Posts filed under 'Ad industry news'
July 30th, 2008
Web-based TV is shoving traditional TV aside quite rudely. A new study on media habits reported in today’s Ad Age is the first that gives real evidence to the theory that people are migrating from traditional TV to Web-based streaming video for entertainment. The study indicates audiences are not “supplementing” but rather replacing the new media for the old. Whoa! That’s huge.
The alarms have been sounding in media shops about the Web, VOD (video on demand) and streaming video for a while now and, the reality is we can no longer count on 3 networks to provide a common American experience or, more to the point, a tremendously huge audience for the product or service your advertising.
And while fragments are bad when it comes to grammar, a fragmented advertising audience means good and bad things.
The good thing about fragmenting an audience is that you can target your message to those people who are really into your message, versus the old-time “Spray and Pray” advertising that only had to promote their products on the 3 networks, on the radio and in newspapers and in magazines.
Example - You’re more likely to see a high ROI for an ad promoting San Diego’s Comic Con if you placed it prior to an exclusive Battlestar Galactica podcast (and as an aside, BSG was seriously robbed by those Emmy people) than you would if you ran it on the evening news or during an episode of “America’s Got Talent.”
The bad thing is that we ad professionals need to work harder. It takes more time, more research and more creativity to reach an audience these days. The other negative with a fragmented audience is there is little chance you or your advertising agency can keep up with all the different niches. You will, be definition, be missing some. The web and its real-time communications also means that a chat board that LOVES your product at 10 am may be in full revolt by 11:35 am because a few negative posts by unsatisfied (or just malicious) customers.
It’s a whole new frontier, one where herding the audience will make or break your ad campaign as much as your message and your creative.
Giddyup!
July 17th, 2008
They say in fashion that everything comes back in style sooner or later, if you just hang on to it long enough, but does it work with ads as well? McDonalds seems to think so, well, actually retro with a new twist. They are stepping back to 1974 to revive the lyrics of the well-known Big Mac jingle, “two all-beef patties, special sauce, lettuce, cheese…” you probably know the rest. What you won’t know is the new beat, since no one knows it yet, because the company will choose from competitors on MySpace through its page called the ‘Big Mac Chant’ (http://www.myspace.com/bigmacchant).
User-generated appeal campaigns are popping up everywhere thanks to YouTube, and for this one McDonald’s is not even offering money as a prize. Apparently, merely the “fame” appeal of having your jingle become the track for a TV commercial is payment enough. Yet another way to take advantage of the viral nature of the web and free press- sounds like a pretty good idea for any company.
“For companies, reviving a campaign through user-generated submissions can appeal to older consumers’ nostalgia while introducing a classic campaign to a younger set,” says Stephanie Clifford of the New York Times. If it works, it could be argued that McDonald’s successfully bridged the gap between generations. But isn’t part of the fun of revival lyrics to be able to sing along because you know them? Unless you are a rapper, you may be out of luck on this one. McDonald’s has to wade through the bad and the good in submissions, but finding a gold nugget could prove worth it. The outcome for the campaign is yet to be seen, but the public in general is more aware of, and willing to participate in user-generated appeals, and any size company can take advantage of the favorable environment for this type of campaign.
July 2nd, 2008
Few things have given advertisers the willies more than DVRs (digital video recorders), TiVo and the reality that consumers can now fast-forward through the commercial breaks with ease and aplomb. But data released Monday by TiVo seems to indicate that well-made, engaging TV commercials will continue to be seen by consumers.
In May, the top 4 most-seen commercials by TiVO viewers watching “timeshifted” broadcast TV (meaning they hit “play” on their TiVo instead of “fast forward” and actually watched them) were presented by:
Other marketing segments that saw good viewership of their commercials by TiVo users were Nasonex (my guess is that cute bee voiced by Antonio Banderas drew them in), SC Johnson & Son Inc., American Express, Thompson’s Water Seal (which reminds me it’s time for me to seal my deck too), Macy’s (Usher, Martha Stewart and Donald Trump making fun of his own hair), and Honda Trucks/Pilot SUV.
The results show that good commercials will get seen…but also shows that the more mundane commercials timed just right (allergy nose spray is a huge seller in May, as is deck sealant) will capture viewers’ attention.
