Google recently announced they will offer location targeted text banner ads on iPhones and Android phones as part of their marketing solutions.  “Location extension” ads were previously only available through mobile search. Now, a mobile user will see a text banner ad while browsing the mobile web or using an app.

If the user clicks on the banner, the screen will expand into a map that uses the phone’s GPS location to display the closest store location.  The ad gives three options: Visit the advertiser’s website, get directions or call the store.

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Somehow, someone figured out that I’m planning a vacation and now I’m seeing countless online ads for airfare and hotel deals.  At least that’s what behavioral targeting looks like from the consumer side.  The dislike comes from not having control over previously private information.  Now that we’re in a world where consumers control so much, why not give them a say over what ads they receive?

Next month, Microsoft, Yahoo!, and Hulu are moving in that direction by letting consumers decide which ads they’ll view when watching online videos.  This will be done utilizing a new ad selecting tool called ASq.  The hope is that consumers will choose ads that are of greater interest to them; leading to reduced annoyance with advertising and greater ad effectiveness.

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When PR misfortunes strike a company, the prudent remedy is an immediate, open and honest response to the issue. Assuming that’s been done, the other factor which can determine how quickly a company rebounds is brand loyalty.

To demonstrate this, a good example would be to compare BP’s current troubles in the gulf to Toyota’s recent recall. Both companies face high profile PR catastrophes with the potential to threaten their brands for years to come. Despite the recalls, which called into question a notable safety record, Toyota recently reported $1.2 billion in profit according to the NY Times. Toyota seems to have recovered faster than BP probably will because they first corrected the problem in an open manner, but then were able to rely on the strong brand loyalty they had with their customers going into the crisis.

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Not only has the current Old Spice campaign generated enormous consumer buzz, it’s also generated a healthy debate within the marketing community.  Since my earlier post about the campaign, there have been numerous trade articles written debating the sales numbers, what caused them, and the campaign’s still unproven long-term impact.

The most insightful piece to-date was from Advertising Age.  It includes new data showing a healthy sales increase for Old Spice.  However, since the category saw simultaneous growth, the brand has yet to see any change in market share.  In addition, it argues that much of the growth could have been driven by aggressive national couponing in the first quarter.

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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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What marketer doesn’t want their next campaign to go viral? When it means garnering more free exposure than you could afford to buy, who could resist trying?  The problem occurs when more focus is given to the factors that make ads go viral than the factors that generate sales.  Unfortunately, these are rarely the same.

The viral success of the current Old Spice campaign is undeniable.  Unfortunately, it hasn’t done much to convince consumers to buy the product.  MSNBC reported recent WARC figures which show sales of Old Spice Body Wash are down 7% year-to-date.  Most likely you’ve seen the campaign.  Were you entertained? Were you given a compelling reason to buy Old Spice?  I’m thinking you only answered “yes” to one of these.

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Earlier this year, I, along with every other American household, received the 2010 US Census Survey in the mail. I was excited to complete it since I use research daily in my work – much of this derived from census data.  Marketers may not realize how much of what they do may be based on census data.

Here are a few ways the Census is used by marketers:

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The past season of American Idol saw many changes; with Paula gone and Ellen joining the cast, the show’s ratings dropped 9 percentage points. FOX executives have taken note of the decline in viewership and are listening to what the Idol audience wants in order to save their most profitable TV show.

FOX’s research has shown that viewers are tired of the long drawn out results show and are interested in shorter programming. Next season, producers are hoping to spark interest again by shortening the Wednesday results show to 30 minutes while keeping the entertainment portion focused on Tuesday’s 90 minute performance shows.

Now with Simon leaving, Idol’s fate could be in greater jeopardy. Executives are currently looking to see who would be a good replacement. This summer, finding a judge that exudes industry expertise with the shock and awe factor will be their main priority to ensure that Idol’s ratings do not dip any lower.

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Back when we only consumed video content through our televisions, no one bothered to count screens.  But the last time I checked, we’re now up to four.  Televisions, computers, mobile phones, and out-of-home video screens are not only how we consume video, but they’re increasingly how we interact with it.

Along with our four-screen world comes the concept of lean back vs. lean forward media.  Initially, it may sound like “degree of focus” (which you’ve most likely heard of), but it’s also impacted by factors like engagement, ability to immediately respond, and time spent.

Probably the best way to understand lean back, lean forward, and the implications of each is with a chart:

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A recent study by Nielsen suggests that place-based video screens have the potential to deliver more impressions than primetime network television. Research showed that a spot running on the top ten out-of-home video networks (screens positioned in gas stations, gyms, grocery stores, doctor’s offices, restaurants, bars and movie theatres) delivers more impressions than a spot running in every one of the top 20 programs on network primetime.

Buying a large showing of impressions on out-of-home video is challenging because it requires dealing directly with a large number of smaller vendors. However, companies like SeeSaw Networks are now making it easier for advertisers to make placements over a wide array of networks. This is similar to online ad networks where advertisers can buy multiple websites through a single source.

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