In this post I'm looking at the world of real multichannel advertising, and how brands can extend the impact of a TV
advertising campaign well beyond its airtime.
Earlier this month (May 2010), Bain & Company and the IAB concluded the final part of its year-long study into ‘Building Brands Online’.
The study (PDF) reports the need for brand advertisers to: ‘develop and utilise more innovative ad formats’; ‘cast a wider net for creative ideas’; and ‘drive cross-platform campaign integration’; in order to realise the real potential value of online advertising.
This month I’ve continued the theme from the last post on TV brands and social media, and have applied our social media reputation scoring to the political domain.
So whose performance is good, whose is bad and which party’s approach is downright ugly?
I’ve set myself a social media challenge: to look at three brands every month within a specific industry to find out how well they’re
doing in the social media space, or not.
I’ll rate them in terms of their performance alongside others in the
same sector. I’ll share what I find here and really welcome your
comments on my findings.