Video advertising pisses off audience? Who knew? Heheh

This is why I appreciate the sponsorship of my ScobleShow that Seagate paid for. They aren’t asking me to run stupid video advertising, like the Wall Street Journal talks about today, that pisses off my audience. I don’t get why companies try to force their brands down our throats. There’s a lot better way to get adoption than by doing that. Heck, you get more good feelings by supporting the community (like what Yahoo did last week by getting Beck to play a free concert) than by buying stupid interruptive advertising.

It’s a good thing that advertising agencies still don’t have a clue what Hugh MacLeod is doing with his little cartoons and by giving free wine to bloggers. Why is it a good thing? Cause if Hugh is the only one doing this new kind of advertising then he’ll continue to see huge results. He stands out cause he’s doing “clued-in-vertising” while everyone else is doing the old style advertising.

I can’t wait for the ROI reports that show that Web 2.0 advertising doesn’t work. Of course it doesn’t. But what Hugh is doing DOES work. Not only did Stormhoek (the wine that Hugh pitches) win a marketing award recently from the wine industry, but he doubled sales. And, he implanted Stormhoek in my brain. I live two hours from Napa. The idea that I know more about a South African wine than most of the wineries in Napa is simply heresy.

So, keep going advertisers. One thing — you can’t get on my blog unless you do something for the bloggers. Seagate is (I can’t share what yet, but they are doing some fun things — particularly around the CES show).

Comments

  1. If content is compelling enough, pre-rolls are but part of the package. The copyright theft YouTubers, might get around that, for a time at least. But the piper must be paid. In-content advertising, and 1950′s sponsorship models are making a comeback, but don’t think anything is new at all, just another distributional outlet is all.

    Yahoo paying for Beck was an extreme narrowcast corporate event…now sending Beck on a free nationwide tour would work even better, eh? But that cost would be deadly.

    If get news and info filtered thru one source, extreme ignorance eventually translates into heresy. And easy to double from nothing (eyeballs accounting there), but kidding yourself if you think they can take on Robert Mondavi/Kalon/Gallo or similar. My next door neighbors, in the middle of Illinois, not major wine snobs by any strech, still can easily name at least 5 Napa/Sono vineyards. So you are basically broadcasting your extreme cluelessness, then? ;)

  2. If content is compelling enough, pre-rolls are but part of the package. The copyright theft YouTubers, might get around that, for a time at least. But the piper must be paid. In-content advertising, and 1950′s sponsorship models are making a comeback, but don’t think anything is new at all, just another distributional outlet is all.

    Yahoo paying for Beck was an extreme narrowcast corporate event…now sending Beck on a free nationwide tour would work even better, eh? But that cost would be deadly.

    If get news and info filtered thru one source, extreme ignorance eventually translates into heresy. And easy to double from nothing (eyeballs accounting there), but kidding yourself if you think they can take on Robert Mondavi/Kalon/Gallo or similar. My next door neighbors, in the middle of Illinois, not major wine snobs by any strech, still can easily name at least 5 Napa/Sono vineyards. So you are basically broadcasting your extreme cluelessness, then? ;)

  3. Thanks for the kind words, Scobe…

    Good points, Chris… That being said, when you consider that two of the world’s top ten wine brands have recently approached me, independantly of each other, wanting to pick my brains, then your logic starts breaking down somewhat.

    Anyway, I never claimed that taking on Mondavi/Kalon/Gallo on their own terms was part of the biz model. And there’s no reason why should it be, unless you suffer from some sort of bizarre macro-worshipping fetish.

  4. Thanks for the kind words, Scobe…

    Good points, Chris… That being said, when you consider that two of the world’s top ten wine brands have recently approached me, independantly of each other, wanting to pick my brains, then your logic starts breaking down somewhat.

    Anyway, I never claimed that taking on Mondavi/Kalon/Gallo on their own terms was part of the biz model. And there’s no reason why should it be, unless you suffer from some sort of bizarre macro-worshipping fetish.

  5. Bizarre macro-worshipping fetish? Oh dear, buzzword and S&M references, for $100, Alex. You mean, growing Stormhoek beyond microscopic boutique isn’t in the cards? If ever got as big as Gallo, I am sure you’d be there to take all credit.

    Two of the world’s top ten wine brands picking your brains? So then, why stick with the current swill? Small pond, big fish, eh? And that’s assuming anything more to pick, over just the usual ‘blogs as salvation’ beachy-flip-flop marketing short-cuts.

