Is it a coincidence Audience and Audio both begin with the same four letters?
Can you have the full attention of an audience without first being heard?
Posts Tagged ‘Audience’
Audience & Audio
December 20, 2010Klout.com: Twitter Audience And Influence
January 3, 2010
Klout Persona
Possible Influencers
The Attention Wars
October 27, 2009Now playing on a screen near you – The Attention Wars.
Some time ago I wrote a piece characterizing Microsoft’s offer to buy Yahoo as their attempt at reinforcing and fortifying the habits of computer users to remain on Microsoft owned property.
Not because Microsoft needed Yahoo for additional desktop market share but because Microsoft needed Yahoo’s search audience share and still does.
Why?
Microsoft doesn’t want to lose any more attention, audience or keystrokes to their now main strategic rival and desktop franchise threat – Google.
I also thought Microsoft’s offer was dubious at best – offering just enough money to get everybody’s attention including half Yahoo’s board of directors – but not enough in the end to cause Co-Founder Yang to surrender his baby.
The whole act was really a masterstroke on Microsoft’s behalf.
Because as we all now know, Yang was excommunicated for not agreeing to sell while Microsoft also got to add the latest chapter to their Embrace, Extend and Extinguish playbook.
I digress…
Anyway – as the web has matured every large internet property has become visitor retention focused – ie., motivated to retain what audience and attention they have.
Hence, the recent introductions of new web homepages for each of the three largest internet audience properties – Google, Yahoo and Microsoft.
In case you hadn’t noticed, each property has recently introduced a more sticky homepage.
Google has introduced their “fading” home page.
Google Attention
No links are shown on the page until a user mouses over the links.
The Google home page links “fade in” only after a cursor moves onto the page.
This may not seem like much of a change, but over the course of a day and with it 100s of millions of users – the amount of additional time spent collectively by visitors on the Google home page will increase.
Bing’s Home Page Picture
Bing Attention
Even before Bing became Bing, Microsoft had added an eye catching image to their homepage with several pop up boxes throughout the image to capture and retain searchers attention.
I am not sure what direct branding effect this will have on the Bing brand, but it will definitely increase awareness and recall for each of the images featured on their home page.
Yahoo My Favorites
Yahoo Attention
Yahoo moved “My Favorites” to their home page’s left rail in the hopes of both increasing their users attention and keystrokes.
I suspect Yahoo’s efforts will achieve both.
Expect to see every media company with a screen presence whether on the world wide web, television or mobile phone going to ever greater lengths to try and capture the growing more elusive with each passing day audience’s attention.
Radio: The Lowest Cost Audience of Any Major Media?
November 10, 2008From today’s Wall Street Journal:
“While listening hours are declining, most people still listen to an average of 18.5 hours a week, according to Arbitron Inc. Based on the price of reaching each listener, radio generally offers its audience “at the lowest [cost] of any major media,” says David Field, chief executive of Entercom.”
Not sure about Radio reaching its listeners and audience at the lowest cost of any “major media” – Mr. Field.
Haven’t the internet and search advertising become “major media” yet?
I guess media isn’t major until those in the “major media” say it is.
There is a relatively new – possibly major media – called internet search offered by a company called Google which connects its audience with advertisers for as low as .05 a piece.
Radio may indeed reach its audience for less but by what standard does radio define and measure its connection with its audience?
In search advertising the audience isn’t counted and considered reached until the advertiser’s advertisement is clicked.
Radio advertising measures audience reach and then its connection of advertiser to listener how – instead by listeners clicking their radios on?
Isn’t anything less than authenticated and measured advertisement – disconnected advertising?
Which radio station can I buy a radio ad on to reach a targeted audience of 10 listeners for $.50 or even 100 listeners for $5.00?
Depending on your definition, radio may indeed offer its audience at the lowest cost of any major media – but at what price?
Political Message Metrics
September 3, 2008Attributor.com has developed an interesting method for measuring political messages and their efficacy by identifying how well and often a particular candidates message travels ie., is copied and pasted across the web.
It looks like Attributor originally developed their service for content publishers who were looking to track and potentially monetize their “re-purposed” content.
Since the world wide web is the world’s largest copying machine, its reasonable to conclude the messages that are copied and re-purposed the most across the world wide web are those messages which reached and resonated with the most members of the world wide web’s audience.
I think it would be hard to argue there is no larger – albeit fragmented – audience in the world.
Other than sales produced, what better way to measure the reach and efficacy of a particular message whether it be a political message or brand message than to see how often it is repeated and in this case – copied?
Attribute’s system helps publishers monitor, find and measure copied content.
Shouldn’t every web content producer be using tools like Attributor to measure the impact I dare say content theft has on their bottom line?
Screen shots from the Attributor demo:
Monitor Content
Monitor Content
Find Content
Find Content
Copied Content
Copied Content
Search Marketing Communications 
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