Thursday, November 4, 2010

New research finds consumers like advertising now

Well, not really. But we're getting there.

Last year, the Online Publishers Association introduced three new display ad formats designed to achieve four key objectives: inspire creativity and high-quality advertising; provide a greater share of voice for the advertiser; introduce a measurement to capture impact; and enhance interactivity to build user engagement with brands

They wanted to measure the effectiveness of the new formats, and while an ads click-through rate can measure an ads impact, as Forbes notes, "that doesn’t tell you anything about how successful the ad might be at promoting a favorable impression of the brand." To garner more insight as to the impact of these ads, the OPA partnered with InnerScope Research to study "the signs of an unconscious emotional response."

What they found is quite fascinating. I won't give it away, but this post's title gives you a hint. Head on over to Forbes.com for the complete story.

Friday, September 17, 2010

Justin Timberlake directs ad for 901 Tequila (and it's not *that* bad)

David Kiefaber of Ad Freak recently reported that good ol' JT has taken the plunge into commercial directing. Timberlake, who owns a stake in The Martin Agency advertising shop (who's clients include Walmart, Sun Life and Pizza Hut), debuted his directing prowess with a 30 second spot for 901 Tequila -- and it's actually not that bad. 

Kiefaber hits it dead on when he writes that it "isn't as cheesy as I expected, and it has a certain upscale erotic charge to it. More to the point, it fits within Timberlake's narrow definition of sexy, meaning an attractive person babbling on about nothing while removing articles of clothing."

I'm interested to see what everyone in the dominant pop culture stratum -- otherwise known as Twitter -- thinks of it.

You can find it, two other ads, as well as some behind-the-scenes footage here.

Posted via email from william johnson on everything.

Monday, September 6, 2010

Leave my BlackBerry out of it | re: Ontario's 'cell phone ban'

It was Monday, February 1st that the grace period for Ontario's 'cell phone ban' ended, and motorists would officially start paying a price for talking on the phone or texting a friend while driving. I have always found the law to be rather redundant as there are multiple laws that already address reckless driving.

Now over half a year later I still talk, text, e-mail and read news on my BlackBerry every day during every single trip I take. In the same way that motorists will speed until they see a officer of the law, I perform the aforementioned acts until I spot a cop car in my sights. The law hasn't changed my behaviour just like I knew it wouldn't. To remind everyone of my initial arguments against the new law, I'm reposting a column I wrote for the Charlatan newspaper, "Leave my BlackBerry out of it."

My passenger seat is home to at least seven spoons. And my glove compartment houses multiple sets of bowls and some plastic cups. This is because I eat yogurt and cereal every morning while driving to Carleton (and clearly do not clean my car). I’m also usually pouring coffee from a thermos into a travel mug along the way. Sometimes I bring a plate of fried eggs and portions of orange juice for the journey. This often means I’m driving hands-free and that I’m perhaps one of the most distracted (or dangerous) drivers on the road.

 

But because a spoon is not an electronic entertainment or communications device, Ontario’s new law intended to reduce distracted driving will do nothing to address my behaviour.

The new law, which came into effect at the end of October, will mean drivers who take their hands off the wheel to make calls, text messages, write e-mails, or scroll through their music collections, could face fines of up to $500 starting in February. On the surface, this is a great idea. Our provincial lawmakers seem to be acting with good intentions. But as the real problem is distracted driving and not handheld gadgets, this law is merely using my BlackBerry as a scapegoat. Considering that careless driving has long been a punishable offence, the new rule is redundant, and I will go as far as to say that the net effect of it will be more dangerous roads.

Police can already charge drivers for reckless driving thanks to existing laws. If drive-by yogurt eating ever gets me a careless driving conviction, I would automatically receive six demerit points, a fine up to $1,000 and I might even face as much as six months in prison. In some cases, I would lose my licence for up to two years. Clearly, we already have regulations that discourage irresponsible driving.

If that’s the case, what will this new law accomplish? It likely won’t change much. Just because something is illegal, doesn’t mean that people won’t do it. Think smoking marijuana or stealing. Or speeding! Those who engage in such activities simply try not to get caught. Why would those who talk and text now be any different?

According to the CBC, a survey released in September revealed that 92 per cent of Ontario drivers said they intended to obey the new law. The way I see it, nine-tenths of Ontario drivers were likely never even doing any of the things that have now become illegal, and therefore, there’s likely no potential for positive change. We will have a situation where those who pick up their phones while on the road will do so while keeping a watchful eye out. And those who text or e-mail while behind the wheel will simply (with ease) keep their devices out of sight. I won’t even get into tinted windows (but I might go buy some).

