Tag Archives: Television advertisement

Running Radio On TV

I think I can state without any fear of being contradicted that no one would run a radio ad on TV.

English: A typical "As seen on TV" l...

Giving up the sight, motion, and color of TV to use an existing radio creative is wasteful.  The opposite is true as well – we’re all familiar with TV commercials in which the audio is just music and the video handles the branding and other messaging.  Running one on radio might provide a nice musical interlude but not much in the way of marketing.

I bring this up because a recent study on how publications are presenting themselves on emerging platforms got me thinking about it:

Of the 78 consumer-facing English language publications detailed in the report, 83 percent have at least one app available in the Apple® App Store, Newsstand app or the Google Play™ service. Of these, 65 percent have published iPhone® apps and 40 percent have published apps for the Android™ platform. All 78 publish on the iPad® device. However, only 25 percent of these were optimized for any form of tablet display, with most publishers using scaled-down versions of their desktop sites instead.

That’s from a new report from the Brand Perfect™ initiative by Monotype Imaging Inc.  And it’s not just print publications who are at fault here:

Despite the emergence of responsive Web design, which enables optimal viewing experiences across a wide range of devices, the report identified that publishers are not supporting its use in online advertising. Where device-ready sites are not available, advertisements served are scaled down, often resulting in illegible typography and distorted imagery.

In the broader sense, we’re all content creators, even if that content is labelled “advertising.”  Restating the obvious (one of my specialties ), the TV ad on radio is as ineffective as a scaled-down, illegible banner in mobile.  A publisher who can’t support marketers’ efforts to use proper cross-platform technology is a TV station continuing to broadcast in black and white or only in Standard Definition.  Putting out content in a less than optimal form for new devices is buying a Ferrari to drive to and from the market at 35 MPH.  The technology has moved along, as have your consumers.  You need to catch up!

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The Leaf Campaign

Have you seen the new ad campaign from Nissan? You can find the videos on YouTube and a Facebook page is home base – check it out. What I like most about it is that it asks a very simple question and does it in a way that I think makes an excellent business point with which to start the week.

The campaign raises the question “What if everything ran on gasoline?”  The absurdity of the things depicted in the videos (I like the gas-powered alarm clock myself) gets you thinking about your assumptions.  This, as you  know if you’re a regular here, is one of my favorite themes.  Why do cars have to run on gasoline?  Why do we do the things we do in business (or our own lives for that matter) as we’ve always done them?

This is going to be a brief post to start the week but that single question – why do we do things as we always have – is probably the most important one each of us can ask on a regular basis.  Challenging assumptions has always been the catalyst to big advances  – man can’t fly, there’s no cure for polio, etc.  Hopefully that’s what we’re going to continue to do together in this space.

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Nail It With A Shoe

Created myself from :Image:Chef's Knife.jpg fo...
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I think we’ve all been in a situation where we didn’t have the right tool for the job.   Maybe you tried to hang a picture using a shoe to drive the nail rather than the hammer you wish you had.  Maybe you tried to do some delicate knife work using a 12 inch chef’s knife rather than the paring knife you needed. Whatever it was, you probably appreciated the need to use the right tool. Continue reading

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