I talk here on Madison Ave Insights a good amount about digital, social media, and mobile advertising trends and developments, and how they are changing the industry.  Advertisers are shifting dollars from traditional print and television to online media outlets and novel platforms – that is no question.  However, televisions are still in nearly every home in America, tuned to leading sitcoms, special programming, news, and sports.  So, how do advertisers determine which programs are worth allocating ad dollars to in order to reach target audiences?  Cue Sweeps periods.

The Way I See It

  • I see Sweeps, which are a data-collection periods used to determine local viewing information and provide a basis for scheduling programs – what gets renewed and what gets cancelled – and making advertising decisions for local television stations and cable systems, as a sort of precursor to the type of data-collection processes that advertisers are able to initiate online and on mobile.
  • I see many arguing that Sweeps are an outdated process and one that are no longer relevant in the age of new consumer data and because viewers can be determined through other aspects, especially given the new “second screen” trend of using social media to discuss TV programming while watching.

The Way The Industry Sees It

I sat down with Matt Seiler, CEO of Mediabrands, Interpublic’s media-buying division, to discuss the upcoming annual Sweeps periods and the relevance for the advertising and entertainment industries.

How and when did the Sweeps process begin? How have they evolved over the years to remain effective?

The concept of sweep periods are almost as old as television measurement itself. Nielsen began sending out viewing paper diaries in 1954 to capture demographic information, a practice that continues today in the smaller TV markets—almost sixty years later. Because the data is only collected at certain times of the year, networks and stations tend to heavy up on first-run and special programming in order to influence the ratings. This is especially mind-boggling when you consider that top and mid-tier markets are being measured electronically, fifty-two weeks per year. In terms of evolution over the years, there’s been virtually none, and better measurement of local television is something we strongly believe in. To Nielsen’s credit, they are currently exploring different forms of improved electronic measurement in smaller markets and we are involved in several committees to help guide the process.

How important are the Sweeps periods and data collected for advertisers in terms of allocating spend? Are there other factors that impact that decision as well?

To our dismay, it is still a significant consideration for our local investment staff because of the nature of the measurement. However, it is hardly the only factor involved in their decision-making, as we leverage all of the data at our disposal to help us buy smarter.

Continue Reading Television Sweeps Periods: Still relevant or outdated?

Men’s fashion has evolved over the years to incorporate more styles and fashion forward items.  Other men’s-only retailers offer customers the option of designing their own custom dress shirts, providing choices of size, pattern, collar type, buttons, cuff link style, monogram options, and other features.  The custom tailored concept is very popular among men, young and old, and it is now being introduced in online shopping to make it more convenient for men to custom design their shirts without even going to retailers.  While the industry often focuses on women’s designers and luxury fashion houses when examining marketing and advertising initiatives, the world of men’s fashion cannot be ignored.

The Way I See It

  • I see men’s fashion retailers owning the custom tailored space through sharp ads and marketing campaigns that highlight this service, with men in custom-made dress shirts with coordinating ties, sports coats, and accessories emphasizing a sharp, coordinated, classic look.
  • I see more men’s fashion retailers leading the way in digital and social media for marketing, taking advantage of the popularity of Facebook, Twitter, Instagram, YouTube, and other platforms to reach target male demographics.
  • Menswear emphasizes quality and fit in marketing, and the importance of brand reputation and awareness is of utmost importance.

The Way the Industry Sees It

I sat down with Alan Behar, CEO of Ike Behar, to discuss how the menswear industry has evolved and what advertising and marketing tactics most men’s fashion retailers find best.

Let’s talk about what sorts of advertising and marketing avenues the menswear industry typically finds the most success with.  How has that evolved over the years and where do you see it changing, if at all, in the next five to ten years?  Does it differ in any way from marketing women’s fashion brands?

Like most of the menswear industry, Ike Behar has traditionally focused on popular print media as our main avenue, and while it has been and continues to be quite successful, our tactics have certainly had to evolve.  The landscape is crowded, and for smaller niche brands it can be quite difficult to stand out, especially considering the degree to which the larger well-known brands have come to dominate these more traditional advertising venues.  So to that end, we’ve taken a move towards a more collective approach to our marketing strategy.  We’re using social media to help create and frame dialogue around our company.  We’re targeting key markets through direct retail, using such localized tactics to service our more traditional advertising, while appealing to our customers more directly.  For us, it’s all about trying to cut through the noise so we can have the chance to show our customers what a fine brand Ike Behar is.

