Mitch Joel's Blog: Six Pixels of Separation, page 199
February 2, 2016
Should We Rate Ads Or Just Watch Them?... Or Neither
We have been voting with our eyeballs.
It's plain and simple. Impressions, GRPs and mix in some repetition. It turns out that human beings are simple beings. Show them something, catch their attention, rinse and repeat and you will get them to take action. They will remember your message, think about your message (mostly subconsciously) and - if all goes as planned - when they're shopping, they will buy from you. This model was (and continues to be) the driving force behind this massive juggernaut that we call the advertising industry. Make no mistake about it, while social media did usher in an opportunity for brands to engage in conversations with their consumers and provide them with digital products and services to better (and more deeply) connect, it has not gone as hoped (or predicted by people like me). Take a look at Facebook's most recent reporting, and you will see one thing: big numbers and the kind of dollars that advertisers like to get behind, when they know that a mass audience is gathered, connected and paying attention in one, specific, channel.
The increasingly ad-free future that we're not seeing.
With that, the tools, channels, platforms, products and services are available for brands to tinker with. And, they are. Look at what Oreo did over the holiday season with their Oreo Colorfilled product launch. With over forty million "likes" on Facebook (and a wider advertising net to cast), the company launched a online package customization platform, that enabled consumers to design their own Oreo package, and have it shipped to a friend or family member for the holiday season. Backed by Shopify's technology, this proved to be a fascinating test to see if consumers could be enticed online, take the time to customize and buy from Mondelez (Oreo's parent company) directly (circumventing their traditional distribution of product to retailers). By all accounts, the results have been powerful. Mondelez recently stated that they plan to increase their direct-to-consumer digital sales tenfold by 2020 (check out the DigiDay piece, How Mondelēz plans to increase its e-commerce sales tenfold by 2020). Netflix and other streaming services are offering content for a fee, and nixing the ideas of traditional advertising as we have known it to date. It does seem like the future of video is a subscription model that is fee-supported. Does TV advertising then die on the vine?
Still, the Super Bowl is just around the corner, and everyone is buzzing about what the ads are going to be like.
Nothing new here. Super Bowl ads now create more buzz, PR and online chatter than the actual live airing of the brand messages. These ads live on within YouTube and the views, comments and likes are measured, watched and dissected as much as the ratings of the actual football game. Many of us believe that mobile is going to dwarf everything we thought we knew about the Internet. Still, the advertising models on these smartphones are even more questionable. Takeovers, display ads and more simply don't function well on these platforms. Facebook has been dominating because their ad formats mimic their feed, and can be grazed with the flicking of the thumb without interrupting the general experience. Most would admit that this is still not the ideal way for a brand to get a message to a consumer. Don't believe me, take a look at how a "view" is counted on Facebook.
Forget what's great about the Super Bowl ads and think about this...
Just because the advertising model has worked for the past century (plus), is no indication that this is where success will be found in the future. Especially, if this future is about mobile screens of all shapes and sizes, and connected devices that reside on our wrists, in front of our eyes or whatever else is coming next. What if the advertising industry became more transparent? What if we allowed consumers to rate the ads that are in front in them? It's not a new idea. Still, it is an idea that always get floated to the media at this time of year, because we're all going to be voting on just how good those Super Bowl ads performed. The marketing nerds (like me), will spend time watching, re-watching, analyzing, rating and debating who took the top spot, and what worked best. The average consumer? Do you really believe that they're going to be more engaged with ads? They will now watch them and rate them, and the output is that brands will create more relevant ads? It feels even more off base as things become increasingly more about mobile.
Don't get trapped in flawed thinking.
Passively watching ads while you're watching the big game, is not the same as the mobile experience. This is the challenge. We can't think of advertising as one dimensional. It's not working. It's not working for brand, agencies and - most importantly - the consumer. If you're interested in ads, it's important to know the power of a great story that captures someone's attention. If you're interested in the future of advertising, it's important to start thinking about what advertising and the future of media looks like, when it's becoming increasingly delivered on a smartphone. We are starting to vote with our fingers, and not our eyes. Plus, if most consumers could care less about watching ads, the added effort of rating them seems like a long stretch. We have to better define a model of advertising that looks, feels and acts in a much different way, if this industry is to thrive in the coming decade. How do we compliment an experience instead of interrupt it?
