Ad Scientists Stir Up Online Brew

Targeting cable TV ads to a particular neighborhood has always been tricky. In the past, if a local gas station wanted to advertise only to nearby households, the ad had to be cued up manually in the equipment shed where the area’s cable lines met. But Ted (a Visible World client) used a clever trick. The airline embedded every version of the ad into a single metacommercial and sent it out over Comcast lines like a “choose your own adventure” book. When the file hit special routers that Comcast installed at the edge of Schaumburg, for example, the commercial morphed into “Viva Las Schaumburg.” The ad also responded to commands from headquarters: When seats on the Vegas routes filled up, the destination was easily changed to Florida.
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Google experiments with map ads

Google is adding graphical advertisements to maps on its local search site, foreshadowing the use of its pop-up balloons for various types of information and activities, an analyst said Monday.

Greg Sterling, managing editor at The Kelsey Groupsaid Google representatives told him several weeks ago that the company plans to let businesses add advertisements and logos to the mapping balloons that appear on Google Local.
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Official : PVR Ads Are More Effective

Johnnie and I spoke at the Market Research Society’s annual bash yesterday, at The Barbican in London. We did an overview of the user-generated world to an audience of about 200 before handing over to Dr Alastair Goode of Duckfoot and Julian Dobinson who heads up Sky Media’s research.Â

Alastair presented the findings of research which shows that ads are more effective when viewed at PVR speed (30 x faster than normal) – if and it’s a big if – people have already seen the advert. The reason is all to do with the efficiency of the subconscious – ‘Blink’ style.Â

There is no doubting Alastair’s credentials or methodology but it’s a difficult one for the industry to digest. For instance, one member of the audience asked if it meant Sky were about to launch ad breaks with 1 second long slots? The proceedings were all chaired by Richard Huntingdon, Head Planner at United London (previously HHCL) who has developed a nasty blogging habit here ;-).

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