Everyblock, Hyperlocal Search and the Likely Future of Journalism

Everyblock launched 1/23, one year to the day that the domain was registered, just one of a great many signs that indicate that Everyblock has a well defined plan and clear course of action. It’s an *extremely* impressive site on many levels and mirrors some ideas I’ve had on my own.

This is one of those rare moments on this blog where I must admit that I didn’t dig deep enough - I should have made this connection a few years ago as all I needed to see was in front of me. I’ve poked around with the chicagocrime.org site numerous times, somehow I never dug into who was behind the the site or what else they were up to.

Founder Adrian Hovolaty in this interview has a picture that says “Getting structured data is half the battle.” That actually might be an understatement of the importance of a topic few in the web industry truly understand, I often feel my financial services beliefs which were rooted deeply in data models and data integrity at BlackRock are viewed as an alien creature in the Internet space. You’ve seen me write about this strategy issue in the past.

I look forward to meeting this fascinating group of folks, learning more about Everyblock and telling you all about it shortly.

Good luck gentlemen!

TECH cocktail Chicago 7

No other words are necessary, you should know the drill by now.

RSVP now.

Jim Lanzone Leaves Ask to Join Redpoint Ventures as Entrepreneur in Residence

Rustybrick reports that Jim Safka has taken over as CEO of Ask.com and that Jim Lanzone has joined Redpoint Ventures as an entrepreneur in residence. Some point to the recent increase traffic at ask.com traffic and ask why? It’s hard to tell exactly what terms Jim left under, nevertheless it’s great to see that he either left on his own or was given time to set up this new gig at Redpoint Ventures (if so class move by Mr. Diller). I promise not to overload you with business plan ideas right away but hey reach out to me via phone sometime soon…

In theory, the email admin guy only has to change the email account password - but time will tell there. :)

Mr. Safka is notable as the first Top 10 MBA executive of a major search engine (someone correct me if I’m wrong on this) and he gets points in my book for having spent time in Chicago as well as his Top 10 MBA is from the J.L. Kellogg Graduate School of Management at Northwestern University.

IAC /Ask.com gave full text bios of Mr. Safka and other executive appointments:

Jim Safka has been named CEO of Ask.com. Effective immediately, he will oversee Ask.com’s global operations. He will also continue in his role as CEO of Primal Ventures, a new-venture entity that identifies seeds and incubates business opportunities for IAC.

Mr. Safka, 39, served as CEO of Match.com from 2004 to 2006. Under his leadership, the company grew revenue and operating income before amortization at an annual rate of 25% and 52% respectively. Today, Match.com has more than 15 million members in 35 countries. Prior to Match.com, he held senior management roles at AT&T Wireless and E*TRADE Financial Corporation, and brand and product management positions at Intuit, Alberto-Culver, Inc., Warner Bros. Inc., and Paramount Pictures. Mr. Safka holds an MBA from the J.L. Kellogg Graduate School of Management at Northwestern University and a BS in accounting from the University of Southern California.

Scott Garell has been named President of Ask.com, where he will report to Mr. Safka and manage daily business operations worldwide. Since 2005, Mr. Garell has been CEO of IAC Consumer Applications & Portals. Under his leadership the Consumer Applications and Portals businesses (including Fun Web Products, Portals, Evite and Pronto) have grown by 74% in the past 3 years.

Prior to his role as CEO of IAC Consumer Applications & Portals, Mr. Garell, 42, served as Executive Vice President of domestic sites and search, where he managed the division’s destination sites (Ask.com, iWon, and My Way), as well as the optimization of its proprietary information retrieval technologies and products across all brands. Mr. Garell joined IAC Search & Media in April 2004 as Senior Vice President of Marketing. Formerly, Mr. Garell served in senior roles at Computer Associates, Citysearch and Clorox. He holds an MBA from the Harvard Business School and a bachelor’s degree in political economy from the University of California at Berkeley.

