2009. júl. 31.
2009. júl. 30.
For the 50th anniversary of the PEN cameras, Olympus created a stopmotion video. Even though there are a lot of those out there, Olympus did a stunning job in creating theirs.
The video is accompanied by some impressive numbers. For the PEN Story Olympus shot 60,000 pictures, developed 9.600 of them and then reshot 1,800 pics. In the video, there are 20 different locations. Another nice detail: there was no postproduction!
In their credits, Olympus says thanks to all the stop motion artists who inspired them. Nice gesture, since the video seems inspired by Tekeuchi who posted his video three months ago and got almost 2 million YouTube views. Even still, it’s obvious that Olympus put a lot time and effort in this video, and it was well worth it.
2009. júl. 22.
Hadd csináljunk új anyagot, ami a célcsoportodnak releváns, átviszi az ingerküszöbüket és így valóban virulens lesz. Három hónap alatt meg lesz a 150-300 ezer UV és emlékezni fognak az üzenetre.
- Sziget Fesztivál
- South Park új évad.
2009. júl. 13.
Traditional media, including watching television, is losing ground to new media, according to Matthew Robson's report. Photograph: Howard Kingsnorth/Getty
A research note written by a 15-year-old Morgan Stanley intern that described his friends' media habits has generated a flurry of interest from media executives and investors.
The US investment bank's European media analysts asked Matthew Robson, an intern from a London school, to write a report on teenagers' likes and dislikes, which made the Financial Times' front page today.
His report, that dismissed Twitter and described online advertising as pointless, proved to be "one of the clearest and most thought-provoking insights we have seen – so we published it", said Edward Hill-Wood, executive director of Morgan Stanley's European media team.
"We've had dozens and dozens of fund managers, and several CEOs, e-mailing and calling all day." He said the note had generated five or six times more responses than the team's usual research.
His colleague, Julien Rossi, added: "It's an interesting starting point for debate."
The rapid surge of interest in social networking and messaging sites has prompted speculation that sites such as Twitter or Facebook could be taken over. But Robson's report, which was sent to Morgan Stanley's clients as a research note last Friday, suggested that such a move could be folly. He said teenagers were using more and more media, but they were unwilling to pay for it.
"Teenagers do not use Twitter," he wrote. "Most have signed up to the service, but then just leave it as they realise that they are not going to update it (mostly because texting Twitter uses up credit, and they would rather text friends with that credit). They realise that no one is viewing their profile, so their tweets are pointless."
He warned that traditional media – television, radio and newspapers – are losing ground.
No teenager Robson knew reads a newspaper regularly since most "cannot be bothered to read pages and pages of text while they could watch the news summarised on the internet or on TV". The only newspapers that are read are the cheaper tabloids and freesheets.
His peers are also put off by intrusive advertising so they prefer listening to advert-free music on websites such as Last.fm to traditional radio. Teens see adverts on websites - pop ups, banner ads - as "extremely annoying and pointless," Robson said. However, "most teenagers enjoy and support viral marketing, as often it creates humorous and interesting content".
He stressed that his peers were "very reluctant" to pay for music and most had never bought a CD, with a large majority downloading songs illegally from filesharing sites.
Money and time are instead devoted to cinema, concerts and video game consoles. Downloading films off the internet is not popular as the films are usually bad quality and have to be watched on a small computer screen and there is a risk of viruses, Robson said.
Game consoles like Wii, which are now able to connect to the internet and offer free voice chat between users, have emerged as a more popular choice for chatting with friends than the phone.
His report came as media moguls gathered at the Allen & Co conference in Sun Valley, Idaho. This annual event is a chance for the likes of Rupert Murdoch, Steve Jobs and Bill Gates to discuss the latest business and technology issues in a relaxed atmosphere.
When interviewed at the event, Murdoch appeared to rule out making a bid for the micro-blogging site Twitter. Asked if he was considering buying Twitter, Murdoch said, "No." Asked about selling MySpace, he replied, "Hell no."
2009. júl. 12.
“Taps into a deep-seated, human need to be more desirable to the opposite sex, using the latest social networking tools and a good dose of humor.” —Amber Bezahler
- With over 500,000 visitors since launch, the campaign helped increase sales by over 20 percent.
- Thirteen video clips displayed at random intervals depending on a user's position within the site.
2009. júl. 11.
Decades ago it was ok to believe, as retail magnate John Wannamaker did, that “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
However, today the stakes are much higher as marketing thought-leaders Rex Briggs and Greg Stuart estimate that $112 billion in advertising spending in the U.S. alone is wasted, which is cutting deeply into company profits.
Based on proprietary research against $1 billion in advertising spending, What Sticks uncovers bold new insights from the largest-ever global marketing research project amongst 30 Fortune 200 companies, including: Procter & Gamble, Johnson & Johnson, Kraft, McDonald's, Unilever, Ford and others. This is a comprehensive and solutions-oriented book that outlines how any marketer, at any level, can guarantee their advertising succeeds.
