Nothing to Hide?

This is why YouTube was invented… so media darlings could become Karaoke queens. Am sure David Ogilvy is thinking “what have I created?” as he looks at his Frankenstein-baby…

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With the holiday season looming upon us and in the midst of all this talk of credit-crunch and cutting budgets, the pressure seems to be on the digital industry right now to find answers to help assure confidence. Fortunately, Eyeblaster’s latest Analytics Bulletin seems to be helping do just that.

Bringing the perspective that with the average household being a bit strapped for cash at the moment, the need to hunt for a bargain is ensuring more and more people take to the web to uncover the last minute find to be had.

With a shift of emphasis from mere clicks as a way of justifying success, the report takes its perspective of this bargain hunt and helps show how online activity is a key part of a consumer’s experience in information gathering post-exposure to a marketing message, be that on or offline.

What I found interesting is, when looking at the key dates in the run up to the New Year we see a couple of spikes, one around the last-posting days for sending presents as people spend huge amounts of time online, and then in the traditional last holiday week of the year – when sales are rife. Consumers are spending up to 3 minutes per page looking for information and that means from a marketers perspective, the ability for high-impact brand exposure can be 6x the traditional 30 second TV spot, and within an environment where consumers are already in a consideration-to-purchase mode. The evidence is also seen in the number of videos started, interactions and clicks rising sharply as a result of this extra time spent on page, with no extra media cost.

With inquiry being a natural next step in the consumer life cycle following brand/product exposure, I personally find the move to merge display and search data into a seamless report the most exciting turning point for the online industry and convinced 2008 will go down as a key moment of maturity for digital advertising. Armed with ability to now see consumer paths-to-conversion, Eyeblaster has not been shy in releasing its first research into this area. The preliminary results have found staggeringly that up to 30% of clicks on paid searches happen as a result of being exposed to an online display advert first. When we consider no other media channel expects to measure an immediate result in situation, such as a click, but operate as a stop-and-think sign-post which pushes a consumer into a research/inquiry phase from another source, finding results for a display campaign success within search are for me the most logical and holistic way forward in campaign measurement.

In a media-whipped world of doom and gloom, one thing is for sure, people are looking forward to a Happy Holiday armed with bargains they have found online. In the meantime, for the rest of us who need to instil confidence in the market-place to maintain media budgets, we have been crying out for this kind of research, and I am confident those who are mature in digital advertising will equally take such a view.

Download your copy of the Eyeblaster Analytics Bulletin: Branding the Holidays now.

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Along with a growing number of voices now seemingly being branded conspiracy theorists and lunatics I have decided to take up the offer of fellow UK Politics blogger, Power to the People and copy, verbatim, his article in relation to the latest Data Communications Bill, due to be debated in parliament and supported by Jacqui Smith. This Bill seeks to further erode our right to privacy and to be free from state interference, with sweeping new laws regarding the storage of all email, internet browsing habits, telephone calls and text messages of the British Public. This government has spent 11 years, introducing law after law, permitting more state inteference, less privacy and causing blatant infringments to our civil liberties.

The UK is a pure test-bed of technology being rolled out at an alarming rate on an unsuspecting peoples who are being duped by “fear”.

I wholeheartedly support the views of PttP and would also urge people to view his proposed letter, vary it, personalise it and then send it to your MP. Maybe we can have a voice after all?

Enough is enough, the UK is becoming a police state by our control obsessed government and we are sitting back and allowing it to happen. It makes me angry to see such lethargy. Everytime a new act is brought in, far more sinister aspects are buried in the detail, which further curtail our civil liberties, freedom and privacy. This has got to stop and now, state should not be permitted to control the people, it should be the other way around. As it stands, just 650 members of parliament are pushing some 65m people around, yes, I mean 650, because whilst this government may have a majority, the MP’s from other parties are not making enough noise about this massive intrusion into our lives, they should be fired, the lot of them. We are quick to condemn the bankers (rightly so in many cases), but we do nothing about the MP’s that have consistently introduced or supported Acts of Parliament that intrude into our lives, in a way that will affect us for many years to come. We must put a stop to it.

It is expected that plans to collect more data on people’s phone, e-mail and web-browsing habits will be included in the innocuously sounding ”Communications Data Bill”, due to be introduced in the Queen’s Speech in November. By all accounts, these proposals are supported by Home Secretary Jacqui Smith, Gordon Brown and much of the Labour government. Once again, the government is expected to justify this gross intrusion into the personal lives of 65m people under the auspices of ‘counter-terrorism’, this is utter garbage, they know it and we know it. Yes, there are terrorists out there and they don’t wear badges, but this country has faced terrorism before and the security forces managed to investigate and prosecute without such laws.

