Hello again rservice-ga,
I wish I could attend the presentation you will be making. Your four
inter-related questions provide a tour through a dizzyingly changing
media world.
This question about ?infolusters? brings into focus the enormous
challenges faced by TV and radio and other ?old media.? At the same
time, the opportunities abound. The trendwatchig.com website was a
great starting point for trying to define who are these influential
media consumers. The most consistent characteristic that I identified
for them is that they want to be in control. They don?t want to be the
passive recipients of broadcast media output. They want to be involved
in when, where and how they consume whatever you want to tell them.
TV and radio are just beginning to experiment with cross-platform
approaches for reaching these very busy and very media savvy
consumers. Below I?ve listed several case studies. I couldn?t stop at
4. There?s simply too much happening in this field. In addition, I?ve
also provided you some general resources that I encountered along the
way.
I hope that these case studies will be helpful. I?m definitely going
to be looking at the advertising I?m bombarded with through some new
lenses.
All the best.
~ czh ~
======================
KFC ? BUFFALO SNACKERS
======================
http://www.kfc.com/buffalosnacker/
PSST: THERE?S A SECRET MESSAGE HIDDEN IN KFC?S NEW BUFFALO SNACKERS
TELEVISION COMMERCIAL
Haven?t spotted it?
Still curious? You can watch a re-play of the commercial and look for
the secret code by playing the video to the right. Please note that
the Buffalo Snacker Secret Code special offer concluded March 3rd,
however you can still try the new Buffalo Snacker at your local KFC
restaurant. Buffalo KFC Snacker advertising without the hidden message
will continue to run nationally through April 4.
-------------------------------------------------
http://www.clickz.com/experts/ad/lead_edge/article.php/3588896
Embrace Consumer Media Consumption Trends
? ? ? The Leading Edge
BY Sean Carton | March 6, 2006
Have you seen the new "Buffalo Snacker" spot from KFC yet? Two guys in
a firehouse are ribbing a third who's choking down a "bucket of
noodles" he got for a buck. If you didn't see it, you didn't miss
much; the spot itself is passable but hardly groundbreaking TV. If you
have seen it, chances are you missed the most important part of the
spot. And what you missed says a lot about the future of television,
Internet marketing, and the changing media consumption habits of
American TV viewers.
Watch the commercial frame by frame using your PVR (define) and you'll
find a secret code embedded in the spot. It's there for such a short
time you'd miss it unless you were looking frame by frame. Go to the
KFC site, enter the code correctly, and you can print a coupon for a
free sandwich. Miss it and it's just another commercial.
This is probably the first time any of the big players have stepped up
and embraced the growing PVR trend. Though most studies don't predict
more than 20-30 percent of viewers will use PVRs by 2010, the trend of
consumers wanting to take control of their TV viewing doesn't seem to
be abating. Worldwide PVR shipments more than doubled in 2004 and have
continued to grow through 2005 and into this year. And whether
penetration will be 20 percent or 50 in four years, it's inevitable
that, given the choice, people will choose to watch what they want,
when they want.
-------------------------------------------------
http://www.copyblogger.com/buffalo-snackers-kfc/
The secret code word is ?Buffalo?
The interesting part is that KFC imbedded a special message in the
commercial that can only be seen by watching the commercial frame by
frame using a personal video recorder such as Tivo. What a way to get
people to closely watch a commercial in this day and age of PVR
fast-forwarding, eh?
This is a nice little publicity technique that?s worked pretty well.
People are talking about it. But luckily, KFC didn?t stop there.
Whether you want to call it lead generation or list building,
relationship selling works. So, here is a 5-step process that the KFC
campaign can teach you about growing your business with blogs, email
and RSS:
1) Identify a disruptive trend in your industry or niche.
2) Embrace the disruption in a way that gets people talking.
3) Offer a free resource rather than a sales pitch.
4) Use the offer to begin a relationship via an email or feed
subscription to your blog.
5) Start courting!
