Posts Tagged ‘media’

The Tip Of The Spear

Friday, Sep 5 2008

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Mark Hass, CEO of Publicis’ Manning Selvage & Lee, recently stated the following in the July 28, 2008 Advertising Age article $80 Billion? Online Display Market Is Being Overhyped:

Advertising ought to be designed to support the social-media program, because the tip of the marketing spear ought to be the consumer-generated media piece. Let’s see where consumers take the product and brand, and shape advertising and the rest of the marketing opportunities around that.”

The hypothetical example he provides in the article is “how Febreze might target college students by handing out samples on move-in day. Soon it becomes a subject of conversation within a social network of that community (and if it doesn’t, a brand can suggest it become one, asking students what they’re going to do to make their rooms smell better when their parents come to town).”

While we haven’t been as bold as Mr. Hass, we too at Brunner Digital espouse to our clients that they should be engaging social-media and utilizing it to help mold their advertising campaigns. As our own Creative Director, Ernie Mosteller, wrote in his last post about effective websites, we know it is about content. Content that is compelling to consumers. Content consumers will keep and that they will share. Discover what consumers are doing with your brand on Facebook, MySpace and relevant blogs. Update your site with the brand engagement trends you see in these social-media. You already know it will be attention-grabbing because consumers are creating and sharing it on their own.

The same standard can be applied to 360° advertising campaigns. Given digital dynamic printing and digital production, your direct marketing and broadcast should be able to morph as quickly as your website.

For this to happen, advertisers need to seriously reflect about themselves and their brands. Consumers now expect more-engaging forms of content in every brand marketing communication. If social-media isn’t the tip of your marketing spear, it should at least be a plane of the blade.

My New Favorite Online Ads - Part 2

Saturday, Apr 12 2008

In an earlier post, I sang the praises of the advertising model offered by Pandora.com. Another site that is taking an innovative approach to advertising within broadcast media content online is ABC.com.

As television networks continue to make more programming available on the web, they have taken different approaches to incorporating advertising into their online program streams. Most of the networks have basically created a video stream that mirrors their on-air model. They play a portion of the program, then switch to a 30-second advertiser’s spot, then continue on with the program.

But ABC.com has taken a different tact. Within ABC’s online video player, advertisers have the option to load in a branded web page or even a microsite during the commercial breaks. This branded page is completely under the control of the advertiser, allowing the brand to include a variety of content - video and audio streams, flash product demos, user polls, online games - whatever the brand want to provide. A countdown timer keeps viewers on the advertisers page for the length of a standard TV spot, and after that the user actually needs to click to continue with the program - it doesn’t just start again. This model is really forward thinking for a television network because of all that it offers both the advertiser and the viewer:

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