April’s roundtable will be discussing “The convergence of social and display advertising”.
Has social media monetization finally reached a tipping point? With Facebook opening its ad exchange to Twitter’s new ad program, we’ve seen what may be the beginning of a new age in “social vs. display” ad wars. Or will it be that the new media mix is an amalgam of superior retargeting, big budgets, third party cookies, brand lift and ROI? This round table will bring together founders, strategists and media buyers to explore what social has become, where display ads are going and how the two will live together — or not.
Current participants include:
ShareThis: Paul Lentz, SVP Publisher Platform
Contextin: Yarden Tadmor, CRO
SocialVibe: Brett Lofgren, CRO
Cognitive Match: Alex Kelleher, Founder & CEO
Vector Media Group: Matthew Weinberg
e-Dealya: Chaim Zucker, Founder & CEO
CPX Interactive: Jon Slavin, CRO
PLUGGED IN – FOLLOW UP THOUGHTS
1. Shifting Consumer Habits: Video, social media, and text content will add value synergistically to meet budding customer needs. Digital magazines on portable tablets will open creative innovation avenues.
Comment: We find that multitasking viewers will rather glance at several screen areas than read. Video will be a key means to capture the viewers’ attention and prompt them to buy. Wise advertising will mix video with text ads, and give consumers better control. Effective filters should avoid overload.
2. In Contempt of Content: Smart ads double up as useful content and customers love it. People are curious and want to stumble into novelties. Consumers will know when ads are disruptive to them.
Comment: We welcome short video clips (less than 30”) with relevant infomercials from credible sponsors. Fairness and integrity of the brand, fun, independence of opinion, and transparency in the advertised facts will establish credibility at par with the deeper content of specialized articles.
3. Demographics: Facebook fans endorse or subscribe to innovative concepts and features. Small social ecosystems interwoven across common behaviors and interests will lead to more granular segmentation.
Comment: We look forward to strong growth in emerging segments. Growth should overcome the marketing inertia of big firms that stick with the purchasing power of established audiences. Advertisers must tap the exploding number of Twitter and other social media interactions with a localized focus.
4. Personalized Interaction Experience: Purposeful integration of current facts, opinions, music, video, text messages, animation and live interaction mechanics will be instrumental in engaging customers.
Comment: Consumers will spend significant time interacting with a growing number and smarter mobile devices that they carry everywhere. We envision a day-to-day, multimedia transactional business model that builds on the awareness of the customer location and acts upon personal triggers.
5. End-to-End Marketing: Agencies must orchestrate a creative suite of ads, content, incentives, and promotions across channels, track the online experience, and credit its influence on purchasing decisions.
Comment: We believe that newly designed interactive content should work appropriately and purposefully across multiple customer touchpoints. Integrated metrics across print, TV, online, and mobile content must attribute purchases that occur later in a physical store or third-party site.
March’s Roundtable focuses on the $64,000 question:
How are companies making money via social media?
The conversation will revolve around topics such as social media campaigns, social media marketing, revenue models, ROI, partnerships, etc., and will include opinions from startups, founders, investors and industry executives.
Postling: Postling helps businesses get the most out of social media with the least amount of effort by enabling them to manage all of their social media accounts in one place.
Attending: David Lifson, CEO
rmbrME: rmbrME lets you send your rmbrME vCard–a one-stop electronic business card that has your photo and contact information, plus links to your company website, social networks and blogs. Your contacts can view your rmbrME vCard on their smartphone and save your contact information directly to their address book.
Attending: Gabe Zichermann, CEO
Ripple6: Ripple6™ helps marketers and publishers implement their business strategy through social media. The company provides an enterprise white label social media platform to create consumer engagements and relationships, enable social marketing, generate consumer insights, and facilitate commerce and collaboration. It is easily customized to incorporate a brand’s look and feel for integration into an existing web site or to create an entirely new site.
Attending: Rich Ullman, SVP Marketing
Amplify: Amplify is a free service that makes it easy to spark conversation about any web page, paragraph, sentence, image or video you find on the web. Instead of just creating a short URL, Amplify lets you engage in conversation with people you share your online findings with.
