Babelfish: Articles May2013 - July 2013 15-7-13

Articles
May 2013 - July 2013

Brian Crotty
Babelfish.Brazil@gmail.com

Babelfish Articles May 2013 - July 2013 15-7-13

Page 1

Summary
8 Management Lessons From A Great Boss .................................................................................................................................................................................... 8
Brands Can Learn From Moms How To Create Content ................................................................................................................................................................ 8
Australians spend at least one hour a week shopping for a deal ............................................................................................................................................... 9
The Mobile App & Shopper Happiness ............................................................................................................................................................................................. 10
The new rules of the hyper-social, data-driven, actor-friendly, super-seductive platinum age of television..................................................................11
Venda de tablets cresce 164% no 1º trimestre do ano no Brasil .............................................................................................................................................. 14
Social media generates ROI ................................................................................................................................................................................................................. 14
Telefônica/Vivo vai lançar publicidade móvel através de SMS geolocalizado ...................................................................................................................... 14
Don't Advertise Unless You Need To ................................................................................................................................................................................................ 14
Wible's Weekly - SVOD Overlap, TV Everywhere Improvements, and COPPA Complication ............................................................................................. 15
Online Video's Growing Pains .............................................................................................................................................................................................................. 16
Mobile devices take more viewing time ........................................................................................................................................................................................... 17
DSPs: Still Not Enough .......................................................................................................................................................................................................................... 17
Unilever, Mondelez test new ad tool ................................................................................................................................................................................................. 18
TV operators tap viewer data ............................................................................................................................................................................................................. 18
Future is bright for Australian OOH ................................................................................................................................................................................................... 19
Cannes 2013 Video: Proximity BBDO - Work That's Social by Design.................................................................................................................................... 19
Toyota Injects Too Much Of Itself In "Meals Per Hour" ............................................................................................................................................................... 19
These Speech Patterns Irritate the $#@* Out of Everyone Around You .............................................................................................................................. 20
Unilever, Mondelez test new ad tool ..................................................................................................................................................................................................21
BlackBerry anuncia prejuízo e que não atualizará SO do Playbook...........................................................................................................................................21
Venda de PCs em queda; tablets ganham liderança .....................................................................................................................................................................22
How Meeker’s ‘Internet Trends 2013′ Became the Most-Viral Deck on SlideShare .........................................................................................................23
BBDO and Proximity Networks win the Grand Prix for Good and 98 other Lions at Cannes...........................................................................................23
Making Big Data Work for Your Organization ............................................................................................................................................................................... 24
Pandora hits 2.5M in-car activations, will come in a third of new vehicles sold in the US this year.............................................................................. 24
Marketing gap exposed ........................................................................................................................................................................................................................ 25
Showrooming ratios favour Amazon ................................................................................................................................................................................................. 25
18–29-Year-Olds Use Their Phones Totally Different From Older People ............................................................................................................................ 26
The effect of engagement with social media on purchase behaviors ..................................................................................................................................... 26
5 reasons to benchmark costs and why agencies should not be worried ..............................................................................................................................35
How To Rescue Unhappy Mobile Video Consumers..................................................................................................................................................................... 36
Mobile Broadcast TV Users Mostly Dyle News Programming, Study Finds Daytime Is Mobile Prime-Time ................................................................ 37
Omnicom, Not WPP Or Publicis, Dominates Madison Avenue's Tech Story.......................................................................................................................... 37
Samsung faz a festa viral com Usher e Jay-Z .............................................................................................................................................................................. 37
Consumers show mixed views on data............................................................................................................................................................................................ 38
Shopping Then and Now: Five Ways Retail Has Changed and How Businesses Can Adapt ............................................................................................. 38
A Fool and Their Data are Soon Parted ........................................................................................................................................................................................... 40
Brasil consome mais notícias online .................................................................................................................................................................................................. 41
Fox investe nos 'hábitos da classe C' para crescer no país ...................................................................................................................................................... 44
How Happy Is Your Organization? .................................................................................................................................................................................................... 46
Smartphones take off in UK ............................................................................................................................................................................................................... 47
I Miss The Old Purchase Funnel ......................................................................................................................................................................................................... 47
Coming Soon: Intel's Must-See TV ..................................................................................................................................................................................................... 51


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The Ultimate Trojan Horse: Game Boxes Take Entertainment's Center Stage....................................................................................................................... 51
Google Heightens Focus On Attribution Metrics For Marketers ............................................................................................................................................... 52
The First Wave of gTLDs Are Coming - Are You Ready? ...........................................................................................................................................................53
Nielsen Studies 'Multi-Sensory' Differences Between Young and Old.....................................................................................................................................54
It's OK to be blamed for your co-worker's mistake ......................................................................................................................................................................54
O acesso à web atingiu 49% da população brasileira; uso de dispositivos móveis é tendência .................................................................................... 55
No Brasil, 40% das residências têm acesso à internet, aponta pesquisa .............................................................................................................................56
Why Mobile Advertising Has Quadrupled in Brazil ........................................................................................................................................................................56
The Content that Brazilians Share the Most on Social Media ...................................................................................................................................................57
'I'm Not A Businessman, I'm A Business, Man' ................................................................................................................................................................................57
In a Shift, Facebook Says It Will Make All Ads Social ................................................................................................................................................................. 58
Brazil drives LatAm adspend growth ............................................................................................................................................................................................... 58
Mídias tornaram-se técnicos, estrategistas e criativos ..............................................................................................................................................................59
VivaKi Struggles For Reinvention in Digitally Savvy Publicis Network .................................................................................................................................... 60
Loducca usa tecnologia para otimizar ROI ....................................................................................................................................................................................... 61
Pay Attention To This New Audience Segment, If You Have Any ............................................................................................................................................. 61
Brasil registra mais de 14 milhões de celulares vendidos no trimestre .................................................................................................................................. 62
A POV on Facebook’s new hashtag function ................................................................................................................................................................................. 62
The Smarter Data Manifesto .............................................................................................................................................................................................................. 63
Your Data Was Never Yours ...............................................................................................................................................................................................................65
Local Link Building: An Easy Win ........................................................................................................................................................................................................65
Google takes over half of mobile adspend ..................................................................................................................................................................................... 67
Fans Crush Brands When It Comes to YouTube ........................................................................................................................................................................... 68
Big Cable Offering Producers Incentives to Stay Off the Web ................................................................................................................................................ 68
Mobile já responde por 7% da audiência dos sites de notícias, diz IVC ............................................................................................................................... 69
Marketing Technology Map................................................................................................................................................................................................................. 70
Mondelez International identifies the path to mobile success .................................................................................................................................................. 70
Oreo's "cookie or cream" campaign on Instagram engaged consumers.................................................................................................................................. 71
Let's Go Surfing Now….......................................................................................................................................................................................................................... 71
Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, 2012–2017................................................................................................72
Social TV and the Network Approach .............................................................................................................................................................................................. 83
Kantar, TNS Want TRA's Case Against Rapid View Service Dismissed ................................................................................................................................. 84
Millennial Viewers Prefer Cross-Platform TV ................................................................................................................................................................................ 84
Ideas for Getting Started With Measurement Planning .............................................................................................................................................................. 85
Online video can challenge TV ............................................................................................................................................................................................................ 85
Stop Starving Online Video And Start Feasting On ROI.............................................................................................................................................................. 86
The Gamification Of Email ................................................................................................................................................................................................................... 86
Ten surprising reasons you're tired .................................................................................................................................................................................................. 87
Omnichannel is the future .................................................................................................................................................................................................................... 88
CMO Council study: Content has significant impact on buying process ................................................................................................................................ 89
Will NSA Revelations Bring Added Privacy Pressure To Ad Biz? ............................................................................................................................................ 89
Xaxis' Lesser: The Sun Never Sets On WPP's Trading Empire ................................................................................................................................................. 89
STUDY: The State of Social Marketing – Vision, purpose and value drive a new era of digital engagement ............................................................ 90
A QR Code Walks Into A Zoo... ......................................................................................................................................................................................................... 96
Using Mobile to Help Consumers Buy In-Store ............................................................................................................................................................................. 96
Data-Driven Tech Industry Is Shaken by Online Privacy Fears ................................................................................................................................................. 97


