Wednesday, February 24, 2010

Empower consumers for better results.


As we seek to increase the effectiveness of online advertising, research has shown that the biggest single reason for a lack of response is the fact that the ads that are being served are not relevant to the viewer.

While companies are activity seek ways to alleviate this problem by tailoring ads to consumer preferences, privacy issues are a concern, and positive results have not yet been achieved.

Now along comes a simple solution – let consumers choose.

A newly completed Publicis study shows that when consumers are given the opportunity to select the ad they want to see from several different categories, 68% are able to recall what brand was advertised, versus 14% for a standard pre-roll. (Mandese, 2010)

They don’t say how many went on to buy the item. But, the first step in the process is recalling the ad, so this does represent a step in the right direction.

So, what do you think? If you can pick the ad that you see, will you be more likely to act upon it?

Mandese, J. (2010, February 23). Pool Makes Splash At IAB: Reveals User-Selected Ads Five Times More Effective Than Pre-Roll. Retrieved February 24, 2020, from

Wednesday, February 17, 2010

BMW is joy.


Time to kiss “the ultimate driving machine” goodbye. According to the folks at BMW, research has shown that their emphasis on power and performance is out of step with the latest consumer concerns – safety and value.

The new campaign, which began last week, features real car owners, rather than the cars themselves; and focuses on the joy that comes from owning a BMW.
Jack Pitney, Vice President of Marketing for BMW North America, says “We hope to really add some humanity to our brand.” (Kellogg, 2010)

Not a bad idea given what we know about the importance of emotions in buying decisions. What do you think? Will they be successful with this new approach?

Kellogg, A. (2010, February 13) BMW Touts ‘Joy,’ Value in New Ads.
Retrived February 16, 2010, from

Wednesday, February 10, 2010

Trying to sell computers? Reach out to African-Americans.


A recently released study of African-Americans showed that while population had increased by 10% from 2000 to 2008, buying power increased by a whopping 55% to $913 billion.

It also indicated that they spend a proportionately higher percentage of their income on technology products. In fact, 31% of their discretionary income ($39 billion) is used to buy computers, cell phones and electronics.

Finally, the same study indicated that African-Americans spend more time weekly online (18 hours) than watching television (15 hours). (Loechner, 2010)

It’s a perfect combination -- a more qualified prospect, with a specific media skew. Can a targeted campaign be far behind? Which computer company do you think will be savvy enough to capitalize on the opportunity first?

Loechner, J. (2010, February 8) African-Americans Major Influence in Tech, Media and Buying Power. Retrieved February 9, 2010, from

Wednesday, February 3, 2010

Real Beauty for Men?


Can a brand that has made a strong connection with women do the same with men? Dove is about to find out.

In 2006, Dove kicked off its award-winning “Real Beauty” campaign, targeting women, to great fanfare, with a 45-second spot on the Super Bowl. The much talked about spot, and the even stronger viral effort that followed, led to several years of double digit sales increases until momentum slowed. (Fawcett, 2007)

Stand by for the new “Dove Men+Care” line making its debut with a similar 45-second spot aimed at men in this Sunday’s Super Bowl. (Corr, 2010). Will men want to buy body and face washes that offer cleansing and moisturizing? The success of Axe body washes suggests they will. So, the big question is how will Dove make that all important emotional connection with their new target? Tune in Sunday, and find out.

Fawcett, A. (2007, January 2). Consumer Packaged Goods Marketer of the Year: Unilever’s Dove. Retrived January 3, 2007, from
Corr, A. (2010, February 2). Out To Launch. Retrived February 3, 2010, from