The Future of Ad Agencies and Social Media

To keep up with ever-changing advertising and marketing options, ad agencies are rapidly adopting new strategies and outlooks on how consumers interact with brands. While many ad agencies have been slow to adopt social media, others have been keeping up with the trends quite well.

But keeping up with change is never good enough in this industry; the most successful, game-changing campaigns are generally a bit ahead of the curve. It’s not enough to hitch your star to an existing facet of viral content; you have to create the content yourself. And you can’t wait for mass markets to catch up to new technologies before you begin thinking about how to incorporate new tech into campaigns and creative; you need to test how that tech will work now. Mobile and social ads are no longer new; what’s more interesting now is figuring out how brands can integrate creatively and effectively with location apps and casual games.

We talked with five people who are familiar with the connected worlds of digital media and ad agencies, and here’s what they had to say about the future of social media and advertising.
Software Is the New Medium

Tom Bedecarré is CEO of AKQA, an agency well-regarded for its digital and interactive work, a field in which AKQA specializes; you can see some recent examples of that work on the agency’s Facebook page.

He told us in an e-mail recently, “One of the newest forms of media is not media at all, but software and platforms. Increasingly, AKQA is developing applications and marketing platforms that provide greater utility, entertainment and information to our clients’ customers without relying on traditional media channels. One example of this is the Fiat eco:Drive application we created that allows Fiat drivers to monitor their driving skills and fuel efficiency and helps drivers to lower CO² emissions.”

More and more, agencies will be called on to be (or at least have the capacity to behave as) short-order web and mobile dev shops. You’ll need to make sure your creatives have access to skilled hackers and experienced web designers; you might even consider including a few highly technical, very creative engineers in your creative team, not just as part-time or freelance collaborators.
Groups and Friends: The Power of the Hive Mind

If you want to get inside your clients’ customers’ heads, just take a look at what their friends and peers are doing, saying and buying.

We asked David Armano, Senior Vice President at Edelman Digital, if he thought group or friend buying behavior could be used as a recommendation system for goods and services. His answer was resoundingly affirmative.

“If the numbers behind Groupon’s recent success with The Gap is any indicator, the answer is yes.” For reference, the partnership between the group-buying site and the national retailer completely smashed sales records for both entities with a simple digital coupon.

But group buying is most powerful when combined with sharing across social networks.

“The key,” continued Armano, “is that the group buying activity needs to be be present in your friends’ streams. Combine ‘likes’ with mass purchase behavior, and you’ve got the perfect storm of a signal that says, ‘Your friend got in on the deal, maybe you should too.’”
Transparency Is Still a Long Way Off

Part of the art of selling is the illusion that the company is doing what’s best for the consumer and not for their own bottom line.

We asked Jeremy Toeman, founding partner of San Francisco-based agency Stage Two if he thought online marketing has (or should have) more or less transparency in this regard than traditional marketing.

“This might sound odd,” he began, “but I actually think online marketing has less transparency than traditional does.

“In traditional marketing, your advertising was effectively blatant, from TV/radio/newspaper ad buys to junk mail to billboards on the side of the road. Online companies use tactics like SEO, spam/spam-blogs, pop-ups, text-link-ads, fake viral videos, etc.”

Steve Hall, creator and editor of industry blog Adrants, wrote in 2008 that most of the “viral” videos then (particularly the “guys backflip into jeans” clip that ended up being part of a Levi’s campaign) were, in fact, advertisements. And earlier this year, another tattoo-related fake viral video was discovered to be a marketing gimmick from Ray Ban. Fake virility isn’t limited to YouTube (YouTube); often, we find commercial entities trying to “push” supposedly non-commercial content on platforms such as Digg (Digg), Facebook (Facebook) and Twitter (Twitter).

Of course, consumers don’t figure it out… until they do. And they’re getting more savvy about fake transparency all the time.

Toeman believes brands and agencies should strive for more genuine methods of bringing an advertising message to consumers. “Personally,” he said, “I’d nix all the ‘hide the fact that this is an ad’ tactics completely and eliminate the methods of gaming systems.”

If you need more convincing that labeling ads as ads might be a good thing, consider Old Spice’s recent campaign. Pure creativity and Internet (Internet)-culture awareness drove a YouTube campaign that was very clearly advertising; still, the company’s sales doubled as a result of the YouTube clips.
Location Campaigns Are the New Targeting Mechanism

In the past couple weeks, Foursquare took over Times Square and Facebook launched Places. Clearly, location-based services and related ad campaigns are going to become huge very shortly.

“We’re right at the beginning of an exciting time for the development of location-based services and marketing that integrates geo-location into advertising and applications,” said Bedecarré. “Recent announcements by Facebook and Google (Google) reflect the importance of location services.”

Hall says location-based marketing “will change everything.” He explained:

“With the ability to target people only when they are within purchasing distance, brands will be able to come that much closer to targeting nirvana. Offers can be made only to those meeting certain location (and even demographic) requirements, reducing waste and actually saving a brand a lot of money by minimizing its old school spray-and-pray mass marketing techniques. In a nutshell, mobile will, once and for all, make it possible for a marketer to target without waste.”

Getting your clients thinking now about how to integrate location and checkins into a campaign is key. While we can’t yet construct fully formed campaigns around Facebook Places, there are a slew of other services you can use as case studies for an at-scale campaign.

Starbucks, which does an excellent job in the social media advertising and marketing category, has seen good results from a recent Foursquare (foursquare) campaign, as have many other brands. And they were right to jump on the bandwagon early. Between the intelligence you can gather about your clients’ customers and your ability to find more highly qualified targets than ever before, location is indeed the holy grail for advertisers.
Display Ads Are Evolving

Jesse Thomas runs one of the most forward-thinking creative agencies around, but he’s not ready to pick out a headstone for display ads just yet. However, he did tell us that “the usual suspects” of banner ads and skyscrapers are definitely undergoing a change.

“Facebook’s ads have singlehandedly made ads social,” he wrote to us in an e-mail. “The idea of ‘liking’ an ad is genius… The idea of advertising a Page in Facebook via the Facebook ad engine and being able to access special advertising powers is nothing short of revolutionary. In a world of [expletive] Google text ads, Facebook’s social ads are a breath of fresh air. But we have a long way to go!”

And not all of Google’s ad-buy offerings are as excremental as Thomas thinks the text ads can be. “Google offered the ability to integrate the Facebook checkout (one-click purchase) option to their ads, and that was awesome at the time. You will see more of this in the future: Making ads better by integrating features from other parts of the platform that are no longer cool anymore.”

In other words, display can still be part of your ad buys and collateral, but you have to think creatively, target carefully, measure thoroughly and react accordingly. Use all the tools at your disposal to do so.

