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Display Advertising: 3 Highly Effective (Yet Often Overlooked) Places to Show Ads

Posted May 30, 2013 by fran @ 3:57 pm

You know how people say that timing is everything? Well in display ads, positioning can be everything as well. People have become so accustomed to seeing ads at the usual places (i.e. sidebars, top of the page, etc.) that they hardly even notice them anymore.

Whether you’re an advertiser frustrated with people simply glazing over your ads, or a publisher looking for more dynamic advert placements, below are a few highly effective (yet often overlooked) locations where you can display ads.

Checkout pages – Shoppers always pay close attention to an online store’s checkout page because it usually contains important information such as shipping info, confirmation numbers, and the like. That’s why displaying relevant ads on these pages is a great tactic to get users to view and click through them. Use the checkout page to suggest products related to what the customer just bought. Doing so will increase clicks and conversion rates.

Thank you pages – Thank you / confirmation pages that show up right after a user submits a form also serve as great locations for your ads. Like checkout pages, users who arrive at thank you pages are more inclined to look at and read ads. Additionally, since they obvious just completed a specific call to action, these users are more engaged than your average visitor. Take advantage of that engagement and serve up your ads when they count. (Note: Be sure that the ads are relevant to what they signed up for to maximize clicks and conversions.)

Emails – Why are users more inclined to click on ads that they see via email? Simple. It’s because they’ve already subscribe to the emails that land in their inbox, and they’re most likely interested in the content of those messages. And the fact that they actually OPENED the email further validates this. Make users’ interest work for you by selecting ads that are related to the content of the message. Doing so can tremendously boost your CTRs and conversions.

Remember: It’s not always a question of “where”. HOW you display ads is equally (if not more) important.

While location, location, location  is really important in display advertising remember that manner of how the ads are served up also matters a great deal. Let’s say you don’t have the option to place your ads in the above-mentioned locations and you’re stuck with the traditional ad spaces like the sidebar.

You can still grab user attention and get those clicks and conversions by implementing these two things:

Behavioral targeting – Serving up ads at the most optimal time and environment based on users’ browsing history, location, previous searches, online behavior on more.

Remarketing – If people leave an online store without buying anything, you can implement Remarketing to bring those users back. The Remarketing technology will then serve up your ads even when users are browsing other sites (i.e. checking their mail, reading blogs, etc.)

Quick tip: Supercharge your Remarketing ads by implementing Cross-Channel Remarketing which enables the system to display ads across multiple platforms and channels, including mobile, social media, search, apps, and more.

Image credit:  pasukaru76 on Flickr

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Another Point to Internet Adverting: Research Shows that Online Video Has Higher Impact Compared to TV

Posted May 2, 2013 by fran @ 9:58 am

An infographic released by Adweek earlier this week showed that online video ads are stronger than ever. The number of people in the US watching videos online has grown to 58% this year, compared to just 38% in 2008. The number of Internet users watching digital video is following the same trend, and has gone up from 56% in 2008 to 75% in 2013.

Compared to TV ads, online video has delivered higher numbers in terms of message recall, general recall, brand recall, and ad likeability which could indicate that online ads are more memorable than TV commercials.

To see all the stats and get the full details, be sure to check out the infographic at the bottom of this post.

Not using video ads yet? It’s high time that you do!

If you aren’t using online video yet, then you could be missing out on tons of traffic and branding opportunities. Internet video ads have a much wider reach now compared to just a few years ago, so getting in front of your target audience is easier than ever. Additionally, since online video has a higher impact compared to its television counterpart, you’ll have better chances of making an impression on customers using this medium.

Two ways to take advantage of online video:

1. Pre-roll ads – These are ads that are played at the beginning of online videos. They’re a good way to reach people who are already engaged and when paired with relevant content, they can significantly boost brand recall.

A best practice in pre-roll video advertising is to include a skip button if you have a lengthy ad. You don’t want to annoy users by forcing them to sit through a long video. Doing so can do more harm than good and cause viewers to see you in a negative light. If your video runs for more than 30 seconds, be sensitive to the time of users and just give them the skip option.

You can work on work on minimizing skips by creating an entertaining ad that will keep people watching. Also make sure to put important messages at the beginning of the video. According to AdWeek, “on average, people streaming video watch ads for 20 seconds with and average completion rate of 87%” so you may want to take that into consideration when timing your ad.

