We’re all familiar with the barrage of advertising consumers face on a daily basis. It makes sense that the more advertising messages that appear within a medium, the less likely consumers are to remember or be persuaded by any particular advertisement - this is the effect of ad clutter. But how do you account for ad clutter in your online campaigns?

Nielsen Online have just developed a new custom “Clutter” metric to measure its impact. Blending online audience data from NetView and advertising data from AdRelevance, the clutter metric pretty simple:

Number of Impressions (from AdRelevance) / Total Minutes = Clutter

This metric can help media planners and advertisers target sites with less clutter for maximum effectiveness, while giving publishers even more quantifiable data to position their sites for increased ad spends. For more information, see their article in their September client newsletter.

On October 10^th, They are hosting a webinar and will present details about this metric, its formulation, and the assumptions behind it. They will also provide sample data, and take a look at which specific demographic groups are exposed to high levels of clutter and which advertisers tend to be in more or less cluttered environments. Find out more and sign up for the webinar here.

marx.

So pre-roll as we know it today will morph into ‘captive video advertising’. Meaning there will be many approaches on how you force a user to consume a video advertising message with the user having no control over the experience. Over the next 12-18 months captive video advertising will definitely play roll in the continued growth of the online ad space based on the increasing amount of professional content that is coming online. The two major factors in this are:

1. advertiser understand the approach, metrics and pricing model which will make it easier for them to move dollars
2. publishers [i.e. Hulu, cbs, abc, etc] can charge premium cpm’s for the inventory at this point based on the wall garden they have built around their professional content. So the user experience is not that important at this point.

What we will see over time will be a shift in the space on how advertisers value inventory.  Engagement [user shows interest] because it will be more efficient from a buying standpoint and time spent [how long did the user spend with my brand]. Captive video advertising online will never go away because its just to easy from a advertiser and publisher standpoint but it will become less and less of the media mix as the space continues to evolve.

My other thoughts on the space are as follows:
- intro cards will play a bigger roll in captive video advertising based on the fact :5 second ads are easier for user to deal with but no advertiser cuts :5 spots.
- the :15 broadcast spot will be the default spot used online in the next 12-18 months
- content ads will become more popular. Meaning having the content producers create the video ads for the advertiser to ensure the ads are related to the content the user is consuming.

Nintendo and Youtube have pulled off this awesome execution. It's great to see these kind of deals being done. I don't know what else to say on this apart from it rocks.

Nintendo and Youtube have pulled off this awesome execution. It's great to see these kind of deals being done. I don't know what else to say on this apart from it rocks.

Thanks to The Barbarian Group for the find.

Media Planning:  the process of establishing the exact media vehicles to be used for advertising.

This is my chosen profession. And these are my observations.  Media Planning is more diverse today than it was yesterday.  Television, radio, billboards and magazines are no longer the primary vehicles of choice for media planners and buyers.  From my first day of my media class, i found myself fascinated with the subject.  But I had a dilema.  I also was found of creative.  I knew that I had the ideas of a creative, but I loved the challenge and strategy involved with media planning.  It's a good thing that they go hand in hand.  I will write about advertisements that utilize good (and bad) creative and media placement and express my opinions and ideas.  This is an exercise for my mind and an opportunity give both of us a chance to explore advertising in it's depths.

I come from a simpler marketing time.

As David Meerman Scott explained in his recent book, The New Rules of Marketing & PR, I was one of those cool agency folks who, “…sit in hip offices dreaming up ways to interrupt people so that they pay attention to a one-way message”.

I worked at a large ad agency (NWAyer) on accounts like DeBeers - diamonds is forever, AT&T - Reach out and touch someone and I even got to bring back Punchy of Hawaiian Punch fame when P&G bought the brand in the 1980s.

They were simpler days because marketing was able to be planned. You wanted “awareness” there were relatively few ways to do it and it costs money. Lots of it.

And so we cool agency folks became insulated and complacent. I remember when “Prodigy” did a major presentation at the agency and people bet on how fast it would fail (if you know what Prodigy is – please raise your hand and email me. If you don’t - never mind). My agency colleagues were only half right. Prodigy did fail – but the concept of connectivity lived on to what we now know and love as the Internet.

