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19-Nov-02
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More on Trash TV Victoria's Secret to Keep Heating up the Networks It is the kind of ratings battle that could only take place on American television: the finale of "The Bachelor" versus the second annual televised "Victoria's Secret Fashion Show" -- or, to put it another way, true love versus skimpy underwear.
Pure Low Brow Guilty PleasureABC to search for "Hot" hunks and babes Marking the latest entry in a parade of gonzo "reality" shows headed to U.S. television, ABC will scour the nation in search of undiscovered hunks and babes to compete for top eye-candy honors in an upcoming series titled "Are You Hot?"
Yes, I will be tuning in. Also, I think the folks over at AmIHot might want to check with their lawyers on this one. And Now the Serious Side of @d:techYahoo's chief solutions officer (OK, have we gone crazy yet with these CxO titles) spoke to the audience about the Internet as a supporting medium to others and the importance of dayparting. Dayparting Can Boost Ad Campaigns He said an advertiser like Budweiser might do a good job of reaching consumers at home with TV and print; on the road with radio; and at play with outdoor advertising. However, when it comes to work hours, taking up a large chunk of the day, the advertiser is mostly absent.
Fun at @d:techShameless Who's Who @d:tech People Round Up from Executive Summary: Ladies and Gentleman, the Internet advertising industry is back. That's my assessment from spending all day at @d:tech yesterday. I know CMR just reported that the Internet ad industry was suffering worse than the rest of the ad world, but I've never believed that CMR truly gets this industry. At least I've never partied with any of their execs at an @d:tech event. And last night, let me tell you, NY was partying like it was 1999.
"...getting drank under the table (at) Modem Media's happening party by perhaps the loveliest old timer, who must remain nameless on threat of severe physical violence, which at this point I wouldn't put past her."
-------- Break the Myth: 18-34 is Not the Only Target AudienceYoung creatives and media buyers everywhere: Read this article . Read this 5 times. Read this 10 times. Let it sink in. It will change everything you have been told about the "older" generation" and will make you realize that marketing money spent on this target is money well spent. USATODAY.com - Some consumers want ads for a mature audience Folks over 50 are being hailed as the new yuppies � about one-third of the U.S. population but controlling three-fourths of the wealth. They wield $1.7 trillion in annual buying power, according to mature-consumer consultants Age Wave Impact. They have a stranglehold over certain industries: 80% of luxury travel purchases, 48% of luxury auto sales, 41% of all new car and truck sales, 77% of prescription drug sales and 61% of over-the-counter drug sales.
Brand and Direct Can Co-Exist OnlineA good article explaining the purpose and place for brand and direct approaches online. It's not one or the other. It's both. Line56.com: Online Marketing and ROI There lies the true beauty of Web marketing. The reason we are able to tie brand advertising and direct marketing so closely together is that we are able to collect data so much more effectively online than in the offline world. We know where people are going on our site, how long they're spending on each page, what they buy, what they don't buy, when and where they enter our site, and so on. We are also able to glean information such age, gender, zip code, job title, income level, marital status and more. This type of information is exactly what we need to craft messages specifically targeted to each consumer. The more we know about our customers, the more accurate we can be in our use of brand and direct messages.
A Day in the Life of a Stressed Out Interactive Agency HeadHumorous! We'll start by painting a picture of her. She heads up a small online media group housed within a larger media group for a full-service midsize agency owned by a holding company (say that 10 times fast). Anything that could be clicked on, viewed through, or digitized falls within her domain. She gets bombarded with calls and emails all day when she's completely understaffed and often eating lunch at her desk. She's cynical, stressed, a survivor of the dot-com fallout, and yet still passionate about her work.
Interactive's Re-BirthFrom Online Spin: Playing a Role in Interactive's Renaissance There seems to be more of an interest in interactive marketing these past few months. Clients are looking to make more of a commitment to this medium in 2003. The dollars are starting to follow the eyeballs, proving that this axiom of media is still indeed true. There is still a sense of cautiousness, however, and we need to be sensitive to it. The old saying still holds true, �Burn me once, shame on you. Burn me twice, shame on me.� Tom Hespos brings up five cornerstones, as he calls them, on which companies need to be built to survive in this new era: 1. Sound Business Principles A nice summary of the potential "re-birth" of an industry.
Are Focus Groups Worth it?Short answer: Yes, but read on: AD AGENCY EXECS BASH FOCUS GROUPS "We've become a culture that has bred out risk-taking," she told the audience at the Grand Hyatt hotel during the panel discussion titled "Campaigns I Wish I'd Done." She bemoaned that in the current economic squeeze, chief marketing officers have become overly dependent on logical, quantifiable marketing propositions. On the one hand you can see the amusement with this as creatives just want researchers out of the way so that "creative barriers" can be removed. On the other hand, why not attempt to quantify the likelihood of a campaign's success prior to millions of dollars being spent? Yes, focus groups can be biased and so can most research but it is still important. The problem is that too much credence is placed on the findings of research. The creative process gets hung up on datapoints and that's where all creativity just ends. Research drives creative far too much. Am I advocating the elimination of focus groups and research? Of course not. Research needs to be just a part of the creative process. Not the controlling element. Risks do need to be taken. We are never going to know every last detail about our target audience. There can not be a proof point for every square inch on and ad nor should there be. Creativity is not a science, it is a craft.
Broadband Penetration UpdateBroadband Internet Tops 15.6 Million in the U.S. Leichtman Research Group finds that as of the end of the third quarter of 2002 the leading cable and DSL providers in the United States have a total of over 15.6 million high-speed Internet subscribers. During the quarter the major US cable and DSL providers added a combined 1.68 million subscribers.
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