Apple v. Google

The geeks are going crazy over the recent Apple sly backhand of Google by restricting manufacturers of hardware or software platforms from obtaining analytics from AdMob advertising. For those who don't know, AdMob places text ads in applications that devs use to earn advertising revenue and help pay for development. This new rule is directed at Google, of course, because they just acquired AdMob. The cries of indignation have been amusing:

Anti-trust violations! Anti-competitive practices! Evil empire! If Microsoft did this...!

If you want to hate Apple, go ahead and hate them. But hate them for valid reasons, not spin disguised as a reason.

As I have posted on several blogs, there's a simple reason why Apple did this Google. Apple blocked Google from harvesting sensitive information about Apple's customer base. Pure and simple.

What people don't realize is AdMob is able to capture quite a lot of information about iPhone/iPod Touch/iPad users through advertising, such as user ID, location, demographics, time spent in app, and other apps on the device. In fact, AdMob has been able to discern new device specifications based on the network presence of equipment in testing. It captures all of this data to serve up more effective advertising but it can also be used to provide a competitor with valuable usage and equipment data.

Why would Apple hand over sensitive behavioral information to a competitor? No smart company would do that.

Apple has no problem with AdMob. Its' presence has underwritten free/low-cost apps in the App Store. But now that AdMob is part of Google, this data treasure-trove has to be turned off. That's why Apple created iAd – to offer developers a means to continue to offer free/low-cost advertising without the risk of sensitive information falling into the wrong hands.

Of course Google/AdMob is angry; they make a lot more money off the iOS platform which has far greater market share than Android devices. I'm sure they could have made a lot more by selling integrated advertising – desktop and mobile alike. But to paint Apple as Godzilla trampling the rights of users, developers and advertisers alike is hyperbole. You don't give your enemies the keys to your castle. User data is one of those keys.

I do want to address the Microsoft angle. Whether we like it or not, Apple has proven to be a far better steward of privacy than most people give it credit. Private browsing has been part of Safari for a long time, before it was fashionable. Unlike other phones, the GPS function in iPhones is off by default and users must explicitly provide permission to turn it on. Things such as viruses and other information harvesting bugs occur far less frequently on the Apple platform. Apple hasn't sold its' customer list' to millions of spammers nor does it change its' privacy rules every few months. Microsoft has made and continues to make so many security gaffes, one would look askance at promises to 'keep information private.' Google has made a number of well-publized errors – Google Buzz, Wifi location harvesting etc. I'm glad Apple takes security seriously.

So let the moaners moan. I'm sure the FTC will find that Apple has done nothing wrong. AdMob isn't banned; they are simply restricted from harvesting sensitive data. I don't mind.

Another day, another agency

Mitsubishi selects 180/LA in Santa Monica for creative duties. It will be interesting to see what they come up with that hasn't been done in the past.

Marketing as a political campaign

I just finished watching the CEO of Vail Resorts talk about the impact social media marketing has had on the marketing cycle.

The talk – available for a limited time here at AdAge - highlighted that they have changed their marketing mix and reduced the number and frequency of magazines and other more expensive media. He articulated something quite different as to the reasons why. It's not simply that social media has more impact, which can be argued, but rather the lead time for traditional media is too long.

Committing to running a print ad is more than just running it in a publication. Space needs to be purchased, strategies agreed upon, and creative brainstormed and produced. This cycle can happen quickly but most of the time takes months.

By rotating the marketing spend to social media, Vail Resorts can change the marketing message at the drop of a hat. Do they need to juice up occupancy for a week? Run a special using search engine marketing or links to one's Facebook friends. Create an event out of coincidences.

He likened his marketing strategies akin to a political campaign. What's the message of the week? How do we support this message? What are the forces we need to fight?

Who would have thought that politics and business would be aligned so closely now?

Commentisement

Blogging has been an interesting process for me. I don't get much feedback in the way of comments but I do know I have friends reading it. Even others.

