MrWeb2 says:

Some of the objectives of providing a Web2.0 interface are:

To enhance the environment from which only discrete transactional events now occur

To create an ultra-sticky environment

To enable users to classify and control content which creates a feeling of site ownership

To create both more contextual areas for advertising placement (both listing content and corporate advertising) via community spaces

Utilising a new classification system – folksonomies used to control classification and ad targeting

To provide high value ad product extensions with provide added value to simple brand impressions

To know users better and be able to maintain an ongoing dialogue with them

03 Feb 2007 - 09:43 Melbourne

MrWeb2 says:

Case Study: Using Graphic ads and links to bring direct users into Web2.0 interfaces

Purpose: To use graphic ads and well placed text links and or lists to direct users to view blogs, forums, videos, and photo galleries and to rate and comment on these specific content items

Take an automotive classified site - the objective of the site is to get users to view and transact with automotive classified advertising - these sites are search based so use behaviour is usually search, find information and leave - Advertising brand impressions on these sites are of increasing reduced value to advertisers (eg. yields are low) as users find what they are looking for and then depart

*even for users that do click on banners their actions post click are often of little value

By integrating a Web2.0 interface into a normal classified site the publisher can create an interace which will capture users and allow them to interact with the user and placed editorial content. This gives advertisers a chance to present offers in a more engaging way to users and to get feedback on these offers and, if very switched on, interact with these users as well

Web2.0 advertising products provide absolutely tangible and measurable results as well as tangible outcomes - thus they are of higher value to clients

03 Feb 2007 - 09:52 Melbourne

MrWeb2 says:

CPM is great if you only care about people passively viewing your brand

CPC is great if you only want get people to click on something - they may or may not even spend five seconds on the destination link

The CHV allows you to inform and engage users who are actually interested in your product or service offering

03 Feb 2007 - 15:29 Melbourne

MrWeb2 says:

In January of 2006, BuzzMetrics and Intelliseek merged and then ACNielsen parent VNU took a 50.1% stake in the merged entity

This company specializes in the tracking and reporting of consumer generated comment on brands, product releases, competitors et al

This ACNielsen is banking on the fact that the analytics behind Web2.0 is going to be product in and of itself

To a lesser degree campaigns which include:

1) Banners and text links
2) Some Web2.0 Products - eg, blog, forum, video, pole
3) Page Impression data
4) Click through data
5) Page duration
6) Profile data (if collected)

Will provide valuable insight to both publishers and advertisers on how to both tune the campaigns but also to tune product offerings and the way are packaged and presented to consumers

**The above slide was put together in 2006 and sourced from www.buzzmetrics.com

04 Feb 2007 - 10:44 Melbourne

MrWeb2 says:

PR Firm Edelman intuitively understanding that they must learn how to harness public comment for the purpose of PR established a "word of mouth" practice

They stumbled many times in their early work especially with their Walmart "FLOGS" but they started early and will soon learn how to create positive buzz for the clients under the guise of consumer generated comment

Using the CHV, publishers can assist advertisers to create positive buzz for their advertised product or service

In reality advertisers must learn to embrace even the negative comment and use the negative as an opportunity to improve their product or service and engage with customers who want a voice

Often a simple response is all that is required to get a negative person on your side - this simple interaction can also create an advocate

Motorcycle manufacturer Ducati's CEO ran his own blog in which he engaged with riders and found this interaction invaluable

[The above slide was sourced from www.edelman.com and press releases from MediaPost.com in 2006]

04 Feb 2007 - 10:53 Melbourne

MrWeb2 says:

For anyone that has digital Foxtel you will know about the red button - for those who do not - if you have digital Foxtel you can interact with certain advertisements by clicking a red button on the remote control



In Foxtel's own advertisements for this feature they say that interacting with the advertisements provides a deeper level of information and makes the offer much more compelling because the user chooses to interact with the content

The level of interactivity gaurantees that the user's recall of the ad message is far higher than simple passive TV advertising

This is exactly how your site can benefit from the Community Hyper Vertical

05 Feb 2007 - 15:28 Melbourne

MrWeb2 says:

Toyota Harnesses Mobile Video For FJ Cruiser
by Gavin O'Malley, Monday, Feb 5, 2007 6:00 AM ET
TO PUSH ITS NEW OFF-ROAD FJ Cruiser, Toyota has enlisted the help of Saatchi & Saatchi LA and mobile services firm The Hyperfactory for a cross-channel marketing blitz.


The campaign blends text, banner, mobile TV and video advertising, while making use of Hyperfactory's recently launched Mobile Media Network--an integrated 3G branded mobile platform.