Ike Behar’s brand is focused on custom tailored shirts and ties, the history of Ike Behar, his journey to the U.S., and the high-quality classic styles of his shirts.  How do men’s fashion retailers build brand awareness and brand reputation, and how important is it to drive return customers and sales?

Well, while historically our brand has been known for our exquisite shirts and ties, we have really grown far beyond that.  In recent years, we’ve brought that same reputation for quality and style to a huge array of products for both men and boys, including suits, sport coats, loungewear, and much more to complement those shirts and ties.  So, our history and Ike’s journey play an important role, mostly because they show that we produce a great quality and have done so consistently for over half a century.  However, we also find it important to remind our customers that we are very much a contemporary brand, and that a large part of our continued success can be attributed to the fact that our product line is diverse and constantly evolving not only to meet trends but to create them.  And one of the best ways to strengthen that reputation is simply by proving it to our customers with our line, because we really believe that someone can buy any one of our products and will be satisfied enough to try all that Ike has to offer.

Continue Reading Spring Fashion Series Part 2: Men’s Fashion

The Federal Trade Commission (FTC) recently released updated Dot Com Disclosure guidelines to fast forward to the present day and catch up with the technology consumers use more and more frequently – including smartphones, tablets, and social media. I previously gave you an overview of what the updated guidance means and how marketers need to approach the new FTC standards, and you’ve read “The Way I See It” on the updated guidelines.

I wanted to turn to an industry expert to discuss what the new FTC Dot Com Disclosure guidelines mean for advertising on various key platforms and what could be next for mobile and tech.

The Way the Industry Sees It:

I sat down with Jerry Karnick, Vice President and Deputy General Counsel at Verizon Wireless, to get his thoughts.

 We all seem to agree that the updated guidance was a necessity, but do you think the Dot Com Disclosures will help grow advertising potential on mobile and online platforms?

I do. Advertising through online and mobile platforms is here to stay, and the new Dot Com Disclosures recognize and embrace that reality. Of equal importance, the new Dot Com Disclosures also provide advertisers with added clarity on what is required, while continuing to allow advertisers the necessary flexibility to meet those obligations. With the guidance provided by the new Dot Com Disclosures, more and more reputable advertisers will have increased comfort advertising on these platforms, especially on the small screens available in the mobile arena. At the same time those advertisers won’t have to worry that their ads, which include the disclosures necessary to ensure the ad is neither false or misleading, will be less appealing than the ads of other online or mobile advertisers that may not have otherwise included the necessary disclosures, either at all or in proximity to the main advertising message.

With smartphones and tablets, the majority of issues presented by the old Dot Com Disclosures were how to present disclosures in the new space constraints. For the mobile industry, does the new guidance meet these concerns and are there any significant new issues that are raised?

The new Dot Com Disclosures provide the necessary clarity about whether and how the traditional advertising rules will apply in the mobile space. What they don’t do – nor, of course, could they – is increase the size of the screen. The industry will continue to wrestle with space constraints. But, now that there is clarity on what is required, it will be up to all of us to find new and creative ways to design ads in ways to ensure the necessary information is communicated effectively and the overall message conveyed to consumers is not misleading.

Continue Reading A Conversation With Verizon’s Jerry Karnick On The FTC’s Updated Dot Com Disclosure Guidelines

In this post I will examine the growth of retail store sales.  Sales at brick-and-mortar retail stores constitute 90% of all retail sales in the United States.  And many major retailers have found that their digital consumer engagement and investments made toward boosting their online presence has actually resulted in increased in-store visits.  In fact, with the economy rebounding, some major retailers who were forced to close stores during the financial crisis are now implementing large-scale growth strategies and seeking hot real estate in key markets.  So, how are the retail stores remaining relevant and competitive in the age of e-commerce and online shopping?

