Tracy Keller: September 2008 Archives
Reinventing: The Self—that sounds a little scary. This is a panel of former agency heads who have changed their career direction by shifting to a digital focus. Why did they make the move? To try new things, build new relationships, excel in other areas and get in on the ground level of things with great potential.
Scott Donaton jokes about the combined salary of the panelists beside him
Matt Freeman really enjoys building companies and felt a victim of his success at Tribal DDB
David Verklin talks about how he felt he took Carat as far as he could and was ready to try something else with a chance to reinvent television
Alec Gerster felt the agency business was a fantastic ride, but now sees a great way for television to change for everyone’s benefit.
It wasn’t easy but definitely worth the challenge.
OK folks—this wraps my official debut as a live blogger. Check in at some other IAB events and you might see me around (or read me?).
I’m looking forward to a nice, relaxing night at the MIXX Awards Gala. Visit www.mixx-awards.com late tonight to see which campaigns are recognized for creativity and effectiveness. It’s another sold out IAB event!
I don’t know about this whole live blogging thing. Next year I want to wear a walky-talky!
HELLO! I just shook hands with Tim Kring. But, on to things the rest of the world cares about. (Truth be told, I’m noticing more than a few camera flashes going on behind me in the audience.)
Tim is being joined onstage by Mitch Kanner, Principal of Two Degrees Ventures.
Transmedia is the term Tim and Mitch are using to describe reaching across multiple platforms to tell a story. For “Heroes” it’s driven by the hub of deep narrative content with an unlimited amount of tentacles. Then those tentacles start to feed off each other, building content for other vehicles. Characters that are introduced online make the move to the TV screen and those that don’t last on the TV screen may live on—online. Online viewer engagement can drive show content and keep people coming back for more.
One might say Tim Kring is the inventor of “transmedia.”
The writers understood the need to build credibility in the comic books space and be sensitive to how the show was introduced to the audience through the corporate entity of a major network. They introduced it at a comic book show, which created an unbelievable buzz before the show aired for the first time. It’s own web site (originally unaffiliated with the network) lead to a following that included a social network that still lives on the NBC site.
Brand integration is important to the show. As Tim says, it’s all about baking something into the DNA of an idea. They look at brands carefully to make sure it fits the audience and the story. It’s much more that just product placement.
Mitch Kanner explains how Heroes is at the crossroads for a new paradigm of what constitutes a show.
One more session to go!
It’s not the same drama as last night’s third season premiere of “Heroes”, but having the show’s executive producer / creator Tim Kring on our stage at MIXX is still pretty exciting. They’ve immersed all media avenues with “Heroes” content—no doubt about it. We’ll find out how it all works in a moment.
As the morning sessions wrap up the crowd is still thumbing through their Life books as they exit the room. You can see the wheels turning as they think about what they will be able to create.
Andrew Robertson from BBDO Worldwide and Randall just spent some time talking about how BBDO reinvented itself to prosper in the digital world. One of my favorite shows, “Mad Men,” stole a few minutes of the session and they discussed the qualities needed in a good creative person today. Andrew said he doesn’t think there are many brilliant creative people out there now that can do it all. The goal is more about putting the right resources together to get the best end result—creative, digital and whatever else you need. It’s not as simple as one copy editor and one creative director making it all. That’s culture is long gone.
Andrew Robertson talks about BBDO’s fundamental goal - delivering the world’s most compelling commercial content.
I’m long gone for now. Tune back in later today for Tim Kring, the creator of”Heroes.” You won’t want to miss that any more that you wanted to miss last night’s season premiere.
The online image space is huge and this last session is going to change it all!
JUST ANNOUNCED AT MIXX: A joint venture between Getty Images and Time Inc. to create Life.com.
Sign me up!
It will put the images that have helped generations experience world events, and many other pictures that have never been seen by the public, online. They will all be accessible at no cost with just the click of the mouse. The site, which users won’t see until 1Q2009, will go live with 6M photos and eventually approach 15M professional images—with 3,000 new pics posted each day.
