MediaPost, Accounts on the Move, March 31, 2008
Posted by Mark Blei in : Uncategorized , add a comment| Pep Boys |
| Zimmerman Advertising |
| Pep Boys awarded Zimmerman Advertising its estimated $85 million marketing account. |
| Ruth’s Chris Steak House |
| Ruth’s Chris Steak House tapped Merkley + Partners to handle creative duties on its $5 million advertising account. |
| L.L. Bean |
| In Review |
| Modernista, Cramer-Krasselt, GSD&M Idea City, Cutwater and McKinney are the five agencies competing for L.L. Bean’s $30 million advertising account. |
| Hastens Sangar AB |
| Barker/DZP |
| Barker/DZP was named global agency of record for Swedish luxury bed maker, Hästens Sängar AB. The global budget is $10 million. |
| Mitsubishi Motors North America |
| In Review |
| Mitsubishi Motors North America placed creative and digital chores from its $190 million U.S. advertising account in review. BBDO West currently handles creative and will not defend. Organic handles interactive work. |
| Brinker Capital |
| Stein Rogan + Partners |
| Following a review, investment management firm Brinker Capital named Stein Rogan + Partners its interactive agency charged with redeveloping its Web site. |
| Carnival Cruise Lines |
| In Review |
| Arnold, Euro RSCG, Kirshenbaum Bond + Partners, DraftFCB, McCann Erickson, Deutsch and BBDO are the seven agencies vying for Carnival Cruise Lines’ U.S. marketing services account. |
| Massachusetts Energy Consumers Alliance |
| Kelliher Samets Volk |
| The Massachusetts Energy Consumers Alliance named Kelliher Samets Volk Boston as its first agency of record. Billings were not disclosed. |
| Wachovia |
| In Review |
| Wachovia placed its $145 million media and creative account in review. Carat currently handles the media account and Mullen handles creative chores. |
| Heavenly Mountain Resort |
| McGarrah/Jessee |
| Heavenly Mountain Resort in Lake Tahoe tapped McGarrah/Jessee to handle its U.S. branding efforts. The agency will handle TV, radio, print and direct mail advertising, along with media buying and planning duties. |
Coke Gets Search Traction March 28, 2008
Posted by Mark Blei in : Uncategorized , add a commentCoca-Cola’s C2 brand had a brief shelf life after its launch four years ago, despite a Super Bowl ad and a Yahoo takeover, due to a strategic oversight.
“Search was conspicuously absent from the launch,” Carol Kruse, Coca-Cola vice president of global interactive marketing said this week at the Search Engine Strategies conference in New York.
In sharp contrast, these days plotting search tactics is a primary element in Coke’s brand promotions, with multiple search terms tied to the brand name a key ingredient in that mix.
“You really need to fine tune your search strategy to fit usage adoption,” Kruse said.
She noted that 80% of Web browsing starts with a search, and search is an even more frequent habit with Coke’s South American consumers, particularly in Mexico and Columbia, than it is among its U.S. consumers. She also noted that it’s important to be aware of Web surfers’ search habits: 67% of Web user click on organic search areas, while 33% click on paid areas.
“It’s cooking with gas,” Kruse said. “It’s a great way to control your consumers.”
Coke has utilized dynamic logic studies to measure the impact of digital campaigns. And multiple consumer direct studies demonstrated a direct correlation between online advertising and purchase rates for Diet Coke, according to Kruse, who pointed to the Nielsen Household Panel in partnership with Yahoo and AOL as a primary tool.
Kruse views online promotion as a bridge from traditional media, such as Super Bowl ads, to engage customers. This year, she noted, 10 billion packages of various Coke brands will carry the MyCokeRewards.com imprimatur to increase impressions.
An alliance with SearchRev helped Coke improve its search response rates. By employing variations on brand search terms—primarily adding generic terms—Coke tripled its conversion rate for Coke searches, according to SearchRev CMO Eduardo Llach.
In the case of its recent Heart Health campaign around the Oscars, which included raffling Heidi Klum’s red dress, Llach said that 60% of the converted search results were related to the heart health topic.
“Correlate what you’re doing offline to what you’re doing online,” Llach advised.
Coke currently employs 100 search variations for MyCokeRewards. And that tactic increased registration on the site from 4,000 surfers per week to 26,000 per week in a six-week period after those variations were created.
We are restructuring- reorginizing and making a better blog March 20, 2008
Posted by Mark Blei in : Uncategorized , add a commentThis blog was started as an internal experiment which took directions that none of us expected. It’s proved a valuable resource, but not so much in the way we thought it would.
So what are we going to do? We’re going to use this device in the way that will most beneficially effect the vast majority of the people who are actually using it. That means I’m going to take a break from posting on it until we can retool it to serve our and your needs better.
Is it going away? Nope, not that I know of. It’s just going through a rehab and come back in a different and better form. Keep checking back and or sign up for the free email updates from Feed burner over in the side bar. You can unsub anytime you like and we don’t keep any sort of record of who’s subbed or not so no unsolicited mail will come your way.