2. FooterRoll Ads – FooterRoll appears as a horizontal bar at the bottom of the browser window and is used to play videos on regular publisher sites. It’s a unique ad unit that always shows up above the fold so viewers can’t help but notice it. The FooterRoll toolbar also contains links and social media buttons so it’s more interactive.

Best practices for using FooterRoll include adding a skip button as well as allowing users to minimize the videos. You want to get people to notice your ads, but not at the expense of their browsing experience.

 

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5 Huge Tech Trends to Watch Out For

Posted April 10, 2013 by fran @ 10:07 am

Everything has a trend. Clothing is a perfect example. Each season brings something new. At one point in the year, everyone is wearing the same thing. Trends in fashion change almost every day. It’s a great indication of what’s socially accepted at any given point in time. Now, if we’re talking about trends in other industries we would revisit some of the same points. A trend is defined as something that is current and commonly used among the greater part of the population. It doesn’t necessarily have to be one thing. There can be several different trends circulating at the same time. When it comes to online advertising, that’s usually the case. If you’re missing something, but can’t quite put your finger on it, let’s go over some of the 2013 internet marketing trends.

  1. Cloud-Based Options – First things first. What is “the cloud” and why do I need it? It is simply the use of hardware and software that is delivered through a network. If you’re not using a cloud-based tool just yet, it might be safe to say that you’re behind. This is a great way to collaborate while having a virtual server. It gives you instant access to the resources that you may need while saving your bank account from taking a hard hit.
  2. Social Media – This is a HUGE part of what’s current! Even if you’re not running a business, there’s a 99.9% chance that you have a social media account located somewhere on the World Wide Web. Social media is a great way to spread the word on whatever it is that you’re trying to convey to your fans. It is almost unacceptable for a current business to not have some kind of social media outlet. This tool is something that has over 1 billion users, so there really isn’t a shortage of potential clients waiting to hear about your business, and the only thing standing in the way is you and a social media account. Are you convinced yet?
  3. Mobile – Smart phones link back to social media. Why? Well, most (if not all) social media companies have their own apps. Users are able to access their accounts on the go!  Why not create a way for those same users to check out the latest on your business? That’s very smart advertising!
  4. Multi-Screens – What if you could reach TV Viewers while reaching your social media fans? Studies have shown that 86% of social media users are watching TV while using their devices. Throw a commercial in there. Advertise a promotion on TV that can only be accessed through their mobile app!
  5. Videos – 68% of people that view videos will share a video link to their friends.  Create a video that catches your viewers by surprise. Do something that they wouldn’t expect. Make them laugh while advertising! This is a great way of spreading the word even further.

Of course, there are more ways to utilize online advertising. The above listed are well-known trends with proven results. So, before you venture out, try these five simple steps. We’re sure you’ll reap the benefits very soon!

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3 Reasons Why You Should Pay Attention to SXSW 2013

Posted March 4, 2013 by fran @ 12:54 pm

South by Southwest is around the corner once again and everyone in Austin and beyond is gearing up for this huge conference. Known as one of the biggest, must-attend events in film, music, and tech, SXSW showcases some of the best new companies, ideas, and products. People from all over the nation flock to it every year, and 2013 is no different.

Whether you’re an advertiser or a publisher, keeping abreast with what’s happening at SXSW Interactive is something that you should keep on your to-do list. The conference, which will take place March 8-12 “will feature five days of compelling presentations from the brightest minds in emerging technology, scores of exciting networking events hosted by industry leaders, the SXSW Trade Show and an unbeatable lineup of special programs showcasing the best new digital works, video games and innovative ideas the international community has to offer.”

Even if you can’t be there in person, be sure to follow news stories, tweets, and updates surrounding this event because they’ll certainly give you an idea of where the digital world is heading.  Still need more convincing? Below are a number of really good reasons why you should stay informed with what’s happening at SXSW:

You’ll be able to come up with relevant material – Next week is going to be anything but a slow news week. The digital world will certainly be abuzz with what’s happening at the conference, and you’re bound to see a lot of shares and engagement.

Your job is to find your unique SXSW angle that will allows you to create relevant content for your target audience. Whether you’re an advertiser looking for new material for an online advertising campaign, or a publisher trying to come up with something to write about, SXSW is something that you should certainly look into.