John Park will replace Mr. Garell and is named President of IAC Consumer Applications and Portals, which includes Smiley Central, Webfetti, Zwinky, My Fun Cards, CursorMania, Popular Screensavers, Excite.com, iWon, and My Way. Mr. Park is currently Executive Vice President and General Manager of Toolbars and Portals at IAC Consumer Applications & Portals and has served in various senior management roles in the company since 1999. Under his leadership, the Fun Web Products Business has become one of the fastest growing businesses at IAC.

Mr. Park, 38, joined IAC Search; Media from Interactive Search Holdings, which he joined in 1999 as Group Vice President of Product Management and where he was responsible for the original development of iWon.com and MyWay.com, as well as the revamping of Excite.com following the 2001 acquisition of the brand from @Home. Prior to ISH, Mr. Park held senior product development and management roles at Ameritrade, Prodigy Services and New York Web. He earned a BS in Information Systems and Management from New York University.

Peter Horan, CEO of IAC Media and Advertising since January 2007, will continue to oversee IAC Advertising Solutions as well as Evite, Pronto, IAC Mobile and Ask Sponsored Listings.

Mr. Horan, 52, has spent more than 30 years in media and advertising. As CEO of About.com he pioneered the company’s turnaround and its sale to The New York Times Company. He served as President & CEO of DevX.com, an Internet media company that was later acquired by JupiterMedia Corporation. Mr. Horan spent 10 years at International Data Group, a global technology media company, where he spearheaded relationships with top advertisers and served as Senior Vice President and Publisher of Computerworld. Prior to that, he spent more than 15 years in senior account management roles at leading advertising agencies, including BBDO and Ogilvy & Mather.

I look forward to meeting and learning about all these new senior Ask.com executives and their plans. Good luck to Jim Lanzone, Jim Safka and everyone else in their new roles.

Chicago Tribune User Generated Content Pioneer Terrence Elijah Armour Passes Away


(Chicago Tribune photo of Terry Armour shaking Sam Zell’s hand by Charles Osgood / December 20, 2007)

The Chicago Tribune has communicated that Terry Armour has passed away. This is both sad and shocking as Terry Armour was so relatively young and full of life in every thing that he did. You can see how much he was loved by his coworkers and the public so clearly in the stories readers have told.

Chicago Blackhawks beat writer Chris Kuc discusses Terry’s universal appeal:

People knew him by sight, and if they didn’t, they instantly recognized him as soon as they heard his distinctive voice. And Terry enjoyed that. He relished being recognized and loved talking with people, whether he knew them or was meeting them for the first time. Sitting with Terry in the Stadium Club during a Sox rain delay would bring a steady stream of admirers by the table, ranging from celebrities to fans to concession-stand workers. It prompted me to once ask him, “Is there anyone you don’t know?” He said, “I don’t think so.”

These tributes are emotional and show his personality. But they miss his most under appreciated quality - encouraging interaction with people, listening to their thoughts and creating stories from these interactions. He lived user generated content long before the term was fashionable. My favorite experience with Terry was in 2003. I had breakfast with a friend and his column that day asked for people to send in thoughts on their favorite horror flick of all time. I jokingly said to my friend “Cubs NLCS Series 2003″ (the year of Steve Bartman). My friend said, “You should email that answer in to Terry”. What you see below is the email thread (read it from the bottom up) where he eventually joked that I was trying to take his job!

Date: Mon, 20 Oct 2003 16:54:21 -0500 [10/20/2003 05:54:21 PM EST]
From: “Armour, Terry” <TArmour@tribune.com>
To: Me
Subject: RE: Favorite horror flick
Headers: Show All Headers

jeez, what are you trying to do, take my job? funny stuff. i’ve got to get
the sequel stuff in there, too.

—–Original Message—–
From: Me
Sent: Monday, October 20, 2003 4:52 PM
To: Armour, Terry
Subject: RE: Favorite horror flick

Finally, you already know that there is a sequel in the making…FOR
SURE…you just have no idea when or where it will appear on your screen…

OK, that’s it, I’m done with that, it’s taken it’s full course.

Quoting “Armour, Terry”:

boom shakalaka, thanks d……..

