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<nettime> Enronomics Advertising
bc on Fri, 25 Jan 2002 12:06:08 +0100 (CET)


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<nettime> Enronomics Advertising



  [forwarding in relation to the info-dig on Enron tv commercials
  that are archived online. seems to be in a need of a mirror, or
  it is a mirror mirroring itself. may disappear soon, so.... in any
  case, two things, the commercials (.asf files/windows) and also
  the context of the adverts in relation to mediarchitecture at large]

  [1] pertinant enron commecials: WHY

  [2] background on ENRON advertising and the basic
  economics behind the broadband/energy/information
  trading business, making markets and wheeling deals.

  [odd thing is, little mention has been made of the push
  for the Enron agenda in US energy policy, and if there
  are nuts out there willing to tackle that eggplant in the
  field, let it be known, as sea-to-sea 4/5th inefficient
  e-grids are on the table, as is a revived nuclear force
  which cannot protect itself from sabotage from outside
  or from harzards created in itself, yet resolved. but,
  with each week, the US President keeps putting the
  need for the Energy (note:) Security Act on board, as
  if no one will notice any connection between legalized
  bribery and the mass mediated public, somatized into
  submissive repositioning. the true-believing nation-
  engineering itself, lacks design, intent, is more of
  forces at work. but this story has a spark to it that
  reflects the world, from oil and power to politics
  and corruption, from money and policy to bureaucracy
  and an industrial agenda that never fails to uninspire.
  if this is what is right, good, and true, i wonder what
  is wrong, then. if the moral is the loss to investors and
  not influence at the highest levels, renegging on several
  global treaties to hand-hold the wealthy with the govern-
  mentalized agenda, hmmmm. makes one wonder what the
  Treasury department is doing, the Security and Exchange
  Commissions, the Justice Departments, and that long lost
  friend of ours, the Vice President (of the People of the
  US). sometimes catstrophe seems to offer hope in a new
  way to rebuild, a new approach. but this is anything but.
  just another bandaid in the wall of bureademocracy. bc]

  US.GOV => take a hint. this is not a test, this is an actual
  emergency of the democratic system of the United States
  and its ability to represent the human republic's will....


  [1]

  once saw a commercial in the apparently well-noted
  "Why?" commercial tv-ad spot for Enron in its wild
  days, circa 2000, and found an url archiving a few
  of the commercials. have written about one, the last
  in the list on the website, all for windows media player
  named:

  [from Enron's website on advertising why-campaign]
  http://www.enron.com/corp/askwhy/

  There is a very simple question
  behind our advertising campaign.
  WHY?

  It is a small word...
  but it can bring years
  of conventional assumptions
  to a jarring halt.

  Find out how we're changing
  the way industries think.

  Discover the power of WHY

  [tv commercials/windows media videos]

* 	Why. It can bring years of
	conventional assumptions
	to a jarring halt.
	30 seconds (1.5M Windows Media)

*	 It's how we are changing
	the way industries think.
	30 seconds (1.6M Windows Media)

*	 Enron has created the market to
	buy and sell bandwidth.
	30 seconds (1.6M Windows Media)
	30 seconds (5M QuickTime Mac)

* 	EnronOnline has created an open,
	transparent marketplace.
	60 seconds (3.1M Windows Media)
	30 seconds (1.6M Windows Media)

* 	Enron has created a new market
	to protect revenue
	against unfavorable weather.
	60 seconds (3.3M Windows Media)
	30 seconds (1.6M Windows Media)


  [the last was aired on US_presidential election night
  advert and really jarring at that, given the backing
  of one of the candidates, a hot button issue, and real
  tough talk (literal assassination stuff of a CEO who
  gives bad news to shareholders). this is about as
  classic an expose as could be imagined about the
  opacity yet transparency of the grab for power,
  and the gloating at its powerless achievements...]

  http://www.enron.com/corp/askwhy/


  [2]

