 From Leslie's Soapbox | |
by Leslie Laredo
Laredo Group training is unique in that our training and consulting practices are with both sides of the media buy/sell process. Because we work with both buyers and sellers, we are in a unique position to help improve this process. By sharing with both, on how the other side of the table looks at issues, evaluates and makes decisions, we enable buyers and sellers to better understand what it will take to address the advertising and achieve client objectives. We use our newsletter as a forum to highlight "both sides" of the process. | |
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An Intelligent Look at Interactive Advertising and Media |
Dear Laredo Group Friend,
Let's look back over the first six months of 2010. The year so far has been one of mergers and acquisitions, new products and old issues. Google buys Invite Media, specializing in "real time bidding" technology, AOL buys content producer Associated Content and sells social media site Bebo. Bold releases: iPads, next generation iPhones and Androids dominate new product discussions. Privacy issues are heating up with every misstep by Facebook and ramping interest by lawmakers and consumer advocacy groups in behavioral targeting. Last year, IBM predicted more change in the next five years in advertising than in the last 50. I think we are well into that change scenario and we at Laredo Group plan to keep you informed.
Leslie |
 From the Frontlines of Digital In every newsletter, we will share links to articles and headlines of note across the following areas we consider essential coverage, with our thoughts on why they are required reading. |
Consumer Insights
If you've attended our classes in which we talk about consumer mindset, channel planning and platform choices - you know that we focus quite a bit on understanding both consumer demand and consumer influence. It's long been acknowledged that with the proliferation and nimbleness of social media and the digital coming of age of the teen - the teen market is growing in its influence. It's interesting to pause and take a look at the numbers: eMarketer is reporting that about 80% of US teens visit social networking sites monthly. But, even more interesting to you as marketers should be the question of how we engage this audience on the themes they value and unleash their influence.
Reaching Teen Influencers with Social Messages - eMarketer |
Media Milestones
While this article dubs crisis marketing as somewhat new - what we in the business call "online reputation management" is not new but rather being asserted more often and more aggressively by brands in peril. Take BP's use of Search Marketing, specifically leveraging the Google search marketplace to educate and counterbalance the perception of the rampantly querying consumer searching for information about the recent spill. The methodology is not new, but the tools set at a brand's disposal are more significant and, as this article reveals, the budgets being wielded reflect great faith in the technique.
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Digital Creative
We at Laredo Group continue to highlight strong uses of media and creative, working hand in hand to drive results. Even better, is when the creative execution takes full advantage of today's rich media - no longer beginning and ending with simple flash - to attract, engage and begin the conversion process in-banner. Take a look at this piece on a new ad unit offered by Yahoo, recently given a whirl by Chevrolet. We think savvy marketers, looking to limit distraction and drive the conversion, will be intrigued.
Chevrolet Debuts Yahoo's Log-In Ad Unit - MediaPost |
Deals of Note
Quite plainly - this is a big deal. While the relationship between IBM and Coremetrics is hardly new - the deal just cut between them reflects an institutional commitment to advanced analytics and allows for consistency of service at a grand and robust scale with the IBM client base. Coremetrics has long been a well regarded brand among the digerati. It's big new home is something to note.
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State of Mobile
We keep our eye on all the indicators, when it comes to gauging our progress on the year of, the era of, mobile. Operating systems advance, state of mobility infrastructure, user interface and creative options and of course who exactly is the most mobile. One snapshot of note, related to video, shared here by Nielsen in its "Three Screen" quarterly report, shows that more than half of the mobile video audience is adults 25-49. Yes, the youngster is mobile, but this new stat reveals a level of platform engagement with a very influential "buying" segment.
