Thursday, May 31, 2012

10 clickable banner ads worth watching

Being a video production house didn't preclude us from designing video for online advertising.  We've noted how the principles of a 30 second commercial are sped up considerably in a 10 second animated banner ad.  So when I saw this article on Mashable this morning I thought it was worth sharing.

Ontrackblog is a division of OntrackCommunications Inc.

Tuesday, May 29, 2012

Tackling the Google Penguin

Many small businesses have been impacted by the recent release of Google Penguin.  This is the "pet" name for the change of policy in terms of seo practises used by many businesses to boost their rankings.  I get that Google wants to promote sites based on solid content.   Unfortunately, for white-hat providers such as ourselves we have to wait to allow our solid content sites to rise back up to the top.  The good news is, as Google intended, anyone visiting one of our sites is not inundated with a bunch of key word groupings whose sole purpose is to fool Google.  We have already built sites based on the user experience.
Here are some tips to help get your sites slowly back up where they belong.

  • Avoid black hat SEO link building techniques: Having a unrelated links in the content of the page will definitely result in lower rankings.
  • Avoid keyword stuffing: Make sure to include proper keyword density. From an SEO perspective, keyword density is important. It determines whether a webpage is related to a specified keyword or not. Proper density of keywords should be below 4%. Anything above that will get your google knuckles wrapped.
  • Avoid any type of cloaking: This is a practice of showing different URLs or content to the search engines then what you're actually showing to the end user.
  • Concentrate on OutBoundLinks: Avoid too many out bound links as Penguin frowns on this.
  • Avoid Hidden links or text: Hidden links are those links which are not viewable to users but intended to be crawled by search bots. Such methods are unreliable and Google will again penalize you.
  • Creation of multiple domains, sub domains and pages with same content: Creating multiple domains, pages, sub domains with the same content is also on the no-no list.
  • Don’t be a part of affiliate spam: It would be beneficial to not carry out any sort of spamming, link exchanging traffic, etc.
  • Don’t create pages with SEO script behaviour: Avoid any script whose sole purpose is to fool Google search robots.  
It appears Google has taken upon itself to be the content watchdog of the web.  Until another search company challenges them effectively in North America, they'll continue to call the shots as they see them.

Ontrackblog is a division of OntrackCommunications Inc.

Friday, May 25, 2012

Creative Excellence Fridays - Apple 4S - the celebs they left out

Apple doesn't seem to have missed a beat since Tim Cook took the helm. But Jobs' mark is still firmly on the company. His mantra was to create a solid product, be arrogant about it, and create a cool culture around it so people will have to have it.

Apple has been slow to use celebrity inspired commercials in the past, and I'm sure there was much discussion as to who was "brand-worthy" before making the final choices.

The cast, thus far has been Samuel L. Jackson, Zooey Deschanel and John Malkovich. Will there be more to come?   For arguments sake, we pose the question, who did Apple miss that would have been a perfect fit for the rebellious, ultra-cool Apple brand.

I bounced it around the office and here were a few suggestions.
Gary Oldman, Robert Downey Junior, Martin Scorcese,  Francis Ford Coppolo (although Sophia Coppolo might be a more natural fit) and Harvey Keitel.   Any other names come to mind?

We'll look forward to your suggestions.   I'll share them  on Monday.  Have a great weekend.

Ontrackblog is a division of OntrackCommunications Inc.

Wednesday, May 23, 2012


Understanding social media has never been easier. I'm not sure if this new graphic explains or adds to the confusion.

One area of concern, a conspicuous absence of YouTube, as well as Pinterest in the flow of companies.   I aljavascript:void(0)most feel like it should come with a set of dice to work your way across the board.  

Source  Luma Partners Terry Kawaja

Ontrackblog is a division of OntrackCommunications Inc.

Tuesday, May 22, 2012

IBM leapfrogs google as #2 brand

IBM has been doing some things right, and as a result have overtaken Google as the #2 brand in the world. But under what criteria?

Here's the article from Ad Age

Ontrackblog is a division of OntrackCommunications Inc.

Friday, May 18, 2012

Creative Excellence Fridays - beverage spots from the UK

Like many, I have long admired the dry British humour. With a long weekend approaching the first commercial this week salutes a common past time, the consumption of cold beverages with friends. This commercial for Strongbow is produced by St. Luke's Communications in London. It's beautifully shot and has strong ties to big budget indie influenced directors like Guy Ritchie.

Staying with Lt. Luke's, here's a beverage commercial that rewards those who choose to take a chance and see something new and different. What would you do if a complete stranger tried to talk you into going into a bar with a free ticket to see "my friend's band"? In this case, the payoff was quite satisfying when the band is revealed.

As always, your ideas and feedback are welcome and encouraged. Have a safe weekend.

Ontrackblog is a division of OntrackCommunications Inc.