  [secondly, the url in-search-of the above brought
  this page up, regarding a marketing blitzkrieg of
  enronomic proportions. what is odd about this, or
  maybe not for those versed in the arcane media-
  frenzied industrial fashion modeling, is that this
  'shell game' in the advertising biz sounds very much
  like what was going on in the energy biz, and making
  an early (and protected/monopoly-even) market out
  of media deals, such as the enron-blockbustervideo
  on-demand deal that went sour, info now shredded:]

  http://www.ana.net/com/ta/tapast.cfm

  Association of National Advertisers (US)
  info borrowed from: Television Advertising Committee

AGENDA [Managing Risk by Enron]

I.	MANAGING ADVERTISING PRICE RISK
Enron (the energy company) has moved into the media business. With a 
service just introduced in the past year, Enron creates a forward 
market for media buying that guarantees long-term pricing for both 
the buyer and the seller. This helps both advertisers and media 
companies manage advertising price risk. Currently available for spot 
TV, they expect this to create efficiencies, changing the way 
advertising is bought and sold.

Speakers: Mike Horning, Director; Edward Ondarza, Vice President - 
Enron Media Services


  [...here is the outlined info/context. some of it is edited out,
  but the bits that connect the dots remain, such as selling of
  media/broadband, advertising/marketing and positive-feedback/
  nielson ratings systems and family ratings, family friendliness,
  and 'giving people the answer to the question' which is basically
  the raison-de-etre of the US education plan for standardized
  testing, answer correctly and go ahead. that this is wall-streeted
  and networked and to-be-traded and bought upfront, in advance,
  and speculated, and built out, well, Enron is as good an example
  of the 'power' of media reaching from energy to information to
  material goods, stuff. and the trade or making the market to place
  the goods in relation to. the infra/sub-structure upon which the
  capital will flow, continent to continent, sea to shining blindness.]




Thursday, January 10, 2002 9:30 a.m. - 2:00 p.m.
ANA Headquarters, 708 Third Avenue, 33rd Floor, New York, NY, 10017

AGENDA


I.	INTERACTIVE TELEVISION (9:45-10:45)
(e.g., TiVo, Replay) will help drive interactive advertising.
II.	LEGISLATIVE UPDATE (11-12)
current legislative issues facing television advertisers as well as 
marketers in general.

III.	LUNCH / 0THER BUSINESS (12-1)
*	Finalize agenda for 2002 TV Advertising Forum
*	Nielsen Local People Meters letter of support
*	Benchmarking: Has anyone worked with PowerMedia? (Key concept 
is measuring the media habits of a single brand's Persuadables - the 
only people who can be influenced by a brand's marketing message.)

IV.	TARGETED, ADDRESSABLE ADVERTISING (1-2)
A new technology exists that provides the ability to customize all 
creative components of a television ad, such as video, music, 
voiceover, copy, and titles - to deliver the most relevant television 
content to an individual household. ...

------------------------------------------------------------------------

Thursday, November 8, 2001 10:00 a.m. - 2:00 p.m.
AGENDA


I.	MediaPort (10:15-11:15)
MediaPort is the brand new media management company ... [Mike] will 
not only discuss the mission of the new company, but he'll also 
address the impact that the events of 9/11 have had (and continue to 
have) on the media community.

As background, MediaPort is expected to develop a standardized, 
Internet-based system to manage transactions and payments for 
traditional and online media buying throughout the U.S. advertising 
industry.

Speaker: Mike Lotito, CEO - MediaPort

II.	THE WALL STREET PERSPECTIVE (11:30-12:30)
Merrill Lynch will share its perspective on the impact the 9/11 
crisis has had on the advertising industry, with an emphasis on 
television.

Speakers:
Lauren Rich Fine, First Vice President / Managing Director, Corporate 
Strategy & Research - Merrill Lynch
Eve Glatt, Assistant Vice President - Merrill Lynch

III.	LUNCH / OTHER BUSINESS (12:15-1:30)
*	Update on 2002 TV Advertising Forum
*	Committee Benchmarking: How has the 9/11 crisis impacted your 
advertising?