Now however, a corporate marketing exec type has to integrate traditional media with all these emerging concepts and make sense of it. Worse, any program he does now involves legions of people NOT from marketing. A corp marketing exec needs people from development and database management and web deployment teams and on and on. Gone are the "one department decision/ deployment" days.  

And if that wasn’t enough – agencies that know digital marketing tend to be run by twenty something’s who are just bigger kids just with bigger toys. They never had to stand in front of the CEO or CFO and explain why you needed another $50,000 to talk to people who aren’t even reporters!

Well it’s enough to make any corp marketing exec cry. I know because enough of my friends are in those roles and they come crying to me.

But there’s hope.

The trick now is for companies to find ways to plan these programs within predictable parameters just like a good old fashioned media plans because corporate budget are not known to be nimble. “But wait”, I hear you say, “viral IS UNPREDICTABLE”. The paradox of social marketing is that it often catches you unprepared and by the time you get your budget act together, well, your moment is gone.

The way to manage that within a corporate environment is to create a platform that organizes content distribution (which is the heart and soul of digital marketing) across media within a “campaign” model. Rather than throwing lots of social marketing toys onto the scene to see what sticks, plan campaigns around content distribution and key phrases that coordinate across functions – SEM, PR, article syndication and so forth within a specific timeframe that can be planned. This approach won’t cover all unexpected activities, but it beats trying to get any CFO to warm up to the idea of spending $50K so you can have a presence on Facebook.

Trust me – it ain’t pretty.

Cette publicité nous montre un peu plus ce que nous allons certainement connaître dans les années à venir!

Ogilvy & Mather Shangai a su exploiter le mobilier urbain pour créer un support événementiel en parfaite adéquation avec le message, la marque; ce qui permet de faire vivre une expérience aux Individus qui sont confrontés à cette campagne.

A research brief from The Center for Media Research caught our eye this week: their June 30 briefing, “Coffee and the Web for C-Level Execs in the Morning.” According to Forbes and Gartner, 67 percent of C-Level executives named the Internet as the most influential and important source of business information - a number that’s increased 37 percent since 2004. Conversely, the numbers of execs who say newspapers such as the Wall Street Journal are their main source of business info has decreased 36 percent since 2004.

So, what does this mean for media relations pros?

Well, for starters, it means the landscape is shifting fast, and we need to keep up. Changing the way we choose keywords, mentioning competitors and reevaluating media targets is a good place to start.

Keywords

In an earlier post, I wrote about the importance of inbound media relations. Taking the time to choose the right keywords that will provide the highest return can net big exposure. Thanks to online news alerts and automated feeds, a company’s target audience could very well be set up to receive information specific to their interests. So knowing what types of keywords they’re likely to plug in for Google News and other automated alerts will increase the chances that your news gets delivered when relevant alerts are in place.

Mentioning Competitors

One of the golden rules of media relations used to be to never mention a competitor, but with online information, it could be advantageous to mention the competition in an effort to gain exposure. This strategy should be used very cautiously and judiciously but shouldn't be ruled out altogether. In press releases, blog posts and other online efforts, for example, it can pay dividends if you can strategically ride the coattails of a well known competitor to reach new audiences, set the stage for favorable product or service comparisons, or specifically target the customers or followers of a particular competitor.

Since online news alerts and automated feeds allow anyone to pick up news containing particular keywords, using a competitor’s name can be one of the best ways to quickly expand your audience. But don't do startups and lesser known competitors any favors by mentioning them in your communications.

Media Targets

Increasingly, execs view online news sources as legitimate competitors of print publications. The landscape is changing, expanding the reach of smaller publications and hurting the established titles that executives have trusted for years. In response, we should reevaluate the way we analyze media outlets and change the way we prioritize media contacts as needed.

After all, this trend will likely continue to develop, at least for the foreseeable future.

So how else does this impact your work? Drop me a line or post a comment to share your thoughts.

Key observations, based on the limited screen shots and reports so far:

• It's free.
• It gives some really useful and interesting insights to media planners on where to find audience.
• This is a major blow to Comscore and Nielsen who currently provide similar subscription based systems. (Comscore stock dropped 22.5% on the announcement)
• Google are being deliberately vague on the data sources behind the interface - There is speculation that Googles' widely distributed toolbar is one source of user browsing behavioural data. Ironically, there are suggestions that Google is also buying Comscore data to contribute to the multi source data pool.
• It links directly to Doublclicks MediaVisor product, which provides a direct link to publishers and the DFA ad-serving platform for automatic ad trafficking etc.
• Initial feedback from the agency community is mixed.