Based on the short demo shown in the room, the site will be searchable on a variety of levels and includes some pretty cool features. Easily create a picture timeline or a customized hard back picture book. The photos can be supplemented your own personal photos, transported into other applications, all with the Life brand association. Now you can play, share, download and more.
User-generated content will have a place on the site, but the photographs will be segmented to keep the professional photo front and center.
The panelists took a minute to joke about what a wide variety of photo interests they found in their research. (You’ll notice a large Animal section once Life.com goes live!)
There’s excitement in the air! The IAB staff is feverishly dropping huge, hard cover Life books on the chairs in the General Session room. What’s that all about?
Randall Rothenberg and Leslie Moonves, President & CEO of CBS Corporation, are chatting onstage right now about CBS’s purchase of CNET and all the things that come with it. The local aspect vs. the network aspect was first on the table.
According to Leslie, the main reason people go online isn’t too watch full seasons of TV shows. It’s more than that. The most loyal viewers goes online to pick up the shows the missed, but primarily to find things they won’t see on the network.
“It’s a brave new world,” said Leslie Moonves. Anyone who thinks TV is the only place to find quality content will be quickly left behind. People are still, and will continue, to watch TV, but it’s got to work together with the Internet and other locations to increase revenue and attract new viewers. CBS is also using interactive for researching and testing. Viewers can see clips, offer feedback, and help produce better content. It’s easy outreach.
Leslie Moonves believes the internet is for premium content that’s not on the internet. It’s not for regurgitated television content.
The monetization of news content came up as a result of an audience question. Leslie expects that the CBS structure and promotion will allow them to continue to monetize and build the news site.
I’m off to grab a snack and rest my fingers for a few minutes.
Charlie and Clay just left the stage after a riveting discussion. It was Charlie’s fourth appearance at MIXX over the years and he was quick to say that each time he realizes how much information he still has to learn—and that his attendance, even to just sit and listen, is definitely worthy of his time.
They talked about Clay’s focus on the cultural implications of the web - the idea that there is a new potential out there to organize. People are adapting these technology tools not out of economic need, but a total social need. As a marketer, you must find out where the consumer is, then go to them to meet the needs. Create organic growth around them. In each social environment, they already have a way of doing things, so you need to be careful. Listen and figure out exactly what’s going to work. It won’t be a 30 second commercial right out of the gate.
Clay Shirky says, “You can’t build a community anymore than you can create a friend.”
The impact social sites are having on the presidential election was also touched on briefly—the issue of individuals creating and distributing media about a campaign without the actual campaign having control or the ability to manage anything. Now people can operate at a wide variety of social levels. There’s a lot of room between a personal network of 10 and 10M viewers reached by a TV commercial. Social media users now have access to multiple levels.
Charlie Rose takes the interviewer chair for his fourth MIXX Conference.
That was a great conversation. This short message doesn’t do it justice!
It’s Tracy again—back for MIXX Day 2. Thanks for joining me! I’m settled in for another exciting day of speakers representing all facets of the advertising ecosystem. The stage is set for writer, consultant and teacher on new media and the Internet Clay Shirky. He’ll be interviewed by journalist Charlie Rose.
But first, an action-packed highlight reel covering Day 1 and a warm welcome from the chairperson of the IAB Board of Directors—Wenda Harris Millard from Martha Stewart Living Omnimedia.
Man, everyone’s having a great time.__
OK folks, I’m signing off for the day and heading down to the cocktail receptions shortly.
Check back in tomorrow for another exciting round of sessions. Enjoy your evening and the other Advertising Week festivities.
There’s nothing like a chocolate brownie and a Coke from the Networking and Refreshment Break to kick the blogging into high gear again. But, gosh - the man next to me is snacking on a nice, fresh, crispy apple. Where do I find one of those?
I’m sitting in on the Case Studies in Mobility Track Session this time around.