More Adults Than Teens Consume Mobile Video - NYTimes.com
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Video Evolution
Today, we talk more and more in terms of screens - who watches what, where, and how often. We talk a lot at Laredo Group about the freed up consumption environment that exists today, in which consumers like never before are digesting, conveying, curating on more platforms than ever before. And, the screen by which this content is accessed is central to this. It turns out that the numbers have crept up on us on one trend line of interest: a third of adult US Internet users will watch full-length television shows online this year on a monthly basis. Read this summation on MediaPost, with numerous sources of key data related to this trend. In short, the market has gotten beyond the online video snack.One-Third of Internet Users Watching Web TV - MediaPost
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Publisher News
Most of us know about sponsored Tweets. Or, at least we've heard rumblings about this one step on monetization over at the Tweighborhood. Quick newsflash: Twitter is stepping up to more fully monetize its environment, with its announced acquisition of a company called Smallthought. There are a number of capabilities enabled with this acquisition, which we expect to see unfold. In such a tight user interface, it of course will be fascinating to experience the roll-out of a monetized Twitter both as media professionals and avid micro-blogging consumers. Twitter All Set to Monetize - SearchEngineWatch.com |
Social Media
Regardless of your personal usage of the application, the entrance of companies like Foursquare, the apparent leader or industry darling in the hyper-local movement - has piqued our inner targeter. Tapping the dynamics of social networking, consumer penchant for gameplay, and localized marketing - there seems great promise in this area of the market. Next up, though, would be the roll-out of more serious tools for marketers to avail themselves fully of this opportunity. Rumor is these tools are on their way. Read on.
Foursquare Checks In With Marketers: Scalable Tools On the Way - ClickZ
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Other Articles
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As some of you may have experienced during our training, I get on my "soap box" on a few topics that I think are either ignored or not well understood. One of my issues is the poor use and design of the "call-to-action" in display ads and how this dramatically impacts results. The issues of poorly conceived and designed call-to-action copy are more rampant on local and B2B media sites. In our training we highlight some best practices for the call-to-action, such as: including copy that has a verb and a benefit; making sure it is readable (e.g., box shape and position, reverse text, underlining, etc.); and assuring that the landing page associated with the ad is properly designed and tested to maximize conversions.
On this theme, one of my favorite ClickZ experts, Harry Gold, wrote "Sparking Conversions: 10 Easy Calls to Action." Harry gives his suggestions to improve the call-to-action copy in display ads. If you are in sales, your job is to be a consultant to your clients and one part of this role is to explain how the call-to-action copy impacts CTRs and other performance metrics. This should be part of the "setting expectations" discussion you are having with clients. If you are on the buy side, make sure your creative teams understand what metrics are critical to measuring your goals and objectives and how the call-to-action copy will impact your results as well as set up a systematic way to test different versions of the call-to-action copy.
Another ClickZ expert, Hollis Thomases recently wrote "7 Deadly Sins of Online Media Planning." Hollis gave some excellent advice for approaching the media planning process. Sin
#1: Ignorance, or not staying informed on new technologies and trends.
Staying abreast is vital to the job and is why Laredo Group spends so much time updating our curriculum as the industry evolves with new tools and best practices. Sin #2: Silence, or not being informed on your client's products, goals, metrics and past campaign performance as well as the need to speak up with the creative team, when ads are being concepted and produced. Sin #4: Cookie-Cutter Media Planning, or not looking at all the options and taking an innovative approach for each client. We encourage our students to stay informed of the new options by reading relevant articles and participating in industry conferences, associations and networking groups. Sin #7: Neglecting to Learn Your Lessons, or not being a student of your business, which is all about understanding what worked and what contributes to the long-term growth of your client's business.
While this article speaks to media planners, sales executives can help their clients by being a resource for learning about new technologies and trends, and asking questions and even challenging campaign assumptions when it comes to success metrics. Sales reps can help their clients by presenting their unique capabilities and highlighting
innovative approaches that other clients have taken.
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Interactive Advertising & Media Seminars
Continuing professional development for your team, staff - or yourself, from the tenured industry veterans at Laredo Group. For advertising, marketing, media and sales professionals - at every level.
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Intelligent Selling of Interactive Advertising-Level I, II & III
Intelligent Planning & Buying of Interactive Media-Level I & II
Intelligent Search Engine Marketing for Professionals
Intelligent Research, Measurement & Analytics
Intelligent Search Engine Marketing
How to Build and Manage a Digital Agency or Division
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