...
------------------------------------------------------------------------

The Media Methods, Tools & Techniques Council
------------------------------------------------------------------------

Thursday, November 8, 2001 2:00 p.m. - 4:30 p.m.
The ARF, 641 Lexington Avenue  {AT}  54th Street, 11th Floor ...

RewardTV (this will be the first presentation)
Cheryl Idell (formerly of Initiative) will provide, for the first 
time ever, TV attentiveness measures for the new fall season from 
IAG's newly launched RewardTV web site (www.rewardtv.com). This is a 
new approach to gauging consumer attentiveness to TV advertising, 
programs and product placement.

Currently, RewardTV is in its Beta phase with about 50,000 members. 
Plans are to grow to 5 million. Members can go to the site once a 
day, to answer questions about programming and commercials, and 
receive Reward Points for correct answers. The goal of RewardTV is to 
change the pay people watch TV so they pay more attention.

ComScore (this will be the second presentation)
Gian Fulgoni, comScore's Chairman and co-founder, will show a wide 
variety of applications using actual data from their new service.

comScore monitors the on-line behavior of a massive global sample of 
opt-in Internet users numbering 1.5 million people. They capture the 
complete details of all on-line activity whether in non-secure or 
secure sessions. As a result, all browsing and buying activity is 
collected. Using panelists' names and addresses as a link to off-line 
databases such as credit card records or retailers' frequent shopper 
POS data, comScore can also relate on-line behavior to off-line 
transactions.

If you also want to go to the ARF meeting, please RSVP to Bill Duggan 
- bduggan {AT} ana.net / 212 455-8010.

------------------------------------------------------------------------

Tuesday, June 19, 2001 9:45 a.m. - 2:15 p.m.
ANA Headquarters, 708 Third Avenue, 33rd Floor, New York, NY


I.	INTERACTIVE TV / GEMSTAR-TV GUIDE (10-11)
Business Week says that Gemstar-TV Guide International may be the 
hottest - and perhaps the most controversial - player in the new 
world of interactive TV. Today, their interactive program guide is 
seen in more than 10 million homes. The game plan is to make this 
guide the portal to the TV universe, much as AOL or MSN greets you as 
you log on to the Internet....
Speaker: Peter Boylan, Co-President & COO - Gemstar-TV Guide International

II.	LOCAL PEOPLE METER UPDATE (11:30-12:30)
Nielsen will give an update of the Boston People Meter demonstration, 
plans for expansion and the need for advertiser understanding and 
commitment to the project.

Speaker: Dave Thomas, SVP, Director of Advertising Service - Nielsen

III.	OTHER BUSINESS
*	Feedback on 2001 TV Advertising Forum / advanced planning for 2002
*	Continue discussion on how ANA Television Advertising 
Committee can work with AAAA National TV and Radio Committee


------------------------------------------------------------------------

Wednesday, February 7, 2001 10:00 a.m. - 2:00 p.m.
ANA Headquarters, 708 Third Avenue, 33rd Floor, New York, NY


I.	MANAGING ADVERTISING PRICE RISK
Enron (the energy company) has moved into the media business. With a 
service just introduced in the past year, Enron creates a forward 
market for media buying that guarantees long-term pricing for both 
the buyer and the seller. This helps both advertisers and media 
companies manage advertising price risk. Currently available for spot 
TV, they expect this to create efficiencies, changing the way 
advertising is bought and sold.

Speakers: Mike Horning, Director; Edward Ondarza, Vice President - 
Enron Media Services

II.	KEY INITIATIVES FOR SPOT TV: Electronic Dating Invoicing / 
Creation of an Upfront Market
The Television Bureau of Advertising is leading the charge to get 
stations, reps and agencies to fully implement an electronic data 
invoicing system for spot TV by January 2001. And there may be some 
possible cost saving benefits for clients, too. TVB is also trying to 
create an upfront market for national spot TV.

Speakers: Chris Rohrs, President; Abby Auerbach, EVP; Joe Tirinato, 
SVP - Television Bureau of Advertising

III.	TV AD FORUM / FAMILY FRIENDLY FORUM UPDATES
Again, mark your calendars for the 2001 TV Forum on March 29th at the 
Plaza Hotel in New York. We'll update you on the agenda for this 
event and give an update on our Family Friendly Forum too.


