Pub Talk
By Rob Yoegel
About Rob
Rob Yoegel takes an active role in North American Publishing Company's online efforts including content, sales, marketing, usability, functionality and vendor relations as Vice President, e-Media. Rob works directly with publishers and editors in developing a consistent strategy from print to online.
A former journalist, Rob has been involved in Internet strategies since 1996 serving as an associate editor of Target Marketing magazine, where he regularly contributed articles related to the Internet, including e-commerce, Web site design/development, e-mail, fulfillment, customer service and marketing integration. He also spent one year as publisher of PhillyTech Magazine, a regional technology magazine published by Philadelphia Newspapers Inc. E-mail him at ryoegel@napco.com or call (215) 238-5344.
The Digital Market
Single Copy: The Sexiest Thing Going
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The New, Simple, Easy, Fool-proof Method for Any Magazine’s Success
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Byte Back
For Advertisers, Will QR Codes Blend the Print-Mobile Experience?
Jun 9, 2010Ignoring Harold Ramis’ (playing Dr. Egon Spengler) dire warning: "Don't cross the streams," advertisers are daily crossing the...
The Best Online Ad Ever
Up until a few weeks ago I thought this couldn’t be truer than with awards for Web sites and interactive advertising. The self-proclaimed experts should just step aside. Instead, sites would get recognized for quality traffic and sound business models, and creative ad units that result in a positive return on investment would always take top honors.
This all changed when I was on ZDNet.com and came across a rich media roadblock placement from Apple featuring a frustrated "PC" and humble "Mac" in an extension of the "Get a Mac" campaign that has become very popular on television. The 30-second spot features the characters discussing the latest reviews of the Vista operating system while John Hodgman’s "PC" character "refreshes" a leaderboard ad unit that both characters continue to look up at.
Now try this in print.
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When I worked at the company that produced this ad, we received a lot of buzz about how this was a ground breaking ad. It's actually called a "synced ad," where two banners are "talking" to each other. It takes a lot to create, but well worth it! I agree 100%, Rob!
This is a great ad campaign all around and now that it showed up on the Web, it's even more impressive. If marketers got smart, they would do more of this kinda stuff.