Placement

Advertising Outlook 2012 – 2016

1. the overall advertising “pie” will shrink because the new efficiencies enabled by “digital” will allow advertisers to spend less (e.g. media placement dollars) and still drive the same or greater business impact

2. there will be a continued shift to digital, especially for companies that have products that benefit from more consumers coming online to do more research — e.g. bigger ticket items or items that require more consideration and research

3. because of the massive reach of Facebook, it will siphon branding dollars that used to be allocated to traditional one-way mass media such as TV; but in the short term magazines and newspapers will “hurt” the most, since they can’t even offer competitive mass reach any more – relative to Facebook.

Trends in Advertising by Augustine Fou Chief Digital Strategist from Dr Augustine Fou

Tags: advertisers, advertising, auto, benefit, business, business impact, consideration, consumers, digital strategist, Draft, efficiencies, Facebook, g media, impact, magazines, mass media, newspapers, pie, Placement, research, strategist

Thursday, November 29th, 2012 digital No Comments

Nissan sells more than 20,000 Leafs in first year; Fiat, Not So Much

Source: http://www.engadget.com/2011/11/30/nissan-sells-more-than-20-000-leafs-in-first-year-high-fives-co/

Excerpt: Only a few months after announcing that it sold 10,000 all-electric Leaf cars in international markets, Nissan stated at the Tokyo Motor Show today that the company has sold over 20,000 Leafs since the car went on sale in December of 2010. The company also added that it expects to sell more than 10,000 Leafs in the U.S. by the end of 2011.

SOURCE: http://adage.com/article/news/francois-fights-fiat-fiasco/230033/ This contrasts with Fiat, which went to great expense to make branding commercials with JLo which stirred more “huh’s?” from audiences than sales. One former auto-marketing exec Peter DeLorenzo called “quite possibly the worst automotive spot of the last decade, hands down.” No official sales numbers were mentioned, probably because it was too embarrassingly low to mention.

Who are they advertising here… the car or JLo? SOURCE: http://blog.web.blogads.com/2011/11/22/j-los-shameless-strange-and-sad-fiat-fiasco/ Widely denounced, shameless and strange product placement and promo during JLo’s performance at the American Music Awards.

Watch the whole bizarre performance here (The Fiat stuff starts around 1:15):

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Wednesday, November 30th, 2011 Branding No Comments

Nielsen IAG Top Ten Most-Recalled In-Program Placements: Dramas/Comedies

Sex sells … well, sex .. but not much else. Victoria’s Secret was the most recalled product placement on TV — fortunately they sell products related to what was recalled. Not so sure about the mayo and cell phone.

Source: http://adage.com/madisonandvine/article?article_id=143808

Rank	Brand	In-Program Placement Description	Program Airing Info	Recall Index

1	Victoria’s Secret	Michael interrupts meeting to offer Donna a retail store’s catalog	The Office (NBC, Apr 29)	214
2	Ford	Cole Austin points to his Mustang and says he still owns it	Cold Case (CBS, May 2)	190
3	Skype	Joyce tells Benson and Stabler that she talks to Andrew online	Law and Order: SVU (NBC, Apr 7)	183
4	Yamaha	Susan explains to Mike that she has inherited a piano	Desperate Housewives (ABC, May 2)	181
5	Rolex	Provo tells Fin that Jack stole his watch; member of the cooking staff is wearing it	Law and Order: SVU (NBC, Apr 7)	178
6	MedTec	Name is visible on the ambulance doors	Trauma (NBC, Apr 5)	176
7	Toyota	Mitchell and Cameron park their car at Charlie’s house	Modern Family (ABC, Apr 14)	161
8	Chevrolet	Winston drives with Guerrero, who identifies the car as a Camaro	Human Target (FOX, Apr 7)	155
9	Porsche	Zack asks Nick where he got his car from	Accidentally On Purpose (CBS, Apr 21)	152
10	Chevrolet	Pres. Hasaan rides in a black SUV after turning himself over to terrorists	24 (FOX, Apr 5)	147

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Friday, May 14th, 2010 digital 1 Comment

How Megan Fox got the equivalent of $50 million of Superbowl ad spending – for FREE! — the marketing of Megan Fox

godaddy superbowl ad spending led to sharp spikes in search volume every February for the last 5 years straight. Other advertisers who spent on Superbowl ads have similar lift in search volume from the TV advertising.

