Monthly Archives: February 2009

Ask What Webisodes Can Do For You

According to Wikipedia, a webisode is a short episode which airs initially as an Internet download or stream as opposed to first airing on broadcast or cable television. The format can be used as a preview, a promotion, as part of a collection of shorts, or a commercial.[1][2] A webisode can be part of an already established drama or series or it may consist of entirely original material. Depending on its purpose, the webisode may or may not be considered a part of an established program’s continuity.

A webisode is simply a web episode – collectively it is part of a web series, a form of new media that characteristically features a dramatic, serial storyline, where the primary method of viewership is streaming online over the Internet.[3] While there is no set standard for length, most webisodes are relatively short, ranging from 4–15 minutes in length.[4]

The changing business of advertising requires that you look at new ways to bring your messages to consumers. Online and interactive video are a way to deal with two major issues facing CMO’s in 2009: the growth of online audiences and the need for better targeting and accountability. Recent research conducted by Permission TV forcasts adoption of interactive video in 2009 and illustrates the point. The study was conducted among 400 senior-level, decision making executives. More than two thirds of these executives put online video at the top of their priorities for digital campaigns in 2009.

Why Online Video?

By nature, humans are visual and enjoy story telling. Branded content engages people with a narrative that is in context with product usage and target. Dr. Albert Mehrabian presents in his Communication Perception Study that 55% of perception is generated by visuals, 38% by vocal and 7% verbal. We process visuals 60,000 times faster than text.

There are many sources that allow you to leverage content that already has been produced for specific categories or you could create new content from the ground up. We are in the age of 360° Marketing where multi-media means multi-choices for consumers. We need to make new people-centered plans with strategic precision because interactive, social media is fast becoming the new set of media. Is not mass any more, it is personal. It is about conversations and engagement where success depends on new tools, new technologies and new models that put the human at the center of marketing. Via cable, online or mobile, branded content will put your brand center stage with consumers.

To review your online strategy, integrated marketing needs and content requirements, contact us at: info@ethosagency.com

Digital Marketing Focus in 2009 (% of Respondents, Multiple Response OK)

Anticipated Focus

% of Respondents

Online video

66.8%

Social media

41.6

Search

34.1

Podcasts/Webcasts

32.0

Rich media

30.5

Banner ads

22.8

Mobile

17.4

Source: Permission TV, January 2009

Most Likely Online Video Initiatives in 2009 (% of Respondents)

Video Initiative

% of Respondents

Branded content/video destination

63.9%

Viral video

39.0

Interactive experience

38.3

User-generated video

29.1

E-mail video campaign

28.8

Video syndication

22.5

E-commerce

21.8

Source: Permission TV, January 2009


We need innovation on all fronts

I was reading a post by Joe Marchese at his OnlineSPIN and found it fascinating that there are parallels in completely separate worlds. I have been working on multicultural advertising for the past 15 years and on digital advertising for the last 3 years and have identified similarities among the two sectors. They both are organic transformations that are changing the status quo in the market place. The Hispanic and Asian markets grew due to migration from Latin America and Asia while online marketing was a logical next step to the explosion of the Web. I will use the Hispanic market when referring to multicultural later in the article.

Since I started to work in multicultural media and in over two years of producing this column for ethosGROUP and an enzine for the California Hispanic Chamber of Commerce, I have read, researched and presented to corporate marketers the need to change the double standard between general market advertising and Hispanic advertising. Marchese take on the double standard between offline and online advertising is quoted here: “It truly goes against the laws of marketing that the allocation of marketing efforts/dollars dedicated to a medium would not be in proportion to the amount of time people spend with that medium.”

The double standard for Hispanic marketing, it is the allocation of marketing efforts and dollars dedicated to the group that has the highest concentration in certain markets and that has produce the number one medium among all networks in those DMAs!

Hispanics account for 15% of the U.S. population and in New Mexico, Hispanics comprised the highest proportion of the total population (44 percent), with California and Texas (36 percent each) next in line. Still brand marketers only allocate about 3% of their budgets to Hispanic marketing. On the media front, Hispanic TV powerhouse Univision dominates ratings at prime time among all networks in cities like Los Angeles, Miami and New York.

