Sunday, September 28, 2014

Advertising Week 2014: Technology rules

The ad world is revving up for Advertising Week 2014. The official promotion and media coverage, in the week before, focuses relentlessly on the tech / digital issues.  One does (at least a little) wonder if anybody is going to pay attention to "content." All those new digital channels have to distribute something, after all. We look forward to discussions about what will be the effective content for the new varieties of digital media.  (After all, just because you CAN deliver content, doesn't mean it sells anything.)

The Wall Street Journal (posting Sunday afternoon, Sept 28) foresees Advertising Week 2014 to provide a vision for how digital media will increasingly dominate the ad spend: "Digital Media to Take Center Stage at Advertising Week." The Journal expects the news (and the chatter) to focus on the technology of distribution rather than the power of brand: "Talk at the swanky cocktail parties is likely to revolve around things that didn't even exist a decade ago, from BuzzFeed and Instagram to programmatic ad buying and marketing cloud. The chatter over canapes will entail an alphabet soup of new marketing jargon such as DSP, SSP, DMP and RTB. . . . It is a far cry from the first Advertising Week, 11 years ago, when much of the talk among ad executives was whether the prize for fan-favorite ad icon would go to Tony the Tiger or the M&M characters."

The New York Times (also posting on Sunday afternoon, Sept 28) sees Advertising Week 2014 to offer a referendum on the future of television: "Advertising Week 2014: Exploring the Future of Television.".  The Times' perspective is consistent with the WSJ, but provides a view of the continuum from the recent past to the uncertain future -- as consumers evolve in their screen-behaviors -- away from TV (some of the time, for some consumers): "A debate that is likely to generate heat, if not light, is whether rapid, large increases in digital ad spending by marketers,prompted by shifts in how viewers watch video, mean a concomitant decline in spending for commercial time on traditional television." . . . According to the 2014 Ipsos Affluent Survey USA, the use of digital media is growing strongly among affluent Americans but not at the expense of traditional media like television. 'Digital media is supplementing, not supplanting,' Stephen Kraus, chief insights officers for the Audience Measurement Group of Ipsos MediaCT said."

The following is an excerpt from the Advertising Week / Stillwell Partners media release issued September 23:

"Extended thought leadership content tracks dig deep into industry hot buttons including: Programmatic, Mobile, Data, Video, Innovation, Local, Health, Fitness & Wearables, Retail Innovation, Sports, Native Ads, Cross-Screen and Social Influence. The Advertising Week Experience (AWE) also returns featuring nearly 100 start-ups that represent the front lines of technological innovation, which is re-shaping the industry, in real time.

"Additional highlights:
  • Grand Central Terminal hosts the Opening Gala, in partnership with Amazon Media Group
  • The Wall Street Journal launches Disruption, a new evening event
  • Fortune stages a special edition of Brainstorm TECH
  • Randall Rothenberg leads IAB's annual MIXX Conference
  • CMOs and CEOs take center stage throughout The Week along with a "State of the Industry" series featuring more than a dozen major trade associations
  • The Pandora Battle of the Ad Bands returns to the Highline Ballroom
  • Rovio's Angry Birds Transformers Party, returns to Arena
"New and returning corporate and media partners for Advertising Week 2014 include: AARP, Acxiom, Adara, Adobe, Amazon Media Group, Amobee, AOL, AT&T AdWorks, BuzzFeed, Centaur, Exponential, Facebook, Fast Company, Fortune, Getty Images, Google, Keek, LinkedIn, Marketo, Mashable, Mediaocean, Microsoft, Millennial Media, MLB Advanced Media, NBCUniversal, NCC Media, New York Market Radio, The New York Times, Nielsen, OpenX, Pandora, Precision Marketing Insights from Verizon, Purch, PwC, RadiumOne, Rovio, Rubicon Project, Tasting Table, The Wall Street Journal, The Weather Channel, true[X], Turn, Quiver, Univision, USA Today, WebMD, Yahoo, yp, and many more."

Other developments to watch for:

"Will Facebook Announce New Atlas Advertising Platform at Advertising Week 2014?"

The Yellow Pages will "take over" Grand Central Terminal.

The Drum will try to shock you.  (Anybody out there still shock-able?)

Thursday, September 25, 2014

Wiki coping

Public relations practitioners often face the conundrum (frustration) of a client's / organization's Wikipedia entry being wrong or damaging. Prof. Marcia DiStasio at Penn State has been involved for the past few years in a number of initiatives to empower PR professionals responsibly to participate in the wiki ecosystem.

This post at the Institute for Public Relations site provides links through to useful, specific guidelines and insights.

PR research coming of age

September 15 - 19, 2014 was the observance of the first global public relations Measurement Week. The initiative was led by the London-based AMEC (International Association for the Measurement and Evaluation of Communication), the U.S.-based Institute for Public Relations, a number of the leading research services providers  (BurrellesLuce, Cision, Gorkana, Kantar, PRIME, and Vocus), and a handful of the global PR agencies, and it was the culmination of nearly a decade of the efforts of the public relations industry to grapple with the demands for better analytics in media and marketing services.

The PR industry -- like advertising and the news and entertainment media -- has faced enormous challenges to its business model in the face of the impact of digital technologies. Yet PR had always stood apart -- or trailed behind? -- other marketing and media sectors in demonstrating its impact. The PR profession often justified its contributions with vague concepts such as "buzz," "impressions," "advertising value equivalency," and "reputation." As inadequate as the standard metrics had been for advertising and media, PR offered nothing comparable for consistency.

The challenge from large corporations' procurement departments for an industry standards for marketing communications services return on investment (ROI) metrics, especially after the 2008 recession, coalesced with inklings about the potential to link communications acts to transactions, transparently, with new digital media.

The September 2014 Measurement Week is a strong indication of how far the PR industry has come to meet these challenges in two dimensions: 1) providing the analytics that business demands at the same time as 2) creating consensus with the global PR industry around methods, terminology, and standards.

The third edition of the Dictionary for PR Measurement and Research, published by the Institute for Public Relations, and edited by Prof. Don Stacks at the University of Miami and Prof. Shannon Bowen at the University of South Carolina, is now widely accepted as the authority on PR research  terminology definitions.

AMEC has rallied consensus among corporations, research services providers, and PR agencies in a number of initiatives, most notably its campaign against "advertising value equivalency," first aggressively asserted in the 2010 Barcelona Declaration of Measurement Principles.

In the past three years, a coalition of communications associations has undertaken aggressive efforts to articulate standards and best practices for monitoring and analytics of both traditional and new digital media communications. The Coalition for PR Research Standards has the active participation and endorsement of the Council of Public Relations Firms, the Global Alliance for Public Relations and Communication Management, the Institute for Public RelationsAMEC, and the Public Relations Society of America.  Simultaneously, an overlapping group was formed, The Social Media Measurement Conclave, which has met and articulated new industry standards for social media measurement methodologies -- with the hearty endorsement from opinion-leading corporations such as Southwest Airlines, Ford Motor Company, General Motors, Cisco, McDonalds, and Thompson Reuters.

Finally, The Institute of Public Relations has created a new PR Research Standards Center dedicated to sustaining industry consensus and providing content and initiatives to support PR education (both academic and professional) related to the newly articulated standards.