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Posted on September 23, 2008
Advertising in Social Media: Good Science Notes
BY JASON CORMIER
The "Good Science" panel at the Online Media, Marketing and Advertising (OMMA) Expo were all in agreement yesterday about the value metrics around social media content needing to change.
Although this conversation is nothing new, it's good to see it continuing to bubble up beyond the uber-tech meetups and podcast conferences. As the topic gains momentum, it presses organizations like Comscore to the reality of how they must change to meaningfully address metrics for advertisers in social media. By the way, Comscore's message at OMMA was that advertisers must see metrics they are familiar with. Are you surprised?
Margret Clerkin, CEO of Mindshare Interaction, said yesterday, "it's wrong to do media placement on social networking because it's about conversations." I can't speak for Margret -- but if I'm giving her the benefit of the doubt, I'm guessing what she really means is that media placement within social networking shouldn't be measured by the normal standards.
If you think it's simply wrong, you should listen to our recent podcast with Bill Flitter, CEO of Pheedo. Bottom line: the creation of distributed media (content outside the website) is dramatically increasing. It would be irresponsible for marketers to wait for the perfect metric before engaging in this new world.
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Posted on September 28, 2006
Local Search Ads: Better Service Needed to Attract Small Advertisers
BY JASON CORMIER
Today I'm attending the Search Engine Strategies Local Search conference in Denver. As you probably know, local online advertising, especially that's tied into search engines or ad delivery programs such as Google Adsense, has been lagging. For instance, you can probably find your local Circuit City online more easily than a local plumber or daycare center.
That could -- and should -- be changing, according to the experts here. However, a big part of the problem is that online advertising isn't as easy as it should be for small business owners.
In the "Local Search Ads" session, Brad Geddes of LocalLaunch noted, "The typical small business owner's advertising effort usually involves just a few phone calls or conversations a year."
And in the session before that, Jupiter analyst Barry Parr observed that in local advertising, sales and service are a huge part of that business. "Creating an Adwords account and placing an ad on Google is not all that easy for someone who's used to placing ads in the yellow pages. Ad sales and service is the big missing link in online ads."
Seems to me that there's room for a smart entrepreneur to start serving the small business advertiser market more effectively. The big portals simply aren't cutting it. Either that, or (as Geddes recommended) the portals need to start offering more data and tools to agencies that are willing to offer the sort of support, guidance, and assistances that small businesses need in order to want to advertise online.
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Posted on September 25, 2006
Google Audio Ads: Podcaster Opportunity?
BY JASON CORMIER
Earlier, Ben Castelli wrote in this blog about Google video ads for Adsense. That reminded me that very soon, Google will be launching an audio ad service, too.
Back on Jan. 17, Google announced that it had acquired dMarc Broadcasting, which offers an automated platform to serve advertising into the broadcast radio market -- a very mature ad market, compared to online advertising.
Google said it "plans to integrate dMarc technology into the Google AdWords platform, creating a new radio ad distribution channel for Google advertisers" -- which means serving ads to radio. My understanding is that the new service will launch this fall.
Still though, I wonder if that kind of platform might be used to serve ads into podcasts? That could make a huge difference to the economics of podcasting, certainly.
Although I must admit, the podcast ads I find most effective and least offensive are those which involve the host -- like the way Andy McCaskey of Slashdot Review (one of my favorite podcasts) reads a variety of ads from his sponsors, and often adds some commentary from personal experience. Most of the time, those ads sound pretty relevant to that show. I doubt such custom ads could be handles completely via automated platform -- but my guess is custom audio ads offer higher value to the advertisers, podcasters, and audiences.
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