Live blogging mixx08. Because I can.
Not sure if there is an official tag, but i’ll guess mixx08: twitter, technorati.
Post is just backwards by speaker not entirely. Only noting things of particular interest/novelty to me not taking notes.
Case Studies in Digital Video: Innovation & Monetization on the Outer Edges
Last session of the tract and the day.
Sam Chadha, Director of Marketing, Deodorants, Unilever
David Lang, President, North America, Mindshare Entertainment
I lose context when a case study uses a brand i don’t see in stores.
‘the rookie’ webisodes used director of photography and other staff from 24 to match the aesthetic to the campaign for… deodorant. (degree for men) the second series of the campaign occurred during writer’s strike so it helped keep the actual 24 franchise active.
fox liked the adverts so much they included them on the season box set.
Teresa Nord, Group Director, Engagement Management, Organic, Inc
Larry Gelfand, SVP Media Sales, NHL
yet another car case study. i must be in america. “crossover”… ok my context is lost totally. i’m just thinking music industry when i hear that term. having to google to keep up with vertical terminology and sub-brands here 
get onto the bit where you used the internet ftw please!
ahh NHL network online promotion used. Hockey is another thing I don’t understand. I did download NHL 09 demo onto the PS3 the other day and tried it. Made no sense at all. Sort of get how Dodge used NHL site to promote but not very excited by execution. video = increased engagement? wowzer. yawn.
[Aside: why can't people embed videos in their ppt/keynote slides?! I hate the switch to another app or video input stiltyness]
Case Studies in Mobility: Innovation & Monetization on the Outer Edges
Second of 3 in the case study tract.
[aside: ratio of laptops has tipped towards Macs. ]
[aside: just remembered the awful music is courtesy of attendees controlling a pandora.com instance. I'm judging you people.]
i want to present from a sofa. that looks relaxing. it’d probably lesson my gesticulation as a bonus.
Maria Mandel, Senior Partner, Executive Director of Digital Innovation, Ogilvy
Noah Syken, Manager Media Planning and Sponsorship Advertising, IBM
IBM as a case study. Turns out they figured in advance that people won’t buy multi-million dollar servers via mobile devices. Smart.
[aside: almost snared a high heel with my powercord nest, ftw!]
pushing links out via SMS to make it easy to visit a site, versus advertising mobile URL for manual entry showed much greater uptake.
Derek Handley, Co-founder and CEO, The Hyperfactory
kind of cool case study for nike football boot using outdoor 3d barcodes and phone app.
hyperfactory started in nz btw. derek sounds like an expat. oh yep, google confirms.
Q&A
“mobile is still in ‘dialup days’”. “average age of a mobile user is 31″ - maria
“‘mobile is ‘the first screen’” for many in many countries (e.g. india). - derek
“emarketer predicted that by 2020 there will be double the content consumption on mobile than tv” - maria
can’t be bothered asking a question (as i hate people who ask questions but are really just trying to take the stage to make a point)… but mobile is a bad name… it sounds like it refers to a style of device with a relatively fixed feature set (sms, mms, calling, wap etc). not the idea of location-specific and aware content & services. yes in 2020 people will consume more on “mobile” than tv, but that’s because the devices will be markedly different. c.f. percent of “mobile” traffic that is iphone rapidly because of screen size and browser make browsing non-mobile sites possible.
pet hate: when people seem to imply a lack of determinism just because _they_ can’t show how one thing led to another. complexity != non-causal. (tracking ROI of spend)
seeing 2% mobile banner click through (versus 0.02 web). sounds like early web days to me… ads promised the best content as the net had few(er) sites so people clicked. (and we weren’t all bitter and twisted) that eventually fall as number of sites and search grew. same will happen as mobile web gets crowded.
moving to mobile plane ticketing in the usa?
Case Studies in Gaming: Innovation & Monetization on the Outer Edge
First of the case study tract.
Hoping to trip someone up with my macbook powercord stretched across the floor.
Joe Migliozzi, Group Planning Director, MindShare Interaction
Dave Madden, Executive VP of Sales and Marketing, WildTangent, Inc.
