IanSchafer.com

Why Google's Acquisition of AdMob Isn't Just About Advertising.

In case you missed it, Google acquired mobile ad network AdMob for $750 million in stock.

There is a lot of speculation on why, but the obvious reason is that Google wants more direct access to what they are betting heavily on -- that mobile is the next great advertising medium. They've made a huge bet on mobile with Android -- which is an obvious move to own the mobile search ad market, but now they've got their hooks into the mobile display ad market as well.

But what many might be missing could be the biggest reason Google bought AdMob: the data.

With the acquisition of AdMob, Google now has access to usage data of many of the most popular mobile apps -- especially the apps in the iTunes App Store. For iPhones. If Google is taking on Apple for mobile OS market share, they just scored a huge competitive advantage. Google will know more details than ever about how people are using iPhone apps, how they are engaging with advertising within those apps, and users loyalty to those apps.

Dashboards like the above only provide a window into the beginning of the mining that Google is likely about to do on their mobile handset competition. There has already been lively conversation about just how much of our personal data Google has access to. Now, even if you don't own an Android phone, Google will be able to collect data.

Until there is enough mobile display advertising to sell to generate healthy-enough revenues (Shazam, anyone?), it may be the access to the data that generates the biggest return on Google's investment.

Nokia Launches Ovi (App) Store. Deep Focus Helps.

This would be news in its own right, but Nokia just announced the launch of their app store, the Ovi Store, at the CTIA and Web 2.0 conferences, and Deep Focus is proud to be a part of it.

Deep Focus helped with the launch by bringing in our friends at Howcast to work with us to develop the video you see below, explaining the ways developers can build on the platform and make money.

Check it out. You just might learn something.

Just in Time For Thanksgiving Football, Astroturfing.

There is a burgeoning controversy happening on the top gadget sites about a shill for Motorola haplessly blathering on about the qualities of the Motorola Krave.

It's happening on BoingBoing.

It's happening on Crunchgear.

And it's happening on many other places as well.

Posting as a shill in the comment sections of blogs is a practice commonly referred to as astroturfing. And blog readers are too smart to let it go unnoticed.

Here's an example of what's been going on:

I’m so glad my boss isn’t like that! I’m working with Motorola right now, and became a huge fan of the Krave (motorola.com/krave). I especially like the full touch screen display and html web browser. It’s awesome!

And:

Oh man this looks awesome! I hope they release a version for the Krave by Motorola. Ever since I started working with Motorola I have became a huge fan of the phone (motorola.com/krave). With a full list of features, like a full touch screen, I can’t stop obsessing over it.

This is a PR fiasco for Motorola, at a time when they can't really afford one. Their PR firm (or employee) made the client look bad, which is a big no-no.

Learn a lesson here. Don't astroturf. And don't listen to anyone that makes those kinds of tactics part of their 'social media strategy'. You will get found out in a moment, and it will work against you. Ironically, I mentioned this in the very first post I ever made on this blog.

Full circle. Gotta love it.

Google Earth Comes to the iPhone.

Google has officially released the Google Earth app for the iPhone, available now in the iTunes store, and it's beautiful.

Here's a video walkthrough from Peter Birch, Google Earth's project manager.

Click here to download the app for your iPhone from the iTunes App Store.

Online Spending to Surpass Television Spending in the UK in 2009.

Yes. You read the headline correctly.

Online advertising is poised to overtake television spending in the UK by the end of 2009, as reported by Mad.co.uk, and via the results of research conducted by the IAB (Interactive Advertising Bureau), PricewaterhouseCoopers, and the World Advertising Research Centre.

Now granted, the UK is a smaller market, but this is a clear signal that it may not be too far in the distant future until ad spending catches up with media usage here in the US.

A 2007 report by the UK's Office of Communications (Ofcom), stated that average daily internet use in 2006 (36 minutes) was up 158% on 2002 and time spent on the mobile phone (almost 4 minutes per day) was up 58%. Time spent watching TV was down 4% at 3 hours and 36 minutes.

