Adding to the wit we have come to know and expect from Mac vs. PC ads plays, this advertisement is well suited for the digital space. It builds on PC's slowon- the-uptake persona because he seems just as surprised that ads are talking to him as users. Apple runs a fair amount of advertisements with nytimes.com, which is effective from a targeting perspective because the site attracts a wide cross section of informed, tech-savvy and educated consumers.
22 | DMNEWS | July 27, 2009 | www.dmnews.com FedEx among the marketers taking Events, social database of potential event invitees and advantage of low online video costs media key pubs’ other community information. Often, Greenberg explained, events are planned around geography rather than a particular ‘FedEx’ continued from cover new strategies TV spend into online video, as reported by Online video ad spending overall is on a healthy growth trajectory. Spending on target demographic, but the BMG Experi- ential is prepared to do more targeting and DMNews’ sister title, UK-based Campaign. video advertising increased 81% to $734 ‘Print’ continued from cover help clients gather customer information at Part of the appeal of the channel is low costs. million, according to eMarketer, and a 45% Offerings will include sampling, guerilla events, if that is the goal. Average pre-roll costs per thousand (CPM) increase is expected in 2009. EMarketer marketing and consulting. Washington Post Co., too, is reaching were down by 10.4% in the second quarter of predicts by 2013, online video ads will “We saw an enormous amount of interest beyond print revenue with a relaunch and 2009 compared with the same period a year bring in $4.1 billion in spending. That in doing these experiential activities, some- expansion of its 2007 acquisition, CourseAd- ago, according to Brightroll, an online video number includes in-stream (pre-roll and times instead of doing a print buy at all, and visor. Rebranded as Avenue100, the online ad network. Third-quarter data suggests pric- overlays), as well as in-banner and in-text the market for events marketing is exploding lead generation company is looking to ing will continue its downward trend. (ads delivered when users mouse over for companies of all sizes while other areas of expand its client roster from schools and relevant words). marketing tactics are not,” said Ilyse Green- education services to financial aid providers Brightroll CEO Ted Sacerdoti said pre-rolls berg, senior manager at the Boston Globe. “I and recruitment firms. It’s also pushing into are “overpriced.” The average CPM is around Each of FedEx’s self-referential videos think this is a natural offshoot because we $20. As a direct response vehicle, Sacerdoti focuses on a specific product or service, offer a wide variety of tools and ways of said video “is too expensive today. such as FedEx Mobile, FedEx International, reaching target audiences in the area.” “We’ve run a lot of campaigns that have FedEx Office and FedEx.com. Boston Globe Media’s sales department An awful lot of CPG some form of direct response metric and it “Long-form allowed us to go into more has had a Boston Globe Events group in companies are tends to be expensive relative to other online detail,” Pacheco explained. “You’re able to place for a while. BGM Experiential takes media,” he added. “We’ll see more dollars impart so much more communication.” the idea one step further by offering stand- interested in what come in [from direct response campaigns] Pacheco said online video was natural for alone events marketing, rather than selling we’re doing on the as the price falls, but I don’t see that hap- the push: “The at-work audience is critical to events as a combination buy. experiential side. pening yet.” our success. We know these folks are consum- The events group has already worked Ilyse Greenberg, senior Andrea Kerr Redniss, SVP and manag- ing a lot of video, and lunchtime is the new with Mini Cooper, creating a brand pres- manager, Boston Globe ing director, digital, at Optimedia, a media primetime.” People might work through lunch, ence at the Boston Marathon, a relationship buying agency, said she sees pre-roll CPMs he noted, but will also be looking for a diver- it expects to continue. Greenberg said she coming down, and that makes the medium sion on their computer during that time. saw a lot of opportunity with national CPG e-mail, database, analytics and search mar- more attractive to marketers. Greg Hahn, executive creative director at clients, who have not worked with BGM keting services and has hired a social media “Marketers are investing in it,” she said. BBDO New York, said the campaign is a before but have expressed interest in creat- planner to build its presence on Facebook It’s becoming an easier place to put money good way to convey a lot of information, ing live, local events. and Twitter. Chairman and co-founder Greg and a safer place to put money.” the breadth of services FedEx offers beyond “We want both local and national clients Titus said that Avenue100 brings in $5 mil- “You have a number of different outlets shipping, to its target audience. who want an expert in reaching a target lion in revenue per month, and handles across the Web to buy long form content. “We thought that infomercials would be audience,” Greenberg explained. “We’re about $2 million in media buys. Now that it’s so similar to TV, marketers will a good medium to get that information finding that an awful lot of
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