Okay, everybody needs to watch Lost tonight, to see if this nutty idea works. (On-screen text on a repeat of last season's finale, to help you follow three seasons of convoluted plot. They'll even tip off "easter eggs.")
Real fans would use the Internet to do this -- 42% of adults watch TV while they're online on a monthly basis, a third weekly, and the pattern doesn't skew young. Will it feel like satirical MST3K and VH1 pop-up video? Or like useful sports stats? Stay tuned, we've got some old-school iTV research in the works.
And how does this not violate the writers's strike? (A "marketing" firm did the work.)
... Well perhaps it's the miniscule font you're using.
I saw a funny poster advertising the Mainichi newspaper large print edition in the subway yesterday (see the photo in the Japanese blog post below). It says "Large type is easy to read" (in characters that gradually become harder and harder to make out).
Most newspaper web sites do a pretty good job of using legible text. (Large enough and well contrasted). Is it that hard to understand why this is important?
In a future blog post, I'm going to present some "day in the life" scenes from a person with crummy eyesight (me). Maybe it will be an "eye opener" for the 20/20 folks who design things that the rest of us can't use.
Since Google's AdSense program (which places advertisers' search ads into content pages) was first launched almost five years ago, many search marketers have questioned its effectiveness. I remember seeing a room full of angry advertisers rip into Google at a Search Engine Strategies panel back in 2003 for the low quality and high prices of the clicks the program generated, and for Google's then-refusal to let advertisers separate their bids on AdSense clicks from their bids on search clicks. When we surveyed European search marketers in 2006, only 6 percent said that contextual ads had a positive impact on their search marketing efforts. We heard so many advertisers complain about the performance of Google contextual ads that I even once called AdSense a 'house of cards.'
Despite various efforts, in many domains and particularly amongst the emerging media, unified measurement standards are not yet in place that would allow media owners to present themselves to advertisers in a directly comparable, solidly measurable fashion across all of these disparate platforms, technologies and systems.
Everyone needs to understand what is currently being measured and examine how we tackle online measurement in the future. How should we measure online activity in this era of widgets, feeds, ajax and mobile interactions? How can we know what users' intentions and engagement are? What are the right measurements to evaluate this? Users, time spent, interactions, clicks, retention, market share, activity reports, brand perceptions, brand recall?
It looks like quite a few of our clients and colleagues will be there -- but if you're not yet registered, I know there's still time to get involved.
It's that time of year -- more research on measuring engagement is in order.
I've enlisted Suresh to help me work on the next report on engagement, tentatively titled, Measuring Engagement. I'll be posting more details here, and on my personal blog, in the coming months. But to begin, we need some help from you.
I recently reconnected with Corey Kronengold, who I've known for years, since he was at Eyeblaster. Corey now handles marketing for video ad network Tremor Media, and blogs at Online Video Watch. It's an entertaining and useful blog -- if you're interested in the online video space, you should go check it out.
My colleague, Chris Mines will be presenting his research on "Green IT" at an IDG conference in Tokyo in February. His theme will be - "The greening of IT". (Overview of US trends & How to make your Green IT action plan).
If you're interested to learn how IT can be friendly to the environment and save costs for companies, then you should plan on attending.