Monthly Archives: June 2011

Merchandising, alternative advertising, inserts, DM, DOOH and bloggers in “Cars 2” marketing mix

From Marketing Daily

The promotional buzz for “Cars 2” started many, many weeks ago — both in the media and at retail — but should hit full pitch now that it has zoomed its way through an opening weekend. Despite a lot of yellow and red flags from critics (and, in fairness, a rave or two), the movie grossed $68 million on its opening weekend. That’s more than its 2006 predecessor “Cars,” which grossed $60.1 million out of the box and went on to earn $462 million worldwide, Michelle Kung reports in the Wall Street Journal.  Read the whole story  http://bit.ly/lFw6S0


The web is shrinking

Facebook’s Unbelievable Effect On The Rest Of The Web.

from Business Insider

Facebook is quietly eating up all the time we spend on the web at the expense of all other static non-Facebook sites, according to an analysis by Ben Elowitz CEO and founder of Wetpaint, a digital media startup.  If you exclude online video, and mobile web consumption, Elowitz says, “the web is shrinking.” He says the rest of the web is quickly becoming “irrelevant,” and argues that in the future companies will need to spend less time on SEO, and more time on optimizing for Facebook. It’s an interesting outlook, and worth a read here. Read the whole story http://read.bi/lp2UVo


Integrate!

Social Media Delivers — But Multichannel Integration Delivers More

Marketers are tuned into social media.

According to a recent BtoB Research Report, nearly all (93%) of B2B marketers are engaged in social media marketing. Likewise,another study revealed that the vast majority (84%) of the Fortune Global 100 is active on at least one social media platform.

Why all the interest and activity?

Because social media produces results. New data shows that social media is delivering solid, proven ROI. What’s more, it’s cost-effective, too. In fact, one report  concluded that organizations using predominantly newer inbound marketing tactics (blogs, search engine optimization and social media) now experience a cost per lead 62% lower than organizations that use mostly outbound marketing techniques (print, direct mail, etc.).  Read the whole story http://bit.ly/kqGfSP


Young, Bicultural Latinos Are TV ‘Language Neutral’

While older, foreign-born Latinos tend to prefer media in their mother tongue, younger Latinos — both those born abroad and in the U.S. — are not nearly as focused on Spanish-language content, according to the Maximo Report, a new study co-sponsored by MTV Tr3s and conducted by Motivo Insights and the New Generation Latino Consortium.  Read the whole story http://bit.ly/mnAKJM


Most Brands Do It. Google’s Schmidt:

From Campaign

‘We strongly believe that advertising has value’

CANNES 2011 – Google’s executive chairman Eric Schmidt today (22 June) claimed the search specialist and performance-based marketing proponent was now aware of the power of brand advertising, after the success of last year’s Super Bowl TV ad.

Read the whole article http://bit.ly/mfDbzc


Via gigaom: The raise of Mobile

Mobile devices overtake computers on Wi-Fi networks.

Mobile devices, led by the iPad and Android phones and tablets, have overtaken computers on Wi-Fi networks, according to a new report from cloud networking provider Meraki. It’s another sign that mobile is increasingly the way people access the Internet, bypassing traditional computers in their hunt for information.

Meraki said that in 2010, Windows and Mac OS X accounted for 64 percent of devices that accessed Wi-Fi networks, while iOS (the iPhone and the iPod touch at the time) accounted for 32 percent and Android was just 1 percent. A year later, iOS — bolstered by the iPad — and Android now represent 58 percent of Wi-Fi devices, while Windows and Mac OS X account for 36 percent. The numbers have gone up since March, when Om got some Wi-Fi usage statistics from Meraki, which found that the iPhone accounted for 23.5 percent of connections, while Android had 5.2 percent and the iPad took 3.4 percent.  Read the whole story http://bit.ly/iqIP1i


Mobile, Mobile and More Mobility

Via Business Insider

People Are Spending More Time In Mobile Apps Than On The Web

People are spending more time inside mobile applications on average than they are on the web, according to an analysis from Flurry, a mobile analytics firm.

