Toyota y Volkswagen son las empresas de automoción más creativas en sus campañas publicitarias

Cuando de derrochar creatividad en campañas publicitarias se trata, Toyota y Volkswagen son las empresas de automoción más valoradas. Así lo concluye un estudio llevado a cabo en Alemania por Horizont en colaboración con el Instituto Link.

Los más jóvenes (38,6%) y los hombres (34,8%) son los más fans de la publicidad de Volkswagen. Las mujeres, en cambio, prefieren las campañas publicitarias desarrolladas por Mercedes-Benz. El 24,5% de las féminas consultadas valora la creatividad de los anuncios de esta marca.

Anuncios

Cuando de derrochar creatividad en campañas publicitarias se trata, Toyota y Volkswagen son las empresas de automoción más valoradas. Así lo concluye un estudio llevado a cabo en Alemania por Horizont en colaboración con el Instituto Link.

Los más jóvenes (38,6%) y los hombres (34,8%) son los más fans de la publicidad de Volkswagen. Las mujeres, en cambio, prefieren las campañas publicitarias desarrolladas por Mercedes-Benz. El 24,5% de las féminas consultadas valora la creatividad de los anuncios de esta marca. Leer más “Toyota y Volkswagen son las empresas de automoción más creativas en sus campañas publicitarias”

El New York Times lanzará este año News.me, su servicio social de noticias

El iPad, y en general el mercado de los tablets, comienza a pisar fuerte, y nadie se quiere quedar fuera. Pero no basta con trasladar contenido de un soporte a otro. Se trata de crear contenidos y aplicaciones específicas para estos dispositivos y así aprovechar todas sus posibilidades. Por esa razón, The New York Times está trabajando con gente de Betaworks (creadores de Tweetdeck y Bit.ly) para lanzar News.me, un servicio social de noticias.

No se han querido dar muchos detalles, pero podría empezar como una aplicación para el iPad muy similar a Flipboard. Pero la intención es involucrarse más en las redes sociales. “Estamos viendo cómo el compartir en las redes sociales y al web en tiempo real están influenciando el consumo de noticias”, explica Michael Zimbalist, vicepresidente de investigación y desarrollo de The Times Companies.


El iPad, y en general el mercado de los tablets, comienza a pisar fuerte, y nadie se quiere quedar fuera. Pero no basta con trasladar contenido de un soporte a otro. Se trata de crear contenidos y aplicaciones específicas para estos dispositivos y así aprovechar todas sus posibilidades. Por esa razón, The New York Times está trabajando con gente de Betaworks (creadores de Tweetdeck y Bit.ly) para lanzar News.me, un servicio social de noticias.

No se han querido dar muchos detalles, pero podría empezar como una aplicación para el iPad muy similar a Flipboard. Pero la intención es involucrarse más en las redes sociales. “Estamos viendo cómo el compartir en las redes sociales y al web en tiempo real están influenciando el consumo de noticias”, explica Michael Zimbalist, vicepresidente de investigación y desarrollo de The Times Companies. Leer más “El New York Times lanzará este año News.me, su servicio social de noticias”

“La efectividad de internet como canal publicitario es sólo limitada”

El convencimiento de Welte de la escasa eficacia de la publicidad display se refleja en la estrategia online de Hubert Burda Media. “Nuestra intención es reducir al mínimo necesario una parte considerable de nuestras actividades online”, explica Welte. En su opinión, tiene poco sentido invertir cada año varios millones en publicidad online para luego no obtener ningún rédito. El consejero delegado no revela a qué ámbitos afectarán los recortes. Reconoce que la presencia en internet de la prensa escrita es importante, pero que a menudo se presta poca atención al contenido periodístico y se centra todo en la marca, algo muy común en las versiones online de revistas.


