If you’re anything like me, New Year’s Day usually involves nursing a champagne hangover while vowing to really, truly take full advantage of that dreaded gym membership. But if you’re a hockey enthusiast, New Year’s Day involves one thing – the NHL Winter Classic. The 2010 Classic (the third annual) will see the Boston Bruins take on the Philadelphia Flyers at Fenway Park, which will temporarily morph into an outdoor ice rink. But this year’s Classic also brings with it some truly innovative digital advertising sponsorship opportunities.
Archive for Branding
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Thinking Outside the Rink: The NHL’s Innovative Approach to Digital Advertising
Jane Wamsley
31Dec
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Effects of Video-Game Advertising on Online Search
Michael Solms
I came across an interesting article recently about how comScore plans to track the effectiveness of in-game ads on video gamers’ online behaviors. Advertising on consumer video-game consoles such as Xbox and PlayStation 3 is becoming a popular trend, popular enough that comScore sees value in conducting a study to gauge its effectiveness. For the first time, comScore has partnered with a video-game provider, Microsoft’s Xbox LIVE system, to track the results of advertising on online search. Read the full article…
18Nov
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Yahoo! Rolls Out New Ad Campaign: “It’s You”
Erin Oechsner
To accompany the new search format, Yahoo! also reintroduced its brand this week with a new slogan: “It’s You!”
The company is trying to promote itself as not only a search engine, but an online organizational tool. They’re spending $100M over the next fifteen months to get this message across to the public. The campaign will stress what Yahoo! considers its competitive strength: offering services to manage personal matters, like sharing photos and exchanging e-mails, as well as to stay informed and engaged when big news happens.
Read the full article…22Sep
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Death of Web Address
Nicholas Grohne
It was not that long ago that a consumer’s primary means of finding a business was knowing a company’s URL and typing it in on their computer. However, as is the case with any technology- when a new and improved version comes along, its predecessors are often forgotten. There are four main reasons why a consumer’s knowledge of a company’s URL may not be all that relevant in the near future:
- People are using search engines to find what they are looking for (in fact 80% begin their online session with a search)
- Web browers are making it easier to evade URLs
- Twitter is being used to promote
- QR codes (these allow consumers to take a picture of an image with their phone, which will then take them directly to that company’s webpage. They have not taken off in the U.S. yet, but this and similar technologies will be the future of advertising.)
URL addresses will be important for the forseeable future, but the fact that a customer needs to know it to visit a particular company’s website is diminishing rapidly.
07Aug
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Shortened URLs: Friend or Foe?
Quinn Sheek
There has been a lot of discussion around the use of shortened URLs and whether URL shortening is a positive or negative practice for SEO and branding. The need for URL shortening evolved and became popular because of character limitations set forth by Twitter and other social media outlets. Lengthy URL addresses can take up a significant portion of the allotted characters within Twitter updates. To respond to this sudden need, URL shortening solutions were developed by companies including Bit.ly, TinyURL, Digg and Snurl.
30Jun
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Local Search Becoming the Norm
Jamie LeRoy
In a recent study released by YPA & comScore, local search grew 58% in 2008, whereas overall searches only increased by 21% year-over-year. This is great for businesses working towards targeting consumers in their geo as well as national brands trying to target consumers on a local level. Online has long been touted as not very “brand” friendly because consumers that do go online to perform a search (especially on Internet Yellow Pages or Local Search Sites) often don’t have a brand in mind but just want the best and most relevent solution. Brands still hold a place online, but local search is definitely finding the consumers that are at the end of the purchase funnel – the “ready-to-buy” consumers.
Read the full article here
01May
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Optimization as it Relates to Social Sites – Rules & Tips
Quinn Sheek
If you search for rules on optimization of social sites/properties, you are bound to come a across several lists of guidelines. One of the most straightforward lists that I’ve come across is the one posted below found on blogs.praised.com (posted in November, 2006). The 16 Rules of Social Media Optimization according to this blog include:
Read the full article…13Aug