The study also showed that simply placing your commercial within a popular program doesn’t mean it’ll get seen by a larger audience. Grey’s Anatomy, for example, is a huge ratings hit…but it also is one of the top “timeshifted” shows and viewers hit fast-forward on the vast majority of the commercials within those episodes.
So, despite the Chicken Little fears of the DVR and TiVo among advertising types (full disclosure - I love, love, love, love my TiVo and will watch commercials if they’re interesting), it all comes down to good content and consumers’ desire to hear your message - if you have both of those, you’re golden.
June 30th, 2008
We have recently been taking a look at trends, not only in design but across the board in media and branding strategy. Pandora, (www.pandora.com) the ‘create your own radio station’ site, comes to mind immediately as a shining example of efficiency and simplicity. Mind you, simple on the front end, not behind the scenes where someone attached characteristics to thousands of songs after listening to each one. So, making note here, they spent time and much forethought on the back end before creating something that seems seamless and simple. You go to the site, type in one name and it creates your play list in a clean, visually-pleasing screen with no fuss or confusion. It is just efficient and I’m hooked already.
Bill Gardner writing for Logolounge.com on the trends in ’08 logo designs highlights several styles and points out, “There’s an overall move toward cleanliness - in type, in line, in color - as if ideas are getting more and more succinct. It may be an indication of the degree of seriousness with which branding is now regarded. And less is more common: less calligraphy, less Photoshop tricks, less artificial highlights.” (Read more at http://www.logolounge.com/articles/default.asp?ArticleID=607 )
So it seems, we move toward simple. It used to be that with the onslaught of cool Photoshop tricks it was trendy to “throw all you’ve got at it” and create something complex and intricate above all, just because you could. Though getting back to basics is not rocket science, really, who doesn’t want the acclaim of a simple swoosh, the recall factor of a golden ‘M’ or the punch factor of a little white apple. The iconic brands did not get there overnight or by chance, but they did build an empire with a simple logo. Perhaps in your design strategies this year – for logo, email, blogs, web site – think simple, think clean.
June 26th, 2008
National advertisers are looking to cash in on the “green” movement, picking up on consumer research that reports 79% of consumers would rather buy products from environmentally conscious companies, with 35% of them saying they’d pay a premium price for green goods. Advertising Age magazine put together a special report about green marketing and the companies that are doing it - including the big boys of Honda, Whole Foods and others.
Locally, we have special reports on the local newscasts and a Go Green blog here at RRStar.com…but little local advertising is focused yet on companies’ environmental policies. Is your company green? Do you advertise that fact? It may be a strong selling point to consumers and the time has probably come to look at the topic as your gear up for next year’s ad campaigns. Take a look at the Ad Age special report and learn what the big brands are doing and brainstorm ways to incorporate a green message in your ads - chances are, it’ll make your bottom line more green too.
June 25th, 2008
Next year, Sapporo, a Japanese beer company, will start labeling its beer bottles with the amount of carbon emissions associated with production and disposal. Japan’s is also working on standardizing how carbon can be measured and labeled on consumer products.
In the UK, the Carbon Trust, a government-funded independent company, is developing a similar scheme, set to launch in the coming months. According to their site, companies like Coors and Coca-Cola will add the carbon label.
Will this added transparency provide a competitive advantage? Are these figures meaningful to the consumer? And will people really track their carbon impact? We shall soon see.
According to the Carbon Trust’s research, reported in an Independent article, 66 percent of UK consumers want to know how much carbon is associated with their consumer goods. The UK labeling program will have a one year trial period, so we will hopefully find out how accurate that statistic is.
June 12th, 2008
The assumption is that companies with high ethics, and that are able to communicate that to consumers, will profit. Certainly “green marketing,” is a buzzword lately in advertising everything from automobiles to soap. But while green claims are important, high ethical practices extend to all types of advertising.
This ad for the Argentine presidential campaign the was part of a panel discussion at the AAF National Conference, Monday in Atlanta. The session was called “Green vs. Green: Can Corporate Profit Follow Social Responsibility,” about how corporations can enhance brand loyalty and their profits by demonstrating ethical behavior and management. The panelists included Allison Arden, VP or AdAge, Katherine Benoit, GM Corporate Marketing Director, Tim Love, VP Omnicom Group and Doug Wood, Chairman, Advertising, Technology & Media Group, Reed Smith and was moderated by Wally Snyder, President/CEO of the American Advertising Federation. They discussed whether a commitment to progressive environmental practices can pay enough to satisfy shareholders as well as other ethical practices in advertising.
