The Digital Marketing Blog

Buenos Aires is happily getting used to receiving international Internet people, in this case today and on Tuesday USUARIA has a congress that brought us Vinton Cerf, that even it is not his first time here , it is the first time that his second last name is Google.

It is interesting to validate a lot of things  that many people form the Internet industry breath every day and it is really valid because the 300 people that were in that room in the Sheraton were mostly from the hard technology field and politics (see program most of the president candidates will be presenting on Tuesday)
 
Some info that I wrote down from the talk :
 Ellacoya has measured that 46% of the ip traffic is http, of that number 36% is streaming, 5% is audio and 20% is youtube!. Another 37% of the total ip traffic is from peer to peer. I found this study and it is very good.

 
 The London company Sandvine has similar status.

 The speed in which many users are surfing, and they increase every day, allows to download videos faster than the physical time let us see them.

 The fight that is arising among the big contents providers is to fight for the share of screen or widgets on the desktop.

The three challenges that Internet has: 1. Copyright, 2. complex objects that can only be read with a computer. 3. BIT ROT or to have future operative systems live together and software versions with documents created with past versions, does it sound familiar? I need to make clear that it is not an attack to MS but that it happens with all systems even with open source.
To keep up we have an AMDIA event in seven days.

 See you then.

 

Mariano de la Vega, jury of Cannes Lyons 2007 wrote us these lines:

 It is a  SEM  case from Poland that obtained a Bronce Lion in the category “Innovative Ideas” from Cyber.

 It is a goodwill campaign  from the Polish Center against AIDS  in collaboration with netSprint.pl a search engine that indexes more than 122.000.000 websites in Poland.  During the campaign all website with sexual content were protected.  When the user typed the keywords such as “sex”, “anal”, “oral”, “porn” or “fuck”  on the result pages all these words appeared inside a little condom  GIF.

 A banner appears next to the results with the logo of  the Polish Center against AIDS, a condom and the phrase “Before you enter” .

 A different and innovative idea of the usage of SEM  because the aim is not to generate traffic to a site but to raise awareness in the usage of condoms before having sex (or cyber sex in this case).

 Example with images:

 http://www.arcww.com.pl/searchengine/sex_results.html
http://www.arcww.com.pl/searchengine/mixed_results.html

 I think that seeing this case being awared in Cannes talks about the relevante of SEM   in the digital marketing context and the growing need of creative approach that can make a difference in a media that it is getting a good portion of the online investment and where the challenge for the advertising usage is growing.
 Cheers

 Cheers
Mariano de la Vega
Thanks Mariano!

Tomy Lorsch just sent me this link to the PR Web, SMX and OME get together to organize event in Latam:

 http://partageznouvelles.com/releases/2007/8/prweb547796.htm
 Has anybody used the PR Web service? Do you recommend it?
I’ve been following it for quite a while but I haven’t tried it yet.
 

On a previous post I have told you that during AMDIA 20^th anniversary there will be a three day congress with a very varied program of direct and interactive marketing specialists.
 A little more than a week from the event the last keynote speaker for the second day was confirmed: MYSPACE, that two months ago launched their Latin American Version, they will probably be speaking about social network

 Lets remember that MySpace is the first social network of the World, followed by Orkut (number 1 in Brazil), HI5 (first social network outside US) and Facebook (second in USA, growing almos three more times in the last 12 months and obtaining 50% of traffic of  MySpace).
 During the second day, the second edition of MKTG20.com will take place and it morning version we will have a great program with speakers form Second Life Brazil, MySpace Latin America, Yahoo, Google and MSN:
 In the case of Second Life Brazil and MySpace, it is the first time that they agents from those companies are presenting in Argentina.

 More information on the site of the event, www.directoaresultados.org.ar

 I hope I can write more before the event, I was missing for a couple of days due to happy reasons.

 
 See you there…
 

A collaboration of Fernando Barbella:

 - Agency: Saatchi&Saatchi Frankfurt

- Client: Frankfurt Taxi Services
- Brief: to encourage people to take taxis going back home after a night of drinking in bars, instead of driving while intoxicated their own cars. 

 
 http://www.piss-screen.de/

Thanks Fer!

Among the vertical online businesses the Exchange have been the one that grew the most in the last 12 months and has become one of the biggest generators of online relevance.
 The latest news is that Microsoft anounced the adquisition of ADeCN yesterday in a non revealed amount.

 This transactions adds to a long list of positions taken where Yahoo leads (only this category) having RigthMedia, followed by Google with its DoubleClick Exchange  and now MSX with ADeCN could launch its product in less than 2 years and obtained the critical part within the business at the moment.

 This will make its founders very happy (Congrats Bill, Kathryn!) and also the people from Wunderloop who will have the last independent exchange in the market. , when it grows….

We have very good news and want to share them with you!

 After a long process where we explored many strategic opportunities, we have made a decision according to what we believe is the best option to develop the company into a global level and to extend the leadership that we already have in the region to other fields and regions.

 This is why I am proud to announce that Fox International Channels (FIC) has acquired Digital Ventures, parent company of Directa Network, Inzearch, Afiliados Hispanos and Performa Network.

Rupert Murdoch and his team have a clear vision of the power transition that the traditional media is going through towards the digital media, and coming from the person seating in the chair at News Corp is more significant.  We are being part of this transformation on the way we consume and manage media. Now as Fox we will contribute from these latitudes to the media convergence and new generations with an interactive base.
 As our press release states:

 Directa Network, the largest online ad network in Latin America, and ClickDiario (recently acquired by FIC) will turn into “DirectaClick.FOX”, offering a reach of more than 40 million users and more than 7 billion monthly impressions. With offices in Buenos Aires, Mexico, Guatemala, San Pablo and Madrid, DirectaClick will rely on the wide range of Fox International Channels sales network in Miami, Santiago, Bogotá and other markets as well as on its own content network with 35 sites such as mundofox. Natgeo.tv, utilisima.com, canalfx.tv, (among others).

