Clicks Irrelevant to Offline Sales, Big Impressions Don't Net High Reach

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Nielsen has released two new white papers, "Reaching the Right Audiences Online: Early Findings from Nielsen Online Campaign Ratings," and "Beyond Clicks and Impressions: Examining the Relationship Between Online Advertising and Brand Building." Tidbits from the two papers include:

- Online campaigns are being consistently delivered to people outside the advertiser's intended audience.

- Campaigns with high impressions are still only reaching a fraction of the intended audience.

- Online delivers audiences more effectively than some popular TV shows.

- Click-through rate is not the right metric to measure brand impact - virtually no relationship exists between clicks and brand metrics or offline sales.

- But, brand metrics for online campaigns can predict offline sales impact.

You can download each of the white papers here and here.

by Steve Hall    Oct- 3-11    
Topic: Research



Noses Cleaned, Brief Simplified, Pistachios Pimped

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- This is just too funny. World Championship Nose Cleansing. All to promote a nasal spray.

- Having trouble getting started on a creative brief? There's an app for that. Brief Buddy.

- Wonderful Pistachios is out with a slew of new ads featuring the Facebook-slighted Winklevoss Twins, gooy Mr. Bill, crazy Crystal the Monkey, the angry...Angry Birds and the bootylicious Khloe Kardashian.

- Sony Ericsson partnered with artists, intellectuals, and other artists from around the world, provided each with a Sony Xperia phone and asked them to see what they could make with it. Then they documented the project.

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by Steve Hall    Sep-14-11    
Topic: Agencies, Campaigns, Celebrity, Commercials, Research, Social



More PETA Nudity, Webby Awards Call

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- Yawn. Yet another celebrity sells her body to PETA.

- See Tom Brady walk around in different pairs of UGG shoes. From M&C Saatchi LA.

- The 10 Most Controversial Ads in Fashion History

- Anne Hathaway is the new face of Tod's

- Chuck McCarthy (@ideasbychuck) finally makes it into advertising...sort of.

- The Webby Awards has launched its call for entry for its 16th annual awards event to be held Spring 2012. The early entry deadline for is October 28, 2011.

- Today, Nielsen released State of the Media: The Social Media Report - Q3 2011 a report on social media's influence on consumer behavior.

by Steve Hall    Sep-12-11    
Topic: Cause, Celebrity, Industry Events, Research, Social



Besting Cleavage, Cats Improve Facebook Ad Response 78 Percent

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Last summer during Affiliate Summit in New York during a session given by Jeremy Shoemaker we learned Facebook ads that feature boobs and cleavage improve response rates by 61 percent. While we weren't at all surprised at that finding, we are very surprised at this latest Facebook ad response finding from Red Square Agency.

The agency ran several ads on Facebook touting the usual stuff agencies do. Then, as an experiment, they ran an ad that featured a cat named Cous Cous. The ad read, "This ad features a cat. It has nothing to do with Red Square Agency, but we hope you'll click on it anyway." People did. 78 percent more than they did the "regular"ads.

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by Steve Hall    Jul-19-11    
Topic: Agencies, Research, Social



Eye Tracking Confirms Ass Attracts Most Attention

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Well here's a no-brainer. Back from Cannes and digging through the Adrants inbox full of press releases announcing the latest campaigns, hires, fires, account wins and losses and general idiocy like why we simply must talk to a particular ad exec because, god dammit, he's got something to tell us we've never, ever heard before in the history of advertising...we find this little item from EyeTrackShop.

EyeTrackShop tells us they've developed the first eye tracking solution for webcams which will "revolutionize the way in which businesses can conduct market research by bringing convenient, cost-effective marketing data to the masses."

