Category Archives: Advertising

The Rise of Online Video

Every day I find more and more information on how video continues to affect marketing. This can be observed from an analytic perspective as well as live events where a video is shown. A basic sample of the second situation is a film festival. Last night, I attended the screening of “The Impossible” which screened at the AFI festival in Los Angeles. The movie is based on a true story and recounts the struggles of a family that was caught by a tsunami while they were vacationing at a resort in Thailand. A story of this nature moves people and shakes their emotions. We all knew that this was just a movie but we couldn’t stop from feeling fear, sadness and love. The brand, AFI selects films that align with its mission, fills theaters and get sponsors that want to reach those audiences.

Also on the live events front, I recently produced a short film for a non-profit that provides services for people with mental problems. The completed film was screened for the first time at one of their fundraisers. We developed a story around two patients and their families and highlighted how the center has changed their lives. As the video was playing, I could see how people engaged with the film and followed the story. At the end, then entire audience voiced their joy and happiness for the victory of the patients of the center, they live normal lives. The viewers were happy to be part of a group that is making a big difference on many people’s lives and the video was the proof. They contribute to the non-profit.

On the analytic side, a recent Pew Internet & American Life Project study has released some data on the influence of online video during this year’s election cycle. According to the study, 66% of internet-using registered voters have gone on the web to watch videos related to the election. Discovering political videos on the web also seems to be a highly social experience. Per the study, 62% of internet-using registered voters have had others recommend online videos to them about the election or politics. Maybe the next president of the U.S. is elected because of its online video and social media strategy.

Brands that produced social videos enjoyed a strong third quarter with more than 1 billion total social video views, up 15% over the second quarter and up more than 75% over the same time period a year ago, according to a Visible Measures just-released report on social video advertising. The take away here is the raise of online video as a key player on marketing through social media and video and by default mobile. Read more: http://bit.ly/Vw7lXN

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Twitter Does TV

Twitter is growing up and as all successful online companies started TV adverting to reach wider audiences. I should note that a NASCAR race was the best vehicle. Is twitter going main stream? Read more. http://cnet.co/LfKS9F


Think Like a Man Displaced Hunger Games From Top Spot at Box Office

think like a man poster taraji p henson

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


Celebrities and pets perform on Super Bowl ads

The 2012 Super Bowl was a mix of characters including the animal kind. What did they all have in common: mass appeal, stir emotions and the ability to drive traffic to the micro sites. Other brands appealed to crowd sourcing for the creation of the ads and run user generated ads. Doritos was in the later category. The article bellow provides more details on this mix bunch of ads.

Doritos, M&Ms Trump Celebrities To Deliver Top Super Bowl Ad Ratings

Dotitos-Dog-Ad

Doritos’ consumer-generated ads featuring a dastardly dog and a flying baby triumphed over a parade of celebrity-driven spots to win Brand Bowl 2012.

Hosted by Boston-based agency Mullen and Boston.com, Brand Bowl monitored 400,000 Twitter comments about the more than 50 commercials during the Super Bowl and ranked them according to the volume of chatter they created and their popularity.

Doritos’ annual “Crash the Super Bowl” campaign involves consumer-created spots and people voting online that get to run on air during the game. One of the Doritos commercials this year involved a Great Dane bribing a man with Doritos after he sees the dog burying the family cat. In the other, a grandmother slingshots a baby in a swinging seat to snag a bag of Doritos from a boy in a tree fort.  Read more: http://bit.ly/xFZ8EN 


62% of Super Bowl spots contained celebrities

The power of established talent from films, music and sports was at the driving seat on more than half of the spots that run during the Super Bowl. They drove large numbers of traffic to micro sites as in the case of Honda’s Matthew Broderick ad which succeeded in driving viewers to the company’s site, but the site wasn’t prepared for the traffic blitz and had a page load time of 40 seconds, making it the slowest of all monitored sites during the Super Bowl.

Super Bowl Ads Score Digital Response, H&M, ‘Voice’ Big Draws

HM-ad-with-David-Beckham

When it comes to consumers’ digital responses to Super Bowl XLVI’s TV advertising, there are two big winners: The H&M commercial featuring soccer star David Beckham and NBC’s own efforts for the new season of “The Voice.”