With people attempting to hide their actions, they will be paying even less attention to the road than they were before their actions became unlawful.

Let’s not underestimate the power of personal financial incentives and social pressures. When people get into accidents they face increased insurance premiums, usually need to pay for costly repairs, plus they have to deal with guilt if their actions harm others. These are strong deterrents. You might argue that the prospect of a fine will further discourage some people. And it will discourage some. But, again, think about speeding. Most of us are not risk-averse and speed all the time with the possibility of getting caught.

The bottom line is drivers who endanger others no matter what they are doing can and should be penalized under existing laws. Sometimes it’s necessary to use a communications device while driving and capable drivers should be able to do so without fearing legal repercussions.

For goodness sakes, I can type on a BlackBerry without even looking at it.

 

Posted via email from william johnson on everything.

Monday, August 2, 2010

When/Where on a site a 'Message from the President' is Useful/Valuable | Tweets by @krismausser

Kristina Mausser (@krismausser) recently wrote a fantastic post titled Your About Page Is NOT Your Mission Statement. One of her About page Don'ts is: "Don't include “A Message from the President” (MFTP). I actually haven't seen many About pages with this type of message directly on it, however, I have seen many about pages that link to a MFTP. The first one I thought of was global management consulting business Accenture's About page and MFTP

I asked Kristina when she thought it might be appropriate to even use a MFTP. She gave me three 140 character responses, and though they are short, they are still very insightful. See the series-tweets below for her answer to my question.


Posted via email from william johnson on everything.

Thursday, July 29, 2010

TELUS: "We just don't want to lose money, you dead beat. You know how it is..."

You might have missed this hilarity. TELUS thinks it's customers are "broke dead beats." Or at least they did very briefly. The telecom giant was forced to  apologize after user accounts somehow became home to the following web copy.

"Why do I need a credit check?

You may be broke, therefore highly unlikely to pay your bill.

We just don't want to lose money, you dead beat. You know how it is..." 

Read more to see the screen shot.

What Does An Advertisement Like This Cost for a Brand Like Bud Light?

Only a few times have I seen a brand take over another brand's website. Toyota did it with a very engaging Dictionary.com advertisement for the Prius not unlike the one I have posted below. Bud Light-Lime has decided to attempt to grab the attention of us while we check on the weather. Clicking on it actually takes you to there Facebook page, which is something that more and more brands have been doing. Many TV commercials actually only direct viewers to Facebook.comIInsertBrandName. Brands are finding newer and more innovative ways to engage us everyday. The questions is, How effective will their tactics actually be?

 

Posted via email from william johnson on everything.

YouTube Adds Preview Ribbon/Carousel to Playlist Screen #YouTube #nowplaying

You can see below that YouTube has added a preview carousel/slideshow to the bottom of the playlist screen. It doesn't really add any special or new functionality, however, it does look pretty neat. I guess it also makes it easier to see songs/videos that you might want to skip ahead to.

 Oh, and no making fun of the artists on my playlist!

Posted via email from william johnson on everything.

I'm Forced to Cook When @ellebetz Is Away

There's no way I'm actually writing a blog post about food. But I am... Let's just get it over with. Below you will find a warm pasta dish I invented. I do have to admit that I was inspired by a photo of Mediterranean Orzo Salad I saw in the Metro today. But this baby below is all me. See this tweet (http://twitter.com/johnsonWilliam/status/19863853091) for the ingredients. Use common sense to cook it up and enjoy!

Posted via email from william johnson on everything.

Sunday, July 25, 2010

My fifteen seconds on @CBC's The National #Census #SocialMedia #ShamelessSelfPromotion

CBC Reporter Melanie Nagy recently met up with me to discuss social media and the Canadian census debate. Nagy and I spoke for about 10 minutes, but they only used about 15 seconds of it in the actual program. And though the clip is short, I thought I would post the link to it anyway. View it HERE.

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Monday, June 28, 2010

Technology is like air. But couldn’t we live without it?

I was reminded this past weekend during a trip to a cottage in Notre-Dame-du-Laus, Quebec that although I really do not know much about modern ‘technology,’ how it works or how to define it, I know what I value it most for: it's ability to allow me to obtain and share information instantly. Driving through the petite towns of cottage country and winding around the hills that would get us to our destination, all BlackBerries stopped working. At the cottage, we were without a satellite dish, computers, Wi-Fi and everything that comes with those things. It wasn’t my BlackBerry or laptop themselves that I missed; I felt de-linked; I was literally disconnected from the world.