All signs point to the increases likely being even greater in 2007, and will not likely stop climbing this year.

So why is the US so far behind? The latest numbers from TNS say that 2007 saw TV ad spending grow 17% to $64.4 billion, while online was not even at $17 billion. eMarketer predicts that in 2008, online ad spending will account for 8.8% of all ad spending ($25.9 billion).

We know that the Internet accounts for more than 8.8% of all time spent with media (not to mention all the behavioral signs that point to the web being a great place for great advertising). So why can't we catch up with the Brits?

It's ironic that a society that still has parliamentary meetings with wig-wearing electorates has a more progressive grasp on the media mix than we do. But then again, we've got Miley Cyrus, so there. And John Adams.

(Wigs-off to AgencySpy for the tip-off).

The Mets Get RickRolled.

Earlier, I discussed the campaign to get Rick Astley's Never Gonna Give You Up played at Shea Stadium.

Well, it happened. The song got over five million votes.

I caught it on my mobile phone at the game. The fan reaction was pretty harsh. Watch it here:

Here's what it looked like on TV:

Sprint: ‘ Meh ’ for Effort.

So just saw a Sprint ad on TV featuring Dan Hesse, the CEO of Sprint, telling me about how Sprint is revolutionizing wireless networks and communication.

At the end of the spot, the flash Mr. Hesse's 'email address', dan@sprint.com. I'll save you the time wondering what happens if/when you email that address. Here's the response you get:

Thank you for taking the time to write to me. There are a lot of exciting changes going on here at Sprint. To really revolutionize wireless as we know it, we need your input. It's so important that we hear from the people out there who are using our phones every day so we can provide the best service. I would like to take the time to read your email carefully and respond. In the meantime, don't hesitate to check out the details of our new Simply Everything plan at www.sprint.com/everything. A representative from my office will be contacting you in about a week.

Thanks again,
Dan Hesse
CEO Sprint

And what kind of response does this generate? I've been checking the interwebs for people's reactions, and this one seems to be representative of the general sentiment:

Granted, it would have been at least a nice touch to use my actual name as the salutation...or to even at least have a salutation. Would have at least created the illusion that another person was on that side of the email, rather than some stupid computer program.

Ah well...just like Sprint. They take one step forward with their advertising, but 2 steps back when it comes to actually responding to people directly. I guess the saying is true: the more things change, the more they stay the same.

The only thing worse than not moving towards a more transparent relationship with your customers is only going part of the way.

Reminder: See me at Media Summit NY on Wednesday, March 12th.

Remember, I'll be attending the Media Summit NY on March 12th, presented by Digital Hollywood where I'll be speaking on the following panel:

2:15 PM - 3:30 PM
Session C:
Advertising NEXT: Social Networks, User Generated Video, Blogs, IMs, Podcasts, Broadband and Mobile

In this session, we will look for a comprehensive understanding of what advertising in the next generation will look like. The world of advertising has been completely dislocated by the acceptance and integration of the new technologies, from PVR and Broadband to Social Networks, VOD, Mobile, Blogs and ITV, the consumer is being both barraged by content and choice, he/she is being overwhelmed by the technology itself. While the decisions being made by the advertising community are always measured and incremental, the technologies at hand are profound and will only move forward. How fast and at what rate of impact is still to be understood, but the question is no longer about consumer acceptance and proof of distribution, it is about when the roof is going to cave in. The new technologies are successfully invading traditional media and the good news is rather than leaving the advertiser without a way of reaching the audience, the new technologies may ultimately prove to be better and more comprehensive vehicle for reaching and developing relationships with an even larger customer base.

Bant Breen, president, Interpublic’s Futures Marketing Group

Kevin P. Ryan, Co-Chairman, Alley Corp., former CEO and co-founder, DoubleClick

Anne Hunter, Vice President, Platform-A Strategic Advertising Solutions, AOL

Scott Kessler, Senior Director, Information Technology, Internet Software & Services and Internet Retail, Standard & Poor's Equity Research

Marc Ruxin, SVP, Director, Digital Strategy and Innovation, MCCANN WorldGroup

Ian Schafer, President and Founder, Deep Focus

Dean Carignan, Director, Ad Business Strategy, E&D Division, Microsoft Corporation

Tim Chang, Principal, Norwest Venture Partners, Moderator

Registration is here. See you then!

