Media companies can take advantage of the web’s community features and their TV shows’ online fan bases to help build their audiences, according panelists at the Digital Hollywood conference in New York, reports MediaPost (via MarketingVox). Dave Panos, CEO of a social media technology site Pluck.com, said users become brands’ best promoters.
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News Broadcast Network (NBN) released its widely broadcast Super Bowl news distribution package - consisting of video and audio clips of some of the best of this year’s Super Bowl ads - for the eleventh consecutive year. The package was released several days prior to the Super Bowl, providing newsrooms across the country early access to the much- anticipated commercial spots. Now, NBN is announcing that the 2006 Super Bowl package totaled more than 2,500 video and audio broadcasts and reached an estimated audience of 88.7 million - a number that approaches the audience of 90 million people who actually saw this year’s Super Bowl.
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Google has opened up bidding for print ads via AdWords, and advertisers can now, during a test phase, bid for full-page, half-page and quarter-page ads in various lifestyle and technology magazines, reports ClickZ (via MarketingVox). Google provides circulation and readership data, including proportion of males and females, percentage of those who are college educated, average age and average household income. Publications include Car and Driver, Women’s Health and Fitness, and Martha Stewart Kids.
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Page views for Clear Channel Radio’s HD2 multicast channel streams are up 71 percent this week, according to statistics compiled by WebSideStory, Clear Channel said today. And the number of streaming sessions is up 90 percent in the same period.
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To date, four groups have signed for Arbitron’s portable people meter service when it is deployed in Philadelphia, Mediaweek writes. Mayo Seitz Media, The Star Group, Harmelin Media, and Beasley Broadcast Group have all signed for the service in Philadelphia, possibly the second market to launch PPM after Houston. Arbitron announced Tuesday that it has completed the Media Rating Council audit of its PPM radio and TV ratings service in Houston, and is awaiting accreditation.
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The Georgia Ford Dealers took over for Dodge as title sponsors of this year’s Tour de Georgia bike race, set to run April 18-23, writes Brandweek. Ford’s lead marketing agency, JWT, Atlanta, will include Internet, POP, radio and on-site showcases of Ford vehicles in its campaign. Last year’s event attracted about 1 million spectators and $36 million for the state. Other sponsors include the Georgia Partnership for Economic Development (i.e. Georgia Tourism), Jerzees, GE Energy, Georgia Power and Hincapie Sportswear.
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Contrary to media markets’ fears, Zehnder Communications, one of New Orleans’s leading ad agencies, assures that along with the city’s recovery after Hurricane Katrina, the media economy has begun to strengthen, reports Media Life.
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Interpublic Group’s Deutsch has officially regained responsibility for DirecTV’s media and creative chores on its ad account, billing an estimated $120 million, writes Adweek. DirecTV states that Deutsch and duetschMedia offices in Los Angeles and New York will take over for Omnicom Group’s BBDO in New York. Deutsch, which worked with DirecTV from 2000 to 2004, will again provide creativity on national and local television, radio, and print.
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This spring, BusinessWeek Small Business will increase its circulation 30 percent from 500,000 to 650,000, after merging its subscriber list with a list from the financial information firm Dun & Bradstreet of targeted small business owners, writes Mediaweek. The quarterly publication launched in June 2004, has a controlled circulation, and is also sold in select airports and bookstores.
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Panelists at Wednesday’s Business Marketing Association’s What to Expect 2006 formed a consensus that marketers should invest more in intellectual capital in the b-to-b arena and worry less about return on investments, writes B to B. Leaders from companies like Ernst & Young, Doremus Advertising and Google agreed on the importance of intellectual capital in 2006 - an interesting and, perhaps, ironic shift, as marketers have been urging their agencies to shine the spotlight on ROI in the last few years.
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Procter & Gamble has shifted its global creative duties for the Old Spice brand from Publicis Groupe’s Saatchi & Saatchi to independent Wieden + Kennedy after a pitch, Adweek writes. W+K will also handle media planning and buying for the brand in North America; Starcom MediaVest Group will continue to handle media planning and buying in other markets. Billings were not disclosed, but P&G spends about $80 million on Old Spice in the U.S. alone, according to Nielsen Monitor-Plus.
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Wednesday, Cendant, the real estate and travel conglomerate, signed with Spot Runner, a TV-advertising startup, to offer the more than 9,000 Cendant real estate brokerages inexpensive media-buying services online, writes Red Herring. Spot Runner will allow local Cendant businesses to select their desired TV channels, the number of commercials, and budget size. Real estate agencies can choose a template, add a voice-over, and create a TV ad for a few hundred dollars.
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Starting February 13, during the Olympic Winter Games, Visa will replace its 20-year-old tagline “Everywhere You Want To Be” with “Life Takes Visa,” writes Brandweek. Ads will include ‘regular Joes’ and Olympic athletes. After leaving BBDO, New York, last year, Visa switched to its current ad agency, TBWAChiatDay. Visa claims the new tagline parallels the brand’s natural progression.
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