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Monday, November 26, 2007
By popular demand the Carol Of The Chins are back. Drop what you are doing. Hit the link and enter a song. Let The Chins entertain you...and while you’re at it, why not send a link to family and friends so they can share in the fun. Depending on your input, The Chins are full of some surprises. Enjoy and Happy Holidays from all of us at Sundog.
A study by consulting firm Accenture says traditional agencies are going to have the most to lose as the shift to digital advertising continues. Accenture surveyed 70 business leaders in advertising, media, and technology for the study. The conclusion of many of those leaders according to this story at ClickZ was that “traditional agencies are incapable of adapting to the digital era.” Furthermore, the article cites other significant conclusions by the Accenture study team:
“Advertising will become more performance based...Advertising agencies, to survive, must master technology to target advertising, perform customer analytics, measure performance, and interact with customers. Fewer than one in four respondents said their companies are equipped to do so now.”
Sunday, November 25, 2007
Advertising on the Web has been evolving from text-based, to static or animated display ads, and, most recently, to video. While advertisers would like to take advantage of the video capabilities a growing broadband-powered Internet is providing, trying to harness online video-based marketing has been a bit chaotic. A company called YuMe would like to bring some order to the chaos.
Similar to the way a keyword entry in a search engine brings you to both relevant organic and paid text ads, the YuMe network would help deliver video-based advertising in the same manner. In addition, it would provide the same types of controls and measurement capabilities that have made services like Google’s AdWords so popular.
Saturday, November 24, 2007
Copyright laws are out of touch with reality. That’s the assertion of an extensive paper written by University of Utah professor John Tehranian titled: Infringement Nation: Copyright Reform and the Norm/Law Gap. It’s a fascinating read. He describes a hypothetical day for a law professor and demonstrates how he violates “the letter of copyright law” 83 times with potential fines totaling $12.45 million. It includes such innocuous activities as singing “Happy Birthday” to a friend. While his paper uses a law professor as the protagonist, a similar scenario could easily apply to any of us.
There is more on Tehranian’s paper and how copyright laws are turning us all into softened criminals at Boing Boing. As that post points out, these hypothetical violations do not even include the more publicized acts of sharing music or other digital file sharing on P2P networks.
Friday, November 23, 2007
The advertising industry prides itself on fresh thinking. The only consistent rule in advertising seems to be “There are no rules.” However, on the media-buying side of the business, there has been a rule that has driven thinking for almost a half century: Reach (R) x Frequency (F) = Gross Rating Points (GRPs). Reach measures how many people could potentially see your message, and frequency measures how many times those who are reached might see that message. Gross rating points purport to measure the “media tonnage” and effectiveness of a schedule delivered to a specific demographic audience. There is a more thorough discussion of the formula via Google Books.