This article is about the creepy advertising Alloy Media and Marketing is doing in partnership with Kmart. Channel One News, owned by Alloy, is already promoting First Day on Channelone.com and we suspect on their classroom TV show. (In 2007, Channel One News began censoring their commercials from their web rebroadcast so the public has no idea of what is being advertised to schoolchildren.)
http://www.democraticmedia.org/jcblog/?p=997
Digital Destiny
Teens are ground zero for the digital marketing industry, worldwide, since they are seen as the “always-on” online generation. Companies such as Microsoft, AOL, Sulake, MTV/Nick and many others closely research the digital behaviors of youth–all so they can be better targeted online. This week, Kmart became the lead sponsor for a new online series featuring“product integration” and produced by tween/teen targeting company Alloy Media [now owned by Zelnick Media]. Here’s what Ad Agereported [excerpt]:This week, Alloy debuts “First Day,” its first wholly original series for the web and a branded-entertainment vehicle for Kmart, which will use the program to promote three of its back-to-school product lines: Bongo, Rebecca Bon Bon and Dream Out Loud…Josh Bank, Alloy Entertainment’s East Coast president, saw “First Day” as a creative challenge to build a series’ concept around Kmart’s brand brief. The eight-episode series follows main character Cassie…as she’s forced to relive her first day of high school over again, “Groundhog Day” style…Although Kmart and its products are never addressed by name in “First Day,” each episode will be supported by display and video pre-roll video ads highlighting the participating retail lines, with links to Kmart’s own micro-sites to purchase the products seen in the series. “First Day” will also receive heavy promotion via click-to-expand video ad units from Alloy properties such as Gurl.com, Alloy.com and Teen.com, and exclusive web partnerships with Meez.com, Candystand and Fanpop among others. Kmart’s media agency, MPG, and digital agency, Digitas, helped broker the deal and create the media plan with Alloy.”
Here’s how Alloy Digital explains what it delivers for marketers: “Nobody knows the youth market better. As a pioneer in the digital space, Alloy connects with millions of young consumers online through highly trafficked websites and premium original web programming. What does that mean for you? Access to the highest concentration of teens, tweens and young adults available online. And comScore agrees – the Alloy Digital Network has ranked #1 in its category for the past year…At Alloy, our sole mission is to identify and develop innovative spaces and tactics to ensure your brand message reaches an engaged audience.” They explain to advertisers that they know their youth target well: “We know who they are. Socialites, gamers, skaters, fashionistas – we’re all about what they’re into, where they hang out, who they are “socializing” with and … we know where to reach them. Our networks are unparalleled. No other company can deliver this level of specificity, on this large a scale and with this degree of focus. We are where they are, and so is your message.”
And it’s time to wake up FTC and state a-g’s–let alone parents. Look at how Alloy tries to capture its youthful target via these interactive marketing tactics:
Display: Standard IAB units, interstitials
- Full rich media capabilities
- Targeting by geographic and demographic
Video pre/mid/post-roll
- Targeting by geographic and demographic
Custom Integrated Programs:
- Homepage Domination
- Custom Video Programs
- Sweepstakes & Contests
- Advertorials, Quizzes, Editorial Sponsorships, Polls
- Custom Games
- Virtual World brand immersion programs
- Social Media integration within Facebook, Twitter, and YouTube
and in searching for partners to help them target youth, Alloy explains:
“As a select member of the Alloy Digital Network, you can increase your ad revenue, raise your site visibility, traffic and buzz among users…
Become a Partner Member – Does your site have what it takes to be a part of the network? Established audience? Ad-friendly? The requirements are:
- Minimum 100k monthly unique visitors
- Content targeting 12-34 demo…”
Teens should not be the focus of non-transparent and unfair online marketing tactics, including data collection. This is part of the current federal privacy and fair rules for online marketing, especially for youth, debate. Stay Tuned!
