Tag Archives: youtube

Inspired by the Big 5 in Palo Alto

Inspired by the big 5 – A week in San Francisco.

There is something genuinely special about San Francisco and Palo Alto. A place that if you are into digital you can’t help but feel excited about when you go there. First time you go it’s about going to the offices – Google HQ, Facebook, Apple etc and the famous locations attached like Mountain View or Cupertino. I have talked in previous blogs about the offices, they are a little disappointing, they are often deathly quiet and in the case of a Google a little battered and worn out, no it’s not what they are like inside.

The thing that strikes you is the scale, huge complexes, small towns in the case of Google, the meccas of those now famous names that come with such financial status and dominance and yet still have their young founders somewhere in those buildings. You can’t help marvel at that scale after so few years of history. In that mix though you feel a sense of tension between hanging onto that founder spirit and the relentless burden of financial success and expectation, something Facebook will start feeling acutely post IPO.

Palo Alto itself comes with this air of amazing entrepreneurship. Much was mentioned of Sandhill Road, where all the VCs are based, I had not considered that even VCs like to cluster, I guess I thought they would be isolated, each one trying to find the golden nugget but I suppose they are like everyone else and like to chew the fat on whether x company or y company is of interest. Fascinating I thought that at every one of the meetings we had this week, Pinterest was mentioned, it is crazy how that company has come from nowhere to being on the end of every sentence and judging by my Twitter feed, tweet, I would imagine that those investors are all eyeing that company up with much interest.

Dreams are made in this place and you can’t help admire it and be mesmerised at the immense foot print of these companies. As we walked into Apple you remind yourself you are walking into the most valuable company in the world, staggering what has happened there, or Facebook with its 100b price tag on its head and yet Facebook is still very lean, 3000 employees in US vs a Microsoft of 70,000, that paints a picture and it’s one of Facebook needing to recruit fast to cop with the demand for its products and insights.

The reason for the trip was to bring the VivaKi Nerve Center to the wider Publicis group and let them come together and meet with these amazing digital beacons. A fascinating few days as the Saatchi’s and Leo Burnetts came together to discuss and learn how we can all work together more effectively with these leading digital companies of the world. This new world of social by design has revolutionised the media and creative approach from a ‘bowling ball’ approach where a carefully aimed ball was fired at the consumers and hope to hit a few of them to the ‘pinball effect’ where you send the content into the mix and watch it get fired around.

There were some revealing debates about social and where it fits creatively and who is driving those conversations, we have as clients some very sophisticated marketeers and those who are more tentative but all of them are becoming more global, more scaled and more digital and it is the role of The Nerve Center to help our group capitalise on our amazing partnerships to be able to respond to those trends in a material way.

So as a marketeer who do you care about? Google, Facebook, what about Amazon? Apple and Microsoft will all lay claim to be the companies you need to work with, there are others of course but after a week here you start to consider exactly who are you missing if you work with these companies? The issue comes with knitting these companies together, in the last few years the rivalry has been intense with various fissures opening up between the companies and that’s where organisations like Publicis and The Nerve Center come in. When you sit opposite a Google or an Apple, they often hold many of the cards and yet all of them want to see the whole picture and the agencies hold those cards and they want to learn from us, so it’s a hugely valuable position to be in and one we must exploit on behalf of our clients if we are to get the most from an Apple or Facebook.

Based on this trip and my time at CES I can’t help feel this sense of a more and more closed world vs Open. Facebook’s mission statement is all about connectivity and openness which felt strangely at odds with their restrictions on how we as companies can track anything or the fact that their content can’t be found on Google search. Apple seemed very happy to sit and not want any sort of cross fertilisation, they felt that their billion devices is a big enough footprint for anyone. Everywhere you turn we are organising into silos, TV platforms with Samsung, Apple etc, social platforms controlling their data tightly, not an issue for consumers, harder for advertisers.

That said, when you see the power of YouTube, Facebook’s scale and social by design capabilities, Google from search to display to G+ combined with Microsoft and Xbox/Kinect or Apple’s incredible footprint through hardware it’s hard sometimes to imagine that a global client needs to go much further a field to reach and engage with their audiences. These companies are uniquely global, consistent and so as a global brand you can work on the same platform across multiple markets which will be an important offering of the future.

The days of media schedules with 40 sites on them have to be dwindling or dead, the specialism of tech press or context led site lists can not be totally recreated but you can go a long way towards that same effect through audience buying, targeted Facebook work, Search and so on. These companies and platforms could be the media plan, if only the advertisers themselves could organise in the same global fashion. They don’t right now, but they will and they will want agencies who understand and have very grown up deep relations with these companies and that is the aim of our Partnerships team at VivaKi and VivaKi Ventures which aims to keep us wired to the new start ups as well.

