Mobile Advertising; Where is the Beef?

December 1, 2008

I get a lot of questions from media folks regarding Mobile Advertising. One of the best ERFA groups within the field is hosted by FDIH: Communication and Marketing. I attended one last week and

Martin Ottesen and Michael Grindsted from Responsfabrikken provided key insights into this esoteric discipline. Bottom line is Mobile advertising is a tool to instigate users to interact with a brand. It is not a stand-alone ad platform: it motivates the consumer to interact and the vehicle is SMS. Rather primitive I must say: but it works and the cases I have looked at are pretty convincing. Mobile advertising as a platform per se remains relatively underdeveloped viz-a-viz the web. As a conduit for user interaction with a brand it is rather supreme. That my friends is as far as it goes, right now while we wait in anticipation for Godot. I mean Android!

 

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Surviving the Slump December 2008

November 26, 2008

December 2008 will most likely go down in history as the month of total strategic disharmony. More large companies than I care to mention are on CPM- Career Preservation Mode. This means management and mid-management are ‘just hanging in there’. Few see opportunity in this great malaise. Even the venerable Danske Bank has parked most of it’s capital with the Central Bank rather than fuelling commerce.

Digital business continues to grow unabated in virtually every sector. I will this month provide some insights into where the ‘hot shot’ opportunities are in these crisis times. And a forecast for what digital growth lies ahead in the Nordic countries. Yes mundane companies like, banks, media and marketing are sitting on the best potential since the 60’s when everything went wild.

This potential is the socialisation of the web, and here I don’t mean Marx or Engels(or Obama). Quite the contrary , the application of social technologies in these industries promises to usher in a new era of growth. Even good old ‘IBM’ has seen the light, and has established a Social Networking Center of Excellence for corporations. More of this exciting stuff later…. So just hang in there…..

When ‘old’ media becomes ‘new’: Berlingske the case.

November 7, 2008

Lisbeth Knudsen made quite a stir at the SIME event in Copenhagen yesterday. She stunned critics in the strategy she outlined for Berlingske Media, the erstwhile ‘Berlingske Officin’ and currently a Mecom owned company. Her play on ‘Web First’ and admission that context is equally important in terms of content, was quite an eyeopener. ‘One editorial room for all media’ she declared with a follow-up comment that change for all, including journalists was mandatory or else they wold not be at Berlingske in the future. Interestingly the commercialization of the editorial role was key to the strategy and indeed any ‘old world’ notions of pure unfettered commercial news-gathering were definitely out the window. Kudos to this lady as she reinvents the most venerable of institutions and may I say it, what a difference it would make at  another venerable institution, DR the local public service broadcaster to have her qualities on board. Perhaps she will be soon needed to inspire them once again and the newly elected Chairman Michael Christiansen would be wise to invoke Lisbeth Knudsens council to survive where others have failed.

Financial crisis will drive online advertising

November 4, 2008

What a time to live in! Since the publishers took over the media world from the printers over 400 years ago, (which Peter F. Drucker describes in the new enterprise), they have determined public communication. Not only that they measured their importance by counting eyeballs. It did not matter that the heads behind the eyeballs ever bought anything- the publishers maintained their monopoly of advertising anyway. Enter online performance marketing and a financial crisis to boot, and this eyeball marketing is now threatened to extinction. The new mantra is now if you can’t measure the buying power or the Return on Attention (ROA), then why bother, it’s just spam.

Social media is for kids?

November 4, 2008

There seems to be this incredible misconception that Social Media a la Facebook is for the younger generation. I spoke with a number of media Bureaus last week and surmised that this notion was prevalent in the minds of creative advertising people. Somehow it is like the misconception that mostly young people SMS each other and we adults don’t. This is not the case. Social Media and SMS may have commenced life with the tweens and teens, but evidence  now suggests that these social activities are becoming more mainstream. This is the first example of young people bringing their behaviour with them into adulthood, and not as psychologists would have us believe, shedding ‘childhood’ habits. The ‘net generation’ is now mainstream and social media is proof of this!

Swedish ‘Big Brother’ rears it’s ugly face!

