Friday, November 26, 2010

Online Banner Ad Performance Declines

According to a new report released by MediaMind, average click-through rates on global banner advertising remains flat at 0.09%.  In the report titled "Standard Banners-Non-Standard Results", billions of ad impressions were examined over a two-year period. The report indicated that the use of standard web banners today does not equal the results of previous years, when online advertising was in its infancy. 

Better click-through results can be achieved today through the use of more sophisticated ads including rich media, video and flash.  Once a new media is no longer new we tend to tune it out. When this happens marketers have to look for more innovative ways of cutting through the clutter of the online advertising environment.

Friday, November 5, 2010

The Demise of the Lebron James Brand

Can the brand of a sports superstar be destroyed in one hour? One only has to look at Lebron James to answer that question.  He went from being the golden boy of basketball to being considered by many as a quitter and traitor.  He promised Cleveland a championship and he delivered an empty promise. Fans may have overlooked his decision to leave had it been delivered in a more respectful way.

The new Nike campaign that recaps Lebron's "decision" does nothing to reposition Lebron.  In fact his commercial just makes us Clevelanders relive the disappointment we felt just a few months ago when Lebron stuck it to us. Below you can see Cleveland's response to the new Lebron spot.  Really Lebron? Really Nike? Do you think you can rebuild the Lebron brand to what it was before the "decision". Good luck with that and if I were you I wouldn't count on the support of Northeast Ohio.

Thursday, November 4, 2010

Political Advertising aka "Badvertising"

It happens every time an election approaches (especially a key election). Political candidates vie for their positions and the rest of us non-political beings are subjected to some of the worst advertising known to man. Something I like to call "badvertising".  Badvertising is advertising gone wrong. The sad part is that these ridiculous ads are often effective at getting peoples' attention. The fact that they are so bad leads people to remember them and make fun of them and they succeed in getting their message out albeit in a bad way.

This morning I shared a link on Twitter to Adweek's blog called Election 2010: The 10 Freakiest Campaign Ads. You can read their whole article here  It is worth viewing if like me you enjoy making fun of badvertising.

I wanted to share with you one exceptionally bad political ad. Now I am all for hip-hop music. On my running playlist you will find everything from Beastie Boys to Jay-z to Little Wayne. That being said, using a very poorly produced hip-hop video in a political ad campaign is strongly discouraged!

If you're thinking about running for office I applaud you for wanting to get involved! We need good people in office! But I ask you to PLEASE have some dignity and use a professional advertising agency or marketing professional to develop your campaign.