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Interactive marketing and other great advertising ideas since 2003
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January 05, 2010
The Playboy Interview: Marshall McLuhan


This morning i came upon (via @pedroramirez, digital director at Grey Mexico) a fantastic link, an old Marshall McLuhan's interview published at Playboy Magazine in 1969. With assertions such as "Effective study of the media deals not only with the content of the media but with the media themselves and the total cultural environment within which the media function", the text is as interesting and (surprisingly) contemporary as it gets in many aspects of our current environment.

February 15, 2009
The iPhone and the App Store contradictions

Marta Kagan recently put online a useful presentation on branded applications for the iPhone, considered as the next generation of immersive mobile branding. Her slideshow gives me the opportunity to spend a couple of words on the huge contradictions I see on App Store if you take the digital marketer point of view.

View more presentations from Marta Kagan. (tags: iphone marketing)

We are talking so much about the digital world, where everything and everybody is connected, where you can discover and get to know great ideas and great people from all around the world, global meets local etc, etc, etc... But, but, but the Apple App Store is far from being a global store. If you are based in Italy for example, very often you can't buy nor even download for the applications developed in the US, and viceversa.

Continue reading... "The iPhone and the App Store contradictions"

February 02, 2009
Marketing trends for 2009

Marketers and account planners out there, have a look at the Leo Burnett predictions in marketing for 2009. A few things might not sound new, and on a few things you might disagree. But it's a good set of inspirations for the new year.

I especially appreciated the idea of New Realism when they say "we will be forced to become much more realistic over the coming years" but I also think it's important that agencies will align with brands on this subject. For this reason I also recommend (both agencies and clients) to read also the latest Future Lab report called "Bridging the Brand-Agency Divide" that offers a few tips to understand and reconnect the client-agency relationship in an era of economic (but not creative) recession.

August 03, 2006
The new age of advertising

Advertising is hijacking all the blank spaces. Eggs, body parts, air-sickness bags... no blank space will survive. The world has become a stage for product placement. The Baltimore Sun has a good article on the new advertising age, where marketers are trying to catch you where you least expect it. Scary to read if you're a consumer, inspiring to read if you're a marketer :-)

April 20, 2006
It's all about engagement... or maybe not?

On ClickZ, writes a very interesting article on the "engagement" idea in online marketing. I'm so happy to hear her point of view on this topic!

One thing's for certain: engagement as the objective of your next marketing campaign doesn't make a lot of sense, at least until we've figured out how to definitively measure the results.

It's amazing how many times we concentrate all our attention on the "beauty" of a website, on how it is funny or on its viral potentials etc... and we therefore miss the key points any online effort should bear in mind: which are the marketing and communication objectives of my online campaign? Who am I trying to reach?

Viral marketing applications can also be effective where engaging consumers is concerned if they serve a purpose beyond just that. Take a moment to recall some of the most popular viral videos and interactive tools and you'll realize their success wasn't measured in their ability to engage alone.

December 07, 2005
Advertising industry lacks talent

Interviewed on Media Guardian, Bartle Bogle Hegarty founder John Hegarty believes the lack of talented people in advertising industry is a "major, major problem". The industry is getting more and more complex and this sophistication requires people with skills and talent, ready to adapt to the new challenges.

Before, it was easier to get people because what we needed them to do was less than we need them to do today. (...) We have an industry that's totally appalling in training people. I think it's hard, the creative department is unbelievably hard. There's a dearth of good creative directors out there - a complete dearth.

November 10, 2005
Predictions for online advertising in 2006

It's November and it's time to start with the predictions on what will happen next year in the advertising world. Will online advertising surpass outdoor? Will mobile marketing eventually take off? Will it be possible to find a reliable business model for podcasting? Etc... 24/7 Media has started the game announcing at Ad:Tech New York which will be the top 10 trend in online marketing and advertising in 2006.

1. Consumer-generated media will become increasingly attractive to advertisers

2. Advertisers will continue shifting traditional ad spending to the Web due to increased Internet consumption and better targeting/reporting capabilities

3. Advertisers, cable providers and interactive marketing experts will collaborate to address "The TiVo Effect"

4. Brand advertisers will drive the next wave of growth for the paid search market

5. Best practices in localized mobile marketing will be perfected overseas in 2006

6. Online advertisers will employ holistic targeting methods to deliver better results and reduce reliance on high-profile, high-CPM ad buys

7. Technology and better data access will transform online advertising success to a formulaic equation

8. Japan will be the next frontier for paid search and interactive marketing

9. Mobile carriers will adopt new ad models to boost revenue beyond usage

10. Performance-based pricing models will demonstrate the true value of search engine marketing (SEM) as a lead generation channel

As you can see, mobile marketing is also touched in the prediction. It is expected to take off here in Europe, while it will still be in the test phase in the US. More details on each single item can be found in the press release.

[via AdJab]

September 12, 2005
Olympic advertising: forget about de Coubertin

logo_beijing.gifAdvertisers targeting Chinese people at the next Olympic games in Beijing in 2008 will have to think different and forget about the traditional "soft and fuzzy".
Quoted on The Guardian, Tom Doctoroff, the chief executive of advertising agency JWT greater China and area director of north-east Asia says:

"Don't go soft and fuzzy in the western humankind brotherhood tradition. Chinawill view the games with completely different eyes. Chinese revere and fear winners. You should directly link the product with the conquering spirit of the victors".