The Way I See It

  • I see major fashion brands continuing to build brand loyalty among customers and encourage return in-store visits among frequent shoppers in an effort to boost sales and word-of-mouth marketing.
  • Shopping remains a social activity, with family and friends using trips to retail stores and/or shopping malls as a social outing, but also tying into social and online media: people will check-in at retail stores on FourSquare, post photos of themselves trying on a new spring outfit at a retail store on Instagram, or Tweet about their latest obsession or shopping trip.
  • I see physical retail stores starting to use new tools to collect digital data on in-store visitors in order to improve the competitive edge retailers have, and they’ll use their access to data to improve customer experience and target marketing.
  • I see retail stores meeting a critical need: they allow customers to try on items for fit and styling options.  Many retailers have seen that while customers may visit their websites or social media pages to explore new apparel or jewelry, they still visit stores in order to be able to make sure the particular item fits well and fits their personal style – and also to score sale or clearance items only available in certain stores.
  • While the fashion industry must continue to embrace social media engagement and a digital presence in order to build brand loyalty and presence among customers, I believe brands will also continue to develop retail growth strategies through marketing and advertising to boost in-store sales and visits.

The Way the Industry Sees It


I sat down with Seth Farbman, Global Chief Marketing Officer at Gap, to discuss brand strategy to maintain a competitive edge and continue retail growth.

Gap is well-known for having a strong brand presence traditionally, with advertising, in-store marketing, and retail offers, as well as online in social media through customer engagement, online promotions, and other tools.  In the spring, we see a lot of bright colors coming into play.  What advertising and marketing tactics compose a strong retail strategy to drive sales both in-store and online?

It all starts with keeping our brand relevant and connected to culture.  I’m very proud of our iconic marketing campaigns, because they’ve been strongly grounded in what Gap stands for— American optimism, democracy and the belief in the power of the individual.  However, a strong retail strategy must go beyond the traditional – it requires constant development of content and telling of stories that builds a lifestyle consistently across the brand.  Customers expect us to have personal, two-way relationships with them, so we’ve hired a team of digital experts and community managers to speak with them, instead of to them.  Our Styld.by social commerce program is an excellent example of how we deliver relevance that’s constantly fresh and exciting. It has been incredibly successful.

Are there certain in-store only promotions that retailers perceive as a factor in visits?  Do window displays remain important in this age to draw in potential customers, or is brand recognition and brand loyalty still the main factor to attract shoppers?

A brand that a customer feels is relevant to their life is the first step.  But windows and in-store marketing are a very important way we can share new styles and collections with customers.  We are fortunate to have amazing flagship stores in some of the largest cities around the world.  These are living billboards for us.  The store experience is a very effective way to turn casual shoppers into loyal customers.  Promotions are part of the excitement of shopping — everyone loves getting a great product at an excellent price – but simply being able to emotionally display new items in windows is still a great way to connect with people.

Continue Reading Spring Fashion Series: Retail Growth in the Digital Age

I talk here on Madison Ave Insights all of the time about the importance of mobile and social media for advertisers.  Technology is always changing, and with new technology comes a set of new challenges for industry groups, brands, and regulators.  In light of the rise of smartphones, tablets, and social media, the Federal Trade Commission (FTC) updated its online advertising disclosure guidelines.  Known as the Dot Com Disclosures, the guidance updates the original guidelines which were introduced in 2000, since, as we all know, a lot has changed since the turn of the Millennium.  While the general principles of traditional advertising law apply equally to online and mobile media, the updated guidelines provide specific guidance for making “clear and conspicuous disclosures” on mobile and social media platforms.

The FTC’s updated Dot Com Disclosures signal to marketers that traditional consumer protection laws apply to mobile marketing, regardless of space limitations.  While there is no set formula for a clear and conspicuous disclosure, when evaluating whether a disclosure meets this requirement, an advertiser should consider its placement in the ad and its proximity to the relevant claim.  Due to the smaller screen size and different format of mobile platforms, the FTC changed its definition of “proximity” from “near and, when possible, in the same screen” (from the 2000 version) to now be “as close as possible” to the relevant claim.

Mobile marketers may need to become creative if they want to continue to use hyperlinks, as hyperlinks need to be obvious and labeled to explain the nature and importance of the information to which they link – terms like “disclaimer,” “more information,” “details,” or “terms and conditions” may no longer be adequate.  The FTC also makes clear that the disclosures that are necessary to comply with the FTC Endorsement Guides need to be disclosed in space-constrained ads such as Tweets and cannot be disclaimed via a click-through or hyperlinked disclosure, but need to say something like “#Ad” in the Tweet.

