Texting incorporated into outdoor to track campaign

It is important to track results of an advertising campaign. However, it can be difficult doing so with outdoor; incorporating new technology like texting can really make a difference.

Reported by MediaPost, CBS Outdoor launched a new service in May called txt2go. This program, which was created by Rip Road, offers advertisers the opportunity to better track consumer response through the use of cell phones.

How it works is that a text keyword is incorporated on an outdoor display. This display encourages people to send in the keyword in return for a special offer or to receive more information on what is being advertised. If a unique text keyword is put on each display board, it will enable the advertiser to know which specific outdoor board is receiving the most attention and is the most effective.

By being able to track the effectiveness of an outdoor campaign, it can either justify or discourage the board location for advertisers. The result for the advertiser is a competent and successful campaign.

A new study shows newspapers aid in purchasing decisions

When debating to pursue an avenue of advertising, be aware of new studies and how they can help direct your campaign to be efficient and successful.

Reported by Editor&Publisher, a new preliminary study conducted by MORI Research shows that newspaper inserts and ads aid in purchasing decisions. The company polled approximately 3,000 adults on behalf of the Newspaper Association of America.

Results show that almost 60% of those questioned stated that they use newspapers to assist them to plan or make a purchase. More than 70% said they “regularly” or “occasionally” read the inserts. 60% also stated that they used a coupon because of newspaper advertising; in addition, 41% of those polled said that they turn to newspapers when actively seeking out advertising.

If debating whether to utilize coupons or inserts in an advertising campaign, it is helpful to look at what kind of future outcome is most desired. If tracking the source of customers is the most important outcome, then inserts and coupons can help to show which publications drive the most traffic.

Domino's cleans up its advertising for a new promotion

Sometimes thinking outside of the box can really make your advertising campaign stand out from competitors.

Reported by AdWeek, Domino’s hired GreenGraffiti to help create a different and new promotion to engage its audience in early July. The pizza chain’s logo has been “cleaned” into dirty sidewalks in New York, Philadelphia, and Los Angeles to promote the American Legends pizza.

The advertisements were created by a high-pressure water hose and stencil. There were approximately 200 of the clean Domino’s ads left.

The promotion aspect of the ad campaign was that the first 250 people to find the sidewalk ads and email pictures of themselves with it to Domino’s received a $15 gift card.

Promotions like this can be less expensive than a traditional media buy and can generate great word of mouth advertising. And, it is considered an eco-friendly type of advertisement that can also promote good press.

Television is changing the scheduling norm

When planning on buying TV for your campaign, be sure you are getting the show you really wanted and planned on.

NBC has announced that the schedule format for the 2009-2010 season will be slightly different than what has traditionally happened. The network will now be doing what is called shared time slots for shows. What this means for advertisers is that one show will run in the fall with another running midseason at the same designated time.

Other networks are said to be soon following this format. This change of scheduling for NBC has been hastened because of the 2010 Winter Olympics, which would have pre-empted regular programming in February.

If a television schedule has been placed to specifically target an audience from a certain show, it is advisable to have the local stations maintain updates regarding what shows will be on air.

Teens are still a captive audience for radio

When choosing a medium to advertise in, be aware of technological changes within that climate. These changes may affect how you buy this medium.

According to Media Post, Nielsen has conducted a new study on teenage consumption of radio. It was found that “16% of teenagers around the world consider radio their ‘primary source’ of music, with another 21% identifying it as a ‘secondary source’ of music.” In contrast, mp3 players have 39% of teenagers listing it as a primary source of music, and 33% of teenagers prefer computers as their primary source.

It was also stated that the standard amount of time spent listening to the radio is down 5%. In 2007, the average listening time was 19 hours and 32 minutes, and that declined to 18 hours and 30 minutes in 2008. This decline is believed to be because of online streaming and mp3 players.

Even as the decline in radio listening is still an ongoing factor, it is still important to include radio in the mix. This study shows that other alternatives to broadcast radio are taking some of the teenagers’ attention; however, teens still consider radio as a primary source for music. A solid base in broadcast radio will be an asset when branching off into new venues like online streaming and the next new technology down the road.