Jolie O'Dell for Mashable.

Truth in Vodka - cheers to that!

I believe that this article from Marketing Daily is a really interesting example of a premium Vodka brand from Poland, taking on other premium Vodkas by attacking the premium image....hmmm

Sobieski Expands 'Truth In Vodka' Campaign 

by Karlene Lukovitz

Sobieski Vodka is investing $5 million on a new round of creative and expanded consumer media exposure for its successful "Truth in Vodka" campaign, according to Chester Brandes, president/CEO of Imperial Brands, Inc., exclusive importer of the brand.

The top premium vodka in Poland, its country of origin, and the #7 premium brand in the world, Sobieski was launched in the U.S. in August 2007 and sold 255,000 cases in 2008, making it one of the hottest liquor introductions in years. The brand is 52% ahead of its projected sales for 2009 and on track to be the fastest vodka brand to reach 1 million cases in the U.S., reports Brandes.

Excellent timing is certainly responsible for some of that success. According to the Distilled Spirits Council, sales of super-premium vodkas are slipping in this wretched economy, while those at the premium price point continue to climb. Sobieski sells for a relatively modest $10.99 per 750 ml bottle and stresses value for the money.

The "Truth in Vodka" campaign, which urges consumers to focus on what's in the bottle rather than pay inflated prices to subsidize gimmicky marketing claims and showy bottle designs, has made the most of the brand's made-for-these times positioning.

Imperial initially focused on getting the word out to retailers via a $1 million trade campaign, moved into consumer media with a $4 million investment starting in mid-2008, and is now unveiling the creative for a more ambitious, integrated consumer push starting now but running primarily in this year's second half.

The latest round of ads from Meter Industries, the New York agency that created the campaign, continues to leverage the current value-over-status zeitgeist. Taglines include:

* Overspending on Vodka? That's So 2008.

* Flashy and Extravagant Are Out. We'll Drink to That. 

 * Ever Feel Like You're Not Getting Your Money's Worth? We Hate That Feeling.

* Buying a Vodka Because It's Filtered Through Diamonds? We Have a Ponzi Scheme You Might Find Interesting.

* Are You Paying for the Bottle? Or Are You Paying for the Vodka?

* Like Many Vodka Companies, We Used a Focus Group to Vet Our Product. It's Called 'Poland.'

The last tagline homes in on the heritage theme that's being stressed along with the vodka myth debunking. "Sobieski is a real product imported here from Poland," Brandes stressed to Marketing Daily. "Unlike some of our competitors, we didn't create it for the U.S. market."

The graphic approach continues to be minimalist -- nothing but the copy and a photo of the bottle on a solid black or white background.

The media plan, handled by Horizon Media, will include third- and fourth-quarter print ads in consumer magazines such as Entertainment Weekly, Esquire, Rolling Stone, SPIN and US Weekly and outdoor media (bus wrap shown in photo) in key markets nationwide. Online media -- including regionally targeted sites -- will also be tapped.

In addition, Cramer-Krasselt Public Relations has been added to the team for the latest consumer push. 

Great Superbowl ads

(THanks to Futrelab for this post by: Roger Dooley)

Most of us have gotten over our short-lived obsession with the 2009 Super Bowl ads, but at neuromarketing firm Sands Research technologists have been slaving away analyzing all 72 of those commercials. Sands measures viewers’ EEG activity to gauge both emotional and cognitive responses to ads. In addition, they collect questionnaires before and after the ads are viewed.potato_head_RD.jpgWhat makes an effective TV commercial? Dr. Stephen F. Sands, Chairman and Chief Science Officer, says,”We have found that an engaging story that maintains the viewer’s attention throughout the commercial, like this year’s Bridgestone Tire’s Taters (Mr. and Mrs. Potato Head) commercial or Coke’s Heist spot with the animated insects stealing a bottle of Coca-Cola, provides an overall strong and sustained brain response and a better measurement of favorable brand opinion.” Here are Sands Research’s top 10:

1. Bridgestone / Taters - 5.04
2. Coke / Heist - 4.62
3. Pixar / Up - 4.40
4. CareerBuilder / Tips - 4.40
5. Budweiser / Clydesdale Circus - 4.39
6. Universal / Fast and Furious - 4.37
7. GE / Scarecrow - 4.29
8. Taco Bell / Overrated - 4.28
9. Pedigree / Crazy Pets - 4.23
10. NBC / LMAO - 4.20

The number following each ad is what Sands calls the Neuro-Engagement Factor (NEF).

The worst scoring ad in 2009 was E-Trade’s Talking Baby ad, which scored a mere 2.61 on the NEF scale. Sands attributed the poor showing, at least in part, to the fact that a similar ad had been running throughout the preceding year.

Check out the complete comparative scoring of the 2009 Super Bowl ads at sandsresearch.com.

Click here to go to the original post

CoTweet and Emotional Marketing

Thanks NExt GReat Thing for yet another twitter innovation

Every day, more platforms are developed to connect brands and customers via the Web. At last week’s NY Tech Meetup, the founders of CoTweet asked the 400+ attendees whether “brands belong on Twitter.” Most everyone raised their hands, which to us signaled an openness towards brands among the tech community (or at least a “don’t bite the hand the feeds you” sentiment).

Since Twitter is the latest “craze” among marketers, CoTweet (launching soon) focuses on making it easier for brands to manage their accounts. Indeed, while some companies have excelled at microblogging, it requires vigilant monitoring and instant intelligence. For many others, it’s been a cumbersome proposition.

CoTweet looks to solve this by allowing multiple users to manage one Twitter account. The service tracks exchanges through a case management tool and allows updates to be easily be scheduled. Labor can be divided amongst employees, tapping the collective wisdom of people across areas like marketing, PR and customer service. You can also assign tasks and track followups. To keep the conversation personable, a “^signature” mark makes it clear who is speaking behind the brand.

This last aspect, we’ll call it Emotional Marketing, is perhaps the most salient. On Twitter or wherever else they have a “presence,” brands should strive to be multi-dimensional. (This is something we are exploring through mobile with our Stream Teams.) Brands are, after all, made up of many different people, and these people are their most valuable asset. Too often, though, they tend to act as single-faceted facades online, staying “on message.” But as brands now strive to be accountable, transparent, and consumer’s “friends,” they cannot overlook the importance of “keeping the conversation personable.” Seeming more “human” can help brands form emotional bonds with consumers, the strongest kind. As brands continue to evolve in the social-digital space, platforms like CoTweet that let many voices do the talking will become increasingly essential.

