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IAB Europe Congress Blog (10 unread)

L'ansia che mi genera Annalena

Posted: October 9th, 2008, 3:26am MDT by layla pavone

Questo e' l'articolo di ieri sul foglio
[www.ilfoglio.it]

L'ansia che mi ha generato questo pezzo e' proporzionale al numero di parole scritte, ognuna delle quali e' sintomatica di quanta ignoranza e presunzione ancora vi sia tra alcuni sedicenti giornalisti che non sanno neanche cosa sia un servizio pubblico.
Lascio a voi ogni ulteriore commento...

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Cielo, mio facebook
E’ un aggeggio sfasciafamiglie o il trionfo dell’equivoco? Comunque è un gioco pericoloso
Dopo che una giovane collega ha lasciato il fidanzato con cui doveva sposarsi pochi giorni fa per via di facebook (la follia di una notte del fidanzato ha scritto su facebook alla collega e a tutti i suoi contatti, comunicando trionfante l’accaduto e allegando foto-prova), a questa colonnina è stato chiesto di farsi servizio pubblico e denunciare la pericolosità sociale dell’aggeggio sfasciafamiglie. Ovviamente chi non ha vite private molto complicate (in onore di Rachida Dati, eroina moderna) su fb viaggia sereno, perde una quantità abissale di tempo, ritrova vecchi compagni di scuola, commenta le foto dei bambini, controlla i figli adolescenti, si iscrive a gruppi tipo savedarfur e si sente modernamente umanitario.
Ma evitando di tirare in ballo nuovi linguaggi politici, nuove frontiere della socialità e dell’impegno, si sa che l’essenza di facebook, oltre all’impicciarsi dei fatti altrui, pubblicizzare i propri e mettere le foto in cui ci si sente meno sfasciati, è il rimorchio. Anche solo sognato o frainteso. Un immenso e virtuale mondo rimorchiabile, in cui le ex si mescolano agli amici, e l’amore che strappa i capelli, volato per sempre a New York dieci anni fa, ricompare all’improvviso in forma di foto ammiccante. L’ambiguità di un saluto con puntini di sospensione accanto alla fotina di una ragazza in costume da bagno, schiaffata lì, dove tutti guardano, può far impazzire una moglie già in crisi (quelle che non vanno su fb per non dover scrivere la data di nascita), e trasformare il sabato sera a casa in un incubo. E un ragazzo sentimentale che vede tra i contatti della fidanzata tutti i suoi ex, che propongono rimpatriate in ricordo dei bei tempi, morirà in silenzio oppure farà scenate e passerà per matto.
Un nuovo moltiplicatore d’ansia, un nuovo occhio che guarda ed equivoca, sempre, perché accettare o cercare amici su fb non equivale esattamente a frequentarli o a volerci passare la notte (un saggio gruppo su fb si chiama: che mi aggiungi a fare su fb se poi per strada non mi saluti), ma tutto viene amplificato dalle foto, dalla strana sensazione del pubblico che guarda, dalla sospettabilissima possibilità di chattare a qualunque ora della notte, dalle frasi misteriose che molti gettano lì apposta, e che paiono sempre destinate a qualcuno di segreto ma connesso e incluso fra i contatti. Fingersi liberi, disonvolti, stronzi e bellocci, finché il gioco dura (scriverne, si sa, ne accelera la fine), o finché lei non sfascia il computer con un’accetta.
di Annalena Benini
The power of context, as shown by facebook

Posted: June 23rd, 2008, 4:36pm MDT by Gary Bembridge

I know there has been a lot of press, and some false starts, with Facebook's attempts to deliver ads based on a user's interests and what they get up to on the site (or even partner sites).

There was some learning for me recently.

First of all: something I found intrusive

I had posted a review of a hotel on one of my most favourite travel sites, Tripadvisor.com. A small pop-up appeared on the bottom right of my screen saying that a note that I had posted a review on Tripadvisor was going to be posted onto my facebook mini-feed on my profile.

I was surprised and then a bit annoyed. I guess I must have somewhere at sometime told either of the sites I used the other. But this felt a bit like snooping. And I wasn't really sure of the benefit to me.

Secondly: something I thought was pretty cool.

