welcome to this installment of hip mojo i’m your host ashcan carbon solution and
i’m your host ashcan carbon solution and
i’m your host ashcan carbon solution and joining me a CT more in this show we’re
joining me a CT more in this show we’re
joining me a CT more in this show we’re going to take a look at what happens if
going to take a look at what happens if
going to take a look at what happens if the economy does slow down what happens
the economy does slow down what happens
the economy does slow down what happens to marketing dollars and specifically
to marketing dollars and specifically
to marketing dollars and specifically what happens to online video then in the
what happens to online video then in the
what happens to online video then in the second installment of today’s show we’re
second installment of today’s show we’re
second installment of today’s show we’re going to look at which companies are
going to look at which companies are
going to look at which companies are most likely to be asked to sell or shut
most likely to be asked to sell or shut
most likely to be asked to sell or shut down and then later on of course we’re
down and then later on of course we’re
down and then later on of course we’re going to have lightning round and the
going to have lightning round and the
going to have lightning round and the email of the week so CT let’s get right
email of the week so CT let’s get right
email of the week so CT let’s get right to it you work in marketing they often
to it you work in marketing they often
to it you work in marketing they often say that when there’s a slowdown in the
say that when there’s a slowdown in the
say that when there’s a slowdown in the economy marketing is the first thing to
economy marketing is the first thing to
economy marketing is the first thing to go fact well part fact part fishing the
go fact well part fact part fishing the
go fact well part fact part fishing the reality is when the economy downturns
reality is when the economy downturns
reality is when the economy downturns there’s less there’s fewer consumer
there’s less there’s fewer consumer
there’s less there’s fewer consumer dollars out there each one of those
dollars out there each one of those
dollars out there each one of those dollars becomes more valuable for anyone
dollars becomes more valuable for anyone
dollars becomes more valuable for anyone who’s selling anything so marketing is
who’s selling anything so marketing is
who’s selling anything so marketing is actually becomes more important at the
actually becomes more important at the
actually becomes more important at the same time people definitely change the
same time people definitely change the
same time people definitely change the way they they spend in a manager
way they they spend in a manager
way they they spend in a manager marketing budgets they become more
marketing budgets they become more
marketing budgets they become more focused on ROI they become more focused
focused on ROI they become more focused
focused on ROI they become more focused on marketing avenues that are more easy
on marketing avenues that are more easy
on marketing avenues that are more easy to measure and anything that’s
to measure and anything that’s
to measure and anything that’s performing performance-based becomes a
performing performance-based becomes a
performing performance-based becomes a lot more appealing it’s funny because
lot more appealing it’s funny because
lot more appealing it’s funny because this week wrote an article media post
this week wrote an article media post
this week wrote an article media post where I said you know net-net if there
where I said you know net-net if there
where I said you know net-net if there is a slow down I think the same way that
is a slow down I think the same way that
is a slow down I think the same way that the 2008 meltdown sort of accelerated
the 2008 meltdown sort of accelerated
the 2008 meltdown sort of accelerated the deterioration of print I think if
the deterioration of print I think if
the deterioration of print I think if there were slow down right now it’s
there were slow down right now it’s
there were slow down right now it’s going to affect TV negatively why TV
going to affect TV negatively why TV
going to affect TV negatively why TV still gets the bulk of dollars but the
still gets the bulk of dollars but the
still gets the bulk of dollars but the audiences are fleeing but you mentioned
audiences are fleeing but you mentioned
audiences are fleeing but you mentioned roi that’s the second point I think
roi that’s the second point I think
roi that’s the second point I think because it’s very hard to measure ROI
because it’s very hard to measure ROI
because it’s very hard to measure ROI with marketing in general then probably
with marketing in general then probably
with marketing in general then probably it is going to get a bit affected I
it is going to get a bit affected I
it is going to get a bit affected I think the problem with online is we’ve
think the problem with online is we’ve
think the problem with online is we’ve always said online you get tracking and
always said online you get tracking and
always said online you get tracking and get targeting and that’s sets the bar
get targeting and that’s sets the bar
get targeting and that’s sets the bar higher but it is what it is third I
higher but it is what it is third I
higher but it is what it is third I think branded content you started to see
think branded content you started to see
think branded content you started to see marketers more open to that I think
marketers more open to that I think
marketers more open to that I think branded content might hit some sort of
branded content might hit some sort of
branded content might hit some sort of pitfalls because again where’s the ROI
pitfalls because again where’s the ROI
pitfalls because again where’s the ROI it’s a nice to have it’s not necessarily
it’s a nice to have it’s not necessarily
it’s a nice to have it’s not necessarily a need to have you’re going to get a
a need to have you’re going to get a
a need to have you’re going to get a flight to quality advertisers are going
flight to quality advertisers are going
flight to quality advertisers are going to demand more transparency better
to demand more transparency better
to demand more transparency better inventory but it boils down to giving
