Category Archives: Ivan Cevallos

The Sign is at the Box Office

The news of downward trends among many industries paint a scary picture of the current economy but if you do your homework and search, you find areas of growth and opportunity.

Case in point is the entertainment industry that in a down economy continues to grow box office year after year. On March 29, 2009, the domestic B.O. was up a whopping 40% over the same frame last year, thanks to “Monsters” and Lionsgate‘s horror entry “The Haunting in Connecticut.” This was not an isolated incident and continued on April with the opening of “The Fast and Furious” that brought the box office 65 percent ahead of same week last year.

What makes the success of “The Haunting in Connecticut”, “Monsters” and “Fast” unique is the contribution of Hispanics to the box office office success. According to exit poll stats, Hispanics made up 46% of Furious and50% of Haunting’s audience. The core audience for both movies is young man and women (17-24).

I was not able to find exit polls for “Monsters” but the genre of the film (animation) has children and families as their key demo. I will venture to make an estimate and place the percentage of Hispanic audience for this move at 30%. After all, the majority of first graders at the top 10 DMA’s in the U.S. are Latino. You do the math.

Talk about purchasing power, economics and the implications for corporations targeting Hispanics: they generated about 63 million dollars at box office in 2 weekends. Most film studios recognize this market and its potential but few know how to reach it.

Recent news from comScore on the growth of online Hispanics further highlights the value and potential of the market but also presents the need of experts when communicating with them.

My questions for marketers that have not implemented a Hispanic strategy is:
Can any other segment in your business contribute about 63 million dollars in 2 weekends?
And if you already have a Hispanic strategy, is it effective, efficient or are you leaving money on the table?
Do you know how to reach them on line?

It all starts with how you see the current situation: is your glass half full or half empty. If you have done everything possible int he general market and your glass is half full, it is time you look for new opportunities and fill the other half.

By Ivan Cevallos, Founder and CEO of ethosGroup Inc.
April 17, 2009

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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.


Breaking the mold

I was reading an article on how people look in the wrong places for solutions to their problems. If we are lucky and have enough time, we resolve our issue. The solution usually comes once we look inside.

Adweek reported findings of a study on the current status of the advertising industry. Minorities are under represented. Another article cites figures from the U.S. Bureau of Labor Statistics, African-American workers made up only 3.8% of the advertising industry in 2007.

If you reside in one of the top 10 DMA’s you experience first hand the diversity of these cities. A clear sample is Los Angeles, a city where Hispanics, African Americans and Asian Americans account for over 60% of the market. New York, Chicago, Miami, Dallas and others have that pattern too.

When you look at the disparity between those two figures, you do not have to be a rocket scientist to recognize that something is wrong. An industry that prides on the application of sophisticated research techniques to discover “consumer insights” and build campaigns around that element, is not using basic common sense to improve what the New York Times calls a poor record in hiring and promoting minorities.

The problem is not due to lack of talent. Just look at recent deals that have taken place in the entertainment industry. Latino directors and artist have received multi million contracts with studios or are attached to pictures like Harry Potter.

In many forums, the topic still is about language. In my opinion, the topic should be about creating great products and spreading that message to as many people as possible. To create the best work possible, we need to look inside and find the truth. That truth will be different because people are unique. Using advertising principles, we need to find themes that cross borders and nationalities and tell those stories in short or long format.

If you want to tell Latino stories, let the Latinos tell them. If it is a Chinese story, let the Chinese tell the story. If you want to create great work, let everyone show their talent and may the best one get the job. If it is about advertising, we all consume most of the same products and have the same basic needs. Why are we afraid to break the mold? Give everyone a break in the land of opportunity.


Is that time again

As we wrap up 2008 and kick off 2009, there are trends that started this year and will expand into the next. Some are the result of the current inflation and others are the result of technology development, social issues and concern for the environment. Bellow, you will find blurbs and links to the full articles on the said topics.

Local Sports, Events Help Marketers In Hard Times
Advertising Age
The recession might prove to be a boon for out-of-home media and event marketing–especially for local sports. As cash-strapped consumers hunker down and people increasing maintain friendships virtually on the Internet, they yearn for the community of local events. Less appealing are the big national events that advertisers gravitate toward.

