K-Squared Ramblings

Being a Nexus

As Comic-Con International strains at the boundaries of the San Diego Convention Center, it’s begun spilling over into the city. Go back 4-5 years, and the most you would see would be the occasional street light banner or bus stop advertisement. Now, there are people handing out flyers as far out as the trolley stops, and walking around the Gaslamp in ridiculous mascot costumes (the sandwiches a few years ago, the donuts this year). There are displays near the trolley stops. There are buses wrapped with full advertisements for movies and TV shows, shuttle vans labeled U.S.S. Enterprise — there was even an ice cream truck parked for several days on 5th street with a Eureka ad on the side (and probably something inside it, but I was always on the other side of the street when I saw it).

It’s mainly the TV and film studios (except for the flyers), and it ties into something that author Robert J. Sawyer mentioned at his spotlight panel: Convention-goers are nexuses (well, nexi). We’re the people who are so into movies, TV, games, comics, etc. that we’ll put in the effort, time and expense to go to this kind of event, and we’re likely to talk about it. They’re counting on us going back to our offices or dorm rooms, hanging out with friends, blogging, posting on Twitter, or otherwise telling everyone we know about how cool this and that new movie is going to be.

In short: It’s an advertising blitz designed to kick off word-of-mouth hype, aimed at the crowd that’s both most primed to receive it and most likely to spread it.

With the massive convention floor and unbelievable crowds, they’re doing everything they can to stand out. So we get the viral marketing, like the ads for TruBlood, the Humans-Only Restrooms signs, the army of people in Quarantine outfits, the Neighborhood Watch–style sign for The Spirit. We get the swag. We get the celebrity appearances. We get displays of terra-cotta warriors to advertise The Mummy and replicas of the Owlship from Watchmen.

All that brings in more people, which of course makes the event more attractive to the studios, so they put in more effort, which brings in more people, and they start promoting movies that have nothing to do with comics, sci-fi, fantasy or horror, the genres that used to be the main focus for the con. (I remember thinking that Harold and Kumar Go to White Castle was an odd choice to promote at Comic-Con. This year, the sequel blended right in.)

The con seems to have reached an upper limit in terms of the number of people it can handle at the current venue, which is contracted through 2012. I wonder whether Hollywood will demand bigger crowds — which would probably be best handled by spilling into neighboring hotels — or be satisfied with the numbers it’s got.

Why web ads should not have audio

A few minutes ago, I was looking at the latest StarDust Photo Gallery (nicely pointed out by Neil Gaiman himself). To save time hitting back repeatedly, I just opened a bunch of the thumbnails in tabs.

Audio started playing, “Congratulations! You’ve been selected for…” Then a second round started in, “Congratulations! You’ve been sel…” A third round of the same ad had started, all of them overlapping, by the time I closed the window.

It’s 2007. People multitask. All modern web browsers have tabs available, not just the alternative ones. The time when you could assume you had the user’s undivided attention is long gone.

Note that I can’t tell you what the ad was for. I don’t know which tabs were playing it, so I didn’t even see the visual portion. It accomplished absolutely nothing that an advertisement is supposed to do—unless you want ads to drive people away from your site.

Oh, yeah, before I forget: Stardust!

Alternative to Music?

Since Star 98.7 has suddenly decided to play actual music in the mornings last week, I’ve listened to it a couple of times on the way to work. They do still seem to like playing the same 10 songs over and over again, so there’s only so much I can take before switching over to another station, but something strange jumped out at me about their new slogan.

“Today’s Music Alternative”

I’m sure they intend it to mean an alternative source for music, but it sounds like an alternative to music. And considering they’ve dropped their talk shows and DJs in favor of more time for music, I don’t think that’s the message they’re trying to convey.

Advertising? That’s in aisle 10a.

Photoblog Catch-up Week enters its second week! This Sav-on had an odd collection of items in one aisle:

I’m still trying to work out how an aisle can contain “Got milk?”

Nigerian Scams for Auction?

eBay must have some sort of blanket advertising deal with Google, because the “sponsored links” you get for some searches really don’t make any sense.

Case in point: I did a Google search for the phrase, “nigerian scam,” and saw the following ad:

Wow, when they say, “Whatever it is, you can get it here.”—they really mean it!

Interestingly, if you search for “419 scam,” you get the same type of ad, but not if you search for “advance fee fraud.”

I tried a few random search terms, and from what I can tell, eBay’s ad shows up on many—but not all—two-word searches. I’m not sure what the pattern is, but I can’t imagine someone at eBay deliberately asked to buy ad space for some of these phrases.

But in a show of accuracy, if you search for “random stuff,” you’ll find it!

More Targeted Advertising

While catching up with IMDB info on the various actors in Revenge of the Sith, I noticed an appropriate set of ads on Ewan McGregor’s profile:

For those who haven’t heard of it, Ewan is the male lead in The Island.

(At the moment, Natalie Portman gets a Windows XP ad, and Hayden Christensen gets… Amazon.com. I assume they’re on the standard rotation.)

Elephants in the Web 1: Opera

There’s a saying about the elephant in the room that no one will talk about. Everyone knows it’s there, but by some unspoken rule no one will mention it. I’ve noticed that when web browsers are compared, there’s one thing Opera supporters tend to ignore or downplay: Opera’s business model.

Internet Explorer and Safari are bundled with their respective operating systems, and so they’re perceived as free. Firefox is free in both the gratis and libre senses of the word. Opera, however, is ad-supported by default and will disable the ads if you pay for it.

You can use Opera without paying money, but you’re still paying it in attention (a persistent chunk of space dedicated to advertising), so in comparison to the other three leading browsers, it’s perceived as being less free. Think of it in terms of television.

So the perception of cost looks like this:

• IE, Safari, Firefox (commercial-free TV)
• Ad-supported Opera (network TV)
• Paid-for Opera (cable or satellite)

Most people really do prefer free without ads to free with ads or paid subscriptions. Why else is skipping commercials one of Tivo’s most popular features?

I’m certain this impacts marketshare, and it definitely impacts media coverage. Just look at CNET’s recent IE vs. the world review. Opera 8 gets high marks for features, but what’s the summary? “Despite a ton of great technology in Opera, few consumers will be likely to pay for the app. ” Whether you think the review is otherwise fair or not, the business model clearly lowered it several notches on the reviewer’s scale.

Next: Firefox’s blind spot.

Disclaimer: I’m a regular Firefox user these days, but I’ve also paid to register Opera since version 3.5 was current back in 1999. I used Opera as my main web browser on Windows back when Netscape 4 was aging and Mozilla hadn’t yet stabilized enough to replace it.