Users will be driven to branded video--documenting the FJ Cruiser racing team competing in the Baja 1000--with banner ad takeovers of the Sprint Wireless Web Sports home page and ESPN Mobile immediately following Super Bowl Sunday, as well as an exclusive two-month takeover of Go2's sports mobile channel, Go2WinterSports.

The campaign will also use MobiTV's new offering--which launched last month at the Consumer Electronics Show in Las Vegas--allowing viewers to click on branded "Two Roads to Baja" clips. The mobile media program will use MobiTV to display branded content as advertising, including videos, screen savers, driver-blogs, stories and images from the race.

Short-form video clips and clickable mobile TV ad-units will run throughout MobiTV, while another exclusive takeover on Versaly's video-on-demand channel, Fast Lane, will attempt to drive users to the Toyota FJ Cruiser mobile microsite. (The Fast Lane channel is available for free on Channel 61 to all Sprint

06 Feb 2007 - 09:39 Melbourne

MrWeb2 says:

Federated Media, comScore Partner For Blog Metrics
by Shankar Gupta, Monday, Feb 5, 2007 6:00 AM ET
AIMING TO PROVIDE MORE METRICS for blogs and community sites, comScore Networks and blog network Federated Media have forged a research partnership.


For the deal, comScore will build a database, using a customized weighting and projection system, designed for measuring the blogosphere and other social media.

Federated Media represents a number of social media sites, including Digg.com, Boing Boing, Jeff Jarvis' BuzzMachine, GigaOm, Google Blogoscoped and Metafilter. The nature of those sites, which rely on user participation, makes measurement more challenging than at other more top-down sites, said Magid Abraham, comScore's CEP and president. "The complex nature of blogs and community-driven sites like Digg presents unique measurement challenges," he said.

[Source: MediaPost.com]

Extending advertising campaigns utilizing Web2.0 tools and being in control of the specific context will give publishers the ability to report metrics other than simple page impressions and UV's to their ad clients

06 Feb 2007 - 09:46 Melbourne

MrWeb2 says:

To contact us and get an in person demo - click below

venturelogic.mymedia.net.au/

07 Feb 2007 - 12:08 Melbourne

MrWeb2 says:

I was recently speaking to a client who spends as much as $120K per month on keyword search marketing on Google - The value proposition of the CHV is very clear for clients such as these due to the fact that it is openly exposed to the internet making the CHV a funnel for users who click through from search engine listings - the CHV can then be used to push users into the parent site's revenue model

08 Feb 2007 - 10:07 Melbourne

MrWeb2 says:

Probably covered this above but these points are from actual presentation to a client currently implementing a CHV

Justification for integration into parent site

- Cross linking will help to create traffic flow in between the web assets

- This is important because the publisher has made an investment in many cases a very significant investment in the parent site and by associated a CHV the publisher protects this investment and cost of retaining position

- By linking each site logically there is a much richer content and interactive proposition for users
Each area has a defined personality which compliments the other

- By linking the sites, the publisher will create more page impressions, longer sessions times, higher page duration, a much better / differentiated proposition to advertisers as well as extended advertising products (inc Web2.0 and RSS)

- If the sites are linked and the flow that is created is of a high quality, the publisher will highly differentiate itself from its competitors

- Aggregate page impressions will help the publisher move higher in the traffic rankings (eg. HitWise and Nielsen – although not a measure of quality of offering these metrics often effect price of ad real estate)

- A much needed PR opportunity – “Publisher X leads in Classified Web2.0”

- CHV can also be used to show the market that the specific publisher can innovate

08 Feb 2007 - 16:55 Melbourne

MrWeb2 says:

USA Today interface has been completely re-done integrating Web2.0 tools to allow commenting and rating of news stories and an increasing use of video

06 Mar 2007 - 09:49 Melbourne

MrWeb2 says:

MTV, Nickelodeon Vets Plan Next New Networks: Online Video Sites For Enthusiasts
by Tobi Elkin, Friday, Mar 9, 2007 6:01 AM ET
INTERNET STARTUP NEXT NEW NETWORKS, an online video service, is poised to deliver 101 community-based sites over the next five years focused on niche content targeted to 18- to-34-year-olds. Backed by former MTV and Nickelodeon executives, Next New will offer a series of micro-networks with content geared toward enthusiasts who enjoy do-it-yourself fashion, comics, and autos.


