HVR Farewell: An Interactive Fall Lineup, Back to the Future Footwear
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CreativeWhile DRTV employs hundreds of successful creative approaches, most programs and spots feature formulaic elements that are critical to driving response. This section spotlights the wide-ranging world of DRTV creative executions -- some quite effective, others dragged down by a serious flaw. A Look At: The monsters in Terminix's new ad campaign
Submitted by sclarke@hawthor... on Tue, 2011-06-14 02:12.
Yahoo TV is a Paradigm Shift for Internet TV
Submitted by sclarke@hawthor... on Wed, 2011-01-19 01:07.
GSD&M's Swan Song for BMW Is Ode to Owners and Film
Submitted by sclarke@hawthor... on Wed, 2010-12-08 02:19.
Is That 'House Hunters,' or an Ad From Chevy?Tim's Pick:
Is That 'House Hunters,' or an Ad From Chevy?
Submitted by DeeDee Banks on Thu, 2010-12-02 15:57.
Summary: Fans of HGTV's flagship "House Hunters" program may have been surprised in recent weeks to see Chevrolet commercials that look a lot like the show itself. In three 60-second spots that spanned the commercial breaks during "House Hunters," the ads depict consumers making a choice among three different vehicles -- one of them, of course, a Chevrolet. 'Fourth Screen' Continues To Expand Place-Based TV, Nielsen Adds Seven Nets With Many More On DeckTim's Pick:
'Fourth Screen' Continues To Expand Place-Based TV, Nielsen Adds Seven Nets With Many More On Deck
Submitted by DeeDee Banks on Tue, 2010-11-16 21:31.
Summary: The marketplace of out-of-home video networks continues to expand, and if Nielsen Co. has anything to say about it, it will be researched, planned, bought and posted like another extension of the traditional TV advertising marketplace. That's the underlying premise behind Nielsen's so-called "Fourth Screen Report," a quarterly series of studies measuring the burgeoning place-based video marketplace in a way that can be compared with conventional TV audience impressions, so that advertisers and agencies can plan it as an extension of their TV advertising mix. Do Not Track Campaign Develops Controversial Spot for Times Square
Submitted by sclarke@hawthor... on Tue, 2010-09-07 01:02.
Old Spice Campaign Smells Like a Sales Success, TooTim's Pick:
Old Spice Campaign Smells Like a Sales Success, Too
Submitted by DeeDee Banks on Wed, 2010-08-04 19:18.
Summary: Old Spice’s “Smell Like a Man, Man” campaign has been a huge viral success, but has it increased sales? The answer is an emphatic yes, according to The Nielsen Co. and new data from SymphonyIRI Group. Context Rules New TV Audience Targeting SystemsTim's Pick:
Context Rules New TV Audience Targeting Systems
Submitted by DeeDee Banks on Sun, 2010-07-18 22:27.
Summary: Context was king during a meeting of the Collaborative Alliance, where companies presented new approaches to audience targeting. The most controversial approach came from Turner Broadcasting, whose top researchers gave an update of their "TV in Context" initiative. The initiative embeds or juxtaposes TV advertising messages into, or adjacent to television content that Turner's researchers say creates "unconscious" behavioral effects, motivating consumers to recall and even purchase brands at higher levels than advertising they are cognitively aware of.
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