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Tracy Tuten

How USA Today's Ad Meter Broke Super Bowl Advertising | Special: Super Bowl - Advertisi... - 0 views

adage.com/...232411

smm Super Bowl advertising USAToday admeter 2012 facebook

shared by Tracy Tuten on 30 Jan 12 - No Cached
  • The commercial also ushered in an era in Super Bowl advertising that we still inhabit: the ad as entertainment.
  • That we expect ads during the Super Bowl to be as entertaining as the game itself can largely be traced back to "1984."
  • In 1989, just a few years after "1984," the national newspaper introduced a revolutionary concept -- and a marketing masterstroke. Take a small panel of people, isolate them in a room with a meter and tell them to constantly turn a dial rating what they're seeing on a scale from one to 10.
  • ...10 more annotations...
  • With so much at stake, to please the clients and bolster their own resumes, directors started creating ads for the panel -- the media equivalent of teaching for the test. How do you get people to have an immediate, positive reaction to something they're seeing? Certainly don't show them a narrative. Make them laugh.
  • "It better be something that rings some bells or gets measured on the USA Today Richter Scale," said TBWA/MediaArts Chairman Lee Clow. But the creator of "1984" also believes it means fewer ads like that one have been made. "It's a big challenge to spend $3 million on the time and then a million on the spot. It's kinda difficult to then come in 19th on the USA Today 'How'd you like our spot?' scale."
  • Even so, the poll's influence is waning. Today, most marketers combine immediate feedback with sophisticated research from Nielsen, GFK, Zeta Interactive, Kantar or Ace Metrix to understand the long-term impact of spots. Now that the real-time web has gone mass in the form of Facebook and Twitter, marketers and agencies have dozens of new services and dashboards to monitor, as well as the means to influence the discussion as it happens, not to mention giving the commentariat something else to write about.
  • Second, YouTube views and blog posts allow an ad to succeed or fail outside traditional media structures. VW's "The Force" has been viewed more than 90 million times since Super Bowl 2011.
  • "If you go back 10 years, it was the only thing," said CMO Scott Keogh. "You didn't have social, YouTube views, you didn't have the blogs and all the running commentary. Basically, the press would report on the Ad Meter.
  • Even USA Today has lost faith in the ability of the panel alone to pick a winner. This year, in addition to selecting two panels of 150 in cities that USA Today won't reveal, the paper is opening up the voting to the public on Facebook. As a result, for the first time since 1989, USA Today won't declare a "winner" in Monday morning's paper. The true winner won't be declared until after the polls close Wednesday.
  • Why not dump the panel entirely? In social media, consumers will rate only the ads they love and hate, a spokesperson said. The panel is the only way USA Today sees to be sure every ad gets a vote.
  • "I'll have four screens going during the game in front of me, showing me charts and graphs," Mr. Ewanick said. "We have five or six other groups monitoring, then we'll have next-day research, copy testing, focus groups. There's a lot of money involved here. You have to really understand your ROI to make sure you learn from this, so you can apply that the next year."
  • When will we once again get more Super Bowl ads like "1984"? When creatives stop making spots to incite an instant reaction, sort of like Chrysler's two-minute "Imported From Detroit," a high-concept, big-idea spot that put Detroit before the car and even before the celebrity (Eminem). It was great creative, by most measures, and probably the closest thing to "1984" in its ambition since, well, "1984."
  • Predictably, "Imported From Detroit" bombed on the Ad Meter, coming in at No. 43.
  • Tracy Tuten on 30 Jan 12
     
    Social media are changing the way we will measure the success of Super Bowl advertising!
Tracy Tuten

M&M's to Unveil a New Speaking Role at Super Bowl - NYTimes.com - 0 views

www.nytimes.com/...eaking-role-at-super-bowl.html

mm smm campaign SuperBowl Credle aaw brown ECUadvertising

shared by Tracy Tuten on 18 Jan 12 - No Cached
  • Ms. Brown is the second female in the M&M’s cast, after Ms. Green, and like her colorful counterparts she will be imbued with a distinct personality. Ms. Brown is an intelligent woman with a sharp wit who finally decided to reveal herself after working for decades behind the scenes as “chief chocolate officer.”
  • Their devotion to the Super Bowl comes at no small cost. NBC is charging an average of $3.5 million for each 30 seconds of commercial time in the game, compared with an average of $3 million for each 30-second spot in Super Bowl XLV on Fox in February 2011. Even at that price, commercial time for Super Bowl XLVI has been sold out since Thanksgiving, NBC recently disclosed.
  • One way to ensure that a Super Bowl commercial is “not a splash, a flash in the pan,” Ms. Sandler said, is to make it the centerpiece of an elaborate campaign that takes place before, during and after the game. In fact, the spot will serve to “kick off a year of activity” to introduce Ms. Brown, she added.
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  • In a teaser effort that begins this week, Ms. Brown will arrive in social media, taking over the M&M’s fan page on Facebook, at facebook.com/mms, and sending messages on Twitter, where the character will have her own account with the handle @mmsbrown.
  • There will also be print, online and mobile ads as well as a deal to incorporate Ms. Brown into the radio program “Elvis Duran and the Morning Show,” syndicated by the Premiere Networks unit of Clear Channel Communications. Other elements include events in Los Angeles and New York, displays in stores, radio commercials and appearances for Ms. Brown during episodes of the new season of “The Celebrity Apprentice” on NBC, which begins on Feb. 12.
  • Tracy Tuten on 18 Jan 12
     
