Sunday
Feb202011

SOCIAL MEDIA ADVERTISING BUDGETS

 

 

by AANARAV SAREEN on FEBRUARY 7, 2011

Social Media

Advertising has come a long way. Something that was once a true luxury is now affordable, thanks to Google, Yahoo!, Bing and many others.

Small businesses can create an account at either of the fore mentioned sites and start creating highly targeted ads. And, it works.

A new addition to that category is social media advertising, the largest being Facebook. As a site with hundreds of millions of visitors that relies on personal information, it’s a good tool to measure brand loyalty and awareness.

However, when annual reports about advertising spend are made public, social media advocates are usually the first ones to say that big brands aren’t spending enough on these new platforms.

They’re wrong.

One of the reasons traditional advertising is expensive is because it’s exclusive. There’s a process to get an ad on TV or in print.

That process and barrier of entry doesn’t exist online. Facebook advertising can be as low as $0.05 CPM. TV advertising is at the very least 100 times more expensive.

Given the significant cost difference, there’s no reason for advertisers to spend the same amount of money. Allocating 50% of spend towards digital and 50% of spend towards analog is foolish and doesn’t accomplish any business goal.

Advertising is bigger than platforms. It’s about reaching the end user. And you reach a user with a combination of different mediums. Not by listening to a social media advocate.

Thursday
Sep232010

Digital Media for Retail in 2010

 

by Aanarav Sareen on September 14, 2010

Retail Store
Retail businesses have been around in varying forms for centuries. The premise behind a retail presence is simple — setup a (preferably convenient) location, allow people to visit, browse and purchase. Get more people to come in by using coupons, discounts or other incentives. However, the basic sales technique behind a retail location has been the same despite the changes and advancement in technology and media. Today, apart from using paper coupons, stores are simply using digital coupons. That is a good step forward, but very few retail stores are truly making use of technology to create a better environment for their customers.

For those in the retail business, here are some ideas:

  1. Digital Displays: Retail locations have limited space and therefore clothing stores only use a handful of mannequins to display their best (and often times, most expensive) products. Furthermore, every person is different physically. So, why should a potential customer purchase an item just by looking at a mannequin that doesn’t resemble their physical characteristics and/or taste. A solution for this to have tablet-like interactive displays that allow users to visually select and modify their body type as well as different types of apparel. Combining these together would result in a display that is far more personal and appealing to the end user.
  2. Email Receipts: Few companies have started doing over the past couple of years. However, why can’t more companies simply email you receipts from your store purchases? With the amount of paper and junk mail, it’s easier to categorize and archive emails than it is to locate a flimsy receipt.
  3. Convenience: Ever walk into a store only to find out that the product is out-of-stock? Retail stores could avoid (a lot of) frustrated customers by having them order a product from a store’s digital display and having it delivered for free. A few bookstores have implemented this practice, but a wider adoption would be beneficial.

The possibilities for engaging customers via digital media in a retail location are significant. However, very few companies try these techniques because of the investment required. While that’s understandable, these investments are going to get larger in size as time progresses.

Amazon Kindle 3 Review

 

by Aanarav Sareen on September 13, 2010

Kindle 3

I sold my Kindle 2 a while ago to purchase the iPad. I immediately regretted that decision as the Kindle 2 was most certainly the best e-reading device I had come across. While the iPad is a great product, it cannot be used for long term reading. The reflections and the weight of the product make it difficult to use for extended periods of time.

A few months ago, Amazon announced that they’d be releasing the Kindle 3 in two flavors — a WiFi version and a WiFi + 3G version. Starting at $139, I ordered the WiFi version as soon as it was available. Having used it intensively over the past 2 weeks (including an international trip to Australia), here are a few comments regarding the device:

  • Size: I’m not sure how Amazon managed to pull this off, but the Kindle 3 has the exact same screen as its predecessor, but the overall device is much smaller.
  • Speed: The page turns are much faster than prior versions. Often times, you aren’t even aware of the time delay between the pages.
  • Battery: I’ve only charged my Kindle once and after reading one book and using it almost daily for 2 weeks, there’s still more than 70% of the battery left.
  • Case: The Kindle 3 does not come with a case. I highly suggest picking up the case with a built in light. The light borrows power from the charged Kindle, but has very little overall impact.
  • Contrast: This is one of the biggest improvements with the Kindle 3 and the difference is apparent. The screen savers and the text is a lot sharper and crisper, delivering a better reading experience.