CoTweet.com

No leave, no life

It’s official – Australians are just no good at taking holidays. Thanks to Smart Company for letting us know.

A new study of Australia’s holiday habits by the Federal Government’s Tourism Australia organisation has revealed that nearly 60% of full time workers will not use their full four weeks of leave this year and have eight weeks accrued.

Men aged between 35 and 49 have the biggest leave balances, despite the fact that half of them have children under 12 years of age.

According to Tourism Australia’s calculations, Australians have a total of 121 million days of annual leave owing, which equates to a leave bill of $31 billion for the business community.

Tourism Australia has used the research to launch its “No leave, no life” campaign to encourage workers to take leave and hopefully stimulate the struggling tourism market.

Now piss off and go get some rays.

Youth no longer defined by age

Youth No Longer Defined by Chronological Age; Consumers Stay ‘Younger’ Longer

Thanks to Marketing Charts for this post. You can checkout the original article here.

The traditional demographic definition of “youth” is no longer applicable in today’s society, and marketers should target consumers based upon their engagement and participation in youth culture rather than on their chronological age, according to the “Golden Age of Youth” study from Viacom Brand Solutions International (VBSI).

As people worldwide delay the onset of adult responsibilities and stay emotionally and physically younger for longer, it is becoming more acceptable for older people to participate in youthful pursuits. To support this trend, marketers should routinely consider the often-overlooked 25-34 age group a part of the youth market, VBSI said.
“Contemporary youth should now be defined as ‘the absence of functional and/or emotional maturity,’ reflecting the fact that accepting traditional responsibilities such as mortgages, children and developing a strong sense of self-identity/perspective is occurring later and later in life,” the study said.

Indeed, 52% of all 25-34 year-olds agree they still have “a lot of growing up to do,” and this sentiment is highest in Asian (78%) and Latin American (66%) markets.

“Even in these financially challenging times, people are trying to stay younger for longer,” said Kevin Razvi, EVP and managing director of VBSI. “25-to-34 year-olds are continuing to consume music, gaming and the internet and are enjoying the pursuits of their younger years while benefiting from a greater level of personal and financial freedom. We therefore need to rethink what ‘youth’ actually means and how we and our partners can approach this constantly evolving group of people.”

Three Stages of Youth

Though those between 25 and 34 remain youthful, there are some important differences among them and their younger and older counterparts. The study identified three distinct stages of youth: “Discovery” (16-19 years old), “Experimentation” (20-24 years old) and “Golden” (25-34 years old), and found that the youth market has grown to include all three as the differentiation between traditional demographic groups has become blurred through lifestyle choice and spending power.

Key findings:
25-34 year-olds do not respond to the same marketing as teens and those who assume they do are seeing a “youth mirage.” Though they may look similar and access many of the same brands, only 9% of those 25-34 globally said that they would actually like to be a teenager in 2008. Agreement with this statement was lowest in developed markets: Japan (4%), Europe (5%) and the US (9%).

“Golden” Youth are happier, and more confident/secure and gravitate toward premium, understated and often luxurious brands and experiences to affirm their identity. In contrast, teenagers are highly focused on material gain and employ brands to define their identity.

25-34-year-olds are most likely to agree that they are happy or content with their personal life, and are 24% more likely than teens to agree that they “love life.”

More than 80% of the global respondents say that that the 20s should be about exploring life and having fun.

Teens feel under pressure to figure out who they are and where they are going and are 23% more likely than those 25-34 to agree that their life is more stressful. This is particularly true in Europe and in the US.

17% of the global sample who said they’d “made some major decisions in life too early” were the most unhappy and stressed group of 25-34 year olds among all the respondents.

“Traditional adult brands need to adopt a more youthful tone to avoid being seen as irrelevant,” the study said. To support this, 23% of the 25-to-34-year-old global sample feels that financial institutions are aimed at those older than they are; while youthful brands have a new market beyond the core teenage target. In the traditionally young area of technology, one-third of 25-34 year olds agree they’re really interested in new technology, and 66% say that they take the time to learn how things work to get the most out of them.Other regional differences:

Respondents age 25-34 who are married are significantly more likely to be happy (66%) vs. singles (30%).

Only 36% of Europeans and 39% of Asians 25-34 feel like they’re struggling with their current financial situation vs. 55% in Latin America and 51% in America.

71% of 25-34-year-olds agree they feel comfortable with who they are. Those who feel most settled with their identity live in Mexico (84%), India (83%) and Saudi Arabia (82%). Those who are least comfortable are the Japanese (26%).

35% of Europeans would find it strange if someone got married in their early 20s vs. only 20% of Americans and 18% of Japanese.

In general, 78% are optimistic about their future. This is highest in Latin America (85%), lowest in Asia (67%) and the US (72%).

62% of Latin Americans felt they made life decisions too early vs. only 24% Japanese, 37% of Europeans and 50% of Americans.

The study also found that from a global perspective, 25 is the “ideal” age overall. Additional findings and regional differences:

27 is the ideal age to buy a house (25 in the UK, 33 in Japan).
22 is the ideal age to buy a car (20 in the US and UK, and 29 in China).
26 is the ideal age for love (25 in Saudi Arabia and 28 in Mexico).
23 is the ideal age to get a credit card (20 in the US)
19 is the ideal age to travel without parents (25 in Saudi Arabia).
27 is the ideal age to be a parent.
20 is the ideal age to lose your virginity (no differences by region).
22 is the ideal age to move out on your own.
26 is the ideal age to start saving for retirement (23 in US and 25 in Europe and Latin America)

About the survey: VBSI used both qualitative and quantitative methodologies to survey more than 25,000 respondents between age 16-46 in 18 countries. These included Argentina, Australia, Brazil, China, Denmark, Germany, Holland, Italy, India, Japan, Mexico, New Zealand, Poland, Spain, Saudi Arabia, Sweden, UK and the US. The survey was carried out between January and August 2008.

AdAge's Digital A list for 2008

Digital A-List 2008: No.1, Unilever

Digital Marketer of the Year Scores by Making Web Tactics Part of Its Mainstream Marketing Plans

Here's the funny thing about Unilever being Digital Marketer of the Year: It doesn't really do digital campaigns.

Digital A-List 2008: No. 2, AKQA

Ad Age's Digital Agency of the Year Is Actually in the Business of Product Innovation

Fourteen years after it started as a boutique in London, AKQA has become a global powerhouse. In 2007, the San Francisco-based agency reached nearly 700 employees; revenue was up about 40% to $99 million; and new-client wins included Kraft Foods, Unilever, Cadbury Schweppes and Motorola, adding to a roster that already included Nike, Visa, McDonald's Corp., Microsoft Corp. and Coca-Cola Co.

