Who's Yer GoDaddy?

Bob Parsons of GoDaddy.com is doing a great job of providing entertaining, yet informative, video content for his customers. What sort of content, advice, and expertise are you providing to YOUR clients?

Ad Networks Devalue Content Power

Great, great, GREAT article about ESPN's view of the value of their web content versus the commoditization of internet advertising.

ESPN Turns Off Ad Nets
Excerpts from the article:
Top Web publishers are planning a revolt. Even as more prominent sites experiment with selling remnant inventory through online ad networks, and in some cases ad exchanges, ESPN.com is saying thanks, but no thanks.

ESPN's decision crystallizes a philosophical debate in the online ad sales industry that has intensified since the Interactive Advertising Bureau's annual meeting last month when during a keynote address, Martha Stewart Living Omnimedia media president Wenda Harris Millard gave her now famous warning against selling Web inventory like "pork bellies."

Two sides have formed—those who want to protect traditional, direct selling of premium content brands and the math-loving crowd that favors automation and data. The math lovers make the traditional sellers nervous."There is a genuine concern about commoditization of brand inventory by some of the networks," said Millard in an interview.

...ESPN, see networks as profiting on their brand investments and their user data, while also threatening their own marketer relationships. Many just think using networks devalues the power of content.

Web Terms in Plain English

I found a great resource that explains web terms in plain, simple english. Play the videos below for an easy explanation of some common terms that are integral to our client web strategy. It will be easier for you to understand, and better enable you to pass along that knowledge to your clients.

Blogs in Plain English


RSS in Plain English


Podcasting in Plain English

Tuning Out TV

An Association of National Advertisers and Forrester Research TV & Technology study says some marketers have concerns about television as an ad medium and are relying more on the Web.

Some of the details of the January survey of 78 major advertisers:

• 62% said TV ads have become less effective in the past two years
• 87% will spend more on Web advertising this year
• 44% are experimenting with TV ad models to work with consumer use of digital video recorders
• 49% are working on ad models for video-on-demand programs
• 87% said branded entertainment (such as sponsored shows) will play a stronger role in TV advertising in the coming year

An especially alert Radio Account Executive could probably name at least three opportunities that already exist in our Web tools that can not only take advantage of this trend, but provide valuable VBRs for contacting targeted prospects who could take advantage of the ideas.

Make Mobile Meaningful

Consumers Say 'Make Mobile Ads Relevant'
Consumers are more accepting of ads on their cell phone -- if they are relevant -- says a new report from mobile marketing company Enpocket.

In the study, some 78% of consumers said they would be happy to receive mobile advertising that is tailored to their interests. Of those, 64% would be willing to provide personal details if that data were analyzed to improve relevance of the ads. In addition, 58% of respondents would prefer banner ads displayed on mobile Internet pages to mobile marketing text messages.

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VBRs & HALF-BAKED:

• Creating topic specific mobile text alerts allows consumers to hone in on information important to THEM
  
• Ideas for alert topics?
  Movie times
  Movie reviews
  CD release info
  New music alert
  Contest alerts
  Health/fitness tips
  School closings
  Sports scores
  Horoscopes
  Daily quote
  Weather
  Traffic alerts
  
• Review the MOBILE MARKETING one-sheet for ideas and pricing on a default mobile alerts package -- see DON for additional ideas!

Disney Plans Ad-Supported Podcasts

This info is about Disney's podcasts for a younger audience, but the overall strategy has direct application to how we can pitch podcasting as another component to a client's ad campaign.

This news may represent a validation of the potential of podcasting -- Radio Disney plans to offer free, ad-supported podcasts that targeted children. Starting in June, Radio Disney began inserting ads into its weekly podcasts. Video-game maker THQ is among the first to sign on.



“For our advertisers, podcasting is just a part of an overall strategy they make with their brand,” says Jean-Paul Colaco, president-general manager of Radio Disney Worldwide. “It’s taking all the pieces and maximizes the impact.”

Disney has advantages over independent podcasters when it comes to ad-supported podcasts. First, parents know the Disney brand and are more likely to be comfortable letting children listen to Disney-branded podcasts. For advertisers, Disney provides an opportunity to provide exposure across a broad range of media types.

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VBRs & Half-Baked:
I've made the really important bits above bold in order to stand out, but I've paraphrased for the benefit of direct application to OUR audiences below --

• Podcasting is just part of an overall strategy
  It's not intended to take the place of traditional media it enhances and complements the message.
  
  
• A radio campaign that includes podcasting maximizes the total impact.
  
  
• Just as the Disney brand allows parents to trust the content to their children, the Mix and Fan brands also deliver an association to trusted content. If clients (like The Beauty Doctor or Columbus Micro) associate their podcasts with our stations, it falls under our trusted brand umbrella.
  
  
• It's similar to when you (as a salesperson) get a personal referral to a potential client -- you walk in with the credibility and trust associated with the referring individual. Think about how much more powerful a personal referral is versus a cold-call.
  
  
• THAT'S the power of a client associating their podcasts and content with our station versus trying to create that brand trust for content on their own.