I swore I would not write anything about the iPhone. I mean really...at this point, what has not been said? The biggest debate has been on cost. Who will pay $500-$600 dollars for a phone with no carrier discounts? Yes, for a phone this is expensive. But a phone this is not.
This is a mobile PC, and a cheap one at that. One that is about to change how many people use a wireless network. So, for those of you that are still waiting for Apple to design another Newton-like device, I’ve got news for you - this is it.
Most people in the United States own 2 devices. A phone and a PC. One is used for voice, the other for data and email.
In Asia, most people have one device, a phone for all of the above.
My bet is that the iPhone changes America's relationship to their ‘phone’ to more closely resemble the habit of our Asian friends, where one device is all you may need.
For many people, owning a PC is a luxury, high ticket item. My bet is that the iPhone will be viewed by many people as a great AFFORDABLE option as an all around communications device rather than as an expensive phone. I am willing to say that many people, especially young adults, would choose this over a PC if given the option. Yes, I know that you cannot do your homework on the iPhone, but this is a launch model. You can bet Apple has several follow up models behind this one in addition to a whole host of applications like Office ready to run on it’s streamlined OS.
The iPhone is a layman's PC bargain, one that is about to change our communications habits while it challenges our notion of personal computing.
Monday, June 25, 2007
Wednesday, May 23, 2007
Twitter - The next killer APP?
Twitter is a micro-blogging application. So, what is micro-blogging? Think of it as a snack sized journal that you post to using either your cell-phone via text or your computer via IM or though Twitter's website. Every-time you make a post, all of your friends can elect to be notified or they can elect to login and see everyone's location whenever it is convenient.
Why the hell would I want everyone to know where I am and what I am doing you may ask? Well, some of us 'older' folk may not, but the upcoming generations are all about connectivity and this is the start of where it is at. Think of this as GPS in reverse, but with a personality you can control. Pretty soon, all of us will be able to be located via GPS from our phones, in much the same way that we can find our location using a GPS device. With GPS, the world is a cold place and we are all just a number. With an application like Twitter, we have control over how the world sees us vs. letting the world define us. This is an extremely important distinction and big perception shift. We take control of ourselves as a brand, so be careful what you write.
This may sound crazy, but I have personally been able to spot trends and make stock choices based on watching the habits of users from around the world. If the music industry wants to find their way out of the mess they are in, they should start tracking Twitter chat. I'll leave it at that.
A sure sign that this is all catching on is the rapidly developing community of application developers who support Twitter such as:
Twitter Search: Search and compare what people are talking about or doing. Are there more Apple vs. Dell conversations for example?: http://twitterment.umbc.edu/
Twitter Maps: Watch chat real time around the world. Imagine if this came with a translation tool, could we diffuse misunderstanding?: http://twittermap.com/maps
Twittbin: Toolbar for Firefox: http://www.twitbin.com/
Twitteroo: Toolbar for PC's: http://rareedge.com/twitteroo/
To follow Twitter mash-ups see: http://twitter.com/mashable
So, why is this the next killer app? Simply because upcoming generations do not only want to stay in touch and be connected 24/7, but they want to continue to be in control over how others see and perceive them. This is the start of personal branding on the go...
For more specific information on Twitter, the blog Mediashift has written a comprehensive article on the application itself and all you can do with it. You can view that post here.
Check out Twitter online at: http://twitter.com/
Check out Twitter for mobile devices at: http://m.twitter.com/home
For the only true competitor to Twitter go to: http://jaiku.com/
If you are really bored and want to follow what me and my friends are doing, go here: http://twitter.com/sadude/with_friends
(I may be responsible for who I choose to be friends with, but I am not responsible for what my friends do :-)
Why the hell would I want everyone to know where I am and what I am doing you may ask? Well, some of us 'older' folk may not, but the upcoming generations are all about connectivity and this is the start of where it is at. Think of this as GPS in reverse, but with a personality you can control. Pretty soon, all of us will be able to be located via GPS from our phones, in much the same way that we can find our location using a GPS device. With GPS, the world is a cold place and we are all just a number. With an application like Twitter, we have control over how the world sees us vs. letting the world define us. This is an extremely important distinction and big perception shift. We take control of ourselves as a brand, so be careful what you write.
