3 million college students have opted to receive targeted cell phone ads and offers from Campus Media Group. The ads consist of text, images, audio or video and are used to promote contests, coupons and announcements. Students opt in through their wireless providers to receive a limited number of messages per month. About 20% of students forward the messages to friends.

1. Millions of College Students Opt in to Cell Phone Ads
Campus Media Group is targeting college students with ads and special
offers via mobile phones, Media Life reports (via Media BuyerPlanner).
To date, 3 million students have opted to receive the ads on their cell
phones. "It's an effective way to reach students in a time-sensitive way,"
said Joel Eisfelder, media director. "It makes it easier to get in front of
students on the go, using a medium they like to use."
Messages consist of text, images, audio or video. A text message can be up to 160
characters or 30-40 words. They can be used with other forms of direct-response advertising
like billboards, TV, internet and newspapers. The calls are used to promote contests,
coupons and announcements, and are only sent to the student once. "Some see it as too
intrusive to use it regularly," Eisfelder said. "So we don't want to overdo it."
Students opt in through their wireless providers to receive messages. The number of
messages sent is limited to four per month. "About 20 percent forward the message to a
friend," said marketing director Jason Bakker.
The number of online video watchers in the U.S. increased 18 percent in six months, from October 2005 and March 2006,
according to comScore's first-ever study of video viewing habits, writes ClickZ. In March, viewers initiated 3.7 billion online
video content streams and on average watched nearly 100 minutes of video content, compared with 85 minutes in
October, according to comScore's new Video Metrix service
OnSpot Digital Network Turns Shopping Malls into Media
Publicis Groupe and Simon Property Company, the nation's largest owner of
shopping malls, plan to turn the shopping mall into a medium like TV, radio,
newspapers or the internet, writes the New York Times. Their OnSpot Digital
Network will sell commercial time on screens to be placed at or near the
entrances, food courts, escalators and corridors of Simon malls across the
country
The network of screens has been tested since fall 2004 at the Roosevelt Field
Mall on Long Island, carrying programs that are sponsored by brands such as
Cingular, Coca-Cola, Garnier, Nintendo and Visa - and retailers such as
Aeropostale, EB Games, Gap, PacSun and Subway. Coca-Cola has agreed to

2. become regular sponsor of OnSpot. A 30-second commercial to appear on the
estimated 2,000 screens in the 50 malls will cost $350,000 a month.
There is growing interest in advertising on out-of-home screens: in stadiums and
arenas; the lobbies of movie theaters; public gathering places; elevators in office
buildings; and airport terminals and train stations.
Marketer Tool to Tap User-Generated Ads for Online, Offline
Hoping to give structure to and organize the consumer-generated advertising movement, a new player on the scene plans
to help marketers tap consumers' creativity to create online and traditional advertising - and possibly help undermine the
role of traditional ad agencies, writes MediaPost. "What we want to do is enable consumers to do what they are already
doing - creating advertising - but to do it in a credible way and with some scale that is meaningful for marketers," says
Reggie Bradford, CEO of ViTrue
ViTrue, which has acquired online video-sharing community Sharkle.com, will use it as a place for marketers to interact
with consumers and provide them with standardized tools for reviewing, editing, approving and activating consumer-
generated ad campaigns - on a large scale.
ViTrue has already facilitated a consumer-generated ad campaign for "The Benchwarmers" movie from Sony Pictures.
The campaign, dubbed "The Nerd League," features content Sony created by interacting with fans of the film.
Sony Launches Viewer-Generated TV Ad
Exemplifying the latest advertising trend related to user-generated content, Sony
Electronics' latest TV commercial wasn't created by either of its ad agencies but
rather by 19-year-old Minneapolis native Tyson Ibele, who won Current TV's first
viewer-created ad contest, writes The New York Times (via MediaBuyerPlanner).
"User-generated content is sort of the word of the day," said Anne Zehren,
president of sales and marketing for Current TV - which uses user-generated
content in one-third of its programming. "And I think smart marketers will start
harnessing that."
Advertisers looking to tap into Current's youthful audience include American
Express, General Mills and L'Oreal. The network requires most advertisers agree
to one-year contracts priced at over $1 million.
The risk that comes with viewer-created advertising involves reduced control of
the marketing message on the part of the marketer. "The trick is that you have to
let go," said Mike Fasulo, chief marketing officer for Sony Electronics.

