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I’ll be liveblogging the OMMA Global conference today, with nuggets of Online Media, Marketing, & Advertising goodness.

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First up: Keynote by Mark Kvamme of Sequoia.

“Mobile Wars: Will the Mobile Web Be Open or Closed?”
Moderator: Laura Marriott (here at the SF Marriott)
Panel: Tom Bedecarre, CEO, AKQA
Mark Kvamme, Partner, Sequoia Capital
Alexandre Mars, CEO Phonevalley & Head of Mobile Publicis Groupe, Phonevalley & Publicis Groupe
James Min, Managing Partner, Montgomery and Company

• Stats on worldwide smartphone penetration: 45% Nokia, 19% RIM, 13% Apple, 6% HTC
• US: 43% RIM, 25% Apple, 16% MSFT, 7% Google, but almost 50% of mobile web access is via Apple iPhone
• Show of hands, how many used a physical coupon in the last year? About 20%.
• The market for location-based promotions is probably 5x that of physical coupons.
• It’s too early for Apple to run a victory lap. Android is open, and Java devs will build a lot of momentum behind Android.
• Kvamme: iPhone is a terrible telephone — it’s not all AT&T’s fault. RIM is a great PDA.
• James Min: Platform wars are over. You need a closed platform to develop. Apple’s proved it, b/c of fragmentation.
• James Min: But… in the BRIC countries, Nokia/Symbian phones are much cheaper. If Nokia wants to make headway in the US, they have one real asset — mapping.
• Google sees 50x more mobile searches from iPhone than any other device. That’s engagement.
• Mobile marketing hasn’t exploded because the targeting and attribution to get customer to POS isn’t there yet.

Pepsi Refreshes the Brand, with Andrew Katz from Pepsi and Aaron Shapiro from HUGE.

• Pepsi was the most-remembered brand from the Super Bowl this year, but they didn’t advertise!
• Utility-driven marketing: Some of the most effective marketing helps people achieve what the brand stands for.
• What is your brand’s higher value? How do you manifest it on the web? How do you make it viral, social, and CRM’ed?
• “I’m SVP of Refreshing the World.” Groan.
• Why doesn’t Pepsi do pop culture anymore? Pop culture doesn’t exist anymore. Pop culture is whatever you’re into.
• Pepsi Refresh Project: Declare the Refresh Movement, Spark a Conversation, Make a Difference.
• People submit ideas for projects for $20MM pool, voted by users, distributed. Being part of the content, instead of advertising. Partner with media, retail, and celebrities.
• Impressive impressions — it’s a business change, not just a branding campaign.

Marketing track session: New Creative Options for Marketing with Online Video as Web Becomes ‘Lean-Back’

• VuMe demoing interactivity within ads, including a pre-roll that interacts with the adjacent display ad
• GRPs vs. iGRP. GRP (TV) is based on panels. iGRP is based on impressions and engagement.
• Branded entertainment makes sense as an element of the mix. It doesn’t change anything.
• Attribution modeling = Tracking all the ads that a user is exposed to, against eventual user actions and outcomes.
• Is the web going to be long-form “lean back”? More so, but different audiences will want different forms.
• Online industry needs to overcome advertiser objections of online video.

Marketing track session: Social Media Marketing Doesn’t Have to be a Gamble

• Social Media team at MSFT is always-on. Not in campaign mode.
• Walmart.com — Q&A for products, builds an archival asset
• How do you measure the effectiveness? Time spent on an engagement; likelihood to share; how many of those shares convert. MSFT: Measures ROI (based on reach) vs equivalent $$$ display campaign.
• MSFT got 200M free impressions week of W7 launch
• Levi’s — Content management is the great challenge for always-on social media. Solution — UGC (but do you still need to moderate?)
• Marty Collins from MSFT: retailing and augmented reality will help consolidate profiles. Will Whole Foods and the Gap have to ID you with different profiles?
• How do retailers feel about customers shopping on Facebook? Levi’s Brand Marketing VP: You gotta fish where the fish are. Huge potential if you can figure out the purchase component of the FB experience.
• The big Skittles UGC FAIL: What was their business case anyway?
• MSFT: Social media blows away TV or outdoor on cost per impression.

