OTOinsights

Google moving from CPC to CPA?

This is my go to guy for telecom industry news.  He actually just quit his job as a lead editor for Business 2.0 to blog professionally, and got $10 MM to do it.  But this article is pretty interesting.  I’ve signed up for it and it’s pretty cool.  The proposition is great for Google and advertisers, but they need consumers to sign up.  They won’t get Amazon and EBay to sign on because of pay-pal, but if they can get some major .com’s on board it could take off.  Search marketing from a CPA basis could be interesting.
http://gigaom.com/2006/06/29/why-google-is-doing-checkouts/

Digital Marketing Series: The Future of TV

Event Type		One to One Interactive | Massachusetts Innovation & Technology Exchange (MITX) Event
Dates		July 11, 2006
Times		8:00am - 10:00am
Location		Kirkpatrick & Lockhart Nicholson Graham LLP, State Street Financial Center, One Lincoln Street
Event Sponsor		One To One Interactive
Description		Moderator: David Weinberger, Fellow, Harvard Berkman Center for Internet and Society Panelists to Date: Adam Berrey, VP, Marketing and Strategy, Brightcove Chet Kanojia, Chairman and CTO, Navic Networks Peter Kim, Senior Analyst, Forrester Research The landscape for delivering video broadcast entertainment is changing dramatically.  Digital technologies are liberating the content from the TV set and pushing them to web browsers and mobile devices.  In the meantime, HDTVs, VOD, and DVRs are playing significant roles in massively altering the ways in which consumers are viewing traditional TV content.  This panel will explore this next phase shift in video entertainment and debate whom the winners and losers may be when all the dust settles. Discussion will include: - Trends and challenges we can expect in television - Up and coming applications and business models - The impact of new technologies on the future of television

Click here to Register

Machinima Commercials

MIT Advertising Lab and Futurelab's Blog highlight some interesting early attempts at Machinima Commercials.  For those unfamiliar with Machinima, Wikipedia defines the production technique as:

"rendering of computer-generated imagery (CGI) using low-end 3D engines, as opposed to high-end and complex 3D engines used by professionals. Engines from first person shooter video games are typically used."

Consumers, armed with nothing more then a massively multiplayer game or 3D virtual world environment (such as World of Warcraft  or Second Life) are producing their own 30-60 second commercials and posting them on the likes of YouTube or Google Video.

MIT Advertising Lab and Futurelab Blog highlight the following examples:

• Beautiful (pictured above, a must-see), The Motel, and Video Camping for Nylon camera in Second Life (more info).
• An entry for Converse Gallery made in World of Warcraft.
• A spoof of the Bravia spot done in Battlefield 2 and a piece of MasterCard's "Priceless" theme in Halo.

Fifth Study of the Internet by the Digital Future Project

The Fifth Study of the Internet by the Digital Future Project was recently published by the USC Annenberg Center for the Digital Future. Major findings include overall Internet use continues to increase; e-mail reigns as most popular online activity; broadband reaches highest level for online access.

You may download a free 19 page overview of the study in PDF format here.  Those interested in getting a copy of the full report providing detailed comparisons and trends as well as analysis of current developments can purchase the complete report by following this link. 

One to One Interactive to Particpate in Red Herring East 2006 Conference

One to One Interactive has been invited to participate in the Red Herring East Conference at the Charles Hotel in Cambridge, MA (June 26-28 2006).  I will be speaking on a round-table panel titled "Technology Marketing: Challenging the "Old Way" of Doing Business". It is scheduled to take place on Tuesday, June 27th from 11:45am-12:30pm.  Hope to see you there!

Jeremi Karnell-President, One to One Interactive

Advertising 2.0

   Karl Long, at Futurelab's Blog, has found a nicely presented white whitepaper called Advertising 2.0.  Authored by Paul Beelen, a Spanish language blogger,  the paper covers the democratization of media, mobile technologies, RSS, Word of Mouth, contextual advertising, and blogs.

Jeremi Karnell-President, One to One Interactive

Web 2.0 = New Innovations?

Bryan Alexander, Research Director for the National Institute for Technology and Liberal Educations, wrote a hefty article analyzing the rising stars of the Web 2.0 world, along with a broad view of 2.0 in general.  Take specific note of his comments about Microsoft, Yahoo, and Google's efforts. 

Graphing Blogs and Social Nets

Guillaume du Gardier, via his blog PR Thoughts, highlights some visual tools that allow one to map/graph a blogger or social network connections.  One to One uses TouchGraph a great deal when researching Mavens and Connectors on behalf of word of mouth initiatives for our clients.

Jeremi Karnell-President, One to One Interactive

One to One Interactive Press Links (April | May 2006)

• One to One Interactive Ranked as a Top 50 National Interactive Ad Agency by Ad Age

• One to One Interactive Named Finalist for 2006 American Business Awards

• One to One Interactive Names Ralph R. Shaw and Steve Humphrey as Board Members

• One to One Interactive Awarded Silver at the DTC National Advertising Awards

• One to One Interactive Names Gayatri Bhalla Group Director, Life Sciences Division

• One to One Interactive Names Richard A. Jacobsen as Board Member

• One to One Interactive Ranked as Top 20 New England Ad Agency by Boston Business Journal