Monthly Archives: April 2007

Yahoo and Google Pitched Against Each Other for Online Advertising Dominance

New York Times has reported that Yahoo is planning to buy Right Media, which owns an online advertising marketplace, for $680 mn -

Google and Yahoo each dominate one segment of the online advertising market. Google is best at selling text ads that appear alongside search results and on other websites. Yahoo, which has lagged Google in search, is a leader in selling graphical ads, mostly on its own sites.

With Google’s acquisition of DoubleClick and Yahoo’s acquisition of Right Media, both Google and Yahoo have moved beyond their traditional strengths and are now pitched squarely against each other in the battle to dominate online advertising.

An Open Letter to DNA (Daily News & Analysis)

Dear DNA,

One of your reporters, Anjali Thomas, repeatedly called me last week for a story on the dark side of blogging in the context of the attacks against Cathy Sierra and Tim O’Reilly’s blogger code of conduct.

I repeatedly told her that the story she was researching was marginal at best and she should instead do a story on how blogging lets people find their voice and become part of a community.

I repeatedly told her that most of the bloggers I know, including myself, have had mostly positive experiences with blogging and I have rarely seen offensive and/ or abusive comments on the blogs I read.

When she insisted that I tell her about some controversial episodes in the desi blogospehere, I asked her to speak to Saket, Gaurav, Sakshi and Rashmi instead and offered to do an interview if she decided to do an objective story on blogging.

After all that, imagine my shock when I saw myself misquoted in this manner in DNA yesterday -

The Tom Sawyer Model for Web 2.0 Content Creation is Not Sustainable

New York Times wonders if the Tom Sawyer model for Web 2.0 content creation -

Tom Sawyer got it right. Why paint a fence when you can get your friends to do it for you for free? He would have been the perfect new-media mogul. Spending time and money creating content on the Internet is so hopelessly dated, so dotcom, so very, very 1.0. The secret of today’s successful Web 2.0 companies: build a place that attracts people by encouraging them to create the content — thereby drawing even more people in to create even more stuff.

- is sustainable. It isn’t.

Online video site Magnify already shares ad revenues with users, YouTube is planning to, and everybody else is likely to follow. Web 2.0 businesses looking for free user-generated content will soon see users migrating to their competitors who have implemented a revenue sharing model.

A Rare Seth Godin Rant

A few hours at the Indian consulate in New York induced a rare rant from Seth Godin -

Many of the chairs are broken, leaving sharp steel platforms on which to crouch. And there aren’t enough chairs, broken or not. The signs are confusing, the two clerks are protected by a sheet of glass a full inch thick (which is twice the thickness of a typical bank’s) and the little machine that dispenses deli-style tickets is broken.

When Seth Godin is in India, which he is presumably going to be, someone should take him to the US consulate to check if getting a US visa in India is a more pleasant experience than getting an Indian visa in the US. I have a suspicion that the visit will inspire another, even more spirited, rant from him. :-)

Six Levels of Web 2.0 Participation

According to the the Forrester Research Social Technographics report, social technology, or web 2.0, behaviors can be categorized into a ladder with six levels of participation (via ZDNet) -

- Creators (13%): Publish web pages or blogs, upload videos to video sharing sites.
- Critics (19%): Comment on blogs, post ratings and reviews.
- Collectors (15%): Use RSS, tag Web pages.
- Joiners (19%): Use social networking sites.
- Spectators (23%): Read blogs, watch peer-generated video, listen to podcasts.
- Inactives (52%): None of these activities.

The percentages don’t add up to 100% because, apart from the inactives, the other five levels of participation overlap with each other.

Forrester recommends that instead of looking at Web 2.0 as a list of technologies to be deployed on an ad hoc basis, marketers should first analyze where their customers are on the Social Technographics ladder and then create a Web 2.0 strategy to transition them to the next step.

Here are my top of the mind thoughts on the Social Technographics report -

Advertising as a Conversation Tool

Michael Parekh picked up my ‘Oneupmanship in the Indian Sky’ post and wrote an interesting post about advertising as conversation -

Not a day goes by where we don’t see high profile bloggers get in each other’s faces, creating drama and soap operas, by saying what they really think, and letting their emotions hang out.

So the question that naturally follows is, why SHOULDN’T this be true for advertisers online?

It’s a radical thought, and I love radical thoughts, but I don’t see corporates using advertising as a conversation tool anytime soon, for the same reasons corporates rarely use CEO-blogging as a conversation tool (and, yes, I have read Naked Conversations). To participate in a conversation, you need to know that the conversation is bigger than yourself, you need to listen more and talk less, and you you need to be ready to admit that you don’t have all the answers. Corporates are not very good at any of these things.

Advertising (and CEO-blogs) will begin to become more like conversations when the three billboards in my previous post look like this -

Jet Airways: “A BIG ‘Thank You’ to all our competitors: you made us change!”

First Generation Entrepreneurs Blog About the Lessons They have Learnt

Mechanical Engineer turned Java Programmer turned Software Salesman turned Ship Chandler turned Stock Market Investor turned Transport Fleet Operator Chenthil shares the lessons he has learnt as a first generation entrepreneur -

Dream big, but make sure that there is some arrangement for running your day to day life. If your dad has left you a fortune, good for you. Another option is to have one spouse working full time while the other is chasing his/her dreams. All my risk taking is possible only because of the solid support of my wife, who takes more than her share of the family burden.

Techie turned restaurateur Madman offers similar advice to wannabe entrepreneurs -

It is good to dream, but not to day-dream. You need hope, but not delusion. That said, you should realise that to boldly go where no one has gone before (please pardon my Star Trek geek cliche) does indeed require a leap of faith and a hope for a market that may not even exist yet (certainly true in my case.) Just be sure that your decision is an informed one and based on solid research, not solely on an impulsive moment. We have to deal with the constraints of the world we live in, and one of those is earning a livelihood.

Twenty Two Must-Do Blogging Tips from Must-Read Blogging Experts

Alistor Cameron, who calls himself a Blogologist, has put together a tongue-in-cheek compilation of must-do blogging tips offered by the million must-read blogging experts we must have on our feed readers.

My favorite, however, is #22 (or is it #1) -

You should — on a scheduled and regular basis — be standing apart (completely dispassionately) from your blogging to gain a sense of balance and perspective on your efforts, in order to be able to review and adjust your “workflow”, choice of tools, and approach. You will need to accommodate technological change, shifts in expectation of your readership, and the greater and greater need to cater to a Chinese readership, where the real money and traffic is.

Oneupmanship in the Indian Sky

Jet Airways Kingfisher Airlines Go Air Ambush Marketing

Indian airlines are indulging in a little oneupmanship in the air (via Rajan and Amit) -

Jet Airways: “We’ve Changed.”

Kingfisher Airlines: “We Made Them Change!!”

Go Air: “We’ve Not Changed. We’re Still the Smartest Way to Fly.”

I wonder what the other half a dozen airlines in India have to say about this.

Has Google-YouTube Lost Online Video Market Share?

Compete has just released its online video market share data for Mar ‘07 and it seems that Google-YouTube has lost market share from 55% in Feb ‘07 to 46.9% in Mar ‘07.

If the data is correct, this is a significant development.

I have asked Compete for a clarification, so watch out for an update.