ResearchTalk » Media http://www.researchtalk.co.uk/rt DATA-DRIVEN INSPIRATION Thu, 20 Jan 2011 18:42:54 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 2006-2007 (ResearchTalk) (ResearchTalk) posts 1440 PRICELESS INSPIRATION FOR FOLKS IN MARKETING, MARKET RESEARCH, PLANNING ADVERTISING ResearchTalk ResearchTalk No no http://www.researchtalk.co.uk/rt/wp-content/plugins/podpress/images/powered_by_podpress.jpg ResearchTalk http://www.researchtalk.co.uk/rt 144 144 Google: Friend or Foe? http://www.researchtalk.co.uk/rt/2008/02/19/google-friend-or-foe/ http://www.researchtalk.co.uk/rt/2008/02/19/google-friend-or-foe/#comments Tue, 19 Feb 2008 20:36:07 +0000 ResearchTalk http://www.researchtalk.co.uk/rt/2008/02/19/google-friend-or-foe/ Research World magazineOur Spotlight column in the Dec ‘07 edition of ESOMAR’s Research World. Grab your copy here.

Barely nine years old, few would deny that Google has had a significant impact on the world. But does Google bode well for the MR sector?

Mainak Mazumdar, VP of Measurement Services at Nielsen//NetRatings, probably sums it up best: every time, he notes, someone steps on a Google property, Google gets a bit more insight into their behaviour and, as a result, a bit smarter.

And as attention continues to shift online, and Google solidifies its position as a dominant destination, it is clearly becoming more adept at understanding not only consumer behaviour but also intention – i.e., when you enter a search query, you’re telling Google what you want to see, read, buy, do etc. And Google takes advantage of that to give you ever more relevant results.

So could this understanding one day trounce what MR has to offer?

Google vs. MR
The short answer is probably not. Note the use of the qualifier ‘probably’.

That’s because having canvassed a variety of folks in the sector, none believes Google to be a direct threat to MR.

For example, Gian Fulgoni, chairman and co-founder of online measurement provider comScore, says that Google is more client than competitor, because that’s the only way it can get that all-important demographic profile of its audience.

Plus, Max Kalehoff, VP of marketing for Nielsen BuzzMetrics and a widely respected marketing blogger, believes ultimately that the biggest brake on any Google ambition to know everything about everyone will be a natural distrust of large institutions: “While I admire and trust the many Google people I’ve met over the years, I don’t fully trust the big institution. In fact, there are very few big institutions I trust, though Google does rank pretty high… you just can’t be a true infomediary without unequivocal trust.”

And that’s something that does not work against MR firms because they are many, many times smaller than Google. In fact, 2007 was yet another milestone for Google’s growth. Having floated on the stock exchange in 2004 at $85, it is now well over $600 with a market value of over $200billion. That’s bigger than the next four largest media companies combined. And now temptingly close to it’s arch nemesis, Microsoft.

In Google We’d Like To Trust
To its credit, Google realised the importance of trust early on. And it’s something CEO Dr. Eric Schmidt mentions on a regular basis at events and during Q&A sessions. Along with the ‘don’t be evil’ moniker it proudly displays as it’s informal motto, Google seems to have worked hard to maintain user trust.

When you look under the hood, you soon realise that Google’s ethical and ‘be good’ stance is more than skin deep. But as with any profit-making organisation, there are times when the economic motive conflicts with the desire to do right by the user and society.

Take the controversy over its email product, Gmail. A product that automatically reads the content of user messages to display relevant advertising. Privacy groups had a field day when it launched. Google’s attempts at reassurance were not well received (it emphasised that computers, and not humans, read the emails). The Gmail product lives on and it’s interesting how its popularity is undiminished by the privacy issue: it’s almost as if users are prepared to trade some privacy for utility.

Increasing Footprint
The reality is that Google’s online presence and influence shows no sign of abating. When Mazumdar talks about people stepping onto Google property, many still largely think of Google the search engine. But Google’s portfolio of services has grown rapidly and it’s becoming very difficult to avoid the plethora of highly regarded and largely free services, many the result of acquisitions over the last 12-18 months.

Services such as the number one video platform YouTube; the number one feed syndication platform, Feedburner; Microsoft Office competitor Google Docs (online word processing, spreadsheet, presentation) – all totally free. And the biggest acquisition to date, display advertising provider DoubleClick, is currently awaiting regulatory approval as a result of Google’s perceived dominance of the online advertising market.

And then there’s Google foray into arguably the biggest online phenomenon of the time, social networks. But Google’s Orkut is not perceived as big a success as its other products since it’s only really popular in Brazil. And it’s recent attempt to tie up with the wunderkind Facebook was snubbed.

Suddenly, size has its downside.

]]> http://www.researchtalk.co.uk/rt/2008/02/19/google-friend-or-foe/feed/ 0 Forrester: The Connected Agency http://www.researchtalk.co.uk/rt/2008/02/18/forrester-the-connected-agency/ http://www.researchtalk.co.uk/rt/2008/02/18/forrester-the-connected-agency/#comments Mon, 18 Feb 2008 11:39:28 +0000 ResearchTalk http://www.researchtalk.co.uk/rt/2008/02/18/forrester-the-connected-agency/ Tony Effik, Publicis ModemMary Beth Kemp, ForresterForrester Research recently published an 18-page report/detailed thought-piece provocatively titled ‘The Connected Agency’, discussing the model they foresee successful advertising agencies migrating towards to overcome many of the disruptive influences and changes in consumer behaviour we’re seeing.

Needless to say we were interested in exploring these issues and challenges with one of the authors of the report. And we roped in Tony Effik, planning head at a digital agency, to better understand the ramifications not just for the advertising world but also for brand marketers, and for media, marketing and research agencies.

It’s not a pretty picture…

UPDATE: In the podcast we mention that the report’s free. Actually, it was free for a while but now they’ve started charging!

 STARRING 

Timeline [36m19s]

Notable Mentions

Thanks to freelance media and marketing journalist Jo Bowman for the use of her dulcet tones for the outro

Music Theatrimus from the PMN

Series:MarketingTalk Series:AdTalk

]]> http://www.researchtalk.co.uk/rt/2008/02/18/forrester-the-connected-agency/feed/ 2 36:19 Forrester Research recently published an 18-page report/detailed thought-piece provocatively titled 'The Connected Agency', discussing the model they foresee successful advertising agencies migrating towards to overcome ... Forrester Research recently published an 18-page report/detailed thought-piece provocatively titled 'The Connected Agency', discussing the model they foresee successful advertising agencies migrating towards to overcome many of the disruptive influences and changes in consumer behaviour we're seeing. Needless to say we were interested in exploring these issues and challenges with one of the authors of the report. And we roped in Tony Effik, planning head at a digital agency, to better understand the ramifications not just for the advertising world but also for brand marketers, and for media, marketing and research agencies. It's not a pretty picture... UPDATE: In the podcast we mention that the report's free. Actually, it was free for a while but now they've started charging! #160;STARRING#160; Mary Beth Kemp, report co-author and Principal analyst, Forrester Research Tony Effik, Head of planning, Publicis Modem. Tony also blogs about the social graph here Timeline [36m19s] Notable Mentions Thanks#160;to freelance media and marketing journalist Jo Bowman for the use of her dulcet tones for the outro Music#160;Theatrimus from the PMN Series:MarketingTalk Series:AdTalk Advertising,,Marketing,,Media no No Gian Fulgoni, comScore http://www.researchtalk.co.uk/rt/2008/01/25/gian-fulgoni-comscore/ http://www.researchtalk.co.uk/rt/2008/01/25/gian-fulgoni-comscore/#comments Fri, 25 Jan 2008 20:09:18 +0000 ResearchTalk http://www.researchtalk.co.uk/rt/2008/01/25/gian-fulgoni-comscore/ 14mins