Digital A-List 2008: No. 3, Google

Search Giant Strikes Deal With Publicis, and Doesn't Lose Share Upgrading Rivals

Convincing ad agencies that it was friend, not foe, was imperative for Google if it wanted to start snagging the big-brand budgets major agencies control, and the barely 10-year-old company was effective enough in that campaign that it struck a deal with Publicis Groupe to share ideas, co-develop products and exchange employees.

Digital A-List 2008: No. 4, NYTimes.com

Ending an Unpopular Experiment to Capture Circ Revenue Has Paid Off

When The New York Times' website demolished the pay walls that had separated its columns and other premium content from the freeloading hoi polloi, it sealed a spot on the Digital A-List.

Digital A-List 2008: No. 5, Apple's iPhone

Changed Consumers' Perception of the Mobile Phone

No doubt Apple's sleek touch-screen iPhone is changing the look and feel of mobile phones. But more important, Apple CEO Steve Jobs has given mobile marketing a major boost with his iPhone.

Digital A-List 2008: No. 6, Digitas

Agency's Acquisition by Publicis Has Helped Shop Think Big Picture

Digitas continues to move beyond its roots as a direct-marketing agency to becoming a strong full-service digital partner that engages marketers building brands and businesses.

Digital A-List 2008: No. 7, J&J's BabyCenter

E-commerce Site Is Dominating Digital Mommyhood

Johnson & Johnson's BabyCenter is aiming for global domination and to follow moms beyond the confines of its website.

Digital A-List 2008: No. 8, Baidu

The 'Google of China' Is Moving Past Text-Based Search to Video, IM

Baidu.com is known as the "Google of China," the world's second-largest online market. Baidu has a dominant 62% share of China's search-engine market, according to China IntelliConsulting Corp. Google is the No. 2 player, with a 22.7% share, followed by Yahoo at 10.8%.

Digital A-List 2008: No. 9, ESPN

Its First-Round Knockdown at the Hands of Mobile Led to a Surprising Comeback

Keeping ahead of the game has been ESPN's signature play through the evolution of media, from its traditional TV base to print to its newer digital efforts.

Digital A-List 2008: No. 10, 'Cloverfield'

A Chancy Experiment Created an Immersive Online Marketing Experience

The J.J. Abrams-produced horror movie "Cloverfield" played hard to get through the late summer and fall of 2007. A mysterious online movement was a key ingredient in the run-up to the movie.

Digital A-List 2008: Next in Line

From Rising Star Tribal DDb to ... 'Whopper Freakout'?

In the end, we chose 10. But there was plenty of debate over who should make this year's A-List. Maybe it's no surprise that a burgeoning global power like Tribal DDB would come close, but a purveyor of flame-broiled burgers? These players' remarkable forays in the digital realm show new media's not just for tech companies.

Digital A-List 2008 Executive of the Year: Brian McAndrews

As Microsoft's Ad-Solutions VP, He Is Helping Map the Giant's Online Future

While many industry watchers have proclaimed the wisdom of Microsoft's Brian McAndrews, it's less his willingness to tackle the unproven path ahead and more the foresight in his past at aQuantive -- and that whopping exit strategy -- that makes him Ad Age's Digital Executive of the Year.

Hello John, we know all about you

Segmentation and personalisation seems par for the course in email marketing now - but don't overdo it. It seems that excessive personalisation can create a negative, Big Brother-ish style experience if that personalisation is irrelevant to the email contact. See the article at http://www.email-marketing-reports.com/iland/2008/07/can-you-have-too-much-personalization.html

Don't discount discount snail mail offers

We've become so keen to get in touch with the wired-up Gen Ys that we've over-emphasised electronic contact at the expense of direct mail. It turns out that they are now so un-used to receiving direct mail offers in the physical mailbox at home that teens really like being contacted this way. Ironically, this seems to be an (pardon the pun) "under the wire" way to reach them.
See the article at http://www.marketingprofs.com/news/marketing-inspiration/index.asp?nlid=454&cd=dmo121&adref=NmiM378

Marketing wheel of misfortune

Thanks Mark @ Little Lucifer for sending through this post from Logic and Emotion about some digital lookouts

One of the ways I have "monetized" this blog and other efforts in the social space has been the privilege of getting out and speaking to folks in the marketing field from a variety of perspectives. The refreshing part for me is that many marketers who I talk to are expressing the desire to move away from gimmicks, and traditional campaign thinking to solutions that offer more long term value and builds relationships.

BUT

There are a great deal of hurdles that marketers who want to do less subservient chickens and more Nike+'s will face. This post isn't meant to be negative—it's a reality check. If marketers on both the client and agency side really want to extend their influence, we'll need to ween ourselves from the impulse to spin the "Wheel of Marketing Misfortune". It won't be as easy as it sounds. So here's where we need to get to work:

Microsite Madness
The Microsite is actually a great thing. It allows us to quickly launch an initiative that can link out to and be linked to from other sources and allows marketers to bypass slower moving large scale site efforts. But increasingly, microsites are being cranked out by the thousands. Many of them are sold as "high-engagement" vehicles when in reality they become souless, glossy artifacts that come off as traditional promotions in a digital shell. Microsites as a format are not inherently bad, but we really need to think about why users will want to spend some time there, and even more importantly, why they would come back.

Viral Addiction
Let's be honest with ourselves. Marketers are severely addicted to the idea of "viral", and will do whatever it takes to make something reach this level of marketing nirvana. The problem with viral is that it's a crap shoot and all of the time spent chasing the "viral dragon" could be invested in improving the customer experience, which ironically is what creates authentic word of mouth in the first place. Again, viral is not a bad thing—but it's tricky business and marketers need to clearly identify the need for buzz before pursuing it at all costs

Flashturbation
We need to think of Flash the same we think about incredibly powerful mediums such as television and radio. When done well, television can inspire and motivate us—when done awfully it comes off as annoying and makes us want to flip channels. I think Flash is a wonderful technology and tool, but like any powerful tool it gets abused way too much, often times at the expense of the end user. I've written about Flashturbation before and urge designers and marketers to use the technology responsibly. Think about what happened to airbrush artists who spent all of their time pushing that technology to it's limit. Where are they now?

Death By Big Idea
"The Big Idea" is still very much alive and well—but it's less relevant than it's ever been. Especially big ideas that start with a top down broadcast messages first. This is campaign thinking in it's finest and does not translate directly in a fragmented 2.0 world. Bud.TV for example was a "big idea" fueled by traditional thinking—what followed was a "big bang" launch, but not the engagement. Marketers are going to need to diversify how we think, which means supporting both big ideas and lots of "big-little ideas" that can thrive in the niches. That's one of the biggest challenges marketers now face. Thinking in niche—the internet thrives on it.

