You are currently browsing the archives for July, 2005.
This looks cool: Umbria’s tool to track who is talking about your brand across the blogosphere (MediaPost, reg required). Although Umbria makes no claims as to the accuracy of the algorithms behind the curtain, they say they know the age, gender and other demos of the people making those comments.
CNET’s John Borland reports that Japan has declared it illegal to use PVRs to skip TV ads (News.com). You have got to be kidding. What’s next–jail time for people who turn the page before reading the pitch on a print ad? Fines for viewers who don’t order Ginsu knives (Ginsu Guys) off the late-night TV spots?
An alternative idea might be: Make better commercials and put them in front of an audience that might be receptive. If broadcast TV doesn’t allow for the kind of targeting that makes that possible, move the dollars to cable TV and the Internet.
Today’s Washington Post on the spread of citizens’ journalism. One 18-year-old practitioner — aloof, I’m guessing, to the sneer on the face of The Post’s journalist — summed it up this way: "The most interesting thing is diversity of voices because everyone gets a chance to say what they believe in. You don’t have to be hired. You can just write. And it’ll get published — as long as it’s grammatically correct" (Washington Post). The article spends much of its time with the team at YourMomOnline, helping The Post’s readers get a sense of the quality (ha ha!) out there in the blogosphere with body image coverage such as "an opinion piece by some guys about how fat girls are unattractive." But The Post wasn’t completely dismissive. After all, they point out, "Bloggers at the 2004 U.S. presidential nominating conventions helped provide different perspectives on the campaigns." Aren’t those bloggers cute!
The Washington Post pushed its first RSS ad for "The Situation with Tucker Carlson," according to AdAge. AdAge’s Abbey Klaassen, echoing David’s point in yesterday’s Clickz column, says "The key, according to most online marketers, is placing the ads near relevant content — one reason the Washingtonpost.com feed appealed to Publicis Groupe’s MediaVest USA, which negotiated the deal for MSNBC."
I would add that RSS ads provide more than just adjacency; they deliver ads only to those die-hard loyalists who subscribe to a publication’s feed.
David Rittenhouse, partner and group planning director at mOne, gets it right in his latest Clickz column on behavioral targeting. He reminds us that a simpler, common-sense approach to targeting can deliver more impact than a knee-jerk adoption of the latest precision-targeting technology. With respect to behaviorial targeting he reports, "there are other, simpler ways for online media planners to target behaviors, especially at the site level. For example, you can target users who enter your site via an RSS feed. The technology use itself is a targetable behavior." Smart, old-fashioned targeting. I like it!