The Chinese market is huge and therefore extremely attractive, but brands need to learn playing by the rules, the rules provided by the government but also the rules set by the Chinese culture and tradition.

September 05, 2005
Removing cliches from advertising

Cliches in advertising are becoming irritating, a new book points out. BBC News has a list of common places usually portrayed in ads. The industry needs to evolve and improve its approach to the consumer: not all women are locked in a constant battle with their body shape and hairstyle, not all men are obsessed with sex but will forego in order to watch football or drink a beer.

August 26, 2005
Advertisers and the Generation Y

The Sydney Morning Herald (free reg.) investigates the net generation which proves cynical towards advertising messages. Cashed-up and brand-conscious, teenagers and young adults born between 1979 and 1994 are heavily involved in family purchases, and the spend money on DVDs, mobile phones, videogames and iPods. Winning their attention is strategic for any advertiser in technology, entertainment and leisure.

August 24, 2005
The golden age of British creativity is over

On The Independent Peter York writes an article entitled "How the weight of the world killed British creativity". British agencies still win prizes, but they no longer dominate the scene as it used to be in the past. Globalization is the cause to blame, says John Hegarty, Chairman and Worldwide Creative Director at BBH:

"Eighty per cent of the briefs that come my way are global. As soon as you get more than a small group involved in deciding on a creative idea, you're in danger of reverting to a lowest common denominator approach. Things get e-mailed and faxed around the world and there'll be someone in Taiwan who doesn't like it. And that means there's a lot more reliance on technique than on ideas and narratives."

JWT and The Future of Men

Remove from your mind the stereotypes connected to advertising targeting men. The time for sexy ads is over: the new masculinity requires a different approach. In an upcoming book, JWT Worldwide unveils the "M-ness" a new form of masculinity that combines the best of traditional manliness with traits traditionally associated with females. The Future of Men suggests a new "reinvented" way of looking at the men's market, with more balance and less stereotypical solutions. Marian Salzman, JWT Executive Vice President, Director of Strategic Content, explains (with quite a lot of emphasis) the point:

"All too often in the marketing arena, we're portraying man as the victim -- of his sexual organ or his lust, his emotional neediness, his overinflated ego, or his sheer ineptitude. Our goal at JWT is to do a better job of emphasizing attributes that the modern man already possesses or might wish to emulate. Instead of relying on lowest-common-denominator, stereotypical solutions, we are striving to depict 'balanced men,' 'men of the world with conscience,' and other positive portrayals of men."

Erotic ads can make you blind

I know it sounds like a joke, but it's not. According to a research by Steven Most of the Yale University, when you look to a smutty picture you will suffer of "emotion-induced blindness". The news is reported on The Economist which indirectly suggests this finding might affect billboard advertising, since Dr Most made this discovery while studying the rubbernecking effect (when people slow down to stare at a car accident). According to the research, the lapse of attention to the road (temporary blindness) lasts between two-tenths and eight-tenths of a second, which "is long enough for a driver transfixed by an erotic advert on a billboard to cause an accident".

August 15, 2005

The new customer demands control in advertising

August 12, 2005

Davies on the Account Planning Conference

August 08, 2005

Advertising in the age of terrorism

August 05, 2005

Ethnic mix to boost agencies' performance

July 21, 2005

Blogs and copyrighted content

July 19, 2005

Movies, advertising and stress

July 18, 2005

Dead man walking (in the ad)

July 11, 2005

Meet Chuck Porter

June 28, 2005

Male-targeted ads: think different

June 27, 2005

Levy from Publicis: the best, not the bigger

Consumers are in control: what's the future?

June 21, 2005

Competing for consumers' attention and time

June 07, 2005

The importance of being small

Get ready for the "Chaos Scenario"

June 02, 2005

Will Cooper (Tradedoubler) on affiliate marketing

May 24, 2005

Which value do online competitions bring to a brand?

May 23, 2005

The online advertising prophecy

May 18, 2005

Online advertising revenues for news sites get shaky

January 27, 2005

What industry are we in?

May 19, 2004

Italian online advertising sucks

March 15, 2004

Mobile marketing: creativity wanted

February 16, 2004

The perfect job: matchmaking

February 12, 2004

Use the Internet to support Tv ads

December 31, 2003

It's predictions time!

December 15, 2003

Flash-based advertising: a devil's idea?

November 18, 2003

Ad exposure time is not the answer

November 07, 2003

Online advertising: a voice from Europe

November 03, 2003

Is anyone making any money with advertising?

September 15, 2003

Young generations are the new media future

September 12, 2003

Testing Google AdSense

September 09, 2003

I'm tired of advertising!

September 03, 2003

Mobile, a revolution in the marketing mix

August 13, 2003

Ad targeting: troubles and solution...

August 06, 2003

Chrysler's Marketing Mistakes

July 02, 2003

Internet advertising targeting

June 24, 2003

Creative counts in online advertising

June 12, 2003

Online advertising has a bright future

June 09, 2003

Music marketers and the Internet

June 03, 2003

Looking for consolidation

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