-06-10T09:51:59.988-07:00Video Insider: Monetizing Massive Growth<div align="center"> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?RL3sZ5KGaSgBVNYR/URL/0e7bfc5eb332fdbb/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0610404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=BANNER/GUID=0610404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0610404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=BANNER/GUID=0610404393/QUAL=0" border=0></a></td></tr> <tr><td><img src="http://images.mediapost.com/n/clear.gif" alt="" height="20" width="300" border="0"></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0" bgcolor="white"><tr height="102"><td width="598" height="102"><img src="http://images.mediapost.com/n/VideoInsider_gld.gif" alt="" height="104" width="511" border="0"></td><td align="left" valign="top" width="130" height="102"><img src="http://images.mediapost.com/n/Video_gldline.gif" alt="" height="104" width="222" border="0"></td></tr> <tr><td colspan="2" width="728"><img src="http://images.mediapost.com/n/clear.gif" alt="" height="15" width="300" border="0"></td></tr> <tr><td colspan="2" width="728"> <span class="headline"> Monetizing Massive Growth</span> <br> <span class="byline"> by Tyler Willis</span> <span class="dateline"> , Wednesday, June 10, 2009</span> <p class="body"> <span class="body"> <a href="http://link.mediapost.com/go2.shtml?RL3sZ5KGaSgBVNYR/URL/0e7bfc5eb332fdbb/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0610404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=TOWER/GUID=0610404393/QUAL=0"><IMG hspace="12" vspace="5" align="right" SRC="http://mediapst.adbureau.net/iserver/acc_random=0610404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=TOWER/GUID=0610404393/QUAL=0" border=0></a> Cisco released a report on Tuesday that predicts global Internet traffic <a href="http://link.mediapost.com/go2.shtml?RL3sZ5KGaSgBVNYR/2788d1919f7b75ef/0e7bfc5eb332fdbb/brian.bobo@gmail.com"> will grow </a> four times larger between 2009 and 2013, and that a significant cause of this growth will be the rise in online video traffic (including streaming, live video, video on demand, and video conferencing), which by 2013 will be 60% of total Internet traffic.<br /> <br /> There are many fascinating current trends in video, mobile and consumer vs. business Internet usage highlighted in this study. For example, here are some other fun facts taken from the report's executive summary:<br /> <br /> <p>-- The sum of all forms of video (TV, video on demand, Internet, and P2P) will account for over 91% of global consumer traffic by 2013.</p> <p>·- It would take well over half a million years for one person to watch all the online video that will cross the network each month in 2013.</p> <p>·- Video communications traffic (video chat and video calling) will increase tenfold from 2008 to 2013.</p> <br /> This massive growth raises the important issue of which business models will be poised to take advantage of this trend. While video advertising is predicted to increase steadily, especially as television dollars move online, it won't increase large enough to meet the new demand. According to <a href="http://link.mediapost.com/go2.shtml?RL3sZ5KGaSgBVNYR/5f5ada9b9c7265f2/0e7bfc5eb332fdbb/brian.bobo@gmail.com"> eMarketer,</a> online video advertising spending is projected to increase by less than 30% yearly into 2010. <br /> <br /> There's an urgent need for new business models that will help the market monetize this massive increase in attention. In my last column, I discussed the subscription model, which works well with video communications and provides a potential way to monetize live video and video on demand, but may face serious pitfalls when it comes to other video products (although fellow Video Insider Steve Robinson has written an <a href="http://link.mediapost.com/go2.shtml?RL3sZ5KGaSgBVNYR/5679fa2492e9055c/0e7bfc5eb332fdbb/brian.bobo@gmail.com"> insightful article </a> about how to change this). <br /> <br /> There are many other monetization models out there. I'm guessing that you are likely engaged in crafting, testing, and refining the next models that will define how we pay for the consumption of video. I invite you to discuss your models in the comments. You tell us: What's our future going to look like?<br /> <br /> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?RL3sZ5KGaSgBVNYR/a03c0a249be92150/0e7bfc5eb332fdbb/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?RL3sZ5KGaSgBVNYR/68339f67c3b80c4f/0e7bfc5eb332fdbb/brian.bobo@gmail.com"> Post your response to the public Video Insider blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?RL3sZ5KGaSgBVNYR/6ee83860b5be1bc9/0e7bfc5eb332fdbb/brian.bobo@gmail.com"> See what others are saying on the Video Insider blog.</a></div> <table cellpadding="2" border="0" cellspacing="0"><tr><td valign="top"><img src="http://images.mediapost.com/authors/TylerWillis.jpg" border="0"></td><td valign="top"> <em>Willis, 22, is director of marketing for Involver, a technology company that helps brands distribute, track and optimize video campaigns on social networks. Willis writes about virality, engagement and monetization at http://blog.involver.com and is @tylerwillis on twitter. He can be reached directly at tyler@involver.com.</em></td></tr> </table> <br> <a href="http://link.mediapost.com/go2.shtml?RL3sZ5KGaSgBVNYR/URL/0e7bfc5eb332fdbb/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0610404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=SPEEDBUMP/GUID=0610404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0610404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=SPEEDBUMP/GUID=0610404393/QUAL=0" border=0></a> <br> <span class="body"> </span> </p></td></tr> <tr><td width="598"></td><td width="130"></td></tr> <tr><td bgColor=ffffff colSpan=2 class="body"> <span class="body"> Video Insider for Wednesday, June 10, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107677"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107677</a><br> <br> </span></td></tr> <tr><td colspan=2> <hr> <span class="footer"> <a href="http://link.mediapost.com/go2.shtml?RL3sZ5KGaSgBVNYR/3fe6809e6bce304a/0e7bfc5eb332fdbb/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER=0 align=left></a> You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost.<BR> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?RL3sZ5KGaSgBVNYR/3fe6809e6bce304a/0e7bfc5eb332fdbb/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?RL3sZ5KGaSgBVNYR/d279ae81aae830b0/0e7bfc5eb332fdbb/brian.bobo@gmail.com"> media kit</a>. <HR> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?RL3sZ5KGaSgBVNYR/30944cfa1bb16d8f/0e7bfc5eb332fdbb/brian.bobo@gmail.com/n=37&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <HR> <a href="http://link.mediapost.com/go2.shtml?RL3sZ5KGaSgBVNYR/4dc1754cb2be6798/0e7bfc5eb332fdbb/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001</span> <br> <br></td></tr> </table></td> </tr> </table> </div> <p></p> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFJJ4539227838_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-36284227898441692202009-06-10T08:40:00.001-07:002009-06-10T08:40:15.018-07:00OnlineSpin: Have You Ever Binged Yourself?<style> body, p, div, table, a { font-family:Verdana, Arial, Helvetica, sans-serif; font-size:12px; } </style> <div align="center"> <a href="http://link.mediapost.com/go2.shtml?zyh7cwaWHHKIo3m0/URL/92ffafab7f3b8211/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0610404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=BANNER/GUID=0610404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0610404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=BANNER/GUID=0610404393/QUAL=0" border=0></a> </div> <br> <table width="95%" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF" align="center" border="0"> <tr bgcolor="#F5ECD6"> <td colspan="2"> <div align="left"><img src="http://images.mediapost.com/n/OSlogo2.gif" width="278" height="51"><font face="Verdana, Arial, Helvetica, sans-serif"></font></div> </td></tr> <tr> <td bgcolor="#AAB18D" width="8%" valign="top"> <p> <img src="http://images.mediapost.com/n/Trefiletti.jpg" width="150" height="120"> </p> <table width="90%" border="0" cellspacing="0" cellpadding="6" align="center" bgcolor="#F5ECD6"> <tr> <td> <font face="Verdana, Arial, Helvetica, sans-serif" size="1"><a href="http://link.mediapost.com/go2.shtml?zyh7cwaWHHKIo3m0/14c76e8862124d32/92ffafab7f3b8211/brian.bobo@gmail.com"> Last week Cory wrote "Time Spent Is The Right Metric To Measure Engagement."</a><p> Gregory Wilson wrote in response, "Nicely put, Corey. As you know, we've been recommending time spent as the 'engagement metric' for the digital platform for some time now. <p>Branding, after all, is about building relationships.<p> And relationships can only be built through time spent together.<p> The more time spent with a brand online and/or its advertising, chances are, the greater the affinity for that brand. <p>Our belief, which we're now in the process of proving, is that share of time leads to share of mind which leads to share of market. Nice to find another supporter."<p> Michael McMahon wrote, "Hey, Corey, as I read the headline I was already halfway through drafting my fiery response about how we've got to move beyond engagement. <p>But when I actually read the article I found it to be very insightful<p>. The idea of tracking time spent across MULTIPLE touch-points and equating that time to brand loyalty and customer value is excellent. Nice work." </font> <p align="center"> <a href="http://link.mediapost.com/go2.shtml?zyh7cwaWHHKIo3m0/4f618e759403c4be/92ffafab7f3b8211/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/SpinButton.gif" width="99" height="25" border="0"></a></p> </td> </tr> </table></td> <td rowspan="3" width="92%" valign="top"> <div style="margin-left:12px; margin-right:12px;"> <font face="Verdana, Arial, Helvetica, sans-serif" size="2"> Wednesday, June 10, 2009 </font><font face="Verdana, Arial, Helvetica, sans-serif"><br> <b><font size="4"> Have You Ever Binged Yourself?