Data For Sale

We all know that everything we search, like, follow and pretty well do on the Internet is tracked all in the name for advertising. It’s no coincidence that the things we’re into happen to be advertised to us on sidebars while doing our everyday Google searches. Do I ever feel special?

The age were living in today, there’s a new type of market. They’re called Data Brokers, and they’re selling our sometimes-private information to marketers. To me, I’m not too bothered. I’ve come to adjust to the fact that the information I give to sign-up to websites isn’t going to a private database where it won’t be shared. Remember when Bell was selling our phone numbers to telemarketing companies? For others, this data sharing is bad news.

These Data Brokers aren’t just selling information about what we have been watching on Netflix lately, or what products we’re buying at Wal-Mart with our credit cards. They’re selling lists of information of more narrow groups: rape victims, domestic violence victims, cancer patients and survivors, depression sufferers, and those that are HIV positive. That’s not where it ends, and for anyone on these lists, getting off isn’t an easy gig.

Of course, this is private information, something people belonging to the above groups wouldn’t want out into the public. But is that really something to worry about? I don’t think so. Marketers aren’t putting these folks on pedestals, and exposing them to the world.

This information isn’t going to waste. It’s for effective marketing tactics to properly target certain groups for (at least I would hope) products or services that can help them. Maybe they need medical or mental treatment, physiotherapy, or support groups. If these groups are worried about being on lists, they could also be reluctant to seek attention that could help them get through the hardships they’ve been through.

I’d like to see this type of advertising on other media as well, not just web. Surely with the rise of on-demand television, ads will be related to the shows and movies we’re watching, and of course the information we gave when we signed up.

We’ve all seen the lame local ads for retail, law firms, and dealerships when watching satellite T.V. on channels not from our area. These ads have completely zero effect on audiences that aren’t from that region. Perhaps we’ll stop seeing ads through networks and instead through the satellite itself with a little thing we know as geotargeting. Since I’m not enough of a techie, I’ll stop here.

Of course no one wants to be a statistic. But anyone who’s online these days is a statistic. Our information is a commodity and until this social media thing evaporates. We’ll forever be just bytes of data waiting to enter the sales floor.

Social News Advertising

I discovered Reddit two years ago during my first year of college. I had heard of it, but wasn’t really sure of what it was. You can only be elbow nudged so many times before having to find out what it’s all about.

For the ignorant, Reddit isn’t social media. It’s more social news sharing. You can lurk and browse anonymously, or sign up for free which allows you to post and vote on content, take part in discussions, or wait for OP to deliver. The whole lot.

Unlike social media, Reddit doesn’t do very much advertising. Do you believe that? A free-to-use website that doesn’t fill its sidebar with annoying web ads. In fact, the only ads that are displayed are mostly big box ads promoting Reddit Gold — the membership program that leaves your page free of the few ads, and some out-of-Reddit perks. Not something worth bragging over.

A cool feature about those ads is that below each one, Reddit allows you to “discuss this ad” which takes you to /r/ads/, where users can complain or praise any ad Reddit uses.

On Reddit, the complaints over advertisements are minimal or non-exsistent. They don’t talk to you, play you lame music or pop up into your web grill. It’s our web ad dream.

Yet having a familiarity with online communities, and the dinks of the Internet (see Youtube comments if you aren’t following), we know there are people to complain about even the slightest advertising.

Every now and then companies will sign up as an undercover user and consumer and post something about the brand — always something positive. Most of us are fooled and our view of that brand changes mildly. A marketing job well done. But not all of Reddit is an easy target. Within the hour of posting, someone is calling bullshit. At this point a string of comments unleash, feeding off one another usually bashing the brand. A marketing disaster. There is one in particular however that was called out, but didn’t receive a negative return.

With recent buzz for the Anchorman sequel, we’ve seen Ron Burgundy (not Will Ferrell, Ron Burgundy) starring in ads, popping up on sport shows, selling holiday hams and just being plain weird.

Earlier this week, the sub-reddit /r/funny/ saw a picture of Ron Burgundy standing on a street corner in Milford Connecticut holding a box of Dunken Donuts and a 40 of his favorite scotchy scotch scotch. Before long /u/nwsreddit/ commented:

Powerhouse marketing. I'm not even kidding, it is impressive. 0 post, OP's account was made today and I don't think that's a coincidence.

Heck I still think this is good content. The pic is funny and the comments are probably gonna be pretty good. This gets to the top and everybody wins. Seems like there must be some companies out there that have got this DOWN.

Almost immediately after, OP (original poster, by the way) admitted he’d/she’d been caught:
You got us! Don't forget to see Anchorman 2 December 25th! And go see A Black Nativity too! We didn't make that one but, come on, they're going to need some help.

The jig was up yet nobody cared. Because Redditors, before realizing they’ve been targeted by a Reddit-savvy marketer, laughed, enjoyed, and engaged with the content.

­It’s not just Reddit where marketers and advertisers need to deliver content to engage audiences. We need to stop thinking of it as marketing and advertising, but instead as social news sharing.

Ad may bring attorney at law their own legal trouble

You almost have to laugh when you see the overly-racist ad for McCutcheon & Hammer P.C. Attorney at Law. What was Definitive Television thinking when producing a stereotype-driven ad to promote lawyers? and why, after so much publicity and criticism, is it still up on Youtube, with more than 300,000 views, with more dislikes than likes? They say any publicity is good publicity, but this is an exception.

