TV is in Transition…Are You?

•August 23, 2015 • Leave a Comment

TV >< Video = Audience?

TV >< Video = Audience?

From The TV Business is Falling Apart – Business Insider, comes what many have expected for some time now out of the financial markets: a call that “the market was valuing the sector as if ad-supported TV in the US was a “structurally impaired” asset…

On the Sales side, what this means is simple: if you’ve been one of those [lucky enough] to be sitting on $600k/year packages selling TV for a decade-plus…watch out. If you never bothered to pay much attention to Digital for all of that time, thinking it a waste of your time…get ready.

I’ve written elsewhere in depth, that the transition skills + knowledge base needed going forward, grow more formidable every day [and more difficult to quickly learn.] If you don’t make the transition soon, as TV itself now clearly is, you are in jeopardy.

Read more:

Six Years & A Day…

•May 28, 2015 • Leave a Comment

Yesterday marked the sixth year of MoM[S], an anniversary we are proud to celebrate. But of course, we could not do any of that, without you, our readers & subscribers. So…thank you!

You can expect more of the same from MindOnMedia[Sales] in 2015 & beyond, including leading-edge thought pieces that become topics for others to write or months or years later. We never would have imagined the directions writing this blog would have taken us during the dark economic days of 2009, but are glad you stopped by, stayed with us, and commented on what we wrote.

If YOU have topics or ideas in the world of Sales, Revenues or Media that you’d like us to weigh in on at any time, we’d love to hear from you. Thank you again from MoM[S].

‘Bytes in Your Blood’ – You Can Sell, But Can You Get Hired Selling Digital?

•May 27, 2015 • Leave a Comment

Live@IAB – You Can Sell, But Can You Get Hired Selling Digital?

While this ‘Live@IAB’ article is a good starter on the topic as a promotion piece in support of their DMSC exam + credential, it could delve much further into the issue of making the leap into Digital Media sales, from the TradMedia sales world.

In my mind, it is very much about moving from ‘Ink in Your Veins’…as I myself grew up with…to ‘Bytes in Your Blood’. And if you don’t recognize that, you are likely to get crushed. If you think you can just move over to ‘sell digital’, that is unlikely to work.

In short, the learning curve is not small now at all, and the people you are likely selling to out there are *far* more versed in the many aspects of Digital than you are. There are so many more aspects to Digital now than there ever were in other media vehicles, that you must be somewhat versed…or at least familiar…in nearly all of them.

So, while taking the IAB/DMSC exam is great [Disclosure: I am certified as of May 2012, and up for the renewal exam this week, the end of May 2015], you need to allow yourself to be far more immersed than that.

“Play To Win, But Enjoy the Fun”

•January 14, 2015 • Leave a Comment

Truer words were never spoken, and it’s fitting they would come from none other than David Ogilvy, in his Confessions of An Advertising Man, one of the great Ad books of all time.

The full quote from David:
“But I regard the hunt for new clients as a sport. If you play it grimly, you will die of ulcers. If you play it with lighthearted gusto, you will survive your failures without losing sleep. Play to win, but enjoy the fun.”

Too often we lose sight of the actual sport, gusto & thrill of Sales. Often that is due to the worrying grind of revenue or other similar pressures [exceeding quota, tracking cold calls, etc.] We at MoM[S] can also be guilty of waivering ourselves, even in the best of times. Let us take these David Ogilvy words to heart often in 2015 & beyond.

Isn’t It Ironic? The ‘Spot’ Divergence of TV vs. Digital

•January 11, 2015 • Leave a Comment

Did anyone catch it? We used the word Divergence in our title, not Convergence, the one every Trade pub on Earth is now blasting from the hills.

When I finally did see the disconnect of how ad spots are now being valued, it struck me, natch, that borrowing the now-famous song title for our title, from the long-famous woman artist who first broke big at the Bottom of the Hill club in my old neighborhood of Potrero Hill in the day…was the only one that would work.

And it is ironic to me how things work: right as RTB [and its white-hot parent, Programmatic] gain traction & validity, becoming all the rage in a gotta-have-it-now world….Broadcast in one sense has gone totally the other way, and hypes ‘Time-Shifted’ viewing, to maintain legitimacy [and billings] with big agencies and Brands when selling Ad spots.

In other words, right as billions of VC dollars are pouring into solutions to serve ads on the Web that are perfectly suited to each of us, RIGHT NOW, TV spots have in one sense shunned that, allowing networks/syndicators/affiliates to bill for ‘extended audience’ viewing, sometimes for as long as up to 3 days. This is even while TV itself is roiled in the process of how to move its own buying systems to be automated, or ‘Real Time.’

Finally, it is even more ironic…that as of now, the bigger budgets remain largely where they are.

Some are dabbling with the go-go immediacy offered in real-time, but most is still allocated as it was, updated to the ‘give it a day, or three, or maybe seven’ new way to measure viewers of Broadcast. There is nothing wrong with this, and there are levels of merit to each of these, but this exact area is one where I see little discussion. Much more from MoM[S] on this subject and its many facets, pro & con, is yet to come.

Isn’t It Ironic? It is.

Sorry, YP: Say Hello, Facebook Juggernaut

•December 28, 2014 • Leave a Comment

How the Digital Age has upended things in the traditional, “normal” world. I believe ‘Disrupted’ is the term in recent vogue, and the one appropriate to this state of being. Nowhere is this more apparent than in the seeming twilight of the once-ubiquitous Yellow Pages, still delivered to nearly every doorstep in America.

Why would I say this? From my very own NewsFeed of today, you can see the good YP folks actually advertising for business owners to get free listings! Note I didn’t say consumers; they are going for owners of small businesses. And that NewsFeed I mentioned? That would be on Facebook, of course.

That they at YP think this approach makes sense, speaks volumes beyond the space we have here to expound upon. yponfb

And naturally enough, the FB team sees YP as little enough of a threat, to gladly take their money for this privilege. I almost couldn’t make this up! But again, all of this speaks volumes.

Atlas. WhatsApp. LiveRail. All of these have proven brilliant moves. And YP having to take a bow here, is a kind of silent, building result…one we are likely to see more of soon.

While I personally am not a fan of Mr Zuckerberg’s seeming penchant for prying into our Privacy, I would admit an admiration for his ability to see & create maneuvers such as this, more or less on his own. That is in stark contrast, to the algorithmic/logarithmic, analytical reality applied at a place like Google, as they look to ‘hire the best’, and yet are not now nearly as well positioned in the near term, as Mr Zuckerberg is.

Well played…again…FB. And good luck to you in a new age, YP.

RIP, Mr. Allen…

•November 27, 2014 • 1 Comment

It took some time, to figure out exactly how I would honor news of the passing of Dwayne Douglas Allen. Doug hired me for my first job while in college, which also turned out to be my first job in Sales. This was at a time when I had no idea that I could sell, and had no idea it could [or would] turn into a lifelong career…my lifelong career. It is the same career I write in depth about here at MoM[S]; a career I dearly love. Doug saw something in me then, believed in me, and then we kept in touch from that day on.

Dwayne Douglas Allen was my boss first, then a mentor, an advisor, and then eventually until his passing, a lifelong friend. The many postcards, letters & other memorabilia from him are items that I keep to this day, and will value forever. We shed a tear at your passing, Doug, and will grieve for some days to come as we think of you. But we will always remember the countless chats, visits & laughs we had over many years. God Bless, and Rest in Peace, my old friend.


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