Don't kid yourself, an ad on TV and an ad on your smartphone are not one and the same thing.
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February 1, 2016
Uber, The End Of Newspapers And What's A Society To Do?
Every Monday morning at 7:10 am, I am a guest contributor on CHOM 97.7 FM radio broadcasting out of Montreal (home base). It's not a long segment - about 5 to 10 minutes every week - about everything that is happening in the world of technology and digital media. The good folks at CHOM 97.7 FM are posting these segments weekly to SoundCloud, if you're interested in hearing more of me blathering away. I'm really excited about this opportunity, because this is the radio station that I grew up on listening to, and it really is a fun treat to be invited to the Mornings Rock with Terry and Heather B. morning show. The segment is called, CTRL ALT Delete with Mitch Joel.
This week we discussed:
There is a deep and powerful social cost to companies like Uber. It's not just something disruptive against cab companies. It is about how new, disruptive, technology and apps come out, and play by their own rules. It's something to think about.
The same can be said about local media, newspapers, radio and how we, as a society, get the depth of news and information that we need.
Watch the movie, Spotlight.
The New Yorker published an article last Thursday titled, The End of Twitter. So, is it done? Can they comeback? The stock is crumbling, the executives are jumping ship, there has not been much innovation from them (in reality, what can you do with 140 characters?). So, is Twitter about to feel like Yahoo? Will someone (Facebook) acquire them? Will it become a niche service? Us media people are still deeply into Twitter, but are the masses coming along with us?
App of the week: Hinge.
Listen here...
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January 31, 2016
Introvereted Leaders And The Work Of Millennials
Episode #499 of Six Pixels of Separation - The Mirum Podcast is now live and ready for you to listen to.
I have been blessed. Don't think that I don't recognize it. I do. I'm still insanely driven and hyper-entrepreneurial, so I'm not always satisfied, but I am grateful. I get to spend a lot of time with people that many business leaders would spend fortunes to connect with. Over the years, I've done my best to give back as well. Nothing is more fulfilling than speaking to students who are interested in business, innovation, technology and marketing. I happen to live in the same city as McGill University. Professor Karl Moore is not only an Associate Professor at the Desautels Faculty of Management, but he is also on the faculty at Oxford. I've been lucky enough to call him a friend for a number of years, and to give back by speaking to the students at the university. He's frequently asks me to be a guest on his famed The CEO Series radio show, as well as in his countless (and well-read) business columns for the likes of the Globe & Mail and Forbes. Currently, he's in the midst of writing two books. One, is titled Quiet Leaders - Introverts in the Executive Suite and the second is titled, The PostModern Generation - Working With Under 35s The Way They Want To Be Worked With. His experience, research and insight into the word of business and how successful leaders make it happen is unparalleled. Enjoy the conversation...
You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation - The Mirum Podcast #499.
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January 30, 2016
Digital Transformation And The Trillion Dollar Market Cap
You are magic.
Literally. If you're reading this, you are magic. You spend your days (probably your nights and mornings too) thinking about the tremendous opportunity that the digitization of business has either offered you, or how you are going to transform your business from where it is today into a more fully-cohesive tomorrow. This is the promise of digital... and it is the promise that it delivers. With this kind of disruption comes mistakes, mis-steps, shifts, changes, adaptations and yes, even unicorns. I jokingly tell audiences that you can't throw a marketing professional down a flight of stairs these days without the words "digital transformation" tumbling out of their mouths. This seems to be the vision statement, the mission statement, the tagline, and the way in which most players in the digital space prefer to define themselves (and the work that their clients must embrace). Mirum is no different. This is our mission.
The gang of four.
As the global economy looks more precarious than ever before, and the stock market teeters into a place that few want to talk about, take a look at what the past few years has meant to the four horsemen of the digital economy. Namely, Google, Apple, Amazon and Facebook. While some of their stocks may be underperforming based on Wall Street's expectations, the numbers still look impressive (some would say astounding) in a world where traditional businesses that we thought were safe begin to look scarier and scarier, by the moment. Scott Galloway, who is a professor of marketing and brand strategy at the NYU Stern School of Business, discusses this gang of four, their victims, and how they are on the path to a trillion dollar market cap (not a typo) at the recently held DLD conference. I've featured Galloway on Six Pixels of Separation many times in the past. He's fact-based, admits when he's wrong and puts on a blistering sixteen-minute presentation about the state of digital, just how disruptive it has been and what we can expect in the coming year.
