Topics: Google

Surviving Media Disruption At AlwaysOn: Will There Be A Calm After The Storm?

Posted by Stephen Wellman, Jan 30, 2007 06:30 PM

Yesterday, I was at the opening session of the AlwaysOn NYC Media Event. Many of the media industry's top congenscenti were on hand to discuss, debate, spin, and relentlessly pitch the future of all online media. All of the bloggers present (like yours truly) were sectioned off into a tiny space in the middle of the floor called the "Blogger Bullpen" while media business types waltzed by, staring at us like penguins in a zoo.

AlwaysOn's Tony Perkins took the stage and immediately made it clear to the standing-room only crowd that his job in NYC was to scare all the attendees. Tony talked user generated content and the dynamics of the instant messaging generation, pointing out that the old advertising and marketing rules were dead.

Tony and Bill Cleary also ran through a series of amusing blogcam interviews, some at the World Economic Forum at Davos and others on the streets of San Francisco.

During their presentation, Tony and Bill hyped user generated content and hyped user generated content. Did I mention that user generated content is officially hot?

Sure, sure, we've heard all this before. What's new?

Three big themes emerged last night. The first is that Web marketing is evolving, yet again, this time thanks to video. More importantly the advertising industry is finally admitting that there are no industry standards for how to benchmark the success of online video ads. The industry also has no real idea of what "success" will look like for Web video ads.

The second theme was that you can't beat Google at its own game. The way to try to beat Google is through audience, specifically audience behavior. Again, there was no consensus about how behavior can do this, or what behavioral analytics should look like.

The third theme from last night was that everyone wants user generated buzz for their products. However, no one seem to have any idea how to really create it.

« Outsourcing Reaches Its Tipping Point | Main | The Most Unusual Person In Second Life »

This is a public forum. United Business Media and its affiliates are not responsible for and do not control what is posted herein. United Business Media makes no warranties or guarantees concerning any advice dispensed by its staff members or readers.

Community standards in this comment area do not permit hate language, excessive profanity, or other patently offensive language. Please be aware that all information posted to this comment area becomes the property of United Business Media LLC and may be edited and republished in print or electronic format as outlined in United Business Media's Terms of Service.

Important Note: This comment area is NOT intended for commercial messages or solicitations of business.