The virtual gathering of people in social networks is only intensifying the need for real community gathering, not supplanting it. “Kids now are able to see the whole world,” he said. “It’s worldwide, but it’s an inch deep. And there’s this pane of glass that separates them from experiencing that entire world.”Read the whole story…


Internet Tops Newspapers As News Source, Still Lags TV

by Erik Sass

The Internet is now the most popular source of news after TV, according to the Pew Research Center for the People & the Press, which released its year-end roundup of news media consumption last week. While TV is still king of the hill, its steady decline in the face of Internet competition bodes ill in the long term. … Read the whole story


WOM: Real People Win Deals, Corporate Blogs Spin Wheels

by Erik Sass

Word-of-mouth marketing remains one of the most effective marketing channels–provided that it’s done well, according to two new studies from DEI Worldwide and Forrester Research. Consumers don’t put much trust in corporate blogs or social network profiles, but will readily listen to people. … Read the whole story


YouTube still towers above MySpace, Hulu for online video
YouTube, with nearly 5.6 billion streams to some 85 million unique visitors, was the No. 1 destination for online video viewers in November, according to Nielsen research. YouTube was followed by MySpace, with 244 million streams to 20 million unique visitors, and Hulu, with 221 million streams to about 7.5 million unique visitors. TVWeek.com (12/29)

JWT futurist eyes brand trends for 2009
While corporate budgets and consumer belts are tightening, marketing and media companies that seize on certain social and entertainment trends will successfully ride out the new year, according to Ann Mack, director of trendspotting for ad agency JWT. Among the hot-button trends for 2009 are environmental responsibility, brand authenticity and content mobility. MediaPost Communications (12/29)

Do the Right Thing
10 Rules for Leading Ethically

It’s been all too easy to criticize the unethical behaviors of business and political leaders these days. But if your company isn’t among those generating scandal and scorn, consider yourself warned. CCL’s Cresencio Torres reminds us that lapses in ethical judgment occur every day in our organizations and, likely, in our private lives.

“Ethical leadership isn’t about avoiding the worst behaviors. It isn’t about technically following laws and regulations,” says Torres. “Ethics determines fair and honest behavior and establishes boundaries about how we relate to each other. In that sense, the only way for people to work well together, and to have good professional and personal relationships, is to think and act in an ethical way.”

To reclaim ethical leadership for yourself and your organization, Torres offers these 10 Rules for Ethical Leadership here:

http://www.ccl.org/leadership/enewsletter/2008/DECdo.aspx


Is that time again

As we wrap up 2008 and kick off 2009, there are trends that started this year and will expand into the next. Some are the result of the current inflation and others are the result of technology development, social issues and concern for the environment. Bellow, you will find blurbs and links to the full articles on the said topics.

Local Sports, Events Help Marketers In Hard Times
Advertising Age
The recession might prove to be a boon for out-of-home media and event marketing–especially for local sports. As cash-strapped consumers hunker down and people increasing maintain friendships virtually on the Internet, they yearn for the community of local events. Less appealing are the big national events that advertisers gravitate toward.

The virtual gathering of people in social networks is only intensifying the need for real community gathering, not supplanting it. “Kids now are able to see the whole world,” he said. “It’s worldwide, but it’s an inch deep. And there’s this pane of glass that separates them from experiencing that entire world.”Read the whole story…


Internet Tops Newspapers As News Source, Still Lags TV

by Erik Sass

The Internet is now the most popular source of news after TV, according to the Pew Research Center for the People & the Press, which released its year-end roundup of news media consumption last week. While TV is still king of the hill, its steady decline in the face of Internet competition bodes ill in the long term. … Read the whole story


WOM: Real People Win Deals, Corporate Blogs Spin Wheels

by Erik Sass

Word-of-mouth marketing remains one of the most effective marketing channels–provided that it’s done well, according to two new studies from DEI Worldwide and Forrester Research. Consumers don’t put much trust in corporate blogs or social network profiles, but will readily listen to people. … Read the whole story


