02 Oct

Watching Your Brand In Fast Forward

TV viewers watch about 15 to 20% of their prime time television via a DVR. Obviously this has been a major concern to marketers for the last couple of years, but there was a very interesting study released by Innerscope Research that might indicate some good news that was previously unanticipated.

“Our conclusion was that people don’t skip ads,” said Carl Marci, cofounder and CEO of Innerscope Research. “They’re just processing them differently.”

Innerscope indicates that viewers are fast forwarding commercials during their favorite TV shows in “hyper-alert state emotionally” meaning that the mild adrenaline of wanting to not skip past their show was allowing the process the visual data at an accelerated rate.

What does that mean in English? It means that people are able to absorb video scrolling past at even 3x or 6x speeds and still recall the information a day later. Viewers could still recognize and remember ads for major brands, but obviously not to the extent of ads at regular viewing speed.

As a side note viewers of the popular hit Heroes (which I love, but watch on Hulu) viewed the show at closer to 30% of the time on a DVR. Nerds of the world unite….

To read more visit this article from LiveScience:
http://news.yahoo.com/s/livescience/20081002/sc_livescience/tvadsgrabattentioninfastforward

01 Oct

Google Lively

I started tinkering with Google Lively today. If you’re not familiar with Lively (www.lively.com) it’s Google virtual world software that currently runs on Windows.

Lively allows you to create your own virtual worlds, customize avatars, and then embed them in web pages. What’s so interesting about this concept is that you could effectively use these virtual worlds (or glorified chat rooms depending on how you look at them) to interconnect online communities that span multiple websites.

I have embedded a room below for you to tinker with that has quite a few people in it so it should be easy to test out the user experience. I found it to be a bit clunky, but I also appreciate the fact that it’s running in a browser and is a Gen 1 product.

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30 Sep

Great Banner Execution

Someone recently tipped me off to a great banner execution for Burger King courtesy of Crispin Porter. I really respect great banner executions as you have so many more restrictions. It truly proves how far you can take the medium when you want to.

My gut tells me they were not able to run it like this on many sites, but I thought you’d enjoy it anyway. As always BannerBlog had it first…

http://www.bannerblog.com.au/2008/07/bk_banner_of_doom.php

30 Sep

Social Media in Global Politics

Social media has played a massive role in recent US politics and its influence will continue to increase over time. Although this trend permeates social networking, blogger outreach programs, and even more traditional banner ads across both of these mediums, the use of Twitter is particularly fascinating. For example, the number one position on Twitterholic.com, which tracks the most popular Twitter profiles, has belonged to Barack Obama for the past month and half.

In terms of demographic, social media is no longer something that is skewed towards the younger demographic who have traditionally had lower voter turn-outs. It now extends to the many layers of the voting demographic and even has an influence on mainstream media, which proves that it is targeting people outside of social media’s traditional reach. Indeed, social media has the capability of seeding public sentiment in real time into web properties that people visit on a daily basis, and these are typically sites that people visit more often than news sites. Personally, I believe there will be a growing and consistent trend between successful politicians and those that focus on strong internet and social media strategies.

The UK’s use of social media sites runs in parallel to the US so unique cultural differences will rarely make a difference. Indeed, it would be foolish of UK politicians not to adopt similar strategies or what’s more, create ambitious strategies that could set the trend for future US campaigns.

29 Sep

LinkedIn To Launch Their Own Ad Network

While most social networks struggle to sell advertising due to lack of proper segmentation and totally irrelevant content for advertisers, LinkedIn has so much demand that they decided to launch their own ad network. LinkedIn claims 27 million registered users, according to comScore, 5.2 million from the U.S. visited the site in July (8.7 million worldwide).

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25 Sep

Pass-along VS Press Friendly – Diesel Porn?

When I look at some of the most successful marketing campaigns I have been fortunate enough to be involved with I have started to realize that, in most cases, they fit into two categories. One category is projects that have a very high pass-along factor and the second is projects that have a very high pass-along factor and are very press friendly. These press friendly ideas, like Trevor The Mentos Intern or Guinness Hands for example, received exponentially more traffic because of their original content that truly was unlike almost anything on the web at the time of their release. When bloggers received links from us or tips from friends it was easy for them to find a reason to write about it in the hopes that they’d publish before anyone else or felt a sincere need to tell their friends.

These ideas aren’t always the most sane (yet again, reference Trevor The Mentos Intern) and in some cases they’re not particularly politically correct. The fashion company Diesel seems to have a really good grasp of how to make these press friendly viral campaigns. They did it very successfully last year when they had two models “kidnap” a sales person and the company’s primary website while interacting with visitors via a live web cam.

VIDEO AFTER THE JUMP.

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