Branded Entertainment
Broadcast Television is Dead long live Broadcast Television. The trend of saying the beast is dead continues. Yet people still want to have their product on the Apprentice or in some other show. The idea that if you put your brand in the hands of an entertainment property the idea of that association will penetrate the mind is not a new one. The method of delivery of these messages is changing.
read more...The Contextual Marketing Opportunity
Contextual marketing grew out of the search space and had graduated into an industry in itself. Instead of paying top bids for a term on a search engine, now there are providers who can scan a page in milliseconds and combine this with appropriate advertising. ROI can be higher because click prices are lower, click rates are often lower, and conversions are higher because the readers are in the right frame of mind. A lot of contextual marketing gets into why a customer is reading a certain page and where they are in the purchase stage. Moderator Dave Evans (GSD&M) and panelists Barry Briggs (CNET), Andy Jacobson (ContextWeb), Erik Matlick (Industry Brains), and Dave Ellett (Powered) spoke to a packed house.
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New Ad Tracking: Project Project Apollo and AdLab Updates
Perhaps it was because it was later in the day, but the session was moderately attended, with the room less than half full. Then again it could be that this session covers a topic that very few of the attendees deal with - TV and multimedia advertising. This session was really two sessions in one. The first half featured Pat Dunbar of AdLab and DiMA Group shwoing their project that looks at consumer response to new models of advertising for Video on Demand and DVRs. The second half had John Bosarge of VNU talking about Project Apollo, which could just as easily have been about the technology behind the world in Minority Report or the results of an Orwellian fantasy.
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