Some great coffee, freshly grinded from a local coffee shop and a
delicious cake from the local bakery.
I wish Everyone a great Sunday and enjoy the great small moments in
life :)
Dozens of questions remain about Apple’s plans to get into the mobile advertising business, from how much a campaign will cost to which applications will they run on.
Based on information Apple (NSDQ: AAPL) is telling advertising agencies, we were able to get answers for at least one: how much a campaign could potentially cost on the iAd platform—and the results are startling. According to our number crunching, CPMs will be highly variable but in some some cases could wind up being triple what marketers are used to paying for banners, and double the price of a video ad on mobile. In another scenario—a very successful campaign that generates an unusual number of clicks—a marketer’s ad spend could easily wind up being more than seven times what it had anticipated.
There are plenty of skeptics who say that iAd’s high prices and other restrictions may drive interested marketers away. But if Apple gets its way, iAd could mean a financial landslide for the mobile advertising industry, which was been bouncing along the bottom for years, totaling only $416 million in 2009, according to eMarketer.
For starters, Apple is setting the minimum annual spend at $1 million, but the price could go much higher if the ad generates a lot of clicks. For comparison sake, luxury brands Jaguar and Land Rover last year budgeted a combined $1.6 million for mobile marketing. With Apple asking for that much on just its platform, advertisers will have to weigh the attractiveness of the company’s user demographics and premium ad experience with how much they are really willing to lay out for mobile advertising.
For Apple, the key lies in iAd’s model of charging marketers based on a hybrid of CPMs and click-through rates, rather than one or the other, as is standard. Apple is said to be charging 1 cent per impression and $2 per click, reports the WSJ. Using those figures, we tried to determine how pricey a campaign would be, assuming a few different scenarios. The biggest variable is the click-through rate. Today, the mobile industry commonly sees anything between 1 and 3 percent, but iAd could easily be higher because of its novelty factor. Using this information, and assuming a marketer spends no more than $1 million, we calculated the CPM, which is the industry standard for cost per thousand impressions (see chart).
On the low-end (assuming a 1 percent click-through rate), the CPM would be $15. On the high-end (with a 3 percent click-through), it would jump to $70.
Jumptap’s Chief Marketing Officer Paran Johar says mobile banners today garner between $6 and $30, while mobile video on the high end falls between $20 and $40. “I have talked to a dozen or so agencies and there’s going to be a lot of push back. They’ll probably be some that engage for the sexiness, but not for the ROI,” he said.
While our calculations demonstrate what occurs when the budget is fixed and the ad impressions fluctuate, Johar said that’s not typically how a deal is done. Rather, he said advertisers dictate the budget and how many impressions they want. In that scenario, the same outcome exists: Costs will increase dramatically as the campaign becomes more successful.
Once again, if we do the math: The CPM will be fixed at $10 if the advertiser has a $1 million budget and is buying 100 million impressions at a penny each. But in addition, the advertiser will have to pay for the clicks—at $2 each. If 100 million impressions draw a 3 percent click-through rate, the advertiser will have to pay around $6 million more. The $1 million year-long iPhone campaign becomes a $7 million campaign (many more times Land Rover’s and Jaguar’s combined 2009 budget).
Johar says the fluctuating cost structure discourages advertisers from producing a very engaging campaign when there’s a $2 fee associated with each click. He figures you are better off providing a branded message that doesn’t encourage a call to action. But that’s contradictory to what iAd is proposing, which is a very engaging advertising experience that includes videos and games. “If you are incentivzing people to click, but then disincentivizing people from a cost structure perspective, they don’t work well…The cost structure could get very expensive, very quickly.”
Neil Strother, an analyst with ABI Research, says the typical mobile campaign is $100,000 to $200,000 over a two-month period, putting Apple’s million-dollar asking price in the right range. However, the WSJ reports that Apple even has its sights set on some $10 million campaigns. “Clearly, they are pushing the dollar amount up.” Strother agrees that the CPMs sound high, “but if you are getting a highly creative ad that’s interactive and you are the first ones to move, you will probably be written up on every blog from here to Hong Kong,” he says.
Interesting Article from PaidContent over the new iAd platform and the potential costs.
The platform will definatly be High end what I suppose will increase the likehood of quality ads...
Looking forward to have some more information about this though..
The spring is finally here with more sunlight.
So now we're going outside and enjoying the nature. So at that moment
we came along this lovely bee nurturring himself from the flower
nectar of this plant.
Enjoy the upcoming spring and all the lovely moments.
The iPhone OS4 preview show is gone and finally multi tasking is
getting there and more possibilities for the developers.