I understand you don’t want to shell out for an HD version of your TV ads. But perhaps you should find an option other than horizontally stretching your svelte post-Jenny Craig actors. Especially on Food Network.

One week down at Google. As we wait for Kid #2 to arrive (and my too-soon paternity leave to commence), Kid #1 has already taken a shine to some of my schwag.

As I wait for both the new job and a new baby to make life fun and exhausting again, I’m taking advantage of this quiet week to do the things that a new job and new baby would normally preclude.

Yesterday, that meant attending SF MOMA’s 75th Anniversary Exhibition, with four floors of brain-exploding works from the collection.

I love SF MOMA, but I can only take about 120 minutes of it before overstimulation starts to set in. The beauty of a modern art museum of this scale is that you can focus on what stirs you, and skip what leaves you cold or bored.

What do I love? Lots of things, but most of all deconstructions — works that break down societal rituals or cultural crafts into their component parts.

Here’s an example that really blew my gourd. This short film was showing in one of the 4th floor theaters, and I was rather excited to find it online when I got home.

It’s helpfully titled “Chapters 1-12 of R. Kelly’s Trapped In The Closet Synced and Played Simultaneously” by Michael Bell-Smith. As the chapters of R. Kelly’s wildly ridiculous R&B soap opera progress in synchronicity, the words disappear, revealing the songs’ common structure and the videos’ visual palette.

Give it a chance.

Chapters 1-12 of R. Kelly’s Trapped In The Closet Synced and Played Simultaneously (2006) by Michael Bell-Smith. Courtesy EAI. from Why + Wherefore on Vimeo.

Last Friday was my final day consulting with Wells Fargo. In two weeks, I’ll be starting a new gig with Google.

Specifically, I’ll be responsible for the product marketing of YouTube and Google TV Ads, and I’ll be situated at the YouTube campus in San Bruno.

I’m terrifically excited about the opportunity, which is pretty close to my ideal position. I’ll miss working in the City, but I’m also beyond relieved not to have to commute to the South Bay daily. The actual start date may be affected by the imminent appearance a new baby in the house.

Thanks to everyone who’s sent their warm wishes. Job hunting in 2009 was hard.

I never finished Catcher in the Rye.

I had brought Salinger’s great work on a trip to the USSR in the summer of 1990, a few weeks before my senior year of high school. Some time in the last days of the trip, we visited a family who lived in one of those horrifying Soviet concrete-block tenements in Moscow. The family’s 13-year-old daughter did all the translating for us. She had big, sad eyes, but she made it obvious how thrilled she was to be chatting with Americans in her school-taught English.

The trip to the USSR changed my life and my outlook on the world. In Leningrad, I was bombarded with offers to trade rubles for anything I had. My Walkman, my pants — how many times did someone offer to buy my pants right off my legs? In Moscow, I saw economic decline transformed into disaffection with Gorbachev, even as he earned international acclaim and made Perestroika and Glasnost part of the global vocabulary. In Tblisi, Georgia, I saw a satellite state dominated by organized crime. Our hosts were some of those Orwell would have called “more equal than others.”

But it was in that apartment in Moscow where I caught a glimpse of a younger generation that was coming to understand its responsibility to find a different way.

So before I left her apartment, I snuck into her room and left my copy of Catcher in the Rye on her desk.

J.D. Salinger, RIP.

Conan O’Brien, last night: “NBC announced they plan to lose $200 million on the Winter Olympics next month. Folks, is it just me, or is that story hilarious?”

NBC’s talk show lineup was doomed from the start. Its failure was less of a surprise than AOL-Time Warner, Terrell Owens’ tenure with the Cowboys, or Olestra anal-leakage potato chips. And the disaster is unrelenting for NBC, now with every personality on NBC — and CBS — taking shots at the cellar-dweller of the legacy broadcast network division.