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Meet PRISM / US-984XN - The US Government's Internet Espionage Super Operation................................................................................................. 99
Ideas for Getting Started With Measurement Planning .............................................................................................................................................................. 101
Estudo da PricewatershouseCoopers prevê que a receita dos jornais norte-americanos permanecerá em queda até 2017 ............................... 102
A difícil missão de transmitir o significado emocional das marcas ........................................................................................................................................ 103
The difficult task of conveying the emotional significance of brands ................................................................................................................................... 104
Facebook Drops 'Sponsored Stories' As It Pares Down Ad Formats .................................................................................................................................... 105
Mobile devices attract TV viewers .................................................................................................................................................................................................. 105
How to increase your Facebook Post Engagement ..................................................................................................................................................................... 106
Climbing The Slippery Slope Of Advertising ................................................................................................................................................................................. 109
Social TV Ratings – Why Advertisers Should Be Careful Of What They Wish For ............................................................................................................ 110
Online Video Trumps TV In Engagement, Ad Shifts ...................................................................................................................................................................... 111
DoubleClick Integrates Support For Native Ads, Brand Integration .......................................................................................................................................... 111
Is Quartz the Very Model of a Modern Publisher? ....................................................................................................................................................................... 112
Why gamification is serious business .............................................................................................................................................................................................. 113
Guess who controls the future of TV............................................................................................................................................................................................... 117
Will Twitter Cards Revolutionize Lead Gen? ................................................................................................................................................................................. 124
US digital adspend soars .................................................................................................................................................................................................................... 124
If Content Is King, Multiscreen Is The Queen, Says New Google Study ................................................................................................................................ 125
Kids Are Lying Little Weasels Who Lie: Study.............................................................................................................................................................................. 127
As T/V Fragmentation Explodes, Need for Aggregation Increases ........................................................................................................................................ 127
DOOH Shines In Emergencies............................................................................................................................................................................................................ 128
Ad-ID for a Cross-Screen World ...................................................................................................................................................................................................... 129
Get More Bang for Your Buck With Native Video Apps ............................................................................................................................................................ 130
In Brazil, Be Careful What You Wish For ......................................................................................................................................................................................... 131
Wearables and Sensors Big Topics at All Things D .................................................................................................................................................................... 133
SmartThings Mobile app (screen shot from company video) ................................................................................................................................................... 134
Sorry, Brands…Your Digital Agencies are Lying to You ............................................................................................................................................................ 137
The 11 Most Fascinating Charts From Mary Meeker's Epic Slideshow of Internet Trends ............................................................................................... 139
Research shows increase in marriage failures once children leave the home .....................................................................................................................144
Mapping the Customer Journey with Social Intelligence............................................................................................................................................................ 146
5 Sparkling Ideas for Integrating User-Generated Content Marketing..................................................................................................................................148
Where Are Your Readers Really Coming From? ........................................................................................................................................................................... 149
gTLDs' Analytics and Big Data Impact on Brands' Marketing Strategies ............................................................................................................................. 150
Heineken utiliza Vine para produzir replays da final da Champions ........................................................................................................................................ 151
Twitter Launches TV Ad Targeting, Twitter Amplify For Real-Time Videos In Stream ...................................................................................................... 152
The Shift to Constant Connectivity ................................................................................................................................................................................................. 155
Consumers fine with promos-for-freebies exchange ................................................................................................................................................................. 157
Nielsen Taps IBM's Watson for Measurement and Media Planning ........................................................................................................................................ 157
Showrooming Overhyped, Mobile Key To Shopping Purchases .............................................................................................................................................. 158
Google introduces cash by email function ..................................................................................................................................................................................... 159
Brasil ultrapassa 100 milhões de acessos de banda larga. Rede 4G já computa mais de 50 mil .................................................................................. 159
Mobile já responde por 7% da audiência dos sites de notícias, diz IVC .............................................................................................................................. 160
Globo muda relação com Facebook - Novas regras da rede social geram questionamentos da emissora ................................................................. 165
Preparing the Next Generation of Chief Marketers .................................................................................................................................................................... 167
Worlds Collide: The New Data-Focused CMOs and Their CIO Counterparts .......................................................................................................................168
No future for digital agencies ............................................................................................................................................................................................................ 169


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Social Media and Digital Agencies Will Vanish Within Ten Years Say Next Generation of Marketers ........................................................................ 169
Video RTB: Is An Impression An Impression An Impression? ................................................................................................................................................... 173
Crafting Moments: Mobile As A Reflex, Not A Medium............................................................................................................................................................. 173
When Is It Pointless To Advertise? ................................................................................................................................................................................................. 175
The Future of Media, as Seen at Internet Week .......................................................................................................................................................................... 175
Excuses ................................................................................................................................................................................................................................................... 178
Social Media Calendar: A How To Approach................................................................................................................................................................................. 178
Do New Business Metrics Need To Convince Consumers To Watch Entertainment On New Platforms? ................................................................... 179
Dish Debuts Social App, Pushes Viewers To Hopper DVR Unit ..............................................................................................................................................180
Top Charts in Google Trends—The most searched people, places and things ...................................................................................................................180
Mary Meeker Predicts Wearable Computing Is The Next Phase - Here's Why................................................................................................................... 182
Two Out of Three Marketers Doubt Facebook Ad Effectiveness ........................................................................................................................................... 183
Venda de tablets deve superar a de PCs em 2015 ..................................................................................................................................................................... 183
Social media influences video choice ..............................................................................................................................................................................................184
TIM inicia testes com cartão de débito via NFC ..........................................................................................................................................................................184
Hearst Is the Latest Publisher to Jump On Native Ad Trend .................................................................................................................................................... 185
When Will There Be One Metric for All Screens?........................................................................................................................................................................186
Turn Report Shows A 15 Percent Increase In Display Ad Costs And A 45 Percent Drop In Mobile ............................................................................. 187
Why Marketers Need To Think 'Audience First' ...........................................................................................................................................................................188
Google Mobile App Tracking, Remarketing Tools On The Way ...............................................................................................................................................188
Can YouTube Eclipse Facebook?......................................................................................................................................................................................................189
Measurement Challenges Abound As Marketing Ecosystem Evolves ................................................................................................................................... 190
Moving from Big Data into an Era of Smart Data......................................................................................................................................................................... 191
A Performance Marketing Checklist for Small Advertisers ...................................................................................................................................................... 192
From Clicks to Bricks: Online Retailers Dabble in Physical Stores ......................................................................................................................................... 193
Sports Illustrated Starts Live, Daily Half-Hour Video Show ...................................................................................................................................................... 194
Latin American e-commerce grows ................................................................................................................................................................................................. 196
Five ways technology has failed us ................................................................................................................................................................................................. 196
Tween Girls Susceptible To Mobile Advertising .......................................................................................................................................................................... 199
The Rush to Go Live With Mobile ..................................................................................................................................................................................................... 199
Nearly everything you think you know about strategy and innovation is wrong. ............................................................................................................... 200
Retail Success Still Depends on Core Principles ........................................................................................................................................................................ 205
"Why shopping will never be the same," Retailers underuse customer data ....................................................................................................................... 214
Three Lessons Digital Video Advertisers Should Learn from Direct Marketing ................................................................................................................. 214
The Number One Reason Kids Don’t Need Facebook? They Literally Don’t Need Facebook. .......................................................................................... 215
Why some brands become uncool.................................................................................................................................................................................................... 216
Double iPhone screen with Popslate ............................................................................................................................................................................................... 217
Why events are the last bastion of integrated marketing......................................................................................................................................................... 218
How Walmart's mobile-led strategy drives a seamless shopper experience ....................................................................................................................... 219
Magazine Luiza want to include NFC in SIMcard with your brand.......................................................................................................................................... 222
The Perils Of Google Glass............................................................................................................................................................................................................... 222
Why John McCain Is Trying To Blow Up The Cable Industry ................................................................................................................................................... 223
Yahoo Adds Tweets To News Feed ................................................................................................................................................................................................ 224
Marketing-Mix Models Get Pushback As Media Landscape Changes Advertising Research Foundation To Look Into ROI Standard .............. 224
Meredith Expands Program Guaranteeing Sales Lift for Big Advertisers ........................................................................................................................... 226
Content Curation: The Big Picture................................................................................................................................................................................................... 226