Flurry measures the time people spend in apps through its own direct analytics. It got numbers for the web using public data from comScore and Alexa. The analysis is somewhat imperfect, but even if you judge it solely on a directional basis you can see mobile apps are consuming more and more time.

So what are people doing in those apps? Gaming and social networking, which absorb 79% of people’s time, according to Flurry. The rest is news, entertainment, and other apps.  Read the whole article http://read.bi/isCerI


From 1G Phones To The Scotch Palace- At

Via Media Post

From 1G Phones To The Scotch Palace- At Cannes: Diageo CMO On Brand Strategy

CANNES, FRANCE – During Monday’s Media Festival sessions, Diageo CMO Andy Fennell reminded attendees that despite all the rapid and rampant changes taking place with consumers and media technology, “the fundamentals of marketing still work.”

Noting that most of the “enterprise value” of his company is fundamentally about “people and the relationships they have with our brands,” which include Johnnie Walker, Smirnoff, and Guinness, he said, “The purchase decision is almost entirely emotional.”

Those brands have “sustained wars, fathom, social and political turmoil and more economic cycles than you can shake a stick at,” Fennell said, adding, that they’re all “still here” because those brands’ founders got their “fundamentals right.”
Read the whole story http://bit.ly/jVaajU


Where Hyperlocal Meets Digital-Out-Of-Home

From Street Fighter.

24 MAY 2011 BY ROB GORRIE

The digital out-of-home advertising sector — all those networked screens you see on top of gas pump tops and in elevators, 7-11s, waiting rooms and the back seats of taxis — couldn’t be happier about the rise in popularity of location apps and daily deal coupons.

Finally the hyperlocal targeting that is a part of what these networks of screens can do has some consumer-driven energy and contextual relevance behind it.

There are now millions of screens, big and small, installed in venues across the country, and in much of the developed world. All of them are defined by subject or audience verticals, and all are chasing ad buys that boil down to numbers of eyeballs and the cost-per-thousand to reach them.

These kinds of networks have been around for more than a decade, and the software platforms driving them have grown very sophisticated in their ability to target advertising down to individual screens at individual sites, and schedule and serve ads based on highly local data like the weather, point-of-sale activity or even sensors on the screens or in the environments.

Every screen in every venue is profiled with meta-data that defines everything about the location, proximity, audience characteristics … whatever is available. Then media planners and trafficking people can slice and dice that data as much as they need, easily targeting and pulling the trigger on a campaign for, say, a new high-octane energy drink — where media only gets delivered to locations where the product is sold, only in predominantly Hispanic areas, and only indexing high on 18-30 male and to certain income thresholds.

Finally the hyperlocal targeting that is a part of what these networks of screens can do has some consumer-driven energy and contextual relevance behind it.

But there’s been a problem: while agencies and brands have already made digital out-of-home (DOOH) advertising worth billions, hyper-targeting is only used sporadically when campaigns are executed. Most of the money getting invested into these screen networks – the big buyers are financial, telecommunications and auto – is for national run-of-site efforts that don’t get much more granular than cherry-picking DMAs or general audience characteristics.

Different screen mediums are now converging
The emergence of new mediums that are also all about hyperlocal and consumer engagement will change that. We are seeing a diverse set of very different digital screen mediums starting to converge.

Mobile marketing, tablet marketing, location-based services, social media and DOOH advertising are all angling to reach, engage and influence consumers when they are away from their homes and active in their day-to-day travels. All of those mediums are more effective when they are working together; none of them can operate well in isolation.

Location-based services and smartphone apps need awareness and consumer encouragement. Social daily deal services need buyers — lots of buyers. DOOH networks want and need their screens to be sticky; focal points the moment people walk into a venue. And that sticky need for people to look at screens habitually comes with contextually and personally relevant, valuable content … like great deals in the immediate vicinity or coupons for a local pharmacy as you leave the doctor’s office.

These technology-driven mediums work when the content on all the different kinds of screens – from laptop browsers, tablets and smartphones to flat panels in public spaces and big LED billboards – are part of integrated media campaigns, working toward common, measurable objectives. They link one running consumer conversation across mediums and locales, the dialogue tied to increasing consumer value and the bottom line.

