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Archive for the ‘advertising’ Category

The Top 10 Viral Ads of All Time

September 2nd, 2010 by Judge

According to AdAge; The Top 10 Viral Ads of All Time

A little over five years ago, YouTube ushered in a new genre of video advertising, one that succeeded on its ability to rise above a world of pet tricks and backyard stunts, to entertain and to be passed around. Call them “viral” videos, super-sized TV ads, branded videos or just plain commercials, a few of them have crossed a significant psychic milestone: 100 million views and counting.

Last week, the roller-skating babies of Evian’s “Live Young” campaign reached the mark after a little more than a year on the web. This, without any significant TV exposure in the U.S. and very little overseas. It’s advertising that entertains. And it got us thinking: What are the most-watched viral ads of all time?

We put the question to our friends at Visible Measures, and the answer surprised us. It turned out the No. 1 viral campaign of all time is a consistent sleeper hit, not often among the weekly top 10 on Ad Age’s Viral Chart, and not connected to a big, well-heeled brand or fancy creative agency. Rather, it’s a cool gimmick that consistently delivers laughs along with cringe-inducing voyeuristic destruction.

The No. 1 video advertiser of all time is Blendtec, whose “Will It Blend” series has been around in the same form for four years, accumulating 134.2 million views. The key? The brand found what works and stuck with it. Each of the more than 120 original clips has the same kitschy music, the same tagline, variations on the same stunt and the same host, Blendtec CEO Tom Dickson.

While brilliant, Mr. Dickson has to thank Steve Jobs for Blendtec’s biggest hits, including laying waste to an iPhone in 2007 and an iPad in April.

What’s remarkable about the top 10 is that viewers would voluntarily watch an ad 100 million times, let alone 23 million times. Not surprisingly, given the recent growth of web video, most of the entrants are recent campaigns, launched within the last year or two. All but one, Pepsi’s “Gladiator,” came after the launch of YouTube in 2005. (The ad, starring Britney, Beyonce and Pink, appeared on TV in 2004.)

In addition to Blendtec, Evian and Pepsi, the list includes two Old Spice campaigns (including the newly famous “Your Man” Isaiah Mustafa), Microsoft’s Xbox Project Natal, Dove’s “Evolution,” DC Shoes’ “Gymhana Two,” and “T-Mobile Dance.” While the chart stops at No. 10, special honorable mention goes to Nike, which holds the No. 11 spot for its “Write the Future” campaign, as well as the Nos. 12 and 13 spots for early viral efforts starring Kobe Bryant and Ronaldinho.

While great creative is the key to keeping interest and generating pass-along, time also helps. It took Evian and Blendtec more than a year to get to 100 million views. The next campaign to do it will probably feature Old Spice’s Isaiah Mustafa, not for the original “Man Your Man Could Smell Like” TV ad, but the “Responses” campaign, where Mustafa recorded customized replies to folks like Kevin Rose, George Stephanolopous, Gizmodo and Biz Stone.

	Brand	Campaign	Agency	Current Week Views*	Launch Date	Watch the Spot
1	Blendtec	Will It Blend?	In-house	134,256,499	10/30/06
2	Evian	Live Young	BETC Euro RSCG	103,867,704	6/4/09
3	Old Spice	Responses	Wieden & Kennedy	57,132,669	7/12/10
4	Pepsi	Gladiator	AMV BBDO	46,742,892	1/1/04
5	Microsoft	Xbox Project Natal	World Famous	42,698,599	6/1/09
6	Dove	Evolution	Ogilvy & Mather	41,100,418	10/1/06
7	T-Mobile	T-Mobile Dance	Saatchi & Saatchi	35,487,575	1/15/09
8	Doritos	Crash The Super Bowl 2010	Goodby Silverstein & Partners	34,168,845	1/5/10
9	Old Spice	Odor Blocker	Wieden & Kennedy	33,986,750	3/31/10
10	DC Shoes	Gymkhana Two	Mad Media	32,872,531	9/3/09
Source: Visible Measures *The Visible Measures Top 10 Viral Video Ad Campaigns Chart focuses on brand-driven viral video ads that appear on online-video-sharing destinations. Each campaign is measured on a True Reach basis, which includes viewership of both brand-syndicated video clips and viewer-driven social video placements. The data are compiled using the Visible Measures Viral Reach Database, a constantly growing repository of analytic data on more than 100 million internet videos across more than 150 video-sharing destinations. Note: This analysis does not include Visible Measures’ paid-placement (i.e., overlays, pre-/mid-/post-roll) performance data or video views on private sites. This chart does not include movie trailers, video-game campaigns, TV show or media network promotions, or public service announcements. View-count results are incremental by week. To notify Visible Measures of an upcoming video ad campaign, or for an end-to-end assessment of your campaign’s overall performance, please contact Visible Measures directly.

