TangledMESH

Google: Online display ads get "smart and sexy"

Google makes 7 predictions for the future of online display advertising, anticipating a revenue climb from $8.6 billion today to more than $50 billion by 2015.  And, no surprise, video and interactive/social features will drive the growth.

Via Google's Blog:

1. 50 percent of ad campaigns will include video ads bought on a cost-per-view basis (that means that the user will choose whether to watch the ad or not, and the advertiser will only pay if the user watches). That’s up from very little today.
2. Today, advertisers are starting to deliver ads that are tailored to particular audiences. Many are using real-time bidding technology, so that they can bid on the ad space that they think is most valuable. In 2015, 50 percent of these ads will be bought using this real-time technology.
3. With smartphone growth skyrocketing, mobile is going be the number one screen through which users engage with advertisers’ digital brands.
4. Today, the “click” is the most important way that advertisers measure their display ad campaigns, but it’s not always the best measure—especially if an ad campaign is designed to boost things like brand awareness or recall. With new measurement technologies emerging, in five years, there will be five metrics that advertisers commonly regard as more important than the click.
5. Just like most news articles on the web today can be commented on, shared, discussed, subscribed to and recommended, in 2015, 75 percent of ads on the web will be “social” in nature—across dozens of formats, sites and social communities.
6. Rich media formats work. They enable great creativity and interaction between users and advertisers, but today they only represent about 6 percent of total display ad impressions. That will increase to 50 percent, for brand-building ad campaigns.
7. All the investments that are making display advertising smarter and sexier will help publishers increase their revenues. Display advertising is going to grow to a $50 billion industry in five years.

Check out this video from the Google IAB MIXX Keynote address, as Bary Salzman, Google’s Managing Director for Media, and Neal Mohan, VP Product Management, elaborate on how "smart and sexy" the future will be for online advertisers, publishers and consumers.

OTTCon East: Timing and Trends

OTTCon East was buzzing with energy and excitement last week. The show was brimming with OTT innovators and vendors, as well as telcos, content producers and broadcasters—all searching for answers to some of the industry’s biggest questions.

So what were they saying? Here’s a look at some of the top points of discussion:

Timing (Connected TV). There was a lot of debate on when all this OTT content and interactive TV technology would actually become commercially available to the consumer in a seamless home-viewing experience.

Some said it would be 5 to 8 years, while others argued it’s already here. From my point of view, the “here now” crowd is really saying the technology is available now, but the market and the service providers that control it are moving at a slower pace. Question is: How long can incumbent SP’s hold back the flood?

Consumers. Many are betting on the next wave of consumers. It was interesting to hear several speakers talk about “cord cutters” almost as if they needed to reassure themselves that the trend is real. Unfortunately, it’s not (at the moment, see: http://shar.es/miuNY).

Point being, many in the space are making wide, generalized assumptions on both market trends and shifts in consumer behavior (e.g., some making the point that the expectations and content consumption habits of the 18-24 crowd will eventually lead to explosive adoption of pure OTT video services as those consumers move into adulthood).

I’m not saying they’re wrong—just pointing out that many are stating it as fact when it’s actually only prediction.

Google TV. With the recent announcement of the Google/Sony/DISH/Intel (aka Google TV) solution, many were asking if this was a positive or negative development in the OTT space. Will Google dominate the market, or will it accelerate it to the benefit of multiple OTT players?

From the show, however, one thing is clear. The time is now for telcos, content producers and broadcasters to forge the right alliances and go for that long-term win.

So what were they saying? Here’s a look at some of the top points of discussion:

Timing (Connected TV). There was a lot of debate on when all this OTT content and interactive TV technology would actually become commercially available to the consumer in a seamless home-viewing experience.

Some said it would be 5 to 8 years, while others argued it’s already here. From my point of view, the “here now” crowd is really saying the technology is available now, but the market and the service providers that control it are moving at a slower pace. Question is: How long can incumbent SP’s hold back the flood?

Consumers. Many are betting on the next wave of consumers. It was interesting to hear several speakers talk about “cord cutters” almost as if they needed to reassure themselves that the trend is real. Unfortunately, it’s not (at the moment, see: http://shar.es/miuNY).

