E-News : December 7, 2010
Top Media Moves
ARGI and iPacesetters announced that they would be combining to form a unique new company under the name iPacesetters, which combines the audience development, lead generation and marketing technology of ARGI with the performance-based call center services of iPacesetters.
BtoB has introduced a mobile app for the iPhone and iPad, providing mobile users with news, strategies and opinion pieces from BtoB and BtoBonline.com.
Job of the Week
In addition to the “Job of the Week” highlighted in each issue of E-news, ABM has recently expanded its online job board to better reach out to the membership and media community with quality career opportunities. Powered by mediabistro.com, the site is updated constantly with openings across the country and enables you to search by industry and location. So what are you waiting for … Click here to begin your search!
Featured Event of the Week
ASBPE-NY Holiday Event
Celebrate and Strategize
As 2010 winds to a close, it's time to celebrate the year's accomplishments and prepare for more opportunities in 2011. The New York chapter of ASBPE is hosting a holiday party on December 9 to do just that.
Where: Playwright Celtic Pub & Restaurant, 732 8th Avenue (between 45th & 46th Streets), 3rd floor, New York City
When: December 9
Time: 6pm to 8pm
What: Cash bar and complimentary hors d'oeuvres
RSVP: by Tuesday, December 7, to email@example.com
Production/Manufacturing Technology Committee Meeting
Tomorrow, December 8, 2:00 PM – 3:30 PM ET
Publishers Committee Meeting
This Thursday, December 9, 2:00 PM – 4:00 PM ET
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Neal Awards Entry Deadline Extended to This Friday!
Crain & Timothy White Award Call for Entries now open
In case you missed last week’s video announcement from ABM Correspondent Wally Koval, we’ve extended the Neal Awards entry deadline to this Friday, December 10, to give you more time to submit your best work for a chance to be honored with one of the b-to-b industry’s most prestigious awards. Click here to submit your entries online now … there are only three days left to enter!
We're also offering a final opportunity to learn how to use the Neal Awards online entry system. Join us later today at 3:00 PM ET for another FREE webinar demonstration on navigating the mBLAST system and successfully submitting your entries. Space is limited, so sign up now!
While you’re putting the finishing touches on your entries, we are pleased to announce that nominations are now being accepted for the American Business Media Crain Award and the Timothy White Award for Editorial Integrity.
The Crain Award is given annually to an individual who has made outstanding contributions to the development of editorial excellence in the business media. The award was established by a grant from the G.D. Crain, Jr. Foundation, and includes a distinctive crystal trophy and a check for $1,000. By its name, the award honors an outstanding business publication editor, the founder of Advertising Age, G.D. Crain, Jr. ABM members are invited to submit nominations for this award by Friday, January 7, 2011. Click here to download the Call for Entries.
The Timothy White Award for Editorial Integrity is a special honor that acknowledges the challenges and pressures that editors face daily. Named after the longtime editor of Billboard magazine who succumbed to a heart attack in 2002, the award is given annually to an editor whose work displays courage, integrity and passion. ABM members can submit nominations for this award by Friday, January 21, 2011. Download the Call for Entries here.
And don’t forget to mark your calendars now: All awards will be presented during the 57th Annual Neal Awards Luncheon on March 10, 2011, at the Mandarin Oriental New York.
FTC Report Marks Major Ramp Up in Privacy Law Mandates
The Federal Trade Commission staff has laid out an activist vision for a broad set of changes in how businesses collect and use information regarding individuals, in a report released Wednesday. The recommendations would impose major new requirements on businesses, including ABM members, that compile, use, or transfer data about individuals, both online and offline.
The report dismisses self-regulation of online behavioral advertising as inadequate, and advocates creating a new browser-based "Do Not Track" mechanism in its place. It also advocates changing requirements for privacy policies, providing consumers more control over use of information about themselves, and other significant changes. The FTC further explained at a Congressional hearing this morning that consumers must be able to control their own privacy with the option to end all forms of tracking and that the industry self regulatory program has failed to accomplish this.
HOW COULD IT AFFECT ABM MEMBERS?
If implemented, this could have negative impacts to ABM members such as:
- Disallowing the sharing of customer data between the affiliated brands within a company, without express customer consent.
- Limiting use of data such as customer location and company (based on computer IP address).
- Limiting use and sharing of aggregated data such as information about your audience to advertisers.
- Limiting trade show data usage such as sale of attendance lists and requiring additional disclosures regarding information collected for lead generation.
WHAT IS ABM DOING ABOUT IT?
The recommendations in the report have a long way to go before they become law and some FTC commissioners have expressed concerns about the recommendations. The commission has requested public comments by January 31, 2011, on more than 50 questions about the workability and details of the report's recommended legal framework.
