YouTube Sells Video Ads For Searches Google Inc.'s YouTube on Wednesday introduced a service that sells video ads tied to search results on YouTube, its latest attempt to wring more revenue from the popular video site. The company has been testing the program, called YouTube Sponsored Videos, with some advertisers for weeks. Under the offering YouTube users will start seeing online commercials next to their search results when they seek items such as products or events like "the financial crisis." Advertisers can create and bid for these ads through a self-service Web site, the model Google uses for search ads. "What we're trying to do here is bring the best parts of Google and the best parts of YouTube together," said Matthew Liu, product manager for YouTube Sponsored Videos <ul><li>http://online.wsj.com/article/SB122652457431821901.html </li></ul>
ADAGE Linking Customers to Sell More Clothes Uniqlo wanted to sell its new Bra Top range and so recruited 300 Japanese women to represent the brand. The 20- to 40-year-olds were filmed answering a range of questions, from their favorite food to what they liked about Uniqlo products, and the answers were then played on a microsite for like-minded women. Filtering criteria allowed visitors to find women of a similar height, weight and shape and see how they answered the questions. Sales of the Bra Top increased five-fold following the campaign, and at one point Uniqlo sold out all 1.7m units <ul><li>http://adage.com/mediaworks/article?article_id=132465 </li></ul>
Study: Promotional Swag Works Better Than Advertising Brandweek And if free publicity for Fairy Dust and Super Bowl fence-sitters aren't enough to make Jerry Della Femina pull his hair out about the future of well-wrought taglines and media plans, Elaine Wong reports that a new study released by the Advertising Specialty Institute finds that swag such as coffee mugs, pencils and retractable solar-powered flashlights give marketers better ROI than TV, print or radio ads. Before we venture further, let's acknowledge that the ASI is the self-acknowledged "largest media and marketing organization serving the advertising specialty industry." In essence, it brings together the suppliers and distributors of said swag and is about as neutral as a billboard in Times Square. Anyway, among other percentage points, the survey found that 84% of consumers remembered an advertiser based on a product they received and 42% had a more favorable impression of an advertiser after receiving a promotional product. The 42% that did not have a "more favorable" impression must be washing out the same ink blotch from their shirt pockets as I am. Just joking, ASI. I did have a medical sales rep tell me recently that I'd be surprised how effective pens and notepads were in marketing to doctors. She was truly wistful, as the practice is being banned by the AMA . <ul><li>http://www.brandweek.com/bw/content_display/news-and-features/promotion/e3if0819d6addd2a0fe3b7a46b87f92137f </li></ul>84 percent of consumers remembered an advertiser based on a product they received. • 42 percent had a more favorable impression of an advertiser after receiving a promotional product. • Nearly one quarter (24 percent) indicated they are more likely to do business with an advertiser based on items they receive. • The majority of respondents (62 percent) have done business with an advertiser after receiving a product. • Writing instruments are the most commonly owned tchotchkes, with 54 percent of respondents owning them, followed by shirts, caps and bags. • Most (81 percent) promotional products were kept because they were considered useful. • More than three-quarters of respondents have kept their items for about seven months. • Among wearables, bags were reported to be used most frequently, with respondents indicating that they use their bags on average nine times per month. • Bags deliver the most impressions, with 1,038 impressions per month on average.
NEW YORK TIMES Goodbye Seduction, Hello Coupons Sasha Tsyrlin is a location scout who has spent decades finding sites to film television commercials. He used to spend his days in mansions and gated estates. "You would go to big houses and pretend this is how the average American lived," he said. These days, his job is significantly less glamorous. Now, advertisers want their commercials filmed in homes meant for middle-class or even blue-collar families, Mr. Tsyrlin said. "The client always seems to have an emphasis on, 'A house is too fancy,' " he added. "They say, 'Well, we don't want the audience to think that only rich people can afford our product.' " As the economy rapidly deteriorates from flourishing to floundering, marketers are scrambling to remake their advertising so products seem affordable and sensible rather than indulgent and fabulous. For many big marketers, including automakers, retailers, consumer product companies and even financial services, a major shift in consumer psychology spells an end to the aspirational advertising that has dominated their campaigns for the last decade <ul><li>http://www.nytimes.com/2008/11/10/business/media/10adco.html?_r=2&ref=media&oref=slogin&oref=slogin </li></ul>
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