This may sound crazy, but I have personally been able to spot trends and make stock choices based on watching the habits of users from around the world. If the music industry wants to find their way out of the mess they are in, they should start tracking Twitter chat. I'll leave it at that.
A sure sign that this is all catching on is the rapidly developing community of application developers who support Twitter such as:
Twitter Search: Search and compare what people are talking about or doing. Are there more Apple vs. Dell conversations for example?: http://twitterment.umbc.edu/
Twitter Maps: Watch chat real time around the world. Imagine if this came with a translation tool, could we diffuse misunderstanding?: http://twittermap.com/maps
Twittbin: Toolbar for Firefox: http://www.twitbin.com/
Twitteroo: Toolbar for PC's: http://rareedge.com/twitteroo/
To follow Twitter mash-ups see: http://twitter.com/mashable
So, why is this the next killer app? Simply because upcoming generations do not only want to stay in touch and be connected 24/7, but they want to continue to be in control over how others see and perceive them. This is the start of personal branding on the go...
For more specific information on Twitter, the blog Mediashift has written a comprehensive article on the application itself and all you can do with it. You can view that post here.
Check out Twitter online at: http://twitter.com/
Check out Twitter for mobile devices at: http://m.twitter.com/home
For the only true competitor to Twitter go to: http://jaiku.com/
If you are really bored and want to follow what me and my friends are doing, go here: http://twitter.com/sadude/with_friends
(I may be responsible for who I choose to be friends with, but I am not responsible for what my friends do :-)
Tuesday, April 10, 2007
The Need For a New Online Video Ad Model...
If the media establishment wants a new revenue stream, then why is everyone treating advertising within online video as if it were TV?
We all know that the potential of video on the internet is huge. The idea of on-demand content that you can control and participate in is a big change from the linear television experience we have all grown up with. It is so different that it requires a better way to integrate the sponsor messages within the programming. For one thing, we trust it more than we do TV. The influence of User Generated Content drives the authentic nature of online content. This needs to be protected in order for it to continue to grow. Most of the content online is pretty short which ends up giving a disproportionate amount of time to the sponsor. Is there even time for a commercial? Not to mention the fact that skipping Pre, Mid and Post-Roll advertising will be as easy as skipping the commercials on TV with a DVR. Every PC is in fact a DVR, and scripts are being written to allow us to do that as we speak.
We also have access to much more content. We like to search for it. It takes work. We are rewarded when we find what we are looking for and we don't want to sit through a commercial - especially if there are dozens of pages filled with similarly competitive content at our fingertips - get it?
So what do we do? Isn’t it obvious? Integration.
Integrate our sponsor messages within the programming. Involve them. From an executional standpoint this can take place via titles, product placement opportunities or announcements. These are all pretty standard fare, but better than 'spots'. To take this a step farther, the agencies need to start thinking about producing programming on an ongoing basis rather than one-off spots tied to linear media buys. It takes time to build an audience.
How about creating an online creative marketplace to match producers directly to advertisers similar to eBay? Not one that simply matches advertising inventory against a brand’s media spend in order to place a commercial, but a marketplace that matches brands with content creators in order to allow the content creators to integrate the brand in a way that works authentically within the programming. Sure, there will have to be an element of trust. Brands have corporate ID manuals and logo guidelines for that. And trust works. Look at eBay. If someone would have told you that people would be trading with strangers online for thousands of dollars a whole world away a few years back, would you have believed it? Lets put the people with the money (the brands) in direct contact with the creators. Everyone will win. The brand gains an authentic connection with the consumer. The consumer gets high quality content without the annoyance of a commercial.
And what about no-risk media models for the sponsors. Why should a brand buy media based upon a promise of what was or what could be. What if they only pay AFTER content is viewed. Brand should pay based on what is actually viewed via pre-set thresholds with bonus levels built in to incentivise content creators. Create crappy programming and you don't get paid beyond the production. Once again, everyone wins. The brand only pays media fees if the content they are associated with is a hit. The creators and online gatekeepers get rewarded for exceptional programming with successful content integration and promotion.
