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| AAF SmartBrief |
| November 2, 2009 |
Learning to love the DVR
The TV industry initially recoiled at the development of TiVo and other digital video recorders, concerned that the technology would lead to viewers ignoring advertising during DVR playback. However, research shows that DVRs are boosting audiences for certain shows, and that 46% of viewers in the 18-to-49 demo are staying put for TV spots during playback, according to Nielsen. NBC president of research Alan Wurtzel said, "Nobody knew the commercial ratings would be as robust as they are." NYTimes.com (11/1)
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Report: Comcast-NBCU deal nearing the finish line
Comcast and General Electric are closing in on a deal that would give the cable provider a 51% stake in NBCU. Under the deal, Comcast would bundle its own portfolio of networks with NBCU. G.E. would retain a 49% stake in the company. One wildcard is the 20% of NBCU that is owned by Vivendi, which G.E. is looking to buy back from the French media company. NYTimes.com (11/1) Reuters (11/2)
PepsiCo crowdsources Dew review
PepsiCo is giving consumers the power to decide who will do marketing for three product launches. In a contest starting this month, any agency, independent film company or individual can submit 12-second clips outlining their ideas for marketing Mtn Dew line extensions Distortion, Whiteout and Typhoon. Advertising Age (tiered subscription model) (11/2) Adweek (11/2)
Detroit paper gets an editorial assist from advertisers
An advertising strategy by the Gannett-owned Free Press in Detroit pushes the traditional boundaries between newsrooms and ad departments, by allowing marketers to have some influence over story ideas as well as a say on when stories are run. Free Press editor and publisher Paul Anger said, "One of the things I think newsrooms have to realize, is we're here to cover the news in an unvarnished way, but we're also here to facilitate commerce." The Wall Street Journal (11/2)
EBay aims to boost position as holiday shopping destination
EBay is rolling out a new marketing campaign today, its first in about 18 months. The campaign features the tag line "Come to think of it, eBay." The online auction house is striving to attract more holiday dollars this year as its marketplace continues to slump. Lorrie Norrington, president of marketplace operations at eBay, said the campaign is meant "to shift the buyer perception of what eBay is today." The Wall Street Journal (11/2)
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How do you see the U.S. advertising and media economy recovering in 2010?
A rebound to pre-recession ad spending levels.
A mild boost from 2009 numbers.
About the same as 2009.
Down from 2009.
Brands see live online content as key to authenticity
Burger King, Adidas and Diet Coke are among the marketers using live content on the Web and other platforms as a means of establishing their bona fides with their target audiences. "It's fascinating because it's really about the brand letting it all hang out and not being afraid of messing up," said Lars Bastholm, chief digital creative officer at Ogilvy North America. "If brands want to ... be seen as 'friends,' then they also need to have flaws like real people have." Adweek (11/2)
Small banks band together to win business from bigger rivals
Smaller, local banks and credit unions around the country are banding together to pitch their services to potential customers as being a reliable alternative to major banks. "It's a land grab right now and credit unions and small banks are in a great position to grab market share, and they're using marketing messages to their advantage," said Jacob Jegher, a senior analyst at consulting firm Celent. NYTimes.com (11/1)
Pharma ads no longer cure for what ails print?
Print publications enjoy a lucrative business in direct-to-consumer pharma ads, but they are facing challenges on two fronts: competition from online rivals and the possibility of new government-imposed ad regulation. Brandweek (11/1)
Wisk helps naughty networkers clean up their acts
Wisk-It, sponsored by detergent Wisk, lets users clean up their Facebook image by identifying photos they'd like their friends to remove. The Wisk brand is getting a marketing update, and the application was created by agency TracyLocke. The New York Times (tiered subscription model) (11/1)
Featured Content
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Census expected to reveal new marketing insights about Hispanics
Ad agencies and media firms anticipate the results of the 2010 Census could lead to major changes in the way their clients approach the fast-growing Hispanic market
"It will be a huge eye-opener when we see the growing affluence of the Hispanic marketplace, not just in buying power but also in household wealth," said Cynthia McFarlane, chair of Hispanic shop Conill, a unit of Publicis Groupe. Adweek (11/2)
P&G debuts Spanish-language online fashion show
The Spanish-language Procter & Gamble-branded entertainment show "De Moda" has debuted with a story about women who wear inexpensive clothes on the red carpet. The program is intended to showcase P&G products through content that is culturally relevant. Advertising Age (tiered subscription model) (11/2)
Top five news stories selected by AAF SmartBrief readers in the past week.
Results based on number of times each story was clicked by readers.
Advertising Hall of Achievement®
Join us in celebrating this year's Advertising Hall of Achievement® inductees, on Tuesday,
Nov. 17, at Cipriani on 42nd Street in New York City.
This year's honorees are Allison Arden, VP/publisher, Advertising Age & Creativity; Tara Comonte, CFO & COO, worldwide, Mediabrands; Peter McGuinness, chairman & CEO, Gotham, Inc.; Ari Merkin, founding partner/chief creative officer, Toy New York; Beatriz Perez, SVP, integrated marketing, Coca-Cola North America; Tracey Scheppach, SVP, video innovation director, Starcom MediaVest Group; and television producer Ben Silverman.
For further information, go to www.aaf.org/ahoa, or contact Dee Dee Swartz at dswartz@aaf.org, or (202) 898-0089. Make your reservation today!
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--William Bernbach, member, Advertising Hall of Fame |
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