http://innovation.ogilvy.com/rss/ogilvyexclusives.xml Ogilvy Interactive Digital Innovation <innovation@ogilvy.com> http://www.usatoday.com/tech/columnist/jinnygudmundsen/2008-05-08-boom-blox_N.htm?csp=34 Steven Spielberg is more than just an Academy Award-winning film producer and director - he's a video game creator as well. On the eve of the release of his next blockbuster Indiana Jones movie, Spielberg and Electronic Arts have rolled out Boom Blox, a charming puzzle game for the Nintendo Wii. http://www.ogilvy.com/press/showpress.php?ID=5963 Ogilvy has been named as Motorola's lead global creative agency of record for the company's Mobile Devices business. http://mipreview.miptv.com/ Ogilvy's presence at MIPTV, the largest media and content event in the world, was noticed - as you can see in the miptv review magazine here. http://www.hollywoodreporter.com/hr/content_display/technology/news/e3i9fd76a66aebe6d4ccb67e2a09c6854d8 Web streaming could be turning more into TV if ABC goes forward with adding more commercials to online show streaming. ABC will begin testing multiple commercials in the breaks of episode streams as soon as next week, according to THR.com. The executive vp digital media of Disney-ABC told the paper, “It would be premature [...] http://www.forbes.com/technology/2008/04/25/mobile-services-dish-tech-wire-cx_ew_0425dish.html A satellite company takes another step toward creating a TV service that would work anywhere, including in a speeding car. http://www.businessweek.com/magazine/content/08_18/b4082050967724.htm?chan=search In this article, Business Week covers innovative marketing projects including Ogilvy's mobile work in Asia. http://www.fastcompany.com/magazine/125/the-cell-sell.html Maria Mandel, Executive Director of Digital Innovation, OgilvyInteractive, is one of five mobile advertising experts featured in Fast Company. Maria says, "The best mobile campaigns take advantage of the personal and interactive nature of the device. Ideally, you want the mobile consumer to be in control of the experience." http://www.adweek.com/aw/content_display/news/digital/e3i1e3d5e92979d92c1f48811623b250fff?pn=1 Consumers in the U.S. and Western Europe are more likely to be passive participants, while those in emerging markets often create content. http://www.adweek.com/aw/content_display/news/digital/e3i1e3d5e92979d92c1f48811623b250fff?pn=1 Consumers in the U.S. and Western Europe are more likely to be passive participants, while those in emerging markets often create content. http://www.huffingtonpost.com/jonathan-handel/is-content-worthless_b_96195.html "Content is king," many people believe, meaning that films, television shows, music, news and information are more profitable assets than the technology used to deliver them. But there's an older, cautionary aphorism that applies as well: "Uneasy lies the head that wears the crown." http://www.tvweek.com/new-media-minute/ Want to know the truth about AppleTV? Is the new Internet TV device that pumps iTunes, movies, TV shows and YouTube to your TV set all it's cracked up to be? http://money.cnn.com/2008/04/07/technology/simons_nielsen.fortune/index.htm?postversion=2008040714 TV ratings firm looks to help advertisers better gauge the effectiveness of their ads with $225 million buyout of IAG Research. http://www.ogilvy.com/miptv/ OgilvyInteractive is one of the partners of the 2008 MIPTV featuring MILIA conference taking place in Cannes April 7-11. Click here for more information on OgilvyInteractive's participation in MIPTV and to read an article featuring Doug Scott and Paul O'Donnell in MIPTV Preview magazine. http://adage.com/mediaworks/article?article_id=125987&search_phrase=dumenco Ad Age covers the blogosphere's discussion over the publication of an editorial in the American Journal of Psychiatry by Dr. Jerald Block, a psychiatrist at the Oregon Health & Science University, in which he argued that internet addiction should be included in the Diagnostic and Statistical Manual of Mental Disorders. http://www.reuters.com/article/internetNews/idUSN2830064820080329?pageNumber=2&virtualBrandChannel=10004 50 Cent has more than 1 million friends on MySpace, but if the rapper ever decides to leave the social network, he'll be leaving behind those friends, too. So like a growing number of artists, he's started his own social networking site. http://www.lostremote.com/2008/03/24/google-outlines-proposal-for-wi-fi-on-steroids/ Google says it has a plan for Americans everywhere to be able to surf the web on handheld devices at WiFi 2.0 speeds by the 2009 holiday season. How? By tapping unused "white spaces" in TV signals, but the FCC still has to sign off on it. And that’s not a [...] http://www.broadbandinfo.com/news/charter-communications-and-nielsen-to-measure-cable-viewing-03212008.html Cable operator Charter Communications is teaming up with the Nielsen Co. to measure the cable television viewing habits of 330,000 Los Angeles-area households using digital set-tops. The information derived from the set-tops will enable Charter to provide extensive household and demographic reports for local television