October 28, 20111 Comment

Poor Media Placement – Context Matters

Sometimes I ponder why clients allow media agencies to serve their impressions in such a random method. Check out the irony in this placement.  

WhoIsYourMediaCompany?

When I clicked through I was taken to a site that was for an audience that would be considered the 1% - where I was invited to begin building my wealth.  

There is a better way.  Using seach and social you can target people where they are having wealth building conversations.  

Poor Media Placement – Context Matters 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
friends.

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

January 5, 2007No Comments

ON: Major Marketers’ Sites Attract Millions, Influencers

Picture_16

Some of those boring corporate websites are pulling in more eyeballs
- and more influencers - than the flashy primetime TV shows, print
magazines and general interest sites on which those very marketers
advertise, according to AdAge (via MarketingVox).

Part of what's driving the traffic to the
sites is good-old web display advertising and email pushes. Such
packaged-goods marketers as Procter & Gamble and Unilever
don't sell many products directly online, and their low-cost,
low-involvement brands tend not to be the object of search queries -
and therefore search-driven traffic. Yet the websites of P&G and
Unilever now reach nearly 6 million and 3 million unique visitors,
respectively, in the U.S. each month, according to ComScore Media
Metrix.

Recent research by VNU's Nielsen BuzzMetrics found that 33 percent of creators of consumer-generated media
(in the form of video or blogs) also provide email feedback to
companies or brands via their websites, and 13 percent participate in
brand or company blogs. Their engagement with corporate and brand sites
is well above the norm for the general population.

"Visitors to [corporate and brand] websites have a much higher propensity to recommend products," said Pete Blackshaw,
chief marketing officer of Nielsen Buzzmetrics, whose research shows
more than 40 percent of people who give a brand email feedback are
likely to recommend it to others.


Related stories:

ON: Major Marketers’ Sites Attract Millions, Influencers via @jpenabickley

January 5, 2007No Comments

ON: Major Marketers’ Sites Attract Millions, Influencers

Picture_16

Some of those boring corporate websites are pulling in more eyeballs
- and more influencers - than the flashy primetime TV shows, print
magazines and general interest sites on which those very marketers
advertise, according to AdAge (via MarketingVox).

Part of what's driving the traffic to the
sites is good-old web display advertising and email pushes. Such
packaged-goods marketers as Procter & Gamble and Unilever
don't sell many products directly online, and their low-cost,
low-involvement brands tend not to be the object of search queries -
and therefore search-driven traffic. Yet the websites of P&G and
Unilever now reach nearly 6 million and 3 million unique visitors,
respectively, in the U.S. each month, according to ComScore Media
Metrix.

Recent research by VNU's Nielsen BuzzMetrics found that 33 percent of creators of consumer-generated media
(in the form of video or blogs) also provide email feedback to
companies or brands via their websites, and 13 percent participate in
brand or company blogs. Their engagement with corporate and brand sites
is well above the norm for the general population.

"Visitors to [corporate and brand] websites have a much higher propensity to recommend products," said Pete Blackshaw,
chief marketing officer of Nielsen Buzzmetrics, whose research shows
more than 40 percent of people who give a brand email feedback are
likely to recommend it to others.


Related stories:

ON: Major Marketers’ Sites Attract Millions, Influencers via @jpenabickley

December 18, 2006No Comments

ON: Coke & YouTube

Trying to avoid anything too saccharine over the festive period,
having already overdosed on chocolate and lychee martinis. However, we
couldn’t resist Coca-Cola’s latest Christmassy
effort. The giant
red-and-white-inventor-of-father-Christmas-as-we-know-it-if-you-believe-the-urban-myth
is sponsoring a page on YouTube that enables users to create their own holiday video cards to send around the world to absent friends. Picture_1_20

YouTube's ‘Holiday Wishcast’ site already features a collection of holiday-themed video clips from some of its most popular contributors including Geriatric1927, TerraNaomi, and LisaNova.
Users can choose from one of the videos in the Wishcast catalog or
upload one of their own after registering on YouTube. Coca-Cola’s own
e-cards and video contests feature heavily on the branded page, as well
as links to the online Coke shop and the ubiquitous polar bear. Some of
Coco-Cola’s iconic Christmas advertising can also be sent along as a
Wishcast.
www.youtube.com/greeting_browser

Speaking at the time of launch, Jamie Byrne,
YouTube's director of advertising strategy, said the company approached
Coke about developing a holiday-related promotion in the hope of capitalizing on the brand’s long-standing association with the
Christmas period. ‘We realized that to do something for the holidays
they would be a great partner for us,’ he said.

In the recent
furore following the uploading of copyrighted content to YouTube and
the gleeful joy of broadcasters now that they finally have someone to
sue (honestly. At Christmas and everything. Have they no heart?), it appears that brand involvement is even more important to Google
as they attempt to monetize this fascinating site. We’d genuinely hate
to see YouTube reduced to a sterile collection of sleeping kittens, yet
recent rumours of a collaboration between Fox, Viacom, CBS and NBC
to launch a rival service suggest that the site’s enchanting, chaotic
mix of user-generated content alongside professionally produced clips
might soon be redefined.

With this in mind, we’d like to
hazard the suggestion that the YouTube user community has as much of a
responsibility as anyone else in keeping the site up and running. It’s
simple - don’t scare wary advertisers away by vandalizing their pages,
and retain the right to upload what you want elsewhere. Fingers crossed
that YouTube remains the exciting and essential resource that we know
and love well into the future. 

In the meantime, B3TA granddaddy Rob Manuel has drawn our attention to what appears to be a bit of blatant plagiarism. In Argentina, Coca-Cola has produced a bit of advertising that bears a striking resemblance to the work of rathergood.com’s Joel Veitch. Check out the film Rob put together, and spot the difference if you can. It’s not easy.

www.robmanuel.com/2006/12/13/is-coke-ripping-off-the-little-guy

ON: Coke & YouTube via @jpenabickley

December 8, 20063 Comments

ON:WStudio – Elan Skis

Picture_2_11

This week this WStudio - Elan Skis site caught my eye.  I think they did a great job of integrating video as an education and branding tool.  I also like the concept of navigation that gets dragged and dropped.  Click here to view WStudio's site >>

What do you think???

ON:WStudio – Elan Skis 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/

Picture_3_9

ON: Hitachi & User Generated Media via @jpenabickley
Speaking Engagments

Talks_Image_jpb

 Joanna routinely to speaks and keynotes at conferences, corporations, non-profits, educational and professional organizations. Her subject matter expertise is customized to meet the needs of each audience. 

View Talks
Book A Date with Joanna
+ ReadyToWear The Future Blog
+ DesignedByUs.org

 

Talk: Making Magic with Ai

Ai is the tool of the modern magician. At the nascent stages of the another industrial and social revolution, magic + math, multiplied by design makes what is invariable hard — seem remarkably easy.

View All Presentations 
+ Videos 
+ Articles
+ Post Digital

#5Things
5Things

Begin the week with a health dose of inspiration, exploration. #5Things is a springboard for creativity, invention and thinking big. Join the optimistic intersection of design, tech and modern life on spaceship earth. 

Connect with Joanna as she explores spaceship earth on:
svg-image
svg-image
svg-image
svg-image
svg-image
svg-image