Despite the uncertain economy, three out of four Americans are still more likely to research or buy a product after seeing it advertised during the Super Bowl, according to a study of 1,000 Americans fielded by Venables Bell & Partners.
Of respondents polled, 40% were optimistic about the future of the economy in 2010; 24% pessimistic; and 36% unsure. However, the majority of consumers state that advertising in the Super Bowl is responsible vs. irresponsible, and 64% would be disappointed if advertising during the game disappeared.
When asked what they were most likely to discuss the Monday after, Americans are just as likely to discuss ads, as they are plays. In fact, 66% still remember their favorite brand advertiser from last year's Super Bowl while only 39% remember who won the game.
Advertising more memorable than the game? Love that!
Last week, PubMatic released a study which found industry ad pricing levels have increased 35 percent since the beginning of 2009. Pricing for ad inventory sold through indirect channels such as ad networks and ad exchanges has increased every month, gaining 47 percent since the end of January.
The study reports that while 2008 experienced record lows in online ad pricing, 2009 has shown consecutive ad price growth for every month this year ranging from 3 percent to 15 percent per month. You mean Santa will be bringing presents this year? Please, say it's true.
- Random hot ad of the day with Argentinian actress, singer and model Luisana Lopilato
- All you ever wanted to know about Gen Y and why they're not victims of a coddled upbringing but victims of a poor economy.
- Check out this Huffington Post interview with Alex Bogusky during which he talks about the long term economic impact of social media on traditional media.
- Sounding quite a bit more blabble-mouthed than his "Beuller? Bueller?" days, Ben Stein is featured in a new commercial for online credit service FreeScore.
As part of his research project "about the future model of advertising" for thesis work at the Berlin School of Creative Leadership, AlmapBBDO Creative Director Sergio Mugnaini created a Mad Men-themed online research survey that's very cool. The survey takes scenes from Mad Men and dubs the survey questions right into the scene. Way more interesting than page after page of plain text. Ingenious, actually.
Research. You gotta love it. It can support whatever point you want to make and it can reiterate important findings even if an almost identical study has been done prior resulting in the same findings.
More than fifteen years ago, Fortune (as well as many others over the years, one would assume) commissioned a study which found the money spent on marketing directly effect brand perception, stock market prices, cash flow and bond ratings.
These studies are great for agencies pitching marketers on brand-building campaigns that are easy to create, easy to manage and make the agency a lot of money without having to actually move any product or prove the campaign had any immediate effect. [Ed. I know. I used this strategy many times to get companies to spend boatloads of money on frivolous "branding" campaigns.]
- The Firsky thinks Gawker site Jezebel is engaging in double talk by lambasting sexist advertising while accepting money from advertisers who, according to The Frisky, make sexist advertising.
- Subway is out with a new Subway Kids game.
- More Malibu Rum Island Bowling silliness.
- adMarketplace would like us to know "For the second straight quarter, Google reported that it cut its Traffic Acquisition Costs (payments to AdSense publishers) in the first quarter of 2009. Their payout to publishers dropped 1.7% in Q4 2008, and an additional 2.1% in Q1 2009, costing AdSense publishers thousands of dollars."
- If you attended ad:tech (or didn't), here are the pictures from The Media Social party held at Roe in San Francisco. If you were there, see if you can find yourself.
- Famed hip hop superstar and Hollywood film star Chris "Ludacris" Bridges will present The One Club's first-ever "Green Pencil" award honoring excellence in the field of environmentally conscious advertising at "The 34th Annual One Show" on May 6th.
- Eric Karjaluoto of smashLAB wrote an insightful article offering up a Bridge Over Troubled Water for the low point we're all in (but don't have to be) right now.
- The Smartphone, Smart Marketing study sponsored by Platform-A concluded that 53% of Smartphone users are clicking on advertisements, 35% request more information and 24% make purchases via their smart phone.
- Jill Hanner tweets, "my goal is to get on the @jimmyfallon show and talk about the ford fiesta! we both tweet and i live in nyc! lets do it!! #fiestamovement"
As tipster Zeke suggested, asking ad people if they know cool strikes me as a good hook. I agree. So what's the problem I have with Little Black Book
, a city and resources guide for creative folk? It only hits the same old international metro locations like London, NYC, Toronto, and so on. Maybe it's due to the ad royalty behind it, but really, not even San Fran or LA? Telling that there's no mobile feature? Well, that's the main problem. The other is that the Flash is real slow.
- Is your company this clueless?
- Even the Yakuza are looking for work.
- Design LG's next cell phone, take home 20 large.
- The Saturn experience--ask for it by name!
- While you're at it, add Old Navy, Chrysler and Palm to the list of brands with a short future.
Social media types and those leading the charge toward the new world of advertising aren't going to like this one. YuMe, in partnership with MindShare, has introduced the iGRP or Internet Gross Rating Point, a metric allowing advertisers the ability to compare their online video metrics with their offline television metrics.
OK, OK, so it's really not that bad. After all, everyone wants to be able to measure, right? But many will say this is just forcing old metrics on a new medium that really deserves its own set of metrics.