Several experts provide reasons to explain why the book adaptation of Steve Harvey’s self-help book was the number one movie at the box office this weekend, displacing Hunger Games from the top spot. There are two that stand out in my opinion and that are part of the tool box that producers and film makers can use to promote their movies.
The first one is a no brainer: targeted marketing that focuses on the intended audience. The cast is mostly African American and screenings at historically black universities combined with promotions on BET and cast appearances on radio stations at top urban markets paid off.
The second is the use of social media. Comedian Kevin Hart has raised his profile and popularity in the last year via social media. His rise to popularity started last year when his independent concert film went on to gross a “surprisingly high” $7.7 million according to Richard Corliss of Time Entertainment. Read more here http://bit.ly/JGdaNd
Its refreshing to see brands evolving on their campaigns targeting U.S. Hispanics. The market itself has evolved around integration, technology, etc. This article by Lisa Arthur in Forbes provides you with valuable Hispanic research sources and builds a case for a Hispanic marketing strategy that runs the entire year and not only on Cinco de Mayo. Read more http://onforb.es/Jok9Ic
This press release from comScore provides a strong case for the use of additional metrics when measuring results for an online campaign. They joined forces with Pretarget and used information from 18 advertisers to determine what metrics should be considered and their contribution to conversions. Their recommendation is to look beyond just a click. Read more http://bit.ly/HZeeXG
This story comes to us via Businessweek and reviews a recent report from Nielsen that focuses on the U.S. Hispanic market. The report points out the importance of this market for brands looking for growth and even though it recognizes that there is assimilation, it mentions that it is more sustainable. “The culture may evolve, but it will not go away.” (Monica Gil, Nielsen). Read the entire article http://buswk.co/HYyOrB
We have seen many reports that highlight the fact that Hispanics over index the general population on the consumption of digital media including mobile platforms. However, this research by uSamp that sampled 650 adults points out that they don’t share online as much as they consume. I look forward to research that explains the why’s. In the interim, I have a couple of hunches.
One looks at what we saw a few years back with television commercials that were translated versions of the English spots. Results were not in the range of what advertisers expected. Savvy marketers invested on the production of spots that used cultural elements as well as Hispanic actors. The results improved so dramatically that now most advertisers invest on the the production of TV spots that are in culture and mirror the Hispanic population.
The second focuses on the size of the total internet population and the portion that corresponds to Hispanic users. Hispanics are a fraction of that total population therefore, they only contribute a smaller portion of the total. In the future, as we combine one and two, we will see more culturally relevant content being uploaded as well as more Hispanics using the internet not just as passive viewers but as active participants, sharing content, reviews and other information. Read the report here http://bit.ly/HU48c5
YouTube is the second search engine right behind Google. It makes tremendous sense that users get more information on products they discover on videos. Humans are visual creatures, we learn by using our sight more than other senses. As more and more videos are uploaded to the different hosting sites, including branded content and videos with product placement, video will become a new frontier on the discovery of new products and services. Read the article from VidBlog here http://bit.ly/HD9AyK
While they have not fared as poorly as their print cousins in the newspaper business, consumer magazines have taken it on the chin over the last few years.
Last year, total ad pages as measured by the Publishers Information Bureau were off one-third from their peak of five years ago, having declined 33.4% from 253,494 in 2006 to 168,742 in 2011.
This is partly the result of the closure of some titles, as the total number of magazines tracked by PIB fell from 252 to 221 over the same period. But even magazines that survived endured steep losses.
Among the roughly 200 titles tracked continuously by PIB from 2006-2011, total ad pages fell 27.4% from 219,436 in 2006 to 159,352 in 2011. Read more: http://bit.ly/ISjwlZ
Recognizing the rising prominence of online video, the Interactive Advertising Bureau has introduced updated specifications for marketers to improve their streaming media strategies.
Marking the first major update to its in-stream video ad standards since 2008, the “IAB Video Suite” was developed by the bureau’s Digital Video Committee in partnership and its 45 member companies.
One of the suite’s key specs is a Video Ad-Serving Template (VAST), which the IAB describes as a universal protocol for serving in-stream video ads, permitting ad servers to use a single ad-response format across multiple compliant publishers and video players.
The goal of the updates is to give marketers the freedom to create better brand stories through video, according to Steve Sullivan, vice president, ad technology at the IAB. Read more: http://bit.ly/HxPhpE
Technology is advancing at a rapid pace and new media platforms like online video are able to offer advertisers new targeting options. Online video consumption and adoption is present across all demographics but skews towards younger demos. In addition to demos, you should consider cross platform compatibility, specifically mobile. The article bellow refers to a test done by Eyeview across entertainment channels. Interesting stats.
Personalized TV Tune-In Video Ads Boost Interaction by 40%
Eyeview said click-through rates were up 40% compared to tune-in ads for non-personalized spots. Also, brand awareness rose by about 21% for “definite tune-in intent” when the spots included local details, according to a study Vizu ran on the campaign.
Eyeview teamed up with Adobe for access to premium inventory on online entertainment channels for the campaign. As the campaign ran, the network continued to update the ads with daily show times to keep the messages relevant on a real-time basis. Read more: http://bit.ly/I2TVXV