Marketing Madness in 60 Seconds: 5/29/09

static5Advertising

The CW is launching a campaign for their new fall shows that will acknowledge the current variations on the idea of “talking about” a show. The ads will feature copy such as “TV to blog about” and “TV to text about” and more. If you ask me the campaign says more about The CW’s target demographic than it does about communications technology.

Gotta say, the video of Jimmy Kimmel’s routine in front of ad buyers at ABC’s upfront comes off a lot less like a “kick in the crotch” to the network and more like a “cynical take on the reality every knows but doesn’t acknowledge.” Isn’t the role of a comedian to point out the ridiculousness of an institution?

One of the biggest challenges facing advertisers these days is finding a way to effectively tap into and monetize the real-time web. The problem is that advertising is, by and large, a laborious process that does not adjust easily or quickly and the web is increasingly doing just that.

The online classifieds category has more than doubled since 2005 according to Pew Research, with newspapers and traditional purveyors of classified advertising missing out on almost all of that while craigslist and its ilk have been the primary sources of that growth.

Marketers are very worried, according to a new survey, about the hijacking of their brand online, but many don’t know what to do about it.

Yahoo’s Newspaper Consortium is actually showing signs of success, with some papers saying participating in the program has increased their online ad sales and subsequent revenue.

If you watch Hulu and find the volume of PSAs to be…interesting…since it means that spot was unable to attract an advertiser here’s why: Media buyers don’t know what to do with it. It’s too big to warrant a traditional online video approach but too small to fit into a traditional TV approach. Bank on this – When Hulu figures out how to maximize its revenue and get over this roadblock the advertising world will be in for a rather substantial shift.

In an effort to retain ad dollars some online publishers are becoming more agreeable to full-site takeover ads, a type that advertisers love since it gets in front of people’s eyeballs in an aggressive fashion. I’m not saying they’re the best idea, but I’d expect to see more of them on high-profile sites that want to make brand advertisers happy.

Media

Good luck keeping up with and finding the people who are illegally using your copyrighted material, says Liz Gannes. The cutting edge will always include a small subset of people determined to misuse the creations of other people and the way the law functions means companies are constantly playing catch-up. For those looking to try to find out where their content is being ripped off, there are a couple of tools profiled by Forbes.

The economic reality of printing the title has cause the Newspaper Association of America to cease publication of Presstime, the trade group’s magazine on the industry. Presstime will continue to exist online, but you have to marvel at the meta of the decision.

YouTube is giving content partners, especially those from networks and other media companies, more control over both the advertising within and the presentation of their shows and videos on YouTube’s site. The idea, as is often the case with YouTube, is to make the content more attractive to brand advertisers and bring more of their money to that site.

Social Media

As Jordan at MarketingPilgrim says, don’t quite take a study reporting people don’t have their purchasing behavior influenced by social media at face value. There are lots of ways it, like any other advertising platform, influences thinking that isn’t immediately recognized and so it would seem niave to say it doesn’t influence people at all.

Have fun with it, but make sure social media isn’t taking over your life.

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