Advertising

Really great post from Brad Feld summing up the NPR Bob Garfield piece on media chaos that’s incited a lot of talk. I haven’t actually listened to the piece myself (bad blogger, I know) but Brad does a great job summing it up.

Kudos to Joseph Jaffe for sharing the amazing 16th-hole shot that made for an amazing Masters, and suggesting it should be Nike’s next spot. How could one miss the “swoosh” on the golf ball as it teetered on the edge of the hole? Nice stuff.

(I can’t believe I’m writing about golf but when your husband is Scottish, it’s really unavoidable. Even I can appreciate the beauty of that shot.)

UPDATE: Gary Stein’s great comment on the shot as a spot.

UPDATE2: Tom Watson linked to me saying I had some insight on this moment, so I feel like I’d better add some, and quickly! Mostly, I agree with everything Gary has been writing about over the past couple of days. I love that Joseph Jaffe put up the video of the moment — one could watch it over and over again and bask in its beauty — but, honestly, producing a :30 or :60 is one of the most obvious ways to take advantage of this occasion. You got the TV-watchers, and even the ReplayTV-ers like our household, with the shot when it happened (and with endless replays). How do you get everyone else? How do you take it a step beyond? How do you take advantage of interactivity? Gary’s got some good suggestions, and he’s gathering more from his insightful readers. Stay tuned over there.

On the day we’re publishing a piece about :15 spots on the new MTV online service, the NYT has a piece about shorter spots gaining ground on TV. Meanwhile, I spoke to someone at iTV ad agency BrightLine Partners yesterday regarding Reebok’s debut of long-form content in the VOD environment. Could it be we’re seeing things migrate to :15s and shorter in more interruptive environments, and to longer forms in opt-in environments? It’d certainly make sense.

Another nice MSM take on Internet advertising, this time from NPR. It apparently aired this morning but I didn’t catch it until hearing it online.

This (link free for 7 days) probably isn’t news to anyone following the space closely, but it’s always interesting to see how the MSM — in this case the WSJ — are covering interactive marketing issues.

UPDATE: Looks like Jason Calacanis isn’t too thrilled with the coverage Weblogs Inc. received in the WSJ.

Jason:

I’m wondering why I even talk to traditional journalist. Every time they call they have their story written and they are just looking for facts which support their argument—dropping the ones that don’t.

The fact that they still writing the story from the headline down then from the facts up is such an advantage to bloggers… as they said on the Daily Show, all bloggers have on their side is the facts.

The ANA’s Bob Liodice posts on the future of marketing on TV. My favorite bit:

* Finally – and what I am most excited and interested in — is the technology enabling more consumer targeting. I believe this trend will continue to accelerate and proliferate. Whether it’s the targeting technology offered by companies like Visible World or the addressable alternatives available through set-top box management, marketers will gain increased ability to zero-in on their core consumers, bringing greater efficiency and effectiveness to their marketing planning and execution. Of course it is incumbent upon marketers to collect consumer information in a fair manner that takes into account legitimate personal privacy concerns.