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.


by Steve Hall    Nov-19-02    

Pure Low Brow Guilty Pleasure

ABC 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?"

It won't apologize for being simply what it is: A Hottie-fest. The beautuful will not have to fake intelligence with dumb trivia contests and musical performances. The only trait needed to win this reality show is hotness. Now, say everything you want about the debasement of American society, but this is the purest form of slop we will ever see.

Yes, I will be tuning in.

Also, I think the folks over at AmIHot might want to check with their lawyers on this one.

by Steve Hall    Nov-19-02    

And Now the Serious Side of @d:tech

Yahoo'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.

More on this from a previous post.

by Steve Hall    Nov-19-02    

Fun at @d:tech

Shameless 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.

But, did any business get done? And...I want to know more about this:

"...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."

Sounds like a missed a good party!


by Steve Hall    Nov-19-02    

Enjoy what you've read? Subscribe to Adrants Daily and receive the daily contents of this site each day along with free whitepapers.

Break the Myth: 18-34 is Not the Only Target Audience

Young 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. - 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.


by Steve Hall    Nov-19-02    

Brand and Direct Can Co-Exist Online

A good article explaining the purpose and place for brand and direct approaches online. It's not one or the other. It's both. 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.


by Steve Hall    Nov-19-02    

A Day in the Life of a Stressed Out Interactive Agency Head


Tales of the E-City

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.

Read on...and you'll get an appreciation of what happens in the average day of an interactive agency professional.

by Steve Hall    Nov-19-02    

Interactive's Re-Birth

From 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
2. Moral Correctness
3. Consumer Choice
4. Patience
5. Industry Involvement

A nice summary of the potential "re-birth" of an industry.


by Steve Hall    Nov-19-02    

Are Focus Groups Worth it?

Short answer: Yes, but read on:


"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.


by Steve Hall    Nov-19-02    

Broadband Penetration Update

Broadband 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.

Other key findings include:

Broadband Internet subscriber growth for the third quarter of 2002 was the highest so far this year and exceeded net additions for the third quarter of 2001 by 400,000 subscribers.

The top cable companies had 68% of the net broadband additions for the quarter, with cable adding over 1.1 million broadband Internet subscribers compared to 540,000 added by the major DSL providers over the same time period.

The top cable operators now account for over 10 million broadband Internet subscribers, maintaining a 65% share of the market.


by Steve Hall    Nov-19-02    

Featured FREE Resource: