Tag Archives: ny times

Open Letter to Madison Avenue

iphonev5800This past week the New York Times had an article about the convergence of contextual advertising and Smart phones. The potential for highly targeted advertising including the use of GPS is a trend I have been discussing in this blog for over a year.

 

The interesting angle in the NY Times piece , “Is this an invasion of privacy?”

Regardless of ones wishes, all consumers will continue to be bombarded with advertising, much of which is the Madison Avenue equivalent of carpet bombing. As with the military version, this is a technique whose time has come and gone.

For the purposes of this article I will focus on video advertising because like many consumers, I can not tell you the last Internet banner ad I paid any attention to or clicked on.

I watch most of my video entertainment on the Internet. I frequent the websites of the major networks, as well as Hulu and YouTube. All of these sites have various forms of advertisements.

Most of these (I would say 99.999%) have zero interest for me.

These are a wasted investment with no opportunity to drive a sale of anything.

Would I prefer to see ads that were actually targeted to my interests? Of course I would. I would prefer no advertisements at all, but that is not realistic.

For me this equation becomes very simple. If I want advertisements that I would care about, the advertisers must have knowledge specific to my interests through some mechanism. The advertisers can either try to derive my interests through various contextual techniques (location, click analysis, websites frequented, purchases made, etc) or they can simply ask me.

Both of these techniques run into privacy concerns. There are fear mongers claiming that “big brother” is watching us and will do some unmentioned evils with all of this data. The questions are: What is private? What should remain private? and What forms of personal information can be revealed for mutual benefit?

I believe that information that is your medical history , your financial status, your sexual orientation, your marital status, your status as a veteran and your religion should remain private unless you explicitly release it. Basic consumer desires are fair game in my opinion.

Any person in 2009, however, who has any expectation that their Internet use, whether on a PC or a Smartphone, cannot be monitored for commercial gain is living in a fantasy world. Perhaps it is for this reason that 10’s of millions of Facebook subscribers readily reveal the most intimate details about their lives. They are just not concerned about their privacy.

If you have an expectation of privacy then never use a credit card, or make a phone call, or shop in a store, or use the Internet, or send a text message, or stay at a hotel, or use an airline, or subscribe to anything. You cannot live in modern society without leaving a digital trail of breadcrumbs that can be used for commercial purposes.

Now back to my video entertainment.

sgt_starWhen I watch any of my favorite shows I am subjected to commercials on trucks, beer, video games, grape juice (as a cure for everything!), tax services, an assortment of female oriented products, German cars, U.S. Army recruitment, fast food, etc. All of this investment is wasted on me.

To make my video watching more enjoyable and to help save advertisers millions of dollars, I offer the following open letter to those who want to advertise to me in the future:

Dear Advertisers

I will never buy a truck,a German car or an SUV. I am not interested in woman’s deodorant, and the last Budweiser Beer I drank was in High School. (Yes Mom, I did drink beer in high school) I don’t smoke, so telling me to stop is a waste of your breathe. I already have a subscription to the New York Times, so ads that try to get me to subscribe are also a waste, I only need one copy of your newspaper per day.

I am past the age of recruitment for the U.S. Army, Navy, Marines and Air Force. My kids are not interested in the military. We do support you and suggest you save the money that you use to advertise to me and use it to pay your soldiers more.

To Taco Bell, McDonalds, Wendys, and Dominos, we get it. You are fast, unhealthy and fattening. Please save the advertisements on me and work on your quality instead.

I have no interest in household cleaning products. I don’t know which one is for what mess.

I do like action movies, ice hockey (particularly the New York Rangers),baseball (Yankees), football (Jets), politics, and technology. I like the latest electronic gadgets, high definition television, anything made by Apple, and Japanese cars that last 15 years.

For Verizon, I would gladly consider switching my cable and Internet provider to your Fios service, if and when you get the one HD channel that I really care about. If you paid attention to this open letter you would know that it is MSG. Any advertising to me that does not have the words “We now have MSG in HD” is a waste of money.

I also find that a mob of guys in glasses and Verizon uniforms following me around to be creepy.

I like good wine and hand crafted microbrews. I prefer the anti-oxidants of grapes in my Chianti, not Welchs grape juice.

If you want to sell me diamonds and gold jewerly, then only send these ads to me a month before my wife’s birthday. You’ll have to get that information from her. But then, it is in her interest to tell you, isn’t it?

Now you have it. It would have taken millions in investment dollars to build the algorithm to derive this same information about me. This is a win-win. I get ads that I would at least find entertaining and focused on my interests, and you get a chance that is greater than zero of influencing a purchase decision.

I expect that the next time I watch something on Hulu, or “The Office” on NBC.com that the ads will be focused on my interests.

