Alter ego

29 August, 2008

As you may have already gathered, AdViking is plagued by multiple personality disorder, and one of those many facets is now up and blogging over on BrandRepublic as of last night. To paraphrase an 80’s band, the  Blogosphere Will Eat Itself…

pop will eat itself

There, as here, AdViking notes something of an upsurge of comments/questions/pontifications about the significance of Web 3.0 though… as well as picking up on comments found below refering to the Facebook trials.

Annoying as the term will doubtless become it presents a useful wireframe to hang speculation about what comes next.

For me? It’s the next step on the path to personal relevance: more relevant search results/dynamic content/social networking based on intelligent interpretation of what the ‘right’ answer is to the question I’ve asked.

A good portion of that relevance should come from location information… where can can begin to really unlock the value of the web’s growing ubiquity and portability.


White Spaces – a new battle ground

18 August, 2008

Google launched a new website this week to help lobby the US FCC on the future of ‘white space’ spectrum. Up here on AdViking mountain we support this campiagn and await the outcome… Related: more about this topic over on the WSJ – that’s worth a read.

Apple iPhone Apps Launches Ad Networks

11 July, 2008

Apple iPhone Hype Creates New Ad Networks

While reading up on the iPhone 3G and App Store launch, AdViking came across the PR post on RRW about Medialets and then a Silicon Alley piece on Apple iPhone Apps With Ads: A Risky Bet that listed a couple of other networks AppLoop, Pinch Media and PurpleTalk.

AdViking can only see blood on the floor here.

Media buying is in opportunity overload and so with yet more channels being opened to a relatively small audience, AdViking doesn’t really see how any of these companies have a long term future.

The only real chance for success is for one of these companies to get in the commanding position by securing the top app developers and therefore audience quickly, otherwise it will be too late as the established networks come into their turf.

And as AdViking doesn’t believe the browser vs. application differentiator being put forward, as Venture Beat says:  Mobile ad company Admob is about to mint money.

Post-Mobile World Congress Wrap Up

14 February, 2008

Unified Access is the Big Opportunity for Advertising

So, the gold rush is starting. That is, there is full realisation that (depending on whose numbers you read) there is about 1 billion people with PCs and 3 billion with mobile phones and as the handsets mature for a richer media experience, then you’re quids in if you’re acting now.

The big issue is lack of standards and multiple entry points to book the ads. I believe it was someone from WPP that talked about having to book ads with 6 different players in the UK to get any decent coverage.

To me, this spells a big opportunity and the race must be on to solve this issue. That is if someone can provide the interface with the appropriate tracking analytics over top of the various mobile advertising distribution points then they are one to a winner.

That is, something like Atlas which agencies are all ready familiar with is extended to provide mobile campaign capabilities then you’re laughing.

Ad Types and Formats

I asked a lot of people for their thoughts on this and the two primary use cases that everyone agreed on was:

1. Hyper Local – I’m here and need it now kind of search. This is where Location becomes of ultimate importance. This is a natural extension for IYPs, so an easy way to get coverage is to not bother building up an advertiser base but instead cut a deal with an IYP. This can also extend to various things like price comparison and Recs.

Formats could be various but I would lean to short texts ads linking to business pages that include some sort easy mapping access.

2. Killing Time – I’m on a bus, waiting for a meeting to start, etc. and want to kill some time. This is naturally the home of bigger brands and the like.

Some formats that I believe would work for this are pre and post video rolls, display and in-game/on-world.

Advertising – Lack of QR Bummer

One of the ad types and formats I’ve been tracking for a few years is those based around QR. I was hoping to find at least a few companies involved in this at the MWC but didn’t have any luck. The positive was that in my discussions most people also believe that QR is going to be big, in particular it’s going to be a great union with Outdoor (outside of Digital the only other growth area). In fact, some Telstra people confirmed they are actively working with this technology through their Mobile division.

If you haven’t been to MWC and you’re part of the advertising industry, you should plan to go next year. It’s invaluable spending some focused time looking at what’s likely to be an incredible growth area over the next couple of years.

One complaint is that the conference is too big and unwieldy now with lots of things that don’t cross over, it would be better to theme the pavilions better so more along the lines of:

  • Front Office
  • Back Office
  • Infrastructure
  • Consumer

So if you do go, it’s probably better to take some time ahead to plan your strategy to get the most out of it, but then again, most of experience is just meeting and talking to many people about what you’re seeing/they are seeing. And of course it being in Barcelona rocks.

Mobile World Congress – Day 2

12 February, 2008

Well, I now have one of previously mentioned bags – next is the puffer. Though we’ve got invites to the MSFT party tonight, so that should provide some interesting gear to get one’s hands on.

Getting some interesting themes, which I’ll confirm if they have stuck through the week.

From cruising the products pavilion I can confirm that LG and Samsung sure makes some sexy mobile phones.

Mobile World Congress in Barcelona – Initial Thoughts

11 February, 2008

I am at the MWC in Barcelona for the next couple of days with FAST. It’s my first time attending and I am looking forward to getting into the deep end of Mobile.

We are presenting Active Mobile, which at the heart is where we start to mashup ads (AdMomentum) and recs (Recommendations) to bring to bear a compelling suite.

Still, have to admit I am excited by some of the – so far, the cloth bag for a Chinese company and red puffers are on the list.

Also, we now have invites to the Microsoft party tomorrow night at Hotel Arts.