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Media Buying

Infographic: Why Advertise in Times Square?

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Times Square isn’t just a place for confused tourists and Creepy Elmos.

From static ads to multimedia, if you want your (client’s) name in lights, it’s the place for creative shops across this great land of ours to test the waters and see what floats.

How much do those shops spend? How hard will clients break the bank? Who do they all want to attract?

Carlos Monteiro, infographics editor of iNewspaper in Portugal, collected some interesting stats to answer those riddles after the jump.

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Mediabistro Course

Copywriting: Creative Ad Writing

Copywriting: Creative Ad WritingWork with a freelance copywriter to build your advertising portfolio and land more copywriting jobs! Starting January 12, Kim Taylor will teach you how to make a complete ad using graphics and photos, write strong headlines and body copy for various advertising media, work from a creative brief, and jumpstart your ad portfolio. Register now!

WPP: ‘U.S., U.K. Advertising Is Still in Strong Demand.’

sir-martin-sorrellSir Martin Sorrell is back (like he ever left) and still smirking like the Grinch after a Christmas rummage sale.

According to a release published in the Wall Street JournalWPP reported “strong demand for advertising in the U.S. and U.K. in the first five months of the year”, though “sales growth was held back by the strength of the U.K. pound.”

So the pound was just too strong for its own good. An interesting side note: Ad sales in the U.K. did outpace U.S. totals, with numbers rising 7% and 4.6% respectively. As Marty put it:

“All in all, 2014 looks likely to be another demanding year, as a strong United Kingdom pound and weak faster growth market currencies continue to take their toll on our reported results, but if budgets and quarter one revised forecasts are met, 2014 will be another strong year.”

While the release is ostensibly a financial report, we read it as another step in Sorrell’s quest to crown himself King of All Industry Thought Leaders.

Mike McAvoy, President of The Onion, on His Most Successful Campaign So Far

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The Onion.com, known for its deadpan humor and mock-news network, has been expanding beyond its namesake site. Onion Inc. now boasts The A.V. Club, its entertainment-based sister site and Onion Labs, its advertising/marketing layer.

Onion Labs has created campaigns for everyone from Microsoft to Ford to Home Depot. Mike McAvoy, president of The Onion, recently talked with Mediabistro about this new branch of the company. McAvoy says: “It became our pitch really as a business [to] evolve with the whole native-advertising movement, as well as advertisers’ decision to change how they tried to reach millennials.” McAvoy talks about the most successful campaign they’d had so far:

I think we’ve had quite a few that have been good and have gotten good plays. We haven’t had the Old Spice viral campaign just yet, you know, where we’ve gotten 100 million [hits]. But we’ll let you know when we do. I think our most successful piece, our most viewed piece was [an] April Fool’s joke for YouTube [last year about the social-media site selecting the best video on YouTube], which has been seen by [over 11 million people]. We do a lot of work that is behind the scenes, white label or work for hire, where we’re creating content for a brand and the audience, or the world, doesn’t know it.

To hear more from McAvoy, including how he deals with native ads on his own site, read: So What Do You Do, Mike McAvoy, President of The Onion?

Op-Ed: To Drone or Not to Drone, That is the Question

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The increasing use of drones by media companies is one of the topics we’ll be discussing at the TVNewser Show April 29. This post’s author, attorney C. Andrew Keisner, will be among the guests discussing the issue.

From advertising of real estate and car dealerships to filming Hollywood blockbusters to media coverage of sporting events, examples of advertising & media companies using light-weight UAVs, or Drones, is all around. However, when it comes to using such light-weight UAVs in the United States, the legal risks are frequently misunderstood. And although a recent judge’s decision rejecting a $10,000 fine imposed by the FAA is a welcome outcome for UAV operators and the advertising & media companies that engage them, there are still several risks that advertising & media companies should address before engaging a UAV operator to capture aerial footage.

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Philips Continues with Carat, Adds MPG to Media Roster

Guess it’s one of those days when the media side shines. After a review, Carat and MPG, which both competed down to the wire, will be splitting the Philips media pie as the brand has announced that the former will continue on as strategic media agency partner while the latter joins the fold to focus on Philips’ Consumer Lifestyle sector in the Americas, France and southern Europe.

