innovating, planning, reaching

The inverse relationship between innovation and scale: and the tragedy of smart stuff that simply passes us by

this is good. really good. OK so no one is going to disagree with the fact that it's a cracking bit of insight-translated-into-execution. but here's the thing… does it reach enough people, and is that important? and am I a bad planner for even asking that question?

I've written recently about the tyranny of reach and the grip that it holds on Australian marketers. I observed that reach is, as Admiral Ackbar would say, a trap… as long as it remains our default method of measurement, our modus enumeri if you like, we will eternally be lamenting our collective inability to stretch fewer resources over more places in more ways.

so I don't for a second give credence to 'reach-based' advertising, but I do suspect that in the main there's probably two kinds of media campaign in the world. mainstream media campaigns that have scale, and innovative media campaigns that remain niche. there are of course exceptions to this – those examples of innovative media thinking that break through and deliver scale, but they are the exceptions that prove the rule; by in large – from a media perspective – my bet is that there's an inverse relationship between scale and innovation… a bit like this…

avoiding the innovation vs. scale envelope into which most media campaigns fall

the challenge for any media effort is to get into the top right quarter, you want to innovate so that you cut-thru / are engaged with / generate earned media / bring down the overall cost-per-impact of your effort. given these conditions, there are generally therefore only two ways to get top right… either you attach scale to your innovative efforts or you inject innovation into existing scale.

a comment was made to me earlier in the week that one of the great benefits of using Facebook is the scale it can bring to an idea. in this context you can rationalise how one of the main reasons Facebook's ad revenues are set to undergo such significant growth is because advertisers increasingly see it as a 'safe' way to bring scale to a schedule. Facebook is a very good 'scaler'.

the alternative is to take an idea that already has scale and inject
innovation into it – I guess you could argue that efforts to, for
example, bring interactivity to TV sponsorship fit this model.

methods to get you right and top – scalers and innovators

in a perfect world of course you shouldn't have to either attach scale or inject innovation into a plan; both should be inherent – we should be in the business of creating innovative communications ideas that travel. but these are rare beasts… and I suspect that whilst no doubt too many conventional solutions fail to innovate, the greater tragedy are the countless innovative media efforts that go to market without sufficient thought into how scale can be generated. their failure to reach us is ultimately our loss.

content creating, engaging, innovating, planning

Ideas not Impacts: what JibJab and MadMen can teach us about a world where multiple smaller ideas are better

Personalize funny videos and birthday eCards at JibJab!

so a little while back, Lauren sent me the attached clip showing us both and the rest of the Twitterpod here at PHD Australia as we'd be cast in MadMen. it's pretty funny and pretty cool and anything that puts me in the same frame as Don Draper is to be welcomed.

but it got me thinking about how much this little video can tell us about the emerging media paradigm that's challenging brands, agencies and the media industry… I think it can tell us a lot about idea-driven planning and the importance of doing multiple smaller things not fewer bigger things. let me explain.

if you've worked in media as long as I you were probably taught that the role of media planners is to link three things together. link the brand to the right media in order to reach enough of the right people, enough of whom will then do or think what the brand requires of them to make the media investment worthwhile. a bit like this.

how I was taught: the right brand in the right media reaching enough of the right people

it's a model driven by impacts – the more impacts the better, which is all well and good. but the above video JibJab video doesn't work like that at all. the brand (MadMen) is there, but media is replaced with a platform – in this case the JibJab video utility / site – and the audience is replaced with the few individuals who get exposed to the video via the link that the originator sends… so the model looks more like this.

how it think it is now: brands using platforms to plug ideas into networks of individuals

this is a model driven by ideas not impacts… rather than having an audience who receive a message, we instead have a few individuals who engage with it. and whilst on the face of it the overall impact is a lot less, this isn't necessarily the case – a few quick numbers…

in the first model let's say you deliver one million impacts. at a click thru rate of 0.1% a you'll get about 1,000 people to click thru to the place or space a brand wants them to go (I appreciate that this misses the brand effect of the other 999,000 people who see the banner ad but run with it) … the JibJab MadMen requires only 250 to make a video and send it to the three other friends who are in it reach the same number of people.

