Is there anyone doing anything exciting or interesting with media owners that agencies should be taking note of?
The Guardian recently opened up to third party developers through their API with a view to extending their advertising business by giving content away anywhere, rather than just giving it away on their own site. Technology that has the potential to completely rewrite a category: the iPhone is still a great example for many reasons, but particularly there is the question of running Skype applications. What exactly will the future be for mobile networks? Likewise, Google Android makes waves if it increases its handset uptake — as Google has no vested interest in the telecoms status quo. Spotify is also one app that everyone loves, and that are just beginning to scale up their advertising proposition. But in terms of what the agencies in particular would find useful — the big question as we try and move on from the addiction to reach, frequency and awareness is how we prove return on investment. Some of that is based on the value of word of mouth — we’ve always known that it is the mos
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