eROI Days Email Agency

Here at the OMMA show in Hollywood, a gorgeous sunny break from Portland rain, it’s been great to connect with the Email Insiders crew, the EEC, KickApps, and others in the social networking / online video world here.

From a presentation standpoint, I was most impressed with Patrick Keane, CMO of CBS Interactive. He talked about trends in online media and marketing:
1. Engagement – advertisers don’t want vanilla users, they want engaged users who spend a lot of time on a media site like CBS or social platforms like Facebook, MySpace.
2. Cross-platform – advertisers want to buy across ALL mediums and channels.
3. Flexibility and Customization
4. Branding + Video – moving faster, demand video
5. Data – need better Audience Analytics

Most interesting, however, was Keane’s central theme of how the online medium is an incremental effect, not cannibalizing in any way. He used the show “Jericho” as an example – on TV, it had a 4.2 Nielsen rating, but online video views added another 0.9 points to it – 1.4 million video views of the current and past shows in the few days following each show.

TV, web, and mobile all work TOGETHER to have an incremental engagement effect. No cannibalization.

Another key takeaway: media sites like CBSSports.com appears like its all original content, but there are actually a significant portion of community features and user-generated content (e.g. Fantasy Leagues, etc.).

BTW – CBS is streaming all March Madness games this Thursday – I hope no one at eROI finds out about this.