In the past five years, give or take, product placement has gone from carbonation to technology. We’ve had the Apple logo shoved down our throats so much so that every time I eat a granny smith, I think about how much I spent on my iMac – no regrets of course,  just high tech advertising at its best.

Before digital media, the sponsorship heavy hitters included Coca Cola, Budweiser and car dealerships. When Brad Pitt drinks it, we drink it. Now that search engines, subscription and social networking sites have become “products” in themselves, we are seeing more and more of their presence in commercials, feature films and on our favorite TV shows.  So, just how far away are we from hearing the words, “this broadcast is brought to you by Twitter?”

Living rooms across the country were astonished by this year’s Google ad during the Superbowl. Does Google.com really need a commercial to grow its profit margin? “How much did that air time cost?” an eager Saints fan asked me. I have a good guess, but I bet Ancestry.com could tell you, considering they’re running Sunday ads on NBC during “Who Do You Think You Are.”

And let’s take the recent blockbuster graphic novel turned movie, Kick Ass. If any film could’ve snuck in a subliminal Pepsi can, Doritos or pizza, targeted at teenagers, it was this one. On the contrary – in this day in age, it was comic books, iPhones and MySpace.com. MySpace you ask? Yes – that blast from the past networking site is the communication device used to call the title character into fighting crime. Okay, a little behind the times in my opinion but perfect if they are trying to drive traffic back to  their site, right?

Is this an example of product placement? Absolutely. Free advertising? That still remains a mystery. Corporate sponsorship deals are very hush, hush – especially in the film industry. So, whether consumers will be rushing to their computers to join MySpace.com (again) or buy a set of nun chucks after seeing Kick Ass – that remains to be seen.

Move aside Pepsi and Starbucks – I’ll be drinking the iPhone and Facebook from now on!

So, your co-worker coaxes you to watch the trailer for Twilight when you came in for work this morning and it convinced you to be Team Edward all the way. Well, you’ll probably see the preview again in the theater a couple of times and wonder all along why you weren’t Team Jacob in the first place?  Regardless, you’ve seen the trailer twice as many times as you would’ve seen it ten years ago and you’ve invited all your friends to the midnight showing – now that’s how advertising works!

It’s almost impossible to go about your day online and not see an advertisement for an upcoming feature film.  The ad may be a banner across your e-mail server, or a pop up ad on your favorite news page.  It may even be free ticket dancing across your screen or a contest that entices you to check out the trailer.  What ever it is – online advertising for movies has become more and more aggressive since the first preview showed up on our laptops.

Take the movie Paranormal Activity.  This film was made for a dime in 2007 and sat on the shelves at Paramount for two years.  Needing to close out its fiscal year with a bang,  Paramount dusted off a copy and brought in the ad wizards.  With few dollars for marketing, a specific approach was taken: the movie would NOT carry a wide release unless 1 million votes were received on their official website, trailer included of course. And even though the indie hit was slowly making money already, the online approach to getting this film out and about was simply genius.  Once people heard about the scary flick on sites like Twitter who aggressively helped pushed the outcome by telling folks to “tweet the scream.”  People everywhere logged on to the site, watched the preview and made their choice.  When someone tells me I can’t watch a film – you better believe I will see it. And for online ad companies, this was a unique way to track what sites people were surfing, what advertisements linked them to the film’s website, how many people participated and how financially effective the campaign was. To date, Paranormal Activity has grossed $183 million worldwide so, you tell me.

Wikipedia claims that ten billion online videos including movie trailers are watched annually; while previews at movie theaters trail this number by thousands. Over 15 million people viewed the trailer for Paranormal Activity on YouTube, and that’s how online advertising has proved to be changing the film industry one click at a time.

The funny looking box you see above is a not new technology; however the QR Code is pretty foreign to us in the U.S. QR stands for Quick Response. In the next decade, I believe QR codes will start popping up in U.S. media providing our culture with what we love best; content delivery that is easy and FAST.

