Target audiences are as much a part of media planning as a good steak is of a TV buyers lunch plans and they have their uses. Notably target audiences help define media choices through relevant composition and also act us a trading and audience measurement currency.
Their is also an alternative purpose. Target audiences tell us [...]
On Demand- Lights go out on Beckham November 14, 2009I was charmed by this. Beckham and the LA Galaxy defeat the Houston Dynamo 2-0 but only after an incident that caused some consternation for the sponsor of the stadium. According to ESPN… “Play was suspended twice after the stadium lights went out because of power dips, a release from the Home Depot Center said. The [...]
- Two degrees of separation November 12, 2009The separation of audience from context is a much discussed if unresolved argument. The general thesis of the ‘pork bellies versus diamonds’ debate is either that context amplifies the value of messaging or that audience is everything and the cost and targeting advantages more than offset the specifics of contextual relevance. The seller communit […]
- Bada Bing November 12, 2009Samsung has announced the launch of its own smartphone software and developer platform. They have named it BADA which, as you all know is the Korean word for ocean. Now we can only hope that they integrate Microsoft’s search platform for the corporate naming event of the year. Posted in Random thoughts Tagged: bada, bing, microsoft, [...]
- Mega Bite November 9, 2009This image is a promotion for Windows 7 in Tokyo. No comment required Posted in The world we work in
- The Digital Shelf November 8, 2009It is perfectly obvious that the only marketing activity that influences the sale of detergent is the number of facings in the store. The shopper goes to the store, they are arrested by the display and they buy. As a consequence the entire marketing budget should be expended on securing that shelf space. Given this quite [...]
- Social Service October 27, 2009It has often been said that one of the distinguishing features of the web is that it is both a channel to market and a marketing channel. The stand out brands and corporations in web marketing know this and realized that what they did online had to add genuine customer value through any or all [...]
- Bent out of shape – part 2 October 16, 2009My reader has been active. He has sent any number of interesting Twitter analytics pieces to illuminate the distribution curve question. This one is of particular interest. http://www.techcrunch.com/2009/10/05/twitter-data-analysis-an-investors-perspective/ Among the more revealing stats is that only 1 in 4 registered users tweets in any given month and that […]
- Bent out of shape October 15, 2009Now that the registered user numbers of Facebook and Twitter have reached a target audience of all bipeds it may be time for a bit of illumination. That illumination is about the frequency distribution curve of actions among their usage base. Put simply what % of all tweets are accounted for by what % users and what [...]
- Biting the hand that feeds you. October 6, 2009“Best Buy is even using one of the creepier technologies out there known as retargeting. If you shop for blender online but don’t buy it, you may well be surrounded by blender ads on other Web sites.” The quote above appeared in the New York Times yesterday in an article about Best Buy’s truly innovative and [...]
- The wake at Citi Field September 23, 2009Tonight is the last regular season game (for me) at Citi Field. There will be no post-season games. If the Mets win tonight their win loss record at the new ballpark will be the same. That’s not good enough to extend the season especially when they have a 27-48 record away from home. On almost every dimension [...]
- Lights go out on Beckham November 14, 2009
