AdTube

Since Google/YouTube announced their “new” video ad program last Tuesday, the blogosphere has exploded with people, from marketers to youtubers expressing their mixed feelings and predictions about what’s being called by some as a “possibly game-changing” event.

If you haven’t seen it already, the ads are approximately 10 seconds long and they kick in within 15 seconds of a given clip. They are similar to the TV ads in which graphics pop up on the bottom of the screen (usually announcing another TV show). If clicked on, it will take you to a larger ad. When the ad is done, your clip immediately resumes.

Some people say they’d prefer it if they showed the ad beforehand (much like movie trailers) or afterwards instead of during the video because it takes over 20% of the bottom of the screen.

As expected, YouTubers are not ecstatic about being interrupted in the pretty much only place they could navigate virtually ad-free until last Tuesday. Some skeptical media experts suspect advertisers may end up not getting “the bang for their buck”, either because people may just decide to “close” the ad as soon as it kicks in or because people may just ignore the ad, or worse, have a negative perception of the brand that is intruding their ‘personal space’.

Like Sir Ken Robinson, expert on innovation and creativity, said recently at an advertising conference “we now live in a permanent state of change and we just have to accept it and be a part of the changes.” With that in mind, I want to be optimistic and believe that change can be a good thing, even in this case. Although invasive right now, we all know that technology changes incredibly fast and soon this format will probably improve, or at least become less annoying.

But even if the format improves, what about the content? It would be interesting if there was a way to regulate what type of ads were allowed to be part of their ad program. What if YouTube engaged some of their most loyal and active viewers as well as some of their top ranked directors/video bloggers in order to decide whether or not the “intrusive” ad is worthy of interrupting your video? Rather impractical, I know, but it’s like one of the Facebook founders once said “I don’t hate advertising, I just hate advertising that sucks.” If I knew these invasive ads were better –or at least same quality- as the video I wanted to watch in the first place, I would be embracing this change a little bit more excitedly.

Check out the link below to see one of new YouTube videos with ads.
http://www.youtube.com/watch?v=ee_rDSvOSnY

Dove: "We promise to listen"

Dove: "We promise to listen"

Last night, while reading through my email, I ran into an online banner from Dove asking me to be part of their biggest beauty survey. "Make your voice heard", pleaded the ad.

As an ad nerd, I immediately clicked on it. From what I remember, the online banner didn’t advertise any product per se, but they certainly advertised their uncanny desire to listen what I had to say.

The survey was brief, 17 questions only. But to be honest, a good part of it felt like a big ad where they would ask whether I had used [insert product name/picture here].

Regardless, it’s commendable that Dove is taking advantage of consumers desire to have an open conversation with their favorite brands. And it really felt like a conversation. I talked, they listened and talked back to me. I explain. After the survey was done, they immediately provided some of the results ("94% would recommend Dove to their best friend") and also allowed for a potential "Live Chat" to happen with a "beauty consultant". They also showed a real time count of how many people had taken the survey (around 999,040 last night). In the end, it wasn’t only about my input, but about what everybody else had to say. Due to this transparency, all of a sudden, Dove seemed a bit more authentic and honest.

It seems like these days, brands need to be better listeners. "We trust people that trust us", responded a teen recently when asked what brands her generation trusts.

Method: A "Belief Brand"

Method: “A Belief Brand creates a share of culture versus share of voice.”

We had some great presentations at the Planning Conference last week, but one of the most talked about afterwards in the hallways was the one given by the founder of Method, Eric Ryan and it was about what it means to be a “Belief Brand”.

Method is about creating a revolution and changing the way we think about traditional cleaning products, but most importantly, traditional marketing. As a challenger brand who last year had an advertising budget of $3.1 million versus $2.7 billion combined from their main competitors, Method set out to sell a belief and a culture, not just products.

Method is about asking ourselves why are we polluting when we clean? Why are we using poison to make our homes healthier? As Ryan puts it, Method is about transforming a clean environment into a healthy environment.

Instead of positioning their products as “eco-cleaners”, which would attract a very small percentage of consumers, they decided to position themselves as “healthy”, making their products more personal and relevant to consumers, their families and their homes.

