ktoddstorch @ business thoughts

Being Digital

Getting stuck in the Atlanta airport for a few hours gives me some time to pay attention to my blog...

A lot of my thought process (and a lot of my client's) has to do with building a digital strategy.  What caught my attention was an article on Internet News entitled "Is There Money in MySpace?".

As most of you know, News Corp paid over $500M for MySpace and of course, they want to recoup their investment...fast.

Read this article and see the challenges they are facing with monetizing one of the fastest growing websites out there (as well as the largest memberships).  They are NOT intending on making back their money on selling banner ads...

As Tom Parish has been saying, 'it is a wonderful time to experiment'.  The tactics are very interesting and keep your eyes on the strategies, because they will continue to expand/contract/change.

[read]

Google Ups the Ante...ROI solutions

In the world of Internet advertising, accountability and results measurement is what has so many interested in shifting dollars from "Old Media".

Google has upped the ante with their 'Cost Per Action' AdSense pricing model.  Whether this is in response to click fraud or a genuine interest in providing a ROI solution, it should get your attention.

From the AdAge article:

Google yesterday revealed details of its test with unnamed advertisers. "We are currently testing a cost per action pricing model to give advertisers more flexibility and provide publishers another way to earn revenue through AdSense," The online giant said in a release. "We're pleased with how the test is progressing."

[read] via AdAge

Advertising outside of airplanes

As you know, I've been traveling quite a bit with my new job.  Flying, being in airports, pulling around luggage and the scheduling of flights is just something I enjoy.  Don't know why; I just do.

Leaving D/FW last week made me wonder about all of those buildings that surround the airport.  Why haven't they sold the roof tops to advertisers?

Think about it...

• there is plenty of space within a few miles of the airport for a message
• how many millions fly in and out of major airports each year?

Could there be a business model for an aggregator that could "lease" up the roof tops surrounding major airports and sell this to advertisers? 

I know my brother's church (one of the fastest growing in the country) has their website on top of their building to attract web traffic.

Anyone know of this going on in your city?

Google Changes Everything for Radio

File this one under "why didn't I finish and post it"?  I saved this draft on 12/31/05 at 7:12am.

I'm sure you have to have heard about Google's acquisition of dMarc Broadcasting on 1/17/06.  I truly believe that this is just the start of even more changes in the broadcasting industry.  Be prepared for big, organizational and operational changes.  I purposely left the post unfinished so you could see where I left off...shame on me!

**original draft post below

I believe that Google is one of the biggest threats/opportunities to/for Radio.  Google is keen.  Google is local.  Google is global.  Google is omnipresent.

Ok, what the heck am I talking about?

Google can provide a way to:
1)  cut costs drastically
2)  market/advertise a station very inexpensively

There are many directions and thoughts that I can go on this post, but I'm going to limit it to just a few thoughts.  Let me start from #1 above.

Cut costs drastically
Now, this is a threat to those that work in radio (like me!), but a huge opportunity for a radio station and company.

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tags:  google | dMarc

International Word of Mouth Conference

I was asked to speak at the 1. International Word-of-Mouth Conference in Hamburg, Germany this October 6th and 7th.

Unfortunately, due to my current schedule, I won't be able to attend.  This conference is put on by Brand Science Institute.

Be sure to check out the very cool companies and panels on the schedule. 

Anyone out there going to be blogging and podcasting from the conference?  Please email me or leave a comment.

[link]

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tags:  word of mouth | brand science institute | international word of mouth conference

Adidas buys Reebok to compete

#2 and #3 team up to beat #1, Nike.

Most interesting point to me in this announcement is the Lifestyle vs. Sports section.  Adidas needs Reebok for their lifestyle brands.

Nike has mastered lifestyle marketing...

I guess Adidas with now have to Just Do It....

Sorry, it was just too easy to throw that in...

[link] via

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tags:  nike | adidas | reebok

SMS and Product Placement Advertising

Tuesday, I had two "new" ways that I received an ad.  A SMS test message ad and a very subtle product placement ad.

Around 5pm on Tuesday I received a SMS from mailbox "60062005".  The message read:

Cingular Free Msg:  Only 8 Idol finalist remain!  They sing tonight at 8pm/7C on FOX.  Text your votes & decide who stays or goes!  To end Idol msgs reply stop.

The exact same SMS came to my phone at 655pm as well.  Very good job of trying to set an appointment with me to watch the show.  No need though...we pick it up on TiVo, because Tara and Taylor love to watch it together after Taylor finishes her homework!

Speaking of TiVo, Tara and I love watching 24.  It's probably our favorite show we watch.  During a scene where Jack Bauer is on his cell phone, trying to help an innocent couple from terrorists, he gives out his cell phone number to them.

When he read out the phone number, I hit pause and looked at Tara and said 'they didn't use the normal 555 phone number' (you know how TV and movies always uses the fake 555 prefix when saying phone numbers...).

I immediately picked up my cell phone and dialed the number (go ahead and try dialing 310 597-3781):

The Nextel mailbox for 24 is full.  Thank you for calling.  Please try again later.

I guess if I had been watching the show live on a Monday and called I would of gotten a better message from Nextel, but alas, the mailbox was full.  Very cool way to promote Nextel!

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tags: american idol | 24 | nextel | sms | product placement