Oh we can't help but gloat a bit when we get a little press so bear with us as we point you to an article in the Hartford Courant about the decline of the :30, the rise of guerrilla, buzz, viral and word of mouth advertising and how that has effected people's trust of marketers.
Referring to the Super Bowl, Hartford Courant reporter John Jurgensen writes, "...operating under the surface of that ad extravaganza will be the mechanics of an industry trying to reinvent itself in order to reach a fragmented and indifferent population of potential customers."
He's right and we're just at the tip of that sea change. As the vicious circle of people's increasing avoidance of advertising collides with advertiser's attempts to circumvent that avoidance, establishing trust will become and ever important consideration when planning a campaign.
Elaine Orbach, wife of the late Law and Order star Jerry Orbach, who died December 28, is upset the ads for Senior Lending Network featuring her husband are still running. SLN President David Peskin said, "Yes, it's true that one or two ran as many as 10 more days (after Orbach's death). But we asked the stations to pull them, and they told us they couldn't be pulled out of rotation."
Somehow we think every broadcast traffic manager in the country has heard of Jerry Orbach and would have had no problem slotting another advertiser or station promo. For SNL's sake, let's just hope it was human oversight and not one last morbid grasp at capitalizing on the star.
In case you haven't already seen the banned GoDaddy SuperBowl spot, you can view it here.
There was no way it was going to run and GoDaddy new it. They played up the PR for all it was worth and still ended up running a spot as racy as the banned spot. GoDaddy will be one of the most talked about companies following this year's Super Bowl.
Jim Kukral, founder and BlogKits BlogMatch Network is profiled in this Internet Week article. The company plans to match bloggers with marketers and has also proposed banner ad size standards specific to blogs. BlogKits joins more established BlogAds as a means to harness blogs as an advertising medium. While blogs have already become valuable channels for marketers to tap, it's unclear whether a new set of standards will help. BlogKits argues their proposed standards cater to common blog layouts but many IAB standard banner sizes work equally well. Having been involved in the creation of multiple ad sizes for online campaigns, we can safely say standards that require campaigns to be resized more than they already are will not be met with a smile.
Ad Age has put together a comprehensive chart containing data for 38 years of Super Bowl broadcasts. Included in the chart are prices paid for spots, broadcast network, game ratings, and cost per thousand figures which indicate the rising cost of the Super Bowl as an advertising channel. In 2004 dollars, the CPM in 1970 was $8.88. In 2004, the figure was $25.06.
Steve Rubel of Micro Persuasion points to a report by Mary Hodder that reveals Ask Jeeves will announce its purchase of blog search engine and content management company Bloglines on Monday.
Now that everyone is multitasking, blogging and posting to forums, Marketers have come to realize, the best feedback on their Super Bowl marketing efforts will not come from formal research but from monitoring and joining the worldwide discussion racing around the Internet in real time.
Intelliseek and New Media Strategies are two of the companies who have taken on the challenge of measuring and monitoring conversation for marketers during and after this tear's Super Bowl. The will do it by monitoring blogs, forums, industry analyst commentary and, in the case of Intelliseek, their own panel of bloggers. No doubt, there will be a flurry of activity and commentary for marketers to dig through. All this heightened communal conversation makes us want to simply close the laptop and actually watch the game.
On the heels of the Magazine Publishers of America's launch of a trade pro-magazine ad campaign, Conde Nast is launching their own $3.5 million campaign aimed at consumers. The campaign, which will appear in outdoor media as well as trade, will carry the tagline "The point of passion" and show readers having a love fest with their favorite Conde Nast magazine. San Francisco based Heat created the campaign which will also play up the high "time spent reading" figures magazines can claim.
Thank God we don't watch late night TV and subject ourselves to the oddity of Matthew Lesko, the question mark-wearing, Free Money, infomercial screamer. Anyway, he's started a blog. Why we're telling you this, we don't know.
Doofy Danny did it again. Apprentice candidate and CEO of Boston-based POPstick Danny Kastner, who had a less than stellar performance in the first episode, led this his team to dismal failure on this week's The Apprentice.
Supposedly a creative genius, Kastner received poor marks from Nestle on some promotional work done for Taster's Choice. Displaying zero leadership skills (again, producers love to edit people into idiocy), Kastner, apparently, couldn't make a decision if his life depended on it. Losing valuable time, he waited until the absolute last minute to choose a partner company capable of pulling off the promotional idea his team came up with. How Kastner has built a successful company remains a mystery.
Kastner was not entirely alone in the episode display of less than smart behavior. His entire team displayed some serious idiocy as well by banding together on a plan to suggest to Trump that Michael, a team member who received exemption last week, be fired. Granted, Michael came off as a sexist, Neanderthal loser-slacker but there was no way he could go down for this week's task. In a cluster fuck of the boardroom, the team turned on Kastner as he tried to blame Michael for the failure and Trump lambasted both Kastner and Michael, both from Massachusetts which might have some hidden reason why they nearly came to blows during the episode. And in the ultimate display of bubble headed logic, Kastner selected the un-fireable Michael as one of the two teammates he brought back into the boardroom to face Trump. We suppose in this day of crazy-ass stunt marketing, that's just par for the course.
And if that display of brilliance didn't make it a very good thing Kastner already runs his own company, his guitar playing, folksy send off in the cab pretty much eliminated the likelihood anyone else would be knocking at his door to offer him a job. Unless of course it's in the ad business. We love that kooky stuff, don't we?
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