It was the American astrophysicist, astronomer and author Carl Sagan who quipped that “We live in a society exquisitely dependent on science and technology, in which hardly anyone knows anything about science and technology.” That we live in a society that cares not how our devices, gadgets and machines work or how they came to be, but only that they do as we please and nothing else is not a secret. Technology is like air, ubiquitous with dominion over our lives.

Saturday, June 12, 2010

The experience of a life-time.

This past week I officially graduated -- Convocation -- from Carleton University with a Bachelor of Arts (Honours) degree in Political Science. I could obviously write a lengthy post talking about how much of an amazing experience my time at Carleton has been, but instead, I'm going to recycle an old one. And although I wrote the following in March, it is still just as meaningful today, so please enjoy "5 quotes to describe the BA experience."
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On Monday, March 15, I had the opportunity to speak to hundreds of prospective students and their parents during Carleton’s March Break Program. I spoke alongside Susan Whitney, Associate Dean of the Faculty of Arts and Social Science, and Chris Brown, Associate Dean of the Faculty of Public Affairs. We gave two presentations on the Bachelor of Arts degree at Carleton and what makes it so special.
While my faculty counterparts spoke about many of the technical aspects of the BA degree, such as how many credits it entails, what programs of study are available, which programs allow for co-op and work terms and the difference between a general and honours degree, I took a different, more unconventional approach to explaining the Carleton BA program. Based on my experiences, I used a series of quotes to describe what getting your BA degree at Carleton would be like. For anyone who couldn’t be there, here is a summary of my remarks.
Education’s purpose is to replace an empty mind with an open one. – Malcolm Forbes
I used this quote to explain that we want students to come to university, specifically Carleton, and ask questions. There is no better place to question your surroundings – your social environment, politics, science or anything – than in the university classroom. I brought up the fact that one of Carleton’s older advertising campaigns asked students to ‘question everything,’ and we asked them specifically, ‘What do you want to change?’ The university received many different responses, such as: I want to change untold stories into headlines we can’t ignore and I want to change what it means to be diagnosed with HIV.
This quote is meant to explain the fact that the more you learn, the more you’ll realize that there is so much more to learn. It’s like that old saying – the more you know, the more you know you don’t know.
Great minds do not think alike.
Everyone is different. We don’t learn the same, nor do we think, act, write or speak the same. For that reason, the flexibility that is incorporated into Carleton’s BA degree is one of the most important aspects of it. Out of the 20 credits I must obtain for my Political Science degree, only nine have had to be Political Science courses. Because of this, I have been able to take courses in a wide variety of subjects and in multiple ways, including lecture courses, seminars, in-class learning and CUTV. The goal is your degree, and at Carleton, everyone can achieve this in their own unique way.
The great aim of education is not knowledge but action. – Herbert Spencer
Despite what you may have heard, university is not sitting in a class room taking notes, studying those notes at home, and then writing exams. There is much more to university than course work. At Carleton, we place special importance on applying knowledge learned inside the classroom practically outside of the classroom and in the community. One of the greatest examples of this is our Alternative Spring Break Program whereby students make connections between the knowledge and skills they learn in the classroom and the service it provides in the community. Students are also recognized for their extra-curricular involvement at Carleton with a Co-Curricular Record (CCR), a transcript of your volunteer activities.
I am always ready to learn although I do not always like being taught. – Winston Churchill
Your time studying at university should not seem like a one-way conversation. Your university education should be a persistent dialogue. And at Carleton, it will be. I guarantee you that you and your professors will share in the teaching responsibilities – you will learn from them and they will surely learn from you. Carleton’s professors truly make it one of the most amazing institutions to study at.
Anything but textbook.
This phrase stems from Carleton’s belief that we should take another look at what a university education can be; that your experience here should be and can be an unconventional one; and that everything you do here will be exciting and extraordinary. Whether it’s business students living outside for five days to raise awareness and funds for youth homelessness, or science students traveling to Mobile, Alabama on their spring break to build homes and engage in cultural meditation, being at Carleton means looking at things from a broader perspective. As one of our posters says, “It’s a real world experience that’s anything but textbook.”

Testing content syndication.

I apologize to my followers for this test post. 

Posted via web from williamjohnson's posterous

Tuesday, June 1, 2010

Under updated privacy settings, Facebook's campaign for openness continues.

