Archive for September, 2010

Coca-Cola and Butterflies

Posted by Michael Sprouse on September 28th, 2010 at 1:06 pm

In the online advertising world, the two most misunderstood words are compliance and fraud. Often, the media, advertisers, ad verification companies, and salespeople wield these words in an attempt to influence their audience. The problem is that these words are not universally defined and thus are open to interpretation by those saying them and those hearing them.
A notable example of this phenomenon was an article earlier this week in Mediapost which covers a recent study ranking the top ad networks based on a benchmark of “non-compliance”. The only problem with this is that the standard of compliance was defined completely by the company performing the study, not any recognized standard by any trade organization or government entity. In fact, none of the data presented has been verified by an independent third party.
Without harping on one relatively arbitrary example, the takeaway is this. One of the first steps that must occur to gain positive progress on any issue, be it a squabble between siblings or a systemic issue within an industry, is you must first clearly define the problem and standardize the language around it.
The second step... Read more

YouTube “Haul Videos” – Here for the Marketing Long Haul?

Posted by Paige O'Neill on September 28th, 2010 at 9:44 am

The buzz about social media’s ability to help B2C companies reach out in new and innovative ways to market their brands, connect with  customers, and gauge industry perception seems to be growing louder by the day. Recent examples include Toyota using Facebook to help salvage customer relationships after the recent recalls had them taking a beating on Twitter and Old Spice’s ongoing “the man your man could smell like” campaign via Twitter, which continues to be wildly popular.
I also noticed that during the recent onslaught of back to school marketing, YouTube  emerged as a major channel for retailers and brands to reach the ever-fickle tween and teen market via “haul videos.”
Haul videos are essentially the 2010 way of showing off the latest bargains and styles that consumers are purchasing at their favorite stores. Rather than just put on a fashion show in the living room for friends and family, tween and teen girls are showcasing finds – or “hauls” – via YouTube videos. Search YouTube for “haul videos” and more than 179,000 results pop up. One popular video, by vblogger and haul superstar “juicystar07”, has more than 850,000 views to date.
Here is a back to school shopping video from her:
Marketers... Read more

Top 10 Online Media Tests Your Brand May Be Missing Out On

Posted by Katelyn Watson on September 28th, 2010 at 12:00 am

We get so caught up in the basic day to day performance marketing optimization and big shiny objects like mobile and social, we sometimes don’t take time to stop and think about other smaller tests we can try. Here are 10 low-cost and easy to run online media tests that can easily prove or disprove within your plan.

Sponsored Logos on Google Maps

Posted by Lucia Davis on September 27th, 2010 at 10:52 pm

First, a disclaimer: I’m not a fan of most location-based apps, like Facebook Places and Foursquare. While the access to good deals that comes with participation appeals to me, I simply don’t want my “online community” -- on Facebook, it’s a combination of relatives, “real” friends and randoms (i.e. the girl I met on Halloween night 2005 who was also sporting a prisoner costume) -- to know where I am at any given moment, deal or no deal.
That said, I love Google Maps. I use it for a variety of purposes, employing the “search nearby” to find the local Citibank or Thai restaurant that delivers and, in moments of home sickness, looking at the “street view” of the New York City apartment I was born in.
Earlier this month, Google announced a new “sponsored icons” feature for “businesses looking to promote themselves to local consumers.” In other words, the feature (still in its beta phase) allows brands to display their logos on Google Maps, “helping them stand out from other local companies.” While I believe this new addition will shorten my chain-searches, I wonder how many ... Read more

Edge makes life run more smoothly

Posted by iMedia Editors on September 27th, 2010 at 10:12 pm

As part of its "Anti-Irritation Zone" campaign, Edge brand shaving gel has taken to relieving some of life's little irritations for Tweeters, and not just the ones related to nicks, cuts, and razor burn.
As posted on Ari B. Adler's Digital Pivot blog, the company has been scouring Twitter to find posts that use the hashtag #soirritating. Then, its Twitter elves go to work, sending out solutions from its @EdgeShaveZone account -- including kind words, and cool gifts.

"We may find someone who's really irritated about the traffic jam they're in and offer to send them a GPS unit," said Jeffrey Wolf, senior brand manager at Edge, in a press release. "Or maybe someone's tweeting about being stuck in the rain. Well, we've got an umbrella with your name on it. The other day we gave a guy whose hard drive had crashed a brand new one."
Other examples of lucky tweeters include Kari Crum, who tweeted, "The combination of children, pricey electronics, and toilets tends to be #soirritating." Edge sent her an iPod Touch. Then there's Matthew Decoste, who tweeted, "It is #soirritating that I can't find two tickets to the Patriots-Jets game at the Meadowlands next Sunday." You guessed it -- Patriots-Jets tickets were... Read more