Brand studies for sprint showed decent improvement off back of game advertising.
300 million online casual gamers versus 10-15 million “connected” console gamers.
Advertising supported online games… where the adverts themselves are games. Ohhhhh k.
Brian Bos, Senior Vice President, Convergence Director, Mindshare - Team Detroit
Ken Simon, Regional Sales Manager, Massive
Mr Massive… waaaay too sales pitchy. Pull it back.
Ford campaign case study.
their “banners” are specific creative for gaming not re-use. In the past used gamer lingo (e.g. frag) this campaign “recalled old school gaming”.
used “no 2-bit punk” as a tag line, to refer to 8/16/32 bit console etc. but huh there were no so called 2-bit consoles? i must be missing something.
problem for ford with marketing as car model names aren’t global - but moving forward they will be.
QA with all of the above
Casual gamer targeting: based on type of game you can learn a lot about a person.
“they’re not that dude in his mother’s basement… not that there’s anything wrong with that” - Ken
runescape - the game of choice for middleschoolers evidently.
Reaching Your Audience Where They Are - Mobilize Your Brand
David Katz, Vice President, Mobile Advertising and Publishing, Yahoo!, Inc.
hand show…healthy mix of brand advertisers, agencies, ad networks and other…folk in the room.
now have a souljah boy song stuck in my head (”my siidekick…my sidekick”)
“not everyone realises that most every phone sold has internet”… (colloquially most phone owners don’t realise their phones have it, or how to use it - which is the real issue. )
60+% of couples won’t share phone with their spouse. A similar proportion of kids won’t share with their parents. Hmm!
Feeling like he could have given this same talk about web advertising in 96.
People use mobile for 3 things - communication, find specific information (e.g. bus time) or to kill 5-10 minutes.
1 yahoo! ad too many.
“refresh the creative”… as users will come back many times.
[aside: pet hate when people describe hyperlinked content as being interactive. not unless its a pick-a-path and barely then people! its just passive content chunked up. interactive means something different.]
The End Is Near: How the Next Generation of Behavioral Targeting Will Change Traditional Advertising as We Know It
Matt Wise, President & CEO, Q Interactive
Bit of a behavioural targeting 101. And no mention of how creative optimisation fits into the mix - just placement targeting mentioned. I probably should have asked…
Reinventing: Next-Generation Metrics
Young-Bean Song, Sr. Director Atlas Institute, Microsoft Advertising
[aside: wifi is free but ad supported by superclick, who seem a little evil. of course firefox is blocking the popups. ironic at an advertising conference.]
neon sign example to illustrate the “last ad clicked” metric is great.
94% of touchpoints beyond the last click.
22% increased conversion on search ads if the user has viewed a display ad.
power failing..luckily i’ve already read the engagement mapping report.
sponsored search as navigation… yup sad but true. click on organic listings people! and bookmark or remember URLs! come on! 60% of search clicks are brand name or URL of advertiser… 50% of users re-use a search as navigation. i.e. 71% of search is navigational overall.
“winners and losers in the purchase funnel” - new study out this week. (wider set of advertisers than original, 500). note to self: locate and read.
music, city guide, auto, games and travel content sites have much greater performance under engagement mapping (but are relatively under credited by last ad clicked)
Inventing: The CMO’s Calculus
Michael Linton, SVP & CMO, eBay, Inc.
Plays on the school teacher introduction. FAIL reaction from crowd.
Disappointing, no actual calculus in “cmo calculus”. For a minute I thought High School calc was finally going to get used.
The ugly ebay logo and brand makes for ugly slides. So close to 80s/nu rave aesthetic - yet so far.
“marketing is the only public function” of a company. i.e. people will come up to you at BBQs and discuss your marketing. He thinks (e.g.) people won’t come up to the cio and talk tech a company uses. umm… ok so I move in IT circles too and know that isn’t true.
hey there, don’t hassle the crowd’s participation level. (we’re in the backchannels making the fun)
“no company is in the same place in the process. they used to be.”
