Thursday, December 31, 2009

Is TV becoming a downscale medium?


New research data shows that individuals with a high school education or less spend significantly more time with TV than any medium. They watch a whopping 7.4 hours a day. And households with annual incomes below $30,000 watch 8 hours a day. On the other hand, high income households watch 3.75 hours of television daily. (McCurdy, 2009)

That’s still a pretty broad window, but it does suggest a need to be selective if you are trying to reach an upscale audience using television.

McCurdy, B. (2009, December 24). This Generation’s Got Radio. Retrived December 24, 2009, from

Thursday, December 24, 2009

Is the future looking bright for online video ads?



I recently heard from a former student who wanted to share the fact that she just made her first purchase based on an online video ad, which she spotted on Hulu – a Tide “Loads of Hope” t-shirt for her boyfriend.

It could be the start of a trend. According to the current sweet spot for pre-rolls is Kids 14 and under who are generating a 3.7% click-through rate as compared to 1.9% for their parents. They may be a force to be reckoned with once they’re old enough to have their own credit cards! (Walsh, 2009).

Until then, it’s up to you. Have you responded to an online video ad yet? What’s holding you back?

Walsh, M. (2009, December 16). Kids Are Clicking on Video Ads (Grown-Ups Not So Much). Retrived December 23, 2009, from

Thursday, December 17, 2009

Have you looked at what’s in your cosmetics lately?


According to Mintel’s 2010 beauty forecast we can expect to see a surge in new products with a scientific twist and price tags to match. For a mere $248 you too can have immunosomes and perfluorodecalin in your skin cream. Or perhaps you’d rather mess with your hormones and use Linda Papadopoulos’s cream with serotonin and dopamine in it.

Given that the birth control patch has proven conclusively that transdermal transmission is highly effective, these products may not be as silly as they sound. In fact, they could be lethal. So, the logical question is are they being properly tested before they are marketed? It’s doubtful since they are not considered drugs and some aren’t even made in the U.S.

Buyer beware!

Mahoney, S. (2009, December 11). Trendspotting, 2010: Welcoming Moody Beauty. Retrived December 16, 2009, from

Thursday, December 10, 2009

Are Happy Days Here Again?


First comes news from advertising industry prognosticators that global advertising spending will increase in 2010 albeit at a meager +.08% - +.09% rate. (Unless you choose to listen to the bullish Brian Wiesner at Magna who is predicting a +6% increase).

Then Les Moonves of CBS confirmed that their strategy of holding back inventory during the weak 2009 upfront has paid off big time with massive +25% increases in prices for 4th quarter inventory due to overwhelming demand.

Is the Great Recession over? Or should we all just buy CBS stock?

Mandese, J. (2009, December 8). Madison Avenue Forecasters Call For A Better Year Ahead. Some See It Better Than Others. Retrived December 10, 2009, from

Friedman, W. (2009, December 8). CBS 4Q Scatter: Some Like It Hot. Retrived December 10, 2009, from

Thursday, December 3, 2009

Can internet research provide the insights that marketers seek?


Thanks to new technologies, a new form of internet research has emerged. It involves aggregating all available web chatter to gather information. That’s right. Your search activities, YouTube posts and tweets are being carefully monitored by companies looking to glean insights about consumer trends.

Based on this type of info Harrah’s determined that what traveler’s tend to chat about is the iconic view of the Las Vegas Strip from its Paris Las Vegas hotel. As a result of this data, they changed the photo on their home page. They also noticed that customers cared about room size, so they started including data about square footage in their marketing messages. The result? Online bookings increased by a double-digit percentage. That’s impressive given the current state of the economy. (Steel, 2009)

But, how do you feel about big brother looking over your shoulder? And what about the large percentage of the population that doesn’t engage online? How will their needs be addressed in an all digital future?

Steel, E. (2009, November 23). Marketers Find Web Chat Can Be Inspiring. Wall Street Journal, pB8.