Monthly Archives: January 2011

The Good, the Bad, the Ugly and the Gaga of CES 2011

The Bad – Pads

 The iPad has caused the rest of the world to make pads. Big pads, small pads, cheap copycat pads, pads with keyboards, pads that are also laptops, pads that work with other stuff and pads that defy description. From what I can tell, none of them are any better than the iPad, but a lot of them are just plain bad pads. This Dell spins the pad part around to become a laptop. That would be fine if it didn’t make it so fat. There were two Italian gentlemen looking at this Dell and I’m pretty sure they kept saying whatever “fat” is in Italian. 

And the Galaxy tablet from Samsung is only slightly bigger than the iPhone. It’s amazing how many people say to me, “Isn’t the iPad just a bigger version of the iPhone?” And I guess I would answer back, “At least it’s bigger.” My advice to anyone looking to buy a tablet is to buy an iPad. And to anyone looking to get a keyboard for their iPad, buy a 15-inch Mac Air. Getting a keyboard for your iPad just makes you look like you can’t afford a real computer.  Continue reading »

OOH Funnel Update – 1/11/11

If I start by saying that everything is going digital, you probably won’t read the rest of the blog. You would probably say, “yeah I know,” and move on. But truly, if it can go digital, it is or soon will be. We all know that digital out-of-home exists in most of the top markets in the country. The expansion of the utilization of digital is where the story lies here. Some of you may have been exposed to an outdoor vendor’s online dashboard, allowing you to search for available inventory without talking to a sales representative. These dashboards are evolving to allow buyers to manage media plans, browse digital and traditional out-of-home networks, look at measurement data like EYES ON* Ratings, and access demographic information, maps, photos and videos. Here’s an article about the roll-out by Ayuda Media Systems.

*EYES ON is a comprehensive measurement system designed to be used as a currency for the buying and selling of the OOH medium. The system’s primary specifications include:

  • Audiences for billboards, posters, junior posters, transit shelters and phone kiosks.
  • Audience impressions and ratings available for each individual panel or display.
  • Demographic audiences similar to other media.
  • Reporting commercial audiences actually noticing ads.
  • Consistent reporting and detail in 200+ markets throughout the country.

Sample Executions

What would the OOH update be without a few sample executions? Check out the images below to see what some of our competition is up to.

United Kingdom Media Engagement

Who: Prince William & The Fabulous Kate Middleton

What: Royal Wedding

When: 29 April, 2011

Where: Westminster Abbey

RSVP: Still TBD if President Obama and Mrs. Obama are invited

Television Details

• The BBC will air the Royal Wedding with host Huw Edwards–this came as a shock to many in the media as veteran broadcast David Dimbleby typically covers these types of major events

All eyes will be on Prince William and Kate Middleton on April 29.

• There are talks of BSkyB broadcasting the wedding in 3D; although BBC Vision big-wig Jana Bennett is unenthused about it

• US broadcasters will have access to the live stream at this point, but it is unknown if they will have to pay for it—perhaps the proceeds made will be donated to a charity similar to the couple’s engagement interview

History

• 28.4 million British viewers tuned in to watch Prince Charles marry Lady Diana Spencer in 1981

• 750 million viewers worldwide tuned in to see the “the dress”

Broadcast trends

Broadcast Update

  • Ratings for the big four nets saw a slower decrease in 2010 than in the previous 5 years due to huge audiences for sporting events, such as the Super Bowl and Winter Olympics.
  • Univision now regularly competes with the big four nets for the lead among 18-34 year olds, with recent ratings growth culminating in this summer’s record breaking World Cup.
  • After years of steady growth, cable’s ratings have started leveling off….declines are being seen in  the older, more established nets and increases are being seen in the smaller, younger networks with more narrow focuses.  

    Simon Cowell is bringing his show, "The X Factor," to the U.S. in 2011.

  • The networks have not seen any new breakout hits this season, though Mike & Molly and Hawaii 5-0 have drawn decent ratings.
  • American Idol has seen a ratings decline this season and with  J Lo and Steven Tyler joining the show, Idol will face its biggest period of flux since its debut.
  • Perceiving weakness at Fox’s ‘Idol,’ rival nets are going crazy for song-and-dance shows, such as Paula Abdul’s ‘Live to Dance,’ ‘The Sing Off,’ ‘Skating with the Stars,’ and Simon Cowell’s ‘The X Factor.’

 Ad Expenditures

  •  Share of total ad spend by medium for TV will increase from 40.7% in 2010 to 41.8% by 2013. The category that saw the highest growth in spending in 2010 was technology.
  • Radio saw a 2.6% decline in spending in 2010, and its share will continue to decrease from 7.2% in 2010 to 6.8% by 2013.
  • The Internet will see the largest share increase in spending, going from 14% in 2010 to 17.9% by 2013.