Point being, many in the space are making wide, generalized assumptions on both market trends and shifts in consumer behavior (e.g., some making the point that the expectations and content consumption habits of the 18-24 crowd will eventually lead to explosive adoption of pure OTT video services as those consumers move into adulthood).

I’m not saying they’re wrong—just pointing out that many are stating it as fact when it’s actually only prediction.

Google TV. With the recent announcement of the Google/Sony/DISH/Intel (aka Google TV) solution, many were asking if this was a positive or negative development in the OTT space. Will Google dominate the market, or will it accelerate it to the benefit of multiple OTT players?

From the show, however, one thing is clear. The time is now for telcos, content producers and broadcasters to forge the right alliances and go for that long-term win.

Endavo Speaks at PDMA Brand Marketing Conference

With a little help from my friend KelvinG, I spoke at the Product Development & Management Association's(PDMA) Brand Marketing Conference. Hot off the set from filming "Zombie Truckers 3," KelvinG took time to share his insights with the group -- including a nod to pitchman Tony Little and his hit product the Gazelle. Check it out:

What KelvinG gets, that a lot of product managers and brand marketing types don't, is that social media marketing is all about content. That's right. Social media = participation. Participation = content. Content, specifically relevant and engaging content, has become the currency of social media. The more of it you produce, deliver and promote, the more influence you can create for your brand.

One of the points I made during my presentation was the disconnect many in business seem to have when it comes to video. I mean, almost everyone has a video camera at home; posts movies online for their familyy to share, and in some cases does some basic editing to clean up the finished product. But that same person never thinks to bring their camera on a client visit to get a video testimonial, or to the trade show booth or to the product manager's office to get product tips and tricks to share with clients.It's weird... like a mental block or something.

And before you ask: Yes, I did shoot video from the event. You can see it here:

The reality is, your business, products and colleagues are creating content opportunities everyday. This is content your clients and prospects want to see, as evidenced by an April 2009 Nielsen report. They don't care as much about how slick it is or its production value. They want to engage with your brand, so create a content plan with that in mind.

I believe the next big wave in online video is Business Generated Content (BGC). We've all heard about Consumer Generated Content (UGC); well BGC is poised to be even bigger. Companies that have invested in hiring content strategy experts, and basic in-house video production capabilities will be poised for success. They will be able to communicate faster and with more engagement than their competitors. Those waiting to "figure it out," or dismiss online video as a fad, will be sadly left behind. Video content will be a key component for any successful multichannel marketing campaign.

Some examples of companies doing it right include:

• MarketLeverage Video Channel:Using video to communicate with members of it's referral marketing network, promoting premium merchants to special promotions to affiliates.

• TurfNet: Creating original video content and delivering it regularly online to increase membership engagement and promote key association sponsors.

• Numara Software: Using video to educate clients and prospects on product features and benefits. Extensive collection of client testimonials that bring instant credibility to their brand.

The writing is on the wall. Don't be the brand manager or product marketing director that gets the importance of online video too late. Don't sit back, now is the time to build a video strategy that's inline with your overall branding goals. Think of new, creative and cost-effective ways to gather and distribute video content. Become a video "rock star." Your customers will love you for it, and your CEO and CFO will eventually come around, too.

Follow me on Twitter @ShaunPope, or connect with me on LinkedIn.

Digital Media - Content, Advertisers and Technology Trends

AMA Tampa Bay - Digital Marketing Conference

On March 6th, I will be speaking at the America Marketing Association (AMA) - Tampa Bay, Digital Marketing Conference. There's a great lineup of speakers, all focused on digital media and emerging marketing strategies. Follow @AMA_Tampa_Bay on Twitter.

Specifically, I, along with Endavo Media EVP/CMO Pete Contardo, will be presenting on how to monetize video content online. We'll be providing specific use cases, including some joint discussion with one of Endavo Media's partners, Tampa Digital Studios. The session will cover ad/sponsoship, subcription and pay-per-view, as well as the technology requirements needed to support these emerging business models.

If you want to join us, please register here. A full-day pass is only $175... and worth every penny. Other speakers include Albert Chen from Google, Deana Goldasich, Peter Radizeski and many more.

The event is very participator, so bring your questions and opinions. See you there!

