PUBLISHERS BATTLE FOR SURVIVAL

As digital publishers came together at a panel hosted by OMMA's PUBLISH conference today, trying to desperately figure out how to migrate to a digital landscape, I could not help but wonder.

What if offline publishing properties that are both non-native to the online environment and not time sensitive never migrated to the online world. Would they be better off today from a revenue perspective?

For those publishers that did make the leap (and made many mistakes along the way) do they regret the move? Chances are they would not admit they would "go back to the future".

The delicate balance between the reader and his/her engagement with a publication is likely not interrupted by the absence of a digital version. Many pubs missed the benefit they provide their offline readers .... the benefit of an exclusive interaction that is not available online. Unfortunately they followed the crowd.

This theory would not hold for news sites that are time sensitive. The internet created a "want it now, want it fast" culture that dictates the need for speed. They belong online .... as do native digital brands the likes of eBay, Monster, Huffington Post and Facebook.

As the traditional publishers scrambled to "go digital" with no vision for a sound business model, they gave away their content and are now waging an epic battle for their survival.

Comments welcome.

OMMA BEHAVIORAL - DATA POWER BOOSTERS

If you came away with anything from OMMA's Behavioral Conference on Thursday in New York, it was the notion that general agency professionals and brand marketers are simply confused by the complexity of data and analytic delivery and measurement options.

Rishad Tabaccowala, member of the management board at Vivaki, opened the session with a keynote that drove home the need for simplicity. KPIs and results are the currency utilized to judge performance. The "pipes" that target audiences, driven by data, should hide behind the walls, managed by the "plumbers" of data and analysis.

Rishad went on to offer three reasons agencies get hired .... Insights, Inspiration (as opposed to perspiration and hallucination), and Ideas.

An audience question that follows stumped the the panel on "Which Data Finds The Right Audience".... "Who can qualify the quality of third party online data?"

It's a sad commentary on our state of affairs when the data is referred to as so much snake oil.

Very much like STP's Power Booster, few understand the origination and quality of the data but tentatively accept the fact that adding layers of data segments to their targeting options (or in STP's case adding it to your tank) will somehow enhance performance and outcome.

Therein lies the problem that slows acceptance of online as a viable alternative. The industry is running ahead of itself with little regard for mapping a destination or taking the time to truly learn and educate along the way.

Matt Freeman, CEO, Mediabrand Ventures

OMMA METRICS-- WHAT'S IN YOUR COOKIE?

Yesterday's OMMA Metrics conference in New York drew an impressive gathering of brand managers, agency execs and pioneers in the analytics space from a wide range of companies trying to make sense of all the data.

There was no question that the cost basis for media has long been based on scarcity while new media focuses on value as its cost basis. This shift will drive a deeper reliance on data according to Adam Gerber, Chief Marketing Officer at Quantcast.

John Burbank, CEO at Nielsen Online noted a collaborative strategic partnership formed with Facebook to utilize its 400 million strong membership as a source for an "opt-in panel" for measurement. Joe Mandese, Editor-in-Chief at Mediapost asked about opt-in rates which Burbank skirted as a "state secret".

The afternoon keynote, given by Vipin Mayer, EVP Global Director of Data and Analytics at MRM Worldwide set the stage for a lively panel that focused on the need for brands to drive ad dollars from analog to digital media given proven roi measures.

The panel missed the one ingredient that could potentially become the snowflake that starts the avalanche ..... comfort. The 800 pound invisible gorilla in the room, television, is in the DNA of most major brand marketers. The easiest segue to digital media for television centric brands is broadband video. It breeds familiarity. Those in the analytics space would do well to consider a focus of initial efforts on video platform measurement.

OMMA Panel - The New Steroid - Data

ARE COOKIES CRUMBLING?

A move towards greater regulation for privacy comes as surveys in the United States and Europe show that a majority of consumers on both sides of the Atlantic are against corporations monitoring their Internet use for marketing purposes.

According to one of the first independent surveys carried out by the University of California and University of Pennsylvania, two thirds of Americans object to targeted online ads.

A proposed amendment to an EU privacy directive states that national governments should "ensure that the storing of information, or the gaining of access to information already stored, in the terminal equipment of a subscriber or user is only allowed on condition that the subscriber or user concerned has given his/her consent, having been provided with clear and comprehensive information."

The amendment, if approved, would have negative implications for the online advertising community, which relies on the placement of cookies on hard drives to enhance the relevance of online ads.

Is the US next in line for government regulation? Recent session debates at AdTech and OMMA suggest that self-regulation may not be enough to stem rising criticism against the harvesting of consumer data.

In the coming weeks, this blog will initiate a debate on platforms that may provide alternatives to government regulation. Stay tuned.

ADVERTISING WEEK IN TIMES SQUARE

As we come mid-way through Advertising Week in New York, two of the highest attended events vie for attention. Both Mediapost's OMMA and IAB's MIXX venues are separated by just three city blocks and the focus of both are the future of our industry and the data that will drive us there.

If content is king then both events deserve to be crowned. Content at OMMA was both engaging and informative, with non-stop sessions around the clock.

Bant Breen (RIGHT & ON SCREEN),
President, Digital, Initiative Media

While the exhibit halls at both were a bit sparse, content and the quality of the attendees more than made up for the difference.

Brian Decker (LEFT), Managing
Director, Mindshare

There is, however, room for improvement. These events need to collectively bring together younger members of our industry. Planners were few and far between, likely strapped to their desks back at their offices while senior members of the team were networking.

One of the OMMA All-Stars, Colleen DeCourcey, Chief Digital Officer at TBWA challenged her audience to help bring and keep young people into the fold and to "stop doing old things in new places" ... Bravo Colleen.

Overall, an impressive display in a down and hurting economy. With more events over the next few days, Times Square will be buzzing with media stars of all varieties.