Category Archives: Traditional

The Numbers Are In…

May 2nd, 2011 by Catherine Hahn

The numbers and viewership for William & Kate’s wedding are in, and are interesting to compare with historical royal events:



Boys versus Girls

April 10th, 2011 by Ted Huffman

As a parent with kids at the prime Disney/Nick apogee, it’s always interesting seeing how they are affected by advertising, and how the advertisers try to reach them. Usually they are good with resisting the lure, and we always answer their plea for whatever toy they’ve just seen by saying “That was a really effective ad, wasn’t it”.

Regardless, this cloudmap makes it very clear how vocabulary is strongly leveraged to appeal to stereotypes in both boys and girls. No surprise if you’ve watched more than 5 minutes of Wizards of Waverly Place or Suite Life.

From blog Achilles Effect

Obviously, it’s not hard to tell which side of the word cloud is appealing to little boys or girls.


Tags: advertising, boys, girls


Ladies and Gentlemen, Boys and Girls…

February 18th, 2011 by Lisa Henry

For the first time ever, The Greatest Show on Earth® integrated its many media channels under one big top: Ionic Media. The ‘Super Family Value Package,’ an exclusive offer for the NY / NJ markets, was promoted via DRTV, PPC, Display, Pre-Roll, Social Media and Email, driving consumers to an exclusive webpage designed by Ionic Media.

This was a focused balancing act of conversions and ROI and proved to be one of the greatest shows on earth: an amazing collaborative success prepared in just a 30 day window including multiple sales, marketing and brand departments at Ringling Bros. We moved the arc of ticket sales substantially forward by building a platform to make sales prior to the traditional “box office” sales period. How’s that for a breathtaking, super-human stunt and never-before-seen performance to energize ticket sales?


Tags: conversions, display, DRTV, Email, Integrated, Ionic Media, PPC, Pre-Roll, Ringling, Ringling Brothers, ROI, Social Media


Don’t Forget Traditional Channels

January 28th, 2011 by Ted Huffman

The Social Network has inspired executives of a certain age to visit our offices in the past two months to propose campaigns that are purely social and designed to make their niche products into worldwide media sensations.

Likewise, Inception has inspired thinking in a similar social media vein – except these executives want to retain us to plant stories deep in a consumer’s subconscious, making their product irresistible when they are exposed to advertising.

No question, Facebook is huge.  But did you know there is a medium that attracts an audience even larger than Facebook’s 151 million?  According to Dave

Ted Huffman of Ionic Media

Morgan’s December 9, 2010 MediaPost article, CBS’ television audience is five times larger than Facebook.  In fact, television viewing overall has been increasing each of the last several years and there is no indication that this trend will slow.

Ionic Media is a holistic multi-channel marketing agency with a media-agnostic approach to creating top performing strategic media plans.  Our offline

media planners are tops in their fields, just as our digital planners are tops in theirs.  Ask your Client Account Manager how we can optimize your campaigns across many media channels with our ground-breaking Valence platform.



Daisy Spotting – a Modest Proposal

December 6th, 2010 by Jim Burns

People are always complaining about political attack ads. “Tell me about where you stand’” cries the public, not about why the other person is bad for me. “Political advertising ought to be stopped. It’s the only really dishonest kind of advertising that’s left,” said famous advertising legend David Ogilvy.

“The central problem with political advertising in the US is that it is has become more important to fabricate a list of negative things that your opponent stands for instead of having to stand for something yourself. Instead of electing people based on their ideas and qualifications, this advertising tries to motivate us to vote for someone based on a fear that the other guy (or girl) might win, ” says Rohit Bhargava in a recent entry on his Influential Marketing Blog.

Meanwhile, the “politics of personal destruction,” as some call it, “designed to instill fear, spread lies and intentionally confuse people,” create huge dividends for the candidate who gets it right.  No matter how we feel about these ads, let’s face it – the one who creates the most negative image of his opponent wins.