Another reason why this is a great idea? People will be actively looking for SXSW-related content. So if you keep up with this trending topic, your material will have a much better chance of getting found.

You’ll get a glimpse of the hottest companies and products – SXSW will be crawling with brilliant startup founders and creators, so if you’re looking for the next big thing in tech, chances are you’ll find it here.

Take the opportunity to get to know the rising stars of the digital realm and see how you can use their products or services in your own business.

You will learn a ton of new things – This conference isn’t just about demos and swag. SXSW Interactive will also hold keynote talks from some of the industry’s most influential individuals and thought-leaders. Listen to what they have to say, folks. You’re bound to pick up a ton of great advice and ideas.

This year, keynote speakers include Elon Musk, the CEO and Product Architect of Tesla Motors and the CEO / CTO of SpaceX, Tina Roth Eisenberg, a designer who runs Brooklyn-based collaborative workspace Studiomates and creator of TeuxDeux, Julie Uhrman of OUYA with Joshua Topolsky of The Verge, and Matthew Inman of The Oatmeal.

 

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Online Advertisers Get in On the Valentine’s Day Fun

Posted February 13, 2013 by fran @ 1:43 pm

Valentine’s Day isn’t just huge for greeting cards and chocolates, it’s also a very big day for online advertising. This post will give you a glimpse of how the some advertisers are using online media to reach users.

Check them out below:

1. Starbucks Cup Magic for Valentine’s Day

Last year, the coffee franchise unveiled Starbucks Cup Magic, a mobile app that lets users send and receive virtual Valentines. With it the company also released a limited edition cup, that people can scan in order to
“bring the cup to life.”

From there, they will be able to send a virtual Valentine’s Day card to their online friends. Another cool thing about it is that on top of a virtual card, people can also use the app to send Starbucks eGifts.

A crafty Valentine’s Day promo, Starbucks was able to effectively combine mobile, video, and social media to promote their brand and get people to buy their products.

2. 1-800-Flowers.com on Facebook

Online retailer 1-800-Flowers doubles down on Facebook ads this year.  Adweek is reporting that the online flower merchant has been running Sponsored Stories, Facebook Offers, and even mobile app install ads on the social network.

Moreover, according to Adweek, “An exclusive, national 1-800-Flowers ad buy will appear on Facebook’s log-out page on Tuesday [today], while Facebook Exchange and Facebook Offers ads will be served through Wednesday.” 1-800-Flowers didn’t reveal the grand total for its Facebook ad spend, but apparently, the log out page ad alone was said to have cost 700 grand per day.

Talk about splurging for Valentine’s Day.

3. Google Doodle – Valentine’s Day

We don’t know what Google has in store for us this year, but in 2012, the search giant had an adorable doodle for V-Day. Featuring the song “Cold, Cold Heart” by Tony Bennett, the doodle tells the story of a boy trying to impress a jump-rope loving girl. His attempts to catch her attention include giving her flowers, candy, stuffed animals, and bunch of other things.

Unfortunately, the girl doesn’t seem to notice him. That is until the boy decides to play jump rope alongside her. That finally does trick.

4. Happy Valentine’s Day from L’Oréal Men Expert with Eva Longoria

L’Oréal’s Valentine’s Day ad is aiming to promote its Men Expert products. Starring Eva Longoria, the ad starts off with the copy “Want to get the best out of your man this Valentine’s? Let Eva Longoria show you how to flirt it out of him…”

Cut to Eva saying that being sexy isn’t natural and that women “can’t do all the work.” She then proceeds to show men (and women) how it’s done. See for yourself here.

By the way be sure to pay attention to L’Oréal’s clever use of video overlay ads. Notice that at the bottom of the video is a static banner inviting you to “find your man the perfect gift.” The overlay is present practically throughout the entire video, but remains subtle and unobtrusive at the same time.

Nicely done, L’Oréal. Video advertisers can certainly pick up a thing or two from this one.

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Are you tracking the right things in your ad campaign?

Posted February 11, 2013 by fran @ 2:44 pm

Whether you’re running online ads to promote your brand, or placing them on your site for revenue, you should recognize the importance of tracking your numbers. After all, how would you know if those ads are doing your site or company any good? Measuring your campaign data allows you to see what’s working and what isn’t. It tells you if you’re reaching your customers, how your audience is responding, and what you can do to improve.

