HKSevens - The Fun Is Back! Campaign

Speaking of utilizing social media and viral videos, Cathay Pacific is on top of it again this year by re-introducing their video competition which ran last year as well. Here's their promo video on YouTube:

Not only they're "involving" the audiences both online and on-the-spot (in HK Stadium), they're utilizing Facebook and Twitter to allow on-the-spot audiences to tweet match results and special happenings. This is truly integrated.

If you wanna get a kick out of the event and hopefully win yourself air tickets, be sure submit your video on their site - http://www.cathaypacifichost.com/HKSevens/

Tribal Fusion Sees Online Video In A New Way

By: Adaline Lau, Hong Kong

Published: http://www.marketing-interactive.com/news/17932

Hong Kong - Digital ad network Tribal Fusion has introduced a new model for online video to ensure advertisers only pay when a user launches or views the content.

Andrew Wong, business director for Tribal Fusion Greater China, said pricing model for most video ad formats are usually based on cost per impression but Tribal Fusion's cost per play model aims to incentivise advertisers to sign up as they can calculate the effectiveness.

"Every dollar they spend, they engage the user," he added.

According to a November 2009 Eyeblaster report, online video advertising spending is projected to quadruple in the next four years.

In the past four years, video impressions have grown tenfold, growing 60% faster than rich media impressions.

While video advertising is set to be a growing trend, Wong said he's not seeing a lot of online video advertising in Greater China.

He said marketers are not fully utilising the technology to engage audiences online and some video ads are simply the placement of TVCs in online spaces.

Wong added there is a lot of potential to grow online video advertising here.

Pawan Goyal, managing director, Asia & Middle East for Tribal Fusion added if you see current video advertising solutions they are around pre-roll or post-roll advertising.

He said there are several problems with this format as brand advertisers are not comfortable showing their video ads on user generated videos and quality video inventory is very scarce.

"In these formats user is forced to see the advertising even if he is not interested. There is no interaction and pretty much like watching ad on TV," he said.

Goyal said full engagement video allow teaser ads to be shown in standard ad units where inventory is not an issue and advertiser' videos are shown only on high quality and brand safe content pages.

He said complete video ads are initiated only when the user is interested and advertisers can provide multiple options to users to engage and drive them to different landing pages or show them different video ads, which will increase the level of targeting and engagement compared to TVCs.

The full engagement video solution is available in key Asia Pacific markets such as Hong Kong, Singapore, Malaysia, India, Philippines and Dubai.

Clients that have signed up include Nokia, Proton and Singapore Youth Olympics.

AdAge on Apple vs. Google

Ad Age dissected where exactly the two giants of Silicon Valley compete.

Apple vs. Google

Apple

Handset:

iPhone

Launch date: June 29, 2007
First-month sales: 600,000**
Tagline: "There's an app for that"
Price: iPhone 3GS $199-$299; iPhone 3G $99
Sold: Online and in Apple and AT&T retail locations
The effect: The iPhone, with 42 million units sold worldwide since its launch, has undoubtedly accelerated smartphone adoption in the U.S. What's more, it's created an entirely new content economy with apps. Incidentally, the iPhone is great for Google -- with more consumers on the web using their phones, that's more eyeballs for Google's search ads. Right now, Google search and maps are default on iPhones. For Apple, the iPhone is a direct extension of the company's existing product business of computers, laptops and iPods.

Mobile Operating System:

iPhone OS

U.S. Smartphone market share: 25%***
Distribution: The iPhone OS runs on iPhones and iPod Touchs worldwide and will soon be on Apple's new iPad. The iPhone OS is only second in U.S. smartphone market share to Research in Motion, which makes BlackBerry.
Number of apps: More than 140,000
Number of app downloads: More than 3 billion
Developers: More than 120,000

Mobile Ad Network:

Quattro Wireless

Price tag: $275 million
Gross revenue for 2009: $20 million*
Market share: 7%*
Leadership: Quattro CEO Andy Miller is now VP-mobile advertising for Apple, reporting directly to Steve Jobs.
Market position: Quattro specializes in rich media and brand mobile ads. Generally, Quattro ads demand a higher cost-per-click on more sophisticated publishers, like on a media company's app.

Quattro marks Apple's first foray into advertising. Why would it want to get into the service business? To keep the developers that create the apps that sell iPhones happy. "Apple can now provide 360-degree services for its developers," said Nihal Mehta, CEO of local-search and networking app Buzzd. "Developers have an easy way to serve ads and monetize their apps without having to maintain relationships with ad networks."