I'm not sure where this leaves the advertising agencies unless they evolve part of their offering into an entertainment model. They may be able to play the part of agents representing the creative talent that will deliver for the brands, but Hollywood may do a better job of that just as Michael Ovitz started with CAA over a decade ago. Hollywood may end up being the new Madison Avenue. The agencies can only protect their client relationships for so long. Media is one place they can participate and help their clients to navigate. Look at how Ajax technology is threatening the very way in which precious page views are measured.
Even with the criticism against eBay’s recent foray into the creation of a Media marketplace - this will be a mere hiccup along the way. Once sophistication is built in along the lines of organic content creation and brand integration, you won't be able to stop the growth.
Despite this, the idea of media exchanges is gaining momentum. So what's with trying to figure out the Pre-Roll, Mid-Roll, Post-Roll strategy? There shouldn't be one. Get rid of them. THIS IS NOT TV! This is another medium folks. The sooner we all understand that, the better off we will all be and the faster the new revenue streams will fall into place.
We all know that the potential of video on the internet is huge. The idea of on-demand content that you can control and participate in is a big change from the linear television experience we have all grown up with. It is so different that it requires a better way to integrate the sponsor messages within the programming. For one thing, we trust it more than we do TV. The influence of User Generated Content drives the authentic nature of online content. This needs to be protected in order for it to continue to grow. Most of the content online is pretty short which ends up giving a disproportionate amount of time to the sponsor. Is there even time for a commercial? Not to mention the fact that skipping Pre, Mid and Post-Roll advertising will be as easy as skipping the commercials on TV with a DVR. Every PC is in fact a DVR, and scripts are being written to allow us to do that as we speak.
We also have access to much more content. We like to search for it. It takes work. We are rewarded when we find what we are looking for and we don't want to sit through a commercial - especially if there are dozens of pages filled with similarly competitive content at our fingertips - get it?
So what do we do? Isn’t it obvious? Integration.
Integrate our sponsor messages within the programming. Involve them. From an executional standpoint this can take place via titles, product placement opportunities or announcements. These are all pretty standard fare, but better than 'spots'. To take this a step farther, the agencies need to start thinking about producing programming on an ongoing basis rather than one-off spots tied to linear media buys. It takes time to build an audience.
How about creating an online creative marketplace to match producers directly to advertisers similar to eBay? Not one that simply matches advertising inventory against a brand’s media spend in order to place a commercial, but a marketplace that matches brands with content creators in order to allow the content creators to integrate the brand in a way that works authentically within the programming. Sure, there will have to be an element of trust. Brands have corporate ID manuals and logo guidelines for that. And trust works. Look at eBay. If someone would have told you that people would be trading with strangers online for thousands of dollars a whole world away a few years back, would you have believed it? Lets put the people with the money (the brands) in direct contact with the creators. Everyone will win. The brand gains an authentic connection with the consumer. The consumer gets high quality content without the annoyance of a commercial.
And what about no-risk media models for the sponsors. Why should a brand buy media based upon a promise of what was or what could be. What if they only pay AFTER content is viewed. Brand should pay based on what is actually viewed via pre-set thresholds with bonus levels built in to incentivise content creators. Create crappy programming and you don't get paid beyond the production. Once again, everyone wins. The brand only pays media fees if the content they are associated with is a hit. The creators and online gatekeepers get rewarded for exceptional programming with successful content integration and promotion.
I'm not sure where this leaves the advertising agencies unless they evolve part of their offering into an entertainment model. They may be able to play the part of agents representing the creative talent that will deliver for the brands, but Hollywood may do a better job of that just as Michael Ovitz started with CAA over a decade ago. Hollywood may end up being the new Madison Avenue. The agencies can only protect their client relationships for so long. Media is one place they can participate and help their clients to navigate. Look at how Ajax technology is threatening the very way in which precious page views are measured.
Even with the criticism against eBay’s recent foray into the creation of a Media marketplace - this will be a mere hiccup along the way. Once sophistication is built in along the lines of organic content creation and brand integration, you won't be able to stop the growth.
Despite this, the idea of media exchanges is gaining momentum. So what's with trying to figure out the Pre-Roll, Mid-Roll, Post-Roll strategy? There shouldn't be one. Get rid of them. THIS IS NOT TV! This is another medium folks. The sooner we all understand that, the better off we will all be and the faster the new revenue streams will fall into place.
