This week marks the fourth annual celebration of Advertising Week in New York City, and judging by the thorough media coverage, many a reporter walked away with a free bag of conference schwag.
What's growing faster than Internet ad spend (and way faster than tv, print andradio)?AdvertisingAge reports that Shopper Marketing has doubled since 2004 and is on pace foran annual growth rate of 21% through 2010, making it faster than even theInternet juggernaut (which is rising 15% annually). As usual,P&Gis leading the pack among consumer brand powerhouses, spending at least $500million annually on shopper marketing.
From decals on the aisle floor to ads on the shopping cart, brands arescrambling to get closer to the point of purchase, increasing the chances ofinfluencing the purchase decision.
As Brand New noted recently, the NFL is updating its logo. After more than 60 years, it’s probably about time.
According to USA Today, the NFL has developed a “leaner, meaner” version to launch next April. Why the change? The darker blue will increase contrast; fewer stars will make the logo easier to reproduce (apparently vendors had been altering the logo on their own to cut down on the inexplicably numerous stars); the football will look less like a “hamburger” and more like the ball on top of the Vince Lombardi Championship Trophy.
Everyone around here is abuzz about the new Stella Artois billboards in RI and MA: just a glamour shot of the product with the old tagline “Perfection has its price.” The campaign’s been in use for at least six years, since this humorous ad came out in 2001. In some contexts (like on Boston’s Newbury St.) it could almost make sense. But next to a discount store in a low-income neighborhood? That’s inauspicious media placement at best. What if consumers took the tagline as a taunt? “You can’t afford this beer, so don’t try.” Lowe Worldwide has been handling the account for decades. While the campaign has been a success, do these details compromise the execution?
While hot internet properties such as Facebook and Youtube undeniably get eyeballs, marketers have been struggling with how to commoditize that traffic. Just throwing up banner ads hasn’t been working out that well, according to a study from Forrester that recommends moving past run-of-site placements to engage users.
The start-up that turned its Harvard founders into gazillionaires is addressing this issue with an innovative new ad platform. The Wall Street Journal reported yesterday that Facebook is developing a tactic to target its ads based on the details users reveal in their online profiles. While networks like Yahoo! have long used personal data to offer their advertisers behavioral
As online search has become more efficient and effective, users are spending less time searching and more time enjoying the content they’re searching for. What does this mean to search marketers? We have to be even more creative to get and hold consumers’ attention.