Web Browser:

Safari

Browser Market Share: 4.53%****
Distribution: Safari comes pre-installed on all Apple devices, from Macs to iPhones. It can also be downloaded for Windows machines. Before Apple launched Safari in 2003, Microsoft's Internet Explorer and Netscape were the pre-loaded web browsers on Apple machines. Safari curbed Apple's dependence on Microsoft for web browsing.

Google

Handset:

Nexus One

Launch date: Jan. 5, 2010
First-month sales: 80,000**
Launch tagline: "Web meets phone"
Price: $179.99 with T-Mobile 2-year contract; $529.99 for unlocked phone
Sold: Only online

Sales of Google's first-ever handset have been slow, and might be a symptom of Nexus's online-only marketing and distribution strategy. Verizon's Droid, the first Google-branded handset, sold 535,000 handsets in its first month.**

The effect: With Nexus One, Google is trying to diversify its business beyond search, a paradigm of the wired web that may be rendered obsolete if apps become the primary discovery tool on phones. Google CEO Eric Schmidt has said the mobile web is his company's best opportunity for growth. A Google handset is seen as a way to up appeal and adoption of Android, as well as a way to destabilize Apple's leadership in mobile.

Mobile Operating System:

Android

U.S. smartphone market share: 5%***
Distribution: Android has the smallest U.S. smartphone penetration, but the strongest growth in the last quarter of 2009; it's now on more than 12 devices in 26 countries with 32 carriers in 19 different languages. It's free and open-source, which means anyone can take Android and add code or download it to create a mobile device without restrictions. Android is Google's strategy for getting a toehold on lots of phones in lots of places.
Number of apps: more than 20,000
Number of downloads: Not disclosed
Number of developers: "Thousands," according to a Google spokeswoman.

Mobile Ad Network:

AdMob

Price tag: $750 million in stock
Gross revenue for 2009: $31 million*
Market share: 11%*
Leadership: AdMob CEO Omar Hamoui founded the company while in the MBA program at The Wharton School at the University of Pennsylvania.
Market position: AbMob is one of the biggest players in mobile advertising; it has more inventory and a self-service, high-volume model that would dovetail nicely with Google's AdSense. "AdMob was born to be acquired by Google," said one mobile-ad executive. Initially, AdMob built its business on cost-per-click campaigns, but has since expanded to premium CPM for brand ads.

The Federal Trade Commission is still reviewing the acquisition. The deal, with its exorbitant price tag -- triple what industry bankers and execs had projected -- makes Google the mobile-ad leader with 21% mobile search market share.*

Web Browser:

Chrome

Browser market share: 5.22%****; 40 million active users in September 2009

Google launched Chrome in late 2008 to make browsing faster, the idea being that it would help internet users search more and, presumably, click Google ads more. Google is in conversations with various PC manufacturers to get Chrome pre-installed on machines; some Sony computers already ship with Chrome.

*According to market research firm IDC.
**Sales data projected by app analytics firm Flurry.
***Market Share data is according to ComScore.
****According to Net Applications, January 2010.

Andes Beer: Teletransporter - Brilliant!

Brilliant commercial!

Many beer brands speak to men in a shared tone showing to them that they really understand their needs. Yet, up to know, all intentions where express by a message without and action plan. Andes, the leader beer in the Andina Region of Argentina, presents: Andes Beer: Teletransporter – a revolutionary invention capable of doing something almost impossible: men can now go to a bar and share an Andes beer with friends without having any problems with their girlfriends. Andes Teletransporter Booths have been installed at the main bars of Mendoza, Argentina. Einstein mentioned that teletransportation was impossible since objects could not conduct faster than light. Einstein was wrong!

Legal Notice: Teleportation does not cause any physical non psychological damages. It helps and encourages long lasting couples and friendships. To lie is a sin, teleport is not!

Advertising Agency: Del Campo Nazca Saatchi & Saatchi, Argentina
Chief Creative Directors: Maxi Itzkoff, Mariano Serkin
Creative Director: Javier Campopiano
Copywriter: Patricio del Sante
Art Director: Carlos Muller
Designers: Bruno Tortolano, Juan Pedro Porcaro
Agency Producers: Adrian Aspani, Camilo Rojas, Patricio Martinez
Account Director: María Lorena Pascual
Account Executive: Jaime Vidal
Booth designers: AD Productions
Production Company: Primo
Directors: Nico y Martin
Executive Producer: Carolina Cordini
Photography Director: Leandro Fillol
Post-Production Service Company: Cinecolor
Audio Post-Production: Supercharango
Responsible for Client: Ricardo Fernandez, Pablo Firpo, Eduardo Palacios, Martín Cao

Google's Getting into ISP Business?

