In Jeremy Lockhorn's article on ClickZ entitled, Let's Get Analytical, he condems the CTR (as we would all agree) and rightly offers some back end measurement techniques we should all employ when considering an online campaign.
If we are to be serious about the medium, we must be serious enough to pony up to the available metrics in which to gauge the success of a campaign. The online medium has been much maligned over the years as not living up to it's promise. No wonder, as it has yet to meet that promise. This can change though. It will take a LOT of work as the measurfements can get very technical causing serious data overload. We just need to take those extra steps if we ever want this medium to survive.
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Fuck your Macintosh Lifestyle is a little video that, despite the title, is a cute little Macintosh admiration piece.
Check it out.
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You simply HAVE to visit AdWeak for more amazing advertising humor!
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Center for Media Research - Daily Brief states that:
Retail ticket sites comprised the fastest growing category between April and May 2002, increasing 25 percent to 18.9 million unique visitors, as reported in the latest comScore Media Metrix Ratings. The fastest growing ticket sites were: Movietickets.com, Fandango.com, and Moviefone.com. Similarly, fans searching for movie information also drove traffic to: Amctheatres.com, Regalcinemas.com, and Loewscineplex.com.
Can you hear the stampede of the X10 media planning department rushing towards these sites?
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John Gaffney of Real Media Rifs had this comment on the AOL/ TW situation:
The Big Synergy-Energy Switch: Call it synergy, cross-media or just smart media buying. The kinds of synergy AOL/TimeWarner is now getting kicked in the teeth for now need to come from media planners and buyers. If you want synergy, or if you want to access the various properties owned by big media companies, come up with the ideas yourself. I know this is already happening, but now the AOL/TW changes have given the agency community a chance to push this issue to a client�s advantage. I don�t think ad ideas work too well from the top down. A media strategy works from the client and agency first, with the media company providing the best complimentary ad vehicles. An AOL VP pitching a Coca-Cola VP on a huge ad deal incorporating the internet, print and cable was always the wrong way to approach media, and will still be the wrong way regardless of who runs AOL. The right way is for Coca-Cola to approach its agency and say: �We�re introducing new packaging for Diet Coke. How do we get that image out for the Holidays?� The planners and buyers, as always, come up with the best way to do that, and it just might mean going to an AOL or Viacom or Primedia or Gannett, and getting a good deal for incorporating several channels of media. It�s a simple concept when you approach it from the agency perspective. How did it get so damn complicated?
Uh, yea! Since when did media planners stop developing ideas and sponsorships? I never did. I hope us media planners out there haven't got lazy :-)
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Here's a thought for reaching those high income, high snob ratio suburbs: Transfer Station Advertising! Yes, along with those ugly signs that say, GREEN GLASS, BROWN GLASS, PAPER, TIN, PLASTIC, we could have signs that say, BMW, MICROSOFT, BULOVA, RITZ.
Yup, let's sully the pristine landscape of high end transfer stations with high end transfer station signage. Just think. After Dad and little Tommy finish sorting the #2 plastic from the tuna cans, Dad might say, "Gee, son, let's go test drive a BMW!"
Hey, most outdoor has been a blight on the landscape anyway. Why not add blight to what is already blight.
It could happen.
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