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
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
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
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
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
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
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.
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
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
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