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Thursday, March 1, 2007
Adobe Photoshop: Online Edition
Adobe Photoshop: Online Edition
This announcement comes at a time when developers are lavishing attention on Adobe’s Flex platform, particularly in the video editing and sharing space. I think it’s reasonable for startups to question if Adobe will plan on competing with them in areas beyond photo editing. If that’s the case, these startups may not want to spend their time and venture dollars testing out various products, only to have Adobe jump in the middle after all the dirty work is done.
Adobe is both a platform company and an application company. Conflicts are not avoidable.
Young Consumers Multitask at the Expense of Radio
MARCH 1, 2007
Internet users under 25 have multitasking in their DNA, but they may be tuning out radio.
Internet, cellphone and MP3 player usage is cutting into radio time among 15-to-24-year-olds, according to a study by Bridge Ratings.
The study covered multitasking during the second half of 2006 and found that Internet use is generally increasing at the expense of radio for 15-to-24-year-olds.
The group was not homogeneous in its responses. For 33% of 15-to-24-year-olds, radio consumption decreased to accommodate more Internet use. For 10%, radio consumption actually went up, at the expense other media. The overall trend for radio, though, was down.
Although online video viewing has not cut into TV time for the general population, nearly a quarter of the 15-to-24-year-olds surveyed by Bridge watched less conventional TV, while 22% said that they spent more time watching video on the Internet on such sites as YouTube, Yahoo! and MySpace, or streamed replays of prime time shows on TV network Web sites.
The study also found that young people are spending most of their total media time online (23%), more than watching television (22%), listening to the radio (16%) and listening to their MP3 players (19%).
In 2004, the Kaiser Family Foundation made one of the first comprehensive attempts to study the multitasking habits of children and teens as part of its "Generation M" media study. By asking study participants to keep detailed diaries of their activities, it found that children spent an average of 25% of their media time multitasking.
So, while they were using some form of media for six hours and 19 minutes of their day, their actual media exposure, including the time spent with more than one medium at a time, was 8.5 hours.
eMarketer senior analyst Debra Aho Williamson cautions that marketers who are targeting adults cannot count on getting their undivided attention either.
"Because of the constant presence of computers in their lives," says Ms. Williamson, "teens may spend more of their media time multitasking than adults do. But multitasking extends across age groups."
MediaPost Publications - CBS Interactive Nabs Google Exec As New CMO - 03/01/2007
MediaPost Publications - CBS Interactive Nabs Google Exec As New CMO - 03/01/2007: "CBS Interactive Nabs Google Exec As New CMO
by Gavin O'Malley, Thursday, Mar 1, 2007 6:00 AM ET
ANOTHER SIGN THAT CBS IS serious about becoming a digital media powerhouse: It nabbed Patrick Keane, Google's head of ad sales strategy. Now, Keane has a new title--executive vice president and CMO of CBS Interactive. His mission: market and sell CBS content over emerging platforms and expand the company's ad roster.
'Aside from the people, what attracted me to CBS were its assets,' says Keane, who spent more than four years at Google developing advertiser relationships. He depicts Google and CBS as friends rather than foes. 'Great content assets make CBS, and it only makes sense to work as closely as possible with leading distributors like Google.'
At CBS, Keane's primary focus will be to help the company monetize new inventory generated by next-generation platforms. In addition to working on sales strategy, he will manage CBS Interactive's efforts in online research, reporting and analytics, as well as competitive research, sales training and search engine optimization. "
by Gavin O'Malley, Thursday, Mar 1, 2007 6:00 AM ET
ANOTHER SIGN THAT CBS IS serious about becoming a digital media powerhouse: It nabbed Patrick Keane, Google's head of ad sales strategy. Now, Keane has a new title--executive vice president and CMO of CBS Interactive. His mission: market and sell CBS content over emerging platforms and expand the company's ad roster.
'Aside from the people, what attracted me to CBS were its assets,' says Keane, who spent more than four years at Google developing advertiser relationships. He depicts Google and CBS as friends rather than foes. 'Great content assets make CBS, and it only makes sense to work as closely as possible with leading distributors like Google.'
At CBS, Keane's primary focus will be to help the company monetize new inventory generated by next-generation platforms. In addition to working on sales strategy, he will manage CBS Interactive's efforts in online research, reporting and analytics, as well as competitive research, sales training and search engine optimization. "
Behavioral Targeting Nirvana
3 Steps to Targeting Nirvana
Behavioral targeting can be hit or miss. Here's how to sift through a lot of dirt to find the nuggets of gold.