3. The singles market is to take a further step away from CDs with the release of a song exclusively available to
download to mobile phones.
Italian-British band Planet Funk will release its track Stop Me through mobile network 3.
The marketing ploy follows the success of Gnarls Barkley's Crazy, which reached number one in the UK singles chart
from downloads alone.
Mobile company 3 says its audio sales account for 3.7% of the singles chart.
Fans will be able to download Stop Me to their "third generation" mobile phones for 99p from 8 May.
Alex Neri of Planet Funk, who had a top five hit in 2001, with Chase the Sun, said: "Releasing Stop Me on 3 makes
perfect sense for us.
"People's musical habits are changing and millions of people now effectively have a record shop in their pocket 24 hours a
day."
Making people smile
In London the radio station Kiss 100 has targeted mobile phone users in a unique way. The station is encouraging people
to register their details, listen to Kiss and answer their phone with the words "Hello Sexy", every time the phone rings. If it
is a Kiss DJ calling them they could win a huge prize. This type of marketing works because it is fun, it makes people feel
good and can be funny. It also creates word of mouth marketing for Kiss 100. If someone answers the phone with the
words "Hello Sexy" to anyone other than a DJ they will have to explain themselves. And when they explain themselves, of
course they are going to have to mention the name of the radio station. The radio station assumes that this person will
then want to find out more and will hopefully tune in to listen.
NYT/Microsoft 'Times Reader' Adjusts Content to Screen Size
Microsoft Chairman Bill Gates revealed Friday a software program aimed at offering newspapers a new alternative to
digital publishing that makes content easier to read on a computer screen, writes CNET (via MediaBuyerPlanner). Gates
debuted the program developed by the New York Times Co., called the "Times Reader," that uses the graphics power of
Windows Vista software - allowing users to view the content on any screen size and change the font size. The layout
automatically adjusts to the size of the screen, flowing around graphics.
CBS, Coke Launch Final-Four Microsite
CBS sports site cstv.com and Coca-Cola have launched a co-branded microsite covering this weekend's NCAA Men's
basketball championship Final Four game activities, reports MediaPost. Coverage will include game analysis, the "My
Coke Fest" concert with Carrie Underwood and John Mellencamp (among others) and "Coke fan vignettes" of fans'
experiences during the tournament.
By Kathy Prentice
Mar 27, 2006
Interactive technology is behind the creation of a new generation of ads that engage the consumer in delivery of the
message.