 Viral ADs, Viral Marketing 

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Is Microsoft Working on an iPad Killer?

July 23rd, 2010 by Danny

According to small business AOL; Is Microsoft Working on an iPad Killer?

While Apple has a head start with the iPad, Microsoft is making a big push with “slates” — and could have them on the market in a matter of months.

Apple has sold more than 3 million iPads since launching the much-hyped product in April. People want tablets, including on-the-go business travelers. That much is clear. Microsoft is drifting along in Apple’s wake, promising its own round of Windows 7 tablets by the end of the year. Will this be a case of the Microsoft tortoise and the Apple hare, or will Apple simply outrun its competitor? With Windows tablet news trickling out from a variety of sources lately, we decided to sort out fact (or at least probable fact) from fiction.

A Long History

Microsoft isn’t new to the tablet game. The Windows XP Tablet Edition operating system first came out in 2002, long before the iPad was even a gleam in Steve Jobs’ eye. These creations ran a modified version of Windows XP with a stylus and handwriting recognition. Most were of the convertible variety — with a keyboard that would detach or fold out of the way. They didn’t blow away the marketplace, but the early tablets had their converts. Despite getting a big jump time-wise, Microsoft never really turned the whole enchilada into the more innovative beast that the iPad is.

Slates are Coming

Microsoft CEO Steve Ballmer promises the arrival of Windows slate tablets in the near future. His July 12 keynote at the Worldwide Partner Conference doubled as a battle cry for the tablet market. “This year, one of the most important things that we will do in the smart device category is really push forward with Windows 7-based slates and with Windows 7 phones,” Ballmer said. “This is a terribly important area for us. It’s certainly an area where, how do I say it, we feel all of the energy and vigor and push that we have ever felt to innovate, to drive hard, to compete.” He says to expect a variety of Windows slates over the next few months. That could be enough time for Apple to sell 3 million more iPads.

Slate Makers

Ballmer showed off a prototype slate (cleverly named the Slate) by HP earlier this year at the Consumer Electronics Show. Rumors have been circulating that HP is dumping the concept, but no definitive answer has been given yet. The chatter around the Web is that HP found Windows 7 to be too difficult to work with in a slate tablet form. That argument has some traction when you compare Windows 7 with its layers of menus and resource demands to an operating system like the iPhone OS that is built around touch interaction on mobile devices from the ground up. Even if HP is absent from the party, Ballmer still name-checked Dell, Asus, Toshiba, Samsung and Sony as manufacturers for the new Windows slates in his keynote.

The Business Argument

It took awhile for the iPhone to dig its heels into the business market. The iPad faces a similar battle. Windows doesn’t have that issue. Microsoft is betting that Windows 7 tablets will slot right in with businesses that already support the operating system and rely on Windows-based applications. It’s going to take a heaping helping of innovation, long battery life, small size and enough power to run hungry Windows apps to put a dent in Apple’s market dominance. The sales and design bars have been set high. Now we get to see how fast Microsoft can run.

 iPad, Microsoft Slate, Tablet Marketing 

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Advertising – Old Spice: Farewell

July 16th, 2010 by George

Old Spice: Farewell

 advertising 

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Mobile Advertising – iAD

June 11th, 2010 by Judge

The Future of Mobile Advertising and how iAD is leading the way.

Square One is embracing the mobile adverting and mobile marketing movement and are starting to do some amazing things in digital shopper marketing and mobile shopper marketing

 iAD, Mobile Advertising, Mobile Marketing 

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Square One’s VP of Client Service – Marian Leonard on TV discussing Vlog Hauling and Social Media. Shopper Marketing takes on a whole new meaning!

June 4th, 2010 by Ernie

Square One’s VP of Client Service – Marian Leonard on TV discussing Vlog Hauling and Social Media. Shopper Marketing takes on a whole new meaning!

This is a great use of what Square One is calling Digital Shopper Marketing or Online Shopper Marketing.