This isn’t just a FAIL. It’s an EPIC FAIL. Let’s count the individual failures at work, and see what we can learn.

1. A failure of imagination. For its supposedly radical yet retro concept (a nightly talk show in prime time), The Jay Leno Show concept was shockingly conservative.  It assumed that America wanted to sit back and watch the same guy do a show every night, because that was the late night model for the prior 50 years. Now as NBC tries to fix its mess, it’s sticking with this conceptual model. How about moving Leno back to The Tonight Show and letting Conan host a prime-time variety/sketch show two nights a week? How about trying out something — anything – that’s really different? The times demand innovation.

2. A failure to think about competition. At 11:30pm, a talk show has traditionally competed with other, similar talk shows, news, and syndicated reruns. The 500-channel environment and DVRs didn’t change that so much. But 10pm is still called “prime time” for a reason. It’s a place to showcase top-quality content that grown-ups watch on their couches, and against that, Leno interviewing sit-com actresses looked like piffle.

3. A failure to understand the customer. The ratings at the end of a late-night talk show is a fraction of that of the beginning of a show. After the initial monologue and comedy bits, people tend to bail out, flip around, or just turn it off and go to bed. At 10pm, audience retention is critical, since affiliates make all their money at 11 on the local news. And the real reason why Leno is being kicked out of the 10pm slot is because his show’s format didn’t retain its audience, thus killing NBC affiliates’ 11pm news ratings.

4. A failure to consider revenue. Tina Fey declared a few years ago that working in broadcast in the ’00s was like working in vaudeville in the 1960s. The old model has been disrupted by technology and choice — four networks, replaced by hundreds of networks plus iTunes plus web video plus DVDs plus on-demand, ad infinitum –  but the new models produce revenue, too. An hour-long drama can cost millions per episode, and failure is expensive. But success is also richly rewarded via syndication, DVD sales, and international rights. The Jay Leno Show is cheap but low-margin, and most episodes are nearly worthless the minute after it airs.

5. A failure to think downstream. The Leno-to-10pm move was in part a move to retain Conan O’Brien, who had toiled for more than 15 years at 12:35am. But with Leno sucking up the A-list in prime time, Conan got left with the B-list. A Friday episode of The Tonight Show used to mean a top draw. But a few weeks ago, their Friday lead guest was Jeff Garlin, a funny guy but not at the level you’d want in that slot.

6. A failure to plan for failure. The current ad-libbing on the part of NBC execs reveals that they never considered what to do next if Leno’s show were to underperform. It’s easy to cancel Knight Rider and find something else to fill its slot for a few weeks. But Leno occupies five hours of prime time, and even after returning from Winter Olympics programming next month, NBC simply won’t have enough content in the pipeline to deliver an audience to advertisers. Meanwhile, the treatment of O’Brien (and his Late Nite replacement Jimmy Fallon) makes NBC look like a network that doesn’t know how to handle its talent. Now who would choose to run a show there, over another network?

A year from now, this controversy will seem distant. Leno will be on at 11:35. Conan may be on at 12:05, or he may be launching the Late Night division at Fox.

But NBC will still be in fourth place.

It’s not exactly a thought piece, but the Wall Street Journal published my letter to the editor today.

The letter is a radical moderate’s response to a particularly offensive op-ed by the Hoover Institution’s Shelby Steele (”Obama and Our Post-Modern Race Problem“) last week. His thesis was that those who supported Obama’s candidacy in 2008 (and 2007) were gullible victims of a race-redemption narrative, and since the election Obama has proved his cluelessness and worthlessness by enacting policies that are not consistent with the Hoover Institution’s preferences.

Here’s the edited and abridged version of my letter as they published it:

It’s appropriate that Mr. Steele focuses on the old scourge of political correctness, as his op-ed offends me deeply. Simply, I don’t like being called stupid. On behalf of the tens of millions of independents and moderates who supported Barack Obama for president in 2008, may I invite Mr. Steele to demonstrate a little respect for our judgment? We knew what we were doing.