YouTube still towers above MySpace, Hulu for online video
YouTube, with nearly 5.6 billion streams to some 85 million unique visitors, was the No. 1 destination for online video viewers in November, according to Nielsen research. YouTube was followed by MySpace, with 244 million streams to 20 million unique visitors, and Hulu, with 221 million streams to about 7.5 million unique visitors. TVWeek.com (12/29)

JWT futurist eyes brand trends for 2009
While corporate budgets and consumer belts are tightening, marketing and media companies that seize on certain social and entertainment trends will successfully ride out the new year, according to Ann Mack, director of trendspotting for ad agency JWT. Among the hot-button trends for 2009 are environmental responsibility, brand authenticity and content mobility. MediaPost Communications (12/29)

Do the Right Thing
10 Rules for Leading Ethically

It’s been all too easy to criticize the unethical behaviors of business and political leaders these days. But if your company isn’t among those generating scandal and scorn, consider yourself warned. CCL’s Cresencio Torres reminds us that lapses in ethical judgment occur every day in our organizations and, likely, in our private lives.

“Ethical leadership isn’t about avoiding the worst behaviors. It isn’t about technically following laws and regulations,” says Torres. “Ethics determines fair and honest behavior and establishes boundaries about how we relate to each other. In that sense, the only way for people to work well together, and to have good professional and personal relationships, is to think and act in an ethical way.”

To reclaim ethical leadership for yourself and your organization, Torres offers these 10 Rules for Ethical Leadership here:

http://www.ccl.org/leadership/enewsletter/2008/DECdo.aspx


Recession Reflections

Last night they were shooting a commercial at my next door neighbor’s house. The actual production for a 30 seconds spot took a few hours. The preparation probably took months. When I asked who the client was, I was told that it was Wal Mart. I was surprised by the fact that the low price leader was shooting the spot in a neighborhood that is considered upper middle class. The house itself is valued at over one million dollars and does not qualify as the house of a Wal Mart shopper. As a matter of fact my neighbor does not shop at Wal Mart. As I thought about what was happening next door, I remembered the true purpose of advertising: to create an emotional connection with the consumer that drives sales.

Regardless of what media we use to convey the message, we need to work with strategic and creative folks dreaming up ad formats or spots that create a memorable experience and drive consumer action. Google has its search algorithm that basically increases options for the buyer and s/he will eventually make a choice and purchase a product or service. Marketers and agencies need to develop strategies and campaigns that place their clients at the top of brand awareness as well as online searches. It is at this stage when that emotional connection plays a key role. Brand awareness and brand marketing are important, but only in their direct correlation to intent and purchase. At the end of the day the only metric in marketing that really matters is revenue and agencies that generate revenue for their clients will keep happy clients.

Media buyers and planners need to understand the new rules of play. Ratings still count and provide you critical mass. However, old media is transitioning to new media and new media is about two way communication and engagement. Planners and buyers, please understand the relationship between media and their audience, how media affects, if it does at all, the behaviors and patterns of audiences. Understand how exposure to advertising on different media can affect the business your clients are running.

Recent metrics indicate that the average user spends 32.7 hours each week on the Internet, and only 16.4 hours watching TV. (IDC). Consumption of newspapers and magazines have declined dramatically and in part that is due to the increased use of internet. TV still commands the lion share of media budgets but online has seen double digit growth in the last 5 years. In countries like England, online budgets already surpassed TV buys and the US is not far behind. A recent study by IBM reports that online video is cannibalizing TV viewership and that corroborates that statement.

The Web has also increased options for measuring and therefore accountability for agencies recommendations. Digital media can almost always be used to measure some element of response and this makes all marketing either direct or indirect marketing. Direct marketers embraced the medium early on because it is the best platform for getting consumers from awareness to transaction the world has ever seen, yet few advertisers leverage the Web as a transaction platform. Marketers are still learning how to integrate branding and transactional ads. Most are just moving TV ads to the new medium and failing to take full advantage of the engagement capabilities of the Web. Just look at the fact that 90% of online ad dollars are invested in two media that fail to drive memorable engagement: banners and text ads. Keep in mind that ROI is what every client measures at the end of the year.


