Let's see. A magazine gives you a few pictures and words 12 times a year. The Internet offers billions of pictures of women in various stages of undress and enough online games to play until one is 152. Marketers screw up a lot of things but they're pretty good at following the eyeballs. Mediaweek Monitor says ad pages in men's magazines have dropped four percent through June. Conde Nast admits they had a terrible first quarter for Details.
For those interested in examining trends and marketing buzz, Trendio.com has launched as a stock market for buzz-words: words that appear in the news are quoted in real time based on their presence in 3000 news sources. The goal is to provide a picture of what the media are talking about, which topics are in and which are out. There's also a game that allows users to manage a portfolio of words as if they were stocks. Users can buy and sell words and try to gain virtual dollars based on their feeling on which topics will get the most coverage, and rise the most in the coming hours, days or weeks. If trends and buzz words are you thing, then, I guess, so is Trendio.
The recent Crispin Porter + Bogusky-created Volkwagen Jetta ads in which two Jettas are involved in real accidents filmed in one shot with stunt drivers are reported to have generated positive results. The ads, which began April 10 and carry the tagline "Safe Happens," have, according to Volkswagen as reported in USA Today, increased online dealer quote requests by 58 percent and increased brochure requests though call centers 37 percent and 56 percent through the web. Results happen. Now, maybe, we can all give CP+B a break and realize they do actually create good work. View the ads here and here.
Even though we often rail against studies that simply restate the obvious, it's nice to see a study that confirms what we've known for years. Contrary to life as a porn star, in the world of media buying, size does not matter according to a recent study of negotiated media rates. A two year analysis of media spending by Billets media audit arm MMPA found prices paid for the same media vary widely and big agency bulk buying clout did not guarantee a lower rate. Our own personal confirmation of this came several years ago when an idiot sales rep mistakenly emailed us his entire inventory sheet for the past six month showing our little three person media department was kicking the shit out of the big guys rate-wise.
A recent behavioral targeting vs. contextual targeting study on an Internet advertising campaign for Panasonic found behavioral targeting identified and reached 50.3 percent more imminent buyers of Panasonic plasma TV's than contextual targeting. The study, by Next Century Media using Insight Express across 1,146 respondents, also found the cost to reach each potential buyer was 50 percent less than contextual targeting.
When considering a plasma TV purchase, people on the receiving end of the behavioral targeted ads showed a 67.6 percent higher preference for the Panasonic brand than those reached by contextual targeting. The study also showed a 168.9 percent advantage for behavioral targeting over run of network in terms of increasing the likelihood of buying the Panasonic brand.
It seems not all celebrities are created equal nor are all satellite radio services equal in their celebrity appeal either. While both XM and Sirius have signed celebrities in a bid to win listeners, recent research from celebrity appeal research company E-Poll shows dramatic differences in public opinion for each company's celebrity talent. According to recent E-Score celebrity ratings , XM's talent has far more universal appeal, while the talent at Sirius is much more polarizing.
In yet another confirmation of the obvious, a recent Burst Media survey found more than half (57.1%) of respondents to a survey of more than 3,700 web users 18 years and older, say the Internet is their primary source for information about products or services they might purchase. Use of the Internet to gather product information rises dramatically as household income (HHI) increases - going from one-half (50.6%) of respondents reporting HHI less than $35,000 to fully two-thirds (69.2%) of respondents reporting HHI of $75,000 or more. Hmm. Let's do the math. Less money equals higher inability to buy computer. Lack of computer ownership equals inability to access Internet. Inability to access Internet equals inability to use Inter as "primary source for information about products or services." Did we need a study for that or did we just want to put out a press release?
A recent Association of National Advertisers survey found 66 percent of advertisers involve themselves in some form of branded entertainment. Eighty percent use television as the channel through which to launch branded entertainment initiatives and 76 percent plan to include those initiative in their upfront dealings with broadcasters.
While marketers acknowledge impact on sales is of great importance and are measuring their efforts, 62 percent say it is not easy to do and 87 percent say existing measurement tools can't do the job. Sixty two percent say the money to fund branded entertainment initiatives comes from television budgets, up from 52 percent last year and more (35 percent) are funding initiatives incrementally, up from 18 percent last year. More than half (60 percent) do not rely on their agencies for branded entertainment and initiate projects themselves.
It looks like all those twenty-something hipster agency creatives might have a tough time identifying with their client's target audiences over the next ten years. Remember those people we called Yuppies? Or baby Boomers? Well, that audience, which owned the 80's with their yellow ties and Wall Street aspirations is about to boot advertising's fave demographic, 18-49, to also-ran status.
Results released yesterday from Survey Sampling International review of Census data notes 78 million baby boomers will turn 50 over the next ten years increasing the size of the 50+ demo from 89.3 million in 2006 to 111.3 million in 2016, a 25 percent increase. In contrast, the 18-49 demo, while still larger overall, will see a measly one percent increase in size from 135.1 million in 2006 to 135.9 million in 2016.
MarketingSherpa needs agencies and companies using viral marketing and advertising to participate in this year's survey on Viral Marketing, and to submit their best viral marketing and advertising campaigns for the 2006 Viral Advertising Hall of Fame here. "Last year, we conducted the first survey, gathering practical information and data about Viral Advertising. We were blown away by participation from more than 2,400 survey participants," explains MarketingSherpa's Publisher Anne Holland. "We're interested in seeing year-over-year data, as well as this year's most successful viral marketing campaigns." The survey results will be available for free at MarketingSherpa.com and will be sent to everyone who participates in the survey. The survey deadline is March 17th; for campaign submissions, March 22nd. get thee virals submitted.