Even the ability for Skype to run in the background and hello to
spotify as well.
If they want to launch their us access on Any good moment, this summer
should do the trick with a brand new iPhone app.
So I'm happy about the progress for the OS 4, only now just wondering
why my itouch ain't supported anymore. That pisses me off. And
furthermore the iPhone 3g is gonna to get a bloody cripled version as
well. Not funny.
Then the new iAd platform.
So basically apple wants to bring the mofo flash banners to the iPhone.
But it's all good because it's in HTML 5.
I earn my money with ads, but I really need to see more before getting
really happy with that. Because at the moment what I do see a full
screen ad coming up in the form of interactivity.
That is what the flash always have been about on the net.
But I'll get back to this when I've tried it myself and get some more
initial impressions.
What was your impression from this event and which part got your
utmost attention?
Black and White Panoramic.
Last week I installed the latest and best version of the aperture
software.
People who are following me on Twitter have remarked it surely and
will know what I think of the whole program. Maybe not the whole
program, but I'm still trying to find out the best parts for me.
Expect soon a proper comparisation post with adobe lightroom 3 beta
nut at the moment it has many minus points. But stay tuned, maybe soon
it will change.
Someone is allowed to dream, isn't? Hahaha
What are your opinions or questions about lightroom and or aperture ?
Let me know an I'll pay some extra attention to those points
Have a great day!!!
Jaap Willem
Enviado desde mi iPod
I ran across this survey data eMarketer released last week and my heart sank:
This first chart looks innocent enough. It's when you look at the next one (from the same report) that things get ugly:
As a CEO, an SEO, a web marketer and a participant in social media, this drives me absolutely crazy. The very last item on the list is "conversions, ROI, etc." If your pulse isn't pounding, you might need to cut back on the pharmaceuticals.
Absolutely nothing in the analytics world should trump conversions and ROI for "senior marketers" or anyone else who cares about the success of a company. If you're thinking in terms of time on site or unique page views as primary metrics - metrics you'd describe in a survey as being those you're "most interested in" - there's a big problem. The web as a medium is designed to let you capture data beyond number of viewers or engagement level. It lets you track return visits and actions and build sophisticated models that predict what activities will drive up revenue and earnings in the most cost-effective ways. Why let it go to waste?
This report from Forrester suggets that the spend on web marketing has a lot of growth, and social media in particular is poised for exceptional CAGR (Compound Annual Growth Rate). But, I'm tremendously concerned that if marketers obsess over metrics like time on site, unique page views and CTR, they'll miss out on the real opportunity of all these channels.
ROI should be the ultimate metric - it should be the most important thing on every marketer's mind for every project and every channel. I'll grant that prioritizing the projects and investments that have the highest return is challenging, and even the best do it imperfectly. What worries me is that there are marketers who may be taking their cues not from the great analytics data suggesting that, although first-time visits from social media may have low value, over time, they can drive greater brand engagement, predict higher rates of recivism and eventually become buyers and brand evangelists, but from the onslaught of press coverage and media attention around social networks.
If you're taking your clues about where to spend your marketing budget from the media, rather than experiments and data, get ready for disappointment. Likewise, if you're measuring the wrong thing, you'll never know the right place to spend those dollars.
The beauty of online channels like SEO, landing page testing, conversion rate optimization, email marketing and, yes, social media is that the data tells a story we can read. So long as we're willing to hear the message, we can draw the connections to find the traffic sources that cost less and earn more. We can invest in those until the ROI from them diminishes to a point where other channels become viable. But only if we're paying attention to the metrics that matter.
There have been tools, data and experienced professionals in this field, fighting these fights for over a decade now. Tragically, it seems that we're in for a long slog.
p.s. We've filled up about 600/1,000 spots for Thursday's PRO webinar on SEO Analytics - feel free to join in :-)
This is a very valid point.
The problem with senior Marketers is that they are not used to Online Marketing metrics.
Online marketing is a combination of Marketing and Sales. It is not only about creating brand awareness and views (Like it is on the TV and Radio) but on sales and conversions as well.
It is about creating a sustainable business, online.
If you have offline activities, they will be greatly supported by the online effort but in the end it is all about getting these conversions.
Soon I'll be posting a series of posts about why the Online Marketing is different from the Offline Marketing, so stay tuned..
Have a great read in the meantime..
Social Search Explained
Today I saw for the first time in Google Chrome that my position reflect as well in the searches.
