They say content is king -- again and how true it is!. As you are aware the traditional advertising industry was built upon the interruption/disruption model. Consumers understood that if they wanted to experience free content -- in the form of television shows, music on the radio, etc. -- they would have to view ads, most of which were perceived as irrelevant, boring, annoying or all three!. And thus ads were seen as a “necessary evil” in order to support the content consumers really wanted to see.
But now the interruption/disruption model is dying out.
Four interrelated trends are forcing advertisers to rethink their approach to advertising messages, what form they take and how they’re delivered:
1) Consumers increasingly are in control of their media content, and can easily eradicate ads they don’t want to see.
2) With the internet, media fragmentation is expanding exponentially.
3) Over the past few years, consumer trust in advertising messages, and the ad industry in general, has plummeted.
4) Consumers are creating their own content with the help of video sites, blogs, social networks, wikis and other digital communication platforms.
As a result of these trends, advertisers and their agencies who want to engage with today’s consumers will have to start turning their ads into content. Ultimately, they will need to be able to produce content that is so compelling, relevant and entertaining, consumers will seek it out, and want to share it with others.
Authored by: Geoffrey Ramsey
Showing posts with label Content. Show all posts
Showing posts with label Content. Show all posts
Sunday, March 16, 2008
Thursday, February 14, 2008
Are ads ready to become content?
There have always been great ads, but is the quality of advertising great enough to rival content? Geoffrey Ramsey, Carol Kruse and Sean Finnegan debate the question of the day.
Consumers don't like ads, the idea of advertising or even the ad industry, according to eMarketer CEO and Co-Founder Geoffrey Ramsey, who pointed out that most people rate advertisers slightly above big tobacco but below lawyers.
"Consumers are getting ad overload, and new media only exacerbates the problem," Ramsey told attendees at the iMedia Brand Summit in Coconut Point, Fla. "Traditional advertising fairs a little better than interactive, and in areas like banner ads and video, we see a lot of negative consumer feedback."
That was the bad news from Ramsey, who painted a harsh picture for brands struggling to find ways to connect with consumers. But the good news came from Ramsey's panelists, who dissected the growing trend of ads morphing into content.
Having some fun with the idea of blurring the line between content and advertising, Carol Kruse, VP of interactive marketing for The Coca Cola Company, took to the stage with a crowd-pleasing stunt.
Before Ramsey could introduce Kruse, or her co-panelist, Sean Finnegan, CMO of Vibrant Media, the soft drink executive took control, asking both men if they would be willing to wear bright red Coke t-shirts. While Ramsey pocketed his shirt and Finnegan made a quick wardrobe change, Kruse joked about the idea of wrapping content -- the speakers themselves -- inside an impromptu Coke ad.
Getting down to business, Ramsey -- without a Coke t-shirt -- led the panel and the attendees in an interactive discussion of the new "Ads-R-Content" model.
Using clickers provided by ValueClick, Ramsey polled the crowd to see whether the notion that ads will have to become content actually holds water. While a handful of those in the room took extreme positions, saying either yes or no, the vast majority of marketers found themselves taking the middle ground with respect to the new model.
"I think that makes a lot of sense," Finnegan said in reference to the fact that most marketers viewed the new model as being something short of a sea change. "Any kind of zero-sum approach won't work, so I think some ads will have to look more like content, while others will stay the same."
Elaborating on Finnegan's analysis, Kruse pointed out that some brands will more easily adapt to the new model, while others will certainly struggle.
"I used to work for Clorox, and it's hard to see a brand like that spawning content-style ads, but if you look at what Tide did at the Super Bowl, you see that it is possible," Kruse said.
Notably, Kruse, who now works for Coke, referred to her brand as an entertainment brand. While many think of Coke as a consumer packaged goods brand, Kruse's assertion that the beverage company has become something more than the sum of its products may serve as a guidepost for brands looking to bring their messaging into the digital age.
But that messaging will require a creative ramp-up that will force brands and agencies to invest more heavily in production, according to Finnegan, who said he believes agencies are well-suited to the task.
