Yesterday, I came across this presentation on Adverlab. It is a presentation from the UK Economist’s sales department in what seems to be an attempt to convince their advertisers not to cut their media budgets.
Category Archives: Advertising
I have noticed The Hype Machine has moved past the standard ad units (300x250s and 160x600s) to more interesting units. This is a full skin and banner roadblock by slotMusic. It stays constant on the “Latest” page and the “Popular” page. I think it looks great, but this is contingent on using the right creative. The only thing; I would like to see the skin go down the entire length of the page.
Since I have such a soft spot for HypeM, I’m glad to see they are expanding their advertising opportunities and hopefully making some money.
In support of Christina Aguilera’s latest album, being sold exclusively at Target stores, Target is getting rather innovative in their outdoor advertising. In the 49th street station, there has been this interactive billboard on the downtown train platform.
There are multiple ways to interact with the unit. The first being text “Music” to “Target” on your mobile phone (does not work with Verizon Wireless) in order to receive the ringtone of Aguilera’s new single, “Keeps Gettin’ Better”. Continue reading
>>>The following is an interview from NYTimes magazine with BENJAMIN PALMER (the C.E.O. of the Barbarian Group, an Internet advertising and marketing firm based in Boston. He helped create the ‘‘Subservient Chicken’’ online campaign for Burger King), LARS BASTHOLM (chief creative officer at AKQA, where he has worked on campaigns for Xbox, Coca-Cola and Motorola) and ROBERT RASMUSSEN (executive creative director of the Nike account at R/GA, an agency that specializes in digital media. He has created campaigns for ESPN, Sega and JetBlue).<<<
I. THE END OF FLOW
Jack Hitt: I read a study recently suggesting that Americans now swim through most of their day looking at some kind of screen — screens on their cellphones, on their desks, in their kitchens, everything from digital billboards on the highway and in the back of a cab to the eruption of screens in urban centers. Times Square is no longer an unusual attraction; it’s the norm. The side of a building can now be made to broadcast video. There is hardly a public space left — a bar, a gym, the dentist’s office — that hasn’t been vanquished by some kind of screen. Now, let’s say I’ve got something to sell. This multiplicity of screens would seem to be a good thing, wouldn’t it?
Benjamin Palmer: What the proliferation of screens has done is give a bazillion creators the power to publish. There are now billions of hours of content, which means new places for advertisers to latch on to — lots of content that pockets of people find interesting. But the shift you’re describing makes things more complicated for advertisers too. When the TV networks held the reins for content, all advertising had to do was buy into the public consciousness of entertainment, which was television. Continue reading
We all know Apple uses the iPhone to sell applications at the App Store, but what about the notion Apple is using applications to sell the iPhone at the Apple Store? Last night, while watching episode 2 of Top Chef, the iPhone commercial promoting the UrbanSpoon app appeared twice.
Given the content of the show and the given audience, this ad is extremely relevant. The question is whether this ad is to push the Urban Spoon application, the iPhone or both. Based on the fact that Apple makes no money on this free application, it is safe to assume Apple is using the vast collection of applications to make a compelling case for why you should purchase an iPhone. The use of application as creative messaging gives great possibility to how targeted the ads can be.
Storytelling has long been a way to effectively communicate a message, while creating a strong relationship between the story and the audience. Advertising agencies like the newly launched Dandelion are focused solely on creating meaningful brand interactions through storytelling. The storytelling is executed through highly produced branded serial content. We know agencies can tell very engaging brand stories, but what about the consumer?
Storytlr is a company that aggregates tweets, FB status updates, flickr posts, etc. from a specific event and compiles them into a packaged story of your life. Mashable gives a detailed recap of its offerings in a post entitled How To: Turn Your Photos, Video and Tweets into Stories.
I think it is an interesting property any company can use to help their customers (who use the products) tell a story, instead of hiring an agency to tell it. Essentially, an advertiser can use Storytlr to have their customers create mini stories about how they interact with that specific brand. This can either be positioned as a contest or just a testament to the power of a brand in one’s life.
This also opens opportunity for Storytlr. While they state on their About page “Storytlr is not a startup, just a fun project that we are building during our free time,” I think they could begin to develop some sort of advertiser based business model by creating white label versions of Storytlr for a brand to skin and put on the advertiser’s own website. Another opportunity would be to create branded Story Channels within Storytlr.com. Finally, it would be interesting to see where brands appear within existing stories on the site.
Brands always have a story to tell from their perspective, but I think it is the story from the perspective of the consumer that brands benefit much more.