from MediaFile:
Confused about media and ad technologies? There’s a Lab for that.
Between the bazillion ad technology companies all claiming to revolutionize online advertising and an explosion of devices and services that promise to deliver movies straight from the Internet to the TV, it's a full time job keeping tabs on what can do what.
That's why Interpublic Group's Mediabrands launched Media Lab last Thursday, a 5,000 square foot space dedicated to learning and figuring out which end is up with various technologies available to marketers.
IPG vets technology before it can even make it to the front door of the Lab -- meaning just because it's out there doesn't mean it makes the cut for testing. More than 500 companies are in its database and the Lab keeps in radio contact with venture capital firms and emerging media and tech related companies both large and small to stay on top of trends.
During a recent tour of the Lab in mid-town Manhattan -- it targets high level chief marketing officers who usually make the rounds in a four hour stint -- this reporter was greeted by a television screen that switched its programming based on gender facial recognition.
There was the room with a nice comfy sofa in front of several flat screen TVs that had just about every kind of over-the-top service, including Google TV and its one very confusing remote. There was a mock retail store that showed off technology that helped clerks stock popular items (and those less popular). And a mock store-front window that showed off the latest collections inside and allowed people to order clothes right off the window -- even if the shop was closed for the day.
The Lab isn't just there to show off. It's also expected to pull its weight within IPG and help make money for the colossal ad holding company, Matt Seiler, global CEO of Mediabrands, explained. For instance, the Lab is very much a VAR (tech parlance for "value added retailer') selling the technology to marketers as a third party vendor. It also makes money by consulting with brands.
Small business ad spending fuels Facebook growth
The growing use of small business advertising on Facebook is a trend worth watching.
As much as 60 percent of the social media network’s estimated worldwide revenue of $1.86 billion in 2010 was gleaned from self-service ads, according to a new study from eMarketer, which specializes in digital market research.
The low risk associated with this type of promotional activity is increasingly attractive to small companies across the board, according to Debra Aho Williamson, the firm’s principal analyst.
“The self-serve systems make it easier for small advertisers with more limited budgets to get in and advertise on Facebook without engaging with Facebook’s direct sales team and spending a lot more money,” she said. “You can set a budget and a price cap. You only pay for ads if they’re clicked on. The other thing that makes it attractive is the targeting capabilities.”
Such self-serve ads, which typically appear stacked in fours on the right-hand side of a Facebook user’s profile page, have grown from roughly 50 percent of the ad revenue pie in mid-2010, Williamson said.
“They’re definitely focusing a lot of their attention on really fine-tuning this self-service system,” she said of Facebook’s advertising staff.
Williamson notes that self-service ads are not strictly limited to small companies, but they likely represent the bulk of users. Meanwhile, overall worldwide ad spending on Facebook will likely reach more than $4 billion this year and $5.74 billion by 2012.
Is t-shirt advertising a sustainable business?
Jason Sadler makes a surprisingly good living wearing other peoples’ t-shirts – $84,000 since launching his one-man ad service last January – but our experts are doubtful he can grow it into a larger, more sustainable model.
A year ago the 27-year-old Jacksonville, Florida entrepreneur launched a website – Iwearyourshirt.com – where he charged people to wear whatever shirt they sent him (read original story here). New Year’s Day was $1 and each successive day Sadler’s fee went up a buck, so this New Year’s Eve he will charge $365. Sadler made $66,795 for advertising on his back alone and another $18,000 in monthly sponsorships, where he charges $1,500 for an ad spot on his online monthly calendar.
“I’ve got companies that need more exposure than I can give in hours I can work in a day,” said Sadler, whose very first advertiser on January 1 was live video streaming website Ustream.tv, the same platform Sadler uses to broadcast his own live one-hour webcast to chat with viewers about the companies and the products displayed on his extra-large sized chest. So far his clients range from obscure bloggers and rock bands, to startups and established companies like Zappos, Prudential and Intuit. Comedian Bill Cosby even used him to try to get more people to sign up to his Facebook page.
“Every day I really try to give as much push and as much value without sales-pitching people,” said Sadler, who initially got the idea after seeing how many promotional t-shirts are discarded and thought he could offer the companies making them more value by actually wearing them around. “The value of doing all this content for $300, even if it only gets a couple hundred views on everything, is still pretty tremendous when you think about the grand scheme of things.”
THE PITCH
For 2010, Sadler is doubling his daily prices - so it will cost advertisers $2 this January 1 and $730 on December 31. Monthly sponsorships will jump to $2,500. Sadler also hired a friend in Los Angeles to help tag-team on promotions, so now companies that buy spots will get two guys wearing their shirts and spreading the word virally online.
“If you were going to put an hourly rate on that from an ad agency you’d pay way more,” said Sadler, who will split the revenues 50-50 with his co-worker. In addition, Sadler said he will introduce “proud partnerships,” an initiative whereby he provides a special yearly promotion for a company. He said he has already inked a deal for an undisclosed amount with Tommy John apparel to exclusively wear their underwear throughout next year.
hi,
wow. this is really cool. i think it would be an extremely smart idea if you tried to also reach different audiences. teenagers. i would love to do something like this, it sounds really fun 
i already post videos and take TONS of pictures and post it to many websites as is, and like i said, I would love to do something like this! please contact me,
~Alyssa
from MediaFile:
Late Billy Mays leaves infomercial stardom void
Michael Jackson, the recently deceased "King of Pop", was also lauded as a pioneer in celebrity advertising. But many in the marketing industry appeared much more personally upset by a tragedy that was closer to home -- the death on Sunday of Billy Mays, the "King of Infomercials".
Some viewers flee infomercials, which often last almost a half hour, and are filled with brash claims about products that, of course, are always the best inventions on the market for anything from peeling a vegetable or cleaning a house.
But Mays, who made it big in the late ninetes with a stain remover called OxiClean, convinced many viewers to listen by shouting his wares. As a result he became a popular icon and created a close following among marketers who saw him as a valuable pitchman.
"He's on the air more than any other pitch person ... He probably has been in more direct response spots than anybody else," said Sam Catanese, the head of Infomercial Monitoring Service (IMS).
But while he seemed to always yell on the TV, Mays collaborators said he spoke at a normal tone in person and was very sincere, if a bit more energetic than most of us. "He was a sweet dear nice guy. Everybody's going to miss him a lot," said Catanese who last met Mays in San Diego a few weeks ago when he asked for IMS to get involved in his Discovery Channel show PitchMen, which documents Mays' search for marketable inventions.
Mays followed in the footsteps of Ron Popeil, who is seen by marketers as the grandfather of infomercials who turned "late night viewing into a profitable situation" for television networks, said Barry Consulting President Bill Kittel.
Executives said it will be hard for a pitchman to fill Mays shoes and match his fame. "I think he should be recognized," said Catanese.
billy will be truly missed. check out this great rap tribute i found to him!
http://yovia.com/blogs/timlara/2009/06/2 9/rip-billy-mays/