Marketers cannot ignore the findings or the solutions revealed in What Sticks. Written in a conversational, easy-to-read style, you will learn:
- Why 47% of the advertising campaigns studied didn’t work and what you can do to guarantee yours does
- How to spend the same advertising budget, but get better results – the campaigns studied on average gained +20% (And one campaign actually gained nearly +2000%.)
- How to get your CFO and CEO to eagerly increase your marketing & advertising budget
- What many marketers don’t get about how marketing & advertising REALLY works
- Forecast next year’s advertising budget (hint: It’s not by using last year’s spending!)
- How to immediately fix your advertising by applying these principles and real nuggets of wisdom
Advertising Age had this to say…
“The book… may well be the most important advertising research since the "How Advertising Works" study of the early 1990s.”
“Although its conclusions are based on number-crunching done with such marketing titans as Procter & Gamble, Johnson & Johnson, Unilever, Kraft Foods and McDonald's, the book is written accessibly enough to find an audience among all marketers and creatives.”
All factions of the Marketing industry will gain value from the insights of What Sticks.
Marketers will gain new insights about all facets of their marketing, advertising and communications efforts. This is one book that covers it all and provides new deep insights that you will not have seen anywhere before. Based on the most extensive research ever, What Sticks uncovers new insights based on the market today and a way of managing that chaotic future still to come. Marketers will learn, as many of the brands here have that advertising can be the ultimate competitive weapon.
What Sticks Insights for Marketers
- Currently, $112 billion of the $295 Billion in U.S. advertising is wasted
- The average gain by marketers in applying the principles of What Sticks was to increase Advertising impact by 20% (and the highest was nearly 2,000%)
What Sticks Insights for Brand Manager
- Every marketer studied was able to improve their advertising or sales impact between +7% to more than double at the same budget level.
What Sticks Insights for Account Executives
- 47% of advertising campaigns studied didn’t work (i.e., created little or no change in consumers attitudes or sales)
What Sticks Insights for Creatives
- 31% of our marketers did not get their Messaging right and wasted $36 billion
- Ford developed a radical new online approach that was 10x more cost effective than TV
What Sticks Insights for Strategic Planners
- 36% of the marketers studied did not get Motivations right, either missing the Motivation, the Positioning or Segmentation and wasted $53 billion
- 83% of marketers spent money in Advertising media that was seriously suboptimal
- McDonald’s found that they could increase advertising effectiveness by 50% just by changing the time of day
What Sticks Insights for Researchers
- What Sticks identifies a new area of advertising study called Psychologics, which is the field of study examining consumer psychology of meaning created by each medium
What Sticks Insights for CEO’s & CFO’s
- The 30 Marketers studied included AstraZeneca, Colgate, Ford F-150, ING Financial Services ,Johnson & Johnson (Neutrogena), Kimberly Clark Corp., Kraft (Jell-O), McDonald’s, Phillips (Norelco), Nestlé's (Coffee-mate), P&G (Olay), Unilever (Dove), Universal Studios Home Video, Verisign, Volkswagen (Jetta), among others.
When will it begin?
Advances in web technology instigate social change
Buying online today
Stroller Hunting 2.0
The Semantic Web Stroller Hunt
What about privacy?
Semantic Web shopping will be Opt-in
For nearly a decade now I’ve been hearing, “This is the year for mobile advertising.” However, based on recent polling research I suspect the mobile industry has a bigger, underlying problem that that will greatly slow its adoption: Even advertisers hate the idea of ads on their phones.
As former CEO of the IAB, I believe I learned a thing or two about what it takes to create a new medium and garner advertising industry support.
First, know that I believe in the vitality of mobile advertising because I think it has a compelling, unique selling proposition and the power of locality — a new way for advertisers to target and bring relevance to their advertising messages. Mobile has many other strengths, including: interactivity; the fact that it’s personal (and will hopefully be personalized); its omnipresence (which, while unique, could also be accomplished with media mix); and its ability to do sight, sound and motion, with which marketers tend to be enamored.
As a marketer, I’d really want to be looking at those elements, in particular the USP, to figure out how they can be leveraged to get a competitive advantage for my brand. And it’s best to do that now, before my competition figures it out.
Today, cell phones and other devices already have a major audience. In the same research, we found that 77 percent of Adweek.com’s readers have a cell phone, 63 percent have a Blackberry or BB-like device and 72 percent have an iPod or similar device. It makes you wonder if the ubiquity and familiarity of mobile might be working against itself.
Plus, it’s not like advertisers don’t use the standard “medium” feature of their phones. Fifty percent of Adweek.com’s readers said they access the Internet on their cell phone at least once a week and 35 percent of those said they do it every day.
Additionally, 49 percent take business calls “anytime” and another 14 percent said they take calls from 7 a.m. to 9 p.m. Thirty-one percent said they check their Blackberries until 11 p.m. and 22 percent said they check them all night. Finally, 63 percent said they text every day.
The data surely suggest this is not a medium that’s going to die from lack of reach, low usage or not having a USP. No, this is a medium that the most important consumers in the world, the advertisers, prefer not to be tainted with ads.
In my last Adweek.com piece I highlighted that the rate of ad blocking on the Internet is out of control and DVRs in TV land are demonstrating that consumers are fed up with advertising’s practices. Mobile is apparently suffering from contempt (as a medium) prior to execution.