 In addition the Search Engine Marketing & Optimization (SEM & SEO) company of the group will become InZearch.Fox.
 The management team (Damián Voltes, Ariel Arrieta, Germán Herebia y Juan Carlos Göldy) will remain in their positions.This is a significant step forward that strengthens and enhances our leadership in the Spanish and Portuguese online markets.
 

Official press release: http://www.directaclick.com/

Coverage (partial):

 Red hearring
Adotas
Uberbin
Dossier
Merca 2.0
Medios digitales
Carlos Blanco
WorldScreen
Alarm Clock
PampaBiz
Paid Content
Inform
TMS
Netadblog
CRM
Compra directa
Vgroup

Since the birth of Internet, pornography has been one of the most profitable on-line business and with a higher growth. I want to share a very good video made by  good magazine (USA), that shows in a very creative way and we accurate data this saying. Enjoy!

Yesterday from 9am to 7pm in the Sheraton in Santiago the 3rd International Online Advertising Seminar took place, organized by Interactive Media Association (AMI), now renamed IAB.cl

 There were approximately 400 people that attended the conference from the excellent program that AMI prepared this year.

 Sponsors, congratulations to all news media.

 Unfortunately I was unable to attend to all the presentations because I was looking after the Directa Network, Performa and inZearch stands. This year’s news was the amount of stands compared to that of the event AMI organized in 2006. I counted more than 15 stands: Buscape, Mercadolibre, Salo, Google, MSN, Rockandpop, Amarillas.cl, Terra, Mixplay and I was surprised to see coverage from almost all the digital news media networks, EMOL, Canal13, LaNación, among others. This is still unusual in Argentina and did not take place in such massive manner in the Adtech, where big players like Google, MSN, Yahoo and all the adnetworks dominate the place.

 
Notes about what I saw at the presentations

 It is worth mentioning the closing of Joakim Borgstrom form Wieden + Kennedy with a memorable presentation about online creativity that was very useful to think about creating advertising that can involve the consumer in an emotional way. Joakim left concepts such as KANSEI or the art of incorporation emotion and feelings to the designing process.

 Some interesting things from the creativity panel such the mea culpa of Santiago Puigari from Grey who assumed that “we the agencies, contribute to the delay of Internet growth” like Martin Osorio stated at the same event last year “we, the central media, don’t understand the Internet… we welcome these type of events and we welcome cases of success”. We welcome the mea culpa!

 From the presentation of IAB Spain I wrote down some stats:

 45% of Spanish investment is bought under the pricing per click mode (144m of 310m annual euros)

 40% of Internet penetration (like Chile and the double of the average in Latin America)

 12 hours per week connected to Internet compared to 18 to TV (we have little to go)

 In UK 58% of online investment goes to search engine and online represents 12% of the pie! (vs. 4,5% in Spain, vs. 2% Latam)

 There are 22 IABs in Europe with 2500 members, more than 100 per country.

 Well, the attendees seemed to be happy, who I could notice were from agencies and media and direct advertisers in a much smaller amount. There was room for networking and recruiting in the coffee breaks, a flawless lunch and great facilities… congratulation Yerka and team!

 MORE INFO: I heard great reviews about this Juan Camus presentation that I couldn’t attend
 

After our post on Friday, Mariano de la Vega sent us some words from Cannes (thanks Mariano!)

 I wouldn’t say that Argentina hasn’t obtained anything when it got two shortlists and both shortlist are the same idea played on two different ways (banner and viral video.

 Only great ideas reach the shortlist, but getting to an award, excellence in execution was expected, I can show you excellent executions (automotive) that have not reach the shortlist because they couldn’t find great ideas on them.

 It has been a very demanding jury on this edition and as proof you just need to compare the awards from 2006 with the ones on 2007, where less awards were given. I am very happy with the level and where a standard was set for the future, I think that the last period 2006/2007 has been very productive for the industry in our region that has been growing, but also around the world.

 Beyond countries, borders, agencies and networks I believe that Cannes is about celebrating the best ideas and executions without thinking about its origin. This is what makes the festival big. Awards are not given: the excellent is distinguished among the best.

 I have seen people from countries that are more developed than our region, celebrating getting into the shortlist. It was really difficult getting into the shortlist.

 I think we have to take advantage of Argentinean creatives and make the clients invest on big executions and not seeing the media only as a source when there is not budget, brief or strategy.

 This space is evolving not because of technology but because of the people that is using it. We have to understand that besides being an integrating media of other media it is a media to distribute content.

 The viral video grandprix  shows how a customer and an agency had the guts to choose to broadcast a spot that could have been done for TV, however the strategic decision was: instead of looking for the consumer I will let them come to us, choose to see us and  choose to spread the message with a relevant concept to the audience, inspiring and full of insight.

 The grandprix that won, diesel (far far Sweden) shows that it’s not a question of technology application, but that success is based on an identification of the user and the originality approaching the website.

 Maybe this is the beginning of the end of corporate sites that try to speak to the user from there own core without establishing a real conversation with the consumer.

 Lets not forget that people do not visit a website just for its good design or because they click on a link. People visit a website when there is something valuable for their own interest.

 To sum up what this Cannes edition leave us as a lesson is the value of simple original ideas that come from and insight and that they involve the user building it and spreading the message.

 In this order: Idea and execution.

MORE INFO

 Agencia Interactiva del año: AFRICA PROPAGANDA from Brasil.

 Premios IAB Argentina