Fashion18 goes digital
Teen girl mag Fashion18 has gone digital (http://digitalmagazine.fashion18.com) and there are plenty of opportunities for advertisers to tag along. Publisher Sarah Bull says that blow-in cards, embedded video and hotlinked URLS are all on offer.
‘The multimedia potential is most exciting. For instance, music labels can download a sneak peak of a new CD or movie studios can show trailers,’ she says. ‘For this generation, it’s huge – teen girls spend an average of seven hours online a week, so being able to hotlink a URL is a great opportunity for advertisers to get connected with youth.’ Bull says digital buys have been bundled with print and that the net rate for an ad that runs in both media is approximately $10,800.
Buoyed by findings from PMB 2005 and a recent online survey by Texterity, which tracks digital magazines, the Toronto-based pub has plans to publish six digital editions this year, two of which will feature exclusive web content.
According to the Texterity study, which polled 6,403 participants between April 17 and 26, teen girls are 70% more likely than the average female to have visited a magazine website in the past 30 days and 91% of digital readers took one or more actions – such as visiting a Web site for more info – while viewing a digital ad.
Paramount Back in the Game – Eloda ad analysis for June 9-June 15, 2006
Thanks to a heavy marketing push for movies like Nacho Libre, Paramount Pictures has climbed back into the top 3 advertisers for the period of June 9-June 15, 2006 after a long absence. Check out others topping the charts, and which brands had the most new spots. This info was gathered through Montreal-based ELODA’s online TV ad tracking, auditing and viewing services. All data supplied is based on the ELODA recording grid.
MTV puts online presence into Overdrive
In conjunction with last week’s airing of The MTV Movie Awards, MTV has been pushing new creative to brand its website MTV Overdrive (mtv.ca) as the place for all things MTV and music.
The concept of the spots is that two eyes and two ears aren’t enough to appreciate MTV Overdrive, which includes full-length MTV programs as well as exclusive live performances, interviews, news and over 10,000 music videos. One of the ads has a guy walking down the street with a hundred eyes and ears attached to him like Dr. Octopus, while the other spot has the same guy watching a music video on his computer by the new ‘it’ band Gnarls Barkley. Unique to the Canadian online world, MTV Overdrive has already exceeded two million streams in just 10 weeks and has clocked over 13.5 million ad impressions with nearly half of that coming in the month of May alone.
Hotels.ca and Tim Hortons make up huge ground – Top radio ads: Media Monitors for June 12-18, 2006
After spending time in the cellar of the race for brands with the most ads on rotation in Toronto, Hotels.ca and Tim Hortons have climbed into the Top 10. Meanwhile, Sears Canada managed to hold on to the first place spot yet again. Check out others topping the radio charts by category and brand in the Toronto market for the week of June 12-18, 2006.
http://www.mediamonitors.com
BBC Canada plays dirty with Footballers Wives; plus gets Bleak
Even before Posh Spice hooked up with Becks, the goal of many a British woman was to wed a soccer star. This new eight-part series, which begins airing Aug. 6 at 9 p.m., follows the beautiful ladies who scored with players of the Premier League team Earls Park. But of course, money and fame isn’t everything it’s cracked up to be.
Meanwhile, the net has also picked up Bleak House, based on a Charles Dickens novel. Gillian Anderson stars as the mysterious Lady Dedlock, who holds a secret that, as is often the way, if found out would destroy lives. The eight part series begins airing Aug. 2. Both programs are geared at adults 25-54.
Sympatico/MSN names new manager-ad sales
Sabrina Segal is a recent hire at Sympatico/MSN. The new manager-ad sales was formerly an account manager with the Canoe Network, and has also worked at Excite Canada, the National Post Online and Indigo online.
Jack joins CHUM as affiliate account and training manager
Beate Jack joins Toronto-based CHUM Television as affiliate account and training manager, where she will be responsible for specialty affiliate sales and account management for independent and mid-size distributors. Jack joins the net from Pemorex Media/The Weather Network, where she was an account executive for commercial services.
