Hasta La Creative!

I was just a kid when Charley Steiner yelled “Follow me! Follow me to freedom!” at the end of the “Y2K” This is Sportscenter ad. ESPN was a much simpler network then, before screaming heads led by Messers Bayless and A. Smith really damaged the reputation of everyone’s go-to sports network. Back then, the anchors of Sportscenter, like Steiner, were the stars, and the audience got to see anchor personalities shine through during these 30-second spots. Sometimes the spots featured professional athletes; sometimes they didn’t. But the spots were almost always funny and ripe with self-deprecation.

More than a decade later, Steiner is gone from the network. ESPN has chosen to count down the 50 greatest “This is Sportscenter” commercials from the past 18 years on August 1, with irrelevant host/SNL member Jason Sudeikis. As always, W+K New York ran point on this project with “the worldwide leader in sports.” I’m not sure why the network has chosen to unroll the countdown now, but we’re told that there will be bonus footage and interviews with the actors, athletes, and producers who helped shape the commercials. So for one last day, we can all follow Charley Steiner to freedom.

You can watch a few of the top spots after the jump, including a great bit featuring the entire Manning family from a few years ago.

continued…

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After very public early troubles, the Oprah Winfrey Network turned a profit in the most recent quarter, earlier than recent expectations, part owner Discovery Communications’ said today as it reported second-quarter earnings.

Discovery CEO David Zaslav said ratings success combined with significant advertising growth to move OWN into the black earlier than anticipated. The network signed over 30 new advertisers during upfront negotiations for the upcoming TV season, he told analysts during a conference call to discuss Discovery’s results. And its recent deals for commercial time in the so-called scatter market have yielded ad prices at least 10% above the 2012 upfront, he said.

OWN also began receiving higher subscriber fees this year, in some cases reportedly about 20 cents per subscriber. The network will now begin to pay back Discovery for its investment.

Continue reading at AdAge.com

No matter how many marketers talk about the social media and mobile marketing rave, email marketing still continues to win when it comes to outreach, conversions and profitability. However, there’s more to email marketing then simply composing and pressing the send button.

The Statistical Fact Book 2013 released by Direct Marketing Association had an excerpt revealing that analyzing data is one of the biggest challenges for marketers, and the second biggest challenge is leveraging the analytics to increase engagement and conversions in future campaigns.

The good thing is that most modern email marketing software already includes Google analytics and other metrics, so there’s no separate integration required. The real challenge is to improve future campaigns by making use of current analytical data and metrics and to constantly be improving upon your processes.

Important e-mail marketing metrics and analytics

1. Delivery rate

This is the rate of emails that actually end up in the inbox of the recipient. You can use the analytics to find out the total number of emails sent, and minus the emails that weren’t send to them. The bounce rate should also be deducted to determine the delivery rate.

Emails may not always reach the recipient’s inbox because they may end up in the spam box. The delivery rate should be above 90%. If this rate starts to decrease over the period of time, you need to check different factors contributing to the declining percentage. It could be because your IP has been blacklisted or your subject lines have grammatical and other errors. Improving the delivery rate will increase the campaign’s ROI and your ISP reputation.

2. Bounce Rate

There’s a small amount of emails that fail to reach the inbox of the recipient. This usually happens in two situations and you need to be aware of them in order to take appropriate action.

The first situation is where the inbox of the recipient runs out of storage space or the email server has issues. There’s not much you can do in this case except wait for the problems to be solved.

The second situation is when something is wrong at your end and the email is not sent. This mostly happens when the recipient’s email turns out to be invalid. You should avoid keeping such email contacts because if your emails are sent in bulk to invalid email addresses, you can be tagged as a spammer.

You should also take a deep look at your body content and the subject line because they may also make your emails end up in the spam filter. Improving bounce rate takes time but is important for successful campaigns.

Both delivery and bounce rate are related to each other and these two analytics are quite important to improve email marketing conversions.

3. CTR

CTR stands for click through rates, and it’s the prime focus of email marketing analytics. The click through rate shows the number of recipients who clicked on a picture or link in your email. This is quite important to find out about your ideal recipients and what they expect from you in future emails.

After realizing the type of links that are being clicked, you’ll be able to deliver more relevant content. The click through rate pretty much guides you about the step that should be taken next. For example, if someone has a high CTR for Facebook marketing links, an email regarding social media marketing services will be more helpful and relevant for him/her compared to an email about affiliate marketing services.

4. Conversion rate

Conversion rate determines how many recipients responded in a way that you wanted them to. This rate also tells you the number of leads generated from your campaign and measures the overall success.

If your conversion rate is low, you can try changing the content of the e-mail, design of the landing page or experiment with a custom layout. You can also add tags to different campaigns to get an idea of how the emails are performing. By a little brainstorming, it’s possible for you to increase conversion rates in every campaign

All the data and information you collect from email marketing analytics will only be beneficial if you put it to the right use. Analytics aren’t only meant for getting on the good side of management, but should also be used to optimize your cross-channel and targeted marketing performance.