The Way I See It

  • Mobile marketers should look at the FTC’s new guidance in a positive light.  For too long, we have been applying the FTC’s decade-old Dot Com Disclosures guidance to mobile media, which raised unique challenges given mobile’s space limitations.  With the flexible principles and specific examples presented in the updated guidance, mobile marketers now have the necessary tools to provide disclosures that meet FTC requirements.
  • I see the FTC making clear that if a platform does not allow marketers to make clear disclosures, that platform should not be used for advertising and this should be taken seriously in order to meet FTC standards and avoid any enforcement actions or false advertising litigation down the road.

Consumer Electronics Show. South by Southwest. Auto shows. Comic-Con. E3 (Electronic Entertainment Expo). Multiple industries rely on annual trade shows to unveil new products and interact with not just the trade, but with consumers. It’s something like a professional show-and-tell, with major brands and companies offering new product demonstrations and announcing their latest innovations that set them apart from industry competitors and attempt to attract consumers. With developments in digital, social media, and mobile, the importance of live, in-person displays and face-to-face consumer engagement has not faded for the industry and some may even argue, it’s become even more important. Brands can often rely on the hype surrounding conventions and trade shows to boost sales, brand recognition, and loyalty, and companies can also tap in to what consumers want at these shows to inform future research and development. Take Sony Computer Entertainment, for instance. A true innovator for decades and a company that bridges a variety of sectors to unveil new products, entertainment, and updated consumer favorites, Sony’s panels and booths at industry shows are often the most-anticipated and best-attended. So how important are trade shows for Sony Computer Entertainment and what can we learn from the popular tech brand’s trade show tactics?

The Way I See It

  • I see trade shows offering the industry a rare opportunity to market and advertise in a way that truly puts the features and capabilities of their products on display. Mainstream ads and commercials for products like gaming consoles are often more creative than product and feature-driven, so trade shows around the U.S. put the newest features on display.
  • I see trade shows for most industries filled with consumers who are “industry-junkies” of sorts, allowing brands and companies to get more technical and high-level in their displays and presentations.
  • I see trade shows playing an important role in building momentum, creating excitement and motivating industry players and consumers.
  • I see trade shows now reaching wider audiences, thanks to videos of product announcements and presentations being posted on YouTube and other social networks, or even live-streamed by brands. The Consumer Electronics Show in January is the most important stage for technology and entertainment, and many brands strategically connect live-presentations with social and digital media so that consumers who cannot attend in-person still feel that they’re a part of it.

The Way the Industry Sees It

I sat down with Guy Longworth, Senior Vice President, PlayStation Brand Marketing at Sony Computer Entertainment America, to discuss the gaming and tech giant’s recent memorable trade show performances and how important trade shows are to the company.

At CES in January, Sony came out hot and received a great amount of praise. Everyone was talking about Sony’s impressive booth and all of the goods on display, including the PlayStation 3 console and PlayStation Vita. How important is your physical presence at a trade show and, without giving away any secrets, how do you strategize about what to include and how to display the items?

Trade shows are an important component in our marketing mix. They provide an excellent venue for us to showcase products and to launch new initiatives. We benefit from considerable PR, which we would find it difficult to replace without the focus of a show. We spend considerable time determining clear objectives for each trade show with a focus on the future product pipeline which informs our decision making process in terms of what is included and how it is displayed.

In your opinion, is the real value of successful runs at trade shows, including E3 and CES, for building brand reputation and hype or for introducing new products to make consumers race to stores to buy? Obviously, brand reputation leads to sales in the long-run, but what’s the value, from a marketing perspective, of unveiling a product that customers won’t be able to purchase for a good amount of time?

The gaming industry is the largest segment of the entertainment industry, which thrives on “what’s next” and has a successful history of building excitement and momentum for new platforms, games, and services by announcing them early. Securing pre-orders and building purchase intention are critical elements of any marketing campaign and trade shows provide an excellent platform to launch new products.