However, while keeping an eye on your insights and analytics is truly a step in the right direction, it’s important to note that this only works if you’re tracking the right things. Some people (both publishers and advertisers) fall into the trap of buying into vanity metrics.

The concept, which was introduced by serial entrepreneur Eric Ries, pertains to those numbers and data that seem huge and important, but are actually useless and empty. Examples of such metrics include raw downloads, page views, and number of users. And while these metrics are certainly important, a lot of companies focus solely on these numbers without bothering to dig deeper.

Do not fall for this trap, and instead strive to avoid the hype of vanity metrics. The best way to do this is by goal examination. Ask yourself why you’re in business and what you want to achieve with your ad campaigns. Is it to get more customers? Do you want to increase engagement? Maybe boost site membership? The only way to determine which metrics really count is by answering these questions, so do not skip this step.

Once you’ve identified and clarified your goals, look into the metrics that directly affect these goals. For instance, if you’re a membership site and your goal is more engagement, then the right metrics to track would be number of active users, average time on site, etc, as opposed to simply tracking sign ups or website hits. If your goals is to make money, then instead of simply tracking your site’s daily visitors, you need to pay attention to the percentage of users that actually hit the buy button.

Only when you’ve acted upon the right metrics will you be able to correctly determine the direction that you need to take your campaign. Wondering where to advertise next? What copy is the most effective? Which ads are worth spending on money on? Then look to your actionable numbers for answers, instead of checking out the sexy (but empty) vanity stats.

Not sure where to start? Having a hard time determining the numbers that you should track? Don’t be afraid to seek help. (Better to ask for help now and get answers rather than stay silent and keep doing the wrong things.)

The Internet has a lot of helpful communities and forums that can give advice on where to take your ad campaign. Check out these sites and see if you can find answers there. Or better yet, consult with your ad network and see if they have any recommendations. Most advertiser and publisher support representatives are more than happy to dish out suggestions, so when in doubt, give your ad network a call or send them an email.

Image credit: CarbonNYC on Flickr

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What are your advertising plans this Valentine’s Day?

Posted February 6, 2013 by fran @ 12:51 pm

Say what you want about Valentine’s Day and how it’s become so cheesy, lame, or commercialized, but the fact of the matter is people are generally more engaged during this time of the year. Love it or hate it, Valentine’s Day offers huge marketing + engagement opportunities for both advertisers and publishers, so you can either join in on the fun, or watch from the sidelines like a third wheel.

V-Day Tips for Advertisers

Keyword Research – According to Search Engine Watch, the top 10 searched key words for Valentine’s Day are:

  • diy valentines gifts
  • valentines day border
  • valentines day drinks
  • valentines day baskets
  • valentines day treats
  • whens valentines day
  • valentines day gift
  • valentines day poem
  • valentines day cupcakes

It’s good to be aware of these keywords even if you aren’t in the romance / gift industry because they can give some ideas for PPC ads. Check out these keywords and think of ways that will allow you to incorporate them into your campaigns.

Tailor your ads for the special day – Really can’t find anything remotely related to any of the keywords above? That’s okay, this is your chance to think outside the box. Surely there are other ways in which you can demonstrate your Valentine’s Day spirit. Tweak the design of your banner ads to reflect the occasion. People are more inclined to notice hearts and candies this time of year, so if you can find a way to relate your brand with these things, then do so.

Show your customers some love – Beyond the candies and flowers, the one thing that people really want on the 14th is some TLC. This Valentine’s Day, treat your customers to special deals and sales. Show them how much they mean to you by offering them a freebie or two on this special day. Your customers will love your more for it.

V-Day Tips for Publishers

Pay attention to most searched for terms – Advertisers running PPC campaigns aren’t the only ones who should pay attention to popular keywords, you know. Take a peek at the most searched for terms above, and see if you can publish anything related to them.

For instance, if you have a DIY blog, then V-Day is the perfect time to write about homemade gift ideas and how to’s. Have a website about cooking or baking? Take this opportunity to post recipes perfect for a romantic dinner.

