Tag Archives: Google

Google Glasses: don’t take them seriously. Take the tech seriously

I am so tired of seeing articles about Google Glasses from the perspective of a new Apple phone review. Even worse from try hard bloggers talking about the impact it will have on others. These articles are mainly dedicated to increasing traffic. @undrip.

Google glasses will be on sale. It will sell. People will wear them. But does anyone think that Google is planning to compete with Samsung shipping numbers or iPhone sales figures? Do they think their self drive car will be a top seller? No. No.

They are a technology and innovation company, they have people who innovate and they have started with Glasses. Already people are protesting about the fact they may be recorded mid conversation. Perhaps they be used inappropriately, maybe they will be but at a minimum of 1500 dollars they won’t be owned by some delinquent. Even if they were, this is not about Glasses this is about the evolution of technology. It is here, it is happening. It would be like saying that we don’t want the Internet because kids will look at porn. Well if the adults didn’t watch it then it would not be there in the first place.

Whether it is uncomfortable, whether it comes in the form of Google Glasses is neither here nor there. It is technology and you can’t stop it. An analogy was used about a guy on a bus filming stuff on Glasses and then transferring it to text and tagging it to a person and how that was the end of the world. Come on, whatever you do on Glasses you can do on a Nexus 4. I can film on a bus, I don’t need Glasses to do it.

Let’s all stop taking Glasses seriously but take the technology and brains behind it seriously because it is the heady cocktail of those two that will show you up as totally missing the point.

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We will laugh when we tell our kids we had to watch Ads!

ImageWe will laugh at the idea of having to sit through an Ad we didn’t want to watch in years to come. The likes of CBS, who recently downgraded an award to DISH for their Hopper product (a product that allows the viewer to skip Ads) by influencing the CNET panel, will need to change their views and fast.

 Perhaps people have not noticed but the beginning of the end for being forced to sit through Ads is already underway. Google is building a business on the back of skippable Ads. It is a mere skip and a jump before that model is rolled out to TV. It’s not just Google though. We have all got used to fast forwarding through Ads on our PVR’s. There are companies like DISH, with their Hopper product, making it a central offering.  Even online Apps usually have a premium or Ad subsidised version. Other companies, for example SpotXchange, have rolled out account based solutions where users can pay to skip ads. The concept of not watching Ads you do not want to watch is entering our ecosystem like water pouring through a leaking dam. No matter how you try and plug the leak, the tide is turning and before we know it the idea of forced Ad viewing will be a thing of the past.

 Consumer opinion eventually is paramount. This is not about not watching ads, it is about watching ads that are relevant and entertaining. As viewers get used to skipping ads and companies offer that as an option in a new medium, like TV, consumers will turn there first. The DISH example in the US will be an interesting one to follow. When PVR’s were first launched, the whole industry was very nervous about them and the implications. But we coped. Google’s skippable Ads is a fantastic model for them with incredible CPM’s on ads that are watched through to the end. It works for them. Advertisers also like the idea of paying for real user viewership. The challenge therefore is for advertising to improve (please no more perfume Ads following the same old, superficial format) and for the delivery mechanism to improve.

 This is all fine for online, but TV? No way! Well in case anyone had missed it, TV is changing. The mechanisms through which we watch TV are changing and the way content is being consumed and distributed is changing. Addressable advertising across multiple devices is already under way in Alpha and Beta tests. Ads will become adserved which will allow better targeting and if targeting improves, the response will be better and consumers will appreciate the relevance. If we can do this well then who is to say that the Google business model will not suddenly look attractive to broadcasters?

 Importantly we will question this idea of ‘extra value’ in TV, which is code for wastage as opposed to actually buying the audience we want. An Audience On Demand offering could quickly be applicable in TV. So if we can combine adserving technology, with proper targeting and importantly measurement (let’s not get in to that today!) and sprinkle some consumer boredom with relevant advertising, we are well underway to a world where we tell our Children that; ‘yes they made us sit through five pre-roll ads before we were allowed to see the programme we wanted to watch’ – ‘and at a time dictated by them’! A crazy notion.

Blog also ran on Digiday - http://www.digiday.com/agencies/skippable-ads-are-a-good-thing/

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VivaKi and Audience On Demand take first mover advantage on Google’s DDM

The thing that most inspires me in this role is the constant ability to innovate ourselves, as well as work with leaders in the technology space. As of this quarter, VivaKi and the Audience On Demand team in London are paving the way and entering a new era of activating search advertising data in the display ecosystem intelligently. Below find our internal release.

