pitch

Facebook’s Magic Number 16%

Source: http://www.businessinsider.com/facebooks-entire-brand-advertising-business-boils-down-to-one-number-16-2012-3

 

Sheryl Sandberg at Facebook

One secret reason why Facebook ad revenues haven’t quite taken off like they should – and are, in fact, decelerating – is that for years now, brands have advertised on Facebook without paying Facebook.

Here’s how they’ve been doing it:

  • Brands build a “page” on Facebook.
  • Facebook users become “fans” of that brand page, thanks in part to ad campaigns off Facebook.
  • The brands post video, photos, or text to the page.
  • That content goes into fans’ News Feeds.
Yesterday, in front of more than 1,000 advertising executives here in New York, Facebook announced a new ad product it hopes will finally convince brands to do more than use Facebook’s free features.
The pitch boils down to a number: 16%
When a Facebook page owner posts a piece of content to their page, and that content gets disperse red into the News Feeds of that page’s fans, only 16% of those fans will actually see that piece of content.
Facebook’s new ad product, called Reach Generator, is supposed to take that number, 16%, and push it toward 100%. Test campaigns pushed it past 95% in some cases.
Basically, when a brand buys into a Reach Generator campaign, Facebook will push posts from that brands page into its fans’ News Feeds, mobile News Feeds, and log-out screen until almost all of that brand’s fans see it.

 

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Thursday, March 1st, 2012 display advertising No Comments

Source: http://gizmodo.com/5887838/please-stop-making-more-pinterests

Please Stop Making More PinterestsPinterest! It is the hottest social media whatever the hell it is out there. Is there a Pinterest button on this site yet? (No? Jeremy, please get on that!) Because Pinterest should be everywhere, and everything should be Pinterest.

Pinterest! Pinterest! Pinterest!

Journalists! If you are writing a story about something, and you do not mention Pinterest, what are you thinking, really? I don’t care what your story is about, you still need to mention Pinterest. Steve Jobs? Mention Pinterest! Mitt Romney? Mention Pinterest! Genocide? Mention Pinterest! What do you mean that’s in poor taste? Mention it, Goddamn you! Mention Pinterest!

Similarly, if you are starting a company and it is not a Pinterest clone, I feel bad for you son. All the big baller VCs in the valley need a Pinterest hook right now if you expect them to relate to you. If your turd factory isn’t a Pinterest spin-off you might as well not even share your poop with me. Because I won’t care! Each and every elevator pitch is now required to begin with “It’s like Pinterest for _____

You don’t believe me? To fucking wit:

Chill: Pinterest for Video
Gentlemint: Pinterest for men
Linterest: Pinterest for Jeremy Lin!
Urbantag: Pinterest for places!
Sinterest: Pinterest for porn!
Grooblin: Pinterest for social events!
Stylesays: Pinterest for fashion!
Polyvore: Pinterest for fashion!!
Usabila: Pinterest for designers!
Shopalong: Pinterest for Shopping!
Pinspire: Pinterest for Pinterest!
Currently Obsessed: Pinterest for Stalkers!
Etc: Etc Etc

But clearly, there are some market holes. So, hang on, I’m going to start like 20 businesses for you real quick. Please immediately launch Pinterests for: Magazines, blogs, dead people, cats, the gays, sexual positions, fires, trees, the homeless, gingers, medical professionals, Latvians, figs, horses, websites about Barack Obama, air travel, banana slugs, butt plugs, anger, fear, hate, sadness, crying alone in the park, other emotions, cars, guys who like to have sex with cars, Mitt Romney’s old man balls, javascript libraries, the Taliban, pure uncut molly experiences, Skrillex, butterscotch, and of course women. That there isn’t a Pinterest for women yet just fucking amazes me. It’s obvious. Billion dollar idea.

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Friday, February 24th, 2012 Uncategorized No Comments

You Probably Can’t Tell the Difference Between This and a Theater Projector [Video]

Source: http://gizmodo.com/5875000/sonys-4k-home-projector-eyes+on-you-probably-cant-tell-the-difference-between-this-and-a-theater-projector

Sony's 4K Home Projector Eyes-On: You Probably Can't Tell the Difference Between This and a Theater ProjectorSony’s 4K projector was first announced last year, but they have the thing on display at CES this year. After getting to zone out in a pitch black room where the projector blasted the new Spider Man trailer at full resolution on a 182-inch screen, I’m sold on the idea.

What makes 4K exciting for the home is that it provides a sharp image for large display sizes. 1080p video is great on a 60-inch TV, but it’s not quite as amazing when you try to project a 100-inch image on a wall. But 4K is made for screens exceeding 100 inches. So how did it look? While watching the trailer, I swore I had just paid $75 for a movie ticket and a small popcorn.