</font></b><br> </font><font face="Verdana, Arial, Helvetica, sans-serif" size="2">By Cory Treffiletti</font><p></p> <a href="http://link.mediapost.com/go2.shtml?zyh7cwaWHHKIo3m0/URL/92ffafab7f3b8211/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0610404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=TOWER/GUID=0610404393/QUAL=0"><IMG hspace="12" vspace="5" align="right" SRC="http://mediapst.adbureau.net/iserver/acc_random=0610404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=TOWER/GUID=0610404393/QUAL=0" border=0></a> <font face="Verdana, Arial, Helvetica, sans-serif" size="2"> I Binged myself over the weekend to see what turned up. It sounds a little funny and maybe even a little dirty -- or maybe like I hurt myself or stubbed my toe against the leg of the dining room table. But if Microsoft has its way, then that term will become as ubiquitous as the one referring to the 800-pound search gorilla we call Google. <p> </p> If you're like me, you're intrigued about Bing, the new search engine from Microsoft. I'm intrigued because I actually like PCs and I like the most recent Microsoft campaigns -- but I'm skeptical about the company's search strategy. Working in this industry as I do, I'm familiar with the stops, starts and missteps that have defined Microsoft's efforts in search over the last 15 years. I'm curious about whether the company can right the ship, so I decided to try Bing for myself. </p> <p> As always, I began with the same two searches I start with on every new platform: "Pearl Jam" and my own name. The homepage of Bing is intriguing. It's attractive because it changes and uses different pictures rather than the standard white page with search box that Google led with. I like it because it's simple yet still elegant, but of course I was always taught to never judge a book by its cover, so I went deeper inside. Upon searching for "Pearl Jam," I was shown some sites that rarely pop up on the first page of Google and I really enjoyed the nav bar along the left that redefines the parameters of the search. Upon searching for myself, I was intrigued to see Facebook profiles popping up, which is something I never see on Google. I dug a little deeper and came up with this brief analysis of Microsoft's new platform. </p> <p> <strong>The Good </strong></p> <li> I love the "Explore" button; it becomes a way of launching into a surfing behavior. I may not know where I want to go, but I can certainly follow a suggested path. </li> <li> The dynamic nav bar on the left rail allows you to refine the category of search results, which is a great way of clearing the junk from the results that I'm just not interested in. </li> <li> The homepage is very cool, very picturesque, and easy to use. I like pictures and I like the inviting feel of the page. </li> <li> I like that it searches deeper Web pages, like Facebook pages, when you are searching for people. </li> <li> I like that it keeps my search history. This is useful when going back and trying to use search as a navigational tool for rediscovering something you found previously. <p> </p> <p> <strong>The Bad </strong></p> </li> <li> I find the TV commercials annoying . That's a big statement to make because I honestly and truly love the current Microsoft "I'm a PC" campaign, but not this aspect of the company's efforts. </li> <li> I'm not too sure that I'll remember Bing all the time, but I always remember Google. Microsoft definitely has an uphill battle to fight, much like Sisyphus, in that the company needs to break a habit, change behavior, and get people like me to stop using the built-in Google toolbar. I did install the Bing toolbar in Firefox to give it the old college try, and so far I'm happy with the experience.</p> <p><strong>The Indifferent </strong> </li> <li> The user experience is not dramatically different from that of Google or other engines. The differences are subtle -- and subtlety is sometimes lost on the public at large. The biggest hurdle will be in convincing the average user that these results are substantially better, because as many pundits have said, most people don't know that search is broken. <p> </p> My summary: I like Bing and I think it's worth a shot, but if the results aren't good, then it's back to Google I go! And just for a laugh, check out what comes up when you search "Bing" on Google. A mix of news articles, energy drinks and Bing Crosby pop up, leading you to be unclear as to whether the name will ever stick. </p> <p> Here's to seeing what happens over the coming months, because I love capitalism; competition can only be a good thing because it makes everyone better. I look forward to watching the rise of Bing and the response from Google as well as the swarm of other challengers in this highly utilized and highly combative category! </p> <p> Here's to all of you! </p> </li> </font> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?zyh7cwaWHHKIo3m0/2ef51d57861f7bc5/92ffafab7f3b8211/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?zyh7cwaWHHKIo3m0/ae7f941a654a54b2/92ffafab7f3b8211/brian.bobo@gmail.com"> Post your response to the public Online Spin blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?zyh7cwaWHHKIo3m0/4f618e759403c4be/92ffafab7f3b8211/brian.bobo@gmail.com"> See what others are saying on the Online Spin blog.</a></div> <p><font face="Verdana, Arial, Helvetica, sans-serif" size="2"><em>Cory is president and managing partner for Catalyst SF.</em></font></p> <br> <br> <a href="http://link.mediapost.com/go2.shtml?zyh7cwaWHHKIo3m0/URL/92ffafab7f3b8211/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0610404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=SPEEDBUMP/GUID=0610404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0610404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=SPEEDBUMP/GUID=0610404393/QUAL=0" border=0></a> <p><span class="body"> Online Spin for Wednesday, June 10, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107664"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107664</a><br> <br> </span> </p> </div> <br> <br> </td> </tr> </table> <table width="95%" border="0" cellspacing="0" cellpadding="16" align="center" bgcolor="#F5ECD6"> <tr> <td> <blockquote> <blockquote> <p><font face=Arial, Helvetica, sans-serif size=2> You are receiving this newsletter at brian.bobo@gmail.com as part of your free membership with MediaPost. If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?zyh7cwaWHHKIo3m0/d70c3fb8f999f10e/92ffafab7f3b8211/brian.bobo@gmail.com"> www.mediapost.com</a> - and click on [subscribe] in the e-newsletter box. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?zyh7cwaWHHKIo3m0/8c8469de8086fafc/92ffafab7f3b8211/brian.bobo@gmail.com"> media kit</a>. <hr> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?zyh7cwaWHHKIo3m0/0af38114f17514f5/92ffafab7f3b8211/brian.bobo@gmail.com/n=os&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <hr> <a href="http://link.mediapost.com/go2.shtml?zyh7cwaWHHKIo3m0/bce4b71b7bc2055f/92ffafab7f3b8211/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001 </font> </p> </blockquote> </blockquote> </td> </tr> </table> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFJI3113851403_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-91276467396194221852009-06-09T13:41:00.001-07:002009-06-09T13:41:51.364-07:00Section 2-Around the Net in Search: AdWords For Mobile<table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/URL/0a58a6130d526b73/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0609404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=BANNER/GUID=0609404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0609404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=BANNER/GUID=0609404393/QUAL=0" border=0></a> </td></tr> <tr><td><img src="http://images.mediapost.com/n/clear.gif" alt="" height="12" width="728" border="0" /></td></tr> <tr><td><img src="http://images.mediapost.com/n/HD_SearchInsdr_AroundtheNet.gif" alt="" height="76" width="727" border="0" /></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td align="left" valign="bottom"> <span class="Byline"> By Laurie Sullivan</span> <span class="Date"> , June 9, 2009</span></td><td align="right" valign="bottom"> <span class="smLinks"> <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/9fd63aee632e8994/0a58a6130d526b73/brian.bobo@gmail.com" class="smLinks"> Subscribe</a> | <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/118c56abe338ba4e/0a58a6130d526b73/brian.bobo@gmail.com" class="smLinks"> Back Issues</a> | <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/abb5c57fa20b73ea/0a58a6130d526b73/brian.bobo@gmail.com" class="smLinks"> Reply to Editor</a> | <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/3f58fc2f1c7eeff5/0a58a6130d526b73/brian.bobo@gmail.com" class="smLinks"> MediaPost Home</a></span></td></tr> </table></td></tr> <tr> <td valign="top"> <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/URL/0a58a6130d526b73/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0609404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=TOWER/GUID=0609404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0609404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=TOWER/GUID=0609404393/QUAL=0" border=0 align="right" style="margin-left:12px; margin-bottom:5px; margin-top:5px;"></a> <p> <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/7c78e21431be9ad9/0a58a6130d526b73/brian.bobo@gmail.com" target="new" class="head"> Tracking Ads With A Fast Redirect</a><br> Search Engine Land<br> How do you sufficiently track PPC ads in a marketing program when JavaScript tags typically sit in the footer of the browser and the whole page must load before tracking it? George Michie brings up an interesting problem. People typically don't sit around and wait for a slow image-laden page to load. They just move on to the next. When that happens the user gets flagged as untracked, even though they came through a paid advertisement. <br> <br> Arbitrarily assigning a value to