Posted: under Multimedia, new media.
Tags: adsense clickfraud, blog monetization, Blogging, New Marketing, New Media Migration, paywalls, Politics & New Media
This is the last class I taught in Astana – they were very engaged with the idea of moving from traditional media to “New Media,” particularly with blogging. The main question on everyone’s mind was “How do I drive more traffic to my site?”
I didn't know the Russian phrase for "Group hug, people!" So I just stood in the back and spread out my arms.
I showed them some of the very basic tools to promote your content – the simplest being the blast e-mail alert to people you’ve signed up on a subscription list. A couple of people in the class were already up on Twitter, and I sang that particular gospel, as well as the advantages of setting up Facebook groups or using the same functionality in the Russian equivalent, which is a Classmates.com-alike.
As always, the skill level in the audience was very uneven. Some people were way out in front of the pack, others seemed to be lost. I tried to deliver a wide variety of tools to hit everyone. I got just a couple of hours to do some very basic tourism after this session. The scale of the construction going on here is truly awe-inspiring.
It's pretty chilly here; not snowing yet, but it's thinking about it - thus the heavy clothes. Also, behind me is the new Presidential Palace.
Posted: under adsense clickfraud, advertising, Digital Migration, google, journalism, new media, Newspapers, Online Video, television, Web Tech.
Tags: adsense clickfraud
Meanwhile, Google whistles nervously, hoping nobody thinks to raise the issue of AdSense clickfraud again…
There’s a yawning gulf in New Media. It stretches from the pittance that most media creators get for their ad space to the other side, where the results of those ads sit, filing their nails. In between are the bleached bones of media tracking companies that have tried to draw a connection between the two.
From the LA Times story:
NBC has created TAMI — the Total Audience Measurement Index — to better understand how viewers are consuming Olympic content. The system, which Wurtzel has spent the last year assembling, will use technology and old-fashioned focus groups to closely monitor this.
For example, Wurtzel will be able to tell with greater certainty whether viewers are surfing the Web in search of Olympic content. He will be able to determine whether live alerts delivered via cellphones drive fans to television sets or computer screens to catch a record-breaking performance. And he will see how fans use online and VOD replays.
The system also will attempt for the first time to track Olympic watching outside the home via mobile devices created by San Mateo, Calif.-based Integrated Media Measurement Inc. A limited number of people will have the cellphone-like devices designed to monitor every bit of media consumed — whether in a bar, a movie theater or someone else’s house.
NBC Universal also is assembling focus groups to find out how consumers are interacting with what Wurtzel described as “the first 360-degrees Olympics.”
This is refreshing. I’d like to see more major media outlets doing this. Why? Because it’s pretty much the only way to break Google’s stranglehold on ad dollars. See, the problem is that everybody has fallen in love with search advertising, because it seems to offer such great results. Someone clicks on the link, they come to your site, and then it’s up to you to get them to convert to sales, right?
But see, that kinda ignores one little point: howinhell did the user know what to search for in the first place? Clairvoyance? Come on.
I think if NBC can start connecting the two sides of the results gulf, they can start showing that ads on TV (and display ads in newspapers, and morning drive-time shout-athons) have a lot bigger effect than what Google has claimed. And that will mean that advertisers will start realizing that buying search ads is not the end-all, be-all of advertising.
Which could be a very, very good thing for all the Old Media giants who are stuck in midair over that yawning gulf, their feet doing the Wile E. Coyote mid-air invisible bicycle pedal…