Web 2.0 Conference: Ad Models: A New Approach to Marketing?

first_imgWhy Tech Companies Need Simpler Terms of Servic… Tags:#conferences#web#Web 2.0 Conference 2005 Related Posts Real-time blogging going on here… Jeff Jarvis, President & Creative Director, Advance.netDick Costolo, CEO, FeedburnerMatt Cutts, Software Engineer, GoogleChas Edwards, Vice President, Sales & Market Development, Federated Media PublishingBrian McAndrews, President and CEO, aQuantiveMark Pincus, Founder, tribe.netTime: 11:15am – 12:30pmpowerpoint about Distributed advertisingIntro 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 mediaspaces like what they see –> expectation of same metrics as online for otherforms of media. Metrics is getting much more sophisticated.–> engagement: not eyeballs; how *deep* or how related or how interested wasconsumer/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; brandedadvertisement big online nowChas: tech issues can be solved relatively easy; hard qst is gettingmarketers comfortable; look at blogs that are doing things in media business,online, really well; higher loyalty than on tv etc; find publications that havetremendous audience affinities (turns out they’re blogs)Mark: CPA; b2b marketer can get to highly sophisticated, targeted marketsnow; whether its Google Adsense on an open one, marketers should be able toidentify key blogs etcMatt: experimentation is key; variety (of ads, how they’re presented) makes adifference; 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 totinker”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 asdifferentiated from the site –> rss feed users express explicit interest inthe content site. eg a Mac site gets a very effective CPM on site, but in feed avery low CPM –> what will work for that audience is an ad for a Mac expo.Jeff: all about relevanceFred Wilson: reed’s law (prof at MIT) –> each node becomes/forms its ownnetworkDick –> 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 cut3-4 rungs down the chain.Ross Mayfield: cost per influence; social incentives for advertising arefucked 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 thatJeff: why not open source that?Brian: in CPM world, he’s not going to let publishers know what kind of valueit’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 anincentive?Jeff et all: trust, transparency Dick: advertising networks have to provide more value to publishers; egaggregate stats that are valuable for everyoneFred: privacy; real world thinks its creepyMatt (google): opt-in eg to personalized search; different experimentationand networks (not just google); competition important (but he takes a swipe atYahoo ads). If someone comes along and makes a better product than googleadsense, that makes a better world. talks about ning.com and trying newsolutions [experimentation is a big word in this workshop]Brian: re relevance, onus on industry to educate people; next phase is brandphase and that’s going to be more difficult.Dick: re relevancy, it’s hadr to separate out nefarious uses of such atechnology; long time before it’s introduced into rss (whether they want to handover their ‘attention’); eg amazon treasure box –> very scary thing for mostpeople (how’d they know it was me); opting in.Matt: adsense criticals: 1) network effect; 2) relevancy; 3) target theinterest, not the user. value in serendipity. control to user (eg amazon opt outof 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 tobe exploredBrian: work to find better ways to measure brand.qst: rich media adsDick: ads as content. eg podcast from digital photography company. eg bmwfilm stuff was first gen of that.Lots of talk about video, tv, product placements.qst: sponsorships around content vs advertisingMatt: 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 thenext few days. Also have written notes to type and publish when I get time. Top Reasons to Go With Managed WordPress Hostingcenter_img A Web Developer’s New Best Friend is the AI Wai… richard macmanus 8 Best WordPress Hosting Solutions on the Marketlast_img