Why Highway Billboards Beat Web Banners for Brands

A client just asked me to scrap his banner ad campaign and move the money to highway billboards, and I didn’t try to stop him.

The campaign seeks to improve people’s perceptions of his brand, and even the lowly highway billboard beats banners for that. Internet ad extremists will grouse this is [...]

In the Digital Age, Good ‘Ole TV Looks Great

With the TV upfront ad buying season upon us, you might dismiss the spectacle as little more than a desperate diversion from another traditional medium fighting the digital tide.

That would be a mistake.

Imagine you’re one of those odd marketing ducks still trying to make people feel something different about your product.  [...]

There’s no such thing as a banner campaign

(As published by Digiday August 13th, 2012)

We refer to campaigns so often in advertising that it’s easy to forget that presidential elections and, before that, war owned the term. It ties together, usage-wise. War, politics, advertising. A campaign is about beating someone. It is waged. Right there you know it’s special.

We don’t [...]

Brands should move banner money into spam and junk mail

The average response rate for junk mail is 1.38%.

The average click-through rate for marketing email is 6.64%

The average open rate for a thirty-second television commercial is…oh, right, we don’t measure TV spots that way.  Yet.

But that’s precisely how we assign value to ads on humankinds’ most immersive and engaging medium to date.

The average [...]

Why brands don’t buy banner ads

I love coffee.  I drink it everyday.

I especially like strong, freshly-brewed coffee.  I seek it out and pay extra for it.  I have a favorite kind, but I generally consume a mix over the course of a week.  A different brand here, an espresso there, a cappucino after dinner.

But flavored coffee [...]

Publishers dug the banner hole. Time to dig themselves out.

Photo Credit:http://www.flickr.com/photos/sofiakatariina/1593416193/

About a thousand of us watched a digital ad presentation recently, giant screen looming behind the speaker featuring that day’s Yahoo! home page.  “Who was the advertiser on that page?” the speaker asked as the slide faded a minute later.  Dead silence.  Nobody had noticed.

Whose fault is that?

I’ve heard [...]

So Easy Even a Caveman, I Mean Algorithm, Could Do It

If only creating great advertising were as easy as matching the right color tops with bottoms.

Google announced last week their intent to buy Teracent (below), which claims to make better banner ads by swapping ad elements (words, pictures, that sort of thing) based on various factors like [...]

It’s Official: the Creative Matters

Shocker:? better creative drives better results in digital advertising — this from a new Dynamic Logic study (http://bit.ly/3FdbJr).? You know we’ve taken our eye off the ball when only an “analysis of over 170,000 online creative executions” keeps us from cramming next year’s marketing platform into a six-frame banner ad.

The gazillion-dollar question is, [...]

Bigger Banners Are Inevitable (and Good), Part 2

(see? the above at:? http://www.federatedmedia.net/ourwork/adstamp/)

The real untapped opportunity for digital is persuasion.? That magical, hard-to-measure ability to get someone to FEEL something great about a product or brand.? It’s emotional.? Traditional media rules in this regard, thus far.? We can all think of a great TV spot.? You see the ad and, to [...]

Bigger banners are inevitable

Once you’ve had something for free it sucks to pay for it.? Oh well.? Most people would prefer advertising not intrude on our browsing experience.? I understand.? I wish American Express would stop intruding on my dining experiences.? We’re going to pay for valuable online content somehow, like with our attention to [...]