The Future of Video Advertising?

By Matt Ballek, Natural Search Supervisor, Content Solutions

Ad startup Zunavision recently made it through their first round of funding and released a commercial product that allows ads to be inserted onto the surface of objects in a video. Watch the video below to see their technology in action:

So far the reaction has been a mix of excitement and terror over how this technology could be used. I immediately imagined my favorite videos covered with advertisements like so many bumper stickers on a used car.

Sure, this technology could be used for evil, but imagine the positive aspects if done well.

This technology could allow content producers to sell ad space in their videos the same way they sell ad space on their websites. Campaigns could be added, removed, and replaced quickly and easily since they exist as a layer and not as part of the video itself. It is even possible for different ads to be served based on who is watching the video. I can already see the background ad placements in viral videos!


What I find interesting is that these background-insertion ads are being billed as non-intrusive. At first I didn't quite agree since they are literally being stitched into the video content; However, Compared to pre-roll ads and banners that cover the bottom third of the video, they seem far more natural. As a query marketer, I'm torn! Are background-insertion ads an innovative new way to monitize videos, or a sign of the apocalypse?

10 Reasons Why SEM Agencies Don't Win New Biz

By Aaron Goldman
Appeared in Media Post's Search Insider

I never thought this day would come, but I'm in complete agreement with Steve Baldwin for two consecutive columns. Indeed, as Steve points out, we need to move towards rationale SEM agency procurement because SEM is a service, not a product. After all, as I posited, the REAL problem with the Client/Agency RFP process is that it asks the wrong questions of the wrong people at the wrong agencies with the wrong engagement parameters -- leaving many folks, like fellow Search Insider Janel Landis, asking, "When is enough, enough?"

Clearly, fixing the Client/Agency RFP process is no small task (nor small blog post) and my proposed overhaul of the system will take more time (and buy-in) than most of us can afford right now. So what can clients and agencies do differently within the confines of the current RFP system to better align expectations and create satisfactory outcomes for all parties involved?

Let's start by looking at the main reasons SEM agencies don't win new business. In my next column, I'll cover why marketers don't always pick the right SEM agency.

1. They don't build personal relationships. Too many agencies send prospecting emails, get a nibble and then follow up with more email correspondence. Or, in a formal RFP setting, they fall back on written responses rather than trying to secure meetings to get to know the client and what really makes them tick. The old adage with sales is that you're selling yourself as much as your product or service. Most clients will make time to get to know you and your team as long as those interactions provide value. Which leads me to...

2. They talk about themselves. Another rule of Sales 101 is that the buyer should do at least 80% of the talking in any intro call/meeting. SEM firms need to be great listeners and lead with questions. Don't dive right into your capabilities, and resist the urge to explain why your bid management tool is the best thing since sliced data. Everyone in search seems to have "smartest person in the room" syndrome. Take the time to understand the true drivers of the client and show them how your firm can help them meet their goals. And above all, don't fall into this trap...

3. They let their technology do the talking. I won't rehash the whole SEM man vs. machine debate. Suffice it to say that any good solution has elements of both. That said, too many agencies devote the bulk of their presentation to tech demos. No technology can determine which LOB should own which keywords. No technology can write copy that will stand out on a crowded SERP. No technology can determine the appropriate weight various conversion activities should receive in an ROI calculation. No technology can take insights from search and apply them to other marketing channels. Accordingly, no technology can make clients forget about all your competitors and choose your firm -- except maybe this one.

4. They focus on features, not benefits. Our tool does this. Our reports have that. Our keyword development process is this. Our optimization approach is that. So what? What does this mean to the client? What's the benefit of automated technology? Cost efficiencies through faster optimization. What's the benefit of a portfolio approach to optimization? More sales volume by bidding on higher volume, more-expensive terms. And ultimately, there's no greater benefit to the client than you (the agency) making them look like a hero. And that's what'll happen if you can deliver those cost savings and increased revenue.

5. They don't include the right folks in the pitch process. Some SEM agencies have dedicated sales teams dialing for dollars. When they hook a prospect, it's a scene right out of "Boiler Room" -- "Recooooo!" Salespeople are not in tune with evolving algorithms, nor can they analyze campaign data to find specific opportunities. On the flipside, some SEM shops rely solely on executive management for new-business pitches. The end result is that clients get sold on folks that are not likely to touch their business on a regular basis. Agencies need to find the right balance of sales, management, and day-to-day personnel to contribute to new client pitches.

6. They don't go deep enough on the prospect's business. It takes time to craft the right solution. Too many SEM firms pursue any client that makes eyes at them, er... is actively spending on search. This scattershot approach spreads agency resources thin juggling multiple pitches at once. The result is that presentations go no deeper than agency creds and top-line observations about the client's business. SEM shops need to identify the type of client that would benefit from their solution and dive deep into their biz to develop insights and present a customized strategy that can achieve sustainable, scalable results. Which reminds me...

7. Their pitch is littered with buzzwords and jargon. The only thing worse than letting the technology do the talking is letting the talking do the talking. This is the "smoke and mirrors" effect, where search shops cobble all the hot SEM buzzwords together and sprinkle them over the prospective client like pixie dust -- "You can fly, you can fly, you can fly!"

8. They don't demonstrate that they've done this before for a client with similar needs. Every SEM firm has case studies. But, if I'm a mid-sized Internet retailer, I don't care what you've done for a Fortune 500 CPG. And vice versa. If you haven't worked with a mid-sized retailer before, that's fine. If I'm direct-response focused in a very competitive vertical, show me what you've done for someone in a similar situation. Of course, the flip side of this is...

