by Hylton Jolliffe
February 16, 2010 at 3:19 pm
· Filed under FASTforward'09, Social Media
Below you will find the audio recording of today’s conversation between Jennifer Kavanagh of Oxygen and Greg Clayman of MTV. Moderated by Deloitte’s Ed Moran, the discussion explored how Jennifer and Greg’s respective companies are taking on the challenges of today’s media landscape and innovating new ways of attracting audience, driving revenues and engagement, and putting technology to work in connecting entertainment companies and their assets and advertisers to consumers.
Tune in the recording by hitting the “play” button below or download the recording as a podcast to listen to later.
(We’re also posting all the questions that were asked during the call in the comments field of this post. We apologize to those whose questions we weren’t able to get to.)
Media and the Money Trail [57:49m]:
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As the number of social sites and applications grows, will you try to have a presence anywhere your consumers want to engage with your content?
Greg – how is MTV monetizing mobile?
Jennifer – Please clarify “legacy logistics.”
For Jennifer – Oxygen has been all over the social media channels, what other channels are you looking to explore?
Can you describe how FAST technology supports these business goals?
What estimate as incremental ad revenue could you see if there are Behavioral ad Targeting applications were to be applied to all the distribution venues which you currently use, especially as it relates to social communities around a particular show
Does your sales dept. feel they have been able to monetize these digital efforts and if so how? (Higher CPMs? Sponsor retention? Special promotions for them tied to your online effort?) Any examples?
What is your organizations and/or your teams working definition of ‘engagement’? And how are you measuring it and monetizing against it?
My experience with NYC ad agencies is not how Greg described. It seems to me there are many silos from the client thru the agency to the producer. The TV and the Web teams seem to remain separate. What has been your strategy to get everyone at the table when they (the agencies) don’t know how to execute within their structures… even when they ‘get’ it?
Are you familiar with CUME – the new measurement combo that CTV is using for the Olympics for measurement of cross platform? What is your opinion of it?
What are the hi/lo ranges for CPMs for contextualized branded content at your respective networks?
I’m a webseries producer, where do you see this format going in the future and online branded entertainment?
How can a indie webseries producer like myself position themselves to gain the attention of such companies like Oxygen and MTV?
Your business model is cable-centric – driving business from the Web to Cable. When do you see Web-based programming being a driver unto itself?
So, the industry is no longer about the content and now about creating/chasing conversations?
What is the most innovative digital activity you have created? Has it become standard usage?
This is a question for Jennifer: You mentioned that your target demographic is “young women from 18 to 34,” if I remember correctly. Yet more and more older adults are making use of social networking media (e.g. Facebook) and other online tools. Why stop at 30-something when targeting audiences?
For the last couple of years, the discussion of Digital Pennies and Digital Dimes has come up repeatedly. Given the history of digital being an add-on, as well as the plethora of channels where people can market, how can you extract digital dollars?
You talked a lot about enabling technology. What are some disruptive technologies that you see coming and how are your preparing to deal with it?
The point was made earlier that there is a convergence of advertising dollars. It is true that digital is becoming prevalent in all media. However, with the rapidly changing landscape (social media and mobile today becomes 3D TV and virtual tomorrow) it seems like the “experiential” bucket would need to be maintained.
Is the combined approach to planning and buying offline and online increasing or decreasing the overall spending you are seeing your platforms?
To Greg: Do you foresee a continued fragmentation of the digital space or are future decision-making looking to consolidate content?
Jennifer: Do you find that women are not as digitally interested as men? Meaning … I’m looking at women over 34 … do not engage in digital media like being active to groups on Facebook or responding to Blogs on websites … if so, how do get women to engage into the digital world?
For Greg: what are some of your kids programming digital strategies given that kids under 10 are less involved with social networking?
What is the key driver found within social media that helps drive e-commerce?
How do you benchmark engagement? What expectations are you setting for an advertiser who wants reach and engagement?
How do you determine the “influencers” in the social media discourse around a brand or idea?
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ffblogFebruary 16th, 2010 at 3:19 pm |
New: : Webinar recording: Media and the Money Trail http://www.fastforwardblog.com/2010/02/16/webinar-recording-media-and-the-money-trail/
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fast forward.. Webinar recording: Media and the Money Trail – Below you will find the audio recording of today’s co… http://ow.ly/16AVAB
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