 

A collaboration between VivaKi and Google sees a global first for the organizations – the launch of a remarketing from search ads campaign. Audience On Demand (AOD), the market-leading addressable media buying practice for VivaKi, leveraged Google’s integrated technology suite to deliver a display remarketing campaign optimised around traffic on search ads on behalf of their client, a leading automotive services provider.

 

“As the leader and one of the first entrants in the RTB marketplace we work tirelessly to ensure our clients benefit from first-mover opportunities” says Marco Bertozzi, Executive Managing Director for the VivaKi Nerve Center. He continues: “Since launching AOD we have worked closely with Invite [now DoubleClick Bid Manager] as our primary partner and it has been an incredible mutual growth story. We saw back in 2010 the amazing opportunities for AOD and our clients in the Google product development roadmap and display remarketing from search advertising was absolutely top of the list.”

 

This feature enables the use of search ad clicks as a signal in optimising client’s display campaigns, re-engaging consumers with display ads across billions of ad impressions available on global ad exchanges. The integration between DoubleClick Bid Manager and DoubleClick Search 3 provides the ability to split referring keywords into specific groups based around different levels of interest and exercise bid strategies appropriately, re-igniting the potential of clicks that did not deliver an outcome in the first instance. This maximises the efficiency of search investment and boosts the performance of display campaigns.

 

Geoff Smith, Head of Activation for AOD comments: “This technology allows us to identify and differentiate consumers with greater intent to purchase, depending on their behavior with search ads. This granular insight allows us to alter our bid strategy accordingly, thereby maximising the efficiency and effectiveness of the overall campaign.”

 

This will add yet another layer of power to our offering and shows that Audience On Demand has yet again delivered innovation in the exciting marketplace. We had a choice – follow the pack and let

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December 19, 2012 · 10:21 am

Is this the 2nd most successful paid for social network?

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In the last three weeks I have responded a couple of times to Tweets regarding social media. One was entitled ‘would you pay for social media’ and it got me thinking that when we talk about social we often forget Flickr. Then I see a tweet about the way most of the mobile Apps for Google+ and Facebook are evolving into a series of rich images to scroll through and again I think to myself what a whopping missed opportunity Flickr was and how a lack of foresight led it to be a photo repository for the average user.

Flickr has 50m registered users, pretty good but when compared with what it could have been! It was bought for $35m dollars in 2005 by Yahoo, it seems so cheap and in terms of what it could have been, a steal! I think the timing of the purchase was unfortunate with Yahoo in some of its biggest disarray in terms of position in market anbd future strategy as well as FB etc coming to town. Back then Flickr had a function to bring people together to ‘chat’ around subject matter photos – the equivalent of a ‘Hang-out’ at the time I guess. Basically what Flickr lacked was someone who could see the future and how social and sharing was going to be HUGE.

Would you pay for social media? I do every year when Flickr say to me that if I ever want to see my photos again I better pay up! That is one of the best social media payment models in the business no? Now of course I resent the ransom note every year but begrudgingly admit that they do a job, they hold this for me, allow me to share it, although their god awful privacy controls are difficult to fathom, normally when you want to send a single photo you send people everyone of your private photos!

I notice that Flickr has started to adapt, new interface, new controls and a far more user friendly interface, but they need to do more, they need to create an easy way to share, comment, bring in friends, let people announce things, set up environments for events and..oh is that not Facebook? I would like to see a ‘hang out approach’ on videos you want to share, invite them live and so on, the opportunities are endless and this is what makes me realise what a terribly, terribly big waste of an opportunity it has been thus far. It is however not too late in my mind.

There has been some debate about their revenues, conservative at $50m ranging upwards helped by Getty Images, Advertising on billions of impressions and other partnerships so it is a good business from the outside, I will be intrigued to see if the most successful pay-for-play-social-media-platform in the world can continue to adapt and grab the new opportunities before it is resigned to being a bloody good attempt at a social network from 2005.

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Business photography

A few photos from the last few weeks on the road! Instead of my usual stuff I thought I would let the pictures tell the story!

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Damian Burns doing his usual top class client service, another Damian in the background being less professional.

