Well, another BIG GAME (no copyright infringement here) is in the bag, along with the year’s cavalcade of ads….both good and bad. Okay, mostly bad. Too many cars. Too much beer. In the ads, that is.

Here’s a quarter-by-quarter breakdown for your sweet, innocent eyes.

Legend:
Mannings = Standouts. Yay. Ads I liked.
Bradys = Zeroes. Boo. Insults to the ad world. Ads I didn’t like.

Pre-game Mannings:
Styler: Although I’m not really the target audience, I dug the Ocean’s 11 feel of this spot, particularly with Adrien Brody in tow.
Hyundai Rocky: Knowing what it took to script, time and shoot this spot, I have a great appreciation for the payoff.

Pre-game Bradys:
NFL Wind Beneath My Wings: The NFL is not touching, in any way. And this spot is not funny, in any way. Five thumbs down.
Verizon Droid: I don’t need more overdone spots about the poor man’s iPhone. Hey! We have more colors! We should get a cookie! Nope.

First quarter Mannings:
Chevy Apocalypse: Great effects, spot-on music choice, zippy punchline and Twinkies. LOVED it. So did Woody Harrelson.
First quarter Bradys:
Audi Vampires: I’m equally bored with vampires and car ads. This one didn’t stand a chance.

Second quarter Mannings:
Budweiser Prohibition: Out of all the beer ads, this one is the standout. That’s not saying much.
GE Turbines: Another nice spot in their Big Game package. BUT, is it “turbins” or “tur-bines?”
VW New Beetle Exercise Dog/Cantina Scene: CUH-LASSIC. From start to finish. I love Volkswagen’s marketing and I know I’m not alone. And the New Beetle is, as Pat says, my best friend. My favorite ad of the whole game.

Avengers Trailer: Normally, I exclude commentary on movie trailers. Seems like cheating on an advertising blog entry. Buuhhhh-tttt. AVENGERS. AVENGERS! AHHH-VENNNN-GGGGERS!
Second quarter Bradys:
Go Daddy: Hate this as much as I hate their ads every year. Insulting to BOTH men and women. And Geeks! Go Daddy thinks all men are stupid. And all women are floosies. Yes, I just used the word “floosies” on our blog. First time for everything.
H&M: Just as sexist as Go Daddy. If you buy your knickers at H&M because David Beckham does, I suspect you’re as smart as David Beckham is.
Cars.com Confidence: Just too creepy. That extra head looks like something out of Total Recall ala Kuato.

HALFTIME LOCAL BREAK ALERT!

Halftime Mannings:
Madonna. She’s 53??? Really? That stage was amazing and she rocked it.
The Voice: I loves me some Betty White. But, Miss Thing is getting close to over-exposed, IMHO. Thoughts?
Halftime Bradys:
Cee-Lo. Enough said.
Padgett (local): So, you bought the big spot, but you couldn’t invest in a little video production? Animated stills? Probably outta Powerpoint? Nice “blur” on the logos on Papa John’s Cardinal Stadium. I can tell that’s a Pepsi logo, guys. We’ll be calling you soon.

Third quarter Mannings:
Dodge Clint Eastwood Detroit: Beautiful. Harsh. Real. So well done.
Darryl Isaacs (local): He caught 6 footballs! SIX! This one may not have stood out for a good reason. Could have easily landed in the Bradys. Then again, 6 FOOTBALLS!
Fiat Abarth: Yeah, yeah, yeah…sex sells. That car is so sweet. Sex didn’t sell it to me. Cleverness did.
Acura NSX Seinfeld: Perfection. One of only 2 car ads I’ve liked so far. Second favorite ad of the whole game, although it could be because Seinfeld is one of my all-time heroes.

Third quarter Bradys:
Smash: Anybody else want NBC to just get this over with?
McDonald’s: I think we’re all done with “a little somethin’ somethin’” as a useful turn of phrase, don’cha think McDonald’s?
Camry Reinventied: Good lord. Tenuous connection much? This spot was an exercise in mental you-know-what (yeah, you know what – don’t pretend like you don’t) for Toyota’s ad agency.

