Latest Newspaper ABCes - 28th April 2011

The top three national newspaper websites all reported record average daily browser figures in March, swelled by overseas visitors and coverage of key news events such as the Japanese earthquake, the civil war in Libya and the Royal Wedding.

MEDIA WEEK STORY

Waste of Space?

Whilst they were a great idea at the time, it has to be said, the XTP (Cross Track Projection) format has had a relatively sketchy existence since (the very dealyed) launch. The actual format is compromised and the quality questionable .. especially in light of progressive digital technology and the high quality formats now featuring in and around most under and overground stations.

That said, it seems criminal that such formats (unless the projector is broken of course) should not be used at all.

Surely, if they don't have paid for advertisers running campaigns - then pro bono campaigns should run instead.

There are plenty of charities that don't have enough funding to advertise at all, so giving them the opportunity to reach high footfall London audiences on busy commuter Underground platforms is surely worth consideration.

It was only a matter of time

As part of a self-regulatory initiative launched by IAB Europe today, Online behavioural advertising, which basically means ads that can target people based on their past web activity, will be flagged by a privacy icon (as per picture above)when used in Europe.

So every time I get served another ad for yet another pair of pink converse boots, exactly the same as the one's I bought my niece online for Xmas, or another Ben10 omnatirix or Scooby Doo duvet cover much like the one's that I bought my nephew last month - I can be reminded of the power of the web tracking my online behaviour.

Ouch!

It's usually print and online media that suffer mishaps with the placement of ads in proximity to inappropriate editorial environments, but it appears outdoor has come a cropper too ... the above example of outdoor posting gone wrong shows a 48 sheet ad for Channel 5 drama 'Waking the Dead' placed on the flank wall of this co-operative Funeralcare building.

Stop Press ..... Old School Innovation

Fantastic creative use of media displayed in the Daily Telegraph today for HSBC.
The format they are calling the Ribbon Cut Reveal Creative - is added to their print creative format portfolio, which now includes scratch and sniff ink, die cut magazine covers, and translucent cover wraps on all of their sections.

In an age where paper press continues to struggle to keep up with new innovations across other media channels and compete with the growth of digitised press consumed online and on mobile tablets consoles and handsets ... it's good to see the Telegraph is continuing to create and deliver innovative solutions in paper.

Free Solar Forecast by HomeSun

Advertorial activity is currently running to good effect for our client HomeSun promoting 'Free Solar'

TV Weathermen back HomeSun

Michael Fish and John Kettley - two of Britain's top TV weatherman - have forecast that solar energy is the future. Backing the kind of solar power for homes offered by HomeSun, John said: "I'm impressed with the cost savings and environmental benefits of solar power and it's great that companies like HomeSun are able to give people the chance to enjoy the benefits of solar panels on their roofs for free.

"People can now take advantage of the weather by transforming sunlight into renewable electricity for their homes."

Meanwhile, both weathermen have joined a nationwide search, organised by HomeSun and FindaProperty.com, for Britain's Greenest home. Michael Fish, says: "I think more and more people want to make their homes green."

Click here to see full feature

On Your Marks....Get Set ..... Go!!!

Let the GAMES begin............... The outdoor auction games that is, as the bidding started today for outdoor inventory across all formats in and around the London 2012 Olypmics next year.

Bidding will take place from today until June 30th. Unsold inventory will go back on the open market from July 1st.

It will be interesting to see how media owners manage the sale of unsold inventory post the auction period and ensure they don't jeopardise relationships with key (outdoor) clients.

Link below to latest news story on this topic from MediaWeek

£250M auction for Olympics begins

Advertising in Namibia for Puma Energy

We launched a campaign in Namibia today for Puma Energy. The advertising appeared in national Namibian newspapers to co-incide with the press launch held in the capital, Windhoek. Puma has taken over the marketing of Oil and Petrol in Namibia from BP.

Pure Genius

Lynx Excite Angel Ambush London Victoria

This is a fantastic example of extending a TVC and using
augmented reality and digital outdoor to bring a campaign
to life, creating impact, intrigue and interaction.

Activity ran on JCDecaux transvision @ Victoria Station
for 2 days earlier this month.

Click link to YouTube video

New Recruits

A very warm welcome to our 2 x new recruits .... Nicholas and Sherif, who joined the finance and media teams at Pure this month.

Click of a button or pen paper and post?

I can't imagine 26 million households will return their census forms - but I'm sure the threat of people knocking on doors post April 6th chasing completed forms and the added threat of a £1,000 fine will help.

What will be interesting to see is how many people use the good old fashioned postal method vs online data supply.

The post box at London City Airport (pictured) was starting to fill up with freepost Census envelopes at 7am this morning.

It's Census Day 2011

Today is the day of statisticians dreams - the day the population is counted.
March 27th 2011 - the date we create a ten year snap shot of society.
A message to everyone - act now - Help tomorrow take shape.

Olympics 2012 Media Bonanza

Pundits are calling the Olympics a media bonanza for outdoor owners.