There's plenty of evidence of behavioral targeting's ability to help build brands and drive direct response, as well as add significant value to publishers' excess inventory. And there are lots of good ideas for distinguishing one form of behavioral targeting from another and knowing when and how to apply each.
What is less well understood is that the typical campaign requires publishers to burn up a lot of inventory in pursuit of an advertiser's elusive targets. To use an eco-unfriendly illustration, it's like killing an elephant for its ivory tusks and throwing away the rest.
Behavioral targeting works best when advertisers have access to an enormous amount of inventory -- more than any single network can deliver efficiently.
Most of us have cookies on our computers that mark us to be targeted as users with certain interests, customer histories and purchase intentions. Point your browser to a site where a network that cookied you also has an inventory relationship, and you may receive a targeted ad. This depends on whether there is a targeted ad available that can be delivered by that network for that category at that time and in that ad size and position.
Those are a lot of variables, and it's no small feat to find them aligned in one place at the right time.
In this article, I'll explain why much of behavioral targeting is hit or miss, describe a better way, and lay out the requirements for achieving your goals.
BT today: hit or missParadise found: targeting without wasteRequirement 1: an open marketplaceRequirement 2: an open technology platformRequirement 3: an open mind
Behavioral targeting can be hit or miss. Here's how to sift through a lot of dirt to find the nuggets of gold.
There's plenty of evidence of behavioral targeting's ability to help build brands and drive direct response, as well as add significant value to publishers' excess inventory. And there are lots of good ideas for distinguishing one form of behavioral targeting from another and knowing when and how to apply each.
What is less well understood is that the typical campaign requires publishers to burn up a lot of inventory in pursuit of an advertiser's elusive targets. To use an eco-unfriendly illustration, it's like killing an elephant for its ivory tusks and throwing away the rest.
Behavioral targeting works best when advertisers have access to an enormous amount of inventory -- more than any single network can deliver efficiently.
Most of us have cookies on our computers that mark us to be targeted as users with certain interests, customer histories and purchase intentions. Point your browser to a site where a network that cookied you also has an inventory relationship, and you may receive a targeted ad. This depends on whether there is a targeted ad available that can be delivered by that network for that category at that time and in that ad size and position.
Those are a lot of variables, and it's no small feat to find them aligned in one place at the right time.
In this article, I'll explain why much of behavioral targeting is hit or miss, describe a better way, and lay out the requirements for achieving your goals.
BT today: hit or missParadise found: targeting without wasteRequirement 1: an open marketplaceRequirement 2: an open technology platformRequirement 3: an open mind
CBS Interactive Nabs Google Exec As New CMO
CBS Interactive Nabs Google Exec As New CMOby Gavin O'MalleyAnother sign that CBS is serious about becoming a digital media powerhouse: It nabbed Patrick Keane, Google's head of ad sales strategy. As executive vice president and CMO of CBS Interactive, Keane's new mission is to market and sell CBS content over emerging platforms and expand the company's ad roster. - Read the whole story...
Social Media Marketing Works Better When it's Focused · MarketingVOX
Social Media Marketing Works Better When it's Focused · MarketingVOX: "Social Media Marketing Works Better When it's Focused
Cameron Olthuis, director of marketing and design for ACS, says that instead of targeting several social media sites at once, smart marketers are focusing on single sites that cater to specific groups.Olthuis suggests that marketers restrict their social media marketing efforts to sites that feature relevant content. Also, marketers need to consider the characteristics of each social media site. For example, a campaign that has a goal of generating incoming links, would work better on Digg than one on MySpace. But MySpace campaigns are more likely to garner mainstream attention, and generate new leads.
Another tip is to watch out for the 'trickle-down' affect. This is, having a campaign take off on one site, and then catch fire on another, such as a post becoming a hit on social news site Digg, then jumping over to "
Cameron Olthuis, director of marketing and design for ACS, says that instead of targeting several social media sites at once, smart marketers are focusing on single sites that cater to specific groups.Olthuis suggests that marketers restrict their social media marketing efforts to sites that feature relevant content. Also, marketers need to consider the characteristics of each social media site. For example, a campaign that has a goal of generating incoming links, would work better on Digg than one on MySpace. But MySpace campaigns are more likely to garner mainstream attention, and generate new leads.
Another tip is to watch out for the 'trickle-down' affect. This is, having a campaign take off on one site, and then catch fire on another, such as a post becoming a hit on social news site Digg, then jumping over to "
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