Archive for November, 2009

nextMedia Liveblog: Creating conversations, marketing new media

November 30th, 2009

Consumers have never been so powerful, nor have they ever been so connected. But how can companies properly market to the new media audience? Digital Journal is liveblogging this keynote presentation, delivered by Mitch Joel of Twist Image.

Companies still need to understand online marketing due to a new generation of digital opportunities. How can an audience engage with a brand and vice versa? How do marketing strategies need to reflect this always-online Web 2.0 audience?

At this keynote talk at the nextMEDIA conference in Toronto, Mitch Joel of Twist Image will discuss how to take marketing in the new media direction. Digital Journal is liveblogging this presentation live, and you can check out the liveblog by clicking on the widget below.

Take part by answering polls, commenting and asking us questions. Also, we are updating constantly through our Twitter feed found here.

nextMedia Liveblog: Bringing content to smartphones

November 30th, 2009

As smartphones become an increasingly common choice for consumers, content creators and application developers must figure out if the mobile Internet really that different from the rest of the worldwide Web. Digital Journal liveblogs this nextMedia talk.

Smartphones are all the range today, from the iPhone to Android-enabled devices. As they rise in popularity, content producer need to recognize the mobile space and how to best distribute content to mobile users.
This panel discussion at Toronto’s nextMedia conference will analyze the various business models sprouting from the smartphone field. We will be liveblogging the discussion, so click on the liveblog widget below.

Some questions bound to be answered include:

  • What’s the experience of 14’ screens vs. 2’ screens?
  • Why has mobile content yet to thrive commercially?
  • With mobile browser technology undergoing a surge in evolution past the humble WAP beginning and the reality of a flash-enabled browsers just around the corner, what does this imply for broadband players and content widely available via the worldwide web?

Discussing the smartphone space include: Michael Carter, Co-Founder, President and Chief Executive Officer – MyThum Interactive Inc; Sara Diamond, President – Ontario College of Art & Design; Kunal Gupta, CEO of Polar Mobile.

nextMedia Liveblog: Free vs paid content online

November 30th, 2009

Live from nextMEDIA in Toronto:

Is the era of free content online nearing its end? Will subscription fees become the norm in digital media? These questions are at the heart of a panel discussion at the nextMedia conference in Toronto. Check out Digital Journal’s liveblog coverage.
At the annual nextMedia conference in Toronto — where digital media will be dissected for two days — a panel discussion looks at the idea of adding subscription fees to content online.
Are we witnessing a turn for the worse in the digital content industry or a tide of subscription fees which could boost the industry?
Rupert Murdoch recently noted: “The fact is there’s not enough advertising in the world to go around to make all the websites profitable. We’d rather have fewer people coming to our website – but paying.”
At this event, moderator Mark Greenspan of Achilles Media will lead a discussion on this topic with David Purdy, Vice President and General Manager Television Products of Rogers Cable; Ian Caminsky, Head of Business Development, YouTube, Google; and Avner Ronen, CEO and co-founder of Boxee.
Digitaljournal.com will be liveblogging this discussion. We are on location at the Design Exchange in Toronto to offer you live coverage of this talk, so join the discussion by clicking on the liveblog below. You don’t have to be a member of Digital Journal to access the liveblog.
Also, you can ask us questions and comment on the nextMedia liveblog.