"Entertainment units within the agencies are getting a lot more attention, and that's helping to reshape the agency model as compelling content becomes more vital," said Finnegan, who recently left the BBDO agency.
According to Kruse, that shift will mean increased costs and more work for independent production houses because digital often demands a slew of creatives for a single campaign. However, those costs may not be as painful as brands might think if their agencies are able to realize economic efficiencies by producing content-style ads for the web in conjunction with their traditional TV spots.
But the most engaging creative in the world may still fall flat, according to Ramsey, who reminded the crowd that with more users reporting a dislike of ads in general and technology that enables ad-skipping becoming more widespread, the industry may have a bigger problem on its hands than it realizes.
"I actually hope there's more disruption," Finnegan said. "The more that consumers turn away from ads, the more that will accelerate the growth of the new model."
Kruse was equally pragmatic about the prospect of consumers using technology to avoid ads.
"I think publishers will always find a way to serve ads," Kruse said. "Disruption is just a reality that we deal with."
But another reality that we deal with -- user-generated content -- might not be the place for the new advertising model, according to Kruse.
"I don't know if you'll see a ton of brands opening up the doors to UGC because that's giving away too much control, but I do think you'll see more advertising around that kind of content," Kruse said.
Whether brands simply promote UGC by running ads on YouTube or throw open the doors and ask users to handle the creative heavy-lifting, one area the panelists and those in the room were able to agree on was the notion that success will be defined by a sometimes dizzying array of metrics.
"I think that's an answer that comes down to all of the above," Finnegan said.
Will ads morph into content? That remains an open question for the future, as brands experiment in a rapidly changing media landscape.
Article By:Michael Estrin
Consumers don't like ads, the idea of advertising or even the ad industry, according to eMarketer CEO and Co-Founder Geoffrey Ramsey, who pointed out that most people rate advertisers slightly above big tobacco but below lawyers.
"Consumers are getting ad overload, and new media only exacerbates the problem," Ramsey told attendees at the iMedia Brand Summit in Coconut Point, Fla. "Traditional advertising fairs a little better than interactive, and in areas like banner ads and video, we see a lot of negative consumer feedback."
That was the bad news from Ramsey, who painted a harsh picture for brands struggling to find ways to connect with consumers. But the good news came from Ramsey's panelists, who dissected the growing trend of ads morphing into content.
Having some fun with the idea of blurring the line between content and advertising, Carol Kruse, VP of interactive marketing for The Coca Cola Company, took to the stage with a crowd-pleasing stunt.
Before Ramsey could introduce Kruse, or her co-panelist, Sean Finnegan, CMO of Vibrant Media, the soft drink executive took control, asking both men if they would be willing to wear bright red Coke t-shirts. While Ramsey pocketed his shirt and Finnegan made a quick wardrobe change, Kruse joked about the idea of wrapping content -- the speakers themselves -- inside an impromptu Coke ad.
Getting down to business, Ramsey -- without a Coke t-shirt -- led the panel and the attendees in an interactive discussion of the new "Ads-R-Content" model.
Using clickers provided by ValueClick, Ramsey polled the crowd to see whether the notion that ads will have to become content actually holds water. While a handful of those in the room took extreme positions, saying either yes or no, the vast majority of marketers found themselves taking the middle ground with respect to the new model.
"I think that makes a lot of sense," Finnegan said in reference to the fact that most marketers viewed the new model as being something short of a sea change. "Any kind of zero-sum approach won't work, so I think some ads will have to look more like content, while others will stay the same."
Elaborating on Finnegan's analysis, Kruse pointed out that some brands will more easily adapt to the new model, while others will certainly struggle.
"I used to work for Clorox, and it's hard to see a brand like that spawning content-style ads, but if you look at what Tide did at the Super Bowl, you see that it is possible," Kruse said.
Notably, Kruse, who now works for Coke, referred to her brand as an entertainment brand. While many think of Coke as a consumer packaged goods brand, Kruse's assertion that the beverage company has become something more than the sum of its products may serve as a guidepost for brands looking to bring their messaging into the digital age.
