28

Sep

Media events this October

Can’t believe it’s that time again…

Here, for your information, is a selection of key media sector events on the Braben radar this October.  As you will see, the awards season is upon us.  As always, for a full list or to talk about a specific event here in more detail, drop me a line.

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23

Sep

10 nuggets from Sports Marketing 360

I’ve spent an incredibly inspiring day at the Sports Marketing 360 event, hosted by Sport Business, along with 200+ professionals from the sports marketing sector.

I’ve listed 10 nuggets below – issues, observations, anecdotes, interesting views – to give you a flavour of the day.

  1. The next 48 months offers huge potential for sports marketing and sport has an important role in pulling the country out of the recession.
  2. Manchester United is said to have 300 million fans, the same as Disney.  Disney monetises every single one of those fans in many different ways – film, DVD, TV, merchandise.  Manchester United doesn’t yet.   So do the Red Devils have a successful business model?
  3. FIFA has a much higher profile than the IOC with the youth market.  Why?  Because of the videogame, not the sport itself.
  4. Advice to all sports rights holders: Don’t sell rights, create benefits for your sponsors.
  5. More advice to sports rights holders: Remember, brands have a powerful role to play in marketing the sport for you.
  6. A view from a sports rights holder: Sponsorship is about a true partnership – offer unique content, unique opportunities for fans.
  7. In defence of sponsorship:  There has been much debate this year focusing on the credit crunch, banks and corporate sponsorship which has led to the defence of sponsorship as a valued marketing medium.  Does more need to be done?
  8. Advice from an Olympian to potential sponsors: understand (and enjoy) the sport, don’t lose faith in an athlete’s performance, training comes first and remember – activate the sponsorship
  9. More advice from an Olympian: sponsorship is evolving and it is a platform for doing something good
  10. 10.  It’s not just brands that benefit.  The global nature of sport has seen cities and countries using it to promote themselves on a global scale – Dubai, London, China – this will continue.

For background info and fuller coverage of the event, visit www.sportbusiness.com and http://www.sportsmarketing360.com.

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22

Sep

Update from ad:tech London 09

Fascinating afternoon at ad:tech London 09 at Olympia.  The exhibition was buzzing, with many different businesses on show backed by a presence from trade bodies including the IAB and the DMA.  The room was full with promises of exciting new technologies delivering insight, research, targeting, search, ad networks, direct response, video marketing integration… if it was digital marketing, it was probably on show!

Next door in the conference, it was quieter, more considered. Four separate streams running throughout the day across a broad range of subjects.  We had two clients speaking in different events.  In one event I attended – The Social Networking Power Panel – execs from iVillage, Bebo, Wayn.com and BT TradeSpace interacted with the floor answering good old-fashioned questions pitched by mic alongside comments and questions posted from attendees using Twitter.  The use of the technology was interesting but at times, I felt, a distraction from the speakers.

For further info on the event (it’s on tomorrow – Wednesday), hop on at http://www.ad-tech.com/london

A final thought… One question today in particular intrigued me.  A business owner said that they had tried PR and events and now wanted to use Social Media to build their business.  Nobody on the panel expressed the view that PR is central to a Social Media strategy; that Social Media is another powerful channel for the business to engage and build relations with its public(s).  I’m left tonight with the view there is a continued responsibility to educate businesses of the role PR has to play in the online world, as effective as the role it plays in the offline world.

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15

Sep

A view on IBC 2009

So IBC 2009 finishes today.  A media broadcasting and technology event with 45,457 attendees and over 1,200 exhibitors showcasing everything you could imagine in terms of software and hardware in this sector.  It took two days for us to get round the 12 halls of exhibitors…

3D was a big feature, as was touch-screen technology on screens 7ft high and 15ft wide, coupled with fantastic demonstrations of ways in which news and sports content will be delivered in homes and on mobile devices in the future.

All the big brands were present (with the notable exception of Sony) and there was much debate about which partner in the delivery chain ‘owns’ the consumer information.  Interestingly the missing partner in this delivery chain was the content creator and more than one person I spoke with observed that events like Mipcom and IBC need to come together as the media industry converges.

For more views on IBC, check out Jon Try’s blog on the Broadcast site:

http://www.broadcastnow.co.uk/technology/ibc-2009-quieter-but-more-productive/5005712.article

Next stop, Ad Tech and Sports Marketing 360 next week!

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09

Sep

New Business Models For Media

I’m heading off to IBC 2009 in Amsterdam early Friday am and looking forward to seeing what the latest offerings are in media technology, specifically content management, creation and delivery.  One of the keynote speakers is Saul Berman from IBM who will be tackling the question challenging many media owners right now… how to make money out of the new business models being enabled by digital developments.

The following is a section lifted from his pre-speech build-up:

The distinctions between advertising and marketing have blurred, as new forms of communication combine the ROI-characteristics of direct marketing with the brand characteristics of traditional advertising. Advertising supported revenue models have had mixed and unexpected results, while advanced advertising is still waiting for the right technology to be deployed.

