Ad Buyers Have No Other Options? Really?

The ad creatives and buyers for the Apple ads are really just fantastic. This is the second time we’ve seen an online Apple ad that breaks out of its box to interact with “placed” content. Just head on over to the WSJ homepage to view. The other great things about these placements? The spot starts with no sound thought the button to turn it on is quite visible. Seems like a small thing, but as heavy internet users, we’re always pleased to see brands consider our location, how many times we’ve viewed the ad, to give us a choice. Nice.

Meanwhile, AdWeak is reporting that despite possible strike-induced ratings shortfalls, media buyers are sticking with their upfront media commitments. This was the last week in which advertisers could cancel up to 50 percent of their purchases for the second quarter. However, advertisers can still ask for cash back days before strike burdened shows air. If repeats air, then they get make goods. Thus, why would anyone cancel their order in the first place?

“Advertisers are very wary that they’re not going to get the ratings points in the marketplace that they expect,” said Steve Lanzano, COO of media agency MPG. “However, they probably have no better options. Advertisers want the ratings, not cash back, since they need the exposure to drive traffic. Cash back doesn’t create sales.”

True. If it was you, would you switch just some of your dollars to online? Remember that study that recently came out, which said the advertising is more effective online? Hmmm… Boy, that MAC ad sure is good.

Meanwhile, NBC is giving advertisers more choices to consider through their ability to beam ads into gyms, trains and wherever else consumers may be trying to enjoy themselves.  The out-of-home ad market might save NBC if this whole writer strike continues. We’ll see.