-------------------------------------------------
http://www.engadget.com/2006/02/23/kfc-leverages-dvr-time-shifting-to-its-advantage/
KFC leverages DVR time-shifting to its advantage
==================
TIVO PRODUCT WATCH
==================
http://www.tivo.com/cms_static/press_89.html
05/08/2006
TIVO LAUNCHES TELEVISION'S NEW ADVERTISING SEARCH PRODUCT
TiVoŽ Product Watch? Allows Advertisers to Connect with "In Market" Consumers
More than 100 Leading Brands to Participate in Initial Launch
ALVISO, CA ? May 08, 2006 ? TiVo Inc. (NASDAQ: TIVO), the creator and
leader in advertising solutions and television services for digital
video recorders (DVRs), today launched its new advertising search
product named 'TiVo Product Watch' which offers advertisers an
innovative new way to reach TiVo subscribers who are actively looking
for products ("In Market") with advertising content and information.
At launch, TiVo Product Watch will deliver targeted, relevant
advertising content, from more than 70 advertisers and 100 leading
brands, from up to five different product categories including
Automotive, Entertainment, Financial, Lifestyles, and Travel and
Leisure.
-------------------------------------------------
http://threeminds.organic.com/marketing_strategy/index.html
Ads on Demand
Tivo has been providing us with new ways to enjoy television ever
since the wild west days of the PVR wars. Recent service and
programming features have changed the way that we watch television and
interact with advertisers, and yesterday Tivo launched the first known
consumer PVR "advertising on demand" service offering.
Tivo's new feature will place a "Product Watch" folder in the user's
"Now Playing" list and organize advertisements and branded
entertainment features (produced for the purposes of appearing within
this service) by product category.
In an interesting twist, other than a "sign on" fee (to enroll as an
advertiser within the service), advertisers will only have to pay for
their ads that are actually viewed by the end user, similar to a price
per click model. Over 70 advertisers have signed on for this service,
including Ford, GM, and Kraft.
-------------------------------------------------
http://www.masternewmedia.org/news/2006/05/09/advertising_search_becomes_a_reality.htm
May 9, 2006
Advertising Search Becomes A Reality: TiVo Product Watch
http://www.engadget.com/2006/05/08/tivo-product-watch-gives-you-commercials-on-your-schedule/
TiVo Product Watch gives you commercials on your schedule
-------------------------------------------------
http://www.pvrwire.com/2006/05/08/tivo-launches-product-watch-with-70-advertisers-on-board/
TiVo launches Product Watch with 70 advertisers on board
========================
CONSUMER GENERATED MEDIA
========================
http://www.clickz.com/experts/brand/cmo/article.php/3515576
June 28, 2005
The Pocket Guide to Consumer Generated Media
What Is CGM All About?
The fastest-growing media is one consumers create and share among
themselves. It's trusted and TiVo-resistant. It presents long-lasting
sources of influence. Listening to and leveraging such media may well
be the most important source of competitive advantage for companies
and brands.
Unlike paid media, CGM is created by consumers. It's often inspired by
relevant product or service experiences and is frequently archived
online for readers convenience and other consumers or key marketplace
influencers. Examples of CGM include blog entries, consumer e-mail
feedback, message board posts, forum comments, personal Web sites, and
personal e-mail.
My company estimates over 1.4 billion CGM comments are archived on the
Web today. That number is growing 30 percent annually. None of this is
terribly surprising when you consider the Pew Internet & American Life
Project estimates 44 percent of online consumers have created online
"content."
CGM can be influenced, but not controlled, by marketers. Don't let the
viral, guerilla, buzz, or street marketing folks suggest otherwise.
CGM delivers high-impact, targeted ad impressions well outside the
scope of conversation among "familiars," a big reason it bears an
important distinction from word of mouth. Search in particular
magnifies CGM reach and effect by matching those who create it
("speakers") with curious, information-hungry preshoppers ("seekers").
Most important, CGM leaves a digital trail. It's highly measurable,
allowing advertisers to gauge brand equity, reputation, and message
effectiveness in real time. Advertisers must take accountability for
the scope and effect of such media and use it to make more-informed
decisions. One important first step is to understand CGM various
forms. Here's a primer:
Introducing CGM2
CGM is rapidly adopting the same rich-media formats we see in online
advertising. This, too, needs to be understood. A few examples of
CGM2, or consumer-generated multimedia:
-- Moblogs, photo sharing, and tagging.
-- Vlogs/personal videos.
-- Podcasting.
Consumers are dictating the terms of media reach, frequency, and
impact. We must stay on top of this. Increasingly, we live in a
consumer-controlled surveillance society, and CGM the currency.
