Alejandro Suarez Sanchez-Ocana. TIME-sector employer since 1998, CEO of Group Publispain and the network of blogs Entertainment Networks SL, President of Inversora Foley, director and Founding Partner of Yes.fm, adviser and investor in several companies for innovation, new technologies and the Internet.
Some of the ads from Adidas Australia
The best of the week, which falls out there, what I heard on the radio. The Mall Factory in some spots without wasting:
Voice-over female and juvenile:
"If the stock market falls, your Buy a bag"
The creative has designed this, I do not know if it is a criminal and should be behind bars or is simply a horny.
Sheets to dream:
Indeed AX (these guys are mine)
Via Lab street I met this wonderful action of street marketing to raise awareness and support for the Foundation for Defense of the Polar Bears.
As each Saturday likeable few examples of creative advertising
¿Promote a gym in the Metro?. Better like this:
Campaign bus IWC watches. What evidence you put yes or yes,
Here are some examples of street actions funny and original
The girls AX control the streets:
Ikea redecorate the subway:
The publicity for for AX can be vulgar and some other fun.
The data from the sales growth of this company when it set its online advertising are simply spectacular.
Here is an example of action in the streets of the firm. Imagine you're looking for the exit on the subway and you see this poster.
The example of creativity this week takes you to any beach, we are in full season.
This towel makes you pretend to be a Playboy girl with all the letters. A street-smart action from the agency.
Read on the computer, especially reading blogs, is not the same as reading a printed paper. There are patterns and keys to write and design a website technology to be adapted to these new reading habits.
The user is very impatient, is only a click or a single Google search, an alternative to your text, and that leads you scan the screen in search of information very quickly. The more heavy user, fast and intuitive scanning of information that is a few seconds and the higher the risk of "not reading" and exit from the post.
Some studies enable us to determine what has to first look at a web page, one of them is Eyetracks and consists of visual tracking the behavior of users during the reading. This study was first conducted from Stanford University and researchers at the Institute Pointer, while in the Spanish version of this analysis was performed by Alt64 and the Association for Research of Media (AIMC) in 2005. The study is particularly interesting to aim at users in Spain, but has a snag, was conducted on a critical mass of at least 17 people.
Some data are far less curious and to take into account:
- Women read vertically and men in the form of zigzag. This is an interesting fact to keep in mind if you know or have well-defined target of your post.
- Readers will decide in thousandths of seconds if you read or not read the entradillas as the first words that the head. In the digital dailies is the key as shown in a reading in the form of "E" in which the user scans the information quickly.
- If the title of the story is much larger, users do not read the beginning of the article and just read the title. In the USA discovered that the fonts smaller motivate and focus the view that the larger force the aforementioned visual scanning. One might conclude that if you want to provoke more attention and know or are unsure beforehand that the text of interest to the profile of the reader, you can sharpen its focus on changing the font size smaller.
The search for keywords are usually paid through a quick overview side. The bold are the key to a lesser extent italics.
At the time of seeing the ads do not seem to be a big difference between men and women. And yes we must redeem that 60% of users set their sights on advertising, regardless of their level of experience in the middle. A purely advertising, the advertising formats that drew the most attention were the top banner and skyscraper outside, just the two larger ones. And within these two was the first that resulted in a greater retention of the mark.
These results coincide with what is known in online marketing with the generic term golden triangle. The warmest points of a search in the search engine created by God in which we set our eyes to track information when they have to do with the first six search results.
I remember a few weeks ago I stopped thinking of a post Ismael El-Qudsi said that you have the possibility of losing 2 out of 3 clicks, if you are not well positioned in the central part. From another perspective talked about the topic Jorge Arevalo.
I think we are positioned differently when it comes to reading a newspaper online, a search result and a blog. Blogs have a different structure to the publication of news online: tops the publication date, then there is a title, which always contains the text hyperlinks, and finally, author, categories, links.
- In addition to the content, we must not forget that it influences the design: margins, backgrounds, fonts and colors determine if a person finds something interesting on a web page. The design influences the content, in advertisements and a drastically in performance from contextual advertising.
- Read on the screen rather than running out on paper, therefore, if we put money into a very dark long texts, we are complicating the lives and reducing the user to a factor of much interest to the SEO TMC (Mean Time Connection).
- The menu's blog should be organized, with relevant information, it could subtract professionalism to the blog. Let us not forget that you have a form of external skyscrapers. The usurio 2 reads a blog, a quick (bold and italics) that takes 2-3 seconds, if that is positive and could make a second and final reading the first paragraph, as shown in this image just before deciding whether reading the article.
- The links are good because they ensure the publicity of sources but must be used with head, and what is reasonable in texts that are cited concepts that is to open in a new window. Too many links to free the reader disoriented.