Philips Consumer Lifestyle chief marketing, innovation and strategy officer Antonio Hidalgo explains in a statement, “Continuing our relationship with Carat is testimony to the strength of their strategic offering and the trusted partnership we have built in the recent years. The addition of MPG for specific geographies reflects Philips’ focus on identifying strong local partners to deliver business results.

Starcom Racks Up Another Big Win

Another Starcom media win? Another Starcom media win. The VivaKi unit has now been tapped by Anheuser-Busch InBev to work alongside and aid the beer giant’s in-house media buying/planning unit, Busch Media Group, with research and planning duties here in the States for all of its brands (you know, Bud, Bud Light, Michelob Ultra, Stella) across national, local and digital media.

In a statement, A-B VP of U.S. marketing Paul Chibe says, “Starcom impressed us with their planning and research capabilities, investment in media planning tools and strong team of people. They will enable Busch Media Group to maintain and expand upon our category-leading capabilities, and we look forward to their contributions.” Well, at least it’s nice to see that A-B InBev can make a decision about something.

 

B-Reel Partner/EP Unveils ‘No Media Spend’

It’s amazing what Twitter buzz can do in a matter of minutes. While he’s busy judging One Show Interactive entries, it looks like Max Ahlborn, currently executive producer/partner at digital production shop B-Reel, has taken the time to launch a simple site called “No Media Spend.” The site’s name speaks for itself while the interface just consists of a page view counter, followed by the words, “With no media spend.” Last we checked, the total tally is nearing 700 well over 800 and a whole slew of industry folks are tweeting about it, some saying it’s their “fave site right now.” Talk about a quickfire way to get major exposure.

Update: A generous tipster sent us a slideshow presentation on the idea behind NMS and how it came together. Here’s one of 30 slides below. Enjoy the full show here.

Zenith Nabs Media AOR Duties for Sonic

Fast-food chain Sonic, perhaps best known for those series of chatty drive-in ads, has appointed Zenith Media as its media agency of record. The media review was launched Oct. 11 and Zenith beat out fellow finalists Maxus, Chicago and Universal McCann, Detroit in the pitch.

In a statement, Sonic’s CMO Danielle Vona sounds happy with the efforts of the aforementioned shops, saying, “The finalist agencies did an outstanding job of demonstrating their unique capabilities and applying their team’s talents and expertise to Sonic’s media needs. Zenith was selected based on their superior planning and buying expertise with great insights into our brand and target, as well as the quality of their team.”

Zenith counts other clients including Verizon, Chase, Toyota/Lexus, Nestle and 20th Century Fox. Meanwhile, Sonic’s creative review finals will occur late January/early Feb, with the winner expected to be announced some time in the latter month. As for its other accounts, the Oklahoma-born brand selected Euro RSCG Discovery for menus, POS and packaging, Lopez Negrete for Hispanic, Barkley for public relations and cause marketing, and C3 for the comapny’s children’s program.

Sonic’s media AOR duties were previously handled by Barkley.

Slate V’s Google Ad Experiment Results in Multiple Fox News Airings

Slate V’s ad critic Seth Stevenson recaps a little experiment he ran using Google TV Ads. Stevenson shows how you can infiltrate shows like Glenn Beck‘s by building a specifically targeted media campaign from the comforts of home for as little as $100. Whether it’s an informal testimonial for Google TV Ads or not, Slate V’s self-produced spot–which drove people to a website–aired 7 times during overnight reruns of Beck’s show and a total of 54 times on four networks, netting 1.3 million total views in a week’s span. Total outlay? $1,300.

More: “Glenn Beck Just Lost Fox 11 More Potential Advertisers (That’s 57 Total)

Chipotle Lands at Minneapolis’ Compass Point Media

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Following the news that San Francisco based Butler Shine Stern & Partners lost the creative and media duties for Chipotle, Compass Point Media informs AgencySpy today that they’ve landed the media business. Creative will, for the time being, be handled solely by Chipotle’s in-house advertising department.

Word of the BSSP/Chipotle split came late Friday, at which time the brand stated they were soon to announce a new media partner. Compass Point Media is a Minneapolis based company. The 100-strategist/negotiator/analyst strong agency is a recent acquisition by Campbell Mithun. CPM has been in operation since 1976.

Recent reports put Chipotle’s media buying figures at $7 million for 2007 and $9 million for 2008.

More:State of Your State: Minnesota’s Ad Scene

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