Live coverage of ad:tech San Francisco by David Shabelman.
A few tips on local and video search tactics that attendees at the ad:tech conference were treated to.
Matt McGee, assignment editor for SearchEngineLand.com, listed a number of local SEO tactics businesses should use.
1) Use a separate page for each location your business has. If your law firm has multiple sites, do a separate page for each location.
2) Write a detailed location/directions page; search engines need locations.
3) Do regular SEO page titles, but with geographical modifiers. Example, “directions to our downtown San Francisco hotel.”
4) Standardize and optimize business profiles using sites like getlisted.org or universalbusinesslisting.org,
GetListed.org and universalbusinesslisting.org.
5) acquire and encourage ratings and reviews of your business.
Drew Hubbard, senior linking analyst, SEO The Search Agency provided some video search tactics that are simple, yet integral if you’re trying to get your video noticed by YouTube. Since the search engine can’t actually view the video, he said you have to use text to describe everything that happens in the video. Also be sure to include keyword-rich titles, descriptions and tags. Also choose thumbnails carefully, put your brand name somewhere in the video and tag videos whenever reasonable.
For more coverage ad:tech SF, visit our overview page here.
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WatchMojo NewsletterWhenever a company has looked at acq-hiring Mojo Supreme (WatchMojo.com video site, BloggerMojo.com network of blogs, MetaMojo.com search technologies and StreetMojo.com database products) they ask me for a list of suggestions regarding the strategic value and integration plans.
Call me crazy, but reading Jason Calacanis’ email re: The First Ten Things the New CEO of MySpace Should Do, I couldn’t help but thinking that this was awfully similar to one of my “1+1=10 game plans” I submit as part of the song and dance, and in fact was Jason’s email to new News Corp. digital head honcho Jon Miller’s after Mr. Miller asked him: “hey Jason, we’re looking for a new guy to run MySpace, what would you do?” Mr. Miller bought Jason’s last company Weblogs Inc. for $25M when he ran AOL.
Whether Jason is really in the running or he’s simply found a way to play the media into thinking he’s in the running it’s moot; it’s good PR and buzz-building and he’s once again showing he’s quite adept at it.
Good for him. I highly suspect Owen Van Natta will get the job, mainly because he is coming from the company that stole MySpace’s mojo, that being Facebook.
In a few minutes I will post you an example of what I mean, check again soon.
Here is my sales pitch to CBS dating back in 2007, enjoy, I removed about half of the content and left the “strategic value” part.
Live coverage of ad:tech San Francisco by David Shabelman.
Not all of the discussion at the ad:tech conference revolves around how to make money on the Internet. A recent panel discussion focused on the rise of digital out of home advertising networks. Dubbed the “Fourth Screen,” digital signage includes embedded screens, projected interfaces and kiosks placed where people work, play and socialize. They can be seen in grocery stores at sporting events, coffee shops and even elevators.
But the advertising has yet to take off for a simple reason. Measuring the performance of the advertising is difficult and advertisers must take a leap of faith that their message is reaching their intended audience. Pushing this type of advertising is especially difficult when the Internet does such a good job of tracking the efficacy of advertising.
Advertisers are trying to get around the measurement aspect. Vince Garza, director national media with Fox Broadcasting, said the company has done digital advertising for “24,” at sporting events, where it knows attendance will be dominated by males. It has done pitches for its “Hell’s Kitchen” show in supermarkets. Doug Scott, vice president marketing and business development with digital place-based network Danoo, said his firm also has been doing interactive marketing in which consumers will see an ad, but will use their phones to download additional information.
Because digital out-of-home marketing is at best a small portion of an advertising budget, panelists said there has been a little more experimenting and innovating in the hopes of finding what does or doesn’t work. They view out-of-home advertising as one part of a larger digital platform.
For more coverage ad:tech SF, visit our overview page here.
Live coverage of ad:tech San Francisco by David Shabelman.
For many content providers, a large number of people who view their content see it somewhere else from where it’s originally produced. The challenge, then becomes, how to best syndicate content and also find ways to monetize it. It turns out, there’s a whole industry that has cropped up designed to help content providers with distribution.
A number of those companies were on display at the ad:tech conference in San Francisco on Wednesday. Among them are auditude, which manages and monetizes online video; Redbricks Media, an interactive advertising agency; digg, a Web site that aggregates popular content; Associated Content, a platform that allows publishers to publish their content in any format — such as text or video –and distributes that content to users; and Digitalsmiths, a provider of video indexing and content publishing technology.
Rather than fighting where their content ends up, executives from the companies said publishers must embrace getting the content to as many people as possible, but identify and manage those areas so they can be better monetized. Publishers need to look at log data and target the areas that are generating traffic for them and work with those sites to enhance usage. By getting a better understanding of where their users are, publishers should be able to better engage them and create new revenue streams.
For more coverage ad:tech SF, visit our overview page here.