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Mark Ronson at the Microsoft Party in Cannes – a very cool session

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Neal Mohan of Google setting the scene at the start of the Client Advisory Board Meeting in LA

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An amazing view of the beach at Dana Point, a beautiful jog first thing

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Tracey Scheppach of SMGx and VNC fame on the water in Chicago with HQ just behind

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Beatriz and Sara from Spain and Italy talking RTB (Not)

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Google Client Advisory Board – frictionless web

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Take a look at the opening keynote from Neal here

The best analogy of the two days was from Neal Mohan who likened the web to the old style stack we would have at home in music and TV. We would layer on more and more pieces of tech, with music systems, game consoles, and more recently the likes of Apple TV and Google TV.

We work hard to make it all appear seamless and sometimes it all works but often it involves getting on your knees and digging around behind the TV to swap plugs and find wires, we all know that experience. The web has been like this generally with a constant stream of extra tech layers to integrate and ad serve and ultimately try and track.

Google have been guilty of this within their own ecosystem with Dart Search, DFA, google Analytics and more recently Invite and Terracent. They have been on quite a journey, the first part of that has been improving the individual products. Dart Search had a 50% dissatisfaction rate which is now down to sub 10% and you can see why. The system improvements have been significant.

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The next stage has been how they work together and this is the real win and the approach that feels like Google are tightening the noose on the competition. The fully integrated stack is something genuinely powerful and will be a big sales point. The inter connections between exchange trading, search, remarketing Ad creation and analytics are going to revolutionise how we buy in both search and exchanges. We are seeing a world where you still have ten devices on your Tv table and yet only one wire and it all just works.

These two days have shown a frictionless web, a world where one tag, one consumer is all we are working with avoiding the dedup issues and discrepancy issues and allowing us to build comms strategies around a true single view. Google have been challenged by the industry to improve and to some it may have come a little too slowly but I believe they have learned their lessons. The Invite 2.0 releases are an example of where they did not want to repeat a Doubleclick scenario.

The chance to discuss with the Product Managers all the new developments both in the sessions and in the bar make this a pretty unique session. Thanks to Google for the Invite.(excuse the pun)

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Google Zeitgeist 2012 – my highlights

OK for those who clicked on the link looking for content here it is!

I genuinely don’t know where to start. Google Zeitgeist is simply the premier event on the Calendar bar none. It is a collection of amazing brains and characters (me excluded of course) and hugely influential businessmen, politicians and this year revolutionists!

We started with Politics and Niall Ferguson who painted very eloquently and fluently a view of the economic crisis we are in. He basically highlighted a few key issues about our current financial issues in the Eurozone. Click Here to watch

1. We have complete financial inter-dependencies but very few political

2. The politicians have chosen procrastination as a strategy

3. None of the major financial leaders have learnt from the crashes of the past

4. The Germans work the least of everyone in the Eurozone and are always on holiday

As an aside he was an amazing speaker and everyone in the crowd was raptured by what he had to say, but the end result of it was that we are in some trouble but at a point where we could move towards recovery but not without some decisive action and he fears that not enough of that is actually occurring.

Greece – George Papandreu – Ex Prime Minister of Greece

See the whole video here

http://www.youtube.com/watch?v=SW99H1uYP88&feature=relmfu

George was both positive about what Greece held and yet concerned about the mis-management of the country. I believe that he was overly positive about the mindset of the population when it comes to work, claiming Greece is the hardest working country in the Eurozone – ummm not so sure. I have Cypriot inlaws and they dont describe a country being run with sweat, blood and tears!

Sir Martin Sorrell had us all reconsidering everything we had just heard by saying that everything in life was cyclical and that we should basically ‘get over it and move on!’ He explained that the world had changed and that growth was no longer from the usual suspects and we had to look to RApple Russia and China with the example that Apple was selling 20% of its products to China.

 

 

 

 

 

 

 

Enough about politics – lets talk about the fact that 100 thick people working together is better than 100 clever people not working together! The afternoon was an amazing demonstration of clever people talking and inspiring you to think. Matt Ridley explained that to make a mouse we have thousand of people working together from the oil to the plastic to the factory and yet no one knows how to make a mouse, they know only their bit.

