web 2.0

Another dent in tv’s advertsing revenues

YouTube has just started auctioning video positions to the highest bidder – Adsense paid search results for video. (tip o’ hat to Marshall K at Read Write Web ) Along with yesterday’s announcement that full length feature films from MGM are to run on YouTube, that’s another dent in broadcast tv’s audiences, and revenues.

There’s already a good selection of brand commercials on YouTube: there’s a high definition service too. If you were running a commercials agency, wouldn’t you put some budget into YouTube? If only as a hedge against falling broadcast audiences – and with the potential to earn larger production fees on long films.

How long before we see broadcast tv being used to trail long ads on YouTube? It’s a technique that’s already been used by advertisers like the Army (who also offered mobile video, iirc). The idea that TV may not be the prime channel, that it’s just feding others, will make some old Madison Avenue & Soho admen rotate in their graves.

The world’s changing, and fast.

New word for old fashioned values

I *do* like Tara Hunt’s take on “helping out for free” – and since she’s making a thing of it, there’s a good chance that culture will shift a notch or two in that direction. You can’t eat Whuffie (but it’s getting harder to eat without it) | ::HorsePigCow:: marketing uncommon

(Thanks to Hugh MacLeod & Twitter for the heads up)

Whuffle has been part of my web experience since the early days of Fast Company London in 97/98 (FC London was the vortex that drew me into this working life) – pitch in, share ideas, expecting only shared knowledge, thanks and companionship in return. But the network built a decade ago still pays back.

I hope that Project VRM may offer something similar – we’ve had the whuffle talk – and folk are involved because, well, because it’s a cause we believe in. I’ll be interested to see the reactions to 20 minute conference talk – with added VRM – in Delhi next week. It’s very interesting to see how readily the ‘old’ marketing economy is thinking about VRM – there’s an article by Doc Searls, Alan Mitchell & Iain Henderson in this month’s IDM Journal (text for members only, I’m afraid).

social networking & business roundup article

A nice piece by David Bowen that captures ‘where we’re up to’ on social networking

…and includes this gem
“The price is that it is important to give away really valuable
information, because only this will be picked up. “The first thing you
have to do is relinquish control,””

Yep.
Nailed it.
There’s no point in sharing information that everybody knows.
If you’re an expert, share stuff that only you know, that everybody else (who is interested) will find useful.

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the Radiohead download

um, for all the hype, aren’t Radiohead just doing with inrainbows what music folk on myspace do?
They’re a band that’s out of contract, and they’re offering their work for whatever price the buyer chooses – even if that’s £0.00?

OK, as a known group they get more hype & momentum behind their work, but it’s the same principle.

And if the music is good, they’ll sell a lot: if it isn’t, they won’t.

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BT networks home wifi

The FT reports that “BT Group
is attempting to create the world’s largest wi-fi network by persuading
millions of UK customers to turn their home wireless “hubs” into public
hotspots.”

What a smart idea – and it goes back to the idea that networked nodes’ power & value grows with the number of nodes on the network. If they can pull this off, BT’s share price will rocket (if the market understands what they’ve achieved).

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brands, internet, advertising, budgets

The FT reports the IAB’s study that shows car manufacturers advertising online more often, encouraged by the higher share of 50+ and female users.

Financial services are the next largest spenders: search advertising takes up the lions’ share of spend, with paid search accounting for much of that, and growing at 40% year on year, with online advertising being worth 14.7% of all UK ad spend.

Meanwhile BT Broadband picks different bones out of the same IAB report, highlighting how brands can be built more effectively online

They’re quite right to pick up on how Innocent Drinks deliver thier brand online. It’s beautiful, accessible, real. In an online world where business’ reputations are judged by personal and social network’s experience of a company, it’s important to keep the brand on a human scale.

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