So I've been visiting agencies in both Toronto and NYC on a research tour regarding the value of attention, and the power of an online ad impression.
One of the points I get to make is that according to this study, a good ad has the same effect on branding metrics like recall and purchase intent, regardless of what type of environment it's placed on (specifically: name brand sites, contextually relevant sites, and non contextually relevant sites).
The same can be said for a bad ad...essentially explaining that ads transcend context.
What this really means, is that brand advertisers can head out and purchase almost whatever banner inventory their hearts desire, and the branding impact of that advertiser's ad depends entirely on things OTHER than the media placement.
IS THAT NOT INSANE?
Does that not take the wind out of your planning sails?
So what's it mean if you've got 1 property under your belt?
Maybe it means that there should be 1 price for ad inventory purchased on impression.
I.E. an impression (regardless of what site it's on) is X price when it comes to branding campaigns.
I mean, that's what a DSL does, no?
If you're on-board with that the idea of common-priced impressions....then I'd love to ask what ppl think that price is?
And if the WHERE doesn't matter - then it's definitely going to have to do with HOW it's placed.
Which is what the study also found: That the TYPE of ad is really important - less on formats and size but more about complexity and richness. Specifically, that rich media works harder for brand metrics (like recall and purchase intent) than non-rich media.
So what's that mean?
In my opinion, it means publishers should be caring less about where they're putting the ads on their site lists, and more about how much the banner weighs. Pubs need a richer experience. Is it weird to anyone that when 80%+ of the internet population is on broadband, we've still got shitty little banner ads that were originally built to have sites load quickly?
Why is it, that if you're running with an ad server, your publisher still has the right to charge you a premium for rich media?
Why can't publishers just stick to selling impressions? They still clearly can't decide how to charge for those...add in trying to stabilize rich versus non rich media....
Rich banners = does not mean more expensive impressions.
It means richer media - a better experience.
July 22, 2010
July 14, 2010
Old Spice gets Personal
And did what I thought they couldn't: Old Spice got even more awesome.
Following the release of their latest ad, which has gotten A LOT of attention (over 5,000,000 views after two weeks on Youtube), Old Spice has taken it up a notch by leveraging their character and engaging their audience in a remarkably innovative way.
It's already a good sign when a brand can respond to their audience by replying to Tweets, questions, or even comments. Using a personalized voice creates engagement.
But Old spice is taking responding to the next level by answering users with personalized YouTube videos, which in effect become personalized advertising.
Since Monday, they have uploaded over 115 responses on their channel.
Beyond personal, the responses are also authentic because they seem to be written in almost real time, although I'm presuming they have a bank of pre-approved possibilities to choose from (client approvals would be a nightmare).
However, what's truly genius here is they have banked on both the character they created AND their presence on various social channels to address both commmon folk and high-value influencers (like Ashton Kutcher, Kevin Rose (founder of digg) and even Starbucks) to propagate the Old Spice message for them.
As a result, the character, and effectively the message, begins to live outside the confines of the ad. In other words, the interaction becomes the advertisement itself.
A few of my favorites:
To Gizmodo:
Defending his voice:
To a removed comment:
Fry it up!
To the Huffington Post:
Response to Rose McGowan:
Now that's earned media!
Following the release of their latest ad, which has gotten A LOT of attention (over 5,000,000 views after two weeks on Youtube), Old Spice has taken it up a notch by leveraging their character and engaging their audience in a remarkably innovative way.
It's already a good sign when a brand can respond to their audience by replying to Tweets, questions, or even comments. Using a personalized voice creates engagement.
But Old spice is taking responding to the next level by answering users with personalized YouTube videos, which in effect become personalized advertising.
Since Monday, they have uploaded over 115 responses on their channel.
Beyond personal, the responses are also authentic because they seem to be written in almost real time, although I'm presuming they have a bank of pre-approved possibilities to choose from (client approvals would be a nightmare).
However, what's truly genius here is they have banked on both the character they created AND their presence on various social channels to address both commmon folk and high-value influencers (like Ashton Kutcher, Kevin Rose (founder of digg) and even Starbucks) to propagate the Old Spice message for them.
As a result, the character, and effectively the message, begins to live outside the confines of the ad. In other words, the interaction becomes the advertisement itself.
A few of my favorites:
To Gizmodo:
Defending his voice:
To a removed comment:
Fry it up!
To the Huffington Post:
Response to Rose McGowan:
Now that's earned media!
Old Spice: the making of an ad
Unless you've been living under a rock, you've heard of the newest Old Spice commercials, starring ex NFL-er Isaiah Mustafa.
The latest ad has sparked particular interest because, well, it's just plain awesomeness:
After viewing the ad, I had to wonder: how did they (Wieden + Kennedy) do it??
Well thankfully, a friend of mine did some digging and found this interview with reveals all of @IsaiahMustafa's secrets
(via @Dabitch)
You an view all the ads on the Old Spice YouTube channel
The latest ad has sparked particular interest because, well, it's just plain awesomeness:
After viewing the ad, I had to wonder: how did they (Wieden + Kennedy) do it??
