At its upfront meeting, the channel touted its new series because though the weather is mercurial, marketers crave regularity.
Writing on the HubSpot blog, I take a look at why the blog post is displacing typical online advertising. With recent interest in content creation, the rise of inbound marketing, and the latest trend, native advertising, the lowly blog post has, once again, risen to prominence in the eyes of marketers who now see it as a powerful method to connect with prospects and customers by delivering valuable, educational, and useful information.
And that is why the blog post is the new online ad unit. While clickthrough rates (CTR) are not the only metric by which you can measure a banner ad’s performance, typical online banner ad units achieve a CTR of 0.10% according to MediaMind’s Global Benchmarks Report, and that figure is on a downward spiral due to banner blindness, among other things. Couple that with “blind” network ad buys that prevent a marketer from knowing exactly where their ads appear and limited ad real estate on which to place messaging, and you’ve got an online advertising system that is very, very broken. But all is not lost! Here’s why the blog post is so beneficial to marketers — and why the typical ad unit just won’t cut it any longer.
One of the NFL’s biggest marketing challenges is how to lure fans to attend live games when they can sit at home and watch for free on TV.
To give fans something inside stadiums they can’t get at home, the NFL is mandating all teams install TV cameras in their locker rooms this season, NFL Exec VP Eric Grubman said at the 2013 IMG World Congress of Sports in Naples, Florida today.
According to NFL spokesman Brian McCarthy, here’s how it will work. The footage will only be of the home team and be shot pregame and at halftime. The NFL’s individual clubs will have the option to use the video on replay screens (and in team apps), when, where and how they see fit. Mr. McCarthy said its up to the league’s 32 clubs to decide if they want to sell sponsorship opportunities around the footage to advertisers. So we could see, “Inside the Pittsburgh Steelers locker room. Brought to you by”
Weird, but also pretty neat: On Tuesday, Pizza Hut Canada streamed live YouTube video of an illustrator sketching commenter-suggested images on pizza boxes. It's a bit reminiscent of that artist who promised to hand draw every new Twitter follower (before bailing when he realized how many people would click a button in exchange for a free picture of themselves). Pizza Hut is calling its marketing gimmick art. It's hard to imagine anyone rushing to frame the sketches and hang them on the wall. But they do include random bits of genius, like a pizza eating a man, a porcupine in a balloon factory and "Lady 'Za 'Za" wearing a dress made of pizza (instead of, say, one made of meat). There are also less appetizing sketches, like a "big slice of pizza pushing a baby slice of pizza in a stroller made of cheese." Because it wouldn't really be a pizza box—or advertising—if it weren't covered in melted goop. Now, sit back and enjoy seven and a half hours of footage from the event at the videos below. Agency: Grip Limited in Toronto.
 |
 |
(TrendHunter.com) In her graffiti art installation project entitled ‘Abandonment of the Solid,’ artist Caitlin Masley presents an abstract work that combines sculptural pieces as well as wall paintings….
Jay Leno, longtime host of NBC’s “The Tonight Show,” will step down early next year and be replaced by Jimmy Fallon, currently the host of NBC’s “Late Night,” ending a long, successful and occasionally turbulent run for Mr. Leno that was briefly interrupted when NBC tried moving him him to 10 p.m.
As part of the transition in spring 2014, “The Tonight Show” will be returning to New York, NBC said today in an e-mailed statement, confirming developments that had been trickling out into the press over the last few weeks. Lorne Michaels will be executive producer.
The announcement, expected after NBC designated Mr. Fallon as Mr. Leno’s heir, marks a changing of the guard at the most-watched show in late-night television. Mr. Leno, 62, who had been critical of NBC management recently as stories surfaced of an imminent change, said today that he supported the transition. “Congratulations Jimmy,” Mr. Leno, host for 22 years, said in the statement. “I hope you’re as lucky as me and hold on to the job until you’re the old guy. If you need me, I’ll be at the garage.”
NBC confirmed that Jimmy Fallon would take over from Jay Leno as host of “The Tonight Show” after the conclusion of the Winter Olympics in February 2014.
McCann chief creative officer/chairman global brands Linus Karlsson, one of the many talented Swedes in the advertising industry, left his native land in 1990 to come to the U.S. Before joining the agency in 2011 to lead its creative department, Mr. Karlsson worked at Fallon Minneapolis alongside partner Paul Malmstrom, with whom he later co-founded Mother New York. While only close friends and family might know that he also has a secret hobby, knitting, there are a few other things most people don’t know about the creative leader.
This is the first in a new Creativity series about things you might not know about adland’s creatives.
1. He’s named after Linus in “Peanuts.” His parents loved cartoons and were going to name him
David&Goliath is out with a new campaign for the California Lottery that compares winning the lottery to believing in — let’s be honest — far more important things like women’s rights, landing on the moon and continuing to surf after a shark has bitten off your arm.
While one may very well wish to believe they will win the lottery and, hence, play it all the time, is it fair to compare that belief to important cultural events and personal achievement?
This campaign was created to combat the fact only 30 percent of Californians having a positive feeling about the Lottery. Well, no shit. No one ever wins. Only strangers in the newspaper win. How can one believe in impossible odds like that?
Which, of course, is why this campaign was created but to compare belief in the lottery to crowning achievements such as the examples used in the campaign is, well, ludicrous and crass.
The TV commercial is pretty cool though! 🙂
As many of you probably know, the Art Directors Club decided to take its hardware, talents, what have you from New York City to South Beach for its 92nd Awards Show. So, in case you missed lingering around the ADC Gallery in Chelsea, we have some first-person perspective from the event in warmer climates courtesy of the organization’s director of content & communications, Brianna Graves, who offers her recap of one particular moment that she dubs “Stageside Craft.” Recap of Day 1 in video form above.
