Brand, Digital Marketing, Internet Audience Measurement, Internet Industry, Others, Traditional Media Marketing

And The Award For The Most Intrusive Ad Format Goes To…

In the times of Oscar Fever, I wanted to talk about an entity, which is equally exciting and I got to know few days ago. Courtesy my wife, Priya, who recently went to Millward Brown conference.

Dynamic Logic (DL) is one of the lesser known services of Millward Brown. DL focuses on ad measuring effectiveness in this ever complex world of online and offline media. You may recall, MB is a leader in Brand Measurement Studies, Brand performance monitoring and marketing accountability.

Dynamic Logic, has three specific products to help the Internet marketer’s brand prerogatives…

1. AdIndex: Test and Analyse digital marketing campaigns


2. Cross Media Research:
Evaluate Multimedia Campaign (TV, Print, Internet etc)

3. LinkSelect For Digital: copy-testing solutions.

The best part about DL the cross-media behaviors and the resultant brand impact. As such, there would be very few research agencies, which can put this as specialisation in the service list.
I read a few insights from their book and found them extremely interesting. I would like to share one such report, an extract of Dynamic Logic’s Beyond the Click Study done in April 2008 on the subject of Consumer’s perception of Ad Formats (and across different Medium).

The study found the following ad which respondents rated as the most negative ….

Telemarketing (72%)

Non-opt-in Emails (46%)

Ads on Mobile Service (37%)

Direct Mail (17%)

Opt-in Email Ads (14%)

Cinema Ads (14%)

Online Ads (13%)

Online Search Ads (13%)

Product Placement (13%)

Radio Ads (7%)

Outdoors/Billboards (8%)

TV Ads (6%)

Magazine Ads (5%)

Newspaper Ads (4%)

(Basis Dynamic Logic’s Adreaction Survey, n=933, US, respondents fielded 2007)

The most intrusive formats (not very surprising!) are the Telemarketing and ads on mobile services (72% & 46%, respectively). Whereas, Newspaper, Magazine and TV ads are the ad formats with least negativity (4%, 5% and 6% in that order). What is surprising is that the online banner ads and online Search ads have similar negativity associated with it (7% each). One would have expected Search to be more acceptable format (maybe indicating the impact that the medium would deliver the brand association), however that not the case. Online ads are perceived more intrusive than the Radio and Outdoor Billboard ads.

This was a surprise to me, as we are in the world of web 2.0. The control of the web is with the browser, but the current perception is far from this fantasy. Maybe Online publishers efforts to deliver more inventory to the advertisers are now showing its effect. Do you remember the days of pop-ups and blinking fake-HTML like banners? Irritating and bad it was. However, what this seems to have done is to limit the engagement of the online brand with its consumers and therefore its impact on its overall imagery.

This also has bearing for all of us internet marketers, to be as engaging with the browser as possible, not to focus on click through rates (CTR) and optimise the creative to deliver the best ROI. Maybe also the usage of formats which enhance the engagement such as rich media, gadgets and viral marketing. Maybe start measuring the performance through new matrix such as engagement per click (an aggregation of referrals, time spent, roll overs and clicks).

Maybe, digital marketing still has to go a long way till it starts impacting the consumer consideration set.

Cheers!

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Slumdog Millionaire

sm1

“Slumdog Millionaire” won 4 oscars (I saw the downloadable version of movie recently)…

Screenplay: Outstanding is the word, and also does the work of putting India on the world map. We have some great guys in this field (Anurag Kashyap, loved his No Smoking)

Picture: A westerners image of India- poor & hungry people. The movie has timed well with Arvind Adiga’s “The White Tiger”, which is also about the poor destitute India. Maybe here we would want a richer picture of India, demonstrating our progress.

Director: Hats off to Danny Boyle for the film. Super camera and shots. I have seen “Trainspotting”, and that is a brilliant film as well.

The last one was for Music. It was great to see AR Rahman, SRK and Anil Kapoor on the stage, a proud moment for India (I’m sure Gandhi would be similarly exciting, but I wasn’t around). I hope that it wins at least 4 Oscar from here. Man, you should have seen Anil Kapoor on the stage, he was so pumped up!.

So, why is a movie description featuring in Digital Marketing blog? I was driving today and while I was reminiscing of these proud moments for India, I also remembered one discussion with an international professional. “Indians don’t blog; don’t express their opinion”, he said, “And that is the reason why though in the west social media is the new buzzword, in India it has a long way to go.”

Consider this…

1. I searched for “Slumdog millionaire” (from India) a few hours ago, I found only 15k results on Google

2. Blog search in Hindi was more dismal- only 7 results.

3. The reach as a media vehicle (comScore calls these as the conversational media) for blogs is good- Orkut.co.in (12.5 Mln Unique Visitors & 40% reach), Bloggers (8 Mln Unique visitors & 26% reach), wordpress (3.5 Mln Unique visitors & 11% reach). However, actual blogger community is still very small; a rough estimate would be about 50k active bloggers. An old article but you might get some information here…

We are world’s largest democracy, however it seems very few of us have opinions to share. In US elections, Barack Obama was able to move a number of youths through his social media influence. Compare this to our Indian politicians, who don’t even have a website to their name. I did find Lal Krishna Advani’s blog on the net, http://blog.lkadvani.in/ (it wasn’t working that’s another story). The sad reality is none of us believe in expressing ourselves and that this opinion will make a difference (come on!)

However, there is a silver lining, blogging is becoming big. Aamir Khan (http://www.aamirkhan.com/) has a blog. I had heard that even Amitabh Bacchan had started blogging, however even after 10 minutes of persistent search I couldn’t find it. Akshay Kumar also seems to have a blog (http://akshaykumarblogs.blogspot.com/2007/11/akshay-kumar.html), but doesn’t look genuine.