 STARRING 

  • Gian Fulgoni, Chairman and co-founder, comScore

As well as popping into see Max during our recent US trip, we also caught up with Gian Fulgoni of comScore in the Chicago office (their HQ is in Virginia where CEO Magid Abraham and much of the engineering team is based).

comScore is one of the main providers of internet measurement and competes with Nielsen Online (formerly Nielsen NetRatings), Compete.com, Hitwise, and Quantcast as well as others. That said, comScore and Nielsen are generally considered the bigger boys of the bunch given how often their share data is cited in the media (e.g. monthly shares in the lucrative online search market).

The internet measurement sector is very technology-hungry. In the early years, comScore literally ate up millions of dollars to get its IT infrastructure established and working right. It has one of world’s largest databases as a result of the oceans of data being sent back daily from panelist PCs (a widget records their internet activity, with their permission, and siphons it, along with detailed transaction data, over to HQ). These efforts were rewarded when, in 2007, comScore was annointed one of 47 technology pioneers at the WEF in Davos.

2007 was arguably a good year for comScore’s initial investors. 2007’s IPO provided for a much-needed liquidation for this band of investors who backed the firm since 2000, including after the dotcom bust when venture financing virtually dried up.

At one point comScore’s market cap hit $1bn; it’s still pretty amazing to think that a company that has only been trading for around seven years is already worth over half as much as TNS, a widely admired and solid growth firm, but one still largely based around traditional research techniques.

In this short chat with Gian, we discuss an area that he’s passionate about: why ad. dollars are only slowly moving online. It’s that old chestnut: online finally commands a significant amount of consumer attention (compared with other media such as tv), and yet still only commands a fraction of the advertising dollars spent on tv and other mass-market media. We also ask him about whether Facebook is worth the reported $15bn, the conversation having taken place shortly after Microsoft made its investment.

comScore is Gian’s second business success. Prior to this, both him and Magid led IRI through a period of rapid growth. And in-between, he found time to invest in Gibsons, a successful steak restaurant in Chicago (which we, of course, had to sample – very yummy!).


Series:MarketingTalk

]]> http://www.researchtalk.co.uk/rt/2008/01/25/gian-fulgoni-comscore/feed/ 0 Research shouldn’t Stifle Creativity http://www.researchtalk.co.uk/rt/2007/08/21/esomar-keynotes-on-inspiring-excellence/ http://www.researchtalk.co.uk/rt/2007/08/21/esomar-keynotes-on-inspiring-excellence/#comments Tue, 21 Aug 2007 14:27:01 +0000 ResearchTalk http://www.researchtalk.co.uk/rt/2007/08/21/esomar-keynotes-in-conversation/ ESOMAR

 ESOMAR CONGRESS ‘07  In the final of three preCasts ahead of this year’s Berlin-based Congress, conference chair John Kearon creates a stirring debate with three of the keynotes (an Oscar-winning film director with two best-selling authors and philosopher) on creating and delivering excellence.

If you haven’t already, do listen to the earlier podcast with Florian, James and Lou in which they briefly introduce themselves

Listen to other podcasts in this series

 STARRING 

This is an ESOMAR sponsored podcast and is published according to our yumminess policy

Listen to the podcast here

Timeline [20m37s]
00m00s Intro.
01m45s MR and the movie business.
04m19s Clash of models in publishing: instant bestsellers vs. timeless classics.
05m21s Does being unreasonable and setting high standards deliver excellence?
06m57s Distinguishing between talented visionaries and crackpots (Enron, Worldcom etc.).
08m57s Failure as a condition for success and progress.
11m27s The even-odds rule: even geniuses fail.
11m40s The perfect collaborator: someone with one hearing ear and one deaf ear.
13m01s Listening better: where research falls short.
16m44s Co-creation and user-centred innovation.
16m37s Karaoke and user-generated films.

Notable Mentions
“Breach”.
“Evan Almighty”.
“Spiderman”.
“The Godfather”.
Alfred Hitchcock.
Anthony Minghella.
Bernie Ebbers.
Bill Gates.
Charles Babbage.
Co-creation.
Creativity.
Digital downloads.
Ecclesiastes.
Einstein.
Enron.
Entrepreneurism.
Eric Von Hippel.
Fox Searchlight.
Happiness.
Harry Potter.
Hollywood.
Jeffrey Skilling.
Long tail.
Mario Puzo.
Steve Jobs.
The movie business.
Venture capital.
Visualization.
Worldcom.

Music Theatrimus from the PMN

Thanks to Jo Bowman, freelance media and marketing journalist, for her dulcet tones in the intro and outro.

Series:AdTalk Series:MarketingTalk
Series:Events Series:ESOMAR Series:Congress
Series:Commissioned

]]> http://www.researchtalk.co.uk/rt/2007/08/21/esomar-keynotes-on-inspiring-excellence/feed/ 0 >> Conference Organisers & Sponsors: Here’s Your Podcasting RoI! http://www.researchtalk.co.uk/rt/2007/07/26/conference-organisers-sponsors-heres-your-podcasting-roi/ http://www.researchtalk.co.uk/rt/2007/07/26/conference-organisers-sponsors-heres-your-podcasting-roi/#comments Thu, 26 Jul 2007 10:24:50 +0000 ResearchTalk http://www.researchtalk.co.uk/rt/2007/07/26/conference-organisers-potential-sponsors-heres-your-podcasting-roi/ Money, Money, MoneyWe’ve had great success working with conference organisers like ESOMAR and IIR to evangelise flagship events, success being measured by the resultant buzz/ word-of-mouth and download stats.

But wouldn’t it be cool if someone actually decided to go to a conference as a result of listening to one of the podcasts? Well, the kind Ruth McNeil, who handles marketing for the BIG Conference who we recently collaborated with, came back with just that message.

Ruth says:

…One person said that the podcasts had influenced their decision to attend (a first timer who came to the whole conference). I am pleased that so many had listened to the [pre-]conference [podcasts]!

Fantastic news.

Podcasting works because people are drawn to interesting conversations. Not conversations they feel they must listen to. Conversations that they want to listen to. That’s what makes it a perfect medium for sponsors of all kinds who want to get their compelling message across to movers and shakers.

Get in touch in case you fancy a chat (contact details as always in left sidebar).