I don’t know how many terrorists are out there, but it is not 65m and is probably less that a couple of thousand, why should the privacy and personal of 65m people be invaded by this government because of a few people that mean us harm? This whole thing needs to be put in perspective, more people in the UK die on the roads than as a result of terrorism, more soldiers are killed abroad, that in the UK as a result of terrorism, in fact, more people are killed in farming accidents that as a consequence of terrorism. This government have invested massively in the security services, allowing them to go on a substantial recruitment drive, there should be no need for a massive Big Brother surveillance operation of the entire population of the UK. Before some smart-arse suggests that it is this surveillance and investment in the security services that has reduced the number of terrorist incidents in the UK, I would ask them to provide further evidence that this is the case and then to put it into perspective. For example, it is well know that the airline industry work out whether safety mechanisms are worth introducing on their planes on the basis of a cost/benefit analysis. In other words, will the costs associated with an accident outweigh the cost of implementing the safety programmes. Fact of life, they all do it, they just rarely tell us!

Of course the government will issue the usual platitudes and assurances that they will not misuse this information, but can we believe them. The Icelandic authorities had their assets frozen using anti-terror laws, in spite of the fact that there were other laws that could have been used and would have been just as effective. A local council used anti-terror legislation to spy on the parents of a child that they throught was in the wrong ‘catchment area’. This list, trust me, goes on and on. We also know that this government ant it’s private sector partners are incapapble of securing data, which means our personal lives could be open to all and sundry. Some will argue that if you have nothing to hide, then there is nothing to hide, these same people probably still believe in Father Christmas. As we know information, any information can be used in different ways, depending on the the intepretation of the recipient, how many times have we said or done something that was completely misrepresented?

I have nothing to hide, but I object strongly to my personal calls, web browsing habits and email being monitored and invaded by the state. Government’s could even misuse this information to find out how we intend to vote! It is an appalling proposal and it is high time the British public called time on the control obsessed government and it’s supporters, irrespective of which party they represent. This goes beyond party politics, it is a direct attack on the very fabric of our society and no-one will be safe from government interference if it is allowed to pass into law. If the government believe that this act is so important, then they should allow the British people to vote on it through a referendum, I believe they will get a resounding No…and they know it!

People often tell me that there is “not much we can do”, but there is. Our members of parliament are worried sick that they may lose their seat at the next election, we must emphasise to them that if they support this attack on our civil liberties that we guarantee they will. We must demonstrate to our MP’s that they should be more in fear of the wrath of the British public that the Chief Whip of their own parties. Opposition MP’s should do their jobs and oppose this draconian piece of legislation. We must also warn our local members of parliament that if they vote for this Act, that we will not vote for them, we must make it clear, that we have a voice, not once every 5 years, but throughout their tenure and that we will have it heard. Everyone that feels this Act is a direct infringement of our civil liberties, right to privacy and an attack on the very fabric of our society, should write to their MP and tell them so. I have provided a ‘draft letter’ which can be viewed, personalised and sent to your MP. Draft Letter to MP

I would also invite all fellow bloggers that feel as strongly as I do on this issue to reproduce this article in part or full, topped and tailed if they wish, to publicise this issue to as many people as possible. Let us all stand up and fight in this issue, and remind this government who is actually in charge.

RESIST!

And to read more of my own personal takes on all this, please use the category box to the right and select “privacy control“.

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“Atheists clamber on board in Dawkins-driven ad campaign.” So we have atheists running an ad campaign on London buses do we? Ironic as I am sure a lot of prayers went up following the 7/7 terrorist attacks on the London buses. Honestly, some people obviously have more money than sense.

So let’s work this through. Someone thought about the concept of this campaign, then designed the poster, on a bus that someone else designed, driven on roads that were designed, in a city that has been designed - all using creativity, imagination, logic…

…oh sorry, no they didn’t – it happened by chance and a random series of events over time – there was this huge explosion in a soup bowl in this restaurant, and low and behold within a matter of time a poster appeared – maybe someone threw ink on the paper several times and freak snow-storm on a sunny day circumvented the printing process and it appeared out of the chaos as if by magic!

What a complete load of scientific clap-trap. It’s an insult to my logical designer’s mind, and the years of experience via blood, sweat and tears.

Oh but hold on, I am not supposed to think am I?

Dawkins said: “This campaign to put alternative slogans on London buses will make people think - and thinking is anathema to religion.”

Right then, so we are back to Descartes “I think therefore I am” are we? Talk about progression, where as for me, “I am therefore I think”.