Source: Google Insights for Search

If you believe that lift in search volume indicates interest and intent and if you consider that each 30-second ad cost $3 million in 2009 (WSJ: NBC Super Bowl Ads to Cost $3 Million) and assuming GoDaddy’s ad did not air more than once, they spent $3 million to get their ad in front of a TON of people and to get people’s attention. Those people who saw the ad and were interested enough to take action went online and searched for more information by typing godaddy into search (see lift in search volume during February of each year) .

If we assume that it took $3 million to generate a certain lift in search we can use multiples to calculate the media dollar equivalent of any lift in search — for example, if godaddy spent $3 million to get X lift in search, then a 2X lift in search would have required $6 million of media (in a very very simplified back of the envelope estimate; it usually would cost more than 2x to get that lift) — i.e. it would have cost at least $6 million in superbowl ad media dollars to achieve a 2X lift in search volume.

So, if we now compare search volume on megan fox side by side with godaddy search volume, we will see that in Feb 2009 Megan Fox was indexing at 21 while godaddy was indexing at 12 (this is normalized to a scale of 0 – 100). So search volume on megan fox indicates she was getting the equivalent value to $6 million of super bowl media ad spend – FOR FREE — roughly 2X the search volume of godaddy in the same time period.

At the peak of her search volume in June 2009 (corresponding to the release of Transformers 2: The Revenge of the Fallen), she was indexing at 100 and godaddy at 7. This is 8x the index of godaddy of 12 during the Feb 2009 time period when they were airing their superbowl ads. This implies that she was getting the search volume that would have required the equivalent to a $24 million super bowl ad spend to achieve — again for FREE!

If you want to research futher, use the following link to bring up Google Insights for Search to see relative search volume

http://www.google.com/insights/search/#q=godaddy%2Cmegan%20fox&cmpt=q

In February 2008, Megan Fox indexed at 8 and GoDaddy at 8. In 2008, Superbowl ad spots cost only $2.7 million — so she had the equivalent search volume as a paid advertising spending $2.7 million on a Superbowl ad.

In 2007, Godaddy indexed at 6 during Feb 2007 Superbowl. Megan Fox indexed at 43 during the July release of the first Transformers movie — this is an 8X multiple on Superbowl ads that cost $2.6 million — or $21 million

So the perfect “product placement” of Megan Fox in the two Transformers movies garnered her nearly $50 million worth of advertising based on search volume equivalency. This does not even take into account her sustained and increasing search volume, compared to most advertisers’ search volumes which drop right back down to pre-ad levels once the ad is finished airing.

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Thursday, July 30th, 2009 digital No Comments

The Perfect Babe – Megan Fox (pics)

Megan Fox — The Perfect Babe Product Placement

No, this post is not about Megan Fox. Well, yeah it is. But it’s about the MARKETING of Megan Fox.

Megan Fox has been around in films and TV since 2001 (see filmography below). But it wasn’t until 2007 when she starred in the first Transformers movie that she burst on the scene and became an overnight mega celebrity, especially online (see Google Search Volume chart). If you look at Ford’s search volume during the same period, there was NO lift in search that was detectable — there probably was some lift, but it is simply not detectable.

So Megan Fox went from very very little awareness to not only massive awareness, but also massive demand — people remembered her name and even took action (performed searches on her name). If some product placements would have had only 10% of the success of the “megan fox” product placement, they might actually justify the immense cost a bit better (millions of dollars paid by the advertiser to the movie makers to place products into the storyline of the movie).

And why is she “perfect,” in the marketing sense, of course? Her search volume has not only sustained but also continued to grow. She was not a flash in the pan that went away after the advertising/media dollars stopped or the public interest died off (see the snuggie and etrade search volume charts below).

transformer girl, second girl in transformers, other girl in transformers – Isabel Lucas

Wednesday, June 24th, 2009 analytics, SEO 3 Comments

Reaching Half a Million Customers Daily, with NO Media Cost

Updated: April 3, 2010 – JetBlue has 1,603,926 followers as of today.

Updated: Aug 30, 2009 – JetBlue has 1,139,682 followers as of today.

In days of old, advertisers had to buy TV airtime, magazine placements, or radio spots to send their ads out to reach customers. Usually one of the largest chunks of cost is the media placement, followed by “creative” development and content creation.