The company's approach ties directly to evolving trends in so-called "Long Tail" content targeted to passionate enthusiasts, and will leverage short-form video content featuring programs anywhere from three to eight minutes in length--daily or weekly.

Next New says it will add one to three networks per month in the coming months, and on Thursday announced the first six networks on its roster including programs like "Fast Lane Daily" and "VOD Cars;" "Threadbanger," about do-it-yourself fashion; "Channel Federator," on cartoons; and "Pulp Secret," focused on comic book culture.

What makes Next New's approach unique is that each micro-network hosts its own shows on a branded Web site. New and archived shows can also be found on iTunes and YouTube, and viewers are invited to contribute, share, and distribute the network content.

Herb Scannell, one of the company's founders and a former executive at Nickelodeon, said the collective expertise of the company's management team--partner Fred Seibert was MTV's first creative director, Emil Rensing was an original member of AOL Greenhouse, and Jed Simmons used to work for Sundance and Turner Broadcasting Group--offers the startup a deep bench.

[Source: MediaPost.com]

10 Mar 2007 - 11:18 Melbourne

MrWeb2 says:

Having a context driven video section is a MUST!!


Marketers Crazy Over Online Video For March Madness
by Tobi Elkin, Thursday, Mar 15, 2007 6:00 AM ET
HOOP DREAMS ARE SPROUTING ALL over the Web as marketers lob free-throws into the online video arena in conjunction with the NCAA college basketball tournament, colloquially known as March Madness.


Marketers including Coca-Cola, AT&T, General Motors' Pontiac, Courtyard by Marriott, and Dell are making a splash not only by sponsoring so-called "Bracket Challenges" on major online sports hubs, but diving into online video advertising as well.

The NCAA is also an opportunity for marketers to tie closely into social media tactics via a passionate audience of ardent fans. The Bracket Challenges invite fans to create their own private group sites, issue e-mail invites to friends, customize scoring, trash talk via message boards, and access scores and standings updates on a live basis.

The major online sports hubs are going all out for March Madness. ESPN's Tourney Challenge pairs it with sponsors Pontiac and State Farm, while Yahoo's Tournament Pick'Em '07, sponsored by HP, offers nifty features like a Scenario Generator.

CBS SportsLine is offering Bracket Challenges and a Round by Round Challenge sponsored by Porsche Cayenne. Porsche invites viewers to click on a banner ad to watch a film.

[Part 1 - Source: MediaPost.com]

16 Mar 2007 - 12:23 Melbourne

MrWeb2 says:

[Part 2 - Source: MediaPost.com]

In addition, Chrysler's Jeep Patriot brand debuted an online film "The Way Beyond Trail" that invites viewers to join three characters who drive a Patriot while searching for a buried treasure. Consumers can influence the plot via their viewing choices.

In addition to high-profile TV buys directing viewers to the Web to access the film, Jeep is running banner ads on ESPN, SportingNews.com, and SI.com, among other sites that will plug the online video.

NCAA March Madness online is a key venue for marketers looking for a highly engaged, motivated audience. The goals for online video are different depending on whether the advertiser is looking to deepen brand affinity and interaction or generate potential leads, transactions, and traffic to their Web site--for example, like Circuit City and Sony, which are among the advertisers appearing on CBS SportsLine.

"If you're Coke, you're not looking for sales--you're looking for engagement with the brand so you go where the fans are. NCAA is a huge business online," said Michael Hayes, senior vice president-managing director, Initiative Interaction.

Hayes, who has no clients in the NCAA, but nonetheless buys a lot of online video, said deploying the right metrics makes all the difference in determining whether a program is successful. He suggested a combination of tactics including counting actual streams (completed streams) to measure engagement with an ad unit, examining click-through rates, and mounting an online branding study. The brand impact study would measure brand consideration and lift, along with purchase intent.

16 Mar 2007 - 12:24 Melbourne

MrWeb2 says:

[Part 3 - Source: MediaPost.com]

Pontiac, which is going full throttle into March Madness, is using Rovion's InPerson technology to promote its NCAA Game Changing Performance Contest. The technology enables Sportscaster Greg Gumbel to appear personally and invite March Madness fans on numerous Web sites to enter the contest. The contest is in its third year, and second year using the Rovion technology.

In terms of engaging with viewers, Len Ostroff, Rovion's CEO, said the technology enables Pontiac to "bring Greg to life on Web sites and personally greet and engage with visitors on the site."

While average click-through rates for online video hover around 3%, the rates for Pontiac's program last year reached around 18 to 20%, Ostroff said.