Fourth quarter Mannings:
Chase: Drew Brees Mobile Banking. Smart celebrity endorsement. Concrete illustration of how mobile banking works for people who don’t understand/don’t trust mobile banking…which is most of us.
CareerBuilder.com: Whatever, PETA. This spot is super fun. CB.com never fails to delight.

Samsung Galaxy Numb: The Darkness!!! Gospel Choir!!!! BMX Stunt!!!!! Human Canon!!!! Who cares that it has a stylus? I believe in a thing called love! But, I’ll still keep my iPhone.

Swamp People History Channel Promo: Tight spot – tightly written, tightly shot, tightly edited. Tight.
Fourth quarter Bradys:
Ferris Bueller: After much pre-game blog hype, I was a little disappointed. Maybe it was that there wasn’t really much surprise here. And it could have been any car in that spot, so the C-RV didn’t really stand out that much.
Go Daddy: Ugh. Double ugh. Triple ugh. Quadruple ugh. Need I go on?

Comprehensive Mannings:
(Ad series throughout the game that caught my attention)
GE: I love the brand extensions of “Imagination at Work.” Cancer diagnoses, turbine production and testimonials from real people in a gritty light. Loved it.
Hyundai: Great writing. If the people who make these cars are as smart as the people who make the ads for these cars, then I’ll at least consider buying one.
Doritos: Great Dane. Granny Kid Boomerang. Doritos always has great Big Game spots.
Bridgestone: The idea of making sports equipment out of tire synthetics. With celeb appearances. Me likey.

So, there ya have it. Thoughts? Agreements? Disagreements?

A study from Ypulse, a youth-focused research firm, finds that 46 percent of college students watch TV on a television set most of the time, and the other 54 percent are watching online or on a mobile device. The study also found that more than 80 percent of college students said they can’t live without music, while less than a third said they couldn’t live without TV.

More college students are watching television online because their social lives take precedent over watching their favorite programs. With night classes, parties, studying and exams, minimal time is left to watch a breadth of television programming. Instead of accommodating their social lives to their favorite shows, they watch their favorite shows online whenever it’s convenient. However, high-schoolers are less likely to view programming online because their schedules are far less demanding and they are usually home from their extra-curriculars in the evening in time for primetime programming.

It’s no surprise that these young people can’t live without music.  Music is a huge variable in self-discovery and reflects their personality and how they are perceived by their peers, which is most important in those teenage years.  Music is something that students take with them wherever they go, whether it be on their commute to school, while waiting for class to begin, or just hanging out with friends.

TV is a less involved form of entertainment and they don’t have the ability to customize a television channel with all of their favorite shows like they can do on their iPods with their favorite artists and songs.

The study doesn’t state that college students are not watching TV, but how they’re watching is definitely changing with the times.

For a media buyer, this information can be useful when reaching college students. With the advancement of streaming on the web, thru mobile devices and game consoles, the ever changing media landscape has provided us with other avenues to impact this audience.

If you’ve ever been to a capabilities presentation with a top publisher site, you’re all too familiar with the claims that they have the most unique monthly visitors, have the highest number of monthly page views and offer the most prestigious site list.  Even more a seasoned buyer, there is a lot of data to consider and the comparisons are not always apples to apples.  So, how can you rate one site above the others?

comScore, a leader in internet audience measurement, conducts monthly performance audits and publishes the results.   The results are available on a national level, or you can subscribe to their Media Metrix service, to further break down the results geographically or demographically.  This is a great tool, which levels out the playing field and analyzes based on the same information.

I thought it would be interesting to share the October 2011 results, since some of us don’t regularly have the ability to look at these rankings.

The top 10 US properties are: Glam Media (10), Wikimedia (9), Turner Digital (8), Ask Network (7), Amazon Sites (6), AOL (5), Facebook (4), Microsoft Sites (3), Yahoo! Sites (2) and Google Sites (1).

There are a few pieces of data, that I find interesting, that I’d like to point out.

First, are the retail sites including #12 Apple (79,942,999 unique visitors), #23 Wal-Mart (45,203,000 unique visitors), #46 Target Corporation (27,086,000 unique visitors).  I expect traffic to these three sites to grow in November and December, as we approach the holiday season.

