Logo

Advertisers Get More Mileage From Hybrids

Dec 19, 2007  •  Post A Comment

The most recalled ad on television in 2007 was part commercial, part program.
IAG Research found that hybrid ads, in which products are pitched in specially created spots that tie in to the show in which they air, tend to be recalled better than traditional 30-second commercials.
The highest-scoring example, in which a host of TLC’s “What Not to Wear” talks to Macy’s sales associates about clothes that can be worn both in the office and as evening wear, was recalled at triple the rate of the typical hybrid ad, with an index of 337.
The most-recalled commercial of the year, GoDaddy.com’s Super Bowl spot featuring scantily clad women, had a recall index of 309 compared to the average traditional spot.
Alan Gould, CEO of IAG, said the company began picking up the hybrid ads during the 2006-07 television season; the phenomenon has been growing since much of the TV world switched over to commercial ratings. During last year’s fourth quarter, IAG registered 2,881 hybrids. That number rose to 3,312 in the first quarter of 2007, 3,701 in the second quarter and 3,887 in the third.
“If they are done well, they will typically perform better than a 30-second ad,” Mr. Gould said.
While it’s not as good as a full integration within the program itself, which IAG also measures, “This type of advertising, from an impact perspective, has great potential,” he said.
Mr. Gould pointed to a hybrid ad that combined the comic-book roots of The CW series “Smallville” with the launch of the Toyota Yaris. The spot was two minutes long and silently told a story by turning the pages of a comic book. The Yaris was mentioned only at the end.
“The reason why it worked is because the people who watch that show are hard-core fans of both the comic book and the show, so that ad pops up and immediately kind of draws in the audience,” he said. The spots had the eighth-highest recall of all the hybrid spots this year, according to IAG.
Putting together hybrid spots is more work for the advertisers, the network and the agencies involved, Mr. Gould said. But given the current conditions in the industry, with advertisers worried about viewers using digital video recorders to fast-forward through their spots, there’s no choice but to put in the extra effort, he added.
“For the networks, they’re now getting paid on the audience for the commercials, so I would think they’re going to be extraordinarily interested in the construction of those ads and the pods,” Mr. Gould said.
The majority of the 20 most-recalled hybrid ads appeared on three of the 18 cable networks IAG tracks: TLC, USA and Bravo. Most of the broadcast hybrids were on The CW, although CBS and NBC also were represented.
“I think the message there is those guys have been a little bolder in their experimentation,” Mr. Gould said. At the same time, cable networks usually don’t have as many original programs to tie in to, so it’s easier for them to focus their resources and try to make the ads happen.
But Mr. Gould expects to see more hybrid ads on broadcast television.
“They’re looking at the same data, too,” he said. “If it turns out that this is a format that potentially can transform how viewers just typically think about advertisers, you’re going to see it adopted more widely.”
Four of the top six hybrid spots that appeared from January through November were for Macy’s and featured hosts of TLC’s “What Not to Wear.”
World Wrestling Entertainment on USA took the No. 2 spot with a “Stay in the Game” moment for Just for Men hair coloring. A vignette showing an “America’s Next Top Model” contestant trying Cover Girl products ranked fifth. At No. 7 was an ad for Sears Kenmore appliances during “Top Chef” on Bravo. No. 9 showed Eddie Matos of CBS’ “Cane” thanking Chevrolet for presenting the show with limited commercial interruptions. Rounding out the top 10 was a vignette showing how a winning dish on “Top Chef” pairs with Bombay Sapphire gin.
Among the best-scoring traditional ads, the most-recalled spots after GoDaddy.com were for Bud Light, Budweiser, THQ, Geico, Snickers and Budweiser.
“If you look at the total number of new ads that are created each year and you look at the fractured nature of the audience … it’s very difficult to do ads that achieve their first-order purpose, which is to become recalled, to become noticed, to generate awareness,” Mr. Gould said. “It’s just getting harder and harder to make ads that generate high level of recall on linear television.”
It’s even harder if you’re creating a car ad, he added: The average auto ad performs 21% below the norm of all advertising.
“Think about that for a second. You’re Chrysler or Ford or Nissan or Toyota and to come up with a good ad, your agency is already behind the eight ball,” he said.
The flipside is that if you happen to be a quick-service restaurant, no matter what’s in the ad, its recall on average will be 20% higher than all advertising.

93 Comments

  1. if every editor wrote like you believe me the world would be a better place! this was an excellent read expecting more!

  2. regards

  3. Great post!

  4. Great post!

  5. Nice writing. You are on my RSS reader now so I can read more from you down the road.

  6. Great articles and content very informative looking forward to reading more.

  7. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  8. Kudos for the great piece of writing. I am glad I have taken the time to read this.

  9. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  10. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  11. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  12. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day 🙂

  13. Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.

  14. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day 🙂

  15. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  16. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  17. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  18. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  19. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  20. It was a really nice theme! Just wanna say thank you for the information you have distributed. Just continue penning this kind of post. I will be your faithful reader. Gives Thanks over again.

  21. It seems that you’ve put a good amount of effort into your article and I demand a lot more of these on the World Wide Web these days. I truly got a kick out of your post. I do not have a bunch to to say in response, I only wanted to register to say exceptional work.

  22. Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.

  23. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  24. I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

  25. I also use wordpress for my website. The best thing is that comments add additional content. By the way, your chosen design suits perfetcly what is site about.

  26. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  27. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  28. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  29. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here 🙂

  30. I agree with your thoughts here and I really love your blog! I’ve bookmarked it so that I can come back & read more in the future.

  31. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  32. High quality info here! Keep up the great work. I love the feelings being expressed.

  33. I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?

  34. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  35. I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I’m looking to create my own blog and would like to know wheere u got this from. thanks

  36. You completed a number of fine points there. I did a search on the topic and found the majority of people will consent with your blog.

