The Adify Blog
[ Viewing entries tagged with "Brand Advertising" ]
Why Facebook Can Be Risky For Brands
Earlier this week Pace Lattin wrote on Industry Pace about the lack of brand advertising on Facebook, concluding that brands aren’t flocking to campaigns and fan pages on Facebook because of concerns over brand safety and lack of control. The risk for customer backlash is just so high, that Facebook promotions are, as Pattin says, “really stupid.”
Peer Influence and the 80-20 Rule
If any phenomenon ever followed the 80/20 rule, it’s word of mouth marketing. As described in Laurie Sullivan’s recent article in MediaPost, only 11 million people (just 16% of the US online population) are responsible for 80% of the 500 billion “influence impressions” seen in 2009. An influence impression is a consumer’s exposure to another consumer’s reaction to a brand or product (positive or negative).
Time to rethink your pricey TV spot
A new study out from Nielsen this week shows that online video ads have surpassed TV ads for general recall, brand recall, message recall and likability.
Is Word-Of-Mouth the Same in the Digital World?
On the heels of my blog post that puts into question the value of Facebook for brand advertising, today Facebook released a study in partnership with Nielsen which reveals that both paid and earned media on Facebook increase ad recall, awareness, and purchase intent.
Is Facebook the right place for brands?
News yesterday that brand advertisers are moving spend to Facebook, and that prices for certain ad products are rivaling those of big portals like Yahoo! and MSN - up to $300K per day. So how is Facebook commanding these rates? Targeting.
Transparency Means Trust
Lack of transparency is keeping advertisers from spending an additional $2B annually on display advertising, reports AdSafe Media in MediaPost, based on a study "Beyond the Grey Areas: Transparency, Brand Safety and the Future of Online Advertising," which was released Wednesday by the Winterberry Group. The study cites examples of “message misalignment” (being out of context) and “dangerous” placements as the fears of advertisers.
Social Media Audiences: Rent vs. Buy; Build vs. Collect
In her recent video post on New Media Minute, Daisy Whitney describes an important emerging trend: rather than renting social media audiences, major advertisers are beginning to buy them.
The Case for Display Ads Online
In his Adotas article last week (1/7/2010), Timothy Hawthorne questioned the appropriateness of the Internet for branding campaigns claiming that “the Internet is a lean-forward medium. People click purposefully, focusing so intently on the objects of their search, that they don’t take their eyes off the road… nobody seeks out display ads.”
Get What You Pay For
The Center For Media Research released a research brief today on the impact of niche targeting technologies on ad pricing, claiming that the ever-growing number of technologies and channels able to target specific audiences will drive up prices and reduce profitability for advertisers.
Call The Other Guy When You're Ready to Compromise
In Steve McClellan’s AdWeek article from 10/12/09 titled “Doing Battle With Media Complexity,” he discusses the very salient and real problem facing advertisers today: not knowing where, when, to which audience their ads are being shown or with what program their ads run on television-placed campaigns. Any problem that has the possibility of damaging a brand’s good name in the marketplace is a significant one indeed.
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