This is astonishing. You must watch this. Strap yourself in... Gang of Four - Apple / Amazon / Facebook / Google - Scott Galloway, Founder of L2 at DLD16.
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Six Links Worthy Of Your Attention #293
Is there one link, story, picture or thought that you saw online this week that you think somebody you know must see?
My friends: Alistair Croll (BitCurrent, Year One Labs, GigaOM, Human 2.0, Solve For Interesting, the author of Complete Web Monitoring, Managing Bandwidth: Deploying QOS in Enterprise Networks and Lean Analytics), Hugh McGuire (PressBooks, LibriVox, iambik and co-author of Book: A Futurist's Manifesto) and I decided that every week the three of us are going to share one link for one another (for a total of six links) that each individual feels the other person "must see".
Check out these six links that we're recommending to one another:
Read The Plaque. "So much of the Internet is cats and nonsense, we forget it's a pretty good place to track and organize things. Here's an example: someone set up a project to photograph and annotate plaques." (Alistair for Hugh).
The Man Who Studies The Spread of Ignorance - BBC . "Even if you set aside race-to-the-bottom politics, social media in the modern world has helped polarize people, putting opinion ahead of scientific rigor. Turns out there's a name for that (agnotology), and some pretty well-understood science." (Alistair for Mitch).
How I Stumbled Upon The Internet's Biggest Blind Spot - Nadia Eghbal - Medium . "As a maker of open source software, I can relate to this. Nadia Eghbal surveyed the landscape of non-VC-funded projects, sliced and diced them in different ways, and came up with a problem: many open source software projects, mainly dev tools, are fundamental to the functioning of the web. And, they are not particularly well-funded. This is a problem." (Hugh for Alistair).
New Clues to How the Brain Maps Time - Quanta Magazine . "Humans are very good at keeping time, particularly well-trained humans, musicians, dancers, boxers. But brain scientists have had trouble figuring out how and where the brain keeps track of time. Recent research suggests that time is tracked by the same brain mechanisms used for tracking location. As we move towards wearables (and eventually, embeddables), this linkage between time and place will be woven into the apps and tools we build. Our cyborg future will be here. Soon." (Hugh for Mitch).
David Byrne: 'The internet will suck all creative content out of the world' - The Guardian . "This piece is from 2013. It's from a musician, artist and philosopher. Someone who I deeply respect, admire, listen to and read. So, now that we have streaming services as widely popular as the Web browser is, was he right? Is he off base? More importantly, does it even matter?. When the public votes with their wallets, that they would rather pay a minimal monthly subscription fee to access content, instead of paying for ownership, what is an artist to do? Is creative content dead or do we really have to re-imgaine these business models? I fear, it's all about new business models... and they're not looking all that lucrative for the artists... sadly." (Mitch for Alistair).
The End of Twitter - The New Yorker . "This article is being tossed around a lot, since it was published yesterday. I usually shy away from pieces that are filling the feeds, but it's an important read. Is this about leadership? Stock price? Executive changes? Product development? Or... have people simply decided that there is enough 'other stuff' that the value of Twitter is, simply and sadly, no longer there? Many people are saying that this can't be the end of Twitter. Sadly, these same people are not the masses, who seem to find the platform too limiting, cryptic and - frankly - not all that interesting. I still love Twitter. Do you?" (Mitch for Hugh).
Feel free to share these links and add your picks on Twitter, Facebook, in the comments below or wherever you play.
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January 25, 2016
Hacking Is A Terrible Problem. Passwords Are A Big Problem Too
Every Monday morning at 7:10 am, I am a guest contributor on CHOM 97.7 FM radio broadcasting out of Montreal (home base). It's not a long segment - about 5 to 10 minutes every week - about everything that is happening in the world of technology and digital media. The good folks at CHOM 97.7 FM are posting these segments weekly to SoundCloud, if you're interested in hearing more of me blathering away. I'm really excited about this opportunity, because this is the radio station that I grew up on listening to, and it really is a fun treat to be invited to the Mornings Rock with Terry and Heather B. morning show. The segment is called, CTRL ALT Delete with Mitch Joel.