What if there was a way to cut out most or all of the media cost? And what if we could also substantially reduce the cost of “creative development” and “content creation?” Look at the JetBlue example below. On Twitter, JetBlue has nearly 600,000 followers. Each of these followers has basically “opted in” to receive their updates, often multiple times a day (“costless media”). There is no “media cost” for getting these messages out. Compare this to what it would cost to air a TV ad that reaches 600,000 viewers (assuming all the viewers wanted to receive the ad, and were sitting there in front of the TV watching the ad when it was aired).

Also, the cost of content is nearly zero too. JetBlue has their customer service people (and fans) help create content by tweeting. These tweets range from customer service (“twitter customer service”) , to service notices (e.g. dense fog in NYC area airports causing delays, etc.), to tips from frequent travelers. This type of content is more “real,” valuable, and trusted than an advertisement. And there is no cost of “creative development” because the content does not need to be dressed up into a glossy ad for TV or print — it’s just 140 characters of text at a time. It’s more effective AND lower cost?! Imagine that!

Finally, notice in the “bio” area on the upper right of the screen shot that it reports who is currently on duty — “Morgan and Lindsey” — this gives the normally faceless customer service system a name and a face and perhaps even a personality. JetBlue’s twitter is a great example of social marketing done awesome!

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Thursday, May 28th, 2009 integrated marketing, marketing No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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Augustine Fou's Opinions, Rants, Raves about Digital

Placement

Advertising Outlook 2012 – 2016

Nielsen IAG Top Ten Most-Recalled In-Program Placements: Dramas/Comedies

Sex sells … well, sex .. but not much else. Victoria’s Secret was the most recalled product placement on TV — fortunately they sell products related to what was recalled. Not so sure about the mayo and cell phone.

How Megan Fox got the equivalent of $50 million of Superbowl ad spending – for FREE! — the marketing of Megan Fox

godaddy superbowl ad spending led to sharp spikes in search volume every February for the last 5 years straight. Other advertisers who spent on Superbowl ads have similar lift in search volume from the TV advertising.

If you want to research futher, use the following link to bring up Google Insights for Search to see relative search volume

http://www.google.com/insights/search/#q=godaddy%2Cmegan%20fox&cmpt=q

In February 2008, Megan Fox indexed at 8 and GoDaddy at 8. In 2008, Superbowl ad spots cost only $2.7 million — so she had the equivalent search volume as a paid advertising spending $2.7 million on a Superbowl ad.

In 2007, Godaddy indexed at 6 during Feb 2007 Superbowl. Megan Fox indexed at 43 during the July release of the first Transformers movie — this is an 8X multiple on Superbowl ads that cost $2.6 million — or $21 million

The Perfect Babe – Megan Fox (pics)

Megan Fox — The Perfect Babe Product Placement

No, this post is not about Megan Fox. Well, yeah it is. But it’s about the MARKETING of Megan Fox.

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Sex sells … well, sex .. but not much else. Victoria’s Secret was the most recalled product placement on TV — fortunately they sell products related to what was recalled. Not so sure about the mayo and cell phone.

Share this:

godaddy superbowl ad spending led to sharp spikes in search volume every February for the last 5 years straight. Other advertisers who spent on Superbowl ads have similar lift in search volume from the TV advertising.

If you want to research futher, use the following link to bring up Google Insights for Search to see relative search volume

In February 2008, Megan Fox indexed at 8 and GoDaddy at 8. In 2008, Superbowl ad spots cost only $2.7 million — so she had the equivalent search volume as a paid advertising spending $2.7 million on a Superbowl ad.

In 2007, Godaddy indexed at 6 during Feb 2007 Superbowl. Megan Fox indexed at 43 during the July release of the first Transformers movie — this is an 8X multiple on Superbowl ads that cost $2.6 million — or $21 million

Share this:

Megan Fox — The Perfect Babe Product Placement

No, this post is not about Megan Fox. Well, yeah it is. But it’s about the MARKETING of Megan Fox.

Share this:

Updated: April 3, 2010 – JetBlue has 1,603,926 followers as of today.

Updated: Aug 30, 2009 – JetBlue has 1,139,682 followers as of today.

In days of old, advertisers had to buy TV airtime, magazine placements, or radio spots to send their ads out to reach customers. Usually one of the largest chunks of cost is the media placement, followed by “creative” development and content creation.

Share this:

Digital Consigliere

Collaborators – Digital Profs

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