Clear Channel Outdoor has launched a new offering called Total Out of Home Network.  It will combine live traffic data and an advertising message, creating a shared space.  The first advertiser to run on this was the Illinois Lottery and their campaign featured traffic information as well as Powerball Jackpot numbers.  Like any media tactic, there are pros and cons to consider.

On the positive side, by providing consumers with a message that has value, such as traffic information, the advertising is reaching them in a highly engaging environment.  Instead of a consumer ignoring the advertising message, they might be more likely to pay attention because of the information provided to them.

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Recently, the Los Angeles Times ran a cover wrap on the front page for the new film ‘Alice in Wonderland’.  The wrap and four page spread acted as a false front page of the newspaper and left some readers wondering if lines were blurred between editorial and advertising.

According to Magna Global, newspaper advertising revenue in the U.S. dropped 27.2% in 2009 and is expected to drop another 10.7% this year.  Because of this, newspapers are more open to advertisers running unique and out of the box creative.  While this is common with online and magazines it is a much newer concept for newspapers.  The front page of a newspaper has typically been considered sacred space that is reserved for editorial only.

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B2B and B2C marketers have both been using social media as an advertising tool. A recent survey done by E-marketer took a look at how the two categories use social media differently. Each has their own objectives that drive those differences.

Because the sales cycle of a B2B product is longer than a B2C product it makes sense that they are utilizing tactics that will help build leads and CRM. Social media tactics that are working for them include blogging, participating in third-party sites, and monitoring company mentions. Several of these tactics are helpful when trying to engage or stay in front of the audience over a long period of time.

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A subject line can make or break an e-blast but this is typically the last thing an advertiser will think about. You can improve open rates by thinking about your subject line differently. Here are some common problems and solutions:

1 – Subject line is too long
• Keeping your subject line short and sweet is key. By keeping it to 42 characters or less it will allow recipients to see the entire subject line in their inbox.

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According to PQ Media, spending on WOM marketing rose 14.2% to $1.54 billion in 2008 and this is expected to grow in 2009. As this media type becomes more popular, advertisers are looking for companies that can provide WOM. One vendor that can not only provide WOM, but measure its effectiveness is House Party.
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In addition to books, e-readers are offering a limited selection of magazines.  For example, Amazon’s Kindle currently offers 40 titles.  Availability will only increase as e-readers evolve.  Time Inc. is teaming up with other publishers to create a digital storefront where consumers could purchase a wide array of magazines.
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ROI campaigns are commonly used in the online world via CPA (cost per acquisition) campaigns.  CPA campaigns allow you to pay based on response, not exposure.  More recently, B2B marketers are trying to apply this same tactic to other forms of media.  

 In reaction to this, B2B magazine publishers have determined that if they want to stay in business then they need to provide a pay for performance option similar to what online can offer.  Magazines are referring to these as ROI campaigns.  Read the rest of this entry »