But that’s possibly because I equally am as designed as that poster or that bus by someone whom was once asked His name, and simply replied “I am”. (Exodus 3:14)

I am… what? See no more explanations or qualifications, nothing like ‘I am great’, or ‘I am beautiful’ or even ‘I am God’… because your mind would only limit the creative possibilities via an adjective of all that could be imagined and it still would not even come close, and therefore we are left with the most ultimate descriptor we can tangibly grasp, “I am…”

Genius! Blows my little transistors just thinking about it. Now that’s copywriting for you.

Just, please don’t you think about it - you may find yourself becoming an atheist - “probably” - as apparently even Richard Dawkins is not convinced!

Now am just left thinking the cost of campaign could have helped people in a lot more practical ways - and logically, why He has sold a few more books then you, Mr. Dawkins.

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So I finally manage to get my hands on the latest October issue of the American version of Esquire Magazine that hosts the world’s first eInk cover, with moving words and flashing images.

The 75th Anniversary limited edition issue of Esquire Magazine seems to be as rare as hen’s teeth as my colleague scoured the streets of New York to apprehend me a copy and then FedEx it over to me.

Electronic Ink (eInk) is what this is apparently called and the cover has a couple of little paper thin screens, along with a circuit board and battery between the fold. Apparently they cost about $12 each to produce, but this will dramatically fall in price very soon as production ramps up. You can find out more here.

Ford chose to be the first advertiser to take advantage of this new medium and have an animated lightshow behind a photograph of their Flex vehicle on the inside cover.

In truth it looks more like an animated gif then full-on video, but you can imagine a box of Frosties have Tony the Tiger screaming ‘They’re great’ from cereal boxes in Tesco’s before long.

No doubt full on video and audio followed by wireless connectivity will enable us to have magazines of the future fully animated and updateable and will offer a whole new concept for online publishers. One thing’s for sure, our world is changing at an alarming rate.

Whilst we wait for that, and for the rest of you unable to get your hands on a copy, here’s a short video overview of my latest prize possession that you can fully expect will accompany me to every presentation here forth… well, until the battery runs out (in 90 days!)

Hmmm, maybe I should keep it in the fridge to preserve it?!

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Le’Nise Brothers, head of interactive, PHD Rocket has just posted a great article on iMedia UK.

Offering a rallying cry for sensibilities, she argues that the key is:

“…understanding of the role of digital in the wider comms mix. Digital isn’t a channel or medium - digital complements and enhances other part of the communications plan, which means that a silo approach where the digital agency / department receives briefs long after the comms planners / comms agency have crafted a solution will never work. Consumers don’t consume media in channels, so why should media be planned in channels?”

She is a woman after my own heart!

Lets face it, clicks DO NOT equal response and are unnatural behaviour towards advertising. They are neither a branding metric nor a derivative Direct Response metric. They only time it can be argued if the latter has clear call to action saying click here to buy, and even then we see appalling fall-off rates.

You simply cannot and will not measure “animated” advertising on TV, Outdoor, Print and dare-say Mobile via a click to prove effectiveness, and neither do I believe it is the most effective way of measuring online display advertising. It is floored and based on historic user experience from Search and we simply would not measure any other media channel by such an immediate trigger-happy response. Every other channel takes a message to the people, not the people to the message (on a landing page).

0.5% clicks is suggesting that 99.5% of people exposed have had no effect. We now know through studies that most of the clickers are not the target audience anyway (reducing actual CPC to your CPM) and have ZERO recollection of the brand – so what is the point of the click? Most people exposed to an ad campaign (wherever) make an emotional connection with a brand that leads them into exploration and inquiry later on – this could be measured within the ad itself, or via search for further info or possibly (but relatively small numbers) on a client direct site. I would argue we trust reviews on places like Amazon more than client site information these days in terms of consumers moving through a conversion funnel.

With this in mind we must measure effectiveness in terms of exposure in situation such as Dwell Time (i.e. the number of seconds user interacts with a creative of their own volition) and then any resulting effect seen along a path-to-conversion – doubtfully clicked and more likely searched. From data I have I can tell you that 10-20% of impressions are touched and played with for 1 minute on average (twice as long as TV spot) and up to 30% of people searching have been “exposed” to an online display ad first. These are lot more exciting and interesting numbers to demonstrate digital advertising effectiveness then the measly few who bothered to click…

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So no sooner do I write the previous post saying we need some check-points in this fast-paced evolution into the cyber-world of SkyNet, then I pick up the Evening Standard and read that the UK’s top prosecutor is also concerned at the rising tide of technology usurping the British people by giving away ‘enormous’ levels of power to those in charge of running the country.