Go beyond the mushy stuff – Of course, Valentine’s Day isn’t just about romance. It’s about love in general. You don’t have to write some cheesy article about your special someone on your blog, but you CAN tell the story of how much you love your business or your craft. For example, why not share the tale of how you and your hobby or profession first “met”? What are the things that you love above your field or industry? Valentine’s Day could also be the perfect opportunity for you to gush about how much you adore your blog’s visitors and subscribers. If you haven’t done so yet, take the time to let them know how special they are. Again, they will love you more for it.

Image credit:  Peggy2012CREATIVELENZ on Flickr

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What Beyoncé Can Teach You About Managing Your Reputation Like a Boss

Posted February 4, 2013 by fran @ 1:44 pm

A couple of weeks ago, pop star Beyoncé took some heat from interwebs because she allegedly lip synched her rendition of the Star Spangled Banner at President Obama’s inauguration  It was field day for the press, as reports about how the singer used a prerecorded track at the event poured in. Practically every publication, from the snarky gossip site Gawker to bigger more reputable sources such as the LA Times were on the story.

The social media realm was also abuzz and the topic of Beyoncé lip synching shot up the trending charts. Tweets and posts ranging from people being disappointed to fans coming to the defense of the pop star flooded streams and news feeds.

After all the online hullabaloo, though, Beyoncé kept her composure (both online and offline), delivered an awesome Super Bowl Half-Time performance on Sunday, and silenced all the critics that harped on her for lip synching.

Indeed, the pop star handled that online crisis quite well, and we think that a lot of us can pick up a thing or two from her actions.  When faced with online criticism and pressure, countless individuals and brands end up making things worse, often by being too defensive. In this case though, the singer took care of the situation with class and was able to emerge practically unscathed.

Whether you’re trying to manage some hateful comments on your blog or dealing with negative reactions to your online ads, the following rep management lessons are pointers that you should really consider:

Address the situation, but don’t make a big fuss about it – Beyoncé explained that she decided to sing along with the pre-recorded track because she didn’t feel comfortable performing live with no sound check and in the middle of the not-so-ideal weather. She mentioned that she’s a perfectionist and she didn’t want to mess up at such a huge and emotional event (it was the president’s inauguration, after all).

She also said that the practice was very common in the industry, and she was proud of her performance, nevertheless. Beyoncé’s explanation was short and simple. She was not feebly apologetic , nor was she overly defensive either. She explained herself in a dignified, “as a matter of fact” type of way, and she didn’t make a big deal out of it.

We think that this is the best way to address such a situation. Stay calm, explain the facts, and don’t make such a huge fuss about it. (The media will do that for you.)

Show, don’t tell – Instead of holding some big press event, trying to convince people how great of a performer she is, Beyoncé just went on stage at the Super Bowl Half Time Show and performed. She performed well that there wasn’t a dull moment on stage. Plus, her performance was so obviously live that no one would think that she was singing from a pre-recorded track.

When you have people doubting your products, services, or even your character, remember that it’s more effective to SHOW rather than tell. Take a leaf out of Beyoncé’s book, and instead of trying to explain yourself in words, do so in action. Push out products or services at the highest quality so that no one can give you a bad review. Or deliver so much value that you won’t need to tell people who good you are. Letting your products, services, and actions speak for themselves is a hundred times more effective than using words.

Don’t mind the haters – Don’t bother trying to apologize, defend yourself—or worse—actually try to tell off your haters (no matter how tempting it may be). Face the reality that some people will hate you no matter what you do, so trying to please every single troll on the web is a lost cause. Now, do note that if you REALLY did something wrong, unethical, or tactless then it’s probably best to take some PR moves to remedy the situation. However, if you didn’t do anything wrong or illegal, then just let the negative comments pass. The trolls will find someone new to hate on tomorrow.

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How to Get In Front of Your Audience without Being Annoying

Posted January 28, 2013 by fran @ 12:19 pm

Don't be an annoying advertiser!

Don’t be an annoying advertiser!

When it comes to online advertising, companies need to strike a balance between being seen and being annoying. If you’re too subtle with your advertising, or if you’re not advertising enough, you risk being overlooked or being invisible to your customers. However, if you’re too brazen with your ads or if you use the power of advertising for evil, then you could end turning off your customers.

The key is finding the right type and frequency for your ads. Each target audience and demographic is different, and how to implement your online advertising campaigns will depend on what you’re selling and who you’re selling it to.