—–Original Message—–
From: Me
Sent: Monday, October 20, 2003 4:42 PM
To: Armour, Terry
Subject: RE: Favorite horror flick

“Why create fiction when reality is far more frightening?”

(just so you have my reasoning down) :)

Quoting “Armour, Terry”:

ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha ha…..dude, this rocks. you
made it. you will be in on sunday. christ, that’s pretty effing funny.

—–Original Message—–
From: Me
Sent: Monday, October 20, 2003 4:36 PM
To: Armour, Terry
Subject: Favorite horror flick

Cubs NLCS Series 2003

The article which he eventually printed that I can’t seem to find online (maybe the Tribune can help out) but I remember it saying “Let it go, Dave. Let it go.” as a mocking reference to the Cubs and Steve Bartman. That friend who asked me to email Terry still says “Let it go, Dave. Let it go.” to me about things all the time! It’s my most personal interaction with Terry, but it’s where I noticed how he turned to others to create user generated content. I noticed this pattern of user contributions in so many of his future articles. So my friend, I thank you for your contributions and let you go onto that great newspaper in the sky…

San Francisco Bay Area Rapid Transit Commission Increases Nightly and Weekend Service in 2008

I’m planning an upcoming trip to San Francisco and I was startled by the massive difference in both service level and tone between BART and the CTA. As you likely know, the CTA here in Chicago is threatening major service cuts and fare increases($1.75 to $2.25 with transit card):

Due to insufficient state funding, the CTA will be forced to raise fares and eliminate service on January 20, 2008.

The CTA will eliminate 81 of its 154 bus routes; lay off more than 2,400 employees; and raise fares to record levels. In addition, with more than 700 fewer buses operating due to the bus route eliminations, the CTA will close three of its eight garages. Service on the remaining routes will be provided by other locations.

The CTA is fighting for funding to avoid these cuts. Contact your state legislators and tell them how important mass transit is to you. Go to SaveChicagolandTransit.com for more information.

Meanwhile, San Francisco Bay Area Rapid Transit Commission (BART) is scheduling a 33% increase in service while increasing fares a nominal amount (about 5%):

“Just as everyone is winding down with their holiday gift giving, we’re going to deliver our customers a goody bag of great service,” BART Board President Lynette Sweet said. “We hope our plans for richer service will put a big smile on the faces of all our 360,000 weekday riders.”

Starting January 1, 2008, BART riders will see enhanced service including:

  • More trains, more often after 7 p.m. Monday-Saturday & all the time Sunday
  • Double the trains to most stations on the San Francisco International Airport (SFO)/Millbrae extension
  • Faster commutes times and direct service from Millbrae to downtown San Francisco
  • Earlier start time for train service to SFO

33% SERVICE INCREASE MEANS MORE TRAINS, MORE OFTEN
The new schedule change will mean more frequent service after 7 p.m. Monday through Saturday and all the time on Sunday. During this time period trains will run every 15 minutes instead of every 20 minutes.

“That’s a 33% increase in service,” BART General Manager Dorothy Dugger said. “We’re extremely excited to be able to offer the same frequency of service at night that our customers currently enjoy during the day. This will be a boon for drivers who are becoming increasingly frustrated with nighttime and weekend traffic jams. We have plenty of parking during this time, giving people a greater incentive to avoid the traffic tie ups, save the environment, jump on BART and enjoy a hassle-free ride.”

FASTER, MORE FREQUENT SERVICE ON SFO AND MILLBRAE LINES
Starting January 1, the popular Pittsburg/Bay Point (Yellow) line will begin serving SFO at all times while the Richmond (Red) line will go directly into Millbrae Station starting January 2 (January 1, BART will run on a Sunday schedule). This means that commuters going from Millbrae to downtown San Francisco will see a six-minute (16%) drop in their travel time.

Which region is truly more green? Which region is more focused on quality of life? It’s amazing how two similar web sites in terms of function can send such massively different messages, isn’t it?

Snowy Chicago Blogger Brunch

Several Chicago area bloggers, including Joi Podgorny, Liz Strauss and Jean Russell joined out of town visitor Tara Hunt for some breakfast grub at Over Easy where the delightful server Gwen brought us quite tasteful helpings quite flavorful food!

