466453 = Google Local

Most bloggers today are probably writing about the much anticipated launch of the iPhone but I think we need a break from all the hype. After 6p today there will still be tens of millions of us without this super-cool accessory and at the Media Hatch we want to make sure you still get as much satisfaction out of your current cellie as possible.

Here's the trick - text 46653 - that spells "Google" if you type it out on your keypad, and enter a local search. For example, I entered my company's name, the city we are headquartered and the state - Optiem Cleveland Ohio. The result... less than 15 seconds later I had a text message from Google with Optiem's address and phone number.

This is a fantastic little trick that comes in handy several times a week. For example, last week on a trip to Chicago we needed the phone number of a restaurant and the address so we could make a reservation and then tell the cabbie how to get there. Google did not fail us, sparing the expensive call to 411 or the boring ads and extra air time at "free 411".

Any one else know cool Google tricks you can do with your non-internet enable non-iPhone cell?

Integrating Online Media 2.0

So the Web Association lunch on Integrating Online Media was very interesting. While my interests are in all forms on of online media, recently most of time has been dedicated to search. The reminder there are other ways to drive traffic to a site was refreshing.

With panelists from Tacoda, Enlighten and PointRoll the discussion did at times lean a bit sales-y but there were some highlights. Overall I liked how each presenter had a different area of specialty - behavioral profiling, rich media ads and more general online campaigns - keeping each part of the discussion relevant.

What I still find so interesting is the cost versus the return of online banner advertising. One panelist referenced that some clients spend between $500,000 - $1,200,000 for one-day campaigns with strong coverage on Yahoo! I guess I just have a hard time believing or understanding that a one-day campaign could provide the type of returns that would justify the cost.

Towards the end of the event there was an interesting discussion about "conversion attribution" metrics some of the company's are working on developing. Basically it measures the exposure a consumer has to different types of online media before conversion. The general sentiment of the panel was that search gets "too much credit" for conversion, where really all these fabulous banner ads are what got the person to search for the product in the first place.

Personally I'm not sure I subscribe this belief, but I do think the great thing about internet advertising is the metrics. To me it sounds more like banner ad companies struggling to come up with a way to continue to justify the exboritant advertising costs for a medium that generally provides low return.

This may sound like I'm being cynical about banner advertising, and I maybe I am just a bit, but I do think banners have their place in the market. But it has been my experience they are the some of the most-expensive items in an online budget and provide the lowest return.

There is something to be said for banner ads in terms of branding, a more subtle messaging to consumers. And with the ability to use behavioral targeting, combined with rich media, you can really hone in on your target market and use it for lead generation. At the end of the day, I still think most consumers ignore banners. They are the background noise of the internet but they aren't going away, so marketers need to continue to think about how they fit into the mix.

Integrating Online Media

I know there hasn't been much activity on the Media Hatch since we launched last week but stayed tuned. Tomorrow I'm going to a Web Association event, Integrating Online Media, that includes syndicated columnist Tessa Wegert with ClickZ. As our agency works to better integrate our "traditional" and "digital" media departments, I'm looking forward to hearing how the panelists envision media's future.

BTW, if you are in the Cleveland-area it's not too late to register for the event. Luncheon starts at 11:30 and goes until 1:30p. If you stop by, I'm the one working the registration table and introducing the panelists.

The Media Hatch is Born

Welcome to the Media Hatch, where great online media ideas are born. Really we aren't quite that self-serving around the Hatch, but we hope you occasionally find some interesting thoughts here.

Any Lost fans out there probably recognize the "Hatch" reference. When trying to decide a name for the blog it was tough to find anything with the word "media" that wasn't already registered. So we started brainstorming "outside the hatch" (sorry, couldn't resist) ideas, and all of us are Lost fans. Plus it fits nicely as we work in a medium-sized room that has no windows, very Hatch-esque.