keywords doesn't work either. It results in lost opportunity for ads doing well to bring in the visitors and close the sale, Michie writes. He suggests a fast redirect works better to track high-dollar marketing programs, especially when the server doesn't have to do a database look-up. If the server must look up the destination URL the redirect slows and the server will bog down during traffic bursts. Michie provides some workarounds to provide insight into better tracking technology. - <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/7c78e21431be9ad9/0a58a6130d526b73/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/6a0f6a16f968a158/0a58a6130d526b73/brian.bobo@gmail.com" target="new" class="head"> Filtering Out IP Addresses</a><br> Google Analytics Blog<br> Filtering out IP addresses, such as your own, is one way to stop from tracking irrelevant visits to your Web site. Christina Park writes that it can improve the accuracy of your metrics such as average time on site and geographic location of visitors that might convert from searchers to buyers. <br> <br> Christina provides 10 steps to filter out IPs. Start by collecting IPs from people in your office you don't want to track, she writes. If they don't know their IP address, she provides instructions on how to look it up. Then sign in to your Google Analytics account to begin adding the filters. - <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/6a0f6a16f968a158/0a58a6130d526b73/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/ad47af7fe65e6330/0a58a6130d526b73/brian.bobo@gmail.com" target="new" class="head"> Google Files Patent For Measuring In-Game Ads</a><br> SEO by the Sea<br> A patent filing suggests Google wants to get into in-game advertising. Bill Slawski has found a patent filing from Google that discusses how the company might track and measure ad impressions in a video game. <br> <br> Some attributes Google might look at when defining an ad impression could include quality, length, and percentage of the screen occupied by an advertisement, according to Slawski, who provides a description of each. Google describes the patent as "a realistic measurement by which [advertisers] can compare impressions, and enables them to better understand their ROI for a given ad or campaign." - <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/ad47af7fe65e6330/0a58a6130d526b73/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/ae46c79066bcb07d/0a58a6130d526b73/brian.bobo@gmail.com" target="new" class="head"> For Marketers, Paid Search Links = Steroids </a><br> Find Resolution<br> Bryson Meunier thinks those using paid links should be stigmatized -- like professional athletes who use steroids. He writes, "anabolic steroids and other banned substances used in doping are taken because of their ability to increase an athlete's strength or speed, and equity-passing paid links, if undetected, may artificially inflate a page's link equity and make it possible to compete on terms that it would not naturally bring in traffic." <br> <br> In sports, "doping gives an unfair advantage to one athlete over another. Similar, paid links, gives an advantage to marketers who chooses to use them, but they violate the rules of the game." - <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/ae46c79066bcb07d/0a58a6130d526b73/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/5db2f6eeebf95bc7/0a58a6130d526b73/brian.bobo@gmail.com" target="new" class="head"> AdWords For Mobile</a><br> SEOmozBlog<br> Treating the iPhone as a separate ad group for mobile pay-per-click campaigns, when to consider traditional WAP browsers, and the difficulties of monetizing mobile ads are some of the topics Rand Fishkin discusses with Cindy Krum, an expert on AdWords for mobile. <br> <br> Unless a mobile campaign includes ringtones and other downloadable content, it's still difficult to monetize, Krum says. Many people don't feel comfortable entering credit cards numbers into an app on a mobile phone. Google solved that with Google Wallet, which allows people to make purchases on phones running Android without entering a card number each time a purchase is made. - <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/5db2f6eeebf95bc7/0a58a6130d526b73/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> </td> </tr> <tr> <TD BGCOLOR="#ffffff"> <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/URL/0a58a6130d526b73/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0609404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0609404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0609404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0609404393/QUAL=0" border=0></a> <br /> <br /> Search Insider - Around the Net for Tuesday, June 9, 2009<br /> <a href="http://www.mediapost.com/publications/?fa=Articles.showEdition&art_send_date=2009-6-9&art_type=44"> http://www.mediapost.com/publications/?fa=Articles.showEdition&art_send_date=2009-6-9&art_type=44</a><br /> <br /> </TD> </TR> <TR> <TD BGCOLOR="#cc0000"> </TD> </TR> <TR> <TD class="foot"> <br> <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/3f58fc2f1c7eeff5/0a58a6130d526b73/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER="0" align="left"></a>You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost. <br> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/3f58fc2f1c7eeff5/0a58a6130d526b73/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member.<br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/171833501111174d/0a58a6130d526b73/brian.bobo@gmail.com"> media kit</a>. <hr> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/80e35b0f2c830de2/0a58a6130d526b73/brian.bobo@gmail.com/n=44&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <hr> <a href="http://link.mediapost.com/go2.shtml?T7a8GQM5sG1xhOBZ/b769ddad7377ebdd/0a58a6130d526b73/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001 </TD> </TR> </table> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFIN3046157670_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-73453371495121590412009-06-09T07:40:00.001-07:002009-06-09T07:40:22.893-07:00OnlineSpin: Digg This: Digg's Newest Innovation Will Save Advertising<style> body, p, div, table, a { font-family:Verdana, Arial, Helvetica, sans-serif; font-size:12px; } </style> <div align="center"> <a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/URL/c22d7649ac7e47c3/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0609404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=BANNER/GUID=0609404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0609404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=BANNER/GUID=0609404393/QUAL=0" border=0></a> </div> <br> <table width="95%" cellspacing="0" cellpadding="0" bgcolor="#FFFFFF" align="center" border="0"> <tr bgcolor="#F5ECD6"> <td colspan="2"> <div align="left"><img src="http://images.mediapost.com/n/OSlogo2.gif" width="278" height="51"><font face="Verdana, Arial, Helvetica, sans-serif"></font></div> </td></tr> <tr> <td bgcolor="#AAB18D" width="8%" valign="top"> <p> <img src="http://images.mediapost.com/n/JoeMarchese150x120.jpg" width=150 height=120> </p> <table width="90%" border="0" cellspacing="0" cellpadding="6" align="center" bgcolor="#F5ECD6"> <tr> <td> <font face="Verdana, Arial, Helvetica, sans-serif" size="1"><a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/f1d8fa0bfe816bfc/c22d7649ac7e47c3/brian.bobo@gmail.com"> Last week Joe wrote "People Are The Medium."</a><p> Antonio Montero wrote in response, "Great insights, Joe. We are starting to see this principle applied in some marketing efforts. For example, Carl's Junior recently paid a group of 9 popular YouTube creators to put their own spin on the brand's infamous Paris Hilton burger ad by showing how would they eat theirs.<p>They estimate the campaign will produce 10 million views.<p> Sponsored conversations at blog networks like BlogHer.com are another good example of using people as the medium.<p> The principle behind this is very simple but powerful: People are more likely to be influenced by people they trust than by brands. With the web becoming more and more social, power is shifting to people and away from brands. This new context will require new marketing paradigms, and the 'people as the medium' paradigm appears to be the at the top. A revolution is coming." </font> <p align="center"> <a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/b147a5603bbb9952/c22d7649ac7e47c3/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/SpinButton.gif" width="99" height="25" border="0"></a></p> </td> </tr> </table></td> <td rowspan="3" width="92%" valign="top"> <div style="margin-left:12px; margin-right:12px;"> <font face="Verdana, Arial, Helvetica, sans-serif" size="2"> Tuesday, June 9, 2009 </font><font face="Verdana, Arial, Helvetica, sans-serif"><br> <b><font size="4"> Digg This: Digg's Newest Innovation Will Save Advertising</font></b><br> </font><font face="Verdana, Arial, Helvetica, sans-serif" size="2">By Joe Marchese</font><p></p> <a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/URL/c22d7649ac7e47c3/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0609404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=TOWER/GUID=0609404393/QUAL=0"><IMG hspace="12" vspace="5" align="right" SRC="http://mediapst.adbureau.net/iserver/acc_random=0609404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=TOWER/GUID=0609404393/QUAL=0" border=0></a> <font face="Verdana, Arial, Helvetica, sans-serif" size="2"> <p>Google has made billions for a lot of reasons, but no reason is more important than the fact that Google created a marketplace that rewards good advertising. Sure, good advertising should always be rewarded by selling more product, but when Google's magic system started rewarding marketers by reducing the price per click for "good" ads, it created a virtuous circle: better ads, happier users, efficient pricing for marketers... oh, and of course more money for Goooooooooooogle. </p> <p>With all Google's success, one would think all interactive advertising systems would begin rewarding marketers for making ad content people like. Yet, surprisingly, there are few such systems. One problem is that for ads where there is no direct-response action required (all "brand" advertising), how can you tell if the community likes it? Enter the Digg community and Digg's recent announcement of <a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/bbfbad19bd9d9c76/c22d7649ac7e47c3/brian.bobo@gmail.com"> "Digg Ads."