Author Archives: Michael Trenerry
I have talked about this quite a bit in the recent months. The need for new
revenue models with our clients is vital to our success, most especially in
digital work due to the layers of work required and different aspects of the
process that we can charge for e.g. strategy, planning/buying, ad serving,
tracking, creative, project management etc…
So we all know Google is tryinig to figure out how to monetize Youtube.
Well, while the latest idea to let content creators sell their own ads seems like a good idea, I think Goolge needs to get a little realistic if the rumours are true!
Professional content producers, wth ad sales teams & the full mothy are now able to sell video avertising on their
YouTube channels. That includes the click-to-expand overlays that run
across the bottom of YouTube videos and display units on the page that
hosts the video player. The revenue is split between the content
creator and YouTube, just as it would be if YouTube sold the ads.
Found this nice little article about how Marketers worldwide believe that 65% of their marketing spend had no detectable effect on consumers in 2007. Marketing wastage is at its highest in more developed economies such as the US, UK, the EU and Australia.
3,000 marketing professionals across the globe were questioned as to
the efficacy of different marketing tools. The responses suggest that
their efforts reached an all-time low in perceived effectiveness -
mainly for lack of accurate feedback.
Fournaise Marketing Group
tracks both offline and online marketing effectiveness, capturing
millions of pieces of data every week. The report’s findings reveal…
I have had many conversations in the past months with various senior persons
within the different media agencies here in Finland, with the core discussion
centered on where the digital space is moving & how are we improving our
agencies to ensure our clients are offered the best ideas and solutions.
I thought I’d comment on the longevity & staying power of an online brand/media today such as Facebook, MySpace, YouTube and the MSN, Google’s & Yahoo’s of the digital space.
Looking at the latest Morgan Stanley stats, YouTube is a clear winner with the only consistent very steep curve since before 2006… Google has a reasonably consistent but slow curve but it seems to be dying a little now & Yahoo has gone from being the king of many years to a steep downward curve also – I am guessing this is due to the popularity of the live site & the birth of many other home engines so to say!