markets. Pressure from Advertisers to Track Television Habits Nielsen, and the television industry as a whole, have been under increasing pressure from advertisers to provide the same type of viewership tracking that Internet advertising offers. Nielsen responded to the pressure by advocating the use of digital set-tops. Discovery and ESPN were the first cable networks to start tracking viewership with different technology, but Charter Communications is the first cable operator to participate in Nielsen’s set-top service. Charter Committed to Precision in Measuring Viewership In a joint press release from Nielsen and Charter Communications, Jim Heneghan, senior vice president of Charter’s advertising sales says, "Charter is committed to improving the precision of local market measurement. By working with Nielsen, we are ensuring that our advertiser and agency clients get the most reliable data possible to evaluate their media buys." Privacy Concerns Abated In measuring viewership, a major concern among cable companies has been their commitment to protect the privacy of their subscribers. Thus Charter will provide the measurement data to Nielsen in anonymous form and Nielsen’s reports - based on Charter’s information - will contain only anonymous and aggregated data. "At a time of rapid technological change in the television industry, Nielsen is inventing new ways to measure how people watch television," said Jed Meyer, senior vice president of Nielsen DigitalPlus, in a statement. "Through these studies, we will provide Charter with new insights on the consumption of all digital video. At the same time, we will be investigating the potential of digital set-top boxes and the data they generate to enhance our existing audience-measurement services." http://www.mediabuyerplanner.com/2008/03/19/gm-changes-game-puts-15-billion-online/ GM, in what could signal a no-look-back shift to digital marketing, will dedicate half of its $3 billion budget to digital and one-to-one marketing in the next three years. http://money.cnn.com/magazines/fortune/fortune_archive/2008/03/17/104326604/index.htm Watch out YouTube. Two old-media dinosaurs, Fox and NBC Universal, have created one cool venue for their hottest shows. http://adage.com/digital/article?article_id=125318 Sony is opening up its in-game advertising platform -- likely providing a boost to the already-burgeoning $400 million in-game-ad market and sparking a battle among the three key players who sell these ads http://www.hollywoodreporter.com/hr/content_display/business/news/e3id5388aa9b5187ee7fa0df4230e987fca In the first Web series being produced by Kraft, its Tassimo hot beverage system brand has partnered with Ogilvy's branded entertainment group to create a series of webisodes titled "Who Hired Bob?" http://www.ft.com/cms/s/667f13de-da60-11dc-9bb9-0000779fd2ac.html Google on Wednesday said it had seen 50 times more searches on Apple‘s iPhone than any other mobile handset, adding weight to the group’s confidence at being able to generate significant revenues from the mobile internet. http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=104&STORY=/www/story/02-12-2008/0004754107&EDATE= Market Leaders in Messaging and Interactive Marketing Join Forces to Enable Digital Marketing and Advertising for Mobile Operators and Brands http://www.businessweek.com/technology/content/feb2008/tc2008024_252834.htm While News Corp. is thrilled about its social network's ad-revenue growth, Google and advertisers say marketing messages aren't getting through http://www.mobiadnews.com/?p=1797 MobiAd News Interviews Maria Mandel, Executive Director Digital Innovation, Senior Partner, Ogilvy http://money.cnn.com/2008/02/04/news/companies/bc.microsoft.yahoo.ap/index.htm?postversion=2008020410 Microsoft Corp.'s proposed $42 billion purchase of Yahoo Inc. would establish the world's largest software maker as a "strong No. 2 competitor" against online search leader Google Inc., Microsoft CEO Steve Ballmer said Monday. http://www.marketwatch.com/news/story/googles-search-share-slackens-nielsen/story.aspx?guid=%7BD8576427-26FF-4F34-9910-88A0BA58E9D8%7D Google garnered a 56.3% share of the U.S. search market in December, compared with a 57.7% share in the previous month, according to Nielsen. http://innovation.ogilvy.com/exclusives/articles/full/14778 If the 2008 Consumer Electronics Show (CES) proved anything, it is that Americans will start watching more broadband video than ever before ON THEIR TVs. Click here to read Ogilvy's exclusive analysis of the show. http://bigtech.blogs.fortune.cnn.com/2008/01/07/one-last-time-gates-delivers-his-front-seat-view-of-techs-future/ Microsoft Chairman Bill Gates used his last speech opening the technology industry's biggest trade show Sunday night to announce that the software giant will challenge rivals such as Apple, Sony and Adobe Systems with new initiatives in phones, online video and the Xbox 360 gaming console. http://www.ogilvy.com/press/showpress.php?ID=5103 Kent Wertime, President of OgilvyOne Asia, and Ian Fenwick, Senior Head of Administrative Programs, Sasin Graduate Institute of Business