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Laredo Group News
Jason Heller,
Laredo Group EVP,
will be the emcee for
digiday: NETWORKS
and digiday:TARGET
June 8, 2009
The W Hotel
New York, NY
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NEW
Laredo Group
Course! |
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Intelligent Social Media &
Mobile Marketing
Learn how to engage customers in today's hot social media venues, and how to integrate new mobile marketing channels.
To Register for this or Any Other Laredo Group Courses
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for it...
See What Clients Have Been Saying About Laredo Group's
NEW Social Media & Mobile Marketing Course!
"There are so many areas of social media and I had not been able to put it all together before I took the Intelligent Social Media and Mobile Marketing course. The course gave me the insights and perspectives to help me connect all the dots. The examples were relevant and the discussions opened my eyes on how to think about the process. Now I understand how to approach organizing, monitoring and determining the ROI of our social media efforts.
Digital Media Director
A National Retailer
"Top to bottom - excellent."
Agency President |
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If you missed an issue or would like to review past editions of
Laredo Group iAdBiz™ Views | |
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It's time again for Laredo Group iAdBiz™ Views! In this issue -- BT in the social networking space, a music site offers advertisers a new spin, a retailer's novel twist on online marketing, a cleverly targeted retro ad campaign and more. Our ExpertViews column makes the case for why interactive media training is more important now than ever. Also, you'll find our newest feature, What's Your Interactive IQ?", a fun and challenging quiz to test your knowledge and stimulate the brain. Enjoy!
Best regards,
Leslie Laredo, President
The Laredo Group, Inc. |
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EmergingViews
Take social networking sites, online video, mix in behavioral targeting, a model for determining engagement and likelihood to share video ads, and you have Sharethrough's new technology. Sharethrough, a startup, has not only developed a method for monetizing video ads, but can also determine, within a network, who a brand will appeal to demographically, and whether they are more likely to watch and pass along the video. A recent video ad for Axe body spray was tailored and optimized for each viewer, and had over 1 million views in April. Despite industry and consumer concerns about the use of behavioral targeting, particularly on social media sites, the company appears to have tapped into the viral nature of select ads, and users' receptivity and willingness to accept advertising if it comes from a friend. Full Article - Advertisers Target Hyper-Social Internet Users - Forbes.com
Pandora Introduces Sponsorship of Albums The music industry may have found at least a partial savior through ad-supported Internet radio site Pandora. Since the iPod inspired break-up of the album model, the recording industry has seen a migration to sales of single tracks. The recording industry's 20%+ decrease in year-over-year sales could be partially offset by Pandora's new program of having advertisers sponsor the new release and streaming of entire albums. Brita, the water filter manufacturer, will support the introduction of the album "Big Whiskey and the GrooGux King" by the Dave Mathews Band. Other large national brands such as HP, Microsoft, Honda, P&G and Nike advertise on Pandora.com, and the site anticipates a doubling in revenue this year to $40 million. Beyond providing labels with a chance to garner album revenue, this venture by Pandora also creates a variety of advertising opportunities - creative applications such as takeover of the home page, a Mobile component, and the ability to target the elusive Men 18-34 demo. Full Article - A First for Pandora: Sponsored Full-Album Streams - ClickZ More Articles... |
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Fred Meyer Jewelers Uses Online To Bring Customers In-Store
In a novel move for the company, Fred Meyer Jewelers is going online to bring customers into the store. Through a partnership with online marketing services company NearbyNow, the Kroger subsidiary is reaching out to customers who are actively looking to buy jewelry online. Instead of looking to complete the transaction on the Internet, Fred Meyer Jewelers brings the shoppers in-store, where most jewelry purchases are made. Results to date have shown great promise. The pickup rate, after the reservation of a product online, has risen to 83%, and the local store in-stock rate has increased to 65%. There is a large and growing group of shoppers who hunt for merchandise online and then make their purchase in a traditional brick and mortar store. This is an example of why the last click is not always a good indicator of online campaign effectiveness. Full Article - Fred Meyer Jewelers Searches Nearby For Local Shoppers - MediaPost Publications
Pepsi Creates Campaign For Hulu
Fast growing site Hulu has started running a dedicated buy from Pepsi for a new video campaign. The leading ad-supported video site is running spots for its new product, Pepsi Throwback, on its '70s and '80s era TV shows. Programs including Hill Street Blues, Battlestar Galactica, and Mary Tyler Moore will carry 15-second in-stream video ads for the new product. With Hulu.com, Pepsi Throwback is capitalizing on a site and an audience that is still finding its peak. Adults 18-24 years of age are an integral component of the site's growth and a key demographic in the establishment of the new Pepsi brand. With a reported growth rate of over 40% in page views during the past six months, Hulu is an ideal site for reaching this audience. While Hulu's advertising efforts have not kept up with this growth, it is clear that online, in-stream video is in demand by consumers. Full Article - Pepsi Crafts 'Throwback' Spots for Hulu Play
More Articles...