This week was about that, it was about saying lets work out how we can work together and not on the premise of spend and price but intellectually and strategically work to create the media and technical solutions of the future. My last meeting was at Mountain View with Google and what they are working on is mind boggling and makes you realise that although there are many companies out there with great marketing decks and some very bright people, they are dwarfed by what’s going on in this company.

And above all as I sat delayed by 4 hours I thought what an incredible part of the world this is and how inspirational these companies are both person ally and professionally. I also thought that I am working for the most forward thinking organisation in the advertising and media industry and one which is full of very smart people all looking at this business through different eyes and that is fantastic. VivaKi Nerve Center.

About these ads

The Pool launch today

As I sit at the end of the day we launched The Pool, Lane 4 I am pleased with how things panned out. We had our publisher partners turn up in the form of Channel 4, Fox networks and Youtube as well as a further large broadcaster. Colleagues from ZenithOptimedia and Starcom also came along as well as some of the technology companies we have been working with on the project.

Here is a view of today’s event as we wait for everyone to arrive

We launched the event in The House of St Barnabus, No1 Greek Street which was great as a venue and gave everyone a chance to catch up and discuss the latest on the project. Curt Hecht, Global CEO of the Vivaki Nerve Center set the context and explained the inspiration behind the Pool and touched on the project’s development in China, France and Spain. Our colleagues from the US gave an update on the latest results their work and showed the recently released results from Lane 2.

This project is new and challenging and we hope will get the market place excited and start to create a thouroughly researched project that leads to a scalable ad format for the globe.

Latest PR can be found at www.nma.co.uk

or here at www.brandrepublic.co.uk

or here at www.campaignlive.co.uk

or here www.mad.co.uk

Its a good start overall, lots more work to go!

Thanks to Google Zeitgeist

I just wanted to post an official Thanks to Google for their world beating Google Zeitgeist conference. The level of delivery, the speakers, venues and thinking really put almost all other events to shame.

Just take a look at the schedule for the two days click here

The quality of content was fabulous and the discussions expectantly lively at times, I particularly liked the ‘Zappos’ vs Alcatel debate, it was ready to kick off I thought, good fun though! That said after all of those illustrious people, who came out on top? Boris Johnson, amazing orator, funny, informative and I know that everyone to a man thought he stole the show, even the Google founders could not deliver that level of interaction with the audience. See all the vidoes here:

These events are fascinating, there are some very aggressive networkers. People talk about ad exchange technology delivering Ads in a second, at these events, people can look at your badge and decide if they want to talk to you even quicker! I am no good at it, too obvious, I think I need glasses although Google were kind enough to make the names pretty big! A lot of cards were exchanged, polite coffees and drinks consumed and many different languages spoken, that’s the beauty of these events. Normally Google do not showcase any of their own wares but due to popular demand they walked us through Google Squared, Search, Youtube Disco, Mobile, Maps and Gmail and I think everyone was taken back by how much stuff they have up their sleeve but don’t talk about excessively. After what I saw yesterday I think they should strut their stuff a little more, because its good…take a look at Youtube Disco here just add an artist.

I think this sort of event is one others can only aspire to, but I hope they catch on, especially the handing out Nexus Ones at the end! My over-riding image though was leaving at the end and walking to the exit to see what can only be described as an army of men in black suits next to fleets of Mercedes and BMWs, clearly not many people like to drive themselves anymore!

Anyway thanks to Damian and the team, much appreciated!

Tiger Woods Ad is impressive..on the part of Nike

Marco Bertozzi:8.04.10

I have to say I am mightily impressed with the Nike Tiger Woods Ad. It probably says so much more about Nike than Tiger, and they probably know that, but never the less its impressive.

How do these things normally play out? Celebrity messes up, brands drop said celebrity, world moves on for a bit, debate about whether brands should use celebrity endorsement, sponsors come back and re sponsor when the dust has settled and off we go again.

A refreshing change from Nike, who have lived the whole episode, taken the flak, ridden the highs and lows and even been willing to jointly work through the relationship to what I can guarantee will be one hell of a come back.

This Ad is both rare and somehow quite addictive, draws you in, cuts out the hype and makes you think..shit this guy is having to really put himself out there and in this case so is Nike.

The Superbowl still captivates a nation, a UK perspective..and the TV ads

Marco Bertozzi:14.02.2010
Having been in the US for the first time whilst Superbowl was on, I was struck by what an immense event it is. On the night there were 100 million viewers in the US! Those numbers are mind boggling and even more impressive that they were the highest viewing figures for the game ever.

Who says TV is dead? So how does the Superbowl weekend play out? I always had a simplistic view of the advertising around the event. I imagined a few great Ads in the centre break and then some discussion over how much each Ad cost and whether or not was it any good. I was completely wrong, on all the channels in the run up to the game there was almost as much discussion about the Ads as the game itself. In fact studies showed that watching the Ads was the best bit for many viewers. As an example the web was white hot with rumours about the Google Ad, with many even tweeting that hell must has frozen over for them to take a break in Superbowl.