The New Gig - Endavo Media

I've been tweeting about my new gig, but figured I was overdue to write a more detailed post about Endavo Media and why I'm so excited to be part of the great things we're doing here.

Endavo Media provides an end-to-end Internet TV platform. If you're in the business of producing, distributing and monetizing online video content, our services can help you manage those digital asset in a scalable and cost-effective way. One of the ways we're positioning the service is as the next logical step from viral video (YouTube, et al). This presentation gives the full pitch: "Online Video: From Viral Campaigns to Branding Strategy."

My role is business development, with an early focus on the Florida New Media and video production community. My background is in sales and marketing. I have worked in interactive marketing and telecom services for more than a decade, and more recently shifted my focus to social media and what I call "customer engagement strategy." In my view, online video will play an ever-increasing role in interactive marketing strategy. It's still in its formative years, but the push is on. So, Endavo is the perfect fit for someone with both my history and forward vision.

But the odds of me finding such a gig where lower than you might think. Tampa, FL is not exactly Boston or NYC or San Francisco. Headquartered in Atlanta with an office in Tampa, Endavo was the only player in town focused on the things that I'm passionate about. Others in the area work around the edges either from the production side or the social/viral marketing side, but not as the enabling technology that allows content producers to build an Internet TV destinations in days, complete with ad insertion management, live streaming, and all within your own branded look and feel. What can I say, I'm a platform guy.

To top it off, I'm back working with one of my former clients. While at Mediacentric Group I directed the Perot Systems account. Pete Contardo, Endavo's EVP/CMO, worked for Perot at the time and we built some cool stuff together. It's fun to be back working with him. Paul Hamm, Endavo's CEO, is as sharp as they come -- aggressive, responsive, positive and always eager to support his team. The rest of the group is great too. There is a start-up mentality here that I thrive on. All the questions have not been answered nor all the potential realized, and that's what makes it special: being part of the growth.

The punchline is "never say never." If you want something bad enough and you can demonstrate real passion to other people, everything has a way of working out. Being passionate about what you do is critical to your health and prosperity.

I know times are hard right now for a lot of people. Many people have been laid off, forced to move or do more with less. So, I am truely grateful that God brought this opportunity to me. It is a tremendous opportunity for me and I plan to take full advantage of it.

You Too Can Be a Photoshop Pro

As the National Association of Photoshop Professionals (NAPP) gets ready to kick of its annual Photoshop World Conference & Expo this week, I thought it would be a good time to talk about just how easy it is to improve your creative design skills.

The NAPP is a great organization, run by the folks at Kelby Media Group. Founder Scott Kelby is one of the most well respected Photoshop authorities there is. I've been familiar with the NAPP for a while, but only recently discovered they're headquartered right in my backyard, here in Tampa, Florida. So, I thought I'd give my neighbors a little plug and tell everyone how easy Kelby has made it to learn Photoshop and Adobe CS3 applications.

Kelby Media Group publishes two magazines devoted to every aspect of the creative design process: Photoshop Users (comes free with your annual NAPP membership) and Layers. Additionally, Kelby Training offers instructional DVDs, Seminar Tours and provides live training sessions during the Photoshop World Conf. & Expo. If you're looking for more immediate and FREE gratification, visit PhotshopUserTV.com to get tips and tricks straight from Scott Kelby himself during his weekly podcast.

Picking up just a few Photoshop skills can help you become a better blogger. It will allow you to augment your blog with custom graphics and build interactive multimedia pieces your readers will love. Not to mention how much fun Photoshop is once you get the hang of it. So get over to PhotoshopUserTV.com and find out for yourself.

WOMMA Summit set for Nov. 14-15

The Word of Mouth Marketing Association (WOMMA) Summit is a great place to learn about leading social media technology and the people on the forefront of this expanding industry.

WOMMA is the industry source for both emerging trends and best practices in the conversational marketing space. Word of mouth techniques are developing and automating rapidly as social media services like Facebook, MySpace, Digg, Technorati and sponsored content marketplaces like PayPerPost begin to mature and disrupt traditional media ad buying strategies.

If you're not familiar with the group you need to check them out here. WOMMA is a broad association serving the needs of a diverse membership group. If you're considering adding social media, viral marketing and/or blogging strategies to your marketing mix, it's a great place to start.