Category: New Markets

Asics Subway Ad via CBS Outdoors

During my daily commute I go through the Union Square 14st MTA subway station. I have noticed over the past few weeks a new installment similar to some things I have seen in movie theaters. Broadcasting onto one of the subway walls in a high traffic area that connects all the trains in that station was a big blue square. I knew immediately that it had to be some form of advertising as when people walked past the image interacted with the shadows that interrupted the projection. After doing some digging I did manage to find some more information about this new advertising.

A little while later I saw “CBS Outdoor” being broadcast on the wall with the same level of interactivity as you walked by. It gave the appearance of liquid or as if the wall was made of water or blue gel.

A few days ago the first true ad went up with the new projection system from Asics. I took a picture which is below:

Asics Subway Ad

It is all part of a Union Square subway takeover by Asics also taking advantage of traditional ads that are up in what seems to be EVERY location in the station. See this Flickr picture for an example.

Below is another shot of the same ad. The concept behind this is actually pretty cool. It seems CBS Outdoor is responsible for the installation which appears to be a very serious projector and some form of computer with it then they sell the opportunity to advertisers.

Asics Subway Ad

As far as execution I think it was well done. I notice many people speeding through the crowded hallways checking out the ad, but not too many people actually stop to interact with it. In fact, I witnessed more people stopping and interacting with the blue wall, before anyone knew it was CBS Outdoor or Asics.

I think as with many new and innovative ideas, Asic’s is missing out on some opportunities with this ad. They should have more information available at their website. Its fine if they bury it somewhere under press and corporate info, but why not have a living example of all advertising done to date? I mean you have paid millions to get it to this point – why not let people enjoy it online also? Heck, let people embed pictures and video of the content so it spreads further! You have a bunch of niche marketing bloggers out there like and tons of others – give us content:)

For those really interested here is a Google Map of where the ads can be found: (Look for Union Square Park in the map – thats the location for you non-New Yorkers)

View Larger Map


Content Advertising Links

Amazon recently sent out an email to Amazon Associates about a new program called Content Links. This program allows links to appear within content with either a single or double underline that when moused over, show an add for the product.

This comes after Google recently announced their CPA model with a little noticed clip at the bottom about inline advertising.

here is the official Amazon description:

Context Links automatically identify and link relevant phrases within your page content to Amazon products, unlocking new ad inventory and saving you the time from having to manually create links.

Here is the official Google description:

Text link ads are brief text descriptions that take on the characteristics of a publisher’s page. These Javascript-based ads will display like regular hyperlinks and allow publishers to embed these links inline with other text to promote your product or service.

What is amazing to me is that there is already a company doing this successfully for the past few years: IntelliTXT

I am not so sure how I feel about so much advertising directly inside the content – and always thought it to be the “untouchable” part. I guess everything is now up for grabs…

Watch this space for more coverage of the text link advertising space.

[tags] intellitxt, vibrant media, Google text link ads, text link ads, amazon text links, inline advertising, marketing, [/tags]


Engagement Marketing: Share The Love


Youth Marketing Conference Presentation Coverage:

11:00 am: “Engagement Marketing” with Jim Scheinman, Bebo VP Business Development & Sales.

As a prelude to our coverage of the Youth Marketing Conferece, Eric and I interviewed Jim Scheinman in podcast #5.

Introduction: Jim Scheinman has been involved in the Social Networking space since it’s inception – he directed sales and business development at Friendster. Jim now works for Bebo, the 3rd largest social networking site in the US and the largest in the UK, Ireland, Australia, & New Zealand. Bebo skews younger than MySpace & Facebook with a dominant presence in the 13-26 year old demo. (more…)


5 Great ways to reach today’s youth (+1 Bonus)

Attending The Youth Marketing Conference has got me thinking about the best mediums to connect with today’s younger citizens. Below is a list of mediums that offer an effective way of spreading your message to today’s youth. This demographic includes people that are 18-24 years old. Although I do not go into specific psychographic and demographic information you can use the targeting options available throughout each medium to specifically target your audience.


More Turns 1 Year Old

Its official – we have been blogging for 1 year!

It all started with a first blog post called Joining the conversation on March 3rd 2006 and we havnt looked back since. (first post here)

Our initial message is still true today and hopefully we have fulfilled our promise to cover the latest and greatest in marketing and advertising.

As the curtain in front of is pulled away you will see a different approach that allows novices and experts alike to participate in the conversation and learn together. One of the biggest problems I have seen to date for a “late adopters” (i.e. most large agencies) is that there is no starting point for vocabluary, knowledge, or comprehending new and innovative ideas. This blog will cover learning about new media, learning about emerging media, and explain all aspects of interactive marketing for beginners.

Many of you (our readers) joined us along the way and most likely missed the posts from the beginning and may have missed some others too. Below is a brief collection of posts that stood out above the rest and a few of my favorites. You can checkout more in our interactive archive.

