Posts Tagged ‘advertising’

How many people watch online video content each day?

March 9, 2012

Answer: Over 100 million !

So, the online industry is following in TVs footprint by organizing a two week long event to woo advertisers with the ultimate goal of pulling spending away from TV and towards online.

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Excerpt from WSJ: “TV’s Big Ad-Sales Bazaar Inspires an Online Copycat”

This April the biggest online media outlets are planning a two-week event in New York. Each company will take a different day to woo advertisers by presenting different marketing opportunities.

Coming as more companies are creating more original online video programming, the event signals an intensifying effort by the online video world to challenge television.

TV drew $60.7 billion in advertising versus online video totaled only $2.02 billion. More than 100 million Americans watched online video content on an average day, a 43% increase from the year prior.

“There is a big gap between the time consumers are spending on digital platforms and the amount of ad spend”.

Edited by ARK

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Does sex sell? Just ask GoDaddy … or, watch this year’s Super Bowl

January 26, 2012

USA Today reports …

Thirty-some advertisers will spend upwards of $230 million just for the airtime to fight for attention in the Feb. 5 game.

At stake: the eyeballs of more than 100 million Super Bowl viewers. And the urgent need to drive all of them online to find out more, socialize and tweet with friends and ultimately buy that beer, smartphone or luxury car.

Sexy ads are slinking back to the Super Bowl.

No company has used sexual imagery more shamelessly on the Super Bowl than GoDaddy.

“We set the standard of indecency,” jokes CEO Parsons, who takes special pride in being widely accused of single-handedly bringing down the tone of Super Bowl advertising.

Truth be told, the action in each GoDaddy ad is just a big tease to get folks to go online and find out more about the company that people use to register domain names and host websites.

The ploy, which GoDaddy has used for eight consecutive Super Bowls, works ridiculously well.

But. some researchers have found that spots with sexual imagery take a 10% hit in “likability” vs. ads without racy images.

They conclude that most viewers actually prefer to see ads with kids or animals.

Yeah, right.

Watch the vid .. then you decide.

        click to view video

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“Little” brands, few ad dollars … lots of awareness.

December 19, 2011

TakeAway: Small brands overcome limited marketing budgets by growing brand awareness through support of social movements, in-store experiences and work culture.

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Excerpt from AdAge: “How Little Brands Land Big Bang for Their Buck”

Brands built with little or no media support were once relatively rare, but they’ve begun to proliferate in recent years.

From Ben & Jerry’s, Honest Tea and Lululemon, they fascinate the many marketers who must shell out millions to get noticed.

One reason is that these success stories are often built on factors that don’t usually fit with big, established brands.

For example, some are built on substantial investments in branded retail stores and the store experience, rather than media.

Others are built on the brand’s affinity with political and social movements that can be tough for big brands to embrace.

And some have been based on big investments in wages, benefits and fun cultures that keep employees happy — not the usual storyline for huge corporations.

The common thread through all these no-cost, low-cost marketing success stories is a good story, one that bears repeating and fares well both in social and PR-fueled traditional media.

Almost by definition, such stories are easier for bootstrap entrepreneurs to come by than, say, 65-year-old detergent brands.

All things considered, It’s still nice to have money ..

Edit by ARK

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YouTube says it’s where the action is …

December 15, 2011

Punch line: YouTube hopes to gain a greater share of online advertising spend. Yet, only 1% of ad spend is on online video vs. 38% for TV ads. YouTube bets that its global and local reach is an targeted advantage for this media outlet. So will large CPG firms (e.g., P&G) pump more dollars into YouTube?

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Excerpted from, “YouTube makes the case that it helps build brands

Despite online video and commercial-skipping DVRs, companies still spend 38% of their advertising budgets on television ads and just 1% on online video. YouTube is trying to change that.

In a bid to lure TV ad dollars, YouTube is making the case to brands that online video is the best way to reach customers …

“We would love YouTube to be a much larger part of brands’ advertising budget and mix in the next year and the future than it is today,” said Lucas Watson, YouTube’s vice president of online video global sales.