This week we discussed:
Please tell me your password is not 123456? On one hand, we are all terrified that our data is being stolen, but on the other hand, we could not be worse at passwords. Last week, SplashData released their annual list of the most popular passwords of the past year. How? It looked at the more than two million passwords that got leaked last year, and analyzed them. Here's the top five: 1. 123456. 2. password 3. 12345678 4. qwerty 5. 12345. So, what makes a good password?
Do you hear that buzzing? Well, the buzz on drones has become so big, that the FAA in the United States now requires owners to register their drones. After 30 days, 300,000 have already been registered with the agency. The drones must be registered before they are flown and operators must be over 13 years of age (and a US citizen/legal permanent resident). The online registration costs $5 and lasts for three years. This online registration will soon be open to commercial operators by the end of March. What about Canada? Here's what the government says: "you are legally required to apply for a Special Flight Operations Certificate (SFOC). This applies to all UAVs used for anything but the fun of flying and regardless of how much they weigh. Transport Canada inspectors will review your SFOC application and determine what safety conditions are needed to reduce the risks. You must send a detailed application to the Transport Canada Civil Aviation office in the region where you intend to fly your UAV." Remember when we thought that drones would not be popular for a long time to come?
App of the week: Face Juggler.
Listen here...
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January 24, 2016
Future Digital Marketing
Episode #498 of Six Pixels of Separation - The Mirum Podcast is now live and ready for you to listen to.
Bob Pearson first came on to my radar when he published his first business book, PreCommerce, in 2011. Bob is known in the digital marketing industry as a true innovator and someone who believes (deeply) in the power of analytics and pragmatism to drive better business results (with a heavy slant towards public relations and communications). With that, he is president of W20 Group, and putting the finishing touches on his next book, Storytizing (which should be available around March). Bob also teaches for the Syracuse Center for Social Commerce and the U.S. State Department's Marketing College. Prior to this current agency position, Bob worked as VP of Communities and Conversations at Dell to develop the Fortune 500's first global social media function -- which became the industry standard for social media and brands. So, where is the industry at today? Where is it going in the next short while? Enjoy the conversation...
You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation - The Mirum Podcast #498.
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January 23, 2016
Six Links Worthy Of Your Attention #292
Is there one link, story, picture or thought that you saw online this week that you think somebody you know must see?
My friends: Alistair Croll (BitCurrent, Year One Labs, GigaOM, Human 2.0, Solve For Interesting, the author of Complete Web Monitoring, Managing Bandwidth: Deploying QOS in Enterprise Networks and Lean Analytics), Hugh McGuire (PressBooks, LibriVox, iambik and co-author of Book: A Futurist's Manifesto) and I decided that every week the three of us are going to share one link for one another (for a total of six links) that each individual feels the other person "must see".
Check out these six links that we're recommending to one another:
Why is Your Team Falling Behind? Ask 'The Penny Game' - Atomic Object . "Anyone who's ever tried to deliver software over time knows things tend to come off the rails. Books like The Mythical Man-Month do a decent job of delving into why; but this simple game - played with pennies and dice - is as good an illustration as any of the vagaries of queueing theory. Play it with your salespeople next time they ask why things are taking so long?" (Alistair for Hugh).
Edgar Allan Poe Had a Time Machine and I Can Prove It - History Buff . "Does this really need a description?" (Alistair for Mitch).
How the Labor Cost Competitiveness Myth is Making the Eurozone Crisis Worse - Naked Capitalism . "This is the most interesting article I've read in a while on the ongoing crisis in the European monetary system, which has implications for the world economy." (Hugh for Alistair).
No Parking Here - Mother Jones . "How driverless cars and ridesharing will drastically reduce the number of cars on the road, solve gridlock, climate change, parking congestion, and... possibly cause the total collapse of the North American economy?" (Hugh for Mitch).
