advertising

Prediction: Pay-per-spot Advertising

By | Ads, Items to Ponder | No Comments

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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You Ain’t Your Consumer

By | Ads, Items to Ponder | No Comments

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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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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Chew On This

By | Ads, Neat-o | No Comments

Trident Layers is launching a “fresh” non-traditional marketing campaign built around their integrated campaign’s slogan: “So good you’ll want to get paid in gum!” In New York City, at designated Trident Layers cab stands, pedestrians can present a pack of Trident Layers gum in exchange for a cab ride anywhere within city limits. If you’re in the city (on October 21), head over to Broadway & 42nd street between 6:30 a.m. and 2:30 p.m.. Don’t forget your [Trident Layers] gum. Source: MediaPost

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It Smells Like Cat Poop

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Because it is cat poop. There are few smells that match the piercing smell of a newborn cat turd. To ice the chocolate cake, few house-broken indoor cats will go the extra distance, [omitted pun: take the extra step] and cover their gift. This does two things. Decreases the time from birth to scent arrival in your olfactory Further promotes the idea that cats are arrogant and stubborn* It’s one of those immediately noticeable fragrances that lingers and, as a cat owner, I ask: Do ya have to…do ya have to let it linger? Arm & Hammer has developed a solution (to feline fecal odors, not The Cranberries). Double Duty, A&H’s new cat litter, eliminates “58 percent” of cat-related “stool odor” and “improves your home environment.” (Not sure how it accomplishes the latter, but I’m anxious to find out.) Here’s the new commercial about A&H Double Duty from Ferrara & Company, a New Jersey-based advertising & marketing firm. Interested in…

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Egg Handling Fee

By | Ads, Humor | No Comments

Last year, Ally came out swinging with a series of ads depicting children in one of several different situations that mock a real-life scenario you might find yourself in with “other” banks. They test the patience and understanding of children, who are not familiar with how banks work, and they do it in a way that suggests the children are part of a focus group, or study on human behavior. The moderator portrays “other” banks and responds to the children’s inquiries with simple (yet, flawed) banking logic. The close-in cuts of the children’s faces, (which are all classic), are followed with Ally’s response – a solution to the common bank. Part of me feels bad for the kids. The other parts of me feels bad for me, because I can relate…as I’m sure many of you can, too. Ice Cream: Truck: Pony: Automated: Bike: Hide-and-Seek: Eggs: In addition to putting their ads online, they compiled a short reel of behind-the-scenes…

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