Media Revolution Now
From the Creative Conference MashUp 2007
A revolution is taking place in Los Angeles and it is being led by local artists taking over the internet. This dynamic revolution pins artist against technologists according to renowned creative director Lee Clow in his keynote speech at Adweek’s Creative Conference MashUp 2007. Clow is the chief creative officer of TBWA Worldwide and he believes that in this new media environment, agencies’ “product” is no longer defined as advertising, but as “media arts. Everything we do now is media. It’s how people come to a decision about a brand.
Marketers Told to Mix Their Media
Creating Synergy With Online and Offline Marketing
Integrating online marketing and traditional media creates synergy. Using multiple media in a campaign has a greater impact than an individual medium by itself. The more interactions you can engage a consumer in, the greater the likelihood of winning them over to your brand and/or making a purchase. It should come as no surprise that the marketing industry is evolving as a whole. Marketing experts and business professionals from around the globe are all trying to figure out the best way to target their audience. For years, marketers have said that the best way to sell a product is to reach as many consumers as possible. Although reach is still important in today’s marketing world, engagement is the key — which is why marketers are turning more and more to the capabilities of digital and online media. Marketing experts are constantly trying to convince their clients to try the “next best thing.”
CurrentTV Expands Limits by Having Users Create Broadcast Content
More on User Generated Content
Seventy percent of the 18- to 34-year-olds watching Current TV are noodling around on their laptops at the same time. As of October, 2007, the 2-year-old San Francisco network began tapping into that juxtaposition with a plan aimed at drawing viewers to Current’s Web site, then back to the TV station, in the latest bid for media’s holy grail: the convergence of online and broadcast worlds. At the new site, current.com, viewers now can take assignments from network producers and vie to have their clips shown on television. The fledgling network, co-founded by former Vice President Al Gore and well-known attorney Joel Hyatt and now available in 40 million homes, sees a place in the market for a new type of social media experience based on a coordinated migration between two screens.
Content Drives Online World
Increased Consumption of Quality Content
For the last four years, the Online Publishers Association (OPA) has closely tracked consumers’ time online. The OPA Internet Activity Index (IAI), conducted by Nielsen//NetRatings, provides a monthly gauge of the time being spent with the Web’s four key activities: Content, Communications, Commerce and Search. The data provides a valuable look at online activity trends, and in doing so, reveals that a dramatic transformation has taken place — with Content now dominating the time people spend online. More and more traditionally offline activities – from getting news, to finding entertainment information to checking the weather or traffic – are moving online.
Becoming a Habit At All Age Levels
Advertising.com, Inc., in their Bi-Annual Online VideoStudy, comparing the first half of 2007 with the last half of 2006, reports that 62 percent of survey respondents are viewing video online and are comprised mostly of those ages 35 and older viewing news clips. Analyzed by age group, 31 percent of 18 to 34 year olds watch streaming video, while 69 percent of consumers ages 35 and older view streaming video online. Approximately 83 percent of consumers surveyed indicat¬ed that their online video usage in 2007 has either stayed the same or increased since 2006. More specifically, 36 percent of consumers have increased their consumption of online video, with an even breakdown between men (36 percent) and women (37 percent).
Sub-Cultural Diversity Important to Targeted Advertising
Hispanics are a Diverse Group
BIGresearch’s latest Simultaneous Media Survey of 15,439 consumers indicates that the categorization of Hispanics into broad generic groups leaves marketers with an inaccurate picture of ethnic groups. In the study Hispanics identified themselves more specifically racially as: 44.2% Caucasian, 34.6% Other Race / Heritage, 16%Multi-Racial. Joe Pilotta, VP, Strategy of BIGresearch, said “… (This) breakout of… (Hispanic) consumers reveals differing cultural identities within the categories which give a real insight into the complexity of marketing to Hispanics who have their own internal diversity.
The Era of Integrated Marketing Communications and Hispanics
How to Communicate with Hispanics
There have been several shifts in the advertising and media business that have caused Integrated Marketing Communications to develop into a primary strategy for most advertisers. In Wikipedia we find 7 reasons for this shift, including multiple forms of communication, more specialized media, control to consumer’s hands, data-based marketing, and widespread Internet availability among others. But what is the status of Hispanics in the online era of integrated marketing communication? According to the Pew Hispanic Center, Pew Internet & American Life Project, Hispanics with lower levels of education and English proficiency remain largely disconnected from the internet. However, integrated marketing communications is a must. In the Internet Advertising Bureau (IAB) presentation “Reach Hispanics Through Online Marketing”, the top 3 mediums that Hispanics consume (Hours per week) are TV (17.5), Radio (11.2) and Internet (9.7). That means Hispanics are spending more time on the internet than reading magazines and newspapers. Other options include events and grassroots.
Reaching Hispanic via English language TV
Content in Context
LatinEyes is an exciting, innovative weekly half-hour television show, in English, for everyone interested in Latino culture. Every week LatinEyes has a new show with the most interesting stories on entertainment, music, food, people and travel, all related to Latino culture. LatinEyes won a 2006 Northern California Emmy! With a fascinating mix that makes LatinEyes the best show on Latinos in the U.S., and a high-energy mix of topics, new shows every week include the latest on Latino life in the U.S. Covering a wide array of themes, interviews with celebrities like Benjamin Bratt, Salma Hayek, Jennifer Lopez, Andy Garcia…travel to fantastic Latino countries like Perú, Argentina, Cuba, Guatemala and Mexico…personalities like Mexican boxer Mia St. John and L.A. Mayor Antonio Villaraigosa, authors Victor Villaseñor, Isabel Allende and Julia Alvarez and the latest in music from artists like Juanes, Nelly Furtado, Cachao, Los Amigos Invisibles and Café Tacuba. The shows air in 75 cities all over the U.S. and reach over 25 million households, LatinEyes brings you the very best on TV – lo mejor – of Latino life! Get Latinized! More information at www.luminacion.com and www.LatinEyes.tv
Super Bowl XLII, January 08, Phoenix
More Out of the Box Thinking
Ready to sponsor inflight entertainment (IFE) Movies/TV Shorts on US Airways for January 08? It entails having a 1 x :08 Billboard, 1 x :30 spot before the movies, or before the shorts, being part of the weekly e-mail distributions from US Airways, and having a banner on the US Airways site – all to celebrate Phoenix’s hosting of the Super Bowl in 2008 There will be especially themed Super Bowl content to celebrate the event. Are you ready? Contact us via email
Good ideas are not adopted automatically. They must be driven into practice with courageous patience.