Honeymoon Bound!
My lovely new bride and I are off to Mexico for a week so it'll be a little quiet around here. If you need your advertising fix feel free to visit any number of the vastly superior sites I lift my posts from.
Talk to you later!
« October 2007 | Main | December 2007 »
IBM: The End Of Advertising As We Know It
"IBM released an interesting new report
earlier this week that predicts the end of advertising as we know it within 5 years.
To quote IBM
Traditional advertising players risk major revenue declines as budgets shift rapidly to new, interactive formats, which are expected to grow at nearly five times that of traditional advertising. To survive in this new reality, broadcasters must change their mass audience mind-set to cater to niche consumer segments, and distributors need to deliver targeted, interactive advertising for a range of multimedia devices. Advertising agencies must experiment creatively, become brokers of consumer insights, and guide allocation of advertising dollars amid exploding choices. All players must adapt to a world where advertising inventory is increasingly bought and sold in open exchanges vs. traditional channels…
The report observes four change drivers tipping the advertising industry balance of power:” control of attention, creativity, measurement, and advertising inventories.” Consumers’ attention has shifted, with personal Internet time rivaling TV time. Consumers have tired of interruption advertising, and are increasingly in control of how they interact, filter, distribute, and consume their content, and associated advertising messages. IBM’s survey findings demonstrated that half of DVR owners watch 50 percent or more of programming on re-play, and that traditional video advertising doesn’t translate online: 40 percent of respondents found ads during an online video segment more annoying than any other format. Amateurs and semi-professionals are increasingly creating low cost advertising content that threatens to bypass creative agencies, while publishers and broadcasters are broadening their own creative roles. Advertisers are demanding accountability and more specific individual consumer measurements across advertising platforms. Self-service advertising exchanges are attracting revenues that were once exclusively sold through proprietary channels or transactions.
The Full report here
(pdf) makes for interesting reading, particularly for anyone working in
an advertising related business. A lot of it states what many of us
already know, but it doesn’t hurt to have this validated in writing."
via TechCrunch
Scion Hosts Indie Film Screenings
"Most car companies just sell cars. Scion, on the other hand, a Toyota division that targets Gen-Y autophiles, insists on curating art, distributing remix albums and, starting Thursday, hosting indie film screenings.
The Easy 10 Film Series showcases the short films of 10 budding filmmakers. Content and style ranges from an avant-garde film about Buddhist monks in the Himalayas to a documentary about Brooklyn pigeon-keepers."
via Underwire
Guinness Ad Found
"Much was made of Guinness’s idea to have people hunt for its new commercial, which was supposedly hidden somewhere online. Those who had better things to do will be happy today to simply watch the ad, by AMV BBDO, on the Guardian’s Web site. (It’s also on YouTube.) Shot in Argentina by Nicolai Fugslig (who also directed Sony Bravia’s “Balls” commercial), it shows a dusty little town whose residents seem to have placed all of their collective trash (old cars, flaming hay bales, etc.) in a giant chain, to be toppled over, domino-like, eventually revealing a giant likeness of a Guinness pint glass in the town square. It steals from Honda’s old “Cog” ad, of course. Guinness takes pains to point out that no special effects were used, yet the ad still cost a reported £10 million to make."
via Adfreak
Buy a Zune, Leave the Real World Far Behind
"Giant pink bunnies. Bass-drum portal to the ocean. A swim with the jellyfish. It’s the first spot in T.A.G.’s trippy new Microsoft Zune campaign, with the slogan, “You make it you” (or a hallucinatory version of you). An ad manager at Zune says, “It’s not about the device, but the relationship that people have with their device. I could scroll through your Zune and have an idea of who you are as person.” The new Web site is here."
via Adfreak
Samsung Channels Foreigner for Another YouTube Contest
Bill Green over at Make the Logo Bigger has courageously taken it upon himself to seek out all of the wonderful (terrible) viral (yeah, right) contests over at YouTube. Samsung's, Juke Box Hero is the latest.
"I’ve been looking too hard, I’ve waiting too long. Sometimes I don’t
know what I will find. I only know it’s a matter of time, for a contest like this. To promote their new Juke, Samsung wants you to, uh, make a video, and then upload it. On YouTube, And, get this–you get people to vote on it.
No, I’m not kidding. They actually have to see if they like it. On
YouTube. Never saw that before. What a cool use of a shiny new
technology. Oh, and the TV spots, on national primetime TV during
Sunday Night Football? No url to the contest or nary a mention. Why
waste the opportunity? They never take advice. Someday they’ll pay the
price. I know."
I Need to Go
"ING takes a step forward in creative advertising.
Checking is a low-interest category. It’s an intangible product. Fees are a nuisance. Balancing a checkbook is pretty mundane.
Quite frankly, checking is as boring as going to the bathroom.
That
got the folks at ING thinking. What if we took another everyday moment?
What if we reminded people of its importance? What if we used that
moment to say something about our new checking product?
The result: a great piece of creative advertising.
I found my (bathroom) visit surprising, entertaining, even engaging.
Even better, it sells a checking account. This is a great step forward."
via Three Minds