 Multi-Channel Retailing, Shopper Marketing, Social Trends, Square One, Vlog Hauling, Vloging, You Tube 

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Square One’s CEO Ernie Capobianco – On Fox 4 news discussing the Nike Tiger Woods spot

June 2nd, 2010 by Judge

Square One’s CEO Ernie Capobianco On Fox 4 News discussing the Nike Tiger Woods spot:

 Ad Campaigns, advertising, Online Advertising, social media, Square One 

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SQUARE ONE AGENCY SUPPORTS DIGITAL INITIATIVES WITH KEY HIRES

May 26th, 2010 by admin

SQUARE ONE AGENCY SUPPORTS DIGITAL INITIATIVES WITH KEY HIRES
Emerging media ad agency sustains technology, online strategy with leading industry players

DALLAS (May 26, 2010) – Square One Agency, a Dallas-based insights driven agency specializing in digital, shopper marketing and branding, has announced the addition of several team members across management and other leadership verticals in effort to leverage its digital and technology-driven advertising strategy. With the successful revision of its digital arm during the past year, Square One has positioned itself as an industry leader in emerging advertising and marketing practices.

Leading the emerging media charge is Judge Graham, newly hired partner and chief experience officer for Square One. With more than a decade of online/offline marketing experience, Graham heads Square One’s creative and interactive departments, blending creative, strategic, media and technical considerations into compelling campaigns that resonate and engage target audiences and influencers. Prior to joining Square One, Graham co-founded digital agency Rassai Interactive, which was recognized as Fort Worth Small Business of the Year. Graham is also the youngest recipient of the COMDEX Small Business Leader of the Year Award.

“In effort to become, and to be regularly recognized as a digital giant in the advertising realm, it was essential that we augment our management teams with the required proficiencies to maintain our technology and online-focused efforts,” said Ernie Capobianco, CEO and president for Square One. “The addition of Judge, in tandem with our additional hires, has proven to be imperative to Square One; not only have our clients responded positively to our emerging techniques, but client customers, strategic partners and media contacts as well.”

In addition to Graham, Danny Oncina was brought in as digital engagement manager to complement Square One’s transition to an emerging media advertising source. Oncina brings to the agency a well-versed, strategic web development marketing background, as well as relevant experiences in all phases of the systems development life cycle (SDLC) and high level social media related practices. He’s also driven search engine optimization (SEO), search engine marketing (SEM) and pay-per-click (PPC) tactics for clients including JCPenny, Horchow and Red Envelop.

Also new to the digital team is Ryan Huber, serving as interaction director. In this capacity, Huber performs both user experience and technical strategy deliverables, focusing on engineering effective solutions to communication challenges. For clients, ranging from Bud Light and Mountain Dew to American Airlines and Pizza Hut, Huber demonstrates a keen insight into consumer behavior and an intuition for developing successful digital solutions.

As interactive media planner, Lauren Burns assists the Square One digital team with the execution of both traditional and interactive advertising campaigns. With an in depth knowledge of search engine marketing and online planning tools, Burns’ planning experience entails work with leading brands including Greyhound, Joe’s Crab Shack, Weight Watchers Yogurt and The Galleria Dallas.

Through the previously highlighted team additions, and the accompanying digital expertise, Square One continues to be referenced as an advertising leader in the emerging technology landscape. The agency recognizes the value of technological use in advertising, and employs inventive strategy that remains relevant to its respective client roster and customers.

About Square One Agency
Founded in 1995, Dallas-based Square One Agency a Dallas-based insights driven agency specializing in digital, shopper marketing and branding, For more information, please visit www.sq1agency.com

 advertising, Digital Marketing, Interactive Marketing, Online Advertising, social media 

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SQUARE ONE AGENCY RECORDS BEST FISCAL YEAR TO-DATE WITH DIGITAL REVOLUTION !

May 18th, 2010 by admin

SQUARE ONE AGENCY RECORDS BEST FISCAL YEAR TO-DATE WITH DIGITAL REVOLUTION!
Traditional ad agency undergoes a digital makeover, enhances team with digital heavy-weight and snags significant account wins.

DALLAS (May 18, 2010) – As droves of advertising and marketing agencies grapple with how to adapt in the new digital environment in the advertising industry, Dallas-based Square One, an insights driven branding agency specializing in shopper marketing and business-to-business clients, continues to thrive, recording one of its best fiscal years to-date. Identifying and embracing the immediate implications of new interactive technologies, the agency remains a thought leader and innovator in the space through its unrelenting dedication to digital and online advertising tactics. The agency, now in its 15th year of service, has transitioned from a conventional firm to a more technology-focused outfit, attributing over 50 percent of its total billings to online shopper marketing and interactive accounts.

Square One has garnered three new account wins during the first quarter of 2010 because of its new digital strategy, and currently has iPad and iPhone advertising applications under development for select clients to reach mobile consumers. Recent digital successes include online gaming platforms for Dr Pepper and Butterball Turkey; website revitalization for T.D. Jakes, internationally recognized entrepreneur and chief pastor of the Potter’s House and Sapporo Beer out of Japan.

