Tesco: Homeplus Subway Virtual Store

I don’t usually like when people post the same thing in all their channels.  It seems pointless and a little lazy to me.  But in this case, I think this story is interesting enough that I’m embedding the video I previously posted on Twitter. (And yes, I know the story is old and you’ve all probably seen it 100 times already.)

Also, here’s the full story from Adverblog.


Nike “Write the Future” Postscript

Fun little side note here to what is probably the most successful guerilla YouTube ad ever, Nike’s “Write the Future.  Now, we’ve all seen the actual ad about a gajillion times.  I’m not sure why I was interested in digging in here – probably because I figured they created all the audio in a studio.  But it turns out the main theme from the spot (other than the use of Van Halen’s Hot for Teacher drum rift in the beginning) actually comes from a 1970’s Dutch band.  The Dutch band were even the ones who had the yodeling.  Check it out here.

New Ad Report – TV $ Down, Social Media $ Up

You always have to take these kind of reports with a grain of salt, but Mediapost reports on a new Forrester Research/Association of National Advertisers survey, based on responses from 104 U.S. advertisers in 21 industries, including Cisco Systems, GlaxoSmithKline, ING, Kraft, Marriott, State Farm and Clorox.  All told, they represent nearly $14 billion in media budgets.

Here are some highlights from the report, which kind of illustrates how many irrational people there are making marketing decisions: 

  • TV marketers plan to spend 41% of their media budgets on television in 2010 — the same level as a year ago.  (However, this is down from the 58% level of two years ago.)
  • BUT…62% percent of companies say TV ads have become less effective in the past two years due to increased advertising clutter. 

So, even though 62% of the marketers admit TV ads are less effective than before, they are going to spend the same amount as last year.  Read: “Buying TV is easy, and I like hanging out with ad agency folks on sound stages.”

More insight:

  • Virtually all advertisers believe the TV industry needs new audience metrics beyond reach and frequency; 82% of respondents would be interested in ratings for individual commercials.
  • BUT…While 78% are interested in targeting consumers more precisely, only 59% would be willing to pay a premium for it.

So, advertisers admit the TV spot is hard to measure.  But no one wants to give up any of their media buy to improve targeting capabilities.  Read: “Buying TV is easy, and I can blame the product guys if the ads aren’t working.”

  • 80% of advertisers say future branded entertainment deals will grow. And in 2010, 38% say they will spend more on branded entertainment as an alternative to the 30-second commercial.
  • 19% say the 30-second spot will be dead in 10 years, down from 28% a year ago.

So, advertisers want to move away from 30 second spots and into branded entertainment.  But these same people think the 30 second spot will live forever. 

Now the good stuff:

  • Social media, Web advertising and search are stealing budgets from TV and other media. Of those surveyed, 77% said they would be moving TV dollars to social media this year; 73% plan to shift money to online advertising, and 59% will be spending more on search-engine marketing and 46% on e-mail marketing. Other non-TV traditional media doesn’t seem to be part of this trend. Only 15% said they plan to increase spending in traditional media such as radio, outdoor, magazines or newspapers.

Advertisers want targeting (online advertising, email and SEM).  They want stronger engagement (Social). And they don’t see much future potential in radio, outdoor, etc… The question is, do they expect lower CPM’s in these channels in comparison to TV?  If they want to shift budgets to mediums where they can get a direct measurement of success, why don’t they want to force TV to do a better job of measuring?

There’s an obvious part of this survey that is missing, which illustrates how there’s still a knowledge chasm.  No one asked how many of these companies are going to integrate their social and online campaigns with a TV buy.  It’s obvious TV is still needed – at least for the largest 104 advertisers – to drive awareness and brand.  But it’s not an either/or.  These guys have the chance to use the 30 second spot to drive branded entertainment deals online, and capitalize on an engaged social audience.  For me, how these 104 companies are going to integrate those campaigns is the really interesting question.

A Few Thoughts From Ad Week

To the faithful 49 of you, my apologies for my week away.  I headed out to New York for “Ad Week” and a bunch of interesting meetings and assorted merriment.  Anyway, I read an article a few weeks or months ago about some poor guy who told everyone on his blog that he was leaving town for a 2 week vacation, only to to return to a house devoid of all his valuables.  So until I get a Doberman, I think talking about leaving town, or alerting people to when I’m out fo town, is a bad idea.

Now, I’m no prolific blogger who is going to give you a play by play from all the evnts at Ad Week in New York.  Clay and I hung near the more social media related events and seminars, and here are a couple of things I took from the week.

1) I’m not sure where all the unemployed people are in New York, because every good restaurant in that town is still hard to get seated in, even at 10:00pm on a Monday night.

2) At the risk of annoying all my friends and partners in the Ad World, I posit this theory.  It’s possible that the explosion of Social Media is a direct result of consumer backlash against advertising.  People (aka Consumers) got tired of a one way communication channel.  Then things like blogs, facebook and Twitter appeared, and suddenly everyone had a way to talk to each other and ignore the advertising.  Only after the social media attack on advertising did the agencies decide to embrace Social Media.  In fact, the agencies did everything they could to dismiss it as a passing fad.  And so now, to hear all the agencies on stage talking about the power of Social Media and how they are integrating it into client strategy, is kind of funny to me.  It’s kind of like a coal or oil company suddenly recommending what solar panels you should buy.  It’s just my theory.

3) A quick note to all panelists and keynoters: Please dial down the hyperbole about “Social Media Revolutions” or “The Incredible Power of Social Media.”  The reality is that consumers have always wanted to tell companies what they think of them.  They’ve always wanted to tell the Slurpee Product Manager that Banana sucks and to quick wasting a spigot on such a dumb flavor.  Or that the battery life of their laptop needs to be as long as a movie, otherwise it’s worthless.  People have had these opinions forever.  And now they have a megaphone, and their friends have megaphones.  It shouldn’t be a gigantic revelation to think that people who spend money on a product they like would want to have interaction with that product and provide ways the company could make the consuming experience more enjoyable and effective.  I’m not saying your keynotes are wrong, you can just dial down the rhetoric a little.

4) Before I get accused of being negative, I want to add that I think it’s great that the agencies are now going full steam into figuring out how to build creative campaigns for customer engagement.  I’ve always believed the creative teams at the big agencies are more representative of Joe Consumer than Malcolm Corporation III.  And now instead of using their creative powers of good in a way that cost them part of their soul, they’ll be able to unleash themselves in ways that develop connection and goodness.  So I think we’re going to see some really cool experiments in the next 12 months.  

5) I’m not sure what to make of the fact that Ad week was going on the same day of the UN sessions where Khadaffi (sp?) and the Iranian President (whose name I won’t even attempt Spellcheck to fight with) went off on crazy soliloquies.

Overall, we had a great time chatting with partners, clients, friends and colleagues.  Lots of neat announcements and fun times.  Thanks to everyone who made it a good, fun and productive week.