Compared to the iPad:

The Kindle 3 and the Apple iPad are in completely different categories. One is a book reader. The other is a computer. However, for reading books, the Kindle 3 is far superior. Furthermore, Amazon makes it easy to access the Kindle content across multiple devices via their iOS, BlackBerry and Android applications.

Digital Media and the e-Book Model

 

by Aanarav Sareen on August 30, 2010

Kindle 3
Consumers have various options when it comes to purchasing digital media. They can purchase content from iTunes, from the Zune Store or from Amazon.com. All of these options give users the ability to purchase video and audio at similar prices. However, Apple and Microsoft limit their content to their own devices, making it difficult for consumers to try other products. Apple has done this well and has done it for many years. They’ve created an ecosystem that works together. It’s simple to use and it scales effectively. You can purchase a movie from iTunes, view it on your iPod/iPhone and stream it to your TV via Apple TV.

On the other hand, Amazon has a completely different approach — they allow content purchased from their store to be distributed on many supported platforms. However, the experience is not easy or pleasant for casual consumers.

In order for digital media to succeed, content should be compatible with most advanced hardware platforms, regardless of the store it was purchased in. Online video has a long way to go and it is getting challenging to find content that works with certain hardware lock ins.



Wednesday
Sep152010

FAITH MAKES IT ALL POSSIBLE AT THE NET

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 Over 30 years ago, there was quite an audacious dream that resonated out of a lovely Brooklyn hamlet.  The hope was to produce quality programming that was engaging and helped bring the Catholic faith to the masses daily/24 hours a day.
Led by a dedicated team this dream has exceeded all expectations.
What started out as the Prayer Channel airing mostly acquired programs like the critically acclaimed, CHRISTOPHER CLOSEUP and the classic DAVEY and GOLIATH has exploded on the scene as The Net.
While Pastoral Communications and The Prayer Channel was the brainchild of Monsignor Michael Dempsey, The Net has been in the works for several years thanks to the efforts of a 16-year employee, Christopher Quinn.
Quinn's career rise has been meteoric. From his humble beginnings as a part-time production assistant to the Director of Programming to his current role as General Manager, Quinn has taken the network to the top with him.
During the recession, Quinn was able to have the original offices and studio completely rebuilt with state of the art equipment and a faith inherited from the networks meager start.
Jon Kelley, a driving force for the Prayer Channel and Pastoral Communications was a spirited, talented and unflappable soul.
There was rarely enough money for regular productions like BIBLE QUIZ(Hosted by CURRENTS Director,Cedric Chin), THE TABLET WEEK IN REVIEW or specials like THE EYEWITNESS, but Kelley made it work by bartering or using his own bare hands to build the sets.
He was very helpful until his dying day to all who would listen.  In fact he was instrumental in bringing me back to my TV roots as a free-lance producer role shortly before his passing. 
 Quinn has stated, "In many ways he shaped The Net".  Quinn also went on to say how Jon gave you a pat on the back, but also knew when to kick you in the pants.
 
