Archive for January, 2010

4 ways Pepsi could have used Social Media advertising at the Super Bowl

Posted by Clyde Desouza on January 30th, 2010 at 12:00 am

SuperBowl miniature screens for Social media advertising
Social Media Temptation:
The Super Bowl according to accepted belief, is the second largest food consumption day in the USA after Thanksgiving day. So when a major advertiser decides to not splash out on advertising during this acknowledged "National Holiday", it would set the entire advertising and media spheres abuzz! This is exactly what has happened on every major discussion forum, even on large online business social networks such as LinkediN.
How Pepsi could have used Social Media at the SuperBowl:
What if Pepsi were to have installed a temporary Wifi Network at the Stadium itself. A private stadium wide network, where access was free but via a Pepsi branded landing page or gateway page. The connection to the outside internet would also be there, but could be regulated to reach only popular Social Networking sites such as Twitter, MySpace and Facebook. This choice would be completely at Pepsi's discretion.
Here's how it could have been implemented and 4 advantages:

- Pepsi would have instantly brought Social Media advertising, into the Real World and on-ground, right at the Super Bowl
- Thousands of Blackberry, Iphones and Smartphones would have been converted into miniature SuperBowl Screens, if Pepsi was streaming a live feed to... Read more

Are You Selling Bibles Or Religion?

Posted by Rob Rose on January 30th, 2010 at 12:00 am

Well I think we can all agree that this last week was a good week for buzz.   We had, of course, the almost completely frantic, breathless rumors leading up to Wednesday's Apple announcement (you might have heard they launched a new product).
That was followed up with the equally buzzworthy State of the Union address; which was (by many accounts) one of the more interesting SOU speeches in recent years.  When was the last time a Supreme Court Justice mouthed off during one of these.
Certainly, the social media universe as well as the main stream media were all excited about both.
But was there a unifying thread for us marketers?
Yeah, I think there was - and I think it's a very interesting reminder for us.   In both cases these two men - Steve Jobs and Barack O'Bama - were marketing something much bigger than what was in their hand.   In their respective messages, and in a drive to speak to both their fanboys and to those they're trying to convert - they weren't selling bibles - they were selling religion.
Apple and the Reality Distortion Field
If you haven't heard of Steve Jobs' Reality Distortion Field -... Read more

Creativing :: Tweet of the Week, Fake Steve Jobs on the iPad, and Seth Godin taking his own medicine

Posted by Doug Schumacher on January 29th, 2010 at 12:00 am

What's going on in new media marketing, pulled from social bookmarking site Creativing.com:
Tweet of the Week
I like to imagine Jonathan Ive and James Dyson — tank-topped, schnapps-drunk, and enthusiastically slap-fighting over who's fancier.
Official Google Blog: Search is getting more social
Sometimes a video is worth 1,000 blog posts. This one does a great job explaining the immediate appeal and potential power of their social search. In personal tests, I didn't find it all that, but then neither was YouTube on day one. But the potential is screaming obvious. And I found it a glaring reminder of how far ahead of everyone Google is in search. Tried Facebook search lately? It feels like you're dealing with a big, dumb, AI terminal. As my network and the topics it covers expands, this could be a remarkably powerful focal point for searches across anything from a restaurant to a good doctor. Google's biggest obstacle here is Facebook blocking their content from Google search. If I were to pick a winner at this point, I'd say Google because this is far more advanced search-wise, and I like the idea of the net they're casting going well outside one site (although Facebook Connect could be just as... Read more

Is iPad Built for Two?

Posted by Michael Leis on January 29th, 2010 at 12:00 am

Today, the radio industry publication Music Week published Dan Thornton's thoughts on the iPad's impact on commercial radio. As Absolute Radio Digital Marketing Manager, he brought up a lot of good thought-starters on the potential. What I found most interesting was him setting the interaction environment of use.
iPad replaces all those heavy textbooks
While those like me don't see a fit for the iPad in an already computer-saturated home environment, the iPad literally takes twenty pounds off the backs of high school and college kids if their textbooks are all available through the app store. And why wouldn't publishers put their books in the App store? The audience is already there and ready to one-click all the bookstore hassle away.
iPad is for small group sharing
As I've been talking about for the past year or so, I believe the next wave in social computing is small groups. I see today's kids in the US behaving a lot like young adults in Korea, finding a lot of enjoyment and social currency in using a single computer together. This concept also extends to networked publics, and being able to create a small social conversation about a topic or item not among all 120 of... Read more

Pre-Bought Vs. Demand-Side Platforms – Know The Difference

Posted by Jay Friedman on January 28th, 2010 at 12:00 am

Demand-side platforms, or DSPs are becoming a buzzword lately, along with impression scoring and real-time bidding.  These three terms all point to platforms that allow an advertiser to procure its inventory "on the spot" without any waste.  This is very different from the many ad networks that pre-buy their inventory in bulk and parse out on the back-end. 
Full disclosure here.  We are an ad network that does not pre-buy inventory.  We buy on demand as clients agree to work with us so that we can get the exact inventory that independent data says will fit their goals.  That said, firms like Invite Media and Media Math are now making news for similar functionality.  The gist is that whether buying through exchanges or through publishers directly, and pairing the latest behavioral data with that inventory, DSPs are able to acquire only the impressions that are the best fit for their advertisers' needs while turning away any impressions that don't make sense for clients on the roster at that time.  Many on the DSP side say that this method eliminates waste and improves metrics.
Networks that pre-buy, and most ad networks that have become popular in the last few years do so,... Read more