Three of the stand-out keynotes from Online Media Marketing and Advertising East (OMMA) conference were from Rishad Tobaccowala (Denuo), Ross Levinsohn (FIM) and Beth Comstock (NBC). Video streams are available on the conference site.
How to Throw Out All Your Plans and Enjoy the Ride
Rishad Tobaccowala, CEO, Denuo
He's not the best speaker (stop trying the comedy, Rishad), but he is a very smart guy and has consistently had a good sense of where things are going. Denuo, by the way, is a new media strategy consulting initiative from Publicis.
You have to iterate to learn. There is absolutely no way to think your way to the future. You have to do your way to the future.
The section about porcupine APIs is pretty geeky but pretty good.
Then, this: And please, let's talk about people. What is this crap in today's world? Target audience: Am I meat to be hunted? 360 surround: Am I trapped? User-generated content: Since when did I become a heroin addict? Consumer: I create. I retransmit. I edit. I share. I am not defined by your stupid brand. It is about people.
Enjoy the Ride: 1 )Hard core accountability: Outcomes, not inputs. Return on objectives, not investment. Emphasizes the Net Promoter Score. 2) Improvise. 3) Marketing is being outsourced to people. Companies that facilitate that will win. 4) Be authentic.
So, the New Content Models Have Taken Over.
What Happens Next?
Ross Levinsohn, President, Fox Interactive Media
Uses Godfather quote to describe old media: "Still alive...we put six bullets in him and he's still alive!!" You have to wonder how many times he has given this speech, but it is still quite good. Says "MySpace" every 15 seconds. Lots of strong numbers. A few signs of revenue. A lot of big ideas and hopes for the future. If Rupert Murdoch can give up control anybody can give up control.
Creating Content that Stays Ahead of the Consumer:
Beth Comstock, President, Digital Media and Market Development, NBC Universal
Fairly lofty speech but well-worth watching if you have the time. As an opener, she was asked whether it is possible to stay ahead of the consumer when it comes to creating content, her answer was “No. Thankfully, no.” She discusses the importance of personalization within a social context and the rise of participatory content and media.
“For years, we’ve heard the saying ‘content is king’ ... I’m about sick of it, but we keep saying it. And the fact is when we say this what we traditionally meant was that 'content produced by big media is king.' Like it or not, we all know there’s been a revolution. Content may be still be king but the monarchy has been overthrown: This consumer-led republic is replacing the monarchy of major media.
I terms of big media's future (as opposed to user-generated content which she wants to call "small media"), she stresses building in experiential and interactive components from the start. She cites the Rise of Lifestyle Media from Price Waterhouse Coopers (PDF) as a reference point.
There is a connection between control and community: The more you are willing to give up the first, the easier it is to develop the second.
She sure can talk the talk. Can she get NBC to walk the walk?
It Ain't What it Used to Be
Chuck Porter, Chairman, Crispin Porter + Bogusky
Consider this bonus coverage ... If you want to watch one of the craziest ad guys in the business, this one is for you. And, just like most Madison Ave. presentations, he shows plenty of his agency's work. Yawn.
The concept of doing persuasive creative has not changed very much at all. Quotes Plato: There is no learning without emotion. We don't pay attention to big trends. Stay loose and back winners. Nobody knows. Mentions the VW Unpimp My Ride camaign, my favourite spots of the year.
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Thursday, September 28, 2006