Music Mistakes, Myths and Misconceptions

Regular readers may be interested in following a short series of posts I've run on the MusicIndustryBlog called 'Music Mistakes, Myths and Misconceptions'. Each post takes a look at 10 issues concerning one aspect of "Music as Free"

Music Mistakes, Myths and Misconceptions. Part 1: File Sharing

Music Mistakes, Myths and Misconceptions. Part 2: Ad Supported

Music Mistakes, Myths and Misconceptions. Part 3: Subsidized

Latest Zune Moves

Microsoft made a series of moves this week around its Zune device and service, including hardware price cuts ($10 below iPods), a new firmware release with bundled games, launching a new TV campaign pumping the software, and a new pricing scheme for its subscription service. Microsoft renegotiated its label deals so that now, for the same $15 a month, subscribers can keep ten songs a month. That's either a free album or the on-demand service for $5, depending on how you look at it. Everybody but Sony is in DRM-free MP3 format.

That's a sweet deal, but will likely appeal primarily to the same digital music aficionado customers who've always had a spot in their hearts for subscription services. Those high-spending, digitally active music fans represent about 15% of the US online adult and teen population -- around 26 million adults and 3 million teens. About 2-3 million people subscribe currently.

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Math update

So a Platform-A employee pointed out that 1 billion impressions over two days is actually (duh) 500m per day, so the share of voice would actually be almost 17 percent.
Thanks!

More on Saving Yahoo

This is about the best quick coverage I've seen, courtesy of paidContent. My first take is over at the Forrester blog.

Mobile Data Revolution Brought to you by Apple

Admob just published their October metrics report. First, I should say - congratulations to Admob. They are at nearly SIX BILLION (5.8 billion to be exact) ad requests per month. That's a huge number compared to where they were a year ago. And, they don't represent the entire market.

There's a lot more mobile web browsing going on than they see. And what is crazy - or not so crazy - is that the majority of it is still on your basic feature phone. An astonishing four percent IS on iPhones. You have to go down to #10 on the list to get to another mid-sized device with a larger than average screen. The RAZR ranks #2. This creates an interesting development dilemma for content providers, but more on that later.

Page three of the report is dedicated to the impact of the iPhone on the market. It's definitely worth a read. I won't steal their thunder by listing all the highlights here. Topline - they had nearly 150 million requests from iPhones in the US alone. The requests about doubled between end of September and end of October. (Can't wait to see Apple/AT&T's Q4 earnings ... how many of these devices are you guys selling?)

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Customer Reference Programs: Going Social?

Lauraramos [Posted by Laura Ramos]

Great customer references fuel great B2B marketing. But getting customers to testify or submit case studies is challenging. Good references require investment. But how do you keep customers from feeling like shills for their vendor firms? By involving them in communities of like-minded advocates! That is one hypothesis I plan to explore further in 2009 -- investigating the connection between social activity and greater customer advocacy.

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Mobile Data Revolution Brought to you by Apple

Admob just published their October metrics report. First, I should say - congratulations to Admob. They are at nearly SIX BILLION (5.8 billion to be exact) ad requests per month. That's a huge number compared to where they were a year ago. And, they don't represent the entire market.

There's a lot more mobile web browsing going on than they see.

And what is crazy - or not so crazy - is that the majority of it is still on your basic feature phone. An astonishing four percent IS on iPhones. You have to go down to #10 on the list to get to another mid-sized device with a larger than average screen. The RAZR ranks #2. This creates an interesting development dilemma for content providers, but more on that later.

Page three of the report is dedicated to the impact of the iPhone on the market. It's definitely worth a read. I won't steal their thunder by listing all the highlights here. Topline - they had nearly 150 million requests from iPhones in the US alone. The requests about doubled between end of September and end of October. (Can't wait to see Apple/AT&T's Q4 earnings ... how many of these devices are you guys selling?)

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Making the web work as a reach medium

T-Mobile bought a one billion impression campaign from AOL/Platform-A last week. The impressions were spread across two days. With Platform-A delivering about 3 billion impressions per day, that's a 33 percent share of voice across their network (the biggest one out there.) I would say that officially, this ad buy proves that you can have simultaneous reach of some kind online.
No it's not the same as a superbowl commercial, but it's pretty important for brand advertisers nonetheless.
More marketers should be willing to pay a premium for this kind of campaign. A site takeover actually already has some traction and is a great way to flood people with your message. However one site is only one site. A giant scale buy on a network on the other hand, can ensure that you're showing a majority of Americans your message in just a day or two. Networks should be selling takeovers every day of the year.

There are a few tactical issues to think about:

The hard part about share of voice using a network is that on each site, the share of voice would actually be somewhat small. Using retargeting can make sure you hit the same person a few times.

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Cheap + travel. Search.

In a report we published last month called "Traveler Behavior in a Slowing Economy", we discussed how the current economic environment is forcing travelers to reduce their travel frequency and spending.

We found that 33% of people who took a leisure trip in the summer say they will be more price sensitive than usual in their travel plans. Considering this is already an intensely price sensitive group with the average person researching 3 websites per product, More Price Sensitive is an important shift. In addition, 28% say they will research their travel even more intensely than they have before.

There are two trends whose implications I've been thinking about.

Last year, we�d seen an increase in branded search terms. I suspect going forward, words like "cheap", "discount" and "deal" will creep back into top searches.

I also think we're going to see travelers start researching earlier. That doesn't mean they will purchase earlier. But they will be scanning, researching more intensely, and aware to pricing options to their desired destinations.

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Saving Yahoo

What Yahoo's new ceo will have to do. Jupiter report forthcoming.