Award Infatuation
Let's get this straight. Peer recognition is important and we should celebrate when one of our own does something remarkable. But the awards industry is here to make money too—and many of us are all too happy to forget about putting customers first in the pursuit of praise. Agencies especially have to come to terms with this and should all talke a cue from what's arguably the #1 brand in existence right now. Google. We really need to think hard about how compatible awards are with being "Googly". Actually, they are—but one needs to come before the other.

Social Media Goldrush
The "social revolution" is real, transformational and not going away. However, we need to proceed with a little caution. Not every tactic requires "conversation". Marketers need an intimate understanding of how social networks actually function and what is has to do with their business and brands. Then, we need to try a few things and learn by doing. But there's gold in them thar hills—which means that everyone right now who is claiming to be an expert in this area could potentially steer you wrong. I am way more active than most when it comes to the social space and I would NOT consider myself an expert. Let's be smart about how we can take advantage of the behavioral shift in this area. We'll need to be better at establishing credibility before we can guide, and the last thing we need is snake oil salesman.

Churn-n-Burn
Because much of marketing is deeply rooted in quick hits that demonstrate short term spikes, we've gotten used to an intense industry to work in that risks burning many of us out. The industry is fast paced and more than happy to put fresh meat to work. This is something that is not sustainable, especially in the digital space where there is a shortage of talent who truly knows what they are doing. We'll need to overcome this somehow and it will take some time.

Shiny Object Syndrome
I've talked about BSOS (Bright and Shiney Object Syndrome), and most marketers are guilty of it. It stems from the addiction to always looking for the "next big thing" without gaining a deep understanding of what's on our plate at the moment. The result is a loss of credibility both in and outside of the industry. We'll need to do a better job balancing what's next with what's already here. The real risk here is creating initiatives that bomb because we missed the mark on where the customer's head was actually at in order to satisfy where our heads may be at.

Banner-Palooza
We're turning the internet into Times Square. While we digital marketers claim to be cutting edge, we're not willing to turn down the lucrative ad banner business. Again, there's nothing wrong with it—but for aspiring designers who work in marketing and someday want to design the next You Tube, banner ads will most likely not help you get there.

Campaign-Itis
If we're truly living in an "application economy", then marketing/ad campaigns are not the end all be all though they are still important. But the biggest shift powered by digital is that the average Joe/Jane has become the new storyteller and digital experiences are becoming more important to an empowered consumer who frankly has more options than ever before. Point in case, I recently ordered a replacement keyboard for my family's HP computer and was severely disappointed to see that HP had downgraded their industrial design. The original keyboard was stylish, finished with metalic silver and felt right to the touch. The new keyboard only comes in back and feels like plastic. HP's campaign "The Computer is personal again" now feels like a lie to me. If we get another PC, it will probably not be an HP—and no campaign can influence that. It's time for marketers to bring the product, the experience and the marketing together because the average consumer is no longer making distinctions between them. The future of marketing will take both storytellers + experience people to pull it off.

So that's the "Wheel of Marketing Misfortune" in a nutshell. There's no reason to sugercoat it. We're all smart people who want to make what we do better. Whether you're on the client or agency side—it's time to get to work.

Wanted: larrikin social media marketers

I would like to draw your attention to this blog posted by Steven Noble from Forrester in the US; 1. because it features our ads and 2. because its a warm fuzzy 'pat on the back' to all of us here in Australia for just being us. Let's keep up the larrakinism.

If brands have personalities, then Australian brands often aspire to be larrikins.

Larrakins are much-loved figures in Australian society. In the 80s, we even elected one as Prime Minister. The larrikin is the one who knowns when to work and when to play, with an emphasis on the latter. The one who sees everyone as their equal — especially when it comes to humour. The centre of attention at every barbecue, flipping sausages and telling tall tales. The plain speaker with a big heart, a dry wit and a sore and sorry liver.

No surprises: Australian advertisers often use larrikin themes in their work. For example, BBDO Clemenger created the Four'N Twenty Magic Salad Plate, so larrikins can pretend their Aussie meat pies are surrounded by greenery. Likewise, ex-footballer Sam Kekovich plays the larrikin superbly in Meat & Livestock Australia's Eat Lamb campaign, poking fun at everyone from hippies to New Zealand Prime Minister Helen Clark. (Of course, he's actually mocking the traditional Australian values that he pretends to spruik in the ads.)

But here's the thing: a true larrikin doesn't need the big budgets and great production values of traditional television advertising. The Paul Hogan Show proved that. The production values were low and the jokes could have been written by any larrikin in the country, but it was hysterically funny and an Australian television favourite for more than a decade.

With a camcorder, a supportive boss and some fun-loving staff, larrikin brands could do the same. They could be dry wits on Twitter, inspiring the rest of us to LOL. They could be YouTube superstars, and the Paul Hogans of tomorrow. They could say the things the rest of us love to hear, but never say ourselves. They could bring larrikin brands to life for their irreverent fun-loving customers.

http://blogs.forrester.com/marketing/2008/07/posted-by-steve.html

SMS mobile coupons

MCDONALD'S REVEALS RESULTS FROM MOBILE COUPON PROGRAM

Did somebody say McCoupons?

As I've posted here, McDonald's is running a number of sms-based mobile coupon solutions worldwide, including here in the US. Now, at least one of the programs is releasing results.

The MMA is reporting that 12Snap's SMS Lounge in McDonald's enables customers to send an SMS message to begin receiving embedded QR codes on their handsets that they could redeem in-restaurant.

According to 12Snap, since the program's launch last summer, more than 10.000 participants have used the service, and at least 29% of recipients redeemed at least one coupon.

I think in general, these kinds of offerings could be boosted by tying them to third party solutions like Mobo, which allow consumers to sign up for SMS ordering at several participating fast food chains, and enables them to opt-in for coupons.

That way consumers can deal with one entity instead of signing up for a separate solution at each restaurant they frequent - and even order food while they're en route, paid for by pre-set credit card. Now that's what you call fast food.

Thanks to Branding Unbound for this entry which can also be found at: http://maverix.typepad.com/brandingunbound/2008/06/mcdonalds-revea.html

Example of a dedicated MOBILE website

UNILEVER LAUNCHES BRAND-SPECIFIC MOBILE SITE FOR POT NOODLE.

A UK-based Unilever brand is getting what's billed as the personal care giant's first dedicated mobile web site.

According to Brand Republic, Pot Noodle - which I take to be a packaged noodle meal - will be the subject of potnoodle.mobi, a new site that offers branded entertainment, including ringtones (think "Moussaka Rap"), wallpapers, and more.