How Ogilvy helped IBM leverage sporting events to increase awareness and preference (not sell multi-million dollar servers).
What the programs allowed IBM to do was reach new people, break through the clutter, drive leads and increase consumer engagement. Every piece, including the mobile application, worked together to make it successful.
The Hyperfactory helped Nike launch a new soccer shoe with some highly engaging mobile interaction.
Right now, one of the most important considerations with mobile is to completely understand your audience and how they interact with different types of media. Mobile users may not be who you think they are. And, more people have access to mobile than have computers! That’s something to think about.
Let the Tracks begin!
I just took a quick break to grab some lunch, but now it’s back to business. The much-anticipated track sessions are getting under way.
First up on my agenda is the Practice Track—Metrics and Monetization.
Magid Abraham stared the debate by talking about how most publishers think they have more users than everyone else thinks they have. Who’s right and how do we really measure it? You’re always going to see an unexplainable gap.
Tolman Geffs thinks there’s no secret, expect that the big players know they’re going to be evaluated based on syndicated data. That’s what decisions are made from, not from the stats provided by the company themselves.
Then why don’t sites just stop with internal systems and everyone just goes with third-party measurement?
The bottom line, according to Magid, is that the industry is still a ways away from real accountability and real measurement. The reality is we just starting to delivery demographic metrics on campaign stability and other metrics.
Magid Abraham, PhD, President & CEO, comScore
Tolman Geffs, Managing Director, The Jordan, Edmiston Group, Inc.
Henry Blodget (Moderator), Editor, Silicon Alley Insider
Young-Bean Song, Director of Analytics & Atlas Institute, Microsoft Advertising, talks engagement mapping onstage. He’s all about the synergy between search and display. The last ad click shouldn’t get all the credit, when other touchpoints farther up in the cycle play a part too.
Creating engagement, through sponsorships and other things, on the web and using it to drive the consumer to click on an ad is devalued when a search ad gets the same result. That shouldn’t be to case. We’ve got to go beyond that last ad. Engagement mapping looks at basic marketing ideas like frequency, ad size, ad format, daypart, order, targeting and interaction, then shares the credit across all the digital touchpoints in a consumers history.
Gaps in reporting metrics will never be closed until we can start relating the end result to touchpoints farther up in the process.
I’m off to the workshops, the networking lunch and afternoon track sessions. Check back in later for the details.
Young-Bean Song doesn’t think it’s right that only the last click gets the credit.
What a session by Michael Linton, Senior Vice President & CMO of eBay. He focused on how a CMO balances the need to innovate, the need for results and the need for long term predictability. It’s more situational than ever been before. Consumers have more choices and every company is in their own “space.” Different business models have different ways to make money and tools fit differently based on the particular business.
You have to find your own way. What does your company need right now? Innovation can be something new in your company or something new in the industry.
He also suggests no one turns the other check on trying new things—even if you aren’t sure it will take you 100% of the way you want to go. Don’t spend too much time trying to predict what will happen. Try some testing and find out. Sometimes you just have to go for it! Take a risk.
Mike Linton believes the job of the CMO is to balance.
Randall Rothenberg just left the stage again. There’s a lot of exciting stuff happening at the IAB.
- Invention & Reinvention at the IAB - A new IAB corporate identity and logo
- The IAB Newsstand - A virtual and physical table of contents for the IABs most frequently requested documents and a physical booth that will travel to industry shows (Booth 123 here at MIXX)
- IABConnect - A new online social networking site only for IAB members, http://iabconnect.intronetworks.com/
Stay-tuned for Michael Linton, Senior Vice President & CMO of eBay
For Chrysler it’s all about dismantle old perceptions and building something new by focusing on the opt-in strategy.
