What makes an ad effective? Nielsen lists the top five characteristics of ads that exhibit strong brand linkage among consumers, including brand cues early and often (visual and verbal), leveraging the brand icon, integrating the brand in a storyline, establishing ownable creative concepts, and using messaging as a brand cue.
A few weeks back in an article published on Centro’s blog titled “What do you mean you don’t see my ad?” I wrote this about viewable impressions:
“What if print advertisers only paid newspapers for the ads that were seen by their intended target? As in, “Hey, our ad on page 5, Section B wasn’t seen by 34.5% of the audience, so we’re only sending you a check for part of the contract.” Not possible? The stuff of a futuristic Sci-Fi world where devices are implanted in our eyes and monitored by unseen beings?
Phones have become the new lighters at concerts. Thousands of small illuminated screens dotted the arena. And while I, along with the marketing team, followed suit with our own phones, I couldn’t help but see thousands of small illuminated advertising opportunities. I laughed and mentioned that this was a blog post waiting to be written.
It’s a lingering question on the tips of tongues of many media professionals: What’s the true worth of mobile media?
And it’s a question that’s commonly followed by a slew of others: Does the medium’s true worth have yet to come? When it arrives, what will that worth represent to advertisers in the scheme of a larger media mix? And what distinctive role can mobile be relied upon to play?
Demographics have been used to define consumers for decades. They’ve categorized “you” and “me” into specific brackets based on age, gender, income, education, family, etc.
But with the advent of emerging technology and social networks, a gigantic shift in consumer behavior has taken place, which means the latter characteristics seem to be a distant semblance of how we used to fit together.
Mobile is expanding reach and frequency with multi-platform news consumption. According to a new Pew research study, 64% of tablet owners and 62% of smartphone owners use their devices for news at least weekly, and a third of U.S. adults get news on a mobile device at least once a week.
CIMA hosted an Entrepreneurial Luncheon Panel last week. To say the luncheon was inspiring would be an understatement. Kevin Willer, President and CEO of the Chicagoland Entrepreneurial Center, moderated a panel of three dynamic Chicagoland entrepreneurs: Shawn Riegsecker, Founder of Centro; Matt Spiegel, CEO of Tap.me; and Genevieve Thiers, Founder of SitterCity.com, who all shared advice, and stories of their successes, challenges and experiences along their road to success.
Winning hallmark accounts has long been a documented challenge for regional agencies, but a seismic shift is occurring. These agencies are becoming increasingly more valuable alongside their larger counterparts.
When you think about the importance of YouTube to the music industry, the one thing you can’t say is that nobody saw it coming… well, at least they anticipated the majority of it.
That being said, a couple of interesting reports and articles have been circulating over the past couple of weeks related to the impact YouTube and Social media are having on an industry that historically has been controlled by the major record labels.