By redefining what it means to be clean on a personal but also moral level, Method is a Belief Brand that is creating a culture of likeminded, loyal “people against dirty”.

Here are a few thoughts on how to create a Brand Belief, according to Ryan:

#1: A Belief Brand stays ahead
Every year, Method releases 2 innovations in the category. In the past, they have launched innovations such as the stylish Omop and their 3x Concentrated Laundry Soap, which was born out of consumers’ complaints about the traditional huge, heavy bottles of soap.



#2: A Belief Brand treats design as media
Due to the amount of fragmented media we have today, Method treats design and packaging as media and PR opportunities. Their goal is to be off paid media in 3 years. In order for that to happen, they continue to focus on creating great products packed in great designs that create stories and make people want to talk and share opinions about it (type ‘method’ on flickr to check it out).


“Love that! Those bottles look so cool and a bit like art objects!” (flickr user)

#3: A Belief Brand owns share of culture versus share of voice
Ryan believes that a belief brand is about owning a share of culture, not a share of voice (especially as the latter becomes more and more expensive). In order to own a share of culture, Method has recently hired a Hollywood talent agency to seed Method into culture by treating “people against dirty” as if they’re talent. Earning media as opposed to paying for it is definitely one way to be innovative and own share of culture.

#4: A Belief Brand creates advocates, not consumers
Although they only have 1% penetration in the market, their marketing efforts are focused to drive loyalty, not trial. They have a group of brand advocates who are showcased on their website and are consulted when necessary. For instance, when new products are about to be released, Method sends them media kits 2 months ahead of time for their feedback.


Method has reframed cleaning from a boring, dull and toxic experience to something fun, exciting and healthy for us and the environment. How an we redefine our categories by waking up the Belief Brand in us?

Through a kid's eye

I was just coming up to my floor and ran into a mother with her 3 year old daugther coming up in the elevator. The way the little girl got excited to press the button and get to visit her mommy's job was so refreshing...given that everyone else around us, including her mom, looked like zombies, think Shaun of the Dead. I wish I could feel that excited every single day. On second though, she probably doesn't look like that on her way to daycare...

You are your hair

Old Friends
"Old friends? We must be. You’re delighted to see me. I’m delighted to see you. But who are you? Oh, my God, you’re Jane. I can’t believe it. Jane. “Jane! How are you? It’s been — how long has it been?” I’d like to suggest that the reason I didn’t recognize you right off the bat is that you’ve done something to your hair, but you’ve done nothing to your hair, nothing that would excuse my not recognizing you. What you’ve actually done is gotten older. I don’t believe it. You used to be my age, and now you’re much, much, much older than I am. You could be my mother. Unless of course I look as old as you and I don’t know it. Which is not possible. Or is it? I’m looking around the room and I notice that everyone in it looks like someone — and when I try to figure out exactly who that someone is, it turns out to be a former version of herself, a thinner version or a healthier version or a pre-plastic-surgery version or a taller version. If this is true of everyone, it must be true of me. Mustn’t it? But never mind: you are speaking. “Maggie,” you say, “it’s been so long.” “I’m not Maggie,” I say. “Oh, my God,” you say, “It’s you. I didn’t recognize you. You’ve done something to your hair.” " - http://www.nytimes.com/
This is pretty funny. I just saw the 3 Bourne movies this weekend (identy, supremacy and ultimatum) and I had forgotten how the first thing women (men too) do when they want to hide from the police or look unrecognizable in an action movie, is to dye their hair and cut it. Your hair really does change who you are, doesn't it?

Charity Is Selfish

some professors have just released a new study that suggests that charity is actually selfish.

http://www.economist.com/science/displaystory.cfm?story_id=9581656
the more i think about it, the more i think that makes sense. after all, isn't that what "activism lite" is all about? i mean, sure, the fact that it's so easy to help others these days definitely helps and plays a big role in making this trend bigger by the day, but if it wasn't for the badge value that some of these products give us, i wonder how popular altruism would be these days.