Several important social media sites are ranked highly as well, including #4 Facebook (166,000,000 unique visitors), #30 LinkedIn (35,732,000 unique visitors), #31 Twitter (34,809,000 unique visitors) and #40 MySpace (28,439,000 unique visitors).  MySpace is dead to a lot of people, but these site statistics prove otherwise, as it is alive and well, perhaps just targeting a different audience that the younger, early adopters.

It’s also notable to point out that WedMD and The Washington Post each jumped 5 positions from their previous locations in September.

Ratings like this give us a lot to consider in the marketing world.  For instance, if a company is hesitant about setting up a branded Twitter account, they may be convinced otherwise if they see just how much traffic the site generates.  Also, seeing how highly ranked Amazon is, could make a strong case for a bricks and mortar retail location to expand their offerings to a national target on Amazon.

During a recent visit with my Grandmother, Mary Swan, she let me comb through her vintage clothes that had been delicately stored in a bedroom closet for the past 40 years. As we poked through all of the nooks and crannies for treasure, we found an inconspicuous box on the top shelf that held what I consider to be the jackpot of all finds. In this box was a Cosmopolitan magazine from November 1911!

As I very carefully turned the fragile pages, I saw what Cosmo used to be, “…a publication for aspirational women.” Women with hopes and dreams of being more than the predetermined stay-at-home-mom (which is definitely a full-time job on its own).

I was amazed to learn Cosmopolitan began as a family magazine, launched in 1886 by Schlicht & Field as The Cosmopolitan. Sadly for Schlicht & Field, they were only in business for two years before they had to close their doors.

John Brisben Walker acquired the magazine in 1889 and, with the help of E. D. Walker, The Cosmopolitan became the go-to source for fictional short stories, novels and series until around 1950.

In 1965, Helen Gurley Brown took over as editor in chief. In an effort to rouse sluggish sales, Brown decided to give The Cosmopolitan a facelift. The magazine was renamed Cosmopolitan and the publication became more about single women and their sexual liberation–a much different kind of aspiration than Schlicht & Field had in mind, I’m sure.

In a time when women were trying to liberate themselves, I find it interesting that Brown’s attempt–intentional or not–to “sexually liberate women” ended up sending a message that in order for a woman to lead a full life, she needed a man.

And what is Cosmo today? Well, by looking at the cover of the November 2011 edition, it’s a magazine for women who are only interested in pleasing their man rather than themselves, being stick thin in order to please the public and their view of “beauty” and wearing the latest fashion.

So much for being liberated.

When comparing the early 1900’s version with today’s, it’s amazing to me how one person can dramatically change the way we market to and for women. Even though Brown didn’t singlehandedly change the view and status of women, she played a big part. Although I don’t agree with the message today’s Cosmopolitan (Cosmo) sends, knowing the full story of Cosmo shows how much impact one person– or advertiser–can have.  Pushing the envelope and doing something different might be uncomfortable but it also might change the whole game.

I recently read an article on ComScore’s blog, entitled “Planning for the Future of Media Planning.”  The article asks what will happen to the human-side of the planning and buying process, as we move closer to utilizing real-time buying and optimizations and algorithm-based formulas that dictate trading and buying of ad time and space.

Tools, both digital and traditional, are absolutely necessary to massage all media buying numbers into a common denominator that allows buyers to look at the data and easily compare it to other media or the competition.  This is true regardless of whether we’re looking at GRPs, CPPs, impressions or SOV.

While these tools increase efficiency and productivity, the human element, simply cannot be removed.

Even if an agency subscribes to the best and brightest digital buying software (f.e. one that sends RFPs, automatically imports the proposals, analyzes them and then prepares a recommendation for a buyer to approve), some strategic opportunities are still inevitably missed.

The best sales rep doesn’t know the client as well as the buyer.  They may put a site list together that misses a small, but key, segment of your target audience.  In many instances, sales reps can’t describe the content all of the sites within a customized list they propose.  A digital tool can’t research each site and approve the content before our client’s ad begins running on it.