I just logged onto my Facebook and was greeted with a message about new and more simple privacy settings. As far as I can see, nothing has really changed except for the presence of one new screen aimed at visually displaying your privacy settings. In a chart, items such as status, photos, posts, family, relationship,'can comment on posts', phone numbers etc are listed showing whether you have given access to Everyone or Friends of Friends or Friends Only. The point seems to be to help you understand what you have your settings set to. To me, this doesn't really seem to solve the puzzle of whether Facebook itself (and it's advertisers, developers etc.) has access to too much of our information. But perhaps you might say that answer is a little obvious.

What's most interesting to me is what Facebook has listed under RECOMMENDED settings. They recommend sharing my status, photos, and posts, bio and favourite quotations, family and relationships and photos and videos I'm tagged in, religious and political views and birthday with Everyone and Friends of Friends. My question is who, that is not one of my close friends or family, is interested in any of this information? Until I can answer that question and not be dubious of who that might include, I think I'll opt to keep my settings to Friends Only. 

Though I continue to consider Facebook a place for me to share information with friends, I have to remember that Facebook's mission is: "to give people the power to share and make the world more open and connected. This recent change in privacy settings, which I would hardly even call one, is continued evidence.

PS. For an excellent graphic depicting The Evolution of Privacy on Facebook, head on over the Matt Mackeon/IBM's Visual Communication Lab.

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This post was originally posted at www.williamjohnson.ca

Posted via web from williamjohnson's posterous

Sunday, May 30, 2010

Canadian ad agencies bring home the goods.

I love reading stories about successful Canadian advertising agencies, especially when their success has been working with American corporations. Marketing Mag recently reported that Montreal-based Taxi and Toronto-based Juniper Park and Cundari brought home the goods at the Clio Awards in New York City. The award show is annual and it honours creative advertising in package design, print, radio and television.

I'm the most excited for Juniper Park and the awards they picked up for their work for the Chicago Tribune. The print campaign they came up with was nothing like I had ever seen before for a newspaper, but then again, when it comes to the press, I think we would all agree that we are in changing times. "Juniper Park is not a conventional ad agency" is what the shops main page reads, and they proved it, being the youngest business in the running, but still taking home the most awards of all Canadian agencies. Click here for a direct link to the Juniper site to look at their work for the Tribune.

I find their copy can be both sarcastic and meaningful, ranging from: "Hey politicians, You know when someone points two fingers at their eyes and then back at a person to let them know they're watching them? We're doing that to You." to "A 21-gun solute is a sign of honor. 21 shootings in a neighborhood is a cry for help." Definitely go to their site and view the art work -- it's relatively simple, but it does the job, perfectly.

Posted via web from williamjohnson's posterous

Tuesday, April 6, 2010

America's No. 1 product: emotional experiences

"As the world gets richer, demand will rise for the sorts of products Americans are great at providing — emotional experiences. Educated Americans grow up in a culture of moral materialism; they have their sensibilities honed by complicated shows like “The Sopranos,” “The Wire” and “Mad Men,” and they go on to create companies like Apple, with identities coated in moral and psychological meaning, which affluent consumers crave."

NY Times columnist David Brooks says that a country with so much going for mustn't let a "rotten political culture drag it down." For the whole piece, visit the NY Times.

 

Posted via web from williamjohnson's posterous

Sunday, April 4, 2010

Conde Nast, The New York Times among media brands on the iPad from day one

Apple's iPad presents many of the worlds biggest brands a new platform to develop content on, but many of them have barely had the opportunity to build applications for it yet. However, from CBS to Time Magazine, some of the brands that have developed apps for the that so-called 'magical and revolutionary' product, are some of the biggest players and have much to offer. The complete story at Advertising Age.

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Saturday, April 3, 2010

Making a connection.

Just testing the syndication-like features of my posterous blog via: twitter, facbook, linkedin, blogspot...

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Monday, March 22, 2010

Anything but textbook at @Carleton_U | A speech I gave to 250 plus...

Check out my latest blog post on the Carleton University admissions website. It summarizes a speech I gave to hundreds of prospective students and their parents during Carleton's March Break program last week. Using a series of quotes, I discussed the BA program at Carleton and what makes it so special. Find it here.

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Sunday, February 21, 2010

"Woods' apology effective" Is this Ad Age columnist serious?

Read this column by Peter Madden at Advertising Age and tell me whether or not you burst out loud laughing or yell out loud in anger. You will do one of the two.