</a> Digg has built a community on the back of people telling Digg, and each other, what they like. Why not advertisements? And if people like the ad (or at least don't hate it), shouldn't the marketer get a break on media pricing? </p> <p>Think of it this way: If an agency creates something so compelling that people would share it with each other on their own, then they could get "free media." Of course this presents a variety of problems. Most important, it turns advertising into a studio model, with lots of flops and a couple of hits in terms of reach. That economic model isn't one most marketers I know would want to apply to their product launches. Also, as mentioned here many times before, consider the dreaded result of a viral video that gets millions of views because it's funny or edgy, but doesn't sell product. </p> <p> <div style="border: 1px solid #ff0000; margin: 0px 10px 5px 0px; padding: 10px; background-color: #ffcccc; width: 400px"> <div style="color: #333333; font-size: 16px; font-weight: bold; margin-bottom: 10px"> Meet Joe Marchese at <a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/f9e7c9e4f0030f94/c22d7649ac7e47c3/brian.bobo@gmail.com" style="color: #333333;"> OMMA Social NYC</a>!</div> <div style="color: #333333; font-size: 11px; margin-bottom: 10px"> Joe Marchese will be there moderating a panel on "Buying Social Media: What is the AgencyÂ's Role in Managing ClientsÂ' Social Efforts?" on June 23 at 12:00 PM. Top executives will be there. Will you?<br /> <a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/9105c9b2a0651f18/c22d7649ac7e47c3/brian.bobo@gmail.com" style="color: #ff0000;"> <span style="color: #ff0000; font-size: 12px;"> Register today and save.</span></a></div> </div> <p>What the advertising world needs is a spectrum somewhere between "Give us whatever message you'd like to shove down people's throats and we'll make sure they see it as long as you pay for the media" and "make a video of a cat playing piano, wearing a hat and singing about your product and you won't even have to pay for media."</p> <p>Imagine what creating a pricing spectrum based on how much people like particular ad content would do. Quality creative agency work would result in cost savings for marketers on media distribution. The new agency role would involve a far more integrated media planning, buying and creative development. Agencies could allocate the proper mix of resources against asset production vs. media spend (very similar to search engine marketing). </p> <p>This model would also begin solving the issue of where agencies will generate revenue. Agencies could earn an entirely different fee, based on optimizing the allocation of a client's budget to achieve maximum message reach and impact based on a system that rewards great creative. And by the way, advertising online could start to get better -- and eventually, it might even start to make sense in social media!</p> <p><br /> Now Digg isn't going to do this by itself, and as Jeremiah Owyang<a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/e39355b585924ef9/c22d7649ac7e47c3/brian.bobo@gmail.com"> points out,</a> this isn't a necessarily a new tactic, as Facebook and others have started allowing people to vote on how much they like an advertisement. But it's easy to see how we are at the beginning of a new definition of "good advertising" that is going to be better for everyone involved. </p> <p><br /> Should advertisers get a discounted media cost for advertisements people like better? Send me a note @joemarchese (<a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/7a4cc3a5fa58ec5f/c22d7649ac7e47c3/brian.bobo@gmail.com"> www.twitter.com/joemarchese</a> ) and leave a comment below with your thoughts.<br /> <br /> </p </font> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/f0fada3e8a830c60/c22d7649ac7e47c3/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/e03eadb097c134ec/c22d7649ac7e47c3/brian.bobo@gmail.com"> Post your response to the public Online Spin blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/b147a5603bbb9952/c22d7649ac7e47c3/brian.bobo@gmail.com"> See what others are saying on the Online Spin blog.</a></div> <p><font face="Verdana, Arial, Helvetica, sans-serif" size="2"><em>Joe Marchese is President of socialvibe. </em></font></p> <br> <br> <a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/URL/c22d7649ac7e47c3/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0609404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=SPEEDBUMP/GUID=0609404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0609404393/SITE=EMAIL/AREA=ONLINESPIN/AAMSZ=SPEEDBUMP/GUID=0609404393/QUAL=0" border=0></a> <p><span class="body"> Online Spin for Tuesday, June 9, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107531"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107531</a><br> <br> </span> </p> </div> <br> <br> </td> </tr> </table> <table width="95%" border="0" cellspacing="0" cellpadding="16" align="center" bgcolor="#F5ECD6"> <tr> <td> <blockquote> <blockquote> <p><font face=Arial, Helvetica, sans-serif size=2> You are receiving this newsletter at brian.bobo@gmail.com as part of your free membership with MediaPost. If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/32078466a925ac6c/c22d7649ac7e47c3/brian.bobo@gmail.com"> www.mediapost.com</a> - and click on [subscribe] in the e-newsletter box. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/0cfdac043a38f986/c22d7649ac7e47c3/brian.bobo@gmail.com"> media kit</a>. <hr> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/541709c22e94c835/c22d7649ac7e47c3/brian.bobo@gmail.com/n=os&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <hr> <a href="http://link.mediapost.com/go2.shtml?iyRGawCjioSjVAs3/c080d56976e53e8b/c22d7649ac7e47c3/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001 </font> </p> </blockquote> </blockquote> </td> </tr> </table> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFIH3052746653_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-51094962635303359292009-06-09T07:22:00.001-07:002009-06-09T07:22:27.080-07:00Video Insider: Should Hulu Go Subscription?<div align="center"> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?Skmvih9l857oV5AC/URL/7a6cf45e6cbce316/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0609404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=BANNER/GUID=0609404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0609404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=BANNER/GUID=0609404393/QUAL=0" border=0></a></td></tr> <tr><td><img src="http://images.mediapost.com/n/clear.gif" alt="" height="20" width="300" border="0"></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0" bgcolor="white"><tr height="102"><td width="598" height="102"><img src="http://images.mediapost.com/n/VideoInsider_gld.gif" alt="" height="104" width="511" border="0"></td><td align="left" valign="top" width="130" height="102"><img src="http://images.mediapost.com/n/Video_gldline.gif" alt="" height="104" width="222" border="0"></td></tr> <tr><td colspan="2" width="728"><img src="http://images.mediapost.com/n/clear.gif" alt="" height="15" width="300" border="0"></td></tr> <tr><td colspan="2" width="728"> <span class="headline"> Should Hulu Go Subscription? </span> <br> <span class="byline"> by Steve Robinson</span> <span class="dateline"> , Tuesday, June 9, 2009</span> <p class="body"> <span class="body"> <a href="http://link.mediapost.com/go2.shtml?Skmvih9l857oV5AC/URL/7a6cf45e6cbce316/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0609404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=TOWER/GUID=0609404393/QUAL=0"><IMG hspace="12" vspace="5" align="right" SRC="http://mediapst.adbureau.net/iserver/acc_random=0609404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=TOWER/GUID=0609404393/QUAL=0" border=0></a> The buzz is everywhere -- in the blogosphere, on industry panels, and even at lunch with colleagues: Should Hulu go subscription? Is a subscription model coming to Web video, and soon? Well, let's look at what makes a subscription model work, why consumers (en masse) sign up for subscriptions, and see if we can figure out whether a subscription model makes sense for Internet-delivered television today. </p> <p> Cable subscriptions took off in the early 1980s. If we look back and ask why, the answer was simple. If you wanted the new television sports reporting and highlights (ESPN), music videos (MTV) or movies (HBO) accessible in your living room, you only had two choices: pay the cable operator, or don't get any of it. In recent history, the same has been true for many consumer goods obtained through subscription services, like newspapers, milk and ice. </p> <p> Subscription services for milk and ice have pretty much dissipated in favor of the grocery store (a platform change) because today's supermarkets have become more convenient and provide us with more options. In some rural areas, food home delivery services are still very popular because the menu choices (features) and convenience make home delivery a better offering, just as the features and ease of online shopping are often superior to in-store shopping, even though the retail outlets may be down the street.