June 23, 2008

George Orwell must be turning in his grave after hearing that the Swedish Riksdagen has legalized the ‘penultimate’ decimation of western democracy. All content and communication, private or otherwise, emails, telephone calls, Facebook, IM,  are to be scruitinized by Forsvarets Radioanstalt (FRA), and suspected deviants of terrorism and sexual & financial depravity will be incarcerated without trial in the Swedish Archipelago. (did I say Gulag Archipelago (Russian: Архипелаг ГУЛАГ)  see Aleksandr Solzhenitsyn). Most telecom traffic through Telias’ network outside Sweden must transit Swedish cyberspace en route to  all other nations. I dare not risk  my private emails becoming the property of religious zealots in the Riksdagen, so I have cancelled my ISP service with immediate effect, and I am now forced to use my neighbours wireless LAN (with his approbation), until I figure out who will guarantee my privacy!. Per Kølle of DKHostmaster the national Danish domain registrar, has similarly warned all Danish Companies to avoid contact with Swedish ISP’s, or get a decent encryption capability. Who suggested  state sponsored industrial espionage is a falacy? Now I know why the Irish voted no to Lisbon- the real fear is that this social disease could spread to the bureaucrats in Brussels. Interestingly not one non-Swedish Government leader has openly castigated this incursion of human rights. However they have threatened 55.000 housewives (most farmers) for voting no. Note: This Blog is not available for Google aggregation in Sweden and China

Tony Blair and ‘Open’

April 10, 2008

I met the illustrious ex-UK prime minister Tony Blair yesterday at Børsens Executive Forum. As an Irishman, I was never enamoured much by Blair, but I must say he converted me! His proclamation that the World is going east and his conviction that we need to ‘open’ up our global world makes him one of ours. He does know how to bring split factions together as it is to  his credit, (together with the female appeaser Bill Clinton)that Northern Ireland is a beacon of human reconciliation for the World. His focus on ‘OPEN’ is a direct appeal to reorient our staid national ridden society to view our opportunities as a universal ‘web’. It is wonderful to see the ‘establishment’ finally ‘get it’. I hope his message rubs off on his fellow European politicians! We should not have to wait for them to retire  to see the light. Blair is worth his speaking fee.

The neural Tabscott

February 22, 2008

Don Tabscott of ‘Wikinomics’ fame told many of us today how the ‘synapsis’ of neural progression for young people wired to the user ‘net generation’ are distinctly apart from the rest of us. The neural hardwiring is distinct for youthful homo sapiens. I wonder where he has that from? Yes, I know the kids multitask and blogger.com is garnering more attention than CNN! But to suggest that mental neural wiring for the young is somhow to blame for this media malaise is plain silly. I will continue my Tabscott analysis in the coming days

Is TV2 a public service?

December 12, 2007

Every private media company i speak to these days, mention little of the competition between themselves. Does Bonnier really compete with Aller? Do the newspapers compete with each other? Forgive me for saying this they don’t! Although there are 4 free daily newspapers in this small country of Denmark and just as many paid daily national newspapers, there is a sort of club between the old guard Berlingske og JP Politiken, while the renegade Icelanders and MTG Metro are just a nuisance to the established order, and no more than this. No my friends the real competitor to this collection of Magazine and newspaper publishers is in reality none other than TV2, a state owned and controlled public broadcaster.

 The broadcaster has a popular on-line presence with a subscription base(and advertising) and has among other things created TV2 sport with an exclusive partnership for MTG Viasat. It has launched a book publishing unit and a commercial radio 2 station. Now I wonder whats next, a magazine for the broad masses to complement content on-line? What about another free daily newspaper?

Is the company being fattened up at the expense of private media companies, in order for the government to make a sell-off to the same private contenders, and consequently double the revenue to the exchequer? Now whats wrong with that?

High Definition TV, What for?

December 11, 2007

High Definition TV is not for the Danes. The state has granted in its wisdom Kr 4.7 Billion (€626 million), for a new TV building that will most likely be viewed in low definition picture  quality by the Danes, at least until 2012! Around 1 million households have invested in flat screen high resolution devices that can not receive decent picture quality from the public Digital Terrestrial Network, unless of course they pay private Sattellite or Cable companies for the pleasure. I am one of them and subscribe to the Murdoch owned Sky network with Movies, Documenteries and best of all Champions League Soccer matches in Full HD 1080 quality. The odd thing is that I had to use my brothers address in West London borough of Harrow to access these services, as I was refused them with a Danish address, North of Copenhagen. For those of you who really want to understand the contorted logic of this situation you can follow the explanation in Joachim Sperlings blog today http://sperlingske.blogs.business.dk/2007/12/06/medieforliget-giver-darlige-tv-signaler/