Administration in Thailand, have teamed up to write a definitive, new guide to new media and digital. The 380-page book, entitled DigiMarketing: The Essential Guide to New Media and Digital Marketing, is being published by John Wiley & Sons Asia. It will be on bookshelves in Asia starting in December, with a global release in the US and Europe starting in the spring. http://www.ft.com/cms/s/0/5cafb4dc-a9b2-11dc-aa8b-0000779fd2ac.html The head of the union representing striking film and television writers has issued a stark warning to US media companies that writers and audiences will migrate to the internet in the event of a prolonged strike. http://money.cnn.com/2007/12/10/technology/imeem/index.htm?postversion=2007121004 In the space of six months, startup social networking music site imeem has soared to the top of the charts. The Web site, which lets users listen to and share their favorite music online, announced Monday that it signed a deal to access the catalog of Universal Music Group. That makes imeem the first site to offer free unlimited songs and music videos from all four major record labels. http://innovation.ogilvy.com/exclusives/newsandresearch/full/13707 In a report by Forrester Research on the top Interactive Marketing Agencies, OgilvyInteractive was named a leading interactive agency in the industry with a "comprehensive interactive marketing offering." The report, entitled "The Forrester Wave™: Interactive Marketing Agencies, Q4 2007" evaluated OgilvyInteractive along with six other agencies screened from Advertising Age magazine's "Top 50 Interactive Agencies" list. The Forrester report noted that OgilvyInteractive "demonstrates its leadership with strong analytics capabilities, robust audience research techniques and broad experience with emerging channels and social media." According to Forrester's findings, OgilvyInteractive earned the top marks in categories such as current offering, strategy and market presence. "Being recognized by Forrester as a leader in digital marketing is about as good as it gets," said Carla Hendra, Co-CEO of Ogilvy North America and Chairman of Ogilvy New York. "Our commitment to creative excellence and deep digital experience is paying off -- in one year we’ve won the Cannes Grand Prix Cyberlion and been named a leader by Forrester." The Forrester report evaluated each agency's current offering and strategy for interactive marketing against 52 criteria that encompass everything from analytics to creative to use of emerging media. The rigorous review process included in-depth interviews with agency clients and the agency’s approach to solving three hypothetical marketing challenges. Jean-Philippe Maheu, Ogilvy's Chief Digital Officer noted that "Our people and our clients are the ones who have earned this recognition by their commitment to a 360 view of marketing in a digital world. We look forward to delivering even greater innovation in the digital space in the year ahead." In the report Forrester notes that Ogilvy is a “good fit for companies seeking large-scale interactive marketing programs that span interactive channels and require in-depth analytics.” http://www.paidcontent.org/entry/419-ubs-media-week-interview-tom-rogers-ceo-tivo-dvr-as-retriever-not-just-/#extended Tivo CEO, Tom Rogers, said he plans to ramp up marketing of TiVo's broadband content offerings. "A year ago, a lot of people were highly skeptical of this notion about broadband television, saying the good stuff isn't going to be on broadband. But now that's all changed, every bit of content, every movie, every TV show, user-generated to the most premium content is available via broadband. http://www.alleyinsider.com/2007/12/nyt-facebooks-zuckerberg-lied-to-us-coke-ditto.html The "Beacon" fallout continues. The New York Times' Louise Story says Facebook's Mark Zuckerberg misled her about Beacon's being "opt-in." Coca-Cola got a similar impression from the company--and, having learned the truth, is holding off on using the program. Meanwhile, Facebook's spokesman attempts to explain to the NYT's Louise Story what Zuckerberg really meant--and makes matters worse. http://www.broadcastingcable.com/article/CA6505016.html The trend toward network-news operations melding with online communities continued, as ABC News said Monday that it was teaming up with Facebook to deliver political-campaign-related content to the site's 56 million users. The joint venture includes debate forums, online surveys and access to ABC News political reporting, including campaign-trail video. http://www.earthtimes.org/articles/show/news_press_release,228544.shtml Snap-happy consumers can make big savings and win superb prizes - including cameras, printers and other photo paraphernalia - in a brand new online game developed by OgilvyOne London for its client Kodak. http://innovation.ogilvy.com/exclusives/articles/full/12916 In a world containing a dizzying array of new technologies and video platforms, the humble television screen appears to have lost its way. Click here to read Ogilvy's perspective on the future of television