Tag Archives: advertising

Great Gatorade Subway Poster Remix

Although Poster Boy has been getting most of the credit for the very creative remixing of the NYC subway ads that plague us riders, it has been going on for years.

Recently, I saw this incredibly simple but totally brilliant little remix of a Gatorade ad:

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Dear Honeyshed – Hate to Say I Told You So, But…

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Well, it’s official – Honeyshed, the QVC for Generation Why, is officially no more.  According to AdWeek the site is shuttering due to a lack of new funding from Publicis.

I was skepticle but willing to wait and see back in March but by November I was feeling even less positive about what was a pretty bad idea given poor execution.

From AdWeek:

At its relaunch in November, Honeyshed projected the site to reach 550,000 visitors a month after launch, 1 million by February and 2 million at the end of 2009.  All told, Honeyshed promised advertisers it would generate 9 million content views in that time.

According to comScore, Honeyshed drew 117,000 visitors in December before trailing off the next month. Griefer said the site drew about 15,000 unique visitors per day after the relaunch, supported by a heavy marketing campaign, but saw those numbers dwindle when it cut back on advertising.

I honestly don’t know who thought this was ever going to be a good idea but it became painfully clear it was doomed to fail when they decided to try and sell a bunch of over-priced and relatively unwanted products to a fickle and savvy audience.

So, farewell Honeyshed.  Few knew you were evert here and maybe that’s for the best.

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Street Fighter on YouTube

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As YouTube has expanded it’s offering to video posters, some video posters are getting pretty damn creative AND smart.

A new (probably short-lived) YouTube sensation is a clever re-imagining of StreetFighter using the “annotations” feature to turn it into a sort of “choose-your-own-adventure” and as NewTeeVee says, it’s paying off big-time.

Uploaded last week, YouTube Street Fighter videos have already garnered well over 5 million views, and counting. That’s not just due to gamer nostalgia over the coin arcade classic, or because it’s currently featured on YouTube’s home page. A lot of the views are generated by the way the videos were made.

Aside from being clever, the way in which the videos are linked creates an incredible number of views.  This is great for YouTube and the video producer who are collecting a pretty outrageous CPM:

After the first week it went online, Boivin told me by email, the videos had earned him $5,000 in YouTube advertising revenue.

Unfortunately, it is a total ripoff for the advertiser as viewers spend 10-30 seconds on each page and there is barely time for an ad to pop up, let alone be seen and absorbed.  So, while I totally applaud the creativity and the cashification I wonder how advertisers will be responding…

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Webseries Viewer Retention is Terrible – Yes, But Why?

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Image via CrunchBase

AdAge takes a look at what nearly everyone who has tried to launch a webseries has discovered:

What it [TubeMogul] found is that the series lost 64% of their audiences, on aggregate, from the first to the second episode. The decline becomes less steep from there, but it shows why many series don’t last past the 10th episode; by then there just aren’t many viewers left.

Of course, there are plenty of logical explanations for this syndrome. On obvious one is highlighted at the end of the AdAge post:

Lance Podell, CEO of Next New Networks, said the company categorically doesn’t buy advertising to distribute shows, instead relying on cross-promotion, PR and search optimization to build audiences.

Now, Next New Networks has been doing pretty well, but it would be tough to argue they were doing anything close to TV numbers in terms of consistent viewership.  Without any true advertising it is not hard to understand why so few people have heard of NNN or any of its shows – outside of the tiny circle of New Media webheads like me, of course.

There isn’t a single TV show that could succeed without some traditional marketing and that’s with the built-in kind of reach that TV already provides – not to mention a less “noisy” environment.  Oh, and even with huge marketing budgets many TV shows fail, too.

The idea that one can count on “going viral” and build the kinds of audiences needed to maintain an ongoing series is just plain absurd and ignorant.  That might work, rarely, for a standalone video, but it will never support a series.

There are a slew of other challenges for webseries success beyond marketing.  Only recently have distributors tried out things like releasing a full “season” at once, instead of relying on an audience finding their way back to the series a week or a month after watching a single 2-5 minute video.  This makes a lot of sense, as would a better way to “push” new episodes to interested viewers – such as via an iPhone app…

The one major thing the AdAge article fails to mention is that a vast amjority of new webseries aren’t really that great.   It’s a new form and creators are just getting the combination of experience and support they need to make things that are truly worthy of commitment from a sustained audience.

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Free Advice for Whole Foods

Whole Foods in the Time Warner Bldg
Image by Susan NYC via Flickr

I was at Whole Foods today, the incredibly crowded one in the Time Warner Center, and noticed that there were ads running on the screen next to the display of the items I purchased.

For just a moment, it looked like the ads were actually related to what I was buying.  I quickly noticed this was not the case but that there were just five or six ads in rotation.

Strikes me as a huge missed opportunity.  There they are scanning every item I am buying so how hard would it be to have that information cross-referenced with the available ads and run ads that actually related to what I was buying.

Sure, I am done shopping for today but what a perfect time to plant an idea in my head for next time.

So, Whole Foods, link that scanner to the ad-delivery program and you might increase those sales in these tough times for no additional cost.

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But Wait…There’s More Obliterates Separation of Show and Ad

picture-5Among the many new shows coming to you via the Discovery Channel this year is one featuring infomercial legend Billy Mays, who has shilled everything from OxiClean to the Awesome Auger (via THR):

First is “But Wait … There’s More” from executive producer Beers, which follows longform ad salesmen Billy Mays and Anthony “Sully” Sullivan as they evaluate quirky new products, craft pitches and take to the airwaves to push the goods.

Just so you get it, the guy who was doing infomercials is now doing a show that will actually have advertisements around it but the show itself is still an infomercial…with commercials…

When infomercials started taking over the late-night airwaves I was saddened by the loss of the late-late-movie and the other weirdness that would pop up on TV after two in the morning.  Then reality shows came along and I was saddened by the loss of a lot of solid scripted fair.

Now that Discovery has figured out how to make an infomerical into a reality show we can pretty much kiss all decent TV goodbye.

Sigh.

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Burger King and Crispin Porter Team Up For Porn Film Promos

picture-12There are so many examples of when advertising goes wrong but it is hard to figure out who the hell approved the latest Burger King campaign from Crispin Porter + Bogusky – “Whopper Virgins” – in which they will travel the globe to find people who have never tasted a Whopper and then force them to actually taste a Whopper.

Not only is the name of the campaign – WHOPPER VIRGINS – pretty much the most obviously title for a porn film since “Debbie Does Dallas” but the idea of inflicting that horrible abomination of Americana on foreigners just beginning to like us again after eight years of GWB is downright awful.

One can only hope that foreigners will realize just how awful a Whopper is and fight hard to make sure that a Burger King does not open in their little hamlet.

Also, someone should be fired for letting them call this thing Whopper Virgins.  Seriously.  Their tagline is “Watch the Whopper Virgins Take Their First Bite” – I swear that’s the tagline line for “Monster Cocks 3.”

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