One offering: a short film called "Tipping Pot," which describes its plot thusly:

"Who needs Argentineans and a massive budget when you've got a flatulent drunk and some old shopping trolleys?"

It's unclear if that's a dig at Argentineans, whom the Brits went to war with in the 1980s. But either way, it's clearly meant to bring something different to a noodle brand.

Apparently the launch is getting support from The Sun, which is sending videos via Bluetooth at Cineworld and other movie theaters.

Unilever has always been a leader in mobile marketing - and in fact, since I posted this, at least one reader has pointed to Unilever's sedateens.mobi as an earlier brand-specific mobile site, in that case a social network site for a hair care product).

As for the Pot Noodles site, it's kind of funny to think of packaged noodles having enough of my attention for me to bother going to any website - mobile or otherwise - to download a branded ringtone or wallpaper. But in many nations, this is a primary way of interacting with the brand.

In fact, as I talk about in BRANDING UNBOUND the book, Unilever and others have long placed short codes on packaging so that shoppers can use their mobile phones to instantly get recipes or menu ideas.

I think adding that kind of capability here could make this particular mobile offering more useful to its target audience.

http://maverix.typepad.com/brandingunbound/2008/06/unilever-launch.html

Doritos New Game

This post is thanks to Mathieson Typepad

DORITOS LAUNCHES ONLINE 'QUEST' CONTEST WITH MOUNTAIN DEW-FLAVORED TORTILLA CHIPS

On the heels of last year's X-13D name-the-flavor contest, Doritos is hoping you'll munch your way to their new online experience and down a bunch of Mountain Dew-flavored tortilla chips.

Actually, the taste is more limony- 7-UP with salt. But once you find out it's really Mountain Dew, you get it - not that you'll particularly want to. We are, after all, talking about lemon-Lime potato chips without the benefit of a caffeine kick.

But finding out that's Mountain Dew is the actual flavor takes a little work (or would of, if I didn't just tell you). The bags just say "The Quest: Guessing the flavor is just the beginning."

A URL on the package points you to Doritos' branded entertainment unit SnackStrong Productions, but really takes you to Doritos.com, which would be so much easier to enter.

And even then it would be a bad idea, because it's very hard to actually find a link to the Quest experience (it's really at doritosthequest.com, and the packaging should say that) - where you find out you can win up to $100,000 for proceeding in an online adventure where...oh it doesn't really matter. It seemed too involved.

The whole thing seems similar to the far more interesting "Indy Quest" Indiana Jones online adventure game.

Still - an interesting approach to engaging tweens and teens who make up the natural target for both Dew and Doritos (and there's 80's-style synergy here: Both Dew and Doritos are owned by Pepsi).

Kids, no doubt will dig in and see what it's all about.

That is, if they can find it.

http://mathieson.typepad.com/genwow/2008/06/doritos-launche.html

Seminar at Cannes Lions 2008 "The Social Metropolis"

Newsletter from GoViral:

The Social Metropolis
The main theme of The Social Metropolis is Digital Brand Activation. In the following you will be introduced to how you do Digital Brand Activation and why you should be using a Digital Brand Activation approach.

What does Social Metropolis mean?
Media is democratizing – participation is taking over from more passive media forms. This leads to a greatly diversified and fragmented media place – one where it is harder to engage people.
Ultimately, the attention economy of the Social Metropolis is a zero-sum game. The attention somebody gets, someone else is denied.

One of the key challenges is to stay on top of the developments in the Social Metropolis. Just like a real city, the infrastructure develops all the time. Technology is the driver of all this, but it is also what will help us re-activate our brands in the social media world. Technology can help us reach the right people and measure our activities properly. Just think how well we have defined the traditional formats of mass marketing, and how much time we are spending, planning the right channels to get the desired outcome. The same consistent structure, quality, and insights are needed to achieve and maintain a high quality on your social media campaign plan, only the target can now be 1000 destinations instead of 10. The answer to this challenge is: The right mix of good content, the right technology and good media planning.

Social Citizen Activation
The framework for Social Citizen Activation regards Content, Activation and Attention; a) Content; we need to get content right in order for people to like it. b) Activation; we need professional and technologically aided distribution, if we are to succeed in reaching the right people c) Attention; mapping what we plan to do and measuring properly, what we achieved, allows us to receive feedback, benchmark our social media campaigns and gradually improve our activities. This is basically the three stages we take you through at GoViral – content evaluation, seeding and tracking with some spice and some insights to why these three phases are the right ones.

Digital Brand Activation
Bringing something to the table for users, in order to receive their support, requires a very different mind-set and set of tools than traditional advertising. There is a major difference between getting people to promote a social cause, and the interests of your company. Quite frankly, social epidemics are quite rare, especially for companies to instigate on purpose. The solution can be found in "big seed marketing" and "always on".

Big Seed: The central thesis of our book is that between the traditional mass marketing approach, and the newer influences such as viral marketing, is an important gap that marketers can capitalize on. Inspired by Duncan J. Watts, we propose an approach called 'Big Seed Marketing' that combines viral marketing tools with old fashioned mass media techniques in a new and creative way. Big seed means optimizing your content strategy and your distribution strategy to craft effective campaigns.

Always on: A central concept in marketing is the campaigns. All of marketing are set up today to plan and execute campaigns. 'Always on' addresses what happens when people are talking all the time, and you are only talking three months pr. year. For that, we have described the entire circle of marketing as a) search, b) review, c) buy and d) affect others. This circle covers the user's journey from potential customer to active brand advocate. 'Always on' invites the reader into a world, where people are discussing, reviewing and rating your product and brand all the time. A metropolis that never sleeps…
'Always on' means optimizing your online strategy to make sure you are present at all the main touch points of the consumer journey, that you have enough content available, and that you help the users get the best experience. This includes community building, easy access to help, services and guides, experiences and much more.

Nike Hyperdunk
The Nike Hyperdunk is the company's lightest and strongest basketball shoe ever. Weighing in at only 13 ounces, the Hyperdunk is 18% lighter than the average Nike Basket ball shoe, giving you better performance on the court and, apparently, allowing you to jump over speeding Aston Martins.
Nike produced two co-branded videos, featuring basket ball superstar Kobe Bryant jumping over a speeding Aston Martin and a pool of snakes, together with the Jackass crew.

