Archive: Advertising & Communication

CeBIT 2009 Q&A on the YouTube CeBIT Channel

In addition to my keynote, I was interviewed by the host of the channel. What exactly are the Web 3.0 changes that lead to a “webciety”? Big questions, small answers: I tried to pinpoint how individuals get a chance to monetize their expertise or at least make it available to a larger crowd/audience.

Rezession die beste Zeit für Social Media? [German]

Peter Turi hat ein Video – Interview geposted, dass er mit mir auf dem DLD 09 geführt haben. Darin stellt er solche spannenden Fragen wie:

1) Ist Rezession eine schlechte Zeit für Startups?

2) Wird sich bei den Startups die Spreu vom Weizen trennen?

3) Wird YouTube sevenload verdrängen?

4) Was ist das “nächste große Ding?”

Hier sind meine Antworten:

Interview Turi2 (2009): Interview with Axel Schmiegelow about his entrepreneurship (German) from curtis newton gmbh on Vimeo.

The Future of (web) TV

Reflecting on the current discussions, last at the Delphi Executive conference in Bonn, and at CeBIT which I both attended as a speaker, I recalled the very lively panel at DLD 09 around online video and social media. If you are interested in the topic, the video gives you insights with Brightcove, Endemol, sevenload and Termor Media and a great moderator, David Kirkpatrick from Fortune Magazine.

About the specifics of how we perceive the value of recurring WebTV Content, please check my Interview at ETRE in Stockholm:

ETRE 2008: Axel Schmiegelow describes the sevenload community and “The Future of TV” from curtis newton gmbh on Vimeo.

Videoportal for conferences a successful product!

After a number of trial runs and the establishment of a channel for ETRE, we were very happy to get DLD 09 conference as a high profile client for our conference application. We feel it was a great success, and are looking forward to a number of new event partners.

The application lets you relive the conference, jump from session to session and speaker to speaker, all in HD quality and with, of course, all the player functionality of ffw and rew, embed, fullscreen etc..!

This will be an interesting application for companies and media as well.

TV still the lead medium?

In a recent post, emarketer quoted a study by Deloitte stating that TV was still the lead influencer of purchasing decisions by consumers, even in the US.

I beg to differ.

Studies on the share of TV in media consumption do not differentiate enough as to the level of attention that the medium is consumed with. So many households have TV running virtually all day with a minimum of attention as opposed to an online usage that is still predominantly active, targeted (in the sense of the user pursuing a search or e-commerce activity), or socially interactive, that the two types of consumption cannot be equated – it’s comparing apples and pears.

The is all the more true if we consider the demographics, with a larger portion of low-income households letting the TV running indiscriminately. Besides, if you discount the number of TVs running 12 hours a day in Bars and Restaurants, I would wager that in terms of full attention media consumption, online has already overtaken TV.

We lack a study that compares – from the vantage point of an advertiser – conversion rates on campaigns running on TV and non-display-ads online.

The trend will increase with the further roll-out of online video.

Barack Obama Inauguration Speech

TecCrunch has commented on how live video failed us during the inauguration speech of Barak Obama as 44th president of the United States, arguing that live video streams will need much further investment before it can seriously compete with Television. While I agree that the technology still needs much improvement, the fact that millions of concurrent users brought the servers down clearly shows the tremendous potential of live streaming,  a point I’m sure TechCrunch certainly does not disagree with. So, we are slowly getting there.

Incidentally, we at sevenload haev our own live streaming solution for Big Brother – in a subscription model, with surprising success.

…and I certainly hope I don’t get shot for managing to put Barack Obama and Big Brother in the same blog post. ;-)

CES Depressed

This year, all Las Vegas was abuzz with the expectations of attendance to CES – and how they were not met. From cab drivers to convention exhibitors, everyone was touting the scale of the downturn.

To us, the convention presented a more mixed picture. As often is the case in downturns, in an overall downbeat environment, a few interesting developments could be observed:

1) The Slingbox by Slingmedia: offering some 14 Mil. subscribers of its parent company, a midsize cable operator in the US, the opportunity to access Web TV content through their cable content.

