From Ad Age:
Mancrunch's attempt to land a Super Bowl spot has kicked up a ruckus online, where commenters upset about CBS's decision to air an anti-abortion ad starring football star Tim Tebow are howling about the network's alleged double standards because it won't air a spot showing two men kissing.
Here's the ad, enjoy! You might not see it on national television...
Read the full article from Ad Age here.
(Courtesy of adage.com)
Friday, January 29, 2010
Thursday, January 21, 2010
Brown's Massachusetts Win Could Mean Higher 2010 Ad Spending
Tuesday's special election victory for Scott Brown has put the spotlight squarely on our little Northeastern state of Massachusetts. Considering the immediate political implications that come along with Brown's win, we're also looking at possible increased TV ad spending this year for the upcoming midterm elections in November.
As I posted a couple months ago, political advertising was already set to surge this year, but Tuesday's big win for the GOP will undoubtedly fuel additional spending.
Here's the article from Ad Age:
WASHINGTON (AdAge.com) -- Republican Scott Brown's win of a Massachusetts Senate seat could turn out to be a boon for media companies, increasing spending on political advertising this year from the $2.8 billion originally expected.
Together with announced retirements by some key Democrats, the outcome over filling Sen. Ted Kennedy's seat in yesterday's special election in Massachusetts offers an unmistakable signal to both parties that they are going to have to weigh in early to start courting voters for this year's November midterm elections.
There were signals from all sides that the election could increase the number of challengers running, which in turn would boost fundraising activities and, ultimately, lift ad spending.
The spending could increase even more if the U.S. Supreme Court frees businesses to spend on political advertising even in the last throws of a race. An important high court ruling could come down as soon as tomorrow.
Normally, off-year elections focus more on local, rather than national issues and the extent of media spending depends on how many primary races take place, where they are (big states have far more expensive media markets), how many incumbents are running and, finally, the number of major local referenda issues. Generally there isn't much national advertising. Political parties and interest groups buy markets in states with races.
This year Evan Tracey, president of TNS Media Intelligence's Campaign Media Analysis Group, a company that tracks political ad spending, was already predicting the combination of open gubernatorial races in Illinois, New York, California and elsewhere would hit the $2.8 billion spent in 2008, when the presidential race bolstered spending.
Mr. Tracey today said spending this time could now exceed that amount. The final figure, however, isn't yet clear -- in part because the economy and the Supreme Court decision could still affect the total.
Still, the Massachusetts race raised the stakes, he said.
"Anybody can win anywhere. There is no such thing as a safe incumbent any more," he said.
The Massachusetts results also could put more of a national debate in play, potentially benefiting cable news channels. It could also prompt the Republican and Democratic parties and advocacy groups to step up their local spending to make arguments about health care, the economy and other issues more typical to a presidential election year.
Today spokesmen for some cable companies and the Television Bureau of Advertising acknowledged they see the impact as potentially boosting political ad spending.
"It increases the importance of targeting your voters," said Tim Kay, director of political strategy for NCC, the national individual spot sales arm of major local cable providers. He pointed to independent voters, who were a major factor in the Massachusetts vote.
Greg D'Alba, CNN's exec VP-chief operating officer-sales and marketing, said advertising could be up for two reasons. First there could be more political advertising, period. Secondly, the results also signal more interest in politics this year and that could generate more corporate advertising in support of coverage.
"It's created another stellar political cycle," he said. "Last night's election supports our forecast that the midterm elections are going to be really important."
He said that he expected the political parties would do a national overlay of their messages to buttress local spending.
Jack Poor, VP-marketing for the Television Bureau of Advertising, said it sees the results as a fundraising boon to political parties, individual candidates and interest groups -- especially on the Republican side. That, in turn, will fuel ad spending on both sides.
"All that was missing [from the election races this year] was the full coffers," he said.
(Courtesy AdAge.com)
As I posted a couple months ago, political advertising was already set to surge this year, but Tuesday's big win for the GOP will undoubtedly fuel additional spending.