South Park fans might recognize Mr. Wong Fu Shu, as he stands outside of his favorite Japanese restaurant. The restaurant may as well be City-Wok, with the Shitty Beef, Shitty Chicken, and apparently Shitty Insurance.

With all the buzz over the ad, the lawyers themselves are backing out. How can you blame them? Surely they wanted to show the cultural diversity in their client base. They'd be better off doing, you know, like, real live interviews that show the real cultural diversities, and how McCutcheon & Hammer have helped them in their sticky situations. Creative? Not entirely. Better safe than sorry.

The production company, however, are sticking to their guns and standing strong behind the poorly-produced, poorly-written Youtube video. This is no surprise considering the other videos they've done with other ridiculous (not as racist) characters standing in front of make-shift green screens.

Even though stereotypes do exist, and some might agree they're there for a reason, being that some play the part, that's no reason to use them as selling angles. The ad isn't any better than the usual late-night spots with a lawyer talking about car accidents and getting, "the money you deserve!" Law practices need to brand themselves as well as any company, and the way they advertise themselves reflects that.

Coke To The Rescue

In the wake of Typhoon Yolanda, Countries and organizations are jumping on board to send relief to those affected by the disaster. Even Coca-Cola is getting involved. Well not all of Coke, just Coca-Cola Philippines along with its bottling partner Coca-Cola FEMSA. But they’re not just sending money, or ice cold soda-pop beverages. They’re cutting all advertising and sending the budget they would normally spend on giant red billboards, to the suffering Filipinos.

At this point, this isn’t the freshest news, and we could have guessed that people are upset and calling it all a PR stunt. You know what I think? Well, actually, I think they’re right. I think Coca-Cola (Philippines) may have found a chance to do something a little different for once instead of using that multi-million dollar budget to remind everyone that Coke still exists, still taste the same, and still rots your teeth.

But who can blame them? I’m sitting here on my ass not helping the cause. To be honest, I haven’t even given any likes. The least I could do is give a few likes. Right?

Whether or not this actually is just a form of advertising or public relations, they’re still acting. They’re not making videos showing them rebuilding houses, or infographics about how much money they’re donating in comparison to how big the typhoon was. They’re not really talking about it that much at all (or are they?). They’re over there helping and making change.

The thing I have to ask, is why isn’t this an international brand thing? Why couldn’t Coca-Cola halt their advertising, which doesn’t hold any particular message, and help out? No one is going to forget about Coca-Cola for the next few months. Coke could stop advertising for a year, and no one would forget about them. If they donated the something like $4 billion advertising budget to the suffering people, that will get them remembered.

As long as people still order Rum and Cokes, that’s enough advertising as it is.

Superbowl calls for Superads

If you consider three months close-by, then Sueprbowl XLVIII (48) is just around the corner, and Fox has already puts its pricey 30-second space on the market. The space has been on sale since May, and there’s no doubt that spots are in the making.

I don’t want to come here today, beat the dead horse, and rant on why good advertising (or should I say visually stunning and funny 30-second videos) shouldn’t be reserved for one night of the year. I’m just hopeful we’ll see some cool stuff this winter.

Last year there was a lot of talk about the advertising let down that happened last Superbowl. For once, those who watch just for the ads ended up talking more about the game the next day.

Us ad fans don’t even need to watch the actual game to see the ads. The minute they air, they’re uploaded to Youtube. Websites showcase the best and worst and the Tumblr Social Justice League rips apart the controversial.

In an industry that thrives on the new, maybe this year will bring more interactive and web content to the table beside the Buffalo wings and chips. How many people will be streaming the game via their desktops, or missing the live action by following play by play from feed on their smartphone and tablets?

Oreo set the bar high, and I hope other advertisers are ready for more impromptu advertising. I certainly am.

Let’s go out and get a nice, clean, well-stacked burger – Said no one ever.

One of my favourite things about the ads we see is that fast food ads are so beautified even though we all know it’s a load of B.S. (beef shit). No one is upset or let down when they order their Big Mac only to find that it’s leaning to one side, spewing chopped lettuce all over, holding two thin slabs of beef. So why do advertisers continue to take this approach?

It was not long ago that I ordered my usual at McDonalds: two McDoubles, sometimes dressed as a Mac, and found it didn’t look like the masterpiece they show in the ads. No surprise. It also wasn’t a slouching sandwich like we now expect to get. It was a decent looking burger. Real mediocre. In my eyes, the eyes of a young man who loves his tasteless, unhealthy food, this is a wonderful sight. If only I had taken a picture.

The approach they should take is the approach that will get a response from the people who love a dirty burger. The guys and gals (mostly guys) that don’t get the salads, or the fancy sandwiches that fast food joints are offering to avoid the messy lawsuits when heart attacks happen on site.

Burgers aren’t supposed to be works of art that look perfect and stand 5 inches tall. They’re supposed to be messy and falling apart. You don’t eat a burger with a fork and knife. You eat them with your hands (which don’t have to be clean) and lick the grease and ketchup from your fingertips afterwards.

This approach should be the mediocre burger. Not mediocre in taste, mediocre in shape, and posture. The approach should portray the real thing: a beef patty between two buns with all the other crap hidden within.

Even the gourmet burger shop The Works, known especially by the Ottawa crowd serves its exotic burgers imperfect, because, like I said, it’s the way they’re meant to be.

It’s 2013 and advertisers are still trying to make mouths water with incredibly unrealistic expectations. It’s lame, it’s not creative and no ones watching anymore.