If you’re hesitant to spend money on advertising because there’s no way to measure return on investment, online advertising provides a solution.
Online advertising is different from more traditional forms of advertising such as print and broadcast because it’s easier to measure an ad’s effectiveness online. Though traditional media vehicles have ways to target potential customers, it’s nowhere near as accurate as the Internet where you can target people based on their location, interests and behavior.
Another big plus for online advertising is the ability to make quick adjustments to your strategy. If your SEO isn’t increasing your web traffic, change it. Need to update an online ad? No problem, that can be done much quicker and cheaper than with traditional media.
Most importantly, though, online advertising gets results. For example, one of our SEO clients invested $3,000 per month last year and got $800,000 worth of new business as a direct result of that SEO campaign.
Online advertising becomes even more effective when part of a multi-media campaign. Your website, online videos, banner ads and more serve to further enhance your print, broadcast, collateral and other media efforts. For instance, Nielsen, the research company that provides ratings for TV and other media, found that online video ads “help to reinforce and strengthen the impact of a traditional TV campaign.”
In the same way, traditional media channels can help promote your website or social media pages. Another client saw a steady increase in web traffic due to a good SEO campaign along with traditional media vehicles that encouraged people to check out the website. In fact, the client got the most unique visits right after they ran newspaper ads, put up posters and sent out direct mail.
So, don’t throw out traditional media completely. Your goal should be to develop a campaign that promotes one message across all media channels, both on and offline. That’s the kind of campaign that will reach the most people and achieve the best results.
If you missed Friday’s blog post, I talked about how money can’t save an ad if it doesn’t have a sound strategy. Last night’s Super Bowl ads are further proof that money doesn’t make a good ad. Here’s the best and worst Super Bowl ads as well as a few that fall somewhere in between.
The Good
M&M “Sexy and I Know It” – Laughed out loud at this ad. Kudos to Vanessa L. Williams as the sassy brown m&m.
Volkswagen “The Dog Strikes Back” – Though not as good as last year’s “The Force” spot by VW, this ad is by far one of the best ads this year.
Toyota “Connections” – I love getting to see all the different Camry owners and their stories. Not necessarily a new idea, but a good one nonetheless.
CareerBuilder – I know the apes have been around a long time but they’re still funny. Plus, the apes make me think of CareerBuilder, just like cavemen make me think Geico.
Chrysler “Halftime” – With this ad, Chrysler reminds us that it’s as American as we are, and like all good Americans, it will survive.
Chevy “Happy Grad” – This ad was hilarious. Plus, it puts focus on the car without screaming ‘I’m a car commercial.’ Just a great ad all the way around.
The Mediocre
Bud Light “No Pants” – While the situation is funny, it was more of an ad for LMFAO’s halftime show than for Bud Light.
Hulu Plus – I loved Will Arnett since he was on Arrested Development but this ad just isn’t as good as the earlier ones with Alec Baldwin.
Kia Optima – This ad is way more of a nightmare than a dream. The only reason it’s not in the ugly section is due to the tiny sandman.
H&M “David Beckham” – David Beckham’s hot, so what else is new? Next time show some creativity, H&M.
Acura NSX – In my previous post, I said this ad was mediocre. That feeling hasn’t changed.
The Ugly
Go Daddy – Congratulations, Go Daddy, this ad is terrible. You’ve officially hit an all-time low in advertising.
Doritos “Sling Baby” – Out of the thousands of entries into Doritos ‘Crash the Super Bowl” contest, the fact that this one was chosen to air during the game is frightening to me.
Samsung – I applaud your effort to challenge the iPhone. Unfortunately, you failed. Now you’ve proven Apple has a better product and better advertising.
Honda CR-V “Matthew’s Day Off” – Ferris Bueller, funny in 1986, not so funny in a 2012 Honda commercial.
Have an opinion about the Super Bowl ads? Vote for your favorites on USA Today’s Super Bowl admeter.
Every year, I look forward to Super Bowl Sunday. Not because of the game, but because of the ads. If you’ve ever watched a Super Bowl ad, you know why. They’re supposed to be the best advertising of the year – pure entertainment, very little sell, and plenty of money poured into production. It’s no secret that companies spend a ton of money creating a Super Bowl ad and that’s before they pay the media cost – up to $3.5 million for a 30 second spot this year.
But, does lots of money really make for a better commercial? Ideally, it should – more money should get you better writing, acting, editing and so on.
For instance, money definitely came in handy with Volkswagen’s “The Force” commercial which featured a tiny Darth Vader and Star Wars music. In addition to the estimated 111 million Super Bowl viewers, the ad received millions of extra views online before the game. And, people kept watching after the game too – the YouTube count is now at almost 50 million views. The ad’s success is undoubtably the reason Volkswagen chose to mention it again in this year’s Super Bowl ad.