There is also room on the agenda for a benchmarking session. Please 
forward your suggestions to Bill Duggan (bduggan {AT} ana.net or 
212-455-8010 or cmusolino {AT} ana.net 212-455-8012). One comment that 
we've already received is: "I'd like to get some feedback on what, if 
any, other advertisers are doing in the name of 'advertising 
effectiveness.' I know most are doing some form of modeling work, but 
is there proprietary work being done? My European counterparts are 
way ahead of us here, mainly because the data available to us isn't 
as good as theirs. Now that VNU owns both Nielsen Media Research and 
Store Data, I'd love to revisit single source data."

...
------------------------------------------------------------------------

Tuesday, November 8, 2000 10:00 a.m. - 2:00 p.m.
ANA Headquarters, 708 Third Avenue, 33rd Floor, New York, NY...
AGENDA


I.	FACILITATING THE MEDIA BUYING PROCESS

BuyMedia, Inc. offers a web-based technology that streamlines the 
media buying process. It eliminates paperwork and cuts the time 
needed to buy and sell advertising.
Speakers: Jerry Sacchetti - BuyMedia, Inc.

II.	VIRTUAL SIGNAGE / PRODUCT PLACEMENT

A new technology now makes it possible to place virtual signage into 
live televised broadcasts (sports). This technology can also put 
signage and even product into TV programs (e.g., a can of Coke on the 
kitchen table during an episode of "Friends"). This could have 
implications for how "time" is sold by the TV networks.
Speakers: Paul Slagle, VP Sales & Marketing - Princeton Video Image

III.	TV FORUM / FAMILY FRIENDLY FORUM UPDATES

Mark your calendars for the 2001 TV Forum on March 29th  {AT}  the Plaza 
Hotel in New York. We'll update you on the agenda for this event and 
give an update on our Family Friendly Forum too.


------------------------------------------------------------------------

Thursday, June 22, 2000 10:00 a.m. - 2:00 p.m.
ANA Headquarters, 708 Third Avenue, 33rd Floor, New York, NY

AGENDA

I.	Committee Update/ANA Update

II.	Reaching Consumers Through Broadband. . .

Leveraging the global reach of dial-up Internet access and the 
consistent growth of broadband, companies are giving consumers the 
flexibility to move between services at different speeds, using 
different devices -- all with one consistent interface. Get the 
latest on how this will affect the way marketers communicate with 
consumers.
Speakers: Chris Zak, VP, Excite {AT} Home

III.	BASES' Awareness Model

Learn how BASES is adapting their awareness model to meet the 
changing media landscape.
Speakers: Tim Wilke, SVP, AcNielsen Bases

IV.	Industry Updates/Benchmarking Session
------------------------------------------------------------------------

Thursday, January 13, 2000 10:00 a.m. - 2:00 p.m.
ANA Headquarters, 708 Third Avenue, 33rd Floor, New York, NY

AGENDA

I.	Committee Update/ANA Update

- Washington Update
Get an overview of the latest issues affecting marketers in Washington D.C.
Speaker: Dan Jaffe, EVP, Government Relations, ANA

II.	Nielsen Local Measurement Initiatives

What's the average cost of a 30-second spot? Get the latest figures 
from the AAAA's 1999 TV production survey.
Speakers: David Thomas, SVP Managing Director and Connie Pigati, VP, 
Nielsen Media Research

III.	Personal Video Recording Devices - Demos and Insights into 
the Future of the Technology

Speakers: Representatives from TIVO and Replay

IV.	TV Ad Forum Update and Benchmarking Session
[to top]
------------------------------------------------------------------------
ANA COMMITTEES: TELEVISION ADVERTISING: PAST AGENDAS

------------------------------------------------------------------------
 Copyright 2002 Association of National Advertisers, Inc.

  (fair-use, enronomics education, PUBLIC ENERGY NETWORK 2oo2)


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