The 2000s were a lost decade of underplanned, unbudgeted, and disastrously executed wars that may never end, and debt-fueled economic activity that proved illusory when the bills came due. Median wages declined, health-care costs soared, and trade and budget deficits became unsustainably large. We Obama voters understood that the next decade would require a radical change of direction. No other candidate for president demonstrated such a predilection for change. We had two years of non-stop exposure to make up our minds about this.

Mr. Steele laments that Mr. Obama is not Ronald Reagan, whose “principled” and “individuated” legacy includes massive government expansion, an unpaid for military buildup, and cementing a culture of spending far above what taxes brought in. George W. Bush, whether he followed President Reagan’s principles or not, got similar results without any meaningful economic progress.

Certainly, those of us who voted for and continue to support President Obama disagree with some of his policy choices to date. But I don’t suppose that Mr, Steele accepts that we’re capable of such nuanced thought.

Eric Meyerson

San Francisco

Last weekend, the wife and I strolled to the Verizon store in the Mission and picked up his-n-hers Motorola Droids, Verizon’s first smart phone with Google’s Android OS.

So far, they’ve been great. Web surfing and Gmail are delightfully fast, and call quality is excellent. (Most importantly, we haven’t resigned ourselves to the black hole that is the AT&T mobile network.) iPhone and BlackBerry owners have known this for years, but it’s a remarkable experience to walk around with a pocket-sized computer far more powerful than the tower case that sat under your desk just a few years ago.

As I was surfing the web this morning, I spotted this ad on the Knowledge@Wharton ad. And I was kind of blown away.

Within a standard 300 x 250 display unit (what we called an “L-REC” at Yahoo!) is a feed of punchy editorial links about the Droid. Scroll down, and you’ll see what looks like dozens if not hundreds of posts from news sites, magazines, and blogs. Topics include:

• Positive reviews of the Droid
• Upbeat news about the Droid launch
• Top apps for Android devices
• Downbeat news about the iPhone, including viruses and developer disaffection with the Apple App Store
• Information about the Droid Eris, HTC’s lighter version

All the links click to the original articles, with a toolbar to Tweet or see more.

The display ad hits on a number of strong points:

• It’s targeted
• It’s interactive
• It gives me a choice of compelling content to click
• It lives on beyond the click
• It encourages me to share
• It includes links to add this Droid feed to Facebook or Twitter

What could be better about it? A few things. If I weren’t already interested in the Droid, I wouldn’t be drawn to it, or bother to scroll. I also suspect this ad wouldn’t test well on a site where people weren’t coming to engage in the act of reading. I can also only see two headlines on the first screen, and the gray-on-black scrollbar could be more obvious.

But in general, it’s great to see such a compelling and innovative ad that so precisely built for an audience and an experience. More, please!

“The web is not TV.”

It sounds obvious enough, and yet how many video ads do you see online that appear to be shoveled directly from cable? The 15-second video spot has become the de facto standard.

Of course, this will change. In their formative years, television ads were basically radio ads with visible narrators. It wasn’t until viewers and marketers became comfortable with the new format that commercials became more like little movies.

Today, some brands with reputations for innovation are exploiting the interactive and creative possibilities of online advertising, especially video advertising. But those still seem to be the exceptions.

My friend Phil O’Neill, director of analytics for VideoEgg, had such a perspective in an essay he scribed for MarketingWeek UK, titled “The Golden Rules of Online Video Advert Design.” His golden rules boil down to three design principles.

1. The web is not the same as TV: Ads should be rich, interactive, and “push-pull.”
2. Clarity is key: If the UI is confusing, users won’t bother.
3. Creative content, creative delivery: If it’s not compelling, users won’t stick around and won’t remember it.

These seem obvious. So why, in these adolescent years of web video, are they so often ignored? Think about that next time you see (or place) a 15-second pre-roll.