  6. Bizarre macro-worshipping fetish? Oh dear, buzzword and S&M references, for $100, Alex. You mean, growing Stormhoek beyond microscopic boutique isn’t in the cards? If ever got as big as Gallo, I am sure you’d be there to take all credit.

    Two of the world’s top ten wine brands picking your brains? So then, why stick with the current swill? Small pond, big fish, eh? And that’s assuming anything more to pick, over just the usual ‘blogs as salvation’ beachy-flip-flop marketing short-cuts.

  7. Whatever my business model is, judging from your previous comment, you’ll probably be among the last to figure it out. Maybe that’s part of your plan?

  8. Whatever my business model is, judging from your previous comment, you’ll probably be among the last to figure it out. Maybe that’s part of your plan?

  9. If MacLeod worked for Gallo would he get paid as much? Seriously. What’s his compensation? How much of his IP does he get to keep his rights to? How many years is Stormhoek going to keep him on vs. Gallo’s marketing department?

    Would Gallo be good for MacLeod’s reputation as a spokesman? Is their wine good enough for a single individual to credibly say “hey, this is good stuff”? Most of it is mass produced, decent, ordinary wine. Comes in jugs with screw tops. What kind of hip, edgy, advertising campaign would be able to sell that? Who would want to? I mean, do you get invited to hang out with hip Silicon Valley insiders if you are doing illustrations for mass market wines?

    There’s a lot more variables to examine for an individual who does advertising, than say, an ad agency selling their services. Non-tangible rewards of reputation, personal connection, the Lessig’s whole “second economy” stuff. Advertising/endorsement scales differently depending on the quality of what you are selling.

  10. If MacLeod worked for Gallo would he get paid as much? Seriously. What’s his compensation? How much of his IP does he get to keep his rights to? How many years is Stormhoek going to keep him on vs. Gallo’s marketing department?

    Would Gallo be good for MacLeod’s reputation as a spokesman? Is their wine good enough for a single individual to credibly say “hey, this is good stuff”? Most of it is mass produced, decent, ordinary wine. Comes in jugs with screw tops. What kind of hip, edgy, advertising campaign would be able to sell that? Who would want to? I mean, do you get invited to hang out with hip Silicon Valley insiders if you are doing illustrations for mass market wines?

    There’s a lot more variables to examine for an individual who does advertising, than say, an ad agency selling their services. Non-tangible rewards of reputation, personal connection, the Lessig’s whole “second economy” stuff. Advertising/endorsement scales differently depending on the quality of what you are selling.

  11. Given that your business model, will be clouded in several Jupiter-sized oceans of buzzwords, I don’t think anyone outside of Steve Gillmor will be able to hieroglyphically decipher it.

    But yes, you got me, you outted me, as most assuredly, I wake up everyday, saying how can I avoid Hugh MacLeod cartoonish business models…

    It keeps me sane. ;)

  12. Given that your business model, will be clouded in several Jupiter-sized oceans of buzzwords, I don’t think anyone outside of Steve Gillmor will be able to hieroglyphically decipher it.

    But yes, you got me, you outted me, as most assuredly, I wake up everyday, saying how can I avoid Hugh MacLeod cartoonish business models…

    It keeps me sane. ;)

  13. What kind of hip, edgy, advertising campaign would be able to sell that?

    Ahhh, therein lies the real challenge, where men are made and teeth are molten into steel. But see, Gallo is more than just mass produced, they have exotic lines, that fit all price and taste ranges, plus they are growers for other boutiques. You target a demographic and tout the features most favorable to said grouping, Marketing 101. But only catering to an wine snob elite, over the masses, is where you make your first mistake. Tho by going high-old-glory Inglenookish Napa Cabernet, you can somewhat hit two birds with one stone.

    get invited to hang out with hip Silicon Valley insiders

    Hey, that’s the business model, I guess I figured it out, eh? Not so much about the wine or the product, as it is about Hugh himself. Just like Scoble pimping for Microsoft, really had zero to do with Microsoft, all about jazzing up said cult of personality and hot Cluetrainy-remix philosophy of the moment. The wine or Microsoft, it be just the host for the blogger parasites, they suck the blood, and move on, any success blips are fleeting, as they bail when the glory fades, and the real work kicks in.

