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POPSMarketing budgets squeezed Just a few short months ago marketing agencies did not seem as worried as they are today even though data seemed pretty bad.
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POPSBlog Ad Network by Six Apart helps monetization of smaller blogs Six Apart is one of the few companies of the so called web 2.0 wave whose focus on sustainable business models is a major strength. Using their position as a blogging platform to structure and manage an ad network is really a no-brainer from a business standpoint, while it is also in keeping with Six Apart's consistent policy of offering easy-to-use solutions to its customers. They are uniquely positioned to generate substantial business value from this initiative. I am very curious about their pricing mechanism and about the degree of visibility they will allow into their profit margins from this activity. And perhaps even more than those aspects of the scheme, I will be interested to understand their targeting philosophy (serving the relevant ads to each micro-audience) because that's one of the big battles of tomorrow's advertising.
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POPSFret no more about Google
The decrease in paid clicks on Google's online advertising network has been one of the worrying news of the first quarter for modern day advertisers. The Economist has done a good little piece of analysis showing why the decrease may only be the result of Google's own aspiration for more relevance and better performance of ads. And I think it shows pretty well why Google is here to stay and very far from being already "over the hill" as some put it. It is perhaps the most telling testimony of the company's ambition to build a sustainable position in the elusive field of online advertising and beyond that narrow perspective an indication of the stringent demands the company has on itself. So emails may be flying around showing how great a working environment Google is, but nobody should infer it's a corporate version of Club Med. And judging from their ambitious cooperation with SalesForce, these guys are going for a cut of every significant business transaction they facilitate.
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POPSPeople wary of advertisers' "interest" With the increased ability to track and monitor people we are coming dangerously close to the advertisers' nirvana, which is to know everything there is to know about your behavior as a buyer. Technology is not yet able to reach and interpret the deeper recesses of your mind, but that will come too... Perhaps a good reason for people to be increasingly concerned about the "interest" shown by advertisers for them...
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POPSPatterns of blogging success An interesting article of the NY times with a couple of interesting figures on blogging as a business and with some advice for novice bloggers.
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POPSWhere's the agency? Quite an interesting trend in the space of advertising as online media, especially those that have a participative audience, are now reinventing the value chain of marketing communications. This does look like a validation for those of us who feel the role and mission of agency is to undergo dramatic changes in the months and years to come. Watch this space!
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POPSMomentous changes in advertising early 2007 This article is a great summary of all the momentous changes that happened over the past two years in the advertising business: the advent of digital / interactive media, the first time ever that marketing services generate more turnover than advertising...
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POPSTraditional media companies invest heavily online Huge commitments of resources by traditional media to remain relevant in the age of information. With the considerable momentum that their ownership of premium content allows they are well positioned and should be taken into account by anyone playing in the field of online media, whether as a content owner or as an advertising network or agency.
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POPSOnline advertising poised to grow through recession A couple of very interesting figures regarding the resistance expected of the online advertising business in the forthcoming recession. I tend to believe the recession will actually amplify the shift of budgets from traditional forms to new forms of of marketing.
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POPSWhy Google is prime target for Microsoft and Yahoo Key differences in the revenue generation of online marketing services show why Google is the player to stop for Microsoft and Yahoo... probably not only for them as marketing budgets are gradually being reallocated to better cover interactive online and on-demand channels and practices.
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POPSIs mobile advertising really a good idea? For the past few years we've been hearing a lot about mobile advertising and how it would be so great to be able to deliver "context-specific" ads to people on the move. Arguably, the mobile phone is one of the very few media & communications devices that has not been colonized by advertising (yet). Will that happen? Is mobile advertising ever going to be a good business? How strong is the public's resentment at the violation of one of the few remaining areas of relative privacy? And if the mobile phone can be used for ads, then why not your fridge or youf kitchen table? Probably the next frontier, but until then, pondering on mobile advertising is relevant for anyone in the business of marketing services as well as for brand marketing managers. The way I see it, mobile devices are probably the very best way to bridge the gap between offline and online campaigns and I have a few specific ideas that I will keep for my customers :-)
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