How to make a brand evangelist for life
Apple gives 1 billionth song downloader a ton of cool apple products.

The end of the big advertising agency
The big advertising agency days are numbered…

Which agency size is best?
Our first interactive reader poll.

The future of advertising My interpretation of where advertising is heading.

Advertise Different
(First AD post: Johny Walker ad)
After seeing campaigns, ads, and other interesting marketing around the web and in real life we wanted a way to share with others and give some thoughts and opinions around them. This category features some interesting commercials, advertisements, and marketing memes that were around in 2006 or before. Some of them were very popular – others were simply campaigns that caught my eye.
Advertising Different: ING Direct
Advertise Different: ABC Network
Advertise Different: RFID Advertising
Advertise Different: Audi – Streets of Tomorrow
Advertise Different: US Open 2006

Although we criticize often – we also give praise where it is due. These great articles outline some initiatives and strides that were worth noting.
Wake up call to traditional Ad Agencies
Ad Agencies thinking differently
Saatchi & Saatchi Reacts to New Media

Oh and we do have a sense of humor too!
iPod parody video from Microsoft
Lego & Eggo Team Up! (what could be better?)
Web 3.0
Marketing Cliche’s
EggVertising (possibly coined here first?)
The Apple halo affect

Dont forget about SEMSEO:
Enterprise Search
Search articles on

One meme we continue to cover and probably contribute to speculation on: Internet TV & Google TV
The Future of TV Sponsored by Google AdSense and Search
Coming Soon: Google Television
Google gets into video advertising

Upfront Coverage:
Some advertisers opt out of the Upfront (Coke + Johnson & Johnson)

iPhone Coverage back in May 2006
The iPhone and Apple Marketing

We also try to introduce new technologies and insight into how to use them to our readers. Understanding that everyone is at a different level articles like What is RSS went over well with the newbie and expert crowds.
What is RSS? What is Really Simple Syndication?

Sometime back in June 2006 we began running our Marketing Links section which featured a roundup of links from blogs and the internet. These articles have small digestible links with only the info you need.
Marketing links 1
Marketing Links 2
Marketing Links 3

One of our biggest accomplishments has been the successful introduction of our Marketing and Advertising Blog Network which was highlighted first here in the marketing network launch post. We have been lucky to have such amazing members and have even grown into a major force combining our efforts into the Marketing and Advertising Network on Feedburner.

We even have a new contributor Adam Perlis who wrote a great article called State of the TV Industry: Part I look out for part II coming soon. Welcome Adam!

Marketing Podcast
Marketing Podcast

On September 3rd 2006 we began our Marketing Podcast, had our first episode and never looked back! We have had an amazing 5 shows and interviewed some amazing people.
Marketing Podcast 2
Marketing Podcast 3
Marketing Podcast 4
Marketing Podcast 5

We have many interviews, topics, and shows schedule and invite anyone interested in coming on the program to contact us or send in some feedback.

Some recent amazing milestones:
We were invited to cover the Youth Marketing Conference and THE Conference on Marketing.

We were invited to join the 9Rules blog network on 12/18/06. We are a part of the round 5 9rules members and could not be happier with being included! I have met some amazing people and even connected with some great service providers helping us improve the site.

Blogging has taught me some amazing things in 2006 and 2007 and I have met some amazing people through Sometimes it is hard to keep blogging with a full time job and everything else that comes with life, but looking back I am glad I did. We have kept up a momentum that has truly paid off.

I would like to give a special thanks to my blogging partner and co-editor Lee Jones. Lee has written some amazing articles over the past year and is directly responsible for keeping me motivated and working on this blog. It is always great to have a good partner in business as you can push one another to achieve greatness. I think we have both accomplished quite a lot over the past 365 days of blogging and we have even more planned for year 2.

If you have made it this far….thanks! We have some exciting news for 2007, and although I cant give everything away now – stay tuned for some MAJOR site improvements, contributors, amazing interviews.

I cannot complete this post without thanking the most important part of our blog – the audience. I want to personally thank each and every person who takes the time to put into your feed reader, browse here daily, or subscribed via email. Without our readers we would not have a blog. As of today – 03/03/07 we have an amazing 414 loyal readers. To me this is quite an accomplishment.

Looking forward I hope to meet the following goals over the next year:

1. Reach 1000 feed subscribers!
2. Post our 50th Podcast episode!
3. Grow our consulting practice
4. Grow the Marketing and Advertising network to 150,000 readers (currently at 100,000)
5. Cross over to a traditional marketing and advertising medium with our work

Last but not least is a special thanks to some of the people who have influenced this blog and kept me motivated:
Seth Godin
Guy Kawasaki
Fred Wilson
Lee Odden
and many more…

Like I said in the first post ever made on this domain – “Welcome to the Future:)

[tags] anniversary, apple, upfront, itunes, iphone, johnson & johnson, coke, coca-cola,, marketing, advertising, polls, blog birthday, joining the conversation, 9rules, RSS, what is rss, marketing links, advertise different, eggvertising, feedburner, marketing network, advertising network, marketing podcast, podcast, podcast, marketing bloggers, seth godin, guy kawasaki, fred wilson, lee odden, searchviews [/tags]


Marketing Podcast: Interview with Doug Palladini of Vans Podcast Show 4: Vans Podcast – a marketing discussion with Doug Palladini

We sat down recently with Doug Palladini the Vice President of Marketing at Vans to discuss the upcoming Youth Marketing Conference, the past and present initiatives at Vans, and discuss the latest trends in youth marketing.