On April 4th the start of an official bidding system will be launched for Olympic Outdoor sites.

The official auction of the outdoor sites alone is likely to raise in excess of £250m for the various outdoor owners with positions within the London Organising Committee of the Olympic Games and Paralympic Games’ cordoned off marketing zone.

The seven official tier one sponsors - adidas, BMW, BP, British Airways, BT, EDF and Lloyds TSB – and 11 worldwide partners will have first option to bid on the outdoor inventory, with wider sponsors being offered anything that doesn’t sell, and any subsequent remaining sites being offered to general bidders.

Though premium Olympic sites, many with six and seven-figure reserve prices, will be sold to the highest bidder, Locog has set rules for the outdoor sale – 2010 prices plus 11% - for standard sites to protect brands from escalating prices.

Ahead of this auction will be the launch of the London's biggest outdoor screen. ‘The London Gateway’, located on Hogarth roundabout – on the central route from London to Heathrow and the M4 - is being offered for a 12-month period, which includes the time before, during and after the games, with a reserve price of £675,000.

Read full report Media Week 25/03/2011

Welcome to London!

We are supposed to be at the forefront of the cutting edge (digital) communications landscape, but you would be forgiven for thinking you had traveled in time when arriving @ (London) Heathrow and taking the Heathrow Express in to London itself.

Thousands of travellers stand on the platform for up to 15 minutes every day, and in between tip tapping away on blackberries and smart phones, catching up on the flurry of messages received post flight - they get to look at a curved grey concrete wall, sporadically illuminated to further highlight the dullness of the surroundings.

Airport advertising has long been renowned for premium sites and sizes. Many brands tailor the messaging specifically to suit the environment and the audience.

Wandering through the terminal to arrivals we are greeted by large landscape visuals of a cheeky chappie London cabbie and a happy looking Beefeater welcoming us to London with open arms.

So moments later as I leave the airport and wait for the train, I can't help but feel really let down, as I stand on the cold looking, grey platform and wonder what those around me must think of this dull and dreary place they have flown in to if they have just arrived in London for the first time.

Surely this is the perfect environment for Minority Report style 'Gladvertising' of the future. Hoards of travellers smart phones to the ready to receive tailored messaging.

Identity cards and Bio-metric passports to receive even more unique fully tailored messaging perhaps?

Or even just a great place to promote our glorious Capital with video projections of all the wonderful buildings and attractions to visit.

Tactical placement or flat plan faux pas?

I've started hearing various commercial references to the
'Wedding of the Year' and 'Alternative Weddings of the Year'
etc. in the run up to the Royal Wedding.

No doubt there will be a plethora of tactical ads created
around the big event....some good and some really bad.

So - was the Hair loss ad that ran below Kate and Wills
editorial last night in the Evening Standard (the paper
that broke the news of the Royal wedding), an attempt
at tactical placement in light of the folicly challenged
future King - or just a perfect example of a flatplan
oversight?

The jury's out on this one.

Ecclesiastical Amity Fund Campaign Launch

Today we launched the Ecclesiastical Amity Fund to UK IFAs.

Using a mixture of trade press and very targeted online media the campaign promotes the Ecclesiastical Global Equity Fund, managed by their star fund manager Robin Hepworth.

The campaign will be running over the next three months and we will be monitoring the online activity, providing incisive data into how the campaign is working.

Only in America

Ever wondered what good causes the church 'collection'
funds go on to support?

New roof, local community efforts, candles for the alter?

In Flordia they appear to have a bit more fun with their
funds, flying about spreading the word that 'Jesus Loves You'

Fantastic audio and visual impact and very appropriate in
terms of synergistic communication.

The whirr of the planes engine attracts your attention,
and lo and behold, the next thing, your'e looking up to the 'Heavens'
to see the evangelical messaging.

Clearly the Church have their own set of rules re. Carbon emissions though.

Pretty Impressive Pop up store for PP

Last week saw the launch of a Pretty Polly Pop Up shop in Knightsbridge, in conjunction with London Fashion Week, working with advertising agency BMB (Beattie McGuinness Bungay) and RPM’s Specialist retail division Hotel Retail.

The store was open for 8 days and judging by the video piece running on the website (link below) - aside from looking stunning, it was a great success.

They are currently running a 'Legs Eleven' campaign - looking for the next PP model -which was well integrated in to the Pop Up experience, and continues to run in social media.


View video clip
http://www.prettypolly.co.uk/

Pop Up Store article

Projected Success

London Fashion Week 2011 has taken the city by storm once
again with many fashion advertisers running tactical campaigns
to capitalise on the interest, audience and event.

French Connection have just run a timely projection campaign in
proximity to key retail spots Shepherd’s Bush Westfield,
High Street Kensington and Covent Garden.

Link below to see the campaign delivered by Projection Advertising

http://vimeo.com

Breakfast Radio

This gives a new meaning to BREAKFAST RADIO

Breville have developed a Radio Toaster, with FM/AM receiver and two wide toasting slots.