Category: online | 線上 | 온라인으로 | オンライン

The online field has been one of the mainstays since I started writing online in 2003. My act of writing online was partly to understand online as a medium.

Online has changed in nature. It was first a destination and plane of travel. Early netizens saw it as virgin frontier territory, rather like the early American pioneers viewed the open vistas of the western United States. Or later travellers moving west into the newly developing cities and towns from San Francisco to Los Angeles.

America might now be fenced in and the land claimed, but there was a new boundless electronic frontier out there. As the frontier grew more people dialled up to log into it. Then there was the metaphor of web surfing. Surfing the internet as a phrase was popularised by computer programmer Mark McCahill. He saw it as a clear analogue to ‘channel surfing’ changing from station to station on a television set because nothing grabs your attention.

Web surfing tapped into the line of travel and 1990s cool. Surfing like all extreme sport at the time was cool. And the internet grabbed your attention.

Broadband access, wi-fi and mobile data changed the nature of things. It altered what was consumed and where it was consumed. The sitting room TV was connected to the internet to receive content from download and streaming services. Online radio, podcasts and playlists supplanted the transistor radio in the kitchen.

Multi-screening became a thing, tweeting along real time opinions to reality TV and live current affairs programmes. Online became a wrapper that at its worst envelopes us in a media miasma of shrill voices, vacuous content and disinformation.

  • Tyler Cowen on digital economy

    Interesting session with Marginal Revolution’s Tyler Cowen at the OECD. Tyler Cowen is an economics professor at George Washington University, author, blogger and media commentator. In this discussion Cowen addresses the challenge of Huawei and big tech. Cowen is broadly pro big business, anti-small business and pro big tech in his outlook.

    In his discussion in terms of big technology Tyler Cowen has an interesting position, though not something I would agree with. As it doesn’t allow for startups coming through in a winner-takes-all environment. Working agency side for clients as the dot com boom took off, you could see the impact of ‘Microsoft fear’ as it was shed in Silicon Valley. For instance, Yahoo! went out of their way to call themselves a media company rather than a technology company. Supporting big tech means supporting ‘just good enough’ bundled services, rather than a better product. It also reflects a very American-centric viewpoint.

    Cowen is very concerned about biometric recognition (facial recognition, finger print analysis and gait analysis). He doesn’t realise that his concerns are at odds with his neo liberal pro-

    Tyler Cowen is also very concerned about the dominance of Huawei in 5G network rollout. Whilst I understand his position, it lacks a certain amount of nuance in understanding network rollout and Huawei’s place in the networks (at least in western countries). It is also at odds with his general pro big tech stance.

    An interesting nugget from interviews that Cowen has done (in promotion of his books) newspaper journalists were upset about Facebook, all radio journalists are anti-Amazon.

    Tyler Cowen’s comments on trust are interesting. The key thrust is that online has allowed elites and their faults to be more available online.

    It is well worth giving this a listen over a lunch hour (its 77 minutes long). More from Tyler here. More economics related content here.

  • Bumper issue of stuff from the web

    This is a bumper issue of my regular(ish) posts of interesting stuff around the web

    Apple’s Cook meets China regulator after pulling Hong Kong app – ReutersQuisling Tim Cook takes more orders from China

    Daring Fireball: Apple Removes HKmap.live From App StoreI still haven’t seen which local laws it violates, other than the unwritten law of pissing off Beijing. This is a bad look for Apple, if you think capitulation is a bad look.

    The Nike of China Wants to Go Global and Has Xi in Its Corner – BloombergAnta seems better positioned to challenge the Western sporting apparel giants because it’s building a family of brands with reach far beyond China. He says the company has been bolstered by its recent $5.2 billion acquisition of Finland’s Amer Sports Oyj, parent of ski brands Armada, Atomic, and Salomon, as well as high-end outdoor gear company Arc’teryx and equipment company Wilson. “Anta is heading towards the Winter Olympics in much better shape than Li-Ning was in 2008,” Martin says. “With the winter and outdoor sports brands, it’s very relevant. Anta’s already in a better position to leverage the sponsorship.” – (paywall) – interesting article. What isn’t discussed is that Salomon and Arcteryx are key providers to western militaries including special forces units. Arcteryx’s LEAF outfits have a lot of material and design innovations that have aided operators. This is a very real security risk that hasn’t been addressed at all. Buying Salomon and Arcteryx provides Anta with a bumper issue of technology and innovative design

