Real-time blogging going on here…
Jeff Jarvis, President & Creative Director, Advance.net
Dick Costolo, CEO, Feedburner
Matt Cutts, Software Engineer, Google
Chas Edwards, Vice President, Sales & Market Development, Federated Media Publishing
Brian McAndrews, President and CEO, aQuantive
Mark Pincus, Founder, tribe.net
Time: 11:15am – 12:30pm
powerpoint about Distributed advertising
Intro by Jeff, then all the panelists introduced themselves.
“Ads can be a service” (Mark Cutts, Google)
A media person: Online space –> metrics coming along nicely; other media
spaces like what they see –> expectation of same metrics as online for other
forms of media. Metrics is getting much more sophisticated.
–> engagement: not eyeballs; how *deep* or how related or how interested was
consumer/user in an ad; how to measure engagement (for tv 2.0, video 2.0 etc)
Brian: experiment; easy to do in small pieces; targeted; branded
advertisement big online now
Chas: tech issues can be solved relatively easy; hard qst is getting
marketers comfortable; look at blogs that are doing things in media business,
online, really well; higher loyalty than on tv etc; find publications that have
tremendous audience affinities (turns out they’re blogs)
Mark: CPA; b2b marketer can get to highly sophisticated, targeted markets
now; whether its Google Adsense on an open one, marketers should be able to
identify key blogs etc
Matt: experimentation is key; variety (of ads, how they’re presented) makes a
difference; allowing experimentation from publishers (e.g. bidding on adwords)
Mark: qst to Matt –> when will google open up the ad network (experiment)
Matt: it’s definitely a priority; talks about resourcing; “freedom to
tinker”
Jeff: serving up 4 times as much RSS as html; how to get money out of rss?
Dick: “we think we’re fixing that”; circulation; rss as
differentiated from the site –> rss feed users express explicit interest in
the content site. eg a Mac site gets a very effective CPM on site, but in feed a
very low CPM –> what will work for that audience is an ad for a Mac expo.
Jeff: all about relevance
Fred Wilson: reed’s law (prof at MIT) –> each node becomes/forms its own
network
Dick –> feeds into sell-side advertising a little bit. in a CPA world;
other publishers can take that ad and use it. eg original advertiser gets a cut
3-4 rungs down the chain.
Ross Mayfield: cost per influence; social incentives for advertising are
fucked up. “buyers will love this crap.”
Jeff: publisher can take over the creative (eg Dell stuff he blogged about)
Audience qst: u can’t let users create a brand (skeptical of value)
Jeff: brand is the trust.
Brian: buy-side data is very powerful info –> publisher doesn’t have that
Jeff: why not open source that?
Brian: in CPM world, he’s not going to let publishers know what kind of value
it’s being created… takes a crack at Apple market share as opposed to dell.
qst: user be more participatory; predictive analysis; how to give users an
incentive?
Jeff et all: trust, transparency
Dick: advertising networks have to provide more value to publishers; eg
aggregate stats that are valuable for everyone
Fred: privacy; real world thinks its creepy
Matt (google): opt-in eg to personalized search; different experimentation
and networks (not just google); competition important (but he takes a swipe at
Yahoo ads). If someone comes along and makes a better product than google
adsense, that makes a better world. talks about ning.com and trying new
solutions [experimentation is a big word in this workshop]
Brian: re relevance, onus on industry to educate people; next phase is brand
phase and that’s going to be more difficult.
Dick: re relevancy, it’s hadr to separate out nefarious uses of such a
technology; long time before it’s introduced into rss (whether they want to hand
over their ‘attention’); eg amazon treasure box –> very scary thing for most
people (how’d they know it was me); opting in.
Matt: adsense criticals: 1) network effect; 2) relevancy; 3) target the
interest, not the user. value in serendipity. control to user (eg amazon opt out
of interests)
qst: how to serve up ads that user doesn’t know they’re interested in?
Matt: networks; ton of room left for experimenting; lot of niches waiting to
be explored
Brian: work to find better ways to measure brand.
qst: rich media ads
Dick: ads as content. eg podcast from digital photography company. eg bmw
film stuff was first gen of that.
Lots of talk about video, tv, product placements.
qst: sponsorships around content vs advertising
Matt: eg lifehacker has a lot of commonality; disclosure really important
(money is involved here, etc). lifehacker a good eg.
That’s about it for this post. Will do other workshops and stuff over the
next few days. Also have written notes to type and publish when I get time.