Digital Journal offers live coverage of nextMEDIA starting Monday

November 27th, 2009
Starting Monday, the company I work with (Digital Journal) will begin extensive live coverage from nextMEDIA in Toronto. We’ll bring you coverage from inside the conference discussing trends in social media, the rise of the smartphone and how businesses can engage people online.
As announced in September, DigitalJournal.com was invited to be a media sponsor of a leading digital media conference, nextMEDIA. The popular conference takes place Nov. 30 to Dec. 1 in downtown Toronto and boasts an impressive guest list of the top leaders in the media and Web fields. Below you’ll find an overview of planned coverage for Monday and Tuesday, and all of it will be brought to you live by DigitalJournal.com staff from nextMEDIA in Toronto. Log on to digitaljournal.com on Monday and look in the “Featured Articles” widget on the front page for direct access to our extensive coverage. In addition to coverage via live blogs, you can also follow us on Twitter (I’m @chrishogg and my colleague David Silverberg will run the @digitaljournal feed) where we’ll post observations, “micro interviews” with other guests and observations from the floor of the Toronto Design Exchange. The hashtag used for this event will be #nextMEDIA. We’ll also have wrap-up coverage and featured interviews with some of the leaders who present and attend this annual new media conference. Check out live updates sent throughout each day via Digital Journal’s mobile site.
Monday:
Beginning at 9:30 a.m. (Eastern), we’ll start off with a live coverage of a panel discussion titled, “The Death of Free Content or the Bright Light of Subscription Fees?” This conversation is highly relevant to anyone who has followed recent debate surrounding News Corp. chief Rupert Murdoch who said the Wall Street Journal may soon block aggregation and search engines such as Google from indexing content. “The fact is there’s not enough advertising in the world to go around to make all the websites profitable,” Murdoch said in a recent interview. “We’d rather have fewer people coming to our website – but paying.”
News Corp’s Jonathan Miller said he envisions a future where at least some of the TV shows and movies on Hulu, the premium video site co-owned by News Corp. NBC Universal and Disney, will be available only to subscribers. Meanwhile Comcast’s TV Anywhere trials are enabling cable subscribers to access television content online. In Canada, Rogers is launching a similar service where cable subscribers will have access to television content online. Is this the rise of subscription-based service where content is behind a paywall or will free content live to see another day? This session will discuss the implications of, and alternatives, to subscription fees.
Speakers include:
  • Ian Caminsky, Head of Business Development – Youtube, Google Inc.
  • David Purdy, Vice President and General Manager Television Products – Rogers Cable
  • Avner Ronen, CEO and Co-Founder – Boxee
  • Moderator: Mark Greenspan, Vice President of Digital Media at Achilles Media Ltd.
At 11:30 a.m. (Eastern) we’ll begin live coverage of a discussion titled, “Smartphones – More than Words?” that will address the impact the iPhone has had on the wireless industry and how an all-in-one handheld device could change how we consume media. As smartphones become an increasingly common choice for the mobile consumers, content creators, distributors and application developers must ask themselves if mobile internet really that different from the rest of the worldwide web.
The discussion will look at how smartphones are changing business models for advertisers and content distributors, how multimedia experiences change based on screen side and how mobile content can thrive commercially.
Speakers include:
  • Michael Carter, Co-Founder, President and Chief Executive Officer – MyThum Interactive Inc
  • Sara Diamond, President – Ontario College of Art & Design
  • Kunal Gupta, CEO – Polar Mobile
  • Moderator: Matt Hartley, Technology Reporter – National Post
Starting at 1:45 p.m. (Eastern), we’ll offer live coverage of a panel titled “Creating conversation,” a discussion that will look at the issue of companies still struggling to understand marketing as a new generation of digital opportunities unfolds. Mitch Joel, President of Twist Image, will show how creating conversation online can have staggering results where loyalty is incredibly strong. Tune into this discussion to learn more about taking part in online communities and starting conversation.
Tuesday:
Beginning at 1:45 p.m (Eastern), we’ll bring you coverage of a keynote address titled “Stop Advertising and Start Socializing” by Tony Chapman, Founder and CEO of Capital C. This keynote will discuss how organizations need to adapt their marketing process to survive in the increasingly competitive digital world where consumers demand more for less and social networks are where decisions are made.
Is social media the flavor of the month, or will it become the definitive channel for communication? How will organizations and their agencies have to reorganize to adapt to a faster, better and more efficient model? Will mass media survive, and if so which ones?
Later on in the afternoon, at 3:30 p.m. we’ll bring you live coverage of a keynote address called “Making Whuffie” by Tara Hunt, Author of The Whuffie Factor. This keynote will look at how online communities are changing culture, business and the environment of Web 2.0. Hunt, who was named one of 2009’s Most Influential Women in Technology by Fast Company magazine, will offer advice on how businesses can master community marketing, avoid alienating newly emerging sensibilities and succeed in the participatory Web economy.
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Summary of coverage:

TiVo Partners With Google to Track Fast-Forwarding of TV ads

November 24th, 2009

Giving viewers the ability to fast forward through commercials has always been a big draw to TiVo. But advertisers hate it, as they pay lots of money to keep the pitchmen in your face. So what can advertisers do to find out if their message is being seen or not?

In an announcement made today, TiVo says it is partnering with Google to try and find a solution. The two companies will use data collected from millions of digital video recorders across the United States and track which commercials are being viewed and which aren’t.

The “audience research agreement” between Google and TiVo allow Google to measure performance of ads sold through Google TV Ads platform that run on TiVo.

The terms of the deal were not disclosed.

Google will track data anonymously and collect second-by-second data from TiVo subscribers. The goal is to measure and enhance accountability of advertising impressions. According to a company release, the TiVo sample covers all television signal sources including digital cable, analog cable, satellite, telecom and over-the-air television, in live and timeshifted viewing.

“Google TV Ads is focused on enabling advertisers to target and measure television advertising more effectively,” Mike Steib, Google’s Director of Emerging Platforms, said in a news release. “This deal with TiVo will give advertisers access to even more anonymized viewership data, making Google’s dataset one of the best in the industry. Advertisers can use this data to understand which audiences and ads are most effective, which we think will ultimately lead to more relevant ads for viewers.”

Google TV Ads allows advertisers to track performance of advertising in the 96 million homes it reaches. Since its launch in 2007, Google TV Ads has served more than 100 billion TV ad impressions.

Furthermore, 30 percent of companies who buy ads through Google TV Ads have never advertised on television. Google says its system lowers barriers to entry for advertisers and provides them with better metrics, so it’s no surprise TV ad virgins are signing up.

“Working with Google is an important milestone for our audience research business and represents a shared approach to developing innovative products and services to help the media industry better understand the effectiveness of ad campaigns in an evolving TV landscape,” Todd Juenger, Vice President & General Manager, TiVo Audience Research & Measurement, said in a news release. “Among the many innovative aspects of Google TV Ads, a critical role is in its ability to measure specific commercial ratings not simply averages, which is a key attribute of the TiVo data. By using TiVo’s massive samples and second-by-second granularity in its currency measurement, Google TV Ads can now provide an order of magnitude of improved accountability for advertisers.”

The Google-TiVo experiment presents a formidable challenge to Nielsen Co., the organization currently responsible for tracking TV ratings. Nielsen currently measures and estimates how many people watch a TV program and advertisers base their rates on those numbers. The new Google-TiVo experiment, however, would give advertisers far more information on how their ads are being seen (or not seen).

According to the LA Times, Google already processes 1 billion channel clicks a day from satellite TV customers to determine if ads are being seen or not, as Google has an agreement with EchoStar to sell ads and track data for the Dish Network.