Big screens drive awareness
The big screens — the ones that are place-based and just there, and not needing to be dug out and turned on – are the vehicles to drive the awareness and the activation of mobile engagement apps and group couponing services. They are screens big enough to get noticed, and they’re running programming that’s relevant to the surroundings. They’re also dynamic, meaning things like location-based check-ins can be flagged and celebrated on a screen, in that venue. And they can promote offers specific to a location in ways not possible through more traditional mediums.

Moderated social streams can be pushed onto DOOH screens in venues where mobile coupons are redeemed, to show the tweets of happy customers who jumped on the offer. Tweeters get their name in lights. Back-office integration means screens can show dynamically how much money has been saved through redemption at that location or overall – which can drive more usage.

The big screens … are the vehicles to drive the awareness and the activation of mobile engagement apps and group couponing services.

Pulling in customers drives awareness and loyalty, and the usage of location-based services. Those screens, venue by venue, can show check-in numbers and trigger more activity. When there is activity and interactivity with one screen, it drives activity with another screen.

Think about the impact of a mobile phone carrier that launches a new shopper-focused, location-based app that will live or die based on how many consumers opt-in and allow discounts and offers to be pushed to their handsets. Nothing will drive awareness and value of those promotions on a location-by-location basis more quickly than DOOH, because of the targeting and immediacy, and the overall reach.

The big research house Arbitron does an annual study of place-based video – another term for DOOH – and the 2010 numbers showed roughly 70 percent of Americans see place-based video screens each month, and more than half every week. The screens are now ubiquitous.

Convergence is already underway
Predictably, some of the early convergence is happening in two ways: big announcements with big players, and much quieter activity happening largely off the radar screen.

One of the largest network operators in the DOOH industry, San Francisco-based RMG Networks, announced a deal last month with Groupon – which will see the daily deals geo-targeted to some 75,000 screens in coffee shops, waiting rooms, health club and other RMG venues. The company also did a deal with a Near-Field Communications partner, Blue Bite Media, to activate instant deals, and has started working with Boston’s LocaModa to filter social streams and automatically post messages to venue screens.

Much more quietly, firms like Canadian start-up RT7 are putting daily deals screens in locations like the point of sale in hyperlocal stores. The company recently related in an industry blog how a two-week test on 200 screens drove sales of 16,000 daily deals-style coupons.

The biggest networks and established media companies are transitioning from static poster faces to digital screens and will give national breadth to these kinds of activities, but the opportunity will get truly interesting when this activity reaches networks right across the country, no matter the screen network operator. And no matter the technology or service platform.

Companies like Adcentricity have developed a platform that has assembled reams of targeting data of hyperlocal DOOH networks across North America. The company takes these networks – representing tens of 1,000s of venues and different verticals or regional focuses – and packages them into offers that interest national brands and media planners based on campaign objectives.

Adcentricity’s platforms allow agencies to efficiently buy audience and venue characteristics across a potentially diverse range of individual networks that share common attributes, making for powerful, highly relevant hyper-targeting. That matters for these networks because this harmonized, broadened offer gives operators access to national media dollars that would otherwise remain elusive.

It matters, as well, for the many technology companies that are working at a very targeted, hyperlocal level. Screens at a geo-targeted level can not only drive awareness of offers and apps, they can also be immediately relevant to that area and circumstance and adapted on the fly. When a daily deal, for example, is fully subscribed – the dynamic nature of DOOH means changing the offer can be fast and easy, and quite possibly automated.

The diverse apps and deals programs emerging in the marketplace have great potential partners and awareness vehicles in DOOH. If those types are not talking yet, they should be.


Online video reach: 47.1%

From Online Media Daily

Online Video Spikes, Tremor Media Tops Ad Nets.

Don’t look now, but Facebook is rapidly emerging as a force in online video, according to comScore. In May, Facebook.com ranked fourth among all online sites with 48.2 million video viewers.

While the top social network does host user-uploaded videos, it mostly aggregates the YouTube clips that users publish on their walls. That still helped it beat out Viacom Digital, which ranked fifth in May with 46.5 million online video viewers.

Read the whole article http://bit.ly/k74uTW


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