Sunday, March 25, 2007
AdBlocking Software On The Horizon...
Remember pop-ups? As we all know, they fell to the fate of pop-up blocking software...
We don't even think about them now, as all of today's top browsers have the feature built in. While advertisers still use pop-ups, over 90% of them are now blocked by the built in software. Pop-ups that do get through tend to annoy rather than inform their prospective customer base, ultimately creating a negative relationship with the brand.
But most advertisers have learned and moved on to more sophisticated banner, flash & targeted video campaigns. But what started with banner and pop-up blocking technology is evolving into a more comprehensive ad-blocking technology set.
Development is now well underway to help consumers block advertising that is getting in the way of their content viewing. The core of this new software will be able to root out communications buried deep within the code of any page in order to be able to filter out the most gimmicky Java or Ajax attention grabbers. The best of this software is programmed simply like ad syndication in reverse. What databases do you want to block as opposed to what databases you will accept syndication from.
Even traditional television is moving to an all digital platform by the end of 2008, making it more susceptible to consumer ad-blocking software that will be able to be installed on laptops or TV's. The networks know this and as a result have started to experiment with 'less obtrusive' ways to disrupt programming with their messages. These attempts make the networks seem more like programmers trying to build a program safe from viruses. No sooner are they able to invent a new way to stop consumers from missing their messages than consumers are...well...coming up with new ways to stop watching their messages.
What does this mean for advertisers? Integrate...integrate...integrate! Until brands figure this out, the lucky ones will resort to old television techniques such as program sponsorship, or good ol' product placement. If your content is not integrated with an offering that consumers want to see it will eventually get blocked. Is this so hard to understand? Simple really. Bring a consumer something of value that they want to watch as opposed to a commercial that gets in the way of something that they are already watching.
For more info take a look at:
AdBlock: https://addons.mozilla.org/en-US/firefox/addon/1865
Stop Zilla: http://www.stopzilla.com/
Ads Cleaner: http://www.adscleaner.com/
Check out My Way.com. An ad free web portal & search engine (no banners, pop-ups or spam) driven by Ask.com.
We don't even think about them now, as all of today's top browsers have the feature built in. While advertisers still use pop-ups, over 90% of them are now blocked by the built in software. Pop-ups that do get through tend to annoy rather than inform their prospective customer base, ultimately creating a negative relationship with the brand.
But most advertisers have learned and moved on to more sophisticated banner, flash & targeted video campaigns. But what started with banner and pop-up blocking technology is evolving into a more comprehensive ad-blocking technology set.
Development is now well underway to help consumers block advertising that is getting in the way of their content viewing. The core of this new software will be able to root out communications buried deep within the code of any page in order to be able to filter out the most gimmicky Java or Ajax attention grabbers. The best of this software is programmed simply like ad syndication in reverse. What databases do you want to block as opposed to what databases you will accept syndication from.
Even traditional television is moving to an all digital platform by the end of 2008, making it more susceptible to consumer ad-blocking software that will be able to be installed on laptops or TV's. The networks know this and as a result have started to experiment with 'less obtrusive' ways to disrupt programming with their messages. These attempts make the networks seem more like programmers trying to build a program safe from viruses. No sooner are they able to invent a new way to stop consumers from missing their messages than consumers are...well...coming up with new ways to stop watching their messages.
What does this mean for advertisers? Integrate...integrate...integrate! Until brands figure this out, the lucky ones will resort to old television techniques such as program sponsorship, or good ol' product placement. If your content is not integrated with an offering that consumers want to see it will eventually get blocked. Is this so hard to understand? Simple really. Bring a consumer something of value that they want to watch as opposed to a commercial that gets in the way of something that they are already watching.
For more info take a look at:
AdBlock: https://addons.mozilla.org/en-US/firefox/addon/1865
Stop Zilla: http://www.stopzilla.com/
Ads Cleaner: http://www.adscleaner.com/
Check out My Way.com. An ad free web portal & search engine (no banners, pop-ups or spam) driven by Ask.com.
Thursday, March 15, 2007
Will YouTube choose the Presidency?
Scary thought?...Yes! Possible?...Absolutely! Probable?...Completely!