According to media holding company IPG Group’s analysis of its Mediabrands Audience Platform digital units and social analytics researcher Simply Measured, “The Voice” doubled its nearest rival in terms of Twitter mentions. It scored with a spy-theme action spot featuring Christina Aguilera, Cee Lo Green, and Blake Shelton, Adam Levine and Betty White. Read more: http://bit.ly/yPe7cf


Time of Convergence

Back in the mid 1990’s, I worked for 7 years on the production, distribution and marketing of entertainment projects. The mediums included television, video, theatrical and ancillary. The word “Convergence” was used at every major conference and event but it never really materialized till 2008 with YouTube. Since then, Vimeo, BlipTV, Hulu, Netflix and others have embodied the convergence.

This report from Fast Company validates the move. Read more here.


How Digital Out-of-Home Technologies Are Helping Advertisers Expand Brand Reach and Engage Consumers Online

The technological development of recent years is touching all areas of our daily lives. The word digital is part of the advertising lingo for many years. Starting with the creation of digital images that later populated magazines and newspapers to the recent propagation of video via screens that are placed along busy streets, transportation systems, stores, restaurants, etc.

Consumers are expending more time out of their homes and digital out of home media (DOOH) provides agencies and brands with new touch points. The principles are the same: the message must reach a targeted audience a number of times to create awareness. DOOH helps advertisers expand brand reach and engage consumers online.

NEW YORK, NY—April 21, 2011—Last week, MediaPost hosted the Digital Out-of-Home Forum and Awards, an annual event that explores the current trends in technology and media within the space.

Much attention has been given to new and emerging technologies such as QR codes, Near-Field Communication (NFC), Augmented Reality (AR), gesture-based interaction, social media integration, multiuser and multi-touch screen interfaces and projection mapping. But the big story about today’s digital out-of-home advertising is not about the technology, instead it’s about the significant impact the medium is having on driving consumer engagement for brands beyond the physical locations the media are in. Read more http://bit.ly/twzoGP 


MediaPost Publications WOM Explodes Thanks To Social Media 10/19/2011

 

 

 

 

 

 

 

 

 

 

 

 

 

MediaPost Publications WOM Explodes Thanks To Social Media 10/19/2011.

I’ve been developing marketing plans that integrate grassroots with social media and mobile to reach young demos. The strategy is a natural fit when targeting Latinos. This article in media posts validates that strategy. I also support the need to link these efforts to the bottom line. Read this article for more detail.

Also known as “word of mouth,” what’s the secret to a successful earned media strategy? Traditional paid media, according to Tracy Stokes, principal analyst at Forrester Research and former senior director of global brand marketing at Timberland.

Born from traditional public relations, Forrester defines earned media as “a message about a company passed between consumers as a result of an experience with the brand.” And thanks largely to an explosion in social media, earned media is on fire.


As Sun Sets on Multicultural Space, Execs Must Adapt.

Multicultural marketing, in the traditional sense of the phrase, is dead. There, we said it. Call it what you like: “Armageddon,” a “tipping point,” a “paradigm shift.” It doesn’t matter.

Even with the latest 2010 U.S. Census numbers now on the books and ethnic minorities accounting for the greatest growth sector, marketers continue to underspend with no real breakthrough in sight. Go to any of the few ethnic ad agencies still left and you’ll hear, “we are evaluating our options,” trying to “secure client budget approval,” and so on. As early as the middle of this summer, some agencies were telling traditional media reps that their multicultural ad spending for 2011 was done! In July? Really? Read more here http://bit.ly/ququea


61 Percent of U.S. Adults See Place-Based Digital Ads Each Month.

Nearly 61 percent of all U.S. adults have viewed advertising on video screens in public venues in the last 30 days, and more than 64 percent of them have expressed interest in this form of marketing communication, according to the latest data from GfK MRI.

The data are derived from the Fall 2010 GfK MRI Survey of the American Consumer and the2011 GfK MRI Omnibus Recontact Study. Questions in the Omnibus Recontact Study pertaining to place-based digital advertising were sponsored by the Digital Place-Based Advertising Association (DPAA) to increase the number of digital place-based advertising venues measured by GfK MRI.

Of the 60.7 percent of U.S. adults (approximately 138.5 million people) who reported having seen digital place-based advertising, 64.1 percent expressed an interest in the ads, according to GfK MRI.

Ads on video screens located in grocery stores were the most commonly viewed, with 31.8 percent of adults reporting having seen this type of ad in the last 30 days. Grocery stores were followed by quick service/casual dining restaurants, warehouse/club stores, shopping malls, pharmacies and coffee shops/cafes or delicatessens, in that order, as the most likely place consumers viewed place-based video ads. Read more here http://bit.ly/r86HKb


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