Archive for Rob Reif

Why National Brands Should Focus on Local Media

Posted by Rob Reif on November 15th, 2011 at 1:55 pm

Lately I’ve been wondering about national retail brand campaigns and whether they’re worth the media dollars.
Numerous brands advertise nationally in all media formats, but every single one of them is intensely focused on attracting the highest amount of foot traffic to stores in local markets. While they all spend in local media, they may or may not need to flood those sectors with more dollars. But they should get smarter about making sure that spend is deployed for maximum effectiveness.
National campaigns are good for raising awareness and brand building but the real activation happens on the local level, and national ads should contain those ancillary media plans and buys. This concept is not news—marketers and media buyers have always explored ways to make the media spend work as hard as possible.
If a retailer has 15 locations in Missouri, it makes sense to have a larger marketing budget there than in Nevada where they may be only have three.
Yet it’s surprising just how much inefficiency still exists in local media buys even in this day and age.
As any media planner knows, the whole local marketing process can be tedious, and the ROI imprecise enough so that marketers sometimes take the most... Read more

Print Is Still a Strong and Viable Ad Medium

Posted by Rob Reif on June 1st, 2011 at 8:09 am

When we hear the words “interactive advertising” we naturally think of the web, whether it’s deployed on mobile phones, tablets or PCs.
That’s why many people in the advertising and marketing industries have to be reminded that print, as in hard-copy newspapers and magazines, was the first interactive medium, and that’s why it’s still a powerful and effective part of any media mix.
Print is also the most sensory medium. Only print can activate each of the five senses and usually more than one of them at a time: Think scented perfume ads, varied paper textures, and embedded sound devices.
Some ads have a real and practical use in and of themselves. For example, back in 1988, several years before the words “internet” and “web” entered the global lexicon,  Spin magazine caused an uproar when, as part of a public-service effort to combat AIDS, each copy of the November issue contained a free condom (donated by Trojan).
Talk about useful, sensory, interactive, and memorable advertising. We don’t need to count the ways.
And as recently as September 2010, a print campaign in Entertainment Weekly touted the remade series Hawaii Five-0 by playing the show’s iconic theme song when the two-page spread was opened.
It’s tempting to... Read more

Why Display Is Not the New Search

Posted by Rob Reif on March 21st, 2011 at 5:48 pm

An oft-cited mantra over the past five years is that 80 percent of all online activity begins with a search of some kind. If you’re like me, the default home page on your browser is also set to a search engine—in my case, Google.
Not surprisingly, marketers put most of their online ad dollars toward search marketing and SEO. Most people had a very simplistic view of search marketing in its nascent years. If a consumer, let’s call him Joe I. Public, needed a new car the thinking went that he rushed to his computer and searched for “car” or “automobile” first. If the manufacturer’s brand ranked at the top of search results it was a successful SEO/SEM campaign.
Search ads weren’t considered intrusive because Joe I. Public actively invited the marketer into his world. Putting the majority of online-ad dollars into search was a no-brainer for media planners and buyers.
Display advertising, which includes banners, rich media, digital video and sponsorships, is intrusive by comparison and garners significantly fewer ad dollars in the online media consideration.
How much of a darling is search advertising? Consider that as overall ad spending, including online, plummeted in 2009 because of the global financial crisis, search marketing... Read more