Philipp Welte, consejero delegado del grupo editorial Hubert Burda Media, duda en una entrevista concedida a Horizont de la efectividad de la publicidad display. “La realidad pone de manifiesto que la publicidad clásica en la red, a diferencia de la publicidad en prensa escrita, no contribuye realmente a las ventas ni sirve tampoco para reforzar la imagen de marca”, asegura Welte. Como canal de venta y distribución de contenidos, internet es excelente, pero “como plataforma publicitaria su efectividad es sólo limitada”, añade.

El convencimiento de Welte de la escasa eficacia de la publicidad display se refleja en la estrategia online de Hubert Burda Media. “Nuestra intención es reducir al mínimo necesario una parte considerable de nuestras actividades online”, explica Welte. En su opinión, tiene poco sentido invertir cada año varios millones en publicidad online para luego no obtener ningún rédito. El consejero delegado no revela a qué ámbitos afectarán los recortes. Reconoce que la presencia en internet de la prensa escrita es importante, pero que a menudo se presta poca atención al contenido periodístico y se centra todo en la marca, algo muy común en las versiones online de revistas. Leer más ““La efectividad de internet como canal publicitario es sólo limitada””

3 desafíos para los negocios online


¿Cuáles son los principales retos a los que se enfrentan en el futuro los negocios que tienen como hábitat internet? Según el estudio de Deloitte “¿Calidad en lugar de cantidad?”, las empresas online presentan aún muchas carencias en lo que a la dirección de sus diferentes modelos se refiere. No obstante, son fundamentalmente tres los desafíos a los que éstas deben hacer frente:

1. Considerar de manera individualizada las peculiaridades de cada modelo de negocio
En su informe, Deloitte alerta de que la mayor parte de compañías online dirigen sus diferentes modelos de negocio de manera homogénea, lo cual es un error, pues cada modelo precisa de atención individualizada. Leer más “3 desafíos para los negocios online”

Following the Money in the Social Media Advertising Boom

Citing a recovering economy and increasing marketer interest in the space, research company eMarketer recently raised its 2010 spending forecast for advertising on social networks by nearly 30% to $1.68 billion domestically.

Within the social media world, however, a number of trends are dictating how, why and where money gets spent — trends that will push the industry past the $2 billion mark in 2011, according to eMarketer’s projections.
A Snowball Effect at Facebook

Not surprisingly, the biggest beneficiary of the current euphoria around social is Facebook (Facebook), with several estimates now pegging the company’s 2010 revenue at better than $1 billion. That growth is being fueled in part by what some advertisers see as competition to scoring prime advertising space on the site.

“Most of our clients see a real need to spend a lot on Facebook ads … the amount of dollars other brands have spent has forced spends up overall,” says Andrea Wolinetz, a partner at MEC Global, which represents the likes of Ikea, AT&T, and Citi. “There’s so much noise and clutter on Facebook now, that spending a good deal has become important in order to be heard.”

There’s also a growing sense that social media advertising can deliver a return on investment. Neil Kleiner, head of social media at Havas Media UK, says “We’ve found advertising on social networks to be very effective, but mainly as a part of a larger piece of activity that involved more ‘traditional’ social media techniques … ads on social media work best when they drive interaction and engagement. Interaction and engagement can then drive purchase.”

Kleiner, whose firm does work for brands ranging from McDonalds to Warner Brothers, adds that Facebook advertising has become a “default for most brands as a part of their media spend.”


Adam Ostrow

Money ImageThis post originally appeared on Forbes.com, where Mashable regularly contributes articles about social media, business and technology.

Citing a recovering economy and increasing marketer interest in the space, research company eMarketer recently raised its 2010 spending forecast for advertising on social networks by nearly 30% to $1.68 billion domestically.

Within the social media world, however, a number of trends are dictating how, why and where money gets spent — trends that will push the industry past the $2 billion mark in 2011, according to eMarketer’s projections.


A Snowball Effect at Facebook


Not surprisingly, the biggest beneficiary of the current euphoria around social is Facebook (Facebook), with several estimates now pegging the company’s 2010 revenue at better than $1 billion. That growth is being fueled in part by what some advertisers see as competition to scoring prime advertising space on the site.

