Posts filed under ‘world’

Branded utility from media owners

rent versus buy

James (MindShare Asia-Pacific) writes:

Richardt at the ever-excellent Flytip.com posted recently about ‘these NYTimes.com info-porn-like tools’:

This week’s tool is a Rent vs. Buy tool for those negotiating the questionable real estate landscape these days. Users of the tool can easily compare the costs of renting and buying equivalent homes.

Once again it reminds of the potential for branded utility tools like this. Stuff that is so useful and valuable that the world can’t help but forward it to on. This one’s from the NY Times, and unless you register, you can’t enjoy it. It’s a great way to create value for the NY Times media brand. But I still don’t understand why more marketers aren’t aggressively driving this kind of branded utility tool. Shouldn’t this be brought to us, for free, by one of the global banks?

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May 21, 2007 at 9:26 am 1 comment

I’ll have a double cheeseburger, hold the reality…

David (MindShare, Bangkok) writes:

burger.jpg

Fast Food: Ads vs. Reality” is one of the simplest & most graphic examples of The Big Switch in action and one of the most blogged-about sites this month.

Jeff Kay , “an Ugly American living on the cusp of a mid-life crisis ” buys a pile of fast food and posts photos of his purchases next to marketing department images of each product on his blog. Googling the site’s name brings up over 1.4 million results, just a few days after the original posting.

No wonder marketers and agencies find successful navigation of the blogosphere such a challenge…

P.S. Still no YouTube in Thailand…

April 25, 2007 at 11:27 am 1 comment

Is that a Big Switch or are you just pleased to see me?

David (MindShare,  Bangkok) writes:

From gizmodo.com comes the disturbing news that in the USA women now outnumber men on the internet. And this time we’re talking users, not jpegs…..

Can anyone substantiate this?

woman.gif

April 25, 2007 at 11:19 am 3 comments

Australian bank invents iPodinomics

ipodcash.jpg

Paul (MindShare, Bangkok) writes:

The famous Big Mac Index, developed by the Economist Magazine over 20 yrs ago, now has a new challenger in the form of the Ipod. Burgernomics is based on the theory of purchasing-power parity, the notion that a dollar should buy the same amount in all countries.

The people at Commenwealth Securities in Australia believe that their IPod Index is superior to the Big Mac index for a number of reasons. Read more here: The CommSec iPod Index.

Here’s how Asia compares:

CommSec iPod nano index, 2 gigabytes, US dollars, January 2007

Brazil $327.71
India $222.27
Sweden $213.03
Denmark $208.25
Belgium $205.81
France $205.80
Finland $205.80
Ireland $205.79
UK $195.04
Austria $192.86
Netherlands $192.86
Spain $192.86
Italy $192.86
Germany $192.46
China $179.84
Korea $176.17
Switzerland $175.59
NZ $172.53
Australia $172.36
Taiwan $164.88
Singapore $161.25
Mexico $154.46
US $149.00
Japan $147.63
Hong Kong $147.63

February 13, 2007 at 2:34 pm 1 comment

Make ads you want to watch at Current TV

James (MindShare regional team,Singapore) writes:

Are you a ‘viewer-created’ advertising virgin? If so, I urge you to follow this link and watch this ad for Mountain Dew at Current TV. 

Probably, like me, it will be the first time you’ve seen a ‘viewer-created’ ad. At Current TV, the audience creates, votes and watches all kinds of program and ad content. As the Big Switch rolls on, we can be sure we’re going to see a lot more of this. And especially in Asia, where in many markets there is perceived to be a lack of compelling local traditional TV content.

This was the top rated ‘viewer-created’ ad in the contest, sponsored by Mountain Dew. It’s a strange experience for us in the ad business to see the ‘sacred’ art being opened up. First of all, it’s a pretty funny spot, with great comic timing. And perhaps in a way, it’s too polished for my taste. Personally I prefer the ones like this one by drinker Ill Mitch, because it’s got that low-budget, anarchic roughness to it. Also, I kind of believe his testimony at the site: 

Hello community. I have made pod of mountain dew beverage because I drink it when I do skateboarding. If you do not know me. Here is profile: illmitch.com Thank you. Have a fun time. and keep doing pod. 

Obviously, this new hybrid medium offers great opportunities for brands and marketers to get involved with consumers. But perhaps more significant here is the glimpse of the future of TV. Today this is a ‘lean forward’ PC phenomenon. Very shortly, this will be available as just another channel on the ‘lean back’ TV in every living-room in the country. Or the world. Here’s some extracts of how Current TV talks about itself:

Current is a national cable and satellite channel dedicated to bringing your voice to television.