Well thankfully, a friend of mine did some digging and found this interview with reveals all of @IsaiahMustafa's secrets
(via @Dabitch)
You an view all the ads on the Old Spice YouTube channel
June 14, 2010
June 03, 2010
ITS AD AWARDS SEASON!!!!
Ok so I just came across this great video for a Durex campaign. Love the idea - but could this get any more complicated?
And if i was a 21 yr old guy (note: im not that far off) with an iPhone, would i really want to download this application just to make my phone rub up against someone else's iPhone?
Great linearity to the campaign, wonder if it was adopted by the target market.
Good job on wasting clients dollars if it didn't!
LETS FOCUS ON MOVING THE NEEDLE PLEASE!
And if i was a 21 yr old guy (note: im not that far off) with an iPhone, would i really want to download this application just to make my phone rub up against someone else's iPhone?
Great linearity to the campaign, wonder if it was adopted by the target market.
Good job on wasting clients dollars if it didn't!
LETS FOCUS ON MOVING THE NEEDLE PLEASE!
May 24, 2010
The battle for world domination!
Just kidding.
Google's AdMob buy-out did just go through tho.
So the 2 ppl reading this on their cell phones should get ready to start seeing ALOT more mobile advertising in the next coming months!
Steve Jobs and iAd have now felt the pea under their 300 proverbial mattresses; as AdMob's revenue stream came mostly from iPhone - but here comes the Google buy-out with an eventual android roll-out in the near future (seems logical, no?).
Checkout an article off of BrandRepublic.com for a recap
Google's AdMob buy-out did just go through tho.
So the 2 ppl reading this on their cell phones should get ready to start seeing ALOT more mobile advertising in the next coming months!
Steve Jobs and iAd have now felt the pea under their 300 proverbial mattresses; as AdMob's revenue stream came mostly from iPhone - but here comes the Google buy-out with an eventual android roll-out in the near future (seems logical, no?).
Checkout an article off of BrandRepublic.com for a recap
April 30, 2010
Steve Jobs Made me Pay for Content
So Steve Jobs’ recent statement on flash was dubbed “the rant heard across the web” and apparently, a bunch of premium content publishers (according to James McQuivey of Forrester) scrambled to take Apple’s stance against Flash as a reason to charge for their content (read: Paid Apps), bandwagoning and claiming it’d give both publishers and advertisers a cleaner, richer venue for “premium advertising” (read: iAd).
FORRESTER LINK JUMP HERE
To use the old italian-canadian saying: Meeeeeeeeeeeeeee! This all makes sense now – I download a free app and have advertisers pay Steve Jobs through iAd revenue (which is massively premium costs), or pay do I give the money to my fav. publisher for a non-ad-supported app. I’m not biting into that first Apple (look at what happened to Snow White). If i didn't already have an iPhone with work, I'd start to think about other platforms like Android for my mobile needs. Tks for the iPad Stevie - but I'm not going to help you amortize the development of it.
But questions that are really grinding my gears:
Is Apple really that powerful?
Should publishers concede to Apple?
Are Blue-Chip advertisers going to get on-board at such a high cost to reach that specific of an audience?
Should publishers concede to Apple?
Are Blue-Chip advertisers going to get on-board at such a high cost to reach that specific of an audience?
Get yo' geek on - cuz the ad world's gone wild.
-P
April 12, 2010
You mean it's not about using 2 iPhones?
iPhone's new OS 4 Multitasking functionality has been getting some pretty decent reviews so far.
I wonder how much it'll help change how consumers leverage their mobile utilities (read: iPhone habits).
Perhaps more importantly for me: how it'll change how advertisers are able to reach out to consumers with their brand messages. Time to rope-in Apple's new tablet advertising platform iAd...
OR - if you've had the misfortune of getting caught with me while I'm uninterested: how it'll affect my iPhone addiction....
OR - if you've had the misfortune of getting caught with me while I'm uninterested: how it'll affect my iPhone addiction....
Ahh technology - how i love/hate you.
Why foodies love Nigella Lawson
Enough Said.
Nigella, I love you.
Props go out to Barone for the video.
-P
April 08, 2010
Nu Pied
Hey everyone – some of my friends and I are participating in this today (albeit they’re a lil more hardcore with it – running around Montreal) – so I thought I’d share the idea with you all.
If you can, I’d encourage you to try it out, even if it’s just within the offices – definitely not recommending it for your sales calls tho…It’s amazing to see how difficult it is to continuously be aware of the ground in front of you.
Some info on today and the cause ripped from the website: http://www.onedaywithoutshoes.com
One Day Without Shoes is the day to spread awareness about the impact a simple pair of shoes can have on a child’s life. On April 8th, we ask people to go the day, part of the day or even just a few minutes, barefoot, to experience a life without shoes first-hand, and inspire others at the same time.
Cheers,
p2
p2
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