This is HUGE if you think about it. Never before has a candidate had the power to openly broadcast their views without being beholden to the networks, the politics behind them, or the large media fees demanded to run their 'spots'. It's no wonder the pressure of the :30 ended up in the eventual mud-slinging.
For the first time in the history of an election, the candidates can now post ANY programming for viewing by anyone at any time. Think about it...in the past, most Americans barely knew any more than the media chose to tell about a candidate before walking blindly into an election booth. On the obvious side, this programming will likely be made up of both a formal and informal dialogue of the candidate and their issues. On the less obvious side, the candidates now have a platform to tell a more personal story. We can now get to know more about their families, their personalities, their pet names before they are elected. (Has a president ever had cats?). The irreverent may become as important as the reverent, as Bill Clinton experienced after his stint on saxophone on The Tonight Show with Jay Leno. For the first time, someone without deep pockets or friends in the right places could actually be President. Obama may actually have a shot here.
Think of this as the ultimate form of democracy as you know it. The candidates have all elected to have their own channels on YouTube. Content is driven by each of them and they ALL elect to a two way dialogue complete with comments and criticism from viewers as any other YouTube channel provides. Surprisingly, the comments so far are fairly supportive. Could it be that YouTube has provided a 'back door' for the candidates to choose which comments are displayed? I hope not.
But how much of the country watches YouTube you ask? More than you think. And don't forget we have a whole year, and then some ahead of us. The integration of online video and traditional TV's will most likely be close to complete by election time. The timing here is good.
Now, the traditional spots around election time will still be there, but don't be surprised if they are actually used to drive viewers to YouTube to watch more in-depth coverage on the candidates. I predict the end of mudslinging as the candidates will now have the time to get into the issues without being subjected to the expensive time constraints behind the :30 & :60 second spots.
YouTube is obviously not the only game in town and most candidates have pages on MySpace and the like. Another site worth watching is TechPresident, which measures each candidates popularity across the web with a predictive eye on the seat of power.
http://techpresident.com/
For a grass roots, two way dialogue and some of the most politically informed blogs on the internet, also check out The Huffington Post at:
http://www.huffingtonpost.com/
If the world powers cannot stop a video of the private hanging of a world leader, imagine what power the medium has when chosen consciously?
If you have not already, check out all of our future choices for President on YouTube at:
http://www.youtube.com/members?s=po&g=-1
This is sure to be an election time like no other. Democracy actually may be back.
This is HUGE if you think about it. Never before has a candidate had the power to openly broadcast their views without being beholden to the networks, the politics behind them, or the large media fees demanded to run their 'spots'. It's no wonder the pressure of the :30 ended up in the eventual mud-slinging.
For the first time in the history of an election, the candidates can now post ANY programming for viewing by anyone at any time. Think about it...in the past, most Americans barely knew any more than the media chose to tell about a candidate before walking blindly into an election booth. On the obvious side, this programming will likely be made up of both a formal and informal dialogue of the candidate and their issues. On the less obvious side, the candidates now have a platform to tell a more personal story. We can now get to know more about their families, their personalities, their pet names before they are elected. (Has a president ever had cats?). The irreverent may become as important as the reverent, as Bill Clinton experienced after his stint on saxophone on The Tonight Show with Jay Leno. For the first time, someone without deep pockets or friends in the right places could actually be President. Obama may actually have a shot here.
Think of this as the ultimate form of democracy as you know it. The candidates have all elected to have their own channels on YouTube. Content is driven by each of them and they ALL elect to a two way dialogue complete with comments and criticism from viewers as any other YouTube channel provides. Surprisingly, the comments so far are fairly supportive. Could it be that YouTube has provided a 'back door' for the candidates to choose which comments are displayed? I hope not.
But how much of the country watches YouTube you ask? More than you think. And don't forget we have a whole year, and then some ahead of us. The integration of online video and traditional TV's will most likely be close to complete by election time. The timing here is good.
Now, the traditional spots around election time will still be there, but don't be surprised if they are actually used to drive viewers to YouTube to watch more in-depth coverage on the candidates. I predict the end of mudslinging as the candidates will now have the time to get into the issues without being subjected to the expensive time constraints behind the :30 & :60 second spots.
