Short films, fun pieces and product placement in music videos are gaining more dominance in the marketing strategies, Advertising Age reports.
The shrinking attention span of the consumers has forced advertisers to gradually move from 60-second spots to 30-, 15 and even 5. Now the length is making its way back – and beyond – as advertisers are recognising the value of entertainment.
More advertisers than ever are turning to verification tools in attempt to tackle the problem of misplaced ads, AdWeek reports.
Kent Wakeford, chief revenue officer of AdSafe, said: “The use of verification is growing exponentially. It’ll become standard in online media buying.”
Misplaced ads have been troubling the industry already before the internet but during the digital era the problems have escalated.
Coca-Cola is focusing on goal celebrations in its advertising in the run up to the football World Cup in June.
The main TV ad, titled ‘History of Celebration’, opens with footage of Cameroon’s Roger Milla’s famous corner flag celebration dance in 1990.
Facebook is reported to be ditching the ‘become a fan’ option, instead asking users to ‘like’ a brand.
The new way is said to better represent the nature of the interaction. Michael Lazerow, CEO of social media advice agency Buddy Media, described ‘liking’ a brand as a lower threshold for users.
He said: “The idea of liking a brand is a much more natural action than (becoming a fan) of a brand.”
Web researcher comScore has found that web video users would be willing to take on more ads.
According to an AdWeek article, the new research shows that people who watch TV shows online are far more tolerant towards ads than it had been thought.
Sites like Hulu could increase their average serving of ads from four minutes per hour to seven, the report found.
Google has made its ‘Remarketing Programme’ available to all AdWords advertisers, New Media Age reports.
The service allows advertisers to target previous visitors in trying to lure them back.
Remarketing has previously been limited to only few advertisers as a premium-priced, exclusive product, but having moved out of beta stage the company has decided to offer it to everyone.
Date: 28 April 2010
Venue: The Bridgewater Hall, Manchester
Description:
SAScon, delivered in association with Manchester Digital and SEMPO will be the UK’s leading Search Marketing conference. Speakers will include many of the world’s experts in search engine optimization (SEO), analytics and social media marketing.
Wed 14 Apr, 2010 from 7:00pm – 11:55pm
Juno
Shoreditch High Street
London, E1 6JE, UK
Cost: £5.50
Event Website
Come and join the mix at the next Show and Tell event…
So what’s this event about, then? A chance to mingle and make friends in an informal environment. It’s an event for established people who work in film, tv, advertising and digital.
Google's Parisian Love campaign told a virtual love story to the Superbowl audience.
The search engine giant, that previously has relied strongly on word-of-mouth hype in its marketing, has turned to creative agencies for a new advertising campaign, The Marketing Week reports.
Agencies across the UK have been invited to pitch for a campaign that will focus on promoting Google’s search facilities.
The future of ad-supported traditional branded sites is looking uncertain, a Marketing Week article suggests.
The threats imposed by ad networks, exchanges and demand-side buying platforms is worrying Web publishers as sites are feared to be turning into commodities.
Tolman Geffs, co-president of the independent investment banking provider Jordan Edmiston Group, pointed out that brand advertising might be in trouble.
Geffs, who spoke at the Interactive Advertising Bureau’s annual meeting, referred to statistics that show more money being spent on direct marketing and promotions than in branding in 2009.
This means advertisers are buying audiences rather than ads.
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