Ad business

The best elevator pitch is true, stunning, brief and it leaves the listener eager (no, desperate) to hear the rest of it. It's not a practiced, polished turd of prose that pleases everyone on the board and your marketing team, it's a little fractal of the entire story, something real.

Link

Over a Dangerous Minds, a trenchant critique of Facebook's gonad-crushing "Sponsored Stories" strategy:

The worse the platform performs, the more advertisers need to use Sponsored Stories. In a way, it means that Facebook is broken, on purpose, in order to extract more money from users. In the case of Sponsored Stories, it has meant raking in nearly $1M a day.

This will hit small publishers, mom-and-pop businesses, and non-profits like Kitten Associates hardest.

At Dangerous Minds, we post anywhere from 10 to 16 items per day, fewer on the weekends. To reach 100% of of our 50k+ Facebook fans they’d charge us $200 per post. That would cost us between $2000 and $3200 per day—but let’s go with the lower, easier to multiply number. We post seven days a week, that would be about $14,000 per week, $56,000 per month… a grand total of $672,000 for what we got for free before Facebook started turning the traffic spigot down in Spring of this year—wouldn’t you know it—right around the time of their badly managed IPO.

Full Story

BSPCN has a gallery of 20 interesting Facebook fan pages, with brief commentary.

Our experience - especially with Covered in Cathair and Kitten Associates- has been that a Facebook fan page can be a great way of keeping your community involved and engaged - much better than a forum or blog, though those are great too. CiCH's fan page has become a key location for Robin's readership, and the Kitten Associates page has been invaluable especially in fundraising for the fosters. Read more »

I had an interesting conversation with an old friend the other day about why a brand would write a mobile app, when there are such dynamic possibilities available for Facebook apps.

Aside from the desire to get your brand out of the Facebook sandbox, I thought of a few things you could do with an app that might be a little harder when working through Facebook, even Facebook mobile - geo-tagging and phone calls among them.

Fortuitously, here's a roundup of 6 mobile apps that stand well on their own, both for usability and branding. Read more »

The good folks at Target Marketing Magazine have asked me to present on the topic of how (and why!) to use online document customization and management strategies to solve marketing problems.

I'll be focusing on how retail, franchisee and sales agent systems can benefit from the ability to customize ads, sales support materials, point-of-purchase, direct mail, etc.

If there's time, we'll look at setting up localized cross-media campaigns, and may even get into personalized URLs.

The webinar's free, but you do have to register:
Registration Page

While I've long been convinced that the modern corporation is designed to prevent productivity, it's always nice to find tools that help prove one's point.

Here's a clock that figures out how much of our clients' money we just burned through, nattering on about synergy and ROI:

Introducing Bring TIM!® (Time Is Money) - a fun yet useful office clock that tallies the dollars spent in long meetings. Simply enter the number of people in the room, ballpark an average hourly wage, and press the illuminated start button. Everyone will be amazed as the dollars pile up with every second that ticks by.

Product Page

Pair this up with Bullshit Bingo and you've got a cure for the common drone.

Over at All Things Digital, Peter Kafka thinks Apple's iAd scheme is headed for total (or near-total) domination of the ad space on the platform:

I’ve talked to some mobile ad companies that are more hopeful. They think Apple will let them compete with its iAd platform in a fair fight.

Maybe they’re saying that because they have to appear optimistic. Maybe they really believe it. But I think they’re wrong. I think Apple intends to own the ad market for its app ecosystem.

Full Article at All Things Digital Read more »

Heading out in the morning for Philadelphia, and the 2010 OnDemand Expo.

This year I'm on one panel, and giving one presentation (along with my buddy Mark Van Duinen from TracyLocke).

Here's the panel info:

Title: Making Digital Workflows Pay Off
Date: Tuesday April 20, 2010
Time: 1:00-1:50 PM

And here's the presentation:
Title: Creating a Multi-Channel Marketing Center around a Web-to-Print Storefront
Date: Wednesday April 21, 2010
Time: 4:00-4:50PM


If you're at the Expo, swing by one of these and say Hi.

See you in Philly!

AdLab has some detail about the already-old-news Avatar/McDonalds upload-my-face thingie, running in Europe.
Obviously this has been done before - from "Simpsonize Me" to M&M's to Dexter and back again - but at least this time we have some stats:

• 4 million user sessions
• nearly 10 minute session time
• about 1 million shares via email/social network post

So, a great data set for explaining the concepts of "sticky" and "spreadable" to your audience.
AdLab post

Avatarize Yourself

If you can handle the academ-ese, here's a journal dedicated to online advertising.

Fortunately, they have an RSS feed, which streams abstracts to your reader - and these may perhaps be a bit more readable than the full articles.

At the very least, sticking a few pages of this sort of thing in your consulting report will handily keep your customer from actually reading it, and help ensure that they take your word for whatever conclusions you've drawn:

Advertising value provides an overall representation of the worth of advertising to consumers (Ducoffe 1995). Existing literature suggests that consumers view advertising's ability to supply information as a primary reason for approving of it (Bauer and Greyser 1968). Research in online advertising also shows that advertising can offer value to Internet users in the form of more relevant information (Ducoffe 1996). When online community members possess a distinct group intention about the need for advertising, they should be able to internalize the notion that advertising benefits the community. As a result, these members should be more inclined to develop favorable evaluations of the advertising. We also hypothesize that they perceive a higher degree of value of advertising in the community:

H6: Group intentions to accept advertising in online social networking communities relates positively to perceived ad value in community sites.

Finally, cognitive studies of associative links suggest people tend to regard relevant information as more accessible in their attitude formation (Rodgers 2004). The more community members perceive advertising as relevant to the community themes, and thus more relevant to community members, the more likely they are to find such information useful, which should result in a higher level of perceived ad value. In turn,

H7: Perceived ad relevance relates positively to perceived ad value.

Come to think of it, slogging through this stuff is how I earn my rate.

Journal of Interactive Advertising