With digital consumers increasingly in control of their media experience and advertisers shifting their spending to more interactive, measurable formats, companies must move beyond traditional advertising to combine granularity of targeting and measurement with cross-platform integration. The one-size-fits-all pricing models no longer hold in what is an increasingly segmented market.

Everybody talks about the music industry being severely impacted by the rapid changes to its revenue structure. But if you look at the broader value chain, it’s not that value was lost from the industry, more that value was gained by different people – and, importantly, not by traditional music companies.

Long before the dawn of the new media age, the Stones – like many others – couldn’t possibly have envisaged the seismic power shift in favour of the individual. And as the music industry has since shown, the right business model for digital media won’t necessarily come through the traditional channels. “The value,” as Berman concludes, “may come from a different area entirely”.

It will be interesting to experience first-hand how these different areas are about to be opened up by the world’s leading media technology companies…

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02

Sep

The ‘To Pay For Or Not To Pay For’ Experiment Begins

The topic of how to get people to pay for online content is sure to be a hot one in 2010, driven principally by News International.  Today, a US newspaper has kicked off its own experiment.

Thanks to the Media Guardian site for the following text –

The Post-Gazette, known locally simply as the PG, is the largest Pittsburgh newspaper, providing readers through its circulation of about 209,000 daily with the usual menu of local and national news, sports and features. It has for many years been in financial difficulties, and has come close to being put up for sale.  The new charging scheme has been branded PG+, and attempts to attract paying readers to its internet content by giving them the cachet of belonging to an exclusive club. It promises to give subscribers extra content they will not find on the newspaper’s website, as well as direct access through web chat conducted through the site to columnists and reporters, invitations to special events and offers and perks.  The company has pitched the scheme at $2.99 a month, or $35.88 a year, for which subscribers will be sent a membership card that gives access to all the additional features.

The success of this type of project has implications for PRs and the way in which media will look to create value-add content, for example, as a member’s club people will pay for.

What also fascinates me is we already pay an annual subscription for one of the best websites in the world.  Hop on at www.bbc.co.uk.

So, what chance an annual license fee to access Murdoch’s range of newspaper brands?

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01

Sep

Media Events This September

It’s a busy month for media events.

Here’s a selection from the ones on the media radar here at Braben this September. For further details, feel free to drop me a line…

  • 07 September 2009 – TV Quick & TV Choice Awards, London – Acknowledges most popular TV programmes and stars – http://www.tvchoiceawards.co.uk
  • 08 September 2009 – GQ Men Of The Year Awards - http://www.gq.com
  • 08 September 2009 –  The Guardian Children’s Fiction Prize – http://www.guardian.co.uk
  • 10 September 2009 to 15 September 2009, International Broadcasting Convention (IBC) – Aimed at electronic media professionals and those involved in the creation, management and delivery of entertainment content including the world’s key technology suppliers –  www.ibc.org
  • 11th September-  The Licensing Awards 2009-  http://www.thelicensingawards.co.uk/
  • 15th September 2009 – Westminster eForum Keynote Seminar – VoD, IPTV and Webcasting Television Services and the Internet with Jeremy Olivier Head of Convergent Media Ofcom-  http://www.westminsterforumprojects.co.uk/eforum/bookvod.html
  • 15 September 2009 to 17 September 2009 –  Print For Business Exhibition-  www.ipia.org.uk
  • 16 September 2009 –  Get More Bang For Your Online Buck –  Revolution magazine event looks at maximising online revenue streams through emerging web-based media channels –  www.haymarketevents.com
  • 16th – 18th September 2009 –  RTS Cambridge Convention 2009 – Gathering of high-level broadcasting executives –  http://www.rts.org.uk/Events.asp?sec_id=3179
  • 17 September 2009 –  Aerial Awards for Radio Advertising- http://www.radioadvertisingawards.co.uk
  • 18 September 2009 to 27 September 2009 –  Bath Festival Of Children’s Literature –  www.bathkidslitfest.co.uk   - Egmont attending, Braben organising media attendance
  • 18 Sept 2009 – Future of Radio-  http://seminars.mediatelgroup.co.uk/
  • 22-23 September 2009 –  Ad-Tech London 2009 – (B2C Content & Design Award, B2C – Awesome Little Bit of Wickedness Award  - http://www.ad-tech.com/london/
  • 28 September 2009 to 29 September 2009 –  Social TV Forum - Examining the current state of social TV, the challenges in developing and implementing social TV experiences and the future outlook of social TV. Features an exhibition and an evening networking reception. Part of a world series of events, also taking place in Singapore and California –  www.social-tv.net
  • 29 September 2009 – TV Advertising-  event focusing on the power of marketing and advertising across multiple TV platforms –  www.centaurconferences.com
  • 30 September 2009 to 01 October 2009 –  Brand Licensing Europe –  www.brandlicensingeurope.com

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