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Posts from the ‘Online advertising’ Category

Feb 2

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Super Bowl Pre-Game Ads are a Winning Strategy

The suspense of the Super Bowl is building toward this Sunday. But when it comes to the ads, many have already been released to viewers. At an average cost of $4 million per 30-second spot, the Super Bowl can be the largest investment a business will make in their annual advertising budget. It makes sense, then, to pump it for all it’s worth.

Rather than unveiling the spots on game day to generate buzz, the TV ads are now part of an integrated campaign that takes advantage of additional marketing channels and outreach that starts weeks in advance. The majority of companies now release teaser spots on television and the web before the actual game-day spots and generate additional word of mouth with large social media and public relations campaigns. I still remember — and love – Honda’s Ferris Bueller ad from last year, and it’s still getting airplay on YouTube.

Toyota has already nailed more than 11 million views of its “Wish Granted” ad, including its teaser. My favorite is Samsung’s teaser ad with Paul Rudd and Seth Rogan, which has more than 2 million views to date.


Mercedes-Benz has also done a great job.  The company is promoting the launch of their new CLA model and has released its teaser, as well as an extended version on the company’s website. I first saw the teaser ad on my Facebook feed and have ran across articles promoting it, which reflects effective PR efforts. Every impression gives viewers the chance to share and discuss the ads, which generates additional buzz well before and after the Super Bowl itself. While the big game draws additional viewers, it has really become more of a vehicle to create celebrity. What you do with your company’s 15 seconds of fame (or in this case 30 seconds) is entirely up to you.

Feb 22

Mobile advertising adds new opportunities to the media mix

Interesting new chart from the mobile analytics company Flurry that compares where advertisers are spending their dollars to where consumers spend their time. One interesting thing to note is the data is not associated with any demographic qualifiers, so we can assume that an 18-year-old is treated equally as an 56-year-old in this chart. If you’re in marketing, then age usually makes a difference among other things, such as income, purchasing behavior, and other qualifiers.

From this chart, it would appear that hardly anyone picks up a newspaper or magazine anymore, but magazines actually can be a very effective way to reach a targeted consumer. If you’re selling hiking equipment, then you’ll find several magazines that are ideally targeted for that market and may provide a very cost-efficient reach. Another consideration is relevancy, or making sure your audience receives your message at a time when they are ready to buy or take another desired action. While I may spend a fair amount of time on my iPhone, that time is best suited to receiving certain ad messages…or none at all.  If I’m shopping in your store, then please go ahead and send me a coupon. But when I’m playing Words With Friends, I’m really not interested in a new site for hot singles in my area. Better ad targeting through behavior, location and demographics will be the turning point in more mobile ad spending. There is obviously enormous potential.

Jan 30

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Online ad spending to surpass magazine and newspaper advertising combined

U.S. online ad spending is projected to grow well above 20% this year to reach $39.5 billion. This will mark the first year that online spending will surpass the total ad dollars spent on print magazines and newspapers, which are expected to total $33.8 billion in 2012. As you can see from the charts, eMarketer expects online ad spending to experience double-digit growth through 2014, when it will hit $52.8 billion.

While that outpaces other media, the variance comes more from the dramatic increase in online spending rather than large decreases in magazine and newspaper ad sales. Those numbers hold surprisingly steady. This may indicate a flattening trend and an understanding of the importance an integrated media mix brings to effective advertising outreach. This is especially true when you consider that television ad spending appears unaffected by online growth. With $67.8 billion in anticipated ad revenue for 2014, television is expected to take the greatest share of ad dollars for the foreseeable future.

Oct 27

Integrate your content marketing strategy across channels for maximum results

What I find interesting about HiveFire’s new B2B Marketing Trends Report isn’t just how much content marketing has grown in importance, but how a well-integrated content marketing strategy can support other marketing efforts. The new study reports that 82 percent of B2B marketers are now relying on content marketing as a strategy in their marketing programs. This is ahead of search engine marketing, which ranked at 70 percent, events at 68 percent, public relations at 64 percent and far ahead of print/TV/radio advertising at 32 percent. While it’s true that content marketing may compete in terms of budget allocation across channels, I see it less as competition than as a supporting player. When it works in tandem with other marketing efforts, businesses are able to drive and capture more qualified leads, elevate their brands and maintain more cost-effective customer relationships.

What is content marketing? It’s a company’s blog postings, newsletters, white papers, case studies, webinars, ebooks, videos and other online content that is designed to attract and engage customers. When it’s done well, content is relevant to customers and positions the brand as a thought leader. When it’s done poorly, it comes across as a sales pitch.

A content marketing strategy can including content curation, but original content is best for reflecting your true brand. So can a business rely solely on content marketing or should it be incorporated into a more comprehensive marketing approach?

I looked up several B2B keywords, including web conferencing software and email marketing. Paid search still delivers the highest rankings, and there is no shortage of results. Organically, those sites that included blogs and webinars ranked highest. While this was not a complete survey, we do know that relevant, keyword-rich content improves SEO. Once those site visitors arrive; however, it’s important to convert them into customers. Sites that offered white papers, newsletters and case studies through a simple registration process made the best use of content marketing by capturing leads and providing an opportunity to develop those relationships over less expensive channels. Blogs also encourage prospects to maintain contact, which is crucial for businesses that have a long sales cycle or simply want to maintain relationships for repeat business and referrals.

Rather than replacing paid and earned media, which certainly has its role for generating leads and raising brand awareness, content marketing should strengthen these communications. The HiveFire survey revealed that the main objective of a content marketing program for 82 percent of respondents was engaging customers and prospects. This was followed by a secondary objective of driving sales at 55 percent. Obviously, the two are complementary as are the marketing channels when used in a strategic, well-designed approach.

Oct 8

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Media Strategy & Buying

Whether your reach is local, regional or national, we have the experience to help you engage and influence your markets. We keep your business top of mind through media strategies that integrate traditional channels with new media opportunities.

  • Media strategy and negotiation
  • Placement across TV, radio, online, print, mobile  and out-of-home media
  • Integration with social media networks for cross-marketing
  • Added value and sponsorship opportunities to maximize budgets
  • Campaign monitoring
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