Email Open And Click Through Decline As List Size Grows

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List size is one of the strongest predictors of email response rates, including both open and click-through responses, according to a new study by email service provider ExactTarget (yes, ExactTarget advertises on this site all you transparency freaks). There appears to be an inverse relationship between list size and email responsiveness. According to the study, open and click-through rates both decrease steadily as list size increases. Exact Target claims this is indicative that list segmentation should be considered as list size grows. You can check out the entire study here.

by Steve Hall    Mar- 8-06    
Topic: Online, Research



American Copywriter Dishes On CP+B's Boulder Office

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Just listened to the latest American Copywriter podcast from Sullivan Higdon & Sink's John January and Tug McTighe during which they have some fun with Crispin Porter + Bogusky's latest bit of news. Riffing on the announcement that CP+B is opening an office in Boulder, CO, John and Tug get to the heart of the matter: Alex is sick of South Beach and wants to raise his kids in the family-friendly mountains. As always, John and Tug are hilarious. Give it a listen here.

Oh, and guys, CP+B does do a podcast. Check this out.

by Steve Hall    Mar- 8-06    
Topic: Agencies, Podcast



Agency Self Promotional Street Campaign Aims to Conquer World

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Advertising For Peanuts highlights and ongoing self-promotional campaign, Bang the Streets, for Modernista, the Boston agency that just won a big chunk of Cadillac business. The campaign encourages people to place the agency's trademark red exclamation point, which the agency will send to anyone that requests it, anywhere they like, take a picture of it, send it in and Modernista will highlight it on the Bang the Streets site. Potential Photoshop trickery and defacing public property issues aside, We kinda like this campaign.

by Steve Hall    Mar- 8-06    
Topic: Agencies, Good, Guerilla, Online, Outdoor



Mount Everest Mary A Viral For Swiss Mountaineering Company

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Not that this viral ever made it to us unless it's the same one that is the source of that animated image we see all over the place of a woman getting yanked by her dog's lease. A site called Mount Everest Expedition tells the story of an 85 year old woman who plans to climb Mount Everest with her dog is really a viral campaign for Swiss mountaineering company Mammut. You can check out all the goify pictures and videos here.

by Steve Hall    Mar- 8-06    
Topic: Viral



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Panda Delivers Party Invite to Toronto Ad Agencies

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To promote a Toronto ad industry party hosted by First Light and ihaveanidea, an ad dude dressed up in a panda suit, visited Toronto ad agencies, handed out invites, acted goofy and flirted with ad babes. This is definitely better than the typical 3D mailer. Give the video a look as he visits Toronto's TAXI and Bensimon Byrne. See him tell the graphic artists to "mock that up! Lay that out!" And don't miss Panda's "future wife" who is...well...we've already said "babe" once so I guess we'll have to say hot. Yea hot. That a good descriptor.

by Steve Hall    Mar- 8-06    
Topic: Agencies, Industry Events, Strange



Scion Magazine Campaign Gets Update

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Last summer, ATTIK , Scion's creative agency, began releasing a series of gatefold print ads that use a three-stage approach. The first stage is "Inspiration," and shows something that might inspire Scion's audience to personalize their vehicle. Next comes "Realization," where a Scion model has been customized in a style matching the inspiration. The third stage is "Personalization," where a stock version of the Scion model is shown with available accessories for customization. A new ad in the series from ATTIK called Scion xB City of Dreams was inspired by 25- year-old fine artist Books IIII, whose work has been showcased in numerous gallery exhibitions, including the 2004/2005 and 2005/2006 INSTALLATION art tours sponsored by Scion.

Between now and June, the new ad will appear in lifestyle magazines aimed at young urban trend leaders, including Juxtapoz, Rides, Revolver, Theme Magazine and others.

by Steve Hall    Mar- 8-06    
Topic: Campaigns, Good, Magazine



Ad-Supported Downloads Yield More iPod Sales, More TV Downloads

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Steve Jobs is very happy today. A new study has revealed that people are cheap and would rather watch an ad to get a free TV download than pay for the download. The study, conducted by Frank N. Magid Associates, found 54 percent would be more likely to buy an iPod if they could download TV programs with a :30 included or free. 72 percent of people already planning to buy an iPod would be more likely to download an ad-supported TV program than pay for it.

by Steve Hall    Mar- 8-06    
Topic: Online, Research, Television



HBO Promotes 'Big Love' With Podcasts

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In a nod to the validity of the medium, or, at least HBO's belief in its validity, the cable giant has signed a deal with podcast ad network Podtrac to promote its new Big Love series on 31 podcasts. Ads will be produced :30s as well as live reads. The campaign, which began Monday, is Podtrac's largest since its launch

by Steve Hall    Mar- 8-06    
Topic: Cable, Podcast



ad:tech IMPACT Series Kick-Off Reviewed

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Online Advertising Discussion List's Cliff Kurtzman wrote a very detailed overview of the ad:tech IMPACT conference series kick off held February 28 in Seattle.The events were designed to bring the benefits of the larger national shows held three times a year in New York, San Francisco and Chicago to a local level. Shows will be held in Seattle, LA, Phoenix, Denver, Dallis, Toronto, Boston, Cincinnati, Atlanta and Ft. Lauderdale.

Kurtman had mostly positive things to say about the show while acknowledging it was the first of a series and there were bugs to be worked out. He ranked the low cost and educational content highly but wasn't pleased he couldn't immediate get copies of presenters' presentations.You can read his in-depth review of the event here.

by Steve Hall    Mar- 8-06    
Topic: Industry Events



Bathroom Stall Ad Achieves Perfect Contextual Relevance

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Leo Burnett Lisbon has done a very cool campaign for Kellogg's All-Bran Plus cereal which found the perfect contextual location for its message: the bathroom stall. The promotion placed large stickers that looked like a locked door or a brick wall on the backside of bathroom stall doors along with another poster on the side wall explaining the cereals benefits.

This is perfect on so many levels. First, it's unexpected and catches attention. Second, the locked door makes the subliminal connection to, well, being blocked up if you don't eat enough fiber - something All-Bran Plus provides. And third, what else is there to do while in the toilet than read an ad. Brilliant work. See the creative in its full glory here.

by Steve Hall    Mar- 8-06    
Topic: Best, Creative Commentary, Poster









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