Brain Training for Anxiety, Depression and Other Mental Conditions - Wall Street Journal . "Tell me about your childhood... We learn things about science, medicine and ourselves as the years progress. Technology is helping us to debunk some preconceived notions about what we thought we knew about wellness. So, here's a thought: can looking at a bunch of pictures help to cure what aisles you? Before you go jumping to any conclusions, read this and think about it. Maybe our ability to reprogram how we think can keep us out of therapy... and make us much happier? Not just in our mind... but our body and spirit as well." (Mitch for Alistair).
The truth about the New York Times and Wall Street Journal bestseller lists - Tim Grahl . "Do the books that sell the best each week actually make it on to the bestsellers lists? Do these lists still (really) matter? There is a lot of conversation around this topic. It seems to creep into the zeitgeist every so often. This year, this is the article that a lot of the book-like people are talking about. The bestsellers list. Everyone wants to be on it. Nobody knows how it works. Is it really all that complicated?" (Mitch for Hugh).
Feel free to share these links and add your picks on Twitter, Facebook, in the comments below or wherever you play.
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January 19, 2016
Is CES More Important To Marketers Than Cannes?
Episode #497 of Six Pixels of Separation - The Mirum Podcast is now live and ready for you to listen to.
Joseph Jaffe is widely regarded as one of the top marketing bloggers (Jaffe Juice) and podcasters (both Jaffe Juice in audio and Jaffe Juice TV in video). He is the author of four excellent books (Life After The 30-Second Spot, Join The Conversation, Flip The Funnel and Z.E.R.O.) and his latest business venture is, Evol8tion. A long-time friend (and one of the main inspirations behind the Six Pixels of Separation blog and podcast), we've decided to hold semi-regular conversations, debates and back-and-forths that will dive a little deeper into the digital marketing and advertising landscape. This is our 36th conversation (or, as I like to affectionately call it, Across The Sound 36.20), and in this episode, we discuss this year's Consumer Electronics Show (CES) that just took place in Las Vegas, and what the impact will mean for marketers. Enjoy the conversation...
You can grab the latest episode of Six Pixels of Separation here (or feel free to subscribe via iTunes): Six Pixels of Separation - The Mirum Podcast #497.
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Netflix And The Futue Of Global TV Networks
Every Monday morning at 7:10 am, I am a guest contributor on CHOM 97.7 FM radio broadcasting out of Montreal (home base). It's not a long segment - about 5 to 10 minutes every week - about everything that is happening in the world of technology and digital media. The good folks at CHOM 97.7 FM are posting these segments weekly to SoundCloud, if you're interested in hearing more of me blathering away. I'm really excited about this opportunity, because this is the radio station that I grew up on listening to, and it really is a fun treat to be invited to the Mornings Rock with Terry and Heather B. morning show. The segment is called, CTRL ALT Delete with Mitch Joel.
This week we discussed:
Heather B was feeling under the weather, so it was just Terry and me this morning. Feel better, Heather!
Is Netflix the first global TV network? That is what CEO, Reed Hastings, stated the other week at the famous CES conference that took place in Las Vegas, when he announced the launch of 130 additional countries, making Netflix available in close to 200 countries. With that, Netflix also said that they will be cracking down on streaming from abroad. That sucks for us up here in Canada. It means that the company is going to get even more serious about preventing people from using virtual private networks, proxies and IP-masking unblocked technologies to watch videos that they otherwise wouldn't be able to stream in their countries. This is a geographic licensing issue, and it's the reason that Netflix in Canada (and many other countries) is so much more limited in selection than the US version. According to Netflix: "We are making progress in licensing content across the world...but we have a ways to go before we can offer people the same films and TV series everywhere. In the meantime, we will continue to respect and enforce content licensing by geographic location." So, no more IP blockers for the rest of us?
Messaging Apps are now bigger than social networks. There's a reason that Facebook spun off Facebook Messenger into its own app, and a reason that they also paid close to $25 billion for WhatsApp. Well, the next Twitter, or Snapchat... or whatever could have made its debut in the past few weeks. Peach is a new messaging app from Dom Hofmann, who is also the founder of Vine. People are saying that it's the mass market's version of Slack (a very popular and growing business messaging app that was also named the company of the year by Inc. Magazine in 2015), with a slick onboarding process, and lots of fun features. So, you're hearing about this first... and early, but it's looking like Peach could be that next big thing that everybody is always looking for.
App of the week: OMG I Can Meditate!
Listen here...
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