YouTube is obviously not the only game in town and most candidates have pages on MySpace and the like. Another site worth watching is TechPresident, which measures each candidates popularity across the web with a predictive eye on the seat of power.
http://techpresident.com/
For a grass roots, two way dialogue and some of the most politically informed blogs on the internet, also check out The Huffington Post at:
http://www.huffingtonpost.com/
If the world powers cannot stop a video of the private hanging of a world leader, imagine what power the medium has when chosen consciously?
If you have not already, check out all of our future choices for President on YouTube at:
http://www.youtube.com/members?s=po&g=-1
This is sure to be an election time like no other. Democracy actually may be back.
Thursday, February 15, 2007
Anheuser Busch - goes where no brand has gone before...
The liquor category is all about entertainment for sure, but the fact that Anheuser Busch has taken matters into their own hands is startling. Take this as a true indication that one of the most powerful brands in the category feels that the marketing industry at large is falling way behind when it comes to innovation in both creative and media. We are clearly not moving fast enough for them. If we were, why would a client decide to venture out and start an entire entertainment division? More than a mere in-house promotional arm, Bud.TV seeks to establish itself as a true entertainment property in the voice of the brand. This is also very different from online video efforts recently delivered to us by P&G's 'Men with Cramps', Georgia Pacific's 'Brawny Academy', Mar's 'Snicker's-Instand Def' or Office Max's 'Elf Yourself' and here's why...
The network will operate 'outside' of normal marketing channels and reporting structures. This may be their strategic underpinning especially in the world of the unregulated internet. Unlike other promotional sites with video, this is a true channel that will deliver 24-hours of internet-based TV. A web-based network of seven or eight channels, the network will be boosted by relationships with major Hollywood figures including Kevin Spacey, Vince Vaughn, Matt Damon and Ben Affleck. Its budget is set to match those boldfaced names.
Bud.TV will be the largest piece of an online budget that will amass 10% of A-B's entire $607 million annual media spend. The bulk of that spending will come at the expense of prime-time and late-night TV which is BIG news, and is just the start of a major change in the way we think about media in general. Remember that this is not as much a shift towards new media as it is about convergence and the fact that old media will change dramatically.
Obvious marketing and content crossover for Bud.TV may include a sports channel linked to the brewer's sponsorships of auto racing, football and baseball, among other sports.
After the sports channel, the rest of the Bud.TV lineup includes the following channels:
TV Shows: Featuring short, sitcom-style shows. One concept in development, dubbed "Replaced by a Chimp," features chimps replacing human workers. Viewers can vote as to whether the simians did the job better at the close of the episode.
Bud Tube: A concept developed by Goodby, Silverstein & Partners, San Francisco, this channel will feature A-B commercials shot by consumers.
Happy Hour: Developed by DDB, Chicago, and scripted in part by former "Saturday Night Live" writer Matt Piedmont, this station's content will be updated at 4:55 p.m. daily, and feature satirical newscasts, standup routines and "punking,".
Reality: Concepts in development for this station include makeover and dating-themed programs.
Comedy: This station is expected to include footage from actor Vince Vaughn's recent A-B-sponsored comedy tour, as well as jokes from consumers that involve A-B brands.
Hollywood: This station will leverage partnerships with Messrs. Damon and Affleck's "Project Greenlight," billed as the world's largest online filmmaking contest, and Mr. Spacey's TriggerStreet.com, which supports aspiring filmmakers. It will also hype upcoming movies featuring A-B product placements.
There will also be a fashion channel, and the possibility of a talk-show channel featuring sportscaster Joe Buck.
And our own, newly launched, online sports-casting show, SportsBabes would be a perfect fit...would it not?
Prior to launching BuddTV, A-B launched a micro site on YouTube dubbed CrownTown. The site has grown into YouTube's No. 44 most-watched channel this month, with three videos approaching 1 million views. This is BIG BANG for very little buck when compared to traditional channels of thought. Crowntown's characters are the five dotted spikes on Budweiser Select's now-familiar crown logo, and each has been endowed with an urban-hipster persona. Each short pits the characters in amusing and occasionally R-rated social situations. The adventures are framed by a guitar-riff soundtrack courtesy of the Flaming Lips.
The good news for us as marketers is that the agencies are playing an important role in the programming at Bud.TV. The sad news is that this was not agency initiated and the jury is still out on who may be better positioned to deliver on this type of content...incumbent agencies, or Hollywood itself.
