Posts Tagged ‘ brand ’

Banner Ads?

Many people don’t care for, or even pay attention to, Banner Ads, and yet we keep using them.

Pity the standard banner ad, the workhorse of the webpage. It does not dazzle with video or rich media or annoy visitors by popping up or under other content. Declining clickthrough rates appear to have stabilized at a mere 0.09% in 2010, falling from a fractional 0.15% in 2008, according to a recent report from MediaMind.
And consumers scorn them: 43% of respondents to an online AdweekMedia-Harris Poll said they ignored or disregarded internet banner ads more than paid search ads and those in traditional media—TV, radio and newspapers.

A .09% click rate? Really? Doesn’t seem very high.

Those sentiments aside, eMarketer estimates that ad spending on standard banners will increase 11.4% in 2011, to $6.56 billion, and will continue to grow to $8.63 billion in 2014.

But we are spending more? What was that definition of insanity? The article goes on to share ways to improve banner ads. They really are a staple of online advertising, even if many people say they ignore banner ads.

Me, me, me, dugh. We have to offer something people want/need in order to generate interest.

But, seriously folks, we need to be more innovative than a traditional banner ad.

2010
12/13
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The Vice Guide to Everything

Once again I reveal that not only do I watch a bunch of television, but on suspect channels for my age (MTV and VH1) and with shows that at first seem a little strange (OCD Project, The Buried Life).  But here I go again because I feel like I’ve found an interesting gem of a show that not only gives me a completely different view into the world we live in but does so with a definite style.

Ever heard of Vice Magazine (potentially nsfw)?  How can I sum this up best:  no holds barred, in your face, straightforward talk about politics, art, fashion and other news from around the world.  You may not agree with what they say but they’ll most likely give you a different way of looking at a given issue.  And not to downplay the entertainment aspect of this, these guys are willing to do just about anything to immerse themselves in a culture which can obviously lead to some interesting finds.

Package this kind of information into a 30 minute video format, and you’ve got the new MTV show The Vice Guide to Everything.  And they do mean everything!  Here’s a quick look at the first two shows:

  • Visit to Yemen to see if it’s the next breeding ground for terrorism
  • DIY strip club in Detroit
  • Mafia pop stars in Naples
  • African fantasy coffins
  • The “Hermit Kingdom” of North Korea
  • TV shows made by Russian mobsters about their past crimes
  • Mexican theme parks with an attraction that simulates border crossings
  • How to date a girl in a burqa

Just two episodes in and you can probably tell that this is both controversial and fascinating.  It is not my intent to offend, simply discuss this show, so please watch at your own risk.

However, I do find the openness and experimentation with different cultures to be one of the most interesting parts of this storytelling.  How are we to understand this world if we don’t see issues from different viewpoints?  The style in which they present this information is both raw and opinionated which certainly ups the ante on entertainment.  Finally, the topics they choose…well, it is called Vice for a reason.

I’m looking forward to watching a few more episodes because I find that it’s challenging some stereotypes that are in our mass media, shining light on cultures from around the world and practices that I’ve never heard of, and making me think about things in a way that’s at times uncomfortable but also enlightening.

And perhaps you’re bored with the local news and would rather your weather report be Vice-style.

2010
12/07
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There’s an App for That

There seems to be a mobile application for everything one would want to do with their phone. Not really, but “there’s an app for that” is frequently tossed around among smart phone users, especially iPhone and Android users.

However, more people actually prefer mobile websites over apps right now. At the same time, many brands feel like they need to develop an app, even if the functionality is minimal and many consumers expect brands to have mobile apps. So what gives? This seems contradictory. Well, the idea is that an app will be easier to use from a mobile device compared to a traditional website, but many apps can’t do all the things consumers want and so many consumers revert back to a website, especially if there is a mobile website. Clear as mud?

Essentially we have a need that is only partially filled and until brands become smarter about mobile apps, consumers will continue to explore multiple mobile brand interaction points until they find the one that works best for them. The only concern with this approach is that brands could be missing an important moment. If an app is only adequate or even “buggy” in the beginning, consumers could dismiss it, even write a bad review, and then never return. A lost opportunity.

Moral of the story: Don’t Create an App for App’s Sake

2010
11/22
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Posting to Facebook

Since Facebook is the largest social network, it is important that brands wanting to connect with consumers in the medium understand when is best to do so. Mashable recently shared a new study on this that helps answer the question of when.

It seems early morning is the best time of day to post and receive the most views. In addition, Wednesday is the most active day and Sunday the least active.

65% of Facebook users only access the site when they’re not at work or school — typically early morning or evening. That means that if you’re making social media only a part of a 9 to 5 work day, you might be missing out on connecting with consumers during the times they’re likely to be online.

I liked how the article recognized that this could change as Facebook and its users evolve.

2010
11/01
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Bipartisan Brands

Perhaps after a weekend in Washington D.C. or because of the upcoming elections, I’ve been primed to find information about politics…but what place does politics have in advertising?  Usually we as advertisers and also our clients’ brands do not want to get involved in politics unless it is vital for the business or is seen as a direct connection and won’t alienate customers.  But with a nation mainly divided among Democrats and Republicans, the risk of alienation is salient enough to create caution.

Some very successful brands are able to transcend these divisions.  An article from The Good Men Project (an interesting idea in and of itself) discusses red and blue brands.  With this information, a more complete picture of a client’s customers can be developed.

Although consumers aren’t usually buying a big brand because they think its owners are actually on their political “side”—potential exceptions such as Ben & Jerry’s aside—marketers may well benefit from knowing how political partisans view them.

So which brands rate the highest among Democrats and Republicans?  Note that 7 of the top 10 in each group are bipartisan.

For those brands who have more of a presence in the perceptions of one party or the other, check out YouGov’s Brand Index.

2010
10/26
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Coming to a Twitter Page Near You

Twitter  has announced its new user interface with a video. Rather than just simply revealing the new techy features and functionality, they have interwoven a visual celebration of the brand as part of the story.  While others may not necessarily partake,  Twitter reminds us how they foster this new culture in which people share their most personal moments with the world, whether discovering a new book in a local library or a romantic night under a harvest moon.

2010
09/15
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Marketing Evolution Animation

Yes, the olden days of uni-approach mass marketing are faded, replaced with complexity of media, message and consumer participation.  It’s always amusing to see how marketing companies showcase this evolution for us all in the industry to to scratch our heads and think, “Now what?”  This German agency’s entertaining way of exploring the History of marketing once again reminds us of what we’re facing considering today’s convoluted marketing currents.

[Thanks Mr. Weaver for passing this along]

2010
08/15
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