  37. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  38. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day 🙂

  39. If you’re still on the fence: grab your favorite earphones, head down to a Best Buy and ask to plug them into a Zune then an iPod and see which one sounds better to you, and which interface makes you smile more. Then you’ll know which is right for you.

  40. If I Need You

  41. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  42. Big thanks for this excellent post. I will be sure to bookmark it. Visit my blog for further information about this.

  43. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  44. I love the way you write and also the theme on your blog. Did you code this yourself or was it done by a professional? I’m very very impressed.

  45. Thanks for ones write-up I really learned one thing from it. Excellent posts on this website Often looking forward to new post.

  46. This information really helped me, I am sharing with a few friends.

  47. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  48. Apple now has Rhapsody as an app, which is a great start, but it is currently hampered by the inability to store locally on your iPod, and has a dismal 64kbps bit rate. If this changes, then it will somewhat negate this advantage for the Zune, but the 10 songs per month will still be a big plus in Zune Pass’ favor.

  49. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  50. Hi, I just wanted to let you all know that there is a project being conducted at Harvard trying to compile the most effective arguments for and against Wikileaks. I think it’s a brilliant idea and would be an interesting read for many of you. http://www.voteonwikileaks.com

  51. Great wordpress blog here.. It’s hard to find quality writing like yours these days. I really appreciate people like you! take care and see you soon

  52. I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success 😛

  53. This is the best blog I’ve ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.

  54. Thank you for the great content. I am glad I have taken the time to see this.

  55. *Your site is super I will have to read it all

  56. *This entry was a great read!

  57. I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it’s rare to see a nice blog like this one these days.. 🙂

  58. Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.

  59. Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.

  60. Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.

  61. Thanks for taking the time to discuss this, I feel strongly about it and love learning more on this topic. If possible, as you gain expertise, would you mind updating your blog with more information? It is extremely helpful for me.

  62. Kudos to you! This is a really good blog here and I love your style of writing. How did you get so good at blogging?

  63. I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up 🙂

  64. Exactly the same I like you:)

  65. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  66. Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here 🙂

  67. Nice blog here! Also your website loads up fast! What host are you using? I wish my website loaded up as fast as yours lol

  68. Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

  69. This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  70. This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  71. This is getting a bit more subjective, but I much prefer the Zune Marketplace. The interface is colorful, has more flair, and some cool features like ‘Mixview’ that let you quickly see related albums, songs, or other users related to what you’re listening to. Clicking on one of those will center on that item, and another set of “neighbors” will come into view, allowing you to navigate around exploring by similar artists, songs, or users. Speaking of users, the Zune “Social” is also great fun, letting you find others with shared tastes and becoming friends with them. You then can listen to a playlist created based on an amalgamation of what all your friends are listening to, which is also enjoyable. Those concerned with privacy will be relieved to know you can prevent the public from seeing your personal listening habits if you so choose.

  72. Interesting thoughts here. I appreciate you taking the time to share them with us all. It’s people like you that make my day 🙂

  73. High quality info here! Keep up the great work. I love the feelings being expressed.

  74. Hey how are you doing? I just wanted to stop by and say that it’s been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing

  75. Way to focus and straight to your point, i love it. Keep up the work people. Dont let anyone stop us bloggers.

  76. I am glad that I came to this page. Great article!

  77. You make blogging look like a walk in the park! I’ve been trying to blog daily but I just cant find writing material.. you’re an inspiration to me and i’m sure many others!

  78. Kudos for the great piece of writing. I am glad I have taken the time to read this.

  79. I’m getting a strange issue I ca notmake my reader select up your rss feed, I’m utilizing google reader fyi.

  80. Just wanted to say th is blog site is in my greatest blog site l ist on #46.

  81. Because of the Brand new Workforce for a terrific 12 months of testimonials.I continually love the perfect and Worst l ist, although I assume th is yr you might have m issed some monumental f*ckups for that ??Worst??? l ist. Logos like ANZ, Frigidaire, Packard Bell and Tropicana all of which received a unanimous bollocking in the Brand Newbians. To the ??Best??? , I would have incorporated:Apollo Meiji Woolworths FICOJack in the box or AVID.

  82. Kind Regards,

  83. This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work 🙂

  84. Wonderful job. I will take a decent amount of time to toy with the content..

  85. Took me time to observe each and every one of the comments, however I really enjoyed the editorial. It proved being really ready to lend a hand to me plus I am constructive to every one of the commenters here! It’s in general polite whenever you can not just be informed, but in addition entertained! I am optimistic you had pleasurable writing this write-up.

  86. Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.

  87. is th is usually a joke? hyperlink bait to acquire the style neighborhood to hyperlink to your controversial alternative? aol? significantly?

  88. Great blog!! You should start many more. I love all the info provided. I will stay tuned 🙂

  89. Neat blog layout! Very easy on the eyes.. i like the colors you picked out

  90. link:Bout to fuck my nephew up in here crying for no damn reason. I’m not for it right nowhttp://www.free6xxx.org this will blow your mind

  91. One thing to think about usually that not everybody is heading to like or accept us in life even though we like them. The comment which has upset you sounds like she doesn’t like you and is just attempting to upset you – I wouldn’t believe about it as criticism but just an insult. The other thing that comes to mind is always people say nasty things for all kinds of reasons and problems – perhaps she is jealous of you, or does not like herself, or sees you being a threat, or wants to be top dog – all types of motives and truly it just does not matter because who and that which you are is your business and it is important that you simply like you.

  92. Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel 🙂

  93. Did you attend university in California? Your name seems familiar, I just can’t remember from where.

Leave a Reply to ugg Cancel Reply

Email (will not be published)