As marketing groups fight
here’s what’s in the plan
Despite brand safeguards, some wonder why expansion is necessary
■ BY EDMUND LEE firstname.lastname@example.org
LAST MONTH, the governing body that
oversees the management of addresses
for the web, such as .com and .org,
agreed to allow an almost infinite array
of new addresses, such as .phone, .coke,
or .advertising, presenting a new challenge for brands on the web.
Advertisers bristled at the fees
required to set up these new addresses:
$185,000 with a $25,000 annual maintenance fee for these “top-level
domains.” Bob Liodice, president-CEO
of the Association of National
Advertisers, leveled criticism at the
governing body responsible for the
plan, the Internet Corp. for Assigned
Names and Numbers (ICANN), saying
it hadn’t considered the full economic
impact on advertisers.
“We’re dealing with thousands of
brand owners, and they have to under-
stand what the benefits are of this,” Mr.
Liodice said. “I haven’t found a brand
owner that says this is a good thing.”
His organization, along with the
Interactive Advertising Bureau and the
4As, wants the program halted so they
can determine a better course of action
ICANN, however, appears undaunted by the sudden outburst of criticism
from the advertising and marketing
industry. Here, Ad Age dissects the
important points of the plan, which runs
to 352 pages in length. ICANN will start
taking applications Jan. 12, 2012.
POINT 1: Established brands will not
have to defensively register their trademark, such as .coke or .walmart. But
they will have to pre-register their
trademark with a clearinghouse ICANN
will set up—and that won’t be free.
There are several trademark protections built into the proposal, according to
ICANN, which were designed by an
international group of trademark attorneys. An established brand can reject
anyone else from registering its trademarked name without registering the
domain themselves. In other words, Coke
doesn’t have to pay $185,000 to keep
someone else from registering .coke.
At the same time, ICANN will
require trademark holders to pre-register their trademark with a clearinghouse
it will set up. Fees for the clearinghouse
have yet to be determined; ICANN said
it will be commensurate to other trademark clearinghouse operations.
POINT 2: Second-level domains (the
stuff before the period) could actually
present more problems than the new
top-level domains. The trademark
clearinghouse says it will determine if
anyone is trying to register what is
called a second-level domain that may
be trademarked, such as coke.soda, and
inform the brand.
If the dispute-resolution process shows
the apple farm has a legitimate interest
in the name, Steve Jobs would lose.
However, if someone registers the
domain with an interest in selling computers, then Mr. Jobs would have a
much better argument for taking it
down, according to ICANN.
for its plan to
open up a flurry
POINT 3: Dispute resolution will not be
a lengthy process. ICANN claims it will
set up a speedy dispute resolution
process, but no matter the outcome, as
soon as a dispute is lodged with
ICANN, the governing body will
immediately take down the website in
question until a resolution is reached.
POINT 4: The fees could go up—or
they could go down.ICANN Senior VP
Kurt Pritz said the new program is
meant to be revenue neutral, meaning
the fees will be just enough to fund the
bureaucracy to manage the program.
“If we discover that it costs less to manage the program, the fees will be lowered,” he said. At the same time, if the
costs are determined to be higher, the
fees will go up as well.
POINT 5: ICANN’s board is made up of
21 members with 16 voting members
form 15 different countries. Board members are made up mostly of technology
professionals, trademark attorneys, policy wonks, economists and academics.
There are no major advertising executives represented on the current board.
For all the
ANNOUNCING AD AGE DIGITAL WEST
AND MOBILE, SOCIAL ‘BRAND HACKS’
MARK YOUR CALENDARS: on Sept. 20,
Advertising Age is taking its Digital
Conference and moving it ... West.
Actually, we’re putting it where it
should be, in the cradle of American tech
innovation where established companies
like Google, Facebook, Apple and Twitter
are redefining the way consumers interact with one another, and with the
brands they love.
Digital West is a one-day event at the
Yerba Buena Center for the Arts in San
Francisco that will bring together Silicon
Valley startups and innovators with the
brands and agencies looking for new
technologies to connect with consumers.
Our goal: foster a new understanding between the innovators in social,
mobile and other digital technologies
with the brands that spend billions
each year on advertising and marketing. Plus, we’re giving some cool start-ups the chance to earn some cash.
So who will be speaking? Here’s the
short list, but don’t be shocked to see
some additions over the next few
weeks: Ethan Beard, director of
Platform Partnerships, Facebook;
Rebecca Van Dyck, global CMO of
Levi’s; Jim Lanzone, president-CBS
Interactive; Lucas Watson, VP-global
sales and industry marketing, Google’s
Video business; Anne Globe, CMO,
Dream Works; Anand Rajaraman, sen-
ior VP,-global e-commerce and head
of @Walmart Labs; Heather Clifton,
head of global marketing initiatives
and innovation, Visa; David Wolf, VP-
global marketing capabilities,
American Express; Eric Johnson,
president and founder, Ignited;
Christian Oestlien, group product
manager, Google Social Advertising;
and Troy Carter, investor, entrepre-
neur and Lady Gaga’s manager.
Tickets to the conference are available at AdAge.com /digitalwest.
SUBMIT YOUR STARTUP:
We’re also accepting pitches for
our debut mobile and social “hacks”
where 12 startups—six mobile and six
social—will have the chance to pitch
their wares, disruptive technology and
platforms to an audience of eager
marketers, agency and media execs.
The winner of each hack will be
awarded $25,000 and the chance to
work with either American Express or
Ignited, Los Angeles.
Want in? Great, the submission
process is now open. Email
email@example.com to be considered.
If selected, we will contact you. More
info: AdAge.com /digitalwest.
Submit your entries for Ad Age’s
2011 Media Vanguard Awards
ADVERTISING AGE IS pleased to
announce that the 2011 Media
Vanguard Awards (MVAs) are now
open for entries. The MVAs honor publishers and broadcasters—both traditional and web-native—that are creating
innovative, technology-driven means to
extend their franchises and connect with
audiences in new ways. The MVAs also
honor marketers that are producing
media, with the Marketer-as-Media
Spotlight track of competition.
In 2010, the inaugural year of the
MVAs, we were thrilled to receive hun-
dreds of entries from around the world
and covering a wide range of new media.
Virtually every media company you
could think of submitted entries, includ-
ing ABC, CBS, Atlantic Media, Condé
Nast, Hearst, Discovery, ESPN, Fox,
Gannett, Martha Stewart Living
Omnimedia, Meredith, National Public
Radio, New York Media, The New York
Times Co., Paramount, NBC, Rodale,
Time Inc., Tribune Co., Vice and the
Washington Post Co. Marketers—
including Allstate, Kmart, Kraft, Intel,
Pillsbury, Major League Baseball, Target
and Walmart—also competed in the
Marketer-as-Media Spotlight division.