Page 5

Financial Services: The Mobile Vertical to Watch ....................................................................................................................................................................... 228
Start Listening: Why Testing Alone Isn't the Answer ................................................................................................................................................................ 228
The Tragic Beauty of Google+ ......................................................................................................................................................................................................... 229
Agencies get incentivised .................................................................................................................................................................................................................. 231
Pesquisa sobre o uso de hashtags no Instagram ........................................................................................................................................................................ 231
Car Paint, Heal Thyself ....................................................................................................................................................................................................................... 234
Scarcity is the problem By Sam Thielman .................................................................................................................................................................................... 235
The Most Important Thing In The Digital Age .............................................................................................................................................................................. 236
'Loyalize' Customers by Remembering Their Needs................................................................................................................................................................... 236
YouTube pay channels get mixed reaction ................................................................................................................................................................................... 237
How to tell if a couple will get divorced......................................................................................................................................................................................... 238
9 Predictions: Media Guy Sees The Future and It Ain't Pretty ............................................................................................................................................... 239
Why Persuasive Technology Just Might Redefine Advertising ............................................................................................................................................... 240
Will Target's Cartwheel Start Social, Mobile Revolution? ......................................................................................................................................................... 240
For Auto Buyers, Online Reviews' Influence Rivals Professional Opinions ............................................................................................................................ 241
The One Infographic About the Digital Revolution You Need to Understand ......................................................................................................................244
MEC Launches Digital ......................................................................................................................................................................................................................... 247
Spotlight On Brazil: RTB Gaining Ground In A Diverse Advertising Market ........................................................................................................................ 247
In Content Era, What’s the Role of Agencies?.............................................................................................................................................................................. 251
Survey Points To RTB's Growth ...................................................................................................................................................................................................... 252
Tablets Grab Nearly Half of Mobile RTB Share Worldwide ...................................................................................................................................................... 252
Será que agora até o Google paga bônus por volume (BV) no Brasil? ................................................................................................................................ 253
Augmented Reality & the Move to the World of Flat Surfaces ............................................................................................................................................... 254
The Data Made Me Do It The next frontier for big data is the individual. ........................................................................................................................... 255
Mobile Path To Purchase Starting At Searches Becomes Clearer ........................................................................................................................................ 256
Facebook looks to video ads as it seeks new revenue streams............................................................................................................................................ 257
14 Telling Signs You Love Your Job ............................................................................................................................................................................................... 257
Nissan plans "scientific" marketing................................................................................................................................................................................................. 259
Study - Understanding the Effect of Digital Signage in the Casino ...................................................................................................................................... 260
How to Save the Life of Any Meeting ........................................................................................................................................................................................... 260
5 Free Excel Add-Ins to Help Digital Marketers Decipher Big Data ...................................................................................................................................... 260
Marketing in 2013 - Ads Are Only the Beginning ....................................................................................................................................................................... 262
Financial Times 2013 special report on Digital & Social Media Marketing........................................................................................................................... 265
The Easy Way to Create a Video Testimonial ............................................................................................................................................................................. 272
Cross-platform marketing grows .................................................................................................................................................................................................... 273
Celebrity Endorsements are Dead, Long Live the Celebrity Endorsement........................................................................................................................... 274
Moms Dote On Social Networks ..................................................................................................................................................................................................... 275
DoubleVerify Uncovers Ad Fraud Tied to Copyright Infringement Sites, Costing Online Advertisers $6.8M Per Month ...................................... 276
Video Convergence Is Here: Adapt Or Face Extinction ............................................................................................................................................................. 278
Streaming Media Devices Rising, Connected TVs Lag In Online Use .................................................................................................................................... 279
What Does Programmatic Ad Buying Mean In A Cross-Media World? ................................................................................................................................ 279
Advertisers face IMC challenges.....................................................................................................................................................................................................280
The Three Stages Of Funding A Startup ........................................................................................................................................................................................ 281
Mobile Soars, But Future Appears Multiscreen ........................................................................................................................................................................... 282
Advertising 2020 ................................................................................................................................................................................................................................. 283
This Is Why Advertisers Need to Get Serious About Video Embrace new formats .........................................................................................................284


Page 6

Email Before Breakfast -- And Other Trends .............................................................................................................................................................................. 285
SMG Strikes Exclusive 1-Year Deal For Online Video Optimization, Works Like A TV Optimizer ................................................................................286
Havas Media, DG Ad Partnership Crosses TV, Online .............................................................................................................................................................. 287