Gina DeSalvo-Krainchich was a young producer and skilled director for The Prayer Channel and called Kelley her "mentor".  It is not surprising that like Quinn, she has had a fine 25 year career with Trans Video Communications and is the current Director of Operations.
Kevin Cianciulli, is the networks cracker-jack engineer who like DeSalvo-Krainchich has enjoyed a long and respected run with the non-for-profit diocesan run network. He is generous to a fault and like veteran co-workers, Robert Taylor(School Services), Johnny Fidalio(Tape Ops) he had a close relationship with Kelley.
Cedric Chin, the humble and talented Director of CURRENTS, was most affected by the loss of Kelley.  It is no wonder as Kelley took Chin under his wing from day one and always saw his limitless potential.
The station produces over a dozen regular programs and is the only Catholic network with a nightly news and magazine program.
CURRENTS is run by Deacon Greg Kandra who was a superb writer with CBS Radio and Television earning awards for his crisp thought-provoking style. He is also the Deacon at the magnificent Our Lady Queen of Martyrs Parish in Forest Hills, Queens where his sermons are poignant and inspiring.  He also pens the very popular blog, FROM THE DEACON'S BENCH on Beliefnet.
Shuy-Fy Pongnon is the second in command as the Assistant News Director and she runs a tight ship to ensure all segments and show elements are accomplished efficiently.
Christopher Iasiello is the staff writer who made his bones as a radio news scribe.  He also contributes much to the NetNY.Net web site which provides video streaming off all programs so that the Net's reach is of global proportions.
The on-air team is also an eclectic team made up of Harvard Grad, and news veteran Francesca Maxime', a versatile southern singer and actor in Matt McClure, energetic and always curious and fine reporter Nathalia Ortiz and the irreverent "Catholic Guy", Lino Rulli.  Producer Blaine Hicklin provides a creative eye as the main cameraman/producer/editor for the show.
CURRENTS isn't the only program making waves on the New Evangelization Television network.  MYSTERIES OF THE CHURCH was recently nominated for an Emmy and The First annual Faith Film Festival is less than three weeks away, seats are limited so make sure to order you tickets before they run out!  
There is also historic coverage beginning tomorrow that one can view on cable or on their computer if they live outside the NYC area.  The following was from the Net's current Media Release:
"History is in the making when Pope Benedict XVI visits England (Sept 16-19) and New Evangelization Television (NET) will be there to provide a perspective you just won’t see anywhere else.
Only on NET can viewers receive not only the political and social aspects of the visit but also the spiritual realities, which are often forgotten in commercial coverage.  We’re also pleased to announce that many distinguished clergy and guests will be participating in the commentary to provide coverage that is not only unique but also from the point of view of the Church in and around the world."
During my initial tenure with The Prayer Channel, the budget was so tight that I was not only a cameraman/stagemanager, but I did the make-up as well.  My tools were simple, foundation, powder, disposable sponges and a hefty bag with a hole in it to protect the Priest's vestments.  The late Bishop Mugavero(Mugsy) chuckled when I first "took off his shine".
There once was a successful cigarette campaign which extolled,
"You've come a long way baby."  The same could be said for The Net with one exception, The Net is healthy and very good for you.
 
-
Joe Appio
  

 

Wednesday
Aug252010

Google TV and Cable Boxes

 

by Aanarav Sareen on August 24, 2010


Ever since the Google TV announcement a few months ago, I’ve struggled to see how the upcoming device would make a lasting impact in the living room. Any modern living room already has too many set-top boxes, making the digital entertainment experience cumbersome at best.

Today, media connected households have the following boxes: a cable TV box, a DVR box, a gaming console and a DVD player. With 4 boxes, there isn’t room for any more. That leaves theGoogle TV, the upcoming Boxee Box and the rumored iTV at a significant disadvantage. People don’t value content enough to have 7 boxes, remotes and connections in their living room.

Here’s my suggestion for Google TV — integrate with cable boxes. This could be a software integration or a hardware integration. But, there has to be a way to access the Google TV “service” from a hardware device that is already pre-installed in a living room.

Otherwise, it’ll be difficult to convince users that the service or hardware is worth the price of admission.

Top Requests for Android 3.0

 

by Aanarav Sareen on August 23, 2010

Android
I purchased the Google Phone (aka: Nexus One) the first day it was available and have effectively been an Android user for almost 8 months. During that time, I’ve used the phone for email, web, trading stocks, IM, photos and gaming. Having used all versions of the iPhone (until 3Gs) and most versions of the recent BlackBerry till the BlackBerry Bold, there are certain things that I like about the Android platforms and certain things that I dislike about it. Here are the top features I’d like to see for Android 3.0:

  1. Release cycles: By making the Android OS available to cell phone manufacturers all over the world, Google has considerably fragmented the Android mobile market. There are too many models with varying feature sets and functionality. Every month, a new Android phone is available that is either worse or better than the prior one. There is no consistency. Google really needs to find a way to co-ordinate the release cycles or at least implement some policies regarding core feature sets.
  2. Stability: Over the past 3 years, I’ve used Apple and BlackBerry mobile devices. All of these devices have been extremely stable. That is not the case with the Nexus One. The stability of the device is terrible when compared to the iPhone and BlackBerry.
  3. App Market: The Android app market is a mess. It is incoherent and good apps are hard to find. Google really should simplify the mobile app market and make it easier to better discover applications.
  4. User Experience: For those who aren’t aware, nearly every Android phone has a different user experience. While this is good to a certain extent, it is also extremely frustrating for the general consumer. A vast majority of the user experience has to be streamlined and similar across different Android phones.
  5. Media capabilities: While the Android phones do have the ability to play music and videos, the functionality used by the device is ancient. You store content on an a card, plug that card into the phone and then access media. This is rudimentary and has to be unified. The one reason Apple succeeds with its mobile offerings is because the iTunes and iPod ecosystem are always synchronized.
  6. Technical support: Just like any other smartphone, Android phones aren’t cheap. When you purchase them without a contract, they’re priced at more than $500 (US). For this price, there needs to be a dedicated customer and technical support center that is more capable than the service provider.