End of advertisement :)

Series:Events Series:ESOMAR Series:EMRE Series:BIG Series:Wildfire

]]> http://www.researchtalk.co.uk/rt/2007/07/26/conference-organisers-sponsors-heres-your-podcasting-roi/feed/ 0 Advertising: The Age of Transparency, Collaboration, Stories http://www.researchtalk.co.uk/rt/2007/06/24/advertising-the-age-of-transparency-collaboration-stories/ http://www.researchtalk.co.uk/rt/2007/06/24/advertising-the-age-of-transparency-collaboration-stories/#comments Sun, 24 Jun 2007 18:18:02 +0000 ResearchTalk http://www.researchtalk.co.uk/rt/2007/06/24/the-new-advertising-transparency-collaboration-stories/ Panel discussion:

  • Johnny Vulkan, Anomaly NYC
  • Tom Savigar, The Future Laboratory
  • Reuben Steiger, Millions of Us
  • Cameron Saunders, Channel 4
  • Miguel Fluxa Orti, Camper
  • Jon Kamen, @radical.media
  • Mark Tutssel, Leo Burnett
  • Paul Kemp-Robertson, Contagious magazine (host)

19mins | Recorded @ Wildfire ‘07 | More podcasts in this series

Coverage

  • Transparency, authenticity, confidence, trust
  • Losing control of the ‘conversation’
  • Taking risks, experimentation
  • Delivering rewarding stories, ideas, advertising
  • Getting teens used to paying for music, new business models
  • The age of collaboration
  • Old media, new media: it’s just media

Notable mentions
Apple.
BA (British Airways).
Bill Bernbach.
David Ogilvy.
Dell.
Guinness.
Honda.
Leo Burnett.
John West.
Playstation.
U2.
Virgin.

Series:MarketingTalk Series:AdTalk
Series:Events Series:Wildfire07

]]> http://www.researchtalk.co.uk/rt/2007/06/24/advertising-the-age-of-transparency-collaboration-stories/feed/ 0 Channel 4 & The Great Global Warming Swindle http://www.researchtalk.co.uk/rt/2007/06/05/channel-4-the-great-global-warming-swindle/ http://www.researchtalk.co.uk/rt/2007/06/05/channel-4-the-great-global-warming-swindle/#comments Tue, 05 Jun 2007 09:04:36 +0000 ResearchTalk http://www.researchtalk.co.uk/rt/2007/06/05/channel-4-the-great-global-warming-swindle/ Cameron Saunders, Head of Marketing (digital) at Channel 4 TV, and Mark Tutssel, Chief Creative Officer at Leo Burnett Worldwide, chat about…

  • The controversial Channel 4 documentary The Great Global Warming Swindle
  • Earth Hour
  • The John West salmon viral ad.
  • How 4oD is performing (4oD is Channel 4’s online on-demand service)
  • Whether UK brands are as experimental as US brands

8mins | Recorded @ Wildfire ‘07 | More podcasts in this series

Notable mentions
Notable mentions
—————-
General Motors.
George Monbiot.
GM.
John West.
Oprah.
Pontiac.
Second Life.
‘Skins’.
Social activism.
WWF.

Series:MarketingTalk Series:AdTalk
Series:Events Series:Wildfire07

]]> http://www.researchtalk.co.uk/rt/2007/06/05/channel-4-the-great-global-warming-swindle/feed/ 0 Rishad Tobaccowala: The Future is Now http://www.researchtalk.co.uk/rt/2007/06/01/rishad-tobaccowola-the-future-is-now/ http://www.researchtalk.co.uk/rt/2007/06/01/rishad-tobaccowola-the-future-is-now/#comments Fri, 01 Jun 2007 13:53:20 +0000 ResearchTalk http://www.researchtalk.co.uk/rt/2007/06/01/rishad-tobaccowola-understanding-the-future/ Rishad Tobaccowala, CEO Denuo and Chief Innovation Officer, Publicis, chats about…

  • The business importance of authenticity
  • Why PR agency Edelman’s reputation suffered in the Wal Mart undisclosed blogger fiasco
  • Three big media trends he’s seeing including the shift to on-demand, the participatory culture, and the shift from segmentation to reaggregation
  • Why he’s ’short’ on Google’s ability to monetize YouTube and ‘long’ on Yahoo’s future

8mins | Recorded @ Wildfire ‘07 | More podcasts in this series

Notable mentions
AOL.
Apple.
Authenticity.
Bebo.
Denuo.
Edelman.
Google.
iPhone.
iPod.
MSN.
MySpace.
Publicis.
Richard Edelman.
Wal Mart.
Web 2.0.
Yahoo.
YouTube.

Series:MarketingTalk Series:AdTalk
Series:Events Series:Wildfire07

]]> http://www.researchtalk.co.uk/rt/2007/06/01/rishad-tobaccowola-the-future-is-now/feed/ 0 The Future of TV http://www.researchtalk.co.uk/rt/2007/05/04/the-future-of-tv/ http://www.researchtalk.co.uk/rt/2007/05/04/the-future-of-tv/#comments Fri, 04 May 2007 19:40:01 +0000 ResearchTalk http://www.researchtalk.co.uk/rt/2007/05/04/the-future-of-tv/ Future of TV

 Sponsored by MrWeb

 PLANNER TALK  Four seasoned ‘planners’ discuss major developments in online and consumer generated media as attention shifts from conventional to PC-based viewing and interaction. The panel represents a diverse range of opinion and expertise from host Fiona Blades, a planner by background and now head of her own research firm, to the omnipresent planner John Griffiths, ad. agency research head Lee McEwan, and senior researcher Beverly Clarke who works for one of the UK’s largest and newest media groups, Virgin Media

Listen to other podcasts featuring Fiona and John

 STARRING 

Timeline [24m43s]
00m00s Intro.
01m06s The changing nature of content creation.
01m59s The motivations behind people creating their own content?
02m50s The differences between CGC and MSM (mainstream media/broadcasters) and why they don’t compete.
04m20s Watercooler chat and people expressing themselves with copyright material.
05m32s Some broadcasters are openly sharing their content, to some acclaim.
06m28s Broadcasters: the shift from being an opinion former/agenda setter to being a conversation host.
06m45s How advertising needs to change.
07m55s The arrival of Martini TV.
08m50s Better integrating brands into programming.
09m52s Branded content.
12m08s The adman speaks: initiatives from Leo Burnett.
13m20s Proctor & Gamble – the innovative client.
13m39s Client-created content and branded utility/services (Adidas, Audi, BA, HP).
16m45s Measuring CGC.
17m38s Interactive TV.
20m01s A generation of increasingly PC-focused multitaskers.
21m14s Could Apple TV edge out the broadcasters?
22m13s HD TV means cosmetic surgery is one of the biggest growth sectors in Hollywood!
23m05s Redefining TV.