Our view is that it looks like a smart tool, which will be very attractive to smaller and mid sized agencies, because of the price. However, there is growing concern over the increasing hold it will give Google on the digital media planning and buying value chain. As one NY blogger so eloquently put it..."is this not a case of the wolf guarding the hen-house?'

E non è tutto, qualche giorno fà Google ha rilasciato anche (Google) Trend per Websites che permette di confrontare il traffico tra siti web diversi...provare per credere.

libero.it; alice.it; repubblica.it; yahoo.it

Last Friday, however, an update was announced to the service. Trends for Websites gives users access to (modelled) site traffic data. At the moment the key metric is unique users per day, with related data on which other sites those users visited, and the related terms they searched for. Suddenly this data starts to become much more valuable to a media planner.

The data behind the service is multi sourced and (in Googles own words) 'includes aggregated Google search data, aggregated opt-in anonymous Google Analytics data, opt-in consumer panel data, and other third-party market research. The data is aggregated over millions of users, powered by computer algorithms, and doesn't contain personally identifiable information'.

The one thing it isn't, is totally accurate. In the same way the Comscore and Nielsen data use panel data to estimate site traffic, so too does the Google tool, albeit fused with other data.

Interestingly, Comscore reports 3.6m daily unique visitors to www.bbc.co.uk, whilst Google trends for Websites reports c. 2.0m. Quite a big difference, although It's early days, and no doubt, as Googles data becomes richer and deeper, the stats and trends it reports will become more accurate.

The most significant trend here however is not the site stats themselves, but the statement of intent that this move signals. The release of this tool-set sends a clear signal to the market of Googles intention to further develop (free) tools to aid media planning and buying across the wider web, not just sites within their Adsense network. As these tools become more sophisticated and accurate, and become integrated with Doubleclicks ad-exchange and ad-serving platform, it gives Google access to a revenue stream from the wider digital display market, outside of search.

The move also spells trouble for services such as Hitwise, Comscore, Nielsen who between them provide a range of similar services and charge handsomely for them. Is this the fall of yet another 'barrier to entry' in the digital media agency market?

According to a number of sources, including Silcon Valley Insider, Google will today (24th June) announce an enhanced, PRO version of this tool (possibly called AdPlanner) at the Advertising Research Foundation conference in New York.... We're waiting with baited breath.

How long before this tool-set starts to cover TV, Print, Radio and Outdoor? Now that's a future blog post all of it's own.

Cette série d' annonce presse n' a eu que le Lion de Bronze. Je trouve que le travail de Leo Burnett India a vraiment été remarquable avec une réelle exploitation du support magazine pour rendre cette campagne très originale et faire passer un message clair.

Conducted by Q Media Research, this is the first time the effectiveness of using TV and online in tandem has been examined in depth. The sample focused specifically on ‘digital consumers’; people who own a digital TV and use broadband internet, and are medium to heavy users of each. Because the study focuses on the most ‘tech-savvy’ of the UK population – around 25% of its total – these results provide an indication of how future media consumption and consumer behaviour may develop. In terms of their precise media usage, 64% of the sample stated that they sometimes watch TV while using the internet, whilst 48% stated that they did this most days.

Key findings from the study include:

• Using TV and online together results in 47% more positivity about a brand than using either in isolation
• The likelihood of buying or using a product increases by more than 50% when TV and online are used together
• 48% of the sample group watched broadcast TV while online, most days
• Two thirds of this group have watched TV via online providers, primarily as a way to catch-up with broadcast TV and mainly from TV broadcasters’ websites
• Both TV and the internet are used for entertainment (TV, 80%; online 56%) and both have a significant influence on driving purchase (75% and 52%)
• The findings reinforce the need to ensure creative synergy between TV and online advertising and identify best practice for better effectiveness, which requires more than simply putting TV ads online

The strengths of TV and online advertising

The research found that both TV and online have a clear influence on purchase and response, but are more influential when advertisers exploit their individual strengths together. For example, TV is stronger at telling people about a new brand they haven’t heard of before (74%), sparking interest in a brand (74%), providing new information about a brand people are already aware of (72%) and persuading people to try a brand or product (59%).

