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February 9, 20075 Comments

ON: Bud.TV


Fresh off their USA Today Super Bowl advertising poll victory, Budweiser has flipped the switch on Bud.tv.  This might turn out to be one of the biggest stories
in advertising this year. Anheuser-Busch will spend over $30 million
this year on this online video network.

The site would be on my top 10 in the usability category if the age verification actually worked.


Once you call the toll free number and get an access code because the flawed age verification system in place did not let you in despite being in your mid-30's...the site uses video in an exciting way.

The site is easy to use and features short films like “Finish Our Film”.
This mash-up of reality show and making-of-a-film documentary produced
by LivePlanet, Matt Damon and Ben Affleck’s production company.  Not
surprisingly most of the videos lean towards 25-year guy humor with
high art concepts like “Replaced by a Chimp” in which a chimp tries to
do a real job.

This is a new play on one of the oldest tactics in marketing known
as branded entertainment. P&G started it in the age of radio with
the soap opera. There have been
many attempts by marketers to create content online that provides a
contextual envelope to advertise their brands some have done a great job (The Rookie & 24) some have failed miserably.  Success is always found in the story that they brand tells.  A-B's Bud.tv is the
most ambitious.

A-B intends to tread carefully in how they promote their brands.
They are acutely aware of how easy it would be turn off their audience
with excessively blatant promotion. You’ll know it’s for Bud brands but
it will be subtle s, so they say. 

As many of you know, I am a huge advocate of branded entertainment and relevant content.  But then I factor in the ROI or the impressions model as a layer to be considered.

  • $30 million is about 5% of A-B’s ad budget. 
  • Their goal
    is to reach 2-3 million 21-34 year-old guys per month.
  • Lets give an educated guess as to streams -24-36
    million exposures per year
  • That works out an average of $1 to get
    each customer to spend time with them.

Compared to a 30 sec spot
on the Super bowl that’s expensive. But is it really? 
How might we begin to measure the engagemnt model for this form of advertising?  It would be nice to see an equation that factors in an average of 16 minutes of engagement for each consumer who will spend
lots of time on Bud.tv, giving A-B the opportunity to put lots of ad
exposures in front their customers.

What are your thoughts?

ON: Bud.TV via @jpenabickley

January 15, 2007No Comments

ON: Old Spice & A New Generation


Check out the latest Old
Spice's online campaign by Wieden & Kennedy. Its smart and edgy.  one may think they are truely trying to go head to head with the likes of Axe. The campaign is a great way to breathe new life into the Old Spice brand and appeal to a
younger man's market.  The campaign blends the concept of "experience"
a call to action to an "inexperienced" crowd of cologne bathing young men.

Visit the site at:

ON: Old Spice & A New Generation via @jpenabickley

January 15, 2007No Comments

ON: Old Spice & A New Generation


Check out the latest Old
Spice's online campaign by Wieden & Kennedy. Its smart and edgy.  one may think they are truely trying to go head to head with the likes of Axe. The campaign is a great way to breathe new life into the Old Spice brand and appeal to a
younger man's market.  The campaign blends the concept of "experience"
a call to action to an "inexperienced" crowd of cologne bathing young men.

Visit the site at:

ON: Old Spice & A New Generation via @jpenabickley

January 9, 2007No Comments

ON: Social Influencers & Ads

Social influencers consider online advertising one of the most
important factors in their purchase decisions, second only to websites
for a source of learning about products.

A new study from DoubleClick shows that online advertising influences the word-of-mouth of influencers, writes MediaPost. Influencers
clearly rely on the web more than their non-influencer counterparts,
with 40 percent saying they use websites as their top source of
research when they shop, compared to only 31 percent of non-influencers.

Influencers are also more likely to enjoy their advertising: 76
percent agree they are likely to pay attention to advertising when they
are shopping for relevant products, (opposed to 63 of non-influencers).
Influencers are more likely to do internet research as a result of the
ads they have seen in traditional media, and to talk about ads to their

Companies, then, can increase the impact of their word of mouth
campaigns by allocating some dollars through advertising. "Influencers
pay attention to advertising, especially online and in emerging media
platforms," Rick Bruner, DoubleClick's director of research and
industry relations, is quoted as saying.

DoubleClick is a digital marketing technology and services company.

Related stories:

ON: Social Influencers & Ads via @jpenabickley

November 26, 2006No Comments

ON: Hitachi & User Generated Media

Hitachi takes the plunge into consumer genrated media to help connect with its US audience.
Ads take pieces of CG Video and tease you to click to the broadband website.
Picture_5_5  Picture_1_15

Click here to view the site: http://www.hitachi.us/truestories/


ON: Hitachi & User Generated Media via @jpenabickley

October 18, 2006No Comments

Is Your Brand Safe?