I suspect that marketers, at some level, are afraid their own typical spray & pray approach used in other media might be applied to this much more personal medium.
I often get asked to speak on how we can avoid making the same mistakes the Internet made, to which I answer the following.
First, a new medium needs to prove not just its advertising effectiveness, but its cost effectiveness versus other options. Mobile hasn’t done this in the way that it needs to yet, and it needs to look beyond the value of a click, which the Internet was way too slow to address.
Second, as the new kid on the block, mobile needs to make sure an agency makes a profit in working within the medium, which requires there to be good operational processes, integrated technology to their other systems, common measurement, consistent nomenclature and, most importantly, standards across the board. Mobile appears to have just gotten started in these areas.
Third, mobile needs to figure out ubiquitous and compelling ad units that invite creative exploration. In 2003, the IAB announced the death of the 468 x 60 banner not because the banner didn’t work, but because creatives didn’t like it.
Fourth and most challenging is it needs to figure out how to minimize the inherent challenge of fragmentation at various levels including different carrier systems, different handsets, different software, If TV acted like mobile and every cable network (or cable system) and every TV set was different, then clearly TV advertising spending would not be over $50 billion today. Mobile must deal with the fragmentation of its medium and complexity at every level. These are not small issues.
But in the end, I think the most important lesson learned is not to let your medium get to the place, like Internet advertising did, where anyone thinks pop ups and other consumer-offensive activity are OK. Resist ads like punch the monkey or flashing screens so irritating that some in the U.K. believed the medium could trigger epileptic fits. Don’t let the phrase, “But it’s effective,” be a defense for irritating the consumer.
So my big lesson learned for Mobile?
Fight to the death those who want to use/abuse the medium for short-term gain but long-term loss, even if a marketer. Attack any entity trying to participate in mobile who disrespects the consumer or outright annoys them. Aggressively protect consumer trust, whether it be around issues of privacy or other issues of transparency to consumer.
Here’s a twist on the famous David Ogilvy quote that the customer is your wife: For new media like mobile, the customer is your advertiser. Act accordingly.
"The promise of semantics is to bring a level of intelligence [to advertising]," said former Interactive Advertising Bureau President Greg Stuart. "It’s not quite there... advertising based on semantic technology isn't even close to improving targeting."
I ran into Stuart at the 2009 Semantic Technology conference. Stuart was on a couple panels discussing semantics as it applies to advertising and publishing. Stuart also headed the IAB, an organization that creates standards for the online advertising industry. So, who better to talk to about whether advertising was getting smarter - in other words better targeted - with the integration of semantic technology?
In software, semantic technology essentially provides a layer of meaning-centered code on top of existing technologies. In other words, software should realize that someone reading an article about gaming company Digital Chocolate probably isn't interested in an advertisement for Ghirardelli chocolates. This has been a problem that advertising companies have been trying to solve for a long time. They still don't have it right and semantic technology hasn't helped, according to Stuart.
Stuart, who happens to also be an angel investor, and who's also seeking an operational role at an advertising or media-related startup, says he hasn't found that billion-dollar-semantic idea yet.
2009. júl. 10.
2009. júl. 5.
Matthijs Roumen @ viralblog
Bacardi launched a website in order to promote their beverage, the Bacardi Breezer. While creative directors of the Israeli agency McCann Digital thought this approach would be fun for their target audience, most likely to be influentials in female peer groups, they totally missed the point and failed deeply with their campaign “Get An Ugly Girlfriend!”.
What happened? And why did this campaign ended up like something familiar that happened to Motrin (see the article: The Motrin Case: The Voice Of The Crowd, right here on ViralBlog). Lets have a closer look at the campaign.
To start of with a hard statement: creativity isn’t what is used to be. Instead of targeting it on an individual, your campaign is being judged by a tribe of peers, who look critically as a mass to the message you try to bring to them.
Your message has to land clearly. Perhaps, this ad could have been a hit 10 years ago. If Bacardi launched it back then, the message could have come clean to a small group ofcrowd leaders. The ones who lead offline groups and are being respected by the rest of the group. Less communication in between the members and a big believe in the group leader; the one who pushes the message down the pyramid. If this leader loves the message, it’ll spread.
But now there is no more pyramid. It’s a sphere of peers, communicating as a tribe. No leadership, so every individuals opinion counts just as heavy. There is mutual respect for opinions from peers in any social sphere. If a message like this is disliked by a few of these individuals, the rest of the group reviews it once more.
So make sure you’ll let your creative message being tested by a tribe, not by a crowd. Aim for individual opinions in a tribe, not individual opinions in a crowd.
Of course the buzz on Twitter and blogs caught the attention of Bacardi, who came with the following statement;
“Thank you for taking the time to post your story on Bacardi Breezer.
The campaign you are referring to ran in 2008 for two months in Israel. Even though Bacardi Breezer is not sold or distributed in the United States, we immediately notified the appropriate Bacardi affiliate and had this website shut down.
Bacardi proudly celebrates diversity and we do not endorse the views of this site. We sincerely apologize to anyone who was offended by this site and thank you for bringing it to our attention.