When Advertising toWhen Advertising to
Advertisers InvadesAdvertisers Invades
the Public Spherethe Public Sphere
Picture it. April 2008. The Great Recession is
well underway and network upfronts are a few
short weeks away.
In a climate...
If you’re a network exec at Bravo or Oxygen,
there’s no need to worry. Your audience
consists of Affluencers, trenders, sp...
During the 2008 upfronts, Bravo and Oxygen
launched campaigns to rave about the spending
power of their audiences.
In a bo...
2008 Upfront Ad
2008 Upfront Ad
Pardon the blurriness.
This subway poster
communicates the
following:
• High recall
• Intent to purchase
•...
What other straphangers
had to say
• “Wow. Every once in awhile, you get to see behind
the curtain.” – Rxb
• “Media buyers...
2009 Upfront Ad
2009 Upfront Ad
During the 2010 upfronts, Bravo and Oxygen
tweaked their ads by minimizing the emphasis on
shopping.
2010 Upfront Ad
In 2010, Bravo kept it low-key
with smaller ads and focused
on its programming content.
2010 Upfront Ad
Image via: carynsolly
Text
That’s a huge difference from its 2007 ad in
which Affluencers are portrayed as multi-tasking
c...
Who would want to be an old, dowdy Lifetimer when you
can be a stylish member of Generation O?
These frames were taken fro...
For more examples…
• Advertising to Advertisers Flickr set
• Advertising to Advertisers Tumblr blog
Further reading…
• Turning the “Bravo audience into a brand unto itse
via: The ARF
• Rob Walker’s The Product Is You
Presentation by: Gladys Santiago
Blog: Product Displacement
Twitter: @gladyssantiago
Flickr: Photostream
Upcoming SlideShare
Loading in …5
×

When Advertising to Advertisers Invades the Public Sphere

1,524 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,524
On SlideShare
0
From Embeds
0
Number of Embeds
162
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

When Advertising to Advertisers Invades the Public Sphere

  1. 1. When Advertising toWhen Advertising to Advertisers InvadesAdvertisers Invades the Public Spherethe Public Sphere
  2. 2. Picture it. April 2008. The Great Recession is well underway and network upfronts are a few short weeks away. In a climate where the unemployment rate is steadily increasing and consumers are tightening their belts, how does a network tout the spending power of its audience to potential advertisers?
  3. 3. If you’re a network exec at Bravo or Oxygen, there’s no need to worry. Your audience consists of Affluencers, trenders, spenders and recommenders.
  4. 4. During the 2008 upfronts, Bravo and Oxygen launched campaigns to rave about the spending power of their audiences. In a bold move, they took their message beyond the pages of trade magazines like Ad Age. They took their message to the streets in the form of subway ads.
  5. 5. 2008 Upfront Ad
  6. 6. 2008 Upfront Ad Pardon the blurriness. This subway poster communicates the following: • High recall • Intent to purchase • Word of mouth • Pays attention • Engaging content + Cable’s best audience = POWERFUL ROI
  7. 7. What other straphangers had to say • “Wow. Every once in awhile, you get to see behind the curtain.” – Rxb • “Media buyers live in my nabe?” – carynsolly
  8. 8. 2009 Upfront Ad
  9. 9. 2009 Upfront Ad
  10. 10. During the 2010 upfronts, Bravo and Oxygen tweaked their ads by minimizing the emphasis on shopping.
  11. 11. 2010 Upfront Ad
  12. 12. In 2010, Bravo kept it low-key with smaller ads and focused on its programming content. 2010 Upfront Ad
  13. 13. Image via: carynsolly Text That’s a huge difference from its 2007 ad in which Affluencers are portrayed as multi-tasking compulsive shoppers.
  14. 14. Who would want to be an old, dowdy Lifetimer when you can be a stylish member of Generation O? These frames were taken from an Oxygen banner ad featured on Gawker.
  15. 15. For more examples… • Advertising to Advertisers Flickr set • Advertising to Advertisers Tumblr blog
  16. 16. Further reading… • Turning the “Bravo audience into a brand unto itse via: The ARF • Rob Walker’s The Product Is You
  17. 17. Presentation by: Gladys Santiago Blog: Product Displacement Twitter: @gladyssantiago Flickr: Photostream

×