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Nielsen Three Screen ReportThe number of viewers who watched TV on the Internet increased 13% over the past year according to the new Nielsen Three Screen Report. Americans 2+ who watched TV online increased monthly from 115,970 million in Q1 '08, to 131,102 million in Q1 '09. The quarterly report also shows that Americans increased the time spent watching TV on the Internet 53.2%, from 1 hour 57 minutes in Q1 '08, to 3 hours in Q1'09. This is example of how quickly TV viewing is growing online and why in-stream video is becoming a very viable advertising tool. Full Article - http://tinyurl.com/pvt55p |
Penny Wise and Tons Foolish
By Jeff Leibowitz
CEO, The Laredo Group
Several times a week, I get calls from human resource managers, sales vice presidents, agency owners or executives, interactive advertising managers, media directors or others who are responsible for getting their people up-to-speed on interactive and Internet media and advertising. Sometimes they have very reasonable expectations of the time and investment it will require to do so (many of these people have taken Laredo Group courses in the past and understand the complexity, depth, effectiveness and value). But often, the professional and responsible executive calling has, frankly, self-defeating views and limitations as regards the amount of time or money they are willing to invest to get the results that they need.
The amazing thing is that they often fully acknowledge that learning to buy or sell interactive advertising is critical to the growth or even very survival of their company...but they are only willing to invest, for example, a half-day or even just 90 minutes during some otherwise scheduled meeting! They also often want to spend less on this admittedly critically needed training than they spend on coffee for their offices each month. More amazingly, they also seem to acknowledge that interactive advertising is a very complex media...far more so than any other media...with the need to understand more technology, metrics, ad products and more than any other media...and that all of these things are changing and evolving at a staggering pace. But they don't connect all of that with the need to spend the needed amount of time and dollars required to understand it all.
To make matters worse, the current down economy is causing (very counter-productively) training budgets to be slashed and, simultaneously, dozens of people who, no longer having a job, have put out a consulting or training shingle and are more than willing to claim that they can teach you whatever you want to know about interactive advertising in as short a session as you'd like for whatever amount of money they can get out of you. Their "qualifications" are often based on having worked for some name brand agency or website for a short time, and therefore claiming that they are now both online advertising gurus and capable trainers (a unique skill and experience set unto itself).
The economy, however, is also the reason that it is even more important than ever to get thorough and expert training in interactive advertising. Fewer employees, whether on the agency or marketer or sales side, means that everyone left must perform absolutely optimally...and good training is the best and most cost-effective way to make that happen. Most people who take our courses, especially those who take both Laredo Group's Level I and Level II courses together, tell us that they improved performance so dramatically and so quickly that our training paid for itself within days or weeks. And some clients even claim a ROI as high as 17:1 on their Laredo Group training investment dollars!
Look...I too would love to be able to do a complete and comprehensive interactive media training program in just a 90 minute or half-day session (as offered by some other media trainers... most of whom have never bought or sold an interactive ad themselves), but the simple reality is that it is just not possible...and anyone who tells you that they can do such a program is fooling both themselves and you. Similarly, anyone who believes that they can get such training done in a short session or for short money is equally fooling themselves and their employers.