Don't rule print out yet: Incorporate both print and digital into your campaign

What do you do when all the print publications seem to be vanishing into a digital world? Is it smart to budget advertising dollars in an uncertain platform? In order to get the most for your money, look at advertising in both mediums as a way to strengthen your campaign.

Print publications across the globe have been hit very hard by the economy. Several heritage newspapers have closed their doors and the large conglomerates are doing everything they can to keep their heads above water. It is easy to see why advertisers may be nervous to run anything in the print world when there is so much talk about digital media. However, there are advantages in the struggling print world.

Similar to the housing and auto industry, the print scene has become a buyer’s market. Right now is the best time to advertise in print because publications are more willing to negotiate rates and ad placement due to the enormous pressure they face to keep afloat. A small budget can go a lot farther these days and with fewer competing advertisers in the print publications, your ad will stand out and be noticed.

Although opening your horizons to the digital landscape is important, do not completely drop out of the print world. The best way to utilize your advertising dollars is a blend of both to reach your target audience. Leave your reader wanting more. Look at ways to integrate your print advertising with your online advertising and make sure both platforms drive the reader to your website for more information.

Television advertising is the best way to connect with your audience emotionally

In an ever-changing media landscape, it is difficult to decide which platform is the most effective for your campaign. The debate over online and television is strong, but for those that want to really attach emotion to their campaign, television wins hands down over online.

A study done by the Cable & Telecommunications Association of marketing and the research firm NeuroFocus found that television, compared to online advertising, was a lot more emotionally engaging for the viewer. It also found that television viewers had better commercial recall and more intent to purchase when viewing the ads. When watching television, viewers feel more connected to the advertisements that they see because emotional triggers, such as facial expressions, are picked up easier than on a smaller screen.

Television schedules are not cheap, but there are a lot of cost effective ways to maximize your budget. Try using fifteen or ten second spots instead of thirties so you can increase your frequency. Your spots will still be noticed in spite of the shorter format. Partnering with a local news station is also a successful way to stretch your television dollars because most offer sponsorships around their various news features, such as weather or traffic, which can draw the viewership needed to promote a successful campaign.

Spotlight: Ask Linda Norfleet

Question: Since the economy has been down the last nine months, my retail business has dropped off significantly. Should I pull all my advertising dollars and wait until consumers regain confidence and spending levels rise?

Answer: According to a new Ad-ology Research study, "Advertising's Impact in a Soft Economy," more than 48% of U.S. adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business must be struggling. Conversely, a vast majority perceives businesses that continue to advertise as being competitive or committed to doing business. Therefore, it is important to continue to advertise in a down environment to maintain brand awareness and reaffirm consumer’s perception of your business. Another key finding in the Ad-ology Study is that TV, newspaper, direct mail, and Internet top local media from which consumers saw/heard an ad within the last 30 days that led them to take action. Strategic placement of advertising dollars is more important than ever. Be sure and assess your target audience and place your ad dollars with media vehicles that have proven to be the most effective and efficient.

Magazine ad pages are slowing its decline for July

In an economy where media outlets are struggling, it is important for your company to be aware of the state each medium is in. If a publication, in which you want to run a campaign, is hurting in advertising sales, then it may be the perfect opportunity to lock in low rates for the rest of the year.

In a year where ad pages have declined in magazines, July is no different; however, there is reason for the industry to have an optimistic view. According to MediaPost News, MIN Online did a recent ad page count for the July issues of monthly magazines and found that there is a decline of about 20% compared to last July.

Publishers view this outcome as a sign that the decline is lessening and may soon level out. This response is due to the fact that the decline percentage from past months has been much higher. For example, total ad pages fell 26% in February and 22% in June.

While some publications have had huge declines in ad pages for July, like Town & Country with a 60% decline, about 17% of the 160 publications polled have not posted declines in July.