Some of the topics discussed:
What are natural brand extensions for Vans?
What is the Vans marketing mix, and how has it changed in the past 2 years?
How do you speak to new markets?
How do you evaluated social network and new media opportunities before they are proven?

Doug answers these and many other questions – tune in or download now.

Direct Link (in case you have trouble with iTunes or the player below) Podcast Show #4

[tags] vans, doug palladini, marketing podcast, marketing podcasts, advertising,, podcast, youth marketing, marketing mix, social networking [/tags]


AOL, Yahoo! & The Evolution of Social Networking


If AOL had been managed by successful strategists, it would most likely be competing head-to-head with MySpace, Facebook and Yahoo!. Aside from it’s incredible customer base, AOL was the founding father of Social Networking: chat rooms, instant messenger, home pages, etc. As a company, AOL was positioned better than anyone to dominate and profit from it’s large numbers. If managed correctly, services like Facebook and MySpace could have evolved naturally from America Online.

Unfortunately, AOL got a little too comfortable with it’s monthly subscription income and failed to recognize the changing field. Pretty sad for an internet company. Time Warner didn’t exactly help the situation either. Jeff Bewkes, COO of Time Warner said yesterday, “There’s no reason we shouldn’t be a leader in social networking.” Too little too late my friend.

Yahoo! on the other hand, became successful because they offered free email, IM, homepages, and search. Yahoo! was essentially a free AOL in the beginning and is still the most popular website on the internet. I don’t think it’s too late for Yahoo! to innovate and maintain it’s popularity. I’m not sure what the right answer is right now but perhaps Yahoo! should focus less on reacting to Google and focus more on it’s natural evolution.

I think the lesson to be learned from AOL & Yahoo! is: when it comes to the internet, companies cannot be complacent at all. Innovation and experimentation must be constant and companies must remain as nimble as possible despite growth and expansion. Google’s success is largely based on this notion and I think they will continue to lead.

Related Links:

MySpace, Facebook & iVillage Compared

MySpace vs. iVillage

[tags] google, yahoo, aol, time warner, social networking,, marketing blogs [/tags]


Google Print Ads – Google to try newspaper advertisements

Google is planning on testing out their ad system to sell space within newspapers. This in directly in line with their efforts to bring all ad mediums into the open auction market and of course monetize the process along the way. The NYtimes (link behind silly registration) had this to say:

Google’s plan will give the publishing business a high-tech twist: the company will expand its computer system, which already auctions off advertisements on millions of Web sites, to take bids for newspaper ads as well.

The system clearly works in the search marketing space, but it has proven difficult in other areas. Google had some trouble convincing advertisers to use Google for magazine ads in the spring of 2006.

This story is fairly cut and dry and will simply depend on time. Hopefully they can apply what was learned earlier into this test. Its not a question of “if” this will work, its a question of “when”.

[tags], google print, newspapers, marketing 2.0 [/tags]


Wired’s NextFest: Welcome to the Future?



Eric and I went to Wired’s NextFest last weekend in New York City. Here are some impressions:

While there were indeed some very cool and exciting glimpses of future technology, many of the exhibits at the show could be described as: “oh, that’s kind of cool” vs. the anticipated: “Wow – that’s incredible.” Oh well. It felt more like a trip Epcot center than a “glimpse of the future.”


Brand Presence:

GM: There was a major corporate, eco-friendly PR presence throughout the show. Most noticably, General Motors maintained about 50 square feet in the middle of the Javitts Center with some of their new hybrid-like vehicles. The sprawling presence gave one the impression that GM spent more money on the PR campaign and exhibit space than any actual hybrid research (don’t they make the Hummer, H2, and H3)?

GE: The GE exhibit was actually very exciting and it included a variety of intriguing new advancements: desalinated water, hybrid trains, off-shore wind power generation, and a new form of MRI/medical imaging. Well done.

RIM Blackberry: I got a chance to try out the Blackberry Pearl and I’m happy I did because it was not easy to use at all. Sure it’s as thin as a nano-pod but the “pearl” trackpad that replaced the trackwheel is horrendous. More importantly, both blackberry kiosk attendants had memorized about 3 facts about the pearl and had probably never seen it before. It was almost embarassing.

Stay tuned for Marketing.FM’s coverage of DigitalLife, 10/14-10/16.

[tags] nextfest, wired, gm, ge,, marketing bogs, blackberry, pearl, epcot center [/tags]