Page 7

8 Management Lessons From A Great Boss
On Wednesday this week we will gather to mark the retirement of Jack Klues from the Publicis Groupe.
In a 35 plus year career, Jack spun out Leo Burnett Media into Starcom, managed its merger with Mediavest to form Starcom
Mediavest Group, oversaw Publicis Groupe Media which combined Zenith Optimedia and SMG after being acquired by Publicis
and along with David Kenny at first and then alone, headed VivaKi which combined Publicis Groupe‘s media assets and the digital
giants Digitas and Razorfish.
When he stepped down as CEO at the end of 2012 to take on a six-month transitory stint as VivaKi‘s Chairman, VivaKi accounted
for nearly 40 percent of Publicis Groupe revenue and over 60% of its growth. Jack was also the only American on a five member
Publicis Board of Directors.
And as a last act he along with Maurice Levy, re-engineered VivaKi despite its success to position it for the next few years in a
networked global world where collaboration will be an essential requirement since no one company will be able to do it all.
Not bad for a guy from Quincy Illinois.
I have worked directly for Jack for the past 15 years Jack has become not just a boss but also a mentor and a friend. Most
importantly he taught me, as he has done so many others, some of the most important management lessons. Here are a few:
1. There is no substitute for hard work: Jack was always on and always in. He is wickedly smart but does not rest on his laurels and
is continuously involved and focused on work. (While making sure he always spent time with his priority one his family) . He never
called it in. Tim Ferris and all those books of 4-hour workweeks and stuff are full of absolute shit. If you want to do well you have to
work your butt off. Period. Even if you are supposedly smart.
2. Constantly learn and keep upgrading your skills: One of the things Jack had me do every four or five months was to organize a
―mind expanding trip‖ to expose him to people, firms, concepts that he had never seen or thought off. From Atom Shockwave Films,
who were a pioneer in digital video and flash animation production a decade ago to Blue Fin Labs long before anyone knew who
they were to folks whose sole mission was to destroy our business model, he saw and learned from them all.
3. Integrity and your word is everything: Jack hates losing. But he will not win at any cost. Integrity, fair play, transparency are his
touchstones. If he makes a commitment he will keep it. No ifs or buts.
4. Be accessible and encourage challenges:A case can be made that Jack was one of the three most powerful and busiest men at
Publicis Groupe, but you could always see him and tell him what was on your mind. If you were a student, a start up, a nitwit or
someone who wanted to sell him an idea, he always found time to meet folks. There were no chiefs of staffs or bevy of executive
assistants to shoo away people. His belief was it was essential for him to learn, to listen, to be available. Most importantly he
encouraged people to challenge him. You always respected Jack but you never feared Jack.
5. Always take ideas to Clients and always tell them what you think: Jack loves Clients and getting involved in their business. He
always was thinking about ideas for them and while very respectful often told them very inconvenient truths. He respects Clients but
he cared that they respect him.
6. Your success is mostly not because of you: Jack believes that his success was due to a combination of many factors a majority
that had little to do with him. First, it was the talent around him. Second, it was the company he was working for (Jack always kept
company first and never became bigger than the company), third it was the prestige of the Clients he got to do work with and finally
a lot of it was pure luck and timing. To this day, I never take any body that believes they are superstars who have achieved it all
them selves seriously. Never forget where you came from and all those who helped you.
7. Celebrate the team and make stars of your people: Jack has over the years nurtured hundreds of talented people who he not
only gave opportunities to but also put them in the spotlight. His belief was the more people he made stars around him it reflected
not only the reality of their contributions, but allowed him to attract even more great folks
8. Put others first. Be Generous: Jack always thinks of others. He also gives back to charity like the Off The Street Club and to
the University of Illinois among others. It‘s never about Jack. It‘s about the team and The Company.
Let me end with a story.
About 11 years ago we were involved in a critical pitch. Due to weather all flights had been cancelled from Chicago and Jack had
got a private plane to fly us out from Urbana Champaign. I finished attending my elder daughters middle school graduation late in
the evening and caught a train to Urbana where I arrived at a fog bound station at midnight.
In the gloom of the deserted station sat Jack Klues who said, ― After this long trip I thought you would need a ride to the hotel‖

Brands Can Learn From Moms How To Create Content
By Holly Pavlika Friday, July 5, 2013
According to eConsultancy and Outbrain, 42% of companies say they lack the human resources and the budget (35%) for content
marketing. And a study by Curata revealed creating original content is seen as the biggest challenge for 69% of content marketers.
But today‘s social media moms are masters at coming up with the content they need to manage their multi-channel brands.
And brands challenged by content creation can learn a lot from them.
1. Crowdsourcing article ideas: moms will join forces and crowdsource an idea and cross promote on their owned channels
extending their reach beyond just their own channels. Brands can select 3-4 employees to easily crowdsource material for the
company blog.
2. Commenting on news and trends: many bloggers have Google Alerts in place for topics they write about. Brands should have
alerts on their competitors.


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3. Using/creating great infographics: more and more moms are creating or using infographics and sharing them on not only their
blogs, but curating them on Pinterest.
4. Interviewing local people who are newsworthy: moms reach out people in their local communities to create relevant localized
content.
5. Interviewing fellow bloggers: this is an easy way in which moms get content and leverage the interviewee‘s social graph and
reach.
6 Do article exchanges: moms will bargain with each other for guest post exchanges. Businesses can do the same by sharing
thought leadership with non-competitors.
7. Curate lists: search any site and you will see curated lists on everything from top bloggers to sites and apps they recommend.
8. Scoop.it: many bloggers use Scoop.it to stay on top of topic areas relevant for their readership. It‘s a great place for businesses
to stay current and get ideas for articles and commentary.
9. Ask readers: most bloggers at some point will ask their audience what they want to see.
10. Recycle and update old posts: a trick many of the renown bloggers will use. Good content gets buried, but there‘s nothing
wrong with uncovering it, updating it and re-posting the good ones.
11. Capture everything: with Vine or now Instagram, it‘s easy to create short video. And visual content gets the best engagement so
do what bloggers do: carry a camera, camera phone or iPad with you wherever you go to not miss a content moment. It‘s second
nature to a seasoned blogger.
And last, but not least, you can always hire a blogger to create content for you. After all, organic is more likely to get clicked on than
any paid advertising.

Australians spend at least one hour a week shopping for a deal
by: LUCY KIPPIST From:news.com.au July 04, 2013 4:46PM

Whatever you want.Just cheaper.
AUSTRALIA, we love a bargain. At 8pm every Sunday thousands can be found scrolling through eBay - probably on our mobile
phones - hitting up the 4000 different deals.
This is the peak time for the bargain-hunting website, but according to the results of a recent Galaxy poll, the average person will
commit at least an hour every week to snaring the best prices.
Galaxy reckons Australia has become a nation so comfortable with the idea of haggling, that more than 60 per cent of us now flatout refuse to pay full price for electrical goods, clothes, insurance, holidays and even eating out in restaurants.
Tim Wolfenden is managing director of Make It Cheaper, a site dedicated to tracking down the best deals on things such as
broadband and utility bills. He says online shopping has transformed the average consumer's shopping habits.
"Being able to jump online and do research has given people who would normally not like to ask for a cheaper price the confidence
to start negogitating," he said.
"Now you can pick up the phone to any provider and say 'I am reviewing my options, what's the best price you can give me'."
What's your favourite online bargain hunting site? Comment below


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Reg Whitehall is a living, breathing example of this idea in practice. The 75-year-old pensioner from Wagga Wagga in central New
South Wales is convinced we have the internet to thank for our new bargaining power.
"Before [the internet] you had to go down to the shops and pick up a catalogue. Then you'd come home and compare them before
heading back and getting the best price. Now I just zap on the computer and have a look for myself," Mr Whitehall said.
Being in a regional area has real advantages for deal hunters. According to Mr Whitehall, the big stores such as Woolworths, Kmart
or Harvey Norman are all within proximity in Wagga Wagga, which makes it easy for people to drive around and pick up the
bargains.
But on the other hand, the distance from Sydney rules out their access to bargains from department stores that won't deliver
outside metropolitan areas.
So perhaps that's where eBay comes in? Megan English, spokeswoman for eBay Australia, said that men were actually
outspending women on the auction site.
"Two thirds of our customers on the site during peak times are snapping up the deals and they're mostly buying tools and electrical
products," she said.
But the biggest deals by far are Apple products that apparently "jump off the virtual shelves". And here's a tip for diehard eBayers.
Ms English revealed the best time for shopping is 10am Tuesday and Friday, when the week's latest deals are first posted online.
Back in Wagga Wagga, Mr Whitehall (who is also a recent eBay convert) told news.com.au that while the internet made life easier
for shoppers, there was more to life than staring at a computer screen all day.
"I'm still from the old-school, so I don't use it every day. Some people I know are sitting in front of the computer all day [just to find a
bargain]. But I don't want to do that. I'd rather be out fishing or walking in the fresh air, as long as the weather is good," he said.
And that sounds pretty good from where we're sitting.
Read more: http://www.news.com.au/breaking-news/australians-spend-at-least-one-hour-a-week-shopping-for-a-deal/storye6frfkp9-1226674899813#ixzz2YE1YE2Kl

