What’s Next for Online Advertising

Bumped into an interesting of well adviced opinions on the matter and just couldn’t help myself quoting some excerpts of it:

Bant Breen (Interpublic Group): Streaming video is very promising. But can we build a new industry on it? It has to be scalable. Advertisements on blogs yield lower response, that doesn’t mean that we are against advertising on blogs. I have mixed results in the viral space, but we have to be open, very open to these things.

Jason Rapp (New York Times): Standards in measurements, streaming formats etc. are needed. Advertising is a mixture of art and science. We’re focusing on the science now, but let’s not forget the art.

Ron Belanger (Yahoo): We cannot confuse direct response marketing with branding. Measurement will be the first step. Behavioural targeting is interesting, but segmentation adds complexity. For us, volume is more important than segmentation. For us, it matters which channel is important for which brand.

Jeff Lanctot (Avenue A – RazorFish): [Google] brought the accountability in the market. There will be a window of time in which new emerging models will not be accountable, e.g. podcasting. But the time will come where they will have to be accountable. On behavioural targeting: it’s just about segmentation of the user base to get more effective targeting. Not enough advertisers are telling a story. We have to engage the user, otherwise we fail.

Jed Nahum (Microsoft Adcenter): We will have to agree on standards, text lengths etc. It would be good if we could agree on API standards. Online advertising is not well suited for small business, but software solutions will make that better.

Read full and more here.

Related: The Future of Online Advertising

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Google’s Marketing Principles

Since I’m keep on blogging about Google lately and since it seems that this fact is part of their marketing strategy here is an intersting list of Google’s main marketing principles:
Google Marketing Principles

  • Results must be trackable.
  • Promote trial.
  • Let others speak for you.
  • Data. Not Hype.
  • You’re smart. And your time matters.
  • We’re serious. Except while we’re not.
  • Big ideas move us.


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More on Google Strategy

google on time magazine coverThe Google guys made it to the cover of Time magazine which runs an inside look at how success has changed Larry and Sergey’s dream machine:

Is there a grand strategy for Google? It seems as if you’re diving into almost everything.

SCHMIDT: We try very hard to look like we’re out of control. But in fact the company is very measured. And that’s part of our secret.

PAGE: We don’t generally talk about our strategy … because it’s strategic. I would rather have people think we’re confused than let our competitors know what we’re going to do. That’s an easy trade-off.

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REbranding (sort of)

In order to help online organizations bridge the gap between themselves and their markets, Deep/Young Anodyne Laboratories was commissioned to REbrand several web sites. The first step in this campaign was to add a welcome page (also known as a “splash” page) to each site. Each splash page attempts to more honestly represent the true nature of the site.

Here are some examples:


or this:

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2006 Index of Economic Freedom

The 2006 Index of Economic Freedom measures 161 countries against a list of 50 independent variables divided into 10 broad factors of economic freedom. Low scores are more desirable. The higher the score on a factor, the greater the level of government interference in the economy and the less economic freedom a country enjoys.

Even though is still in a low position, Romania managed to improve both its score from 3.58 last year to 3.19 in 2006, and its rank climbing 33 positions from 125th place to 92nd place.

Here is a list of the first coutries in the top:

1. Hong Kong – 1.28
2. Singapore – 1.56
3. Ireland – 1.58
4. Luxembourg – 1.60
5. Iceland – 1.74
5. United Kingdom – 1.74
7. Estonia – 1.75
8. Denmark – 1.78
9. Australia – 1.84
9. New Zealand – 1.84
9. United States – 1.84

More on this:
2005 Index of Economic Freedom
Heritage Foundation

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Most Valuable Brands 2005

World Brands 2005In the new special report, BusinessWeek and Interbrand rank the companies that best built their images — and made them stick in 2005. The names that gained the most in value focus ruthlessly on every detail of their brands, honing simple, cohesive identities that are consistent in every product, in every market around the world, and in every contact with consumers. (In the ranking, which is compiled in partnership with brand consultancy Interbrand Corp., a dollar value is calculated for each brand using publicly available data, projected profits, and variables such as market leadership.)

The brands that rose to the top of our ranking, says BW article, all had widely varied marketing arsenals and were able to unleash different campaigns for different consumers in varied media almost simultaneously. They wove messages over multiple media channels and blurred the lines between ads and entertainment. As a result, these brands can be found in a host of new venues: the Web, live events, cell phones, and handheld computers.