I had received an email from a friend on facebook asking if I knew someone that tracked and managed user generated content to be submitted onto brand or company websites. I started writing him a note back suggesting he speak to Dan Hawtrey who used to work with me who now had his own internet/ intranet content management company called Content Formula. When I typed in the name a small ad and link for the company appeared and I was asked if I wanted to include that in my reply.

I thought it was a really cool, helpful feature. It saved me looking up Dan's contact details and site and gave the person I was sending the suggestion to relevant information. I also did not find it intrusive as it was not personal but triggered by me typing within their site a brand / company name.

This was a good example of getting contextual advertising right. Information relevant when topic and need was there.

Any thoughts? Leave a comment on the blog using the comments button at the bottom of the posting or email me at gary@bembridge.co.uk
My avatar by befunky.com

Posted: June 3rd, 2008, 2:59pm MDT by Bert Van Wassenhove
friendfeed

Posted: May 30th, 2008, 4:03pm MDT by nicholas gill [bluurb.wordpress.com]

FriendFeed

What is it?

FriendFeed is a new web 2.0 service that enables you to aggregate all of your, and your friends, online activity and conversations in one place.

How does it work?

It uses RSS feeds to pull in the information from a wide (and growing) number of sources and places them in one feed so you can see everything in one place. RSS means that FriendFeed will be scalable in the future as you don’t need developers and open access APIs to create new content, RSS is the common standard for sharing information across the internet.

Why should I care?

The atomisation of the web means that users have pockets of information fragmented all over the web. Just think about a regular person who watches, favourites and maybe posts a few videos on You Tube, puts their family holiday snaps on Flickr, comments on a blog they read daily, shares links from their Google Reader. Multiply this by a blog you write, the comments on that blog, the links to it, tweets on Twitter, Facebook updates, de.licio.us, digg and stumble upon tags. And then multiply by the number of friends you follow and the fragmentation and amount of this information becomes overwhelming to the point of overload.

FriendFeed helps that by aggregating all that information in one place so you don’t have to traverse 5, 6, 7, 8 + websites to keep in touch with the information. It helps you stay on top of what’s grabbing your friends’ attention and keeps you connected. You also get full control of the people you follow and can un-follow at any time.

And because it’s all RSS enabled, you can distribute that content to where you want it: Google Reader, your personal homepage (iGoogle, MSN Live etc.).

But I’ve only just discovered Facebook!

It’s true that FriendFeed is pretty much used by the early adopters at the moment and true that you would have to again subscribe to/follow friends which is a chore. But the benefits of having everything in one place for those who currently suffer web 2.0 overload are worth it. There’s even a feature called “imaginary friend” where you can pull in a feed of someone who you want to read – a thought leader perhaps – but you aren’t their actual friend. This overcomes the limitations and annoyance of Facebook where you do actually need to know people.

In summary

FriendFeed gives you control over the web 2.0 noise and lets you consume it in a way that is relevant to you.

Add me as a friend

More bedtime reading:

[friendfeed.com]

[scobleizer.com]

[scobleizer.com]
In response to a press request via headstream (who I also do digital planning goodness for in my role at LCG), I did this. So I thought I would share it.

UPDATE 03.06.08

My input helped to spawn this article in NMK where I get a quote.

"The atomisation of the web means that users have pockets of information fragmented all over the web. Just think about a regular person who watches, favourites and maybe posts a few videos on YouTube, puts their family holiday snaps on flickr, comments on a blog they read daily, shares links from their Google Reader. Multiply this by a blog you write, the comments on that blog, the links to it, tweets on Twitter, Facebook updates, de.licio.us, digg and stumble upon tags. And then multiply by the number of friends you follow and the fragmentation and amount of this information becomes overwhelming to the point of overload," said Nicholas Gill, planner at headstream PR.

"FriendFeed helps that by aggregating all that information in one place so you don't have to traverse numerous websites to keep in touch with the information. It helps you stay on top of what's grabbing your friends' attention and keeps you connected. You also get full control of the people you follow and can un-follow at any time," continued Gill. "FriendFeed gives you control over the web 2.0 noise and lets you consume it in a way that is relevant to you."

Nicholas Gill
bluurb.wordpress.com
Europe is fastest growing online market!

