The Open Agenda

F1 lovers and Mclaren fans, check out our widget! Watch the live unavailing of MP4-25 Mclaren F1 car @ 11am UK! Today!

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We are working with AddThis on integrating dynamic embed content in Flash.

OPEN have found the solution for embedding dynamic content in Flash via iGoogle!

Find the solution on the link below!

View the Solution Here!

Interested in what exciting stuff we do with AddThis!?

Contact us!

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CPM is pointless and must go!

Another nail in the coffin of CPM – good!

A few points I would like to add:

- The answer my friends does not lie in less formats or bigger formats.. That’s not a creative solution; in fact it’s rather lazy.

- The answer lies in what we use display for. We need to change both the context and the content of display.

To paraphrase even the boffins at IBM – I kid you not….

“Imagine an advertising world where spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising, and a significant share of advertising is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real-time impact rather than estimated ‘impressions’. Consumers self-select which ads they watch and share preferred ads with peers.”

This ought to give you a clue what the role of display could/should be.

- CPE will be replaced by CPE. What an ‘e’ equals really doesn’t matter. Alll that’s needed is agreement between adv and publisher on what the ‘e’ is. Time spent is a good place to start. Equally relevant could be a ’share’, an ‘install’, ‘content viewed, a ‘registration’ etc

You can read some top line thoughts here - from a presentation given to Ad:Tech London a couple of weeks ago.

See the future of display here: RHS column, half way down the page….Vodafone Mercedes McLaren

Tags:   CPE · CPM · display advertising · display media1 Comment

Enough already about how kids don’t get twitter and won’t use twitter, all is a matter of time.

Take for example:

MySpace: made possible by kids (blew it focusing too much on music however the twitter tie up is smart

Facebook: ditto – made possible kids (a tad older yet from dorm room to every bedroom)

Twitter: for sure

End of story chart courtesy of Silicon Valley Insider – Chart of the Day

Only just discovered this little beauty utility the other day.

https://twitter.com/chartoftheday

http://www.businessinsider.com/chart-of-the-day

Tags:   myspace · Social media · twitterNo Comments.

Coke’s new packaging is a stroke of genius!

Clear, simply and elegant.

No more silly drop shadows, half tints, bubbles etc…

I for one applaud Coke execs for having the balls to keep it simple.

Old pack:

The new pack:

Great summary of the design and a load of comments over at Gedblog and an in-depth analysis ripped from Creative Review here.

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Well, it depends who WE is.

You can read the latest IBM study here on Social Media Today.

See the original post here.

“Imagine an advertising world where … spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles, and a significant share of ad space is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions.” Consumers self-select which ads they watch and share preferred ads with peers. User-generated advertising is as prevalent (and appealing) as agency-created spots.”

Here’ s our respose:

Display Media is not broken – how can you break something that never worked in the first place?

Print ads whacked online (in format and pricing) was never going to work.

CPM is meaningless.

CTRs are worthless.

The idea of trying to drive a usert to a site is dead.

Display media needs to be redefined and we are doing our little bit to make this happen.

12 months ago we created an engagement priced display format called the Open IMU. People told us we were made, publishers would never abondon CPM and drive to site and CTR is king. Well, how opinions have changed in 12 months. One of our clients, P&G, last week laid down the gaunlent. They are now demanding engagement based inventory from publishers. Good news!

Our approach is simply. Display should be used to push content out, making it available everywhere. It needs to be engaging and drive repeat interaction.

This approach works. On this campaign for Vodafone McLaren Mercedes we have had more than 23m views and more than 30,000 installs of the time of writing.

You can see a placement on this blog (RHS column about half way down the page)

http://www.formula1blog.com/

When you get install rates (the purest measure of engagement) that are higher than average CTRs on normal banners – something has to give.

Josh

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Fast Tube by Casper

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Hi I'm Barney - the Behavioural Targeting Mutt

For a little over a year now Open has been vocal opponents of behavioural targeting. It seems now that the industry at large is right behind us.

Last night an interesting article came through from Media Post “Report: Two Out Of Three Web Users Don’t Want Targeted Ads”. Hardly a revelation in our opinion. I a study released yesterday by professors at the University of Pennsylvania’s Annenberg School for Communication and the University of California, Berkeley, School of Law debunks the notion that consumers don’t object to online ad targeting. On the contrary, the researchers found that two out of three Web users don’t want customized ads. You’ll find a copy of the study abstract below.

From our perspective, behavioural targeting sucks because it is lazy. Brands need to create content experiences for users and give them the choice to be part of it or not. There is simply no need to behaviourally target anyone when you content is made available everywhere and a user chooses to interact with it.

This implies of course that online ads need a modicum of utility within them to encourage users to interact – and more importantly re-interact.

The Open IMU format drives genuine user engagement and repeated interaction, without the need for any Behavioural Targeting bollocks. Our latest campaign, for Vodafone Mercedes McLaren, seen here in the RHS column, has been a resounding success.

6 months ago we wrote an article outlining our contempt for Behavioural Targeting. At the time it caused a bit of a storm – but my, how the tide has swung!

Behavioural targeting is poor old smelly dog that follows you down the street. You just wish it would go away. Any way you cut it – behavioural targeting sucks.

Abstract:
This nationally representative telephone (wire-line and cell phone) survey explores Americans’ opinions about behavioral targeting by marketers, a controversial issue currently before government policymakers. Behavioral targeting involves two types of activities: following users’ actions and then tailoring advertisements for the users based on those actions. While privacy advocates have lambasted behavioral targeting for tracking and labeling people in ways they do not know or understand, marketers have defended the practice by insisting it gives Americans what they want: advertisements and other forms of content that are as relevant to their lives as possible.

Contrary to what many marketers claim, most adult Americans (66%) do not want marketers to tailor advertisements to their interests. Moreover, when Americans are informed of three common ways that marketers gather data about people in order to tailor ads, even higher percentages – between 73% and 86% – say they would not want such advertising. Even among young adults, whom advertisers often portray as caring little about information privacy, more than half (55%) of 18-24 years-old do not want tailored advertising. And contrary to consistent assertions of marketers, young adults have as strong an aversion to being followed across websites and offline (for example, in stores) as do older adults.

This survey finds that Americans want openness with marketers. If marketers want to continue to use various forms of behavioral targeting in their interactions with Americans, they must work with policymakers to open up the process so that individuals can learn exactly how their information is being collected and used, and then exercise control over their data. We offer specific proposals in this direction. An overarching one is for marketers to implement a regime of information respect toward the public rather than to treat them as objects from which they can take information in order to optimally persuade them.

Keywords: Behavioral advertising, online advertising, privacy, transparency, consumer protection

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