Continue Reading Trade Shows in the Digital Age: A Discussion with Sony Computer Entertainment

On Tuesday night, I attended a fascinating event at The ADVERTISING Club called AD THINK, which is bridging the gap between tech startups and the advertising world.  As the event’s host, founder and partner of Evol8tion Joseph Jaffe, put it – we have seen a lack of creativity in digital advertising and with all of the creativity streaming from the high-tech startup boom, several stellar startups have emerged to bridge the gap between Madison Ave and Mountainview.  The event, which was standing-room only and will be the first in a series, brought five cutting-edge startup founders to deliver presentations on their products and attempt to woo a panel of experts who know a thing or two about successful startups, ad land, and how creativity and tech can work hand-in-hand.  The panel included: Brian Cohen, Chairman of New York Angels and the first investor in Pinterest; Andreas Dahlqvist, Deputy CCO of Global & Vice Chairman of NY for McCann Erickson; Nihal Mehta, Founder and CEO of Local Response (in 2001, he founded an agency dedicated solely to mobile – way ahead of his time); and Catherine Schenquerman, Digital Advertising Head of JetBlue Airways.

Even though I could talk about the all-star panel for a while, let’s talk about the startups – the true stars of the evening.  I was blown away by the creativity of each of these tech companies, and the potential that these startups have for the future of advertising and marketing.  The main theme among them was something we’ve talked about before: bringing data and creative together, as well as using data and analytics to improve and drive creative content for digital and mobile advertising.  I’m excited to see what’s next for each of these companies.

  • One of the founders of social intelligence company Bottlenose presented the analytics tools the platform offers brands, which, among other things, can correlate the volume of trending topics and conversations surrounding a brand on social media with key indicators (i.e., stock price, sales, website visits, Nielsen ratings, etc.) to uncover who and what on social media are driving important activities.
  • The founder of Customer.io started by saying, “E-mail is dead.”  We’ve heard it before, but his technology is actually using data gathered from e-mail marketing to help brands determine what to say and when to say it in order to achieve objectives from their e-mail marketing.  This could really bring e-mail back to life.

    • Continue Reading At the Intersection of Tech and Advertising

Surrounding a breakfast seminar, which was held at Davis & Gilbert today entitled, “Complying with the FTC’s Final Amendments to its COPPA Rule: What You Need to Know,” I thought a great post would be to examine that very topic.  In addition, I had the chance to speak to Wayne Keeley Director of the Children’s Advertising Review Unit (CARU) of the Council of Better Business Bureaus and interview him as my Q&A guest this week.

Advertising to children has long been laden with complex issues.  Advertising promoting products that target children have long faced criticism from consumer advocates and regulators who raise safety, health, or inappropriate content concerns.  In the digital age filled with online privacy and data collection concerns at every corner and constantly evolving technologies that put individuals – especially children – at risk, the Federal Trade Commission has increased its regulation and enforcement.  With the increased use of mobile technology and apps by children under the age of 13, the FTC initiated its review of the Children’s Online Privacy Protection Act of 1998 (COPPA) in 2010 to allow children’s advocates, website and app developers, and advertising executives and coalitions to chime in on how the FTC should update the outdated rule to protect children from the new dangers of social media, location-based software, video chatting, photo sharing, and more.  With COPPA’s expanded scope, the FTC is making an effort to ensure its regulations cover new technology and innovation.

The Way I See It

  • I see the new COPPA rule expanding the types of companies that are required to obtain parental permission before collecting data and information from children to reflect the digital world we live in today.  COPPA clearly covers mobile and tablet apps, location technology tools, voice recognition tools, social sharing networks including Instagram, Facebook, and Twitter, and online advertising networks, among others.
  • I see the FTC making strides in privacy and data protection regulation with the expanded COPPA provisions, and advertisers and marketers being forced to adapt to new rules for behavioral advertising in particular.
  • The advertising industry has long championed self-regulation for advertising to children, so while the new COPPA rules are broader, the industry may not have too many new practices to adapt.  Many have also begun taking stricter precautions in engaging with and advertising to children in anticipation of the expansion of COPPA.
  • I see that new restrictions on cookie-based and other identification systems could mean some websites targeting children may reduce or stop their use of advertising networks.

The Way the Industry Sees It


I sat down with Wayne Keeley, Director of the Children’s Advertising Review Unit (CARU) of the Council of Better Business Bureaus, to discuss the FTC’s recent amendments to COPPA and what it means for advertisers, tech innovation, and regulation.