But that messaging will require a creative ramp-up that will force brands and agencies to invest more heavily in production, according to Finnegan, who said he believes agencies are well-suited to the task.
"Entertainment units within the agencies are getting a lot more attention, and that's helping to reshape the agency model as compelling content becomes more vital," said Finnegan, who recently left the BBDO agency.
According to Kruse, that shift will mean increased costs and more work for independent production houses because digital often demands a slew of creatives for a single campaign. However, those costs may not be as painful as brands might think if their agencies are able to realize economic efficiencies by producing content-style ads for the web in conjunction with their traditional TV spots.
But the most engaging creative in the world may still fall flat, according to Ramsey, who reminded the crowd that with more users reporting a dislike of ads in general and technology that enables ad-skipping becoming more widespread, the industry may have a bigger problem on its hands than it realizes.
"I actually hope there's more disruption," Finnegan said. "The more that consumers turn away from ads, the more that will accelerate the growth of the new model."
Kruse was equally pragmatic about the prospect of consumers using technology to avoid ads.
"I think publishers will always find a way to serve ads," Kruse said. "Disruption is just a reality that we deal with."
But another reality that we deal with -- user-generated content -- might not be the place for the new advertising model, according to Kruse.
"I don't know if you'll see a ton of brands opening up the doors to UGC because that's giving away too much control, but I do think you'll see more advertising around that kind of content," Kruse said.
Whether brands simply promote UGC by running ads on YouTube or throw open the doors and ask users to handle the creative heavy-lifting, one area the panelists and those in the room were able to agree on was the notion that success will be defined by a sometimes dizzying array of metrics.
"I think that's an answer that comes down to all of the above," Finnegan said.
Will ads morph into content? That remains an open question for the future, as brands experiment in a rapidly changing media landscape.
Article By:Michael Estrin
Sunday, January 13, 2008
Social Bookmarking Quiz
Take this Social Bookmarking Quiz and determine how much you know about the collective voice!
What Is Social Bookmarking?
Social bookmarking is a web 2.0 fad where users indicate that a specific web page, article, podcast, video, or other content is of particular value. The "bookmark" is seen as a vote for that item. The more users who bookmark an item, the more pronounced (popular) the item becomes within the social bookmarking network.
What Are The Major Social Networks?
Different social networks appeal to different demographics. For example, "Digg" is a relatively technical social network, so the focus of most resources found in Digg are technical in nature. "Delicious" contains a wider variety of materials, and is easier for the average user to manage. Here are a few of the most popular networks:
Digg - http://www.digg.com - technical users
del.icio.us - http://del.icio.us
StumbleUpon - http://www.stumbleupon.com
Reddit - http://www.reddit.com
Furl - http://www.furl.com
What Are Social Bookmarking Chicklets?
Social bookmarking "chicklets" are icons that webmasters place on their web pages, which identify the various social bookmarking networks. Typically when they are included on a web page, the visitor can click the icon and it will automatically bookmark that page within the social network that the chicklet represents.
Create chicklets - http://www.feedforall.com/social-bookmarks.htm
What Are The Benefits Of Social Bookmarking?
Social bookmarking is a grassroots process that allows users to establish the value of a specific web page, article, podcast, or video. By bookmarking an item, individuals are casting a vote to endorse that specific resource. The idea is that social bookmarking gives a resource credibility; the more users who bookmark a specific item, the more valuable the resource is considered to be. Social bookmarking is all about the collective voice. Most of the social bookmarking networks increase the profile of items that receive numerous bookmarks. It probably won't be long before the major search engines begin to include social bookmarks as a part of their ranking algorithms.
What Is Social Bookmark Tagging?
Tagging is used as a way to categorize related bookmarks. The tags are keywords that relate to the resource. In most cases, users can search on specific tags to locate similar bookmarked items.
How Is Social Bookmarking "User-Generated Content"?
Social bookmarking is all about people power. "Users" enter their favorites, and the social bookmarking networks manage all of the user information, provide aggregate data by keeping score, and manage social bookmark tags. Essentially, without "users" the social bookmarking websites would not have any content.
