Category Archives: Advertising & Marketing

Rethinking the 30 Second Spot

When I joined the agency world, Joseph Jaffe had just come out with Life After The 30-Second Spot but I doubt Jaffe realized that the new spot, if digital media has its way, is 6 or 15 seconds.

I came across an article recently on NPR about how Vine conceived the 6 second spot and it’s pretty much what you would expect:

“One day we did wake up and say, six seconds,” Hofmann joked. Well, one day after many days of experimentation.

He and the other co-founders tried various lengths — 10 seconds, nine, five. And five seconds wasn’t long enough.

“It was actually too short,” he says. Six seconds allowed for the aesthetic feel the creators wanted but preserved the quickness they wanted to promise users. The limit allowed the average person to easily share and make a video on his smartphone.

With 15 seconds of video on Instagram and 6 seconds of video on Vine, it’s at least 50% less length than a traditional 30 second spot.  These shorter videos are a near-perfect snack for consumer generated content.  Anyone with a smartphone can create and upload a fun clip and syndicate it out to Twitter/Vine and Facebook/Instagram with ease… and instant audience attention.

After spending time with entrepreneurs who are building everything from video servers for social media to creative directors executing multi-screen video briefs from Fortune 500 clients, one question that I have been thinking about is whether brands at scale will really start creating professionally produced shorter form content?  If an Instagram video is [at max] 15 seconds, then a pre-roll* for the platform must be no longer than 10 seconds to make sense.  Imagine a 3 second pre-roll.  Can you storytell in 3 seconds?

You might not have a choice.

In advertising, dollars flow to where eyeballs go.  There’s a bit more to that but if eyeballs are heading to Twitter and Facebook at scale, which they are, then brands and their respective agencies need to understand how to leverage these platforms for communicating and interacting with their audiences.

Retooling the creative brief, process and craft to deliver more punch in less time is going to be completely necessary.  It’s going to be interesting to watch how Twitter interacts with brands and how much of the creative process they bring in-house versus relying on their ecosystem partners.

Anytime you are on the cutting edge of innovation, you need to offer services and support to your clients to onramp them to execute on the edge.  Twitter did this in the very beginning with celebrities, basically offering a VIP management team to help increase the Tweets coming from celebrity influencers.  Think of this as a form of managed services.

This next evolution of video in digital media is going to be really fascinating to participate in.  Will Costolo and Zuckerberg force the redefinition of the 30-second spot?


* Preroll:  I used preroll video as an example of how advertisers are surrounding video content online.  Very similar to a commercial on television.  I am not arguing that preroll is the most effective way of doing video advertising, but rather, using it because it’s the most scaled way of doing video advertising.

Intent Marketing

If you have been a regular reader of this blog then you know that I fairly frequently write about the use of “intent’ in marketing and advertising (see this post).  Google has shown us that harnessing intent will lead to good outcomes for advertisers.  When we initially started kbs+ Ventures, one of the investment thesis that we invested along was around finding additional intent online that could be used for marketers to drive measurable outcomes.  Taylor has a good post about intent here.

We continue to spend a lot of time thinking about intent at the agency.  While intent is generally harnessed at the lowest part of a purchase journey, there are plenty of pre-intent signals that pop up prior.  We frame the journey as follows:

Exploration -> Interest -> Intent -> Purchase

MediaPost was extremely kind to us by writing a piece this morning about a chart we put together to frame our thinking.  We use this chart internally at the agency to help people understand the current partners in the landscape and to present a framework for putting together media plans.   I welcome you to check it out and if you’re an entrepreneur who is focused on harvesting/creating intent, we’d love to chat with you.

Sell Side Experience Is a Plus

I was catching up with one of our media sales partners last night.  She covers our agency for one of the big media conglomerates.  One of the topics we talked about which I want to reprise on this blog is about how important sell-side experience is on the agency side.   This is atypical for agencies to hire for thus generally never occurs.

I wrote a post about this back in 2011 but wanted to talk about it further.

Let me first start off by saying that I wish we hired more people with sell-side experience. We try but have not been successful.  Mostly because I don’t have a huge flow of resumes coming across my desk with sell side experience.

Why is having sell-side experience helpful?

You are grounded:  Coming from the sell-side, you are humbled every day in many different ways.   The woman who I was sitting with last night was telling me how entitled certain agencies are and some examples of what goes on.  You’ve read about plenty of these in provocative Digiday posts.  This is the complete opposite of what I would want for my agency and hiring people who have been humbled by that is something we’d certainly look for.

