Absolute Media Inc.

Think It Through When Re-targeting

Posted in Demographics, Targeting on July 21, 2010 by Gene Willhoft

It is commonplace now that Internet display advertisers re-target people who have visited their website. These advertisers think that because someone visited their site but didn”t convert in some way (purchase something, fill out a contact form, etc.) that that person is a hot prospect for future communication eventually leading to a conversion.  They showed some initial interest, right?  So, they retarget past visitors based on IP addresses and basically stalk them over tens of thousand of different sites.

We believe re-targeting should be done with caution because advertisers risk annoying potential prospects through too much communication.

These elements should be thought through very closely:

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On Our Minds – Twitter

Posted in Marketing, Twitter on June 23, 2010 by Gene Willhoft

It seems that Twitter is everywhere these days: in the general news, as a logo on many websites, and is written about under social media in advertising/marketing trade publications and websites (where I see it most often).

Yet, I know of no one who uses Twitter.  I’ve asked people my own age, friends of my kids and everyone in between.  I’ve come up empty handed every time.  And, while people I’ve spoken to have some knowledge of Twitter, and granted don’t use it, to a person they all think it’s rather silly and don’t wish to have anything to do with it.

So I decided to look into things and get some facts.  At Chirp, the official Twitter developer conference in April 2010 these user facts emerged:

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Advertisers Beware: The One Invoice Scam

Posted in Media Buying Company, Scam on June 16, 2010 by Gene Willhoft

This is to alert all advertisers to what we call the “one invoice” scam.

It works like this: Advertisers directly, or their media buying company hire a vendor, usually a company that purchases out-of-home media or newspapers to make media buys.  In the case of the media buying company, the client probably thinks its buying company is doing the work, but in fact the buying company may farm it out to another vendor because either they are too lazy or ill-equipped to do it themselves.

The OOH or newspaper vendor does its thing: it makes the buy and tells its client that we”re going to really simplify the accounting process by wrapping up all the media in all the markets and provide you with one invoice — from us.  But, actual invoices from the specific newspapers or OOH company are never provided to the advertiser.

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Mobile Advertising to the Young Crowd? Not So Fast!

on June 1, 2010 by Gene Willhoft

For a while mobile advertising has been heralded as the next big thing.  Now, however, there is reason to question this thinking, at least as far as college students are concerned.

We were a bit surprised at the Ball Sate University study whose findings were that:

-  40% of those surveyed were annoyed to receive an ad via their phone (mostly these were text ads)

-  Only 5% said they would be more likely to purchase a product after getting a mobile ad

-  30% said they were less likley to buy a product after seeing an ad for it. The upshot to marketers: tread lightly in this area.

AMI suspects that because phones are personal devices for so many people (tailored screen visuals, ring tones, apps, etc.,)  not simply tools, younger folks do not appreciate the intrusion of unwanted messages in their lives.

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