advertising. http://money.cnn.com/2007/11/05/technology/bc.apfn.googlemobile.ap/index.htm?postversion=2007110511 Confirming its long-rumored foray into the mobile market, Google said Monday it is developing a free cell phone software package so the Internet search leader can more easily peddle ads and services to people who aren't in front of a PC. http://www.forbes.com/business/media/2007/10/28/hulu-online-video-biz-media-cx_lh_1029bizhulu.html Will you Hulu? News Corp. and NBC Universal are certainly banking on it. After six months of preparations, delays and wisecracks about its quirky name, the two companies are finally lifting the veil Monday on their new Internet video service, Hulu. http://www.knightmarethegame.com/ To talk to the MTV generation you need to speak their language. As you know teenagers believe themselves to be immortal at that age. So not only are these people difficult to talk to, they instantly reject being told what to do. Hence the idea of this game. In this game a knight has to fight its way to a tower where a beautiful princess welcomes him into the bedroom. In the princess’s bedroom, the knight makes love to the princess. ‘Game over. You only get one life. Use a condom’. If gamers play the game for a second time, they can find a condom machine in the tower and use a condom, which again brings home the message; YOU ONLY GET ONE LIFE. USE A CONDOM. When you finish playing the game you are automaticly directed to the MTV Staying Alive website for more indepth information. http://news.bbc.co.uk/2/hi/technology/7052420.stm Rival gaming systems should make way for a single open platform, a senior executive at Electronic Arts has said. He said the web and set-top boxes would grow in importance to the industry. http://www.tvweek.com/news/2007/10/online_tv_provider_maven_tests.php Online television technology provider Maven Networks has begun testing new interactive Web video ads with Scripps Networks, Fox News and ad agency Ogilvy. The new ad formats move beyond the pre- and post-roll spots that dominate Web video today but are considered intrusive by consumers. The Maven technology will let advertisers creative interactive menus and let users click on overlay ads to jump to sponsored videos they can interact with. http://innovation.ogilvy.com/exclusives/articles/full/11602 The recent rush by major Internet portals to buy advertising companies and extend their sales networks is a sign that the business of being a one-stop shop for information and entertainment isn't what it used to be. Gone are the days of emphasizing strategies to attract and keep visitors -- the way television networks long have operated -- by creating destinations with anything people might need for work, leisure or companionship. http://www.wired.com/techbiz/media/news/2007/10/nbc_itunes Wired Magazine finds that TV Networks are ready to cut off the supply of paid downloads in favor of free ad-supported online video. Learn about this positive development in the burgeoning online video ad space by clicking here. http://innovation.ogilvy.com/exclusives/newsandresearch/full/11041 We are all surrounded by a constant stream of new marketing tactics and buzz-words that are important to understand in order to keep up with today’s ever-changing digital world. Click here to read Ogilvy Chicago’s insightful and witty take on marketing in the new millennium. http://www.ft.com/cms/s/0/3bd95d94-69f7-11dc-a571-0000779fd2ac.html Online advertising spending is widely predicted to continue its strong growth even if a US economic downturn squeezes the advertising sector as a whole. Indeed, pressure on companies to cut costs if the economy softens could even hasten the switch in spending from traditional media to more targeted and measurable digital forms. http://www.marketingcharts.com/television/boomer-media-consumption-less-tv-newspaper-more-pc-cell-phone-1632/ Traditional radio remains important with Baby Boomers, who nevertheless display a remarkable ability to adopt new media into their busy lives, according to a recently released Bridge Ratings study of the media habits of Baby Boomers - those born between 1946 and 1964. http://www.moconews.net/entry/419-mobile-ads-to-grow-at-cagr-of-112-percent-report/ The Kelsey Group's US Mobile Advertising Forecast has predicted that the US mobile search ad market will grow from $33.2 million in 2007 to $1.4 billion in 2012, at a compound annual growth rate (CAGR) of 112 percent. There are several factors which the Kelsey Group argues indicate that the cry of "mobile advertising will be huge next year" is actually valid now, as opposed to when it was said the last few years. First is the drive of major online companies into the mobile advertising space...Google is seeking new areas for growth to appease its shareholders, while Microsoft and Yahoo are keen to beat Google to the punch. "In addition, Google's advertisers are looking to spend more money with Google, but Google doesn't have the targeted inventory available for them to spend it on. Analysts estimate that between $1 billion and $2 billion in online ad budgets go unspent, so if Google can offer a way for advertisers to spend that money