4. Ads embedded in images projected onto floors and walls of public spaces like malls and stadiums are not new. But the
introduction of sound provides another dimension to ads that consumers can already see and touch.
To find out how to get consumers to play with your client’s message, read on.
This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.
Fast Facts
What
Sound-enhanced interactive ads projected on floors and walls in venues that hold large crowds.
Who
Monster Media, headquartered in Lake Mary, Fla.
How it works
Interactive ads are projected on floors and walls of public spaces. Sound is a new feature.
“The sound component brings another side to the visual,” says president John Payne.
The ads are placed in sports, transportation and entertainment venues like concert halls, movie theaters, convention
centers, stadiums, malls and airports. The program is called GroundFX.
The video projection on the floor is 8 feet by 10 feet and on a wall is 30 feet by 6 feet. The projection equipment is
installed in the ceiling. The idea is to let consumers take control of the ad. A wave of a hand can change the color of a
projected car model in an automotive ad. The technology can also turn an ad into a game where consumers race a car or
putt golf balls.
Creative is a joint effort between the advertiser and Monster Media’s designers. “The client gives us assets, their logo,
and we start building,” Payne says. “It’s all online.”
An ad for the Orlando Science Center consisted of images of tarantulas that kids could let crawl over them or they could
stamp out, says Dennis Nikles, media director of Fry Hammond Barr in Orlando. “Children gravitate to it, and while the
kids are playing, the parents are watching and get the message.”
An advertiser’s message can change several times within a time period.
“When a client is targeting multiple demographics, like say McDonald’s, at the peak time for moms at the mall with kids,
the ad can be game-related and later change to different creative for teens,” Payne says.
There are also portable units that can be leased for trade shows and conferences. Sound is optional. Campaigns usually
run six months to a year, Payne says. Multiple advertisers can place 30-second ads in a seven and one half minute loop.
Markets
Current markets include Anaheim, Atlanta, Chicago, Dallas, Daytona, Fort Lauderdale, Gainesville, Memphis, Miami
Beach, Oakland, Orlando, Philadelphia, San Juan, Seattle, Tampa, Baltimore, Houston, Knoxville, Oklahoma City,
Indianapolis, Columbia, S.C., Lexington, Ky., and Tuscaloosa Ala. Venues include Anaheim’s Angels Stadium, Atlanta’s
Philips Arena, The Chicago Theatre, Daytona USA and Miami Beach Convention Center.
GroundFX is also available in the United Kingdom and Brazil.
How it is measured
“All venues, from sports to malls to performing arts centers, have traffic counts,” Payne says. When promotions direct
consumers to an advertiser’s web site, data collected there can also be used. Additionally, advertisers can monitor
customers’ reaction by web camera.
What product categories do well
Automotive, electronics, entertainment, fast food, grocery retail, restaurants, cellular service, cable service,
pharmaceuticals and insurance are popular, Payne says.
Some venues have existing product exclusivity contracts and affiliations. “If it’s a Ford building we’re not going to put a
Toyota in there,” Payne says.

5. Demographics
Groups can be targeted by location or type of venue.
Patrons of performing arts centers have the following characteristics, according to data provided to Monster Media by Live
Nation, a Los Angeles live content and distribution firm:
-Median age is 44
-Average annual household income is $119,155
-Investments are owned by 85 percent
-69 percent own two or more cars
-78 percent dine out before or after attending the theater
-68 percent are professional or in management
Amphitheater and concert venue audiences share these characteristics, according to Live Nation:
-Gender is 55 percent male, 45 percent female
-Median age is 33
-Average annual household income is $69,000
-50 percent have attended college
-55 percent are married
-59 percent are professional or in management
Shopping mall visitors share these characteristics, according to a 2002 Scarborough study provided by Monster Media:
-Median age is 35
-Average annual household income is $70,750
-Gender is 59 percent female
-Average purchase is $93
-Frequency of visits is two to five per month.
Making the buy
Lead time is three to four days for an ad that’s projection-ready. The timeframe is longer when new creative is developed,
Payne says.
“McDonald’s wanted a McFlurry with M&M’s swirling in the air before dropping into the cup. That took three weeks. It
depends on how complex it is.”
Factors that affect cost include number of venues, type of venues and length of campaign. Creative services are
additional.
Who’s already projected on to floors and walls
McDonald’s, Verizon, GM, Duracell, Pfizer, Florida Lottery, Comcast, Mercedes-Benz, Coors, Starbucks Coffee, Geico,
Pepsi, Spirit Airlines, Gillette and MasterCard have used the projected ads.
What they’re saying
“It’s so unusual and so interactive. People respond with delight, fascination, luster. They’re absolutely taken with it. We’ve
had three very different events since it was installed and three very different kinds of audiences – rock and rollers, urban
youth and baby boomers – all looking at these advertisements and all met them with the same curiosity and interest.” –
Karen Vock, vice president of marketing for The Chicago Theatre
Web site info
Monster Media at www.monstermedia.net
Etc.
See “Your client’s face on the mall floor” in the Media Life archives, December 1, 2003
Lycos Launches Free Ad-Supported VoIP

