Watching commercials in the new media environment

I recently went on a cord-cutting adventure, canceling my Cox cable TV, but keeping the internet. I couldn’t justify the $250+ per month anymore, I never used my HD DVR, much less TWO HD DVRs. So I canceled all that and signed up for Hulu Plus (I had an existing streaming only Netflix account).

The weirdest thing thus far has been the commercials. Hulu is a subscription service that has commercials. Odd, right? They’re shorter-form spots in general, often under thirty seconds. Capital One has a spot featuring Alec Baldwin where he, in a way, acknowledges you’re watching a streaming show.

The biggest issue as a television watcher surprised me, though: they don’t have a large variety of commercials. I don’t know if they’re targeted and I’m not a popular target (although white guy, 35-55, etc, seems pretty solid as a demo target), or if their ad space is not much in demand, I didn’t bother to look into that. But they have pretty much the same 10 or 15 spots over and over.

One thing that occurs to me is that there’s no “local” ads on streaming services, at least the ones I’ve watched. With Cox or Time Warner you have a mix of national, regional, and local spots filling ad time. With streaming so far I only see a broad national lineup. I’m sure that will change in time…isn’t that the whole point of online services, from a marketing/advertising point of view: the ability to effectively target your efforts?

The whole streaming media environment is massively fractured and spread out right now, and honestly I don’t see that changing. You don’t need a huge percentage of users to make a profitable venture, given the falling production costs. Content is going to be king, like usual. The delivery mode is going to switch dramatically, and constantly. Personally I like it. This fevered, inventive, breakneck landscape is more exciting and energizing than the torpid cable/antenna monopoly I grew up with. The more the merrier!

Keeping website design and deployment slim, fast, and cost-efficient

I’ve been involved in designing and launching quite an array of websites over the years, from the early, crude days on Macromedia Dreamweaver and TextEdit to the current platforms, based on pHp, MySQL and the like. Flash sites that basically SEO-incoherent and lean HTML designs. Over the years I’ve seen things coming up again and again that cause the design and execution process to bog down, costing time and resources that a little planning would have kept safe for other efforts. The worst offenders are custom coding on themed sites, primarily WordPress, and a lack of a clear chain of decision-makers. One leads to constant rounds of minute revisions (I like to call it “couch-moving”…ie, “well, maybe if you move the couch a couple inches this way. No, move it back. No, back this way” and so forth) and a straying from the approved mockups/comps. The other leads to nightmarish wholesale changes when the actual boss, who til this point had been assured they’d simply “love it”, is brought in at the last moment and disagrees with everything their marketing director has done. Either one can be addressed with a little forethought.

One thing I’ve always preferred while generating a site for the small- to mid-sized clients I work with is to remove options to increase cost-effectiveness. I firmly believe clients get more bang for their buck, in the form of increased ROI, by not doing custom coding to WordPress. There are enough wonderful themes and plugins available for the platform to make custom coding, specifically adding new functionality, in general an exercise more in vanity than anything else. Unless there’s some absolutely critical function they require, I avoid this like the plague. It’s expensive, time-consuming, and requires adding a new element outside of the crowd-tested and at least somewhat-moderated world of WordPress. Being upfront with clients and letting them know you’re saving them time and money by not engaging in that aspect, even if you have the skillset to create the code yourself, will, in the long run, save you money, time, and frustration.

When you’re engaging a new client you have to identify your sign-off person. Every company will hopefully have one (one!) person who approves vendor work to be billed. Occasionally it changes from job-to-job, so it’s important you find out who you’re working for on a given project. Marketing directors sometimes get overly excited, and you’ll need to know who actually signs the checks before adding new work to a project, or expanding its scope. Signed estimates are a must! I use Freshbooks for my estimates and invoices, it’s a good bargain for a small operator like myself. A signed estimate will often flush out the real sign-off person at a firm. Careful laying out of your requirements is also an important step, for lots of reasons other than this one.

Keeping your site functioning on off-the-shelf themes and plugins, as well as having a clear chain of command, will help you design and deploy faster, in less time, and with less expense, allowing you to pass those advantages along to your client.

Two weeks, two sites!

I finished HSTSolar last week, so this week I polished off, for my good pal and colleague Glenna, who is currently my favorite person in the world for the steady stream of work she’s provided during this, the winter/spring of my freelancer-hood. Her site has a nice polished feel, and is integrated with Salesforce and Constant Contact. We worked together on content and SEO, and I also helped with the design of her logo and style.

Also, if you need any green energy or solar marketing done, she’s the person to get connected with. She’s about the most tireless and determined person I’ve ever worked with. Screenshot

New site completed- HST Solar

Just week before last I finished off a nice site build for a client, based on WordPress and integrated with Constant Contact. The job was complicated when I had to adjust the original URL in the middle of the process, but keep the old email addresses running, but it came off without a hitch. is live! I helped them out with the look and feel of their logo as well as some alternate configurations to fit better in LinkedIn and other sites.

HST Solar screen cap

Just updating

I’ve got a lot of irons in the fire, getting sites running, logos logo-ing, and bids flying. My resumé is going out at a torrid pace as well. As always I appreciate referrals! Everything right now is still in development so there’s nothing I can post quite yet, but when I have something public I can share I definitely will.

I’ve got my Twitter account running now, so you can follow me there if you wish. All posts on this site will show up there, too. I also put together a Thumbtack account if you want to get a bid for a job from me and for whatever reason don’t feel like contacting me directly.

Here’s a shot from Elfin Forest Recreational Area here in Escondido I took last week on a hike. It’s a really beautiful place if you want to check out a hiking spot here in town.

Resumé samples

I put together a brief sample pack. Not a huge array of work, but it’s indicative of the breadth of my experience I believe. I’ll add some more here too, video and audio hopefully. Maybe even some <shudder>SSL</shudder>

samples-imgs6 Continue reading