Category Archives: Ads

Prediction: Pay-per-spot Advertising

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I predict that all advertising will eventually become a bidding system, or pay-per-spot advertising, similar to Google’s AdWords model. Implementing a bidding system across all electronic forms of mass communication (that are Internet-connected) and having controls in place, will increase the quality of the ads, the competition for these ad spots, and the effectiveness of the ads. Not to mention, publishers stand to make more money on each spot, which should control the cost to the consumer (print and broadcast subscribers). Remember how annoying and irrelevant early Internet ads were? Google’s AdWords model increased the quality (they actually score ads based on various criteria and won’t serve “bad” ads), and led to improved targeting, and less-invasive/more-relevant ads.1 I feel the same thing will happen within other media, too… Print. Almost all newspapers and magazines are offered online (i.e. they have a website). The ads displayed online are either media buys, or auction-based and served through an ad network. Now, these…

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Marketing Mrs. Spelling

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I’m skeptical that Old Navy’s latest bargain clothing line of U-shirts was a mistake. I dont think it was, (yes, I did that on purpose). Old Navy recently produced a ton of t-shirts sans an appropriate apostrophe and it made news headlines for, supposedly, a marketing mishap. That said, the spelling error got free press coverage, where if they were just printed, they would have just sold to their existing customer base. Take me, for instance. I haven’t shopped at Old Navy since high school – hell, I couldn’t tell you what any of their clothing even looks like, but if you showed me one of their “limited edition” t-shirts, I would make an immediate connection to (perhaps a brilliant marketing) mistake. So I ask, is it a bad thing to get noticed for a bad thing? In the case of Old Navy, I don’t think so. It’s not like they did something malicious – killed a seal, punctured the…

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You Ain’t Your Consumer

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I recently reinforced an inherent truth I’ve understood for sometime: I am not my customer, and without market research, I will never know him or her as well as I think. I’m sharing because it’s clear that many Bs make the presumptuous mistake of thinking they know their Cs. Last year, I setup a product-specific PPC campaign and began adding keywords/terms I thought my consumers would search with. Thankfully, I also had the foresight to add terms I was familiar with, but didn’t think they would be using – at least not as often. Turns out, the industry came up with a commonplace name for this product and were searching heavily to try and find it. However, the name they assigned was not the key term I was bidding heavily on. Within 30 days of the PPC campaign, I noticed the runt of my ads out performing the ads I spent more time and energy developing. Immediately upon discovering my…

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Advancedvertising

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Cooliris and Samsung combined the iPad’s advacned technology (a multi-touch screen and accelerometer) to produce a really nifty ad for the Galaxy S II. The ad expands to allow you to tap it, twist it and touch it! It’s almost like you’re playing a version of Bop It! for the iPad. (Yes, it also exists.) The following YouTube video shows how iPad users can interact with the ad and get a “feel” for Samsung’s new phone. My, how advertising has advanced from DDB’s VW Lemon ad… Credit: ClickZ – Samsung Offers Smartphone to Apple Users

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Thank You, Canada

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During my Google image search for “you’re welcome” earlier today, I came across this little gem of an advertisement for our neighbor to the north. Has anyone ever thanked Canada for Jim Carrey? Thanks!

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Air-born in ’71

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As Southwest Airlines ascends to the peak of that metaphorical “hill” adults dread, (they turn 40 next year), here’s a look back at one of their early TV ads. This ad was referenced in a recent article about the low-fare airline published in The New York Times.

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Don’t Get Too Close

By | Ads, Neat-o | No Comments

Activision’s GoldenEye007 was recently released for Nintendo Wii and I can’t wait to play what some are calling “the best first-person shooter for Wii.” In an effort to market the game online, Activision launched a website enabling visitors to input a URL, plant proximity mines on it, drive traffic to the URL (now with mines), and…boom. See it in action. Blow something up.

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Reduced Ad-tention Spans

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The 15-second ad is replacing more and more 30-second ads in response to reduced attention spans among viewers. Fewer seconds equal more commercials in one break (and less time to get your message across), but research has shown people pay more attention to shorter ads. Popularity of the 15-second spot is on the rise – up 70 percent over the past 5 years to 5.5 million last year, (according to Nielsen). Rising, even considering the difference in audience drop-off between a 30-second spot and a 15-second spot is only 1 percent, according to Jeff Boehme, chief research officer for Kantar Media. On average, about 5 percent of an audience viewing a 15-second commercial will give up on it. The number jumps to about 6 percent for 30 seconds and 6.5 percent for 60 seconds Procter & Gamble, the largest advertiser, doubled its number of 15-second spots from 2008 to over 299,000 last year. Walmart, the largest retailer, increased 15-second spots…

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Africa: Advertising’s Next Big Thing

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I read an article about advertising this morning. If the first two words weren’t shocking enough, peep this: Currently, Africa and the Middle East (combined) make up 2.9% (or $14 billion) of the $482.6 billion (or 100%) of the global advertising market. Those two (the fastest growing markets) are poised to increase to 3.5% by 2014. Martin Sorrell, of WPP (the world’s largest ad agency by revenue), said WPP generates $500 million from Africa. If you’re familiar with ad revenue, $500 million is not very impressive for an entire continent; however, keep in mind most African country’s advertising markets are delivering what what many of my junk emails promise: double-digit growth percentages!!!1!! Damn. Ad agencies and companies are looking far beyond the progressive, forward-thinking South Africa, which is on track to have an ad spend of $4.7 billion this year. Countries like Kenya, Ghana, Nigeria, Uganda and Mozambique are all targets of major worldwide agency’s advertising dollars, (or the respective…

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The “Hand-Me-Down” Beer Get’s Repackaged

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Regardless of whether or not the mountains are blue, Coors Light is never cold enough to drink. Now, another top-shelf beer, one many of us have shared with an older (much older) family member, is getting in the game. Anheuser-Busch’s Busch Light, aka discounted Bud Light, has new packaging that incorporates thermochromatic ink to indicate when it’s the perfect temperature to, um, enjoy. I’m not sure about you, but every Busch Light I’ve enjoyed had, was served slightly warmer than room temp, and a tiny bit colder than the palm of my dad’s hand. Maybe A-B should concentrate on taste instead of temperature, because no matter what temperature you have it at, Busch Light beer still tastes like your first.

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