MIXX and Misfit content
One of the breakout sessions at the MIXX conference was a panel about content and how it fits in.
Fitting in Today’s Digital World of Misfit Content
Consumer control and an avalanche of misfit content - content that just doesn’t fit the established media world of yesterday - are wreaking havoc in the advertising and media economy of today. Marketers and media companies are struggling to adjust to the social and user-generated content landscape the Internet and other digital technologies have thrust upon them. However and while not easy, there are signs that is beginning to change. Innovative marketers and media companies are demonstrating successful new strategies and efforts that are "fitting-in to misfit content." Learn how and more from a distinguished panel of marketers, agency representatives and media players.
Moderator:
Alan Chapell, President, Chapell & Associates
Panelists:
Brady Gilchrist, Executive Vice President, Strategy, Fuel Industries
Garrick Schmitt, Vice President, User Experience, Avenue A | Razorfish
Rip Warendorf, SVP of Sales, Zango
Matthew Wasserlauf, CEO, Broadband Enterprises
AC: definitions? niche..unmonetisable content??
MW: does not think there is..the way the market is shaping is opposite to the way TV was shaped so many years ago. you only had a few that were defining what content looked like and they defined the standards..an editorial filter. On the web you have filters all over the place, advertisers do not know and do not trust. the content is not understood, there’s no misfit content, we have a lot of work to shape this, to provide structure and standard so advertisers can spend as conformable
RW: it’s a misfit model and misfit advertisers. no linear model there anymore..not strictly video..lots of things. we as an industry are trying to figure out how to monetise…how the business models will work. fighting the models of the old world. Look at NBC etc..they have a vested interest in the old ways and at Zango we have a different model, timeshifting ads away form content.
GS: it’s not so much…so what is the role of mainstream content. the conversation is about how to take trad content….and make that effective online but to me there is value in this conversation but you cannot ignore the shift in the landscape..how dramatic the landscape is with content produced by ‘non-professionals’ its about how do all of these things co-mingle.
BS: we use the term persistent stuff. its only misfit if does not fit into your world. there’s no such thing. Everyone is building on the web. Persistence is where it gets complicated…look at broadcast content, it gets shown and then goes away. online, it is there ‘forever’ it grows more everyday. So how do you make money when scarcity is dead. There is open access to all bits and pieces..content is just what people want to consume
AC: to monetise then presume you need to be able to classify one piece of content over another.
BS: we talked about this yesterday; I hate segmentation…the new segmentation is motivation..find out what they are after and monetise the motivation. Not the demography..but what they looking at. everyone is unique now..defined by your browsing history. we do not break up markets on this.
MW: a lot of sites…are those aggregators, early networks. when buying content on any level, with no rating, you are starting to put a level of trust in the aggregator. can out a little bit of faith in that they are supplying some form of filter.
RW: we are trying to provide some of the fertilizer for the growth and provide money for those who create. we pay the creators and our ecosystem grows every day.
AC: I don’t disagree with bottom up approach..but not everypiece of content is suitable for all.
BG: It’s not defined by programmers..we have this grey areas in the middle
AC: what types of things are holding this back?
RW: measuring too much and too little.
AC: we preach measurable and hold ourselves to this standard…
GS: there are trad marketers and brands that questions the value about metrics…when we bring it back to misfit content, specifically video..is it awareness or conversion or intent? Awareness..pre-roll…effectiveness is number of streams. look at broadcast/cable they are not doing enough streams to justify awareness. Look at conversion, that is a better place, the real tipping point. need to understand the drivers and then it becomes more monetisable now it is all about awareness and replicating TV…vs the more relevance question about sharing appropriate content
RW: fear keeps coming up. there is a fear factor in putting brand out there and trying something new.
AC: a bad metric could be better than no metric. brand advertisers have not seen any metric..how do the brands get more money to invest?
MW: we have the metrics. ComScore is doing great stuff. they have as robust a system as Neilson does in TV. they have looked at GRP..look at our sites and the metrics are there. 130mill viewers a month..9bill streams a month. consider the notion..tv is a sample based rating system that does not guarantee your ad was watched. we only charge when the impression is watched..we have an accountablity..P&G have been doubling their budgets every year with us..we tell them how many ads were watched and how long people watched it.
Q: in 2009, when TV stations are digital, will that level the playing field? (RC; I’m confused with this question - tuning the analogue TV signal into the digital signal will not change anything as it is still not measurable. Adding monitoring to set top boxes or going IPTV is more so)
MW: tv adds a tonne of value that is not going away, online starts to be more accountable…
BG: we have an industry that spends billions that is based on ‘ i think they are watching it’…we have this issue that we can change..we can’t prove it. if you are a small business you are very tight…if you are major your shareholders are not saying ‘improve your efficiency’…1.75% recall is not a good number. the pressure is not there to change the thing..it is coming..you will have to make your messages more effective. Look at disconnect btw hours online vs hours TV. No one changes anything until they feel uncomfortable and no one is there yet
GS: TIVO has this service, Stopwatch, it measures the least skipped ads…and all sorts of things happen. Direct sells. Infomercials are watched. Starts to play with conceptions…other good ads are are movie trailers. put the accountability over the assumed wisdom, changes what you think about it
RW: it’s ‘presumed’. put users in control and it gets scary. put the 30′ spot and it does not work in this world..users do not like it. let it go and the whole game changes.
Q: Rip you are into timeshifting ads away from content..did you mean that?
RW: yes I meant that. we have a huge library of content..our content, licensed etc etc..for consumers to get free unfettered access to our content they have to download our client…they do not get ads in the content…but later on, on the desktop..so when looking for car insurance etc, then we watch the search, see the intent and target an ad at you. our premise is that you are having a better content experience and advertisers get better stuff as it is targeting. content creators get paid for sharing the client.
AC: YouTube are heading towards the preroll..what is going to be the model?
GS: conventional wisdom says all video content needs a preroll but it does not make sense to me. we advise clients to maximise the preroll as you get the max CPM..we are playing with technologies. Flash overlays…as you see the ability to have text links etc..do not think the prerolls are effective. They are a nice bridge…can transfer spots online. But content for one channel does not translate well across channels.
MW: we are going to get better on the creation side. See mismatched 30′ ads in front of misfit content. It will get better. Better advertising in front of hi qual relevant content
BG: the rules beng developed here become important…on-demand timeshifting is what people will get delivered..the current model wil not exist in 5 yrs. we have to adapt thinking…condition clients..someone else will come out of woodwork and replace us.
Tags: IAB, MIXXRelated Stories
POSTED IN: Advertising Agencies, Conferences and Events, Entertainment Marketing, TV, Video Content
1 opinion for MIXX and Misfit content
Ali
Oct 23, 2007 at 4:27 am
Great insight in this post! BTW you’ve been tagged for a b5media meme!
http://greenerassets.com/its-a-meme/
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