Top 5 Viral Video Ads of 2007

From Marketing Charts:

Cadbury’s gorilla drummer ad, with more than 5 million views for the original video on YouTube, was the top viral-video ad, followed by Smirnoff’s Green Tea Partay, with 3.4mm views, according to agency GoViral, reports the Financial Times.

The top 5 viral-video ads:

  1. Cadbury – Gorilla Drummer, launched online in August; agency: Fallon.
  2. Smirnoff – Green Tea Partay, launched online in August; agency: JWT, New York.
  3. Ray-Ban – Catch Sunglasses, launched online in May; agency, Cutwater.
  4. Blendtec – Will it Blend? launched online in July.
  5. Lynx/Axe – Bom chicka wah wah, launched online in May; agency BBH, Copenhagen.

Additional info available in the FT report.

Why $100 Oil Can’t Float

oil_price_world.jpg The Wall Street Journal reprinted a piece this morning from BreakingViews.com about why oil at $100 just can’t last. I found the article, “Why $100 Oil Can’t Float” compelling and thought-provoking. Here are the top ten reasons why justifications for the price, like supply and the dollar, crumble under economics:

  1. Supply above ground is abundant. The amount of oil in storage tanks around the world is near all-time highs — 4.2 billion barrels at the end of June in the industrialized countries of the Organization for Economic Cooperation and Development alone, according to the U.S. Energy Information Administration. Falling inventories in the U.S. have received a lot of attention, and the EIA does predict slightly lower stocks by year-end. But this has more to do with inventory management than a lack of supply.
  2. Supply below ground is abundant. The world’s proven reserves are now at 1.4 trillion barrels, up 12% in the past 10 years, according to BP. That’s not even counting the estimated 1.7 trillion barrels of oil locked in Venezuela’s Orinoco tar sands. Combined, that comes to a century of production at the current rate.
  3. Production is set to increase. Sustained high oil prices have encouraged drilling. There are 45% more oil rigs in service today than there were three years ago. New rigs are more productive than old ones and new technology is helping to squeeze more oil out of old fields.
  4. The cost of production is much less than $100 a barrel. Even with oil-services costs soaring, Royal Dutch Shell’s lifting cost per barrel of oil equivalent in 2006 was about $9, according to energy research firm John S. Herold. Extracting oil costs Saudi Aramco, the Saudi Arabian producer, an estimated $4 to $5 a barrel. The full cost of new production — including both capital and operating-cost components — in the most challenging oil fields, for example in Canada’s oil sands, is perhaps $30 a barrel. Oil prices can fall heavily without making any of this production uneconomic.
  5. Iranian exports aren’t likely to be cut. The U.S. is in practice unlikely to take military action against an adversary three times the size of Iraq. And with oil exports accounting for 50% of Iran’s gross domestic product and 90% of its hard-currency earnings, a self-imposed cut in exports would be self-destructive. In any event, the world has the equivalent of nearly three years of Iranian production in storage, according to research from Oppenheimer. This risk shouldn’t be a big factor in oil prices.
  6. High prices are pulling back demand. Oil consumption in the U.S. fell by 1.3% in 2006 and world-wide demand grew a measly 0.6%, according to BP. World-wide, demand this year is expected to be flat compared with last year. Exxon Mobil cut its long-term forecast for oil-consumption growth this week.
  7. High prices are forcing governments to cut subsidies. Iran is rationing gasoline, and last week China ordered a 10% increase in oil-product prices. That should curb demand growth, too.
  8. Energy from oil is looking expensive compared with energy from gas. Oil by the barrel has usually traded at six to 10 times the price of natural gas (measured per million British thermal units). It is currently at 13 times.
  9. The weak dollar is a poor excuse for high oil prices. Since Aug. 22, the dollar is down by only 8% against a basket of currencies while the oil price has risen by 40%.
  10. Speculation is artificially boosting prices. A speculator needs to put down only $4 per barrel as margin to bet on the oil price in futures markets. The net volume of open crude-oil contracts held by financial players is up 50% since August, when the credit crunch made it harder to make leveraged bets in some other markets. This looks like short-term, hot money.

Risk v. Reward for Emerging Markets

I was in Washington, D.C., last week for a meeting, and one of the conversations at the table had to do with geopolitical risk in the context of doing business overseas. The discussion brought to light many concerns that U.S. firms have when examining the potential opportunity of new markets, especially those deemed as “emerging” by economic standards.

I was searching for some rank or measure to use – independent of financial analysis – to evaluate the stability of a country. I think I may have found such a measure.

According to an article by The Economist, “Pakistan is rated as the least stable of 24 emerging markets surveyed in the Global Political Risk Index produced by Eurasia Group, a global political-risk consultancy. The monthly index uses a range of qualitative and quantitative indicators to measure both the capacity of countries to withstand shocks and their susceptibility to internal crises. Uncertainty over Pakistan’s political future, the country goes to the polls on October 6th, keeps it at the bottom. Iran and Nigeria vie with it for vulnerability to surprises. Hungary is considered the most likely to withstand trouble at home or from abroad.”

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What’s interesting here is that South Korea, for example, is high on the list of risky places, but also ranks very high (32 out of 141) with regard to economic freedom.

The question then becomes, is it more advantageous to open your economy to new investments and development and hope such developments reduce risk, or is it better to stay closed and control the risk without the pressures of the broad market? And, as a firm, which risk is more easily mitigated — Those of the future of a country’s economy, or the future of its political structure? I clearly have more thinking to do on this topic and welcome any comments.

Talk About a Company Perk

As the title of the NY Times article states, this is definitely the ultimate company perk: An uncrowded, federally managed runway for their private jet that is only a few minutes’ drive from their offices.

From the article:

For $1.3 million a year, Larry Page and Sergey Brin get to park their customized wide-body Boeing 767-200, as well as two other jets used by top Google executives, on Moffett Field, an airport run by NASA that is generally closed to private aircraft.

Now executives in Silicon Valley are jealous beyond all belief, and are trying to get in on the action. Google was able to secure the contract by agreeing to place scientific instruments and researchers on planes used by the Google founders. NASA gets scientific data, and Google gets a great perk.

It seems like a perfectly sound arrangement, but the local community is, not surprisingly, getting a bit antsy about the decision. Moffett Field was supposed to remain a small air base, with little traffic outside of scientific missions. Now that the Google boys have brought some attention to the area, residents and business owners alike are concerned about its potential growth.

Infighting aside, I understand that the 767-200 in question is quite posh. When it was being refurbished in 2006, requests were filed for king-size beds in the bedrooms and hammocks hung in the main cabin. Very nice.

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