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Marketplace Scratch Pad

May I have your attention, PLEASE

Scott Jagow Apr 2, 2009

My attention span keeps getting shor. I’m not exactly sure why that. Maybe it’s because I can watch anhourofTVin40minutes. Or ’cause people are comm. with me in 140 char. or les.
Advertisers are hatching plans to. A cup of coffee sounds good.

A study out this week suggests advertisers should get emotional to keep people from Tivo-ing the commercials. From the New York Times TV Decoder:

Commercials that make an emotional connection with viewers are more likely to be viewed in their entirety, according to the study… (it) suggests that commercials try from the very first seconds to connect emotionally with viewers.

I thought the whole idea of advertising was to connect emotionally with viewers.

Whatever. I’m bored.

An email security company called Goodmail launched a new tool today to help marketers send videos and TV ads via email, according to the Wall Street Journal. This is only for web-based email, not Outlook, thank god. Still… they’re going to hunt people down (if you opt to receive):

“Video is a great way to increase interaction with brands and marketing messages,” says Marc Fleishhacker, managing director at WPP’s Ogilvy Consulting. Adding video to email marketing boosts customers’ interaction — such as opening the email or clicking on any of the content — by as much as 200% to 300%, he says.

The fashion and culture newsletter DailyCandy will start sending videos via Goodmail next week. An example is below, but I should warn you that there’s a :15 ad first, then another :25 of prefacing before you get to the video. That’s :40 of your life that could be distracted elsewhere.

I’ve moved on to music now. Keep up. Canadian singer-songwriter Joel Plaskett is releasing a triple album. Is he insane?

‘I felt with this record, if I just make it ridiculous, then maybe people will pay attention to it. Because how hard is it to get attention? It’s difficult. People’s attention spans [are] so limited, so why not demand their attention?”

That’s nice, Joel. Hey, look at the funny cartoon!

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