Last week, a guest post in the YouTube Blog by Chris Anderson, Curator of TED, asked, “What makes an ad worth spreading?” This week, let’s check out some examples of YouTube ads that went viral in 2010.
One is “Old Spice | The Man Your Man Could Smell Like.” Created for Old Spice by Wieden + Kennedy, this YouTube ad makes a bold claim: “We’re not saying this body wash will make your man smell into a romantic millionaire jet fighter pilot, but we are insinuating it.”
The Search Agents blog (which is run by search marketing firm The Search Agency) reported that click-through rates (CTRs) increased by 11.4 percent since the ads were renamed to the much simpler “Ads.”
The site had expected a negative impact, based on Harvard Business School Professor Benjamin Edelman’s recent experiment which indicated that renaming “Sponsored Links” (Edelman’s research was conducted prior to the “Ads” name change) to “Paid Advertisements” reduced ad clicks by between 25 and 33 percent.
The advertising industry is launching its own PR campaign by way of setting up an Institute for Advertising Ethics. The sector has always had a negative image and the likes of the “Mad Men” series are certainly surfing that tide to… sell. With the market staging a robust recovery the industry is planning ahead and wants to tweak its reputation. Here’s how.
Teaming Up With Missouri’s Reynolds Journalism Institute
The push comes from Wally Snyder, President Emeritus of the American Advertising Federation and former Federal Trade Commission lawyer, the Huffington Post quoted the Associated Press as saying. The AAF has teamed up with Missouri’s Reynolds Journalism Institute to launch the initiative.
The acquisition is part of the company’s move to invest in the “advertising ecosystem”, which, DoubleClick believes, has great potential.
“Real time bidding technology… enables advertisers and agencies to tailor their bids on an impression-by-impression basis, based on their own data, when bidding on websites that choose to make their ad space available through an advertising exchange,” DoubleClick said in a blog post.
They knew it would be big. Advertisers have invested massive sums to get hot spots during ABC’s finale of Lost on May 23rd and they were right to do so, according to various reports and studies following the airing of the six-year long series’ closing episode. According to research firm Nielsen, the finale gathered an average 13.5 million viewers.
A TV series finale usually brings advertisers 10-30% greater brand recall compared to what we could call ‘standard’ programming.
The 2006 FIFA World Cup final between Italy and France was watched by a global cumulative audience of 715.1 million viewers. So, it’s now wonder that the 2010 FIFA World Cup is already generating some amazing commercials and YouTube video ads.
Image via CrunchBase
Topping Unruly Media’s Viral Video Chart and the Visible Measures Top Viral Video Ads Chart is NIKE FOOTBALL WRITE THE FUTURE – FULL LENGTH VERSION. Uploaded on May 17, 2010, it already has 11,770,721 views!
Magnetic announced integration of its search data marketplace with leading ad networks on Monday. This partnership will enable display ad buyers on the Collective, interCLICK and Undertone ad networks to retarget users of second-tier search engines who have performed a search in the last 30 days.
The thinking goes that since search is one of the highest converting ad formats in the world, then why not mash that data into ad networks to improve the conversion rate of display ads?
Market research firm comScore has unveiled its new generation ad ROI metrics weapon, calling it Smart Control. Here’s why.
How it works
Smart Control is based on marketing mix modelling techniques and enables to avoid using the test-and-control methodology to measure advertising impact. In comScore’s own words, “The methodology looks at the change in consumer response (either attitudinal or behavioral) by varying frequency of advertising exposure using a Bayesian regression model, from which the “control” response (i.e. frequency = 0) is derived”.
The network of official Google blogs has to be commended for the transparency in recent posts. Their admission and apology for data collecting via StreetView and their candidness over the closure of the Nexus One webstore are truly great examples of business blogging. Today, the Inside Adwords blog finally discloses the how AdSense revenue share split is calculated.
Large publishers are already privy to this information in their negotiations with the advertising giant, but up until now, Google has never revealed this information to its ‘self service’ customers.
The Interactive Advertising Bureau (IAB) today announced the release of “Data Usage & Control Primer: Best Practices & Definitions,” a guide pioneered by the IAB’s Data Usage and Control Taskforce.
Developed in conjunction with leaders from branded publisher sites, ad networks and data companies the Primer is “a collective effort to answer a need in our industry,” said Patrick Dolan, EVP, CAO, and IAB leader on the IAB Data Usage & Control Task Force. “It addresses and helps resolve the contractual and competitive challenges that surround data usage and collection within the interactive advertising industry.”