Big or Small- DVRs are Game Changing

I was a hold out. When DVRs first came on the scene, I refused to get one. Mostly because I didn't want TV to rule my existence. When I found out DVRs actually give you freedom, I broke down and got one. A few weeks ago, we became a two DVR household. That's right....two. As I am typing this now, I am tucked away in my own little space, watching my trashy reality TV that is too awful for our "main" DVR.

I write this because this week there has been a lot of research released regarding DVRs and the time shifting phenomenon. In five years, Interpublic Group of Co.'s Magna forecasts DVR usage will grow more than 70%, to 51.1 million U.S. TV homes. Tivo also just released a study stating that the majority of time shifting is occurring around the "Family Hour", or 7pm-8pm CST.

Creatives all over are starting to realize their campaigns need to take this trend into account. One second spots were all the buzz during the Super Bowl. I didn't actually see them- I guess I blinked.

But, locally, advertisers are getting creative as well. Fifteen second ads- bookended for example- are getting to be common place.

But because these are more and more common, creative is going to have to continue to evolve. Creative that delivers a message, even while fast forwarding, for example, should be something everyone considers.

I don't know about anyone else, but I watch more TV than ever. And, outside of news or sports, most of my viewing is time-shifted. But interesting creative still stands out. You can call me the Nannerpus, Nannerpus......

Top Klog of the Week- 4/10

Aerial advertising is nothing new, but using bubbles to create logos in the sky certainly is. Flogos, which can best be described as foamy clouds that have been formed into logos/letters/graphics, have used a technology originally created for NASA to take aerial advertising to a new level.

Flogos can last for about 30 minutes and travel as high as 20,000 feet. They can also be tinted, so image appears in a solid color, rather than just the standard white foam.

Not all logos are good candidates to become a Flogo, depending on the extent of curves the image has. But, Nike, Nintendo, and McDonald's have all utilized the technology thus far.

Interested? Well, the company that developed the Flogo has offices around the world, but they currently receive about 28,000 inquiries a week. So, be prepare to get in line for this unique medium.

For a look at this technology, as used by Nintendo- click here.

Top Klog of the Week- 4/3

I am one of those people who constantly has a notebook nearby, because if I don't write down a thought or idea, my world moves so fast that it slips right by.

My favorite idea this week takes that concept and translates it into an ad campaign. New York's School of Visual Arts distributed various items with the "lined paper look" to diners, bars, delis, and other public places around the area. Some of the items were napkins, tray liners, and yes, even toilet paper.

Frank Anselmo, creative director at New York's KNARF and also the instructor of a course at the school titled "Unconventional Advertising," came up with the idea when the school asked him to create a campaign to promote the school. He wanted to stress that the most important thing is the process- or the thinking. So, they went with the slogan "Think: The School of Visual Arts."

Simple, but engaging, this campaign drove home a simple idea that everyone can relate to.

Twitterfied

It seems like the Twitterverse is blowing up- I can barely turn on the TV without the site being mentioned on the Today Show, CNN, Colbert Report, you name it. In Kansas City, it is no different. Many of the local news stations are doing informational segments, and you can find at least one seminar covering Twitter every week.

But, regardless of the buzz, what does Twitter mean to local businesses? I have attended many of these local sessions, because even though I Twitter, I want to hear from all perspectives. I have heard from older women who "don't get it" to young ad professionals who rely on Twitter as their main method of communication.

Turns out, there are a lot of opportunities out there for local businesses and non-profit organizations. But, don't start bombarding your audience with sales and specials. Instead, provide them with unique content that is relevant to your brand, and you will start to gain their trust as an expert- not as someone just out to make a buck.

Right now, it is mostly national companies seeing success, but that means the local market still has a lot of growth potential.

In the end- it goes back to one solid advertising principle- know your audience. For example, many are surprised to find the average age of Twitter is 37, not younger as some expected. And, with all the coverage Twitter is getting nationally, this demographic will continue to change.

Like other forms of social media, Twitter has some basic principles that help aid success. Do a little on-line research before you start out, including monitoring the Twitterverse.

Good luck!

(you can find Cindy at www.twitter.com/auggy)