Though I’ve exchanged many emails with Tara before, I had never met her in person. After the meal we chatted and did some shopping. It was really nice talk to Tara as our conversation was focused and introspective - the kind of conversation that makes both people better for it, it was fun. Great fun with everyone chatting about things they are working on and things they want to achieve in 2008 and beyond.

Thanks to everyone who came out on a snowy Chicago morning (and those who didn’t) for some blogger bonding! May many future trackbacks take place…

Tara and Joi are fans of the site Ma.gnolia, is anyone else out there a big fan? I might have to try it out.

Illinois Traffic Alert System Launches

I’m going to O’hare airport today to pick someone up, so as usual I check the Chicago area traffic page. I noticed something new in the upper right hand corner that stated IDOT free email alert system is available at http://www.iltrafficalert.com.

What you’ll find on that site is a rather revolutionary tool that allows you to set a custom alert for the expressway of your choice based on traffic speed. If the data is accurate this could be highly useful. Let’s say you normally leave to go somewhere at 6:45AM based on normal traffic. This tool apparently allows you to set up a 6:15AM alert if the road was moving below 20MPH so you could start your trip earlier. Sure this tool could still be more granular in both speed and in picking the exact section of road you want on that expressway but this trend towards a self-service, but a micro-controlled alert is nothing short of revolutionary compared to the traffic radio mass distribution model.

Chicago area commuters can now set up their own alerts here. I’d be interested in hearing about people’s usage stories and potential suggestions in the comment section, perhaps IDOT is listening. :)

Downtown Chicago Marshall Field’s Rally Sunday

CHICAGO - You’ve seen me write about the Marshall Field’s name change in the past. I only have one thing to add at this time that should send a chill down your spine:

I’ve learned that certain merchandise that was once carried by Kmart, yes Kmart, is now carried in the landmark Marshall Field’s store that is presently labeled Macy’s.

There will be a rally at noon Sunday to bring back the great name of Marshall Field’s, prior to the NY Gaints game against the Bears in downtown Chicago (60602).

Jim McKay had this to say about the Black Friday Marshall Field’s protest:

How successful was it? Over 8,000 leaflets and over 1,300 buttons were distributed on State Street over the two days. Friday’s distribution exceeded our previous busiest day (Saturday, December 23, 2006) by roughly two-and-a-half times! Part of this was due to an unprecedented number of shoppers on State Street. Another part of this was simply those former Field’s shoppers who came to check out what was happening in the building that used to house their favorite store and were unhappy. They came in droves to get leaflets in buttons. At more than a few times, people stood in line to get leaflets and buttons from us. A couple of times, the lines were 10-12 people wide, although 5-7 people wide was more typical. That’s right–people waiting in line for buttons that say, “Forever Marshall Field’s” and leaflets explaining why it is important to continue boycotting Macy’s until Marshall Field’s is restored in service and quality as well as name. It was quite unprecedented. What’s more, there were those who picked up a leaflet or button or both and then came back minutes for even hours later with other family and friends to get more.

Amazingly, it appears the movement to bring back Marshall Field’s seems to be growing stronger over time in Chicago!

MashMeet Chicago: This Thursday

The informal event will be hosted at Fulton Lounge on 955 West Fulton Market, Chicago, between the hours of 7:00 - 9:00 PM on Thursday, November 29th.

More details.

FCF07 - Social Media Brought My Jacket Back!!!

Wow!!! On Friday when I posted about my lost jacket, I stated this:

Then I had a talk with security who informed me that there are multiple video cameras in the Grand Ballroom and if someone did walk off with it’s highly likely that they would be able to pinpoint the person especially since the room was 3/4 empty at that point.

Then you find out who your friends in the blogosphere are, Jeremiah Owyang mentioned it on his blog and verbally to several conference luminaries.