Reality Mining

MIT's Technology Review just published it's list of 10 Emerging Technologies for 2008. The one piece that resonated with me is Sandy Pentland's exploration into Reality Mining especially in relation to social networking, new media and interactive.

Reality mining "is all about paying attention to patterns in life and using that information to help [with] things like setting privacy patterns, sharing things with people, notifying people–basically, to help you live your life."

This becomes a hot topic for a few reasons. First and foremost is, once again, privacy issues. Data capture is part of our daily lives – credit card usage, cookies on sites, social network profiles, company swipe cards – and as technology continues to slowly infiltrate more of our lives, we become more tolerant and accepting of what information is divulged and distributed. Everyone has see the movies with the FBI trying to trace the criminals phone call with the criminal hanging up just before being caught. However, most people don't think about that even with mobile phones being on all the time A simple Google search on his/her name would surprise a lot of people.


Reality Mining has been a reality for years. And as mobile phones become more prevalent with WI-FI, Bluetooth and GPS-type systems (ala iPhone,) in addition to the laptops we carry around and use, the continual social network is our daily life. And as mobile technology advances, our blip on the grid becomes more prominent. The Human Cyborg ideal continues to press forward. Professor Kevin Warwick first started research into this in 1998 by planting microchips in his arm for recognition of systems in his lab.


The major benefit of Reality Mining is from an anthropological standpoint. How people interact, where they are and when they are. Tying this information into disease outbreaks, advertising models (when a person sees an ad, what do they do right afterwards?) and general healthcare and "human maintenance." Smartex in Italy is working on clothing that does just that.


It's a bit of the God factor (being omnipotent and omniscient) that is also fascinating. Knowing where your friends are at any time, knowing what they're doing, where to get the food your phone knows your craving. It's bringing the idea of Facebook, Google Maps, Dodgeball and other sites into the physical space. The ultimate social network. Maybe even a step closer to SkyNet.


Real-time in real-time. Very meta.

Definitive Directory of Super Bowl Commercials Online — Before They Air.

Some of these aren't the full spots, some are only 'teasers', but I couldn't find this anywhere else, so I thought I'd put it together.

If you find ones I didn't, add them in the comments, and I'll add them to the list.

For now, bookmark this post, and check back frequently for updates.

Anheuser-Busch






Audi
Nothing online yet. Just news.


Bridgestone/Firestone



Cars.com



CareerBuilder.com



Coca-Cola
Nothing yet.


Dell
Nothing yet. But here's a promo:





eTrade
Nothing yet.


FedEx
Nothing yet.


Frito-Lay
"Winning band" not named yet.


Gatorade

Find more videos like this on AdGabber




Garmin

Find more videos like this on AdGabber



General Motors
Nothing yet.


GoDaddy



Hershey/Ice Breakers



Hyundai

Find more videos like this on AdGabber


Find more videos like this on AdGabber



Kraft/Planters
Nothing yet.


NFL
Nothing yet.


New Line Cinema/Semi Pro
Nothing yet, but here's the music video.



Paramount/Iron Man
Nothing yet.


Pepsi




P&G/Tide to Go
Nothing yet.


Salesgenie.com

Find more videos like this on AdGabber


Find more videos like this on AdGabber



Sony/You Don't Mess With the Zohan
Nothing yet.


Taco Bell



T-Mobile
Nothing yet.


Toshiba
Nothing yet.


Toyota
Nothing yet.


Unilever/Sunsilk



Universal Pictures
Nothing yet.


Under Armour





Victoria's Secret



Warner Bros.
Nothing yet.


Walt Disney Co.
Nothing yet.


White House Office of National Drug Control Policy