Posted: May 28th, 2008, 2:11am MDT by Alain Heureux

Online advertising in Europe grows 38% in one year!!! Europe 27 should finish between 11 and 12 Billion € in 2007 closing the gap with US market (tipped at some 11-12 Billion €).
IAB Europe/PWC early findings show average growth rate year on year

The preliminary findings of our AdEx survey the definitive guide to the size and value of the European online industry, shows that the growth of online advertising in Europe continues unabated. Our members are seeing more companies move their advertising online, including sectors that have until now tended to stay loyal to traditional media, such as fast moving consumer goods. As online continues to grab a larger share of advertising budgets year on year, some forms of traditional media are seeing their share eroded.
Brussels 28th May 2008: The Interactive Advertising Bureau Europe (IAB Europe) has just released the initial findings of its annual advertising expenditure survey for the year ending December 2007. Whilst some analysts are predicting that advertising on traditional media may be impacted by an economic slowdown, online advertising continues to grow apace, experiencing an average growth rate of 38% year-on-year across the three largest European advertising markets – the UK, Germany and France.
The data has been compiled by IAB Europe based on information provided by the regional IAB offices around Europe and then analysed and processed by PricewaterhouseCoopers.
The top line results for the UK, Germany and France show that:
These markets were valued at €5.6 billion euros in 2007, up from €4.08 billion in the previous year (for search and display only)
The German market experienced the highest growth rate from 2006 at 41%
Search advertising continues to account for the lions share of spend, at 63.5% compared to 36.5% for display

The report also shows that whilst the top three markets are by far the largest in value, their growth rates are slower compared to some of the other member countries. Spain and Italy have experienced particularly strong growth rates at over 50%.

The full report will include market size and value information for the full membership of the IAB Europe in 2007 including Austria, Denmark, Finland, France, Germany, Greece, Italy, the Netherlands, Norway, Poland, Slovenia, Spain, Turkey and the UK.

Come and join us in Berlin;-)
email marketing surprises

Posted: May 27th, 2008, 8:56am MDT by nicholas gill [bluurb.wordpress.com]

Email marketing has surprised me of late.
Maybe it’s because I’ve had the fortune to work on and develop some class-leading CRM programmes in my time but I figure that if you want to be the best, you adopt best practices. And for me, double opt-in is the way to go. I remember spending several meetings and design iterations later to re-word and re-art direct positive opt ins for digital communications for Diageo to be ahead of the curve and live best practice, not just tip a hat to it.

So I was somewhat taken aback to read in eROI’s Cradle To Grave report (there’s no direct link, click on quarterly studies and download the report) that only 30.69% of US companies are using double opt-in. That’s tantamount to spamming if you don’t use that method.

And worse, 59.4% of those companies don’t pass an unsubscribe to other parts of their company when they get one. Two yellows equals a red card! So if you’re a consumer, basically a friend could get you signed up, you receive emails, you unsubscribe and you get them from another part of the same organisation. Aaargh. That’s just not joined up thinking and hardly going to endear your consumers to your brand.

Closer to home in the UK, econsultancy report that one in three companies flout spamming laws with only financial services boasting 100% compliance with email rules.

When you consider that European consumers receive over 250 emails per week (35 average per day) is it any wonder that 38% use spam filters, over half of promotion emails get deleted without reading and more people are concerned by clicking on ads in emails than on banners? The top two reasons people unsubscribe are irrelevant content and overly frequent emails.

But it’s not all doom and gloom. We just need to up our game and practise what we preach. Don’t let the standards slip and do it the right way. Because if we get it right, consumers do love email.

Consider this information released by eMarketer today. 67% of US adult internet users prefer companies to contact them by email than any other method. And in 5 years time, 67% will still prefer email to any other communication.

Remember, email is a conversation too.

Nicholas Gill
bluurb.wordpress.com
CPM price for large websites is dropping

Posted: May 14th, 2008, 8:27am MDT by Clo Willaerts

PubMatic : AdPrice Index: "eCPMs for large Web sites (more than 100 million page views per month) dropped dramatically by 52 percent from 38 cents in March to 18 cents April. Medium Web sites (1 million to 100 million page views per month) were nearly flat, with monetization dropping from 34 cents in March to 33 cents in April. Small Web sites managed to improve their monetization, increasing from $1.18 in March to $1.29 in April."

You could see this as proof of "The Long Tail". Or it's just a sign that for large websites it's just too much work to offer higher-priced targeted ads. Most "large" websites I know mainly do Run Of Site or even Ron of Network campaigns for their display ads.
Another possible reason is because there's a big gap between pages that attract lots of traffic (like webmail, forums, contests) and pages advertisers want to be on (like portal-style content pages).

