Archive for Clyde Desouza

6 reasons AD agencies need to understand 3D movies…

Posted by Clyde Desouza on August 14th, 2010 at 1:58 pm

Are Ad Agencies 3D enabled?
At many of the seminars, I usually start off with topics that are of generic interest to everyone, when it comes to the "3D Revolution Revival". One favorite topic goes like this..." Don't AD Agency execs go to the movies? ...if the do they must surely have noticed 200 pairs of 'captive eyeballs' sitting in their seats, 3D glasses on the ready... and the ADs all play in... Glorious 2D!"
What a waste of the 3rd dimension! The Ad world seems to have missed this boat. While they were busy getting fascinated and "abusing" Augmented Reality, they seem to be missing out on the next great revolution in visual communication: Stereoscopic 3D!
There is now a desperate scramble to create 3D ads, after all there are captive eyeballs just begging to be entertained and immersed in all the 3D around. Unfortunately the execs in AD agencies have not taken a 101 on stereoscopic 3D yet, so do not know if an AD will do harm, or be counterproductive or hit the right spot everytime.
A Quick 101 for AD agencies on Stereoscopic 3D:
In a recent Advert that I came across on Youtube here (in 3D) there were some issues... Read more

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

7 reasons you don't need to justify ROI for Social Media Advertising

Posted by Clyde Desouza on January 11th, 2010 at 12:00 am

Traditional Media Advertising is out; Social media platforms are in:
If you are one of those in Media and Advertising, having a rough day at the morning breakfast brainstorming sessions in your corporate boardroom or agency "creative den", trying to convince the "suits" that they need to undo past thinking and, and make way for the revolution in how advertising and marketing will be done (pause for breath)… then take heart!
Here are 7 reasons to give them something to think about, when your asked that well rehearsed question: "What about ROI? how do we measure and justify ROI on this new fangled social media advertising thing".
1) ROI becomes a need for justification when spending on Billboards, TV and Print than when signing up a Twitter account or starting a FB page. The investment for this is already part of the salary for one of the junior staff.

2) Does every penny have to count? When budgeting for traditional media, there is always unaccounted funds allocated as "misc". The entire exercise of starting a social media campaign is LESS than the misc expenses.
3) ROI needed to be shown on traditional media, because of the amounts involved in creating it and the additional amounts needed... Read more


Posted by Clyde Desouza on January 7th, 2010 at 12:00 am

Digital Advertising in Nightclubs
Targeted Digital Advertising; the "Why"
Targeted advertising is "in"; mass media advertising is out. We can already see how in-effective mass media advertising is, with the decline in revenues faced by traditional media delivery platforms such as television and print. Even Digital mass media advertising is slowly suffering, with the introduction of built in email spam filters and laws against cold calling and unsolicited SMS coming into force in many countries. It was always a hit and miss affair anyway. The idea that you spam everyone,  and hopefully attract or trap many.
With control of media consumption now in the hands of the consumer, there is a focus on media delivery that places importance on quality over quantity. Just as the shift from traditional to Digital Media by consumers allows them granular control over what they consume, the same advantage can be used to the benefit of the advertiser, tailoring and targeting the brand message to a desired demographic, thereby achieving a higher and measurable success rate, than blindly "broadcasting" a message that never reaches the audience because of automated filtering and end user control.  Targeted Digital Advertising can be applied to segments of society, such as the financially... Read more

Why Advertising Agencies need a Think Tank department

Posted by Clyde Desouza on December 28th, 2009 at 12:00 am

Modern Advertising agencies have standard departments that work in sync with each other to formulate an ad campaign and service their clients. There is the Creative department, Account Services and Media Services. Each advertising agency may also have more departments that are unique to them. Some newly formed divisions in traditional agencies will include the Digital Division that has now become a must have, as technology and Online Digital advertising is becoming a message delivery vehicle to the masses and a platform not to be ignored.
It is this fact – Technology and Digital, becoming entwined with advertising in the recent years, that has actually opened up the need for a more high level "Think Tank" division to be implemented for the benefit of an Advertising Agency. Nowhere in the past few decades has technology been so central to influencing the method of advertising as has been in the past decade or more precisely the past 5 years. As Marketing and Ad agencies start off the new decade in 2010, it is certain that two terms; "technology" and "Digital" will be the buzz words that drive the success of forward thinking agencies.
Media Delivery Platforms – Old and the New:
Television, Radio, Newspapers... Read more