ANA Study Reveals Recession-Induced Horror Show

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We are loathe to report bad news because, you know, Adrants is all about the FUN in advertising, right? Who wants to be bogged down with minor details like tens of thousands of layoffs and millions of dollars of budget cuts? Right? No one but, hey, we wouldn't be doing our job if, despite all the FUN, we didn't offer up a bit of reality every once in a while. So, without further ado...

Um, how do we say this tactfully. The economy sucks and the advertising industry is undergoing decimation. A recent study from the Association of National Advertisers, in a follow up study to one completed in August, found 93 percent of companies are in cost saving/reduction mode (compared to 87 percent in August) and 37 percent are reducing budgets by more than 20 percent (compared to 21 percent in August.)

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by Steve Hall    Feb-10-09    
Topic: Research



Post Mortems Armchair Quarterback the Super Bowl

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- Here's a list of what has been dubbed The Top Five Most Socially Irresponsible Commercials od the 2009 Super Bowl.

- Collective Intellect has release a post-Super Bowl study examining the uses of social media during the game and found Pepsi to dominate the conversation with 19 percent share of voice. Adding Pepsi's SoBe and Doritos into the mix raises that figure to 40 percent. See a summary of the study here.

- Member's of AOL's FanHouse have chosen Coke's Picnic their favorite Super Bowl commercial followed by Budweiser's Fetch, Bridgestone's Moon Dancers, Budweiser's Clydesdale (unclear which one), Bridgestone's Potato Head, Doritos' Power of Crunch.

- New Media Strategies took a look at all the social media action that took place during the Super Bowl and created a report. There were 190,000 blog mentions and 49,000 tweets among other findings.

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by Steve Hall    Feb- 3-09    
Topic: Research, Super Bowl 2009



Brand's Super Bowl Successes Revealed...Before Ads Are Seen

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As the organization has done seven years running, Brand Keys is out with their latest Super Bowl Engagement Survey, a study which predicts which brands are likely to see the highest returns on their Super Bowl advertising endeavors.

Conducted among 1,500 men and women ages 18 to 65 who said they will be watching the game, the study found Denny's, Hyundai and Budweiser are likely to see the greatest return.

Explaining the rationale behind the study, Brand Keys Founder and President said, "Day-after creative reviews are always interesting. There's a high 'Water Cooler Effect'. But advertisers should remember that 'buzz' comes in two frequencies: positive and negative. 'Wasn't that terrible?' and 'What were they trying to say?' were never phrases that appeared in the strategic or creative brief,"

Hmm.

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by Steve Hall    Jan-26-09    
Topic: Research, Super Bowl 2009



Top Ten Super Bowl Ads, Research Called Bullshit

-MSNBC has put together a list of the top ten Super Bowl ads of all time. There's the farting horse, the Bud-Wise-Er frogs, Coke's Balloons, Reebok's Terry Tate, Budweiser's Respect, Coke's Mean Joe Green and, yes, Apple's 1984.

- Fo Sho!

- Turner Chief Research Officer calls Forrester and Nielsen research bullshit.

by Steve Hall    Jan-26-09    
Topic: Research, Super Bowl 2009



Wake Up Ad Agencies! Cyrus Mehri is on The Loose Again

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On Thursday, January 8 at 11 AM, the NAACP and the civil rights law firm of Mehri & Skalet will announce the Madison Avenue Project, an initiative created to address the advertising industry's alleged "long history of widespread racial discrimination."

As the first step in the project, they will release a new study (first announced here prior to its completion) conducted by the research firm Bendick and Egan Economic Consultants that is said to confirm initially released results that "prove racial discrimination" within executive ranks in the ad industry pertaining to pay and advancement.

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by Steve Hall    Jan- 5-09    
Topic: Agencies, Policy, Research



Fun With Stats And Why MySpace is the Fifth Largest Country

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While statistics are easy to play with and manipulate to suit a particular argument, this video from Did You Know 3.0 offers up some stunning stats.

To the tune of Fat Boy Slim's Right Here Right Now, we are told tidbits such as the top ten in-demand jobs in 2010 did not exist in 2004; by age 28, people will have had 10-14 different jobs; one out of eight couples who married last year met online; if MySpace were a country it'd be the 5th largest; Bermuda has the deepest broadband penetration; the number of text messages sent and received each day exceeds the total population of the planet; the mount of information generated this year will exceed all that was generated of the past 5,000 years; an NTT fiber optic cable is capable of pushing through 2,660 CDs in one second; by 2013 supercomputers will exceed the computational capabilities of the human brain; by 2049, a $1,000 computer will exceed the computational capabilities of the entire human species.

Hmm. So maybe by 2013 contextual advertising will finally become "intelligent" enough to stop placing ads for turpentine next to stories about girls who drank the stuff to induce an abortion?

by Steve Hall    Dec-30-08    
Topic: Research, Trends and Culture



Rats Flung from Helis, Obama's Facebook Push, SocNet-Addicted Mommy Bloggers

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- Be a GAMER. Made of steel. Video game school will show you how.

- The US Army is using webcasts by overseas soldiers to bait new recruits. The series is called -- wait for it! -- "Straight from Iraq." Soldiers are ready to take your questions.

- Keep up with Advergirl's social manifesto on how companies are using social media. It's illustrated!

- To remind us all how with-it and un-stodgy it is, Microsoft (I guess?) sends rats skydiving. Sick 'em, PETA.

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Online Ad Growth of 14.5 Percent Seen for 2009

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Despite all the doom and gloom about the economy, according to eMarketer's Geoff Ramsey, there are bright spots. And those bright spots, thankfully, are in the online marketing space. Ramsey sees a 14.5% growth rate for online ad spending for 2009. Wipe that sweat off your brow now because you may actually be able to pay your mortgage in 2009.

by Steve Hall    Nov- 4-08    
Topic: Online, Research, Trends and Culture



Brand Value Missing, Razorfish Returns, CMOs Angry

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- The majority of senior marketers - 55 percent - lack a quantitative understanding of brand value at their respective organizations, according to the results of a new Association of National Advertisers Interbrand survey, announced over the weekend at the ANA Annual "Masters of Marketing" Conference in Orlando, Florida.

- Now that Avenue A/Razorfish has rebranded as, simply, Razorfish, the required new agency website is up and running.

- Cadbury Gorilla gets yet another spoof.

- Hmm. Old client Akamai is getting into the ad business with the launch of Advertising Decisions Solutions, a behavioral targeting solution.

- Yawn. CMOs are angry with agencies and ad networks. This is a new sentiment?

by Steve Hall    Oct-21-08    
Topic: Agencies, Research



Digital Dives, Pessimism Pervades, Parker Prowls, Brand Gene Discovered

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- David Armano has mapped the Agency Path to Enlightenment. From Cannes to creativity, it's all there.

- The economy's nosedive is taking a bite out of "experimental" media such as virtual worlds, mobile and widgets according to the Wall Street Journal.

- Economic negativity is now running rampant in advertising. Come on, people. A little "glass half full" optimism can't really be a bad thing, can it?

- George Parker is on a mission so save WPP by...um...buying it?

- McKinney has emerged triumphant from the agency smack down for the Sherein-Williams account.

- Repower America has sparked a heated debate on YouTube with its commercialhttp://www.youtube.com/watch?v=QmEUHeI7fzE urging us to break oils lock on government.

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by Steve Hall    Oct-15-08    
Topic: Agencies, Brands, Research, Trends and Culture










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