Yahoo Blows Ad Targeting Via "Max Payne"

This "Max Payne" trailer is unbelievably cool. I never played the video game and I'm not even that huge a fan of vampire, undead creature movies. But that's not why I'm posting it.

I'm posting it because I watched it twice, and saw two different pre- roll ads. The first was for tampons, the second was for shampoo. Violence and feminine products. This is exactly why advertiser's worry about emerging media formats. Because media planners sometimes just don't think! Or a video network has completely blown their targeting capabilities and may lose a client or two.

Did I say someone, or did I explicitly say Yahoo? I can't remember.

** Of course now that I've embedded the video the ads aren't showing up for me any more. Hopefully it's only because I've watched it a few times already. If you watch the video and no ads appear, you can call me a liar if you'd like. But I swear it happened.



'Max Payne' Theatrical Trailer @ Yahoo! Video

Internet Explorer 8 and "Porn Mode"

Do we really think Microsoft is going to end the behavioral targeting market with their new Internet Explorer? Despite what they say about their InPrivate feaure, I highly doubt they would block all surfing history. We can all make our own assuptions I'm sure...

A Long Awaited Post

Despite my recent absence from the blogging world, I’m glad to say I’m back with some emotional healing. Some personal matters have brought the power and human need for emotion to the forefront of my thinking, both personally and professionally.

I was thinking about the power of emotional appeal, the strength of a personal connection, and how these feelings affect our lives as consumers. I know that I am personally drawn to certain products because they evoke a memory or emotion for me, and I try to think about that every time I make a decision. How will this affect person X? Will it be different for person Y? Every marketing plan should consider the emotional state of their consumer segment.

Similarly, when building a business, my specialty, what do you want your business to stand for? Sure, you have a product that you will sell. But you’d be surprised how many business decisions are clouded by emotion.

Also, click here for a great article on emotional appeal from Harvard Business Publishing.

September 21, 2008 Gaining Strength

To those not familiar with Peace One Day, allow me to serve you a refreshing reminding. Despite knowing about the cause, I had never seen this video until a good friend of mine, Bill Sullivan, linked me to it. Forget the fact that the history is told in unbelievably compelling fashion by Jeremy Gilley, actor turned director turned driver of this cause. Forget about your political or religious beliefs. No standing on a soap box for me, just a 3 minute video towards something great.

Please send this video to as many people as possible.

6 Questions For Potential Targeting Providers

When selecting a BT provider, or a vendor who provides a similar service but calls it something different because they remember from business school that points of differentiation are key to success, there are several factors to consider. Here are six questions that can help you drive the most out of your spend:

1. What is the reach of the BT solution, in uniques as well as in estimated consumer "touchpoints"?
2. What are the relevant behavioral categories for my brand? Does the vendor have success in my vertical?
3. What kinds of data does the vendor use in its BT model?
4. Does the model customize to my brand over time?
5. What about reporting?
6. What are the entry costs?

Do you want the answers? Me too…Jim Nichols has them HERE.

iTunes App Store Is A Branding Feast

Millions of downloads a day. Exciting and engaging applications. Loyal yet still growing customer base. $30 million.

If those highlights don’t get brands excited about the iTunes App store, then I must be in the wrong business. For me, I see the App store as an easy, creative, and relatively inexpensive way for brands looking to connect with consumers. Alongside other growing mobile opportunities, the mobile advertising platform is turning into a veritable shooting gallery for brands.



A bit of history for those like me who have a need to understand things that challenge us….My understanding is that iPhone apps are built and coded with Object C, a relatively simple language for developers to use based on the iPhone Software Developers Kit. Object C has a long running history with Apple, dating back to the 1980s, which explains some theories that this type of application development has been in the works for much longer than most folks realized. Creators Brad Cox and Tome Love developed the language at their company Stepstone, and then licensed it to NeXT. NeXT is the company Steve Jobs started after his initial resignation from Apple, and developed both workstations and operating systems during personal computer infancy. Apple then went on to acquire NeXT in 1996.

Back to branding in an application… A one to one environment with your consumer, a high level of attentiveness in that environment, and an exploding marketplace where just about anything can pick up traction. If you don’t believe me about the traction, go to the iTunes App store, and search for “Wooo.” Bottom line, this is an exploding platform that should be taken advantage of. Anyone want to know how? Let me know….