It was a very short, post-Labor Day week, but as usual, the media news just keeps on coming.

Here are some of the items we bookmarked for this week’s Media Roundup:

• Google was all over the news, primarily due to the launch of its new Chrome Web browser, but also thanks to ongoing commentary around its aggressive moves into more traditional media planning. Chrome is also Google’s latest move to thwart its rival Microsoft in a space the latter has historically dominated: Microsoft's Internet Explorer browser has about 72% market penetration. Why should this matter to (online) marketers?  The latest version of IE  reportedly gives users the option to “surf in private"  – essentially blocking advertisers from collecting the browsing data they use to target ads. The same data (and targeting) that is at the core of Google’s business model. I’m anxious to play around with Chrome and see if it gets any traction (also looking forward to working with the new Google AdPlanner tool, to which we recently received beta access).

• In video news, David Carson penned a great article in AdAge about Capitalizing on Online Video’s Strengths.  The basic gist of it is that while online video now boasts a bigger audience than cable television, its $1 billion in ad dollars is a fraction of the $70 billion broadcast pulls in. Carson argues that these kinds of comparisons aren’t fair; in particular:
  

"The two media are so fundamentally different that making comparisons in format and language will eventually stunt the growth and impact of online video for creators and marketers alike."

He rightfully points out that "TV attracts watchers, while online video attracts users."  This fundamental difference should not only impact the type of video produced for each medium, but the advertising model integrated into it. The best online videos allow viewers to interact with them – comment, download, forward, mash-up, etc. – perhaps the online video ad models need to morph from the passive, broadcast approach being forced upon them.

• Exciting news in the world of out-of-home advertising: this week marks the preliminary rollout of the new "Eyes On" audience-measurement system. It uses a combination of computer modeling and eye-tracking to determine how many people actually look at billboards throughout 200 U.S. markets. OOH is a $7 Billion market that’s suffered from an accountability problem and has historically been sold on placements (versus viewers, as more measurable media is). The new measurement protocol is great news for the growing number of marketers turning to out-of-home and place-based media to find new and innovative ways to reach their audiences (see our previous post, Outdoor 2.0).

• Lastly, we’re intrigued by Phreesia, a NY-based startup that provides doctors’ offices with touch-screen pads intended to replace the clipboards and paper forms patients receive at the reception desk. The pads are provided free-of-charge to physicians and the company makes money by selling on-screen ad inventory and surveys which the patients view while filling in their information. It remains to be seen whether this tactic can work for brand building or direct response (it’s a digital device, so imagine patients could opt-in for more info if desired). Phreesia bills it as a way to provide patient education…patients respond to a series of questions regarding the reason for their visit, and then relevant patient education materials are presented on the device (and available for print out). Watch the demo here. 
  

That’s all for now; stay tuned for more Media Roundup next week, and let’s us know what you’ve been bookmarking!

Previously:
Media Roundup: 8/29/08