Month: February 2007

Simultaneous media consumption a challenge for advertisers

According to BIGresearch’s Simultaneous Media Usage Study, media consumers spend a lot of time multitasking when they use media. Almost 7 out of 10 use some other media while watching tv.

Joe Pilotta, VP, Research of BIGresearch, concludes that “The intermittent usage of media which occurs during simultaneous consumption creates a serious problem for marketers who rely on exposure to media models since the anticipated exposure is being shared with many other media options and may never occur.”

Percent who use other media while:

Watching tv: 67.9%
Listening to radio: 56.4%
Reading newspapers: 68.9%
Going Online: 70.7%

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Web 2.0 companies prefer YouTube to Super Bowl

Super Bowl ads [tv commercials, that is] this year may cost as much as $2.6 million per 30-second spot, which is too expensive for the more well known web 2.0 companies like Technorati and Plaxo. Instead, six of these companies have joined forces to create a series of “viral” spots that run on their own YouYube channel: YouTube “SuperDotComAdsXLI”.

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Saab accused of cloaking – Media Culpa is not convinced

Saab is accused of manipulating search engine results via cloaking, a technique which generates one page for search engine’s web crawlers and another page for visitors, with the purpose of increasing search engine ranking. This practice may lead a page to become penalized in search engines. There are also of course legitimate reasons for showing one page for crawlers and one for visitors.

Wil Reynolds, an internet marketing consultant, made the allegations in a speech at a marketing conference in Las Vegas last week, according to BrandWeek. What made Reynolds react was that Saab was ranked in the top ten in Google for “luxury car”. Saab denies any illicit behaviour.

By checking Saab’s site with Webcab.de we can find this textual information, see below. I cannot see how this can be described as cloaking, but I’m no expert on the subject.

Luxury Car – Saab USA – Luxury Vehicle
At Saab USA, we pride ourselves on building a Luxury Car around its driver. Our Luxury Vehicles offer some the best safety features and first class options made available. Check out Saab’s newest 2005 Luxury Car Selection.
Luxury Car – Luxury Vehicles from Saab USA
[Saab USA by GM Motors]
Vehicles
Shopping Tools
Certified Pre-Owned
About Saab
Owners
9-2x AWD
Build Your Saab
About Certified Pre-Owned
Who Are We
Owner Center
9-3 Sport Sedan
Side-by-Side Comparison
Find Your Car
Saab Heritage
Owner Benefits
9-3 Convertible
Request a Quote
Vehicle Specifications
News and Events
Saab Clubs
9-5 Sedan
Financial Tools
Limited Warranty
Get Saab Email
Accessories Catalog
9-5 Sport Wagon
Payment Calculator
Request a Brochure
Gifts and Gear
Gifts and Gear
9-7X SUV
Financial Services
Current Offers
Concept Vehicles
Current Offers
Request a Brochure
Request a Test Drive
European Delivery
Military Sales
Corporate Sales
Dealer Locator

[Via SpinThicket]

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Super Bowl buzz is climaxing

On Sunday it’s Super Bowl time in the US and the blogosphere is all abuzz about the game. Technorati has a chart of posts that contain Super Bowl per day for the last 90 days.
Technorati Chart
Click on the chart to get a better view.

As always, there is lot of talk about the advertisements during the game. Frito-Lay’s snack brand Doritos is being promoted through a contest where users create their own online videos and the winning entry will be aired as a spot during the show. Voting has now closed for the five remaining videos which can be watched here (haven’t seen them myself yet, doesn’t work on my PC right now).

And, viewing at your own risk, here’s Kevin “K-Fed” Federline’s tongue-in-cheek (?) spot for Nationwide.

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