The Mobile App & Shopper Happiness
by Chuck Martin,
After writing about how mobile commerce is an end-to-end experience (Mobile Shopping & the End-to-End Cycle) a few days ago, I
came across an interesting piece of research that examines many of the components of this shopping behavior.
Rather than reviewing the whole gamut of retail shopping, researchers at GigaOm Pro looked specifically at behaviors of only
smartphone owners.
By types of physical stores, at least by the measurement of extreme satisfaction, there‘s a range of view. By category of store
where smartphone owners are very happy:
•

33% -- Membership warehouse clubs

•

32% -- Discount stores

•

30% -- Grocery stores

•

27% -- Home improvement/hardware stores

•

26% -- Drug stores

•

18% -- Consumer electronics/appliance stores

As a general benchmark, the majority (52%) of smartphone owners are very happy with Amazon compared to about a quarter
(27%) very happy with other online stores, so Amazon continues to be commerce king..
I found the insight on the use of mobile apps to be one of the more intriguing points in the study.
For consumers using mobile shopping apps by purpose, finding coupons is at the top of the list, as you might expect, followed by
other reasons.
•

28% -- Find coupons

•

27% -- Compare prices

•

25% -- Find upcoming events

•

25% -- Get offers and deals

•

20% -- Shop for gifts

•

20% -- Compare products

•

19% -- Check stock in stores

•

19% -- Remember products to buy

•

18% -- Keep up with new products

•

16% -- Manage rewards earned


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While many consumers access retail websites from their phones while they shop, this research indicates that merchants ignore
apps at their own peril.
In virtually every category of shopping purpose, mobile app users were happier with their shopping experience than non-app users,
The obvious app development is to automate some of these functions and include them within the apps, which no doubt is being
worked on.
Many of the functions already are available manually, such as price checking, coupon redemption and shopping lists.
Automating some of these functions can aid in the search for the friction-free mobile shopping experience.
Read more: http://www.mediapost.com/publications/article/203946/the-mobile-app-shopperhappiness.html?edition=61929#ixzz2YDlASlgw

The new rules of the hyper-social, data-driven, actor-friendly, super-seductive
platinum age of television
BY TOM VANDERBILT 03.19.13
From Game of Thrones to the new Arrested Development, television is better than ever. And it‘s not just a lucky accident. Turns out
that networks and advertisers are using all-new metrics to design hit shows. Under these new rules, Twitter feeds are as important
as ratings, fresh ideas beat tired formulas, and niche stars can be as valuable as big names. Case in point: Mad Men and
Community‘s Alison Brie.

Illustration by LAMOSCA
On February 7, the fourth season of Community kicked off on NBC. It was something of a shock that the show had survived for so
long. It ranked 193rd among broadcast shows. In May 2012, series creator and showrunner Dan Harmon had been
unceremoniously canned. And on the night it aired, the season premiere pulled in just 4 million viewers. That‘s a mere quarter of
the audience enjoyed by ratings juggernauts like Two and a Half Men or The Big Bang Theory. It even underperformed a rerun of
the ABC reality show Shark Tank on the Nielsen charts.
Until recently, those 4 million viewers would have been the end of the story. Just a few years ago, similar niche favorites like
Jericho and Firefly were summarily executed for such numbers. In fact, cult legend Freaks and Geeks averaged nearly 7 million
viewers in its single, 1999-2000 season before getting canceled. But that night in February, Communityaccomplished something
that none of those shows ever had the chance to do—it spawned two worldwide trending topics on Twitter.
All of your favorite shows are ratings dogs. Breaking Bad, Girls, Mad Men—each struggles to get a Nielsen score higher than 3,
representing about 8.7 million viewers. And it‘s not just cable. NBC‘s 30 Rock struggled to top a score of 2.5, and Parks and
Recreation rarely cracks Nielsen‘s top 25. There are two possible conclusions to draw from these facts: (1) All these shows should
be canceled, or (2) maybe the ratings are measuring the wrong thing. Since the 1970s, television has been ruled by the Nielsen
Family—25,000 households whose TV habits collectively provide a statistical snapshot of a nation‘s viewing behavior. Over the


Page 11

years, the Nielsen rating has been tweaked, but it still serves one fundamental purpose: to gauge how many people are watching a
given show on a conventional television set. But that‘s not how we watch any more. Hulu, Netflix, Apple TV, Amazon Prime, Roku,
iTunes, smartphone, tablet—none of these platforms or devices are reflected in the Nielsen rating. (In February Nielsen announced
that this fall it would finally begin including Internet streaming to TV sets in its ratings.)
And the TV experience doesn‘t stop when the episode ends. We watch with tablets on our laps so we can look up an actor‘s IMDb
page. We tweet about the latest plot twist (discreetly, to avoid spoilers). We fill up the comments section of our favorite online
recappers. We kibitz with Facebook friends about Hannah Horvath‘s latest paramour. We start Tumblrs devoted to Downton decor.
We‘re engaging with a show even if we aren‘t watching it, but none of this behavior factors into Nielsen‘s calculation of its impact.
Since Mad Men debuted on AMC in 2007, the cable channel‘s subscriptions, licensing fees, and ad revenue have all grown
dramatically. In other words, quality original programs mean big money.

Total Twitter followers
•

Two and a Half Men: 14.1 million

(Ashton Kutcher: 98 percent, 13.8 million)
•

Vampire Diaries: 12.4 million

•

Pretty Little Liars: 7.4 million

•

Community: 6.1 million

(Joel McHale: 50 percent, 3.1 million)
•

Modern Family: 5.7 million

(Sofia Vergara: 69 percent, 3.9 million)
•

Family Guy: 5.3 million

(Seth MacFarlane: 73 percent, 3.8 million)
•

Parks and Recreation: 4.8 million

(Aziz Ansari: 58 percent, 2.7 million)
•

The Big Bang Theory: 3.8 million

(Kaley Cuoco: 32 percent, 1.2 million)
•

The Walking Dead: 2.1 million

•

NCIS: 1.2 million

•

Girls: 940,000 (Lena Dunham: 83 percent, 780,000)

•

Sons of Anarchy: 690,000

•

Game of Thrones: 640,000

•

Mad Men: 570,000 (Alison Brie: 75 percent, 430,000)

•

Homeland: 265,000

Networks are finding new ways to measure popularity. Thank God.


Page 12

So far, advertisers don‘t have a good way to track that viral activity. But many of them are willing to pay for it—even if the official
Nielsen ratings don‘t measure up. ―It‘s more about the social media zeitgeist of the program,‖ says Jackie Kulesza, a senior vice
president at Starcom USA, which buys advertising time. 30 Rock, which managed to stay on the air for seven seasons despite
perennially low ratings, ―was very strong in this area.‖ That helps explain why Nielsen and others have been scrambling to generate
a new kind of TV rating, one that takes into account all of the activity that occurs on screens other than a television. In November,
Nielsen purchased SocialGuide, which analyzes ―the social impact of linear television,‖ according to the company‘s website. One
month later, it announced a partnership with Twitter in an effort to devise a new social-TV rating, which will debut this fall. In
February, Twitter itself purchased Bluefin Labs, a social-TV analytics company.
It all adds up to a potentially thrilling new era for television, one that values shows that spark conversations, not just those that hook
us for 30 minutes. The stakes are high: Get it right and great programming will continue to thrive. Get it wrong and the $70 billion
television industry is in jeopardy—and so is your favorite show.
In the years after its founding in Chicago in 1923, the A.C. Nielsen Company thrived, thanks to a commitment to math and
technology. While its competitors called random households and asked them what they happened to be listening to on the radio at
that moment, Nielsen developed more sophisticated sampling methods. Rather than rely solely on self-reporting, Nielsen employed
a device called the Audimeter that used photographic tape to automatically record listening activity. When television arrived,
Nielsen used similar meters for viewing—although they were supplemented with paper diaries. But by the late 1950s, Nielsen sat
comfortably atop the media-ratings industry. It had few competitors, and since television habits remained static, it had little reason
to keep innovating.
But the widespread adoption of the DVR in the mid-2000s roused Nielsen from its torpor. In 2007 the company hammered out its
―C3″ rating, a metric that includes the number of people who watched a show—and therefore the commercials—up to three days
after its original airing. (The company also came up with a C7 tabulation, tracking audiences for a full week.) Networks loved the
number—it seemed a truer representation of their shows‘ actual audience. But at first advertisers didn‘t pay much attention.
Viewers who recorded a show on a DVR were assumed to be fast-forwarding through the commercials and thus immune to sales
pitches.
2012‘s most engaging telecasts, by mentions online
•