6. To compete with Yahoo, Skype and others fighting for voice-over IP users, Lycos has joined with India-based Globe 7 to
provide its new product that combines low-cost and free ad-supported dialing with detailed media entertainment content,
ClickZ reports
Study: Consumers Respond Best to Contextual Targeting
Survey says...
Three out of five consumers prefer contextual targeting - more than double the number who respond best to
demographic, geographic or behavioral targeting - according to a new survey of consumer attitudes online,
reports MediaBuyerPlanner citing a January survey by market researcher Synovate for Traffic Marketplace,
Vendare Media's ad network.
When asked about the type of targeted online ad they are likely to respond to, 62 percent of consumers cited
contextual or, as worded in the survey, "a subject of particular interest to you." That's more than twice the
number who say they would respond to ads based on demographic criteria (28 percent), worded as "a
specific group you may be a member of."
Free Newspapers Worry Traditional Publishers
Despite the declining numbers for newspaper circulation, circulation of free newspapers continues to grow, which has
traditional publishers worried in both the U.S and Britain, writes Media Life.
Associated Newspapers will roll out its free Metro tabloid in two more cities in Britain this month, bringing its circulation up
to 1.1 million and making it the fourth-largest newspaper in the country. In August, Metro was the most widely read paper
in New York. Overall, 76 percent of the Metro chain's audience is between 15 and 24 years old.
The increasing distribution of free newspapers has caused paid papers to raise their prices, making free papers even
more attractive to consumers.
Advertisers are interested in the free papers as well. "They [free newspapers] seem to be picking up people outside the
paid-for newspaper market. It's younger than the paid-for market, and it's a desirable audience, a new audience. The
advertisers are interested," says Jim Bilton, managing partner of media consulting firm Wessenden Marketing.

7. Hershey Launches 360-Degree 'Taste and Believe' Take 5 Campaign
The Hershey Company has announced that for its Take 5 candy bar it is launching a 360-degree marketing campaign that
in addition to a full slate of TV commercials will offer in-theater promotions, an extensive sampling program, buzz
marketing, online advertising and public relations, MarketingVox reports. The Taste and Believe campaign, created by
Arnold Worldwide, is designed to enhance brand awareness and "to challenge all consumers to decide for themselves" by
trying it, said John Staffen, Executive Creative Director, Arnold Worldwide.
The TV campaign debuts this week. Other elements, including movie theater sampling and online advertising, including
an interactive Take 5 arcade game, will launch throughout the year.
Hershey and Arnold have brought in BzzAgent, which will have some 69,000
brand evangelists deliver samples to prospective buyers in the 18-34-year-old
demo, AdAge writes. Hershey will use its own website, thegreatestcandybarever.com, to enlist consumers to sign up to
become evangelists.
To support the campaign kickoff, Take 5 will launch a film contest. Beginning April 17 through July 31, filmmakers and
consumers can submit their own Taste and Believe commercial (up to 60 seconds) about the lengths they and their
friends would go to get a Take 5 bar. The winner will receive $10,000.
CBS Delivers 'Courier' Micro-Episodes on TV, Mobiles, Online
CBS, aggressively pursuing new marketing opportunities as the line between TV and the internet blurs, has announced
that it will broadcast a micro-series of seven, one-minute-or-less installments, which will air during the first-act commercial
break of CSI: Miami on Jan. 24 and finish during Criminal Minds on Feb. 1, reports the Associated Press (via
MediaBuyerPlanner). The show, titled The Courier, tells the story of a man risking his life to rescue his kidnapped wife.
TSM Debuts Mobile Ad Management Suite
Mobile ad technology firm Third Screen Media, which also runs an ad network, has just released its MADX|Publisher
software - a mobile ad server with trafficking capabilities - to help publishers monetize mobile content, reports ClickZ.
Already being used by the Weather Channel and USA Today, MADX will by March enable publishers to accept and
respond to RFPs from agencies and advertisers, and make available inventory visible to them. The current version
enables delivery of ads to WAP handhelds, offering targeting and optimization based on device type, geography, daypart,
browser and carrier.

8. AtomFilms to Launch Online Video Studio
Internet video pioneer AtomFilms is launching what may come to be viewed as yet another pioneering effort - a studio
dedicated to the production of online video - financing select projects and investing up front in the production of original
content, writes the Associated Press. It already has six projects underway (including a Craigslist-inspired online dating
reality series), and more than 30 others are planned for the studio's first year. "At some point, the internet, or broadband
entertainment, will be the home base for anything related to video," AtomFilms founder and CEO Mika Salmi is quoted as
saying.
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