Timeline of American Advertising

This cool timeline shows you the most important events in the history of American advertising. Enjoy.

http://adage.com/century/timeline/

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The MySpace Story. Rise, fall and potential comeback of a social network giant.

So what happened to social media giant MySpace? Can you still remember having a MySpace account?

Back during the glory days, between 2005 and 2008, MySpace had reached its peak. In 2006, the 100 millionth user joined. In 2007, the network was valued at 12 billion US dollars.

The concept of MySpace was simple yet very attractive. Basically you have an international social networking website offering you interaction with other users. You can make friends, share videos and photos, send messages and comment on your friends’ status. MySpace was also big in the music scene. Bands can create their own profile and upload their songs so that users can listen to the bands’ music for free. MySpace was the big thing in social media.

However, in 2008 main competitor Facebook overtook MySpace in membership rankings. MySpace’s popularity decreased, the network lost its relevance in the market. Still there might be some hope. Just recently, MySpace has recorded one million new accounts within one month.

To understand the development of MySpace let’s take a look back to the beginning.

In 2003, MySpace was created by eUniverse employees, the project being led by Tom Anderson. eUniverse was an internet marketing company. They liked the concept of friendster, a social gaming site. So they developed their own social platform, stressing the social network aspect. Just like many other websites, MySpace generates its revenues by advertising. Companies pay MySpace for publishing their ads on the network.

As the network increased in popularity, Rupert Murdoch’s News Corporation, the parent company of Fox broadcasting and other media companies, bought MySpace for 580 million US dollars. MySpace recorded an intense rise in user accounts, up to 230.000 users a day.

As pointed out before, MySpace was very popular for its role in the music scene. Bands created profiles, fans could add the bands as their friends and get all the news and music. This feature was one of the main reasons for MySpace’s early success.

In August 2006, MySpace reached an agreement with Google allowing Google to integrate Google Search and Google AdSense into MySpace. Google AdSense is a provider of ads on websites that do not belong to the Google network. MySpace got at least 900 million US dollars between 2007 and 2010 for that deal.

As Facebook overran MySpace in terms of user accounts in 2008, the company worked hard to differentiate itself from Facebook. Priority was given to enforce the multimedia image of the network. However various measures couldn’t stop the decline of MySpace.

In January 2011, MySpace announced to displace 500 employees. In June 2011 the News Corporation sold MySpace to California based company Specific Media for only 35 million US dollars. Just remember: In 2007, MySpace was valued at 12 billion US dollars.

Furthermore, pop star and actor Justin Timberlake was announced to be the co-owner of MySpace. With new CEO Tim Vanderhook, he is working hard to improve the image of MySpace and make MySpace significant in the market again.

Reasons for the decline of MySpace can be seen in various strategic mistakes. Before News Corporation took over MySpace, the social network focused on creating technologies that would keep users and attract new users. After the purchase, they had the focus on increasing revenue. Further, MySpace developed features that did not meet the interests of their core users whereas Facebook did the right thing. They kept on developing features that actually offered a value for their users. An overflow of adverts on MySpace and exhausting redesigns added to MySpace’s loss of users.

But there is hope. Each day MySpace records 40.000 new users. The main reason for this can be seen in the new music player and its successful integration into Facebook since December 2011. Justin Timberlake plays an important role in the strategic development of MySpace. In January 2012, MySpace has announced a collaboration with Panasonic to create MySpace TV. The app will run on Panasonic’s Viera HDTVs. Users of the app can then share a social TV experience, meaning watching TV, commenting and surfing at the same time.

The battle for innovation in social media is going on.

Top companies keen to use YouTube’s new ad opportunities

Google’s video platform YouTube makes big efforts to create its own entertainment program and become a real alternative to traditional TV. Funded with about 100 millions US dollars, YouTube’s project will include entertainment on about 20 channels. Channels will cover all relevant interests, such as sports, music and arts. Some shows are supposed to be hosted by celebrities like skater legend Tony Hawk or pop singer Shakira. YouTube will also buy professionally made content.