</p> <p> The most basic takeaway here is that a subscription model or platform change works if you offer the consumer something he or she wants but can't get anywhere else, or you provide benefits of such significance that a consumer's marginal utility increases more than any incremental cost. If we apply these teachings to Internet-delivered video, we realize today's Internet video subscriptions or "for pay" video offerings make sense for (1) premium content that isn't readily available on television, (2) premium content that is far superior because of platform features or quality, and (3) premium content that is more conveniently obtained because of the platform. </p> <p> MLB.com and TennisTv.com are examples of premium content offerings that aren't available on television. Consumers are subscribing to these offerings for the same reason they bought cable in the 1980s :"I want it and it isn't available elsewhere." Though not subscription-based, PBS recently enhanced its PBS KIDS GO! children's site with in-video interactive content. After the interactivity was added, viewership and engagement skyrocketed as PBS leveraged the technology platform, making the content experience superior for its audience. Reasonably priced, choice-rich and easy to obtain, movie downloads should also succeed because of the convenience factor, just as iTunes and NetFlix have been doing.</p> <p> Hulu and others on the Internet are certainly on their way to achieving the "for pay" value proposition. But before we can get the consumer dollars en masse -- whether by subscription or advertising -- we (the industry) need to concentrate on providing content and adding value that is unique to our platform and industry. Consumers will then, and only then, be willing to switch or augment their subscriptions. <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?Skmvih9l857oV5AC/65a4c0222d5589a3/7a6cf45e6cbce316/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?Skmvih9l857oV5AC/48e69b7381bab583/7a6cf45e6cbce316/brian.bobo@gmail.com"> Post your response to the public Video Insider blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?Skmvih9l857oV5AC/7f1ed915a41d4148/7a6cf45e6cbce316/brian.bobo@gmail.com"> See what others are saying on the Video Insider blog.</a></div> <table cellpadding="2" border="0" cellspacing="0"><tr><td valign="top"><img src="http://images.mediapost.com/authors/SteveRobinson1.jpg" border="0"></td><td valign="top"> <em>Steve Robinson is CEO of Panache, which offers an ad-insertion platform that provides major media and entertainment companies with the infrastructure to generate and increase revenues in their movement of video to the Internet. </em></td></tr> </table> <br> <a href="http://link.mediapost.com/go2.shtml?Skmvih9l857oV5AC/URL/7a6cf45e6cbce316/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0609404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=SPEEDBUMP/GUID=0609404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0609404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=SPEEDBUMP/GUID=0609404393/QUAL=0" border=0></a> <br> <span class="body"> </span> </p></td></tr> <tr><td width="598"></td><td width="130"></td></tr> <tr><td bgColor=ffffff colSpan=2 class="body"> <span class="body"> Video Insider for Tuesday, June 9, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107540"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107540</a><br> <br> </span></td></tr> <tr><td colspan=2> <hr> <span class="footer"> <a href="http://link.mediapost.com/go2.shtml?Skmvih9l857oV5AC/96304d4b1c60cf01/7a6cf45e6cbce316/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER=0 align=left></a> You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost.<BR> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?Skmvih9l857oV5AC/96304d4b1c60cf01/7a6cf45e6cbce316/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?Skmvih9l857oV5AC/d5c626c9787b9e04/7a6cf45e6cbce316/brian.bobo@gmail.com"> media kit</a>. <HR> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?Skmvih9l857oV5AC/6b4d289ecbc80635/7a6cf45e6cbce316/brian.bobo@gmail.com/n=37&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <HR> <a href="http://link.mediapost.com/go2.shtml?Skmvih9l857oV5AC/23348f209423d9a2/7a6cf45e6cbce316/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001</span> <br> <br></td></tr> </table></td> </tr> </table> </div> <p></p> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFIH1537160312_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-40832462498631067932009-06-09T07:11:00.001-07:002009-06-09T07:11:10.130-07:00Search Insider: Crossing Google's Chasm: Three Bing Blunders<div align="center"> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?liVXdTlwyiURBf9c/URL/b70ffd07ab922fc3/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0609404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=BANNER/GUID=0609404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0609404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=BANNER/GUID=0609404393/QUAL=0" border=0></a></td></tr> <tr><td><img src="http://images.mediapost.com/n/clear.gif" alt="" height="20" width="300" border="0"></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0" bgcolor="white"><tr height="102"><td width="464" height="102"><img src="http://images.mediapost.com/n/HD_srchinsider.gif" alt="" height="102" width="464" border="0"></td><td align="left" valign="top" width="264" height="102"><img src="http://images.mediapost.com/n/srchinsider_rule.gif" alt="" height="102" width="264" border="0"></td></tr> <tr><td colspan="2" width="728"><img src="http://images.mediapost.com/n/clear.gif" alt="" height="10" width="300" border="0"></td></tr> <tr><td colspan="2" width="728"> <span class="headline"> Crossing Google's Chasm: Three Bing Blunders <br> </span> <span class="byline"> by Kaila Colbin</span> <span class="dateline"> , Tuesday, June 9, 2009</span> <p class="body"> <span class="body"> <a href="http://link.mediapost.com/go2.shtml?liVXdTlwyiURBf9c/URL/b70ffd07ab922fc3/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0609404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=TOWER/GUID=0609404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0609404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=TOWER/GUID=0609404393/QUAL=0" border=0 align="right" style="margin-left:12px; margin-bottom:5px; margin-top:5px;"></a> Preeee-SEN-tiiiing... Bing! Guaranteed to leap tall queries in a single bound, anticipate your every search need, and fulfill your every online desire. <p class=body> </p> <p class=body> (I'm giggling as I remember Marge Simpson saying, "And all this time I thought Googling yourself meant the other thing!")</p> <p class=body> Microsoft is hoping, of course, that Bing will wipe out Google's dominance in one fell swoop. That, next month, their $80 million ad campaign will cause their 8% market share to morph into 80%. That they'll <em>finally</em> be able to put that pesky Google decade behind them.</p> <p class=body> They won't, of course. They won't because they seem to be forgetting some key fundamentals of the space in which they operate.</p> <p class=body> <strong>Fundamental #1: The bulk of Google users feel no pain.</strong></p> <p class=body> How many times do we have to hear this before it sinks in? Your product or service has to make your customer's pain go away. <em>But wait!</em> I hear you cry. <em>What pain did Facebook soothe? What pain did Twitter soothe?</em> Yes, in those cases, we didn't realize that we were in pain to begin with. But once an industry is established -- as search is -- it should be pretty well apparent where the pain is. And let's face it: the vast majority of Google users, the ones who aren't reading this column and who think A/B refers to the beginning of the alphabet, <em>those</em> people are not in pain when it comes to search. They're certainly not in any kind of pain that Bing will fix.</p> <p class=body> <strong>Fundamental #2: Eat your elephant one bite at a time.</strong> </p> <p class=body> Microsoft is massive, but when it comes to search, they're just tiny Davids next to Goliath Google. So what makes them think that, after so many failed tries, that an all-or-nothing, mass-market-blitz approach is the way to go? </p> <p class=body> In <em><a href="http://link.mediapost.com/go2.shtml?liVXdTlwyiURBf9c/ac638ea619d0e6f8/b70ffd07ab922fc3/brian.bobo@gmail.com"> Crossing the Chasm</a></em>, Geoffrey Moore makes a compelling case for the beachhead strategy. When you're up against a formidable enemy, he argues, you need to tackle the smallest vertical you can find, as long as it has the potential to lead to your bigger target. Wolfram Alpha is doing this well right now, with their "smartest-people-in-the-room'" and "we're-not-even-a-search-engine'" positioning. Bing is not.</p> <p class=body> <strong>Fundamental #3: The market that matters doesn't care about features.</strong></p> <p class=body> I love all these reviews where people run searches side-by-side on Bing and Google to determine which is "better." And, to be fair to the folks in Redmond, lots of verdicts have come down on the side of the new guy. But back to <em>Crossing the Chasm</em>: you and I are not the market that matters. </p> <p class=body> The market that matters is <a href="http://link.mediapost.com/go2.shtml?liVXdTlwyiURBf9c/240657d9d1bddd7f/b70ffd07ab922fc3/brian.bobo@gmail.com"> our grandmothers </a> and <a href="http://link.mediapost.com/go2.shtml?liVXdTlwyiURBf9c/ae93c1de5da107af/b70ffd07ab922fc3/brian.bobo@gmail.com"> our mothers</a> and our friends who've known us for twenty years and still don't understand what we do for a living. </p> <p class=body> At most, the market that matters changes one online habit per year. When you were first telling them about Google, they were saying, "I've finally started emailing -- don't confuse me!" When it comes to switching search engines, you've got one shot, and that one shot is the aggregation of thousands of reminders, building up over time into an inexorable force that even they cannot resist. </p> <p class=body> This market does not want to experiment, no matter how good the commercial. This market wants to know that once they put the effort into learning a new habit, they can sit back and rest for a few years. <em>You must be exhausted from learning that newfangled search engine, dear. Have a cup of tea and a lie-down. </em></p> <p class=body> Back to behavioral basics, Bing. I admire how smart your new search engine is --- but I don't think it's going to help you cross the Google chasm. </p> </span> </p> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?liVXdTlwyiURBf9c/2c0f73eee65c5e63/b70ffd07ab922fc3/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?liVXdTlwyiURBf9c/09f9c23c06a96d39/b70ffd07ab922fc3/brian.bobo@gmail.com"> Post your response to the public Search Insider blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?liVXdTlwyiURBf9c/52cdf322d810b565/b70ffd07ab922fc3/brian.bobo@gmail.com"> See what others are saying on the Search Insider blog.