Hotel And Home Service Available Kolkata Call Girls Lake Town ✔ 6297143586 ✔C...
When Advertising to Advertisers Invades the Public Sphere
1. When Advertising toWhen Advertising to
Advertisers InvadesAdvertisers Invades
the Public Spherethe Public Sphere
2. Picture it. April 2008. The Great Recession is
well underway and network upfronts are a few
short weeks away.
In a climate where the unemployment rate is
steadily increasing and consumers are tightening
their belts, how does a network tout the
spending power of its audience to potential
advertisers?
3. If you’re a network exec at Bravo or Oxygen,
there’s no need to worry. Your audience
consists of Affluencers, trenders, spenders and
recommenders.
4. During the 2008 upfronts, Bravo and Oxygen
launched campaigns to rave about the spending
power of their audiences.
In a bold move, they took their message beyond
the pages of trade magazines like Ad Age.
They took their message to the streets in the
form of subway ads.
6. 2008 Upfront Ad
Pardon the blurriness.
This subway poster
communicates the
following:
• High recall
• Intent to purchase
• Word of mouth
• Pays attention
• Engaging content + Cable’s best audience = POWERFUL ROI
7. What other straphangers
had to say
• “Wow. Every once in awhile, you get to see behind
the curtain.” – Rxb
• “Media buyers live in my nabe?” – carynsolly
12. In 2010, Bravo kept it low-key
with smaller ads and focused
on its programming content.
2010 Upfront Ad
13. Image via: carynsolly
Text
That’s a huge difference from its 2007 ad in
which Affluencers are portrayed as multi-tasking
compulsive shoppers.
14. Who would want to be an old, dowdy Lifetimer when you
can be a stylish member of Generation O?
These frames were taken from an Oxygen banner ad
featured on Gawker.
15. For more examples…
• Advertising to Advertisers Flickr set
• Advertising to Advertisers Tumblr blog
16. Further reading…
• Turning the “Bravo audience into a brand unto itse
via: The ARF
• Rob Walker’s The Product Is You