In one sense, it’s about karma. Do good, tell the truth and good will come back to you. As one of the panelists said he was told about ethics by his 97-year old grandmother, “You gotta meet yourself around a corner someplace.”
See Wally Snyder’s article on advertising ethics at http://www.aafblog.org/blog/?p=6
See the FTC’s Green Guides at http://ecfr.gpoaccess.gov/cgi/t/text/text-idx?c=ecfr&sid=b2333ddf96abf25788ef3037ffcfb40a&tpl=/ecfrbrowse/Title16/16cfr260_main_02.tpl
June 10th, 2008
Last week a couple of daredevils scaled the New York Times building. Stewart Elliot, Advertising Columnist at the Times, said he was grateful for the event. Though he said he thought that only the people inside the Times offices were climbing the walls, it cured him of his writers block for the keynote speech to the American Advertising Federation luncheon yesterday.
Elliot said he wasn’t the only one suffering from writer’s block lately. Mr. Big has trouble with his wedding vows in the new Sex and the city movie. And the all male copy writing staff of the tv drama, Mad Men did too when, in one episode, struggled with an ad concept for a new client which provided a chance for a female secretary to break the glass ceiling.
Elliot pondered how Don Draper and Roger Sterling, the 1960’s ad execs, would adapt to the challenges of advertising today. Consumers are younger, mere tech-savvy, more diverse and at the same time harder than ever to reach. Then too are the new media, including user generated content, mobile marketing, behavioral adertising and environmental claims. And certainly they’d wonder why they couldn’t smoke and drink at the office.
May 28th, 2008
The Columbus Dispatch featured a story recently that highlights a trend across the country – the “staycation.” Does your business offer amenities that cater to the ‘staycationers’ that will be in Rockford this summer? With the high price of gas, many vacationers will be cutting back on travel and opting instead for spending time and money at home.
Think backyard bliss first of all. What can you offer that would make a backyard better? If your realm of expertise falls under food, swimming, lounging or socializing with friends at a small party, you can bet that there will be an audience this summer for your marketing efforts.
And what about relaxing? Salons and spas should be catering to those who may be staying in town to save some money on gas, yet who still will want to feel that they got some R&R time this summer. A spa and hotel package right here in Rockford could be a nice option for a staycation, but there are certainly those who have not thought of this as a good alternative to travel. With a little marketing effort started soon, the summer could look very different indeed. Use words like reconnect, home paradise, local leisure and highlight saving money without skipping the vacation feeling.
For more ideas, check out The Outdoor Living Guide from Consumer Reports:
http://www.consumerreports.org/cro/home-garden/resource-center/outdoor-living/0705_outdoor-living.htm
Columbus Dispatch article: http://www.dispatch.com/live/content/business/stories/2008/05/25/stay-home_summer.ART_ART_05-25-08_D1_QCA9F64.html
May 20th, 2008
In the national advertising conversation, broadcast TV is not “sexy.” Broadcast TV is not “buzzy.” Or “flashy.” Or “edgy.” But, when it comes to local news and information, local TV broadcasts and their corresponding websites are used by just over 50% of adults, at least according to a new survey conducted by Nielsen Research on behalf of the Television Bureau of Advertising (TVB). Plus, when it comes to advertising, the survey says the public perceives television ads as the most “influential,” “authoritative,” “exciting,” and “persuasive.”
Source for Local News, Sports and Weather:
Source for Learning about New Products or Brands:
See the complete report here (click on “Media Trends Track” and then “View the Study On-Line” under “Media Comparisons Study 2008″). There’s loads more information, including breakouts comparing the media-usage habits of men and women, their perception of the role of the media in their communities and how they use media outlets’ websites.
Certainly the TVB has a vested interest in showing broadcast TV as the preferred locale in the advertising mix…but I don’t discount their numbers. Mobile advertising, social networking sites and all the rest may be pushing the advertising conversation nationally, but as I’ve said earlier, when it comes to our local market, broadcast TV still seems to be the vehicle that carries the day for local advertisers.
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