Mike Ovitz may not have been so crazy after all...
The network will operate 'outside' of normal marketing channels and reporting structures. This may be their strategic underpinning especially in the world of the unregulated internet. Unlike other promotional sites with video, this is a true channel that will deliver 24-hours of internet-based TV. A web-based network of seven or eight channels, the network will be boosted by relationships with major Hollywood figures including Kevin Spacey, Vince Vaughn, Matt Damon and Ben Affleck. Its budget is set to match those boldfaced names.
Bud.TV will be the largest piece of an online budget that will amass 10% of A-B's entire $607 million annual media spend. The bulk of that spending will come at the expense of prime-time and late-night TV which is BIG news, and is just the start of a major change in the way we think about media in general. Remember that this is not as much a shift towards new media as it is about convergence and the fact that old media will change dramatically.
Obvious marketing and content crossover for Bud.TV may include a sports channel linked to the brewer's sponsorships of auto racing, football and baseball, among other sports.
After the sports channel, the rest of the Bud.TV lineup includes the following channels:
TV Shows: Featuring short, sitcom-style shows. One concept in development, dubbed "Replaced by a Chimp," features chimps replacing human workers. Viewers can vote as to whether the simians did the job better at the close of the episode.
Bud Tube: A concept developed by Goodby, Silverstein & Partners, San Francisco, this channel will feature A-B commercials shot by consumers.
Happy Hour: Developed by DDB, Chicago, and scripted in part by former "Saturday Night Live" writer Matt Piedmont, this station's content will be updated at 4:55 p.m. daily, and feature satirical newscasts, standup routines and "punking,".
Reality: Concepts in development for this station include makeover and dating-themed programs.
Comedy: This station is expected to include footage from actor Vince Vaughn's recent A-B-sponsored comedy tour, as well as jokes from consumers that involve A-B brands.
Hollywood: This station will leverage partnerships with Messrs. Damon and Affleck's "Project Greenlight," billed as the world's largest online filmmaking contest, and Mr. Spacey's TriggerStreet.com, which supports aspiring filmmakers. It will also hype upcoming movies featuring A-B product placements.
There will also be a fashion channel, and the possibility of a talk-show channel featuring sportscaster Joe Buck.
And our own, newly launched, online sports-casting show, SportsBabes would be a perfect fit...would it not?
Prior to launching BuddTV, A-B launched a micro site on YouTube dubbed CrownTown. The site has grown into YouTube's No. 44 most-watched channel this month, with three videos approaching 1 million views. This is BIG BANG for very little buck when compared to traditional channels of thought. Crowntown's characters are the five dotted spikes on Budweiser Select's now-familiar crown logo, and each has been endowed with an urban-hipster persona. Each short pits the characters in amusing and occasionally R-rated social situations. The adventures are framed by a guitar-riff soundtrack courtesy of the Flaming Lips.
The good news for us as marketers is that the agencies are playing an important role in the programming at Bud.TV. The sad news is that this was not agency initiated and the jury is still out on who may be better positioned to deliver on this type of content...incumbent agencies, or Hollywood itself.
Mike Ovitz may not have been so crazy after all...
Monday, January 29, 2007
My dog ate the news...
...and why we care much more about local than big media's excuse for news.
Viewer-ship of the evening news along with the 'readership' of the daily newspaper are in steep decline.
The upcoming generation catches most of their news online via the major news organizations, Google or better yet - via Rss feed delivery. The immediacy of digital media and our migration away from linear TV, forcing us to 'catch' the evening news at 6 p.m. are just the start. Even the BBC is now being pushed to digital delivery for a fee as the very government that supports it contemplates an end to the funding.
...and local is where it's at. Lets face it, if it were not for a war we continue to fight in Iraq, or some disparate disaster, most of America would most likely not be interested in much else that happens 'overseas'. This is a big country and there is more than enough happening here to keep our attention, or distract us from the cold story-telling of the world’s bigger problems. Sad, but true. Our so-called daily, international, evening news is proof of our lack of our worldly interest; with very little of the focus resembling anything international at all...will someone let me know when the weather comes on?
For decades, the power of the networks have also very much been grounded in their local network affiliates. With some rare exceptions, the affiliates always seem like...well...affiliates that will maybe, someday, grow up to be cowboys.
