This week it is all about Mad Men coming back to the screen, lots of official releases and lots of Internet memes featuring Don Draper, and also stuff like this one i stumbled upon last night, an 8-bit game portraying some “Sterling, Cooper, Draper, Pryce” adventures: Read more…
Let me tell it straight, I am not a big fan of the approach. But the hook is quite good.
This funny app allows you to brief Don Draper with some of your tastes and the man himself will create an ad for you.
Hollywood and Madison Avenue call it “brand integration”, but it’s just an euphemism used to hide product placement. The upcoming Tv season will be full of ads outside the traditional 30-seconds spots. The New York Times explores the characteristics of “product placement 2.0″ where “advertisers and their representatives are increasingly working with a show’s writers and producers and the network’s ad sales staff to incorporate products into the story lines of scripted shows as part of more elaborate marketing deals.”
A new research from the European Interactive Advertising Association (EIAA) found out 15-24 year olds across Europe are spending less time watching TV and listening to the radio as a result of using the Internet. Despite a relevant decrease in consumption, Tv still represents the largest share of media time (31 percent) followed by the radio (27 percent) and the Internet (20 percent).
Kevin Ryan, CEO of Doubleclick believes Internet advertising will keep on growing as marketers decide to invest more money online to match consumers habits. As stated on Reuters (via Yahoo!) Ryan expects a double-digit revenue growth for DoubleClick in 2005, but is really interesting is that he expects online advertising to begin to take market share from television this year as marketers refocus their advertising dollars to reach the 18- to 35-year-old male audience, which is spending less time with TV and print media.
iMediaconnection features this week an interview with Micky Pant, Reebok’s vice president of global marketing and recently named “Interactive Marketer of the Year” by Ad Week. Mr Pant takes us in the backstage of Reebok’s latest campaigns like Terry Tate and WhoDunIt telling us how they came up with creative ideas. In particular, it’s interesting to read Pant’s opinion about funny commercials, whose branding effectiveness is often under process. After watching the Terry Tate spot during the Super Bowl, 60 percent thought the advertiser was Reebok and 30 percent thought it was McDonalds… But the most interesting part of the interview is the one in which Pant tells about how Reebok determines its media mix:“We use TV not to communicate a message but to direct traffic to the Web site and create promotions online. That creates a multiplier effect beyond reckoning.
Marketers, keep note of this!
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