Feeds

The Economist de-rails Microsoft media love in

Content or Diss content?

The Power of One Infographic

Carol Kruse, Coca-Cola group director for interactive marketing, agreed with him. She outlined her company's much maligned efforts to touch consumers by sponsoring musicians’ content on peer-to-peer networks and paying for videos of dorks shooting off fountains of fizz with the help of packets of Mintoes. "If you don't have compelling content it doesn't involve consumers," she said.

Strike two to Rashbass: most companies don't have the budget to pay for content and most corporations are too afraid of losing control of the brand to let users run with it. "Coca-Cola is good at making beverages for mass markets around the world. To become experts in selection and distribution of music is a completely different set of skills. The majority of companies need to stick at what they do."

But what of synergizing needs of consumer and advertiser with content and “involving the consumer in the brand”. “I’m not sure the consumer always wins… companies do want to control the message. If you are a major oil company you will want to control the message about global warming,” Rashbass declared as the marketing hot air began seeping from the Mix 07 hall.

Warmed up and brushing aside Winston Binch, big on Madison Avenue and Nike ads (who claimed: "We can figure out what content to provide [and]the rules are changing everyday"), Rashbass ploughed on. "It's not true advertisers are trying to give consumers what they want. They are trying to sell consumers something.

"The way advertising works is you piss off 92 per cent of the audience to reach two per cent. Ninety two per cent of users find adverts distracting and they wish they had a way to switch them off."

Did he just say "piss off"?

"The pressure to find inventory for 30-second pre-roll [canned video clips] is absolutely enormous - the marketing community is piling into pre-roll video," he said.

After that, it was mopping up operations. Never mind Binch's hiccup that VW drivers are the most savvy and own the most iPods – “sorry, the most Zunes” – it was over to the audience who asked pertinent questions such as should "small" companies like Microsoft and AT&T worry about Google's presence in online advertising, and whether Bill Gates's pet project the Tablet PC would play a significant part in publishing.

With both The Economist’s Microsoft ad revenue and Rashbass's MIX08 invite hanging in the balance, the maverick panelist closed: "Bill Gates can shout about it as much as he likes, but no one else is interested.

"You have all these devices and lots and lots of publishers trying to do it, but nobody is interested. Look at uptake for new readers. We [already] have the perfect portable reader you can take to Central Park, the bed or bath. I'm not saying that because I want magazines to continue, but because the market is dictating." ®

Mobile application security vulnerability report

More from The Register

next story
There's NOTHING on TV in Europe – American video DOMINATES
Even France's mega subsidies don't stop US content onslaught
You! Pirate! Stop pirating, or we shall admonish you politely. Repeatedly, if necessary
And we shall go about telling people you smell. No, not really
Airbus promises Wi-Fi – yay – and 3D movies (meh) in new A330
If the person in front reclines their seat, this could get interesting
BBC goes offline in MASSIVE COCKUP: Stephen Fry partly muzzled
Auntie tight-lipped as major outage rolls on
UK Parliament rubber-stamps EMERGENCY data grab 'n' keep bill
Just 49 MPs oppose Drip's rushed timetable
Want to beat Verizon's slow Netflix? Get a VPN
Exec finds stream speed climbs when smuggled out
Samsung threatens to cut ties with supplier over child labour allegations
Vows to uphold 'zero tolerance' policy on underage workers
Dude, you're getting a Dell – with BITCOIN: IT giant slurps cryptocash
1. Buy PC with Bitcoin. 2. Mine more coins. 3. Goto step 1
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.
Mobile application security vulnerability report
The alarming realities regarding the sheer number of applications vulnerable to attack, and the most common and easily addressable vulnerability errors.
How modern custom applications can spur business growth
Learn how to create, deploy and manage custom applications without consuming or expanding the need for scarce, expensive IT resources.
Consolidation: the foundation for IT and business transformation
In this whitepaper learn how effective consolidation of IT and business resources can enable multiple, meaningful business benefits.