In any case though, there are few effective pointers that you should take into consideration:

Avoid being obtrusive – Steer clear of ads that disrupt user’s browsing experience as you might end up annoying or scaring off your audience. This is why flashy pop-up ads get such a bad rep—they show up unannounced and interrupt what the user is viewing. It’s best to run ads that naturally fit in the environment, without being invisible.

In-line text ads for instance, work great because they don’t disrupt the flow of the website’s content and only appear when users hover over them. Overlay ads are another great example because they show up on top of images or videos that are already on the page without having to appear as a different window. You can also try pre-roll ads that play before a video rolls, so your users’ browsing experience isn’t disrupted when they’re in the middle of watching an online clip.

Be cute, funny, or witty – Want to stand out without being a pain or an eyesore? Then be something that you audience actually wants to see. Distractions can sometimes be welcomed—as long as they’re the type of distraction that will amuse or entertain your target.

Be witty on your ads. Don’t be afraid to crack a joke or be a little crazy. Remember what Pringles did to keep users clicking on their ad? Or what about what Samsung and A&F did to spruce up their ads? Look into what’s hot in pop culture or find some industry jokes in your field and inject those elements into your ad campaign. Not only will you be able to entertain your target audience, but you can also be able increase the chances of the ad going viral. If it’s funny or memorable enough, people will share it and your brand can enjoy the great exposure.

Be relevant – Last but certainly not the least, is relevancy. No matter how fancy your ad is, it won’t matter if it isn’t relevant to your customer’s needs, what they’re reading, or what they’re searching for. It’s important that you select the websites and other advertising channels that your audience is into. What are the websites that your customers often visit? Make a list and see if you can advertise on those sites.

When it comes to search, do thorough keyword research before you start bidding. Put yourself in your customer’s shoes and find out what they’re searching for. Want a surefire way to be relevant to the needs and interests of your customers? Then try remarketing, which targets users who have already visited your website. Remarketing is especially effective because it zeroes in on people who have expressed their need or interest in what you have to offer which means that their chances of converting are exponentially higher.

Image credit: theogeo on Flickr

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Job Seeker Uses Billboard Ad to Find Employment

Posted January 23, 2013 by fran @ 11:23 am

Here’s an interesting use of billboard ads. Unemployed grad, Adam Pacitti buys a billboard ad where he claims that he spent his last £500 (on the said billboard) in an attempt to get people to hire him. The billboard displays a URL to his website, EmployAdam.com which hosts his Video CV detailing his experience and accomplishments.

According to Mail Online, he got the idea “after sending off at least 250 CVs and only getting two interviews.” He told reporters that he “called in favours from friends and asked studios, and made the video, and decided to post the billboard in London, because that’s where most of the jobs are.”

About Adam

Cheesy? Absolutely. But as gimmicky as his efforts are, Adam’s work isn’t half bad. He graduated with a degree in Media Production (First Class Honors) from the University of Winchester, and was behind a number of viral video campaigns including “The Girl of My Dreams” which got featured on worldwide TV and had over 4 million unique hits, “Pinefall” a documentary that garnered more than 100,000 eyeballs on YouTube, and “Everything’s Bigger” which raked in more than 80,000 views on YouTube.

Adam’ employment campaign went viral, practically overnight. After publishing a photo of his billboard online, Adam said that he “ten re-Tweets in an hour”. That led to more than 7,000 RTs and media coverage from some of the biggest sources online.

The Result

So did Adam finally get hired? We’re don’t know, but we’re pretty sure it’s just a matter of time. But in the off chance that he isn’t getting any job offers yet, we highly suggest that he use Remarketing to bring employers back to his site. He should also consider using Cross Channel Advertising to serve up banner, mobile, video ads and more so he can really dominate the online ad realm. After all, he already has physical ad space covered, why not take it to cyber space as well? (Just saying.)

A Growing Trend?

Adam isn’t the first jobless individual to launch a viral “I need a job” campaign online. In 2011, unemployed product marketer Matthew Epstein launched the Google Please Hire Me campaign in an attempt to land a job at (you guessed it) Google. Like Adam, Matthew set up a website along with an  online video that spread like wildfire online.

This stunt did get him an interview with the search giant, and he was even contacted by other tech companies such as Amazon, Microsoft, and Salesforce, among others. In the end, Matthew didn’t get a job with the mighty Google, but he did land a product marketing manager position at a San Francisco-based startup, SigFig.

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