CRM software runs my life

Category: advertising

Admonsters Presentation on “The Future of Video”

AdMonsters logoOn the 22nd of March 2012 I attended the 2nd ever Admonsters Conference in Sydney, Australia. I presented on the Future of Television, and chose to focus on my personal perspective around the accelerating convergence of video advertising and content as it moves online. My inspiration sprouted from statistics and creative used in Robert Kyncl’s CES talk and some video engagement ideas from Kevin Allocca.

It was an honour to be able to present in front of colleagues in the same niche profession, especially in my home town which is a geographically obscure place to be doing such a role. My biggest mistake was underestimating their involvement with video advertising – I thought the number would be around 10%, but it turns out 80% of them work with video. It was exciting to see the local market maturity, but it was a little humbling to see all those hands raised at the end of an entry level video presentation. I did however thoroughly enjoy the presentation and I received a number of comments from others that really got something out of it. I really do feel that content marketing is a massive growing area, however I acknowledge that it’s a difficult area to strike a perfect balance in. If it was easy then YouTube would have no paid advertising and I wouldn’t have a job. 🙂

If you are interested in seeing the deck I presented, then please Download the Presentation Slides.

Admonsters Sydney Members Dinner

Admonsters held their first event in Australia this week, with a members dinner at the Waterfront restaurant in Sydney. The 3 course meal was very generously provided by aiMatch on a perfect summer’s night right next to the harbour.

The event was attended by around 25 people, which made for an intimate yet comprehensive representation of the major Australian advertising operations teams. Ninemsn, Carsales, REA Group, APN, CBS InteractiveYouTube, Google and number of niche publishers were represented. It was amazing how small the industry is (I had worked with at least 5 others previously) and yet how diverse our backgrounds were. There was some reflection on this topic, in particular what qualifications you need to get into Ad Operations, and therefore what you look for in new hires.

Other issues that went around the table included the continuing friction between digital and traditional media (both internally and in the market), the National Broadband Network and how it will accelerate this structural change and the amount of hand-holding that clients are still requiring.

Overall it was a great night which really helped build relationships across what is a very fragmented online media landscape in Australia. The discussion ended with a hope that there will be a larger Admonsters conference event in the APAC region next year!

YouTube Symphony 2011 in Sydney

YouTube Symphony 2011 has launched, and the Sydney Opera House has been announced as the new final location! The program is revolving around an APAC advertiser and location, so it is an extremely exciting program for the region. Make sure you try the Augmented Reality application in the “Experiment” section.

This excitement is being driven internally by a surprisingly large and distributed number of Australians based all around the world. I was at the launch event at the Opera House on Wednesday morning, and every Google employee who spoke was Australian! It was quite an inspiring moment for an Australian in IT like myself looking to make an impact globally. Working on the project has already been an amazing experience, and things have only just begun.

I guess Symphony is already achieving its goal to be a globally inspiring program.

Google Grants Post – Getting Started on YouTube

Wondering why I have been so quiet lately? I volunteered my time to write a blog post for the Google Grants blog instead!

http://googlegrants.blogspot.com/2010/08/get-your-non-profit-started-with.html

I really hope that it helps more non-profits get onto YouTube. It really is a great platform that will deliver a level of transparency and engagement with your supporters, and in turn it offers you call to action overlays to convert those supporters into contributors.

iPad Emulator

Safari Develop Menu

Do you want to see what an iPad user sees when they look at your website? Well there is a simple way to check it out without buying an iPad on either Windows or Mac:

  1. Download and install Safari (if you don’t already  have it)
  2. Edit -> Preferences (or Safari -> Preferences on a Mac)
  3. Go to the Advanced tab
  4. Check the “Show Develop menu in menu bar” option
  5. Close the preferences window
  6. A new “Develop” menu option will appear
  7. Select “User Agent” and then “Mobile Safari 3.2 – iPad”

It isn’t perfect (hard to simulate rotating the device) and you should also disable Flash, but it gives you a rough impression.

Google Adwords Certified Individual

On the 30th of June I became Google Adwords Qualified in the category of Display Advertising. To achieve this I had to complete 2 120 multiple choice question tests with a pass mark of 85% or above. You can check my qualifications here:

Google Adwords Qualified – Display Advertising

Proves that Google dogfoods its own qualifications. 🙂

How can charities get started with YouTube?

Each year Google runs a GoogleServe week, where we each choose a non-profit project we would like to contribute to. I chose to present to a group of 30+ non-profit organisations here in Sydney on how they can benefit from our recently launched YouTube non-profit program. Despite being only a small contribution it was a very rewarding experience, and I was really impressed with how sophisticated many of the charities are.

I am posting my presentation here so that any other charities who didn’t attend can view it at any time. I am also posting a 1-sheeter handout that I gave to all attendees which summarises the simple steps to getting their non-profit onto YouTube. I hope they help!

IPL Live Streaming on YouTube

Screenshot of the IPL channel on YouTube

IPL brand channel on YouTube - youtube.com/IPL

I have been working on the IPL Live Streaming event that is currently running on YouTube. This has been a huge event for us, with 60 live matches being streamed over only 44 days. This alone is a huge project, however we are also uploading all replays (4+ hrs each) and numerous highlight clips every single day (wickets, fours, sixes, interviews, summary etc.).

The Twitter integration is going really well too, it is great to follow the commentary on the #youtube_IPL hashtag. Unfortunately Trendistic doesn’t support underscores in hashtags, but the general #IPL tag shows huge spikes and that is translating into the YouTube IPL channel becoming the most subscribed and viewed channel in India of all time (after only being live for a week). That’s pretty impressive.

 

Admonsters Cn-us-22 Publisher Conference

admonsters Cn-us-22 logoThis week I attended the Admonsters Cn-us-22 conference in New York Metro. It was my first Admonsters conference, and was very interesting mainly from publisher, pain point, mobile and industry landscape perspectives.

I guess the key observations that I had were:

  • No-one is remotely happy with their mobile adserving products, mainly around consistency and reliability across mobile platforms and agency/advertiser understandings and future trends.
  • There is a huge chasm between the buyers and sellers of advertising, which is now being filled with a wide (and fluctuating) range and depth of vendors offering to optimise, sell, shift, validate, track, forecast or report on your inventory.
  • Publishers are concerned with their decreasing level of inventory control (lots of finger pointing at ad networks) and are looking for ways to use partnerships (scale) and technology to take back control of their premium inventory.
  • The Adops role has no formal certification or education, but requires sales, technical, marketing, advertising, contracting, client services and research skills in an ever changing market (day-to-day firefighting makes vendor/industry research and process implementation a ‘nice to have’). These two factors also combine to make it difficult to hire new people.

I was at the conference to observe and learn, and I am still digesting everything thoughts from some serious industry experts. Personally my favourite presentation was the keynote by Jason Kelly, who provided a great overview and vision for the online advertising landscape. From an outsiders perspective my overall impression was that many challenges being faced are the result of a marketplace in turmoil. A transparent, all encompassing advertising exchange for a standardised set of ad specs is the obvious capitalist solution, but until then the mash-up of solutions to help you get as close to the supply-demand curve are getting better.

The next Publisher US forum will be in Sonoma on August 15-18th.

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