For me the Keynotes at these events tend to be the most entertaining and informative. This year was no exception, with an explosive panel tackling “Universal Search” and the outcome that may result from the eventual transition. I think that there is some further ground to be covered on this topic but I will save it for a future post.

Day 2 also gave us a presentation by author Nick Carr covering the topic of his latest book “The Big Switch, Rewiring the World, From Edison to Google”. Besides being an engaging speaker, Nick posed some interesting ideas to the crowd that day. Mr. Carr elaborated on the evolution of the computer from mainframe to PC and beyond. Mr. Carr did a great job of providing scale to the future of computing and the effects that cloud computing will have on individuals. Pretty cool stuff and again I think more great ideas for a later post by me.

Day 3 was highlighted with a Q&A of Jason Calacanis the CEO of Mahalo.com. Mr. Calacanis has a rather well known reputation for being (um, well, for being Jason Calacanis). With that being said I am know a big fan of the man. Although he may be a tough boss to work for, I liked his approach and demeanor. Maybe its because I will always be a just a guy from Jersey, but I was picking up what he was putting down. He also spoke of how he had learned of an individual stalking him, yet still provided the audience his email address. Whether he really reads that or not is irrelevant, I get the idea.

So all in all I benefited from the event. Besides reinforcing a lot of ideas I already had, it was an opportunity to enjoy the search community and reconnect with some old colleagues.

Through rigorous testing rolled out last May, it seems that Google has finally settled on it’s much anticipated AdSense for video model. YouTube has settled with what they call “InVideo” ads, which will follow the typical AdWords process of competing in auction. The InVideo ads are paid on a CPM basis, and text overlay ads will be paid on a CPC basis. You can view examples of all of these ad types on Google’s website.

Here’s the catch, publishers who want in on this must serve a minimum of 1 million video streams per month. Other publishers can add AdSense ads to YouTube partners’ video content though. Seems that InVideo Ads are launching with a whopping $15 CPM (which is actually down from the $20 CPM initially launched during testing).

Google has labeled this AdSense solution as combining “engaging and non-intrusive” ad formats. Advertisers, despite this hefty CPM, will be jumping at the chance to utilize this feature, because of YouTube’s larger than life video catalogue, and just for name’s sake. One engaging question will be, how will the consumer that is viewing these movies respond to YouTube “going commercial”? YouTube’s following has long lived on the notion that this is all free, and the typical user has been able to easily navigate around name-brand’s sometimes futile attempt to advertise for free (in a non-transparent manner) by building a YouTube profile. So now I ask, will the average user balk when they see these ads rolling into their day-to-day viewing routine? I strongly feel that it will be a minor disturbance at best to start, and then the average eye will be accustomed to seeing these ads in the lower-thirds. At least they didn’t move to the annoying “mute-your-speakers” pre-roll!

Another thing to note, is that they are releasing this as a “beta” product, but we all know how little that means in Google world since Gmail is still a “beta” product, and half the nation is using that.

I just graduated in May, and as an advertising major, interactive marketing was barely touched on in my 4 years of college. In a semester break down filled with print and TV, the syllabus usually set aside one class to discuss the internet. With professors who worked in the agency realm 30 years ago, we lectured on the wow factor of agencies like BBDO and Saatchi & Saatchi, with almost every class using the “Got milk?” ads to set the bar as a basis for comparison across the board. In our campaign projects, we would create an idea and carry it across different mediums…the mediums being magazine, newspapers, TV, radio, and direct mail. Even for my final project senior year, which was only 9 months ago, interactive was not a component.

Post graduation when all I wanted to do was get a job at an agency and move to NYC, two places I interviewed with that were at the top of my list were Morpheus and Digitas, both interactive agencies. It was/is exciting to be part of such a new, fast growing field, at a place that is ahead of the curve, and where everything was new and exciting to me.
For homework in college we would have to read articles from AdAge and, like in our classes, we would learn about print and TV. Now when you go to the AdAge homepage there is a whole section dedicated to digital with a “Search Fact Pack” for 2007 showing stats of what is going on in the SEM world and how big a part of advertising it has become. It shows the top searches and sites and interactive marketing agencies and much more. It is a good starting point for people trying to learn about digital advertising.

I hope that universities are making sure to stay on top of this trend and preparing their students for what the advertising world really is about in 2008, with widgets and wikis and mobile, as Morpheus has done for me.

