Archive for Media
iPhone links fans with “Dancing with the Stars”
Posted by: | Comments
Broadcast networks are creating apps for iPhone to promote their shows and interact with their audiences. The concept is simple develop an interactive app that engages consumers and keeps featured shows top of mind. ABC is the latest network to harness the interactive power of the iPhone by developing and promoting a free application for its hit show Dancing with the Stars (DWTS). The DWTS app allows fans to vote for their favorite contestants each week. The app not only promotes the show through highlights, videos, and games but it also provides interactive dance instructions to fans.
This is an excellent link between broadcast and new media. The app is actually communicating with the target audience in ways that a television commercial or print ad is just not capable of. This app is using experiential marketing to invite consumers to actually become part of the show. People who vote for their favorite contestants through the app will undoubtedly develop a vested interest in the outcome of both the show and the season.
For more information read: http://www.mediaweek.com/mw/content_display/news/national-broadcast/e3i8ecb95ad2867bbdb08c87d9c2f4c40fe
Is aggregating content on the internet different than posting and distributing the content yourself? The internet is full of content. Much of this content has been posted in violation of copyright laws. Companies are driving traffic to their sites by aggregating content from other sources to bundle the content into premiere destination sites. As site popularity and its corresponding traffic increases, so does the amount of revenue the site is capable of generating.
More and more people are spending their free time online consuming content. So the question is if sites are aggregating content from sites, such as YouTube, and the content has been posted in violation of copyright are the sites also violating content. Aggregator sites will argue that they are not earning revenue from the content and they did not post the content and they are not hosting the content. But they are using the content to generate traffic and in many instances they are then “funneling” traffic to revenue generating sites.
Traffic funneling is using loopholes in copyright laws and they are absolutely using copyrighted content for financial gain. Copyright holders seem to have little leverage as copyright laws are outdated and inadequate to protect against the scenario described above as content aggregators have created a one-step funnel that seems to be exploiting content for financial gains.
Please read: Mike Shields article “Earlier Tests Hot Trend with ‘Kideos’ Launch”- http://www.mediaweek.com/mw/content_display/news/digital-downloads/broadband/e3i70172e607ddc1be9dbac26234eec4474
Turner Entertainment Networks using experiential marketing to cut through the clutter
Posted by: | CommentsNow more than ever media needs to be integrated and promoted across multiple delivery channels. With increased competition, advancements in internet content delivery, and the lowering of production costs, content production has exploded and it is becoming increasingly difficult to stand out. To stand out from the clutter Turner Entertainment Networks has recently unveiled a creative out-of home campaign in New York’s Grand Central Terminal to promote the premiere of its new drama series Dark Blue.
According to Mediaweek, Turner worked with CBS Outdoor to strategically place nearly 100 pieces of creative, which includes column wraps, posters, banners, staircase signage, and video motion boards. Additionally, they wrapped the cars of the shuttle train that runs between Grand Central and Times Square. The creative team at Turner is going outside of the box to promote their new show and judging on the initial impact it is having with consumers I believe this will become more common.
I see a correlation between this campaign and spatial experiential marketing that theme parks consistently use. Theme park companies have used experiential design to improve ride experiences for decades. As media outlets continue to struggle with increased competition for eyeballs they will need to increasingly make their campaigns more dynamic and experiential to stand out. After seeing the images of the spectacular creative at Grand Central Station, I am now planning to watch Turner’s Dark Blue.
For more information: Read “Turner Brings Dark Blue Promotion to N.Y. Underground” by Katy Bachman at http://www.mediaweek.com/mw/content_display/news/cable-tv/e3i38d17fe532245c82bb57858b583aca97
Out-of-home video networks will become more viable channel for ad placement
Posted by: | CommentsPrivate out-of-home television networks provide unlimited opportunities to directly target consumers. Companies such as gas stations, grocery stores, and quick-service restaurants are developing in-store video networks to market their brands at the point of purchase. This is providing an opportunity for content producers and advertisers to expand their reach outside of the home.
Out-of –home video networks typically stream a mix of news, sports updates and localized time and weather features along with advertising spots. Systems such as this distract customers from the annoyance of waiting in line while providing relevant information to enhance the customers experience in the establishment. According to Mediaweek, Anne Blumenstein, the VP of Field Marketing and Media for Carl’s Jr. stated “We think that our customers will come to love it almost as much as our burgers.”