The rest of Friday I heard nothing and considered the jacket lost. Then on Saturday 44 hours after the time I lost it, an anonymous person turned the jacket in at the front desk and declined to be named when asked! When the Hilton called me I couldn’t believe it at first! While the blog posts and Jeremiah’s efforts were likely directly responsible, I must say that I’m pleased that whomever had it decided that turning it in was the right thing to do whether it was out of good intentions, guilt or fear being exposed by the videotape. It’s one of those events that strengthens my faith in the goodness of people and that things can turn out for the best - so in the end that is the positive message - be transparent, communicate and good things will happen!

I’d also like to sincerely thank Ray Stokes at the Hilton for his amazing helpfulness during this event, it will long be remembered.

Thank you everybody!

Chicago’s 2016 Olympic Dream Takes Dagger From Disorganized Marathon

Apparently the City of Chicago can’t even execute the simple task of providing water, amazingly Chicago’s most abundant resource from Lake Michigan, to a group of marathon runners. I’m both terribly saddened and civicly embarrassed by this event, yet almost nobody seems to see a need for significant change in Chicago government leadership to people who can actually execute.

Rob’s Run To Remember stated it very clearly:

Mist stations? Stations? There was ONE…at about 25.5. Anything else was an opened hydrant or a caring spectator who had a hose spraying out onto the runners. Mist stations, my ass. I mentioned mist stations to one of the organizers at the Expo on Friday and he kinda looked at me as if to say “I wish…”

Based on this, I can’t see how Chicago can host the 2016 Olympics. If marathon organizers can’t supply enough water and gatorade, or at least try to ensure that there is some backup plan…

This message board contains alot of horror stories about the debacle.

Many, many blog entries of others more closely involved than myself:

Second City Cop

Paul R Smith Dot Com

The Dogwood Report

Canada, Eh?

Kate’s English 304 blog

NPA Think Tank

Karen Got Wheels

Running Jayhawk

Montgomery’s in Manhattan

Chicago Midway Airport Security Tip

If all the lines are the same length - go with the one on the far right. After you pass the identification checkpoint that line spreads into several smaller lines that move more quickly. I’ve tried this a few times now with concsistent results so I thought I’d share it with you.

Anyone else have some travel/security tips?

Chicago Cubs Win National League Central Division 2007

Do you believe in miracles?

Viewpoints.com Launch Party Friday Night

Matt Moog at Viewpoints let me in on a secret. There are a limited number of RSVP spots left for the Viewpoints launch party Friday night in downtown Chicago…

I am pleased to announce that we have officially launched Viewpoints. To celebrate we are holding a launch party on September 28th, at 6pm at (edit - location will be mailed to you upon RSVP). I hope you (and a few friends) can attend. We will have a T-Shirt for everyone who has written a review and special prize drawings (iPhone anyone?) for those that attend. Be sure to bring a print out of your review to claim your T-Shirt!

Through the beta period we have built an audience of more than 100,000 monthly users. Be sure to explore the site to see some of the great reviews that users just like you have written. We encourage reviewers to write about products and services that they are passionate about.

Check out some of these great reviews. Electronics, Travel, Home & Garden or on the lighter side see what TV Shows, Movies, Music or Books you could discover. Of course we also have a great section for Local Places that features local Restaurants, Shopping, and even local Doctors & Hospitals. Our mission is to bring the reviewers profile, passions and personalities to life. We believe that user written reviews are more powerful when the reader knows more about the reviewer.

To RSVP please email jolie AT viewpoints DOT com prior to 2PM Central time Friday - send this post link as a reference to how you heard about the Viewpoints launch party. See you there.

Chicago TiECon ‘07 Mentorship: Boosting Tomorrow’s Business Leaders

There are still a few seats left! TiE puts on amazingly high quality events, I greatly look forward to seeing you there! Sign up now, don’t delay!

TiECon Midwest is the premier event organized by TiE-Midwest held every two years. Join us in Chicago this October 5th for TiECon ‘07 Mentorship: Boosting Tomorrow’s Business Leaders, a half-day event for leading Midwest entrepreneurs to share thoughts and ideas on business and innovation.