“Most of our clients see a real need to spend a lot on Facebook ads … the amount of dollars other brands have spent has forced spends up overall,” says Andrea Wolinetz, a partner at MEC Global, which represents the likes of Ikea, AT&T, and Citi. “There’s so much noise and clutter on Facebook now, that spending a good deal has become important in order to be heard.”

There’s also a growing sense that social media advertising can deliver a return on investment. Neil Kleiner, head of social media at Havas Media UK, says “We’ve found advertising on social networks to be very effective, but mainly as a part of a larger piece of activity that involved more ‘traditional’ social media techniques … ads on social media work best when they drive interaction and engagement. Interaction and engagement can then drive purchase.”

Kleiner, whose firm does work for brands ranging from McDonalds to Warner Brothers, adds that Facebook advertising has become a “default for most brands as a part of their media spend.”


Twitter’s Experimental Phase


Promoted Tweets

After years of fielding questions about how it plans to make money, Twitter (Twitter) has launched numerous experimental business models over the past several months. At the forefront is Promoted Tweets, a program that inserts a brand-sponsored topic into Twitter’s “trending topics” list and presents a tweet from that sponsor to users, in hopes of generating retweets, replies and other forms of engagement.

Early testers of the program include Virgin America and Coca-Cola, the latter of which reported 86 million impressions and an “engagement rate” of 6% back when it used the program in June during the World Cup. More recently, the online brokerage firm Zecco reported that engagement on its promoted tweets was 50% higher than its regular tweets, with “200 to 300% increases in some cases.”

Case studies are still limited, though. Kleiner says, “Promoted Tweets have not seen that much traction [with my clients],” though he sees an opportunity to “add real value to a long tail of advertisers.” For the moment though, that long tail is mostly left out of Promoted Tweets, as the program remains in limited beta.

As the program sees public rollout later this year, the results could be significant for Twitter and advertisers. In its report, eMarketer wrote that it expects “spending on the microblogging service [to] be low in 2010,” but adds that, “the potential for 2011 and beyond could be dramatic if it proves that its ‘resonance’ model of measuring advertising effectiveness works.”


Location Excites Marketers, Maybe More than Consumers


Location Image

The latest extension of social — knowing not just what your friends are doing but where they’re doing it — is one of the hottest trends of the year.

The field collectively referred to as “location” has marketers from Starbucks to Best Buy excited about the possibilities of increasing foot traffic through programs that reward customers for “checking in” and sharing their location and brand affinity with their friends.

That said, such programs are largely experimental, and many of the startups in the space lack the critical mass to significantly move the needle for big brands. “Foursquare is the buzz word on a lot of people’s lips,” says Kleiner, “but it has such a comparatively small audience that are niche to the point of incestuous. It’s mainly used by people that work in marketing, not ‘normal’ people.”

Still, getting started in the location realm requires less of an investment than competing for space on Facebook, says Wolinetz. “We spend a lot of our time testing and focusing interest in location-based services and Twitter, as our clients are eager to ‘master’ these emerging platforms, and [they] generally require less of a paid media investment than Facebook does.“

Kleiner concedes that he’s bullish on the potential of Facebook getting into location with the recent launch of Places, though the tools aren’t yet there for advertisers. “We will have some real mass to play with when Facebook allows advertisers to buy against location,” he said.


Social No Longer Sits at the Kids’ Table


While the market sorts out the winners and losers from a platform perspective, one thing that’s becoming clear is that social — which eMarketer estimates will account for 6.7% of total online ad spend this year — is being thought of in a much broader light than even the increasingly optimistic projections show.

“Social campaigns used to be more siloed from the rest of the communications and marketing strategies,” says Wolinetz, “but now we’re seeing social as either an extension of an overall activation idea that occurs throughout other media outlets, or conversely, the marketing/communication strategy is at its heart and inception social, and we’re using other media outlets to drive awareness and scale.”

