Alia Markegard Preliminary Card (On Spike TV):Feb 10, 2010 06:13 am
Arjo Ghosh Adman1 'hey, these 'digital' guys are just are just a bunch of jumped-up children anyway'.
The hard data that supports arguments about the nature/quantity/quality of online 'engagement' is something that is we have been working on at iCrossing for some time. We've gone as far as building a measurement framework which takes into account a range of qualitative and quantitative data to try and provide an overall understanding about the value of e.g. the impact of media in online networks (Channel4 Education).
There is a lot of work to be done in our industry and we know that our work will just be one small part of a wider collaborative and research-based approach. Yes, taking one metric e.g. 'time spent online' and extrapolating that this proves engagement is bogus.
We also carried out considerable qualitative research into social media behaviour, both in terms of the shape and formation of networks and the 'how' and 'why' people choose to give their attention. This research is now driving digital strategies for some, i.e. not just online. An example would be our work for the Toyota IQ launch where we 'hypermiled' the car around the UK and, by traditional measurement techniques, reached 105 million people. We didn't achieve this by pre or post-rolling anything, we just took a great product to people and let them interact with it.
Traditional TV advertising is being dis-intermediated.
As far as the evidence goes for people skipping adverts in pre-recorded or on-demand media I think that the real issue is the change that the internet brings in terms of media consumption expectations. We are all now getting used to free models, some are not advert supported either (twitter e.g.). If our expectations are that 'advertising' is intrusive then product 'placement' is just another clumsy method of getting attention by fair or foul means.
From my experience building trusted (branded and non-branded) content that is genuinely useful to people has the effect of creating brand equity. To do so the content needs an independent view and to be expertly written/created/produced. People are giving their attention en masse to creative ideas and functionality that they can valuably interact with (red button TV! There's a joke).
Finally, just because many online businesses are not making money now doesn't mean that they will not in the future. Building infrastructure and putting new products into completely new markets takes time (Amazon springs to mind).
I reiterate. The internet changes everything. TV product placement is defunct already.Sep 21, 2009 12:47 pm
Product placement bad for TV editorial? I'll go with that. Less commercial impacts due to ad-skipping PVR's etc. Sorry, not true not in the UK - check out ANY research before you get paid for writing your opinion.
Did any consumer want a video pre-roll?
Has anyone on the web outside Google really monetised their offering (erm youtube, discuss)?
The DCMS have called this out - most of the traditional ad industry doesn’t support this move - It affects the quality of content which ultimately affects the viewing which, in turn, harms advertising.
Sorry If I'm jumping all over the shop in countering your 'article' but I thought I'd follow your style (you are mis-guided in your thoughts that £100Million would prop up the TV industry but having made the point, you ask the question of why the U-turn? - No I don't believe you were being rhetorical
As for waving the white flag to the digital age - Really;
1st -web is time spent – Its not ‘engagement’ it’s not even the box in the corner of the room most households spend too much time consuming (erm if I click ITV on my remote is it less engagement than clicking onto the Yahoo homepage?)
secondly, understand the industry you operate in (I'm sorry it's not DIGITAL its the WEB we are talking - I had a digital watch in the 70's and 90% of TV is 'Digital') – Web revenues is broadly the same as TV - look at the penetration of both, look the ubiquity of outdoor, hear & feel the relevance of local radio….
Yes the internet changes everything – but (back to the top now) sell your medium on the benefits it offers rather than knock others. I thought you were new and shiny internet, but no, taking the worst of the old school and re-applying it ain’t gonna cut it maybe check out digitalshouldbesimple.com – Take that to your advertiser.
No – wait till they come to you and ask – accountable?
Sep 17, 2009 08:37 pm
richard There's a more shameless fedex promo than the one in the video. Tom Hanks' Castaway; Although maybe their plane crashing and packages being lost isn't what they were hoping for at pitch.Sep 16, 2009 04:07 pm
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