In an interview with Piers Fawkes at PSFK, Elizabeth Talerman (now running Talerman + Partnerss) recalls her days at Ogilvy on the IBM business.Â Around IBM’s Olympics sponsorship, she encouraged the client to experiment with ad creative that worked harder to engage viewers with the creative itself — what she calls “branded utility” — in hopes that customers engaged with the brand at a surface level will be more inclined to engage at deeper levels:
“We began to use the Web to create interactive games and trackers in banners and then in Java applications. We were convinced if we could create sticky experiences that kept audiences engaged with the brand for several minutes at a time, weâ€™d not only engender good will, but weâ€™d also get qualified tech savvy prospects to eventually move from the sport content into the case studies and business content. It worked.”
Reminds me of Modem’s work for Dice.com around the rant banner.
Ben Perry’s SearchInsider column yesterday ran under the headline, “Human Intervention Trumps Technology” (Mediapost). Coming from the paid search director at iProspect, that’s quite a statement!
“THIS MAY SOUND HERETICAL COMING from a guy in my line of work, but automated bidding tools are sometimes bad for your paid search campaign. Many folks at SEM firms–myself included–spend a great deal of time banging the drum about how much you can gain from using technology to bid, and how much efficiency can be gained from using a good bidding agent. However, experience has taught me that there are situations when a bidding agent simply isn’t the right tool for the job…. Because they use the past to predict the future, any unpredictable event may cause problems…. Sophisticated technology has its advantages, but having clever humans running it is what will allow you to make the most of your investment in paid search technology.”
Merrill Lynch projects Yahoo’s “branded revenue” will grow 21% next year (see Mediapost). How Merrill Lynch gets there is interesting:
“That estimate assumes 6% growth in page views and 8% growth in monetization for premium inventory, and 32% page view growth and a 31% increase in monetization for non-premium pages.“
The slowest area of growth — ie, the biggest hurdle to more impressive growth — is that piddly 6% growth in premium-content pageviews. Yahoo’s M&A crew will have a busy year, I guess!