Sq1 War Room

Posts Tagged ‘advertising’

Advertising on all the screens – Microsoft Advertising Connects The Screens

July 23rd, 2010 by Ernie

According to Online Media Daily; Microsoft Advertising Connects The Screens

Multi-screen adoption of digital technology and devices has created a challenge for advertising to deliver relevant, targeted messages. The more connected the consumer, the greater expectation for bigger ideas. A study released Thursday by Microsoft Advertising gives advertisers insight into how a multi-screen strategy can build awareness, generate consideration and encourage purchases.

Younger multi-screen consumers and online gamers — the most active segments — are satisfied with today’s connected experiences, but they expect substantial improvements in media, advertising and engagement in the future.

Marketers and agencies that attempt to improve this experience will need to find ways to integrate data and track attribution, according to Alison Engel, senior marketing director, Microsoft Advertising. “People may start their day on one device and end it on another,” she says. “The computer and the smartphone offer the one-two punch. And as smartphone functions improve, you’ll see more convergence in the future.”

Sixty-nine percent of consumers who use multiple screens believe being able to access similar media and advertising across screens makes it more useful, and the media experience more relevant and informative. The research study suggests that the computer remains the primary vehicle for learning about brands, products, and services at 88%; followed by TV at 32%; smartphones, 36%; and gaming consoles, 11%. Sixty-five percent of consumers rely on smartphones to make buying decisions when away from home. They use the handset to make decisions about restaurants, theaters, and entertainment.

Multi-screen consumers think more favorably of content providers that deliver similar content across multiple media devices, and 62% of these consumers and nearly 75% of younger consumers admit that a consistent experience generates positive feelings about the provider.

Compared with 35- to-64-year-olds, 18- to-34-year-olds are more likely to find ads fun to watch — like ads on their computer, smartphone, and gaming console — and believe ads are more meaningful and relevant across all screens.

In fact, younger age groups find ads fun to watch on a computer, at 36% vs. 22%; smartphone, at 32% vs. 16%; and gaming consoles, at 36% vs. 14%, respectively. This age group also likes ads on their computer — 33% vs. 19%; smartphone, 29% vs. 13%; and gaming console, 32% vs. 11%, respectively — and believes ads are more meaningful and relevant across all screens: computer, 40% vs. 25%; TV, 52% vs. 40%; smartphone, 30% vs. 14%; and gaming console, 34% vs. 12%, respectively.

Microsoft Advertising conducted research to understand how consumers use multiple platforms and their attitudes toward devices and capabilities that drive media and advertising. The study, conducted in partnership with Wunderman (a WPP company), aims to teach advertisers about the opportunities to engage audiences with the correct tone and message in the perfect environment. It surveyed 1,200 people ages 18-64 across the U.S. in the spring of 2010 who consume media through TVs, computers, smartphones, and video game consoles.

 3rd Screen, advertising, Marketing, Multi-screens 

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Advertising – Old Spice: Farewell

July 16th, 2010 by George

Old Spice: Farewell

 advertising 

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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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Brand placement: the ugly, the bad and the good.

February 2nd, 2010 by Esther

By now, it’s no surprise to anyone to see a familiar product make a cameo in a movie or TV show. It’s fairly commonplace – a far cry from the insidious, subliminal messaging once suspected to be flashed before our unwitting eyes during packed matinees.

So you see a soda bottle on a prime-time set, or a particular shoe worn in a hit video. No big deal. At least it shouldn’t be. Brand placement, at it’s best, is inconspicuous. Or when it does play prominently, it should still walk a fine line between prop and plot device. Anything more can get… clunky.

The clip of the interactive Heroes spin-off storyline, aptly titled “Slow Burn”, prominently features a Sprint phone. For various reasons Lydia—a character for whom the average Heroes fan has little to no empathy—must hold this device, send texts on it, and basically stare at it from time to time. Clunky.

The tolerably awkward Stephen Colbert bit during the GRAMMY Awards comes off a little less forced, probably because the host’s intentional undermining of his own relevance (referring to to Jay-Z as simply “Z”) fit right in with his brandishing of the iPad, a product that hasn’t quite found its place in the populace.

Timbaland Morning After Dark

Finally, a bit of product placement that doesn’t cause involuntary cringing; Timbaland’s Morning After Dark Video features not one but two Nokia mobile devices, one of which the video’s heroine listens to throughout the video. By the time a close up reveals that the device is playing that very Timbaland song, you’ve been wondering what was pulsing through her earbuds anyway. The reveal is relatively natural in this fast-paced, synth-heavy realm.

Whether we’re talking product placement, social media or any other means through which we touch base with an audience that is fragmented beyond all recognition, the degree to which we can seamlessly insert a brand into their already-in-progress experience makes all the difference. How else could all that subliminal movie messaging work so well for a product as heinous as Whopper candies?

 advertising 

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Ads I Love: Motorola Droid

December 29th, 2009 by Karla

I need a Droid.

I didn’t know I needed one until I saw the commercials — but they got me, hook, link, and sinker. Suddenly this non-texter is craving the badass, macho phone that will let me tweet my every move (and still give me directions!).

The Droid is a web-capable phone heralded as “the iPhone killer.” The source of its strength is Android, an operating system built by Google. Talk about your battle of the brands.

The first shot over the bow was an ad called “iDon’t.” It was a direct attack on the iPhone — and they nailed it. The ad begins in perfect Apple form: upbeat, indie song; white screen; black text. But one by one, Motorola calls out everything you might have thought about the iPhone, but never said out loud.

It was like the emperor’s new clothes: Yes, I DO want a keyboard. I like open development. I want interchangeable batteries!

It only got better from there. The next ad says, “We built you a robot.” Robots crush rocks! They punch holes through steel walls! Robots get the job done. (And who hasn’t dreamed of owning a robot?)

The more Motorola talked, the more I believed. The iPhone is too pretty; too delicate. What if I smudge it? What if I drop it and break the screen? Droid promises to have learned from Apple’s mistakes, and I find that promise irresistible.

The third ad is my favorite — and the piece that tipped the phone-purchasing scales. This ad promises that Droid doesn’t sacrifice function for fashion. “It’s fast. Racehorse-duct-taped-to-a-scud-missile fast.” I could write fanmail to the copywriter.

You’ve sold me, Droid. When my contract is up in May, I am definitely getting one — even though it means switching service providers.

And I will finally fulfill my childhood dream of owning a robot.

 advertising 

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