Key to driving its new digital advertising and marketing efforts, Square One strategically restructured its leadership team, adding Judge Graham as partner and Chief Experience Officer. With more than a decade of online/offline marketing experience, Graham leads Square One’s creative and interactive departments, overseeing his teams to blend creative, strategic, media and technical considerations into compelling campaigns that resonate and engage. Prior to joining Square One, Graham co-founded digital agency Rassai Interactive, which was recognized as Fort Worth Small Business of the Year during his tenure. Graham also remains the youngest ever recipient of the COMDEX Small Business Leader of the Year Award.

“Our vision is quite simple – surround the consumer with relevant brand messaging and experiences throughout all channels. Fortunately, our agency’s brain trust is equipped with the digital know-how and experience that has led our interactive shift, with multi-channel marketing strategy essentially a component in all of our clients’ programs,” said Ernie Capobianco, CEO and partner of Square One. “It is evident that in order to not only maintain, but remain successful in today’s current advertising climate, agencies must employ interactive marketing methods to effectively deliver relevant messaging to today’s consumers. We’re certain that our recent client successes are indicative of our commitment to the marriage of new, relevant technologies and innovative advertising strategy.”

With new technological advancements such as the newly released iPad 3g shaping advertising strategy, many traditional agencies are being forced to adjust their business models to meet the digital needs of clients, partners and key audiences alike. Not only have the iPad and other devices shaped social interactions, but have also become key marketing tools as advertisers align themselves with opportunities to directly engage consumers. Due to lack of adoption of said emerging media practices, partnered with the ill-effects of the current economic downturn, the number of traditional advertising-related terminations and agency closings has reached unprecedented levels. According to the 2010 Advertising Age Agency Report, U.S. advertising/marketing services firms cut 58,400 jobs (7.9%) in 2009.

About Square One Agency
Founded in 1995, Dallas-based Square One Agency, a insights driven branding agency specializing in shopper marketing and business-to-business clients. For more information, please visit www.sq1agency.com

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 advertising, Digital Marketing, Interactive Marketing, iPad, Marketing, Mult-Channel Commerce, Multi-Channel Retailing, Shopper Marketing, Square One 

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What’s all the hype about Four Square?

April 30th, 2010 by Judge

Foursquare helps you find new ways to explore your city. You’ll be able to see where your friends are, learn about the places they frequent and unlock rewards.

The concept behind Foursquare is that it’s a social application meets game.  Members go into various locations, “check in”, and receive points. You can also compete to be “mayor” of a certain location, try to get the most check-ins at a location, and unlock badges for completing certain activities.



We see four squares as a HUGE opportunity to continue creating ongoing “relevant” dialogue with the brands we serve – and the advocates that love them!

Foursquare, if used properly, will tell us a little bit more about our brands loyal customers:  what locations they are going to, where they go before and after, etc.  With this knowledge, we will be able to provide relevant offers to customers when they enter a location (i.e. someone enters a store that sells Dr Pepper, and we then send the customer a offer for a Dr Pepper while in the store). To learn more about Foursquare please visit www.foursquare.com

 

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Dynamic Advertising

March 26th, 2010 by Karla

Google revolutionized online advertising once with AdSense. Now they’re doing it again. The world has been talking about Web2.0 for half a decade now, but some of the advances that seemed so promising a few years ago appear to have fallen by the wayside. Nevertheless, innovations that provide tangible value are going strong — Google Maps is a great example. Now Google is leveraging their experience in Web2.0 services to lay claim to location-aware, dynamic, interactive advertising (http://googleblog.blogspot.com/2010/03/display-advertising-towards-creativity.html).

Rich-media interactive advertising is clearly effective. Volvo’s campaign (http://www.doubleclick.com/insight/gallery/examples/volvo-xc60.asp) for their XC60 SUV generated 170 million impressions and 50,000 clicks in just three days. A highly interactive Harley-Davidson campaign (http://motifcdn2.doubleclick.net/NAM/preview/harley/index.html) netted 280,000 clicks. But such campaigns can be difficult to customize. That’s where Google comes in. They envision a world where a campaign can be deployed across multiple platforms, and customized by location, user characteristics, time, weather — just about any other criterion you can think of. It’s not just about which TV show, which website or which highway the ad is displayed on: this is user segmentation at the most granular level imaginable.

But there are two major problems with such powerful tools. First, extreme customization isn’t effective without deep knowledge of target users. The true power of any such advertising tools cannot be tapped until companies are able to really understand their customers. Second, advertising is not just about running measurable and individualized campaigns. Really successful ads create an emotional connection between consumers and brands. Customization is seeing consumers from sea level — to form emotional bonds, advertisers need the 50,000 foot view.

 Adsense, Google, Online Advertising 

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