Over 400 attendees will hear a keynote address by local, successful, serial entrepreneurs Glen Tullman and Howard Tullman. Following the keynote, distinguished panelists will present topics aimed to increase Entrepreneurial IQ through a series of sessions. Panels topics are: Right Dollars at the Right Time, Business Model Refinement, Attracting and Retaining Talent and Executive Coach for the Entrepreneur. The event will conclude with a cocktail reception designed to foster networking.

TiE stands for Talent, Ideas and Enterprise and is a not-for-profit global network of entrepreneurs and professionals. Founded in Silicon Valley in 1992, TiE is an open and inclusive organization that has rapidly grown to more than forty chapters in nine countries. TIE Global is the world leader in cultivating and nurturing entrepreneurship.

Chicago’s Enso Introduces New Beta Products - Web Search Anywhere, Translate Anywhere and More

Aza Raskin chatted me up a few minutes ago and shared with me that they are launching four new beta products Monday. These will complement the existing Humanized offerings of Enso Launcher and Enso Words which I’ve been using since shortly after I met Aza at Barcamp Chicago earlier this Summer. Enso is a useful tool, but you need to have an open mind to fully appreciate what it can do for it to be effective at it’s full potential. Just remember that these are beta products so they may have some unique bugs, but I like they way they’ve set up transparent feedback for each offering so that they can live the quotes of Peter Drucker and others in their actions.

I had a few brief moments to download it and bang on them a bit. So without further delay here is a quick and dirty rundown of the four new Enso beta products, you can download them here in a nice little bundle, I’ve ranked them in the order that they interest me and my typical readership:

Enso Web Search Anywhere v0.1 - Simply select your document text, hold the caps lock, type goo and presto a new browser with that query executed in Google appears! After doing that only three times, I kind of find manual entry or cutting and pasting to be kind of ancient and stone tablet like. A distant memory. Maybe even downright lame!

Enso Translate Anywhere v0.1 - Translate languages on the fly in Enso. With a little refinement, I think the last reason I ever visit Alta Vista will meet it’s ultimate demise!

Enso Media Controller v0.1 - Now you are getting it. It controls your media with ease.

Enso TeX Anywhere v0.1 - Nothing to do with the lone star state, I think they state the value proposition quite well, “Wouldn’t it be nice to have a way of creating stunning equations quickly and simply?”

Again, this is just a brief overview, be sure to visit the Enso micro pages above for vivid detail and screen prints.

Suburban Chicago Silicon Prairie Social Internet and Technology Mixer Thursday

Tim Courtney sent me the following note late last week, I hope to see you there….

When: Thursday, September 20, 2007 from 6:30-10:00pm
Where: Mullen’s Bar & Grill 3080 Warrenville Rd., Lisle, IL 60532

An opportunity to connect in an informal setting with like-minded people in technology; whether you’re an upwardly mobile professional, a job seeker, an entrepreneur, or a VC. We welcome everyone, including IT workers, e-commerce companies, Internet and Web 2.0 startups, mobile and mobile marketing, and B2B services.

The event is free to attend, free drinks and food will be provided. RSVP is required at http://siliconprairiesocial.eventbrite.com.

For more information see www.siliconprairiesocial.com or call Tim Courtney at 630.983.6064 or tcourtney at xnet.com.

Wanted Movie Filming Over In Chicago’s Wrigleyville

Everything is now packed up and gone from filming Wanted in my local area of Chicago, but it was mostly fun while it lasted.

They did shoot a scene with simulated gunfire and they did a car scene as the guy from the Ultimate Arm was here filming with them. Below are two pictures, one of the sets and the Ultimate Arm filming vehicle, the owner says the fastest he’s ever gone in reverse is 40MPH - quite an achievement when you consider the odd weight on his vehicle!!! Thanks for all the people who commented, emailed and stopped by, it was fun meeting all of you! As you can see I need a new camera, donations and review units highly encouraged!

adtech Chicago: Redefining Search to Realize Its Full Potential

August 1, 2007

MODERATOR:
Jeffrey Pruitt, President, SEMPO, and Executive VP, Search, iCrossing

PANELISTS:
Kelly Graziadei, Senior Director, Agency Development, Yahoo! Search Marketing

James Colborn, Group Marketing Manager, adCenter Communications Group, Microsoft

Kevin Willer, Central Region Development Manager, Google

James Colbourn, Microsoft

Kelly Graziadei, Yahoo!

