Google bought DoubleClick. Yahoo bought Right Media. WPP bought 24/7Real Media. Microsoft, always the follower, never the leader, just bid $6 billion to acquire digital giant aQuantive. It's an information grab as companies wake up and realize their prized and proprietary information is increasingly in the hands of their very own competitors.
Don't you love big research studies that nicely categorize the entire world's population into five, easy to define behavioral patterns? We do too. After all, it's too much work to create ads that address everyone's individual behavior. It's much easier to point to a big study that bases itself on the fact every human on the planet earth goes through the same ritualistic periods each day. So we give big props to BBDO who's now made every planner, media planner and creative's lives easier...or not with a recently released study examining the world's daily rituals..
OK, so there were some actual finding's in this study that could be deemed usable such as the fact 84 percent of Polish people shower at night versus 92 percent of Mexicans who do so in the morning. Clearly, different approaches to the marketing of bath products between these two countries we appear to be a no brainer. O the fact women in Columbia, Brazil and Japan love to apply makeup while driving at twice the rate of women in the rest of the world. Perhaps that's indicative of the need for an entirely new line of car-based cosmetics products. Close to 41 percent of Chinese schedule sex as compared to seven percent of Americans. Perhaps condom makers cold go the route of "for that special 9:36PM moment."
Come on BBDO, this was supposed to make our lives easier! We liked when we could just create one ad and run it the world over.
I (Angela) was really looking forward to attending ad:tech San Francisco 2007 panel entitled "The Online Female Consumer - Come Meet Them" Tuesday afternoon, featuring CEO Kate Everett-Thorp of Real Girls Media as moderator and Senior Analyst Debra Aho Williamson of eMarketer. Additional panelists were women pulled from various walks of life (well, except not), the youngest being thirty and the oldest in their mid-forties, with children of varying ages.
First impression: oh, we'll be hearing from Fembots. Kate and Debra seemed tight and mildly Stepford in appearance. I don't know what it was but the room took on a defensive and unfun Girl Power air that had nothing to do with trouncing around in platforms and going ziga-zig ahhh.
- Yikes. Reminiscent of that "where the hell did all the 18-34 men Go" trauma of a year of two ago, MediaWeek's Marc Berman reports NBC's adult 18-49 demo plummeted 24 percent to a 2.2/9 compared to last year representing the lowest since September 1991. Hmm. Ratings glitch?
- The Web Marketing Association has begun the 2007 Call for Entries for the 11th annual international WebAward competition. Check it out if you can stand the insanely annoying Rovion video that incessantly appears in the lower right hand corner of the site every time you visit. This is a technology that should get shot in the head. Along with in text advertising and PayPerPost.
- CreateAthon 2007 wants 24 hours of time from agencies to dedicate their time and talent to non profits.More info here.
- Kleenex has debuted a new oval-shaped package and a program that lets people design their own tissue box for $4.99.
- While it feels like the whole graffiti as advertising trend is so yesterday, apparently, it's still a thing and Adidas has launched a project whereby graf artists are tagging a New York subway car.
If you look at it honestly, advertising's sole purpose is to sell stuff. Forget all that crap about brand building because it's all the same thing. You build a brand so it connects with people so they are more inclined to buy from said brand. Advertising's purpose is not, despite what many would like to think, about winning rewards or creativity. Clio. Cannes. ADDY. One Show. Create. Webby. ADC. Andys. Irrelevant. You disagree and claim the winning of awards helps agencies win accounts? Fair enough but wrong.
What if we lived in a world where we knew exactly how well received our commercials were the second they aired? Well, if Nielsen and the rest of the industry can get their shit together, we may soon see that world. Commercial ratings have been much discussed over the last few years but scant progress has been made. Some half assed solutions have been put in place and even more half assed solutions have been suggested. Who wants half an ass when they cab have full on booty? Yea, we thought so.