However, more money doesn’t always guarantee a great ad. An example of this is the new Acura NXS spot that’s airing Sunday. The commercial features Jerry Seinfeld, one of the funniest men on the planet, and yet the ad falls flat. Sure, there are a few parts that make you laugh but that’s due to Jerry, not the script. The spot uses a cliché scenario – the old ‘I’ll trade you awesome things if you’ll just let me have the sponsor’s product,” and goes on too long. After 20 seconds, I found myself asking, “why isn’t this over yet?”
In the end, Acura spent a ton trying to create something really brilliant and all they got was a mediocre commercial.
The truth is, when it comes to advertising, strategy matters more than budget. A good strategy can shine on a shoestring budget just as a poor strategy can cripple a multi-million dollar campaign. A good ad agency should be able to think creatively whether they’re given $50,000 or $50 million.
Enjoy the game and the ads. If you’re like me and can’t wait until Sunday, you can watch the ads now.
Tuesday was the 75th anniversary of Theodor Geisel’s (Dr. Seuss) first book, And to Think That I Saw It on Mulberry Street. The book tells the tale of a little boy walking home from school and trying to think of something he can tell his father. But, he’s facing a bit of a dilemma: all he’s seen on the walk is a cart and horse, far from impressive. As the walk goes on, the boy begins to imagine crazier and crazier stories to tell his dad. In the end, the truth wins out and he tells his dad he’s seen a cart and horse.
It’s sad for a children’s story and has a lot more depth than you’d think. Is it a story about growing up and facing reality? Is it about the boy’s struggle to please his father even if it means killing his creativity? Is it simply a story about telling the truth?
“All of Dr. Seuss’ stories are brilliant in their simplicity. None of his stories tell you what to think, they let you draw your own conclusions. That’s why they’re so popular – everyone can relate to them,” says Dea Goldsmith, Echo-Factory Creative Director.
Most creatives feel like Dea. For us, that story represents everything that art should be – simple, original, memorable and open to interpretation. It’s the kind of work we stay up nights trying to create.
“In advertising, we’re constantly looking for those simple connections. For every project we work on, I force myself to take a step back and think what’s the simplest way to solve this problem? More often than not, it’s the simple solutions that are the most poignant,” says Dea.
Seuss also had the courage to trust his audience, something we ask clients and ourselves to do more of every day. As Dea puts it, the best art (and ads) are the ones that allow audience members to find their own insight instead of beating them over the head with a theme or message.
But, perhaps the biggest reason we love Dr. Seuss is because he gives us hope. According to a story on NPR, Dr. Seuss almost never was. After Mulberry Street was rejected 27 times, Geisel had given up on the book. Then, he ran into a friend who also happened to be a children’s book editor at a publishing house. He published the book in 1937, giving Geisel the jumpstart he needed to become Dr. Seuss.
So, from all of us at Echo-Factory, we say thank you to Dr. Seuss for all his inspiration, past, present and future.
If you were anywhere near the Internet on Wednesday, you saw our website and thousands of other sites including Wikipedia and Google participate in a blackout protesting the Stop Online Piracy Act (SOPA) and its corresponding bill, the Protect IP Act (PIPA).
If you’re not up to speed on SOPA and PIPA, here’s the deal. The bills seek to block the illegal use of copyrighted content online.
Now, as an ad agency whose bread and butter relies on the creation of ideas, you’d think we’d be for SOPA and PIPA. You’d be wrong. No, we don’t want to see our stuff get ripped off. But, even more than that, we don’t want to see these bills fall into the wrong hands. And, they undoubtably will. Think McCarthy in the 1950s. That’s the level of abuse we’re talking about here.
These bills give people the power to blacklist and shutdown websites based on the smallest perceived infraction. According to the Electronic Frontier Foundation (EFF), “rightsholders, ISPs, or the government could shut down sites with accusations of infringement, and without real due process.”
So, what happens if your site is blacklisted (deservedly or not)? Well, as you’d expect with any blacklist, other online companies have to shut you out. If you’re advertising through ad networks such as Google AdWords, using Paypal on your site or running an SEO campaign, all that’s over. Under the law, other sites will have to stop linking to your site and search engines will be forced to forget your site exists. Once you’re blacklisted, you turn into persona non grata. No one online will want to associate with you for fear they’ll be blacklisted too.
If you manage to escape being blacklisted, the bills still come with negative consequences. The EFF states that SOPA and PIPA will cost the private sector millions of dollars and reduce online security. Most importantly, the bills will do nothing when it comes to stopping online piracy. The tools outlined by these bills aren’t anywhere near sophisticated enough to keep tech-saavy users, the people doing most of the online pirating, from using content illegally.
Thankfully, we’re making progress. Due to the massive protest from the American public this week, many supporters of SOPA and PIPA have jumped ship. Even the White House has come out against the two bills. With so many against SOPA and PIPA, leaders in the House and Senate have decided to put off voting until some agreement can be reached. What that agreement is or how long it takes remains to be seen. In the meantime, you can help by writing to your representatives in Washington and letting them know just how bad these bills are for you and your business.