Let’s start by discussing CARU’s response to the expansion of COPPA.  Does the regulation overlap areas of the CARU guidelines?  In what ways is the regulation new for the industry?

Rather than overlapping, I believe that the COPPA rule modifications have brought the COPPA Rule more in line with CARU’s Guidelines.  CARU’s Guidelines represent self-regulatory practices.  Self-Regulation can sometimes go beyond what is required in the law and/or regulatory standards.  For example, CARU’s guidelines went beyond the COPPA Rule in those instances where website operators had a reasonable expectation that a significant number of children will be visiting their websites.  In those instances, CARU said they should employ age screening mechanisms to determine whether verifiable parental consent or notice and opt-out is necessitated.  The old COPPA Rule had an actual knowledge standard.  Under the new Rule, however, the FTC has provided an option for websites with mixed audiences that is closer to our self-regulatory model by providing that sites that target children as a secondary audience can screen users via an age gate.  Accordingly, operators will be required to provide notice and obtain consent only for those who identify themselves as under 13. This is a great example of how the experience gained under self–regulation can make a positive contribution to fashioning workable regulatory approaches as well.  The regulation is also new for the industry in that definitions are added and expanded and the FTC’s oversight of safe harbor programs is enhanced and strengthened. The new definition brings the collection of information for behavioral advertising within the regulation for the first time and will require child-directed sites to obtain parental consent before allowing the collection of information for interest-based advertising on their sites even if that information does not identify a specific child.

What does CARU see as the biggest threat to child safety and protection (i.e., location-based technology, personal data collection, etc.)?  Are there certain trends in social media or mobile technology that are red flags for CARU?

CARU has always seen the collection of personal information from young children as an important issue and had adopted data collection guidelines even in advance of the COPPA legislation.  That aspect has not changed.  The modified COPPA Rule responds to technological innovation (e.g., geo-location based technology) and current technology use (e.g., increase in use of Smartphones by children).  Social media and mobile technology have always been on CARU’s radar from their inception.  Their importance to CARU has grown in direct proportion to the increasing number of young children accessing social media and mobile technology.  While young children are increasingly adopting mobile and social media technology, the basic concerns underlying the creation of CARU – that young children are a vulnerable audience and therefore need protection – remain the same.  We look forward to working with responsible industry members to assure that these concerns are addressed. This is particularly true in the expanding area of mobile apps which are developing rapidly and are subject to the new COPPA rule as well as CARU’s general guidelines if they are child-directed.

Continue Reading Understanding the FTC’s Expansion of COPPA: A Conversation with the Director of the Children’s Advertising Review Unit

2013 is already proving to be another turbulent year for Washington D.C., and many of us can’t help but keep watching with bated breath for the latest action or debate to come out of it.  And there’s no question that the regulatory and enforcement environment today is heightened across all industry sectors, even while Congress seems unable to reach agreement on any much of the legislation before it.  For marketers and advertisers, the moves made by the Obama Administration on a variety of issues will have profound implications, as we saw with the sequestration debate, privacy, tax code reform, new appointees, and more.

This year’s Association of National Advertisers Advertising Law & Public Policy Conference will focus on the major issues that are keeping marketers and advertisers up at night in light of the current realities in the federal and state governments.  For now, I share my excitement for the annual conference; after, I look forward to sharing my thoughts and key takeaways from what promise to be countless insightful and intriguing debates and discussions.

The Way I See It

  • I see many of the topics we’ve been discussing here on Madison Ave Insights under the microscope at the ANA Conference: privacy, tax reform, self-regulation, COPPA, social media, data collection and protection, FTC enforcement actions.  I see the opportunity to engage with and learn from my peers in the advertising and legal professions, discussing these cutting-edge issues of today and implications for the present and future of the industry.
  • I see an annual gathering of the industry leaders including in-house and outside counsel, government officials, agency executives, and public policy experts who are driving the dialogue on the very regulatory issues at hand coming together for a meeting of the minds – who knows what could happen.
  • This year, there are keynote addresses from Senator Mark Pryor, Chairman of the Communications, Technology and Internet Subcommittee; FTC Commissioner Julie Brill, who we interviewed here on Madison Ave Insights a few months ago; Doug Gansler, Attorney General of Maryland and current President of the National Association of Attorneys General; and Fadi Chehadé, President and CEO of ICANN.