Election Day Coverage (multiple networks): 19.2 million

•

2012 MTV Video Music Awards (MTV): 19.2 million

•

Super Bowl XLVI (NBC): 17.5 million

•

Grammy Awards (CBS): 17.1 million

•

Presidential Debate: Domestic Policy (multiple): 13.7 million

•

2012 Summer Olympics: Closing Ceremony (NBC): 11.7 million

•

BET Awards (BET): 10.1 million

•

Vice Presidential Debate (multiple): 8.1 million

•

2012 Summer Olympics: Opening Ceremony (NBC): 7.6 million

•

Presidential Debate: Town Hall (multiple): 6.6 million

•

Source: Trendrr

Over time, though, that meant ignoring more and more viewers. Today, it‘s not rare for a huge portion of a show‘s audience to
watch it well after it originally aired. CBS, for example, recently released data showing that the viewership for its Sherlock Holmes
reboot, Elementary, skyrocketed when seven days were tracked—its rating among the valuable 18- to 49-year-old demographic
shot up 64 percent. (And there‘s no reason to stop at seven days. Millions of hours of TV get watched beyond the one-week cutoff.
Science fiction shows, it turns out, are particularly likely to be watched more than a week after they air.)
Eventually, advertisers began to find ways to reach even those ad-skipping viewers. They created campaigns that mimicked the
look of the show they aired against—in some cases using the same locations and actors—in an effort to trick fans into releasing the
fast-forward button. (There‘s even a name for these spots: podbusters.) And they optimized their spots so that their brand could be
recognizable even at six times the normal playing speed. Indeed, some researchers have found that fast-forwarders are even more
attentive to ads, since they‘re watching closely to see when the commercial block has ended.
The lesson is that once you identify and track how an audience actually interacts with television, it‘s only a matter of time until
advertisers create ways to sell stuff to that audience. And when a full 40 percent of Twitter‘s traffic during peak usage is about
television, it‘s not hard to see where the action is headed. ―This is a huge topic of conversation,‖ says Steve Hasker, Nielsen‘s
president of media products and advertiser solutions. ―Their ad sales guys want to be able to go to the market and say, ‗Our
program has three times the engagement, because we‘ve got many more people tweeting about it—and by the way, they‘re young,
they‘re tech-savvy, and they buy lots of products.‘‖
And that‘s why, some day in the near future, a show‘s tweetability may be just as crucial as the sheer size of its audience. It‘s
something that advertisers and networks already realize, albeit in a vague and unquantified way. But as Nielsen—and other
analytics companies—race to capture a show‘s true impact across all platforms, it will change the way those shows are valued.
That‘s good news for television that is worth talking about, watching again, chewing on, Tumbling over. It‘s good news for all of us.

Tom Vanderbilt (tomvanderbilt nyc@gmail.com) wrote about autonomous cars in issue 20.02.


Page 13

Venda de tablets cresce 164% no 1º trimestre do ano no Brasil
Pesquisa do IDC aponta que 1,3 milhão de unidades foram vendidas. Projeção é de 5,9 milhões até o final de 2013
Proxxima 03/07/2013 14:01
Os tablets estão cada vez mais presentes na vida dos brasileiros. Segundo um estudo realizado pelo IDC Brasil, a venda de
tablets no País cresceu 164% no primeiro trimestre de 2013, em comparação com o mesmo período do ano anterior. Com isso, a
pesquisa aponta que mais de 1,3 milhão de aparelhos foram vendidos.
Além disso, o crescimento do consumo de tablets fica mais evidente quando se compara o número registrado no primeiro trimestre
deste ano, com o total registrado no ano de 2011 - quando foram vendidos 1,1 milhão de tablets no Brasil, segundo a consultoria.
A expectativa do IDC é que 5,9 milhões de aparelhos sejam vendidos durante 2013, um aumento de 81% em relação a 2012.

Social media generates ROI
LONDON: Social media can be effective at driving brand sentiment, enhancing consumer engagement and increasing brand
loyalty, as well as generating a potential ROI of more than 3:1, a new report has claimed.
Research for the Internet Advertising Bureau UK (IAB UK), a trade association for digital advertising, examined more than 4,500
quantitative survey responses and 800 research panel interviews, as well as the social media pages of three FMCG brands over an
eight week period, in order to assess the impact of social media at various stages in the purchase funnel.
It found that four out of five consumers would be more inclined to buy a brand more often in the future after being exposed to a
brand's social media presence, while 83% of consumers exposed to social media would trial a brand's product.
All three brands considered experienced an uplift in sentiment after implementing their social media campaigns, of 22% in the case
of food business Heinz, 19% for tea company Twinings, and 17% for snack foods brand Kettle.
The IAB suggested that for every £1 spent in social media, a potential value of £3.34 could be generated.
The study also revealed that posting regularly about a new product drove greater likelihood to trial, as was demonstrated by Heinz
Beanz's promotion of its new Snap Pots during the research period.
"In the case of encouraging trial for a newer product line, frequency becomes even more important to support the new concept, as
the IAB study illustrates," commented Ian McCarthy, Heinz's Marketing Manager.
Ian Ralph, the Director at Marketing Sciences who conducted the research, noted that social media could turn brand customers into
brand fans. "By making people love, not just like your brand, you're more likely to drive future purchases and increase sales," he
said.
Writing in the current edition of Admap, Bryan Urbick of the Consumer Knowledge Centre, cautioned against reliance on the easily
measurable metrics of social media, such as 'likes' and 'retweets', and argued that social must shift product.
He referred to the salutary example of Pepsi's Refresh project, which saw the brand reallocate substantial budget away from
traditional media into a social-media driven cause-marketing program supporting local organisations.
The campaign was deemed a success according to standard social media metrics, such as 'likes' and 'followers', yet Pepsi lost
2.6% of the US carbonated drinks market over the same period.
Data sourced from IAB, Admap; additional content by Warc staff, 4 July 2013
Read more at
http://www.warc.com/LatestNews/News/EmailNews.news?ID=31614&Origin=WARCNewsEmail&utm_source=WarcNews&utm_me
dium=email&utm_campaign=WarcNews20130704#gjkRguPqjLYmLimI.99

Telefônica/Vivo vai lançar publicidade móvel através de SMS geolocalizado
Marina Tsutsumi
A Telefônica/Vivo assumiu a necessidade de investir em mobile marketing e, como um dos focos dessa área, vai lançar no início
de 2014 uma ferramenta de SMS em tempo real com base na localização do assinante. A empresa enviará mensagens
publicitárias customizada de acordo com o posicionamento e com os interesses dos clientes.
―Somos a primeira operadora no Brasil a assumir o mobile para agregar valores, como um veículo de mídia. É claro que
respeitamos a privacidade dos usuários, e com o SMS real time será possível oferecer mensagens relevantes, de acordo com os
interesses dos clientes‖, diz Andreza Santana, reponsável pela publicidade na Telefónica Digital.
Atualmente, a divisão digital da empresa possui sete produtos na área mobile no País e 55 milhões de assinantes que aceitam
receber mensagens de publicidade (opt-in). ―Sabemos que o retorno mobile é maior do que o online. Para se ter uma ideia, 97%
dos SMS são abertos em menos de cinco segundos após o recebimento‖, completa Santana.