And while that might mean social’s share of ad dollars is still relatively small, its importance within organizations is as high as it has ever been. “The biggest shift for us is that we are now seeing brands move away from pure campaign planning altogether and are allowing social media to be the bedrock for a 24-7, 365 days a year chance to engage their customers,” says Kleiner.

With increasing interest in social media marketing among advertisers, we’re excited to see where the industry will go in the next year. Let us know your thoughts on the topic in the comments below.

http://mashable.com/2010/09/10/social-media-advertising-boom/

Bing vs. Google: The Battle for Your Advertising Dollars

If pay-per-click advertising makes sense for your business (and it does for most), then you’re probably already using Google AdWords. But chances are you’ve only dabbled with Yahoo! and Bing advertising. If that’s the case, it may be time to take a closer look at your options. The partnership between Yahoo! and Bing–announced last July–is about to become a reality this fall in the form of a combined pay-per-click platform that will give small-business advertisers an alternative to Google.

Microsoft hopes the partnership will lead to increased search volume, which in turn will attract advertisers to its ad platform. “You need a lot of advertisers to provide the most relevant advertising experience. You don’t want to show an ad for ‘Tacoma plumber’ when a visitor is searching for a plumber in Seattle. The only way to create a market to attract more advertisers is to have a product with a high volume of searchers using it,” says Matt Lydon, general manager of Microsoft advertising.


If pay-per-click advertising makes sense for your business (and it does for most), then you’re probably already using Google AdWords. But chances are you’ve only dabbled with Yahoo! and Bing advertising. If that’s the case, it may be time to take a closer look at your options. The partnership between Yahoo! and Bing–announced last July–is about to become a reality this fall in the form of a combined pay-per-click platform that will give small-business advertisers an alternative to Google.

Microsoft hopes the partnership will lead to increased search volume, which in turn will attract advertisers to its ad platform. “You need a lot of advertisers to provide the most relevant advertising experience. You don’t want to show an ad for ‘Tacoma plumber’ when a visitor is searching for a plumber in Seattle. The only way to create a market to attract more advertisers is to have a product with a high volume of searchers using it,” says Matt Lydon, general manager of Microsoft advertising. Leer más “Bing vs. Google: The Battle for Your Advertising Dollars”

Finding Creativity in Unexpected Places

I’ll confess to a certain amount of pride in seeing that my relative’s ideas have come to life in a place with an employee bulletin board celebrating hiring anniversaries, boxes full of products awaiting shipment, and lively discussions about how best to grow the company. This place makes products that took a lot of scientific and engineering creativity to devise. And the machines that make them didn’t come from off the shelf at Acme Manufacturing Equipment. They had to be designed and custom-made to the specifications of this plant.

In short, I saw a lot of creativity in this place.

Okay, enough manufacturing. Now let’s look another field that isn’t renowned for creativity, plumbing. Last year, I wrote about my experiences as a post-Hurricane Katrina reconstruction volunteer in coastal Mississippi. Some, but not all of my fellow volunteers were employed in the construction trades. One of the professionals was a master plumber from Georgia. For the better part of a week, he and his volunteer crew worked on a real brain-twister: Re-floating a house boat.


In Janet Martin’s August 4 FreelanceSwitch article on creative activities, we read about the importance of building new creative muscles.

The end of this article included a list of five suggestions for expanding one’s creativity:

  1. Try photography
  2. Make something by sewing it or employing another craft
  3. Learn stop-motion animation
  4. Take a writing class
  5. Take a drawing class

These are very good suggestions, but, to me, they don’t go far enough. All too often, we creatives are criticized for not understanding how non-artists work. So, it’s time to break out of our artistic bubbles and explore the rest of the world. And, not to worry, there are plenty of friendly tour guides out there.

Take, for example, the manufacturing plant I visited in late July. A relative co-founded the company, and I’ve heard him talk about it for years. But I’d never been there. Now, you may be thinking that I just visited the dullest, most uncreative place on the planet. I mean, come on. A manufacturing plant. How exciting can that be? Leer más “Finding Creativity in Unexpected Places”