In the world of brand advertising we usually see companies touting the good stuff about their products rather than simply attacking their competitors.”Coke cannot create and run a marketing campaign solely talking about the 12 ways that Pepsi could kill you, steal your school’s funding and pull the plug on your sick grandma,” Rohit  goes on to say. But, occasionally we do see ads where one product compares itself to a competitor touting its 30% less colon killer ingredients. We need to take this to the next level.

As a marketer, I owe it to my client to help him blow the competition out of the water. I think it is time to change the mindset in brand advertising. Why not advertise brand products using political ad tactics and go for the flat out broadside of innuendo and misapplied facts?  Even the most famous commercial of all time – the Apple 1984 spot – was a not-so-indirect reference to fears over IBM and its corporate Big Brother mentality.

I saw a car commercial on television recently where a young boy is talking to me about how un-cool his parents were in their choice of new vehicle – but without telling me the name of that vehicle. This is a prime opportunity for a new approach. Why not have the adorable little darling come right out and say that car brand X is the dorkiest piece of garbage on the market and that if I get in it not only will I be un-cool, but the thing will probably crash – just like it did a hundred times in test facilities when they were designing it?

Why pussyfoot around the bush. Show me a little girl in a field by a road picking daisies when suddenly a competitor vehicle comes whipping around a bend, flips over and explodes, pushing a huge mushroom cloud into the sky! (Remember this?)

These are the kinds of ads people react to. Our politicians have already proven the concept. A politician once noted that “our method of campaigning has become – a dirty, win-at-all-costs business which does absolutely nothing to inspire integrity and confidence in our political leaders.” We know nothing about whom we elect. But, we know all the reasons why we couldn’t vote for the other one.

So, why reinvent the wheel? Products fight each other for shelf space in your local market. Car brands try to entice you into buying them with implied promises of getting the girl. So, don’t tell me about the delicious goodliness in your chocolate bar. Tell me how many rat hairs and insects are in the peanut butter in the other guy’s candy bar. That’s how you sell product!

As a woman who once lost her race for Congress said about her strategy and her opponent, “If I had it to do over again, I would have gone negative,” she said. “I would have unloaded on him.”

Maybe it’s time Cola 1 to let us know what swill Cola 2 really is!

James Burns  is Affiliate Manager of Digital Mind Factory,  a Division of Ionic Media LLC
Read other tongue-in-cheek blogs like this one at his personal blog site, www.onlineadvertisingtoday.info

References:
http://www.rohitbhargava.com/2010/11/how-political-advertising-is-killing-marketing-and-how-to-fight-back.html

http://www.thefreelibrary.com/ATTACKS+PAY+OFF+AT+BALLOT+BOX%3b+NEGATIVE+ADS+LEAD+TO+POSITIVE…-a083826819


Tags: attack ads, Coke, commenting, David Ogilvy, display, marketing, media buyers, media buying, offline, Pepsi, political ads, Rohit Bhargava, trends, web 3.0, what's next


Addressable Advertising: Direct Mail for Television Advertising

November 22nd, 2010 by Michael Kubin

Television advertising has been planned, bought, and sold in exactly the same way since commercial television started in 1947. That’s 63 years of no change.

But no change is about to change in a big way.

Addressable advertising, a technology that has been in development for over a decade, will allow buyers to reach–and pay for–only the target audience they’re looking for. That means lipstick ads to women, pick up truck spots for men, dog food ads to dog owners, diaper ads to households with babies. A radical difference from “spray and pray” television advertising that wastes huge numbers of impressions on viewers that have no interest in the product shown them.

Invidi Technologies, an addressable advertising company financed by (among others) WPP, Google, Motorola, Echostar, Experian, and NBC, has developed software that resides in the digital set-top box and figures out the right spot to run for whoever is watching.

Think of it as direct mail for television advertising.


Addressable advertising is available in a limited way today on Verizon FiOS and will soon roll out on satellite (Dish Network and DirecTV).