Last year, Gumbel appeared only on the contest's landing page, but this year, Pontiac's using the technology to advertise on a slew of third-party sports sites to drive people to the contest.

"What continues to attract Pontiac to our platform is it really allows one of the most recognizable personalities in sports broadcasting to be brought to life within the visitor's online experience." Pontiac was not available for comment.

In 2006, CBS SportsLine racked up more than 19 million streams of live and archived tournament action with March Madness on Demand and logged more than 5 million visits during the tournament. CBS reports that 1.3 million people registered for March Madness on Demand.

16 Mar 2007 - 12:24 Melbourne

MrWeb2 says:

One of the best ways to commercialize a CHV interface is to pre-sell the space as a sponsorship prior to launch - this works especially well if you already have significant traffic to parent site

See below to see how NewsCorp and Universal plan to utilize their content and pre-sell the space

24 Mar 2007 - 12:28 Melbourne

MrWeb2 says:

Advertisers Responsive To NBC/News Corp.'s 'Largest Ad Platform On Earth'
by Gavin O'Malley and Laurie Petersen, Friday, Mar 23, 2007 6:00 AM ET
ADVERTISERS ARE FALLING OVER THEMSELVES to join the yet-unnamed video venture between News Corp. and NBC, according to Thursday's conference call hosted by News Corp.'s President-COO Peter Chernin and NBC Universal's President-CEO Jeff Zucker.


"Within four hours [Wednesday night] we had five charter advertisers," said Zucker. Two more came on yesterday morning, with many additional deals being worked out. "I think they see the value," he said.

Initial named advertisers are General Motors, Intel, Cisco Systems, Cadbury Schweppes, eSurance and Royal Caribbean.

Chernin said he foresees the site, expected to launch this summer, will be "the largest ad platform on Earth," thanks to distribution deals with Yahoo, Microsoft's MSN, Time Warner's AOL and News Corp.'s MySpace. The combined audience will span into the hundreds of millions, or 96% of the U.S. Web viewing audience, according to Chernin.

"The industry knew there would be a response from the programmers to develop a platform safe for their content," said Curt Hecht, executive vice president and chief digital officer for GM Planworks, who negotiated the deal for GM's participation within 90 minutes of getting the call Wednesday night.

[Source: MediaPost.com]

24 Mar 2007 - 12:28 Melbourne

MrWeb2 says:  

USAToday.com Registrations Up 380% Since Makeover
by Gavin O'Malley, Friday, Apr 13, 2007 6:00 AM ET
USA TODAY'S COMMUNITY-CENTRIC MAKEOVER LAST month appears to be paying off in dividends. Indeed, the site has seen a dramatic 380% increase in registrations since the re-launch, while its unique visitor rates have grown 21% from February, according to Nielsen//NetRatings.


Targeting today's interaction-hungry readers, the Gannett-owned paper last month relaunched its Web site in the guise of a social network laden with video, blogs, dynamic content-sharing and recommendation tools.

As such, the new USAToday.com includes expanded user-profile and social-network capabilities, and public comment and content contribution tools across the site. In March, nearly 40,000 user comments were posted on the site.

Of utmost importance, the new site was designed to create a community around the news--one that connects readers to reporting and each other, according to Jeff Webber, the site's senior vice president and publisher.

"Our readers are always looking for new ways to engage more directly in discussions," Webber said.

Sections seeing particularly strong traffic gains include Sports, Money, Travel and Tech, according to Gannett's internal measurements.

To achieve the site's new look and feel, USA Today enlisted the proprietary social media services of Pluck Corp. Pluck SiteLife, for example, makes possible reader blogs, photo sharing, content ratings, reader comments, and forums, while Pluck BlogBurst is a blog syndication network with some 3,400 blogs serving up content to major news outlets, magazines and broadcast networks worldwide.

"Our relationship with Pluck has enabled us to integrate social media tools throughout the site, creating a powerful combination of content and community to engage and inform our readers," said Webber.

A privately held company based in Austin, Texas, Pluck's other clients include Hearst, Meredith and The Washington Post. With the relaunch, USA Today joined a stampede of publishing that is racing to compete in an increasingly Web 2.0 world.

The New York Times, for example, has been busy augmenting its Web presence.

In the most recent example, the paper is revising its online political coverage in anticipation of the 2008 presidential election.

[Source: MediaPost.com]

14 Apr 2007 - 12:22 Melbourne

MrWeb2 says:

AOL's recently converted News Interface - they want the 400% rise in subscription rates that USAToday and NewYorkTimes got for converting their news interfaces

28 Jun 2007 - 12:10 Melbourne