    M&M's has new character in cast!
Tracy Tuten

12 Ads That Changed Super Bowl Marketing | Special: Super Bowl - Advertising Age - 0 views

adage.com/...231949

ECUadvertising advertising Super Bowl ads video examples

shared by Tracy Tuten on 10 Jan 12 - Cached
  • Tracy Tuten on 10 Jan 12
     
    Review from Ad Age on the most influential Super Bowl ads to date.
Tracy Tuten

How Volkswagen Conducted Its Canine Chorus | Special: Super Bowl - Advertising Age - 1 views

adage.com/...232268

Super Bowl advertising 2012 VW force bark side

shared by Tracy Tuten on 30 Jan 12 - Cached
  • Last week, Volkswagen and Deutsch, Los Angeles, unveiled a 60-second Super Bowl teaser on YouTube and then on broadcast TV during an episode of "The Middle" on ABC. The spot stars mutts barking a canine rendition of "The Imperial March," aka "Darth Vader's Theme," the track featured in last year's VW Super Bowl darling, "The Force."
  • The dozen dogs, selected from a pool of 40 who "auditioned," were chosen not for their vocal chops but, in some cases, for their resemblance to "Star Wars" characters, according to Tim Mahoney, chief product and marketing officer for Volkswagen of America. "See if you can find Chewbacca," he said, adding, "If you have a pet in the house, this ad drives them crazy."
  • The ad was directed by Keith Schofield of Caviar Content, who said the dogs were shot together and then separately on the set, barking to a temporary track created by Endless Noise's Jeff Elmassian, who was also behind the arrangement of John William's original Vader march for "The Force." Prior to production, "we talked about how this should probably be handled like a music video," said Deutsch Director of Integrated Content Vic Palumbo. "We needed to create the track first and then figure out who the dogs are, what notes they're going to be singing."
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  • The idea behind "The Bark Side" was to create an ad to promote an ad. "We were among a few brands last year who pre-released our Super Bowl ad, and the feeling was we were ahead of the pack," said Mark Hunter, chief creative officer for Deutsch, apparently with no pun intended. "So this year, it's what can we do to continue to set media trends."
  • One of the biggest challenges was the balancing act of using unaltered dog barks and digitally enhanced ones. The final mix featured a combination of both. "The human ear is discerning enough that even a lay person can tell when something is synthetic," said Mr. Elmassian. "You want a certain amount of barks to not be effected. Your ear will anchor onto enough of those and start to forgive some of the sounds that do border more on the effected side."
  • Tracy Tuten on 30 Jan 12
     
    Interesting look at what it took to produce the VW Bark Side teaser commercial
Tracy Tuten

Kellogg Super Bowl Advertising Review - Kellogg School of Management - 0 views

www.kellogg.northwestern.edu/...adplan.htm

bowl kellogg advertising

shared by Tracy Tuten on 27 Jan 11 - Cached
  • Tracy Tuten on 27 Jan 11
     
    Advertisements can be, and often are, evaluated on a variety of different metrics, such as creativity and liking. The Kellogg School of Management at Northwestern University has developed a framework that emphasizes the assessment of advertising from a strategic perspective. Our overall goal is to use our strategic assessment to better understand the strengths and weaknesses of an ad with respect to increasing sales and building the brand. Our assessments of advertisements reflect six dimensions arising from academic research: attention, distinction, positioning, linkage, amplification, and net equity (ADPLAN). Each dimension can be taken into consideration when evaluating an advertising campaign. The ADPLAN criteria will be used by Kellogg students to evaluate ads from a strategic perspective during the Kellogg School's annual Super Bowl Advertising Review
Tracy Tuten

Data Points: Ad Scorecard | Adweek - 0 views

www.adweek.com/...ata-points-ad-scorecard-137788

Super Bowl advertising 2012 scorecard

shared by Tracy Tuten on 01 Feb 12 - Cached
  • Tracy Tuten on 01 Feb 12
     
    Ad Scorecard from Adweek - Super Bowl 2012
Tracy Tuten

MediaPost Publications Out to Launch: Super Bowl Edition, Day 1 01/31/2011 - 0 views

www.mediapost.com/publications

superbowl2011 outtolaunch review ad ECUAdvertising

shared by Tracy Tuten on 02 Feb 11 - Cached
  • Tracy Tuten on 02 Feb 11
     
    Out to Launch's review of Super Bowl advertising 2011.
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