Think about the many different faces of search.

- The Researcher – look at Yahoo! Buzz to create an audience pyramid. Look at other content. Miller Beer Run. Showed a campaign with getting the beer – Yahoo! created the game and got excellent results

- The Reputation Manager – geo-targeting, ad testing, etc. Jet Blue built a campaign to respond to negative news.

- The Brand Manager – 79% introduced to new brands in search and 61% expect brand leaders to be consistently in the top of search results.

- The Great Integrator – TV, web, games, mobile all at the same time.

- The Advocate – Searchers are advocates that build brands through social media - significant in the pre and post purchase mode.

Kevin Willer, Google
- Information silos in the past. You almost needed a search engine for the search engines. Now all the silos are in one universal search.

Google Promotion – search for Bourne – showed how the site with Youtube

Search for PR. – You need to be ready to answer those searches

Search the New Performance Link – showed Motorola example and Presidential campaign data for Hilary Clinton, Barack Obama, Giuliani, John McCain, Mitt Romney (He said the

We want to start thinking about search in different ways.

James Colbourn, Microsoft
Search Today: A Performance Tool
- To increase brand awareness
- To Sell Products
- To Generate Leads
- To Drive Traffic To Company Website

How do advertisers measure success?
- Traffic
- Conversions
- Impressions
- ROI

Brand, Awareness, Acquisition Tool and Lead Generator

Search as a research tool is a leading indicator for:
- A Business
- An Industry

Beyond Search
- Media Buying
- Budget Allocation
- PR Activity

The potential for search is higher than current usage…

adtech Chicago: Search + Video + Contextual Targeting: Is the Holy Grail Upon Us?

July 31, 2007

Shashi Seth, Head of Monetization, YouTube.com

Rebecca Paoletti, Director, Video Strategy, Yahoo!

Patrick Moorhead, National Manager, R&D Advanced Marketing Solutions, Avenue A | Razorfish

Chris D’Alessandro, Group Director, Customer Insight, Organic, Inc.

Moderator: Curt Hecht, Executive VP, Chief Digital Officer, GM Planworks/Starcom Mediavest Group

Rebecca: Video search is not as important to core clients as media that is relevant to the brand. The off network piece is important as well. Reaching your users wherever they are, walking down the street, whatever…

Patrick: It’s almost the Holy Grail. We need to redefine contextual to mean what the user means at that moment.

Chris: If you are looking at an awareness company, it’s not the Holy Grail.

Curt: How does this scale? How are the agencies? Pre-rolls?

Rebecca: The trend to distribute us towards pre-roll. We are far away from dynamic video smart ads. What they search for. Dynamically delivered video is hard to deliver. Dynamic video is a long ways away.

Patrick: I disagree that we are far away from dynamically generated video.

Curt: Who is digging in on this?

Chris: Emerging and bleeding technology is getting there.

Curt: Are you talking about testing and learning?

Chris: Search is always part of everyone’s repertoire.

Rebecca: Shopping and merchandising makes a lot of sense. We have huge testing and learning going on right now.

Curt: Marketers will have to deal with versioning of creative.

Chris: we’ve had to segment sites. What kind of content do we deliver?

Patrick: We have to measure this stuff from an optimization of media dollars. The same investment can service a much broader audience. Campaign management tools will catch up at some point. Look at things holistically; it’s half about people management.

Shashi: Traditional click through and engagement numbers are not sufficient. We need to come up with standard metrics across the board.

Audience question on pre-rolls and potential attrition to smaller sites.

Shashi: When we announce our ad unit, we will take all those things into account.

Rebecca: We only use it for premium inventory. We balance the pre-roll with the length of the content. We’ve done a lot of testing in this area and found it had no adverse impact.

keep looking »