Global talent and licensing entity GreenLight released its Ad Gauge study which found a 500 percent increase in celebrity endorsement commercials during last night Academy Awards broadcast. About one quarter (24%) of this year's ads took the celebrity endorsement approach.
But if you're scratching your head wondering why that figure is so high and why you can't recall seeing many celebrities in the ads, Greenlight VP David Reeder informs, "Brands and Hollywood are back in bed after the recession, but they are going about it in noticeably simpler and more understated ways. With so many stars featured during the show itself, brands decided not to try to compete and focused on more subtle integrations like voiceovers and existing footage of celebs rather than bombastic endorsements."
- American singer-songwriter Gwen Stefani is the new face of L'Oreal Paris and can be seen in a new ad campaign for L'Oreal Infallible Le Rouge.
- A global look at Social Media Week.
- Ad network RadiumOne has released the R1 Like Button, a tool that can be added to banners served on their network which will allows banners to be Liked.
- If you haven't seen it already, all 61 Super Bowl ads in 2.5 minutes.
And here we go with yet another study concerning the performance of this year's Super Bowl ads. This time it comes from Zeta Interactive. The study scans more than 100 million blogs and online sites and factors in both volume and tone of posts each commercial receives. The study found overall buzz surrounding this year's Super Bowl commercials was significantly more positive than that of last year. Here's a look at differences between last year and this year:
- Leading into last night's game, expectations around the commercials were relatively low, as the tone around Super Bowl ads was 72% positive.
- However, in the 12 hours since the game started, tone around Super Bowl commercials has risen by 11% to 83% positive overall. This is a 14% improvement from last year, when overall buzz around the commercials was just 69% positive.
People over 65 are adopting Facebook faster than any other age group. That's the message in this video from the AARP. Additional statistics include the fact 6.5 million of those 65+ joined in May 2010 alone. Less surprising is the fact the fastest growing age group on Twitter is 35-49 year olds. Add to this the fastest growing group on Match.com is over 50.
Overall, 47 percent of 50-64 year olds are using social media; an 88 percent growth from 2009. The takeaway? It's the same takeaway no one in this youth-obsessed advertising business has ever listened to. There's a lot of "old people" out there and they have a lot of money to spend. The trouble is, there's a mentality in the advertising business that it's just "not cool" to create advertising for "old people" because, at least according to those in the business, "old people" aren't cool.
In addition to the fact "cool" is largely irrelevant, this line of thinking is ridiculous and illogical but as long as the hallways of ad agencies are primarily staffed with those aged 25-34, it's quite likely nothing is ever going to change.
In its second annual Super Bowl survey, San Francisco advertising agency Venables Bell & Partners found America's love for Super Bowl advertising is alive and well, especially among 18-34 year olds.
The study claims young adults look forward to watching the ads more than spending time with their friends and family, the half-time show and the national anthem, in that order. Of the 64 percent of young adults that would opt to watch the game with commercials versus commercial-free, 25 percent of that group would pay a $.99 subscription fee to watch the ads during the game.
The December SMART Report is out and it takes a look at the top mobile advertising verticals and what advertisers are doing to increase the likelihood consumers will respond to their calls to action. Here are some of the top-line finding.
- Telecommunications was the top vertical for mobile advertising. This was primarily driven by carriers and device manufacturers that doubled down their mobile buys doing the holiday season. Windows Phone 7 devices in particular relied heavily on mobile advertising.
- If you're into androgynous men with shaved chests and waif-thin models, you might like the new Versace Spring 2011 ad campaign.
- Susan Sarandon puts on the milk mustache for the Got Milk ad campaign.
- The Paley Center for Media will present the twenty-eighth annual PaleyFest from March 4 to 17, 2011 at the Saban Theatre in Beverly Hills.
- Selling cars 101: Illustrate how strong their bumpers are. With a crane.
- Oh and here's that The Ladders spot. Ridiculous. Funny.
- Mashable reports, "Strata, a Chicago-based customized media management agency, polled 100 agency clients this month and found that TV is still the dominant medium - 44% of respondents said they are most focused on television above other media. That's a 24% jump over the previous quarter. Digital was second with 21.1% while radio netted 15.6%, a 75% jump from the third quarter."
- The Career Builder chimpanzees will be back for this year's Super Bowl in a commercial slated to air during the third quarter of the game. Someone call PETA.
In the Things We Already Knew But Will Never Change department, another study has concluded that - shocker! - celebrity endorsements don't help sell product and are a waste of money. Alloy Media + Marketing said this back in 2006 and AdWeek concluded the same in a poll conducted just last Fall.
- According to a study in Britain, revealing too much cleavage might cost a woman a raise. This can't be true in advertising!
- Pizza Hut has plans to make their first appearance in a Super Bowl with a commercial sated to air during the first half of the game reports Advertising Age. But didn't they do a spot with Jessica Simpson during the game in 2007?
- Tajazzle. It puts some bling in your fling. Seriously.
- A new study from the Parents Television Council caims TV "Objectifies and Fetishizes underage girls.
- Colle + McVoy has done a nice revamp of the land O' Lakes website.
- Support breast cancer awareness by Bowling for Boobs.
- Natalie Portman is the new face for Dior Chérie fragrance and will appear in a series of print ads shot by Tim Walker and a TV campaign by Sofia Coppola in March 2011.
- In 2011 80% of US businesses with 100+ employees will use social media marketing, up 42% from 2008.
- Daffy's does AssCrackVertising.
- A New Zealand ad campaign has raised the ire of people after suggesting low-carb beer is only for homosexuals.
- In most places bras are sold by having models wear them while prancing around as if they want to have sex with you. In Taiwan, they just hang them on a Christmas tree.