How Twitter, FriendFeed Can Goose Online 'Shelf Space'†

Digital Bloggers Debate the Far-Reaching Impact of Distributed Web Services

Advertising Age, June 17, 2008 — Widgets are nifty. But do they really need a two-day conference? That's what I was thinking Monday as I checked out the agenda on WidgetWebExpo, held in Brooklyn earlier this week. But two DigitalNext bloggers, David Armano and Ian Schafer, and Digital columnist Steve Rubel were participating on the same panel and since I was working from home (also in Brooklyn) I meandered on down.

The title was "Micro Interactions: Can portable experiences go mainstream?" It's certainly a timely topic, tying in to the idea that the web is increasingly becoming a series of small services and experiences that consumers stitch together at their own will. Given the personalities on the panel, it should have been no surprise the discussion soon turned to web services like... continue reading

C Suite Favors E Media, Study Finds 'Business Elite' Embracing Online

MediaPost Publications, May 13, 2008 — America's business elite, the so-called "C suite" that run our country's medium and large size businesses, are changing their personal media habits and spending much more of their time online. That may come as little surprise given the corresponding shifts that have taken place in the consumer population but the new findings, released this morning by global market research giant Ipsos, provides tangible proof of the impact digital media is having on one of the most difficult to reach, but most important media targets of all.

Digital Engagement Top of Mind at IAA World Congress†

Online Is Not Just a Sales Channel, and Technology Will Only Increase Engagement With Consumers

Advertising Age, April 8, 2008 — The International Advertising Association's 41st annual World Congress is themed "What's Coming Next." The consensus among executives gathered here is that more focus will be placed on using digital creative to engage users rather than just advertise to them.

MLB's Digital Dominance

As the world scrambles to master online video, crusty old baseball already has it figured out.

Fast Company, March 20, 2008 — For decades, the prevailing wisdom has been that professional baseball is behind the times. Its ownership rejects new voices like Mark Cuban. The game doesn't have the electric action of, say, curling. Like newspapers in a digital age, baseball is a relic that can't distract the kids from Facebook and Wii, no matter how many players pump human growth hormone.

And yet, step inside the offices of MLB Advanced Media, the digital arm of Major League Baseball, and the first thing you notice is not a beaming photo of 74-year-old commissioner Bud Selig, or black-and-whites of Joe DiMaggio. Next to a row of cubicles full of people writing code sits what appears to be a complete television studio, in which, on this day, former player Billy Sample is discussing... continue reading

NBC: Digital TV Viewers Watching More Shows, Ads

MediaPost Publications, March 6, 2008 — NBC DIGITAL ENTERTAINMENT SAYS IT has good news for Internet TV advertisers on several fronts.

From a regular quarterly consumer-research study, NBC says more viewers are watching entire online episodes than ever before--some 92% of viewers that start an NBC video watch it all.

Media agency executives have been concerned that viewers are sampling shows online--just viewing for a couple of minutes, rather than staying for the entire episode. That means they are also missing out on commercial messages.

The study also notes that online viewers--via the NBC Rewind video player--have higher brand recall and increased satisfaction now than in previous periods: 86% brand recall versus 70% previously.

Moonves Details Digital Strategy For CBS

MediaPost Publications, February 27, 2008 — WHILE WEB-RELATED FINANCIALS WERE TYPICALLY sparse, CBS head Leslie Moonves did provide key insights into the company's digital dealings during Tuesday's fourth-quarter earnings call.

Illustrating his belief that an "Internet audience is additive to our core audience," CBS Corp.'s president and chief executive pointed to the network's cross-platform coverage of the NCAA March Madness college basketball tournament.

Stories of the Year†

Plus Marketing Follies

Advertising Age, December 17, 2007 — There were plenty of real, market-shifting stories this year, ranging from Rupert Murdoch's Dow Jones play to Facebook to the unstoppable rise of digital.

Trends to Watch in 2008†

Plus Micro Trends That Will Affect America in 2008

Advertising Age, December 17, 2007 — The ANA's Bob Liodice looks at 10 trends marketers need to stay on top of, from surviving slowing growth, rising fuel costs and tightening credit to evolving compensation models.

To Lead Overall Brand Strategy, Digital Shops Have Much to Do†

Forrester Study Says Four Core Capabilities Need to Be Developed

Advertising Age, December 10, 2007 — Digital agencies should take the reins on overall brand strategy for marketers in the next five to 10 years, but they have much to accomplish before than can do so, according to a new report from Forrester Research to be released today.

"Increasingly marketers are realizing that [offline and online] has to be integrated ... but interactive agencies have not yet proven they have the capability to manage brand strategy," said Brian Haven, senior analyst at Forrester Research and the author of "The Forrester Wave: Interactive Marketing Agencies."

CMOs Must Bring Customer Focus Back to Digital Goals†

Priorities: Technology's Influence Can't Trump Marketing's in Expanding Internet Strategy

Advertising Age, December 5, 2007 — The CMO needs to take control of the corporate internet strategy. Why? To ensure that new technologies initiate and enhance customer relationships. This is going to require the CMO to argue that a major barrier to internet development is the dominant influence of technology over marketing. But it's crucial for company and brand survival.