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New York Times, May 31, 2009 — ON a recent Thursday, Darren Herman, the president of Varick Media Management, was sequestered in his SoHo office. He wasn’t scrutinizing a television ad or images from a photo shoot. He was combing through graphs and Excel spreadsheets.
Wall Street Journal, May 18, 2009 — With a reduced advertising budget and a desperate need to increase sales, Chrysler is relying more heavily on new technologies to predict how ad purchases will translate into sales.
A team of statisticians, economists, software engineers and media planners at Chrysler's digital marketing agency, Organic, has designed a "media modeling" system that helps the company calculate the best ways to allocate its marketing dollars. The system calculates how much ad spending is needed to meet certain sales targets and then analyzes how both online and offline ads affect Web activity and, ultimately, sales.
KenRadio, March 20, 2009 — While debates may rage over exactly how to assess the value of brands, virtually everyone agrees that brands represent real and significant financial value to their owners. Managing a brand therefore requires careful and strategic investment and stewardship. But what are the drivers of brand value? Product quality, customer services, and in particular advertising, are some of drivers most commonly cited and studied. Until now, however, there has been relatively little research into the contribution of public relations to brand value. In a new study by Interbrand analyzed the positioning between a brand’s media prominence, and brand value across the world’s 100 most valuable brands.
Advertising Age, February 23, 2009 — The drumbeat of doom for TV advertising has sounded for more than a decade — DVRs, channel surfing, fragmentation, clutter, the flight to digital media ... Jay Leno moving to prime time. Now the recession has even TV's most reliable moneybags of yore, such as Procter & Gamble and General Motors, yanking big wads of cash off the table.
Yet a funny thing is emerging from the smoldering ruins of what may be the ugliest quarter TV has ever encountered financially: a growing body of evidence which suggests not only that TV advertising still works, but that it may be working better than ever.
Advertising Age, December 2, 2008 — The current economic crisis will undoubtedly leave a lasting imprint on how all business gets done from this point forward and undeniably be a catalyst for unprecedented change in the advertising industry. And we had better be ready for it.
In any economic crisis, reduction in ad spending is inevitable and necessary as companies adapt, Darwin style. Today's environment is no exception. We're keenly aware that in past recessionary periods advertising has taken more than its share of cuts. This time, while the cuts in spending have already begun, the impact will have even more dire and long-term consequences. As the cuts continue, brand managers will begin to realize that "my current advertising level and spend really wasn't helping to build my brand the... continue reading
New York Times, November 16, 2008 — Some major brands may be pondering a cutback on advertising in this shaky economy, but there is one form of marketing that will soldier on: people walking around wearing logos. Most of us probably don’t consider that a form of advertising, but there is some evidence suggesting that such exposure has more influence than we think.
Advertising Age, October 27, 2008 — If today's TV buying is the model for the future, advertisers are in trouble.
Virtually all parties involved — marketers, media buyers and the media themselves — agree that in a video-on-demand world in which consumers control what they watch and when, the current broadcast advertising model is broken, or at the very least inadequate. What they don't yet agree on is the solution, leading to mass confusion as networks scramble to create their own measurements in a race to develop a standard for counting those precious eyeballs. The trouble is, they should be working together, not apart.
Mediaweek, October 23, 2008 — Google is so confident that its InVideo Ads product—those semi-transparent/animated overlay ads it launched on YouTube last year—are game changers that the company is turning to brain wave researchers to prove their effectiveness.
The search giant--in conjunction with MediaVest--has partnered with NeuroFocus, a researcher that specializes in biometrics, to gauge both how users respond to InVideo ads and how well those ads complement traditional banner ads. NeuroFocus specializes in measuring individuals’ brain response—by literally placing sensors on their heads—as well as other factors like pupil dilation and skin response.
Advertising Age, October 20, 2008 — TiVo CEO Tom Rogers did everything but hang an "end is near" sign around his neck as he tried to rouse a Saturday morning breakfast crowd at the Association of National Advertisers annual conference with warnings of fast-approaching doom for conventional TV ads.
At issue is whether DVR penetration is about to reach the tipping point at which advertiser-supported TV goes the way of the music industry and newspapers — a scenario Mr. Rogers warned repeatedly is coming soon unless advertisers begin investing in TiVo-proof vehicles sold by TiVo.
MarketingVox, June 9, 2008 — Facebook has launched a feedback feature for ads on its site, reports robwebb2k. Each Facebook ad now comes with a pair of "StumbleUpon style thumbs," he writes. Rating a Facebook ad "thumbs down" results in the ad being changed. When users rate an ad, a pop-up feedback window asks why it was either liked ("interesting," "relevant to me," "good offer," "other") or disliked ("misleading," "offensive," "pornographic," "irrelevant," "repetitive," "other").
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