ABM's staff and counsel are preparing comments for the commission. We will be soliciting advice from ABM's Information Policy Committee, Digital Media Council and membership as part of this process. In addition, ABM has already been in touch with Members of Congress regarding the potential for "Do Not Track" legislation and succeeded in getting questions concerning the effect such policies could have on the b-to-b industry submitted at today's Congressional hearing.
The full report is available on the FTC website. As always, we welcome member comments and suggestions and members may contact ABM’s information policy counsel Mark Sableman of Thompson Coburn LLP directly at firstname.lastname@example.org.
New Research Predicts Significant Growth in U.S. Mobile Ad Revenue
Research firm BIA/Kelsey found that U.S. mobile ad revenue is projected to hit $2.9 billion by 2014. This projection shows significant growth from 2009’s $491 million in revenue. The report, “U.S. Mobile Ad Revenue Forecast 2009-2014,” examines advertising mediums including search, display ads and SMS text messaging on mobile devices. It concluded that during the forecast period:
- U.S. mobile search ad revenue will increase from $59 million to 1.6 billion
- U.S. mobile display ad revenue will increase from $206 million to $803 million
- U.S. mobile SMS ad revenue will increase from $226 million to $562 million
BIA/Kelsey also found that U.S. mobile local ad revenue will increase from $214 million last year to $2.03 billion in 2014.
Mojiva, Inc. CEO Dave Gwozdz, who spoke to members of ABM’s Digital Media Council this past May, believes that the likelihood for this influx is due in part to factors including better technology that enables advertisers to be more specific and relatable with their messaging to smartphone users, the channel of delivery or the creativity allowed with it, and smartphone (and now tablet) capabilities that allow consumers to rely on them more for local information.
“In terms of its impact to companies like Mojiva, I’d guess that well over half of all ad campaigns now have some element of location targeting from region to city, town and even longitude/latitude included with localized messages,” said Gwozdz. “We see this trend continuing. We also are continually approached by established local digital ad companies wanting to expand their client base from online local to mobile local.”
The ROI of Content Creation & Distribution
Free webinar next Wednesday
On Wednesday, December 15, ABM's Digital Media Council will continue its FREE webinar series dedicated to the challenges and opportunities that multi-platform content creation and distribution pose for b-to-b media companies.
Past webinars have addressed the what, when and how. But, as we contemplate mobile content delivery, perhaps the biggest consideration is ROI. We are in a business of ever-shrinking ad dollars and growing expenses; we must find a way to make our investment bring returns. There are plenty of players who have found a degree of financial success, but is it enough for sustainable growth?
The series’ third installment will feature a panel of pioneers in this market – including Chris Foster of GIE Media, Will Passano of Skyscape, and Staffan Sandberg of 1105 Government Information Group – and will explore their successes and challenges along the road to profitability.
The ABM Vital Guide to Content Development
What’s your content strategy for 2011? Is aggregation the right play? How about a new app? Can you afford to fund investigative journalism? And where does video fit in? Determining where to get the biggest bang with your editorial products is more critical than ever. If these challenges sound familiar, check out the latest ABM Vital Guide, which is sure to help develop your 2011 content strategy and the accompanying budget and staffing decisions.
In partnership with eMedia Vitals, ABM is proud to deliver the ABM Vital Guide, a free weekly e-newsletter containing high-quality, actionable content on the hottest digital media trends affecting the b-to-b industry. Each week, the ABM Vital Guide tackles one specific digital media trend or product with the potential to dramatically influence members’ digital revenues. Previous editions have thoroughly covered such issues as audience development, content aggregation, database marketing, online event models, e-newsletters and subscription management. Click here to subscribe now!
Survey Finds Traditional and Digital Marketing “Get Along”
According to the “2011 B2B Marketing Outlook” study, which was conducted by Google in September and October, traditional marketing commands 66 percent of b-to-b marketing budgets this year despite the rapid growth of digital advertising in the last decade. In fact, traditional media accounts for the top three items in a b-to-b marketer’s average budget. They include:
1. Trade Shows and Events – 28%
2. Magazines/Trade Publications – 13%
3. Direct Mail – 9%
More than 80 percent of marketers are using digital marketing methods in one form or another. “Digital is becoming kind of traditional,” said Sam Sebastian, Google’s director of local and b-to-b markets.
And rightfully so: Email marketing was the top digital expenditure that accounted for 8 percent of a typical b-to-b marketing budget. Meanwhile, Google’s search engine marketing accounted for 5 percent, as did search engine optimization (SEO).
Furthermore, a majority of b-to-b executives agree that combining digital with traditional marketing mechanisms and using multiple media in a campaign improves effectiveness. The report also indicated that more than 77 percent of b-to-b marketers expect their budgets to increase or stay the same next year.
The research was conducted by Ipsos OTX, which surveyed 636 b-to-b marketing executives online. An additional five marketing executives participated in 20-minute phone interviews.