You are resourceful:  Selling something is a difficult task.  It’s about perseverance, hustle, research, and a bit of charm.  At agencies, we want people who are resourceful and have these traits because when working on groundbreaking media plans, these types of attributes help.  After-all, agencies sell things each and every day to our clients (media plans, etc).

You understand the sell-side perspective of how technology works.  I think this is probably the most important in terms of value back to the buy/agency side.  There are always three sides to every issue – what the seller says, what the buyer sees, and what really happens.  By having exposure and experience on the sell side, you can understand why certain things happen the way they do and where you can push when you are on the buyside.

If you work on the sell-side and want to try the buy-side, let me know.  I’d love to hire some more folks with your type of experience.


10 Things You Should Do If You Are In Digital Media

Top 10 lists are all the rage.  Buzzfeed, Business Insider, and other sites use lists to attract audiences and provide some good snacking material.

I wrote this top 10 list for our agency.  Ten things you should be considering as a chef (what we call our strategists) of The Media Kitchen, when working in digital media.

These are in no particular order:

1.  Understand the impact of programmatic buying on the digital media industry.  A good way to start to understand where this is all going is to research Overture and GoTo and understand how Paid Search evolved.  A great resource is AdExchanger.  Programmatic buying isn’t just for remnant inventory.  I see a world where an entire media plan of all tiers of inventory are potentially bought programmatically across most major media channels.

2.   Analytics.  If you want to succeed in planning for digital media, don’t just think about it as purely a “paid media” channel.  You should immediately become familiar with Web Analytics which also covers much of Mobile Analytics.  A great primer is here.  Clients hire us to drive results and much of the results occur off of our creative assets: in our clients stores and their sites.  We must understand how to track all of this.

3.  Serving & Tracking.  In digital, we serve media and we track it using a 3rd party ad server.   Because of this, we can justify our spending and it’s how we’ve grown to a multi-tens of billions of dollars industry.  For us at The Media Kitchen, we use DART or MediaMind.  You should become fluent on how these systems work as they are fairly robust in their offerings.

4.  Content is Marketing and Marketing is Content.  We’ve grown up in digital with 300X250 ad units and 160X600 but increasingly so, digital marketing is not a banner and is more of a content unit.  We must understand how to deploy content units and measure the effectiveness of these new units.  This is sometimes called Native Advertising depending on the context of how it’s being used.  A good person to follow here is Jon Steinberg who provides lots of stats and examples of content marketing as he runs Buzzfeed.

5.  Mobile.  It goes without saying but the mobile device is increasingly prevalent.  Tablets and phones are everywhere and we must understand the opportunities and limitations of what we can and cannot do.  The secret ingredient to these devices are the “location” factor -> understanding location can have a profound impact for targeting.

6.  Cookies.  The FTC and government has come down hard on 3rd party cookies.  Keep your eyes out for articles about this subject as we’ll have to respond and react quickly to any legislation that occurs.  As an agency, we watch this closely and participate in many of the industry workgroups, but you should be aware of this in case your clients as you any questions.

7.  Early stage innovation.  If you are looking for cutting edge, you should check out early stage companies, also known as startups.  You can start here.  Working with startups is not easy as they aren’t at the same scale as most major technology companies but a successful campaign with a startup marketing technology could reap huge benefits for the client and the agency.  Our go-to-market at TMK is to harness innovation so you should not be a stranger at all to this world.  I do not want to be part of an agency that Steve Cheney talks about here.

8.  Read.  If there’s one thing that the digital media world is not, it’s shy.  Everyone likes to write.  MediaPost, AdAge, AdWeek, TechCrunch, Mashable, Digiday, Fred Wilson, Bijan Sabet, Charlie O’Donnell, Paul Graham, Albert Wenger, Chris Fralic etc.  All of these sites are chock full of information about campaigns, technologies, vendors, solutions, strategies, early stage innovation, etc.  You should read at least 1-2 of these sites each morning you arrive and maybe one of the sites before you leave.  Subscribe to their RSS feeds or newsletters.  Get up to speed as much as you can with the whole industry, even if it’s another agency or another client.  The smarter we become, the better we all become.

9.  Be Open.  Sounds weird to include in this list, but it’s important.  Don’t be scared of early stage innovation.  Don’t shy away from quantitative measurement because you’re not a quant.  Lean in and be open to anything in digital.  The rate of change in digital media is so fast that you need to lean into things to fully understand what comes next.

