AKQA + Benjamin Moore = PaintWithBen.com
It’s a toy. Express your vision of color. Etc.
Hear that? That’s the sound of thousands of clicks by agency planners checking it out — to figure out how to keep on selling minisites.
A: When they’re relevant and include freebies.
This is the result of IAB UK’s study conducted recently (PDF of the summary). The problem here is that only an alarmingly low percentage of users in any given age group claims not to notice ads. My theory has always been that people hate admitting to being influenced, but here 70% of people don’t have a problem with it at all. Which begs the question — are they really telling the truth, or is this completely theoretical?
If this was based on actual behavior data, I bet the first winning category would be “when ads are big enough to be noticed”, closely followed by the second — “when they’re relevant”.
(link via @jonathanmendez)
The running-shoe brand dabbled in TV for the first time last year, spending about $5 million of its $27.6 million U.S. media budget on TV advertising, primarily on Olympics broadcasts. That spending came primarily at the expense of magazines, which have traditionally dominated Asics’ budget. Magazine spending fell $2 million, to $21.7 million, despite a $3 million spending increase overall, according to TNS Media Intelligence.
The tinkering paid off, as Asics’ sales rose 11% last year, according to SportsOneSource.
Advertising Age: Sales Jump 11% After Asics Gives TV Advertising a Try