Here's the article from Ad Age:
WASHINGTON (AdAge.com) -- Republican Scott Brown's win of a Massachusetts Senate seat could turn out to be a boon for media companies, increasing spending on political advertising this year from the $2.8 billion originally expected.
Together with announced retirements by some key Democrats, the outcome over filling Sen. Ted Kennedy's seat in yesterday's special election in Massachusetts offers an unmistakable signal to both parties that they are going to have to weigh in early to start courting voters for this year's November midterm elections.
There were signals from all sides that the election could increase the number of challengers running, which in turn would boost fundraising activities and, ultimately, lift ad spending.
The spending could increase even more if the U.S. Supreme Court frees businesses to spend on political advertising even in the last throws of a race. An important high court ruling could come down as soon as tomorrow.
Normally, off-year elections focus more on local, rather than national issues and the extent of media spending depends on how many primary races take place, where they are (big states have far more expensive media markets), how many incumbents are running and, finally, the number of major local referenda issues. Generally there isn't much national advertising. Political parties and interest groups buy markets in states with races.
This year Evan Tracey, president of TNS Media Intelligence's Campaign Media Analysis Group, a company that tracks political ad spending, was already predicting the combination of open gubernatorial races in Illinois, New York, California and elsewhere would hit the $2.8 billion spent in 2008, when the presidential race bolstered spending.
Mr. Tracey today said spending this time could now exceed that amount. The final figure, however, isn't yet clear -- in part because the economy and the Supreme Court decision could still affect the total.
Still, the Massachusetts race raised the stakes, he said.
"Anybody can win anywhere. There is no such thing as a safe incumbent any more," he said.
The Massachusetts results also could put more of a national debate in play, potentially benefiting cable news channels. It could also prompt the Republican and Democratic parties and advocacy groups to step up their local spending to make arguments about health care, the economy and other issues more typical to a presidential election year.
Today spokesmen for some cable companies and the Television Bureau of Advertising acknowledged they see the impact as potentially boosting political ad spending.
"It increases the importance of targeting your voters," said Tim Kay, director of political strategy for NCC, the national individual spot sales arm of major local cable providers. He pointed to independent voters, who were a major factor in the Massachusetts vote.
Greg D'Alba, CNN's exec VP-chief operating officer-sales and marketing, said advertising could be up for two reasons. First there could be more political advertising, period. Secondly, the results also signal more interest in politics this year and that could generate more corporate advertising in support of coverage.
"It's created another stellar political cycle," he said. "Last night's election supports our forecast that the midterm elections are going to be really important."
He said that he expected the political parties would do a national overlay of their messages to buttress local spending.
Jack Poor, VP-marketing for the Television Bureau of Advertising, said it sees the results as a fundraising boon to political parties, individual candidates and interest groups -- especially on the Republican side. That, in turn, will fuel ad spending on both sides.
"All that was missing [from the election races this year] was the full coffers," he said.
(Courtesy AdAge.com)
Thursday, January 14, 2010
Follow-Up: Bar Codes in Advertising
So I'm flipping through my February 2010 issue of Website Magazine today and happened to notice barcodes in a few of the ads, such as this one:
See it in the bottom left-hand corner?
If memory serves me right, I had posted about this same barcode technology last year when they were appearing in the National Post of Canada.
Pretty cool way for people with smartphones to be able to connect immediately with print advertising...
(Courtesy Website Magazine)
Monday, January 11, 2010
How the Hamsters Saved Christmas: Zhu Zhu Pets Recharge Battery Category
So I get a call from my dad a couple weeks before Christmas that went like this:
Dad: Does your cousin's iPod run on AA batteries?
Me: No, sorry Dad.
Dad: What about his cell phone?
Me: Nope.
Dad: Game Boy? CD player? Anything?
Me: No, why?
Dad: I just bought 100 AA batteries at Costco for Christmas presents. I'm not sure what to do with them now...