We Have Been There Before

Radio Was the New Media in the Late 1920’s. The Web and Mobile are the New Media in 2008. Are You Ready to Embrace Them?
In the late 20’s, new media “radio” underwent a seismic shift. Successful companies were trying new types of advertising. Procter and Gamble tried something more creative and radio 2.0 turn into a content marketing machine. P&G outspent their competitors by 30% with the creation of their own content and programming. They were so successful during the 30’s that by the time the depression was over they had created an entire category of show – the Soap Opera!

What about online video and video on demand (VOD)? Learn more at
www.luminacion.com and here.

We are in the middle of another seismic change that is driven by the Web and mobile. The market conditions are similar to the depression of the 1920’s. The magnitude of the current economic problems is highlighted by the current situation of corporations like General Motors that may be 3 months away from filling for bankruptcy and the comments of Time Inc. CEO Ann Moore: “By this October it was looking like 1931,” she said. “[Time Inc.] has never had so many advertising clients in trouble at the same time. The declines are stunning.” Moore added that she didn’t care if it technically isn’t a recession. “It is one for us.”

During OMMA Mobile conference last week in Los Angeles, I confirmed that Hispanics are top consumers of mobile content. They are in everybody’s radar from Nielsen’s reports, to information that the mobile ad networks gather. At the conference, Nic Covey, Director of Insights at Nielsen Mobile, presented data obtained via their new Mobile AdRelevance database, a mobile version of the Nielsen’s Online ad-tracking service. According to this information, many of the leaders from the online space have carved the top positions in the mobile world. The data shows that the top mobile Web destinations are ad-supported and are for news, information, or entertainment leaning brands. On the other hand, the leaders in overall mobile Web traffic are communications, search and navigation destinations.

The emerging mobile media in the U.S. resembles the online world from 7 years ago. What is promising is the fact that the adoption of services like SMS and media packages are increasing and made possible by the next generation mobile devices that compete with the i-phone. Consumer marketing brands are slowly warming up to the mobile opportunity and there are a few success stories that prove how this medium can help brands move the needle on brand awareness and sales. According to Nielsen’s top rankings of “SMS brands” Coca-Cola was the only consumer brand to get top rankings in a list dominated by media, entertainment or information services. “My Coke Rewards” text-messaging program is ranked among the top 10 with a million people participating in this every month.

When we look at the Hispanic market and reports on mobile usage, it is also a promising market. The key to success seems to be the participation of teams that understand the media and the market segment and take part in the planning and execution of campaigns. The mobile concept is to open up a more “personalized” dialogue that allows for “self-expression” of your audiences or consumers. It is about a conversation, not just pushing or pulling messages. Mobile campaigns should not be considered an afterthought. If executed properly, they produce high return on investments and consumer loyalty.

The need for integration in the overall marketing plan is crucial. You need to support the initiative with a mix of new and traditional media. There are a lot of mobile applications that could be used just like we use widgets in the online world but a good rule of thumb is to keep it simple. The Coke SMS success proves it. Consumers are willing to participate and need incentives that will motivate them to enter the dialogue. Brands have to understand that consumers are in control and they have to invite you into their lives.

A few ideas on mobile applications that could resonate with different segments or could be used in conjunction with traditional media to engage new users are bellow:

1) Mobile and online social networks that integrate music, games, entertainment or information. The content has to resonate with your audience.
2) Working with bloggers that have large audiences and specialize in specific industries or segments.
3) Integrating geo location on your mobile social network when your product or service targets young demos.
4) A variation of the above could target adults with store locations and special incentives like discounts, coupons, sweepstakes, etc.
5) Integrating mobile search in your campaign, just like online.

Mobile To Transform Portable Gaming
From Advertising Age
Apple’s iPhone 3G and its game-heavy AppStore may well push mobile gaming into the mainstream, Ad Age reports, in much the same way that the Web brought casual gaming to the masses. The trade pub points out that it wouldn’t be very difficult for the likes of Apple and Google to develop an in-game ad network for their mobile phones. Google, for example, already owns an in-game network. Microsoft, which owns the in-game ad network Massive Incorporated, is also rumored to be working on its own phone. Sony, which has the PSP portable gaming device and the Sony-Ericsson line of phones, is also rumored to be working on a PSP phone. It has its own in-house in-game advertising team and has partnered with ad networks like IGA.