the emerging model also offers significant benefits. the first is in targeting. from a brand perspective, this model is a lot more likely to reach people who are into the product (in this case MadMen). the second is the level of engagement with the content – and in this instance people are part of the content, which I'd suggest makes it pretty engaging. the third is that it's inherently viral, the products of the model are things that people will want to share and propagate throughout their networks of friends and peers.

the challenge is that you simply don't reach enough people, but you can always amplify… there's no reason why you couldn't use the one-to-many model to showcase certain videos, perhaps even as a promotion or competition mechanic.

there's a big implication too. there's no way that this model replaces the scale and reach of the broadcast model, but that can't be ours to mourn… if scale is what you're after then there's only two ways to get it. either you have the best ideas (in the long tail of an ideas ecology the impact of the few biggest ideas will greatly exceed the individual impact of any of the majority of others), or you create more ideas.

in that context, screw fewer bigger better … the best performing brands will be those that can scale the output of the quantity of their ideas. a marketing effort spread across multiple smaller ideas will be better, and a great deal less risky, than the same effort invested in fewer bigger ideas. not sure what Don would have to say about that…

applicationing, broadcasting, content creating, converging, innovating, social media-ising, television, viewing

Fulfilling its Social Potential: Why TV could very well be the comeback kid as media emerges from the recession

the established institutions of 'old' media were always going to take the hardest hits as the combined effects of a global advertising slowdown and a digitising media economy came to bear. such seems to have been the case. according to Warc's latest Consensus Forecast, 2009 TV revenues in the States will fall 10.9% yoy versus total global ad spend yoy decline of 10.5%. more substantial 2009 decreases in TV are anticipated in the UK, France, Germany and Japan.

looking forward to 2010, TV could very well be the area of media that not only emerges most strongly from the recession, but charges out guns blazing leading the brigade of other media behind it. the same Warc report suggests that marketers in two-thirds of the sample are intending to devote more revenues into TV next year, with Brazil, China and India up by more than 11%, the US by 1.8%, and France by 1.3%.

in fact whilst advertising revenues have declined throughout the recession, there seems to have been limited disruption on the quality of networks' output. new offerings, such as the US's FlashForward or Australia's Celebrity Masterchef have emerged and more than held their own. and whilst it could be argued that reality TV has more than shaped current TV output globally, it hasn't stopped the likes of Glee and Modern Family making their mark.

but despite strong content and a return of ad revenues in 2010, viewing will surely switch online right? well no necessarily so. this week also saw a report from the UK's Enders Analysis arguing that the scale of the VOD market has been overplayed, and that by 2020 the overall national UK average of VoD viewing will be 5%;

"and at these levels, and after taking into account the lower tolerance of interruptive advertising in on-demand programming, non-linear VOD services are unlikely to have a significant impact on commercial spot advertising revenues during the next 10 years … the traditional linear broadcast TV model continues to work well in terms of reliability, simplicity, ease of choice and ability to deliver popular programming with mass appeal"

but all this is without taking into account the phase shift that could and should happen with TV in the year ahead. 2010 could be the year that TV genuinely goes social… as the Guardian observed in a cracking data-fueled article on Jedward's storming of the Twittersphere;

"Every Saturday and Sunday night, Twitter is exploding with real-time boos, back-pats and reactions to the show's performances. It's a re-imagining of the old-media watercooler ("Did you see The X Factor last night?") in live, online space ("Omg jedward are through!") – and it could point the way to the future of TV…"

as Gary Hayes, a former development producer for the BBC who now lives in Sydney and blogs rather awesomely here, points out:

"we now know when our attention is required, especially those inciting moments when emotion or serendipity may be possible. So with these two things happening there are a growing number of services trying to glue the two – either bringing the TV to the back-channel or layering the back-channel ‘over’ the TV" (source)

hayes has aggregated a whole host of services, either existing or in development, that are bring TV to the social space and vice-versa. here are three of my favourites (all sourced from Hayes' original post):