-------------------------------------------------
http://adageglobal.com/article?article_id=108254
IBM peers into crystal ball, sees end of TV
IBM has just released a study called The end of TV as we know it: A
future industry perspective and has this to say: "Our analysis
indicates that market evolution hinges on two key market drivers:
openness of access channels and levels of consumer involvement with
media. For the next 5-7 years, there will be change on both fronts --
but not uniformly. The industry instead will be stamped by consumer
bimodality, a coexistence of two types of users with disparate channel
requirements. While one consumer segment remains passive in the living
room, the other will force radical change in business models in a
search for anytime, anywhere content through multiple channels." Big
Blue gets it. So why are there still TV and advertising people
covering their ears, squeezing their eyes tight and screaming
"LALALALALALA, we can't hear you!"? -- Ken Wheaton
=======================
DOVE NIGHTTIME CLASSICS
=======================
https://www.dovenight.com/Main.asp?ban=none&sPage=none
Dove Calming Night
-------------------------------------------------
http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=42369
Cross-Media Case Study: Dove Tales by Alex Miller, May 2006 issue Soap
brand's Calming Night delivers online relief and reality
Following its successful "Campaign for Real Beauty" wasn't easy, but
Unilever's Dove brand was on a roll when it launched a new line of
Calming Night products with a smorgasbord of old -- even really old --
media, banking on a red-hot star, a dynamic partner, and a lot of
faith in online media and marketing.
TV commercials drove women online to the Webisodes and to request
hundreds of thousands of product samples. The Webisodes also received
a fair amount of viral pass-around as women shared them with friends.
Joseph Jaffe, who writes a blog on new marketing at jaffejuice.com and
is the author of Life After the 30-Second Spot, says he saw a lot of
good things in the Dove campaign. For one, the site paired strong
creative content with a sales pitch.
-------------------------------------------------
http://www.digitalforum.accenture.com/DigitalForum/Global/CurrentEdition/TheLinkList/0603_your_guide_to_webisodes.htm
Dove Night
Unilever?s Dove Nighttime Classics featuring Felicity Huffman are the
latest in the round of webisodes geared toward household products.
Others include Maxim Online?s Speedstick by Mennen series at
http://www.maximonline.com/contests/speedstick/video.html, and don?t
miss the unfolding drama between Spraychel and Buttricia on I Can?t
Believe It?s Not Butter?s Taste of Love series at
http://www.tasteyoulove.com/webisodes/.
-------------------------------------------------
http://blog.marketingprofs.com/2006/05/doves_calming_night_a_crossmed.html
Dove's Calming Night a Cross-Media Success
MarketingVOX: Unilever Dove brand's successful campaign for a new line
of Calming Night soaps and lotions relied on a mix of old and new
media - and was one of the first and largest online launches of
consumer packaged goods, writes MediaPost. Dove teamed with Mindshare
Entertainment to create mini site DoveNight.com, featuring three
webisodes starring Emmy-winning actress Felicity Huffman from
"Desperate Housewives."
-------------------------------------------------
http://www.hollywoodreporter.com/thr/pwc/talking_display.jsp?vnu_content_id=1002314455
How consumers are taking control of advertising
Posted on April 10, 2006
We are just beginning to see new, innovative advertising campaigns
that cross traditional boundaries. Dove has launched a campaign for
its Nighttime Classics product line that includes a 30 second TV
commercial featuring Felicity Huffman who points viewers to the Dove
website to view three world premiere webisodes where the webpage
includes an offer for a free sample if you fill in the request form.
The campaign even incorporates viral marketing elements by providing a
link to IM or email a friend. Audi has also launched a new campaign to
target a tech savvy audience for its A3 that included "The art of the
H3ist" - where consumers played a role in the creating the plot of a
mystery drama featuring a contest to find the stolen A3. These
campaigns truly integrate new media types and offer a new form of
entertainment for the consumer where they will not hit the "fast
forward" button.
-------------------------------------------------
http://www.marketingvox.com/archives/2006/05/17/doves_calming_night_a_crossmedia_success/
Dove's Calming Night a Cross-Media Success
Unilever Dove brand's successful campaign for a new line of Calming
Night soaps and lotions relied on a mix of old and new media - and was
one of the first and largest online launches of consumer packaged
goods, writes MediaPost. Dove teamed with Mindshare Entertainment to
create mini-site DoveNight.com, featuring three webisodes starring
Emmy-winning actress Felicity Huffman from "Desperate Housewives."
