Quantcast

Jul

16

When Contextual Advertising Goes Wrong…Or Maybe Right?

Filed Under Advertising, Digital Signage, digital ooh, humor 

Depending on whose side of the coin you’re looking at this from, this is either great…or crappy. Toyota must have been chuckling over this one.

Context is very important in advertising and recent studies are showing 10x the returns/ROI when a campaign is more contextually targeted. That being said, I couldn’t help but have a good belly laugh this morning when I saw this story on the Wall Street Journal’s web site, on GMs efforts to retool Buick as a youth brand.

What got me chuckling was the following screen shot

picture-22

Notice the nice little Youthful Toyota Corolla ad next to the copy?  A win for Toyota to be sure and GM didn’t have much control over this but I wouldn’t be too happy as Buick’s brand manager.

Lessons learned in this for future contextual controls in Digital OOH.  Brands don’t like this sort of thing and the DOOH industry needs to be active in not letting this type of thing happen to our customers.

Related Posts
Sphere: Related Content

  • Share/Save/Bookmark
Print This Post Print This Post Email This Post Email This Post

Get posts delivered to you by e-mail

Enter your email address:

Delivered by FeedBurner

Comments

One Response to “When Contextual Advertising Goes Wrong…Or Maybe Right?”

  1. Dmitry on July 16th, 2009 5:19 pm

    Rob,
    Very amusing indeed. This is very similar to the Swine Flu / Pork / Halal episode here:

    http://adage.com/adages/post?article_id=136434

Leave a Reply