‘ready, fire aim’ (is a good thing)…(reminds me i always seem to (accidently) say ‘lights, action, camera’ when doing a hollywood setup pun.) ‘if it feels like it might be within 70% right, i’ll do it’… ‘false precision”. nice.
make ROI accountable for as a whole, not for each tool - risk of killing new tools/activities otherwise.
well that’s no good… I don’t have any bestbuys in my country. (exclusive rolling stone dvd) ahem.
iab interruption
oh yes the logo _has_ changed. the website may have too. but the wifi is running slow so i can’t be bothered checking it out.
ah the logo was a freebie. nuff said.
note to self: check out their pamphlet thingummies.
Morning tea break
but no tea to be found. actually i didn’t check. but what’s the chance of their being soymilk? without soymilk - its not tea (for me). bottled “fiji” water instead. tastes like violent uprisings.
Administration FAIL on trying to re-enter conference room. I had been printed the wrong type of pass. Minor “aiiie” moment ensued in my head before going downstairs to rectify issue. All sorted.
Reinventing: Relationships for a New Era
Tim Armstrong, President, Advertising and Commerce, North America, & Vice President, Google Inc.
David Kenny, Managing Partner, VivaKi
Publicis and Google relationship. “5 things we must conquer collaboratively”.
Sometimes when people say “good morning” at conferences they say it in such a way that they channel a school teacher and I expect a chorus of voices to chime back.
Dubious claim: 2k bubble was “good for the industry” as it shook out bad business models?
“digital is going to invade…[all the usual suspects] and TV” - Tim. I was hoping for an annexing myself.
Publicis’ issue they discussed with Google early on was the amount of time spent on operational issues. 40-50% of time.
David echos call about TV. Not “traditional” digital (just).
“how long does it take someone to spend a dollar online [on advertising] and can we speed that up” - Time. Because digital actually slows this down with all the technical and measurement inputs it adds.
Ad placement is far too people intensive currently - David. “We’d hope the digital revolution would automate things, but it made things worse”. Google went inside publicis to see their processes were to match tools to these.
“remarkably helpful to live in each other’s shoes” - David on sending staff to Google.
Evidently mobile is big in Japan?
Ad units on youtube mobile. Note to self to check out.
[aside: whats with all the Windows laptops here? Not that there are that many laptops out actually yet]
Large photo of iphone on screen. Android mentioned lots to compensate.
Big things that will move brands to the web = social - David. They have seen ability to move brand feelings more through social web than anything else. “the challenge is… there are no ad units”. Claims, “more powerful than any advertising medium to date”.
[aside: just got emailed about a blackberry app for the conference to follow blog. nice.]
“data can lead to a vast improvement in creativity” - tim. amen. “the end of the project is not a data dump, but a creative solution”.
Inventing: Interactive Shapes a New CMO
Deborah Meyer, Vice President & CMO, Chrysler LLC
Tough in the auto industry… Hey try gas prices in new zealand!
80% of car buyers go online to start their car shopping experience. (only 80%?!)
“Awareness is overrated”. Web based engagement to improve opinion is much more important.
Scary metaphor in the post hadron collidor world: Consumers are acting like an “energy vortex” online - when they’re ready for a certain type of information, they open - its up to brand to identify these and pour in relevant content.
Best car tvc disclaimer ever, “no performance modifications” (Dodge webisodes). ramchallenge.com. Or do I just not watch car TVCs and they say this all the time?
Pushing upwards of 30 messages into market online and optimising which of these work best across campaign.
i find internal tools are often more interesting than people’s external tools/marketing. “customer advisory board” - chrysler tool for keeping in touch with dealerships.
Q: Aoes “leaving awareness behind” mean you can’t build brand online?
A: Yes… but differently.
Q: Dodge RAM. What makes them think their market place is online?
A: Every segment they surveyed (all age groups also) 80% start online. So yes.
Randall Rothenberg, President & CEO, Interactive Advertising Bureau
Conference theme, “Invention & Reinvention”
New IAB brand. Global friendly?
TXT “mixx” plus question to 88398 for presenter questions.
Request from IAB CEO for blogging to be gentle….we’ll see
Tags: advertising · interactive · internet · mixx08 · nyc