What Are Some Of The Popular Uses For Social Bookmarking?
Scholars and researchers often use social bookmarking to share research material and information. News headlines often find their way into social bookmarking networks, and users determine the popularity of a story with their voting power.
Is Social Bookmarking A Good Search Engine Optimization Technique?
While social bookmarking may generate some marginal attention for you, the content quality must be decent in order for others to endorse the site. The power of the collective voice and multiple bookmarks is what will really draw attention to your website. Social bookmarking will certainly not hurt your search engine optimization efforts, but social bookmarking alone will not result in a top search engine ranking.
Are Social Bookmarks Currently A Factor In Search Engine Ranking?
At this time it does not appear that any of the major search engines use social bookmarking as part of their ranking algorithms. That said, the incoming links for social bookmarking sites certainly do not hurt a website's search ranking. It is likely only a matter of time before the major search engines begin to use the collective voice as part of their ranking algorithms, as it is becoming too loud to ignore.
What Is Social Bookmarking?
Social bookmarking is a web 2.0 fad where users indicate that a specific web page, article, podcast, video, or other content is of particular value. The "bookmark" is seen as a vote for that item. The more users who bookmark an item, the more pronounced (popular) the item becomes within the social bookmarking network.
What Are The Major Social Networks?
Different social networks appeal to different demographics. For example, "Digg" is a relatively technical social network, so the focus of most resources found in Digg are technical in nature. "Delicious" contains a wider variety of materials, and is easier for the average user to manage. Here are a few of the most popular networks:
Digg - http://www.digg.com - technical users
del.icio.us - http://del.icio.us
StumbleUpon - http://www.stumbleupon.com
Reddit - http://www.reddit.com
Furl - http://www.furl.com
What Are Social Bookmarking Chicklets?
Social bookmarking "chicklets" are icons that webmasters place on their web pages, which identify the various social bookmarking networks. Typically when they are included on a web page, the visitor can click the icon and it will automatically bookmark that page within the social network that the chicklet represents.
Create chicklets - http://www.feedforall.com/social-bookmarks.htm
What Are The Benefits Of Social Bookmarking?
Social bookmarking is a grassroots process that allows users to establish the value of a specific web page, article, podcast, or video. By bookmarking an item, individuals are casting a vote to endorse that specific resource. The idea is that social bookmarking gives a resource credibility; the more users who bookmark a specific item, the more valuable the resource is considered to be. Social bookmarking is all about the collective voice. Most of the social bookmarking networks increase the profile of items that receive numerous bookmarks. It probably won't be long before the major search engines begin to include social bookmarks as a part of their ranking algorithms.
What Is Social Bookmark Tagging?
Tagging is used as a way to categorize related bookmarks. The tags are keywords that relate to the resource. In most cases, users can search on specific tags to locate similar bookmarked items.
How Is Social Bookmarking "User-Generated Content"?
Social bookmarking is all about people power. "Users" enter their favorites, and the social bookmarking networks manage all of the user information, provide aggregate data by keeping score, and manage social bookmark tags. Essentially, without "users" the social bookmarking websites would not have any content.
What Are Some Of The Popular Uses For Social Bookmarking?
Scholars and researchers often use social bookmarking to share research material and information. News headlines often find their way into social bookmarking networks, and users determine the popularity of a story with their voting power.
Is Social Bookmarking A Good Search Engine Optimization Technique?
While social bookmarking may generate some marginal attention for you, the content quality must be decent in order for others to endorse the site. The power of the collective voice and multiple bookmarks is what will really draw attention to your website. Social bookmarking will certainly not hurt your search engine optimization efforts, but social bookmarking alone will not result in a top search engine ranking.
Are Social Bookmarks Currently A Factor In Search Engine Ranking?
At this time it does not appear that any of the major search engines use social bookmarking as part of their ranking algorithms. That said, the incoming links for social bookmarking sites certainly do not hurt a website's search ranking. It is likely only a matter of time before the major search engines begin to use the collective voice as part of their ranking algorithms, as it is becoming too loud to ignore.
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