Archive for the ‘Digital Advertising’ Category
June 10th, 2009
Promotions Make Media More Measurable
We all keep hearing about the challenges of measuring marketing campaigns. It’s true, tracking the overall ROI of a campaign is not entirely possible since there is a large qualitative and not quantitative aspect involved. However, by adding a promotional element we can directly track consumer interactions & engagement.
Traditional media campaigns rely on eyeballs, meaning the amount of people who actually see the ad. However, as media costs continue to rise, audiences have become more fragmented, making them harder to reach. So how do you measure the success of these massive costs? Well, you try to figure out how many people saw the ad, it’s like measuring the success of a Google AdWords campaigns strictly by impressions, not very effective, since the majority of advertising messages are ignored by consumers. Traditional media relies entirely on one way communication, with as many people as possible, but then what? As advertising clutter continues to expand consumers ignore a larger percentage of the ads they see. All we have to do is click the skip button, change the channel, or turn our heads; which in most cases is exactly what we do.
Categories: Digital Advertising, Promotions 2.0
May 14th, 2009
iPhone Continues to Grow as Ad Platform
Madison Avenue is plowing more resources into a new marketing medium: Apple Inc.’s iPhone.
In the past several months, companies such as Burger King Holdings Inc., Zippo Manufacturing Co. and Lions Gate Entertainment Corp. have experimented with promotional software applications that can be downloaded onto the iPhone, or they have created ads that are placed within other popular applications for the device.
At the most basic, marketers are taking advantage of the iPhone’s advanced video and screen capabilities by creating streaming video ads. But some are taking things further by offering ads disguised as apps. The latter allow users to do such things as play games or manipulate images by touching the phone’s screen.
Many marketers find “app-vertising” attractive because the iPhone’s audience has grown so quickly. The iPhone now has more than 20 million users, and more are likely to buy in because Apple is widely expected to unveil a new model in coming months. Analysts estimate that Apple’s iPod touch, which can also run downloaded apps, adds at least 15 million more users to the market. Continue on…
Categories: Digital Advertising, Mobile Marketing, Sweepstakes
April 9th, 2009
Moving from Clicks to Conversions
For over a decade, Website publishers have relied on an old advertising model: Publishers provided advertisers access to online viewers, and the more desirable those viewers, the more online publisher charged for banner impressions. Like the early days of television this model worked (for a while), but as advertising clutter increased and consumers began to see banners as noise click-through rates have dropped to an all time low.
Marketers are now shifting their focus from a one dimensional awareness approach to integrated marketing strategies that leverage the engagement cycle to move consumers from awareness to conversion.
Unlike the sales funnel. Engagement is better thought of as a cycle, a series of touchpoints designed to create engagement with a brand in order to drive a purchase, each time in a meaningful and valuable way to both brand and consumer.
In the world of interactive promotions the engagement cycle is driven by three primary stages: awareness, activation, and conversion (or purchase). Throughout the cycle, marketers must measure in order to add value throughout the cycle.
Categories: Consumer Generated, Digital Advertising, Measurement, Promotions 2.0, Promotions Law, Sweepstakes
March 13th, 2009
Advertising in the Digital Age
The emergence of digital media has created some very fundamental and important changes in the world of advertising. New digital technologies are creating a wide range of new possibilities for two-way communication and measurement. The power of promotions to cut through clutter and capture consumer interest and attention is also beginning to blur the line between advertising and promotional marketing strategies. These changes are redefining the rules for advertising in the digital age. Continue on…
Categories: Digital Advertising, Promotions 2.0, Social Marketing, Sweepstakes
February 19th, 2009
True North Goes to the Oscars
TrueNorth Snacks is a new brand of 100% natural nut snacks made by Frito-Lay. They are currently sponsoring a consumer-generated-content contest which will result in them airing the most extraordinary “True North” story in a 60-second commercial directed by Helen Hunt during the Oscars. Consumers are invited to submit their own “True North” story in 300 words or less which they defined as something amazing, something that makes the world a better or more interesting place or simply a passion that inspires you to get up in the morning because you know it’s your purpose on earth.
There are currently 5 extraordinary True North stories featured as finalists here on their website that you can check out. One of these stories will be the winner and have their story turned into a commercial that will run during the Oscars. The winner will also receive $25,000 in cash.
Categories: Consumer Generated, Digital Advertising, Promotions 2.0
February 12th, 2009
New Viral Campaigns not so Viral.
Last year McDonalds launched a television commercial for Chicken McNuggets featuring 2 guys who created viral buzz with a catchy rap jingle on YouTube. Now Visa has launched a travel-focused campaign starring internet celebrity Matt Harding, who dances his way through several locations across Asia, promoting Visa’s global currency campaign.
In the new commercial Matt celebrates the hassle-free joy of the unnecessary currency exchange due to the mass acceptance of Visa, as he travels around the world. The advert debuted in Hong Kong and Korea and will be broadcasted in eight countries and territories in the Asia Pacific region over the next few weeks.
After high school Harding decided to skip university and become a video game developer. His career took him to Brisbane for 2½ years. His first video, filmed while travelling with a co-worker, was made simply as a running gag for family and friends, but quickly spread virally across the web, when he posted his video of him dancing in front of landmarks and street scenes in various international locations on his YouTube account mattharding2718 in 2005. Today over 1,3 million people have watched that video. Continue on…
Categories: Digital Advertising
Categories: Consumer Generated, Digital Advertising, Mobile Marketing, Promotions 2.0, Promotions Law, Social Marketing, Sweepstakes
February 5th, 2009
Super Bowl Marketers Hone Digital Game
Super Bowl advertisers have stepped up their digital game this year.
Interactive TV ads, sophisticated search strategies, interactive contests, mobile-phone promotions and social-networking campaigns are just a few of the ways major marketers are extending the reach of their Super Bowl campaigns, including, Anheuser-Busch, Doritos, E*Trade Financial, CareerBuilder, Samsung and Pedigree.
“We’re definitely trying to change our mind-set to use mass TV in a more efficient and effective way,” says Matt Ramella, manager of media and digital marketing for Labatt Breweries of Canada, a unit of Anheuser-Busch InBev that also handles Canadian advertising for Budweiser. “Digital extensions pick up where mass media leaves off.”
By Emily Steel, WSJ READ MORE…
Categories: Digital Advertising, Promotions 2.0, Sweepstakes
February 2nd, 2009
Doritos Changes the Game
It wasn’t just the Arizona Cardinals who met their match in the Super Bowl - so did Madison Avenue.
And it could be a game-changer. For the first time, it wasn’t an ad agency that created the best-liked Super Bowl commercial. It was two unemployed brothers from Batesville, Ind., whose ad for Doritos - created for an online contest for amateurs - won them $1 million from Doritos maker Frito-Lay, and leaves ad pros with a lot of ’splaining to do.
What the duo did was beat 51 big-budget advertisers and won USA TODAY’S 21st annual exclusive Super Bowl Ad Meter real-time consumer testing of how much they liked the ads as they aired. (USA TODAY had no connection with Doritos and no connection to the online contest.) By , USA TODAY CONTINUE READING…
Categories: Consumer Generated, Digital Advertising, Promotions 2.0