</a></div> <table cellpadding="2" border="0" cellspacing="0"><tr> <td valign="top" class="body"> <span class="body"> <em>Kaila Colbin blogs for <a href="http://link.mediapost.com/go2.shtml?liVXdTlwyiURBf9c/0c0d2aa6654de570/b70ffd07ab922fc3/brian.bobo@gmail.com"> The Web Genome Project</a>, a movement to create a virtual topography of the World Wide Web.</em></span></td></tr> </table> <br /> <a href="http://link.mediapost.com/go2.shtml?liVXdTlwyiURBf9c/URL/b70ffd07ab922fc3/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0609404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0609404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0609404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0609404393/QUAL=0" border=0></a> <br> </td></tr> <tr><td width="464"></td><td width="264"></td></tr> <tr><td align=middle bgColor=ffffff colSpan=2> <span class="body"> Search Insider for Tuesday, June 9, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107529"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107529</a><br> <br> </span></td></tr> <tr><td colspan=2> <hr> <span class="footer"> <a href="http://link.mediapost.com/go2.shtml?liVXdTlwyiURBf9c/04d85dcee2d6b140/b70ffd07ab922fc3/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER=0 align=left></a> You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost.<BR> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?liVXdTlwyiURBf9c/04d85dcee2d6b140/b70ffd07ab922fc3/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?liVXdTlwyiURBf9c/a28feaddf1222104/b70ffd07ab922fc3/brian.bobo@gmail.com"> media kit</a>. <HR> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?liVXdTlwyiURBf9c/ea6467dab67abb86/b70ffd07ab922fc3/brian.bobo@gmail.com/n=si&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <HR> <a href="http://link.mediapost.com/go2.shtml?liVXdTlwyiURBf9c/914ece5e3863ef2a/b70ffd07ab922fc3/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001</span> <br> <br></td></tr> </table></td></tr> </table> </div> <p></p> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFIH0223296911_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-28848387485417332192009-06-08T12:06:00.001-07:002009-06-08T12:06:13.382-07:00Section 2-Around the Net in Search: Video Search Basics<table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/URL/d5cf33e13c7217eb/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0608404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=BANNER/GUID=0608404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0608404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=BANNER/GUID=0608404393/QUAL=0" border=0></a> </td></tr> <tr><td><img src="http://images.mediapost.com/n/clear.gif" alt="" height="12" width="728" border="0" /></td></tr> <tr><td><img src="http://images.mediapost.com/n/HD_SearchInsdr_AroundtheNet.gif" alt="" height="76" width="727" border="0" /></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td align="left" valign="bottom"> <span class="Byline"> By Laurie Sullivan</span> <span class="Date"> , June 8, 2009</span></td><td align="right" valign="bottom"> <span class="smLinks"> <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/a3fa0bd2799c5917/d5cf33e13c7217eb/brian.bobo@gmail.com" class="smLinks"> Subscribe</a> | <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/893220eba01c8888/d5cf33e13c7217eb/brian.bobo@gmail.com" class="smLinks"> Back Issues</a> | <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/ede02bc46f7c7930/d5cf33e13c7217eb/brian.bobo@gmail.com" class="smLinks"> Reply to Editor</a> | <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/dfb43c066a3286ff/d5cf33e13c7217eb/brian.bobo@gmail.com" class="smLinks"> MediaPost Home</a></span></td></tr> </table></td></tr> <tr> <td valign="top"> <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/URL/d5cf33e13c7217eb/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0608404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=TOWER/GUID=0608404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0608404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=TOWER/GUID=0608404393/QUAL=0" border=0 align="right" style="margin-left:12px; margin-bottom:5px; margin-top:5px;"></a> <p> <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/06445cf3503b11c3/d5cf33e13c7217eb/brian.bobo@gmail.com" target="new" class="head"> Video Search Basics</a><br> Search Engine Watch<br> Launching and tracking video results on YouTube, MetaCafe, Viddler, Revver and Vimeo takes work, but Ron Jones explains how TubeMogul makes the process of following campaigns on multiple sites much easier. He provides recommendations on distribution and keyword placement, and tracking and analytics. <br> <br> Include the details when setting up titles and tags, according to Jones. Descriptions should tap into a set of top keywords. The 200-character description should provide enough room to include the landing page URL. And don't forget the "http://" -- because most of the sites you submit your video to will include your description, which will include the URL. - <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/06445cf3503b11c3/d5cf33e13c7217eb/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/c22acaad8d493ee7/d5cf33e13c7217eb/brian.bobo@gmail.com" target="new" class="head"> 6 Effective Habits For PPC Managers</a><br> NVI Solutions<br> Persistence, creativity and discipline create an effective pay per click (PPC) manager. Here are six positive habits to adopt that can help you build strength in campaigns to meet business goals. Some include growing keyword lists, tapping into Web analytics and keeping an eye on the competition. <br> <br> One habit suggests lots of "testing and tweaking." A video in the post demonstrates the process of migrating data from Google AdWords into an Excel pivot table to summarize and analyze information. A pivot table can provide a visual representation of the aggregate performance of the same ad across multiple campaigns. - <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/c22acaad8d493ee7/d5cf33e13c7217eb/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/8ed532e706e69670/d5cf33e13c7217eb/brian.bobo@gmail.com" target="new" class="head"> How Display & Search Work Together</a><br> ClickZ<br> Havas Digital and Yahoo have announced a measurement system that tracks how conversions happen when combining display advertising and search, according to Sean Carton. The tool demonstrates that combining display and search has a significant impact on conversions in a measurable way. It also confirms that reducing the amount spent on display to boot search may have a negative effect on conversions.<br> <br> Carton provides guidance on fitting both into a campaign that builds awareness and drives sales. He reminds us that marketing strategies often ignore the fact consumers likely first heard about the product in a TV spot while watching their favorite show. They may have read the print ad during morning coffee or heard a radio ad in the car on the way to work. - <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/8ed532e706e69670/d5cf33e13c7217eb/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/28b71a1a81ef89b8/d5cf33e13c7217eb/brian.bobo@gmail.com" target="new" class="head"> PPC ROI Calculator Forecasts Results, Offers Options</a><br> Search Engine Journal<br> Fuel Interactive has created a PPC ROI Calculator to forecast return on investments. Brian Carter writes that the tool calculates metrics to see how to increase ROI. He steps through the process of how to forecast PPC ROI and optimize spend. Start by gathering monthly ad spend, conversion rate, cost per click and average sale. Enter these metrics into the PPC ROI Calculator and hit "calculate."<br> <br> Carter explains how the tool lets you play with the values to see how to "realistically" increase returns. Some things to consider include benchmarking other businesses doing PPC in the same vertical to compare CPCs. If you don't allocate budgets to the keywords that are both low CPC and high ROI, consider moving them into their own campaigns so you can. - <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/28b71a1a81ef89b8/d5cf33e13c7217eb/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> <p> <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/a4e5a9bbb8ccf17a/d5cf33e13c7217eb/brian.bobo@gmail.com" target="new" class="head"> Crazy Eddie Sells Links</a><br> Ranked Hard<br> The May SEO comic looks at the concept of link buying and Google's sporadic approach to either stop, or slow, the purchase of link buying. At Crazy Eddie's Link Emporium SEO professionals can buy links. He sells them cheap--25,000 back links for $19.95. But that's not all. Call now and get a link checker for free.<br> <br> While it appears Google is against buying links, the comic strip suggests company execs making the rules understand the financial rewards of selling links. After all, "Google has been caught selling links more than once." The rewards from buying links can range from higher search rankings and more customers, to increased sales and profits. But the post asks if "link buying is really being stamped out by the big G, then why does it dominate the search rankings?" - <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/a4e5a9bbb8ccf17a/d5cf33e13c7217eb/brian.bobo@gmail.com" target="new"> Read the whole story...