It’s a Viewer Democracy—creating compelling content to engage consumers when and where they want it. According to Deborah, brand awareness in now overrated in her industry because today’s car search starts with a search engine—a third party site where all the brands are represented. The new strategy is more about improving opinions through web-based engagement. The consumer’s energy vortex opens and Chrysler then has the opportunity to pour in the information that satisfies that request. You’re not trying to sell them a deal when they want to be entertained and not entertaining them when they want the education.
Most recent effort is the launch of all new Dodge Ram. The diverse group of customers means lots of needs for lots of customers, plus the new features Dodge wants to communicate to the complex group of customers. It’s complicated messaging.
The solution? Webisodes featuring local heroes - real truck users—not movie stars. Dodge owners can relate. It’s exposure to products that only subtly influences awareness and gives consumers a place to go if they want more information. Straight up education and a call to action.
Don’t forget to quantify everything in the culture of accountability. Chrysler is constantly evaluating effectiveness online and offline to make sure it’s drive people all the way down to retail.
She also touched on an interesting Customer Advisory Board that is actively engaging in communication with the brand and sharing messages with their own social networks.
She closed by pointing out that now really is the best of times for marketers. With so many new tools to work with and a need for marketers that has never been strong, life is good for marketers!
Deborah Meyer explains how the web has become a leading indicator of not just what’s happening online, but what’s happening across the board.
Next on stage were Tim Armstrong, President, Advertising and Commerce, North America,
& Vice President, Google Inc. and David Kenny, Managing Partner, VivaKi, giving an inside scoop on the Google / Publicis partnership.
What are the five things they couldn’t do without each other?
- Collaborate - The Goggle platforms allows Publicis to collaborate with all kinds of targeted audiences. It’s opening opportunities for everyone in the media world to participate.
- Managing Complexity - How long does it take for a client in the media world to be successful? How long does it take for a consumer to spend $1 online and what can be done to speed that up? We must learn to translate the issue of scale down to dollar-by-dollar transactions. Then, automate the processes so people can focus on more value-added things on behalf of clients.
- Bridge the Talent Gap - Fundamentally the market shifted to digital much faster than the talent shifted to digital. That means education and training are in high demand. Google and Publicis have instituted some job sharing opportunities so everyone can get a perspective on living in each other’s shoes.
- Cracking the Code on Mobile—It’s a matter of taking something new and risky and do some in-depth testing on it because of the partnership. Mobile is taking the Internet with you everywhere you go. And, their working together to make it a major part of the media mix.
- Get Invited to the Consumer Conversation - Social. It’s the thing that will move brands to the web. It can impact the trust and love for the brand in a more positive way than any other advertising method. The challenge is that there are no ad units. It has to happen organically.
David Kenny doesn’t view the current economic environment as being particularly bad for the digital industry.
Tim Armstrong asks what are the complexities in the industry and how are they going to be removed?
Wow, what an opener for the official interactive event of Advertising Week! The General Session crowd is pumped. I could feel the beat of the music in my chest.
Randall Rothenberg welcomed the crowd, thanked our sponsors, teased the new IAB identity being launched today and covered some of the cool onsite event features - like the “text-to-screen” question and answer system and the programming feedback opportunities on http://www.mixx-expo.com/2.8/agenda.aspx.
And now on to what we’re all here for—information and education presented by our industry’s pioneers. After all, MIXX is the place where the interactive advertising industry gathers to reinvent the present and invent the future.
First up Deborah Meyer, Vice President & CMO of Chrysler. More later.
Good morning! Welcome to the IAB’s sold-out MIXX Conference & Expo. The next two days will focus on Invention & Reinvention of media. Brands, agencies, relationships and others will have their time in the spotlight. I’m Tracy, the IAB’s events marketing manager—and the MIXX live blogger. I’ll be covering it all.
Speaking of the spotlight, the lights are dimming and the opening video is ramping up. I’ll be back later with the latest from Randall Rothenberg, the IAB’s fearless leader and our first keynote speaker Deborah Meyer, the first ever CMO of Chrysler LLC.
Randall Rothenberg welcomes the MIXX packed house.