Blogging has started in some way, but has to still reach the tipping point (borrowed from Malcolm Gladwel :). We still have to go a long way beyond clicks and click through rates and ROIs.

FYI, here are some interesting feature on “Slumdog Millionaire”

J Ramanand:
http://passionforcinema.com/arrahman-not-just-madras-bombay-or-dilli/

Rk: http://passionforcinema.com/slumdog-millionaire-kamaal-ki-story/

BomBay Bitch (she does a great job of hammering down our own industry): http://www.bombaybitch.com/site/and_the_award_goes_to___/

Pray with me for Slumdog’s Oscar win!! But before that please watch the movie; it is releasing on Jan 23rd 2009.

BTW, have you seen the Google’s new favicon (small icon in your browser), it’s great.

Cheers.

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Affiliate Marketing, Search Engines, Social media, Viral Marketing

Gadgets Ads et al…

It has been a while that I have put a new article on my blog. Pretty much, last few months everything was happening, and unfortunately was regular work which took lot of time. The realisation dawned upon me when I was going through the LinkedIn profile; now you can add tools to stay connected (You see I’m not that proficient user of Facebook). I found it a great way to stay connected.

That brings me the to the discussion of Content Vs The Gadget. How does one get access to a thousand of browsers out there- through content (traditional) or gadget/tool (Hmmm…)

Computers are getting personal and so are the the website. The scope of customising the websites to your taste and preference; There is a huge scope of customisation.(Though I belong to the old generation, who use the website as it is, but I’m sure the techies and the young new generation is adept at this art). I have seen my nephew customising his Google and Yahoo home page and close friend using Google reader to get himself updated with the latest happening. Small little gadgets does a save that extra effort that you might otherwise require to source the content.No wonder Google is promoting these dinky units in a big way. These can be rendered in multiple formats- HTML/Flash, can have live data feeds and can be placed on any web page, including iGoogle.

So for marketers, we might not yet bid Goodbye to the old world of CTR optimied, Geo and IP targeted ad units, but we would want to utilise the Gadget ads in a ever increasing way. comScore, the leading third party Digital Media audit agency has reported and increase in popularity of this new offering.

This is a list of interesting gadgets/applications…

Coke bubble application
Fidelity instruments Market monitor
Southwest Airlines- Ding (my favourite :))
Target- The widget allows you to search Target products from your desktop
Acuvue- wink application

Here’s another great article that I came across on iMedia- Creative Primer on Power of Brand Widgets.

Cheers!

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Advertising Industry, Digital Marketing, Internet Industry

Accenture Global Digital Advertising Study 2007

My friend Anuj Anand shared a very interesting report with me last week and as usual i was about to junk it ;). A better sense prevailed and I didn’t regret a bit going through the report.

Though it is called “Accenture Global Digital Advertising Study 2007″and you might think that it pertains only to US (no wonder their local baseball competition is also called World Cup), it does have something for all of us. Coming back to the report, the key takeaways were…

– 79 percent of our survey participants agree that advertising will become more performance-based, as the industry moves towards precise measurement of results, rapidly delivered. This will impose a performance discipline on an industry that has rarely felt this kind of pressure.

– 87 percent agree that analytics will become more accurate and more critical to the business. This shift will drive a decline in the use of traditional success measures — total audience per advertisement — but will enable advertisers to gain increased return on investment through more accurate targeting of audiences.

– 97 percent agree that advertising relationships with customers will become more interactive, and the other 3 percent say they don’t know, meaning that not a single respondent disagrees. As a result of this greater interactivity, capabilities such as clickthrough buttons on TV will enable a two-way dialogue with the consumer all the way to purchase. These capabilities will also create a more meaningful feedback loop on advertising effectiveness.

– 43 percent of the respondents believe that digital media will become the primary form of programming and advertising content within the next five years, and a further 33 percent say this will happen in between seven and 10 years. The impact of this transition may be
accelerated by the typical pattern that early adaptors tend to be from higher income demographic groups that are more attractive to advertisers. Traditional advertisers are largely unprepared for the wave of digitally driven change about to engulf them.

– Only 29 percent of executives believe the industry is technologically prepared for the resulting changes in performance measurement. The proportions are even lower in terms of customer analytics (25 percent), targeted advertising (21 percent) and customer interactivity (13 percent).

– Largely as a result, the highest proportion of respondents (43 percent) believe advertising agencies have the most to lose in the transition to digital advertising, followed by broadcasters with 33 percent.

– Correspondingly, 46 percent believe that online search companies have the most to gain, followed by digital advertising specialists with 19 percent.

– 77 percent agree that advertising will be viewed in an integrated way on three screens — television, computer and wireless handset.

Indian scenario can’t be more rosier. Digital agency Zenith Optimedia expects Internet ad spend to double, from 210 crores 2006 to 450 crores in 2007 and can potentially rise to 2,250 crores mark in 2009 (a 10 times increase). As a share of advertising pie, the share will rise to 6.8%, which was 1% last year. There is another interesting report on digital industry.

It just certifies a fact that we already know, that the advertising industry is facing a radical transformation — in terms of its technological and cultural impact. We need to focus strongly on the use technology to offer advanced customer interactivity. Targeting and analytics are gaining real competitive differentiation.

Therefore the implications for us are…

– If you are a new media company — build, partner or buy systems (sales, reporting, delivery) to support products across three screens and to deliver targeted advertising in privacy-compliant ways.
– If you are a marketer — escalate your integrated marketing and advertising initiatives across three screens, keeping a critical eye on performance metrics.
– If you are a technology company — focus on developing front-end and back-end systems specific to each medium’s unique needs.

If you can’t locate PDF on the net, do write to me and I’ll send you a copy 🙂

Cheers!!

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