Archive for September 28th, 2007
This is fascinating. Yahoo and MediaVest just released a study that found that “ads displayed out of context had roughly the same impact on brand preference as identical placements shown next to related content.” So for example, they measured consumer reaction to the gourmet coffee product Tassimo. The ads ran in Yahoo’s food section as well as in Yahoo News. Brand affinity increased 26 percent among users who saw the ads in the food section compared to 21 percent for the news section. A little higher, but not by much. (And note the study did not measure clicks, which historically have shown to be significantly higher when targeted.) Writes Brian Morrissey in MediaPost, “It suggests some softness in the long-held belief that ads shown in context are more valuable than those seen out of context… With new targeting tools, it is easier than ever to find specific audiences, such as foodies, wherever they are online, rather than only on food-related sites.”
September 28th, 2007
The spot will consume an entire commercial break during 60 Minutes this Sunday. The subject is energy, which is “hard to get across in a 30-second spot,” said Chevron. Seems to me that 60 Minutes is a good venue for this kind of ad, because if it aired in Heroes, it would just make it easier for me to fast-forward over the break.
September 28th, 2007
Imagined boardroom conversation at CBS:
Executive One: You know that clip that person did of David Caruso saying all those dumb lines from CSI:Miami?
Executive Two: I didn’t think those were dumb at all. I didn’t find it funny.
Executive Three: You mean the thing I wanted pulled down from YouTube?
Executive One: That’s the one. Anyway, it was a big hit.
Executive Two: (Suddenly interested) Oh. Really?
Executive Three: How big?
Executive One: About one million views and counting.
(Executives Two and Three actually have $ light up in their eyes.)
Executive One: So I was thinking, there has to be a way to capitalize on this. Either we invite viewers to do more of these like crazy or…
(Long pause as everyone looks at each other and smiles)
Executives One, Two and Three all at once: Corporate Division Time!
September 28th, 2007