I realize that the recommendations in this post are operational suggestions rather than software enhancements. However, once these items are improved, the Android platform becomes far more valuable than any mobile offering available.

HBO on the iPad

 

by Aanarav Sareen on August 20, 2010

HBO Go

Given the high demand of the iPad, it is sufficient to say that the device has been a success in its first year. Companies from across the media and entertainment spectrum have created applications or sites for the platform. These include the Netflix iPad application, the ABC Player, and a host of newspaper and magazine applications.

In a recent interview with Bloomberg, the company mentioned that customers will be able to access HBO on their iPads.

In six months, HBO Go will be available to the channel’s paying subscribers at no additional cost through all major cable systems, on Apple Inc.’s iPad, on mobile devices and elsewhere, Kessler said.

This doesn’t come as a surprise. HBO has been slowly expanding its distribution opportunities. A few months ago, it released www.hbogo.com in pilot mode. Access to the site is limited to subscribers from Comcast and Verizon FiOS only.

While the details of the mobile application are currently unknown, it will be interesting to see if HBO releases a separate pricing structure for mobile/digital only subscribers.



Thursday
Aug122010

Digital Media Podcast – 17 – Net Neutrality

 

by Aanarav Sareen on August 11, 2010

Digital Media Podcast

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In this episode of the Digital Media Podcast, Aanarav Sareen and Tim Gilmour from Dualform Studio discuss the importance of net neutrality as well as the Google / Verizon statement.

Subscribe | Download MP3 | Podcast Page

Media Loyalty Programs

 

by Aanarav Sareen on August 11, 2010

Loyalty

As someone who likes to travel, I’ve discovered the advantages of being a loyal traveler. Airlines and hotels reward loyal customers for their business. There are different tiers based on the amount of travel. A few of them include unlimited domestic upgrades, free bags, priority access, etc.

Similar loyalty programs should be adopted by media companies as well. Currently, very few media companies know about their “top tier” customers. In this case, media companies include audio, video (TV and movies), books and anyone who publishes content. Just like with every commercial entity, there are some customers who purchase more than others. Similarly, many of these customers bring in more revenue than dozens of one-time customers combined.

Loyalty programs for media companies will serve a few different purposes:

  • Knowledge of top-tier customers.
  • Knowledge of customers.

Currently, most media companies deal in the “millions of viewers.” They get audience statistics from 3rd party companies. These statistics don’t have any information about the actual customer. No name, no contact information and no geographical location. Implementing a loyalty system would solve this.

Here’s how it should work:

  1. User creates an account on media property’s site.
  2. User purchases content from media property and the purchase is automatically credited to a user account.
  3. User purchases content from distributor and enters in serial number on the media property’s site and receives credit.

This is not going to be an easy implementation. However, the rewards and results could be tremendous, especially in an age where customers can no longer be anonymous.

Importance of Net Neutrality

 

by Aanarav Sareen on August 10, 2010

Google
For the past week, there has been a considerable amount of buzz regarding Google/Verizon and Net Neutrality. Both companies have published public statements regarding their stance on net neutrality. We’ll discuss the specific situation tomorrow on the Digital Media Podcast. However, before we get to the specifics, it is important to understand the basics of net neutrality and why it is important.

Here’s how net neutrality is described on Wikipedia:

Network neutrality (also net neutrality, Internet neutrality) is a principle proposed for user access networks participating in the Internet that advocates no restrictions by Internet Service Providers and governments on content, sites, platforms, on the kinds of equipment that may be attached, and no restrictions on the modes of communication allowed.

Simple terms: Net neutrality means that all data will be treated equally. For example — if you drive car X and your neighbor drives car Y on the same highway, you cannot pay the government more money to go faster on the same road.

The same applies to data on the Internet. ISPs and other controlling entities cannot restrict access to content A because they produce content B. That’s unfair.

Net neutrality isn’t a major issue at this moment, but it is an important one to discuss now so that those that can influence such policies don’t implement disruptive policies. This is especially important for independent content creators.