</a> </P> </td> </tr> <tr> <TD BGCOLOR="#ffffff"> <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/URL/d5cf33e13c7217eb/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0608404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0608404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0608404393/SITE=EMAIL/AREA=SECTION2.SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0608404393/QUAL=0" border=0></a> <br /> <br /> Search Insider - Around the Net for Monday, June 8, 2009<br /> <a href="http://www.mediapost.com/publications/?fa=Articles.showEdition&art_send_date=2009-6-8&art_type=44"> http://www.mediapost.com/publications/?fa=Articles.showEdition&art_send_date=2009-6-8&art_type=44</a><br /> <br /> </TD> </TR> <TR> <TD BGCOLOR="#cc0000"> </TD> </TR> <TR> <TD class="foot"> <br> <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/dfb43c066a3286ff/d5cf33e13c7217eb/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER="0" align="left"></a>You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost. <br> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/dfb43c066a3286ff/d5cf33e13c7217eb/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member.<br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/baf77fe14619d2fe/d5cf33e13c7217eb/brian.bobo@gmail.com"> media kit</a>. <hr> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/d3ebd92ac5bf87f6/d5cf33e13c7217eb/brian.bobo@gmail.com/n=44&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <hr> <a href="http://link.mediapost.com/go2.shtml?DFQgvRON4N1qgmq6/068a71a81816cc87/d5cf33e13c7217eb/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001 </TD> </TR> </table> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFHM0042911971_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-23704096544501317842009-06-08T11:51:00.001-07:002009-06-08T11:51:16.354-07:00Video Insider: In Defense of Ad Networks<div align="center"> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?pOq4zlAHifhInwFm/URL/97f7b09ce5937ff3/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0608404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=BANNER/GUID=0608404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0608404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=BANNER/GUID=0608404393/QUAL=0" border=0></a></td></tr> <tr><td><img src="http://images.mediapost.com/n/clear.gif" alt="" height="20" width="300" border="0"></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0" bgcolor="white"><tr height="102"><td width="598" height="102"><img src="http://images.mediapost.com/n/VideoInsider_gld.gif" alt="" height="104" width="511" border="0"></td><td align="left" valign="top" width="130" height="102"><img src="http://images.mediapost.com/n/Video_gldline.gif" alt="" height="104" width="222" border="0"></td></tr> <tr><td colspan="2" width="728"><img src="http://images.mediapost.com/n/clear.gif" alt="" height="15" width="300" border="0"></td></tr> <tr><td colspan="2" width="728"> <span class="headline"> In Defense of Ad Networks</span> <br> <span class="byline"> by Lewis Rothkopf</span> <span class="dateline"> , Monday, June 8, 2009</span> <p class="body"> <span class="body"> <a href="http://link.mediapost.com/go2.shtml?pOq4zlAHifhInwFm/URL/97f7b09ce5937ff3/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0608404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=TOWER/GUID=0608404393/QUAL=0"><IMG hspace="12" vspace="5" align="right" SRC="http://mediapst.adbureau.net/iserver/acc_random=0608404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=TOWER/GUID=0608404393/QUAL=0" border=0></a> Go ahead and <a href="http://link.mediapost.com/go2.shtml?pOq4zlAHifhInwFm/da4265e713a13899/97f7b09ce5937ff3/brian.bobo@gmail.com"> Bing</a> the phrase "ad networks are bad." You'll see 33,300,000 results.<br /> <br /> Now, Bing "ad networks are good." As you were expecting, far fewer results. Right? No. 86,300,000 results with the words "ad networks" and "good" in close proximity.<br /> <br /> Why? Because although it is in vogue to <a href="http://link.mediapost.com/go2.shtml?pOq4zlAHifhInwFm/c369200d8c2e83fc/97f7b09ce5937ff3/brian.bobo@gmail.com"> trash the ad network business,</a> networks play a crucial role in the advertiser/publisher ecosystem. This is particularly true in the video space. <br /> <br /> The benefits to advertisers are generally agreed-upon: good networks help advertisers efficiently execute buys across a select group of well-branded sites. The haters tend to argue that networks have a deleterious effect on publishers. This is far from a universal truth, but it's important to work with networks that will respect your business and seek to create long-term value by partnering with you.<br /> <br /> <strong>Myth #1: Networks lower CPMs for everyone.</strong> It is tempting to point the finger at networks for causing an overall decline in CPMs. However, the advertisers are the ones who drive price. Network relationships are generally structured on a revenue share basis, so networks are incentivized to achieve as strong a CPM as possible. In most cases, advertisers are going to optimize their campaigns to come close to their client's ideal cost-per-event: if publisher-direct pricing makes that impossible, smart publishers can still win the campaign by accepting it through a network. Far from lowering the CPM, the presence of a network enables the publisher to profit from a buy they otherwise would have completely missed.<br /> <br /> <strong>Myth #2: Networks will bring you scraps. </strong>To a large extent, it depends upon whom you decide to work with, but this statement is generally untrue. Networks -- the good ones, anyhow -- know that in order to maintain strong publisher relationships, they must bring appropriate, high-quality advertisers to the table. More importantly, sometimes an advertiser will choose to execute an entire buy exclusively through a network, offering a significant value-add for publishers who work with that network.<br /> <br /> <strong>Myth #3: Networks devalue your brand. </strong>Again, this myth is quickly short-circuited if you're working with the right partner. Ask questions upfront to determine if a potential network partner will be a good steward of your brand. Things you'll want to know: How will you represent my site in the market? Do you ever sell site-specifically? Who are some of your advertiser clients? What sort of publishers do you work with? Do some of your publishers have more favorable deal structures than others? Starting from a position of trust and keeping the lines of communication open will greatly increase the likelihood that you'll have a strong, mutually profitable relationship with your network partner.<br /> <br /> As common sense dictates for any industry, look out for the bad apples, but don't believe that networks are inherently harmful; they're not. In most cases, networks can fill the gap between your site-sold inventory and house ads and, on their best days, they will bring you campaigns that no one else is able to capture.<br /> <br /> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?pOq4zlAHifhInwFm/6bf35a750b3cc3b4/97f7b09ce5937ff3/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?pOq4zlAHifhInwFm/1c4129375ac0e308/97f7b09ce5937ff3/brian.bobo@gmail.com"> Post your response to the public Video Insider blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?pOq4zlAHifhInwFm/6e9f657ac1dfb84e/97f7b09ce5937ff3/brian.bobo@gmail.com"> See what others are saying on the Video Insider blog.</a></div> <table cellpadding="2" border="0" cellspacing="0"><tr> <td valign="top"> <em>Lewis Rothkopf is vice president of network development at BrightRoll, charged with building strategic partnerships with the Web's top branded publishers. Prior to joining BrightRoll, Lewis was head of distribution for the National Broadband Company, NBC Universal's digital video syndication business. </em></td></tr> </table> <br> <a href="http://link.mediapost.com/go2.shtml?pOq4zlAHifhInwFm/URL/97f7b09ce5937ff3/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0608404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=SPEEDBUMP/GUID=0608404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0608404393/SITE=EMAIL/AREA=ONLINEVIDEOINSIDER/AAMSZ=SPEEDBUMP/GUID=0608404393/QUAL=0" border=0></a> <br> <span class="body"> </span> </p></td></tr> <tr><td width="598"></td><td width="130"></td></tr> <tr><td bgColor=ffffff colSpan=2 class="body"> <span class="body"> Video Insider for Monday, June 8, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107503"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107503</a><br> <br> </span></td></tr> <tr><td colspan=2> <hr> <span class="footer"> <a href="http://link.mediapost.com/go2.shtml?pOq4zlAHifhInwFm/24a176a0e9b1b31f/97f7b09ce5937ff3/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER=0 align=left></a> You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost.