Last month I wrote about a creative form of advertising called minimalist advertising, which seeks to grab attention with simplicity. There is another type of advertising that is equally creative, but at the other end of the spectrum. Ambient ads try to break through the clutter by being placed outside of traditional media, often with elaborate set up or “props.” Typically, the ad will display some sort of product benefit in a very in-your-face way. When done well, the ads are both visually and intellectually creative. And while viewed by a relatively small audience compared to a television ad, for instance, ambient ads stand out in that they get noticed and talked about. Furthermore, the best ads get social media buzz and traditional media coverage, helping to boost impressions. Inc. Magazine provides a list of 10 ambient ads that are sure to inspire and impress. Enjoy!

Consumers are exposed to thousands of advertisements every day. Whether on the internet, television, radio, public transportation, or on our highways, the mediums are endless. As advertisers look for more effective ways to break through the clutter and grab our attention, many are opting for a more understated approach in order to stand out.

Minimalist print advertising aims to grab the readers’ attention with little copy, bare imagery and a witty message. The ads are put together in such a way that the lack of clutter grabs your attention while the clever set up holds it long enough for you to take in the full message. The ads are sometimes edgy and usually very smart. Bored Panda and Inspired Mag provide great examples.

So what do you think, do minimalist ads catch your attention? More importantly, would they work for your client?

You spend big bucks conducting market research and producing carefully crafted television advertisements — but who’s really watching your well thought out ads? 

In the age of new technology, marketers have found new obstacles in conveying their message to target audiences. Take for example the TIVO/DVR — I’m sure most, if not all, have a digital recording devise such as a TIVO/DVR (I know I love mine!), or are at least familiar with this type of technology; because according to TV ratings company Nielsen, the number of households with digital video recorders was 20.5 percent in October 2007, compared to 17.2 percent only a few months earlier in May 2007. So this obviously is becoming a fast-moving trend. And according to an article by Stacy Trombino in BusinessWeek, DVR penetration of U.S. homes is expected to reach between 30 and 35 percent by 2010.

So what does this mean? This new technology as most know and I personally am guilty of, allow consumers to fast forward through commercials, forgoing the message you worked so hard to craft and convey. On his 2006 press tour, CBS Corporation Chief Research Officer, David Poltrack, reported that 64 percent of households with a TIVO/DVR skip through “all” the commercials, while 26 percent skip “most” commercials, seven percent skip “some” and three percent skip “none.”

Do you have to throw your hands in the air and give up on television advertisements? Of course not! You simply need to be more strategic when it comes to the times you choose to run your ads, and consider supplementing your TV advertising with other forms of advertising.

In Trombino’s article, she claims news and sporting events are least likely to be recorded using a TIVO/DVR device, whereas prime-time dramas and comedies are the most likely to “get the TIVO treatment.” I completely agree – If I’m not watching a sporting event such as Braves baseball in “real-time,” I do not feel like I’m really watching it. But if I’m watching my previously recorded Days of Our Lives episode (my guilty pleasure), I skip right through the ads. So consider placing your TV ads during news broadcast or sporting events. Or get even more creative – consider “product placement” within shows, or sponsorship of a particular program. Take for example Nissan’s sponsorship of the second season of the NBC show, Heroes.

According to a Mediamark Research study, media usage in general among DVR owners is more aggressive — adults in DVR households are 43 percent more likely to read magazines regularly; 40 percent are more likely to be heavy readers of newspapers; and 81 percent are more likely to use the Internet on a regular basis compared to non-DVR homes. So consider supplementing your TV ads with print ads in targeted magazines and newspapers; and even banner ads on websites.

As technology continues to advance, so does the creativity of marketing professionals. There will always be a way to combat the negative effects of technology; we as marketers just have to continue to be strategic and innovative in our approach.

Are you doing the best job possible to communicate your results or benefits or your services/products with your clients and target audiences?

Like clockwork, when talks of economic resession surface, then discussions begin on shrinking marketing efforts. It is time to dispell the urban legend about marketing budgets and economic elasticity.

If you knew many of your competitors were going to spend less time and effort getting their message out, would you consider it to be a good time to retreat with them? If you were running a marathon and the crowded pack of runners lessen the effort to pace themselves, your best move is to kick it up a notch and move forward – potentially positioning yourself out front.

In running the marathon, every move must be strategic so that no effort is wasted and you position yourself for the best finish. Marketing is no different. Smart efforts, best methods and a strong support team that has weathered the course will produce winning results. If you want to perform like a champion, look at what the marketing champions do during economic downturns.

You won’t find the word recession in a glossary of marketing terms. You won’t hear many champions talking about a successful strategy for retreat. Marketing – now is the time.

One of my favorite commercials right now is the Geico campaign with cavemen. It really doesn’t get any better than a caveman in a psychiatrist’s office wanting to put his mom on speaker phone. And, I can even hear the music of the commercial with the “airport scene” running through my head. I don’t know if you call that branding or brainwashing.

At any rate, I found it interesting to learn that Geico’s $500 million advertising campaign has paid off with big dividends, according to a recent Advertising Age article (subscription required). With an increase in advertising spending by 75 percent since 2004, Geico now ranks number one in the industry for new customer acquisition. The next biggest spender was Progressive with a $265 million advertising campaign. Of the top four players—State Farm, Allstate, Progressive and Geico—Geico was the only company that achieved double-digit growth in the last four years. It is obvious that there is a pay-off for advertising spending (and having a solid brand). It is important to also remember that while advertising provides the big bang, public relations is a slow and steady course to tell the full story and build a relationship with the target audience. After the cavemen are dead we will always remember the public relations brand that has been ingrained in our consciousness. And, even a caveman can figure that out.