Have you ever wondered how ads target you while online?  It’s no secret that search engines, Google in particular, can track every key stroke, query and page visited while you are online.  They then turn that information over to advertising firms who create the targeted ads that you see next time you log-on.  The FCC has become involved and although they can’t do anything at this point to limit the amount of tracked information the Internet can have on you, they are working on creating a universal advertising icon to appear on online ads so people can see why and how they have been behaviorally selected.

“When consumers click on the icon, a white “i” surrounded by a circle on a blue background, they will be taken to a page explaining how the advertiser uses their Web surfing history and demographic profile to send them certain ads.”  Although there is nothing that can be done to prevent targeting at this point, the FCC and participating privacy groups believe this is a good start to keeping people informed.

What do you think? Do these targeted ads bother you? Or are they more helpful in getting what you need while you are shopping online?

For more information, go to: http://www.nytimes.com/2010/01/27/business/media/27adco.html?partner=rss&emc=rss

Google, Twitter, Yelp… these services know how important location-based services are and how they will continue to become increasingly instrumental in smartphone and website use.  AT&T, who might be losing their iPhone exclusivity in the near future, is now entering the location-based service arena with their new site Buzz.com.

Buzz.com is currently in private alpha testing, but it functions by drawing on a wealth of data AT&T has through its Yellow Page connection.  The search results will be shown similar to Yelp’s display, but Buzz doesn’t just offer simple business listings, it will also connect with social networks to compile recommendations and ratings from your family and friends.  The catch is that Buzz won’t allow for full-fledged reviews, but will only allow people to tag favorites and add brief comments.  Negative reviews or complaints will also not be allowed.

AT&T’s hope is that advertisers will find value in the site and will eventually offer discounts and other benefits as a way to attract more business for themselves.

For a more in depth look at Buzz.com, go to: http://www.forbes.com/2010/01/26/att-yelp-advertising-technology-business-intelligence-buzz.html

The lesbian/gay/bisexual/transgender (LGBT) population is a very lucrative (and highly untapped) market.  The problem is that a lot of companies don’t know how to position themselves to appeal to this demographic.  A new study by “San Francisco-based Community Marketing Inc., examines the attitudes and media usage of gay and lesbian consumers, touching on ways in which advertisers are reaching (or failing to reach) them.”

The study suggests purchase decisions are less influenced by ads that specifically target the LGBT population.  What is appealing to the community is companies that are okay with being “out & proud,”  by advertising outside of the exclusive LGBT media outlets.

• 22% of respondents identified “advertising in LGBT newspapers and magazines” as something that quite strongly influences their buying behavior
• 45% said a company’s employment practices (”such as non-discrimination in hiring or recognition of domestic partners”) exert a very strong influence on their purchase decisions
• 42% believe that “companies (that) actively promote gay-friendly policies” have a very strong influence on their purchase decisions
• 37% said the same about company support for “LGBT political causes”

Kaiser Permanente ran an ad in Time magazine that included a gay couple holding their child intermix among heterosexual couples with their children.  The inclusion of this couple in a mainstream media campaign, shot Kaiser’s likability through the roof with the LGBT market.  What isn’t impressive is the over usage of celebrity sales pitches.  It is a tired approach and people are over it.

For more information, including media usage and use by age, go to: http://www.adweek.com/aw/content_display/news/agency/e3i21640ce071c3e4cee12867f253b17c9b

Merrill Lynch is typically known for their ad campaigns featuring attractive older couples on the beach, emphasizing the idyllic golden years.  With new research showing that the boomer generation has switched gears from talking about the future and when you retire, to talking about now and the hurdles people are facing, a change in advertising strategy fits in nicely.

Merrill Lynch’s new texting campaign, where consumers can text in their suggestions for what they need from the company in terms of  prepping for retirement.  The print ads feature consumers in the 50-plus age group with placards that read: “help2 retire,” with an empty box for consumer suggestions under that.  In addition to the $20 million print and TV campaigns, which are rolling out this week, there will be a billboard campaign in Times Square launching in March.

The campaign hopes to position the brand as an ally to consumers (target:those with $250,00 in investable assets), while also reintroducing the brand to the investment community.  Merrill Lynch wants to be the company you go to for all of your questions, including the various aspects of retirement as well as the amount of money needed to retire comfortably.

For more on the campaign, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i21640ce071c3e4ceb3936de93aaab19a?imw=Y

There are several companies who are becoming very successful in reaping the rewards of Twitter’s growing popularity in new and innovative ways.  These brands are going beyond the typical business uses of Twitter (customer service, PR, buzz monitoring and Tweet-for-a-prize contest) by weaving Twitter into the overall brand strategy.

