Mobile internet extends the audience reach of leading website categories by an average of 13 percent over home PC traffic alone - and for some categories, such as weather and entertainment, the extended reach is significantly greater, according to Nielsen (via MarketingCharts).
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Even in times of economic instability - perhaps especially during times of economic instability - people go to the movies, and cinema advertising is becoming a more common element in a media buyer’s bag of tricks.
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Awareness of and interest in “The Golden Compass” among those exposed to full-screen mobile ads for the film increased significantly, according to the results of a mobile advertising campaign by Greystripe and New Line Cinema, MarketingCharts reports.
Cute blondes with yappy dogs bearing packs of tissues are apparently a good combo when it comes to street teams: Legally Blonde The Musical saw a high 20 percent response rate to its Elle Woods look-alike street campaign.
Spending on freestanding inserts more than doubled last year, going from $413 million in 2006 to $904 million in 2007, per Nielsen Monitor-Plus.
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Focus magazine, a small skateboarding title, hooked a media sponsorship with Activision, the publisher of the skateboarding video game Tony Hawk’s Proving Ground, and saw subscriptions to the magazine grow 10 percent since October of last year.
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Recently released findings from Project Apollo identify how frequency and recency of ad exposures among both heavy and light category purchaser segments can generate sales for a specific CPG food product, according to Arbitron.
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A growing chocolate retailer is relaunching its catalog, mailing for the first time in more than four years.
Project Apollo pilot data indicates that marketers can identify consumer groups whose sensitivity to price depends on their exposure to advertising.
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Another study has been released that claims to show that advertisers who buy branded keywords on search engines are wasting their money, because those ads are being clicked by consumers who are on the way to that advertiser’s site already.
An average advertising recall of 59 percent, with 92 percent overall able to recall one or more of the surveyed TV commercials aired on TV screens in Atlanta buses, are the results being touted by a Carroll Media study conducted for Transit TV in Atlanta, reports MarketingCharts.
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Product reviews, comparison shopping and Google Checkout helped Buy.com attract more visitors and rack up record revenue in 2006.
A recent Hewlett-Packard direct mail campaign drew a 6 to 9 percent response rate and a 66 percent conversion rate.
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The Nielsen Company and Arbitron’s Project Apollo released a case study for a brand of pain reliever that used data from the project - specifically audience data among current brand users aged 25-54 - to guide the selection of networks and dayparts. The brand was able to snare a 16 percent increase in the delivery of consumers aged 25-54 who buy the brand when compared to a conventional ad schedule based on traditional media planning tools.
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The Top of the Rock Observation Deck, a tourist attraction atop 30 Rockefeller Plaza (home to NBC), saw a boost in traffic during January, thanks to a new on-street promotion.
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Credit Card solicitation response rates have been declining in recent years, just as the volume of mailed offers has continued to rise, but the Arriva credit card direct mail campaigns are delivering average response rates four times the industry norm.
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The FCC has announced its conclusion that laws against indecent broadcasts were violated during CBS’ airing of the 2004 Super Bowl display of Janet Jackson’s breast, writes Radio Ink. The FCC also said that it would not reconsider its ruling to fine CBS stations $550,000 for the incident, which may now be one step closer to a possible court date, Adweek writes.
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Coming into this week’s network upfront presentations, speculation was high yesterday as sources said NBC might launch the Sony drama Kidnapped earlier than planned, debuting the show as soon as this summer, writes Broadcasting & Cable.
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In July, Calvin Klein’s CK One put male and female models on a stage built to look like a huge CK One bottle above the Times Square Hard Rock Cafe.
The Calvin Klein team estimated they got $12 million worth of media coverage and direct marketing impact from the day-long event which cost $500,000, according to a Marketing Sherpa case study.
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The difficulty of physics being the very reason why people who wind up becoming PR and marketing people often decide to go that liberal arts route, it may come as little surprise that Snapple’s giant popsicle stunt failed today. It seems that the Snapple marketing folks’ attempt at erecting a Guinness Book record-breaking popsicle was called off when they remembered that old rule about phase changes: ice melts in NYC in June. But perhaps contributing more to the fiasco than the English majors was the group from the other hard science escape route: the lawyers. When one got a load of the Popzilla that was about to be erected, it set off the tort alarm bells, shutting down the event for good.
Manhattan’s Union Square, now even sticker than usual, still smells of kiwi and strawberry after the block was flooded with oozing Snapple as the beast melted ignominiously in the sun. The AP reported that onlookers had to scurry for higher ground, although that might be laying it on a bit thick.
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