Archive for the ‘ADVT’ Category

India will be the fourth fastest growing product placement market: Study

March 20, 2007

19 March 2007: MUMBAI: Global paid product placement grew 37.2 per cent to $3.36 billion in 2006 and is forecast to grow 30.3 per cent to $4.38 billion in 2007.

China will be the world’s fastest-growing product placement market in 2007 with spending growth of 34.5 per cent, trailed by the US, Italy, India and Canada.

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Sun TV rejects Rediff.com’s latest commercial as offensive

March 12, 2007

MUMBAI, March 12: Rediff.com’s recently unveiled TV commercial, which announces its new offering of unlimited storage space, has been rejected by the Sun TV Network.

The commercial shows two hot girls having a conversation about something big that their colleague, Raju, has. They ask each other in amazement, ‘Is it really that big?’ The shot moves to the rest of the office, where other employees are also wondering about Raju’s ‘big’ thing. Finally, one of them asks Raju, ‘Is it really that big?’ Raju replies, ‘It’s not big, it’s unlimited.’ The ad ends with a voiceover saying, ‘Rediffmail with free unlimited storage space. Big enough for anything.’

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Forget Message Boards, It’s Wikis now

February 12, 2007

Forget Message Boards. Wikis are where it’s at
T-Mobile, eBay, others embrace tool as a way to connect with consumers

February 10, 07 : Marketers have added another item to the multichannel checklist: wikis.

A wiki, popularized by the community-created encyclopedia site Wikipedia, is an easy way for a group of users to collaboratively author content. According to Wikipedia, a wiki lets visitors “easily add, remove, and otherwise edit and change available content.” That kind of user collaboration is sparking the interest of marketers who are increasingly trying to get customers more involved and engaged with the products.

Marketing infancy

The wiki is in its early days as an external marketing tool, but the term has certainly penetrated the public consciousness. Wikipedia attracted about 165 million unique visitors in December, according to ComScore, making it the sixth-most-visited collection of web properties in the world, after such giants as Microsoft, Google, Yahoo, Time Warner’s network and eBay. As of October, when Wikipedia last reported its stats, 158,000 contributors — or Wikipedians — had edited at least 10 times.

EBay has used wikis in its customer-support section, letting users collaboratively write answers to frequently asked questions. The NBA’s Dallas Mavericks announced a plan to let fans wiki every game using the same software as Wikipedia. And T-Mobile launched a Sidekick wiki that has produced collaboratively written pieces including tips on how to pimp out the inside of the phone and a wish list of improvements the community would like to see.

T-Mobile said the wiki is a forum where the Sidekick’s biggest fans can tell others how to get more out of the product and relay information that isn’t necessarily T-Mobile-related, such as how to create ringtones and find the best wallpaper. A T-Mobile spokesman said the company won’t edit out negative feedback on the product, since that is valuable as well.

Sidekick’s ‘official community’

“T-Mobile created a wiki to provide support for Sidekick fans, who are extremely social, tech-savvy and often fiercely independent,” Sam Bell, senior manager-marketing at T-Mobile USA, told Advertising Age in an e-mail. “We wanted to create an official community where fans could connect and freely share information.”

So how is a wiki different from a good old message board or corporate blog? Wetpaint, one of a few companies working to make wikis easier to use, said a wiki is a more sophisticated and easily updated incarnation of a message board. Message boards can be difficult to follow — the same questions are often asked in different spaces — and are only for the uber-engaged. A wiki stays more current and can end up involving more people. And because it relies on the wisdom of crowds, it can help marketers address the issues of most concern.

“A brand is a reflection of people who use the product,” said Kevin Flaherty, chief marketing officer, Wetpaint, and a former brand manager at Colgate-Palmolive. Wetpaint, which powers the Sidekick wiki, believes brands eventually will adopt brand-related “advocacy wikis” — for example, PepsiCo, which is launching a healthful-lifestyle push, could sponsor a wellness wiki.

Other marketers are trying to take advantage of wikis via Wikipedia — for better or worse. Microsoft drew fire for paying someone to edit what it called inaccuracies, while Cisco encouraged users to define its tagline, the “human network,” and the definition ended up on Wikipedia.

Source: Adage

Google launches click to call ads!

December 8, 2006

Google has launched yet another product by the name of “Click to call ads”.

How this works – When web users click on the ad and enter their phone number google calls them instantly and puts them on the line with your business or call center.
What are click-to-call ads?

Google begins limited test of radio advertising

December 8, 2006

San Francisco (Reuters) – Google Inc said on Thursday, 07, 2006 it has completed the development of its widely anticipated radio advertising system and begun a limited test allowing customers to buy ads via its online ad-buying system.

In a statement on the Web search leader’s site, the company said it had begun testing a system it acquired by purchasing dMarc Broadcasting in early 2006 for $102 million and which it subsequently built into its existing AdWords online ad system.

Source: Reuters

Media & entertainment to touch Rs 74k cr

November 28, 2006

Crisil projects the sector to grow 15.6% by 2010Tuesday, November 28, 2006: Revenues from Media and entertainment industry is about to double in the coming years. Says Crisil Research. In 2005 the revenue from this sector was 36,000 Crore Rs. Study project that by 2010 it will be 74,000 Crore Rs.

