von Roland Hachmann | Mai 9, 2007 | Ad News, Blog, Marketing, Online Advertising
This is something Frederick Samuel asks here, having presented a viral spot for Ray Ban (which looks, if you ask me, like it has been well post-produced to achieve this effect…)
My reply in the comments was:
good viral means good content and that will continue to be king, nevermind if it is an ad or not. think about it: people don’t forward it, because it is an ad for xyz, quite often, they won’t even be able to tell you the name of the brand or product a few days later.
the challenge with viral is really, to produce good content. to have a remarkable story worth spreading. with an increasing number of viral spots, it will be more difficult to stand out of the clutter enough to be liked&spread. but that is a challenge that classical advertising had all along, so there really isn’t anything new, don’t you think?
What do you think?
von Roland Hachmann | Mai 8, 2007 | Ad News, Blog, Digital Marketing, Marketing, Online Advertising
Some links to stories of the last week or so:
- Print publications in the US are increasingly forced to guarantee hard metrics to advertisers, writes Marketing Vox:
The new demands for better metrics can be attributed to the evolution of web metrics and consequent instant-accountability curve, in addition to the myriad of media options now available to marketers.
- Widgets or Gadgets seem to be on the rise in online Advertising. They’re small customizable ads that can include interactive elements or even streamed rich media. Another reason why „traditional“ metrics in online advertising might have to be rethought.
- NBC Universal, as one of the biggest broadcasters in the US, is moving to „paid per effectiveness“ instead of a regular CPM model… as it says here:
„We were based on a CPM model, and that was fine in the past, but ultimately we would like to be paid [for] advertising effectiveness,“ Comstock said. „It’s about delivering the right message to the right person at the right time, and television doesn’t do that now.“
So if they don’t do that now, have they ever done it?
“A select group of content creators will get promotion on the YouTube platform, and we will help them monetize their content,†said Jamie Byrne, head of product marketing, in an interview on Thursday. “This will help erase the the stigma around the user-created content, and, to be honest, these guys are media entities in their own right.â€
[…] While YouTube had previously said it might populate videos with pre-or-post roll ads as soon as this summer, the monies for the new program will come from the sales of banner ads.
von Roland Hachmann | Mai 5, 2007 | Blog, Digital Culture, Digital News
Call me old fashioned, or what. But the new timeshifting function I got, purchasing that digital TV adapater for my laptop, still needs some getting used to.
It’s a fantastic luxury to be able to just „pause“ live TV when you’re getting a new beer or something like that. But the thought of being able to pause live TV is so strange, that I still forget about it most of the times. And then I am mad at myself, returning to a well progressed movie, knowing I could have paused it… Oh well…
Next thought: If I consider myself quite adapt with new technologies – how long will it take for the average German TV viewer to „routinely pause TV“?
von Roland Hachmann | Apr 29, 2007 | Ad News, Blog, Marketing
I heard about this some time ago, a creative director in our agency told us about this:
https://www.youtube.com/watch?v=ZyQjr1YL0zg
Brilliant. I wonder, if it really happened that way, or if it is a kind of advertising myth?
von Roland Hachmann | Mrz 22, 2007 | Ad News, Blog, Marketing
… we’re going to Berlin.
The German Direct Marketing Awards are being awarded in Berlin tomorrow evening. And we’re on the shortlist…
Since we’re going to the ADC exhibition on Saturday, we’ll be staying until Sunday. So does anyone have a good suggestion for Saturday night in Berlin?
Wo ich sonst so bin...