Notable Mentions
Adidas.
Audi.
Blogs.
BMW Films.
Branded utility.
British Airways.
Broadcasting.
Business Life magazine.
Campaign magazine.
Channel 4.
Chicken Tonight.
Chris Anderson.
Consumer generated content (CGC).
Conversations.
Emily Bell (Media Guardian).
Flickr.
Google Video.
Guy Ritchie.
HD TV.
Hewlett Packard (HP).
Intellivision.
Ivan Pollard.
Jeremy Beadle.
Mike Hall.
NBC.
Neil Dawson.
Ofcom.
Podcasting.
Proctor & Gamble.
Raleigh cycles.
Russell Davies.
Slingbox.
The Guardian.
The Long Tail.
TiVo.
User generated content (UGC).
Viral.
Vlogging.
Washington Post.
Word of mouth.
X Factor.
YouTube.

Music Theatrimus and The Blue Mile from the PMN

Thanks to MrWeb.com for sponsoring this podcast, and to Jo Bowman, freelance media and marketing journalist, for her dulcet tones in the intro and outro.

Series:MarketingTalk Series:AdTalk
Series:Sponsored

]]> http://www.researchtalk.co.uk/rt/2007/05/04/the-future-of-tv/feed/ 0 24:44 #160;Sponsored by#160; #160;PLANNER TALK#160;#160;Four seasoned 'planners' discuss major developments in online and consumer generated media as attention shifts from conventional to PC-based viewing and interaction. The ... #160;Sponsored by#160; #160;PLANNER TALK#160;#160;Four seasoned 'planners' discuss major developments in online and consumer generated media as attention shifts from conventional to PC-based viewing and interaction. The panel represents a diverse range of opinion and expertise from host Fiona Blades, a planner by background and now head of her own research firm, to the omnipresent planner John Griffiths, ad. agency research head Lee McEwan, and senior researcher Beverly Clarke who works for one of the UK's largest and newest media groups, Virgin Media Listen to other podcasts featuring Fiona and John #160;STARRING#160; Beverly Clarke, Associate Director of Insight, IDS (part of Virgin Media) Fiona Blades, Managing Partner, MESH Planning (host) John Griffiths, Planning Above and Beyond Lee McEwan, Director of Research Services, Leo Burnett (blog) Timeline [24m43s] 00m00s Intro. 01m06s The changing nature of content creation. 01m59s The motivations behind people creating their own content? 02m50s The differences between CGC and MSM (mainstream media/broadcasters) and why they don't compete. 04m20s Watercooler chat and people expressing themselves with copyright material. 05m32s Some broadcasters are openly sharing their content, to some acclaim. 06m28s Broadcasters: the shift from being an opinion former/agenda setter to being a conversation host. 06m45s How advertising needs to change. 07m55s The arrival of Martini TV. 08m50s Better integrating brands into programming. 09m52s Branded content. 12m08s The adman speaks: initiatives from Leo Burnett. 13m20s Proctor Gamble - the innovative client. 13m39s Client-created content and branded utility/services (Adidas, Audi, BA, HP). 16m45s Measuring CGC. 17m38s Interactive TV. 20m01s A generation of increasingly PC-focused multitaskers. 21m14s Could Apple TV edge out the broadcasters? 22m13s HD TV means cosmetic surgery is one of the biggest growth sectors in Hollywood! 23m05s Redefining TV. Notable Mentions Adidas. Audi. Blogs. BMW Films. Branded utility. British Airways. Broadcasting. Business Life magazine. Campaign magazine. Channel 4. Chicken Tonight. Chris Anderson. Consumer generated content (CGC). Conversations. Emily Bell (Media Guardian). Flickr. Google Video. Guy Ritchie. HD TV. Hewlett Packard (HP). Intellivision. Ivan Pollard. Jeremy Beadle. Mike Hall. NBC. Neil Dawson. Ofcom. Podcasting. Proctor Gamble. Raleigh cycles. Russell Davies. Slingbox. The Guardian. The Long Tail. TiVo. User generated content (UGC). Viral. Vlogging. Washington Post. Word of mouth. X Factor. YouTube. Music#160;Theatrimus and The Blue Mile from the PMN Thanks to MrWeb.com for sponsoring this podcast, and to Jo Bowman, freelance media and marketing journalist, for her dulcet tones in the intro and outro. Series:MarketingTalk Series:AdTalk Series:Sponsored Advertising,,Media,,Social,media no No Mark Earls: The ‘We’ is Mightier than the ‘I’ http://www.researchtalk.co.uk/rt/2007/02/13/mark-earls-the-we-is-mightier-than-the-i/ http://www.researchtalk.co.uk/rt/2007/02/13/mark-earls-the-we-is-mightier-than-the-i/#comments Tue, 13 Feb 2007 11:06:39 +0000 ResearchTalk http://www.researchtalk.co.uk/rt/2007/02/13/mark-earls-the-we-is-mightier-than-the-i/ The assumption is that by-and-large, individuals make decisions on their own. My Herd point-of-view is that people influence each other, often without realising it

Herd bookMark Earls, Herd ConsultingMark Earls’ latest contribution to life, the universe and everything is gaining traction. His new book rethinks how people make decisions and discovers as a result that much of current research practice is fundamentally flawed in its assumptions and interpretation of consumer behaviour. Quite fitting for this self-styled ‘Contrarian’. The book provides psychology underpinning for many recent phenomena such as social networking, engagement, conversations, ethnography, blogging and predictive markets by showing how we act as groups and not individually. Part of our monthly column for ESOMAR’s Research World magazine

 STARRING 


TIMELINE [17m19s]
00m00s Intro.
00m42s Why current research practices are wrong.
02m09s The industry is improving, but not enough.
03m21s The value of ethnography and predictive markets techniques.
03m57s ‘Herd’ questions the assumptions made in traditional research.
04m31s Improving opinion polling predictability.
05m10s Does ‘Herd’ have implications for all types of research?
05m29s Do social networking tools play a role in ‘Herd’?
06m48s The benefits of meme trackers.
07m10s Would ‘Herd’ have predicted the eventual success of SMS?
08m09s P&G Tremor panels.
08m58s Persuading others to adopt ‘Herd’ thinking.
09m35s Is Tesco a ‘Herd’ brand?
10m28s Co-creation, software beta testing and the open source movement.
11m34s Consumers co-creating ads.
12m10s Other brands that follow the ‘Herd’ philosophy.
13m03s Progressive research agencies.
14m17s Summarising the ‘model’.
15m25s Inspiration for writing the book.

Notable Mentions
Acacia Avenue.
American positivism.
Andrew Ehrenberg (Prof).
Blogs.
Bob Worcester (Sir).
BrainJuicer.
Co-creation.
David Goetz.
Digg.com.
Dodge.
Dove.
dunnhumby.
Ethnography.
Fiona Blades.
Gerald (Jerry) Zaltman: “How Customers Think: Essential Insights into the Mind of the Market”.
Hall and Partners.
Harvard Business School.
Influence maps.
James Surowiecki.
Jeff Goldblum.
John Kearon.
MESH Planning.
Mike Hall.
MRS.
MySpace.
NHS.
Ogilvy & Mather (O&M).
OLR (Opinion Leader Research).
Open source.
P&G Tremor panels.
Predictive markets.
Social networking.
Spring Research.
Stephen Phillips.
TechMeme.com.
Tesco.
The Big Chill.
Tom Daly.
Unilever.
Wardle Mclean.
Wendy Gordon.
Wikis.
YouTube.