The QR Code is a kind of 2D barcode that contains a plethora of personalized digital data. It is primarily used to send links to your mobile device. A simple snapshot with your camera phone and the QR Code sends the necessary information to open your web browser to a specific URL site or text message. 2D barcodes allow advertisers and publishers to push relevant digital content directly to consumers? mobile phones when they are most interested in a product or service. This technology bypasses the search engine stage, allowing advertisers and publishers to give people more information at the moment of awareness.

What are QR codes and what are they already doing?
Currently, QR codes are being used as a tool to get more information. You see a code in a magazine, snap a pic, and it directs you to the product site on your mobile phone. Japan and some European countries have taken this technology to a new level. They do use it for informational purposes; however it has opened the door to deeper consumer engagement and interactivity. QR codes are proving that they have the potential to do even more for advertisers and consumers alike.

Some innovative ideas:

• URLs/Coupons – Dick’s Sporting Goods announced its new mobile site with QR coding at the new Cowboys Stadium during the University of Oklahoma vs. Brigham Young University bowl game. This was the first marketing campaign to place a QR code on a jumbo-tron during a sporting event. University of Oklahoma vs. Brigham Young University fans were encouraged to take a picture of the QR code and were directed to a coupon for the store. If your phone didn’t have QR technology, no problem. The website URL and an email address were clearly displayed as other ways to acquire the coveted coupon. A deeper explanation of the campaign and the results can be found online.
• E-tickets – Imagine not having to wait in line for your Austin City Limits Music Festival wristband a week before the show starts or the three hour line on the day of. QR codes can completely eliminate the need for wristbands and tickets. After purchasing your ticket online you receive a QR codes to your mobile phone. A simple scan of your phone will show that you have purchased a three-day or one-day only pass. Once you have checked in, your ticket is marked as used. Also, imagine after you have checked in, your phone directs you to the ACL site, where you are able to view weather, time changes, band line-up, vendor maps, and more. QR codes could even eventually tell you exactly what song your favorite band is playing on what stage in real time. Most importantly, no lost ACL tickets and no need to be worried they won’t scan.
• Business cards & Resumes – An awesome way to set you apart from the crowd. Why not include your LinkedIn QR code on your resume? Or your company’s website on your business cards?
• Tattoos – I would grab some temporary ones for the office party. Or, if you want to go permanent that’s cool too. Just make sure it’s something to last a lifetime!
• Billboards – Disney in Tokyo has Mickey Mouse QR codes that send you to the Disneyland website. Billboards in subway stations allow for easy point and shoot.
• Branded QR codes- include a picture within the code and in color – These QR codes from BeQRious can have color or pictures imbeded in the code! Why not include your face on that resume? Or, put your company logo inside the QR code on that business card?
• Swag and self-branding – Additional information is gained by using QR codes. Therefore, the potential use for them is limitless. The code can contain anything from your information, to your likes and dislikes, to what you like in a guy, to what your plans are for that night. Why not create a coffee mug, a hat, a scarf, even a baby bib. You can create your own patches. Instead of bumping on your iPhone, why not scan someone’s QR code to learn more about them? Hosting a charity event? Raise funds on location with QR coding.
• Geography based tours and reviews – City Search and Antenna Audio launched a test run of geography based QR coding in the spring of 2008. QR codes were distributed around San Francisco in restaurants and at popular destinations. The codes included restaurant reviews, as well as audio tours and historical facts allowing tourists access to distinct decision making information.
• Loyalty points system – In Japan, Coca Cola uses QR codes to reward loyal customers. Vending machines have QR codes imprinted on them, and consumers are invited to earn as many as they can, ultimately redeeming them to get prizes.
• Secrets and acts of defiance – The Pet Shop Boys released a single in 2007 on which they denounced the idea of a British national identity card. On the CD cover, there was a QR code that directed to their attack on the system. Also, the entire music video sports different QR codes that link to civil liberties websites. Pretty cool that QR coding is being used to spawn political debate and protesting!
• Alternative paintballing – No more immediate bruising from the paintballs flying at you at speeds approximately 60mph (at least that’s what it feels like). Players wear t-shirts with their own individualized QR code. A player snaps your QR code from afar and a text message is sent to you informing you of your demise, allowing for a high quality game sans the pain!
• Intelligent advertising – changing the site location to match the weather. Dynamic QR codes are special codes can be updated in real time for businesses that sell products that might potentially have a need to change advertising in response to say, the weather. What if Gap had a billboard in the NYC subway station and the QR code directed the consumer to the GAP mobile homepage featuring a new line of flip-flops? Well, on Tuesday New York has a forecast of heavy rain. No, problem. Just switch out that QR code to direct consumers to the part of the website that highlights Gap’s new swanky umbrellas!
• A great idea by DDB Brazil for Editoras Online – DDB Brazil in a campaign for Online, a Brazilian online bookstore, incorporated almost every valuable player in the media arena. QR codes are the single piece that molded the dynamic parts of the campaign together. This YouTube video explains the intricacies of the campaign far better than I could here. By far my favorite in terms of innovation and success! 33 Interactions has a great post by Jenine Wong that gives an extensive description of the campaign as well.
• Tim Burton’s film “9″ used QR codes that allowed fans to view sneak peaks and hear commentary from the director.
• Green Day’s album, 21st Century Breakdown featured QR codes in posters, promo items, and ads directing you to a site with exclusive downloads and images of the band.
• L.A. Candy, the newest book by Lauren Conrad sports a QR code on the back cover.

