Category Archives: Advertising

Tom Asacker on Relevance

Nice post by Tom Asacker on the importance of being relevant with your marketing message.

If you’re interested in owning the most important real estate in the marketplace – that space between your customers’ ears – then make sure your message is different, to gain their attention, and desirable, so it will be relevant to them when they’re exposed to it and when the need arises to recall it.


What Drives Word of Mouth? Interesting Content

Compelling content will drive word of mouth for your brand, even if that content is irreverant and in the form of *gasp* a 30-second spot on broadcast TV. Exhibit A: McDonald’s talking fish. 

YouTube views of most popular posting of the spot: 246,757 <warning: this tune will stick in your head like spackling paste>

Google blog search results for “McDonald’s talking fish”: 29,921

Members of McDonald’s Filet O Fish Commercial fan club on Facebook: 289 

The spot’s been running for two weeks.

Article: The New Reality of TV Advertising

I have the cover story in the latest issue of The Advertiser magazine. The topic is interactive TV, specifically how a bunch of different players are hoping to make TV a lot more “web-like” in both functionality and measurability. The nut graf(s):

After years of fits and starts trying to turn the concept of interactive TV into a broadly based reality, a collection of service providers, technology companies, agencies, and marketers finally seems to be making some legitimate headway in transforming TV into a more addressable, more targetable, and more measurable advertising medium.

Sure, we’ve seen this dance before. For years, we’ve been hearing promises of two-way engagement, better buying and measurement systems, and addressable ads for TV viewers. But real milestones have been elusive in an industry known more for inertia than innovation.

Something feels different now, however.

Execs from Google, Unilever, Lenovo, Canoe Ventures and others weighed in on the topic.

Super Bowl Observations

Random thoughts on the Super Bowl: 

  • Great game, obviously. I was pulling for a Cardinals’ upset but had no emotional stake in the game, which made it easier and more enjoyable to watch. But where was the booth replay at the end? 
  • The refs had too much influence on the game. The best zebras are invisible – this group seemed to crave the spotlight, to the tune of a Super Bowl-record 18 penalties, 11 for Arizona. Let the conspiracy theories begin …
  • I watched about 3 minutes of pre-game coverage over the weekend, but the one segment I did catch was prescient. On ESPN, Trent Dilfer and Keyshawn Johnson explained why Ben Roethlisberger is not a running quarterback as many people think – he’s a scrambler who can “extend plays” by running around in the pocket, keeping his head up, still thinking pass first. Damn – that’s what he did the entire game. 
  • The ads were so-so, nothing particularly memorable. Typical head-scratching stuff from (what was Danica Patrick thinking?), enough of the Clydesdales already, lots of random violence, and of course at least one spot featuring monkeys. My kids’ favorite was CareerBuilder, though it got pretty tedious after the fifth repetition. My favorite was probably the spot for with Alec Baldwin – with possibly the best tagline ever (“An evil plot to destroy the world. Enjoy.”).