Showing posts from February, 2007

How Google has helped build brand advertising online

Google's VP-advertising sales, Tim Armstrong, touted his company's ability to court brand advertisers during a question-and-answer session at Bank of America's Technology Conference today.

Online brand advertising

He talked of a Long Tail of products, explaining that previously, by using traditional media, marketers could only advertise one or two products at a time because of how long it would take to create and execute the advertising. With services like Google's, however, he said, brand marketers are advertising all of their products, all the time -- and that's contributing to much of the online brand advertising growth.
"Most marketers are used to advertising just a fraction of their products due to that human scale required to advertise them," he said. Five years ago, he said, Hewlett Packard was running only two or three of their products on search. Today they're running thousands.
"Consumers are on 24 hours a day, you should have all your prod…

Story about Market Research

One of the important branches of advertising is market research. Nowadays you probably get an opinion poll before you do anything. Yet it is very important before you believe the numbers in an opinion poll that you look at the way the questions were phrased for the poll. Otherwise good pollsters can give you whatever results you'd like by manipulating the questions. Sir Humphrey Appleby demonstrates this point most aptly to Bernard in Yes Prime Minister ...

The PM has just gotten the results of an opinion poll. It says that 67% people would be in favor of reintroducing conscription. Sir Humphrey asks Bernard to get another opinion poll done in which the results are the opposite. Bernard can't understand how people can be both for and against conscription. So, Sir Humphrey demonstrates by quizzing him...

"Mr. Woolley, are you worried about the rise in crime among teenagers?"
"Do you think there is lack of discipline and vigorous training in our Compre…

Guide to Understanding Advertising Lingo

NEW - Different color from previous design.
ALL NEW - Parts are not interchangeable with previous design.
EXCLUSIVE - Imported product.
UNMATCHED - Almost as good as the competition.
FOOLPROOF OPERATION - No provision for adjustments.
ADVANCED DESIGN - The advertising agency doesn't understand it.
IT'S HERE AT LAST - Rush job. Nobody knew it was coming.
FIELD TESTED - Manufacturer lacks test equipment.
HIGH ACCURACY - Unit on which all parts fit.
FUTURISTIC - No other reason why it looks the way it does.
REDESIGNED - Previous flaws fixed - we hope.
DIRECT SALES ONLY - Factory had a big argument with distributor.
YEARS OF DEVELOPMENT - We finally got one to work.
BREAKTHROUGH - We finally figured out a use for it.
MAINTENANCE FREE - Impossible to fix.
MEETS ALL STANDARDS - Ours, not yours.
HIGH RELIABILITY - We made it work long enough to ship it.


59% of corporate decision makers use the Net for information search

According to ACNielsen Corporate Decision Makers Survey 6, corporate decision makers' access to the Internet increased from 81 per cent in 2005 to 98 per cent in 2006.

Ninety-eight per cent use the internet to check office emails, closely followed by personal emails (95%) and information search (59%). CDMs are increasingly showing interest in online transactions, either booking online air tickets (38%), railway tickets (24%) or online share trading (15%).

“In the corporate echelons, the internet is becoming one of the most attractive media, because of its speed and ability to keep people connected wherever they are. It won't be long before the Internet is the primary medium for all communications, and features at the top of any media plan,” Rajshree Dave, director (customized research), ACNielsen India, has said.

ACNielsen CDMS 6 was conducted among senior executives designated as general managers and above across the top 500 listed private sector companies, the 100 top public se…

Yahoo! Bets big on entertainment, announces plans to launch 100 new websites this year

Yahoo! has announced plans to launch 100 new websites this year that will showcase various entertainment brands, including video games, TV shows and movies. The company recently introduced its Brand Universe initiative at its Sunnyvale, California headquarters.

The Initial sites will focus on the Nintendo Wii; game titles ‘The Sims’ and ‘Halo’; TV shows ‘Lost’ and ‘The Office’; and the ‘Harry Potter’ and ‘Transformers’ franchises. The rest would be announced by the end of February and launched by the year-end. Features on the Nintendo Wii site on Yahoo! include related news and reviews from around the Web, photos from Flickr, message boards and a buyer’s guide.

Yahoo has already built a Brand Universe site around the Nintendo Wii, and has announced six more. Like much of Yahoo!, advertising will support Brand Universe sites, and Yahoo! said it would discuss ways to share revenue with brand owners.

Vince Broady, Head of Games, Entertainment and Youth at Yahoo!, said that the company ha…