“The thing with casual gaming is that it hits a much bigger demographic than console games that just tend to attract younger men, so now with mobile gaming you have an even greater potential for generating ad revenue, more than PC games ever could. More people have phones than PCs, and they’re using them more often and with more [downtime and] opportunities for gaming,” said Rob Enderle, principal of the Enderle Group. A recent study from NPD Group corroborates those claims, finding that smartphone users play games more often than they use business-related functions. According to the study, playing games was the most increased use of the phones over the last three months. – Read the whole story.

Remember, you need to integrate mobile in your master plan and support it with the appropriate media mix. For more information, call us or email us at 866-798-5577 x 111 or ivan@ethosagency.com

Quote
Technology presumes there’s just one right way to do things and there never is.

Robert M. Pirsig


We Have Been There Before

Radio Was the New Media in the Late 1920’s. The Web and Mobile are the New Media in 2008. Are You Ready to Embrace Them?
In the late 20’s, new media “radio” underwent a seismic shift. Successful companies were trying new types of advertising. Procter and Gamble tried something more creative and radio 2.0 turn into a content marketing machine. P&G outspent their competitors by 30% with the creation of their own content and programming. They were so successful during the 30’s that by the time the depression was over they had created an entire category of show – the Soap Opera!

What about online video and video on demand (VOD)? Learn more at
www.luminacion.com and here.

We are in the middle of another seismic change that is driven by the Web and mobile. The market conditions are similar to the depression of the 1920’s. The magnitude of the current economic problems is highlighted by the current situation of corporations like General Motors that may be 3 months away from filling for bankruptcy and the comments of Time Inc. CEO Ann Moore: “By this October it was looking like 1931,” she said. “[Time Inc.] has never had so many advertising clients in trouble at the same time. The declines are stunning.” Moore added that she didn’t care if it technically isn’t a recession. “It is one for us.”

During OMMA Mobile conference last week in Los Angeles, I confirmed that Hispanics are top consumers of mobile content. They are in everybody’s radar from Nielsen’s reports, to information that the mobile ad networks gather. At the conference, Nic Covey, Director of Insights at Nielsen Mobile, presented data obtained via their new Mobile AdRelevance database, a mobile version of the Nielsen’s Online ad-tracking service. According to this information, many of the leaders from the online space have carved the top positions in the mobile world. The data shows that the top mobile Web destinations are ad-supported and are for news, information, or entertainment leaning brands. On the other hand, the leaders in overall mobile Web traffic are communications, search and navigation destinations.


The emerging mobile media in the U.S. resembles the online world from 7 years ago. What is promising is the fact that the adoption of services like SMS and media packages are increasing and made possible by the next generation mobile devices that compete with the i-phone. Consumer marketing brands are slowly warming up to the mobile opportunity and there are a few success stories that prove how this medium can help brands move the needle on brand awareness and sales. According to Nielsen’s top rankings of “SMS brands” Coca-Cola was the only consumer brand to get top rankings in a list dominated by media, entertainment or information services. “My Coke Rewards” text-messaging program is ranked among the top 10 with a million people participating in this every month.

When we look at the Hispanic market and reports on mobile usage, it is also a promising market. The key to success seems to be the participation of teams that understand the media and the market segment and take part in the planning and execution of campaigns. The mobile concept is to open up a more “personalized” dialogue that allows for “self-expression” of your audiences or consumers. It is about a conversation, not just pushing or pulling messages. Mobile campaigns should not be considered an afterthought. If executed properly, they produce high return on investments and consumer loyalty.

The need for integration in the overall marketing plan is crucial. You need to support the initiative with a mix of new and traditional media. There are a lot of mobile applications that could be used just like we use widgets in the online world but a good rule of thumb is to keep it simple. The Coke SMS success proves it. Consumers are willing to participate and need incentives that will motivate them to enter the dialogue. Brands have to understand that consumers are in control and they have to invite you into their lives.

