the halogen blog

“What Social Media Ad Types Work Best?” (Mashable)

As time spent on social networking sites increases, advertisers are funneling more ad dollars into campaigns targeting users on those platforms. But what type of ads on Facebook or other social networks work the best? To find out, Psychster Inc. teamed up with Allrecipes to determine which kinds of ads are most effective and whether the platforms advertisements appear on make a difference.

“The High Costs of Catalog Retailing” (eMarketer)

Retailers have various marketing tools at their disposal to generate sales, with each seeing different results.
The ROI from catalog marketing is low relative to other online and offline media, including e-mail, Internet search and direct-response newspaper ads. The reason is that catalogs are expensive to produce.

“Back in the Lap of Luxury” (WSJ)

F. Scott Fitzgerald said that the rich are different. The observation seems to hold in gilded days and tough times alike. Many lower down the income spectrum are still waiting for confirmation of an economic recovery and more job security before reopening their wallets. But affluent shoppers have started to spend again.

“Facebook Gives ‘Like’ More Love, ‘Fans’ the Boot” (AdAge)

Facebook has announced to its partners that in the next two to three weeks, the “Become a Fan” concept for branded pages will be replaced with the more prevalent “Like” button and brands will no longer accumulate “Fans,” but “Connections” instead. This change narrows the list of actions available to Facebook fans, and consolidates the bulk of interactions fans will have with brand content to “Like,” “Comment” and “Share.”

“The Millionaires Are Back” (Forbes)

Proof of the high-end consumer retail recovery is in the pudding. Nordstrom’s February same-store sales were up 10.3% from a year ago. Saks’ comps were up 2% in February, building on a strong January with sales up 7% from a year before. Even Neiman, which routinely posted monthly drops in same-store sales in excess of 20% produced a 6.2% increase in February–the chain’s third straight month of positive comps. Retailers overall posted a 3.7% gain in same- store sales last month.

“At the Auto Show, the Word is ‘Digital’” (MediaPost)

How are BMW, VW, Honda and Toyota bringing in younger consumers? VW of America COO Mark Barnes says it’s about product and bringing in a new generation. “The mass media we are using is TV, but we are getting far more engaged in the digital world,” he says.

“Behavioral Ads Command Twice the Price of Standard Ads” (ClickZ)

Behaviorally targeted ads are twice as expensive as regular ads, but are also nearly twice as effective, according to a new study from self-regulatory trade group The Network Advertising Initiative.

The strength of Halogen’s publishing network continues to grow with the addition of three new luxury fashion sites. These include Look Book, Closet Couture, and Fashion Week Daily. Look Book is a collection of user-generated photographs compiled to either showcase a model, a photographer, a trendy style or a hot clothing line. Closet Couture allows users to build an online virtual closet complete with clothes they already have and clothes they would like to buy in the future. Fashion Week Daily serves as destination for users who want to get the inside scoop on the world of fashion. All three of these publishers have developed an exceptional following as of late and Halogen is very pleased to be adding them to our Fashion Channel.

“Brand Butlers: Why Serving is the New Selling” (TrendWatching)

It has never been more important to turn your brand into a service. Jaded, time-poor, pragmatic consumers yearn for service and care, while the mobile online revolution (it’s finally, truly here!) makes it possible to offer uber-relevant services to consumers anywhere, anytime. Basically, if you’re going to embrace one big consumer trend this year, please let it be BRAND BUTLERS!

“EBay Adds ‘Flash’ Fashion” (WSJ)

EBay Inc. will launch “flash sales” of high-end fashion brands Monday in its latest bid to revive its giant online marketplace. On a portion of its Web site dubbed Fashion Vault, the company will offer discounts starting at 50% off retail for a limited time, beginning with offerings from French Connection Group PLC. The business model, which follows a trial in the fall featuring Hugo Boss, DKNY and Max Mara, takes a page from such Web sites as Gilt Groupe Inc. and GSI Commerce Inc.’s Rue La La.