Attending: Eric Goldstein, CEO & Founder
Six Apart: Six Apart connects marketers and bloggers to a massive audience through its powerful social media platform that builds communities and activates brand advocates across the web.
Attending: Andrew Boer, VP Revenue Managment
As the “Who” sang during this year’s Super Bowl half-time show, “Who are you?” While as an industry, marketers and advertisers may know what their objectives are, with a new decade ahead of us, the question of how we execute our goals is proving to be a complex one. The yin and yang that used to exist between media adverting partners and marketing programs have changed have quickly changed over the past few years. Traditional approaches need to be tweaked in response to new market realities.
Print circulation continues to decline across both consumer and trade titles as more readers turn to their laptops, netbooks and mobile phones for the latest information. The 24-hour news cycle that cable news channels ushered in during the 1980s is evolving with the expanding adaptation rate toward the fast and frequent sharing of news and information on social media sites such as Facebook and Twitter. In fact, the marketing power of social media led one of world’s leading beverage companies, Pepsi, to pass on their tradition Super Bowl ad and instead invest those funds toward a user-generated campaign for bright ideas to create a better world with the Pepsi Refresh Project.
In an earlier television era, there were only three networks for advertisers to choose from and consumers had no choice but to sit though commercials or flip the channel. Today, with DVR technology and on-demand subscription options, fewer viewers watch programming during the broadcast time slot, choosing to either record it or watch it online later on sites such as Hulu.com.
While the traditional print and TV mediums mature, tremendous opportunities are available in online advertising. The four largest Internet advertising firms (Google, Yahoo, Microsoft and AOL) saw double digit growth in their online ad revenue in Q4 of 2009 led by resurgence in search advertising and display advertising. As consumers spend more time at their computers, the potential to reach them with relevant banner and media rich ads continues to make gains within the marketing mix.
As John Lennon would say, “There are no problems, only solutions.” This month’s Roundtable will feature conversation discussing what this changing landscape means for the marketers and advertisers of today.
Some of these topics include:
- The role of social media channels in the marketing mix
- The proliferation of online advertising opportunities across news and entertainment mediums
- The new opportunities to engage consumers in fun campaigns that drive positive brand experiences
- The use of social media for listening to consumers to understand opinions towards brands and products
- The growing potential to engage with consumers via their mobile devices via ads and branded apps
It seems that every publication whether print or online seems to be talking about Twitter, and rightfully so. The latest numbers indicate that Twitter is getting roughly $50 million a month in media coverage which is nothing short of astronomical (it equates to $600 million for the year). What’s even more mind boggling is that Twitter’s founders have yet to make a dime off their innovation and they’re still working on a revenue model.
Don’t get me wrong, I am an avid tweeter (@fndrsroundtable) and understand the value of Twitter for the individual, small business, large corporation, organizations and pretty much anyone who want to leverage themselves or their business. However, according to the latest reports 69% of adults have no clue what Twitter is or what a tweet looks like. That is a pretty high percentage but I will look at that as the growth potential Twitter has as the 31% of adults who are aware of Twitter are doing a bang up job on publicizing it virally .
To that end I do want to point out that Twitter just made a huge jump to reach all the masses with their new home page which brings the value of Twitter front and center, that is “Trending Topics” which highlight what’s currently happening in the Twitterverse (Twitter Universe) – hence what I attribute most of the free media coverage to.
Twitter has allowed people anywhere in the world to share stories, news, and excitement with their friends and anyone else who cares to listen. From the Iran elecetion, US Airways crash on the Hudson, Michael Jacksons death and many more, the list keeps going. It brings the power of information to anyone who wants it, giving users the ability to discover and relate breaking news which now can be seen by anyone on the Twitter homepage. Until now the trending topics was only visible to those who have twitter accounts, now it can be seen by anyone and hopefully everyone who has yet to see the value in Twitter will start seeing what all the hoopla is about and see the value in it.