Out of home video networks provide an opportunity for media planners to target specific target groups in appropriate locations. It also allows a less expensive means for local advertisers to take advantage of television advertising on a smaller and much more targeted scale. In the future, out-of-home video networks will continue to expand and become a more viable channel for targeted ad placement.
For more information read Katy Bachman’s article Carl’s Jr. Rolls Out In-Store Video Net at Mediaweek.com -http://www.mediaweek.com/mw/content_display/news/out-there/digital/e3i638d13c527612515ff7d51c4601cd2d9
Measuring media consumption can be tricky
Posted by: | CommentsWith the expansion of media content across multiple delivery systems and consumers becoming more mobile everyday it is becoming increasingly difficult to get accurate measurement of content consumption. Consider how many television broadcasts are seen in restaurants, bars, airports, airplanes, sports venues, malls, etc. These publicly distributed video networks although not in the home are still distributing content and being seen by people. As content is being broadcast into public viewing areas it is obvious groups of people are viewing the content and there is a correlation between venue attendance and content consumption.
Having the ability to accurate estimate content consumption is important in setting advertising rates, show ratings, salaries and wages, and determining success of media plans. Technology is being explored to begin to measure media consumption in today’s increasingly mobile world. If accomplished companies will be able to using rating systems to measure at home television consumption, internet consumption, radio consumption, newspaper and magazine distribution, and now out-of-home venue consumption. This will allow media companies to more accurately know when and where consumers are being exposed to their content.
When media consumption is more accurately measured across the numerous delivery systems available today as well as open venue viewing media planners will have more options to get their content in front of the appropriate target audience. As the measurement systems become more sophisticated and become more integrated content will become segmented across delivery systems and media planners will be able to develop a more holistic approach.
Read Katy Bachman - http://www.mediaweek.com/mw/content_display/news/media-agencies-research/e3i6fad5a2a1d8e5132f9c6cfcde53cf482
Could you Twitter with a billboard?
Posted by: | CommentsCBS Outdoor is launching a new interactive media system called txt2go. This system is a turn-key messaging solution that brings interactivity to their outdoor network. CBS is promoting txt2go as a messaging system that consumers can use to access messages, coupons, promotions, and special offers. Additionally, this messaging network will provide CBS’ advertisers with real time measurement on the effectiveness of their outdoor ads. I really like the idea of integrating text messaging with static outdoor advertisers but I think they need to expand their concept. This system has larger potential than simply allowing consumers to download coupons and promotions. It can be used for building communities of consumers interested in companies and brands. (Hello Twitter, here’s another revenue model just waiting for you to capitalize on.) CBS could partner with Twitter and integrate txt2go with Twitter allowing brand managers to directly have a conversation with consumers on the street. This would be a huge draw for increasing their Twitter followers. As the list of followers grows brand managers increase their ability to directly converse with consumers using their products. This will help them conduct direct market research, expand their product development programs, and develop new integrated marketing programs.
Newspaper Revitalization Act ignores consumers
Posted by: | CommentsA bill has recently been introduced by Senator Ben Cardin (D-Md) called the Newspaper Revitalization Act proposing that newspapers be allowed to operate as nonprofits and qualify for tax breaks and subsidies. This bill is in response to a wave of arguments, mostly by politicians, that it would be bad for democracy in America if newspapers go out of business. There are a couple points that I would like to suggest regarding this issue. A newspaper that is functioning as a not-for profit organization and reliant on subsidies is not going to act as a true watchdog to the people and entities that have control over their subsidies and tax breaks. Therefore the Newspaper Revitalization Act does not help safeguard American Democracy but it actually hurts it. Additionally, propping up failing newspapers just to keep them operating is ignoring the needs of the consumers. The fact is that consumers prefer to get their news electronically. This is the reality of the market. With this knowledge, it is up to the newspapers to adapt to consumers needs. I am amazed that many people seem incapable of separating content from the delivery mechanism. The fact is that major newspapers have access to the most talented writers, photographers, and editors in the world. If they can’t deliver that content to consumers in a way that consumers want, they deserve to go out of business. Additionally, the open access to news, comments, and content that the internet provides is good for democracy, good for business, and provides a world of opportunities for talented content providers.
The best media strategy is an integrated media strategy…
Posted by: | Comments