So, if we do not have much interest in the international big picture & the local affiliates aren't quite doing it...what is?
There is a groundswell of local news productions completely unrelated to any major media organization. These new players, largely unknown to the masses yet, have started to accrue large online viewer-ship in their local markets. This is not your father's news. It's a bit of international mixed with very compelling, unique, local stories. Add to that a dash of SNL irreverence, and an "I don't really need to answer to anyone so I'm just going to say anything I damn well please..."Howard Stern-type of arrogance without fear of consequence.
Sound like fun? Well, it is, and a hell of a lot more fun than the network anchors sequestered behind their desks in their suits and ties, all formal-like, while all they really talk about are kittens up trees.
So, is the next wave really all about local news? And if it is, who better to bring it to us than the locals.
'Tune in' to the likes of the rising stars of these local news broadcasts. Commercial-free and full of passion. News has never been so entertaining, heartfelt, and relevant to us.
Two terrific but very different examples of this are:
Rocketboom: www.rocketboom.com
The Young Turks: www.theyoungturks.com
Then there is also the International Broadcast Corp., the first online international television news network: http://www.ibctoday.com/News/Home.aspx
The more interesting news from the major media are actually on iTunes in the form either video or audio pod-casts. Download or stream a diverse range of news starting with ABC World News Video, The BBC World News, The Economist, NPR with Tom Ashbrook, Meet the press, Common Sense with Dan Carlin, or Senator Barack Obama's weekly podcast.
There's sure to be more of these local news talents emerging, and funnily enough, they've never cared, or made me care more about international.
Viewer-ship of the evening news along with the 'readership' of the daily newspaper are in steep decline.
The upcoming generation catches most of their news online via the major news organizations, Google or better yet - via Rss feed delivery. The immediacy of digital media and our migration away from linear TV, forcing us to 'catch' the evening news at 6 p.m. are just the start. Even the BBC is now being pushed to digital delivery for a fee as the very government that supports it contemplates an end to the funding.
...and local is where it's at. Lets face it, if it were not for a war we continue to fight in Iraq, or some disparate disaster, most of America would most likely not be interested in much else that happens 'overseas'. This is a big country and there is more than enough happening here to keep our attention, or distract us from the cold story-telling of the world’s bigger problems. Sad, but true. Our so-called daily, international, evening news is proof of our lack of our worldly interest; with very little of the focus resembling anything international at all...will someone let me know when the weather comes on?
For decades, the power of the networks have also very much been grounded in their local network affiliates. With some rare exceptions, the affiliates always seem like...well...affiliates that will maybe, someday, grow up to be cowboys.
So, if we do not have much interest in the international big picture & the local affiliates aren't quite doing it...what is?
There is a groundswell of local news productions completely unrelated to any major media organization. These new players, largely unknown to the masses yet, have started to accrue large online viewer-ship in their local markets. This is not your father's news. It's a bit of international mixed with very compelling, unique, local stories. Add to that a dash of SNL irreverence, and an "I don't really need to answer to anyone so I'm just going to say anything I damn well please..."Howard Stern-type of arrogance without fear of consequence.
Sound like fun? Well, it is, and a hell of a lot more fun than the network anchors sequestered behind their desks in their suits and ties, all formal-like, while all they really talk about are kittens up trees.
So, is the next wave really all about local news? And if it is, who better to bring it to us than the locals.
'Tune in' to the likes of the rising stars of these local news broadcasts. Commercial-free and full of passion. News has never been so entertaining, heartfelt, and relevant to us.
Two terrific but very different examples of this are:
Rocketboom: www.rocketboom.com
The Young Turks: www.theyoungturks.com
Then there is also the International Broadcast Corp., the first online international television news network: http://www.ibctoday.com/News/Home.aspx
The more interesting news from the major media are actually on iTunes in the form either video or audio pod-casts. Download or stream a diverse range of news starting with ABC World News Video, The BBC World News, The Economist, NPR with Tom Ashbrook, Meet the press, Common Sense with Dan Carlin, or Senator Barack Obama's weekly podcast.
There's sure to be more of these local news talents emerging, and funnily enough, they've never cared, or made me care more about international.
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