Archive for Mario Sgambelluri

New study shows BT works really well, but will results save BT?

Posted by Mario Sgambelluri on March 25th, 2010 at 12:00 am

A new study by the Network Advertising Initiative finds behaviorally targeted ads get double the clicks of non-targeted ads. (CNET) Better still, those that click on behaviorally targeted ads are three-times as likely to make a purchase.
Those are terrific numbers, but this sounds familiar. Remember in 2002 Gartner reported pop-ups earned double the clicks as standard banner ads.  And we all know what happened to those.
Point is: It's going to take more than good results to save behavioral targeting from the same fate as pop-ups (or telemarketing, for that matter). As you probably know, a couple of bills are inching their way up Capitol Hill that could seriously impede behavioral targeting. And thus far, the effectiveness of targeting isn't the focus.
According to one expert: "Policy discussion around behaviorally-targeted advertising has lacked a critical foundation, because there had never been an empirical assessment of the value of such advertising." (Econsultancy)
Despite the risk of a "collision course with privacy advocates… maybe even congress," one company that isn't slowing down with behavioral targeting efforts is Google. The company announced this week they're moving their new behavioral targeting product out of beta. (All Things Digital)

Trend watch:

Posted by Mario Sgambelluri on March 24th, 2010 at 12:00 am

Have you heard of "haul videos" yet? They're homespun video shorts (around 10 minutes) where (mostly) teen girls show off the gear they just bought at the store. Sound like nonsense?  Well, these vids are racking up millions of views on YouTube (amounting to millions of hours of product spotlight).  Not only that, but sponsors are jumping in and one haul video vlogger dropped out of high school to focus on the sport...  

Publicis' VivaKi signs unprecedented video ad pact, more to come?

Posted by Mario Sgambelluri on March 22nd, 2010 at 12:00 am

VivaKi networks chose BBE's VINDICO Group as its preferred video analytics provider.  According to a BBE spokesperson, this is the first deal of its kind.
So what? Two things. One, VivaKi includes some pretty big players in the digital ad space: Mediavest, Digitas, Razorfish and more. Two, this is a strong signal that video ad measurement standards are still a tangle. Earlier this year, TechCrunch placed "lack of definitions and standards" atop the list of 12 Surprising Things Holding Back Online Video Advertising.
VivaKi's top concerns addressed by the deal? "Single-source serving and tracking, and single-surce data and measurment," said BBE.
The VivaKi-BBE arrangement seems like an end run around waiting for industry-wide standards to take hold, and may the first in a string of such deals.
Deals like this should help agencies do a better job of demonstrating online video advertising performance and, ultimately, drive more spending.

A prayer for Nestle as social media crisis spirals

Posted by Mario Sgambelluri on March 19th, 2010 at 12:00 am

Using a social media arsenal, Greenpeace seems to be winning the fight to stop Nestle from using (what they claim is) environmentally not-friendly palm oil. (More on the Greenpeace claim here) It started with this disturbing video where a guy bites into an orangutan finger that came in a Kit-Kat wrapper. Of course, the spot goes viral. And of course, Nestle had it pulled from YouTube. That was their first mistake.
Clever as they are, Greenpeace A) re-posts the video at Vimeao and B) turns to Twitter and other social channels to announce the video's disappearance.  And suddenly, a video that had maybe 1,000 views, and probably would have faded from there, ends up with 179,000 views (as of this posting).
This week, the fight spilled over onto Facebook where people left less-than-flattering comments on Nestle's fan page, some criticizing the company's social media approach. For example, "social media is about embracing your market, engaging and having a conversation rather than preaching!" Nestle deleted some of the comments. Mistake number two.
Furthermore, Nestle responded with "juvenile" statements like, "Thanks for the lesson in manners. Consider yourself embraced. But it's our page, we set the rules, it was ever thus." (AdAge) Mistake number three.
At... Read more

Leno vs. Conan a

Posted by Mario Sgambelluri on January 19th, 2010 at 12:00 am

"Drama surrounding 'The Tonight Show' has nothing to do with Conan O'Brien or Jay Leno, but is instead a demonstration of the changing tide of consumer habits from television time slots to the Web," says the NY Times' Bits blog.
That's a bit of an over-simplifications, but Bits has a point, "Mr. O'Brien's youthful supporters won't crowd around the television at a specific time, instead they go to YouTube and Gawker to watch their late-night television."
So should Conan ditch TV and go web only? Bits thinks so. "He should come back and make the Internet his time slot."
But socialvibe's Joe Marchese disagrees in a column at MediaPost, "Even if Conan O'Brien could generate the same audience, with even greater levels of transparency and tools for engagement, he would generate orders of magnitude less revenue."