A few ideas on mobile applications that could resonate with different segments or could be used in conjunction with traditional media to engage new users are bellow:

1) Mobile and online social networks that integrate music, games, entertainment or information. The content has to resonate with your audience.
2) Working with bloggers that have large audiences and specialize in specific industries or segments.
3) Integrating geo location on your mobile social network when your product or service targets young demos.
4) A variation of the above could target adults with store locations and special incentives like discounts, coupons, sweepstakes, etc.
5) Integrating mobile search in your campaign, just like online.

Mobile To Transform Portable Gaming
From Advertising Age
Apple’s iPhone 3G and its game-heavy AppStore may well push mobile gaming into the mainstream, Ad Age reports, in much the same way that the Web brought casual gaming to the masses. The trade pub points out that it wouldn’t be very difficult for the likes of Apple and Google to develop an in-game ad network for their mobile phones. Google, for example, already owns an in-game network. Microsoft, which owns the in-game ad network Massive Incorporated, is also rumored to be working on its own phone. Sony, which has the PSP portable gaming device and the Sony-Ericsson line of phones, is also rumored to be working on a PSP phone. It has its own in-house in-game advertising team and has partnered with ad networks like IGA.

“The thing with casual gaming is that it hits a much bigger demographic than console games that just tend to attract younger men, so now with mobile gaming you have an even greater potential for generating ad revenue, more than PC games ever could. More people have phones than PCs, and they’re using them more often and with more [downtime and] opportunities for gaming,” said Rob Enderle, principal of the Enderle Group. A recent study from NPD Group corroborates those claims, finding that smartphone users play games more often than they use business-related functions. According to the study, playing games was the most increased use of the phones over the last three months. – Read the whole story.

Remember, you need to integrate mobile in your master plan and support it with the appropriate media mix. For more information, call us or email us at 866-798-5577 x 111 or ivan@ethosagency.com

Quote

Technology presumes there’s just one right way to do things and there never is.

Robert M. Pirsig


We Have Been There Before

Radio Was the New Media in the Late 1920’s. The Web and Mobile are the New Media in 2008. Are You Ready to Embrace Them?
In the late 20’s, new media “radio” underwent a seismic shift. Successful companies were trying new types of advertising. Procter and Gamble tried something more creative and radio 2.0 turn into a content marketing machine. P&G outspent their competitors by 30% with the creation of their own content and programming. They were so successful during the 30’s that by the time the depression was over they had created an entire category of show – the Soap Opera!

What about online video and video on demand (VOD)? Learn more at
www.luminacion.com and here.

We are in the middle of another seismic change that is driven by the Web and mobile. The market conditions are similar to the depression of the 1920’s. The magnitude of the current economic problems is highlighted by the current situation of corporations like General Motors that may be 3 months away from filling for bankruptcy and the comments of Time Inc. CEO Ann Moore: “By this October it was looking like 1931,” she said. “[Time Inc.] has never had so many advertising clients in trouble at the same time. The declines are stunning.” Moore added that she didn’t care if it technically isn’t a recession. “It is one for us.”

During OMMA Mobile conference last week in Los Angeles, I confirmed that Hispanics are top consumers of mobile content. They are in everybody’s radar from Nielsen’s reports, to information that the mobile ad networks gather. At the conference, Nic Covey, Director of Insights at Nielsen Mobile, presented data obtained via their new Mobile AdRelevance database, a mobile version of the Nielsen’s Online ad-tracking service. According to this information, many of the leaders from the online space have carved the top positions in the mobile world. The data shows that the top mobile Web destinations are ad-supported and are for news, information, or entertainment leaning brands. On the other hand, the leaders in overall mobile Web traffic are communications, search and navigation destinations.

