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Archive for June, 2008

TV and Web Convergence The Third.

June 24, 2008 2 comments

The topic of web and TV convergence is becoming something of an obsession with me. My choices to watch long-form programming on my home computer are increasing rapidly, and I wish I had time to watch everything I want to. I’m not just an early adopter – just about 74% of the online audience tunes into some sort of online video every month, averaging to over 235 minutes each!

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While I have not had the pleasure of placing during the top TV networks on-demand programming online, I’ve been closely following the possibilities. There are different tactics used by the big three to keep people coming back including community features and mobile applications. These are the most attractive to me for many of the same reasons that TV is attractive to advertisers – great monitored content with large, loyal audiences. Now all we have to do is convince the clients. Breaking into advertising on the big three online isn’t extremely cheap, and targeting capabilities are fairly limited. One study shows that the Internet brings in 50% more GRPs than TV. Despite this, only 7% of ad dollars are allocated to web even though online usage accounts for 17% of time spent for the average person. The article referenced mentions that this must be because TV budgets are brand dollars and marketers have been trained to think online advertising as a direct response vehicle. I’ve been hard at work in hopes to shape my fellow advertising professionals and clients to stop focusing on CTR and start seeing all the great branding that can happen from a well-planned online campaign.

I’m crossing my fingers that some of the broadcast buyers at our agency will be offered make-goods online, as ABC recently announced they will be experimenting with. I just have to hope that they embrace online video professionally as much as they most likely do personally. Am I, Interactive Planner/Buyer and they, experienced Broadcast Buyers ready for the convergence that seems to be coming down the pipes? What does this mean for our jobs? Will I need to re-immerse myself in GRPs? Will they need to learn about impressions, ad serving, and behavioral targeting? All I know is I’m going to keep obsessing, researching and predicting. Think of this series that never ends…

If you missed them, here are parts one and two of my reports on the subject.

Now I’m off to watch my ninth episode of Dexter online this week!

My Boss Read My Blog Plus 4 Other Reasons to Care About Your Personal Online Reputation

June 6, 2008 7 comments

I just recently found out that my boss isn’t as square as I thought. He’s been using the Internet to find things and research people. Maybe he is reading this right now…

There are a million reasons to care about what you say and what is said about you online. Savvy marketers have known this for a long time and have used online sources to establish credibility and pimp their businesses.

Here are a few other thoughts on managing your personal online reputation:Photo from MySpace

1. Potential employers can search for you online. You don’t want them to read your blog rants or see that awesome photo of you on MySpace with a giant beer while playing drinking Jenga.

2. Competitors. There’s only one first place. Personal business or trade secrets posted online can be easily found, leveraged, used against you. So please don’t brag about your new secret product in your “working on” status on Linkedin. Many people Twitter about who they meet with, what they talk about, and how cool it is. It’s easy to monitor the competition when they hand it over to you in your RSS feed.

3. Distant relatives once found my resume on Google and proceeded to send me “hilarious” email forwards. There was no way out. Since I opted-out of their BBQs, I was eventually phased off the list, but don’t let this happen to you!

4. General embarrassments and wacky misunderstandings often occur when you put it all out there. Remember, I can see what you write, we’re “friends”.

With the amazing impact of social media, it’s more important than ever to consider who can find the personal information and photos you post online.

And remember your boss reads your blog. Don’t call him a square.