World View

Written by fe Bureau | Updated: Aug 31 2010, 04:53am hrs
TV advertising skipped by 86% of viewers: study

Around 86% of television viewers always skip through the ads on their digital video recorder but TV still remains the most memorable form of advertising, according to a new research by Deloitte.

More than half (52%) of respondents said television was more memorable than any other form of advertising medium, followed by 10% who said newspapers and just 2% for online video ads and 1% for online banner ads and on iPhones and iPads.

Respondents said shorter ad breaks, more memorable campaigns and shorter ads (17%) would encourage people to watch more advertising.

Ad revenue at Facebook to cross 1 billion next year

Facebooks ad revenues are expected to touch 1.13 billion in 2011 while MySpaces are expected to shrink 14%, according to a report by eMarketer. "Brand advertisers are making Facebook a core buy," said Debra Aho Williamson, a senior analyst at eMarketer.

Facebook, which has more than 500 million global users, is expected to bring in $1.285 billion ( 824 million) in ad revenue this year. About 65% of ad revenue is derived from the US market. MySpace, owned by Rupert Murdochs News Corporation, is estimated to make $347 million in ad revenues this year.

Advertisers slow in climbing aboard Apples iAd platform

Advertisers have been slow in climbing aboard Apples new iAd platform. Of the 17 advertisers announced by Apple in July, only two have launched their campaigns and three more have joined in August. Creating the platforms mobile ads is taking 8-10 weeks and the building part, which is done by Apple, is taking two weeks longer than it should. Also, Apples desire to oversee the creative process is making advertisers hesitant. While working efficiently with ad agencies seems Apples biggest challenge, it has claimed $60 million in commitments this year from iAds advertisers.

Old Spice TV commercial wins Emmy

Wieden + Kennedy has won the Emmy for outstanding commercial at the Creative Arts Primetime Emmy Awards for the Old Spice ad, "The Man Your Man Could Smell Like." It beat the Nike spot "Human Chain", and the Coke "Finals" ad besides Snickers "Game" from BBDO, Audi "Green Car" from Venables Bell & Partners and Absolut "Anthem" from TBWAChiat Day. "Its such a great honour to be recognized by the enter-tainment industry and encourages our desire to create work that not only sells products, but entertains people," said Jason Bagley and Eric Bald-win, Wieden creative directors for Old Spice.

One fifth of US population has played a social game

One fifth of the U.S. population56.8 millionhas played a social game over the past three months, according to a report by industry researcher The NPD Group. This audience for Farmville or Mafia Wars does not necessarily match up with the PlayStation and Xbox crowd.

However, despite the growing popularity of social games, few users are willing to pay for them. Just 10% of social gamers have spent any money on these games, and 11% said they intend to do so down the road.

According to NPD 35% of social gamers are new to gaming.

Nissan shifts brand theme to innovation

Nissan North America is turning over a new leaf. Its campaign for Leaf, the mass-market electric car that the company plans to bring out at the end of the year proclaims its mission is to provide Innovation for all. The change in brand theme will also bring more humour to Nissan ads the addition of a sound at the end of each commercial, meant to symbolize the Nissan brand; and a new voice-over announcer for the commercials, the actor Robert Downey Jr. Leaf is the poster child for innovation, said Jon Brancheau, VP for Nissan marketing at Nissan North America.