Advertising to Advertisers

We TV - I Do-ers

Tue, 06 Oct 2009 16:24:36 -0400

We TV’s upfront advertising just screams girl power. Their female audience are “optimistic and resilient.”

Bravo - Affluencers

Tue, 06 Oct 2009 16:23:36 -0400

The Future of Media is National Public Radio?

Sun, 20 Sep 2009 09:30:14 -0400

The above banner images mark NPR’s first-ever marketing campaign created to portray the brand as an interactive, innovative medium for advertisers. The campaign is meant to emphasize NPR’s penetrative reach as a cross-platform media outlet that extends beyond radio. The company released an iPhone application for its podcasts on August 15 and as noted by the second panel, achieved over 1 million downloads, which is certainly helping it reach a younger audience (via: ClickZ).

I’m particularly struck by the campaigns references the demise of “old media.” The accompanying sponsorship information page states NPR reaches more than the “combined circulation of the top 55 newspapers.” This certainly highlights print media’s fleeting influence. The bold, albeit cliché in approach, slogan in the last panel implies that radio, television’s predecessor, has successfully combined a throwback medium with progressive media usage sensibilities and garnered a loyal following.

Side note: I’ve never seen a brand brag about the number of Twitter followers it has and perhaps in the not-too-distant future, that number will be just as important as web traffic figures.

Links to Network Upfront Pages

Fri, 21 Aug 2009 22:59:09 -0400

The 2009 Upfront ended in August. Because of the recession, major networks sold less commercial time than they normally do and are hoping to cash in on the scatter market. Below are a collection of upfront pages—some require login IDs that are usually given to ad agency representatives.

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Wed, 22 Jul 2009 15:15:33 -0400

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The Audience Commodity

Mon, 29 Jun 2009 09:01:25 -0400

“What [advertisers] buy are the services of audiences with predictable specifications which pay attention in predictable numbers and at particular times to a particular means of communication [sic] in particular market areas. As collectivities these audiences are commodities. As commodities they are dealt with in markets by producers and buyers (the latter being advertisers). The audience commodities bear specifications known in the business as “the demographics.” The specifications for the audience commodities include age, sex, income level, family composition, urban or rural location, ethnic character, ownership of home, automobile, credit card statues and social class.”

- Dallas Smythe [via: Radio Active: Advertising and Consumer Activism by: Kathy M. Newman]

Turning the "Bravo audience into a brand unto itself:" The History & methodology of Bravo's Affluencer campaign

Mon, 22 Jun 2009 11:47:00 -0400

Turning the "Bravo audience into a brand unto itself:" The History & methodology of Bravo's Affluencer campaign:

via: The Advertising Research Foundation

"We are in the midst of one of the biggest economy crisis in the history of this country. Aren’t you..."

Tue, 19 May 2009 06:28:00 -0400

““We are in the midst of one of the biggest economy crisis in the history of this country. Aren’t you feeling better already, knowing that there is a customer at the end of the tunnel…..we just need to find him/her, cater to them, because if they will trust us, their friends will as well.””

- Indienomics.com

"The Product Is You is an occasional Murketing series looking at advertising that is aimed at advertisers: Magazines or television networks packaging up their consumers -- that is, you, the potential ad target -- in ways designed to attract advertisers." ~Rob Walker

Tue, 19 May 2009 05:20:00 -0400

"The Product Is You is an occasional Murketing series looking at advertising that is aimed at advertisers: Magazines or television networks packaging up their consumers -- that is, you, the potential ad target -- in ways designed to attract advertisers." ~Rob Walker

2009 Upfront Subway Posters

Tue, 19 May 2009 05:14:00 -0400

Above are Oxygen and Bravo’s subway ads for the 2009 upfronts. These pictures were taken at the 49th station along the R line, which makes sense for the location since Media:Edge and MediaVest offices are nearby. However, last year, similar Bravo and Oxygen upfront ads were plastered all over New York City. These two pictures (click HERE and HERE) were taken in Forest Hills, Queens. This picture was taken at the 116th St. A train station in Harlem. Neither neighborhood is a hub of media insiders, which raises the question, why would networks display ads that are so obviously industry specific in such a public arena? Granted New York is the advertising capital of the world, but it’s a bit unusual to see posters touting high engagement and ROI occupying the same space as ads for movies, radio stations and cheap legal advice.

