Brands See 'Social Media Lift' During Olympics

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Social media analytics company Collective Intellect tracked eight Beijing Olympic sponsors between August 2 and August 13 to determine the amount of social media brand lift the sponsors achieved. Tracking blogs, social networks, forums and other "online conversations," Three brands saw significant increases in activity. CI found a 51 percent increase for McDonald's, a 141 percent increase or Visa and a 17 percent increase for Coke. The increases represent in-context association between Olympic-focuses content and the brand.

by Steve Hall    Aug-22-08    
Topic: Research



It's Official: Ad Budgets Will be Reduced

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It's about time.This sort-of-but-not-really recession has had everyone talking for, well, years, it seems. Today, we have some meat on the subject. And it isn't tasty. The Association of National Advertisers has released a study citing 53 percent of surveyed marketing executives expect their ad budgets to be reduced withing the next six months and 87 percent are already identifying cutbacks.

Areas cited for cuts are media (69 percent), travel (63 percent), production (63 percent) and new work (61 percent). Of those already planning cutbacks, 50 percent expect a ten percent reduction, 27 percent expect an 11-20 percent reduction and ten percent expect cuts or more than 30 percent.

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by Steve Hall    Aug-22-08    
Topic: Agencies, Brands, Research, Trends and Culture



Sex and the City Film Top Product Placement Whore

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Brandchannel's Brandcameo, which conducts product placement in film studies, found Ford appeared in 57.7% of number one films from 2007 to 2008. This year, Ford won its third brandcameo Award for Overall Product Placement for its consistent presence.

From the study, Brandchannel's panel selected the following winners in an online poll:

Most Mouthwatering, placement most likely to prompt an immediate purchase: Louis Vuitton in Sex and the City

Perfect Fit, best chemistry between a brand and a film: Manolo Blahnik and Sex and the City

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by Steve Hall    Aug-18-08    
Topic: Product Placement, Research



Oh Look! It's A Blatant Advertorial!

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If you're into reports then you've heard of MarketingSherpa. If you've bought their reports, you know they're good. If you sometimes can't get approval from your management to buy the reports, you may be in luck. For the next three days, MarketingSherpa is offering a 30 percent discount on all reports.

Why? The company is moving to bigger office space and, well, perhaps they just felt like being nice. Here's some of their most recent reports:

- B-to-B Lead Generation Handbook

- 2008 Landing Page Handbook

- 2009 Search Marketing Benchmark Guide

- 2008 The Online Advertising Handbook + Benchmarks

- 2008 Email Marketing Benchmark Guide

Yes, Adrants does get a percentage of the sale but I've read some of these reports and they are excellent. If you want to call this an advertorial, feel free to do so. I just think it's something nice we can do for you.

by Steve Hall    Aug-13-08    
Topic: Online, Research



1 in 10 Sr. Marketers Have an 'Understanding' with Online Editors and Writers

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And by "understanding," that is to say "We'll buy your ad space, you write us up nice and pretty."

A funner statistic: one in five senior-level marketers admit their organizations have purchased advertising in exchange for an online news story, likely even favorable. These figures are up slightly from last year (17 percent versus this year's 19 percent), when five percent admitted to either paying editors or giving them gifts in exchange for upbeat coverage. It's all here, sugar booger.

And just so you know? Yeah, presents, particularly of a monetary or vice-oriented variety, work a lot better than lengthy pitches that start with "I am such a fan!" Products work too. That's what's called "market research."*

Image credit: Delightful Deliveries, which has yet to surprise us with gift-wrapped gratitude in exchange for pushing its logo in this piece.

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by Angela Natividad    Jul-31-08    
Topic: Bad, Online, Publishing, Research, Sponsorship



Waifs Make Women Less Hungry, More Spendy

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You gotta love skinny models. They wear clothes well, improve sales, make other women feel bad. The best part? They don't eat. Think of the savings!

A survey of 194 female college students, aged 18-24, found women feel uglier after seeing thin models. They are also more likely to buy products held in a gamine's claw than from ads with "regular-size models." (Here's a secret: none of us enjoy being characterized as "regular." It's like being called "homely" -- a big fat fucking slap in the face.)

Seeing thin models also made women less likely to accept a snack pack of Oreo cookies offered as a thank-you for their participation in the study. Well, no shit.

You know what a woman does want to do after seeing all those runway waifs? (Second to shopping, that is.) Drink. A lot. And that's why we're so keen on Gawker's coverage of the same survey. It's right next to a banner ad for Sobieski vodka. That's targeting to win!

by Angela Natividad    Jul-31-08    
Topic: Magazine, Online, Research, Television



Obama Ascends to Stardom, Enfatico Falters, Good Good Goes Bad, method Makes Salad

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- McCain puts Obama on the same "soar high, fall hard" platform as Britney Spears and Paris Hilton. Probably because they're the only celebrities he knows. I like how the ad cuts to happy floaty music and a soft McCain profile. What a guy.

- See Microsoft-paid blogger give transparency a go for the i'm talkathon. Yeah. You heard me. Transparency.

- Enfatico's having trouble with that whole "being creative" thing.

- method products: so much more than hand syrups and toilet bowl cleaners. Think of them as a summer salad that doesn't know how to capitalize proper nouns.

- TiVo says relevant ads don't get skipped.

- Wendy's cutesy "good good" ad is objectively disgusting.



Email the (Really Big) Long Tail of Social Media

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In an effort to prove email is more than a medium for spam, eHarmony and Datran Media, next Wednesday, will release a Dynamic Logic study highlighting the branding benefits of email...dubbed "inbox advertising" by some so as to, apparently, leave behind all the baggage the word "email" carries.

The study reveled "inbox advertising" made more than one third of people surveyed aware of a particular eHarmony campaign. The study also found, nebulously stated, "unaided brand awareness and brand favorability increased by significant percentage points as well." I guess we'll all have to wait until the study is released to find out exactly what that means.

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by Steve Hall    Jul-31-08    
Topic: Online, Research



WPP Bids $2.2 Billion For TNS, Agency Dating Examined, Pig Spews

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- What is that white stuff on the back of the woman in this Trojan ad? It's not what you think but pigs and white stuff do make a compelling condom ad.

- WPP has made a $2.2 billion hostile takeover bid for research company Taylor Nelson Sofres.

- Want some more IKEA website freakiness? Check out this new site where two dudes dance backwards and do other weird things inside a closet the size of a room.

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by Steve Hall    Jul- 9-08    
Topic: Agencies, Research



Twitter, Twitter, Twitter!

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Word has it Twitter might buy Summize, a really useful Twitter search tool.

And despite a higher number of outages in the past coupla weeks, visits to Twitter nonetheless grew 500 percent for the week ending July 5 compared to the same time last year, says Hitwise.

Plurk and FriendFeed continue to fight the good fight, but they're swimming uphill against the microblogging first-to-marketer: Twitter beats both with 12 and 24 times higher traffic, respectively -- yeah, even if their services are more reliable in terms of up-time.

If Friendster's watching right now, it's probably sighing, "I remember when I was the prettiest girl at the party." Yeah, things change fast.

by Angela Natividad    Jul- 9-08    
Topic: Online, Research








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