10.  Ask Questions.  We’ve got a great support group here at the agency around digital media.  Email me directly.  Stop by my desk.  Talk to Andre.  We’re here to help, inspire, troubleshoot, etc.   Don’t be a stranger.

Two Titans Merging: Publicis & Omnicom

I work in the advertising industry and this post is my thoughts, not necessarily representative of my employer.

This past Friday, I learned from Bloomberg that Publicis and Omnicom were in plans to merge.  I am sure there will be plenty of reactions to this and I’m one of many who have written about it.  We await the details tomorrow morning but if this goes through, it has repercussions for the entire industry.

Someone much smarter than me shared this line earlier today:  History has proven that size and creativity tend to be inversely proportional, and that scale is the enemy of innovation.  He’s right and proven by our history laden with companies who have tried (AOL/Time Warner, BofA/Countrywide, Daimler-Benz/Chrysler, etc) and failed.

There is absolutely no doubt that having $25B worth of buying power is a good position to be in, but I have some questions:

1.  Is that $25B in the right place for the future of marketing and advertising?  Publicis/Omnicom just made it even harder to evolve for the future.  Turning a juggernaut out of solely a “paid” media agency world to a “paid/owned/earned” is something that’s not simple at all.  Having 25 billion reasons not to do it is tough.  But focusing on paid media only over the next decade is a total miss.

2.  Talent numbers:  Google and Facebook have proved that they can attract talent, but at a certain scale, it’s a different type of talent you need to attract.  I read somewhere that this combined group will be roughly 130,000 employees.  I’m pretty sure the most innovative people in our industry do not want to be employee #94,212.

3.  There will be conflicts:  I have to imagine that there are quite a few conflicts in this new combined entity regarding clients.  In our agency world, it’s hard to work for two clients in the same industry.  If Publicis/Omnicom is looking to unload a client, I’d be more than happy to talk to them.

The big opportunity for this new combined entity, that I see, is to roll out one of the largest biddable media trading desks that the industry has ever seen.  Why this is a big opportunity is because at $25B and 130,000 employees, you are essentially buying and selling pork bellies (there is nothing wrong with that).  If the goal of the merger was to lower media rates for your clients, then this was purely a commodity merger.  Setup the biggest technology enabled infrastructure which has already been started at AOD and Accuen and go-to-market with a real-time ecosystem for every one of the Publicis Omnicom Groupe agencies.  I think that’s exciting.

But for everyone else, including us, the world just opened up.  There will always be clients who want “global scale” and commodity based buys.  Thirty second spots are a necessary component for some clients.  CBS and NBC will be there to solve for this.  But where does the innovation come in?  As the majority of marketing becomes digital, not saying it’s a banner ad, but digitally delivered, a new communications construct is opened up and we’ll be communicating with consumers (and vice versa) in ways we’ve never thought or imagined, all enabled by technology.  I cannot imagine having a $25B legacy balance sheet will allow for the change that this new ecosystem will need.

I’m excited for what’s next.



An New Product – Social Media ROI

A few weeks ago, I posted about my excitement around Twitter’s Analytics product which is now widely available.  I got a note from one of our portfolio companies,, letting me know that their social media analytics tool was almost ready for agency and marketer consumption so I should hold tight.

Why I got excited about what Twitter is doing, and today, what is doing, is because it helps clients like BMW (our kbs+ client) and others measure the impact of social media marketing.  If sharing means caring, then you might as well know who cares about you the most. now does this.

kbs+ Ventures is an investor in, we got an early look at their new product and we helped guide/shape the product to be actionable for marketers and advertisers.  I hope you like it as much as we do.  Reach out to me or them if you have any feedback.  I’d love to make sure you have access to for marketers.


New Twitter Analytics

I read last night that Twitter released their analytics to everyone on the platform.  Really smart move by them and the analytics look pretty sweet.  I have to imagine they will have a freemium version of analytics in the coming months but that is purely speculation.

I took a screenshot of what my follower chart looks like.  While this data is readily available thru other services, it looks pretty sweet thru Twitter and was impressed with their execution.

I especially like the list of “Your Followers Also Follow.”  For me, it’s Jon Steinberg (Buzzfeed), Michael Learmonth (AdAge) and Ben Lerer (Thrillist, Jack Threads, Lerer Ventures).  Not bad company.