EpiX has high-profile backing from the likes of Viacom, Paramount, Metro-Goldwyn-Mayer Studios and Lionsgate. it's a platform for viewing content online, but specifically you can invite your mates to private screening rooms and interact with them… ITV if you're listening, X-Factor was made for this…

another favourite (and another example of the increasing warmth between and cooperation by the Gates and Murdoch organisations) in the shape of X-Box and Sky who have teamed up to make the latter's content available on the former's entertainment console. but the basics of the streaming aside, the really interesting bits are when the TV screen pans back and your in a room with your and your mates' avatars. representations that you can support, deride, encourage, laugh at or ask questions of. real social interactivity in real time with real people…

there's a full video of a presentation that Xbox product manager Jerry Johnson gave to paidContent:UK here – jump to 5 mins 40 secs to get the social bit:

finally, on the mobile front there's tvChatter, a iPhone application that allows you to connect TV content to the Twitterstream relating to that show in real time. you can follow Tweets from everyone or just from people you follow. and if you're not sure what to watch, you can see which shows are generating the most interest and check them out:

this is exciting stuff. and I'm not pretending for a second that its anything new: we've been talking about, SMSing and debating TV for years. but never have we been so connected to so many people we know in real time to do so. never have the conversations about the TV we love been so prevalent and so accessible. I hope then that 2010 isn't just the year that TV sees a resurgence in revenues, but also the year that TV finally gets social… we will never look at our screens in the same way again.

commenting, innovating, pioneering, praising, printing, publishing

Covering a story like never before: what 56 newspapers in 45 countries can teach brands about the art of collaboration and cooperation

so the long and winding road of global climate change discussion and debate has brought us to 7th December 2009, and the Copenhagen Climate Summit. the world's eyes and ears will converge on the gathering as political leaders meet to debate and, with luck, agree the principles of the collective action required to save us from ourselves. an army of bloggers, Twitterers and reporters will all be there to capture – for us and for future generations – how it all went down.

the unprecedented media coverage that is no doubt to come is preceded today by a global media first orchestrated by the Guardian in London. 56 major newspapers in 45 countries have today published an identical editorial piece. appearing in twenty different languages, the piece takes a single united message – the demanding of action – to a global audience. Guardian editor-in-chief Alan Rusbridger noted that "Newspapers have never done anything like this before – but they have never had to cover a story like this before"

collaboration on this scale is unprecedented, and difficult. as the Guardian puts it; "Given that newspapers are inherently rivalrous, proud and disputatious, viewing the world through very different national and political prisms, the prospect of getting a sizeable cross-section of them to sign up to a single text on such a momentous and divisive issue seemed like a long shot" …but the long shot paid off and – with the very notable exceptions of the US and Australia aside – a united editorial piece is reaching a global audience, and its a good and powerful thing to see.

its a testament to what can be achieved when editors and publishers want to cooperate, made all the more potent at a time when much is being said about the waning power of the fourth estate. and it begs a big question for brands… where's the co-operation? campaign after campaign has been rolled out to the world demonstrating commitment to reduce this or eliminate that – all inherently communicating on brands' terms rather than on the terms of the agenda against which they are developing comms…

the climate change agenda is bigger than any single brand, and some hard-fought co-opertaion could be just the thing to bring some increasingly needed credibility and scale to their – well intentioned – efforts. and if the "rivalous, proud and disputatious" printing presses of the world can do it, then perhaps a group of enlightened, forward-thinking and pioneering brands can too. its something I'd like very much to see.

brand extending, innovating, selling

When brand extensions become ads: How Jack Daniels is creating the most innovative of point of sale assets

so Phil and Eva were shopping at the weekend and arrived at Vizeum this morning with tales of Jack Daniels woodchips. it is true. Jack Daniels have extended their brand into not only wood smoking chips but briquets too, allowing each of us to have great smokin flavour BBQs whenever we want. and at the start of summer too.

the products have some great reviews on Amazon; b. observes that "within minutes, you'll be treated to the sweetest
smelling wood this side of anywhere", perhaps because the chips are made from the actual barrels used to make JD. so – great marketing story one – the product extension genuinely tells part of the brand story.

the second reason we like this is the margin. the list price on Amazon for a 2lb bag of chips is $9.99, compared to between $4 and $6 for other bags. the reviews refer to the cost for say its totally worth it. heritage and brand are being monetised very effectively indeed.

