AdverClast

A Chronicle of Disruptive Advertising

On Strategy and Google

I am not an expert strategist, but I’ve picked up a few tidbits over time. In school I learned that strategy leaves a trail - You can divine a company’s strategy by the products it launches, partnerships it forms, and companies it acquires. When I moved on to Booz-Allen, I learned that when you are [...]

Top 10 Facebook Feature Wishlist

After using Facebook, attending a developer conference and speaking to advertisers, I’ve built a Facebook roadmap. Not an application, widget or API wishlist, it’s a wishlist for Facebook platform functionality. To be sure, Facebook has initiatives focused on growing site and “ecosystem” functionality. They encourage app development through the fbFund. They encourage partner interfaces through [...]

Select Stories, 10-Nov

Mashups Directory - ProgrammableWeb
So, there are now over 1,013 published widgets (web APIs). In fact, if you compared Programmable Web’s list with Wigipedia’s, you’d probably get 1,200+. But, in terms of getting an idea of how to use them, reading write-ups of API after API gets a bit tedious. So, don’t. Go to Programmable’s Mashup [...]

You’ve Been Mac’d, Positioning Your Competition

In the genre of negative ads, the idea is first to distill your competition to a single product attribute and then fix that attribute to an immovable scale. Advertisers may do this by setting up a straw man or by naming their competitor’s product directly. Particularly aggressive, one-sided negative ads are referred to as attack [...]

Select Stories, 5-Nov

The Economy, Online Markets & Web 2.0 - Mary Meeker
Great analysis. Takes user from macro-economic trends (which aren't good) through technology diffusion trends (including mobile penetration) to online trends (including shopping and social networks) down to online advertising trends (including offline spend comparisons). While valuable from a pitch-building perspective, the underlying trends are well known [...]

Select Stories, 1-Nov

Here Come The Twitter Ads - StopTwitterSpam.com
An insightful, thorough treatment of new ad formats (some would say spam) emerging on the Twitter platform. Deals in detail w/ one form from Magpie in which up to 20% of Tweets from a subscribing author are ads from Magpie sponsors. Not surprisingly Twitter community resistant as these ads [...]

Applications on LinkedIn, Niiice

On October 28th, 2008 LinkedIn took a big step forward by announcing the launch of “Applications on LinkedIn” (or InApps) and officially joining MySpace, Facebook, Google and Apple’s iPhone in the “platform” business. However, unlike other open platforms, LinkedIn Co-Founder Reid Hoffman focused attention on ten applications by eight companies. It appears LinkedIn is going [...]

Select Stories, 29-Oct

Right Music For Your Viral Ad - SharpNine
Tom Belton of SharpNine Music overviews considerations for use of music in your next YouTube viral advertising video. While some concepts are familiar ground for TV and radio advertisers, many of the points are not intuitive to the online-only advertisers. Tom uses a three-part framework of Entertainment, Structure [...]

Top Stories, 25-Oct

Wassup 2008 - Charles Stone III
W/ tongue placed firmly in cheek, this ad makes visual the top stories of the day and links them directly to the fundamental message of change put forth by the Obama campaign. Like or dislike Obama, director Charles Stone has created a visual, concise and emotive political ad that will [...]

Honda Taps Sony to Ramp Its Ad Strategy - WSJ.com

Honda selects Sony for its Fit subcompact launch continuing agency disintermediation trend. Why?

Overlapping target segments for Sony media products and Fit
Sony’s media products, relationships enable integrative ad opportunities. How? Attach the ad to Sony-generated video (Sony Pictures, Sony Television) and music (Sony BMG) content.
Then push it out over Sony proprietary pipes including sites like [...]

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