The emerging mobile media in the U.S. resembles the online world from 7 years ago. What is promising is the fact that the adoption of services like SMS and media packages are increasing and made possible by the next generation mobile devices that compete with the i-phone. Consumer marketing brands are slowly warming up to the mobile opportunity and there are a few success stories that prove how this medium can help brands move the needle on brand awareness and sales. According to Nielsen’s top rankings of “SMS brands” Coca-Cola was the only consumer brand to get top rankings in a list dominated by media, entertainment or information services. “My Coke Rewards” text-messaging program is ranked among the top 10 with a million people participating in this every month.

When we look at the Hispanic market and reports on mobile usage, it is also a promising market. The key to success seems to be the participation of teams that understand the media and the market segment and take part in the planning and execution of campaigns. The mobile concept is to open up a more “personalized” dialogue that allows for “self-expression” of your audiences or consumers. It is about a conversation, not just pushing or pulling messages. Mobile campaigns should not be considered an afterthought. If executed properly, they produce high return on investments and consumer loyalty.

The need for integration in the overall marketing plan is crucial. You need to support the initiative with a mix of new and traditional media. There are a lot of mobile applications that could be used just like we use widgets in the online world but a good rule of thumb is to keep it simple. The Coke SMS success proves it. Consumers are willing to participate and need incentives that will motivate them to enter the dialogue. Brands have to understand that consumers are in control and they have to invite you into their lives.

A few ideas on mobile applications that could resonate with different segments or could be used in conjunction with traditional media to engage new users are bellow:

1) Mobile and online social networks that integrate music, games, entertainment or information. The content has to resonate with your audience.
2) Working with bloggers that have large audiences and specialize in specific industries or segments.
3) Integrating geo location on your mobile social network when your product or service targets young demos.
4) A variation of the above could target adults with store locations and special incentives like discounts, coupons, sweepstakes, etc.
5) Integrating mobile search in your campaign, just like online.

Mobile To Transform Portable Gaming
From Advertising Age
Apple’s iPhone 3G and its game-heavy AppStore may well push mobile gaming into the mainstream, Ad Age reports, in much the same way that the Web brought casual gaming to the masses. The trade pub points out that it wouldn’t be very difficult for the likes of Apple and Google to develop an in-game ad network for their mobile phones. Google, for example, already owns an in-game network. Microsoft, which owns the in-game ad network Massive Incorporated, is also rumored to be working on its own phone. Sony, which has the PSP portable gaming device and the Sony-Ericsson line of phones, is also rumored to be working on a PSP phone. It has its own in-house in-game advertising team and has partnered with ad networks like IGA.

“The thing with casual gaming is that it hits a much bigger demographic than console games that just tend to attract younger men, so now with mobile gaming you have an even greater potential for generating ad revenue, more than PC games ever could. More people have phones than PCs, and they’re using them more often and with more [downtime and] opportunities for gaming,” said Rob Enderle, principal of the Enderle Group. A recent study from NPD Group corroborates those claims, finding that smartphone users play games more often than they use business-related functions. According to the study, playing games was the most increased use of the phones over the last three months. – Read the whole story.

Remember, you need to integrate mobile in your master plan and support it with the appropriate media mix. For more information, call us or email us at 866-798-5577 x 111 or ivan@ethosagency.com

Quote
Technology presumes there’s just one right way to do things and there never is.

Robert M. Pirsig


We Have Been There Before

Radio Was the New Media in the Late 1920’s. The Web and Mobile are the New Media in 2008. Are You Ready to Embrace Them?
In the late 20’s, new media “radio” underwent a seismic shift. Successful companies were trying new types of advertising. Procter and Gamble tried something more creative and radio 2.0 turn into a content marketing machine. P&G outspent their competitors by 30% with the creation of their own content and programming. They were so successful during the 30’s that by the time the depression was over they had created an entire category of show – the Soap Opera!

What about online video and video on demand (VOD)? Learn more at
www.luminacion.com and here.

We are in the middle of another seismic change that is driven by the Web and mobile. The market conditions are similar to the depression of the 1920’s. The magnitude of the current economic problems is highlighted by the current situation of corporations like General Motors that may be 3 months away from filling for bankruptcy and the comments of Time Inc. CEO Ann Moore: “By this October it was looking like 1931,” she said. “[Time Inc.] has never had so many advertising clients in trouble at the same time. The declines are stunning.” Moore added that she didn’t care if it technically isn’t a recession. “It is one for us.”