    China Celebrities Help Fan New Generation of Nationalists – Bloomberg – mando pop idols used to push nationalist agenda. Also explains government restrictions on K-pop in China. North, south, east or west – the party is first is going to make for very dull content

    Terminus 2049 | NBA events and national madness – sane Chinese thoughts on the NBA debacle, fascinating read which provides insight into the conundrum of correlation between Chinese national fragility / sensitivity and Chinese power

    Chinese Values Are Changing America – The Atlantic – China is transforming the US rather than the other way around

    On-Board ‘Mystery Boxes’ Threaten Global Shipping Vessels | ThreatpostCommercial shipping environments are rife with vulnerabilities, according to researchers – up to and including unpatched “mystery boxes” that no one knows anything about. “In every single [nautical pen] test to date we have unearthed a system or device, that of the few crew that were aware, no one could tell us what it is was for,” said Andrew Tierney, researcher with Pen Test Partners – given the importance of logistics in the global economy this should be frightening. That sounds like a bumper issue of security faults…

    Home Bargains delivers bigger profit than Harrods | Financial Times – there’s room at the bottom of the UK market as the middle class collapses. Instead the new poor will have a bumper issue of made in China products

    The Boycott Blizzard Movement Is Weighing on Activision Blizzard Stock – Barron’sBoycott Blizzard responsible for an 18 – 23% drop in US revenue – multinational corporations alignment with the Chinese government is not starting to burn the businesses in markets outside China

    Redrawing the Map of Global Capital Flows: The Role of Cross-Border Financing and Tax HavensWe find that private capital flows from developed countries like the U.S. and Eurozone to firms in large emerging economies – including Brazil, China, India, and Russia – are substantially larger than previously thought. (PDF)

    Huawei’s 5G Tech Isn’t Worth the RiskHuawei may assert that it has already taken an unbeatable lead in 5G infrastructure, judging who’s truly ahead in the field means looking at multiple criteria. Such indicators can include commercial contracts, deployed performance, integration with network infrastructure, and real technological innovation. For example, Huawei has claimed that it has more 5G patents than all U.S. companies combined, but quantity does not necessarily correlate with quality—especially in China, where patents are often of dubious value. – Interesting article, it burns Huawei in a different and probably more damaging way if it gained traction

    FE Investegate |Sports Direct Intl. Announcements | Sports Direct Intl.: Media Statement – interesting move by Sports Direct looking to counter Nike’s move to a direct to consumer only model over the next two years

    WSJ City | Congress Probes Bot E-Cigarette Messages – interesting how the US is a world away from the UK in terms of vaping regulation and marketing

    What can we tell from China’s reviving sales of instant noodles? | HKEJ Insight – inelastic spend / consumption patterns?

    China fact of the day | Marginal RevolutionStarting with the Opium Wars in the 19th century, foreign powers bullied a weak and backward China into turning Hong Kong and Macau into European colonies. Students must memorize the unequal treaties the Qing dynasty signed during that period. There’s even a name for it: “national humiliation education.”

    Flora ends Mumsnet partnership over spread of anti-trans sentiment | The Drum – proud of my old colleagues from my time contracting at Flora

    What luxury brands can learn from Golden Week 2019 | Marketing | Campaign Asiathe silver generation has gone on to become the driving force behind holiday consumption. According to data from Alibaba, this demographic is now tech-savvy and will order food delivery, book travel packages online, and purchase high-end skincare and health packages from their phones. As much as luxury brands focus on millennials and Gen-Z, they shouldn’t ignore Chinese seniors, many of whom are retirees willing to splurge on luxury goods and go on luxury holidays. According to a study by the China-Britain Business Council, Chinese seniors who are 60 or older have set aside an average of 15 percent of their annual income for travel.

