Archive for December, 2012

It might seem amazing that the standard for

measurement of “impressions” for online advertising has

not been that the ads can actually be seen by the user of

the site. But that has been the case until now. Ads that

were not viewable without scrolling down a page were being

counted, whether or not a user actually did scroll down.

Now there has been a demand for the adoption of

viewable impressions as a measurement

standard for advertisers and publishers in the

new year. Plenty of clients and agencies don’t view it as critical

yet,  but they should. This is another sign of the maturing of the industry. We

must demand to know if our ads are being seen in order to maximize our

advertising investment.


Author: admin

Advertising Age says PepsiCo is rolling out a new

sweetener for its Diet Pepsi brand and prepping a major

campaign in support of that product. The effort, featuring

Modern Family’s Sophia Vergara, is expected to launch

in mid-January. Apparently the new sweetener won’t be

mentioned in the ads but it is hoped that the drink will taste

fresher with the new ingredient. Checkers Drive-In

Restaurants says it has boosted beverage

sales by 2% by offering $1 large drinks and

ice cream cones. Tests of the new pricing was

begun in April and rolled out to all locations in

May…… MillerCoors is beginning a major

campaign for its Redd’s Apple Ale by buying

15-second ads in the Super Bowl on local

stations in the Great Lakes and Southeast

regions. The Ale is being launched nationally on February

1……Best Buy has extended the time by which its founder and former

CEO Richard Schulz can submit a bid to purchase the

company. ……. New data from TransUnion’s automotive

financial services unit finds that fewer Americans are

defaulting on their car loans despite the fact that the lenders

have become willing to extend credit to those with less than

perfect credit scores.

There has been a lot of talk about online video advertising

and how it can be a complement to traditional spots on

television. Certainly online video is growing as a medium,

but the latest research from indicates that it

is not yet a threat to regular television and that few

advertisers are taking the opportunity to launch campaigns

that include both media.

Ads appearing on national TV and on

leading online video sites found that more than

4,100 brands were advertising on one

of those media and/or the other. Of those brands, 23%

used online video, with 12% advertising on both online video

and national TV, and 11% advertising

on online video exclusively. Meanwhile,

77% of brands used national TV

advertising exclusively.

Restaurants and automotive were the most likely

to use both channels, at 43% and 30%

of brands advertising, respectively, while internet

communications and content companies as well as resort

and travel companies were the most likely to use online

video advertising exclusively, at 39% and 28%, respectively.

“Consumer interest in online video is surging, but to date

companies have had little insight into how this important

channel is being used for marketing and advertising campaigns.

A while ago we reported on the growing number of

persons who were buying a car through their membership

retailers like Costco. But it’s not just vehicles that are being

offered at those discounters and warehouse stores. As the

New York Times pointed out in a recent article, shoppers

can now get everything from car loans to start-up money

for small businesses to home mortgages at those stores.

Part of the reason that the business

is available to retailers like Costco and

Walmart is that about 10 million U.S.

households do not use a bank at all and

another 24 million households have a

bank account but still use non-bank

financial services like pre-paid cards.

A few years ago, Walmart tried to

open its own bank, but was rebuffed by government

regulators. But pre-paid cards, like the ones Walmart offers

now, are only loosely regulated. That means that customers

who use that service typically pay more than they would to

a bank, but also might not be eligible for those services at a

regulated financial institution.

The Times says Costco began offering mortgages–

from small lenders–about two years ago. It makes little

money from the service, but the idea is to keep consumers

as members, paying membership fees– the retailer’s real

profit center. And Home Depot has become a kind of bank

itself, lending people the money for major renovations. As

in the case of other retailers, its fees are more than might

be charged by a bank, but its standards for lending are less


The generation that went through the Great

Depression never lost their habit of pinching pennies and

living frugally. The Baby Boomers, brought up in a time of

plenty, have been enthusiastic consumers their whole lives.

The question now is whether the Millennials, who have

learned the lessons of the Great Recession, will keep their

current penchant for frugality or return to the consumerism

of their parents.

It’s not just a philosophical question –it is a matter of

survival for many industries that rely on consumer

spending. As we have reported, restaurateurs have

been concerned about the trend for Millennials to

eat out less than previous generations at their age.

And carmakers are very worried about the penchant

for those younger consumers to purchase fewer

and less expensive–and therefore less profitable-

– models.These are children of

the Great Recession, and in many ways their spending

patterns are just like the children of the Great Depression.

A core is there for both groups. It is an alignment of values

in that both look for value in a purchase. They are buying

16% fewer cars and houses.

They are putting off deciding to get a driver’s license.

If they don’t need a car, they don’t buy one. It is a more

thrifty generation than we’ve seen in a while.

Where Millennials differ from their Great Depression surviving

grandparents is their use of digital devices to find

the best values and lowest prices. And because of that,

they can be reached through those channels by retailers

and others who know their preference for price transparency

and product information. Millennials

are price and payment-sensitive, but is

not sure that those behaviors will stay

with the generation as the economy

recovers. The habits of youth are likely to stick, just as

they did for the “Greatest Generation”

and the Baby Boomers.