Live coverage of ad:tech San Francisco by David Shabelman.
In a roundtable on the state of the digital advertising industry at the ad:tech conference Wednesday morning, panelists emphasized that even with all the knowledge Web sites can gather on their users, challenges remain in digital marketing.
First and foremost, panelists emphasized that content remains king and that the message being delivered to consumers remains an important factor, though it must also be followed up with a great product. Carol Kruse, vice president of global interactive marketing for The Coca-Cola Company, said “if the story isn’t compelling, it doesn’t matter how well targeted it is, people aren’t going to look at it.” One of Coke’s most successful online efforts is a fan page on Facebook that wasn’t even created by the company, but has attracted millions of users that enjoy the product.
Neil Ashe, president of CBS Interactive concurred, saying despite all the information it has on its users, “the most measurable medium is the most difficult to understand.” While CBS is able to do effective advertising on its video game Web site Gamespot, he admitted it still is learning how to better serve products like Coke.
One solution, they said, is to enhance a consumer’s experience with the message rather than be seen as a disruptive. As an example, Coke worked with CBS in its online efforts that surrounded college basketball’s March Madness. Rishad Tobaccowala, CEO of digital consulting firm Denuo (a part of Publicis Groupe), said advertising agencies must increasingly work with not only with their clients, but also with the technology company delivering the advertising.
Panelists also mentioned how mobile platforms are becoming a larger part of online marketing programs. Jeff Berman, president of sales and marketing for MySpace said the site has seen a five-fold increase in mobile traffic over the past year. Suffice to say, no word on the rumors that his CEO Chris DeWolfe was stepping down as CEO of MySpace.
For more coverage ad:tech SF, visit our overview page here.
Live coverage of ad:tech San Francisco by David Shabelman.
Hulu CEO Jason Kilar just wrapped up a short question and answer following his presentation. Responding to a question regarding whether Hulu will explore different types of advertising, such as interactive television advertising, which is gaining steam with cable operators, Kilar said Hulu remains focused on brand advertising, noting that brand advertising is a $60 billion business.
Kilar noted that online brand advertising can be twice as effective as television, and that with all the knowledge Hulu has on its users, it remains well positioned for targeted advertising. But Kilar was not dismissive of exploring new and different advertising opportunities, saying Hulu is “uniquely positioned” to do advertising in ways that haven’t been done before.
For more coverage ad:tech SF, visit our overview page here.
I was planning on being on the West Coast this week, but a few things came up so I didn’t venture out west. While there, I was going to swing by Ad Tech and cover a few of the panels… so not being there myself I thought of the next best thing, I got David Shabelman - who wrote for TheDeal for almost a decade - to cover it for us instead.
- Entrepreneurs offered hope
- VCs have practical recession advice for start-ups
- More thoughts from Digg’s Rose
- Digg’s Rose wants users to interact with ads
- Digital out-of-home marketing catching on
- Monetizing syndicated content
- Content remains a challenge for digital marketers
- Kilar, Hulu keeping focus on on brand advertising
- Hulu’s Kilar: focus for publishers should be on users and advertisers.
Live coverage of ad:tech San Francisco by David Shabelman.
A near packed-house greeted Jason Kilar, CEO of hot online television and movie service Hulu.com, to hear his keynote speech that started the second day of the ad: tech digital marketing conference in San Francisco. Kilar is speaking about the user revolution in the digital age.
Kilar believes many advertising experiences are awful for users because advertising is often done as an afterthought, “rather than a virtuous mission in and of itself.” In other words, so much of the focus for Web sites is on the content and what the site is trying to do, and once that is completed then the site tries to figure out how to deliver its advertising.
Kilar says that Hulu’s aspiration, developed early in its existence, was to create a service that its users, content owners and advertisers “unabashedly love” and that neither users nor its advertisers could be sacrificed for the other. How Hulu accomplishes this is fairly straightforward. First, he said Hulu’s users are drawn to one message when they go to the site, not overloaded with multiple messages. As opposed to commercial television, where shows are 22 minutes with eight minutes of advertising, Hulu has a lighter ad load with only four minutes of advertising.
Second, Hulu allows users to choose what type of advertising break they want to view — if someone prefers regular soda to diet, they can watch a non-diet soft drink ad. The benefit with the targeted advertising is to both the user and advertiser. Hulu also lets users choose their ad break, giving them an option to view a three-minute trailer before their show or multiple ads during the show. A study done by Hulu showed that its users who were exposed to advertising had a 16% greater intent to purchase the advertised item than ones not exposed to the ad.
Update: Hulu did email us to clarify that “On background, I wanted to tell you that 30 minute show on Hulu generally show 2 minutes of ads, not four minutes. Overall, as I think Jason mentioned, our goal is to show about ¼ the ads in comparison to normal broadcast TV“.
For more coverage ad:tech SF, visit our overview page here.
