News by Online Media Gazette

Online Ads Are More Effective Than Traditional TV Ads

In a recent report by Dave Kaplan, Nielsen’s senior VP of product leadership, and Beth Uyenco, director of global research at Microsoft, they found that online ads are actually more effective than traditional television ads. It’s a common understanding amongst most that digital ads are often ignored but not all of them are created equally.

For online video ads, we need to take note that most of them can’t be skipped and that’s what makes them on par with traditional television ads. In an evaluation of 238 brands and 412 products in 915 ad executions in streaming full-episode TV programs, they found that online ads have about 65% general recalls compared to 46% for television ads.

On top of that, brand recalls for online ads are also higher; 50% compared to TV’s 28%. Message online recall is 39% compared to TV’s 21%. Likability is at 26% online, compared to TV’s 14%.

online ad vs tv ad

With the rate of popularity amongst online video ads rising, advertisers are sure to capitalize this market as they strive to increase their digital revenues. However, the fact remains that viewers are able to skip the same commercials on television that they’re being forced to watch online. This means that they would rather be avoiding the ads they’re currently interacting with.

Surely brands will try to capitalize on this fact and try to squeeze as much money as possible through forced commercials in digital videos. But how far they can sustain this remains to be seen.


Infographic: Timeline Of Location Technology

Shane Snow has done it again; this time he has come out with an infographic for the history of location technology. The rapid rise of location-based networks such as Foursquare, Gowalla and possibly even Facebook, would appear that location technology is of something new. However, we humans have been using ingenious ways to locate each other for thousands of years already.

With the infographic, we can see details of the history of location-based technology, from the most primitive to the most advanced.



HOW TO: Add Facebook ‘Like’ Widget Plugin On Your Site

Image representing Facebook Connect as depicte...
Image via CrunchBase

Recently, Facebook announced that they’ll replace the ‘Facebook Connect’ feature with their preferred ‘like’ functionality feature. This update is the latest amongst a slew of them in the past couple of months. Over the next few months, Facebook will roll out a Digg-like function to dozens of news and entertainment websites. You’ll be able to flag – or “like” – content you enjoy; that content will then appear in your status feed.

In addition, your “like” – along with your profile photo – will appear on the page you flagged, for all your friends to see. As Facebook is quick to point out, users can choose to opt out of the functionality.

What does that actually mean for content developers? Well for one, it is a new way of spreading their content over the web through the ‘like’ button on their site. Coincidentally, AJ Batac from AllanJosephBatac has provided us with a link to download the plugin.

facebook like

The plugin looks exactly like the screenshot above on my site. In order to get this installed on your WordPress blog, download the plugin here.

Installation Instructions

1. Download the Facebook “Like” Button Widget Plugin

2. Go to your site’s control panel (usually /wp-admin behind your site’s URL)

3. Under ‘Plugins’, click ‘Add New’

4. Click the ‘Upload’ tab and proceed to upload the Zip file you’ve downloaded under Step 1

5. Activate the plugin and you’re done

It was also noted that AJ Batac has given the widget a style ID so you can target it in CSS. The id is “facebook_like”. In the meantime, do share with us your feedback on the plugin.


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AdFreak / Latest freak

Stella looks at dying art of hand-painted ads


Mother in New York hosted a screening of its short film Up There for Stella Artois at the Grand Hotel on Thursday night. The 13-minute film (embedded after the jump) profiles the waning art of hand-painted advertising while chronicling a 21-day project during which artists from Sky High Murals painted the Belgian beer brand’s “pouring ritual” on a 20-by-50-foot wall in SoHo. The documentary short, directed by Mekanism’s Malcolm Murray, shows the painters, including retired artist Bob Middleton of Mack Sign Company, talking about the years it takes to perfect their artistry. By the time some of the young guys in the film become masters, there may not be much work left for them. So, take a minute to look up and check out the real thing the next time you pass a painted original. It’s advertising’s high art. (Sorry, couldn’t resist.)

—Posted by Eleftheria Parpis

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Hide your incontinence, or not, with Depend


Here’s the new JWT campaign for Depend adult undergarments. The ads exploit the shame and fear people feel about their incontinence—in particular, about other people finding out about it—under the theme “People know.” But of course, the ads explain that while people can know everything else about you, they don’t have to know about your “condition” (though if you really want to keep it a secret, you shouldn’t leave giant packs of Depends lying around, as the characters in the ads do). See one more TV spot after the jump, along with some print work.

—Posted by Tim Nudd

Click to read more …


Dishwashing soap targeting snowperson set

Magistral- Snowman

Grey Argentina’s Pygmalion-esque ad for Magistral dishwashing soap is well made, but the sudden, heartbreaking finish is cheapened somewhat by the glib tagline. You’d also think the snowman would have had the boiler removed from his house sometime in the distant past, before he went to all the work of building his one true love and having her do his housework. Forgive me, but examining this ad’s internal logic is the only thing keeping me from sobbing like a child on repeat viewings.

—Posted by David Kiefaber


Ohio not drooling over breast-milk billboard


You can always count on the topic of breastfeeding to spark thoughtful and measured debate—or else hysterical attacks and counterattacks. The latest skirmish in the breastfeeding vs. bottle feeding war is being fought in Ohio, where billboards like the one shown here, from the state health department, have been spotted around Cleveland and Toledo and probably elsewhere. Sure, there’s the implication that formula doesn’t satisfy—but the bigger issue here seems to be just what the heck is up with that baby? One local tells Toledo’s Fox affiliate: “When I first saw it, I thought, you know, I agree with breast milk, it’s fine, but then I saw it with the milk around its mouth and I thought that was so unappealing. The baby’s cute, but I did not like the milk coming out of his mouth.” Cleveland Scene readers are more straightforward. Says one: “The little fella looks SATISFIED AS HELL—like a tit vampire with all the drool and boob milk dripping off his chin.” The Ad Council’s breastfeeding campaign seems boring by comparison. Via @rickuldricks.

—Posted by Tim Nudd


Quaker Crispy Minis give you strange burps


What was BBDO Toronto trying to communicate in this Quaker Crispy Minis spot? Would the prospect of burping butterflies make you want to buy the product? Is each box full of insect larva that mature in your intestines? Sure, that’s a good thing to serve your enemies, but friends are likely to take offense. In the ad’s boardroom scene, a female exec emits gobs of sparkly confetti during her pie-chart presentation. The other corporate drones look like they’d rubber-stamp whatever she’s proposing just to get the hell out of there. Strange, I never get my way at AdFreak no matter what I spew at our editorial meetings.

—Posted by David Gianatasio

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