So, will QR codes be the “URL Killer“, as Garrick Schmitt and others have described it? In his article Schmitt says, “QR codes will become the primary bridge connecting real and virtual worlds.” As you can see from the aforementioned examples, these codes are one step in the direction of the inevitable merging and graying of media. One builds on the other builds on the next. The mobile revolution and the saturation of the online space have created a need for simpler URLs and innovative connections. And of course, as I mentioned in one of my previous blog entries, Mobile Marketing Prowess, the mobile consumer wants conversation. QR codes have opened the door to a broader and deeper range of personal targeting and communication, and they have the potential to become a value exchange of relevant, individualized, useful, and interesting information.

Most of the Twitter birds that I found are vector based, but I also found a number of photographs of Twitter birds made in other media. There’s enough of a variety here to please any artistic taste. To find out who the artist is hover over the image and the credit will appear, or click on the image and you’ll be taken to the artist’s Flickr page, which shows more samples of their work.

I also found several that incorporate other media, which I think makes them interesting.

This next one is a little extra. It isn’t exactly a Twitter logo, but its still artistic and cool enough that it deserves to be in the list.

If you found this interesting, give us a shout on Twitter. @redmccombsmedia

While all of the above are components of new media, perhaps the best way to describe new media marketing is simple. New Media advertising is any traceable, quantifiable form of advertising that offers the opportunity to quickly improve campaign results based upon specific campaign goals.

Internet marketing is the only form of media that has truly embraced this philosophy of transparency. Ask yourself, why do most new media companies offer quick opt outs on contracts and why is it you can open Google account for peanuts in comparison to the cost of some traditional media? The simple answer is trackable performance. What if Google started ad words with a minimum buy of $10,000 with no cancellation and did not offer daily reporting. Where would they be today?

I have heard some traditional media folks argue, “Well, the value is in the views or this is a branding campaign, not direct response so what the point of tracking?” While these statements are true to a certain extent, “performance branding” is a big part of new media. It starts with understanding exactly how many impressions you are getting for your investment. If you are achieving a high enough click through rate or positive post impression activity your ad creative, messaging and placements are having a positive effect on your branding. On the other hand if there is very little interactivity from users then you know you must make adjustments.

The competition for ad dollars among websites is fierce. Many traditional media companies with website inventory have not figured out what new media really is. They continue to sell their website inventory the same way they sell traditional advertising. The fact is that they are competing with new media companies that track, report and optimize their client campaigns. As an advertiser, who would you go with?

New media is about trackable performance. Whether it’s branding, messaging or direct response, the goal is always results. I have heard of many tracking technologies being developed in radio and television to do what we do on the net.

Will this not be a part of New Media?