Intelliseek Inc. of Cincinnati and New Media Strategies of Arlington, Va., have lined up dozens of people to surf Web sites, blogs and message boards to get a fast read on the effectiveness and popularity of marketers' commercials. With TV costing as much as $2.4 million for a 30-second spot, companies want to know whether their money was spent wisely.
As people post comments about the ads on the Web, the marketing companies' monitors will report what's being said. "Conversations all over the Internet, from message boards to blogs and beyond, now allow us to get a true pulse in real time," said NMS Chief Executive Pete Snyder in a statement. His firm is doing a similar monitoring process of the entertainment industry and the Oscars contest. "Studio execs and entertainment insiders watch very closely what people are saying online," he added. Besides the companies whose products are being pitched, advertising agencies are also interested in the results. Marketing officers hope they've chosen the right creative teams and campaign strategies. It's important that agencies, even more so than brands, are getting the right kind of buzz," said Snyder, in a comment reported by Media Post. Read more on Super Bowl ads. Documentary about Web logs debuts An independently financed documentary about blogging was screened Thursday night at the Institute for New Media Studies at the University of Minnesota. Chuck Olsen, who produced the 65-minute film, "Blogumentary," said that one of his motivations to make the movie was his belief that "blogs are the next stage of ... something." The showing was followed by a discussion, during which Dan Gillmor, author of "We the Media," said that blogs are just a piece of what he calls a global conversation. "This is an early and still cruel tool. In five years, we'll see blogs as one element of an ecosystem," he added, according to the notes of Garrick Van Buren, who attended the session. Read Olsen's blog post of the screening. Gmail gets easier to get Google (GOOG: news, chart, profile) appears to be expanding the availability of its free e-mail service. Several Web loggers, including Neville Hobson at WebProNews.com, reported they received 50 invitations for Gmail accounts. "Does this indicate preparation of some kind of general rollout" for the invitation-only service, he asked in his post. Read Hobson's blog. Josh Hallett, a Web site developer in Florida, also received the invites and blogged, "Do you think Google is trying to ramp up usage before the official launch?" RSS ... really specialized selling? The Los Angeles Times (TRB: news, chart, profile) is reported to be developing a newsreader for classified ads. According to PaidContent.org, users could develop their own custom feeds of classifieds, to pull in just apartments, jobs or real estate listings. On Friday, Britain's Guardian newspapers released NewsPoint, a customized RSS reader produced by Consenda, a Swiss-American media software firm. The reader is configured for numerous RSS feeds from the Guardian and includes advertisements. Users must register the software before they can log in or add other content providers' feeds. Download NewsPoint. To be alerted when this column is published, log on to my own blog, Barnako.com, and subscribe to its RSS feed. You can also listen to an audio version of Internet Daily. Call your local CBS Radio station for broadcast times. Internet Daily can be heard on your Pocket PC PDA too! Click here for information. |
| Frank Barnako is a vice president of MarketWatch, and is based in Washington. He has owned shares of Time Warner since 1995. |
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Posted by: nachbarin | 2008.04.04 at 04:20