Space Jump Gets Viewers. But Does Branded Content Really Fly?

Wave Goodbye to Branded Content Myths

Humanity loves watching the truly daring. From NASA projects to high altitude ballooning and trips around the world, my adult life has been paced by some fascinating events.

So it was with tremendous awe, excitement and fun on Sunday that my family watched the TiVO playback of Discovery Channel coverage of the space jump – where Felix Baumgartner jumped from 128,000 feet, lost control in a tumble, fell at more than the speed of sound, then opened a parachute and landed on his feet. (And, tested a possible high altitude emergency escape for astronauts.)

This morning we find that apparently around 8 million YouTube viewers watched the event. (Link here.) (As always…we’re not really certain what a YouTube viewer means since I can count as 15 YouTube viewers given all the devices I use.)

True to form the online advertising enthusiasts are ready to jump on these numbers as “proof” of the power of branded content. Branded content? Articles I read today remind me that Red Bull sponsored the jumper (I’d forgotten already). So, enthusiasts are taking “sponsored” and deciding that it is clearly “branded content”. Whatever.

Anyway, when it comes to numbers we need to be more skeptical.

What the Space Jump Really Proves is That Traditional Media Remains the Best Driver of Demand. After all…

Read more of this post

Apple & Application Software…iOS6 Maps Debacle Looks like Final Cut Fiasco

I wrote my letter today to Tim Cook (CEO, Apple) informing him that, as a result of the Final Cut Pro/FCP-X debacle, starting 11/1 my company will create no new FCP projects.

As I wrote, it hit me – the iOS6 Maps fiasco and the Final Cut Pro debacle have eerie similarities… Read more of this post

Apple vs Samsung Reminds Us: What’s Obvious Today Was Obscure in the Past

‘The man who follows the crowd will usually get no further than the crowd. The man who walks alone is likely to find himself in places no one has ever been before.

“Creativity in living is not without its attendant difficulties, for peculiarity breeds contempt. And the unfortunate thing about being ahead of your time is that when people finally realize you were right, they’ll say it was obvious all along.” Alan Ashley-Pitt as quoted in “The Wonderful Crisis of Middle Age” by Eda LeShan

And so we find on Page 46 of 109 in the Apple-Samsung jury instructions this rather concerning issue: “Obviousness”. Specifically:

“A utility patent claim is invalid if the claimed invention would have been obvious to a person of ordinary skill in the field at the time of invention”

Now I’m no expert in the specifics of this trial. But this fundamental idea concerns me. Because there’s a strange relationship between what’s obvious today and what would have been obvious before a product was released.

Copying Apple makes it far easier to introduce new phones and give them the appearance of “exciting”.

Read more of this post

Research Shows that Smart Phones HELP Retail

The tech theorizers have suckered us into a mythology – the one where the Four Virtual Horsemen of the Tech Apocalypse destroy whatever they touch.

So, as soon as someone saw the first retail store shopper pull their smart phone out, tech titans started taking credit for the destruction of retail. But, new Deloitte research (link here) suggests we might want to keep our retail outlets open after all.
Read more of this post

Cable Cutting? Census Suggests Just Sharing Households.

Much was made of Nielsen numbers released recently that suggested a small drop in homes with multi-channel TV (cable, satellite, etc.).

Of course, those wishing to become rich in a new digital world told us, once again, that this was the harbinger of the death of TV…just like newspaper is dead (which it isn’t) and magazines are dead (which they aren’t).

But truth is often quite complex. And today I came across this release (click here). Read more of this post

Future TV Skepticism: Why I Don’t Think Apple will Conquer TV

It’s been a crazy week of reports on TV. It started with the extremists predicting nothing less than complete destruction of TV. They report this, of course, with tremendous glee – after all it’s good for your career to predict the demise of TV.

On the other hand, we’ve been fortunate to read responses from savvy TV watchers who observe TV with more clarity and better awareness of history. In particular, check out this post by Wayne Friedman of Media Post. (Link Here.) And I highly suggest you read this one about why internet HBO would cost far more than cable HBO cable – far more than anyone would pay. (Link Here.)
Read more of this post

There Is No “ROI vs Brand” Dilemma When You Know Your “Profit Horizon”.

Far too many “smart” (aka self-conciously cool) agencies these days proudly seek talent from anywhere EXCEPT business backgrounds. They believe, they say, that these fundamental skills for understanding arcane concepts like “profit” get in the way of true creativity. (More on this mis-direction in a future post about an ad biz culture I call “creative correctness”.)

But this outright avoidance of business skills in the agency business has led us to the endless (and frankly silly) discussion about deciding between “ROI” and “brand”.

Bunkum. There’s no contradiction between these two – not when you think like a business. The needs of your business must be met – and that means creating advertising which brands AND delivers ROI. Read more of this post

GoogleTV: “More Returns than Sales” (Logitech)

I was skeptical of GoogleTV. It seemed Google fell prey to corporate hubris – believing they could build anything and make the marketplace think it’s valuable.

And from the start Google revealed they had no coherent strategy to deliver value to consumers. Instead, announcements made it clear they were in a desperate ploy to steal ad revenue away from traditional TV. Read more of this post

A Baker’s Dozen Truths About Brands and Brand Advertising

Brand has become the marketing religion of our time and takes on outsized importance in every decision. And that leads to a bunch of lists – each claiming to reveal “the” absolutes of brand building.

The following makes no claim about summarizing absolutes. But the more lists I see, the more I love the far more humble and practical sense of brands found among this bakers dozen. And, the more I think they reveal important things that enthusiastic brand enthusiasts seem to have forgotten:
Read more of this post

More Confirmation of Traditional TV’s Advertising Strength

The “radicals” who envision an internet take-over of the entire advertising world have been telling us for years that TV was dying. But not only won’t it die — it just keeps getting better.

The radicals loved the idea of TiVo killing off all TV advertising. So we heard about it – endlessly. As a result, advertising agencies exerted tremendous angst re-structuring their lives without TV. And then, after more than a decade, it turns out TiVo has made TV advertising even more effective. (Link here.) Read more of this post