Many people today are, and should be, at least trying to be very penny-wise, but some are also being not just pound foolish...they're being TONS foolish! For some media types and companies (to remain nameless...they know who they are) the cost of not immediately becoming extremely proficient in online and interactive advertising may literally be the survival of their company!
To use a mercenary, but nowadays sadly relevant, concrete example...If you are down to fifteen people that need to better understand interactive advertising buying or selling, and things are very tight financially, you'd be much better off letting one more go and using their salary to get the remaining 14 people comprehensively trained so that they are all much more productive. If each one improves by only 10%, you are well ahead. If your group is larger, then the benefits can be even greater.
Do your own math for your own organization, and I think you'll see that investments in training...in both time and money...can provide an exceptional and necessary ROI in these difficult times. And make sure your equation includes the possible result of not becoming proficient in interactive advertising...such as losing customers, clients, jobs, and maybe even the entire company.
Find whatever time and money is truly necessary to get the best training possible and you'll reap both the short- and long-term benefits necessary to survive, and perhaps even prosper, in the tough times of today and, even more so, when happy days are here again.
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What's Your Interactive IQ?
Which of the following is NOT true about cookies?
A. Cookies remember a user's surfing activity and visit history.
B. Cookies allow for personalized content (e.g. local weather, Amazon suggestions).
C. Cookies select and share your personal information.
D. Cookies are used to target and track ads.
E. Cookies enhance your surfing experience by reducing the need to re-log in to sites.
(Scroll down to the bottom of the newsletter for the answer). |
Did You Catch Leslie Laredo's interview on Phil Leigh's Inside Digital Media?
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WordViews 
In-Stream Video Ad Overlay
This advertising format uses the lower part of the video playback window to present itself. If the video ad overlay is selected, the primary video pauses and will be replaced by the selected video ad. When the video ad has finished, the primary video will again start playing where it left off.
In-Text Video Ads
Ad units that pop up in relation to rollover text links. Often contextually based ads.
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ClickZ
The ClickZ Network is a resource of interactive marketing news, information, commentary, advice, opinion, research, and reference including ClickZ News, Experts, Blog, Resources, Stats as well as Search Engine Watch. The Network culls the experiences of more than 70 contributors to deliver articles each week full of practical information about online marketing and e-commerce.
DynamicLogic
Dynamic Logic, Inc., a Milward Brown Research company specializes in measuring the effectiveness of online advertising. AdIndex, measures the impact of an online advertisement using traditional brand metrics. CrossMedia Research measures the branding effectiveness of integrated marketing campaigns that combine the Internet and offline media advertising. MarketNorms, is an analytical tool that provides a comprehensive database for measuring online advertising and marketing effectiveness. LinkSelect for Digital, is a copy testing solution.
AccuStream iMedia Research
AccuStream iMedia Research publishes a comprehensive series of data and analysis reports on streaming media, on-demand broadcasting and user directed content. Streaming Media and Advertising Report provides extensive market research and analysis of streaming advertising and subscription media, sites and available inventory, how inventory is growing and created.
DM News
DMNews helps direct marketers stay abreast of the changing times by identifying new trends, new markets and new technologies and developing focused "newspapers within newspapers" to cover these new markets and disciplines.
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Laredo Group Training Courses - Coming Soon!
Last chance to register for our Los Angeles Seminar!
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Hurry! Save $100* on Any Laredo Group
Public Training Seminars in 2nd Quarter 2009!
*Register for any Laredo Group 2nd Quarter 2009 Public Seminars by June 1 and Save $100 per Student off the standard or early bird course fees at the time of registration. Early bird pricing is in effect until 15 days prior to the first day of each seminar series. Offer applies to upcoming Laredo Group public courses in Los Angeles (June 2-4) and Atlanta (June 29-July 1). Use Referral Code Q209 when registering online for this special discount. Not valid with any other discounts. Click Here for Information or to Register for Laredo Group Public Seminars |
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Answer to Quiz
"C" - Contrary to popular belief, cookies do not share your personal information.
Congratulations to everyone who had the correct answer! |
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