… It now says it has 800 million unique viewers worldwide a month. Analysts estimate that YouTube contributes more than $1 billion to Google’s annual ad revenue and is most likely profitable.

But YouTube, now six years old, is still in the early stages of making money. Advertisers spend just $2.2 billion on all online video ads, compared with $60.5 billion on television ads …. ad agencies are only now hiring people with expertise in online video …

YouTube has to recruit new kinds of advertisers, beyond the music, entertainment and technology companies that have flocked to the site, and convince them that YouTube is a fruitful place for brand building …

Unlike television, YouTube incorporates social elements by inviting viewers to choose whether they watch, share or create their own videos about advertisers’ products.

YouTube has both global reach and the ability to target an ad to 20-something men who live near a pizza shop …

Even though YouTube is showing more professional videos so brands can avoid appearing next to unsavory homemade videos, advertisers still hesitate to spend as much on YouTube as they do on TV …

Edit by KJM.

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This mode of advertising is guaranteed to “bug” you ..

November 11, 2011

TakeAway: To combat DVR and channel surfing, marketers have started placing messages in the corner of the TV screen during shows … sometimes even animating the messages.

Interesting approach: build goodwill by being annoying …

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Excerpt from AdAge: “Latest Tactic to Take Over TV: the ‘Bug’”

Marketers have long since realized they need to develop a few new weapons for their arsenal. Product placement is fast becoming passe.

One solution? Playing with bugs.

Yes, “bugs,” those TV-network logos that rest quietly in one of the bottom corners of the boob tube, are becoming ripe for promoting more than just the CW logo or the CBS “eye.”

This season, both the CW and Fox have allowed sponsors to post messages around and even in their logos.

On Fox, DirecTV has informed viewers during the first few seconds of “Terra Nova” through a display in the bottom right corner of the screen that the company helps to bring the program to viewers in “Fox High Def.”

Rising interest in the smallest corners of TV-screen real estate suggests advertisers believe viewers are growing even more resistant to their normal commercials.

“There are advertisers who are concerned about losing ratings to growing DVR playback and who want the networks to provide reach that cannot by skipped.,” ….

TV networks aren’t likely to make their bugs available without a substantial ad buy already in place.

Bing had signed up for an extensive package that included the CW producing individual videos featuring actors and behind-the-scenes talent from its prime-time lineup to air during commercial breaks.

Edit by ARK

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I hate it when that happens …

October 28, 2011

Punch line: Hate when your chips get stuck in the vending machine? You are not alone … Kettle brand launches its first, dialogue-free, national tv campaign, inspired by consumers’ passion for Kettle’s all-natural potato chips.

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Excerpted from, “Kettle Brand In First National TV Campaign

After 30 years of heavy reliance on word-of-mouth advocacy, Diamond Foods, Kettle Brand Potato Chips are getting star treatment with a major new campaign that includes the brand’s first national television advertising.

The campaign, themed “Nobody Likes Kettle Chips. They Love Them,” kicked off this week with national TV spots, print ads, public relations, in-store marketing, digital display ads, online video and social media ….

The humorous, dialogue-free TV spots portray fans of the batch-cooked, all natural potato chips in everyday moments in which they are eagerly anticipating satisfying their craving for the chips, only to have their hopes dashed by various glitches.

One spot shows a boy’s crushed expression as his teacher confiscates his secret bag of Kettle Chips (and proceeds to eat them herself). In another, a man at work desperately scrounges up enough change to buy a bag of the chips; his facial expression shifts from excited to gravely disappointed as the bag gets stuck in the vending machine …

The campaign’s creative was inspired by real consumers describing their passion for the chips and “the extraordinary lengths they go to during ordinary moments to get, save and enjoy their favorite Kettle Brand chips.”

Diamond Foods reports that Kettle Brand’s U.S. sales in mass retail channels increased by 6.9% during the 12-week period ending Oct. 1, per Nielsen FDMx data …

Edit by KJM

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