Don't Advertise Unless You Need To
By Cory Treffiletti Wednesday, July 3, 2013
I finally got caught up on ―Mad Men‖ this past week, and I was struck by the scene where Don Draper tells Hershey‘s they don‘t
need to advertise. Can you imagine an agency person saying that now? I can, though not for the same reason you might think.


Page 14

There‘s a nuance to that line that I latched on to, though maybe not everyone else did. It‘s the difference between advertising and
marketing. To me, advertising is paid media, whereas marketing is more holistic of everything you do as a brand to engage your
customers. Advertising is a subset of marketing. Even though you may market your brand, you may not advertise your brand.
There are many brands that have done well over the years with little to no ―advertising.‖ For years Pabst Beer did not advertise,
though it did lots of underground marketing and as a result transformed into a hipster brand, which served it well. For many years
Apple did little to no advertising and managed to create a culture of fanaticism, which the company parlayed into a massive
advertising campaign to become one of the largest and most iconic brands in the world. I still don‘t remember having seen many, if
any, ads for Hershey‘s chocolates, but I know the company does a ton of marketing and it works.
Marketing is an art form powered by science, a dashboard with far too many buttons and levers to count (advertising is one of
those levers). If you want to work at an advertising agency, you learn how to plan, spend and measure the effects of an ad
budget. Working as a marketer is different because you have to learn about so many different ways to engage with customers.
The industry likes to bucket these things into paid, earned and owned media, but it‘s much more diverse than that.
In the ‗60s, I would imagine that most agencies focused on what was paid because that was what they had to work with. There
was no clutter, few choices, and the mass audience engaged with the same basic media outlets: NBC, ABC and CBS. Radio was
still strong, and print was focused on the newspapers, like The New York Times.
At some point along the way, brilliant people came along and developed experiential marketing, street teams, and other ways of
reaching an audience. Branded content, product placement and sponsorships came to light. Advertorials, affinity marketing, CRM
and loyalty programs were launched. Shopper marketing, point of sale, affiliate programs and cause-based marketing were
created. Don Draper and his team would be shocked at the options they would have in 2013 -- and that‘s without even touching on
the Internet. I used to say that advertising is not rocket science, but in some ways marketing is closer to complex thinking than I
ever would have thought it was.
My professors in college prepared me for a world of advertising, and my first job prepared me for a world of marketing. College
prepared me for communications planning and how to allocate budgets, but my first job forced me to think outside the paradigms of
advertising and examine new and interesting ways to reach people. It didn‘t hurt that I started my first company at 21 as well,
providing marketing solutions for artists and bands in New York. I had to come up with new ways to reach people using methods
that didn‘t cost money. That solution feels like the root of marketing: doing more with less, and doing it well.
So the next time you‘re sitting down to think of how to speak to your customers, think about the role of advertising vs. marketing
and how they differ. I think you‘ll see an open opportunity to try some different things. Whether you‘re a brand manager or an
agency account person, you‘ll start to find new ways to break through the clutter -- and they may not require advertising!

Wible's Weekly - SVOD Overlap, TV Everywhere Improvements, and COPPA
Complication
By Tony Wible- Janney/MediaEntertainmentPublished: July 3, 2013 at 5:9 AM PDT
SVOD Updates – According to a report by NPD Group, there was a 34% YoY increase in SVOD viewers watching TV shows in
1Q13. NFLX captured 89% share of the viewing units, which was down a bit form 93% in 1Q12. Hulu Plus grew its share from 7%
in 1Q12 to 10% in 1Q13, while AMZN Prime accounted for 2%. Subscribers are now more likely to try multiple services. NFLX only
subs fell to 67% from 76% in 1Q12 while 10% now use both NFLX and AMZN and 8% use NFLX and Hulu. The market place may
get even more fragmented, as DISCA is prepared to offer direct consumer subscription services in a new window between
traditional VOD and SVOD.
TV Everywhere –According to comScore, TV Everywhere viewers across seven MVPDs grew 24% since January with a
commensurate 27% increase in the number of videos streamed. However, CMCSA showed an odd 3% drop in viewers despite the
fact that it has the largest platform. It appears that viewers are moving to TV Everywhere for must-see live programming based on
the spike of XFinity viewership during the NCAA basketball championships in March. These are encouraging signs given the
ratings, rights, and authentication headwinds that have plagued the service to date. However, TV Everywhere remains relatively
small compared to SVOD providers with on a 1.6% combined share vs. 10.6% for NFLX.
COPPA Connection – Apps for kids are currently extracting more user data than most users are aware of, without parental consent,
according to a WSJ article. Collecting data from kid-friendly apps will be more difficult after July 1, when the new FTC rules on
children's online privacy (COPPA) take effect. A recent WSJ article notes that many apps collect more data than most users are
aware of. This new hurdle will limit the effectiveness of targeted adverting, and while it is a very tenuous connection, we believe that
makes traditional advertising incrementally more attractive to the benefit of names like VIA.
Digital Offset – NPD estimates that U.S. consumers spent $3.5 billion on games in 1Q13, which is flat YOY and reflects a 25% YOY
increase in digital sales that offset weaker end of cycle packaged goods sales. The company estimated there was $559 million
spent on used games and rentals and another $1.59 billion spent on all forms of digital media (DLC, social media, mobile, etc.).
The numbers imply that digital is the largest component of overall videogame content spending. Separately, there are reports that
GOOG is developing a videogame console that we suspect will push Android mobile games to TV screens. We do not believe this
is a threat to console gaming and note that GME also recently made an investment in a similar hardware concept company called
Game Stick.
Digital Marketing – According to a survey by marketing software company Vocus and Inc. Magazine, small businesses are quickly
moving to digital marketing strategies (website and social media) as we suspect financial and technical hurdles for digital marketing
tools come down and are now seen as a more attractive alternative to traditional media. Small businesses currently have relatively
simple goals but increasingly use digital tools to help drive customer engagement and reach new customer segments. Over time,
this may signal a potential shift in local marketing away from local print, radio, and TV - albeit we believe each media serves a
different purpose.


Page 15

Tony Wible joined Janney Montgomery Scott in 2008 and is a Managing Director covering the Media and Entertainment sector after
spending the previous 10 years at Citigroup Investment Research—most recently covering the Broadcasting and Entertainment
Services industries.
Tony can be reached at twible@janney.com.
Janney Montgomery Scott LLC, is a U.S. broker-dealer registered with the U.S. Securities and Exchange Commission and a
member of the New York Stock Exchange, the Financial Industry Regulatory Authority and the Securities Investor Protection Corp.
Disclosures may be reviewed at Wible's Weekly.

