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.