“Researchers Look to a Mobile Future” (AdWeek)

As marketers clamor for useful data, change is coming in the profession that supplies much of it. Released last week at an Advertising Research Foundation conference in New York, a survey of research professionals by GfK Custom Research North America reveals ways in which these people see marketing/advertising research evolving in this decade.

“10 Tech Trends for 2010″ (Time)

South By Southwest Interactive is nerd paradise — Austin’s annual tech smash has minted its share of Internet darlings. (Foursquare in 2009; Twitter in 2007.) While this year’s conference didn’t have a clear breakout star, it did offer insight to the trends and ideas that will be shaping the Web in 2010.

“Sub-Zero and Wolf Achieve Largest Facebook Fanbase” (Pursuitist)

Sub-Zero, Inc. and Wolf Appliance, Inc., industry leaders in premium refrigeration, wine storage, and cooking equipment, are also the leaders online with the most Facebook fans in the kitchen appliance category. Over 75,000 fans, owners and kitchen designers interact on the Official Sub-Zero and Wolf Facebook Page.

“Fashion 2.0 – Magazines Capitalize on Shopable Content” (BussinessOfFashion)

In recent seasons, fashion brands have learnt to think like publishers, creating original digital content to earn attention and attract fans who will carry their message across the internet. But the reverse is also true: squeezed by shrinking advertising budgets, traditional content creators like magazines are learning to think like retailers, embracing e-commerce to open new revenue streams and monetise their content.

“Milly Launches E-Commerce” (NBCNewYork)

The slow but steady march of retail brands to the internet continues this week, as ladylike label Milly launches e-commerce. As the Milly brand aims to expand its business beyond the Tokyo flagship and distribution throughout high-end US department stores, its presence on the web will actually precede their brick & mortar entree to the country.

“Are You Ready For Behavioral Marketing” (ClickZ)

Onsite behavioral marketing programs, delivering customized, targeted Web content are emerging as an appealing option for businesses seeking new ways to drive sales and improve conversion rates in an era where accountability for marketing spend continues to grow. Shifting from mass market messaging to customized, diversified messaging enables marketers to narrow their focus to high value conversion points – and tailor their message to deliver richer, more relevant interactions.

“Fashion Pros Share…Sometimes Too Much” (WSJ)

Twitter is getting an affectionate embrace from fashion. Stefano Gabbana, the Dolce & Gabbana designer, tweets photos of his new chocolate Labrador puppy, Toto, ensconced in leopard print pillows. Calvin Klein designer Francisco Costa tweeted pictures of models being fitted backstage before his latest fashion show. Hot new arrival Prabal Gurung tweets about his gym workouts. This is granting the world an unprecedented level of access to fashion gurus.

“Taking the Tablet: 15 Ways Publishers are Re-Imagining the Magazine” (PaidContent)

Magazine publishers were already beginning to imagine how tablet devices might reboot their fortunes long before the April 3 retail date for Apple’s iPad. Such gadgets promise a new wave of tablet magazines. But it’s early days – our trawl of 15 examples includes many that are merely concepts – so consider them preferred bets, from show-off publishers, on what the magazine might become.

Greg Shove will host a private executive luncheon for prestige brand marketers on April 6^th at Halogen’s New York offices. Designed for prestige brand marketers, the event will focus on “Maximizing Digital Media Performance via Data Targeting.”

Some specific topics to be covered include:

-Targeting on the Web: quick overview of the current types of digital targeting: retargeting, social and behavioral.

-The Economics and Operational Lessons – including how to ensure brand safety.

-Cookies: Why you should start to ‘own your own’ targeting data

Scott Rafer, Halogen’s CTO and one of the industry’s recognized experts in data targeting will lead the briefing.

We expect this to be a very useful discussion on how prestige brands can leverage digital targeting – yet stay brand-safe and within accepted privacy standards.