Penny Marshall developed the "Nighttime Classics" webisodes in which
Huffman is transported into "Leave It to Beaver," "The Munsters" and
"The Brady Bunch" episodes.
================================
AUTOMOTIVE BRANDED ENTERTAINMENT
================================
http://www.fordvehicles.com/index.asp
Bold Moves
-------------------------------------------------
http://media.ford.com/newsroom/feature_display.cfm?release=23014
Bold Moves Puts Consumers At Center Of All Ford-Brand Marketing
Dearborn, Mich., May 2, 2006 - Ford Motor Company's Ford brand has
launched "Bold Moves," a new marketing communications platform that
will showcase Ford products, customers and employees making bold moves
in their lives. "At the center of Bold Moves are the choices people
make every day about how to live their lives - that's what drives the
action," says Cisco Codina, group vice president, North America
Marketing, Sales and Service.
-------------------------------------------------
http://www.flickr.com/photos/jalopnik/sets/72057594125292217/
Ford Bold Moves Advertising Campaign
-------------------------------------------------
http://www.autospies.com/article/index.asp?articleId=7271
Video: First look at Ford's 'Bold Moves' ad campaign-Bold or desperate move?
5/3/2006
-------------------------------------------------
http://www.fordvehicles.com/features/commercials/?id=1&cat=
Commercials
-------------------------------------------------
http://innovativestrategies.typepad.com/main/2006/05/automotive_bran.html
May 14, 2006
Automotive Branded Entertainment
In a bold role reversal between advertiser and network television,
Ford has recently announced that it is hoping to launch a branded
entertainment/reality tv series based on a program that invites car
enthusiasts to co-design a next generation concept car with Ford
designers, as a part of its new "Bold Moves" campaign.
According to the Detroit News (April 27, 2006) Honda is also set to
launch a reality based web tv series (6 five minutes webisodes) to
debut on May 15th to promote its Fit hatchback.
Not to be outdone, Toyota is apparantly partnering with Fox to produce
mobile phone video vignettes that will be based on a popular Fox tv
show to showcase Toyota products. Toyota also plans to sponsor
content on an internet site that will be developed to promote the
show.
-------------------------------------------------
http://www.detnews.com/apps/pbcs.dll/article?AID=/20060427/AUTO01/604270407
April 27, 2006
Ford's bold move: Its own reality TV show
Top dealers get peek at series automaker is pitching with contestants
designing hot cars.
DEARBORN -- Ford Motor Co. -- hoping to tap into a popular television
programming trend -- is planning to produce a reality show in which
contestants work with Ford designers to produce a hot new concept car.
The automaker showed top U.S. dealers a teaser of the program at a
dealer meeting Wednesday in Dearborn, which was called to unveil the
company's new advertising strategy, dubbed "Bold Moves."
The theme of the show will be "designing a dream car." The teaser was
produced by Ford and its ad agency, the J. Walter Thompson Co.
Ford intends to shop the program to networks, according to dealers and
company officials.
http://www.automotive.com/features/90/auto-news/19995
News Corporation's FOX Entertainment Joins Toyota in Unprecedented
Integrated Partnership Promoting Hit Fox TV Series 'Prison Break' ?
Auto News from April 24, 2006
LOS ANGELES, April 24 /PRNewswire/ -- The new hit FOX series PRISON
BREAK, recently referred to as "The Hottest New Drama on Television,"
will serve as the centerpiece for a massive new integrated marketing
partnership between several of News Corporation's entertainment
divisions and premier auto manufacturer Toyota. The promotion,
coinciding with the launch of Toyota's new Yaris Liftback and Sedan,
crosses several of the company's entertainment divisions, including
Fox Broadcasting (FOX), Fox Mobile Entertainment (FME), Fox
Interactive Media (FIM) and the FX cable channel.
"By threading complementary content across several FOX Entertainment
platforms, we've created a unique PRISON BREAK marketing partnership
with Toyota and Zenithmedia," said Jean Rossi, Executive Vice
President, Sales, for FOX. "We look forward to expanding this
partnership with other divisions in the near future."