Looks like Google is entering the Internet Service Provider business with fiber optic lines. This is in the US for now.

Why You Need a Strategy for Social Media - an eMarketer article

If you talk to a lot of marketers nowadays, Social Media or Social Marketing pops up in conversations about their plans for 2010. eMarketer has an article today just on the said topic. It indicates that social media has matured to the point where marketers are no longer asking whether social media should be part of their marketing mix but how and where they should participate. There's a strong need of a clear strategy.

Many marketers or businesses might think creating social network accounts across multiple networks (i.e. they tweet, they've a Facebook fans page, they've a blog, they've a YouTube page, etc.) are considered "sociable", but without a clear understanding what's best for their businesses, and more importantly, their target audiences, being just "sociable" don't work.

You need to first understand:

"Where does social media fit within your organization?"

"What are you using social media for?"

"How are you integrating social media into your overall marketing mix?"

"How are you turning the information gathered from social media into a business gain?"

The 10 Most Innovative Viral Video Ads of 2009

More on Viral Video Ads. Not sure if you've seen this list. Josh Warner of Feeb Company pulled together this list late last year for the most innovative viral videos with creative approaches to the social video Web.

"Regardless of the approach, the key for marketers is a solid understanding of what a brand is, who is the brand’s audience, and what moves them. Strangely enough, this formula sounds like traditional advertising. This year’s Top 10 is certainly a glimpse of how the viral video ad business is evolving, and as marketers, what we can learn from that evolution."

Here's the list:

1. Inspired Bicycles



Advertiser: Inspired Bicycles
Ad Agency: N/A

Why it works: Inspired Bicycles’ team rider Danny MacAskill scales fences in and around Edinburgh, Scotland. The video is as mesmerizing as its hypnotic soundtrack from music group Band of Horses. It’s a solid example of how a brand pursuing a niche market – mountain bike trailblazers – can reach the masses with a brilliant viral video execution.

2. Signs



Advertiser: Schweppes
Ad Agency: Publicis Mojo and @RadicalMedia

Why it works: A love story with few words, Signs compels you to watch until its poignant end. It conclusively dispels the myth that viral video executions must be short and gimmicky to grab your attention.

3. Piano Stairs



Advertiser: Volkswagen
Ad Agency: DDB Stockholm

Why it works: “Take the stairs instead of the escalator and feel better” is something we hear but didn’t often see until this sly video from Volkswagen appeared on the Web. It’s part of an inspiring campaign, The Fun Theory, that encourages people to come up with fun ways to “do good.” The video itself did well indeed, imbuing Volkswagen with a fun new ethos and racking up millions of views in the process.

4. BooneOakly.com



Advertiser: Boone Oakley
Ad Agency: Boone Oakley

Why it works: Boone Oakley, an ad agency from Charlotte, North Carolina, uses an interactive YouTube video to tell its story and showcase client work. Audacious and attention-getting, it puts the young company on the short list of ad agencies who get it.

5. Hosting Your Party



Advertiser: Microsoft
Ad Agency: N/A

Why it works: This is the ultimate anti-viral: a video that generates millions of views simply because of how profoundly it misses the mark. Comments have been disabled, but all you have to do is talk to someone you know who’s watched it to know why it was so generously passed around.

6. YouTube HD Camera Trick Challenge



Advertiser: Samsung
Ad Agency: Viral Factory

Why it works: One cunning way to get people talking about and sharing your video is to make them wonder how you shot it in the first place. Samsung went to great lengths to protect the “trick” in the video for their new HD camera phone, which got tech geeks riled up to try solving the puzzle. Geeks happen to be the audience most likely to buy the HD new camera phone, which is why this video makes our Top 10.

7. United Breaks Guitars



Advertiser: Dave Carroll
Ad Agency: N/A

Why it works: A traumatic experience for one flyer becomes a public relations disaster for United Airlines, when musician Dave Carroll uses a YouTube video to vent frustrations after his guitar is damaged at Chicago O’Hare airport. The takeaway: Viral video is a wonderful tool for consumer advocacy because chances are you’re not the only one who is upset. In this case, United was inundated with additional complaints after United Breaks Guitars.

