I Want a ClueTrain Stick

Albert Cheng, EVP Digital Media, ABC Television Group is speaking right now at OMMA. You'd think that by now, ABC would get a clue and figure out that there's an interactive component to this newfangled Internet thing. So far, from Cheng's comments, I gather that they want to... * Invest big in content * Build a "marketing platform" * Build "direct relationships," but mostly by using the Internet's pipes to push content.

OMG, he actually believes that ABC's "equity" that has been earned with "consumers" cannot be replaced.

Jeez, he said he also believes that video is the primary driver behind consumers connecting with brands. He uses Sears' online sponsorship of Extreme Makeover:Home Edition as an example, saying that Sears enjoys a halo effect advertising with the show and that association with a show with an "altruistic bent" is beneficial for Sears. Nothing on how conversations about Sears and its products are happening outside the Disney/ABC realm of influence.

Ugh.

Sorta, Kinda Liveblogging

There's wifi at the conference, so I might be posting here and there, depending on how long my battery lasts. Geoff Ramsey is giving the opening remarks, discussing where the growth is coming in the ad industry. He just made a joke about where TV's growth is and referenced Clara Peller. No one laughed - I'm convinced it's because no one remembers the old "Where's the Beef?" commercials.

Interesting stat from the ANA - 78% of leading advertisers think they're getting diminishing returns from traditional media.

You Always Forget Something

I always forget something when I travel. This time, it was my stash of hot sauce and sweetener. Let me explain... In every hotel room I've ever stayed in, they give you enough coffee for Hannibal's army, but only two little packets of sweetener. Thus, I usually bring a little stash of Sweet & Low or Equal in my backpack.

And when I travel to the West Coast, often people look at me as if I have two heads when I order Tabasco sauce to go along with my eggs in the morning. Thus, I bring a little stash of those tiny Tabasco bottles.

Forgot both of them. Oh, well. At least it wasn't my razor.

Today's Panel at OMMA

I'm moderating today's OMMA West panel at 11:30 on the Advertising track - "Creative in Context: The Role of Behavioral Targeting in Creative." My panel includes Chris Marrow from Tacoda, John Gray from Enlighten, Scott Howe from DrivePM and Michael Hayes from Initiative. This ought to be an interesting one. A lot of the excitement over behavioral targeting is wrapped up in the media - how do we define buckets? What are the best methodologies? What kind of response lift can we expect? But few conferences have delved into the implications for the ad creative.

I'll check in later and let you know how it goes.