This important study delivers clear evidence of just how powerful and effective the TV and online combination is. In all the categories we tested, the results were very positive for both ‘soft’ brand measures and ‘hard’ purchase intent scores. Advertisers have been clamouring for more research about TV and online and, going forward, I’m certain these results will be highly influential to media planning. - Guy Phillipson, chief executive of the IAB

Online advertising also has these effects but performs relatively better at helping people decide which brands are relevant (50%), causing a re-evaluation of a brand (41%) and giving enough information to make a purchase decision (41%).

- Come fare a sapere se i propri consumatori utilizzano i social media?

- E di quali social media fanno maggiormente uso?

La Simmons Research, che dal 1960 analizza le abitudini dei consumatori USA, ha recentemente esteso i suoi studi anche ai social media, stilando i profili dei consumatori dei social media: cinque di questi profili sono stati derivati dai 38 profili dei consumatori già esistenti, gli altri sono basati su dati socio-demografici.

• Socially isolated: sono persone generalmente infelici della loro vita e che si sentono sole, tanto che usano meno della media degli utenti l'e-mail, ma hanno il 12% di probabilità in più della media di usare i social network e di commentare sui blog.
• Approval seekers: sono persone a cui piace seguire la moda e le nuove tendenze, comprando quello che comprano le altre persone, perciò usano i social media per incontrare persone con le stesse opinioni, ottenere suggerimenti su cosa comprare. Usano l'e-mail e gli istant messanger oltre la media degli altri utenti.
• Health and image leaders: sono persone molto attente alla salute ed al benessere, all'alimentazione e alla lotta all'invecchiamento. Hanno meno di 50 anni e preferiscono leggere i blog che trattano di televisione, videogame, musica e letteratura. Più della metà di questo segmento accede ai social network più di due volte al mese.
• Smart green: sono i sostenitori dei prodotti riciclati ed evitano quelli inquinanti, hanno più di 50 anni e ricercano online informazioni finanziare e sulla salute. La loro partecipazione ai social network, blog e podcast è nella media. Usano cartoline d'auguri elettroniche per evitare il taglio degli alberi.
• Brand-loyal: questo gruppo di consumatori non si fida di comprare brand sconosciuti. Alcuni argomenti li attirano particolarmente verso i social media. Hanno il circa il 20% di possibilità in più di leggere blog ambientali e di partecipare a social network professionali per trovare nuovi contatti.
• Stay-at-home moms: donne tra i 25 e i 49 anni che hanno almeno un bambino a casa. Usano i social network anche per ottenere consigli su come essere genitori e leggono i blog sull'argomento 5 volte in più della media. Sono autori di blog in una percentuale più alta della media, ma non amano i podcast.
• Upscale grays: sono consumatori con più di 50 anni, hanno un'istruzione superiore e guadagnano più di 100.000 dollari l'anno, ma usano poco i social media: leggono i blog e forum, chattano quasi il 40% in meno  della media e usano i social network il 70% in meno della media. Fanno eccezione solo i siti di social network, a cui partecipano con una percentuale superiore alla media.
• First-time home buyers: chi deve acquistare una casa ha ottime probabilità di cercare informazioni online a proposito di tutto quello che riguarda la proprietà di un'abitazione. Questo gruppo di consumatori è composto da persone con meno di 35 anni molto attivi sui social network, i blog e i podcast sia per restare in contatto con le persone che per cercare informazioni.
• Divorced. Gli utenti divorziati, sia donne che uomini, usano i social network per conoscere le persone e fissare degli appuntamenti. Le donne usano di più i social network e acquistano online il 20% in più. Gli uomini invece visitano il 52% in più i siti sportivi. Né gli uomini né le donne hanno una particolare predilezione per i i blog, le chat o i forum, anche se le donne usano più della media i messaggi, mentre gli uomini usano le e-mail il 45% in più della media per comunicare con i loro figli.

Alcuni di questi profili credo si possano tranquillamente ritrovare anche nella realtà italiana...sarei molto curioso di sapere a quali classi vengono fatti appartenere i teenager (consumatori) che rappresentano certamente la classe demografica maggiormente presente online (in proporzione)...ma che non è molto chiaro a quali profili si possa (almeno in parte) ricondurre.

 Si sa mai ci sia qualcuno della Simmons che ci voglia illuminare :-)