PRISON BREAK is the No. 1 new drama of the season among younger
demographics and the No. 1 new program on FOX.
-------------------------------------------------
http://rollyo.com/steverubel/interactive_marketing/prison+break/
Toyota, Fox -- Multiplatform 'Prison Break' Deal
Custom Web Results: Matched about 326
-------------------------------------------------
http://www.thefutoncritic.com/pr.aspx?id=20060424fox02
Monday, April 24, 2006
NEWS CORPORATION'S FOX ENTERTAINMENT JOINS TOYOTA IN UNPRECEDENTED
INTEGRATED PARTNERSHIP PROMOTING HIT FOX TV SERIES "PRISON BREAK"
-------------------------------------------------
http://www.marketingvox.com/archives/categories/automotive/
MarketingVOX: The Voice of Online Marketing ? Automotive
-------------------------------------------------
http://www.clickz.com/experts/brand/capital/article.php/3597306
CGM as an Advertising Tactic
We're in the midst of another advertising evolution, but this time
it's about putting the consumer in control. Yet, counterintuitive as
it may seem, companies must remember they're still in the business of
getting consumers to believe something.
The Trouble With Tahoe
Chevy's SUV, the Tahoe, is in the midst of a consumer-generated media
(CGM) campaign that's going... interestingly. The brand and its agency
decided to build on a product-placement gig with "The Apprentice." On
the show, contestants were tasked with developing a :30 spot for the
Tahoe. The tie-in allows anyone to do the same: grab some stock
footage, choose a soundtrack, and write your copy. The resulting ad is
stored on the server. You're given a URL to distribute to your friends
and family so they can see your ad.
Problem is, armies of Chevy evangelists didn't descend on the site to
create love notes to their favorite SUV. Or maybe they have. But the
consumer-generated ads garnering the most attention (from personal
blogs, communities, "The New York Times," etc.) have been the ones
with fairly aggressive, pro-environment, anti-SUV sentiments. Brand
spokespeople have been publicly mature and diplomatic about the
situation, saying they fully expected this and they fielded this
campaign to let people have their say.
-------------------------------------------------
http://www.clickz.com/experts/brand/cmo/article.php/3592501
Can Marketers Control CGM? Should They?
Are marketers truly prepared to give up control to consumers?
Probably not, but there's clear evidence in the momentous march to
so-called engagement -- one of the top themes at this week's packed
Advertising Research Foundation (ARF) conference -- that marketers are
at least trying to open up the conversation.
They're also beginning to rethink the rules of participation, even in
the context of advertising and message development, otherwise known as
creative.
Consider General Motor's recent "Apprentice" tie-in promotion
featuring the Chevy Tahoe. To complement the car's placement in Donald
Trump's weekly bad-hair firing line, the brand created a Web site
where consumers can easily create their own :30 TV commercial,
complete with their choice of text overlays and ad jingles.
-------------------------------------------------
http://www.blogpulse.com/conversation?query=&link=www.chevyapprentice.com&max_results=25&start_date=20060308&Submit.x=0&Submit.y=0&Submit=Submit
Conversation Seed: +http://www.chevyapprentice.com
=================
RADIO INNOVATIONS
=================
http://www.mediabuyerplanner.com/2006/06/07/busradio_brings_radio_with_ads_/
'BusRadio' Brings Radio with Ads to School Buses; Commercial Alert Protests
A company called BusRadio is hoping to broadcast commercial radio
programs complete with ads on school buses to more than 100,000
Massachusetts students in September in a deal that will give school
districts a way to raise money and marketers a way to reach students,
the Wall Street Journal reports. The free service, which the company
hopes to roll out nationwide in 2007, would give 5 percent of the ad
revenue back to schools.
The plan calls for different programs tailored to different age groups
to be broadcast to students via a customized digital player on the
buses. Advertising would account for about 8 minutes per hour.
According to the company website, BusRadio has developed a proprietary
closed network of school buses that "receive age appropriate
programming each day as students travel to and from school. The show
is geared towards entertaining the students, while also incorporating
educational content and safety awareness messages."
-------------------------------------------------
http://www.mediabuyerplanner.com/2006/05/25/internet_radio_audience_jumps_5/
Internet Radio Audience Jumps 50 Percent
Over the past year, the weekly internet radio audience has increased
50 percent, with 12 percent of Americans over the age of 12 having
listened to internet radio in the past week, a 50 percent increase
over last year's 8 percent estimate, according to a study by
Arbitron/Edison Media Research, writes Radio Ink.