….We slice our schedule into short segments that we call “pods” — each just a few minutes long. You’ll see profiles of interesting people on the rise, intelligence on trends as they spring up around us, and international news from new perspectives.

And much of it comes straight from you. We call it viewer-created content, or VC2. Right now, VC2 makes up about a third of our channel — and that share is growing. It works like this:Anyone who wants to contribute can upload a video.

Then, everyone in the Current online community votes for what should be on TV. You can join in at either stage — watch & vote or make video…..This is definitely not a traditional TV network. Watching Current, you’ll see more, on more topics, from more points of view…. 

January 4, 2007 at 12:23 pm 3 comments

FMCG = Faster-moving content giants?

James (Singapore) writes: 

Jack Neff’s AdAge article today was packed with thought-provoking numbers and insight. These paragraphs capture the core revelations:

Such package-goods marketers as Procter & Gamble Co. and Unilever don’t sell many products directly online. Their low-cost, low-involvement brands tend not to generate much search. Yet the websites of P&G and Unilever now reach nearly 6 million and 3 million unique visitors, respectively, in the U.S. each month, according to ComScore Media Metrix. 

While P&G sites captured only 3.3% of ComScore’s U.S. web audience in October, that’s more than double its industry-leading 1.3% share of U.S. ad spending last year and nine times its share of online ad spending, according to TNS Media Intelligence. The monthly web audiences for P&G and Unilever brands now easily swamp the audiences of many magazines and cable and syndicated TV shows where they advertise. 

I’m sure this article will kick off a lively debate about the potential for brands to become media in their own right. Scott Karp has already offered this intriguing, albeit tongue-in-cheek, scenario: 

Maybe P&G and Unilever should start offering media brands and Web 2.0 companies an opportunity to advertise on their sites. Imagine how many real people new web apps could reach by advertising on P&G vs. advertising on sites that only reach early adopters. 

For me, the exciting prospect here is to watch how these two consumer insight giants navigate the arrival of their core, mass consumer base onto the internet. Whether you love or hate the communications they have used over the past century to build their megabrands, nobody can deny they understand how to communicate with ‘ordinary folk’. You only have to experience the formidable marketing machine of a company/division like Hindustan Lever in India, to realize the power of the ‘common touch’. Could Hindustan Lever make FMCG stand for ‘Faster-moving content giant’, if they wanted to? I wouldn’t bet against them.

Some other facts in the article that stood out for me:

  • A study by McKinsey & Co. for one package-goods brand G2 handled showed that while its website reached only 800,000 consumers annually, they were generating $40 in profit on average, compared with $5 for consumers reached by traditional media.
  • Search-heavy Google accounts for a relatively small amount of traffic to the P&G and Unilever sites compared with display-ad-heavy Yahoo, the leading source of traffic for both marketers, according to ComScore.
  • Both marketers also draw traffic from their e-mail relationship programs and other online promotions
  • Unilever’s “Dove Evolution” viral video has generated more than 3 million views online since it launched in October — and helped spur a 34% overall increase in visitors to Unilever websites.

December 5, 2006 at 2:44 pm 1 comment

Marketing services are the new media

 Ashutosh Srivastava

And the first group blogger is…drumroll…Ashutosh (Singapore). Always good to see the CEO lead from the front.

This is a nice quote in context of the big switch – and the new mantra to preach to all our media partners as we go about building our own activation capabilities. While some companies like Newscorp now profess to be in the business of ‘creating, delivering and marketing content’ and guiding consumers to what’s hot and what’s niche, others are still struggling like dinosaurs, unable to evolve their business models in a rapidly changing environment. They are still in the old world of printing newspapers and running TV networks and desperately trying to hold on to a rapidly dwindling stock of readers and viewers…  

“Media companies need to focus on leveraging their most important assets – relationships, engagement, and community. These are the new vehicles for marketing. Companies have these same assets with their loyal customers, but media holds the key to new customers. Its no longer about just delivering a message – it’s about leveraging the connection that media (be it New York Times, MySpace, Boing Boing, YouTube, Digg, or Google) has with its users, who are increasingly driving the media (and in the case of MySpace ARE the media). Its about enabling people to discover and connect with brands through meaningful, entertaining, and useful content and experiences, which media companies, who should know their audience/users best, are ideally positioned to facilitate”

Read more on this from Scott Karp 

November 30, 2006 at 3:19 am 1 comment


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