8. All The Single Babies



Advertiser: singlebabies.com
Ad Agency: User Generated

Why it works: The huge popularity of this video, a baby dancing to a Beyonce (beyonce) song, is channeling ad revenue and donations into his college fund. This quick reaction to a YouTube hit shows us the toddler’s dad has moves of his own — something sluggish advertisers can learn from.

9. Guy Catches Laptop With His Butt



Advertiser: MSI Computers
Ad Agency: N/A

Why it works: In much the way Airplane parodies disaster films, this cheeseball video spoofs last year’s viral video hit Ray-Ban’s Guy Catches Glasses with Face. The inside joke is why we picked the video for this year’s Top 10. If you’re not on the web, you don’t get it. But for the millions who saw Ray-Ban’s video, it’s a wink and a nod, and an ironic sign that the viral video medium is maturing (or not).

10. JK Wedding Dance



Advertiser: Jill Peterson and Kevin Heinz
Ad Agency: N/A

Why it works: A couple’s wedding entourage dances down the aisle to Chris Brown’s (chris brown) song “Forever,” springboarding this video into viral history (at least for ‘09). Instead of stripping the video of its music — something copyright owners are permitted to do on YouTube — Sony used its popularity to sell more Chris Brown albums.

The AdAge Viral Video Chart

AdAge provides a weekly viral video chart to rank the top videos people watch (in the US) for that given week. Last week Walmart made it to the top, a major marketer that's not know for online antics. Now even viral video is measurable and being tracked for its effectiveness (popularity). Watch out for more advertisers to jump in.

	Last Week	Brand	Campaign	Agency	Current Week Views*	% Change in Views**	Watch the Spot
1	New	Walmart	Clown	Publicis & Hal Riney	1,684,796	New
2	1	Evian	Live Young	BETC Euro RSCG	1,082,574	-13%
3	New	Bridgestone	Your Tires? Or Your Life?	The Richards Group	959,213	New
4	3	Google	Nexus One Vlogger	N/A	552,247	-24%
5	6	Microsoft	Xbox Project Natal	World Famous	539,669	-8%
6	5	DC Shoes	Gymkhana Two	Mad Media	521,466	-11%
7	9	Axe	Cleans Your Balls	BBH	427,300	-2%
8	New	Nolan's Cheddar	Seriously Strong Cheddar	John Nolan Films	423,358	New
9	Back on Chart	Nike	Most Valuable Puppets	Wieden & Kennedy	269,287	Back on Chart
10	4	Coca-Cola	Happiness Machine	Definition 6	251,606	-59%
Source: Visible Measures *The Visible Measures Top 10 Viral Video Ad Campaigns Chart focuses on brand-driven viral video ads that appear on online-video-sharing destinations. Each campaign is measured on a True Reach basis, which includes viewership of both brand-syndicated video clips and viewer-driven social video placements. The data are compiled using the Visible Measures Viral Reach Database, a constantly growing repository of analytic data on more than 100 million internet videos across more than 150 video-sharing destinations. Note: This analysis does not include Visible Measures' paid-placement (i.e., overlays, pre-/mid-/post-roll) performance data or video views on private sites. This chart does not include movie trailers, video-game campaigns, TV show or media network promotions, or public service announcements. View-count results are incremental by week. **Indicates percent change in views compared with the same period the week before. To notify Visible Measures of an upcoming video ad campaign, or for an end-to-end assessment of your campaign's overall performance, please contact Visible Measures directly.

AdAge Article - Think You Know China?

There's a recent article on AdAge by P.T. Black on "Eight Things Foreigners Get Wrong" about China. This is an intriguing perspective on how people who think they know China but actually got them wrong. Must read.

Consumers Demands Engagement - an eMarketer article

As we see more and more marketing dollars are shifting from traditional to digital media, we notice simple including online ad campaigns and social marketing efforts is not enough for an effective marketing mix. According to the Alterian "Annual Survey 2009" report in an eMarketer article, the maturity of digital and social media requires integration of marketing strategies. It is time for marketers to listen to consumers and communicate with them across all channels.

As you can see in the above chart, more than half of the marketers being surveyed reported at least a "fair amount of effort" toward integrating their communication strategies to emphasize multichannel engagement.

Another form of engagement for online ad campaigns is by interactive ads. Interacting with online audience on an ad level will create the one-to-one communication thus engaging with the marketing message and the brand. That is why with effective interactive creative, we see more offerings in forms of CPE (Cost per Engagement) or CPI (Cost per Interaction). This is ensuring the effective ROI for marketers when buying online.