As for the prime audience aged 18-34, nearly one in five listened to
the radio over the web in the last week, helping give internet radio a
16 percent reach among this prime demo.
Also, suggesting that the usage of internet streaming as a way to
increase an AM/FM station's reach may be in vain, only 19 percent of
those online have ever listened to their favorite AM/FM radio station
via the web. Though this is up from last year's 15 percent, the
increase was not significant.
http://www.mediabuyerplanner.com/2006/06/08/cbs_radio_adds_vibes_text_messa/
CBS Radio Adds Vibes Text Messaging
CBS Radio is offering text messaging to listeners through Vibes Media,
provider of the iRadio Instant Response Text Messaging Platform, which
CBS is positioning as a tool to help stations and their advertisers
interact with consumers, Reuter's reports. CBS said advertisers liked
the fact that each message to the listener can be tagged with a
"powered by" message, making each communication brand-specific.
Vibes said that the 41 station deal, including 25 in New York and Los
Angeles, is the largest text messaging deal in broadcast radio
history. Stations owned by Clear Channel Communications, Emmis
Communications, Citadel Broadcasting and XM Satellite Radio also use
Vibes' platform.
Listeners can participate in promotions and contests via text
messaging on mobile phones. Listeners can also text requests,
shout-outs and votes using their phones.
-------------------------------------------------
http://www.mediabuyerplanner.com/radio/
Radio News
===============================
INFOLUSTERS ? GENERAL RESOURCES
===============================
http://www.trendwatching.com/trends/infolust.htm
"Experienced consumers are lusting after detailed information on where
to get the best of the best, the cheapest of the cheapest, the first
of the first, the healthiest of the healthiest, the coolest of the
coolest, or on how to become the smartest of the smartest. Instant
information gratification is upon us.
So forget information overload: this desire for relevant information
is insatiable, and will soon move from the online world to the ?real?
world to achieve true ubiquity. Get ready for a click-and-know,
point-and-know, text-and-know, hear-and-know, smell-and-know,
touch-and-know and snap-and-know world."
-------------------------------------------------
http://www.trendwatching.com/trends/customer-made.htm
CUSTOMER-MADE: time to tap into THE GLOBAL BRAIN!
Introduction
Let?s get this out of the way once and for all: trends are not one-off
coining affairs. Some trends are worth tracking for years and years,
especially if they represent a radically new definition of what
constitutes value to consumers. INFOLUST is one of them. So is
GENERATION C. And from a business and innovation angle, we?d like to
argue that the CUSTOMER-MADE trend, co-creating with your customers,
is the most important one to watch. Not because everything has to or
will be co-created in the future, but because tapping into the
collective experiences, skills and ingenuity of hundreds of millions
of consumers around the world is a complete departure from the inward
looking, producer- versus-consumer innovation model so common to
corporations around the world.
So here?s yet another CUSTOMER-MADE update, exactly one year after our
last coverage, bringing you new insights and hands-on examples of
firms already profiting from co-creating with their customers. But
first, let?s start with a recap:
-------------------------------------------------
http://innovationeye.wordpress.com/tag/user-generated-content/
Beers & Innovation
Something is brewing? (UK style)
-------------------------------------------------
http://www.muzeview.com/cio/?p=85
Trendwatching?s ?INFOLUST?
-------------------------------------------------
http://customerevangelists.typepad.com/blog/2006/04/current_tvs_vie.html
Current TV's viewer-created ads
If American public television is "supported by viewers like you,"
Current TV's content is "created by viewers like you." And that goes
for the commercials, too.
-------------------------------------------------
http://www.paulbeelen.com/whitepaper/english.html
http://www.paulbeelen.com/whitepaper/Advertising20.pdf
Advertising 2.0
This 20 page whitepaper explores the influence of technology in
advertising, marketing and media, and the threats and opportunities
triggered by the revolution of the new, social internet.
