Skittles

Skittles have been all the rage on Twitter the past day or so since the company relaunched their website by merging social media content from Wikipedia, Youtube, twitter, flickr and other sites. Some more savy web users have been able to cobble together a version of this concept by tying together sites like linkedin, slideshare, blogger, flickr, etc to establish a web profile or presence (and all for free without the expense of web development or hosting); however, this commercial extention appears to be unique. Whether unique or not this effort has tapped into the phenomenon of web-based social interaction to such an extent that twitter users were blaming skittles for the service disruptions on twitter yesterday.

Visit www.skittles.com and here is a take from the LA TImes:

The updated website is little more than a small overlay that links to user-submitted information about the candy on various social media sites: photos of candy wrappers on Flickr, videos from the company's YouTube channel, the Facebook fan page, its Wikipedia entry and real-time conversation on Twitter.

Upon loading Skittles.com, the visitor is asked to enter a date of birth as an agreement to the no-holds-barred information flow. A Twitter search for "skittles" is the default landing page, displayed in the background.

Putting the micro-blogging website at the forefront has apparently paid off. "Skittles" has topped Twitter's list of trending topics since last night.

Reed Elsevier Try Ad Supported Medical Information

Reed Elsevier has launched an experimental web site for medical practitioners that will be wholly supported by advertising revenues. The company is betting that oncologystat will encourage as many as 150,000 targeted doctors to sign-up and browse the latest articles from several Elsevier titles. As reported in the New York Times;

Mainstream publishers have wrestled for years with the question of how to charge for online content in a way that neither alienates potential readers nor cannibalizes their print properties. So far, few definitive answers have emerged. Reed Elsevier, which is based in London, is taking a risk that its readers will drop their paid subscriptions and switch allegiance to the new Web site, which will offer searches and full texts of the same content from the moment of publication.

Company executives believe that advertisers are chopping at the bit to get direct access to practitioners via subject specific web sites like (they hope) oncologystat. In support of this, the company sees advertising growing at double digit rates and could be over $1bill in several years. Historically, these journals did not contain advertising and subscribers pay very high subscription fees to gain access to the content and information. Elsevier is betting that the substitution that will occur (advertising revenues for subscription fees) will enable journal revenues to grow over time. Questions of bias are likely to come up assuming this experiment is successful; however, delineating the gap between editorial content and advertising has been achieved for years in the magazine world and is unlikely to become a major issue. No doubt the company has established policies in this regard.

Further from the NYT article an interesting last point,

Getting the relevant answers promptly may be more important to doctors than not having to pay for them, said Elizabeth W. Boehm, a principal analyst at Forrester Research. “Anything that is going to save the physician time, without losing the certainty that they have seen everything that they need to see, is potentially valuable,” she said. “The question is, can they give them the information in a way that is more valuable, more easily searchable.”

Giving practitioners access to reams of valuable and potentially useful information is of little use if they can't locate at the point of need what they are looking for. As Reed has done with legal in developing a platform approach to legal research and usability they are likely to adopt in medical information and this may be a first step in that direction. Medical information is available from other sources but integrating this information (articles) into a solution that is fast, relevant and deep provides real value for users. Workflow integration is a powerful thing and while publishers have been challenged in migrating print revenues to web, everyone recognises the inherent potential benefits for users in doing so. If this advertising model shows even a glimmer of the potential they expect then there will be a rapid acceleration of similar products.

Ebay Media Marketplace

Some may be aware that Ebay jumped into the advertising media market last year by agreeing to build a marketplace site dedicated to buying and selling media space. It will be a facinating thing to watch since I believe this initiative could have the same impact on media buying as going to electronic settlements (The Big Bang on the LSE) had on the financial markets. That is more transparency, more transactions, higher margins and more effectiveness.

The media buying process is fairly rudimentary, inefficent and process bound. Staffed by under-paid and over worked ad reps/media buyers who cut their teeth in the business by executing media buys the marketplace has been ripe for change for many years. Curiously, it is not the media venues (networks) who are avidly pushing this concept rather it is some high profile and powerful advertisers who see an opportunity to increase their reach and effectiveness while at the same time paying a market driven price for the space.

MediaPost describes what the first version (beta) version of this product will do:

A copy of a document detailing the beta version that's being circulated for review reveals just how detailed and thorough the system that eBay has developed is. The exchange can go in either direction, where a marketer submits an RFP for a network to respond to, or a network posts inventory out for sale.

A buyer's RFP allows it to request that a network offer it a deal based on desired GRPs or budget it has to spend. The buyer can also request preferences, such as a primary and secondary demographic target; length of spots it wants to air; programming genres it is willing to run in; flight dates; and dayparts it would
air in. Requests can even extend to offerings such as product placement,
corollary Web placement or billboards.

It is a little jargony but esentially the system will automate what is currently done via phone, fax and email with several potential 'networks' all at the same time. The media rep has to gather and analyse what is available from the multitude of available space, pick the right mix and then get back on the phone and do the deal. This system has the potential to inventory all available media space, with associated demographic and Gross Rating Point info, potential ad conflicts, etc. and enable a media buyer to create an appropriate plan that meets their goals and budget. Once the 'RFP' has been created by the media buyer they offer it to the market (networks) for negotiation/bidding.

Selected networks could then respond with an offer indicating GRPs and CPMs it
would go with, as well as the number of ad units and other benefits (product
placement, Web presence, etc.) it is willing to offer.

The program is very much in its infancy and will not replace any complex or first run (upfront) media buying that generally require one-to-one negotiation. Nevertheless, a considerable amount of media spending is made day-to-day across a wide array of outlets (scatter) and this Ebay led marketplace has the potential to create significant efficiencies and better ad buys for advertisers.