Source: OneIndia.in

International: British junk-food ad ban rocks TV business

November 28, 2006

Marketers prohibited from targeting children under 16

November 28, 06 : Great decision from the U.K. Regulator. Can we replicate this here in India.

See the Amir Khan – Coca Cola advt.

Source: Exchange4media.com

Star TV to introduce Product Placement in Programmes

July 26, 2006

All channels of Star India will soon introduce Product Placement to improve its revenues. Product Placement is the seamless weaving of Products of advertisers in usual programmes.

The start will be with Star Plus from August. The script writers of Star produced serials and other programmes will be informed to incorporate selected advertiser’s products.

Source: Indiantelevision.com

“Today, Coke ads are better than Pepsi ads.”

July 8, 2006

Just like his appearance, his manner of speaking and his thought processes, too, are distinct. He exudes flamboyance and forthrightness when he talks about issues concerning advertising, society and films.

One of the most sought after ad filmmakers in the country, Prahlad Kakar, ad filmmaker, Genesis Features, talks about the tiffs he has with agencies and clients to create the magnificent work he does in every campaign.

Read Interview with Prahlad Kakar, Ad film maker

Source: agencyfaqs.com

On Advertising: In digital age, the soul of wit

July 8, 2006

CANNES The future shape of the advertising business, struggling to come to terms with the growth of digital media and the rise of consumer empowerment, is a question that spawns dozens of presentations and countless prognostications at the industry’s annual gathering on the French Riviera. Could it be that the answer is actually quite simple?

Simplicity itself seemed to be the unofficial theme of the Cannes Lions International Advertising Festival, popping up in some surprising ways over the past week here.

Martin Sorrell, chief executive of WPP Group, the second-largest advertising company, after Omnicom Group, introduced the idea during a lighthearted talk. His brainstorm occurred during a “Pecha Cucha,” a Japanese presentation format in which speakers are given 20 seconds to comment on each of 20 slides.

With images of strange, Rube Goldberg-like contraptions flashing by, Sorrell jokingly announced the development of productivity-enhancing machines that could supplant much of the work done by live human beings at advertising agencies.

Tongue firmly in cheek, he proposed that the introduction of these devices could help him reduce the company’s head count from the current 95,000 to a mere 11. And the concept of streamlining could extend beyond human resources to the actual content of the campaigns that his company churned out, he suggested.

“I want every single producer of absolutely everything to get together in one gigantic global campaign under the slogan ‘Buy more stuff,'” he said, according to Advertising Age, a trade publication. “Just one vast advertising campaign for everything in the whole world – and it’s a WPP account.”

Sorrell’s jest may have been hyperbolic, but it touched on some serious fears within the industry.

Many of the thousands of creative executives gathered in Cannes worry that the TV spots, print ads and other work they develop are losing relevance at a time consumers are increasingly online or skipping through television commercials with the help of digital video recorders. Advertising clients, concerned that the old ways of presenting their messages no longer register with consumers, are pressing for new solutions and lower costs.

Others also insisted that minimalism could be a virtue.

Maurice Saatchi, co-founder of Saatchi & Saatchi and, later, M&C Saatchi, traveled to the festival for the first time to introduce an idea that he said would shape the future of M&C Saatchi’s work. The agency, which is based in London, is setting up a 25-member team charged with distilling the essence of a brand into a single word.

Like other agencies, M&C Saatchi worries that consumers are no longer influenced by traditional advertising messages centered on 30-second television commercials. But Saatchi says many of the agency’s rivals are taking the wrong tack by simply trying to graft Internet and other “new media” ads onto existing “old media” campaigns.

This ignores a problem that Saatchi calls “continuous partial attention” – the phenomenon of young, plugged-in consumers interacting with myriad media forms at once but giving their undivided attention to none.

“It’s best to be very grown up about it and say the old things don’t work,” Saatchi said in an interview.

The answer, he said, is to go back to basics and conduct a form of word association, helping a client find a single word that best defines its brand. Then advertising campaigns and other marketing initiatives can be built around that idea.

At the moment, campaigns are sometimes done in the reverse order, with a client deciding it needs a “digital strategy,” for instance, and then building the creative content around the choice of media.

The new unit will be called The Word, and Saatchi said the religious overtones were intentional. “We believe it’s the route to salvation,” he said.

Just as rival religions sometimes have been known to share concepts like monotheism, there appear to be some antecedents for M&C Saatchi’s new idea.

Another convert to the idea of keeping it simple, for instance, is the BBDO unit of Omnicom Group. It recently started promoting the idea of building campaigns around the idea of a “reductionist nugget.”

For one client, eBay, that nugget is the single word “it,” which is the basis for its latest ad campaign.

If less is more, then BBDO’s agency in Norway seems to have taken the idea to new degrees of brevity. It recently ran radio advertisements for one client, the Guinness Book of Records, that lasted less than one second.

The spots, sprinkled among other ads, consist of no more than the beep of a stopwatch, the words “Guinness Book of Records” in Norwegian and a drum roll.

“There’s a lot of boring 30-second spots,” said Alexander Gjersoe, a creative director for the ad. “We wanted to make something short and funny that still communicates something.”

The ad lasts exactly 0.95 second, so the Guinness Book now holds its own record for the world’s shortest radio ad.

Eric Pfanner can be reached at adcol@iht.com.

Source: www.iht.com