Which is really just fancy PR speak for saying, "Now we can confirm what everyone already knows: people stare at ass" The take away? Obvious. Every ad should have an ass in it. Got that? Good. Now you can go on with your Tuesday armed with this very important knowledge which will dramatically alter they way you approach all future ad concepts.

by Steve Hall    Jun-28-11    
Topic: Research



Top Five Keys to a Successful Online Promotion

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This guest post comes to us from Brandmovers Co-Founder Hector Pages

Approximately 42.5 million people enter online sweepstakes every year and millions more participate in SMS and social media contests. In fact, contests and games are the most popular brand tactic used to grow followers and fans in the social media space. Twenty-four percent of the U.S. online audience play branded social games at least once a month with 68.7 million U.S. consumers expected to regularly play branded games of chance by 2012. (ComScore)

Contests, games, and sweepstakes are a key component of the social media marketing movement because they target specific demographic segments, cross diverse brand categories easily, and -- most importantly -- provide a measurable return on investment while creating meaningful engagement with consumers.

Here are the top five tips for success in online promotions.

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by Steve Hall    Jun- 6-11    
Topic: Promotions, Research, Social



Study: Most Sharing Occurs on Facebook

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At Internet Week this morning, ShareThis released a study that found 38 percent of all referral sharing emanates from Facebook. The study, done in conjunction with Starcom MediaVest Group and Rubinson Partners, examined the sharing habits of the 300 million people who use the ShareThis button each month.

The study found sharing now accounts for 10 percent of all internet traffic and 31 percent of referral traffic. Email and Twitter followed Facebook with a combined 17 percent of referral sharing. TwechCrunch has more on the study.

by Steve Hall    Jun- 6-11    
Topic: Research



16.7 Million US Mobile Subscribers Used Check In Services in March

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comScore, today, released the results from its MobiLens service. The study found 16.7 million U.S. mobile subscribers used location-based "check-in" services on their phones in March 2011, representing 7.1 percent of the entire mobile population. 12.7 million check-in users did so on a smartphone, representing 17.6 percent of the smartphone population.

The study also found check-in service users to have a high propensity for mobile media usage, including accessing retail sites and shopping guides, and displayed other characteristics of early adopters, including a stronger likelihood of owning a tablet device and accessing tech news, when compared to the average smartphone user.

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by Steve Hall    May-13-11    
Topic: Research



Winslet Fashions, Mazda Inspires, Nintendo Boobs Bounce

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- Kate Winslet is the new face of fashion brand St. John.

- Mazda UK is organizing the Challenge & Inspire 2011 Competition and is calling out to all art lovers to share their most inspiring, innovative or creative ideas. By doing this they can win a number of great prizes including a car for a year and a trip to New York.

- Dead or Alive gets boobalicious Nintendo 3DS Ad.

- In a recent survey of 2,480 female bloggers, 90% of the respondents like partnering with brands, as long as they are compensated. Of the 42% of bloggers approached by brands, the most commonly accepted sponsorship types are online reviews, (26%), affiliate program promotions (15%), and direct advertising (13%).

- For you young creatives out there interested in going to Cannes, there are three Young Lions packages for you to check out priced from €560 to €1,025.

- Coke is celebrating its 125th birthday with the world's largest building projection.

by Steve Hall    May-13-11    
Topic: Celebrity, Industry Events, Promotions, Research



1.1 Trillion Display Ads Delivered in Q1 2011

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comScore has released an overview of the U.S. online display advertising market for Q1 2011 based on data from comScore Ad Metrix, indicating nearly 1.11 trillion display ads were delivered to U.S. Internet users during the quarter. Facebook accounted for 346 billion impressions, nearly double the number it delivered in Q1 2010, and accounting for nearly one third of all display ad impressions delivered.

Facebook led all online publishers in Q1 2011 with 346 billion display ad impressions, representing 31.2 percent market share. Facebook's market share has increased 15 percentage points from 16.2 percent in Q1 2010. Yahoo! Sites ranked second during the most recent quarter with 112 billion impressions (10.1 percent), followed by Microsoft Sites with 54 billion impressions (4.8 percent) and AOL, Inc. with 33 billion impressions (3.0 percent).

AT&T ranked as the top online display advertiser in the first quarter with 19.5 billion impressions, accounting for 1.8 percent of display ads. Experian Interactive ranked second with 16.6 billion impressions (1.5 percent), followed by Scottrade ranked third with 11.2 billion (1.0 percent) and Intuit with 11 billion (1.0 percent). Groupon entered the top ten display advertisers at #7 with 7.7 billion impressions (0.7 percent).

by Steve Hall    May- 4-11    
Topic: Research








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