There's been a lot of discussion lately about "programmatic premium"- using machines to fully automate the purchase of premium advertising inventory. It seems like every conference lately has someone from Kellogg's on a panel saying programmatic premium is GR-R-REAT with very impressive statistics to support their claims.
The Ad Exchanges, DSPs, DMPs, SSPs, and various other TLAs (three letter acronyms) you see on Terry Kawaja's Display Lumascape have certainly been successful at automating the buying and selling of remnant inventory. But remnant inventory represents only a small slice of advertising spending. According to Mike Leo, CEO of Operative, only 18% of digital media advertising budget is spent through exchanges.
In this guest post, Topline Communications Head of Video Production Jamie Field outlines the steps he feels need to be taken to increase the likelihood a video will go viral. Topline Communications is a video production, PR, social media and SEO consultancy, based in London
Viral is the holy grail of video marketing. Everyone wants to commission a viral video, but briefing your video production company to make you one is ridiculous. That's because a video that becomes as contagious as swine flu cannot be achieved by a cameraman editor producer and director.
Instead, the concept needs to come from within your company - and your PR department is probably the best place to start. Aren't they the people that generate story ideas that are designed to appeal to the highest possible percentage of your target audience? (If they aren't then your department is costing you money!).
As you may have read, a Perth teenager, reportedly Matt Corby, posted a picture (which was Liked 100,000 times before disappearing) of a footlong sub with a tape measure on it showing the sub just 11 inches long. Predictably, an epic firestorm ensued on social media. And some responses by Subway don't seem quite as genuine as they should.
Subway Australia responded (post that begins with "Who LIKES the sound of free avo on their sub?!") to the swirling tempest in a teacup by saying, "With regards to the size of the bread and calling it a footlong, "SUBWAY FOOTLONG" is a registered trademark as a descriptive name for the sub sold in Subway Restaurants and not intended to be a measurement of length."
On its Facebook pages around the world, Subway is responding but many of its comments are simple deflections and reiterations of the fact the sub is simply called a footlong but that baking processes can affect actual length
Just what the hell is this new Mono-created Target ad attempting to convey?
Climbing a ladder in heels is difficult? Women are "challenged" by ladder climbing? Life throws many curve balls in a woman's path? Women don't know how to screw and unscrew a light bulb?
And how about the rest of the ads in the series?
As you may have realized, we're somewhat partial to the sex-sells approach to advertising here at Adrants. That said, there are limits and there are matters of taste. Writing on Venture Beat, Jolie O'Dell brings to our attention a promotional email she was sent by voice-control company Voco touting their booth at next week's CES in Las Vegas.
Next to a pair of disembodied legs, the ad urges the reader to "Play with my V-Spot. Another image of a woman's red-lipped open mouth carries the headline, "Because oral is better."
Created by Dirk Marketing, the ads shamelessly tie the the product to a woman's vagina and the act of giving a blow job. O'Dell, a classy and refined woman if ever there was one - something you immediately realize once you meet her - eloquently castigates Voco for it's seemingly out of touch approach to marketing.
This article is written by Aquent's Mollie Nothnagel who helps brands and agencies find the talent they need to get the job done.
Networking during the holidays is the perfect time for advertising and marketing job seekers to put their creative minds to use. Whether it's a networking event, an informal meet-up or a holiday party, job seekers are presented with many opportunities to expand their network.
At Central Desktop's Collabosphere 2012, the topic of democratizing the creative process was discussed. The heart of the conversation centered on whether or not (and how much of) the creative process should or should not be extended outside the department.
While there was general consensus for agency-wide collaboration at the outset of the creative process (ie. a good idea can come from anywhere), in the end, one entity (the creative department) has to turn a good idea into a workable idea
This guest article was written by Jim Signorelli, CEO of ESW Partners, a marketing communications agency based in Chicago specializing in branding.
From the early beginnings of the race for the White House, the news media seemed deeply concerned about who would have the biggest war chest. Certainly, dollars have historically contributed a great deal to winning Presidential campaigns. But given that Obama scored a 62% Electoral College advantage with only 4% more spending than Romney, the power of money has been seriously called into question.
Money buys audience reach, message frequency and media placement. Money also pays for the creation and production of messages as well as the necessary wherewithal to administer those messages. We cannot discount the importance of these financial realities.
T-shaped talent is a term used to define a person's skill set. If a person has T-shaped talent, they are well-versed in a particular area of expertise (represented by the vertical bar in the T) along with possessing the ability to collaborate with experts across disciplines other than their own and apply that knowledge (represented by the horizontal bar in the T).
One can argue T-shaped talent is the perfect skill set A person who is an expert in one field can be counted on to flawlessly complete tasks in his or her area of expertise. Additionally, they know just enough about other fields to work intelligently and productively with experts in other specialized fields. This saves a company time and money because less time need be spent explaining things and more time will be spent accomplishing things.
As is always the case, the irrefutable CMO math has bitten yet another ad agency in the ass. This time it's Honda biting RPA. True to form, new Honda CMO, Michael Accavitti, after taking the job last year, said, dumping RPA would be "completely unproductive and unnecessary, RPA is an extension of the Honda family," flip flopped and uttered this mouthful:
"In the face of a changing media landscape and a hyper-competitive marketplace, our challenge is to create dynamic marketing campaigns that connect and engage consumers with our products and our brands. The review we have initiated will lead to a strong, long-term strategic plan for our brands"