So YouTube’s ambitions are serious. And they are confident that the concept will work out and attract top companies. An exclusive one-year sponsorship in a package of music and pop culture channels will cost you 62 millions dollars. This hasn’t been paid yet. However,  top companies like Unilever and GM paid sums from five to ten millions US dollars to get their special advertising access to YouTube’s original content.

Putting money for advertising on YouTube’s channels also means that companies will have to slightly reduce their TV ad spendings. David Cohen, chief global digital officer of Interpublic’s group Universal McCann makes it clear: “ In a world of finite marketing budgets, you do this in place of doing something else“. But TV won’t disappear. GM spokesman Tom Henderson says: „We don’t think one medium will replace the other anytime soon.“

Sure there are still some open questions. While advertisers have a wide range of data that indicates the TV advertising impact on people’s actual buying patterns, this kind of data doesn’t exist for the web yet. And the consumers‘ attention for internet content is usually lower than for TV content. So Google will have to offer some more arguments for investing into YouTube’s new channels. Anyway, YouTube’s original content experiment will be exciting.

For more details, read the following article below.

http://adage.com/article/digital/toyota-gm-unilever-channel-big-bucks-youtube/232958/

Hilfiger Music Days Dublin

Yesterday, Hilfiger Denim fans were invited to see some local rock bands live at the Hilfiger Denim store in Dublin. The event was open to all folks, so you could basically just walk in the store, buy a jeans and listen to some cool rock tunes. This promotion is part of the Hilfiger Music Days, you can enjoy the next gig on March 31. Check out the video below.

hilfigerdublin

Shock Top – End of the World

If we believe the ancient Mayas, the world’s downfall will be at the end of 2012. That’s quite imminent. Film director Roland Emmerich found that prediction so inspiring that he made a movie about it. Lots of destruction in there.

So if you only have a couple of months left here on mother earth, you should use them for sure. What could be better than enjoying a chilled beer? In this great commercial below, CNN anchor Michael Holmes encourages you to do some awesome stuff. Photographing aliens, jumping from a skyscraper and having a great beer. Having a Shock Top. This beer is Belgian and belongs to the Anheuser-Busch company. The spot is part of a Facebook promotion. There are more entertaining Shock Top commercials to come, so keep your eyes open.

Top 20 Trends for 2012

What are the hottest trends for 2012? The guys from Trend Hunter did some amazing research.

On Trend Hunter’s webpage, users can submit things they consider to be future trends. And then the guys from Trend Hunter sum it all up and make out the most important trends. Watch the video to see what they found out!

Guerilla Marketing at its best

Gebt euch das. Ihr sitzt im Kino, das Licht wird abgedunkelt, die Filmvorschauen beginnen. Für viele schon ein Höhepunkt vor dem eigentlichen Film. Zeit, es sich so richtig bequem im Kinosessel zu machen und die Nachos in Reichweite zu positionieren.

Was kommt dann? Ein eher fader Trailer für eine Romanze. Bevor die ersten Männer einschlafen, wankt plötzlich ein Zombie in den Kinosaal. Einige Besucher erschrecken sich, andere sind amüsiert. Die Darstellerin im Filmtrailer zieht schließlich eine Schusswaffe, zielt und drückt ab. Der Statist im Kreaturenkostüm täuscht vor getroffen zu sein und sackt im Kinosaal in sich zusammen. Auf der Leinwand wird die zweite Staffel der Postapokalypse-TV-Serie „The Walking Dead“ angekündigt. Das Publikum applaudiert begeistert.

Für sensible Naturen mag die Werbeaktion geschmacklos sein. De facto haben wir es hier aber mit einem grandiosem Beispiel für Guerilla Marketing zu tun.

Was ist Guerilla Marketing? Das sind in der Regel untypische Aktionen, die mit geringem Mitteleinsatz eine große Werbewirkung entfalten sollen. So viele Leute wie möglich sollen überrascht werden, um die Aufmerksamkeit für das Produkt zu potenzieren.

Und wieder: So muss gute Werbung aussehen. Spannend, unterhaltsam, kreativ. Selbstverständlich angepasst an den Rahmen der Produkt- und Markenidentität. Und jetzt viel Spaß mit dem Video.