10 Things I Think Will Be Even More Important in 2011

1. Personal Brands – People now understand the importance of the Personal Brand. Blogs, Twitter and Facebook have alerted everyone to the importance of their Personal Brand. What kind of relationship does the rest of the world have with them – even if the rest of the world includes their close personal friends and no one else. Everyone on the planet sees what they do and is on the Web. Not all of them care about doing anything with it, but they have the awareness. And in 2011, there will be more and more ways for it to manifest itself. The future of you may not be who you believe you are, but who you want people to believe you are. Especially when it comes to getting a job.

There is no barier to the iPad. It's a game-changer.

2. The iPad – I have an iPad. My friend Mike has a Galaxy Pad. I feel bad for him, but I’m sure he’ll survive. When the iPad first came out, everyone viewed it as a big iPhone. Big mistake. I realized the iPad was much more when the owner of my company was carrying one around. He is not a tech person. But he is living on his iPad. That alone makes it a game changer. It’s something a computer couldn’t do. It couldn’t even level the playing field for someone like him. The iPad does. There’s no barrier to iPad. The iPad is for everyone. It’s just simple great. And simple great will take over the world.

3. Real-Time Interactive – It’s one thing to offer a website that allows you interaction. But how does that interaction change the real world? This will become more and more important as individuals start to look for a world outside the computer. They won’t let go of the computer, but they will want more real-world connections because of it. They will want to control or affect things that live in real time. They will want to be a part of more things that live in real time. Putting the Web world and real-time world together will be an even bigger deal than it was in 2010.

4. The Consolidation Battle – Facebook wants you to spend the majority of your time on Facebook, including your e-mail time. Foursquare wants you to check in on Foursquare and talk about things on Foursquare. Google wants you to turn into some sort of Google creature that can’t function without Google. Meanwhile, there are multitudes of other check-in sites including Foodspotting, Get Glue, Philo, etc. Many of these sites/apps are linked and many are not. The battle for the majority of your time is ongoing and well, pretty insane. Who will win? Will anyone? I don’t know but I know it will be a fight to the death.

5. Crowdsourcing – Using the Cloud to do all the work is in vogue. Although it’s not necessarily new, the execution of it has gotten far more sophisticated. Agencies like Victors and Spoils have taken it to a new level.  They have legitimized it to big advertisers like Harley-Davidson, WD-40 and others. Doritos and Converse have been doing it with their TV and Web films for years now. The trend will continue until it isn’t fascinating to advertisers anymore. That could happen soon or keep on indefinitely as more and more advertisers try it. It’s such a cost-effective way to go, that the trend is very appetizing and could remain so.

Foursquare checks in at No. 6 on our list -- as rewards and discounts for people who use it become more a prevalent business practice.

6. Coupon Gaming – Foursquare, Facebook, Yelp and a host of others are or will be rewarding people for checking in at their establishments with discounts and freebies. When I was at my coffee place (Sambalatte in Vegas), the Foursquare mayor was asking the owner why he wasn’t giving him a discount for being the mayor of Sambalatte. When the early adopters start demanding it, the regular folks will follow. It will be fun to watch the developments once everyone is in the game. And you thought seniors got all the discounts.

7. The Power of the Disenfranchised – Yes, they have power. And they are the multitudes. I’m not including myself because I have a job and can pay my bills. But I probably should add myself to the list. Why? Because I think there are a great many Americans who are figuring out that they are one bad Friday away from being disenfranchised. And that’s a frightening prospect that’s motivating people like never before. It’s also one of the reasons a Palin could become the Republican nominee for president. I didn’t say the disenfranchised made wise decisions. But they do have power. And that power will manifest itself outside the world of politics as they realize just how much they can effect. When roving mobs with pitchforks and torches come back, I will tweet about it.

8. New-Fangled Television Advertising – This is going to sound crazy, but I’ll say it. Television advertising is still important. The drive to spend more money online is hurting television advertising budgets and leveling out the mix but not making television obsolete. With Hulu, Netflix, Hi-Def DVRs, 3-D television, Google TV and about a zillion Web videos, you will need a good mix to have a chance at reaching anyone. Right now most digital shops don’t get the magic of television. They don’t understand what Web videos can be. They treat them more like content and not the branding vehicles they should be. When it’s done right, what you see on the computer is a perfect complement to what you see on television. I sit and watch television with my computer on my lap. I have learned to watch whichever one has the best stuff on it that particular minute. Try it.

9. Things That Have Nothing to Do with Technology – The wired world has already hit a kind of critical mass. Hipsters are looking for ways to let go of technology. That same need will get past the cool hunters and become a need for the rest of us this year. Like I mentioned above – computers are too entrenched for us to lose them completely. But we will start to look for things that can give us a well-needed break. But not exercise. That’s where I draw the line.

10. More and More Ways to Make You Part of the Entertainment You Watch Every Night – If you watch The Colbert Report, you know that he had an art episode with Steve Martin where he had Shepard Fairey and others work on a picture of him to make it collectable. Then he continued that online where you could participate and change the picture as well. Then those pictures that you created end up on the show. Conan has taken to involving the audience in making films for his show that live on the Web and on air. This is what the smarter shows will do – make you feel like a part of them.