Showing posts from May, 2014

Radio Marketers - Summers Biggest Marketers in 2013

US Marketers pull the pop-top on summertime ad campaigns. Thanks to its mobility, radio has long been the soundtrack to summer, attracting advertisers seeking on-the-go consumers. Despite all the new media options, for many marketers that remains just as true today as it has been in the past. Budweiser and Bud Light have traditionally been big summertime radio users and this year the flagship brand will wrap itself in the flag with a patriotic-themed campaign to help raise money for military families. Regional advertisers are taking a similar tactic. Blue Bell Creameries is using radio to help promote its Red, White and Blue Bell ice cream. And then there’s the Mexican fast food restaurant chain Qboda, which says it’ll be on radio this summer hyping its seasonal menu items like the Mango Mojo Burrito and the Mango Mojo Salad. CFO Jerry Rebel told investors this month that Qboda flies under the radar as it puts “a lot” of its marketing dollars into radio and outdoor — and there hav

Season Advertising - Gets a late start

Like spring flowers, seasonal advertising is arriving later this year. How warm does it need to be in your market for someone to buy a pair of shorts? Or crave a Frappuccino at Starbucks? The answer varies in different parts of the country, and for a wide portion of the country a harsh winter led to a cool spring. The result is not unlike what’s going on with flowers in many gardens: spring advertising is tracking later than a year ago. “It varies, depending on what part of country you live in, but it does seem like we’re looking at a four-to-six week delay in some places,” says John Acello, a radio veteran who is now a vice president at Planalytics, a firm that works with marketers on fine-tuning their weather-related advertising strategies. “We help companies manage the weather and use it to their advantage when they can,” he explains. But there’s been a shortage of management necessary during the past year. While half the country learned what a polar vortex is, the other half ha

Digital ads hit-or-miss target - By Product Category

Digital ads hit-or-miss target, depending on product category: comScore. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” That famous line by department store owner John Wanamaker may need an update in the digital age. An analysis of several product categories shows an average two-thirds (66%) of digital advertising misses its target . Some ad categories are more likely than others to miss their target. Only 42% of retail ads reach the intended target and just 41% of consumer product ads reach hit the bulls eye . It’s 50-50 for auto ads , comScore finds. “Achieving 100% in-target delivery isn’t necessarily realistic and it isn’t always feasible,” comScore senior director of product marketing and ad effectiveness Andrea Vollman said last week during a webinar. “As the target narrows, the likelihood of hitting that target also becomes smaller.” ComScore analysis found that when an advertiser had a broad target, like adults 18+, the ads hit the