The best planning tool also can’t set up negative keyword parameters surrounding a buy.  If your client is a discount airfare company, you want to be sure that your ad is in front of consumers reading editorial articles about travel.  The worst placement would be in the middle of an article about a recent airline crash.  There simply isn’t a line item within a planning tool to account for the strategy about where you do not want your ads to be displayed, which can arguably be just as important as where you do want your ads to be displayed.

Finally, there are some circumstances in which a buyer may wish to pay a higher CPM that would be deemed efficient by a planning tool.  For example, if a small niche audience is difficult to reach, you can expect to pay a higher CPM.  If that audience is extremely valuable, the high cost is justified, although a planning tool wouldn’t recognize that as acceptable.

Tools are absolutely a necessity and tremendously help to improve the efficiency of buyers, which allows agencies to take on more clients.  We aren’t to the point yet, and I’m not sure that we’ll ever be, to completely allow a digital tool to take the place of the human strategy that goes in to all media decisions.

I am a self-admitted label whore.

I’ve been this way my entire life and am a sucker for designer clothes and accessories. We all know that coupons and fashion freebee’s are excellent incentives to get customers purchasing and aware of new products, especially in today’s economy. Instead of the traditional direct mail coupons and ads, some companies are beginning to turn to new methods.

Diane von Furstenberg, better known to the more fashion acclimated crowd as DVF, recently used Twitter to promote a fashion event in NYC. She purchased a Promoted Trend and used various related search terms for the event and her flagship store, which is located in Manhattan.

Her team monitored Twitter and check-ins using Foursquare. Every hour a lucky Twitter Follower would receive a direct message notifying them that they had won a bottle of DVF’s new fragrance that won’t hit stores until late September. The recipients also received directions and a special password to her brick-and-mortar store to claim their prize.

DVF did this in hopes of bridging the gap between social media and brick-and-mortar stores, thus increasing interaction between consumer and designer. Many think that brick-and-mortar stores are on their way out. WRONG. Even though our society lives in the digital age and a lot of consumers shop online- there are things you cannot receive online that you can in the store. A recent Google “Mobile Movement” study found that fifty-five percent of consumers who research and browse for goods on their mobile device visit a store afterward, with forty percent making an actual purchase from the brick-and-mortar store.

This company is not the only one beginning to launch products via social media. Burberry is also rolling out a campaign to send samples of their new fragrance, which doesn’t hit stores until mid-September, to their Facebook Fans. You simply “like” their page and go to the Burberry Body tab to request a sample.

Since I am a label whore, I immediately logged onto Facebook and requested a sample! Who doesn’t love a free bottle of perfume?  I signed up for a similar trial in High School. I was sent a free huge bottle of Ralph Lauren Rocks perfume and have been a loyal buyer of it ever since.

Beauty researchers have found that Facebook fans tend to be the most loyal and engaged customers. This soft launch act not only creates awareness but increases “likes” on their Facebook page, and surely draws traffic to their other social media sites and website. It also generates word-of-mouth buzz which is still one of the most trusted forms of advertising. After receiving the free bottle of Ralph Lauren perfume, I bragged to all my friends about it and now they steal a few sprays every time they come over!

I believe that these companies may be onto something. Maybe the rest of the advertising world should begin to market and send samples to brand loyalists. If social media truly is the way of the future, companies and agencies should look at turning Facebook Fans into brand evangelists–ones that will sing their praises of favorite brands to the heavens.

Being in media, and just a TV lover general, I pay extra attention to promotions for TV programs. There are so many new (and old) shows I am looking forward to this fall but this may be the one I’m most excited about. Boardwalk Empire just premiered its second season on HBO and the TV giant has done something major to promote the prohibition era set series.

HBO has partnered with New York’s MTA to put an actual 1920s subway train back in service on the 2/3 line during weekends this month to promote the season 2 premier. The train car will feature “authentic details such as rattan seats, ceiling fans, and drop sash windows” – and, of course, Boardwalk Empire ads.

No word on the cost of this massive promotion, but I think it’s a pretty clever idea. I would definitely rather take a ride on this train than see another X-factor promo. Move over, Simon Cowell.