Are you pro or against working with ad networks?

If you, either through an internal department or an agency, work with ad networks, are you happy with the placements your ads get through ad networks?
Why or why not?

What is your biggest fear about relying on ad networks for the placement of your ads?
How have you tackled this?

Should mid sized & smaller publishers (the interactive ad long tail) be made to categorize their content in an open market place?

If so who should regulate and publicize publisher compliance?

If there were such a service would you pay for membership that helped protect brands through categorization and fine based penalties for non compliance?

Add to Technorati Favorites

Is Your Brand Safe? via @jpenabickley

October 18, 2006No Comments

The Online Ad Game

There are so many aspects to the online advertising space that confuse marketers and agencies who act as the client advocate in the interactive space. After conducting a number of industry interviews with ad agencies and advertisers I have found that there is market confusion around ad networks and the safety of your brand.

Over the next few posts I thought I would address some high level issues and recruit your feedback and ideas in this forum to begin an open dialog with the best of our industry in order to develop a strategy and possibly an organization that will begin to guide the interactive ad industry in a positive direction that will inevitably lead to larger online ad spending from advertisers for 2007.

Ad Networks
Historically, an organization charged with the representation of advertising space for a group of Web sites for the purpose of maximizing revenue and minimizing administrative costs through aggregation. The role of an Internet advertising network is to transact, serve, track and report the distribution of creative from advertisers to publishers using an efficient, interactive marketplace.

Today they have become sophisticated operations designed to allow advertisers to place their advertising materials in front of selected individuals.  The typical selling proposition of a network is that these individuals are good prospects for the particular product or service on offer. But ad networks differ in several ways, including:

  1. How the your audience or individuals are selected or targeted
  2. The range of publishers' sites on which the advertisements may appear

A network can also be categorized according to the nature of the financial arrangement between the advertiser, the network and the publisher.

  1. The True Network= bases on revenue sharing agreements across a wide range of sites
  2. Arbitrage network = buys unused, unwanted remnant inventory at bargain prices in hopes of repackaging and reselling it profitably
  3. The Broker network = simply manages the transactions and adds little value for advertisers.

The beauty of the Ad Network, dependant on type, business emphasis, organization and approach, is that most networks offer a range of options, including demographic, geographic and dayparting. Many allow advertisers to mix and match various types of selectivity, creating a near infinite range of possibilities for finding specific categories of prospects and serving them targeted messages.

So why do Ad Networks have such a bad rap with advertisers and agencies alike?

One answer could be….
While ad networks offer increased reach ad networks also offer less control for brand advertisers. Marketers placing impressions on an ad network will be challenged to keep tabs on where their advertising appears. Marketers are justly vigilant about protecting their brand -- especially online, where they must inevitably give up a degree of control -- but ad networks can be particularly frustrating.

  1. Who do you hold responsible when you brand shows up on inappropriate content?
  2. How can you hold the agency, ad networks or publishers accountable?
  3. Is your Brand truly Safe without some sort of industry standard categorization of content?

Sound off...

Add to Technorati Favorites

The Online Ad Game via @jpenabickley

October 17, 20062 Comments

Yahoo! Invests In Right Media, Leads $45 Million Round

Today started like any other but quicky changed its momentum around 9:15 a.m.  The office was buzzing with the news that had hit the streets, Yahoo had made a strategic investment in our open market place, The Right Media Exchange.  It proved to be an exciting day for the company and our clients at Right Media as Yahoo Inc (Nasdaq: YHOO) is leading a $45 million round for a twenty percent stake in Right Media and will become a participating member of the Right Media Exchange.  See our CEO, Mike Walrath's comments here.

Once the news hit the streets my marketing and agency counterparts kept me busy fielding questions and opprotunites... Funny how a bit of pocket change moves industry additudes.

What is Right Media doing with the money?

The investment will allow Right Media to keep building out products and
services that help grow the Right Media Exchange. Over 11,000 companies
are participating in the exchange, and we’ll continue to innovate in
order to help them gain more revenue and efficiency in their online
advertising efforts.

Will the Right Media Exchange stay independent?
The exchange will stay independent. Yahoo will be participating and
competing as any other major client would in buying and selling
advertising through it.

What does this mean for other Right Media Exchange clients?
Yahoo joining the exchange is obviously more advertising inventory
to buy as Yahoo is the largest display advertising property on the web.
Additionally, it should bring more advertising buyers to the exchange
to get access to that inventory, which benefits everyone. The more
buyers and sellers on the exchange, the better off we all are.

What does this mean for Consortium Members?
It further validates the way we can impact positive industy change.

There’s been great blog coverage.  Here are the highlights:

Related Posts:

Yahoo! Invests In Right Media, Leads $45 Million Round via @jpenabickley



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