Here I quote Joe’s argument for the online – offline take: “Sure there are reasons why some media just doesn’t work for advertising, but the highly engaging and personal experience that people have on the Internet isn’t one of them. It’s just that it takes more work and resetting of the metrics that define success to make advertising work on the Web. More work, because people will demand that advertising give something back to the experience of content consumption on the Internet, and that Internet advertising appropriately incorporate demands for an interactive, relevant and customized experience. Redefining the metrics that determine success will free marketers and their agencies to focus on what matters: Did we reach people? Did we tell them our story? Did they talk back – and, how will these impact sales? These would seem to be universal questions, regardless of medium, but for some reason on the Internet the rules have been established as being different.”

On the Hispanic front, successful advertising calls for messaging that is relevant to Hispanic consumers. In a general market campaign, we start with the entire U.S. population and segment it in different buckets to create targeted campaigns. We have a senior market, teens, women, families, etc. The same process should be applied to the Hispanic market. A disconnect in the communication process between the brand and the target market will not generate the desire results. And as Joe points out, the media mix needs to be adjusted to reflect media consumption or lifestyle. Once you are able to determine the optimum mix, the right creative and offer will give you the best ROI. What story are you telling, who are you reaching? These are again the universal questions and they apply to the Hispanic market too.


Ask What Webisodes Can Do For You

According to Wikipedia, a webisode is a short episode which airs initially as an Internet download or stream as opposed to first airing on broadcast or cable television. The format can be used as a preview, a promotion, as part of a collection of shorts, or a commercial.[1][2] A webisode can be part of an already established drama or series or it may consist of entirely original material. Depending on its purpose, the webisode may or may not be considered a part of an established program’s continuity.

A webisode is simply a web episode – collectively it is part of a web series, a form of new media that characteristically features a dramatic, serial storyline, where the primary method of viewership is streaming online over the Internet.[3] While there is no set standard for length, most webisodes are relatively short, ranging from 4–15 minutes in length.[4]

The changing business of advertising requires that you look at new ways to bring your messages to consumers. Online and interactive video are a way to deal with two major issues facing CMO’s in 2009: the growth of online audiences and the need for better targeting and accountability. Recent research conducted by Permission TV forcasts adoption of interactive video in 2009 and illustrates the point. The study was conducted among 400 senior-level, decision making executives. More than two thirds of these executives put online video at the top of their priorities for digital campaigns in 2009.

Why Online Video?

By nature, humans are visual and enjoy story telling. Branded content engages people with a narrative that is in context with product usage and target. Dr. Albert Mehrabian presents in his Communication Perception Study that 55% of perception is generated by visuals, 38% by vocal and 7% verbal. We process visuals 60,000 times faster than text.

There are many sources that allow you to leverage content that already has been produced for specific categories or you could create new content from the ground up. We are in the age of 360° Marketing where multi-media means multi-choices for consumers. We need to make new people-centered plans with strategic precision because interactive, social media is fast becoming the new set of media. Is not mass any more, it is personal. It is about conversations and engagement where success depends on new tools, new technologies and new models that put the human at the center of marketing. Via cable, online or mobile, branded content will put your brand center stage with consumers.

To review your online strategy, integrated marketing needs and content requirements, contact us at: info@ethosagency.com

Digital Marketing Focus in 2009 (% of Respondents, Multiple Response OK)

Anticipated Focus

% of Respondents

Online video

66.8%

Social media

41.6

Search

34.1

Podcasts/Webcasts

32.0

Rich media

30.5

Banner ads

22.8

Mobile

17.4

Source: Permission TV, January 2009

Most Likely Online Video Initiatives in 2009 (% of Respondents)

Video Initiative

% of Respondents

Branded content/video destination

63.9%

Viral video

39.0

Interactive experience

38.3

User-generated video

29.1

E-mail video campaign

28.8

Video syndication

22.5

E-commerce

21.8

Source: Permission TV, January 2009


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