Quotes
“Post rationalisation is more important than sex.” (Jeff Goldblum).

“Individuals are really poor witnesses to the richness of their own lives.”

“We (MR practitioners) are still very bad at predicting.”

“I know that when an idea is interesting it creates energy … whereas most of our methodologies don’t look at that as an indicator.”

“The future may be much more two-way.” (in reference to P&G Tremor panels).

“This is perhaps one of the hardest things for business and market research to understand, consumers frankly tolerate us.”

“It’s never been harder to do marketing … we are at an inflexion point.”

Music Theatrimus from the PMN

Series:MarketingTalk Series:AdTalk

]]> http://www.researchtalk.co.uk/rt/2007/02/13/mark-earls-the-we-is-mightier-than-the-i/feed/ 0 Media & Advertising Special http://www.researchtalk.co.uk/rt/2006/12/15/media-advertising-special/ http://www.researchtalk.co.uk/rt/2006/12/15/media-advertising-special/#comments Fri, 15 Dec 2006 15:39:03 +0000 ResearchTalk http://www.researchtalk.co.uk/rt/2006/12/15/media-advertising-special/ “We started talking to people about their [media] information gaps … and they said you must be joking, we’re overloaded with information!”
(Paul Flatters)

Sarah Pearson, ACBNick Mawditt, CNBC Europe EXCLUSIVE  A special in which four specialists cover some hot topics in media and advertising. Nick Mawditt tells us how business cable channel CNBC Europe is successfully adjusting to the new media landscape with the aim of becoming “media neutral”. Philip Preston and Paul Flatters see a bright future for local newspapers despite dangerous declines in national newspaper circulation. And Sarah Pearson reveals an ethnographic study that pours cold water on the notion that PVR (personal video recorder) users skip advertising – say what?

 STARRING 

Recorded live at the Euro MR Event 2006


TIMELINE [22m16s]
00m00s Intro.

1. Nick Mawditt (CNBC Europe).
00m54s The value of engagement to media firms.
01m54s CNBC’s key competitors.
02m09s Encouraging audience participation.
03m09s Key performance metrics.
03m44s The growth of branded content.
06m41s Lessons learnt from new media (blogs, podcasts).
07m22s Future challenges: media neutral integrity; becoming truly global.
09m09s How important is breaking news?
10m10s Offering exclusive content online.

Notable Mentions
9/11.
BBC.
Blogging.
Bloomberg.
CNN.
Customer satisfaction.
EMS Survey.
FT.
FT.com.
Geoff Cutmore.
Hewlett Packard.
HSBC.
IBM.
Media fragmentation.
Podcasting.
Shell.
Squawk Box.
Transparency.
Worldwide Exchange.

2. Philip Preston (Archant Norfolk), Paul Flatters (Future Foundation).
10m55s Identifying changes in media comsumption.
12m37s The changing role of newspapers over the next ten years.
14m30s Gannett’s crowdsourcing consumer-generated content initiative.
15m05s The shift to free newspapers.

Notable Mentions
BBC.
CGM.
Craigslist.
Manchester Evening News.
Metro.
Norwich.
Podcasts.

3. Sarah Pearson (ACB).
16m22s Do PVR users skip through TV advertising?
18m30s Study sponsors and their degree of independence.
19m29s Isn’t ad-skipping inevitable?

Notable Mentions
Advertising.
Channel 4.
Ethnography.
Five (TV).
Initiative Media.
ITV.
Ofcom.
On demand TV.
Prof. Patrick Barwise.
Time shifting.
TiVo.

Music Theatrimus from the PMN

Series:MarketingTalk Series:AdTalk
Series:EMRE06 Series:Events

]]> http://www.researchtalk.co.uk/rt/2006/12/15/media-advertising-special/feed/ 0 22:16 "We started talking to people about their [media] information gaps ... and they said you must be joking, we're overloaded with information!"(Paul Flatters) #160;EXCLUSIVE#160;#160;A special in ... "We started talking to people about their [media] information gaps ... and they said you must be joking, we're overloaded with information!"(Paul Flatters) #160;EXCLUSIVE#160;#160;A special in which four specialists cover some hot topics in media and advertising. Nick Mawditt tells us how business cable channel CNBC Europe is successfully adjusting to the new media landscape with the aim of becoming "media neutral". Philip Preston and Paul Flatters see a bright future for local newspapers despite dangerous declines in national newspaper circulation. And Sarah Pearson reveals an ethnographic study that pours cold water on the notion that PVR (personal video recorder) users skip advertising - say what? #160;STARRING#160; Nick Mawditt, Director of Research, CNBC Europe Philip Preston, Director of Marketing, Archant Norfolk Paul Flatters, Chief Executive, Future Foundation Sarah Pearson, ACB Recorded live at the Euro MR Event 2006 TIMELINE [22m16s] 00m00s Intro. 1. Nick Mawditt (CNBC Europe). 00m54s The value of engagement to media firms. 01m54s CNBC's key competitors. 02m09s Encouraging audience participation. 03m09s Key performance metrics. 03m44s The growth of branded content. 06m41s Lessons learnt from new media (blogs, podcasts). 07m22s Future challenges: media neutral integrity; becoming truly global. 09m09s How important is breaking news? 10m10s Offering exclusive content online. Notable Mentions 9/11. BBC. Blogging. Bloomberg. CNN. Customer satisfaction. EMS Survey. FT. FT.com. Geoff Cutmore. Hewlett Packard. HSBC. IBM. Media fragmentation. Podcasting. Shell. Squawk Box. Transparency. Worldwide Exchange. 2. Philip Preston (Archant Norfolk), Paul Flatters (Future Foundation). 10m55s Identifying changes in media comsumption. 12m37s The changing role of newspapers over the next ten years. 14m30s Gannett's crowdsourcing consumer-generated content initiative. 15m05s The shift to free newspapers. Notable Mentions BBC. CGM. Craigslist. Manchester Evening News. Metro. Norwich. Podcasts. 3. Sarah Pearson (ACB). 16m22s Do PVR users skip through TV advertising? 18m30s Study sponsors and their degree of independence. 19m29s Isn't ad-skipping inevitable? Notable Mentions Advertising. Channel 4. Ethnography. Five (TV). Initiative Media. ITV. Ofcom. On demand TV. Prof. Patrick Barwise. Time shifting. TiVo. Music#160;Theatrimus from the PMN Series:MarketingTalk Series:AdTalk Series:EMRE06 Series:Events Advertising,,EMRE,,Media no No Dan O’Donoghue, Publicis http://www.researchtalk.co.uk/rt/2006/10/08/dan-odonoghue-publicis/ http://www.researchtalk.co.uk/rt/2006/10/08/dan-odonoghue-publicis/#comments Sun, 08 Oct 2006 14:12:54 +0000 ResearchTalk http://www.researchtalk.co.uk/rt/2006/10/08/dan-odonoghue-publicis/ “When you’re in a revolution there are only two sides…and the side that wins is the one going forward…buying into the modern world”

Sponsored by MrWeb

Dan O'Donoghue, PublicisIn this thought-provoking chat, Dan O’Donoghue tells Olaf Willoughby why the end of advertising agencies is nigh, why planners should return to their roots as consumer champions, and why researchers shouldn’t expect guidance from ad. agencies during this time of media flux

 STARRING 

  • Dan O’Donoghue, Worldwide Strategic Planning Director, Publicis, and author, “Born in 1842 – A History of Advertising”
  • Olaf Willoughby, The Willoughby Partnership (Host)


PODCAST
Dan O’Donoghue has an impressive track record.