Marketers and their agencies hope it will extend to cable soon, ultimately forming a national digital network that will allow advertisers to reach their target audience regardless of what program they’re watching or what means of distribution they’re watching it on.

After 63 years, that’s progress.

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Michael Kubin is Vice Chair of the Columbia Journalism School Alumni Board. His articles have been published in the New York Observer and The New Yorker. To learn more about Michael, click here.


Tags: addressable advertising, advertising, commercial television, Google, Invidi Technologies, marketing tools, Motorola, NBC, target audience, technology, television, wpp


Keeping It Simple: Push versus Pull

November 12th, 2010 by Ted Huffman

As consumers we typically don’t think in offline or online terms, as those are antiquated concepts when we are navigating between offline and online invisibly.  So instead here at Ionic Media we tend to look at advertising mediums as Push versus Pull.

PUSH CHANNELS –Push channels are traditional broadcast vehicles designed to push your message out to an audience who may (or may not) be ready to receive it. Obviously TV, radio and print fall into this category, but so does display and video.  Great for broad awareness and generating large demand, but poor for being an incredibly cost-effective method.  Push marketing is valuable not just for major brand marketers, but also for smaller mom & pops.  Only through tested into Push channels can you really expand your audience and maximize your growth potential. For clients looking for significant change to their sales, Push channels are really the first place to look.

PULL CHANNELS – If Push equals broadcast media, then Pull can be categorized more as demand-driven narrowcasting.  Typically Pull channels are the conversion engine used in direct response campaigns.  Search is an ideal Pull channel, because consumers are seeking you out, not the other way around.  But even in traditional advertising, coupon programs and affiliate marketing have strong Pull capabilities. Even the old standby of the yellow-pages are great Pull examples. Also, Social Media is an ideal Pull channel because these consumers have actually self-selected that they want to have a relationship with your brand.

By breaking advertising not into offline versus online, but instead Pull versus Push, it makes integrated campaigns much easier to articulate and to manage.  Here at Ionic Media we pride ourselves on our award winning ability to manage complex integrated campaigns that leverage complementary aspects of both offline and online – and we do this precisely because we don’t view the world through an offline versus online prism. By looking at the objectives of each channel, rather than how consumers may “use” the channel, you can see you it’s easy to build a truly integrated campaign..

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Ted Huffman is a founding Partner and Managing Director at Ionic Media.  He likes Half Life 2, and he lists North by Northwest among his top film picks. Learn more about him here.


Tags: advertising mediums, audience, awareness, brand, broadcast media, campaigns, demand, growth, integration, marketing, offline, online, pull marketing, push marketing, relationship, Social Media


Entering The 4th Dimension

September 30th, 2010 by Leslie Herrera

Ever wanted to be seen on the big screen?  Or perhaps be spotted in a swanky hotel?   You can with location-based media!  Location-based media is any digital place-based advertising that you may see in venues such as movie theaters and hotel lobbies or elevators.

Maybe you have never considered this vehicle because you were unsure if you would be reaching your target consumers because it, (as a media channel), has lacked measurability and standardized metrics for comparison.  Here at Ionic, we take our results seriously and that is why I was pleased to see the new Fourth Screen Report that was recently released by Nielsen that fixes this very issue.

Nielsen has been supplying their Three Screens Report since 2008 which details video and TV consumption across the ‘three screens’: TV, Internet and mobile devices.  This past April Nielsen, for the first time ever, released The Fourth Screen Report which measures the fast growing industry of location-based media.  The current report monitored the last four months of 2009 and measured ad exposures for 10 video networks in venues including: movie theaters, hotels, elevators, bars [http://icanhascheezburger.files.wordpress.com/2007/08/chek-out-mah-guns-pyow-pyow.jpg], health clubs and gas stations.