Content. Activation. Attention.
The content of the video is great, because it just on the verge of unbelievable, but not crossing the line. Did he actually do it? Since the content is of such high quality, the activation phase is easier. People pass it on, if it is good enough. Companies still need to work professionally with placing the content in all the right channels, though. Attention is difficult to speculate about on this one, but having constructed the campaign with multiple clips, Nike managed to generate more than 7,5 mio. views over the first running weeks of the campaign, just on Youtube. More than 1,5 mio. additional views came from spoof videos or responses to the campaign. In addition, several of the spoof videos link to the original ones, creating a more vibrant user experience as well as better results for the campaign.

Did Kobe Bryant actually do the jumps or were they fabricated? Judge for yourself:

Aston Martin < http://www.youtube.com/watch?v=BIWeEFV59d4>
Pool of Snakes <http://www.youtube.com/watch?v=QBJZXyfLrpU&amp;feature=related>

Kind regards,
Pernille Hegnsholt
http://goviral.com/viralradar.php

Some new and interesting business

Thanks to FutureLab for this post, highlighting some new business models / start ups. The NileGuide example could certainly be an interesting addition to any TrueLocal portfolio???

Walmart's Latest Innovation - It's Free Classified
by: Idris Mootee

Two interesting businesses launched this week and both worth special mention. First one is Wal-Mart has decided to compete with Craiglist and Kijiji (an eBay company); they quietly launched a free online classified service, and sell practically anything to anyone. It is still at pilot stage and currently carries 30 mil items. I searched for Tiffany and I got this Tiffany bracelet for $135. There's no fees involved for buyer and seller. I don't think eBay likes this idea.

The service is totally free through Walmart.Oodle.com. It is a way to attract their 130 mil customers who shop online every week. The service was provided by Oodle.com which was launched 3 years ago in San Francisco by former eBay Inc. and Excite executives. There is no business model but it doesn't cost much to run it either. The success rate is 50/50.

Former CEO of Technorati David Sifry’s latest new venture is Offbeat Guides, a service for printing customized travel books. When you go to the site, it asks you 5 basic questions: your name, your destination, your trip's dates, where you live, and where you're staying . With that, it goes out to the web and finds related content and assemble it. You can tweak the content: if you don't know where you're staying you can be sure the hotels section is included; if you already have a place, you can remove it and save some paper.

It is probably the first personalized publishing platform. You can add sections on food, events, transportation, etc. Books will always be customized for your travel dates and will be printed with the weather forecasts, exchange rates, and other relevant and timely information like local events happening when you're there. Your custom book will be sent in 4 days and costs $24.95 (including PDF download). I think this model will ultimately evolve to ad sponsored where the book is free. To make this really work, they need to bring in the local to create unique content. Quality control of the content is crucial. Extreme personalization is next as I can see people looking for the Antique Shopping in Paris, Electronics Shopping in Akihabara or Cosmetic Surgery Guide in Seoul. I like the business concept as many have explored this over the years.

There was this Nile Guide launched a few months ago. Nile Guide is a travel planning and what it does is they aggregate travel data from over 10 sources, including Citysearch, OpenTable, and Expedia, and add its own reports and reviews from local experts for 80 international destinations. Then all information is made searchable from within a tool that takes into consideration both objective and subjective factors related to your preconceived preferences. The four main search types on Nile Guide: food, lodging, nightlife, and “see & do”.

When you search from within anyone of them, you can filter the results in real-time using a variety of criteria. For example, you can choose to view only restaurants in a given city/region that are lively, quiet, off beat, romantic, family, or business entertainment etc. And when you're done planning your trip, simply download a PDF of your itinerary for FREE (with lots of ads).

A few more interesting start-ups here for you to check out:

Ffwd: This is a video content site with "social awareness and predictive recommendations".

Lil'grams: Not just another online baby photo site. The most precious moments of your baby's life are countless and now you can keep, track, and share anything about your baby.

SocialMedia Networks: An attempt to build an advertising network for social platforms and apps.

Xumii: A utility that gives you access to your social network contacts on your mobile phone. Pretty cool idea.

Original Post: http://mootee.typepad.com/innovation_playground/2008/06/walmarts-latest-innovation---free-classified.html

http://blog.futurelab.net/2008/06/walmarts_latest_innovation_its.html

Mobile Advertising Key to Reaching Consumers in Economic Downturn

[Thanks to MC Marketing Charts for this interesting post on leveraging mobile advertising]

Despite rising fuel and food prices, over one-third of consumers say the economy will not affect their spending habits - so most say it will - and one way for advertisers to grab consumers’ attention in such times may be via their mobile devices, according to a new study.

For marketers interested in reaching fickle consumers during this economic downturn, there’s hope in that 41% consumer say they have no plans to stop or cut-back on the purchase of cell phones, found a Harris Interactive study on people’s attitudes toward the economy and technology.

Most (60%) of consumers who say they will limit their discretionary spending will curtail going out to restaurants (74%) and purchasing electronics (71%), among other choices like buying fewer clothes and taking fewer vacations.

Meanwhile, the use of mobile phones has become an indispensable part of their lives for many, and many are even severing ties to landlines: 16% of US homes are using wireless phones exclusively - more than double the number from four years ago, according to the National Center for Health Statistics.

These trends support the push by marketers to leverage mobile advertising as part of an integrated marketing program to promote their brands and sell products and services, Harris analysts conclude.

Mobile Advertising Findings

Mobile advertising can gain a foothold if it is unobtrusive, targeted toward an individual’s personal tastes and offers something unique, Harris said:

Among teens surveyed, over half (56%) said they would be interested in viewing mobile ads with incentives, while over one-third (37%) of adults noted that they would be receptive to such advertising.

As the best mobile advertising incentive, cash is king, with 80% of adults and 70% of teens identifying it as the top incentive for responding to mobile advertising:

Entertainment downloads (61%), free music (57%) and complimentary minutes (53%) also are popular incentives among teens.

Among adults, free minutes (49%) and discount coupons (37%) are appealing incentives. Free entertainment (31%) and music (24%) downloads also captured the attention of adults.

As for types of ads preferred, adults tend to favor dining deals (53%) whereas teens are interested in outdoor activities, travel and entertainment (70%).

Text messaging is the most preferred advertising approach for over two-thirds (69% of adults and 64% of teens) of consumers:
Teens are more willing to accept advertising images on their mobile phones (47%), versus adults (35%).

The allure of video imagery in mobile advertising is down 10% among adults from last year, but adults are now more open to ads’ being transferred automatically to their email (30%) than in the past.

Providing personal information to marketers to help them target advertising messages and products has always been a sensitive topic, but more than half (54%) of adult respondents say they are comfortable doing so for mobile advertisers, especially if offered for the right incentive. 

Others agree, but want to choose who sees this information (21%).

Teens, surprisingly, are guarded about their personal information - only 35% would divulge it, even if an incentive is offered, and 25% say they would never provide personal information.