Speaking in a lecture in London, the Director of Public Prosecutions, Sir Ken Macdonald, warns that a “relentless pressure of a security state” is giving grounds for the government to push an increase in surveillance powers that will ensure “freedom’s back is broken”.

His fear for the British public is justified. The Home Secretary, Jacqui Smith, only last week was pushing for all public communication – every phone call, SMS text, email and web browsing habits of every citizen to be ‘stored’. What then would be a ‘private’ phone call?! It is a total insult of the 99.99% of the general public assuming we are all terrorists.

Concerned of how the state may use these powers and fearing that once change is implemented it will be irreversible, he says “we should take very great care to imagine the world we are creating before we build it. We might end up living with something we can’t bear”.

With patriarchal confidence and sensibility, he suggests we should resist the ‘paraphernalia of paranoia’ and ‘medieval delusions’ when dealing with the real threats of terrorism. Sir Ken suggests the best way to tackle the danger was to strengthen institutions and processes of law rather than degrade them, stating the “conviction of terrorism is in excess of 90% - unmatched in the fair trial world”.

It s good to hear of such sound and grounded advice rather than the usual freak-show of surveillance-junkies based on a grossly hyped-fear that the government itself has created by its cotton-wool nannying wrapped up in supposed political correctness. It all comes back to the old adage, ‘who is watching the watchers?’ Fortunately, for now, someone is…

I find it ironic that as politicians remove discipline at all levels within society and simultaneously fail to preserve any kind of traditional culture, they should be so eager for developing such ego-centric systems that give them unparalleled and unchecked levels of control designed to protect them from cultures they have failed to embrace and understand.

Makes me wonder how Churchill would write his “History of the English-Speaking Peoples” today? He’s probably turning in his grave…

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We were reviewing Kevin Kelly’s “Predicting the next 5,000 days of the web” today in the office. He is the founding executive director of Wired magazine and he discussed at a TED conference the next wave of the Internet and how he sees this progressing.

My own version in terms of looking ahead was actually my very first blog post back in 2006 called “The evolution of the web?” when I first thought about the enhancements but potential pitfalls to modern day life which formed the discussion around this blog.

Interestingly I found Kelly’s talk more like a preacher’s sermon, and certainly the vision he was painting was more akin to a scientific-based religion. His call for progression was basically a call to submission – of all your rights to privacy and ultimately everything that is intrinsically human – in order to be plugged in.

Now as a digital evangelist myself I am not one to suggest we all go and live in a Hamish community and fear technology, far from it, but neither am I prepared to blindly walk into a new world where have relinquished all control to this technological beast and sold my soul to the highest bidder. I am first and foremost a human being. This ‘angel of light’ is a mere distraction from a potential evil that unfortunately permeates the very moral fibres of society and no amount of silicon-gloss veneer will answer a deeper call to protect society from our own worst enemy, i.e. ourselves.

When human kind is reduced to merely evolved DNA strands and a series of bits and bytes to serve a utopian technological goal, we reduce the essence of what it means to be human – to be allowed to be creative, to form free expressions and be socially interactive but complemented by personal moments of privacy – to mere slaves to a system which inevitably will have some fat controller at the helm. Every ship needs a captain and in this case, left unchecked, we will find ourselves with a completely excusable way of allowing certain individuals to play God and to get a little ahead of themselves.

What Mr. Kelly seems to forget in his vision of advantage, is that it is not the super-computer brain that will be in control, but the people who will utilise this technology for their own advantage and self-gain. History unfortunately does have a way of merely repeating itself. After all we are dealing with men, and power just can’t help but going to people’s heads. I am sure IBM never foresaw what would become the logical use of their computer invention… well, initially…

Without balance, decisions will be made in a seeking of this perfect utopia, and the cyber-crime that will ensue will spiral more and more control to the system, and ethics and morality come to be seen as some kind of historic notion with no relevance in the modern world. Just look around you right now and notice how this fear of the neighbour next-door pushes governments to adopt technology which basically assumes everyone is guilty until proven innocent. It is totally out of proportion to the level of crime committed and is just an excuse for a nanny-state which serves whose ego exactly?

If this is not monitored and controlled we will find ourselves whipped and hoodwinked by a media frenzy where all common-sense goes out the window, and those seen to challenge or bucking the trend will be sidelined or completely eradicated. This after all is what Hitler ultimately did, facilitated by technology, and it is against this logical conclusion where I passionately scream “I am not a number!” Whether tattooed by ink or a micro-chip, ultimately those numbers will equal slavery as I have discussed before.

The end can never justify the means.

As for me, I am off to buy Jonathon Zittrain’s “The Future of the Internet: And How to Stop It”.

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A great video slide-show revealing the latest global figures for the digital community. Put together by the guys at Initiative, London.

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