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Thursday, May 26, 2005

in the press (again): changes to the advertising and media landscapes

Some articles about shifts to new media:
  • the nytimes warns advertising agencies that clients are faster in adopting to new advertising opportunities (online being only one option) than the regular ad agency. Disappointing for agencies - they also state the while agencies used to push clients, it's now the other way around...
  • The WSJ warns the new media not to loose grip in keeping up with new developments. They state examples of yahoo having lost out to Google, Netscape to MS, Yahoo and Google, etc. Message: always stay on top...
  • The Times Online states that AEGIS, a media buyer, sees big shifts of media budgets moving online.
Reading this and other articles in the past, the new media is gaining ground. First, because advertisers need alternatives to classical advertising, secondly, because they can save big money by going online.
Good for us.

The SithSense

Again, something from BK: the sithsense. Lord Vader guesses your thoughts. It took him 17 questions to guess what I was thinking. Which was nothing in particular at first and turned into something concrete while I was answering his questions. Funny - did he influence my mind at the same time :)
Disturbing: at the end, an odd looking "King" comes in and seems to whisper the answer to Lord Vader. As if he needs BK to help him out... weird. Don't think this will make it as viral as the chicken.

Wednesday, May 18, 2005

3m with a brilliant interactive B2B campaign

At 3meverywhere.com 3m is boasting about the 50.000+ innovations. In a nice way, however, because the site is actually a lot of fun.

You enter an interactive movie telling a story, in which you have to find and pinpoint certain hotspots with your mouse - these hotspots obviously indicating 3m innovations. You'll also get a short explanation every time you find one.
And if you don't find all 15 you're supposed to, you get a second try - while the game remembers the one's you found so you only have to hunt down the spots you're missing.

Monday, May 16, 2005

A rush for online videos in some industries...

AdJab and Marketing Vox have pointed to it, so I might as well: An interesting Article on Business Week (again) about some companies / industries putting more budgets into online campaigns with videos vs TV campaigns.
Nothing really new, but getting the business week perspective is nice - and also shows that the topic is more than ever being discussed...

Another big Nike thing - choose your sneakers on the billboards

Adage reports, that Nike has a billboard on the NY Times Square (1.5 million people see it every day!), where people can interact with the billboard via SMS and customise a sneaker they like. And once they're done, they get an SMS with the picture of the shoe and a URL, where they can purchase it.
Nice. I just wonder: the service is only available a few hours per day. How do you manage a couple of thousand people standing in front of the billboard and have each one customize their shoe? Or will there be thousands of disappointed people, because they never got their go at fiddling with this billboard?

Sunday, May 15, 2005

The One Show Interactive is up

Some might have seen this. The One Show Interactive is up, so you can now browse the fantastic entries - and see what was hot in 2004 in interactive advertising.
Most applauded was all the stuff Crispin Porter + Bogusky, Miami did - mainly for Burger King, of course. Burger King was also named the client of the year. Well, with the amount of interactive stuff they were putting their money to, the above agency must have been one of the best to work for last year...

Some more web-storytelling by Axe

Evan and Gareth are sent on a mission by Axe: They need to find out the best way to pick up chicks, tagline: "play or be played". They have a playbook with different ways to approach and pick up a girl and are now testing all the moves. More or less successfully, but funny nevertheless.

The site has all the ingredients you would expect: a journal (a blog so to say), little 48 sec clips of all sorts of events during their tour of the US, photos, Bios, and a forum.
Not sure for how long this has been online, but the forum isn't very exciting yet, which let's one assume that the site hasn't really gone viral yet, as AdLand also states. They have some more background information on this, so go read it there, too.
Main message: Unilever is now focusing more on the web for it's Axe advertising. Reason being clear: the target group zaps TV ads and has a short attention span anyway. That explains why no clip I found was longer then 48 secs. This seems to be the MTV-influenced maximum length of content people can pay attention to these days. Oh my. Considering that attention span, this post is getting way too long already...

Wednesday, May 11, 2005

A good idea to counter Googles Adsense

This seems to be a good idea: Vidsense. A program working similar to Googles Adsense. Only difference: the context-sensitive input are little video clips. They are, of course, preceded by short adverts - 15-30 secs long. The clips are about 45 secs to 90 secs long. And the videos don't start to play, unless a user initiates them.
This can be, of course be much more effective than Googles Adsense, as there is more than just text, but it's (hopefully) not as intrusive as banners or rich media ads. And its relevant to the content your reading.
And you can also choose, if you don't want X-rated clips, but only G-rated ones. (Other than that, you don't have a choice).

Nice thing: you also earn money by a user's click. Difference being: the click you need here is the one of the user starting the movie. And since the user doesn't think the tool will take him off the current site (as it would be with Adsense), a click is much more likely...