One of things that I didn't expect I'd face is what I call 'commentisement.' These are comments that are only tangentially related to the post. The sole purpose of these comments is to link to something the poster is selling.

One example is a post on living room furnishings that I did. The comment I got sent me to a luxury bedding supply store. Huh?

Note to all reading my blog. I moderate comments and do not accept commentisements.

Fewer commercials = more revenue?

A few weeks ago, the NYT started the discussion on Fox's new ad strategy for some of its top-rated shows – fewer commercials that cost more. The idea is that commercials are more likely to watch a commercial when it's a break of only 60 seconds rather than the typical two to three minute commercial break that provides more of an opportunity to speed past it, mute it or walk away.

I hope it succeeds. One thing it may revive is the 60 second ad. I think one reason people tune out the advertising, aside from irrelevant or poor creative, is the barrage of advertising that pours from the TV covering so many different topics. It's an art to engage your audience for 60 seconds and one many creatives are losing.

Cash4Gold = Gold

Seems as though everyone is talking about one of the funniest and most depressing ads of the Super Bowl – Cash4Gold's spot starring troubled has-beens MC Hammer and Ed McMahon. Both are in tight financial circumstances and made perfect spokesmen for those wanting to sell their valuables to make their mortgage payment. 

The spot was funny. I just couldn't get over how sad it must be for both men to appear in a spot like that. In the end, that decreased the 'enjoyment' of the spot. The message burst through but it was bittersweet. They will probably make a ton of money off it and I'm sure their web traffic is off the charts. 

Cash4Gold.com – a telling poster child for the New Recession

Super Bowl Sunday

Now THAT'S what I call a good Super Bowl. The me the most memorable moments in the game were the 100-yard return and the Santonio Holmes' game winning ballet catch at the end. Both teams played a fantastic game. I'm so relieved it wasn't a blow-out or one-sided. Arizona was the weaker of the two but not by that much, particularly in third and fourth quarter.

Advertising wise, some solid spots. Throughout the game, I twittered my thoughts on the ads so I'll be referring back to my tweets. 

The GoDaddy spots were inane and infantile, perfect for the male demographic. Did they sell anything? Meh, doubt it. They did make the point that one should register one's identity, which is always smart.

I like the idea behind the virtual world Coke spot – in a world that's increasingly virtual, Coke is the real thing. Can't beat the laser like Gen-Y insight. In fact, it's almost a generational anthem spot. Well done. 

NBC was pushing product hard this year and their spots were some of the most successful promo spots I've seen. My favorite was the Laugh Your Ass Off spot. Great execution. They have such a strong line-up but they took hits due to last year's strike so I'm sure every little bit helps. 

William Shatner knows how to deliver. The 'Cyrano' Priceline spot rocked and is probably one of my favorites. It's amazing how he still embraces the role that made him famous, unlike many other stars. The Priceline work is consistently one of the best advertising, in my opinion. 

The car advertising of the show was the Audi work with Jason Streatham. Predictable but still good. The automaker I'm most disappointed in is Toyota. Toyota's work has always been on the cheesy side but it's amazing to me how domestic Toyota is now, which is probably a good thing considering their huge infrastructure investment in this country and the 'Buy American' attitude that is waning but still prevalent. Their Tundra ad could have been done by Ford or GM. 

In terms of entertainment, Faith Hill rocked but looked a little mumsie for my taste. Jennifer Hudson nearly lost it in the beginning but belted out a powerful anthem. I don't usually watch halftime shows but Bruce Springsteen gave a terrific performance.

Overall, a solid Super Bowl. Good old-fashioned entertainment. In these times, very welcome indeed. 

Jim Beam's 'The Girlfriend'

The creatives nailed this ad. This is what many men dream about when they describe the perfect girlfriend, even if they deny it. Notice that her English isn't that great which means there's not that much conversation going on. You need to check it out.

The YouTube comments were hysterical. Scores of guys agreeing and comparing their girlfriends to the above. Then came this one.

JozzyHBR: Hahaha, good luck with that fellas...