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Brands Create Own Shows - Cheaper than TV Ads

To solve the problem of TV viewers' not liking ad interruptions, some brands are creating their own shows, reports USA Today. Gillette, for one, is producing an ABC prime-time reality series starring a group of NASCAR drivers dubbed the "Young Guns," who are featured in its TV ads and online. Gillette is a NASCAR sponsor for each driver and his race team. An MTV special produ  [...]
Posted: Wednesday, April 11th 2007

MySpace Could Finally Start Making Serious Ad Money

Advertising revenue from MySpace could finally start to rise substantially - two years after the social-networking site was bought by News Corp., writes BusinessWeek. In 2006 MySpace accounted for just $90 million in ad sales for Fox Interactive. This year, though, an analyst at Merrill Lynch says that could skyrocket to $271 million. A good portion come fr  [...]
Posted: Wednesday, April 4th 2007

Behavioral Targeting Finds Audience Sweet Spot for Snapple

Poised to become $1.5 billion a year market according to eMarketer, behavioral targeting - used by Snapple in a test - found an unexpected affinity group for Snapple's new premium line of  "Good for You" green teas, which the company assumed would target fitness nuts (via AdAge). To test that theory, MEC Interaction w  [...]
Posted: Wednesday, January 24th 2007

Study Finds Differences between Teens and Tweens

A new study points to markedly different online behavior between children ages 8-11 and those 12-14, with consequences for Teens are much more online savvy, spending more time online engaged in communication and on social-networking sites, a new study by eMarketer finds, countering the belief among some that there are little differences in behavior between the two groups. eMarketer found that teens shift away from tween onli  [...]
Posted: Wednesday, October 4th 2006

Wal-Mart, Apple Considering Digital Download Deal

After months of pressuring movie studios not to partner with Apple to make movies available for download via iTunes, Wal-Mart itself may be ready to partner with Apple over movie, music, and TV show downloads. Apple and Wal-Mart are considering an alliance that would allow consumers to purchase a digital download "coupon" that would let consumers download movies, music, and TV shows, with Apple paying Wal-Mart a portion of the proceeds, Variety   [...]
Posted: Tuesday, October 3rd 2006

Vonage: Traditional Media Gives Big Boost to Campaign

Vonage added evidence to the pile that integrating several different media can be much more effective, telling a group of marketers that its Voice over IP product experienced a big sales boost after it diversified its advertising from online-only efforts to incorporate TV and print. Vonage had previously had one of the most popular online affiliate marketing programs, blitzing web users with such a high amount of frequency, that  [...]
Posted: Friday, April 8th 2005

Behavioral Media Study Shows Largest Benefits Go to Publishers

A 24/7 Real Media study of behavioral marketing incremental performance showed that some campaigns experienced extremely steep performance gains. The study used 24/7's OnTarget behavioral targeting mechanism and found that the gains were greatly exaggerated when combined with contextual  [...]
Posted: Monday, April 4th 2005

Details Come Out on Kerry Online Ad Campaign

In an effort to boost the industry's use of internet advertising, political ad firm MSHC Partners released research showing how much its $3 million in online advertising billings during the presidential campaign helped the Kerry campaign. MSHC bought more than 800 million impressions over more than 100 websites, indicating an approximate CPM of $3.75. Of Republicans and independents who saw the online ads around the time of the Democratic Convention, 14 percent showed a boost in favorability tow  [...]
Posted: Friday, January 28th 2005

Kraft Nixes Google Campaign Due to Lack of Publisher Monitoring

SearchEngineWatch points to a few articles describing the travails of Kraft's star-crossed search text ad campaign, which was pulled after the ads starting appearing on a white supremacist site. Google, upon hearing complaints, pulled all of its ad programs from the site, but not before Kraft decided to nix its search engine mark  [...]
Posted: Monday, January 10th 2005

Monster Gives Up on AOL, MSN

BusinessWeek: "This Traffic Thing Is All Over" Monster.com's CEO reversed the jobs classifieds company's marketing strategy after finding that the deals with MSN and AOL to drive site traffic were too expensive and not well targeted enough. "There were a lot of people that believed that traffic was in direct proportion to revenue, and that's not the case," said CEO Andrew McKelvey.   [...]
Posted: Tuesday, August 17th 2004

Search Beats Pants Off Other Media for Ford

ClickZ: Ford F-150 Drives Away With Online Success ClickZ caught an interesting fact in writing up the story reported yesterday about the Ford F-150 cross-media study. In giving an overview of the results, market researcher Rex Briggs revealed that search performed far better than any form of online media, which in turn beat the others. While reaching only 0.6 percent  [...]
Posted: Wednesday, May 5th 2004

Cross-Media Study Results Shared

MediaPost: Ford, Verisign, And Universal To Share Cross-Media Case Study Results Early details given to MediaPost by the Internet Advertising Bureau on the cross-media studies conducted by Ford, Universal Studios and Verisign show interesting indications that a great deal of spending should continue to be done on television but that online media are often short changed and should be supported at higher levels. At least two o  [...]
Posted: Tuesday, May 4th 2004

Behavioral Targeting Works

ClickZ: Sizing Up Site-Centric Behavior Targeting Just in time for the battle of contextual ad network announcements, James Hering wrote a review of the degree to which contextual advertising works. The ads, placed next to content that is thought to be relevant to the product advertised - or at least the mindset of the target audience - have earned a reputation as not being quite as effective as keyword advertisi  [...]
Posted: Tuesday, April 27th 2004