More specifically, did you ever wonder how to start a campaign to initiate the active proliferation of content? The teams at Bad Robot and Paramount Pictures recently devised a progressive example of how to create content that is poised to be viral with their viral marketing campaign for J.J. Abrams’ new movie, Cloverfield.

The producer of the film has been seeding his cult-like fan base by releasing minimal, yet prescient information about the movie through various hints such as www.slusho.jp and by releasing the trailer for the film without a title. Also, the official site www.1-18-08.com features a mere collection of film stills as photographs.

The minds behind Cloverfield have now taken the online advertising campaign one step farther by launching a Cloverfield Widget Contest in which eager fans are encouraged to download a widget of the second trailer for the film. The widget is supported by various blog and social media sites. When the widget is grabbed by a visitor and they download it onto their desired site, it counts as a share for the original discloser. The top twenty fans with the most shares receive a prize. First place is a preview screening of Cloverfield in the winner’s home town. Rules and directions for the contest are more clearly outlined at cloverfieldclues.blogspot.com.

Abrams’ fan base of devoted Lost enthusiasts is accustomed to spreading and piecing together leaked news regarding his projects. The Cloverfield Widget Contest is likely be picked up by an audience that has been conditioned to take an active role in the story telling process, and in turn, be a vital part of the advertising campaign as well. Though most advertisers do not promote their brands in as inventive a manner as those involved in the productions of J. J. Abrams’, other online marketers should learn from such an innovative example of how to engage an audience and spread interest and awareness in a product.

My name is Eric and I work with emerging technologies here at Morpheus Media.

The following post is written by me, and is only a reflection of my personal beliefs as I have colleagues here who will argue several of the points I am about to draw out for you.

That being said, I am a very busy man these days (my boss is probably reading this with you right now ☺) but, there are a few blogs I try to make time for everyday. One of them is Doc Searls Weblog.

Anybody involved in social media will know who he is. For anyone that is not familiar with the Good Doc I suggest taking some time and going through some of his previous posts. Beyond being an industry icon, Searls has great vision and an inviting writing style. He often eloquently navigates complex subject matters with ease and grace. You will be better for reading his thoughts, I promise.

That being said, in his latest post entitled “The only real social networks are personal ones” (he is completely wrong).

Okay, not completely wrong, but a little off the mark in my opinion. Searls references a question presented by Jeremiah Owyang “Should Brands Join or Build Their Own Social Network?”

Searls provides several thoughtful insights into social network structures. He suggests that branding and social networking are somewhat incompatible for him. In attempting to answer Owyang’s original question, Searls puts forth that “I’m not sure social networks are “built” and that it “Seems to me they’re more organic than structural”.

It was these two statements that caused me to take pause and reflect.

If “words have meanings” and they do, then Searls is missing the point of the potential role marketers can play in social networks.

I contest that an individual does not have multiple social networks as Searls eludes, simply multiple platforms from which to connect to their singular social network. If two people are connected through Facebook, but not lets say Twitter, then do they cease being networked upon alternating platforms? I say no.

This brings me to my biggest gripe. A person’s social network grows organically and cannot be built. To a degree this is true. But only in the way a backyard garden cannot be built, but most grow organically on its own. However, a little constructive help from a seasoned green thumb will help foster a more productive piece of real estate. This my friend sounds like the work of a Brand Manager, perhaps one steeped in online protocols and possessing a strong
understanding of social media.

I don’t think there is a right or wrong answer to this question, only a difference of opinion. So I invite you to spend a minute and read his post and arrive at your opinion, which by-the-way, should sound something like mine.

According to Wikipedia, “Affiliate Marketing is a web-based marketing practice in which a business rewards one or more affiliates for each visitor, subscriber, customer, and/or sale brought about by the affiliate’s marketing efforts.” In layman’s terms, affiliates act as salesmen for the vendor by promoting the vendor’s website. The affiliate then receives a monetary compensation for any sales they generate. Affiliates act as a publisher in many ways as well, by putting banners on relevant affiliate sites and sending traffic through to the vendor’s site. However, affiliate marketing is often called “performance marketing”, referring to the typical affiliate commission structure that is based on this sales-like structure of compensating sales & conversions rather than clicks & impressions.

Affiliate marketing today has matured into a well-respected form of commercial media. This is a drastic change from the early days when a lack of control over industry affiliates was abused by some, leading to a bad name for the entire industry. Affiliate marketing still lacks an overall regulating body; with no legally binding rules and regulations Affiliate marketing can be dangerous waters to navigate.