The Fourth Screen Report estimated 237 million place-based ads were displayed to adult audiences each month in the last four months of 2009, 50% of which were displayed to men and women 18-34.   NCM, the movie theater ad network, delivered 35.3 million ad exposures to movie going adults per month in the fourth quarter of 2009, the most of any place-based network measured.  Interestingly, the report also compares exposures in the place-based networks to other video networks, such as Primetime Network TV. For example, the report found that the average audience* for a Primetime Network TV commercial was 3 million viewers age 18+ in October 2009.  During that same period, video ad exposures to NCM’s and Screenvision’s movie theater networks combined for an average 61.7 million, meaning that it took about 20 Primetime ads to reach the same audience as a typical month-long advertising flight in both movie theater networks.  Location-based media is now a viable, efficient, and, most importantly, measureable mass audience vehicle to distribute your video message.



*those viewers who have watched a program live or on their DVR up to 3 days after air date


Tags: ad network, advertising, audience, digital, Fourth Screens Report, Internet, location-based media, media channel, mobile devices, network, Nielsen, place-based ads, Primetime ads, Primetime Network, Three Screens Report, TV, TV commercial, video networks


Advertising Abilities Extended…

August 12th, 2010 by Lisa Henry

Isn’t it great you don’t have to rely solely on TV or print to advertise anymore?!  After watching Don throw his client out of the door on Madmen’s premiere episode of season 4, I thought, poor Jantzen for not having other advertising options.   If you didn’t see the episode, Don presented a provocative swimwear layout to Jantzen.  A black bar covers the model’s top. “So well built, we can’t show you the second floor,” was the slogan.   Jantzen, a family oriented and conservative company didn’t like the risqué idea, thus making Don so mad he threw them out.   Can you imagine throwing your client out if they don’t like your idea?

Today, there are more opportunities than ever to advertise, anywhere really.  It made me thankful that I work at Ionic Media, in the advertising industry today, because we can be more creative than ever.  There are so many ways to reach the consumer…  iPhones, iPads, Blackberrys, portable TVs, Facebook, Wi-Fi everywhere (even on airplanes now!)!  How much you want to spend or who you want to reach is a good way to start.  You could advertise on TV or why not put the commercials on the web?   Utilize paid search or optimize your current website?  The key is to not depend solely on one element, which will in turn be more efficient and effective.   The trick will be to coordinate all elements to send a consistent message.

Wow, what a relief to advertise today where you truly can run with your imagination.

Lisa Henry
Client Account Manager
Ionic Media

Tags: advertising industry, advertising options, Facebook, Ionic Media, iPads, iPhones, Jantzen, optimize, paid search, TV, website, Wi-Fi


Walking and Chewing Gum at the Same Time

June 11th, 2010 by Ted Huffman

According to the recent Nielsen Three Screen report, not only are Americans increasing their overall media consumption, they are also increasing their media multitasking.   The Q4 2009 report found almost 60% of Americans spending up to 3.5 hours every month surfing the web and watching TV in tandemWhat’s more impressive is this time spent together online and watching TV has increased 35% in only one year.

Nielsen Three Screen Ionic Media Blog

Nielsen Three Screen Ionic Media Blog

One of our clients recently ran a National TV campaign directing consumers to visit their site to download a free trial product coupon. Site traffic immediately spiked, so we dug into Google Analytics and pulled daily and hourly site traffic data.  We found a distinct correlation between the time a specific commercial aired and the number of free trial coupons downloaded.  In one week with TV running, there was a daily average of 2,396 downloads, versus a daily average of only 245 for the previous week with no TV  – an 878% increase!

Upward and Onward:   “The rise in simultaneous use of the web and TV gives the viewer a unique on-screen and off-screen relationship with TV programming”, said Nielsen Company media product leader Matt O’Grady. “The initial fear was that Internet and mobile video and entertainment would slowly cannibalize traditional TV viewing, but the steady trend of increased TV viewership alongside expanded simultaneous usage argues something quite different. It seems that, for the foreseeable future at least, America’s love affair with the TV will continue unabashed,” said O’Grady.

Leslie Hererra
Media Planner
Ionic Media


Tags: coupon promotions, marketing traffic strategies, media consumption, media multitasking, nielsen report, tv and internet studies