Poor Dad, alkaline batteries used to be his go-to gift and now he's lost in a sea of rechargeables and lithium ion. If you've found yourself in a similar predicament recently, read on:
Don't worry, there's hope for you next year, Pops. :)
(Courtesy of AdAge.com)
Dad: Does your cousin's iPod run on AA batteries?
Me: No, sorry Dad.
Dad: What about his cell phone?
Me: Nope.
Dad: Game Boy? CD player? Anything?
Me: No, why?
Dad: I just bought 100 AA batteries at Costco for Christmas presents. I'm not sure what to do with them now...
Poor Dad, alkaline batteries used to be his go-to gift and now he's lost in a sea of rechargeables and lithium ion. If you've found yourself in a similar predicament recently, read on:
Loading up on alkaline batteries was once a familiar rite of holiday shopping for parents, but the category has been in a funk since well before the recession as traditional battery-operated toys and gadgets lost cachet to smartphones, laptops, iPods and other portable devices using different power sources.
But a funny thing happened this holiday season: Alkaline batteries had their best quarter for volume growth in at least three years and their first positive holiday quarter in terms of volume in four years. Zhu Zhu pets, one of the biggest breakout toy hits in years, may deserve the credit, though a round of savage price-cutting also played a role.
Don't worry, there's hope for you next year, Pops. :)
(Courtesy of AdAge.com)
Wednesday, January 6, 2010
DirecTV, ESPN, & Discovery to Launch 3D TV Channels
I still don't want to see Avatar in 3D because the blue hybrid people-aliens kinda freak me out, but put anything else in 3D and I'll be there with bells (and my 3D glasses) on.
Coming off last week's news that DirecTV is planning to launch a HD 3D channel early this year, both ESPN and Discovery Networks have announced they are planning to launch 3D channels of their own:
The only possible drawback? According to the article about DirecTV's HD plans:
But then think about early HD programming - it was only a couple channels and required a new TV - and how far that has come along in the last few years. Surely there are innovators out there who will jump on the 3D wagon and extoll its virtues to the rest of us who will slowly follow suit. Is this going to be another change that's going to revolutionize the way we watch television?
(Courtesy of TBIvision.com, tvtechnology.com, & HDGuru.com)
Coming off last week's news that DirecTV is planning to launch a HD 3D channel early this year, both ESPN and Discovery Networks have announced they are planning to launch 3D channels of their own:
The Disney owned sports operator is set to introduce ESPN 3D in June, launching with the airing of the first World Cup soccer games on June 11. The channel will air 85 live sporting events over the year, but will go dark when there is no event on.World Cup replays, goal celebrations, and hard tackles in 3D? AWESOME.
Discovery, meanwhile, has launched a joint venture with technology companies Sony and Imax, to launch a 3D channel in 2011. Although, it hasn't announced what content it will air in 3D, the channel will be a 24 hour channel.
The only possible drawback? According to the article about DirecTV's HD plans:
If accurate, the newly available content for the firm’s subs would require both a 3D-equipped HD set (and the requisite glasses) in order to see the light, as it were. One Web site, HD Guru, which originated the story citing its own sources, said DirecTV will announce its 3D plans at CES.You know, I'm tempted to be skeptical about this 3D channel business, simply because it seems untested and unnecessarily expensive to buy a completely new television to view only one or two channels.
But then think about early HD programming - it was only a couple channels and required a new TV - and how far that has come along in the last few years. Surely there are innovators out there who will jump on the 3D wagon and extoll its virtues to the rest of us who will slowly follow suit. Is this going to be another change that's going to revolutionize the way we watch television?
(Courtesy of TBIvision.com, tvtechnology.com, & HDGuru.com)
Monday, January 4, 2010
Seven Advertising Insights for the New Year
Happy New Year! Dana Severson's seven advertising insights (below) are absolutely worth sharing and paying attention to in the new year. (I know, I know, this was written in December 2009, however it still notes some important points and things to consider for 2010):
1. Social networking is only a good idea if you are going to be social. Don't get me wrong, I'm not a social media "guru" by any stretch of my imagination. However, it's obvious to anyone who has a Facebook account that unless you're having conversations, you're not being social.