inventory but it boils down to giving
inventory but it boils down to giving just more value I think people are going
just more value I think people are going
just more value I think people are going to say okay if I’m spending a dollar
to say okay if I’m spending a dollar
to say okay if I’m spending a dollar here or there where do I get the best
here or there where do I get the best
here or there where do I get the best bang for the buck but I think there
bang for the buck but I think there
bang for the buck but I think there isn’t sort of there’s a light at the end
isn’t sort of there’s a light at the end
isn’t sort of there’s a light at the end of the tunnel which is if consumers are
of the tunnel which is if consumers are
of the tunnel which is if consumers are going to basically be staying at home
going to basically be staying at home
going to basically be staying at home and not going and watching movies and
and not going and watching movies and
and not going and watching movies and paying fifty dollars for a ticket and a
paying fifty dollars for a ticket and a
paying fifty dollars for a ticket and a popcorn then they’re going to stay home
popcorn then they’re going to stay home
popcorn then they’re going to stay home and consume content that means more
and consume content that means more
and consume content that means more articles more videos so how do you think
articles more videos so how do you think
articles more videos so how do you think it’s going to affect video advertising
it’s going to affect video advertising
it’s going to affect video advertising pre-rolls or little banners inside a
pre-rolls or little banners inside a
pre-rolls or little banners inside a video do you think this is going to be
video do you think this is going to be
video do you think this is going to be something that appeals more to marketers
something that appeals more to marketers
something that appeals more to marketers as they shift more of their budgets
as they shift more of their budgets
as they shift more of their budgets online where things are measured or do
online where things are measured or do
online where things are measured or do you think the marketers will still be
you think the marketers will still be
you think the marketers will still be drawn to conventional banners well I
drawn to conventional banners well I
drawn to conventional banners well I think banners are pretty much dead in
think banners are pretty much dead in
think banners are pretty much dead in the sense that you’re getting pressure
the sense that you’re getting pressure
the sense that you’re getting pressure from search engines or performance-based
from search engines or performance-based
from search engines or performance-based from the bottom of the market and then
from the bottom of the market and then
from the bottom of the market and then you’re getting the branding more sort of
you’re getting the branding more sort of
you’re getting the branding more sort of flashy engagement coming through videos
flashy engagement coming through videos
flashy engagement coming through videos so I think anyone that is in the
so I think anyone that is in the
so I think anyone that is in the business of banners their shelf life is
business of banners their shelf life is
business of banners their shelf life is pretty limited but if you’re talking
pretty limited but if you’re talking
pretty limited but if you’re talking just let’s say call a traditional online
just let’s say call a traditional online
just let’s say call a traditional online media so search or display vs video the
media so search or display vs video the
media so search or display vs video the reality is videos where the growth is at
reality is videos where the growth is at
reality is videos where the growth is at and you’re going to see the growth there
and you’re going to see the growth there
and you’re going to see the growth there for the next 18 months but the market of
for the next 18 months but the market of
for the next 18 months but the market of video is still very small right people
video is still very small right people
video is still very small right people get very giddy about online advertising
get very giddy about online advertising
get very giddy about online advertising but forty percent of that goes straight
but forty percent of that goes straight
but forty percent of that goes straight to search so then the net of search
to search so then the net of search
to search so then the net of search online advertising is pretty small I
online advertising is pretty small I
online advertising is pretty small I think you’re going to see a shakedown
think you’re going to see a shakedown
think you’re going to see a shakedown and you’re going to see some
and you’re going to see some
and you’re going to see some repercussions the point seven of the the
repercussions the point seven of the the
repercussions the point seven of the the media post article was actually that VC
media post article was actually that VC
media post article was actually that VC funded firms are going to start to get
funded firms are going to start to get
funded firms are going to start to get under a lot of pressure and this is a
under a lot of pressure and this is a
under a lot of pressure and this is a perfect segue for the second segment
perfect segue for the second segment
perfect segue for the second segment there was an article in P hub recently
there was an article in P hub recently
there was an article in P hub recently that talked about basically you know the
that talked about basically you know the
that talked about basically you know the Undertaker of Silicon Valley that goes
Undertaker of Silicon Valley that goes
Undertaker of Silicon Valley that goes out there and starts the underlying
out there and starts the underlying
out there and starts the underlying company so we’re gonna take a short
company so we’re gonna take a short
company so we’re gonna take a short break we’re going to come back and we’re
break we’re going to come back and we’re
break we’re going to come back and we’re going to talk about which companies will
going to talk about which companies will
going to talk about which companies will most be affected by the downturn if
most be affected by the downturn if
most be affected by the downturn if there is one
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