SxSW movies with storyline driven by audience

This year’s  SxSW offered some brilliant new media start up demos, a wonderful film premiere that used the audience wearing sensors which changed the path of the movie – some very big brands watching this new happening and new music.  More attendees than ever and the first technology summit.

Google – from science to creative

A recent WSJ article by Jessica Vascellaro highlights a major shift for Google from the science of search into creative for online ads and new tools for advertisers.

Big advertisers such as Hewlett Packard and Ford Motor Co along with JC Penney and PepsiCo are all actively working with Google on new online ad initiatives.  David Roman, a marketing vice president for H-P’s personal systems group, says Google recently helped it with a new Internet ad campaign.  As part of the campaign, Google engineers built a tool that allowed people to upload and edit their own video clips.  Mr. Roman declined to comment on the cost of H-P’s ad campaign, but says it was the most the personal systems group has spent with Google on a campaign. H-P shelled out nearly $58 million on Internet display ads in the U.S. in 2008, according to TNS Media Intelligence.

With the acquisitions of YouTube and DoubleClick, Google has huge space for non-search ads and it looks like Google is installing a team that can develop and run campaigns working directly with the client or via their agencies.