He helped to change Ogilvy’s research department into a planning department back when Spaghetti Bolognaise was an exotic dish.

In 1983, at ad. agency McCormicks, he renamed the account planning department to ‘Strategic Planning’ so the French could understand what it did, and also developed a way of using research to improve the input to creative rather than correct the output.

In 1990 he became joint Chief Executive of Publicis and was the planner on the famous, or infamous, “Papa? Nicole?” Campaign for the Renault Clio.

TIMELINE [31m13s]
00m00s Intro.
02m54s Born in 1842, a history of advertising.
03m25s A shift from advertising to communications.
03m53s Changes within the planning and creative functions.
06m57s Stimulation through creativity.
09m29s Implications for the research industry.
11m59s Is the research industry too risk averse?
13m54s A culture of conservatism.
15m23s Breaking through the conservatism.
17m01s The trend towards consumer insight planners within clients.
17m44s The story behind renaming ‘Account Planning’ to ‘Strategic Planning’.
19m34s Why Dr. Bob Cook, Firefish, won the 2006 AQR P R-S award.
22m27s The future of measurement.
26m39s Challenging traditional research methodologies.
28m52s Panels – “the underbelly of the research business”.
29m28s Final thoughts.

NOTABLE MENTIONS
AQR.
ASA.
BBH.
BMP.
Dr. Bob Cook.
Firefish.
Google.
John Hegarty.
Millward Brown.
MRS.
P&G.
Prosper Riley-Smith Effectiveness Award.
Simon Lidington.
Tremor panels.
Video diary.
WPP.

QUOTES
On the online ad. revolution: “We’re going to see the end of advertising agencies in the next few years. We’re all going to start calling ourselves communications agencies.”

On the implications for the planning function:
“Planning is a bit under pressure…planning is gradually morphing to be much more central to managing the communications process…”

“My problem with planning recently is it’s been pushed much more to justification of what agencies do rather than the old notion that they were the voice of the consumer or the voice of effectiveness.”

On the implications for creatives and planners: “…the digital area is one where the creative people have to really know what happens…and the planners equally are having to become a lot more creatively inspired or inspiring…”

On ad. agency structure: “My personal opinion is that in the future there are only going to be two departments – service and production.”

On creativity: “…[ad.] agencies have got to focus on stimulating the targets rather than stimulating themselves.”

On the way research is handling the changes: “…we’re in a revolution, not an evolution… things are happening so fast…and so the research industry is in a bit of a quandary I think as to what it should do and following us at the moment isn’t the right answer.”

On the increasing complex ad. market: “I’m on the ASA council and one of the worries we have is that regulating the [ad.] industry used to be easy, but when things are on the internet and they’re put into TV programmes, how are we going to regulate that?”

On the conservatism in research: “…the research industry is like the Young Conservatives, always having discos with buffets.”

On breaking the conservatism:
“When you’re in revolution there are only two sides, the side that wins and the side that loses. And the side that wins is the one going forward…buying into the modern world.”

“I was pleased to see Simon Lidington getting appointed head [of the MRS], because he is an innovative thinker…”

“The one thing the research industry and advertising industry has really understood much better than clients is how important research really is…research within the clients hasn’t had the profile and importance.”

Music courtesy of: Theatrimus and The Blue Mile from the PMN

Thanks to MrWeb for sponsoring this podcast.

Series:MarketingTalk Series:AdTalk
Series:Sponsored

]]> http://www.researchtalk.co.uk/rt/2006/10/08/dan-odonoghue-publicis/feed/ 0 31:14 "When you're in a revolution there are only two sides...and the side that wins is the one going forward...buying into the modern world" Sponsored by#160;In this ... "When you're in a revolution there are only two sides...and the side that wins is the one going forward...buying into the modern world" Sponsored by#160;In this thought-provoking chat, Dan O'Donoghue tells Olaf Willoughby why the end of advertising agencies is nigh, why planners should return to their roots as consumer champions, and why researchers shouldn't expect guidance from ad. agencies during this time of media flux #160;STARRING#160; Dan O'Donoghue, Worldwide Strategic Planning Director, Publicis, and author, "Born in 1842 - A History of Advertising" Olaf Willoughby, The Willoughby Partnership (Host) PODCAST Dan O'Donoghue has an impressive track record. He helped to change Ogilvyacirc;euro;trade;s research department into a planning department back when Spaghetti Bolognaise was an exotic dish. In 1983, at ad. agency McCormicks, he renamed the account planning department to acirc;euro;tilde;Strategic Planningacirc;euro;trade; so the French could understand what it did, and also developed a way of using research to improve the input to creative rather than correct the output. In 1990 he became joint Chief Executive of Publicis and was the planner on the famous, or infamous, "Papa? Nicole?" Campaign for the Renault Clio. TIMELINE [31m13s] 00m00s Intro. 02m54s Born in 1842, a history of advertising. 03m25s A shift from advertising to communications. 03m53s Changes within the planning and creative functions. 06m57s Stimulation through creativity. 09m29s Implications for the research industry. 11m59s Is the research industry too risk averse? 13m54s A culture of conservatism. 15m23s Breaking through the conservatism. 17m01s The trend towards consumer insight planners within clients. 17m44s The story behind renaming 'Account Planning' to 'Strategic Planning'. 19m34s Why Dr. Bob Cook, Firefish, won the 2006 AQR P R-S award. 22m27s The future of measurement. 26m39s Challenging traditional research methodologies. 28m52s Panels - "the underbelly of the research business". 29m28s Final thoughts. NOTABLE MENTIONS AQR. ASA. BBH. BMP. Dr. Bob Cook. Firefish. Google. John Hegarty. Millward Brown. MRS. PG. Prosper Riley-Smith Effectiveness Award. Simon Lidington. Tremor panels. Video diary. WPP. QUOTES On the online ad. revolution: "We're going to see the end of advertising agencies in the next few years. We're all going to start calling ourselves communications agencies." On the implications for the planning function: "Planning is a bit under pressure...planning is gradually morphing to be much more central to managing the communications process..." "My problem with planning recently is it's been pushed much more to justification of what agencies do rather than the old notion that they were the voice of the consumer or the voice of effectiveness." On the implications for creatives and planners: "...the digital area is one where the creative people have to really know what happens...and the planners equally are having to become a lot more creatively inspired or inspiring..." On ad. agency structure: "My personal opinion is that in the future there are only going to be two departments - service and production." On creativity: "...[ad.] agencies have got to focus on stimulating the targets rather than stimulating themselves." On the way research is handling the changes: "...we're in a revolution, not an evolution... things are happening so fast...and so the research industry is in a bit of a quandary I think as to what it should do and following us at the moment isn't the right answer." On the increasing complex ad. market: "I'm on the ASA council and one of the worries we have is that regulating the [ad.] industry used to be easy, but when things are on the internet and they're put into TV programmes, how are we going to regulate that?" On the conservatism in research: "...the research industry is like the Young Conservatives, always having discos w... Advertising,,Book,reviews,,Creativity,,Future,of,research,,Media,,Social,media no No Weekly Show 7: OTX Europe http://www.researchtalk.co.uk/rt/2006/09/03/weekly-show-7-otx-europe/ http://www.researchtalk.co.uk/rt/2006/09/03/weekly-show-7-otx-europe/#comments Sun, 03 Sep 2006 19:37:56 +0000 ResearchTalk http://www.researchtalk.co.uk/rt/2006/09/03/weekly-show-7-otx-europe/ Ian Wright, OTX Europe