Wednesday, May 16, 2012

Great commercial from Publicis NL

Ad Critic shared this exceptional spot from Publicis this morning. It's out of the Netherlands and very well done.
It's a precursor to this Friday's Creative Excellence Friday.


Ontrackblog is a division of OntrackCommunications Inc.

Friday, May 11, 2012

Creative Excellence Fridays - Job search companies

The job placement companies have been raising the bar more and more since the widespread use of viral video.
This week on Creative Excellence Fridays, jobsites, job companies, and how they crack through.
Let's face it, we're inclined to think, they're all alike. You go to the site, register an account, and keep your fingers crossed they'll find you the dream job you've always wanted.
So which one do you choose? It's a lot like choosing a mobile carrier. There are claims of we do this and we have that, but at the end of the day, it's the one that meshes best with your personal perception of you. In other words, these guys seem cool, and fun, I'll pick them.

This first commercial is by Zomajobs, produced by Draft FCB. Zoma bills themselves as the leader in jobs and job opportunities in Latin America. The ad is truly a standout. The production values are stellar, subject matter a bit edgy and overall an amazing commercial. And best of all, the humour is based on their category and main emotional trigger, so you don't get lost in the story, and forget what they're advertising

Next up, a leader in the branded humour approach, and BBDO New York was challenged with the task of
communicating's new precision job search feature. Answer? The violin playing beaver. And yes he even gets the girl in the end.

Finally, Workopolis wanted to stress that they help potential candidates find better employers, with more flexibility to meet their employees needs.
And I agree, a team player who makes cookies for the staff should be a must on all resumes.

Workopolis works with Ranscombe and Zulu Alpha Kilo.

That's it for this week. Have a great weekend, and please feel free to comment away. Suggestions for future Friday themes are always welcome.

Ontrackblog is a division of OntrackCommunications Inc.

Thursday, May 10, 2012

Best Brand Reputation announcement for 2012

Marketing Magazine and Leger Marketing do an annual Corporate Reputation Survey.
Heinz leveraged it's 100 year old history along with some good solid contemporary branding to take the number one position. Here is the full article 


Ontrackblog is a division of OntrackCommunications Inc.

Wednesday, May 9, 2012

Fabreze people are real, according to NY Times

Happy Wednesday. Fabreze has an interesting campaign on right now which has raised a lot of questions; the most important one being, are the people real?

According to this article in the NYTimes, they are. And Fabreze and Grey Advertising went to a lot of trouble to pull this off.

New York Times

Here's the background information from Creativity online.

Ontrackblog is a division of OntrackCommunications Inc.

Tuesday, May 8, 2012

Rona - doin' it wrong guy

Here's a teaser for the theme for this Friday's Creative Excellence Fridays. Home renovation commercials.

From Syd Lee, The Rona "Doin' it wrong guy."

Ontrackblog is a division of OntrackCommunications Inc.

Monday, May 7, 2012

Transit motion advertising boards - the future of engagement advertising

Reading Mashable this morning I noticed a unique use of video and creativity. At London's Euston Station, they have several video billboards all integrated to create one campaign. The point of it all is to raise awareness for battered partners and what can be done about it. You see a giant screen with a man berating a woman verbally and with violent gestures. She is obviously over her head. Then a caption pops up and gives you to option to type a web address into your smart phone and use your thumb to drag the abuser away from the abused. It's clever, and engaging. We'll see a lot more of this in future, I'm sure.


Ontrackblog is a division of OntrackCommunications Inc.

Friday, May 4, 2012

Creative Excellence Fridays - A salute to the East

This week on Creative Excellence Fridays, we look to the East for our commercial spotlight.
This first commercial is an old gag reworked nicely for this sushi product.  One might argue that the sushi doesn't really enter into the equation until the very end, but this is a commercial you'll talk about.  The advertiser can only hope it gets enough viral forwards that it translates into brand impressions for the sushi.

 Next up, an very popular spot done a few years back by Japanese agency, Dentsu.   You may feel a bit of a trend here.


And finally, from Thailand, a commercial that would definitely create some raised eyebrows if produced and aired in North America. Produced by Y&R Thailand

That's it for this week.  Have a great week, and may all your creative be excellent.

Ontrackblog is a division of OntrackCommunications Inc.

Wednesday, May 2, 2012

Jeep's new campaign missed it by this much.

Jeep has just released a print campaign that doesn't work, well for me at least.  Perhaps it's the execution.  The idea was to have animals from nature indicating with their hands how much room you have left between you and another car as you parallel park.  There, I've ruined the pay off.

But, have a look at this image.

Doesn't it look like the bear is in some zen tai chi move?  
It was a clever idea.  But the visuals just didn't work.  Don't get me wrong.  In defence of the art director, this is an idea that would seem brilliant in concept, but the writer is the star and the art director is left to be the goat.  The goat, holding up his hooves this far apart.