2. Just because newspapers are failing doesn't mean that print media is dead. Numerous studies have proven it. That said, forget the research. If you want real proof that print media is still alive, just look at the collection of magazines on coffee tables and in bathrooms at your next get-together. Or, better yet, consider your own relationship with your favorite magazine. Magazines are shuttering because advertisers are spending less. It's not, I repeat, NOT because readers stopped reading them.
3. For the reasons I just mentioned, do not eliminate print from your advertising plans. I'm generalizing here, but for the most part, rates are cheaper and there's less competition for the reader's attention between the covers. In other words, your ROI is going to be much greater.
4. The over-analysis of online advertising is detrimental to the concept of branding. Keep in mind, the measurement of success from your online advertising efforts doesn't always have to come in the form of clicks. Don't worry Mr. Client, it's not your fault, you've been misled. Ad networks have trained you to believe that the only value in online advertising is conversions. This is not true.
5. With that in mind, banner advertising is becoming increasing less effective (both in terms of brand exposure and conversions). Focus on online campaigns that engage, entertain and inform. In other words, branded content is an idea you should be exploring. And, by branded content, I don't mean sponsored blog posts. Those are nothing more than a banner ad made of words. Rather, think of engaging/entertaining the reader first, advertising second.
6. For once, green-light the third concept. You know, the one that's outside your comfort zone. This is the campaign that will more than likely drive the greatest results. Why? Because we know what we are doing and we just want you to trust our judgment on this -- just once. You won't be sorry.
7. And lastly, for god's sake, NO MORE BUDGET CUTS. OK, that was just some wishful thinking, but please do consider it.
(Courtesy of AdAge)
1. Social networking is only a good idea if you are going to be social. Don't get me wrong, I'm not a social media "guru" by any stretch of my imagination. However, it's obvious to anyone who has a Facebook account that unless you're having conversations, you're not being social.
2. Just because newspapers are failing doesn't mean that print media is dead. Numerous studies have proven it. That said, forget the research. If you want real proof that print media is still alive, just look at the collection of magazines on coffee tables and in bathrooms at your next get-together. Or, better yet, consider your own relationship with your favorite magazine. Magazines are shuttering because advertisers are spending less. It's not, I repeat, NOT because readers stopped reading them.
3. For the reasons I just mentioned, do not eliminate print from your advertising plans. I'm generalizing here, but for the most part, rates are cheaper and there's less competition for the reader's attention between the covers. In other words, your ROI is going to be much greater.
4. The over-analysis of online advertising is detrimental to the concept of branding. Keep in mind, the measurement of success from your online advertising efforts doesn't always have to come in the form of clicks. Don't worry Mr. Client, it's not your fault, you've been misled. Ad networks have trained you to believe that the only value in online advertising is conversions. This is not true.
5. With that in mind, banner advertising is becoming increasing less effective (both in terms of brand exposure and conversions). Focus on online campaigns that engage, entertain and inform. In other words, branded content is an idea you should be exploring. And, by branded content, I don't mean sponsored blog posts. Those are nothing more than a banner ad made of words. Rather, think of engaging/entertaining the reader first, advertising second.
6. For once, green-light the third concept. You know, the one that's outside your comfort zone. This is the campaign that will more than likely drive the greatest results. Why? Because we know what we are doing and we just want you to trust our judgment on this -- just once. You won't be sorry.
7. And lastly, for god's sake, NO MORE BUDGET CUTS. OK, that was just some wishful thinking, but please do consider it.
(Courtesy of AdAge)
Wednesday, December 23, 2009
Thursday, December 17, 2009
Get Your Own!
Monday, December 14, 2009
Accenture Drops Tiger Woods as Sponsor
Global consulting firm Accenture PLC has ended its relationship with Tiger Woods, marking the first major sponsor to cut ties altogether with the golfer since his alleged infidelities surfaced and he announced an indefinite leave from the sport to work on his marriage.