 GUEST  Ian Wright, MD, OTX Europe

 TOPICS  From $0 to $3m turnover in 9 months; the consumer appetite for video downloads and implications for the movie industry; the first free legal music download service; MR industry letting down graduate trainees; virtual reality research; validating the link between emotive advertising and strong brands

 NOTABLE MENTIONS  AOL, BMRB, (Sony) Bravia, David Brandt, Disney, Honda, IPSOS, MRS Conference, Robert Heath, RSL, Shelley Zalis, Universal Music

Music 2006 Pl@stic Soul and Geoff Smith from the PMN

Series:MarketingTalk Series:AdTalk
Series:Weekly

]]> http://www.researchtalk.co.uk/rt/2006/09/03/weekly-show-7-otx-europe/feed/ 1 19:20 #160;GUEST#160;#160;Ian Wright, MD, OTX Europe #160;TOPICS#160;#160;From $0 to $3m turnover in 9 months; the consumer appetite for video downloads and implications for the movie industry; the ... #160;GUEST#160;#160;Ian Wright, MD, OTX Europe #160;TOPICS#160;#160;From $0 to $3m turnover in 9 months; the consumer appetite for video downloads and implications for the movie industry; the first free legal music download service; MR industry letting down graduate trainees; virtual reality research; validating the link between emotive advertising and strong brands #160;NOTABLE MENTIONS#160;#160;AOL, BMRB, (Sony) Bravia, David Brandt, Disney, Honda, IPSOS, MRS Conference, Robert Heath, RSL, Shelley Zalis, Universal Music Music#160;2006 Pl@stic Soul and Geoff Smith from the PMN Series:MarketingTalk Series:AdTalk Series:Weekly Advertising,,Media,,Online,,Weekly,Show no No Joseph Jaffe, the New Marketing http://www.researchtalk.co.uk/rt/2006/07/11/007-joseph-jaffe-on-the-new-marketing/ http://www.researchtalk.co.uk/rt/2006/07/11/007-joseph-jaffe-on-the-new-marketing/#comments Tue, 11 Jul 2006 21:44:22 +0000 ResearchTalk http://www.researchtalk.co.uk/2006/07/11/007-joseph-jaffe-on-the-new-marketing/ Sponsored by MrWeb

Life after 30s Ad bookJoseph Jaffe, Jaffe JuiceJoseph Jaffe, the innovative marketing thinker, is the author of Life After the 30-second Spot in which he passionately argues for marketers and advertisers to embrace the more imaginative and engaging techniques in an era of media fragmentation and consumer generated media

 STARRING 


PODCAST
Remember that IBM ad? The one where no one ever got fired for buying IBM?

Well, Joseph Jaffe believes that the same conservative, risk-averse thinking is plaguing the minds of senior marketers.

In his book, ‘Life after the 30 second spot’, Joseph Jaffe argues that marketers need to do exactly that, to think beyond tv ads. if they really want to engage with ever-sophisticated consumers.

But while this may seem a fashionable view to hold, Joseph has received widespread acclaim for using compelling argument and hard evidence to bolster his case.

The conversation is guest-hosted by Simon Andrews, who co-founded and jointly runs the Big Picture Ad. agency.

Please let us know what you think of this podcast.

TIMELINE [43m36s]
00m00s Life after the 30s spot – key premise and arguments.
03m55s Survey reveals that US advertisers feel behind the innovation curve.
05m02s The lack of marketer participation.
07m25s The US TV upfronts and network TV.
13m07s The solution.
14m23s Direct/targeted marketing.
15m32s Viral campaigns – incl. Burger King’s Subservient Chicken.
19m08s The case for horizontal integration.
20m30s Is blogging here to stay?
21m28s Advancing the metrics of blogging.
22m19s Lessons from the Guy Goma incident (BBC news).
24m06s Does the new marketing phenomenom have legs?
25m49s Marketing’s inertia to change.
27m32s Would he change anything in the book?
30m15s Joseph’s dime-a-dozen campaign.
33m55s Who gets it?
36m28s Spreading creativity.
38m47s The agency of the future – generators and integrators.
41m47s The future.

LINKS
Joseph’s popular blog.
His excellent podcast.
A free chapter from his book.

SOME QUOTES (not indicative of the whole podcast)
On the key premise of his book: “…consumers are ignoring us, they’re outgrowing us, they’re not buying what we’re selling…it’s not all doom and gloom, there are a host of viable alternatives.”

On the growth of podcasting: “The thing that troubles me is that when I’m talking to marketers..to agencies…to interactive people…the percentage of people listening to podcasts is disgraceful.”

On the lack of marketer participation in new marketing: “There are three types of people…people that make things happen, people that watch things happen, and people who turn around and say what happened!”

On the lack of marketer participation in new marketing: “You will never understand the disruptive power of on-demand consumption, of the PVR world, unless you have one yourself.”

On understanding user choice and the PVR: “If you have a DVR and you skip ads..and you still buy 30s spots…then you should be fired…it’s hypocritical.”

On the TV upfronts: “The upfronts have peaked…it’s past it’s prime, and that’s a fact.”

On change: “You can’t take incremental steps and expect an exponential result…the networks are trying to tweak the problem…as opposed to reengineering the problem…resistance to change is directly proportional to the amount that one has to lose in the process.”

On the solution: “I don’t think TV advertising will or even should go away completely.”

On direct repsonse: “I believe that we’re all living in direct response hell right now, it’s called quarterly earnings…we’re not doing it for the right reasons.”

On Burger King’s ‘Subservient Chicken’ viral campaign: “Something so flippant, frivolous actually had some very profound and lasting effects after the fact.”

On blogging: “The verdict is in…it may not be called blogging in five or ten years, but what blogging represents is here to stay.”

On Guy Goma’s brush with fame: “The reality is, for better or worse, that one man or woman with a blog can be as relevant, as compelling, as persuasive, as sought after as the BBC…”

On the value of his own podcast: “To think of my life without my podcast, which only started less than a year ago, I don’t know how I would function with the same level of enthusiasm and passion and excitement, gratification that I have right now.”

On the speed of creating advertising: “Google is the antithesis of the entire advertising model, and the biggest difference is speed.”

On which sectors ‘get it’: “The level of innovation and creativity and risk-taking and propensity to adopt and embrace new marketing has been quite pronounced in [certain sectors].”