The rise of Web 2.0 has been essential in shaping the industry into what it is today. In addition to allowing vendors a closer (and much simpler) connection with their affiliates, the rise of new media has led to a self-policing environment. This new environment is more conducive to operational transparency: any questionable activity is made known to the affiliate community and can be halted with much greater speed and efficiency.

The benefits of Affiliate Marketing are numerous. By using a set commission structure based on the concept of Revenue Sharing, vendors maintain a steady ROI creating an affiliate “sales team.” Affiliate marketing also enables a vendor to generate sales for their site from entirely new sources, and offers an unparalleled branding opportunity that can flow back as sales through other marketing channels.

Like many other online marketing practices, Affiliate Marketing/Performance Marketing will not work the same way for every vendor looking to increase conversions. The obvious loss of some control over the brand presence online is the deal breaker for many vendors. The unique branding opportunity and access to a huge network of new salesmen is a convincing argument for the industry on the other hand. There is no doubt, however, that Affiliate Marketing is one of the hottest new approaches to interactive marketing.

Although this process of information harvesting has been in affect for some time, the level of sophistication and depth is increasing at an accelerated pace. With the recent backlash Facebook has received for its Beacon advertising, every good marketer should be keeping a watchful eye on this trend.

We here at Morpheus Media are lucky enough to have our very own all-knowing eye, Adam Broitman. Mr. Broitman who is Morpheus Media’s Director of Emerging and Creative Strategies was recently involved in the before mentioned Associated Press piece found here on USA Today.com. As always Adam’s insight and knowledge place him as a true industry authority.

As organizations such as Yahoo continue to demonstrate that data mining can be a useful tool for marketers new and innovative approaches can be taken to alert the world of the benefits of your brand. So as the digital marketplace is successfully taking all of the guessing out of the guesswork we here at Morpheus are thankful we have Adam Broitman to keep us well informed.

In an attempt to justify (in my opinion) a way over inflated valuation of $15 Billion Mr. Zuckerberg must continue his foray into cloak and dagger marketing techniques. Angry over the alignment of opting in versus opting out a percentage of Facebook users have struck back through the auspices of MoveOn.org. It is reassuring though to know that the same group that gave us General BetrayUs earlier this year is now after Mark Suckeredusberg.

At the heart of the issue is the assertiveness of Facebook’s willingness to air everyone’s laundry whether it is dirty or not. With Microsoft looming large over Zuckerberg’s head an effective advertising channel needs quantifiable ROI. So sure Facebook ruined everyone’s Christmas this year. But how else would you be able to complain about it to your friends if not via Facebook. Myspace? I don’t think so.

Although Facebook continues to be the social network of choice there are only so many aggressive pushes users will accept until they finally pull away for good. Although the American entrepreneurial spirit is one of two steps forward one step back. I believe Mark Zuckerberg has out paced himself on this one. Beacon was four steps forward, resulting in five steps back. It will take time to see if users are willing to accept such an aggressive approach to divulging personal content. In the interim if anyone knows of a good alternative to Facebook, friend me, please.

Once you’ve created your site you may have thought the toughest part of the operation behind you, but be weary.
Building great content is only the first step of the often-dangerous endeavor known as interactive marketing. The most treacherous element of your digital journey has yet to begin. Outreach.

Ask any professional in the interactive arena and they will tell you that content is king. What they won’t tell you is how to effectively spread the word to the digital community. Standing on your chair and screaming that you are relevant is no longer a viable option (if it ever was). How then do you build readership, drive traffic, and create conversions?

The simplest answer of course is the most effective, hard work.

Many tactics exist that allow marketers and public relations professionals to reach a large target field with minimal work and effort. Most of these efforts involve bulk emails driven by purchased target lists that claim accuracy.

Be careful.

Recently Chris Anderson editor-in-chief of Wired Magazine and author of The Long Tail took more than 300 professional communicators to task by publicly outing them as industrial spammers. With over 300 response comments posted on his blog he obviously touched a nerve.

The uniqueness of your content in combination with the added value it provides your readers will eventually gain you a following. This being the case do not get yourself blacklisted before you are even out the gate.

By taking the time to understand your vertical and appreciating what editors are looking for you can initiate a productive outreach campaign

Read more:

Forbes.com Article