Jason's List: Why We Should Boycott ComScore (and *perhaps* why
traders should short their stock)
Location: Brentwood, Ca 90049
Time: 10:45AM
Listening To: Rilo Kiley's "Silver Lining" http://bit.ly/SJIj
Members: About 19,000 of you
Signup: http://www.bit.ly/jasonslist
Angel investments: 5
Bulldogs: 2 http://bit.ly/6sF1WD
=-=-=-=-==-=-=-=-==-=-=-=-==-=-=-=-==-=-=-=-=
Comscore is the technology industry's biggest bully, and today I'm
calling for an industry-wide boycott of their services.
I'm asking journalist and bloggers to stop covering their stats, I'm
asking advertisers to not use their services, and finally, I'm asking
startup companies to not support their new and widely reported on
"$10,000 to get your stats correct" extortion ring.
If I was a stock trader I would short the stock--but I'm not--so I
won't (I keep my money in bonds and angel investments for the record).
Also, if you own Comscore shares, I'm not going to tell you that you
should sell them, but if I were an analyst--and I'm not--I would
probably tell folks to sell every share they had, and as quickly as
possible.
Additionally, I'm asking Comscore to drop their "pay for correct
stats" model in the next ten days.
Let's get into why.
Comscore's Reign of Terror
------------------------
For over a decade, I've railed against our industry's leading metrics
company ComScore with little result.
It all started when I was a journalist in the 90s for the Silicon
Alley Reporter. I listened to company after company from Silicon Alley
to Silicon Valley complain about how ComScore's method of counting
traffic websites, via a sample of users, was incorrect.
People couldn't understand why the internet industry, with it's
ability to track traffic perfectly, would ever adopt the failed
sample-based methods used on television and radio. Comscore's ideas
were antiquated and unnecessary.
Entrepreneurs would show me their internal stats, which were typically
three to five times larger than Comscore's numbers, and beg me to
correct them in the Silicon Alley Reporter.
However, I noticed a pattern: the big companies didn't complain about Comscore.
Why?
Well, from what multiple people shared with me, you simply had to
follow the money. According to these folks it was an unspoken truth
for years that if you paid Comscore they fixed your numbers, and if
you were a small company and didn't, well, you suffered. Comscore
would probably deny this, but their recent "pay to play" product shows
their true stripes.
They screwed me at Weblogs, Inc.
------------------------
It wasn't until I started Weblogs, Inc. that I really felt the sting
of not participating in the Comscore protection racket. You see,
advertisers love Comscore and they make advertising buys based on it.
Our small, but growing blogs, were under reported month after month
and Comscore basically told me to pound salt when I complained. It
cost me money, and I promised myself that if I could ever support
another service that wasn't based on payola I would.
Here you can see a smoking gun from 2005 when Comscore did a "study"
on blogs with Gawker Media as a sponsor. Interestingly, Gawker's blogs
did really well in the study. The only problem was that Comscore's
numbers were different than the SiteMeter traffic that Gawker and
Weblogs Inc. were publishing at the time.
Denton privately admitted to me he support Comscore because he had to
because of their reputation in the advertising industry. He thought I
should bite the bullet as well and get in bed with the bullies. Not my
style, sorry.
[[ Some links from 2005 Comscore: Show us the data or get out of Dodge
http://bit.ly/4I7S6i and ClickZ: http://www.clickz.com/3526851 - Fred
Wilson throws me under the bus: http://bit.ly/8BpFnh ]]
I publicly complained about Comscore but no one would really listen.
Actually Jeff Jarvis did support me: http://bit.ly/8zW0GF
My good friend Fred Wilson, who had invested in the firm, turned away
and watched the bullies he invested in pummel me when I complained
about Comscore. Fred is outspoken and an advocate of startups--except
with Comscore. He's turned a blind eye while letting his huge venture
return in Comscore color his objectivity. In fact, it must be obvious
to Fred that Comscore is, in fact, holding back his other startup
investments by extorting money from them!
Fred's been an amazing supporter of mine over the years, but I've
never been able to get over the fact that he invested in and supported
these guys. Fred's continued support of this company is unconscionable
at this point. He needs to come out and say that Comscore charging
$10,000 for this product is a pure shake down.
Do it Fred... you know you want to! :-)
ComScore Tries to Buy Me Off
------------------------
This summer the tough guys at Comscore approached me with a
clandestine deal after I continued to publicly complain about their
methods. The message was clear: if I stopped criticizing them and
publicly supported their server data measurement program they would
not charge me. The $10,000 it would cost a year for this service would
be free for me if I threw my fellow entrepreneurs under the bus.
Their email to me included something out of the a Sopranos episode:
"Normally there is a cost to implement, but in this case we will
gladly waive the charge if you are interested." Yeah, and if you're
not interested perhaps you would like to come on a fishing trip with
us this weekend.