-------------------------------------------------
http://www.imediaconnection.com/content/9807.asp
June 06, 2006
Serving the Active TV User
Internet TV technology has already created a significant shift in
television viewing behavior. Traditional, passive viewers who were
content to watch their favorite show at pre-scheduled times have
transformed into today's "active TV" audience. Active viewers, in
contrast, have grown up with DVDs (which feature outtakes and
behind-the-scenes footage) and anytime access to internet material;
they are the driving force behind consumer generated content trends
and the iTunes download boom. Instead of sitting back and viewing TV,
active viewers are part of a TV community-- they text message in votes
for their favorite American Idol contestant; they go online to look up
a contestant's bio and share what they are viewing with friends on
blogs and message boards.
As you are developing plans to keep pace, keep these five guiding
principals in mind to maximize your benefits:
1. Embrace new technology:
2. Embrace consumer control:
3. Building a brand reputation:
4. Build a community, not just an audience:
5. Champion new advertising formats with your strategic advertisers:
Control is the key to acceptance of advertising through new media.
Today's media consumer wants control - over what they listen to,
watch, and read. And now that they are accustomed to getting what they
want when they want, they now look for control as a fundamental
priority in deciding if they will be exposed to content or not - and
that includes control over advertising content.
Consumers accept more advertising when they feel they are getting
something in exchange.
Social network sites present an immense opportunity for targeted
advertising -- as long as the consumer remains in control.
How advertisers are reacting
Although advertisers in our focus groups recognize the seismic shifts
in the way different demographic groups consume media, their
advertising media mix and spend looks remarkably similar to a few
years ago. Despite the presence of some larger-than-life CMOs who
clearly cut new ground for their brands, most of the advertisers with
whom we spoke are not getting strong direction from the top. For many
reasons including time, money, and risk, advertisers have been
hesitant to jump on the Lifestyle Media bandwagon.
-------------------------------------------------
http://www.magazine.org/Advertising_and_PIB/engagementguide.pdf
?Engagement: Understanding Consumers? Relationships with Media,?
addresses how consumers connect with advertising-supported media:
television, newspapers, radio, the Internet and magazines.
-------------------------------------------------
http://www.magazine.org/Press_Room/MPA_Press_Releases/15681.cfm
Magazine Publishers of America Issues the First Comprehensive Guide to
Consumer Engagement Across Media February 28, 2006
New York, NY (February 28, 2006)?Magazine Publishers of America (MPA)
has released ?Engagement: Understanding Consumers? Relationships with
Media,? a resource that addresses how consumers connect with
advertising-supported media: television, newspapers, radio, the
Internet and magazines. The guide, the first of its kind on the
topic, features 35 representative third-party research studies that
reveal insights into the many facets of engagement.
?Given advertisers? increasing focus on engagement as a key
contributor to ROI, we developed this guide to further the media and
ad communities? understanding of this multi-dimensional and extremely
complex subject,? stated Ellen Oppenheim, EVP and Chief Marketing
Officer, MPA.
The guide?s analyses of dozens of media studies around engagement
bring forward the following conclusions:
-------------------------------------------------
http://www.imediaconnection.com/content/9677.asp
Consumer Engagement: What Does it Mean?
May 23, 2006
We've finally moved beyond simply measuring the number of people that
see an ad, to understanding how viewers are actually interacting with
it. Engagement is being defined as the new currency for advertising
ROI. As consumer-empowered media grows stronger, engagement becomes a
better metric for assessing advertising effectiveness than exposure
and frequency. It is also gaining popularity because it comes from the
consumer's point of view, not that of a particular medium.
-------------------------------------------------
http://www.nielsenbuzzmetrics.com/release.asp?id=154
BuzzMetrics Captures TV Buzz
Newly launched innovative service captures insightful and timely
Internet dialogue among TV enthusiasts
NEW YORK, Nov. 30, 2005 -- BuzzMetrics, the leader in online
word-of-mouth research and planning, today launched the first
syndicated service to tap into the massive pool of unaided television
discussion occurring on blogs, message boards and other social media.
The new TV*BuzzMetrics ratings will help television executives and
advertisers by delivering ongoing qualitative insights that help
explain key drivers of viewer engagement, and understand potential
value of new programs. BuzzMetrics is a business affiliate of VNU,
owner of such renowned research brands as ACNielsen and Nielsen Media
Research.
===============
SEARCH STRATEGY
===============
consumer controlled advertising
consumer controlled advertising TV OR radio OR broadcast |
