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Are social ads no more effective than TV ads?

February 15th, 2008 francois Posted in advertising, internet, marketing 2 Comments »

[photopress:crap_shoot_sm.jpg,full,alignright]Joshua Porter has an interesting analysis about social ads and why they are not working. The gist of his argument is summarized in these two paragraphs:

The difference, of course, is that when people go to Google, they’re actively looking for something. That something isn’t on Google. They are performing a search activity. Thus their task will be to click on a link that seems to promise what it is they’re looking for. It may be the organic results, or it may be an ad that seems close to what they want.

When people are on MySpace, the activity they’re doing isn’t search. It’s something akin to “hanging out” or “networking”. Their task is almost the opposite of search. They are already on the site they want to be on. They don’t need to click on links to take them where they want to go.

That makes sense. When I am searching for something I am clearly looking for something, making me an easy target for online advertisers. When I am hanging out on a social site, I maybe in a buying mode as well, but as a marketer you have no clue what I may be interested in. So the effectiveness of social ads may not be any better than that of TV ads or print ads – it’s a total hit or miss.

(via Wine Life Today Blog)



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Fun Viagra ads

November 14th, 2007 francois Posted in advertising No Comments »

While on the topic of ads – here are a couple of clever Viagra ads :)
(via Ads of the World)

Viagrabridge_preview.jpgViagranouturn_preview.jpg



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The end of advertising as we know it

November 13th, 2007 francois Posted in advertising 2 Comments »

A new study by the IBM Institute for Business Value predicts that the next 5 years will hold more change for the advertising industry than the previous 50 did (here for executive summary, and here for full pdf report of the study).

Based on a survey of 2,400 consumers and feedback from 80 advertising execs, they see four change drivers that will shift control within the Industry:

Attention – consumers are increasingly in control of where they direct their attention. And not just by using Tivo-like products which enable them to skip ads and watch what they want when they want it, but because of a fundamental shift from TV usage to PC usage. 71% of the survey respondents use the Internet more than 2 hours a day, with only 48% spending equivalent time watching TV. 19% spend six hours or more on a PC with just 9% watching that much TV.

Creativity – consumers now have the tools to create their own user-generated and peer-delivered content. User generated content sites are already the top destinations for viewing online video, attracting 39% of the survey respondents.

Measurement – advertising executives predict that 20% of all advertising dollars will shift from impression-based models to impact-based models within 3 years.

Advertising inventories – ad space is increasingly available through open exchanges instead of proprietary channels that were controlled by broadcasters.

Based on these drivers, and considering that two of them have a high degree of uncertainty – the attention driver and the open inventory driver – the study envisions 4 possible scenarios for 2012:

Continued Evolution: One to many still dominates but thanks to DVR’s, increased penetration of CGC and better measurement techniques, a greater portion of direct marketing dollars gets allocated to channels typically used for brand oriented advertising.

Open Exchange: Not much changes in this scenario other than most inventory gets bought through open exchanges.

Consumer Choice: In this scenario the user takes full control of the way ads get viewed and filtered.

Ad Marketplace: In this one the consumer choose preferred ad types as part of self-programming their media choices and are more involved with the creation and distribution of the ads.

Here is how the study predicts advertising spend allocation will evolve over the next 3 years:

ad%20spend%20IBM.png

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Anti-Hummer campaign

November 13th, 2007 francois Posted in advertising 1 Comment »

This one is quite funny…

hummerbig.jpg

(via Coolz0r)



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History repeats itself – ad skipping in 1934

November 7th, 2007 francois Posted in advertising No Comments »

This article in the April 4th edition of Modern Mechanix reminds us that many new ideas are…well not so new after all – “Radio listeners who dislike advertising announcements and long speeches will welcome a new invention that automatically shuts off voice programs.”

radio_ad_eliminator.jpg

(via MIT’s Advertising Lab)



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Funny Toyota ad in Brazil

September 4th, 2007 francois Posted in advertising No Comments »

(link for RSS subscribers)



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Advertisers vs. online identity

August 23rd, 2007 francois Posted in advertising, marketing No Comments »

On NPR last night they were discussing the impact of of the known presence of registered sex offenders on social networking sites like MySpace or FaceBook on how advertisers will make their advertising decisions…concluding at one point with an expert opining “well if I were P&G I would worry”…

Should they really worry? Do they worry now whether sexual predators subscribe to the Wall Street Journal and The New York Times online? Is the importance of identity in marketing really different online then offline?



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Interesting research on online video usage

July 27th, 2007 francois Posted in advertising, internet, marketing No Comments »

The Pew Internet & American Life Project released some interesting research about online video usage. It was especially interesting to see those results in light of a project that we are working on (work in progress at www.crappybills.com – feedback welcome!).

57% of online adults have used the Internet to watch or download videos, and 19% do so on a daily basis. More than half (57%) of online video viewers share links with others, and 75% say they receive links to online videos from others!

For young adults (18-29) comedy is the biggest draw, with 56% watching humorous videos.

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Cool PSP ad

July 2nd, 2007 francois Posted in advertising No Comments »

Sony came out with a fake book – including fake hands – to let you play with your PSP while looking seriously busy with your book. Too bad it’s in Italy or I would definitely try to get one of those :)

psp_divine_comedy.jpg

[via engadget]



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Time shifting and skipping ads on DVR’s is not as prevalent as previously believed

February 16th, 2007 francois Posted in advertising, marketing No Comments »

While data from Tivo showed that 70% of what TiVo owners watch is time shifted and that TiVo owners tend to fast forward about 70% of the ads when viewing pre-recorded content (see also Thomas Hawk for written report on the iMedia podcast where a Tivo representative discloses that data), new data released by Nielsen now shows that people who own DVR’s still watch 2/3 of the ads and that 50% of them watch their shows in real time.

That is quite a shift in less than one year…or could it just be that Tivo owners are more geeky than other DVR owners so that their data is skewed compared to the market averages?



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