As Twitter continues to become key in real-time content sharing, the advertising model will continue to grow.  One of the most recent examples is Universal Pictures, The Vampire’s Assistant, which used a banner ad that included a retweet button, as a way to get its viral push.

Coca-Cola is relying on Twitter as the backbone of a campaign tying to their World Cup sponsorship.  The brand has built widgets of information designed to share information quickly and accurately.  The fact that Twitter’s real-time application is the most advanced of the social networks is one of the key reasons for Coca Cola relying on this medium.

Tasti D-Lite is also utilizing Twitter as a foundation of a customer loyalty program.  This program ties the TastiRewards card into Twitter and mobile social network Foursquare.  When consumers broadcast via Twitter or Foursquare, they earn extra reward points, further ensuring customer returns and a low-cost advertisement for the company.

For more information and examples of companies successfully using Twitter as an integral part of their marketing strategies, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i255b591c9128272431fb23d1492d86fb?pn=1

Have you ever gone to your favorite fast food joint and wished for an icy cold beer to accompany your burger and fries? Well, Burger King is going to fulfill your wishes with their new Whopper Bar concept.  BK’s new Whopper Bar concept aims to compete with casual dining restaurants in tourist hot spots.  The first Whopper Bar will open in South Beach, FL, in mid-February and BK hopes to expand the concept to New York, LA and Vegas.

The Whopper Bar is different from BK’s QSR franchises because it focuses on assortments of burgers and toppings and also throws in the option of a frothy beverage.  Beer will be served in aluminum bottles (helps to keep them extra cold) and will retail for $4.25 alone or as a $2.00 upgrade to any combo meal.

The Whopper Bar concept is targeting the 30-and-under crowd, by trying to get away from the thought of Burger King as fast food and providing an avenue for a less expensive, casual dining experience.

What will be the most interesting though, will be BK’s marketing approach.  Since their advertisements are a bit off the wall now, I can only imagine how the addition of alcohol will impact and provoke the marketing directors.

For more information about the Whopper Bar concept, go to: http://www.usatoday.com/money/industries/food/2010-01-21-burger-king-beer_N.htm

Advertisers are no longer limited to TV, Radio and the Internet.  With the boom of “smart” electronics like the half a dozen e-readers on the market, the soon-to-be announced Apple Tablet and Set-Top Boxes like Boxee Box,  marketers have figured out a way to get their message to consumers via these devices.

Two examples of companies experimenting with these new avenues include The Wolfman’s partnership with Boxee and Hearst Publishing’s new Skiff Reader.

The Wolfman campaign is targeting men ages 18 to 34.  In addition to placing advertisements on ESPN.com and Hulu, they worked with Boxee to create a free Wolfman application that could be downloaded by Boxee’s 800,000 users.  The campaign only began in January so we don’t have any statistics about consumers interactivity numbers, but Boxee is hoping that the creation of this application will demonstrate to other advertisers how easy it is to reach consumers via their product.

Magazine Publisher Hearst is the latest company to throw their hat into the e-reader ring.  During a January trade show, they debuted their Skiff Reader.  They announced that they are definitely planning on bringing ads to the device and that they will revenue share with content partners as a way to subsidize the cost of the reader.  The belief is that e-reader ads may be more effective for categories like packaged goods because  markets like this haven’t really found a home online yet and their target consumers may be better hit in their living room or kitchen than in front of a computer.

For more about these products as well as advertising opportunities available, go to: http://www.businessweek.com/technology/content/jan2010/tc20100120_806115.htm

Los Angeles based packager of branded content goods, Brand in Entertainment (BiE), is holding the first auction to sell off brand integration opportunities.  The January 20th auction will take place at Christie’s in New York and will feature over 400 integration opportunities.  There is an array of content, including “a new comedy film project, Unamerican, with Jessica Biel and John Leguizamo; a reality TV show called America’s Next Pro Skater and a YouTube Web series entitled “My Profile Story” about a college student whose Facebook and MySpace pages come to life.”

BiE is expecting about 70 potential participants for the live and simultaneous silent auction.  Although the organizers believe that they are helping “bring focus and awareness to branded-content space in a major event setting and then driving transactions,” agencies are hesitant and questioning its value.

Agencies usually have great relationships with their go-to production partners, allowing successful private negotiations.  The feeling is that this auction is more to the benefit of the organizer and will not produce any opportunities that could not be engaged in through partner-to-partner relationships.

If we have any Rox readers that belong to agencies, we want to hear from you! Is the auction a good idea, because you get first dibs on new content? Or is it a ploy to mark up costs on opportunities that have not yet been picked up for distribution by a media owner and therefore you cannot really gauge the value?

For more from each side of the gavel, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i9a5528fef77b82112b4bbb6621feaba1?pn=1