In years past, there has been lots of debate over whether Super Bowl ads were worth it. You’re not hearing that as much this year. There is a greater sense this year that for some brands the high price actually pays off. One likely reason is advertisers are doing more and more to make their ads the center of a larger campaign, as opposed to a stand-alone effort. But there are other reasons why the buy makes sense, especially this year. Walt Guarino, who has worked with Super Bowl advertisers and is now president and managing director at Insight/SGW, a New Jersey marketing agency, explains.
In years past, there has been lots of debate over whether Super Bowl ads were worth it. You’re not hearing that as much this year. There is a greater sense this year that for some brands the high price actually pays off. One likely reason is that the pregame hype has gotten louder and louder. Also, advertisers are doing more and more to make their ads the center of a larger campaign, as opposed to a stand-alone effort. But there are other reasons why the buy makes sense, especially this year. Sunday’s game is expected to break a viewership record for the third year in a row, and pricing for the game is rumored to have dipped for only the second time ever, though CBS has not confirmed that. Further, with CBS airing a pregame special about the spots that actually got decent viewership Wednesday night, and dozens of web sites set to replay Super Bowl ads the day after, advertisers have arguably never gotten such widespread exposure. Walt Guarino, who has worked with Super Bowl advertisers and is now president and managing director at Insight/SGW, a New Jersey marketing agency, talks to Media Life about why the Super Bowl is recession proof, why some brands pulled out, and why the Census Bureau’s buy is a real head-scratcher.
Americans are consuming more and more video across all three screens (TV, Web, Mobile) according to our recent A2/M2 Three Screen Report. But do we watch TV online the same way we watch on our living room TV?
AD PERFORMANCE RATES:
Online TV Viewing Dominates Web Sessions Reused TV Ads Perform Best Viewers Still Prefer Live TV
About the Survey:Nielsen collected online panel data of US visitors to online TV sites (ABC.com, CBS.com, CWTV.com, Hulu.com, or NBC.com) from January 4-February 4, 2010.
A key element of a Lovemark is secret ingredients (in the Mystery bucket). Think the recipe for Coca-Cola. The Harley Davidson sound. How you get the Caramello into the center. Some secrets however are for sharing, not locking up. In sojourns to the Lake District of England where I have a home in Grasmere (the most beautiful village in the whole wide world) I was introduced to Nathan Westgate and his team of ‘secret agents’ who search out the most unique places to stay, eat and visit.
Nathan has created a website Secretly Famous that shares recommendations of quirky and unusual places that have the real charm and character of the Lake District, one of the world’s must-do tourism trails (read your Wordsworth). You’ll find farms, barns, bars, beds and bakeries. His ‘secretly found’ places are all independently owned, are run by people who have amazing passion for what they do, and champion the best local produce.
My favorite place in Grasmere to recover my senses is The Jumble Room run by Andy and Chrissy Hill – “a small bohemian-style restaurant”. You’ll find this is now “Secretly Famous” along with The Randy Pike in Ambleside, Augill Castle near Kirky Stephen, and Little Town Farm near Preston, among many others.
Nathan, who is a brand consultant in Preston, has started with the Lake District and Lancashire, will venture to Cheshire and Yorkshire in 2010, and then the world
Who wanna take over the Display AdSpace – Google YouTube Android vs Facebook MSN Apple?
Second, we are extending our cooperation outside the US, bringing the Bing-Facebook search integration to the more than 400 million people using Facebook around the world. Going deeper in web search experiences with Facebook, in addition to the collaboration we announced last October about bringing public data from Facebook’s API into the search experience, will enable us to do great things together for our customers.
You will start to see the fruits of our expanded relationship show up in the Facebook experience over the weeks and months ahead. We are very excited about the work we have done with Facebook, and are really looking forward to the amazing things we can together do for our mutual customers in the months and years ahead.
Under an agreement that is still being finalized, the National Security Agency would help Google analyze a major corporate espionage attack that the firm said originated in China and targeted its computer networks, according to cybersecurity experts familiar with the matter. The objective is to better defend Google — and its users — from future attack.
The pact would be aimed at allowing the NSA help Google understand whether it is putting in place the right defenses by evaluating vulnerabilities in hardware and software and to calibrate how sophisticated the adversary is. The agency’s expertise is based in part on its analysis of cyber-”signatures” that have been documented in previous attacks and can be used to block future intrusions.
The NSA would also be able to help the firm understand what methods are being used to penetrate its system, the sources said. Google, for its part, may share information on the types of malicious code seen in the attacks — without disclosing proprietary data about what was taken, which would concern shareholders, sources said.
Greg Nojeim, senior counsel for the Center for Democracy & Technology, a privacy advocacy group, said companies have statutory authority to share information with the government to protect their rights and property.
