JESS3 / The State of The Internet from JESS3 on Vimeo.

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Posted on the EyeBlaster blog this morning, an interesting article on balancing frequency of advertising impressions. The question is; how many times should you aim for users to see your ad? How many times does it take for the user to retain the information displayed in the ad? Also, how many times is too many? Then you can balance it…

In the book ‘Advertising Media Planning’ by Jack Zanville Sissors, Roger B. Baron, it is suggested that users need to see an ad 3 times to retain the information. This research was conducted in 1990, but is this still relevant and does it apply online? We now have what is called the ‘Hyperconnected’ generation. These people consume multiple media channels at the same time, from watching TV, playing an online game and chatting on MSN all simultaneously. How does this affect the balancing act? Of course, this is just one audience but this highlights the fact that there is not only one balancing rule, but a rule for who you are talking to.

EyeBlaster state that is is difficult to achieve a frequency of more than 2.5 times per user. An excerpt from the article is below;

Frequency is hard to balance.  Stretch your campaign too thin—and too few exposures per user may result in low retention of your marketing message.  Advertise with too few publishers and in a short timeline—and too many exposures may result in precious impressions over-targeting your exposed users rather than seeking additional fresh minds.  While the theory sounds logical, it requires a relatively high volume of impressions to have the flexibility to optimize frequency.

To read more of this article click here

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I came across this video, which lead me onto find Xtranormal.com. This site allows users to create their own custom videos from text… nice concept!

Xtranormal’s mission is to bring movie-making to the people. Everyone watches movies and we believe everyone can make movies. Movie-making, short and long, online and on-screen, private and public, will be the most important communications process of the 21st century.

Our revolutionary approach to movie-making builds on an almost universally held skill—typing. You type something; we turn it into a movie. On the web and on the desktop.

Imagine the comedy that will be created using this tool! Could be seen as a ‘fad’ rather then a long term business… but for now it has kept me entertained!

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Over the years marketers have tried to embed video into email. ISPs were not keen on this due to spyware and other nasty virus implications plus different email clients would handle the video in different ways. This would cause compatibility problems and as a result not all users seeing the email will be able to view the video.

Reported in Media Post yesterday Turner Broadcastign have started to use the CertifedVideo service. This uses Flash technology and to play the content. I can imagine this working fine for online email clients as Flash is installed as part of browsers (plus 99% of users have this installed), but for desktop email clients some could prove to be incompatible. The ‘Certified’ service is interesting as ISP restrictions are lifted and the video plays on message open.

CertifiedVideo is based on our patented CertifiedEmail™ technology. With the addition of a new CertifiedVideo token-class, your messages are delivered directly to the customer’s inbox. Better yet, ISPs lift all restrictions, so your videos play on opening.

Would be intesting to see how fast this is picke dup by marketers and also how users respond to video in email? Will it be irritation for a user to open an email and have video playing instantly? Will this make them close the email without viewing? I guess as all tools go, it depends how it is used.

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Have you every tried to work out how specific variables can impact on project deliverability? Have you ever been able to put this into a mathematical formula? If you could, do you think you would be able to affect the chance of deliverability? Well I can answer one of those questions…

On a recent project the question “What are the chances of delivering this by X” was put to Will Tunstall, Creative Director at New Media Maze… The answer was this:

Odds on successful delivery:

x = (y*z):1

Where

x = the chance of delivery

y = the ratio with no interruptions from others or other projects

z = number of interruptions by others or other projects

So you can see x is very much dependent on z.

*Please note Will Tunstall is in no way related to KT Tunstall

**This does not apply to horse racing, using this formula to predict the chances of winning at the races can result in severe loss of money

***The image above is not Will Tunstall, although the likeness in almost creepy

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I think this is awesome. Spotify a free to listen music service! Ok you have ads very 20 mins, but there is a massive collection of artists to listen to. From U2 – Editors – Hot Chip they are all there! No downlaoding it just streams online. This is a great way of sampling music before you buy. If you want to stick on your ipod then you will obviously need to buy, from your favourite download store… But really I love this.

Other services have been around like this then disapeared. I hope this one can hold its ground and stay. I am sure integration with a online mp3 store is coming soon. You can also integrate with last.fm!

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So Skittles launch a social media homepage, comprising of Twitter, Facebook etc etc… Here is the link

If you want some background on the campaing then check out the Brand Republic article.

Now my take on events… I just can’t decide if I like it. On the one hand its a great PR story that has no-doubt increased the traffic to Skittles.com and it is clever. At the same time though it will dies off quickly and be forgotten about. I guess this presentation about the next ten years may have impacted my subconscious lately. WOuld be great if you were able to move the widget across the page, gets in the way sometimes.

Its a timely trick that has paid off… even though some users took the site down recently by posting negative comments about Skittles, all PR is good PR as they say.

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A quick post, don’t forget… Shift+F7 is highly useful when writing those presentations etc.

Now a brilliant quote about the use of shift+f7… but in conversation rather than PowerPoint!

A phrase to use when you lack an adjective in your conversation.

Derived from the shortcut key for the thesaurus in a microsoft word document.

person 1: and thats what temporal summation is…

person 2: ok i get the meaning but put it into context its just so….. shift F7

The book itself was an anecdotal account of the trials and tribulations of the depression. Harsh, Oblique, Shift F7 and somewhat beautiful in its portrayal.

Source The Urban Dictionary

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