but the third and real genius of this brand extension is the sheer volume of space it gets on you shelf in a new and different part of the store. its top-notch media space right at the point of purchase… brand's offer love and money for valuable space like this. Jack Daniels have innovated their way in whilst at the same time commanding a premium and augmenting their brand story. lovely.

ps they do sauces too!

innovating, listening

Spotify hits Mobiles: how ad funded music on demand will kill the MP3

right, Mediation has been away catching some rays but I'm back now and just been sent the above link by Vizeum's own Simon C. it's a demo for a Spotify mobile phone application, showcase yesterday at a Google developer conference in San Fran.

its looks a joy, and another nail in the coffin for consumer paid-for music. millions of tracks online available to listen to wherever you are whenever you want them. and all courtesy – presumably – of the ad money that could (and should) be invested in the platfrom.

as a post on the site says: "this is just a demo and very much still a work
in progress. And to head off the inevitable questions, we don’t have
any more details on when it will be available, etc. Also, this isn’t
the only mobile app we’re working on, so stay tuned to this space…"

but the direction is clear: welcome to data being accessed from the cloud, welcome to the end of broadcast dominance, and welcome to the new contract between consumers, advertisers, and the stuff that brings them together…

its good to be back ;o)

content creating, experiencing, innovating, praising, user-generating

The Disposable Memory Project: bringing a bit of jeopardy and mystery to a world too full of solutions and answers

a beautifully sunny idea for what will hopefully be a beautifully sunny weekend… welcome to the Disposable Memory Project, which has the simple aim of telling the stories of cameras left in random places around the world. the idea is that people will pick them up, take a few photos and pass them on, with the cameras and the photos they hold eventually returning home.

it's a simple, elegant idea for an age when experiences have higher value than things, when social aggregation can be virtual and where narratives aren't predetermined or linear. I don't know if a brand is behind this, but I bet plenty wish they were.

at the heart of this idea are jeopardy and mystery. if I leave a camera somewhere will it be found? by whom? what photos will they take and will those photos make it home? there are no guarantees; something that feels exciting and different in a world – and marketing landscape – where amazing solutions vie for our attention and unbeatable answers clamour for our questions.

Mediation finds it more than a little comforting that in an on-demand world where we expect to be able to get whatever we want whenever we want it, some things aren't set in stone. I intend to join the project and set me own camera on it's way. I look forward to the uncertainty of its fate, and meeting – through shared virtual experience – some other people on the way.

broadcasting, innovating, television, viewing

One email chain about Whedon’s Doll House: Two great hopes from Mediation about marketing TV shows

there follows a genuine email chain from my inbox today, names have been initialised to protect the innocent:

OB: "Dollhouse, the new Joss Whedon show, has started in the US. http://en.wikipedia.org/wiki/Dollhouse_(TV_series) Hopefully over here soon…
CS: has had a lot of critical slating but lovely premise, can't wait to see it. Cx
AK:Oh how very exciting. I like Dushku. Can't wait to see it. Ax
JG: I saw the ads whilst out in Ottawa earlier this year. I do hope
it gets picked up here. The likes of Battle Star Galactica (great show) were
part funded by Sky… they’d do well to get behind some of Whedon’s stuff too.
OB: We stopped watched BSG half-way thru
second series, just didn’t grab us. May try again.
JG:You’ll have to catch repeats then as it finished last night! It didn’t really change style or quality through the series so I’m
not optimistic you’ll enjoy it much more if you go back to it.
HDL: I really enjoyed the first series of BSG and then it all got a bit a silly. V exciting re Dollhouse though sounds weird even for JW. I miss Firefly…
JG: Dollhouse is coming here very soon, maybe on FX I caught the
tail end of an advert for it yesterday – hope it’s good J
OB: In my efforts to find a date for Dollhouse
in the UK
I noticed that Knight Rider has been re-made too. Will def. be watching that!
JG: Not found an exact date – it’s going to be on the Sci-fi channel
in May (Dollhouse that is) Sci-fi have got Knight Rider too.
OB: Thanks, will keep an eye out for it. It’s
great that US TV comes over here so quickly these days rather than having to
wait ages…