    ADMAP | June 2019 | Tim Doherty on how China is finding its voice – YouTube – Chinese using voice interfaces for entertainment and surf the web, 77% use of voice on smartphones. I wonder how much of this is voice messages on WeChat rather than Siri type interactions? Interesting how strong government support has bolstered voice technology

    Handbag Market Dynamics Have Changed | NPDToday’s consumer is looking for a solution, not just a bag. Consumers expect a lot from the products they are buying, from function and versatility to a brand’s engagement in the social and environmental issues that matter to them, and the luxury market is not immune to these pressures

    Here’s How the UK Avoided A “Vape Lung” Epidemic“I think the difference between the U.K. and the U.S. are due to the American propensity to turn health issues into moral crusades,” University of Louisville doctor and tobacco addiction expert Brad Rodu told Vice. “It appears that policymakers in the U.S. are either completely ignorant of the history of tobacco, or completely ignore it.”

    LinkedIn Adds Tools to Help Marketers Sharpen Their Campaign Targeting – Adweek – another Matt Muir zinger: The ability to create targets using Boolean parameters is quite a nice touch (if that sentence fragment meant nothing whatsoever to you then know that I am so, so jealous of your innocence), as is the live view of the exact demographic breakdown of your target audience as you set your ads up (so, for example, you can see what percentage of the overall X,000,000 people you could potentially reach are senior managers, what percentage janitors, etc). Really rather useful, although it doesn’t stop LinkedIn from being a miserable, awful place where joy goes to die

    Facebook’s Workplace hits 3M paying users, launches Portal app in a wider push for video | TechCrunch – I’ll leave you with Matt Muir’s critique: – 3million paying users is a lot for a product which, whenever I’ve seen it in use, doesn’t appear to actually fulfil any practical purpose whatsoever other than giving HR another channel through which to spout platitudes about cake-based fundraising initiatives and what’s on the canteen menu today. Still, some people obviously like it (ha! Joke! Noone ‘likes’ this stuff; at best, one tolerates it while one waits for the sweet release of death), and should you be one of said people then you will be THRILLED to hear of a few exciting updates to the service. “Workplace is announcing several steps of its own into video. It’s releasing a special app that can be used on the Portal, Facebook’s video screen; and alongside that, it’s announcing new video features: captioning at the bottom of videos; auto-translating starting with 14 languages; and a new P2P architecture that will speed up video transmission for those who might be watching videos on Workplace in places where bandwidth is constrained.” Oh, and there will be a bunch of new materials and tools available to help the aforementioned HR people to get people to actually use the service, as well as METRICS and ANALYTICS and OTHER STUFF. Lucky, lucky us.

    Daily chart – Exposure to air pollution is linked to an increase in violent crime | Graphic detail | The Economist – explains the rise of rabid Han nationalism in China

    How NBA crisis brings US-China tension into American living rooms – Inkstone“What used to be the gap between the hard consensus on China in Washington and the ambivalence or bias toward a positive perspective on the street, that gap is closing,” said Jude Blanchette, chair in China studies at the Center for Strategic and International Studies in Washington

    LVMH’s Luxury Ventures Fund Invests in 2-Year Old Streetwear Brand Madhappy — The Fashion Law

    Facebook to Pay $40M in Proposed Settlement in Video Metrics Suit | Hollywood ReporterAccording to a brief in support of the settlement, Facebook would pay $40 million to resolve claims. Much of that would go to those who purchased ad time in videos, though $12 million — or 30 percent of the settlement fund — is earmarked for plaintiffs’ attorneys. The suit accused Facebook of acknowledging miscalculations in metrics upon press reports, but still not taking responsibility for the breadth of the problem. “The average viewership metrics were not inflated by only 60%-80%; they were inflated by some 150 to 900%,” stated an amended complaint.

    That’s the end of this bumper issue of links. Watch out for the next bumper issue that is likely to be equally diverse in nature

  • Choi Hyun woo & things that made last week

    Choi Hyun woo

    TV shopping channels are huge in Korea. Asian Boss did this great interview with Choi Hyun woo, one of the most successful shopping TV pitchmen (pitchwoman) in Korea.

    Looking at data from home shopping company CJ ENM Commerce division, sales are starting to focus more on premium and luxury products from international brands like Karl Lagerfeld and Vera Wang. Overall TV viewship has been declining; but TV home shopping has been steadily growing.

