Category: online publishers & online media networks
Lay's Kettle Cooked potato chip brand is using handcrafted wood billboards to reinforce their "all natural ingredients, crafted with care,” and to launch new flavors Crinkle Cut Spice Rubbed BBQ and Harvest Ranch. BrandFreak 6/4/10
The New York Times wants the Wall Street Journal to stop using the slogan “Not Just Wall Street. Every Street” in its advertisements because it owns the line. The Wall Street Journal says they are within their rights to use the adding “We never intended to run the ad for long. We think we’ve made our point. And to get rise out of you is a special bonus.” PaidContent 6/4/10
“Toning shoes” are driving market share gains for Adidas AG’s Reebok unit and Skechers U.S.A. Inc. as Nike’s lead in U.S. women’s athletic footwear shrinks. Nike, the world’s largest athletic shoemaker, says the shoes don’t work, and women thinking of buying toning shoes should buy its Free brand, which simulates barefoot running to strengthen feet and muscles. Bloomberg 6/3/10
The Federal Trade Commission has scolded the Kellogg Company for making “dubious claims” that Rice Krispies cereal provides children with health benefits. The company was recently told to stop making similar claims about Frosted Mini-Wheats cereal. The Consumerist 6/3/10
”McDonald’s is not releasing or testing a new boneless rib product called “McRibble.” The company says that a supposedly leaked ad for the new product is a hoax. The Consumerist 6/3/10
Ford Motor announces that it will discontinue selling Mercury models this fall. Originally conceived by Edsel Ford, Henry Ford’s son, the Mercury brand was launched in the 1930s to fill the gap between basic Fords and luxury Lincolns. New York Times 6/2/10
British Airways says a fictitious boarding pass pictured in an employee publication, and bearing Osama Bin Laden’s name and flight details was a mistake, and has apologized. The Daily Mail reports the gaffe may have been the result of "sabotage" by a "dissatisfied staff member,” and may be related to “a standoff with cabin crew that has led to mass strikes." USA Today 6/3/2010, The Daily Mail 6/1/10
The National Basketball Association has signed licensing deals to enable NBA team logos made of sugar, starch and food cloring to be placed on pizzas after they have been baked. Consumers will also be able to purchase toasters $34.99 toasters that "burn" golden brown team logos onto bread as it toasts. USAToday 5/26/10
Measure Online Display Ad Effectiveness to Determine Full Effect of Campaign
The problem with the use of click-through rates as the sole measure of online display advertising effectiveness is that CTR ignores a host of other ‘view-thru’ advertising effectiveness measures that impact roi, including recall, purchase intent, awareness, etc.
A recent ComScore post reflects the opinion of many online publishers, advertisers and agencies, by asserting that display ad effectiveness measurement should consider view-thru metrics that provide marketers with “an understanding of what consumers are doing, not just saying, in the days and weeks after seeing display ads, and have an understanding of the volume of search activity that is being driven by ad exposure.”
Certainly CTR can be useful, such as comparing the performance of creative executions. But the value of the CTR metric has been overemphasized by some online ad sellers seeking to grab spend from traditional media by emphasizing the performance and interactivity of online advertising. And let’s face it – for advertisers hungry for proof of roi, CTR is easy to understand, even if it doesn’t tell the whole story. It’s easy to see how online advertising has become a one-click pony. Sorry.
What’s a marketer to do? For advertisers that can afford it, there are plenty of custom research options to help them analyze the effectiveness of their display ad campaigns. Or, if you run display advertising campaigns on the Google Content Network you can utilize their “View-through conversion reporting” to measure how well your compaign increased brand awareness and purchase consideration, in “those instances where your ad is seen, but not immediately clicked on. More specifically, View-through Conversion reporting measures the number of conversions that occurred within 30 days of your display ad appearing for which there was no ad click generated.”
Google also offers advertisers access to Campaign Insights , “a unique measurement tool that can give reliable data about how a campaign has raised brand awareness, or active user interest, in a particular product or service. It looks beyond the traditional measures of clicks and conversions to calculate the incremental lift in both online search activity and website visits that result from a display ad campaign.” Campaign Insights compares two data sets from thousands of consumers who both did and did not see the ads, while also filtering out the impact of other media influences, such as TV.