and get a good ROI, they will spend that much and more". The report argues that mobile ad providers will have to partner with local Yellow Pages companies to get into the local mobile advertising market, and that "widespread shipping of GPS-enabled devices, along with the Apple iPhone and inevitable copycats will improve the mobile Internet browsing experience and allow for improved mobile applications, bringing more users online and paving the way for mobile ads". (release) The San Francisco Chronicle has a piece on mobile advertising, quoting Gartner as predicting that the worldwide mobile advertising market will grow from $895 million this year to $14.6 billion in 2011. It spoke to a number of companies in the industry, including Amobee, 4INFO, Virgin Mobile, MobiTV and Hands On (which just launched ad-supported games). The general consensus is: Don't annoy the customer. "Scott Kelliher, director of the mobile advertising group at Virgin Mobile, said 425,000 of Virgin's 4.8 million subscribers have used this setup to get free minutes. And the rate at which consumers click through to connect to a sponsor is 5.5 percent, he said, much higher than traditional Web ads. The key, Kelliher said, is clearly communicating to subscribers what they're getting..."One of the reasons this has been an unqualified success is that users are very aware of what they're doing and why messages are coming to them," he said. "They go into the Sugar Mama area, and they know it's going to be all ads, so they're more receptive to what they find there." Related M-Commerce Starts Selling Mobile Ad Spending $14.4 Billion By 2011, Half Web-Based Mobile Advertising to reach $2.1 billion by 2011 in US: Frost http://money.cnn.com/2007/08/27/news/companies/yahoo.reut/index.htm?postversion=2007082708 Yahoo is giving its e-mail users more ways to reach friends and online contacts by allowing them to trade messages with mobile phone users. The new e-mail-to-phone connection is one of the features the Internet media giant plans to add as it makes available to the more than 250 million Yahoo Mail users a new version of the world's most popular e-mail program in coming weeks, the company said Sunday. http://news.com.com/8301-10784_3-9764601-7.html?part=rss&subj=news&tag=2547-1_3-0-5 On the morning of day three here at Search Engine Strategies San Jose, Marissa Mayer, Google's vice president of search product and user experience, gave her keynote presentation. She said a lot of interesting things, but of particular note to me was that she deemed cost-per-action (CPA) "the Holy Grail." According to Marissa, Google is making moves towards cost-per-action as a more ideal auction-based pricing model, but she also pointed out that it's a long way away. http://innovation.ogilvy.com/exclusives/articles/full/9057 Video Web sites have spent the past year searching for the Holy Grail of online advertising: ads that don't annoy consumers and still fetch high prices from advertisers. Now some believe they're beginning to figure out what works and are starting to cash in. Sites ranging from Google Inc. to Break.com have been experimenting intensively with replacements for the preroll, the video ads that users are forced to watch before viewing a clip. http://www.reuters.com/article/internetNews/idUSN0223092220070802?pageNumber=1 After years of socializing, Facebook and MySpace mean business. The sites, which started as a way to help people stay connected with friends, in the past year have begun catering to professionals, offering networking and advertising opportunities. http://www.multichannel.com/article/CA6463259.html Sony's PlayStation 2 accounted for 42% of video-game console usage during June, and PC gamers played "World of Warcraft" more than four times as much as any other PC game, Nielsen reported Thursday as it launched Nielsen GamePlay Metrics, which electronically tracks video-game console usage and games played on PCs. http://innovation.ogilvy.com/exclusives/newsandresearch/full/68 Overview of how consumers are creating personalized, media consumption "rituals" to control and cope with their increasingly media-centered lives. With an ever-growing array of new devices and marketing activities vying for attention, it's imperative that today's marketers identify, understand and infiltrate these "Personal Circuits." http://www.marketingcharts.com/interactive/nielsennetratings-msnlive-search-grows-77-year-over-year-1034/ Microsoft has apparently made good on its threat to challenge Google for search market share, and has resorted to "paying" searchers to use its Live Search - a concept that Chairman Bill Gates had publicly mused about in Dec. 2005. http://www.gamasutra.com/php-bin/news_index.php?story=14662 IN A STRONG ENDORSEMENT OF the advergaming marketplace, in-game advertising network IGA Worldwide has closed on a $25 million round of equity financing, which was lead by GE/NBC Universal's Peacock Equity fund http://innovation.ogilvy.com/exclusives/articles/full/2361 Everyone is wondering what role mobile marketing will play in the media landscape this year. Click here to find out Ogilvy's perspective.