"It's time for us to use online as a way to deliver television commercials for our clients," said the chief executive of the world's largest media-buying company announcing his company's inclusion of online in this years upfront.
That executive would be Jack Klues of Starcom MediaVest Worldwide, my old boss. Great guy if I do say so myself.
"Offline arguably gets us more eyeballs," he said. "Online gets us more of the right eyeballs. Plus, more immediate and measurable results."
He said this to an audience of 500 at the recent iMedia Summit, a trade show for online buyers and sellers.
He knows what he's talking about. Starcom MediaVest has the most extensive media capabilities and research resource I have ever seen or heard of. Syndicated research is an afterthought at Starcom. The meat is in their proprietary research tools that make any and all syndicated tools pale in comparison. At the summit, he revealed some findings, based on those research tools, for their own online clients, Nintendo and the U.S. Army.
"We learned that young people actually lend greater credence to information they get online than they do from offline sources," he said.
If is refreshing to hear this from a big player in the media buying space. Surely, this bodes well for online media. Thank you, Jack. [via Ad Age]
Here's the weekly round up of spots this week from Ad Age. Nothing all that wildly amusing unless you consider a chainsaw that can unclog a toilet or a product that can replace a hammer (glue) or maybe Martin Scorcese babbling on about some photos in a drugstore only to predictably wip out the American Express card amusing.
OK, so some the spots were OK.
Much to the chagrin of Mullen, TBWA has won the Nextel account. The media portion of the account is still in review.
In a survey with a forgone conclusion, Bolt, Inc. found 68% of 12-24 year olds are getting tired of TV because of the rash of trash on TV. Reality shows that fall into the "observational" category like The Osbournes and Anna Nicole, are wearing thin. However, audience participation shows like American Idol and romance shows like The Bachelor seem to be doing OK.
"What our study shows is that you have to be very careful about not being too formulaic. One of the things that we did was to segment reality television itself. When you do that, you find viewer participation shows have more legs than do observational shows. Voting and viewer participation is critical for our demographic," said Bolt CEO, Aaron Cohen. [via Media Daily News]
Advertising has been used to promote some pretty strange stuff. A Chinese business man has now placed ads for a "perfect virginla bride" . This Shanghai based rich business guy spent about $100K on the campaign and has received 5,000 responses. $20 cost per "lead". Is that good?
This is really personal advertising taken to the extreme. I wonder how a campaign like this would be received here in the states. Some politically correct right wing-nut would surely have something to say about it. I say if you have the money, go for it. [via Annanova]
Remember Meatloaf? The fat guy who had to suck oxygen while screaming out the lyrics to songs like "Paradise By The Dashboard Light"? Well, GM is using that very song in their new spots to promote the overnight test drive, a new way to test drive a car. GM dealers will let you keep the car overnight to really get a feel for it before you buy.
The buy consists of national broadcast and cable television, radio, and newspaper and kicked off May 1. [via Ad Age]