Regards,

Steve Spencer

A good ad targeted to my interests

A good ad targeted to my interests

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Filed under advertising, Apple, Content, mobile, mobile advertising, smart phone, Smartphone, Social Media, subscription servcies, You Tube

Note to the New CEO of Yahoo – Mobile desktop matters

What is your mobile homepage? And does it matter?

jerry_yangThe exit of Jerry Yang from Yahoo got me thinking about the implications, if any, it would have for mobile.    In the desktop browser world, the fight for your homepage has been waging for years between Yahoo, Microsoft, Google, AOL, and anyone else who managed to hijack it.  The theory is your homepage selection drives page views, which in turn drives advertising revenue.  More views equal more bucks.

So, what does this mean in a mobile device context? Does homepage matter?

What is particularly interesting in the mobile domain is the competing paradigms for driving traffic.  There is the “traditional” browser homepage war, the mobile desktop icon, a range of Java or Brew applications, and widget portals.

The key question is what to you want to do with your mobile device when you access the Internet and how best to get the answer you want.

A second factor is despite the proliferation of full keyboard mobile devices; the long-winded entry of URL’s and the point and click model of a desktop still does not translate well in the mobile arena.

The specific models at play on the Blackberry are:

1-    Set your homepage
2-    Download bookmarked Icons for specific sites and services
3-    Java Applications that mange collections of information feeds
4-    Widgets and Portals that are a collection of widgets.

Here is my solution – let me know if it matches what you have or you have a different use model.

When I access the Internet on my mobile it is usually about answering a particular question or reading a specific newspaper or blog.

I have my homepage set to the minimalist Google mobile.   I can enter anything I want in the search box, from a website I want to visit to a question.  This is a very functional model for me when I need business information or just want to impress family and friends with some arcane trivia.  Did you know that the state bird of Alaska is the Willow ptarmigan?mybb1

For routine information and entertainment I use the very easy downloadable bookmark icon.  The icons I have on my device are:  NY Times, Washington Post, ESPN, MLB, NY Yankees, Weather Channel, CNN, CNBC and ABC News.   This library of information is great for those commuting train trips.  In 25 minutes I can catch up on the news, read my favorite editorials, and follow the local sports teams.  This is very efficient for sites I visit often, and much better than bookmarking these sites within the browser.  This is another good example of the difference between the desktop and mobile experience.

Next, I have certain downloaded applications that I use often.  My favorites are VZW navigator, followed by Google maps and iskoot (for Skype).  For navigation applications I am asking my device a specific question and getting a specific answer.  It is either, “How do I get to….”, or “ Where I am and how did I get here?”  I use Skype on my desktop and there are rare occasions that I us it contact a business associate.  Iskoot works well and is free.

The next category of applications isthe content aggregation portal.  I have two examples that I have on my device.  The first is a very good RSS reader called Viigo.   You can easily set up the blogs that you follow and they also have pre-loaded feeds that you can keep or easily delete.  If you want to follow this blog on your mobile device, this is the solution.

I have also downloaded a specific RSS reader from “The Hockey News”.  If you read this blog regularly you know I am a big Hockey fan.  I am sorry to say the Hockey New RSS portal is poorly executed and rarely gets used.  This should be bad news to the editors at the Hockey News.  If a diehard mobile guy who is also a diehard hockey guy finds your mobile application to be poor, it is time to rethink.

Note to the Hockey News:

I make the same offer to you as I did to the New York Rangers.  I will volunteer to fix your mobile application.

yahoo1Lastly, the widget portal that I have downloaded is “Yahoo Go! “.  In my view, this is a good implementation for the wrong paradigm.  Yahoo Go! Is a mobile version of the  “My Yahoo” desktop homepage.  It has lots of general information categories in a very slick carousel interface.  What is interesting is that, although I have used Yahoo as my desktop homepage for 10 years, I almost never use “Yahoo Go!”.   The reason for my low use of this service is simply that I have no reason to use it.  It does not function as a way for me to get quick answers (Google), quick information (Icons), or navigate (VZW).

It is interesting to speculate what Obama had on his Blackberry?

The Iphone, G1, HTC and other large screen devices can easily enable similar models.

With advertising revenue the ultimate goal, understanding the mobile desktop paradigm is step one.

We can hope that the successor to Jerry Yang will re-think the mobile environment to be truly mobile and not just a transposition of the desktop.

Will the Yahoo and Google be the only advertising game in down, or will quick footed start-ups like Mojiva make even bigger inroads in this lucrative market?

Please share with me what you have on your mobile desktop.  I will collect the input for a future blog article.

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Filed under advertising, CEO, Google, hockey, mobile, obama, portal, widgets, wireless