Birds on a Wire
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What the tweet is this?
How the internet can help and hurt marketing decisions.
I remember where I was when I got “the article”. “How Teenagers Consume Media” hit my desk when a friend in the ad community sent it my attention for my opinion. My first reaction? Oh, we’re in for a headache. It was my foolish hope that the community (both publishers and agencies) would help smooth over this faulty, improperly (in this case, meaning not) cited and biased report; however, within days I was watching the local media pick up the story and perpetuate the problem. Why is it that the local industry, that has access to and demands relevant research reporting would fly into such a tizzy over an international report (UK) written by a young bank intern with no credible experience, a limited sample size and a biased methodology?
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A tale of two virals.
When faced with a new media initiative, I always need to sit down at least once with a client and determine their viral threshold. The viral threshold is my litmus test of whether or not a client can successfully participate and ride a wave of consumer/user driven popularity whether it goes bad or not.
I would argue that most clients are not ready for viral.
There is a reason that Pringles are awesome…
…and its not just cause their tasty chips come in a cylindrical can.
http://awardshome.com/cannes2009/pringles/can-hands.html
comScore’s New Panel-Centric Hybrid Measurement
Unfortunately, I miss more than 1/2 of the comScore webinars that are available. Between Alexander, Jamie and I, we try to make as many as we can, but sometimes, I just don’t have the hour to spare. Today, when the reminder for today’s webinar to discuss future changes to the MediaMetrix methodology came up, I wiped my schedule clear. As you may know, comScore provides Canadian (and global) research on website visitors, page views, and demographic profiling. Their data also includes segment indexing, mobile and video consumption and an assortment of planning tools. To date, I have been very happy to have this tool in my back pocket for planning and site audits, but I do know some people in the industry who have been less than impressed about the discrepancies between server side reporting and the data that appears in comScore reports.
Today’s announcement & webinar addressed some of these concerns.
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CTV launch in Vancouver
CTV came to our offices today to give an intimate session featuring their new shows and Fall programming schedule. While the CTV parties were starting to become known as “the” summer event for the industry out west, I can never hear anything at those presentations and I liked being able to have a face-to-face discussion with our reps. Furthermore, CTV is the only conventional TV network that really has the broadband down.
City TV/Omni launch in Vancouver
As I walked up to the aquarium to join the rest of my team for the City TV/Omni fall launch, I was trying to guess what format today’s presentation would follow. The only station to have a big “party” type presentation (CBC’s social was a party, but not in the traditional booze and prizes affair of previous years), I wondered if Rogers had accomplished the big-Toronto centric messages they had promised last year. The front entrance and first part of the tropical marine section was cordoned off for our crew. Liquor stations were well attended (both sides of the table) and people milled about for about a 1/2 hour before we were herded into the large central room (just inside from the Beluga tanks).
You can find out more on your own about the City/Omni properties for 2009 at: http://rogerstvsales.ca
Global launch in Vancouver
This being fall-preview month, I followed up my presentation at CBC this week with a trip to Global. A smaller, more intimate session than in previous years (honestly, my preference with a hearing problem) we were shown a 30 minute video with clips from new and old shows to tease us about the new season.
For your own private session, visit the CanWest sales site.
Birds on a Wire | DSA Online
DSA Online endeavours to stay connected by publishing the DSA Online blog: Birds on a Wire. With such features as a mini comic, vlog series, regular features on trends & memes, the Bird on a Wire blog is a fun way to stay connected to the industry. Specifically seasoned with western Canadian information, the blog is intended to show that we can have fun while we navigate this tangled world of web.