The Way the Industry Sees It

I sat down with Dan Jaffe, Group Executive Vice President for Government Relations for the ANA, who is a conference co-chair, featured speaker, and industry and government veteran, to discuss what to expect from this year’s conference and get a preview of his thoughts on some of the main issues.

The program for this year’s conference is exceptional. What are you most looking forward to at this year’s conference?

I certainly agree that we’ve put together an outstanding program for the year.  I’m particularly looking forward to the vast array of issues that will be covered.  From ad tax issues to patent trolls, to privacy, to the expansion of Top Level Domains on the Internet, our conference will feature some of the major issues facing advertisers in 2013.  We will also be covering the treatment of women in advertising nationally and internationally, which is an important issue that I do not think has been covered very often or very well.

You will be presenting the “Report from Washington” with updates on tax reform, food advertising, advertising to children, self-regulation, online piracy, tobacco court cases, and other hot issues that are evolving in Washington as we speak.  Can you give readers a teaser regarding industry implications moving forward on some of the issues you’ll be addressing?

I will be particularly focusing on ad taxes, the efforts of various groups to undermine the ability to carry out Online Behavioral Advertising (OBA), and the effort to explosively expand the Top Level Domain system on the Internet.  Any one of these issues could severely impact the interests of the Internet and the public.  An underlying theme that I try to emphasize in my speech is that there are major fundamental societal forces driving many of the challenges facing our industry.  For example, the controversy over OBA would not exist without serious concerns by the public about hacking, misuse of locational data, and the sensitivity of financial and health information.  Food marketing would not be under fire if not for a genuine obesity epidemic cutting across many demographics.  I argue that the ad community must be proactive in responding to the threats facing us.  Companies must be doing everything possible to ensure they are in compliance with current regulations and laws.  Additionally, we have to commit ourselves to powerful self-regulation.  Self-regulation with teeth is the only sure method for holding back overly restrictive regulations on our industry.

Continue Reading ANA Advertising Law & Public Policy Conference: What Increased Legislation and Regulation Mean for Ad Land

A few weeks ago, Chester Cheetah, the beloved “spokescat” for Cheetos, joined Twitter as @ChesterCheetah with a campaign to reach 50K followers.  And when he does, “a family gets a kitten.”  Chester Cheetah is just the latest of many brand mascots that have taken social media by storm in recent years.  Furthermore, digital media is allowing brands to create more developed story lines and detailed backgrounds for their mascots, resulting in consumers becoming more drawn to the characters, and, of course, to the brand and product they represent.  The insurance industry has made quite a splash with its brand mascots, including the GEICO Gecko and Allstate’s “Mayhem,” launching YouTube channels and earning verified Twitter accounts (i.e., celebrity status).  Creating such humorous and quirky characters allows insurance companies to engage with consumers and help them better understand the complex insurance offerings, while also staking a claim in the competitive insurance landscape.

Take Progressive’s “Flo,” the now infamous female insurance broker who dominates the company’s commercials.  Known for her humor and larger-than-life personality, Flo is the same way on Twitter – posting witty one-liners and tips on insurance topics of interest, things making the news, and Progressive Insurance offerings and updates.  She has over 19K followers on Twitter and more than 5 million “likes” on Facebook; Progressive’s Facebook page only has 58,000 “likes”.  Flo is featured in many YouTube videos and has led social games and giveaways through Facebook and Twitter.

The Way I See It

  • I see online and social media allowing brands to further develop characters and brand mascots to be more than just the face of the brand, but standalone, likeable characters.  They have colored histories, interests, and well-defined traits.  Brands have found success in fully developing their mascots, as consumers are more likely to engage with and like more complex characters.
  • I see companies taking risks with brand mascots on social media, as it allows them to test how consumers respond to initiatives without making too much of an investment.  For instance, M&M’s sassy Ms. Brown held a live video chat with Facebook fans and even has her own Pandora music-streaming channel, both of which take the traditional social media campaign one step further.

    • Continue Reading Brand Mascots Come to Life on Social Media