Archive for November, 2008

Online ads can be brand boosters

November 26, 2008

THE Interactive Advertising Bureau today released a case study proving the ability of online ads to lift brand awareness.

In a joint project between five key online publishers – including Fairfax Digital, News Digital Media, ninemsn, MediaSmart and Yahoo!7Nielsen Online research and Kelloggs, an online campaign for breakfast cereal Sultana Bran was measured for effectiveness in lifting brand awareness and intention to buy. Five-point increases were achieved in areas such as awareness, consideration.

One point of interest was that the evidence showed increases were disproportionate to the number of survey respondents who reported they remembered seeing the campaign.

Nielsen’s Tony Marlow said this indicated an effect on a subliminal level during the presentation of the findings at Cafe Sydney this morning.

You can read more at IAB here and;

Download the full report at


The $300 newspaper website

November 18, 2008

IT’S not easy for smaller newspaper publishers to keep up with the digital times – particularly those independents among you who don’t have a template website to use such as Fairfax’s YourGuide pages or News Ltd’s WhereILive, writes Brett Taylor, Editorial Coordinator, PANPA.

But using technology that is freely available, your online presence doesn’t have to be difficult or expensive to implement.

If you’ve been paying close attention to PANPA’s new website and these blogs, you’ll have seen that we’ve done two things.

We’ve launched a website at that hosts all our static pages, and we’ve created a series of blogs on the WordPress blogging system. The beauty is, through a bit of coding by Realview (a member of ours) who built our new site, the content on the WordPress blogs automatically feeds straight onto the main website.


Pacific papers beware: YouTube is coming

November 7, 2008

GOOGLE is going to get bigger and more aggressive in the Pacific markets in the next 12 months. No surprises there, especially at Fairfax Media in Sydney where staff are watching the web firm’s new offices being built brick by metaphorical brick, writes Mark Hollands.

One of Google’s prized processions is YouTube. It should be. It cost them enough. $US1.65 billion in fact. And you’d be crazy if you did not think YouTube will be yet another media property in your market place, trying to cut your lunch, before 2009 is finished – recession or no recession.

But YouTube’s got some image problems with the big and medium-sized brands right now. Principally, who wants to have their product advertised alongside an illegal download of The OC or South Park? No, thank you. Not a good look if the client company takes the value of its own IP seriously.

It could be worse. A multi-million-dollar investment to bring a new car to market could pop up next to some street kid doing donuts in a hot car. Potential career suicide for a marketer. And let’s not get into the porn and kinky stuff.

All this is a hassle for YouTube right now.

But it’s an internet company – management don’t sit around all day trying to synchronise calendars to talk endlessly about the problem. They take action.

One of my favourite tech sites, TechRepublic, is going to get into how YouTube is responding to the challenge. Why should newspaper people care? Because YouTube will soon be a very real competitor. If you cannot conceive them being in your neighborhood, get your head out of the sand.

TechRepublic is about to webcast about what YouTube is doing to resolve the issue of illegal videos and better alignment of ads to appropriate videos. This should be great competitive information for you.

Here’s how TechRepublic spins it:

Two years ago, illegal use of professionally created video was rampant on the web, particularly on video sharing sites such as YouTube. Among those most visibly undercut were NBC Universal and Viacom, which filed a $1 billion suit against YouTube parent Google to stop illicit publishing of their content.

Now, a year after YouTube introduced its Video Identification tool to stem misuse, you can hear from and talk directly with Rick Cotton, the general counsel for NBC, on how automated systems for identifying and protecting professionally produced content are working, particularly at YouTube.

Click here to register for the live webcast next week.

Google not beyond hiring freeze

November 5, 2008

AN interesting post has popped up on the CNBC website – the guys who produce the best financial shows on the planet (IMHO), writes Mark Hollands. Its reporter and anchor, David Faber, says that the icon of the modern media age, Google, has implemented a hiring freeze. Perhaps it’s not quite the doom and gloom message of other media but it illustrates that no firm is immune from the challenges of the media industry and the economy.

Even hiring at “secretarial level” had been stopped, according to unnamed executives to whom Faber spoke.

A company spokesman at Google dismissed suggestions there was any formal policy to stop hiring. In the US, Google has been one of the most aggressive hirers in the past five years with a workforce of that now stands at more than 20,000. Sounding like any other Mahogany Row under cost pressure, management said vacancies could be filled only with internal candidates, according to Faber.

Google’s YouTube is not going so flash, apparently. In many media reports, advertisers have expressed concerns about the sorts of videos their advertisements will be displayed alongside. Clearly, agencies and their clients are concerned about the potential impact on their brands should they advertise alongside pornography, violence and all manner of other activities captured on YouTube. So, for the moment at least, YouTube has some more selling to do.

Google CEO Eric Schmidt hinted at a slowdown in hiring during his Q3 fiscal report to the market. Google won’t be heading for the poor house any time soon. This morning, its stock finished north by more than $20 or 5.9 percent to stand at a shade under $US367. And the new building which will house the company in Sydney – just a stone-throw across a small park from Fairfax Media in Darling Harbour – is pretty much finished, too, with only an internal fit-out to be done. It is said by the construction company to be Sydney’s first “six-star” office building (whatever that means). For the full NBC story, go to