You bastards think that after a *decade* of me trying to stop your
extortion you can by me off by simply waiving some fees? I could
easily pay the $10,000 fee today but I will never give you guys a
dime. I will remember what you did to me when I was coming up forever.
I'd rather lose half my revenue from advertising as Mahalo grows from
a top 1,000 site (2007), to the top 400 sites (2008) and now a top 200
site (2009), and eventually even a top 50 site I hope (2011?)--than
give you even one ounce of my support.
I wrote back: "You guys are evil for charging companies--I would never
support you. Quantcast and Google are going to crush you guys.... And
I'm telling everyone I know to support Quantcast."
They never contacted me again.
Comscore formalizes their extortion ring
------------------------
This week you may have read over at the excellent "All Things D" that
Comscore is now willing to do real metrics on your website if you give
them $10,000 a year. They claim this is to pay for their servers.
More: http://bit.ly/6Fqrhe
This after they spent the last decade criticizing the direct
measurement methods of their competitors like Quantcast and Google
Analytics as being flawed! Now they say pixel tracking--actual
measurement on the server side--is the best method. What a bunch of
slim buckets.
Could it be that enough publishers and advertisers have told you to go
f-- yourself in the past year?
Could it be that Quantcast has a product that is 100x better than your
service and it's FREE?
Could it be that Compete.com is secretly testing a server-side testing
method like Quantcast's and is about to kick your ass?
>From where I sit, this is Comscore's desperate Hail Mary pass to try
and save their dying protection racket. Comscore has ZERO value when
Google Analytics, Compete.com and Quantcast allow you to publicly and
freely track your stats.
Bullies, Ethics & Your Part
------------------------
As a kid growing up in Brooklyn, I learned that when you or your
friends were being bullied there was really only one solution to the
problem: punch the bully directly in the face as hard as you can the
second they approached you. Like really, the second they come at
you--the second the first word comes out of their mouth--punch them in
the face. Don't let them even finish their sentence. If they say "I
want your milk money" your fist should make contact right around the
"want" mark.
BANG!
At a young age I tested this technique and it resulted in a couple of
multi-day suspensions from school and black eyes, but it is a
life-long strategy for success that has never failed me. Do not let
yourself or your friends get bullied--ever. Even if you get your ass
kicked, at least you got your shot in and you held your ground.
When someone from Comscore approaches, you should tell them to go
hell. (Note: do not literally punch them in the face--I'm not
advocating physical violence here, I'm advocating voting with your
dollar.)
I put up a good fight for a decade but made little progress and
frankly got my ass kicked by Comscore in the Weblogs, Inc. days.
However, their obnoxious behavior has finally been publicly exposed.
This means that we--as an industry--can finally run this bully out of
town.
Again, here is what I'm asking for in the Comscore Boycott. Feel free
to republish this article in whole at your blog.
The Comscore Boycott: Play Your Part!
======================
1. Startups: Do NOT pay a single penny to Comscore--ever.
2. Startups who are getting this program for free (I suspect a good
number): Opt out and tell Comscore to f-- themselves.
3. Press & Bloggers: Please do not run Comscore's inaccurate numbers,
and please expose their extortion ring.
4. Advertisers: Do not use Comscore to plan your media buys: use the
free and more accurate Quantcast.
5. Google: Please release your version Comscore killer (based on
Quantcast's model), or better yet PLEASE BUY QUANTCAST!
6. Compete.com: Please release your Comscore killer.
7. Stock traders & Analysts: Please think deeply about the potential
revenue destruction that Comscore could be facing.
8. Fred Wilson: publicly state that you do not agree with ComScore's
mafia-like methods.
9. Republish this email at your blog.
10. If you have information on Comscore that should be exposed send it
to me in confidence (say anonymous up top)
To My "Friends" at Comscore
---------------------------------------
You know I'm right.
As such, I'm asking for complete and unconditional surrender. Make
your tracking pixel program 100% free in the next 10 days or the
boycott will continue.
If you're a current or former executive at Comscore and you have an
opinion on this please send me your thoughts in confidence, and I will
republish them to the list without your name.
If you're a current employee who can't deal with this any more, please
add me on LinkedIn and ask for a LinkedIn introduction to the Google
Analytics, Compete.com or Quantcast teams. I will gladly forward
talented people from Comscore on to companies I think are more
ethical.
All the best,
Jason
You can find me here:
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Hi there,
Yes, like I've promised many times before, I've started to move to a total different point for my Website.
Please stay tuned and enjoy these pictures for the moment.
Kind regards
Jaap Willem
Contact me via:
Digital Cleanse, Wat is het?