The era of building brands namely through mass media advertising is over. The predominant thinking of the world’s most successful brand builders these days is not so much the old game of reach (how many consumers see my ad) and frequency (how often do they see it), but rather finding ways to get consumers to invite brands into their lives. The mass media won’t disappear as a tool. But smart companies see the game today as making bold statements in design and wooing consumers by integrating messages so closely into entertainment that the two are all but indistinguishable.

Top 10 Global Brands by Value in 2005 ($m)

  1. Coca Cola – 67,525
  2. Microsoft – 59,941
  3. IBM – 53,376
  4. GE – 46,996
  5. Intel – 35,588
  6. Nokia – 26,452
  7. Disney – 26,441
  8. McDonald’s- 26,014
  9. Toyota – 24,837
  10. Marlboro – 21,189

Top 5 Gainers

  1. eBay – +21%
  2. HSBC – +20%
  3. Samsung – +19%
  4. Apple – +16%
  5. UBS – +16%

Top 5 Loosers

  1. Sony – -16%
  2. Morgan Stanley – -15%
  3. Volkswagen – -12%
  4. Levi’s – -11%
  5. Hewlett Packard – -10%

See full Top 100 Best Global Brands by Value for 2005 (PDF, 82KB)

Technorati tag: Global Brands

Colorless Romanian Mobile Telephony Market

Cosmorom, the fourth romanian mobile phone player, just relaunched itself as Cosmote. Following its mother company branding, they also “re-colored” themselves into a little bit more green.

A green that is challanging this year’s re-branding-champion Connex, or should I say MobiFon, or is it Connex-Vodafone? Well, once a branding champion and innovator on the Romanian market, Connex turned lately into a confusing “who am I-challange” for the consumer, ending up with loosing the market-leader position and with a confusing and challenged position, at least in terms of colors.

So, let’s have all these, in a graphical form. They


turned to this


which is very similar with this


which at the beginning of the year looked like this


but now is this


and in spring will be only


which in terms of colors is very much alike this


and this really make me think of this 

green orangeor red orangeinstead of orange

Interactive Ads – The Bubble Project

I mentioned here before some ad agencies are using various interactive ads, billboards and whatsoever.

Well, the counterattack is here. It’s (probably) not legal, not fair either, but I still wonder who’s gonna stop them. The Bubble Project by Ji Lee in New York City is a great example of co-creativity in public spaces.

Basically he printed 30.000 bubble stickers, placed them on top of ads all over New York City, waits for passerby to fill them in, then go back take a picture and put it on the web. As simple as that.

Ji Lee explains it:

Our communal spaces are being overrun with ads. Train stations, streets, squares, buses, and subways now scream one message after another at us. Once considered “public,” these spaces are increasingly being seized by corporations to propagate their messages solely in the interest of profit. Armed with heavy budgets, their marketing tactics are becoming more aggressive and manipulative. We the public, are both target and victim of this media attack. The Bubble Project is the counterattack.

Here are a couple of examples

bubble project

bubble project ipod

You can see more on the Bubble Project Website.

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Weirdest CEO Moments of 2005

Well, it seems the CEO’s have their moments too. Here is a rather funny Fortune article, about some of the weird/funny/sutpid moments some of US CEO’s had to pass through during 2005. I am sure that there were more. Here’s one:

American Express filed suit against Savvis Inc. and its CEO, Robert McCormick, in October for failing to pay McCormick’s $241,000 one-night tab at Manhattan topless club Scores. AmEx claims McCormick said he rang up only $20,000 in charges (and blamed the rest on fraud), but Scores provided AmEx with signed receipts for the full sum. Savvis placed the CEO on unpaid leave in October.

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It seems that by the time they are getting to Romania, most of the cool things/brands are going un-cool. Same with much rumored Starbucks, which

is going from hand-crafted beverages to machine-prepared beverages. Starbucks is replacing all of its La Marzocco espresso machines with automated espresso machines that dose, tamp, brew, and steam milk with the push of a few buttons. Automated espresso machines make beverage prep so much easier and so much faster for Starbucks Baristas … similar to the systems McDonald’s uses to make hamburger prep easier and faster for its front-line employees.

Well this it seems is not all, as there Starbucks and McDonald’s are becoming more and more alike. Kind of expected, I would say.

Read more about it here.

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