Colors were rich and bright. Nothing was washed out. Small details, like wrinkles on people’s faces or textures on a building were sharply defined. I go watch movies because I love the large screen experience. If I had one of these things, I probably wouldn’t go to the movies anymore.


drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

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Wednesday, January 11th, 2012 news No Comments

The new role of the digital agency

The new digital landscape and modern consumers are dramatically different

The new “digital landscape” is dramatically different from the environment into which TV, print, and radio ads were launched no more than two decades ago. Even today’s Web 2.0 environment is different than the Web 1.0 environment of a decade ago. As the Internet led to the more facile accumulation and dissemination of information and as social networks brought even mainstream consumers online, the power of consumers has increased significantly relative to advertisers. For example, they will search for information when they want it and ignore all other forms of interruption media pushed at them. They will look for independent and objective reviews of products or services and distrust brand messages put out by advertisers touting their own virtues. And they will rely on the actions of the community to help them filter and prioritize the best “stuff” from the ocean of available content.

Audience fragmentation caused by the proliferation of niche cable channels (e.g. the fly fishing channel) and abundant online video channels means that “mass media” is not so

“mass” any more — there are no longer massive audiences tuned into a single television

program at the same time. “Media” is now two-way or many-to-many — i.e. consumers tend to talk amongst themselves. But many advertisers and their agencies still rely heavily on one-way tactics – pushing a carefully crafted message out at target customers.


Globalization, information proliferation, and socialization have irreversibly changed industries

Other macro forces are also re-shaping the industries, in particular the advertising, marketing, and communications industries.

Globalization means that, for example, coding can be outsourced to India, graphic design to Australia, or television production to Asia, all at a fraction of the cost of “in-house” resources. The wide availability of tools like online photo editing tools (picnic.com), video editing sites (motionbox.com), and even high-end 3D and special effects software (Blender.org) — all of which are open source and free — fuel the perception that such digital capabilities and services should be lower cost, if not free. These trends mean that agencies whose revenues were derived from these services are facing constant downward pricing pressure.

The proliferation of information has also irreversibly changed the perceptions, behaviors, and habits of consumers. The abundance of information online conditions users to search for information and form their own opinions through research. They also expect more detailed information than can be typically delivered through TV, print, or radio ads — e.g. they want to see the product brochure online, do price comparison shopping across dozens of retailers, and read peer and expert reviews before buying. And they will do the above on their own time (e.g. planning a family cruise vacation at 1 am when the kids are asleep), which destroys the concept of targeting using day-part or show content.

The socialization of consumers online means that the conversations that used to happen among a few people around the watercooler are now happening online for all to see. The collective complaints or praises of products and services now become inputs to many other users doing research online before their next purchase. Furthermore not only is the spread of information much faster online, but the impact could also be dramatically larger —  for example, 1) by the end of opening weekend, hundreds of user reviews of a movie can immediately determine its fate — a mega hit or a “straight-to-DVD” movie, and 2) the action of a single person who found an unsavory clause in AT&T’s Wireless’ “fine print” and posted it online caused such a community uproar that AT&T made a public statement that it would be removed.


Traditional agencies rely on old business models (and other challenges for traditional agencies)

Despite the new landscape conditions of no more mass media and consumers doing their own research online, many advertisers are still doing traditional advertising. And many of their agencies are still relying on old business models (agency of record) and being paid for production. Creative ideas are still being given away for free during the pitch process; if the pitch is won the agency then gets to bill against production of assets. But freely available tools or production and abundant lower cost producers are causing clients to question costs.

Other challenges plague traditional agencies. All clients want to “go digital;” but digital is seen to be a “bolt on” capability among big agencies and smaller agencies are perceived to be more digitally savvy. Further, “clients find it hard to know how much digital stuff costs,” says Peter Cowie, Managing Partner of Oyster Catchers, a search consultancy based in London. “Many clients are using in house capability to save costs and retain control.” Cowie continues, “many clients are deeply insecure about digital marketing” partly because of its novelty, but also, practically because of the wide array of new disciplines, including for example, social networking, mobile, gaming, search, analytics, user interface, Flash, AJAX, e-commerce, online ad networks and media buying, etc.


The new digital agency plays the role of a strategic advisor and subject matter expert

So what is the role an agency can and should play in this new landscape? We believe, the role of a strategic advisor to calm clients’ insecurities and ensure a cogent and smooth incorporation of digital. Smaller agencies that grew up in digital may not have the expertise in traditional disciplines nor a global footprint and enough staff to handle large global clients. However, large traditional agencies, with a few key changes to business model, organizational structure, and internal processes will be able to guide clients through the shift towards digital, by changing the marketing mix and ensuring that all channels are integrated, working together, and reinforcing to each other.

These changes may include 1) managing a network of independent specialists (who serve on SWAT teams for client projects) instead of in-house FTEs, to account for the wide variety of new skills and disciplines 2) shifting away from the business model of being paid for production to being paid for managing a network of geographically disperse low-cost providers, and 3) providing thought leadership as subject matter expert in digital disciplines, strategies, and tactics.

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Wednesday, October 29th, 2008 digital No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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