9. They don't disclose conflicts up front. Sometimes, SEM agencies have case studies that hit just a little too close to home -- ie, they work with a direct competitor of the prospective client. This is a highly controversial topic in the SEM space. As the saying goes, "Two is a conflict, three is a specialty." Some shops have built their business around one particular vertical. Others steer clear of any potential conflicts by turning down business or creating internal firewalls and/or spin-off groups. Regardless of what you do as an agency to handle conflicts, just be upfront about it.

10. They weren't a good fit. Yes, it happens.

Search and the Economy

By Yosi Anunson, Account Supervisor

In the search industry it is widely known and expected that Paid search offers the best returns and this expectation is true even in a slowing economy… why is this?

Geoff Ramsey, the CEO at eMarketer, recently hosted a webinar, "7 Strategies for Surviving the Downturn" which I attended. In this webinar the 7 points he highlighted are helpful tips to keep in mind when we are thinking about our Marketing plans going into 2009.

1. Accountability: Track how online effects offline
2. Keep doing search: All research companies have double digit gains for search in the coming year
3. Don’t ignore the power of branding online (branding, display and sponsorships): Only 30% of the chief marketers considered that offline impact of online advertising
4. Stay close to the consumer: A huge push on the social media. Pick the right community for your target and add real value. Regular media messages aren’t going to work. Share the love by tapping into coveted influentials and create a community. Consumers #1 trust is word of mouth about a brand
5. Engender Trust: Trust is SO important for brands
6. Engage with online video
7. Test… Test… Test some more

Companies may also want to look into other strategies such as search engine optimization (SEO), display ads, online PR, mobile ads and affiliate marketing to maintain reasonable marketing investment returns, he added.

2009 should be a very exciting year for all of us in the search world!

Is the Fortune being used for Search?

By Jeff Campbell, VP, Senior Account Director

The top companies in the world are doing something right…is it Search? Below, I critique the Search campaigns (Paid & Natural) for a few of the largest companies in the world, according to Fortune’s coveted list.

1. Wal-Mart – We all are quite familiar with the cost-savings methods of the largest retailer. That said, I was surprised to see that Wal-Mart was not utilizing paid search on it’s brand terms knowing there are many benefits. When doing a few more searches, I noticed an Affiliate ad and clicked it, only to find that another Affiliate is living up to their shady stereotype:

Click to view larger image.

When making product searches for Wal-Mart products, they don’t seem to compete. Interesting model; I wonder if it’s due to extensive testing and a strategic decision or lack of prioritization. Further, they simply don’t have enough web content on digital cameras or the Nintendo Wii to compete naturally (look at those URLs & page titles: oh my!).

2. Toyota Motor – A search for ‘venza’, the new Toyota CUV, reveals top listings are dominated by Toyota – paid and natural. Customized ad copy, text-based landing pages, and clean/crawlable URLs help support this success. Video results are also included in the Google SERP, hopefully, the folks at Toyota realize the power of video content and top listings are positive reviews. Also, cheers to Honda, who is ranking in PPC spot #3 with the competitive Honda Pilot. Unfortunately for Toyota, they aren’t showing for Honda Pilot searches…guess it’s a one-way competition.

3. General Motors – Are they putting America’s bail out dollars to work in (arguably) the most efficient media out there with paid search? Yes! Searching model names and numbers, they pass the test. Jeers to their development shop who didn’t consider optimizing for search engines with an HTML mirror for their Flash Hummer site. Further, when going to Hummer.com, a user has to go through annoying pop-ups – it’s even mentioned in the precious real estate of their homepage:

Click to view larger image.

SaabUSA.com fares no better:

Click to view larger image.

Overall, it was an eye opening experience to see the opportunities (low-hanging, at that) that exist for each of the mighty companies. Whether it’s optimizing existing content for search engines and users or buying content around searches, I guess it’s reassuring to see the growth opportunity for Search Engine Marketing. Sales guys…make their phones ring!

Please note, I only spend about 5 minutes per company and this doesn’t represent a full site audit.

This Week in Search

By Betsy Carpenter, Coordinator, Marketing & Strategic Partnerships

Once again, things have changed since we last reviewed the internet/search space - crazy how that happens. For all those who are curious, or might have missed something, or just like to review their favorite moments over the last few days, here it is! This Week in Search...

• Google will extend it's "power search" capabilities to the world of mobile - embedded Google bars for all!
• The web's all a-twitter - new PEW Internet stats suggest that 20% of 25 to 34 year olds online have used Twitter - and the report continues!
• Reports say that new comScore information will show Google Maps has surpassed MapQuest as the top mapping site in the US - that's what making people take 3 lefts will get ya!
• New Facebook terms state that the social media giant now owns your profile information beyond account termination - make sure to lock up your privacy settings - it's your only saving grace!
• Only 39 days after announcing 150 Million active users, Facebook has reached 175 Million (as of Feb. 13th)...at a rate of 600,000 new active users per day - it won't be long before new figures are born.
• Yahoo! Mobile was introduced as "your starting point to the internet." Read more on this new product and it's services to "discover, stay connected, and stay informed" with their recent press release.
• Watch out Yahoo! - Beverly Stayart is not happy. After searching for her name through the well-known search engine, Bev is sueing for adult content sites that were serving up ads using her name - anyone else named Bev Stayart please raise your hand!
• Reportedly, Yahoo! analytics is far superior to Google analytics, but only in an area unavailable to the public - what's the hold up?
• My mobile behavior and I are not for sale - well except for in the UK. UK mobile network operators say the information will help advertisers run mobile campaigns more effectively.

...and the world turns on and on.

Update: In response to consumer outrage, Facebook has since reverted back to its previous terms & conditions. They are currently working to "resolve the issues that people have raised"; in fact, they have even set up a Facebook Group for users to provide feedback.