Multicultural firm Burrell Communications Group conducted a study on current perceptions of Black History Month (February). At least 79 percent of those researched agree future generations should understand African-Americans' historical struggles, though the message of honouring these struggles doesn't resound as strongly for younger generations as in previous ones.
Black youth also have a different picture of black challenges, believing issues of racism and oppression are more covert today. They focus more on financial empowerment, battling crime, and educational advancement, and prefer for Black History Month to highlight current African-American accomplishments and issues.
63 percent of respondents also think companies' participation in Black History month helps enhance their image and are more likely to buy products and spread hype for those that tote black achievements.
So maybe Nissan's onto something. But we doubt it.
A recent eMarketer round up of online video viewership stats has some wondering why more men (78 percent) than women (66 percent) watch online video when, conversely, there are more women (97 million) than men (91 million) online. All manner of research hoo ha and analytical blather followed without nary a peep from anyone stating the one word answer to this finding. Porn. Done. Next study please.
- Cynopsis reports, "After seven months of negotiations, the deal got done after all. News Corp. and NBC Universal announced a partnership for the digital age yesterday, planning a new jointly-run entertainment portal that will aggregate the biggest collection of TV content on the web and create "the largest advertising platform on earth." The agreement will encompass the vast libraries of television and film content from each of the companies' broadcast, cable and film brands. The deal also contains a distribution component that will make video content available across the leading portals of the net AOL, MSN, Yahoo and MySpace, who will share in the ad revenue and customize its delivery as they see fit."
- A Compete.com survey claims the supposedly "failed" CareerBuilder Super Bowl spots actually delivered some positive metrics.
Everyone's talking about the News Corp./NBC Universal video site that may give YouTube some stiff competition. Advertisers such as GM, Cadbury Schweppes, Intel, Cisco and E-surance are lining up for the advertiser-friendly site.
- The Catch Up Lady sums up the booting of the bespectacled Classmates.com girl who had always been placed next to the jock along with the tagline, "She married him?" Now a Farrah Fawcett-like girl takes her place.
- A tipster attending OMMA Hollywood tells us R/GA Chairman and CEO Bob Greenberg told his VP of Visual Design Nick Law not to sit on a panel he was scheduled to participate in because, apparently, he's stealing too much limelight.
- Commercial ratings, versus program ratings, are fast becoming the gold standard and many, including Starcom CEO John Muszynski, will be using them in this year's upfront.
- If you're in search of an email address, Tattoo Projects has created Abalooba, and email address search engine.
- MTV's The Andy Milonakis Show which will premiere on a wide variety of digital platforms - including iTunes Store (www.iTunes.com), Amazon Unbox, AOL Video, MTV Mobile, MTV On Demand, MTV2.com, Wal-Mart Video Downloads and Xbox LIVE Marketplace for Xbox 360 - all prior to the show's on-air MTV2 debut on April 27th.
- Entries for international viral awards show, Germ, must be submitted by March 31.
- The New Yorker, Wesley Autrey, who saved a man from being hit by a subway train in January, is featured in a new colon cancer PSA campaign.
- T wallow in the oddity of Japanese culture, check out a few kinky commercials for Axe in Japan.
- Copyranter disses the Siemens' ongoing wannabee hipster campaign complete with headlines like "Bling Bling" and "Chill."
- Blip.tv has made this possible through a platform called "cross-post advertising" which allows ads to travel with videos wherever they are viewed: on blip.tv, a show's Web site or blog, iTunes and elsewhere throughout the Internet.
- Through March 23, YouTube is accepting entries for its consumer-generated awards contest. Winners will be announced March 26.
- Following its Crash the Super Bowl Contest, Doritos is inviting people to select the name of its product.
- Nielsen has reported ad spend rose 4.6 percent in 2006 to $139.07 billion. Internet led with a 35 percent gain.
- Cagle thinks the recent LA Times redesign is "font salad" with 22 different typefaces on the front page alone.
- Google has added Checkout buttons to its AdWords ads.