MTV’s "Vote for Snoop”… Do we really need SUCH campaigns?

I was shocked to see how MTV is trying to push the case of Australian Visa for Rapper Snoop Dogg (Real name Calvin Broadus). All coz was to co-host the MTV Australian Video Music Awards.

Earlier, he had been denied VISA from UK. There are various reasons for the same, not to forget that he is a member of Los Angeles gang, that has been involved in murder, robberies and drug dealing in the LA area.

If he has been denied entry, let him fight the legal battle and win/loose. Why involved netizens in this? When social media and people stand for a social cause or for things which mean a lot to the society, it’s understandable, but by doing this, I do not think MTV aims to achieve any of these.

For his fans, he can be viewed on TV/internet/MMS.. then why the big rush???


Media brand equity lies in audience or experience?

With increasing content distribution and syndication, Media companies will have to decide where their priorities are – in pushing audience to their site by protecting content or pulling them by ensuring a better reading experience and environment.

Both approaches have pros, cons and opportunities linked with them.

Locking content behind registration

The good part of such approach is a surety of captive and loyal audience which visits the sites regularly in search of news and information.

However, incase they are not able to provide “exclusive” information; they might lose the audience to other sites which are distributing same information for free. With content syndication, portals are providing information from various big media groups, hence reducing the need for an individual to go the media site.

Distributed content
This content finds its way to right audience through different means – through portal, RSS feed on the site, other partner network sites.

Drawback is in terms of hit in Ad sales. Since the same content is available on partner sites, it would be difficult to convince advertisers to pay a premium CPM for the site ad units.

However, this can be converted to an advantage by providing an excellent reading environment and experience on the media site. In this ways, content distribution would act as “content promotion” and “pull” audience to visit the media site for a better reading experience.

Yahoo SmartAds: 360 degree effort is needed

Not just Behaviorally targeted creative : 360 degree effort is needed

Anand, a colleague and friend, told me to checkout the new – SmartAds launched by Yahoo.. and added “Search information for this on Google..!”

SmartAd seems to be an interesting tool for advertisers since it would definitely reduce the spill. It’s always best to target, both contextually and behaviorally.

“Yahoo!’s next generation of online advertising helps you better connect with your audience in a more customized, relevant way. These display ads reach specific users and niche markets based on unique and expressed interests, geography and demographic profiles” – Source Yahoo Advertising center

The only concern which I see here, as an online advertiser, is the volume of search done by my target group on Yahoo as compared to Google. Even for searching the information on Yahoo SmartAds, the recommended engine was Google. I did a comparative search on Yahoo and Google for the same word – yahoo smartads.

The results were:

I agree search results always vary, but as a user, the results which I got from Google were much better and gave me a better understanding.

Though I would like to try and test SmartAds, hope it’s not too much of an experiment.