Tag Archives: Commercials

Want to actually be moved by a commercial?

Here’s a great example of creative, inspiring, even emotional advertising for a product never mentioned by name.  It proves great writing and production, even in commercials, can still be good content.  It’s worth the time spent to craft both your message and medium in today’s marketing world.  I bet this becomes a viral smash with … well, I won’t tell you who … just watch the video.

Off to an underwhelming start.

The first advertising revenue figures of the year are now coming in with the January 2008 Miller-Kaplan report. New York City posts a 7.5% drop at radio. But, as bad as radio may look to outsiders, things are worse at print where the New York Times just fired 100 people. Magazines are feeling the pinch from lower automotive and financial services buys. And, the Writer’s Guild of America strike will certainly affect TV revenue for Q1 & Q2. The big number to watch, though, is the subprime mortgage rate – the first indicator for a national economic recession, which has everyone spending cautiously at the moment. The good news is radio looks much better for February and March.

The opportunity now is for radio to present a uniform message to advertisers that our medium is the most cost-effective means of reaching the most consumers, with high frequency, and specifically targeted campaigns. Our value is clear when compared to the TV and print.

What Happens When Features Come On?

Coleman Insights recently conducted a study of the Philadelphia PPM ratings to find out “What Happens When Features Come On” the radio. The school of thought has been feature elements would create “appointment listening” drive cume and thus higher PPM levels. The study finds features have very little affect on listening levels but have a bigger impact on long-term brand development. Audiences tune-in specific programming inconsistently, which means only the strongest programming elements really impact listening behavior.

Download the study here.

For my personal summary of major conclusions, keep reading … Continue reading

Best Viral Ads of 2007

Would you believe more than 5-million users chose to watch a commercial last year?  It’s true.  According to YouTube, that’s how many people watched the “Gorilla Drummer” ad for Cadbury last year, making it the most successful viral ad of the year.  Smirnoff’s Green Tea Partay came next with 3.4-million viewers.

Is your creative message strong enough to cut through all the cluttered ads on traditional media?  Okay, but is it good enough for millions of potential customers to WANT to watch your COMMERCIAL?  Now, how good is your idea – really?

Watch the Top 5 viral-video ads of 2007 as rated by GoViral and reported by Financial Times

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