Marketing Madness in 60 Seconds: 7/24/09


With so much speculation about what the FTC will do and especially with BlogHer happening right about now, everyone’s writing about mommybloggers and how they deal with marketers. There are stories about backlashes, advice about making sure those posts are segregated and more. David Griner has a great post up about this issue that places it in the context of the entire marketing industry and its relationship with blog media. And Jeremy Pepper hits the nail on the head when it comes to being “that PR person” at BlogHer.

An op-ed in Mediapost makes the case for not considering online marketing with a completely different set of expectations than would be used for offline. Some good points in there.

A recent survey shows that it’s not that people mind online advertising, it’s that they’re honked off by ads that expand their screens, take over the page, are impossible to close and are otherwise completely annoying. Of course these are the kind of ads that have the best “branding” impact and are therefore always being sought by advertisers.

Search is expected to be the biggest growing online advertising medium despite some fears about its actual impact among marketers.

Online ad prices are ticking upward according to Pubmatic.


Over 1,000 publishers of all shapes and sizes have joined a consortium organized by Attributor that’s designed to track down mis-appropriations of their editorial content. The idea is that Attributor’s tracking service would find sites that are grabbing publisher’s material and contact not only the person running that site but also the networks that sell ads on that site and pressure them to give them, the original publisher, the ad revenue that’s resulted from the stolen content. The story is light on details as to how much content would have to be used to trigger an Attributor action. One paragraph? Two sentences?

The AP is also implementing a system to track its content online, one that’s based on meta-data. But, as that post points out, it doesn’t really solve the problems the AP has raised in the past.

The head of the FCC wants to revisit the rules for broadcasters relating to children’s programming. That should be a fun conversation.

I’m actually relieved by the idea that the editor of The New York Times website places stories on the front page based on their importance and not based on their popularity. Makes me feel like someone’s doing it right and not just chasing clicks.

Social Media

A new study of how Twitter is perceived by advertising professionals versus how it’s perceived by the general public…well…it actually winds up showing just what you’d expect, that ad folks think it’s a lot more useful than most people. But the opinions start to become more similar when the responses from the general public are narrowed to just those who already have drunk the Kool-Aid.

MySpace is launching their own webmail product, giving people an “” address they can create. I’m not sure what the attraction is going to be since you have to have an email address in order to sign up for MySpace, so all it really means is another inbox to check.

YouTube has expanded the availability of its Insight metrics so that video publishers can show off how popular those videos are.

Finding an Audience: Distribution Notes for 7/24/09

movie-ticket-and-popcornHome Video

Disney, Lionsgate and Sony have all signed a deal with rental kiosk operator RedBox that will give movies from those studios preferential treatment in the growing number of red boxes at retail outlets. The deals also seem to have some stipulation about limiting RedBox’s ability to sell used DVDs at discount prices, but overall this is a good embracing of the reality of one of the few areas of home video rental growth.

On the other side of that thinking, you have Universal’s continued suit against RedBox, which might be the cause of some recent Universal titles not being available there at all.


Sonic Solutions will integrate CinemaNow’s platform to to provide 3D movies to home viewers.

Disney is reported to be working on some sort of online destination for movies and TV shows that would be a paid site. Details are sparse but it’s believed the effort would build on some of the communities Disney has built for kids and teens, only with adult programming.

While the trial involved TV shows, it’s interesting to note that Cox Communication’s experiments with disabling fast-forwarding in VOD programming shows, according to them, that there was no discernible impact on viewer behavior.