    Good document on how consumer behaviour and technology will affect the future of retailing and e-commerce by Sparks & Honey. Its a book rather than a presentation.

    Amazing bit of creative work by Alzheimer’s Research UK.

    We’re in a golden age of TV drama and it looks like thins are only going to get more interesting with this trailer from HBO’s adaptation of The Watchmen universe. This seems to go in a very different direction to the original Watchman series. It is picks up from the end of the original book when a ‘trans-dimensional’ invasion fails. It doesn’t have the cold war orientation of the original series and is instead a show for our times. The HBO series focuses on issues of race and class. It looks as if it could be more entertaining than the original film adaptation that felt a bit flat.

    https://youtu.be/-33JCGEGzwU

    McDonalds have pushed these ads about trust and they play on human truths like the discomfort of formal restaurants or the tyranny of choice in grocery stores. A classic example of this tension is that many people I know refuse to eat on their own in a restaurant. I don’t have that hang up at all. McDonalds deserves credit for really listening to consumer insights and playing them back tot the audience for added brand resonance.

  • qCPM

    qCPM is emblematic of the state of online advertising. qCPM stands for quality cost per mille. It is used interchangeably with vCPM – valuable cost per mille. The implication being that normal advertising impressions are tainted or of little value.

    Librarian at the Card Files at Senior High School in New Ulm Minnesota ..., 10/1974

    Tainted by advertising fraud, click bots, bad neighbourhoods and faulty data. It is estimated that What other industry would sell its seconds products as the norm?

    So why do you need qCPM? Here is are some examples of the kinds of fraud it would look to catch out

    • Connected TV fraud. Banner ads on a mobile app are spoofed to make it look as if they are video ad placements on connected TV platforms. These were then sold on over ad exchanges
    • Fake pages – Bid requests that included the URLs of pages that didn’t exist
    • Bot networks – impersonate people and generate ad requests on platforms.
    • Plagarised fake versions of news sites

    These were just some of the techniques used by the largest ad frauds.

    There is a constant game of hide-and-seek going on as marketers try to keep up with the criminal activity in online advertising. The criminals always remain at least one step ahead at all times.

    Things are going to get worse. Privacy settings and ad blocking is creating biases in audience data and access that will only get worse with time. More related posts here.

    Scott Galloway claims that Apple’s anti-privacy measures against online advertising are part of a luxury industry in privacy.

    More information

    The Rise Of The qCPM: Rewarding Quality In Programmatic Buying | AdExchanger

  • Influencer marketing – what does the future hold

    What does the future hold for influencer marketing was an event organised by PR Week that I got to attend last week.  Below are some of the thoughts and key points that came out of the event.

    The Competition and Markets Authority

    They are responsible for enforcing The Consumer Protection from Unfair Trading Act (2008) (paywall) which governs transparency and claims across all marketing including social media influence campaigns.

    In terms of jurisdiction they have a reciprocal relationship with the FTC to enforce the law on campaigns that are being run out of the US that would affect the UK and vice versa. Geography can no longer be considered a defence.

    In terms of compliance, there is an emphasis on brands needing to monitor influencer campaigns and enforce disclosure. The legal responsibility falls equally across brands, agencies and influencers. All three are obliged to go through content and retroactively apply the act if the content is likely to be resurfaced in the future. So you are less like to have to alter tweets and Facebook posts than say YouTube videos and blog posts.

    In general they felt that brands (and their agencies) were too naive and trusting with regards influencers.

    False and misleading claims at the corporate brand level (a hypothetical example would be gold mine claiming its a green sustainable company) aren’t something that they would deal with, but they acknowledged that this kind of incident would likely breach the law.

    At the moment the Competition and Markets Authority is considering the role of platforms as agents of influence, but isn’t looking at items like Amazon’s recent algorithmic change.

    Unsurprisingly the Competitions and Markets Authority have no desire to get involved in regulating political campaigns on social. The whole area is radioactive. Whilst there would be societal benefit, it would call into question the independence of the civil service and a host legal / constitutional issues.