Dan Ariely talked about cheating and the complex inter relations between how we act and our moral code. They noted that people who had been asked to remember the ten commandments and then given a cheating experiment, almost no one did! Click here for the whole video however he explains that the world has a few big cheaters, many many little cheaters. He discovered that when people were given the opportunity to cheat for something one step removed from cash ie for a token you then change for a dollar, people were a lot more comfortable lying. He used the analogy of taking a pencil from work – you would take a pencil but would you take 50cents from the petty cash? Fascinating examples based around how we justify actions.

He was such a truly inspiring speaker – definitely watch the video on this one. The final suggestion is that we should confess regularly as it resets our moral compass!

An Inspiring speaker

My favourite presentation of the whole event was Ranulph Fiennes, truly brilliant presentation that showed what a legend the man is, how he has overcome so many problems, health challenges and pushing his body to the extreme. Watch his video here, it is worth 20 minutes of your life. Click here to watch it. He showed incredible courage and tenacity and that age should not slow us down, he was about to head off on another expedition and deliver yet another record ( and beat the Norwegians!). The class line of the presentation was when he described them listening to the radio one minute a day and they heard that Britain had gone to war. When he asked his colleague with who – ‘Charlie replied – Oh I did not catch that – he goes on to say that in the following week when the radio refused to work they argued about who we could have gone to war with..’of course we assumed it was the French!’

This is what I love about Zeitgeist the variety of thoughts and personalities. Steve Redgrave and his achievements or the man who ran 350 miles in one go or 50 marathons across 50 states, these people simply inspire.

That evening we all mingled and discussed the days events. Music from Paloma Faith, Maria Aragon and Ed Sheeran created a spectacular show for us all that evening.

The night ended with a small group in a back room at The Grove. It reminded me of The Breakfast Club as it became a very open and revealing emotional roller coaster of a conversation, I think we all felt that it was a very particular evening and I felt like I got to know a few people that much better than usual. That said it kept us up until 4am which was not ideal although par for the course!

The second day started with a run along the canal, a beautiful and peaceful 30 minutes of sweating, dying and swearing not to drink again! The day contained some seriously interesting tech presentations, my favourite was from Boston technologies and their Big Dog. You want to see something pretty scary then watch this video. One of the lead scientists talked us through the work they are doing on robotic intelligence. Watch here.

The incredible power of robots was a theme that afternoon with the leap forwards in medical robotic surgery being highlighted alongside the above. It does leave you wondering where this all leads, the Google self drive car, robots etc show us a society that is moving towards a world of cyber beings and I believe sooner than anyone thinks. As if we did not need more evidence then Google demonstrated their new Google Glasses where basically a simple device worn like glasses becomes your entire technical needs for photos, email, maps, etc. Larry kindly presented those for us!

Take a look at this video here.

Larry talked about how he sees the world with Eric Schmidt and took questions from the audience. He is a hugely smart guy if not the all round entertainer when it comes to these stage events and so although very interesting I think we were really by now all waiting for the final act. Bill Clinton.

Bill came on and the first thing that struck me was how much older he was in the flesh or perhaps than I remember him, still tall and big but nt quite the force you might imagine. He started slowly, talking about his work and foundation in a very measured and thoughtful way but he started to wind up in the last ten minutes or so. You started to get glimpses of that steal and energy he was famous for and a passion that clearly is still there. It was an incredible stage, to have watched this man on television and then have him just a few feet away was a privilege and one only Google is able to deliver in this special annual event.

The whole event was as ever slick, well organised and inspiring. I thought this year it was more serious but it had depth and made you think hard about the world we live in, that is what made this one of the most interesting I have been to. The event is unsurpassed by anything else around and I am grateful to have been invited.

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Technology, Innovation and Partnerships: My IAA presentation

I presented for 10 minutes at a recent IAA event on Future Business models. I covered some of the areas that the Nerve Center focus on around Partnerships, Technology and Innovation. A great turnout with over 150 people attending the Bloomberg Theatre.

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FT coverage on Marketing Budgets in Digital

Another small piece – I should turn this site into Pinterest! 

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My small addition to FT article on Google Privacy Debate

It wont change the world but as an addition to my work blog / scrapbook it is always nice to be asked by the Financial Times for comment. First screen grab introduces the piece, the second fast forwards to my bit. The Link to the whole article is here.

Intro

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My two pence!

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Thanks to Tim Bradshaw for asking me to comment @tim

 

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