You can benchmark how the campaigns performed over different time periods and try to come up with strategies to improve marketing performance in the future.

This is a guest post

The post Putting Email Marketing Analytics To Use appeared first on AdPulp.

Fan du studio d’animation Pixar, le designer Chris Anderson a imaginé une boîte contenant 2 paquets de cartes à jouer à l’effigie des différents héros des films du studio. Un coffret « Pixar Playing Cards » très réussi réalisé dans le cadre d’un projet universitaire à découvrir dans la suite de l’article.

Nissan has appointed Guillaume Cartier to its top European marketing role, replacing Paul Willcox, who is leaving for an as-yet unknown position elsewhere.

We’ve certainly seen worse Twitter offenses over the years when it comes brands, like this one from two years ago. So, let’s just be like the kids these days and let out a loud SMH at what whoever handles Delta’s Twitter account just posted and already has several commenters and tipsters expressing everything from eyerolls to WTFs. Consider this a little mid-afternoon respite from all the agency-related madness of the week. The only good thing that can come out of this is that the self-proclaimed “Mack Daddy” is collecting a damn check somewhere.

New Career Opportunities Daily: The best jobs in media.

(TrendHunter.com) There wouldn’t be many people who would question Karl Lagerfeld and Anna Wintour’s god-like status in the fashion industry, and these fashion drawings are a literal interpretation of that…

If CBS' The Crazy Ones seems like a day at Leo Burnett in Chicago, there's a good reason for that. The agency's executive creative director, John Montgomery, works as a consultant and executive producer on the fall comedy—and, in fact, inspired the show, which marks the network series return of former Mork from Ork Robin Williams.

It's no accident, then, that the pilot has the fictional ad folks working on a campaign for McDonald's, one of Burnett's biggest clients. (They want pop star Kelly Clarkson to shill burgers. "I don't do jingles," she sniffs, but eventually belts out a meat-loving ditty.) The brand didn't pay for the prodigious placement, though Williams told 200-plus reporters at a Television Critics Association panel on Monday in Beverly Hills to "look under your chairs—there's a Happy Meal!"

Expect to see other real brands on the show, likely from Burnett's stable, that were willing to let the creative team poke some irreverent fun at them. Montgomery has been spending several days a week with the sitcom's writers, said executive producer David E. Kelley, giving them agency scoop that's "sometimes crazier than we could imagine." Kelley and Williams also visited Burnett's offices to soak up the agency flavor. Even the show's title comes from advertising—"Here's to the Crazy Ones" was the anthem spot from TBWA's "Think Different" campaign for Apple.

There's another ad connection with The Crazy Ones. James Wolk, who plays the shadowy Bob Benson on AMC's Mad Men, stars as the new show's office lothario and creative whiz. "I only do advertising and marketing shows," he joked during the panel. The workplace comedy, premiering Sept. 26, also features Sarah Michelle Gellar as Williams's pragmatic daughter who's trying to keep her screwball dad in line.

Fazer conceito é divertido pois você não precisa se preocupar (tanto) com a funcionalidade e desenvolvimento, isso acaba ficando pra depois. Afinal, para inovar é preciso primeiro se libertar das amarras conhecidas.

Esse redesenho do Twitter criado pelo designer australiano Fred Nerby pode ter vários “poréns ” quando se trata de usabilidade, mas é definitivamente bonito, com uma experiência mais visual e seguindo a tendência do flat do design web.

O que mais me incomoda é o foco em celebridades, mas tem boas ideais aí, tanto sobre a abordagem que veículos de mídia podem ter e também uma reinvenção do serviço de música que o Twitter mesmo tem intenção de trabalhar.

Assista o vídeo acima e confira algumas imagens abaixo.

/dica do leitor @gustavotampa

Post originalmente publicado no Brainstorm #9
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Se você parar para pensar um pouco, a comparação entre sexo e comida é frequentemente usada por muitas pessoas. Então, é bastante natural que alguém tenha resolvido usar frutas, legumes e outros alimentos para explicar as diferenças entre o sexo nos filmes pornô e o sexo de verdade. A tarefa coube ao KB Creative Lab, que fez isso de uma maneira criativa e bem-humorada no vídeo acima.

Para os criadores de Porn Sex x Real Sex, qualquer pessoa que já tenha assistido a filmes pornô e feito sexo pode dizer algumas das diferenças entre a ficção e a realidade, mas eles queriam ir além, mostrando alguns dados mais específicos. O que vemos, então, é uma espécie de infográfico animado, com uma abordagem leve e interessante, que trabalha mais com a imaginação do espectador, em vez de ser explícito.

Vale o play, mas com uma advertência: você nunca mais vai olhar para a comida da mesma maneira. Especialmente aquele pote de Nutella.

Post originalmente publicado no Brainstorm #9
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