Analyzing online display advertising beyond clicks makes sense for advertisers who want to build sustainable revenue and brands.
CVS (CVS) one of the nation’s largest pharmacy chains, has forged a partnership with Google (GOOG) that enables their customers to import their full prescription history into Google Health, which was launched in May, 2008. Longs Drugs and Walgreens (WAG) also offer customers the ability to import their prescription histories to Google Health. Techcrunch 4/6/09
Dominos (DPZ) franchisees were hit with 11,000 orders on March 30 as part of a ‘mistaken’ free medium-pie promotion that didn't exist. Huh? Supposedly, Dominos agency Crispin Porter + Bogusky devised the online promotion in December using the password "bailout.” The promo was not approved, but no one disabled the code. Last week, a consumer ‘randomly’ typed in the word and triggered the free coupon. AdFreak 4/3/09
Disney (DIS) Online has added to its family-oriented websites with the purchase of the North American properties of Kaboose, Inc. (KAB.TO) for $18 million. Sites included in the deal are AmazingMoms.com, Parentzone.com, FunSchool.com, Zeeks.com, and Kaboose.com. Clickz 4/3/09
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It's happened before and it will happen again---the inappropriate pairing of an ad and content---in this case an ad for two upscale communities at website "PutYourFeetUp.com", inadvertently paired with a grisly story of severed human feet washing up on a beach in British Columbia.
Contextual advertising is the analysis of keywords and page content to match a page with relevant ads. Unfortunately, the algorithms that govern the placement of advertising versus page content can only filter out so much, and the result is the occasional creepy pairing seen above.
The companies offering contextual advertising, among them Google AdSense, Overture's ContentMatch, and Adsdaq as well as news and information sites and others are surely trying to find away to avoid these unfortunate placements. It's not an easy problem to solve.
So---does this mean you shouldn't use contextual advertising. Not at all. Just be aware that sometimes s**t happens.
Just 6% of consumers nationally are considered “Digital Savvy,” but Scarborough Research says this influential group predicts digital behaviors that will become the norm.
The Digital Savvy skew male, more than half (53%) are 34 years of age or younger and they are affluent – 57% have household incomes of $75K or more. They tend to be entrepreneurial, business decision makers, and are active consumers of online weather and news, and frequently listen to and download online TV, video and radio content. Their “on-the-go” lifestyle means they utilize and rely on their cell phones for communication and info much more than the average person and they’re big users of IM.
B-to-B marketers, particularly of computer hardware, software and information technology need to be aware that the Digital Savvy are disproportionately represented among corporate decision-makers.
The Digital Savvy are also above average consumers of luxury automobiles and heavy online spenders. Messaging to this group should reflect diversity since Asians, and US born Hispanics are more likely to be part of this group than the general population. Mobile marketing may be a good way to reach the Digital Savvy since they are avid mobile users.
Source: Understanding the Digital Savvy Consumer, Scarborough Research, May, 2008
"Unique Audience" is the total number of visitors who visit a website or use an application at least once in a given period. Multiple visits to the website or application within the same time frame are only counted once.
Unique Audience helps provide a picture of the reach of a particular website, whereas 'visits' help provide a picture of frequency and engagement.
Also referred to as "Unique Visitors."
Source: Nielsen/Net Ratings, Hitwise
Sugar Inc. is an online media company of blogs and websites that seeks to be “the definitive online media company for trendsetting, passionate women ages 18-44. Sites and communities include Shopstyle and the Sugar Network which includes PopSugar, SugarLoving, BuzzSugar, BellaSugar, FabSugar, CasaSugar, YumSugar, FitSugar, GeekSugar, GiggleSugar and DearSugar.
iVillage Inc., a division of NBC Universal, is a media company and ad network dedicated to connecting women at every stage of their lives, from health, parenting, pregnancy, beauty, style, fitness, to relationships, food and entertainment. Brand extensions include iVillage
UK , iVillage Total Health and owned sites Astrology.com, GardenWeb and gURL.com, in addition to the Newborn Channel.