I don’t think people generally like viewing themselves as rating points or pawns in a greater marketing scheme, but the 2008 Bravo and Oxygen upfront ads seem to frame consumerism in an empowering way. Although geared towards planners and buyers, the posters also help the public identify themselves and define their media habits. Being described as “engaged” and “cable’s best audience” does wonders for a viewer’s self-esteem and serves to add a sort of creditability to their taste in television.

Although, only strategically limited to a few subway stations near ad agencies, the 2009 were still readily visible by many non-industry straphangers. Given the current economic climate, I really didn’t think Bravo and Oxygen would run this type of campaign this year, but I guess “affluencers, trenders, spenders, and recommenders” don’t know the meaning of the word downsize.

Networks want to convince advertisers that they offer "QUALITY AUDIENCES."

Tue, 19 May 2009 02:11:00 -0400

Networks want to convince advertisers that they offer "QUALITY AUDIENCES."

IFC & Sundance Channel - Indienomics

Tue, 19 May 2009 02:04:00 -0400

The economy was a common theme during the 2009 upfront with networks suggesting ways advertisers could spend their ad dollars more efficiently. IFC and Sundance Channel coined the term “Indienomics,” which they define as, “The new branch of knowledge concerned with reaching consumers in a more effective way. Developed as a reaction to conventional marketing and the chaos of a changing media landscape” (via: indienomics.com). Now, there is nothing new in their identifying audience fragmentation-it’s a problem all networks must deal with.

The term “Indienomics” serves several purposes, the most obvious of which is its reference to the economy. It also emphasizes to the type of programming IFC and Sundance offer, (indie films) but more importantly, it defines their audience as free-willed INDIEviduals that play by their own rules. They are selling advertisers a lifestyle, that’s not only elusive, but influential and therefore extremely valuable. A post explaining Indienomics uses “chaos theory” to describe the current state of the media industry and states, “Under this new order, power is held not by industry or state, but by billions and billions of individuals.” Indienomics, however, represents the industry’s new business model and it the solution to “turn chaos into wealth.” Framing the television industry to seem like it’s in a state of near anarchy is a very persuasive approach. The notion that entertainment choices are limitless must be scary for advertisers, but the networks’ “Customized Partner Solutions” ensures that audiences can be reached across any media platform.

One particular rhetorical strategy that stuck out to me was IFC and Sundance identifying their audience as a community. This terminology is particularly effective because their community is further defined as “uber-influencers” and trend setters. While Bravo and Oxygen have described their audience as influential, trend-setting recommenders, IFC and Sundance’s use of the word “community” implies a certain natural, conversational, word-of-mouth way of promoting a brand. In addition, “community” is probably also used to remind advertisers of the networks’ ability reach beyond the commercial pod and into social media networks.

One of the strategies listed in the Indienomics research report emphasized the networks’ ability to get audience members to trust, recommend and purchase products promoted on IFC and Sundance significantly more so than any other competing network. This is mostly helped by audience members perceiving IFC and Sundance as avant-garde, idiosyncratic and an alternative to mainstream entertainment. Any brand that advertises on IFC or Sundance will most likely be considered innovative, cultural and liberal because of its support of independent filmmakers and visionaries. To many viewers, IFC and Sundance represent a certain rebellious lifestyle that doesn’t cater to corporate agendas and quarterly earnings expectations.

Of course this is a myth, evidenced by the Indienomics description concluding with the following statement:

“We are in the midst of one of the biggest economy crisis in the history of this country. Aren’t you feeling better already, knowing that there is a customer at the end of the tunnel…..we just need to find him/her, cater to them, because if they will trust us, their friends will as well.”

History Channel - Type H

Tue, 19 May 2009 01:37:00 -0400

A lot of networks have come up with catchy names to help sell their audience-for Bravo, it’s “Affluencers;” and for Oxygen, it’s “Generation O.” History ~~Channel~~, in association with it’s parent company A&E Television Networks, has labeled its audience “Type H.” The ill-conceived name makes me think of Preparation H, but that’s beside the point. In 2009, History dropped the “channel” from it’s name and focused on promoting it mostly male audience (70%) to advertisers. The network identified four variations of Type H men, represented in the above banner ads.