A could-have-been disappointment turned into one of the most special moments of the first day of the inaugural ADC 92nd Annual Awards + Festival of Art and Craft in Advertising and Design. With the day’s workshops wrapped and the drinks in the afternoon poolside Creative Register Cabana consumed, all Festival attendees headed for the Private Pool + Lawn at W South Beach to kick back and absorb the inspiration of Day One at the Opening Night Pool Party presented by Martin Guitar.
An open bar provided unlimited cool drinks to get people loosened up to mingle, and a line grew around the pool for the opportunity to create a signature pasta dish. The lawn was packed with colorful, clearly Miami Beach-ready guests, as the ADC’s executive director Ignacio Oreamuno [ed: he explains the move to Miami here] took the stage to introduce musician Keaton Simons. The crowd fell silent. But something wasn’t right. A venue-imposed noise restriction made it challenging, but not impossible, to hear Oreamuno’s voice across the lawn. But a not-so-gentle ocean breeze blowing off the sands of South Beach and straight into the microphone finished the job, and barely a word or a strum from Simons’ guitar could be heard as he began his set.
New Career Opportunities Daily: The best jobs in media.
 |
 |
| THE ORIGINAL? Aya Japanese Restaurant – 2004 Source : Cannes Archive Online Agency : MKT Lisbon (Portugal) |
LESS ORIGINAL Jong Hwa Restaurant « Pure Chinese » – 2013 Source : Adsoftheworld Agency : BigBang Istanbul (Turkey) |
Le designer Tang Yau Hoong a imaginé de superbes posters au graphisme maîtrisé en se basant sur des proverbes et des citations véhiculant des valeurs positives. Des créations colorées que tout le monde peut se procurer sur sa boutique et à découvrir dans la suite de l’article.
Advertising Agency: Sancho BBDO, Bogota, Colombia
Chief Creative Officers: Hugo Corredor, Giovanni Martinez
Creative Director: Damian Montañez, Cristian Alzate
Art Director: Camilo Jiménez, Daniel Marín
Copywriter: Jose Luis Rueda
Illustrator: Miguel Taubín, Camilo Jiménez
Account Director: Natalia Pérez, Laura Luque
Your billboard fail of the day comes from Halifax, Nova Scotia, where Mount Saint Vincent University put up an ad encouraging people to honor the "remarkable women" in their lives through a "Women's Wall of Honour" project. The baffling image: three smiling men who have donated to the initiative. (The guy on the right is from the ad agency Colour.) "I don't know that we were really shooting for juxtaposition there, to be honest with you. It was just about reaching a different audience," university spokesman Ben Boudreau tells the city's Chronicle Herald, just as oddly. Via The Ethical Adman.
|
|
Discovery Communications is bringing the second screen to upfront, introducing an ad sales web app allowing media buyers and advertisers to get more information during its presentation in New York on Thursday.
The web app, which is available on all devices, will provide details and facts about the company’s programs and networks, as well as tools that allow clients and agency partners to favorite shows and jot notes, Discovery said today. It will sync with the presentation, following along with each Discovery network and piece of content as it’s presented by executives.
The app will updated throughout the year with confidential information for clients and the buying community, Discovery said.
Tesco has secured a deal with BBC Worldwide that will bring a raft of popular cookery, comedy and drama programmes to its ad-supported streaming service Clubcard TV.
At first glance, it looks like it has to be a prank. But despite being released suspiciously close to April Fools' Day, Bubba Watson and Oakley insist that the new hovercraft golf cart in the video below is real. Designed by Neoteric Hovercraft, the vehicle—if it's real—is the coolest thing to happen to golf since, well, Bubba Watson. The 2012 Masters champ, as always, has some amusing, self-deprecating one-liners in the demo video, which rolled out Tuesday, a day after April Fools'. "I see a lot of stares, a lot of laughs," Watson says. "And then they actually see how efficient it is. I think it's really going to get more people involved. They're just going to want to drive the hovercraft and not play golf. But I mean, that's how I got started, driving a golf cart, and then golf got in the way."
|
|
Web advertising dollars are transitioning from desktop to mobile much more quickly than previously anticipated — and that has eMarketer boosting its 2013 mobile-advertising forecast. According to the firm, U.S. mobile advertising will be a $7.29 billion industry in 2013, $100 million more than eMarketer projected in December 2012.
Clark Fredricksen, eMarketer’s VP-communications, said the revision was made because mobile advertising is growing faster than originally expected. Facebook’s and Twitter’s “explosive entrances” into mobile advertising and a Google’s continued “strong performance” on mobile are the driving factors behind the growth, Mr. Fredricksen said in a statement.
In 2011, Facebook and Twitter earned no revenue from mobile. This year, they are expected to earn $964.9 million and $266 million on mobile, respectively.
Betfair, which has completed its £5m takeover of online bookmaker Blue Square, is ending the company’s six-year sponsorship of the Football Conference.
We are just weeks away from a new internet era, when there will be a 6,000% expansion of website domains available for internet users. While this level of growth sounds exciting, it may hold more threat than promise for marketers.
Over the past year, the Internet Corporation for Assigned Names and Numbers has accepted applications from companies seeking brand-centric generic top-level domains, such as .netflix or .microsoft, as well as more broad-reaching gTLDs including .auto, .bank and .restaurant. An ICANN board meeting scheduled for April 7-11 in Beijing will likely cement the rollout of these new gTLDs on April 23.
The ANA has not only taken a strong position against ICANN’s premature rollout of its gTLD plan, but also brought our industry’s concerns to the highest levels of the U.S. government and to the ICANN organization. If you are a brand marketer and had not fully been following the discourse surrounding ICANN and the new gTLD plan, you are running out of time to assess, analyze and take action. Here are some helpful tips to act on now:
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