In its first statement since the Woods' scandal erupted, Accenture said Sunday the golfer is "no longer the right representative" after the "circumstances of the last two weeks."
The move ends a six-year relationship during which the firm credited its "Go on, be a Tiger" campaign with boosting its image significantly.
Accenture has used Woods to personify its claimed attributes of integrity and high performance.
"After careful consideration and analysis, the company has determined that he is no longer the right representative for its advertising," Accenture said, adding that "it wishes only the best for Tiger Woods and his family."
The firm plans to immediately transition to a new advertising campaign, with a major effort scheduled to launch later in 2010. An Accenture spokeswoman declined to comment further.
Advertising firm Young & Rubicam, which has handled the company's Tiger Woods ads, also would not comment on the move.
One of the risks of advertising tied to a celebrity is that "your image gets carried by someone you can't control," said Jonathan Bernstein, president of Bernstein Crisis Management.
"They definitely understand there's damage," Bernstein said of Accenture.
Accenture's advertising campaign was almost entirely built around Woods and his success, portraying his ability to sink a key putt or hit out of the rough.
If Woods had acknowledged mistakes and said he would be back in a month, Accenture might be able to ride it out, said Rick Burton, a professor of sports management at Syracuse University, in an interview.
But Accenture can't afford to wait for what could be a long time before Woods returns.
"They had tied everything in their campaign to Tiger Woods it appeared," he said. "If he's not golfing, those ads don't make sense."
Burton said Accenture's billboards and airport advertising need to be replaced quickly.
Without a backup plan, the company might fall back on something simple and conservative that could highlight its logo.
"It is probably prudent to take a low-key, conservative approach until they determine what their next message is that they want to send," he said. Accenture will have to determine whether it wants to stick with sports or whether its been too burned by what happened and will go another route, Burton added.
"Accenture has made a decision to not continue with their sponsorship. We are disappointed but respect their decision," said Mark Steinberg, Woods' agent at IMG Worldwide.
The PGA Tour said it would have no comment.
Accenture has been title sponsor since 2001 of the Match Play Championship, a lucrative World Golf Championship event that draws the top 64 players from the world ranking.
Accenture earlier this year renewed its sponsorship of the tournament through 2014. The contract is separate from its business endorsement with Woods.
The management consulting, technology services and outsourcing company has clients in more than 120 countries and about 177,000 employees across 52 countries.
Starting as the consulting arm of now-defunct accounting firm Arthur Andersen, it split off in 1989 under the name Andersen Consulting, eventually ending all ties with Andersen and changing its name to Accenture.
The company went public in 2001 and now has a market cap of $26 billion.
Earlier this year Accenture shifted its place of incorporation from Bermuda to Ireland, where it has done business for about 40 years.
Woods' array of endorsements helped him become the first sports star to earn $1 billion, according to Forbes. But while not terminating its relationship completely, another major Woods sponsor pulled away this weekend.
On Saturday, Gillette, which uses the slogan "The best a man can get," said it won't air advertisements featuring Woods or include him in public appearances for an unspecified time. Woods was hired by Gillette in 2007 and has been in ads for Gillette Fusion Power razors with titles like "Phenom" and "Champions" with other stars including tennis great Roger Federer and soccer player Thierry Henry.
Other sponsors continue to stick with Woods for the time being.
On Monday, Swiss watch maker Tag Heuer said it will continue its association with Woods.
"He's the best in his domain," spokeswoman Mariam Sylla told The Associated Press. "We respect his performance in the sport."
Sylla said Woods' personal life was "not their business."
Electronic Arts, whose EA Sports division has been selling Tiger Woods video golf games for a decade, said Sunday, "We respect that this is a very difficult, and private, situation for Tiger and his family. At this time, the strategy for our Tiger Woods PGA TOUR business remains unchanged."
The game's next edition featuring Woods comes out in six months.
AT&T said Sunday that it continues to evaluate its relationship with the golfer.
Nike Inc. said late Friday that it supported Woods' decision to take time off.