BBC America

Tue, 19 May 2009 01:18:00 -0400

The above banners appeared on the New York Times website. BBC America touts the $73,000 medium income of its audience. While the animated banner ad mostly consists of text, the loop ends with the image of a hand holding a black credit card. The card is labeled “platinum” to textually emphasize the strong buying power of BBC America’s audience. The color of the credit card is another indication that BBC’s audience is wealthy. Although the card is not labeled as an American Express Centurion Card, in popular culture, a black credit card has come to symbolize prestige, luxury and wealth.

BBC America

ABC - Brand Buyers

Sat, 16 May 2009 05:20:00 -0400

ABC, a major broadcast network, does not cater to a niche audience and highlights its wide reach. The network categorizes its audience as “Brand Buyers,” which is a rather general term and doesn’t appeal to any one specific type of advertisers. ABC’s intent is probably to draw interest from marketers of all types of consumer goods. It’s interesting that ABC noted its viewers watch commercials. This is perhaps a subtle reminder that it is a broadcast network and some of it viewers do not have cable/DVR service and are not able to fast-forward through ads.

Upfront Ads Hit the Subways

Sat, 16 May 2009 04:59:00 -0400

In his first “The Product is You” post, which centered on Bravo’s Affluencer campaign, Rob Walker states, “advertising trade publications are full of quotes from media and ad executives saying that, yes, today’s consumer is savvy, sophisticated, hard to sell to, and really must be viewed, considered, and treated with respect. But ads like [Bravo’s] tell a somewhat different story about how those media executives think about consumers. Most consumers never get the chance to glimpse that alternative vision.” This is usually the case, but during 2008’s upfront season Bravo and Oxygen, both NBC Universal networks, plastered subway posters lauding their audience all over New York City.

BRAVO as a VERB.

Bravo's "Affluencers" is a portmanteau used to describe its audience as affluent influencers.

Sat, 16 May 2009 04:28:00 -0400

Bravo's "Affluencers" is a portmanteau used to describe its audience as affluent influencers.

An Analysis of Univision's Upfront Page

Sat, 16 May 2009 04:12:59 -0400

First and forth most, Univision’s ad sales website frames the current floundering economic climate as an opportunity for advertisers to reach the Hispanic market. The website contains a video in which JCPenney’s CMO describes his company’s long-term strategy and refers to the Hispanic population as “the new middle-class.” An AT&T representative emphasizes that as the Hispanic market grows, so does its spending power. Univision differentiates its audience from the general population in terms of growth prospects, but predicts that in the long-term, Hispanics will be considered the general population.

Featured is Univision’s “Five-Step Approach to Growth,” aimed at showing marketers how the network can help them succeed during a time when revenues are shrinking.

1. Targeting a Growing Market: A breakdown of the increasing Hispanic market is discussed.

2. Learn From the Success of Others: The network recommends marketers practice a ‘total market’ planning process.

3. Connect Emotionally: Univision discusses the cultural importance of the Spanish language to it viewers and insinuates it’s Spanish programming will be more relevant to Hispanics.

4. Let Us Help You: Univision establishes itself as a consultant service that’s able to offer insights that rival even the best of multicultural ad agencies.

5. Partner Wisely: Network states they are trusted by its viewers and cites demographic and ratings information.

The text on this AMC ad reads, “Want a captive audience?...

Sat, 16 May 2009 02:51:00 -0400

The text on this AMC ad reads, “Want a captive audience? You got it. AMC delivers targeted demographics every night. AMC. Story matters here.” Click the picture for a better view. AMC implies their audience is engaged. Engagement has become an important issue for advertisers in this media cluttered environment. While, engagement scores/ratings are not primary currency, a network that delivers audiences with high ad recall can utilize engagement figures to justify or increase their prices. AMC’s website does not reveal which demos it targets. Judging on the programming, I assume that it’s probably males 25-54.

In this ad, Univision emphasizes the size and buying power of...

Sat, 16 May 2009 01:50:18 -0400

In this ad, Univision emphasizes the size and buying power of its audience. By mentioning that the network attracts 48 million viewers, Univision advertises its incredible reach, which appeals to a wide arrange of advertisers. In many ways, Univision attempts to illustrate that its Hispanic/Spanish-speaking viewers is not a niche audience, but rather a large population of consumers looking to spend money. Click here for its ad sales page.