Music 2006 Pl@stic Soul and The Blue Mile from the PMN

Thanks to MrWeb for sponsoring this podcast.

Series:MarketingTalk Series:AdTalk
Series:Sponsored

]]> http://www.researchtalk.co.uk/rt/2006/07/11/007-joseph-jaffe-on-the-new-marketing/feed/ 0 The State of Mobile Advertising http://www.researchtalk.co.uk/rt/2006/05/04/002-mobile-advertising/ http://www.researchtalk.co.uk/rt/2006/05/04/002-mobile-advertising/#comments Thu, 04 May 2006 11:35:44 +0000 ResearchTalk http://www.researchtalk.co.uk/2006/05/04/002-mobile-advertising/ “I think we’ll see over the year the testing of all-you-can-eat data packages [from the mobile operators]…so that I’m not going to get surprised by a big data bill.” (Simon Andrews)

Simon Andrews, Big Picture AdvertisingNick Wiggin, Mobile Marketing AssociationWhat’s the state of mobile advertising? And will 2006 prove to be a tipping point as the major players invest more heavily in experimentation and infrastructure?

 STARRING 


PODCAST
We talk to Nick Wiggin, chairman of the UK branch of the Mobile Marketing Association and founder of mobile marketing specialists WhoHow, and Simon Andrews, founding partner of the Big Picture ad. agency and a regular blogger on innovative developments in the advertising space. Simon also owns up to ‘inflicting Howard on the world’, Howard being the star of countless commercials for UK bank Halifax.

Please let us know what you think of this podcast.

TIMELINE [30m41s]
00m00s Introduction to Nick Wiggin.
03m02s Introduction to Simon Andrews.
04m15s Prospects for mobile advertising.
05m41s Barriers.
10m57s Demand for the mobile internet.
12m12s Mobile advertising business model.
15m52s RoI.
16m59s Optimum ad. campaigns.
18m50s Land grab opportunity.
20m09s Viral videos/consumer generated content (CGC).
22m12s Industry challenges.
22m53s RoI.
25m46s Demographics.
27m36s Challenges.
29m10s Impact of Google.
30m10s Conference appearances.

NOTABLE MENTIONS
3
Adidas
AOL
BMRB
Forrester
Google
iMode
Mindshare
Netscape
Nike
O2
Orange
SeeMeTv
Sony-Ericsson
UIP
YouTube

QUOTES
Nick and Simon are very upbeat about the prospects for mobile advertising in 2006, here are some choice quotes from the podcast…

“Mobile is perfectly placed to take a big share of advertising in years to come.”

“I talk of 2006 being the year of mobile media…the year when media companies recognise that this is a credible media channel…also the year that mobile operators are engaging with blue chip advertisers…”

“Its up to the consumer to decide which channel they prefer…and that will prevail.”

“The network operators and handset manufacturers are guilty of always speculating on the next big thing…the fact is the consumer experience is not good enough for mobile tv.”

“We’re starting to see the real money come into this area [mobile advertising].”

“I think we’ll see over the year the testing of all-you-can-eat data packages [from the mobile operators]…so that I’m not going to get surprised by a big data bill.”

“The days of advertising interrupting people are pretty limited.”

“There’s some young lady who made 1500 pounds by showing off her assets [on a consumer generated mobile video]!”

“There is a big myth about accountability that plagues mobile and online…the figures that you can produce for mobile and online are a thousand times more accurate than offline.”

Music Brother Love from the PMN

Series:MarketingTalk Series:AdTalk

]]> http://www.researchtalk.co.uk/rt/2006/05/04/002-mobile-advertising/feed/ 1 MTV, Advertising, and Neuroscience http://www.researchtalk.co.uk/rt/2006/05/01/001-viacom-brand-solutions/ http://www.researchtalk.co.uk/rt/2006/05/01/001-viacom-brand-solutions/#comments Mon, 01 May 2006 13:30:36 +0000 ResearchTalk http://www.researchtalk.co.uk/?p=3 MTV logoTV advertising is gradually becoming sidelined by marketers as doubts grow over it’s effectiveness. In this podcast, we hear from a broadcaster who’s using innovative research to improve its effectiveness

 STARRING 


PODCAST
In our inaugural podcast we interview the eloquent Agostino Di Falco, Head of Insight and Research at Viacom Brand Solutions, the advertising sales operation for MTV, VH1, Nickelodeon, Paramount and E! channels.

Agostino talks passionately about an innovative research study, conducted by Neurosence, that has led to some remarkable conclusions about how TV advertising is consumed and how it can be made more effective.

The study comes at a poignant time for TV advertising given the growing use of DVR/PVR technology, such as Sky+ and Tivo, to skip past commercials.

Agostino goes onto talk about how other research led to commissioning the extreme car makeover show Pimp My Ride for MTV UK.

Please let us know what you think of this podcast.

TIMELINE [19m18s]
00m00s Introduction to Viacom Brand Solutions
01m36s Introduction to Agostino Di Falco.
Neuroscience Study
02m25s Intro.
03m20s Structure.
05m26s Key finding 1.
07m55s Key finding 2.
11m23s Industry reactions.
13m10s Other VBS research.
15m10s Pimp My Ride study.
17m05s Future trends.
18m25s Message for researchers.

Music Brother Love from the PMN

Series:MarketingTalk Series:AdTalk

]]> http://www.researchtalk.co.uk/rt/2006/05/01/001-viacom-brand-solutions/feed/ 1 19:18 TV advertising is gradually becoming sidelined by marketers as doubts grow over it's effectiveness. In this podcast, we hear from a broadcaster who's using innovative ... TV advertising is gradually becoming sidelined by marketers as doubts grow over it's effectiveness. In this podcast, we hear from a broadcaster who's using innovative research to improve its effectiveness #160;STARRING#160; Agostino Di Falco, Head of Insight, Viacom Brand Solutions PODCAST In our inaugural podcast we interview the eloquent Agostino Di Falco, Head of Insight and Research at Viacom Brand Solutions, the advertising sales operation for MTV, VH1, Nickelodeon, Paramount and E! channels. Agostino talks passionately about an innovative research study, conducted by Neurosence, that has led to some remarkable conclusions about how TV advertising is consumed and how it can be made more effective. The study comes at a poignant time for TV advertising given the growing use of DVR/PVR technology, such as Sky+ and Tivo, to skip past commercials. Agostino goes onto talk about how other research led to commissioning the extreme car makeover show Pimp My Ride for MTV UK. Please let us know what you think of this podcast. TIMELINE [19m18s] 00m00s Introduction to Viacom Brand Solutions 01m36s Introduction to Agostino Di Falco. Neuroscience Study 02m25s Intro. 03m20s Structure. 05m26s Key finding 1. 07m55s Key finding 2. 11m23s Industry reactions. 13m10s Other VBS research. 15m10s Pimp My Ride study. 17m05s Future trends. 18m25s Message for researchers. Music#160;Brother Love from the PMN Series:MarketingTalk Series:AdTalk Advertising,,Media,,Mobile,,Neuroscience,,Telecoms no No