Once in the game my idea of a ‘centre break’ was naive there were about five plus centre breaks each crammed with ads, some of which were good others less so. What struck me was the lack of an epic. There was no Honda Cog full length or a Tango Classic, just attempts at funny ads. I was sat in a bar when the favorite Dorito Ad came on (the one with the electrocuting dog collar) and the place erupted with laughter, success for Dorito on that one!

Here is a selection of the best:

Post game and on into the next days everyone talked about the ads, amazing coverage, they polled them, they critiqued them, ranked them, it was prime time news. The Internet viral effect was and still is massive, the more people talk about them, the more people go and search online, this is TV and online working together brilliantly. You can see why advertisers go for this, the exposure is enormous, there is simply nothing like this in the UK.

On balance I think it is slightly over the top but you do get dragged into the occasion, it’s also the biggest test of the theory that there is no such thing as bad publicity, woe betide anyone who made a dog of an Ad because that fact was repeated over and over again, would be great to see the sales of an advertiser who produced a bad Ad for Superbowl.

How would you come across online if I searched for you?

It just struck me as I did a bit of research on some people, you can tell a lot about a person as to whether or not they are on Youtube.

Most people worry about keeping their Linkedin profile up to date, a good CV, perhaps they Tweet a bit and blog a bit but actually one of the most powerful mediums is that of video. In my research of some senior media players it has been fascinating to see who either a) cares or b) has time to create their online CVs with a professional Youtube appearance ranking top in my mind.

What a Youtube performance allows is for someone you have not met to come to life, you may learn a little about their character, approach and beliefs. That is useful and powerful stuff when you are about to be interviewed by them. Perhaps its superficial to judge someone on that basis but I think it says a lot about them as people. It usually means they are not afraid to put their thoughts out there, often in positions of influence hence why they are presenting at conferences etc (most likely video scenarios) and therefore likely to be well connected.

There is much talk about your online persona, is the CV almost irrelevant now, is it more about your online presence, your content that appears if someone searches for you, how many followers you have and so on, I believe probably more and more. Put yourself in the shoes of a candidate you have to interview and search for your name, how do you come across? What would you think of you? All employers are turning to the web to research people, I think its time to check out your own online CV.

So if you are presenting soon at a conference, get yourself recorded!

A review of digital media predictions for 2010

Marco Bertozzi 10.12.09
As we leave 2009 we start to see the endless list of predictions for 2010, some interesting, some very topline some very specific but all worth having a read if you want to see how 2010 is going to be shaped. It is only a selection, if you want to add yours then leave a comment at the end. I have researched a fair few of them and listed out the main issues for 2010.

As I am keen to make it clear that I have used other people’s musings I have listed them below for you to have a look through as well, but my suggestions may speed things up!

1. Status updates and Tweet burn out will result in a little more culling / blocking of ‘friends’, reducing the social element of social media.

2. Real time search, recently launched by Google will mean brands need to work much harder to stay on top of the sentiments being expressed around them. People will be able to complain in an instant and have it up on the web. It will also make SEO and PPC far more complicated and require very frequent reviews of price and position vs the content around it.

3. Facebook and direct Tweets will replace personal email as the preferred route to reach people.

4. Mobile commerce taking off through a more Apple App store approach to paying for goods, anyone who buys apps on the iphone knows just how easy it is to buy loads of things that you wouldn’t if you had to put your card in every time.

5. As many companies ban social media sites at work, the mobile will be the guilty pleasure and escape from work shackles.

6. Commercialisation of the Twitter audience, I am sure it will come with a vengeance and hopefully some innovative new ad approaches.

7. Less of a prediction, more of an interesting thing to watch, the battle of online news content, to pay for or not? My view is still an Ad funded model as the victor.

8. Convergeance of video and TV. youtube and Hulu and the like taking ever more film / TV content online.

9. The rise of commercial applications as a route to making the most of the social phenomenon where shouting at your audience while they are ‘hanging out’ does not work.

10. Media agencies making some genuinely large structural, technological and commercial changes to future proof themselves in a market where the 2% margin model does not pay.

Below are a few of the links, there are many more, would be great if you added your predictions in the comments section.

http://www.digitalmediabuzz.com/2009/12/top-digital-trends-for-2010/

http://www.web-jungle.com/2009/11/07/social-media-trends-2010/

http://www.emarketer.com/Article.aspx?R=1007410″;

http://www.clickz.com/3635686″;

http://www.themediaonline.co.za/themedia/view/themedia/en/page1353?oid=41569&sn=Detail”>;