A great click

Jeep Wrangler Unlimited

Stop the presses, I clicked on one. A banner that is. Great example of advertising that actually is relevant and give value. And a great example of a landing page after click that actually continues the experience (this is unusual). Hat of to Swedbank and agency x (anybody know who made this?).

Swedbank calculator

(Yes, definatly considering buying a Jeep Wrangler Unlimited. Hat of to Jeep for making this great classic bigger. If you are a fan, do not forget to check out Jeep great online community)

GCN – one more channel that works?

google_cpa_preformance

Google just released a white paper on the performance of Google Content Network vs Google search. Interesting reading and some worth thinking about findings. Find it through the Inside AdWords blog or get the PDF here.

How do Content Network ads perform for advertisers? We recently analyzed conversions, cost, and cost-per-acquisition (CPA) on the Content Network, and compared them to performance metrics on the search network across thousands of campaigns and many geographic regions.

This white paper presents the findings from this analysis. It shows that advertisers who advertise on the content network see good results on a number of levels:

  1. Ads on the Google Content Network are likely to be as cost-effective – or even more cost-effective – than ads on the search network.
    • The median advertiser has a content CPA that’s about 2% lower than their search CPA.
  2. The Content Network drives a significant share of total conversions.
    • The Content Network drives nearly 20% of total conversions for the median advertiser.
  3. Conversion rates are higher for advertisers who used either of two AdWords campaign management controls: the Conversion Optimizer and site exclusion.

Nicer to have Advertising

MySpace partner with Auditude and launch a “relevant” adverting model for video, following YouTube’s October launch. Myspace us Auditudes content detection system to identify copyrighted content and serve relevant advertising, even on user-submitted video. Warner Music Group is first out to apply this model (on My Chemical Romance’s cover of Desolation Row and U2’s new single Get On Your Boots) where users get an overlay with links to the artist (more info) and “buy at Amazon” button. Over a 24 hour period they got a 1.2% CTR on the ads… which will most likely entise them to move his program forward. Google’s program is somewhat different, where the content owners get the possiblility to post ads on there own videos and others (via ID’s).  – via TechCrunch
There we go, a more relevant and somewhat transparent model that actually give value to the consumer and the advertiser. Like LastFM on video, kinda. I think this is definetly a step in the right direction, thinking user and advertiser here – or as YouTube puts it “We’re happy when we can help YouTube users enjoy the content they love, and we’re happy when we can help our partners build their businesses online – but we’re happiest when we can do both.” Potentiall? Ooh ya, this is a product owners wet dream. Just think integration – TV/Print/display ads for XX pointing to interesting stories around product on YouTube, linking to product and buy. Buypassing that boring campaign site but still providing a action to buy… Next, as seen on TV.

(Ok, it seem that when and who’s first when it comes to this is slightly uncear… but in general this should be correct)

Do Something Worth Talking About

Just found these wise words on Paul Isakson’s blog:

Quit trying to “join the conversation.”

Stop trying to be everyone’s friend.

Don’t shove your marketing messages at people.

Just listen to what people are saying about your product or service and apply what you learn to making it better.

The same goes for your marketing.

Make it worth talking about.

Dito, that is all I can say.

Or just drink this 😉

Insure this…

created @ Allstate garage

Found this in among my drafts, worth posting even if created 080415…

Created this sweet ride at the Allstate garage. A {new} campaign effort by Allstate to sell insurance to bikers. By Leo Burnett Chicago and Domanistudios. A few things you can do on your visit is plan a trip (mashup with Google maps), watch Garage TV (kinda stupid but im not a biker?), build a sweet ride like above or watch Indian Larry team do the there stuff… o and find an agent or get a quote.

Social and media

After contemplating on the use of a very popular social network for “my” new company and trying to find an ROI friendly and or a search friendly (I am the recruitment business…) and or a communication friendly angel, I found these two posts on the subject of the social media term.

The biggest problem I have with the term “social media” is that it isn’t media in the traditional sense. Twitter, Facebook, LinkedIn, and all the others I don’t have the word count to mention aren’t media; they are platforms for interaction and networking. All the traditional media — print, broadcast, search, and so on — provide platforms for delivery of ads near and around relevant content. Social media are platforms for interaction and relationships, not content and ads. (Understanding and Aligning the Value of Social Media)

‘Who said this is media?’
He went on to apply a similar standard to the broader world of consumer-generated media. “I think when we call it ‘consumer-generated media,’ we’re being predatory,” he said. “Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren’t trying to generate media. They were trying to talk to somebody. So it just seems a bit arrogant. … We hijack their own conversations, their own thoughts and feelings, and try to monetize it.” (P&G Digital Guru Not Sure Marketers Belong on Facebook)

Think this a great way to approach the social online phenomenon, It is not a media it is a conversation. It can only be monetized if you allow for and join the conversation.

Unfortunately this did not help my contemplation, even added a few dimensions, but it is something to keep in mind. back to the drawing board.  

Same Same and not so Different

 Storytelling

The art of storytelling is and has always been the foundation of engaging and effective communication – independent of the way (media). You know,  a great story (idea) always “sells”. Now, in the post “push advertising ” world, technology has changed the landscape and this art is even more critical. Today, connection (emotional, engaging, relevant) is the key for brand evolution. Your consumer has all the information, there is only one way to win them over…
Some interesting stats on this Consumers Itching to Talk to Brands (summary by FutureLab)  – Findings: Why Companies Should Talk to Customers (summary by Jeremiah Owyang) and org. form ExpoTV.

Narrative is the experience. As the Web becomes the preferred destination for brand exploration, digital experiences must become richer, deeper, and more able to tell compelling stories. If your brand experience depends entirely on pages and clicks, it’s time to wonder, ‘What is my story?“- from Avenue A Razorfish’s Digital Outlook Report.

Seth Godin touches on the subject with this great post (Five easy pieces) – a must read and thing – and AdWeek ((Author)ity: The Importance of Storytelling) elaborates on the importance.

If you got all the pieces – what is your story?