Ad Impact

Apple Having a Little Fun

When you take a look at online display ads today, it is usually automotive or entertainment companies that have splashy eye-catching ads.  But leave it to Apple to pave the way for more exciting ads that standout in the Tech category.  Apple has made headlines before with creative video ads aimed at attacking its rival Microsoft on the front pages of top news sites like Wall Street Journal and New

Ads That Reject The Click

Is online advertising a good vehicle for reaching brand advertising goals?  Judged by their actions, more and more advertisers are voting "yes."Â  During the past several months, we’ve observed a gradual but decisive stride from an ambivalent stance toward a full embrace of online media as a branding tool. This past week, we witnessed a Ford display campaign that to us represented a noteworthy waypoint in the development of online

The Dove Soap Bubble

According to the Google Keyword Tool,there were 7.5 million broad match searches on the term "˜soap’ in September.  Granted that some of the searches are related to "soap operas" rather than cleansing soaps, there are still quite a few people searching for the term.  CPG companies are fueling this growth in search with increased investment in online advertising.  In fact, according to TNS, one of the leading soap brands Dove

The View, The Lakers, and The Motorcyclist — The Start of a Bad Joke"¦or the T-Mobile MyTouch Spokespeople?

Actress Whoopi Goldberg, LA Lakers coach Phil Jackson, and motorcycle guru/TV personality Jesse James: who would have thought anything could bring such different and bold personalities together in one TV commercial. T-Mobile did just that with the launch of its T-Mobile MyTouch campaign, focusing on how the MyTouch can be customized for any individual or personality. The T-Mobile My Touch is the second Google Android phone T-Mobile has launched; this

Why Gold’s Gym Lost to Cankles

In July, Gold’s Gym worked with their agency, McKinney, to launch saynotokankles.com, a "light-hearted" effort to generate buzz around "Cankle Awareness Month." For those who are not familiar this "˜aesthetic affliction’ that impacts thousands of woman (sure you’re not), the site does a great job at breaking down the highly scientific term as "the combination of "˜calf’ and "˜ankle.’ It occurs when the calf merges with an obese or swollen

Motorola Rival: The Surprise Hit of the Summer

Anyone who has received a Facebook "friend request" from a parent should chuckle at a recent ad from Verizon Wireless.  As part of its back-to-school campaign, Verizon Wireless features a mom and dad annoying their children by Tweeting and Facebooking on their mobile phones.  The phones featured in this commercial, the Motorola Rival and LG enV3, are part of a rapidly growing phone segment — the "quick-messaging" device.  These phones

Amazon’s Kindle Ads Drive Interest, while Search Delivers Results

Amazon’s sheer size (65 million unique visitors in April) gives it a powerful soapbox from which it can pitch virtually anything to its captive audience. Many of the tens of millions of U.S. consumers that visit its homepage each month have undoubtedly noticed the site’s ongoing, fervent promotion of its popular Kindle ebook reader. Since the original Kindle launched in late 2007, Amazon has marketed Kindle almost without interruption on

Does Ad Size Matter? It Depends What You Do With It

If you’ve visited the homepages of Yahoo!, AOL or MSN in the past couple of months, you may have noticed some really big banner ads. The online publishing industry has been experimenting with new ad sizes and formats lately, and it’s led to some very eye catching advertising. On the left is the ubiquitous "Medium Regular" banner ad that Kohl’s ran on the MSN homepage. On the right is the

Are Dynamic Ads More Effective?

At Compete we’ve recently been digging deeper into online ads. Like our clients, we’ve noticed that banner ads often don’t "click through" like they used to, and we’ve watched the recent outburst in new ad types and are eager to discover which of them will perform best. As if to aid us in our quest, Toyota recently ran two similar but slightly different ads for its new Venza, enabling a

AOL Doubles Down for Tracfone in Advertising Effectiveness

Tracfone recently purchased a banner ad on the AOL homepage. This type of homepage ad is a go-to tactic for media buyers looking to drive lots of traffic, and hopefully sales, to their advertising clients. However, it can often be difficult to tell just how effectively homepage ads perform. Clickthrough, the most common measure of ad effectiveness, doesn’t represent the full value of display advertising since many people who see

Wake Up and Smell the Roses: 1-800-Flowers Valentine’s Ad Effectiveness

Advertising on the web can be a thorny endeavor.  In the run up to Valentine’s Day, flower retailers all spent big on online advertising.  Compete analyzed 1-800-Flowers.com‘s Valentine’s Day ad campaigns to measure the sources of greatest impact. Analysis revealed that AOL was the most effective publisher for 1-800-Flowers: consumers reached on AOL were 83% more likely to visit and 141% more likely to purchase than those reached on other