Online Video's Growing Pains
by admin , Tuesday, July 2, 2013
The fastest growing channel in online advertising, online video is exploding. How many times have you heard that before?
It‘s all true. But what‘s also true is that it could do a lot better.
Nielsen's recently released TV ratings don‘t look good. Ratings of all shows of all broadcasters declined, some by more than 20%.
And everyone saw it coming. So why didn‘t video (TV and online) planners and buyers compensate for the lost TV viewership with
increased online buying?
I think there are several big barriers preventing them from making the move.
The Price of Video
Online video is still very expensive -- in some cases, more expensive than TV.
If I have to choose between spending the same amount for an old beloved product (TV) and a new, somewhat unproven product
(digital), I‘m going to stick with my favorite, thank you very much.
Happily, this is going to change soon. Prices will go down, with more content flowing from TV (watch for new cable channel content
via TV-everywhere platforms and new syndication agreements), and more production of made-for-Web premium content by
YouTube, AOL, Yahoo! and Netflix when they become ad-enabled). Until then, online is simply too pricey for some brands.
Oh, the Complexity
Online video remains complicated to execute, with five or six different screens, three operating systems, a multitude of encoding
specs and technologies, several ways to measure everything and myriad certifications and protocols.
Here, too, great progress has been made in the past few years. IAB‘s VAST is perhaps the most important component to unlock the
massive potential of online video. In the pre-VAST days, it was impossible to run online video campaigns at scale. Now it is
standard. Same goes for VPAID and interactive video campaigns
Of course, there are ways to streamline the process and make sure every ad is served to the right user and screen without a lot of
complexity. One is third-party ad serving, and if you aren‘t using it, you are making your life more difficult than necessary.
Fear of the Unknown
Over the past year, I‘ve had several conversations with TV folks that told me the ROI of online video is questionable.
―Seriously?‖ I responded. ―You have completion rate and click-through rate and conversation rate. You have brand lift surveys and
sales impact measurement tools and everything is tracked!‖
But TV people still lack the confidence they have with TV, when they know, having done this for 40 years, what will be the impact
on their brand or sales after buying a GRP point.
This barrier will take education and time to overcome. Online people need to have the patience and determination to prove, with
every campaign they run, that this medium is effective. It‘s up to us to explain the insights that can be drawn from analyzing online
performance.
Apples and oranges
When marketers extend their campaigns across TV and online, tallying reach becomes problematic. They have GRPs for TV and
impressions for online, but they don‘t know how to consolidate the two.
Nielsen and comScore offer terrific data tools that solve this problem, and there are aggregation and visualization tools out there to
make this data actionable for planners and buyers. Again, it‘s just a matter of time until these tools are widely adopted.
Can’t see transparency
I addressed this issue ( last year, and it hasn‘t budged much.
There are two major transparency issues with online video today:
1.
Buyers don‘t know what they are buying. The vast majority of online video is bought blind, and buyers cannot pick and choose
the content their ads will accompany. Compared with TV, online is missing the contextual and psychological link between the ad
and the content, which is what makes TV advertising so powerful.
2.
Unfortunately, some video networks are not totally honest with their clients and deliver less-effective, but much cheaper, inbanner ads when they promised in-stream ads. Even absent deception, buyers don‘t always know the player size, media mix
(premium vs. non-premium content) and whether or not the ad was actually viewable.


Page 16

There are two solutions to these problems: sellers must clean up their acts for the sake of the industry, and they must reveal to
advertisers the content and environment (player size, format, viewability) around the ad. In the meantime, buyers can protect
themselves by utilizing video verification and viewability tools.
Clearly, there are some hurdles preventing online video from reaching its potential, But soon, when there‘s more quality content
online, less complexity and fragmentation, more confidence in online, more tools for cross-channel analytics, and a lot more
transparency is common practice, online video will finally take off. And that will really be an explosion.

Mobile devices take more viewing time
NEW YORK: Mobile devices are taking an ever greater share of video viewing occasions, with live streams viewed via the devices
significantly more popular than video on demand, new research has stated.
Ooyala, the streaming media platform, measured the viewing habits of nearly 200m unique viewers among its partners in 130
countries, including Food Network, TVGuide, ESPN, Dell, the Times and Telegraph, for its Q1 Video Index report.
It found that video views on mobile devices rose by 19% in the first quarter compared to the final quarter of 2012 and now
accounted for 10% of all views. The comparable figure for the first quarter of 2012 was 4% of all views, reported MediaPost.
More than half the viewing time was spent on long-form videos that lasted more than ten minutes, at 53% of smartphone video
views and 52% of tablet views.
Some 40% of smartphone views were of videos that lasted 30 minutes or more, but for the longest forms of video (60 minutes or
more) tablets were the most-used platform, accounting for 25% all video views.
Larger screens, whether tablets, connected TVs or gaming consoles, yielded higher engagement rates, according to Ooyala.
"With viewers tuning in to their favorite long-form premium programming on all connected screens, video publishers have more
opportunities to place targeted mid-roll ads within their content," the report added.
"Savvy media publishers will use cutting-edge video analytics to understand and monetize plays on different device types."
Live streams were also far more popular than video on demand, as Ooyala established that the time spent on live video by tablet
users was an average of 16 minutes, or four times longer than the time spent with on-demand video.
Read more at
ttp://www.warc.com/LatestNews/News/EmailNews.news?ID=31607&Origin=WARCNewsEmail&utm_source=WarcNews&utm_medi
um=email&utm_campaign=WarcNews20130702#T7EeRIq5JIsYpuOs.99

DSPs: Still Not Enough
by Eric Bamberger, Monday, July 1, 2013
A colleague brought up some comments that I made two years ago about the weakness of DSPs and how they were just not
cutting it for marketers. He now wondered if things had changed any: Had DSPSs closed that gap? It was a valid question – it
wasn‘t that long ago that all anyone could talk about were DSPs. However, times have changed and DSPs are no longer the hot
new technology; in fact, they are far from the only game in town. It was true then and it‘s true now: DSPs are not enough.
While programmatic media buying didn‘t even have a name two years ago, everything seems to be real-time bidding (RTB) now.
The old story was, you had to use a DSP to centralize your efforts, but the truth is that they could never scale to meet marketers‘
needs. This still stands true, but for a different reason.
What has changed is the incredible amount of data available, and that the market‘s emphasis has now been centralized around this
fire hose of data. To this end, marketers are exploring all options for effectively leveraging this data across all marketing tactics.
It was this shift in attention that created an opening for DMPs. These data platforms have benefited from changes in the ad tech
marketplace, but the new challenge is connecting the dots between all of these tools, the data they collect and resources with the
knowledge to leverage it all. There is a very important human aspect and skill set needed for optimization and integrating all the
data points together that gets lost in the focus on pure technology and self-service solutions.
So now, DSPs are trying to pivot to DMPs to keep a toehold, but DMPs have their own flaws.
What marketers need to strive toward is an integrated approach: a truly data-driven media strategy. To achieve this, marketers
need not only to understand the value of their own data (first party) but also to figure out how to incorporate the immense amount of
third-party data to complement it in a media setting.
Where does this leave stand-alone DSPs?
It‘s clear that spending your display media budget in a single place didn‘t work two years ago, and it doesn‘t work now. There are
just too many data variables, inventory options, and media partners available to centralize display efforts to one partner. It‘s
impossible to cover all bases, and the potential loss of opportunity is too large.
Marketers need to stay current by testing new technologies and DSPs, which should be a part of their strategy, but not the only
part. Even after all this time, DSPs lack finesse and tactical expertise. They may be a good vehicle to get scale (up to a point) and
avoid duplication, but they clearly fall flat with more sophisticated marketing techniques. And, in the end, those sophisticated
techniques are impossible to achieve when focusing on a single channel. Marketers need not only to look beyond DSPs, but
beyond single-channel solutions. It is not until you bring together all of your media touchpoints (and their data) that you can begin to
leverage the magic of cross-channel attribution.


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