(Courtesy ESPN.com)
In its first statement since the Woods' scandal erupted, Accenture said Sunday the golfer is "no longer the right representative" after the "circumstances of the last two weeks."
The move ends a six-year relationship during which the firm credited its "Go on, be a Tiger" campaign with boosting its image significantly.
Accenture has used Woods to personify its claimed attributes of integrity and high performance.
"After careful consideration and analysis, the company has determined that he is no longer the right representative for its advertising," Accenture said, adding that "it wishes only the best for Tiger Woods and his family."
The firm plans to immediately transition to a new advertising campaign, with a major effort scheduled to launch later in 2010. An Accenture spokeswoman declined to comment further.
Advertising firm Young & Rubicam, which has handled the company's Tiger Woods ads, also would not comment on the move.
One of the risks of advertising tied to a celebrity is that "your image gets carried by someone you can't control," said Jonathan Bernstein, president of Bernstein Crisis Management.
"They definitely understand there's damage," Bernstein said of Accenture.
Accenture's advertising campaign was almost entirely built around Woods and his success, portraying his ability to sink a key putt or hit out of the rough.
If Woods had acknowledged mistakes and said he would be back in a month, Accenture might be able to ride it out, said Rick Burton, a professor of sports management at Syracuse University, in an interview.
But Accenture can't afford to wait for what could be a long time before Woods returns.
"They had tied everything in their campaign to Tiger Woods it appeared," he said. "If he's not golfing, those ads don't make sense."
Burton said Accenture's billboards and airport advertising need to be replaced quickly.
Without a backup plan, the company might fall back on something simple and conservative that could highlight its logo.
"It is probably prudent to take a low-key, conservative approach until they determine what their next message is that they want to send," he said. Accenture will have to determine whether it wants to stick with sports or whether its been too burned by what happened and will go another route, Burton added.
"Accenture has made a decision to not continue with their sponsorship. We are disappointed but respect their decision," said Mark Steinberg, Woods' agent at IMG Worldwide.
The PGA Tour said it would have no comment.
Accenture has been title sponsor since 2001 of the Match Play Championship, a lucrative World Golf Championship event that draws the top 64 players from the world ranking.
Accenture earlier this year renewed its sponsorship of the tournament through 2014. The contract is separate from its business endorsement with Woods.
The management consulting, technology services and outsourcing company has clients in more than 120 countries and about 177,000 employees across 52 countries.
Starting as the consulting arm of now-defunct accounting firm Arthur Andersen, it split off in 1989 under the name Andersen Consulting, eventually ending all ties with Andersen and changing its name to Accenture.
The company went public in 2001 and now has a market cap of $26 billion.
Earlier this year Accenture shifted its place of incorporation from Bermuda to Ireland, where it has done business for about 40 years.
Woods' array of endorsements helped him become the first sports star to earn $1 billion, according to Forbes. But while not terminating its relationship completely, another major Woods sponsor pulled away this weekend.
On Saturday, Gillette, which uses the slogan "The best a man can get," said it won't air advertisements featuring Woods or include him in public appearances for an unspecified time. Woods was hired by Gillette in 2007 and has been in ads for Gillette Fusion Power razors with titles like "Phenom" and "Champions" with other stars including tennis great Roger Federer and soccer player Thierry Henry.
Other sponsors continue to stick with Woods for the time being.
On Monday, Swiss watch maker Tag Heuer said it will continue its association with Woods.
"He's the best in his domain," spokeswoman Mariam Sylla told The Associated Press. "We respect his performance in the sport."
Sylla said Woods' personal life was "not their business."
Electronic Arts, whose EA Sports division has been selling Tiger Woods video golf games for a decade, said Sunday, "We respect that this is a very difficult, and private, situation for Tiger and his family. At this time, the strategy for our Tiger Woods PGA TOUR business remains unchanged."
The game's next edition featuring Woods comes out in six months.
AT&T said Sunday that it continues to evaluate its relationship with the golfer.
Nike Inc. said late Friday that it supported Woods' decision to take time off.
(Courtesy ESPN.com)
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