What if I want to get mail updated from you?- Great we would love to keep you updated on our goings on, take your browser over to the Dynamic Logic web page at http://www.dynamiclogic.com and go subscribe to our Beyond the Click Newsletter
And if you have a jones for some good media based Blogging then head on over to Nigel Hollis’s great Blog HERE Nigel is the Chief Global Analyst of Millward Brown the Parent company of Dynamic Logic .
Look forward to seeing you upon our return!
Mark Blei
Global Business Development
Dynamic Logic Inc. a Millward Brown Company
Great IMedia Facebook article March 10, 2008
Posted by Mark Blei in : Uncategorized , add a comment1/3 Are Receptive to Mobile Ads – If It Lowers Their Phone Bills March 6, 2008
Posted by Mark Blei in : Uncategorized , add a comment
Opportunity vibrates
23 percent of US mobile subscribers (58 million people) say they have seen mobile advertising in the previous 30 days.
Half of mobile data users (51 percent, or 28 million people) who recall seeing a mobile ad say they responded to the ad in some way, according to a Nielsen study, MarketingCharts reports.
However, just 10 percent of US mobile data (e.g., text-messaging) users say they think advertising on their mobile devices is acceptable – but an increasing number appear to understand the value proposition of ad-supported mobile content, Nielsen said.
Some 32 percent of mobile data users say they are open to mobile advertising if it lowers their overall bill, according to the survey.
“Increasing levels of consumer recall, interaction and receptivity to mobile advertising reinforce the validity of the mobile marketing medium,” said Jeff Herrmann, VP of Mobile Media at Nielsen Mobile.
The findings are from the bi-annual Mobile Advertising Report from Nielsen Mobile and are based on a survey of more than 22,000 active mobile data users who used at least one non-voice mobile service in the fourth quarter.
Among other findings of the study:
- The number of data users who recalled seeing mobile advertising between the second and fourth quarters of 2007 increased 38 percent (from 42 million to 58 million).
- Teen data users (age 13-17) were the most likely age segment to recall seeing mobile advertising (46 percent recalled seeing some type of mobile advertisement, compared with 29 percent of all data users).
- Asian-Americans and African-Americans are more likely to recall mobile advertising (42 percent and 40 percent, respectively, compared with 29 percent of all data users).
- 26 percent of those who saw an ad responded at least once by sending an SMS text message, the most popular ad response.
- 9 percent say they have used click-to-call to respond to a mobile ad (i.e., users follow a link on their phone to call a specific number).
- 13 percent (18 percent of males) said they are open to mobile advertising if it improves the media and content currently available.
- 14 percent said they are already open to mobile advertising so long as it is relevant to their interests.
- 23 percent expect to see more mobile advertising in the future (up from just 15 percent in Q1 2007).
About the study: Nielsen’s Mobile Advertising Report examines consumer recall, responses and attitudes toward banner ads on mobile web pages, SMS text-message advertising, sponsored applications, video advertising and other types of advertising that reach consumers while using data applications on their mobile phones.
Opportunity vibrates
23 percent of US mobile subscribers (58 million people) say they have seen mobile advertising in the previous 30 days.
Half of mobile data users (51 percent, or 28 million people) who recall seeing a mobile ad say they responded to the ad in some way, according to a Nielsen study, MarketingCharts reports.
However, just 10 percent of US mobile data (e.g., text-messaging) users say they think advertising on their mobile devices is acceptable – but an increasing number appear to understand the value proposition of ad-supported mobile content, Nielsen said.
Some 32 percent of mobile data users say they are open to mobile advertising if it lowers their overall bill, according to the survey.
“Increasing levels of consumer recall, interaction and receptivity to mobile advertising reinforce the validity of the mobile marketing medium,” said Jeff Herrmann, VP of Mobile Media at Nielsen Mobile.
The findings are from the bi-annual Mobile Advertising Report from Nielsen Mobile and are based on a survey of more than 22,000 active mobile data users who used at least one non-voice mobile service in the fourth quarter.
Among other findings of the study:
- The number of data users who recalled seeing mobile advertising between the second and fourth quarters of 2007 increased 38 percent (from 42 million to 58 million).
- Teen data users (age 13-17) were the most likely age segment to recall seeing mobile advertising (46 percent recalled seeing some type of mobile advertisement, compared with 29 percent of all data users).
- Asian-Americans and African-Americans are more likely to recall mobile advertising (42 percent and 40 percent, respectively, compared with 29 percent of all data users).
- 26 percent of those who saw an ad responded at least once by sending an SMS text message, the most popular ad response.
- 9 percent say they have used click-to-call to respond to a mobile ad (i.e., users follow a link on their phone to call a specific number).
- 13 percent (18 percent of males) said they are open to mobile advertising if it improves the media and content currently available.
- 14 percent said they are already open to mobile advertising so long as it is relevant to their interests.
- 23 percent expect to see more mobile advertising in the future (up from just 15 percent in Q1 2007).
About the study: Nielsen’s Mobile Advertising Report examines consumer recall, responses and attitudes toward banner ads on mobile web pages, SMS text-message advertising, sponsored applications, video advertising and other types of advertising that reach consumers while using data applications on their mobile phones.