- At the time of highlighting the concepts we should avoid the use of underscores not to be confused with hyperlinks. The bold or italics can achieve the same effect of drawing attention, is one of the keys to the use of bold power in a few words to summarize the content of the web or post. It will be the first to read and digest the user, and will mark the words that will decide whether to read the content is worthwhile.
And finally the great paradox. In post or low-quality content increases the ratio of click advertising, especially in contextual advertising, which is fine if contextualized thematically with the post, is used as an exit route to similar content. Many Sometimes the "prize" of good quality editorial comes in way of prize in the medium term search engine positioning at the high TMC, but not so cheaply in more advertising performance. The prize for low-quality content becomes well-positioned high ratios of clicks on the advertising used by most novice users as a way of escape.
Read on the computer is becoming more a thing of every day, but it is also a sort of mystery because we do not yet have accurate tools to address and make it work to our liking. Even the most expert readers read only 28% of written information, as we said Jakob Nielsen, a reality a little overwhelming, but it invites the perfect positioning of our content.
There are ideas that are priceless. This could be one of them.
An elevator that leads incorporated a glass of milk with an Oreo cookie.
View from the Blog of Frederik Samuel
I've always been a fan of the Argentine creativity.
A good friend of mine, president of a well-known investment bank that has led in Spain and Argentina, said that in recent years there has been creativity fired by the economic situation, for better and for worse, that it should be say that the "hunger sharpens the wit."
This is an example of a notice of rental cars at a gas station sky:
In Spain there have been some examples of comparative advertising, for example, some campaigns summer juices Don Simon, but an announcement like this could not be conceived in our country. A pity, I like to see some creative ingenuity to face acute marks, as in this case Pepsi and CocaCola.
Yesterday Leia Julio Alonso said that "the crisis arrives: advertising investment in the first quarter of 2008" and Carlos Blanco that took months to discuss and monitor the crisis, which read "Spectacular crisis in offline media," and I see that already Here is what some of us saw it coming, and it is not the crisis, which has already arrived is the fear of the sector, which is possibly worse than the crisis itself. (by the way, I strongly recommend reading both post)
Fear makes the investment contract and the money, which is cowardly as always, is hidden. On one occasion I have commented on this blog about the Internet is going to suffer unless the crisis is looming (Yes, I think this is just the preamble and that the worst will come in January-February and will remain in 2009) but obviously The sector is not immune; suffered.
We see the fall of offline advertising investment significantly in the first half as Infoadex in almost all sectors. The odd thing is that while significant falls, is more significant progression, January, February and March have not been so Hard, the second quarter is where you practically have entered into free fall. However, the key will be to behave as investment in Internet advertising in the last half of the year, especially as it is distributed internally between branding, affiliation, email marketing etc.). Internet theoretically has risen in this period by 28% (anyone has noticed?; I do not, not according to Google data )
Eating a few dates with a great guy who does not even know personally, Juan Agustin Jimenez of CanalMail, he confessed that he believed that companies like yours, dedicated to Email Marketing, or as zanox and Shop All dedicated to membership and sales, would suffer fewer effects of the crisis, ventured to suggest that advertising branding was to shelter in this type of product online looking for 1 to 1 sale, and even reinforcing their budgets based on cutting investment in movies, magazines and radio mostly. However, John Augustine confessed that I expected to also affect your company, possibly less than others, but no sector within the online advertising will remain on the sidelines ahead of that.
Also in recent weeks, I detect a trend across Central Media in which customers call "ideas", they want special actions to highlight and take the lead and do not want formats forever. Where there is independent and nimble companies can find its measure anti: it's over comfort.
A side effect is coming ... A large online advertising agencies at the international level, I began to confess to some financial troubles, customers canceled campaigns, changed strategies and shrink their investment, and initial plans. One of the major Advertising Agencies in Spain and cutting regardless of their wealth of media to optimize their media Premium and minimize the impact of the crisis. Suffice it to say that Movistar, the country's number one advertiser, 4-5 months ago decided to cut its global advertising budget by nearly 6 million Euros.
Or do not want this note on the Internet. Beginning to see an exodus that reminds me of which occurred in 93. Some players are considering leaving the sector, and seek a way out, but found no money in the vast majority of cases. By way of gossip, in the past 15 days we have been offered the purchase of 2 Networks Blogs and 4 major high-traffic portals. One of those purchases we closed yesterday and will soon announce. You might even run any further in the coming weeks. But the significance of all this is that it's vertigo and some want to go out and save the furniture in anticipation that we are only beginning to see the wolf ears.
At this juncture, a group of frikis be launching soon, within days, the closed beta of Yes.fm, an ambitious, very ambitious, which unfortunately goes on sale in difficult times, but even so, we have powerful reasons to be very optimistic.
Every Thursday to try to put any advertising campaign (regardless whether it is online or offline) that for some reason called my attention.
On this occasion was the signing of food for dogs Pedigree Pal, indicándote it is time that your dog eat your new product Pedigree Pal LIGHT.
Seen in Photos
Alejandro Suarez's blog.