The way you access this is thru the Twitter Ads function which is located under the Settings drop down.  Once under Settings (the little widget/gear), go to Twitter Ads then to Analytics.


Twitter Follower Chart

Constantly Changing Ad Products Does Not Help Adoption

For good or for bad, Madison Avenue takes a little bit of time to adopt new features and services en-mass.  Dollars flow into ad units and products once there is a comfort level with them.  Yes, sure we’ll buy the one-off sponsorship or launch that costs a couple million bucks, but beyond that, we probably won’t be back for repeat business.

But your investors and the street want and expect repeat business.  Recurring revenue.  Having a new ad product launch each month and getting a launch advertising sponsor each time dilutes over time.

Constantly changing your ad strategy actually hurts, IMHO.  It takes time for creative and media folks to ramp up knowledge of ad unit specifications and availability – and if they are ever changing, then we do not have enough time to do each unit justice.

I agree consumers like new things.  And brands like being fresh.  And in this whole world of digitally delivered content, being new and fresh is the whole point.

But for a publisher or platform, please be consistent with your offerings.  Don’t keep sunsetting what we’ve gotten good at buying and executing against.  Introducing new ad products every 6 weeks and wondering why others are not getting adoption isn’t rocket science.

This post was in reaction to this piece re: Facebook.

These 6 Companies Controlled 55% of Worldwide Digital Ad Spend in 2012

When I have spare time, I like reading public companies financial reports.  They are very telling not just for the micro trends, but for macro trends as well.  55% of worldwide digital ad spending was consolidated to Google, Yahoo!, Microsoft, Facebook, Amazon, and AOL which according to Comscore, are the 6 top Internet sites by traffic volume.

I am working off the GroupM $113.5B worldwide digital ad spending number from a recent AdExchanger article.  All other numbers come from Lara’s research of these companies Form-10k‘s.

Ad Spend Chart

I ran a similar report in 2011 which is located here.  Read it so you can compare.

Google’s growth is terrific and Yahoo! took a step back in 2013.  I’m always amazed to see Google dominating digital ad spend with 41% share whereas the next closest competitor is around 4%.  That’s 10x.  10x!

Nice to see Amazon and Facebook building out their ad businesses and showing y/y growth but the larger question is of where is it coming from?  Who is losing (or is the whole advertising pie getting larger)?




Thinking About the Full Advertising Operations Stack

If you have been reading this blog over time, you will have read previous posts where I talk about the growing “advertising operations” line item on media plans.   For those not familiar with “advertising operations,” we define it as non-working media that enables the plan to be executed, usually paying for technical infrastructure.  This includes but does not limit to ad servers, business intelligence dashboards, data management platforms, and the like.

Thanks to lots of the innovation in the advertising technology sector, this line item on the media plan is growing.  A couple cents to this vendor.  A couple of cents to that vendor.  A dime here, and a dime there.  While any one point in the ad tech stack is fairly inconsequential to the entire media plan, when you add up all the items, it could amount to material dollars.  The dollars you attribute to non-working media are dollars that are not working to distribute your message or communications to the audience you think would be most receptive (or even moreso these days, an audience who wants to hear from you).

Technology has been bought by Madison Avenue virtually two ways in the past three to four decades.  It’s been purchased thru licenses and seats for many backoffice tasks such as billing (big winner here is Mediabank/MediaOcean, etc) and for front of house tasks such as access to research (Nielsen, SRDI, etc), ad serving and light analytics (Doubleclick, DG MediaMind, Facebook Atlas, Adobe Omniture, etc).  Much of this technology equates to 8-15% of a media plan, which if a marketer is investing $100MM in media, $8-15MM of that goes to fund the famous Lumascape.  Per a recent article about digital ad spending on AdExchanger, GroupM expects that Internet ad spending will reach $113.5B, which is about $9-$17B for infrastructure/advertising operations (per my calculations).

The question I’ve been asking many folks in our industry – both on the sell and buy side, is whether point solutions will win-out or full stacks will win-out?

I believe that the cost of a point-solution derived stack will prohibit them and over time, full advertising operations stacks will win out.  Not a fantastic analogy but when I buy a car, I go to Tesla to purchase a car, I don’t tend to build my own car from scratch and purchase each piece from a different vendor.  Economies of scale happen with a total stack from one vendor.  If this is the case, look for roll-ups by larger players like IBM, Oracle, Salesforce, Marketo and others.  These folks will look to strengthen their marketing offering with the acquisitions of point solutions.