About the data (pdf): The 2008 Consumer Acceptance of Mobile Advertising study was conducted online within the United States by Harris Interactive in February 2008 among 1,000 US adults age 18 and over and 200 teenagers age 13-17. The 2008 Telecom Report was conducted online within the United States by Harris Interactive in April 2008 among 1,000 US adults age 18 and over. The data were weighted to reflect the US population.

http://www.marketingcharts.com/topics/email/mobile-advertising-key-to-reaching-consumers-in-economic-downturn-4750/?camp=newsletter&src=mc&type=textlink

Mobile marketing for teens

[Thanks to Los Angeles Times for this post]

Advertisers in touch with teens' cellphones

Youths are signing up to have pitches, photos and links to websites sent to their multifunction mobile devices.
By Alana Semuels, Los Angeles Times Staff Writer
May 23, 2008
As she readied for last night's prom, Jamie McGraw asked her friends for advice about hairstyles, shoes and a dress.

She also turned to her cellphone for a little help.


A nation of young mobile phone users
McGraw receives daily text messages from Seventeen magazine about fashion, including tips about what to wear to the prom. She planned to take the magazine's suggestion to wear a brightly colored outfit and be prepared for "dress malfunctions." "When the texts recommend a certain look that sounds good, I will try it out, but it doesn't always mean buying something," the 17-year-old Laguna Niguel resident said.

Yakking teens and phones have been inseparable for decades. The difference today is that teens use their cellphones for a lot more than just talking. It has become a palm-size entertainment and information center increasingly consuming their time and attention. Advertisers are realizing that if they want to reach teens, they need their number -- literally.

"They're not watching TV, you're not reaching them in other places," said Andrew Miller, chief executive of Quattro Wireless, a mobile advertising network. "Mobile is where they congregate."

This year, shy escorts can buy (for 99 cents) a preproduced video of a guy asking a girl to the prom ("We'd take amazing prom pictures together," he says) and then send it via mobile phone to ask a girl out, thanks to Venice-based Mogreet Inc.His nervous date can visit Cosmo Girl's mobile phone site and look at the prom section to find out how to say "No" to alcohol. And she can go to PromGirl.com to download a widget that lets her browse for prom dresses on her phone without burning up valuable Internet minutes.

It may all seem a little bothersome, but teens don't mind receiving messages about products on their phones, says Nic Covey, director of insights at research firm Nielsen Mobile. Nielsen said teens were nearly twice more likely than adults to trust and respond to advertising and pitches on mobile phones.

"For them, responding to an ad that's relevant by sending a text or following a link on their phone is a logical brand engagement," Covey said. It's so natural that the student council at Notre Dame high school in Sherman Oaks decided to invite teens to their graduation via a prerecorded video sent over a mobile phone.

Not all teens are so readily accessible, of course. Molly Nadeau, a senior at Fairfax High in Los Angeles, loves the trendy and inexpensive fashions of Forever 21 Inc., but that doesn't mean she wants to be inundated with blurbs about its latest blouses or jewelry on her mobile phone.

"Once they have my number, I just think the ads would come 24/7," she said. "I wouldn't want that." That wouldn't make her father happy, Nadeau noted, since he pays the phone bill and her plan doesn't allow for unlimited text messages.

Marketers claim they are sensitive to such resistance, saying that's why they craft the ads more in terms of useful information teens would want to get on their phones.

Hearst Magazines, for instance, has developed nine different mobile sites across different magazines, including Seventeen and Cosmo Girl. Cosmo Girl's site contains information on horoscopes, gossip, fashion, career advice and beauty tips, alongside promotions from retail giant J.C. Penney Co. and cosmetics maker Clinique Laboratories. Teens can also send a text message when they see a product they like in the magazine and sometimes receive a free sample.

"We decided we needed to follow [the reader] with our brands -- wherever she is, we needed to be there with her as a source of entertainment," said Sophia Stuart, director of mobile for Hearst Magazines Digital Media.

That means a prom section that gives girls advice on date etiquette and fun things to do aside from drinking and having sex. "We wanted to help her have a script and be there if she needs our help," Stuart said.

Other brands are messaging their way into teens' phones as well. Teens interested in Element Skateboards can sign up for text message alerts when there are skate events in their area, or when stores get new products. Those who want to be in the know about clothing retailer G by Guess can get text messages about sales and promotions.

"You have to take an active role in integrating a brand into consumers' lifestyles by being in their pockets," said Roman Tsunder, president of Access 360 Media Inc., which recently launched promotions for Guess Inc. and Element that encouraged teens to sign up to get text messages on their cellphones from the companies.

Teens don't seem to mind the text messages they receive from the retailers. Tsunder said only 4% of people who sign up for the texts ask to stop getting them. And Miller said 2% to 4% of those who see or receive ads on mobile phones click on them to find out more information. On the Internet via computers, so-called click-through rates are generally closer to 0.01%.

Some teens do mind, however, if advertisers bug them too overtly, said Alyson Hyder, media director for California at Avenue A/Razorfish, a digital marketing firm.

"They will be quick to turn on the backlash," Hyder said. That's why "brands that target the teen audience are looking at more authentic ways to insert themselves into the conversation, as opposed to advertising."

For a Nintendo Co. campaign, rather than send teens an ad about a new Nintendo game, mobile-phone marketing firm Hyperfactory published a brain teaser relating to it in game magazines. Users sent a text message to get the answer, and they received a message back with a link to sign up for alerts about the game and download free wallpaper and mobile games. The company declined to say how many consumers participated.

When Kiwibox.com, an online teen magazine, launches a service to send teens text messages with horoscopes and celebrity alerts this year, they'll include a short advertisement at the end sponsored by different brands such as Sparq Inc., a company that designs workout training programs for aspiring athletes, and Paramount Pictures.

But it can be a thin line between the type of product pitches that teens will accept on their mobile phones and those they won't.

Quentin Brown, an 18-year-old high school senior from Santa Monica, said he texted to vote during the National Basketball Assn.'s slam-dunk competition at this year's All-Star game. In return, he received a flurry of text messages with offers to buy jerseys and other basketball-related stuff. He didn't mind the texts for the jerseys, since he's interested in them and always looking for deals. But he didn't like getting ones about things he didn't care about, such as asking him to join an NBA fantasy draft or go to NBA summer camp.

"They were kind of stalking me," he said. "But then they stopped and I was glad."

alana.semuels@latimes.com

http://www.latimes.com/business/custom/admark/la-fi-teenphone23-2008may23,0,2679094.story

See below also for stats on USA teen mobile usage:

http://www.latimes.com/business/custom/admark/la-fi-teenbox23-2008may23,0,1140698.story