<BR> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?pOq4zlAHifhInwFm/24a176a0e9b1b31f/97f7b09ce5937ff3/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?pOq4zlAHifhInwFm/98629a50de432a6b/97f7b09ce5937ff3/brian.bobo@gmail.com"> media kit</a>. <HR> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?pOq4zlAHifhInwFm/d58a1d75223e9ba9/97f7b09ce5937ff3/brian.bobo@gmail.com/n=37&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <HR> <a href="http://link.mediapost.com/go2.shtml?pOq4zlAHifhInwFm/6b23edbb2bdc71c8/97f7b09ce5937ff3/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001</span> <br> <br></td></tr> </table></td> </tr> </table> </div> <p></p> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFHL4527306200_m252908.gif"> Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7897713665258530253.post-6926095636055857322009-06-08T09:54:00.001-07:002009-06-08T09:54:25.077-07:00Search Insider: The Real Problem With Microsoft's Bing<div align="center"> <table width="728" border="0" cellspacing="0" cellpadding="0"><tr><td> <a href="http://link.mediapost.com/go2.shtml?9YLBBdQHzmWUp2a7/URL/0a1cf3a4255cb57b/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0608404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=BANNER/GUID=0608404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0608404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=BANNER/GUID=0608404393/QUAL=0" border=0></a></td></tr> <tr><td><img src="http://images.mediapost.com/n/clear.gif" alt="" height="20" width="300" border="0"></td></tr> <tr><td> <table width="728" border="0" cellspacing="0" cellpadding="0" bgcolor="white"><tr height="102"><td width="464" height="102"><img src="http://images.mediapost.com/n/HD_srchinsider.gif" alt="" height="102" width="464" border="0"></td><td align="left" valign="top" width="264" height="102"><img src="http://images.mediapost.com/n/srchinsider_rule.gif" alt="" height="102" width="264" border="0"></td></tr> <tr><td colspan="2" width="728"><img src="http://images.mediapost.com/n/clear.gif" alt="" height="10" width="300" border="0"></td></tr> <tr><td colspan="2" width="728"> <span class="headline"> The Real Problem With Microsoft's Bing <br> </span> <span class="byline"> by Steve Baldwin</span> <span class="dateline"> , Monday, June 8, 2009</span> <p class="body"> <span class="body"> <a href="http://link.mediapost.com/go2.shtml?9YLBBdQHzmWUp2a7/URL/0a1cf3a4255cb57b/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0608404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=TOWER/GUID=0608404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0608404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=TOWER/GUID=0608404393/QUAL=0" border=0 align="right" style="margin-left:12px; margin-bottom:5px; margin-top:5px;"></a> I've spent many hours with Bing over the past week, read all its supporting documentation, watched Microsoft's "why we built this thing" videos, and seen all of JWT's new ads for the service. At a certain point in my total immersion in Bingness, I came very close to being seduced by the idea that Microsoft, by making search results more concise and easier to find, might actually advance the search industry. <p class=body> But my joyous reverie was shattered when I recalled a fundamental lesson of merchandising, which is that by making things too easy for your customers to find, you can doom yourself to certain destitution and ruin. <p class=body> Think of the last time you went to the supermarket to buy a half-gallon of milk. You'd think that the supermarket would put the milk close to the cash register, letting customers complete their walk-in/walk-out cycle in the shortest possible time. <p class=body> Is that where smart retailers put the milk? Not on your life. They put the milk way at the back of the store, which means you've got to traverse multiple aisles and walk many hundreds of feet before you get to it, exposing yourself to thousands of brightly-colored packages in many product categories screaming "buy me!" The idea here - and, yes, it's slightly diabolical -- is that at some point in your extended journey it will "spontaneously" occur to you that you need some cookies to go with your milk, plus some peanut butter, and maybe even a six pack of beer to wash down your meal. <p class=body> Retailers have worked this way for years, and yet nobody's angrily tweeted that "the Waldbaum's Experience Is Broken." But the search industry is a topsy-turvy, reality-inverting world where up is down and left is right. Microsoft's researchers gleefully pronounce that "search is broken," that most queries "fail," and that Bing, by elevating "finding" over "searching," is going to set things right once and for all. One of Microsoft's ads even suggests that if America hadn't been so frenetically searching for stuff over the past few years, we'd have found out that the world's economic system was going to collapse early enough to save Mom and Dad's 401K. Other ads suggest that Google-induced "search overload" is turning people into zombie-like automatons incapable of answering a simple, direct question without regurgitating paragraphs of long-tail content. <p class=body> Folks, this is a complete crock. I've heard hundreds of complaints about the way the search industry works, but nobody's ever squawked about the querying process itself. In fact, it seems that people are quite happy searching, clicking, refining, and searching again until Kingdom Come. There seems to be something deeply human about compulsive querying behavior that appears to harness primitive hunter-gatherer instincts we've lived with for at least 50,000 years. Where's the caveman thrill of nailing one's quarry after a bracing hunt in the jungle when Bing hands said quarry to you, precooked, on a silver platter? <p class=body> Search isn't broken and doesn't need fixing. Google -- for better or worse -- has conditioned all of us to realize that multiple queries, ambiguity, endless stacks of results, and the Back Button -- not quickie in-and-out result shortcuts -- are good things that facilitate commercial transactions for products we never even knew existed. Just as few supermarket shoppers grouse about having to walk hundreds of feet to find the item they're looking for in a store, Google's users don't object to having to click many times to find whatever the heck they're looking for. Some might call this wasteful: I call it an educational, horizon-broadening way to spend your time. Furthermore (and it's really a very small point in the overall scheme of things), running a query-driven click factory happens to be insanely profitable for the search engine, so why mess with it? <p class=body> If Microsoft were really smart, it would ditch its whole "Bing: The Sound of Found" nonsense, take a cue from Google, and introduce Bing with a new slogan: "You'll Never Find What You're Looking For Here, But You'll Have a Great Journey!" By doing so, Bing would make Microsoft's shareholders happier, honor the time-honored merchandising lessons of the supermarket, and be more faithful to the spirit of poet Robert Louis Stevenson, who noted long ago that "it is always better to travel than to arrive." <p class=body> One last thing. Although it took me 57 Google clicks -- both paid and unpaid -- to find out that Stevenson is the author of the above quote, I'm a wiser, deeper, better-educated person because of it and Google now has a few more hard-earned dollars in its coffers. <p class=body> Why would Microsoft want to destroy such a beautiful win-win relationship? <p class=body> </span> </p> <div style="padding:15px 0px 10px 0px; font-size:12px;"> <a href="http://link.mediapost.com/go2.shtml?9YLBBdQHzmWUp2a7/c2c99699d72efffb/0a1cf3a4255cb57b/brian.bobo@gmail.com"> This commentary is insightful. I recommend it to others.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?9YLBBdQHzmWUp2a7/874ff29b54688db2/0a1cf3a4255cb57b/brian.bobo@gmail.com"> Post your response to the public Search Insider blog.</a><br /> <br /> <a href="http://link.mediapost.com/go2.shtml?9YLBBdQHzmWUp2a7/85abc1e7a385ab2f/0a1cf3a4255cb57b/brian.bobo@gmail.com"> See what others are saying on the Search Insider blog.</a></div> <table cellpadding="2" border="0" cellspacing="0"><tr> <td valign="top" class="body"> <span class="body"> <em>Steve Baldwin is editor-in-chief at Didit, an agency for search engine marketing and auctioned media management based in New York. You can reach Steve at <a href="http://link.mediapost.com/go2.shtml?9YLBBdQHzmWUp2a7/d09f9150cce2cb34/0a1cf3a4255cb57b/brian.bobo@gmail.com"> steve.baldwin@didit.com</a>.</em></span></td></tr> </table> <br /> <a href="http://link.mediapost.com/go2.shtml?9YLBBdQHzmWUp2a7/URL/0a1cf3a4255cb57b/brian.bobo@gmail.com/http://mediapst.adbureau.net/adclick/acc_random=0608404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0608404393/QUAL=0"><IMG SRC="http://mediapst.adbureau.net/iserver/acc_random=0608404393/SITE=EMAIL/AREA=SEARCHINSIDER/AAMSZ=SPEEDBUMP/GUID=0608404393/QUAL=0" border=0></a> <br> </td></tr> <tr><td width="464"></td><td width="264"></td></tr> <tr><td align=middle bgColor=ffffff colSpan=2> <span class="body"> Search Insider for Monday, June 8, 2009:<br> <a href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107487"> http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=107487</a><br> <br> </span></td></tr> <tr><td colspan=2> <hr> <span class="footer"> <a href="http://link.mediapost.com/go2.shtml?9YLBBdQHzmWUp2a7/8f438e29ff6dab98/0a1cf3a4255cb57b/brian.bobo@gmail.com"><IMG SRC="http://images.mediapost.com/n/footer_logo.gif" hspace="6" BORDER=0 align=left></a> You are receiving this newsletter at brian.bobo@gmail.com as part of your membership with MediaPost.<BR> If this issue was forwarded to you and you would like to begin receiving a copy of your own, please visit our site - <a href="http://link.mediapost.com/go2.shtml?9YLBBdQHzmWUp2a7/8f438e29ff6dab98/0a1cf3a4255cb57b/brian.bobo@gmail.com"> www.mediapost.com</a> - and become a complimentary member. <br> For advertising opportunities see our online <a href="http://link.mediapost.com/go2.shtml?9YLBBdQHzmWUp2a7/4b817780ce84422d/0a1cf3a4255cb57b/brian.bobo@gmail.com"> media kit</a>. <HR> If you'd rather not receive this newsletter in the future <a href="http://link.mediapost.com/go2.shtml?9YLBBdQHzmWUp2a7/8d0df15cb7e89731/0a1cf3a4255cb57b/brian.bobo@gmail.com/n=si&i=1D49F863FAA12289C4FE468DF8259CC7&end"> click here</a>. <HR> <a href="http://link.mediapost.com/go2.shtml?9YLBBdQHzmWUp2a7/79cf2529069c861c/0a1cf3a4255cb57b/brian.bobo@gmail.com"><img src="http://images.mediapost.com/n/eroilogo.gif" border="0" alt="email powered by eROI" align="right"></a>We welcome and appreciate forwarding of our newsletters in their entirety or in part with proper attribution. <br> (c) 2009 MediaPost Communications, 1140 Broadway, 4th Floor, New York, NY 10001</span> <br> <br></td></tr> </table></td></tr> </table> </div> <p></p> <br><br> <center> <table cellspacing="0" cellpadding="0" width="600" border="0"> <tr><td style="padding-right:20px;padding-left:10px;padding-bottom:10px;padding-top:10px"> </td></tr> </table> </center> <img width=1 src="http://rm.emailroi.com/HFHJ4531739461_m252908.gif"> Unknownnoreply@blogger.com0