  14. What kind of hip, edgy, advertising campaign would be able to sell that?

    Ahhh, therein lies the real challenge, where men are made and teeth are molten into steel. But see, Gallo is more than just mass produced, they have exotic lines, that fit all price and taste ranges, plus they are growers for other boutiques. You target a demographic and tout the features most favorable to said grouping, Marketing 101. But only catering to an wine snob elite, over the masses, is where you make your first mistake. Tho by going high-old-glory Inglenookish Napa Cabernet, you can somewhat hit two birds with one stone.

    get invited to hang out with hip Silicon Valley insiders

    Hey, that’s the business model, I guess I figured it out, eh? Not so much about the wine or the product, as it is about Hugh himself. Just like Scoble pimping for Microsoft, really had zero to do with Microsoft, all about jazzing up said cult of personality and hot Cluetrainy-remix philosophy of the moment. The wine or Microsoft, it be just the host for the blogger parasites, they suck the blood, and move on, any success blips are fleeting, as they bail when the glory fades, and the real work kicks in.

  15. I’m really curious – you seem to really dislike Scoble and MacLeod. Is there a particular reason why?

    Is this an impersonal dislike (you think that being a blogger parasite is not a respectable career ) or personal (you think being a blogger parasite is a bad moral choice) or deeply personal (they wronged you)?

    For the record, I don’t have a stake in this – I don’t actually know you or them, I don’t work in the Valley, and I don’t stand to materially gain anything from posting on here. (Oh, and I’m using the phrase “blogger parasites” as an example phrase, not a value judgement.)

  16. I’m really curious – you seem to really dislike Scoble and MacLeod. Is there a particular reason why?

    Is this an impersonal dislike (you think that being a blogger parasite is not a respectable career ) or personal (you think being a blogger parasite is a bad moral choice) or deeply personal (they wronged you)?

    For the record, I don’t have a stake in this – I don’t actually know you or them, I don’t work in the Valley, and I don’t stand to materially gain anything from posting on here. (Oh, and I’m using the phrase “blogger parasites” as an example phrase, not a value judgement.)

  17. Well, it’s all constantly in play, all a flux. What my ‘groove’ was five years ago, ain’t my groove now.

    As for ‘hating’, hah. Haven’t met Hugh, but consider Scoble a great friend. It’s all internet theater anyways, just a non-yes-man pushback, all parta the ‘naked conversations’.

  18. Well, it’s all constantly in play, all a flux. What my ‘groove’ was five years ago, ain’t my groove now.

    As for ‘hating’, hah. Haven’t met Hugh, but consider Scoble a great friend. It’s all internet theater anyways, just a non-yes-man pushback, all parta the ‘naked conversations’.

  19. “Well, it’s all constantly in play, all a flux. What my ‘groove’ was five years ago, ain’t my groove now.”

    Best thing you’ve said in ages, Coulter. Nice one.

  20. “Well, it’s all constantly in play, all a flux. What my ‘groove’ was five years ago, ain’t my groove now.”

    Best thing you’ve said in ages, Coulter. Nice one.

  21. @12. Well, based on your work, didnt’t think you were creative enough to come up with it yourself. But, you should consider firing your writers. ;-)

  22. @12. Well, based on your work, didnt’t think you were creative enough to come up with it yourself. But, you should consider firing your writers. ;-)

  23. For the record: most bizzare comment crossfire I’ve ever seen. (And I post on Making Light regularly!) Wow. Thanks for the answer Christopher.

    -r.

  24. For the record: most bizzare comment crossfire I’ve ever seen. (And I post on Making Light regularly!) Wow. Thanks for the answer Christopher.

    -r.

  25. [...] También se han publicado una serie de artículos sobre la publicidad en los servicios de vídeo, así el blog Scobleizer afirma que los anuncios ahuyentan a la audiencia de los servicios de vídeo en Internet basándose en un artículo publicado por WSJ que afirma que vídeos publicitarios antes de los vídeos pueden no ser la mejor forma de anunciarse. De hecho, a través de Techmeme podéis acceder a diversos blogs que hablan de este cuestión, al igual que lo hace The Register, aunque desde otro ángulo. GigaOM también dedicón un artículo a analizar el futuro de la publicidad en los servicios de vídeo. [...]

  26. Video advertising doesn't have to be a drag to visitors. You just have to deliver great content. It has to be content that is so good they won't mind the advertisements. If you can't advertise on your website where can you advertise?

  27. Video advertising doesn't have to be a drag to visitors. You just have to deliver great content. It has to be content that is so good they won't mind the advertisements. If you can't advertise on your website where can you advertise?