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CBS Says Age and Sex Don’t Matter

TV network CBS is taking a stance about sexism and ageism, but it has nothing to do with their hiring practices, it has to do with viewer demographics. CBS is working with Nielsen to devise a new way for categorizing viewers, one that is based on viewer behavior instead of their vital stats.

AdAge got the scoop from CBS Corp. Chief Research Officer David Poltrack, who talked about the idea at the Advertising Research Foundation’s Re:Think 2011 conference.

Poltrack says that small test studies conducted by Nielsen and Nielsen Catalina have proved what he’s always known, which is that “There is no link, none, between the age of the specified demographic delivery of the campaign and the sales generated by that campaign.”

Kantar Media Reports 6.5 Percent Growth in 2010 Ad Economy

 

Kantar Media calls it the “feel good headline” and it’s likely that everyone but the newspapers would agree. According to their new report, ad expenditures across the board rose 6.5% in 2010 for a total of $131.1 billion. The downside is that not everyone benefited from the growth.

Have a look at the chart:

Kantar says that political advertising and a fresh push by the car companies helped lift TV advertising. Auto ads alone, rose 19.8% over last year while Direct Response and Pharma both dropped by 5 to 8%.

Running a close second in growth is Internet Display advertising which rose 9.9%. A bit surprisingly, Outdoor was right there with 9.6% growth.

QR Codes: Bridging the Gap Between Offline and Online

In a recent article called “Why QR Codes Will Go Mainstream,” Mashable referred to these quizzical little boxes as “the shortest distance between curiosity and information retrieval.” Very poetic.

The author of the piece suggests that QR codes are likely to become the commonplace connector between all things offline and online. He points out the fact that the code is open-source and freely available for use, that adding it to a magazine page doesn’t cost extra and that the rise in smartphone usage makes them accessible to more people every day.

All of this is true, but there’s one big downside to QR codes that I think will keep them from becoming mainstream; they don’t mean anything when you look at them. They’re cool and for folks who love puzzles, they’re enticing, but for the average person flipping through a magazine, they’re an out of focus eye chart.

San Fran SMB’s Fight to Keep Yellow Pages

There was a day where the Yellow Pages phone directory had a coveted spot in every home and phone booth. These days, however, a huge number of phone directories go straight from the doorstep to the trashcan.

The Product Stewardship Institute estimates that phone books create 660,000 tons of waste per year and because they’re printed on low-grade paper, recycling isn’t easy. That’s why San Francisco Board of Supervisors President David Chiu has proposed a bill to stop the unsolicited drop off of these books. He’s suggesting that instead of an opt-out program, Yellow Pages delivery would be an opt-in program and that’s a big difference.

Advertisers and Agencies Differ on Digital Spending

Digital advertising is an important part of any company’s business, but according to a new report from Econsultancy and SAS, agencies and their clients have very different views on how that money should be spent.

Looking at this chart from eMarketer, we can see that 75% of agencies thought their clients should spend more money on mobile marketing but only 62% of advertisers agreed.

On the flip side, advertisers wanted to increase their spending on search, display and email marketing. Not only did their agencies not agree, but they went so far as to say that display dollars should be kept the same or decreased.

The biggest gap is in the area of the company website. 61% of advertisers think they need to spend more while only 39% of agencies agreed.

A&E Uses Augmented Reality to Market New Series

If you’re in NYC on Thursday, March 3 and you happen to see a man in an orange prison jumpsuit, don’t call 911. Just dial up the Breakout Kings app on your iPhone and you could win a prize.

A&E is going all out with an augmented reality promo for their new prison break / conman series and I fear it will be the Mafia Wars incident all over again.

Though I’m sure the actors playing prisoners on the loose will be clearly marked with a Breakout Kings logo, certainly their presence in the city will cause some confusion and spark a few calls to the cops. Right? A&E is ready to take that chance maybe because even if they end up paying a fine to the city, it’ll only help them make bigger headlines.

Behavorial Advertising Takes Another Hit from Washington

This morning, Sen. Al Franken (D-Minn.) was named chairman of a new Judiciary subcommittee for Privacy, Technology and the Law. The list of activities that the committee will oversee is a long one and it includes the collection of information for behavioral advertising and privacy in social networks.

Says Franken:

“The boom of new technologies over the last several years has made it easier to keep in touch with family, organize a community and start a business. It has also put an unprecedented amount of personal information into the hands of large companies that are unknown and unaccountable to the American public. As chairman of this new subcommittee, I will try to make sure that we can reap the rewards of new technology while also protecting Americans’ right to privacy.”