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,"
-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.
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.
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?
- 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.
by Angela Natividad
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.
- 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?
- 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.
- AdFreak's Tim Nudd notes some think if DirecTV's Poltergeist commercial is in bad taste given that Heather O-Rourke who played Carol Anne died in 1988 at age 12.
- This BBDO-created Guinness commercial in which refrigerators are magnetically drawn to a Guinness truck is quite good.
- Here's eight steps to writing in narrative format which sells.
- Gamepolitics reports team Obama placed an ad inside the Xbox game Burnout Paradise. The game's maker, EA, will neither confirm nor deny whether or not money changed hands for the ad or if it's simply great Photoshop work.
AdFreak's David Gianatasio craps on the efficacy of the results highlighted in a new study from Bzzagent which claims the profit from an eight minute brand conversation is 38 cents. Apart from David's rant on the ridiculous eight minute length, we'll chime in on the 38 cents as in that's all? We're actually getting excited about making 38 cents for eight minutes of a person's time? Like David admits, perhaps we're not getting the point of the study either.
Or maybe we are and we're now supposed to hate BzzAgent even more for reducing the value of people's time to a mere 38 cents for eight minutes of their life.