Vision Media takes ads to the streets… and walls
Working in conjunction with Guerrilla Outdoor Media, Vancouver-based Vision Media has developed a new ad product that’s two parts Angela Bower and one part Tony Micelli (of Who’s the Boss fame). Dubbed Vision STREETWASH, the technique uses large stencils of ads to ‘clean’ an OOH campaign into a dirty wall or street covered with grime or graffiti. Tapping into Vancouver’s largely eco-friendly consumer base, the company has been targeting both environmentally conscious clients as well as traditional products to use the waste-free concept. While Vision STREETWASH is currently found only on Canada’s west coast, the company will also soon be invading the Toronto and Montreal markets. Prices for the service range from $400 for a single application to up to $30,000 for 100 applications. Production costs are extra.
http://www.visionmediaco.com
FlashTech lights up OOH for RBC
Toronto-based FlashTech Canada is once again lighting up Toronto billboards. Ten Pattison Outdoor billboards hawking RBC’s Avion credit card product will be dressed in the company’s electroluminescent technology. The appropriately named ‘No Blackouts’ campaign, created by BBDO with media buys by M2 Universal, will run for two months. Past FlashTech clients include Rogers Wireless and Gino’s Pizza. Production rates range from $2000 to $8000 depending on the amount of illumination.
http://www.flashtech.ca
Vintage Hotels brings wine country comfort to downtown T.O.
Vintage Hotels rolled out its new wine country tourism campaign last Friday throughout Toronto. Helped by Dentsu Canada, the VH team invaded the downtown core clad in Vintage Hotel robes, covered from knee-to-toe in freshly stomped grape juice as part of an awareness campaign. The campaign, which includes magazine, OOH, direct mail and POP advertises the new special rates for the company’s three Niagara-on-the-Lake hotels and its affiliation with Toyota and Canada Tourism’s ‘Get Going Canada’.
Vintage Hotels (formerly Vintage Inns Collection) also recently unveiled its new branding and marketing strategy. The three hotels under the Vintage Hotels umbrella, The Prince Of Wales, The Pillar & Post, and Queen’s Landing all have new logos to better embody the company’s new mission statement, ‘exceptional individuals delivering exceptional experiences.’
Lynk Media signs Rogers Sportsnet
Lynk Media of Toronto has signed a deal with Rogers Sportsnet, delivering sports news to enthusiasts all over the GTA at the touch of a button. The Toronto-based company supplies interactive telephone kiosks set up in colleges and sports facilities – a key demo for the sportscaster. The kiosks provide a rotating ad page and the functionality for the ad to link to the brand’s Website. The kiosks also offer free local calls and the ability for folks to check and retrieve their emails. Liliane Vidicek, president of Lynk Media, says there are currently six kiosks in place with another five slated for September. Advertisers have included Monster.ca, and local retailers The Toronto Hockey Repair and Weg’s Sports Bar. Ad rates range from $200 to $1200, depending on the number of kiosk locations and duration.
Montreal Franco PPM data showing consistency: BBM Commercial Tracking grids for April 25, 2005 – May 28, 2006
Montreal Franco PPM data for May 2006 is showing the same consistency as last year in BBM’s Commercial Tracking grids. Please click below to see GRP trending by week.
They put ads where? Savvy couple signs sponsor brands for baseball stadium wedding
A radio station sales manager and a marketing consultant married their marketing savvy with their desire to have a large wedding on a pro baseball field, signing sponsors 1-800-Flowers, Diageo’s Smirnoff brand, and local cake shop, Grandma’s Secrets among others. On July 8, the couple will be married in front of 500 guests and 8000 baseball enthusiasts behind home plate after a Brooklyn Cyclones game. Sponsors will get in-game promotions, such as a bouquet toss from 1-800-Flowers.com, as well as stadium signage and jumbotron ads. Spirits giant Diageo used their ‘clearly original’ tagline for the Smirnoff brand, creating a signature drink for the clearly original couple. A wedding cake shaped like a baseball field is on order from Grandma’s Secrets and the Wedding Plaza will be providing clothing for the bridal party. The brands involved seem to be getting their money’s worth; buzz has built so much that The New York Times has already done a story in their Wedding section.
Notes from the media landscape: Cover Girl gets between the sheets in teen novel product placement
Cover Girl will be appearing in a teen novel publishing in September. A sentence in the book will mention the brand’s Lipslicks line. A lipstick colour, even. In the no-money product placement deal, Cover Girl’s parent, Procter & Gamble, will promote the novel entitled Cathy’s Book: If Found Call (650) 266-8233 on its beinggirl.com site for young gals.