During OMMA Mobile conference last week in Los Angeles, I confirmed that Hispanics are top consumers of mobile content. They are in everybody’s radar from Nielsen’s reports, to information that the mobile ad networks gather. At the conference, Nic Covey, Director of Insights at Nielsen Mobile, presented data obtained via their new Mobile AdRelevance database, a mobile version of the Nielsen’s Online ad-tracking service. According to this information, many of the leaders from the online space have carved the top positions in the mobile world. The data shows that the top mobile Web destinations are ad-supported and are for news, information, or entertainment leaning brands. On the other hand, the leaders in overall mobile Web traffic are communications, search and navigation destinations.


The emerging mobile media in the U.S. resembles the online world from 7 years ago. What is promising is the fact that the adoption of services like SMS and media packages are increasing and made possible by the next generation mobile devices that compete with the i-phone. Consumer marketing brands are slowly warming up to the mobile opportunity and there are a few success stories that prove how this medium can help brands move the needle on brand awareness and sales. According to Nielsen’s top rankings of “SMS brands” Coca-Cola was the only consumer brand to get top rankings in a list dominated by media, entertainment or information services. “My Coke Rewards” text-messaging program is ranked among the top 10 with a million people participating in this every month.

When we look at the Hispanic market and reports on mobile usage, it is also a promising market. The key to success seems to be the participation of teams that understand the media and the market segment and take part in the planning and execution of campaigns. The mobile concept is to open up a more “personalized” dialogue that allows for “self-expression” of your audiences or consumers. It is about a conversation, not just pushing or pulling messages. Mobile campaigns should not be considered an afterthought. If executed properly, they produce high return on investments and consumer loyalty.

The need for integration in the overall marketing plan is crucial. You need to support the initiative with a mix of new and traditional media. There are a lot of mobile applications that could be used just like we use widgets in the online world but a good rule of thumb is to keep it simple. The Coke SMS success proves it. Consumers are willing to participate and need incentives that will motivate them to enter the dialogue. Brands have to understand that consumers are in control and they have to invite you into their lives.

A few ideas on mobile applications that could resonate with different segments or could be used in conjunction with traditional media to engage new users are bellow:

1) Mobile and online social networks that integrate music, games, entertainment or information. The content has to resonate with your audience.
2) Working with bloggers that have large audiences and specialize in specific industries or segments.
3) Integrating geo location on your mobile social network when your product or service targets young demos.
4) A variation of the above could target adults with store locations and special incentives like discounts, coupons, sweepstakes, etc.
5) Integrating mobile search in your campaign, just like online.

Mobile To Transform Portable Gaming
From Advertising Age
Apple’s iPhone 3G and its game-heavy AppStore may well push mobile gaming into the mainstream, Ad Age reports, in much the same way that the Web brought casual gaming to the masses. The trade pub points out that it wouldn’t be very difficult for the likes of Apple and Google to develop an in-game ad network for their mobile phones. Google, for example, already owns an in-game network. Microsoft, which owns the in-game ad network Massive Incorporated, is also rumored to be working on its own phone. Sony, which has the PSP portable gaming device and the Sony-Ericsson line of phones, is also rumored to be working on a PSP phone. It has its own in-house in-game advertising team and has partnered with ad networks like IGA.

“The thing with casual gaming is that it hits a much bigger demographic than console games that just tend to attract younger men, so now with mobile gaming you have an even greater potential for generating ad revenue, more than PC games ever could. More people have phones than PCs, and they’re using them more often and with more [downtime and] opportunities for gaming,” said Rob Enderle, principal of the Enderle Group. A recent study from NPD Group corroborates those claims, finding that smartphone users play games more often than they use business-related functions. According to the study, playing games was the most increased use of the phones over the last three months. – Read the whole story.

Remember, you need to integrate mobile in your master plan and support it with the appropriate media mix. For more information, call us or email us at 866-798-5577 x 111 or ivan@ethosagency.com

Quote

Technology presumes there’s just one right way to do things and there never is.

Robert M. Pirsig


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