I hope two things. one, that somewhere out there Sc-Fi is planning some media beyond it's own channel to tell people about this programme. too many shows languish for too long with too small an audience because of the perceived difficulty – and cost – of promoting them.

this is because in the main, promoting programmes beyond your own channel is expensive and is most likely to pay back in the medium or even long term. but Doll House is one of those rare exceptions to this rule: its a TV project which, because its from Whedon, is genuinely anticipated by a core fan base. something on which I hope and pray that Sci-Fi are planning to capitalise on.

secondly I hope that for not too much longer the world doesn't have to live without some software that tracks what I like and tells me when TV shows that I may like are coming my way. or indeed coming back. I was on the phone to a lovely lady from Sky yesterday week (part of the flat move trauma) who informed me that Fringe was back on Sky. if she hadn't have said something I may never have known.

this is an application waiting to be written, first brand to write it wins the prize. watch this space; I will be…

content creating, converging, innovating, user-generating, viewing

Video. Everywhere. Always: What we can all learn about P Diddy’s adventures in mobile broadcasting

Free TV : Ustream
the idea that there will ever again be a status quo in media planning has surely got to be abandoned. technology and interaction are now evolving at such a pace that the challenge is not just how best to use what's out there but firstly to know what's out there.

case in point is Mashable. for two years it's been creating editorial about the best of Social Media news and views. and I had no idea it even existed. none. so it's a thanks to PAffleck (thanks) who pointed me in the direction – via Mashable – of how P Diddy is using mobile app. Ustream.tv to broadcast his life direct from his mobile to the world.

he's not alone. loads of people are doing it. assuming you have a good enough phone (current limiting factor but this will change), you can upload your clips direct to your own broadcast stream. better than that – if you see something cool you can start live broadcasting it – there and then – from your phone to your mates, or whoever…

I never thought I'd say this, but I guess we all have a thing or one to learn from P Diddy. if he can do it why aren't brands? how often are we and the clients we work with creating reasons and incentives for people to engage there and then with experiences that are happening right now in the real world?

it's difficult, but the reality is that we're moving to a world of video being everywhere always. that's a lot of competition for our precious advertising space. I for one – no matter how much I sometimes feel I have yet to learn – want to understand this now… cos the brands that get this sooner rather than later may be the ones that don't just thrive, but survive, in a digital world where any status quo no longer and will never exist.

designing, experiencing, innovating

Japan Car at the Science Museum: how Japan’s car manufacturers are imagining a networked future for our cars

a trip to the Science Museum on Friday saw Mediation and colleagues visit the Japan Car exhibition. described as an exploration of the car as a 'mobile cell', the exhibition shows how Japanese car design reflects the 'soil and the
spirit of Japan'. click thru for the exhibition's Flickr and YouTube sites.

one of the most interesting aspects of the exhibition was said exploration of car as mobile cell;

"The future will bring more than individual drivers each controlling a single car. cars will become parts of whole transport systems integrated with the surrounding city. the essence of a car us already shifting from its drive train to its information systems … The concept of cars evolving into moving urban cells is visualised by portraying cars as blood corpuscles flowing through capillaries."

the concept is captured in this video from the exhibition, which shows visual representations of traffic volumes and traffic flows around central Tokyo; generated from GPS signals continuously transmitted from several thousand cars.

"the cars are seen to be circulating, radiating out from the central area near the Imperial Palace just like red blood cells traveling around the body through a network of blood vessel centred on the heart". its a very new way of examining how the nature of the network will come to predominate how we communicate – both passively and actively – with each other.

how long before cars get their own social networking system? our vehicles constantly transmitting data about where they go and how they get there to their Facebook equivalent? what will they learn from each other? and what will we learn from them?

great exhibition, which the manufacturers don't seem to have capitalised on in a wider marketing perspective. perhaps these things are just better left to exist in isolation; another element to be added – by consumers – to their brand molecules (as theorised by John Grant in After Image). then again, Mediation can't help but think there was an opportunity (missed) to take the great contents of the exhibition to a wider – broadcast – audience. press partnership anyone? …anyone?

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Category Archives: innovating