The Huffington Post: AOL’s big ad format will force a redesign
The Huffington Post’s cluttered, ad-laden pages may soon change. Following months of negotiations, signs of AOL’s takeover of The Huffington Post are starting to show. This week the website giant began to roll out a new ad format called “Project Devil,” which is a larger ad format that demands high rates but guarantees fewer ads per page. The program may require The Huffington Post to redesign in order to accommodate the format. AOL’s CEO Tim Armstrong claims “Project Devil” is an effort to provide a better experience for users in the form of less ads. While fewer ads may be good for users, another reason for this big ad push is revenue. After another year of decreased revenue (down 25% from 2009 to $2.41 billion), this project seems to be another push by AOL to monetize its online businesses.
The Super Bowl’s social long tail
It is no secret that social media has changed the way consumers interact with advertisers. But in the case of Super Bowl advertisers, viewer engagement with brands is at an all-time high. Two weeks after The Big Game, advertisers continue to see returns on their investment. According to a study conducted by Visible Measures, Volkswagen’s “The Force” tops the list with 3.5 million views, followed by Chrysler’s “Imported from Detroit” with 11.7 million views. The study not only tracks YouTube views, but also how consumers are engaging with the brands, including sharing with friends, copying, reposting, commenting or rating it. This study shows that the brands are engaging consumers in conversation and interacting with them on an entirely new level. With its ads topping out at $3 million per 30-second spot, the Super Bowl may have found a new incentive to pull in advertisers.
Miracle Whip: Lovers or haters
In a campaign developed by mcgarrybowen, Miracle Whip is embracing the polarizing debate between “lovers" and “haters” of its sandwich spread. It asks the questions: “We’re not for everyone. Are you Miracle Whip?” The YouTube campaign features an interesting lineup of everyday people and celebrities, including Pauly D from "Jersey Shore," political commentator James Carville and comedian Amy Sedaris. Each of them takes a stance on his or her favorite sandwich spread. In the battle of Miracle Whip versus mayonnaise, which do you choose?
Marcom This Week: From A to Zinc is compiled by the Vitamin IMC editorial team. They can be reached at firstname.lastname@example.org. Miss your vitamins last week? Visit the “Marcom this Week” archive.