NEW YORK Kodak is using an arsenal of national media properties anchored by assets under the recently formed Women@NBCU banner to drive a value message for its fledgling printer and ink business.
The new campaign, which directly challenges some of the leading competitors in the field, uses a combination of branded integrations on properties including Bravo, Oxygen and iVillage, and, to a lesser degree, Nickelodeon. Print, online and TV spots drive viewers to a Web site, printandprosper.com, where users can compare ink prices with those from brands including HP, Epson, Canon, Lexmark and Brother. Those companies either declined comment or didn't return calls seeking comment on the Kodak campaign.
Leslie Dance, vp, brand marketing and communication at Kodak, said the company is targeting "ultra-high burners." Internally, said Dance, Kodak marketers profiled the consumers they're after as female, "40, feisty and facing frugality." These women, she added, are usually a family's "memory keeper."
Market research, Dance said, also showed that "by far the largest consumer dissatisfaction with home printers is the cost of ink."
Deutsch, the Interpublic shop that won the estimated $40-50 million media account (printer and ink) last November, approached NBCU about anchoring the TV portion of the campaign around the Women@NBCU properties.
Peter Gardiner, chief media officer at Deutsch, said the combination of platforms and properties within the Women@NBCU collection of assets and the network's ability to offer creative integrations appealed to the marketer.
The Kodak deal, said Maryam Banikarim, svp, sales marketing at NBCU, was "one of the first" major packages assembled under the Women@NBCU banner since the unit was formed last summer. Other deals will be unveiled soon, she said.
[read more : http://www.adweek.com/aw/content_display/news/agency/e3if46ca983d59bcb8f9fe55c5778f64bac]
Showing posts with label new york. Show all posts
Showing posts with label new york. Show all posts
Monday, April 20, 2009
Thursday, April 16, 2009
Search Ad Spending Slides Amid Consumer Caution
NEW YORK Search advertising is showing signs that it will record a decline in the first quarter, according to an industry tech provider.
Search management provider SearchIgnite, whose clientele includes large multi-channel retailers, found that ad spending among its clients was down 4 percent in the first three months of the year when compared to the same period a year earlier. The negative picture is brightened somewhat by the positive trend SearchIgnite spotted in March, when spending rose 11 percent year over year. February spending was flat and January's was off 14 percent.
While the end of the quarter was positive, there's no guarantee that will continue in the fluid search marketplace, where advertisers can adjust budgets on the fly.
"There's a lot of volatility," said Roger Barnette, president of SearchIgnite. "Marketers have a very short-term view now. "They're making decisions month by month and in some cases week by week."
On a quarterly basis, search ad spending was down 10 percent. That's typical for the first three months following the holiday season, when ad spending is heaviest. However, the decrease this year was much wider than in years past. Last year, Q1 2009 search ad spending was down just 4 percent from the previous quarter.
While SearchIgnite charted a volatile marketplace for spending trends, it found consistency where the money went: mostly to Google. The Internet giant continued to attract 74 percent of spending while Yahoo remained at 20 percent and MSN was at less than 10 percent.
Another positive sign for Google: its many non-search engine properties are starting to pay off. SearchIgnite saw a lift in the amount of conversions marketers saw from other Google properties, such as YouTube and Google Maps.
In a sign of the economic climate, SearchIgnite charted uncertain consumer behavior. The purchase cycle lengthened, it found, with consumers less likely to buy after the first click. In fact, SearchIgnite found the time between the first click and conversion on the site was 32 percent longer in the first quarter of 2009 compared to the year-ago quarter. In a further sign of caution, the firm tracked consumers clicking on multiple ads from the same advertiser increased 28 percent.
"The consideration process is longer and more involved," Barnette said. "It probably means there's more comparison shopping online as well."
Search management provider SearchIgnite, whose clientele includes large multi-channel retailers, found that ad spending among its clients was down 4 percent in the first three months of the year when compared to the same period a year earlier. The negative picture is brightened somewhat by the positive trend SearchIgnite spotted in March, when spending rose 11 percent year over year. February spending was flat and January's was off 14 percent.
While the end of the quarter was positive, there's no guarantee that will continue in the fluid search marketplace, where advertisers can adjust budgets on the fly.
"There's a lot of volatility," said Roger Barnette, president of SearchIgnite. "Marketers have a very short-term view now. "They're making decisions month by month and in some cases week by week."
On a quarterly basis, search ad spending was down 10 percent. That's typical for the first three months following the holiday season, when ad spending is heaviest. However, the decrease this year was much wider than in years past. Last year, Q1 2009 search ad spending was down just 4 percent from the previous quarter.
While SearchIgnite charted a volatile marketplace for spending trends, it found consistency where the money went: mostly to Google. The Internet giant continued to attract 74 percent of spending while Yahoo remained at 20 percent and MSN was at less than 10 percent.
Another positive sign for Google: its many non-search engine properties are starting to pay off. SearchIgnite saw a lift in the amount of conversions marketers saw from other Google properties, such as YouTube and Google Maps.
In a sign of the economic climate, SearchIgnite charted uncertain consumer behavior. The purchase cycle lengthened, it found, with consumers less likely to buy after the first click. In fact, SearchIgnite found the time between the first click and conversion on the site was 32 percent longer in the first quarter of 2009 compared to the year-ago quarter. In a further sign of caution, the firm tracked consumers clicking on multiple ads from the same advertiser increased 28 percent.
"The consideration process is longer and more involved," Barnette said. "It probably means there's more comparison shopping online as well."
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