    Judging by the reaction of the audience, more of them were up to speed and complying with GDPR than The Consumer Protection from Unfair Trading Act – not for profits seemed shocked to find out that they weren’t exempt

    Content crowdsourcing platform Tribe

    Tribe talked about how Logitech used Instagramers to create photos for their paid media campaign to drive direct sales.

    Ad creative was lasting a week and a half on Facebook (Facebook & Instagram) before ‘ad fatigue’ set in. From my own personal experience, traditional creative lasted appreciably longer. Tribe didn’t indicate whether they had an opinion on the cause of this premature ad fatigue. Factors that might be responsible include context collapse (lower usage, with less time per session on the platform by consumers) that has been afflicted the Facebook platform for a few years

    Logitech internal division of labour on social influencer marketing campaigns

    One of the perennial questions that is asked is where does PR stop and (digital) marketing teams start with regards social media influencers. Logitech’s approach was a common sense approach to this question. High follower number influencers were dealt with by the PR team just like members of the press or celebrities. Micro and nano influencers were co-opted by marketers as part of the process to drive sales. It makes sense, but it was the first time I had heard it broken down explicitly by a brand in public.

    MSL research on the future of influencer marketing

    They had wanted to explore both consumer and influencer attitudes to extrapolate insights; given the codependent nature of influencers on agencies and brands.

    The research involved surveying 1,000 consumers and 100 influencers. So take the insights with a pinch of salt. The slides weren’t shared but I’ve reconstructed the data from photos I took at the event.

    • 1,000 consumers were asked about their thoughts on the influencer landscape
    • 100 influencers were asked on their views on brand partnerships

    Slide4

    Slide5

    Slide6

    Slide7

    Influencers don’t like to be pigeonholed as influencers, according to consumers the title has become a dirty word

    This conclusion is counter intuitive. The common wisdom is that:

    • Gen-y and gen-z are happy to ‘sell out’
    • Professional v-logger (YouTube, Twitch, TikTok etc) are desired professions in the same way that DJ, rock musician or celebrity were previously

    Yet the influencers surveyed think that they are changing the world for the better. For instance some of them are dealing with fans who share their suicidal thoughts. But the label of ‘influencer’ was considered to have lost its currency.

    Influencers that other influencers respect. People who have demonstrated resilience; they have gone through trials and tribulations and triumphed. Zoella and Lilly Singh were among the most popular cited.

    Influencers feel that they are being treated like a channel and the process has got too transactional. Yet one of their key motivations to stay in their career as influencers is to pay the bills.

    Panel discussion

    If you’d have ran this event ten years ago. The panel discussion would still have been very similar. Measurement was considered very immature, but then the panel bifurcated. Measurement is much easier when you are using advertising and tracking through to a purchase. The discussion got muddled as paid and non-paid measurement strategies were discussed side-by-side without differentiation or explanation.

    Social agency Goat made an interesting disclosure. They’ve worked with about 100,000 influencers and found that the vast majority did not work in delivering sales. But there are no data or heuristics about which influencer is likely to work, or the reasons why?

    What was missing in influencer marketing discussion?

    The main item that I felt the discussion missed was the role of social platform algorithms in creating social bubbles and reducing campaign reach. OgilvyOne’s paper on considering life after the demise of organic reach doesn’t seem to have factored into PR agencies (publicly expressed) thinking some five years after it has been published.

    Secondly, I was surprised at the lack of progress. Whilst the platforms have changed over the past ten years. The issues don’t seem to have altered at all for communications agencies. Whilst some agencies like Edelman (and 90TEN where I am currently working) realise that a blended PESO* media mix is required – there was a large faction of earned media only practitioners in attendance. Ten years later, advertising and creative agencies have learned many of the techniques that PR agencies considered to be their domain in order to improve ‘talkability’.

    This is out of step with clients requirements for two reasons:

    • Clients want to effectively measure their success and the tools available to paid media are more complete
    • As OgilvyOne proved in their research a number of years ago, we’re heading to a demise in organic reach

    Brand marketing is in a resurgence after marketers had fetishised technology-based performance marketing for at least the last decade and a half. Influencer marketing may now be too important to be left to the the PR team…

    *PESO (paid, earned, shared, owned) – different media types.