*photo courtesy of ADWEEK

It’s time for my favorite blog entry of the year, fall TV predictions…who will be a household fave, a la Seinfeld, and who you will never remember, a la Emily’s Reason’s Why Not, which bowed out after 2 episodes in 2006.

Fall 2011 proves to have a full plate, with 27 new broadcast shows launching this fall.  There are even more to come mid-season, but we’ll check those out a few months from now.  ABC leads the pack with 7 new shows, following by NBC with 6, CBS and FOX with 5 each and then the CW with 4.  Check out the daily prime time lineup here.

Last year, I really picked a stinker with $#!% My Dad Says, so this year I am going to pick a top three hit list, to increase my chances that at least one of the three will stick around for the fall 2012 premier.

The X Factor

We’ve been hearing about this show ever since Simon left American Idol.  There is so much anticipation in fact, that the official website has a countdown to the premiere date.  Anything that Simon touches pretty much turns to gold, so I have do doubt that this show will be a ratings blockbuster.  If you aren’t familiar with the hype, think Idol meets The Voice.

Premier Date: Wednesday, 9/21 at 8 PM on FOX.

Last Man Standing

Speaking of old favorites, Tim Allen is back on the small screen with Last Man Standing.  Between Buzz Lightyear and Tim “The Tool Man” Taylor and The Santa Clause, who doesn’t absolutely love Tim Allen?  The show already starts out with a high likeability index.  This character is almost the exact opposite from Home Improvement with the main character, played by Tim Allen, living in a house with 4 women, his wife and 3 daughters, aged 22, 17 and 14.  On any given day, he’s lucky is one of the ladies will give him the time of day.  If you haven’t seen the promos, think Home Improvement meets 3 Simple Rules.

Premier Date: Tuesday, 10/21 at 8 PM on ABC.

Two and a Half Men…Kutcher Style

It’s not exactly a brand new show, but it’s as close as you can get while still keeping the same name.  Now that Charlie is out, I’m excited to see what Ashton will do with the role.  I think we’ll see a ratings spike, from what were already very good ratings last spring, for the first 3 or 4 episodes as viewers get a feel for Kutcher in the role.  Will they call him Charlie?  Will he be smooth like Charlie or goofy like Kelso?

Premier Date: Monday, 9/19 at 9 PM on CBS.

Is it ok to go HTML 5 crazy?

The internet darling band OK Go did with their recent interactive music video. We’ve seen these before, but this is just one more step to bringing HTML 5 into the mainstream.

I could go on about HTML 5, what it means to the Geek Suite here at CurrentMarketing, but then eyes would glaze over.

Sometimes it is just best to show:

http://www.allisnotlo.st/index_en.html

As more and more people flock online for entertainment, OK Go’s video is just a sampling of how interactive things will become. I’m not particularly impressed from a technology standpoint but the idea is what is genius here. Typing your message and having it display is nothing, but bringing people into it, letting the user feel like they’re not consuming, but creating .. that’s entertainment.

And of course, the message I created: http://www.allisnotlo.st/videoend_en.html?mid=fDMtqxKVrw9

So recently I stumbled upon an interesting article where an italian artist commemorated her deceased cat with a full page ad in a national newspaper. This article intrigues me for a number of reasons…

1) I come from a newspaper sales background
2) As a print media buyer, I know how costly a full page ad can be
3) It’s a crazy cat lady!

The text in the ad reads in Italian, but the concept of the ad is self explanatory from a visual perspective.  The text is a poem from the owner to the cat (Sky) stating he was “abducted by a neutrino/adrift in galactic space.” The owner will also miss being filled with her pet’s catitude (that’s the cat version of attitude if you were wondering).  I can only imagine what the rest of this poem says!

I know this tribute ad could not have been cheap, as the googled cost of a full page, color ad in the Wall Street Journal is upwards of $200,000! Planning and purchasing print media is a careful process, focusing on return on investment, branding, etc.  Personally as an owner of an adorable canine, I can’t say exactly what I would do if he passed, but I’m pretty sure I would find it rewarding to donate even part of this cost to a local humane society. Either way, Sky will not be forgotten!