In any case: time to move on to more interactive and permission-based advertising.
Couple of advices for Social Media and buzz campaigns

Posted: May 12th, 2008, 3:01pm MDT by Rolling Talks

Last week I attended Marketing 2.0 Conference in Paris. Great opportunity to meet new persons who are part of the leaders in the buzz market like Emmanuel Vivier, CEO of Vanksen group - and contributor of this blog too- and to catch up with a couple of great marketing speakers and persons like Mary Beth Kemp, Forrester principal analyst.

I stole a couple of minutes from their busy agendas to ask them recommendations for marketers willing to 'begin a Social Media effort' as opposed to' launch a social media campaign'.

In the first video below, Mary Beth is explaining Forrester POST approach. POST stands for People, Objectives, Strategy, Technology. If it should stand for only one key message it would be this one: don't start at the end of the process thinking technology is key. Getting to know how your audience is engaging - or not- with existing social platforms and defining objectives are the success factors to determine the foundations of your strategy, then chose the social tools you're going to tap into or develop for your own community. Mary Beth is also referring to the Social Technographics Forrester has been working on: great tool to understand and categorize how consumers are behaving online. For more info on the topic, I advice you to read the Groundswell blog and contact Mary Beth. Start by listening to her 3 min wrap up :

Mary Beth Kemp, Forrester Principal Analyst from Rolling Talks on Vimeo.

As for Emmanuel, I challenged him at the end of those 2 hectic days with the uneasy task to sum up his inspiring 1 hour long presentation featuring best buzz campaigns. He did a great job doing so in a bit more than 8 min. No magic formula, but a couple of viral successful ingredients based on his wide experience with a number of brilliant campaigns. Worth listening till the end.

Emmanuel Vivier, CEO Vanksen group from Rolling Talks on Vimeo.
online advertising heat maps

Posted: May 8th, 2008, 3:49am MDT by nicholas gill [bluurb.wordpress.com]

Here’s an interesting new way to look at consumer engagement with your online advertising: clickmaps from FlashTalking.
Clickmaps are essentially a heat-map showing where consumers interact with your ad above and beyond regular click tag reporting. As regular readers of my blog will know, I’m a sucker for cool visualisations and relate more to pictures than stats.

The creative and strategic implication being that it helps us to garner better understanding of what drives consumer engagement. Or in regular parlance, draws the eye.
Here’s some examples. To make it work, use the fade option - fade out the map, watch or interact with the ad, finally fade the clickmap up again for the interaction view/heat map.

Sony Playstation - the Call To Action buttons seem to be getting the most of the action.

Virgin Mobile - clearly the opportunity to wax the guy and then wax him him more at the end wins out. Poor bugger.

Social networks - see the social media options, especially share trailer being high points of engagement.
I certainly know some peers and clients who would also appreciate this more visual representation of data than having to wade through reams of stats to the point where they're pushing pins in their eyes for blessed relief. You get what’s working in an instant.

Be interested to know what you think.

Nicholas Gill
bluurb.wordpress.com
Power to the people

Posted: April 28th, 2008, 5:28am MDT by Rolling Talks

A very detailed worldwide comparative study on Social Media behaviors and - since done by Universal McCann- esthetically very energising. Hat tip to Michelle Blanc.
Research highlights from Trendspotting :
1. Social media is a global phenomenon happening in all markets regardless of wider economic, social and cultural development.

2. Asian markets (not including Japan) are leading in terms of participation, creating more content than any other region

3. All social media platforms have grown significantly over the three Waves: Video Clips are the quickest growing platform, up from 31% penetration in Wave 1 to 83% in Wave 3

4. Social Networks: 57% have joined a Social Network, making it the number one platform for creating and sharing content: 55% of users have uploaded photos, 22% of users have uploaded videos

5. The widget economy – 23% of social network users have installed an application – 18% of bloggers have installed applications in their blog templates

6. Blogs are a mainstream media world-wide and a collective rival to traditional media (184m bloggers world-wide, China has the largest blogging community in the world with 42m bloggers) – 73% have read a blog, 45% have started a blog

7. Social media has strong impacts over brand’s reputation – 34% post opinions about products and brands on their blog – 36% think more positively about companies that have blogs