April 13, 2010

Introducing: The (MadAve) VIDEO Journal



By Tim McHale, Managing Editor

Introducing our second line extension. Founded in 2003, MadAveCon was born to help marketers, agencies, publishers and technology companies understand and navigate thorugh the incredibly lucrative, yet heavily-fortified, "gated community" we know and love as Madison Avenue. We launched the MadAve Journal in 2004 and then once again in 2005 once we learned from all the cuts and bruises we encumbered the first time.

In 2006, we launched a special column, titled "Commercial Worthy" in the Journal; the premise of which was to find a UGC that would work potentially as a commercial. It worked, but was incredibly time-consuming. Back then the quality of video online was archaic and scarce, as compared to the level of sophistication you will see here.

Now that the digital video platform is the real deal. If you were at ad:tech you would have seen first-hand how our friends at Innovate Media turned on the video with us and many name-brand people we enjoy and respect. The footage will be seen later on here as well as on the ad:tech site. Stay tuned.

Now comes the fun part. Introducing "The Madison VIDEO Journal!"

Clever name, huh? Okay, it's a little awkward as compared to The MadAve Journal, but we plan to refer to it as "The VIDEO Journal," just as soon as you, our dear reader, inform us that you would like us to continue with it down (or up) the next-generation yellow-brick-road-app we call "Video Madison Avenue."

We identified 10 brands; one in each of the following categories: Broadband, QSR, Small business finance, Telecom, Sport fitness footwear, an Entertainment trade union, a Health brand, one of the winning videos from the First Annual "Streamy Awards" (which has a sponsor list that is enviable to any media property, large or small), and a bizarre UGC which focuses on Photoshop.

We found them almost everywhere; obviously on YouTube, BlipTV, Daily Motion, iVillage, Koldcast and several which are hosted on their own site. We think publishing them is enough. You don't need to have us critique them with verbiage. Our selection was tough enough which should speak volumes of what we think of them, without any words. Let me know what you think.

As our original tag line warned, "you're either new or you're through." Lights, Camera, Achtung, Baby!












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