2) The advent of HD to TV and other screens, including a number of interesting personal camera devices.

3) The increasing dissemination of “cloud” (now there’s a buzzword) logic to the consumer world: first through “thin client” notebooks that are not much more than windows to web services, and second through a push towards homes servers, ranging from Windows solutions to proprietary home hifi systems. Its too early to name this a significant consumer trend, but slowly we are seeing the first applications for the “internet of things”, “cloud computing”, and “semantic web”.

Recession is the best time for entrepreneurs, Ken Morse (and others) says. Now is the time to see and grasp the potential of these new technologies as they slowly approach end consumer relevance.

Launching HD at LeWeb08 in Paris

This interview by Charbax, a great blogger/thinker from Switzerland, included his grilling me on tech questions around HD and making me explain the business model of sevenload from an independent publisher’s point of view.

Marketing on a tight budget during a recession

The “Gretchenfrage” most discussed in the advertising industry right now is whether we will have a full-fledged downturn in advertising spending across all media, or whether there are niches and segments of the advertising /media industry that could even benefit from the recession. This being the 2nd downturn that I have experienced in my career, I am firmly convinced that the latter will happen.

I make this assumption based on several factors:

  1. A new generation of marketing decision makers now has control over most large budgets. This generation understands the power of digital communication- even though in the past years it has underestimated the potential impact of Web 2.0 and has continued allocating a disproportionate amount of money to traditional media without measuring that performance.
  2. Cutbacks in marketing and sales budgets are rather absurd when the real problem is crumbling sales, but this happens in every recession and it will happen this time around again. Since at the same time marketing performance will be measured more and more in terms of contribution to sales, marketing decision makers will focus on campaign tools and media that either directly or indirectly increase sales performance. Gone are the expensive TV commercials with bikini clad, young beauties on a tropical island, and in comes unsexy sales-driven below the line marketing. The past 2 ½ years have proven, however, that marketing in a Web 2.0 world need not be dreary at all even while contributing directly to sales lead generation.
  3. Web 2.0 advertising formats and communication models have reached a level of maturity and a critical mass among users that allow them to have a measurable impact on brand communication and sales lead generation.

The coming year will see providers of Web 2.0 campaign solutions and media ad placements achieving disproportionate success considering the downturn and cutbacks of media budgets. This will happen for precisely the reason that in the past 1 ½ years many showcases of Social Marketing have been started that have proven or will prove to have been successful to an unexpected degree. After the Beacon disaster these showcases will turn the tide, much in the way keyword advertising established itself in 2002 – 2004.

Our best reference is http://bmw-web.tv, which generated considerable brand awareness for our client BMW. BMW itself doubled that success by creating, at the same time, a national web TV project that was equally successful called BMW TV which greatly enhanced traction to its own site. For confidentiality reasons I cannot give you figures, but trust me the impact was measurable.

Advertisers of the old school often argue that performance marketing or traditional lead generation marketing does not help the brand gain emotional traction and awareness. That dichotomy is of the past. Social relevance, rich media and video formats allow the digital sphere to create a branding experience that is as emotionally compelling as television and as measurably successful as search engine marketing. That has always been the holy grail of advertising, and we seem to have found it.

If you want more information or need help achieving that success, contact me.

When do I Invest? – Video Interview [German]

Recently I had the nice experience of being interviewed by the blogger / founder of http://www.easn.de or Everything A Startup Needs. He asked me to relate:

- how dw capital grew out of denkwerk

- what makes our positioning unique

- what are my criteria for investment

- and how much idealism a Founder can sustain

Of course, an [edited] video interview cannot convey all the things and remarkable people that shaped the rich history of 10 years of denkwerk, but maybe the interview gives anyone interested an impression of the philosophy behind our seed venture unit, dw capital. So, here goes:

Video Interview of Axel Schmiegelow

For the record, and because I also have an agency background:

I do believe in Branding, but I don’t believe Branding should be an excuse for bad conversion of a media campaign.

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