AdDude's Insights

Well it has been a crazy year since this blog started last August. I was just finishing up University and college and now I am working on the National McDonald’s team at Cossette for almost a year. Time flies! It is so easy to lose track of all the cool stuff that has happened over the year in Advertising, marketing, and technology. So to commemorate this momentous occasion I am going to start an annual tradition: Wait for it…

The Best of Advertising This Year According to Lifson

1. Meet Milo- The Future of Interactivity- http://lifson.com/?p=258
Milo, which uses Project Natal for amazing interaction with an on-screen character is simply incredible. Microsoft makes this a must see!

2. How to Tell Your GF You Aren’t Having Beer With Friends- http://lifson.com/?p=800
The Andes Teletransporter was an incredibly humorous and unique activation that was truly integrated campaign that blended advertising with engaging Impact pieces

3. Esquire Comes Alive- http://lifson.com/?m=20091116
For their December issue, Esquire developed an Augmented Reality cover featuring none other then Robert Downey Jr. Downey introduces the issue and does a brief plug for the Sherlock Holmes movie. Bonus content was accessed and controlled on the Esquire website by installing an app and interacting with the Augmented Reality marker. This was pretty innovative for the print world

4. McDonald’s Burger Debate on Facebook and Up in the Air- http://lifson.com/?p=793
Once again a shameless plug for my team at Cossette, but this was pretty innovative and garnered a lot of press and interaction

5. If Marriage is Hell, Why Spare Homosexuals? http://lifson.com/?p=730
This clever and humorous video featuring Justin Long was created by opponents of California’s Proposition 8, which banned gay marriage in the state in 2008

6. Andre 3000 Brings Everyone Together For Nike- http://lifson.com/?p=738
This one is just cool featuring Kobe Bryant in the company of greats

7. Come For A Quickie- http://lifson.com/?p=720
Tourisme Montreal and Tourism Toronto launched a collaborative marketing effort designed to encourage people from both cities to see what the other has to offer. The campaign plays with the ongoing rivalry between Canada’s biggest cities, taking the Ashley Madison approach to travel and cheekily suggesting it’s OK to “cheat” on your city

8. Apple To Place Ads In OS- http://lifson.com/?m=20091106
This is a no-brainer, yet very smart move for Apple. A possible mechanic to the system would be that users could receive a free operating system upgrade in return for accepting the ads. Logic would also dictate that users would be happier to fill out certain information for the service, and it would ensure extremely targeted ads

9. Cossette and General Mills Add Latin Flare to Online Shows- http://lifson.com/?p=517
Mi Marido, Mi Angel (My Husband, My Angel), was created by Cossette for the Old El Paso brand. Fjord, the agency’s digital division, worked with CTV to have it listed at CTV.ca as a regular show

10. Amazing Anti Aids AD- http://lifson.com/?p=452
“AIDES graffiti” has great animation work against AIDS, promoting the use of condoms from TBWA Paris

No Comments | In: Uncategorized | tags: 2009, 2010, Advertising, Best of, Cossette, Eric Lifson, Fjord, General Mills, Marketing, McDonalds, Microsoft, Newspapers, Nike, Shopping. | #

As media companies and publishers continue to recover from the recession and adapt business models for an ongoing digital shift, overall ad spending is on the rise, particularly in online and mobile, according to ZenithOptimedia.

ZenithOptimedia has upgraded its forecast for global ad spending growth from April’s forecast of 2.2% to 3.5%.

This is the company’s third upgrade in a row after six consecutive downgrades. North America is the region with the biggest upgrade of 2.8%. In the last forecast, the market was expected to shrink 1.5% this year, but is now pegged for 1.3% growth. Based on a strong Super Bowl and Vancouver Olympics in the first half of 2010, ZenithOptimedia’s report expects television to maintain its strong showing, while the continued decline of newspaper and spot radio ad revenue has slowed. 

The report said Canada has bounced back from the recession much more quickly than its southern neighbour and is expected to grow ad spending by 5.4% this year, compared to 1.1% in U.S.

“Advertisers are spending again, now that consumers are opening their wallets,” states the Canadian summary. “Automotive is back; retail, finance, telecom, food, are all ratchetting up the demand.”

In 2008, total advertising expenditures in Canada reached a high-water mark of nearly $10.2 billion. By the next year, when the recession had its strongest hold on the economy, total spending was down 8.4% to $9.3 billion. ZenithOptimedia now projects total spending to hit $9.84 billion this year, rising to $10.2 billion in 2011 and $10.6 billion in 2012.

Ad spending on the Internet continues its climb, increasing its global market share from 10.5% in 2008 to 12.7% in 2009. In Canada, ZenithOptimedia predicts spending on Internet advertising to rise 13% this year and 12.7% next year when it will pass newspapers advertising ($2.2 billion online to $2 billion for newspapers) as the second most popular medium in the country behind only TV.

By 2012, ZenithOptimedia expects Internet spending to make up 17% of total ad expenditure worldwide, still two percentage points below newspapers. Since 1987 when they accounted for 40.6% of expenditure, newspapers have been losing share every year to reach 23% by 2009, and the report expects that number to fall further to 19.2% in 2012.

Paid search made up 50.2% of all Internet spending in 2009 and expectations are that it will get to 52.6% by 2012. Display’s contribution to total internet spend fell from 32.9% in 2008 to 31.9% in 2009. New formats such as web video, mobile and social media are expected to help display stabilize this year and increase its share of internet spend to 32% in 2012. In 2009, about $18 million was spent on mobile advertising, rising to $30 million this year, $55 million in 2011 and $92 million the year after that.

No Comments | In: Uncategorized | tags: Advertising, Digital, Finance, Media, Newspapers, Television. | #