Good article on gawker on nytimes.com

NY Times has an interesting Article about The phenomenon of Gawker Media run by Nick Denton. It reveals a little on how it works (and how they - the bloggers - work), plus a little unofficial information on the finances behind it.

Monday, May 09, 2005

Excellent fun: Guess-the-Google

The Guess-the-Google is fantastic. We all know the Google feature of searching for visuals by entering a certain search term. Now this site turns it around. It shows 20 images and you have to guess, which search term produced these images. I had an easy start. All 20 images showed maps. So I entered map and voila. But the rest of the game was in parts rather difficult.

And, turned around again - you can enter a term, and the google montage tool gives you a nice collage of images relating to whatever you entered:

Sunday, May 08, 2005

Now there even is a virtual ad agency - unbelievable.

...truly amazing, what kind of developments you can even find in the virtual world of multi-player online role-playing games, as an article on clickz says about a virtual ad agency.
It's within the game "second life", which let's users craft and sell virtual products. And because you can sell products much better, if people know about it, one guy decided to open up an ad agency within this world, publishing ads all across the virtual world (billboards and posters, I guess). Just waiting for the direct marketers to step in and do virtual (e-)mailings, event agencies organising events for virtual brands or other agencies, doing guerilla marketing within this world.

Will a new group blog with celebrities make the race?

Arianna Huffington is launching the huffington post tomorrow. It's a group blog with 300 celebrities blogging, says an article on Newsweek.
Mrs Huffington's idea:
Its really taking the two things that worked great on the Internet—which is news and the blogosphere—and combining them, bringing to the Internet voices that haven’t been there, as well as voices that are there. I’ve believed for a while now that some of the most interesting things are happening online and yet many of the very interesting people haven’t been a part of the online conversation.
The full list of celebrity bloggers isn't published. But sofar, I mainly spotted Hollywood celebrities - actors, directors, etc.
Hollywood celebs are rolemodels for many people in the US (and even in Europe), so giving them a platform to share their thoughts with the public - without having to go through a lengthy publishing process of the traditional media - can display many interesting ideas.
Mrs. Huffingtons efforts to provide a platform are good. Any of these people could have done it individually, but I guess they wouldn't have done it (yet).

So, let's hear what they have to say!

Check it out tomorrow, May 9th: Huffington Post

Thursday, May 05, 2005

Even more TV Ads online - hurray

Levi's 501 has a fairly new site up, that shows TV-like ads (except their at least 60 seconds long...).
It's all about the world getting too complicated (and 501 helping you to "uncomplicate" - hhmm).
Here is one about a dog getting mad at the complicated world, and here is a Ken-like doll getting mad at all that metrosexual stuff men have to go through these days.
Not sure if I like that - or maybe understand it, for that matter.

Fight the mundane, join the insane

Another microsite with little film clips is the one for pepperami noodles in the UK:
And it's truly insane. You can see people dressed up like, what I assume at least, pepperami noodles. And if not that, they look stupid nevertheless.
In the clips you get to see a boot camp of the pepperami noodles army training the three STs: strength, stamina and stealth.

It's silly, all in all. Yes, it is another example of a microsite with minute long clips, and yes, you can leave your contact details to get a welcome pack (of whatever sort - it doesn't say), and youcan tell a friend. Just what for, though?
Anyway, I know the UK sense of humor a little bit, and I assume for that market it could work. But not anywhere else...


Monday, May 02, 2005

The Nissan Drama - another good example of what TV can't do

The Nissan Drama - a site showing a film in bits of 1 to 1.5 minutes. It's a drama, as the title says, but what it is all about, we can only guess. It starts off with a guy in a car (a Nissan, as the rest of the cars in this movie's world), reading a letter, crying. He takes all the money out of his bank account, buys a car (yes, a Nissan) and drives away. Of course, on his way, he comes across lotsa things, just like a decent roadmovie.
I have watched the first 13 parts in one go now. They seem to be put live weekly. But honestly, the story is slow. thinking about what I just watched in 20 minutes, what other people waited for for 13 weeks - I wouldn't go back every week. There isn't enough happening in each weekly bit to actually be waiting for...
However, what's nice, is that the whole site offers much more to explore than the plain movie clips. Sometimes you get background-info or -story, sometimes you get a voice clip with thoughts of a person, etc. And if you get your mouse "trapped" in one particular square, you are taken to the (artificial) blog of whomever, commenting on the story.

Even though the movie is too slow for the time you have to wait for each episode, the whole concept is great.
While I wouldn't watch a single Nissan Ad if it interrupted whatever I really sat down to see, I now sat down to watch the Nissan Ads. This is Online Advertising as I like it.