The Economist conference just finished Monday in New York and some marketers still don’t believe what happened in 2009…
Post-digital culture drastically changed consumer behavior and the media landscape. The way marketers reach their audience must also change. Quickly.
So when the L.A. Times announced that ABC, the Disney-owned network, decided to skip the first commercial break while premiering their most anticipated TV series “Flash Forward” and Courteney Cox’s “Cougar Town”, some think the network was experimenting with a new tactic to keep viewers tuned in, while others speculate that the network couldn’t find enough media buyers…
While NFL broadcasts the traditional Sunday Night games on NBC, the online show takes advantage of the technology, offering 4 extra cameras for viewers to choose desired angle. Via Slate.
It’s crazy all the stuff that happen when you go away for a week. Open your computer when back and your email inbox is so bloated that it’s about to explode, your RSS reader doesn’t have enough digits to display the number of new articles, and eMarketer releases an impressive bunch of new data that you’ve probably been looking for recently to support your strategy for that awesome client you’re pitching.
So here is a summary, follow the links for more details:
- Nearly 60% said they recalled online ads after going offline, and 47% had purchased a product or service as a result of an online ad.
- Almost 3/4 of the respondents spend more than 10 hours a week online. Forty percent of them 22 hours or more!
- Executives believe that viral marketing, peer-to-peer recommendations and sponsorship of millenials’ favorite sites are the most effective techniques for Targeting Millenial Customers:
But that’s Marketers’ opinion. Would be interesting to know what the younger generations think about those numbers!
He [Hulu's CEO] has won [the TV networks] support by explaining the obvious: In a world of limitless choice, 10-year-olds are no longer going to race home to catch a TV show.
The media companies no longer have a choice: If they don’t put their shows online, someone else will.
If you leave in the US, you alreadyknowHulu, Fox and NBC Universal’s answer to YouTube, where you can stream hundreds of recent and less recent TV episodes and movies. Wired has a piece about its creation, from when everyone in the Silicon Valley believed it would fail to its 8 million monthly users last month!
Mad Men (Emmy’s favorite this year, and also mine), Family Guy, It’s Always Sunny in Philadelphia, The Office, The Daily Show, The Colbert Report, Monk, Arrested Development, The Simpsons, Saturday Night Live and more great shows available on Hulu as full episodes, full-screen, in some kind of HD, with very limited commercial breaks. And even some great movies like Requiem for a Dream, Sideways, Lost in Translation… I’m addicted.
This is not yet another post about the “death of Television”. In fact, I don’t believe this will happen in the near future. And if you doubt this humble blogger’s oppinion (shame on you!), you can hear it straight from the mouth of Gary Carter of FreemantleMedia, in a excerpt of his historical speech at the National Association of Television Program Executives in Las Vegas, in January 2007.
True, efforts have been made to integrate Internet resources in TV-like interfaces, with little market success. True, Television’s penetration has stagnated, whereas the Internet’s penetration still grows.
Television in now adapting and playing a different role, that of a massive recruiter of passive Internet users who respond to TV commercials and abandon their couches to go online. So this “old” Media is, in fact, driving consumers to a “new” Media, a more informative and engaging one.
Look around you, the change is happening already in many ways. Every year, more and more commercials are mentioning company and product website’s addresses. Commercials are incorporating visual elements originated on the Internet. Incredible TV ads are being produced that are thought to resemble videogames.
So, it’s clear that this is not TV’s capitulation. It’s adaptation to progress and to social changes, in order to guarantee survival. There’s no winner or looser. Both players win.
As you might have heard of, the Superbowl ad slot is one of the most sought after. Brands pill up looking for an opportunity to advertise in this space, using all sorts of mechanisms and virality strategies – so much that some people watch the Superbowl just to see the ads! Such examples are Doritos or Burger King who made history with some of the advertisements.
Godaddy.com might have made history (strategically-wise) this year. Due to the fact that they created an ad that was considered too hardcore to be displayed on the Superbowl half-time, they created an ad that pushed the consumers to the Internet to see the actual ad. Viral and effective. The ad on the Internet itself wasn’t, honestly put, amazing. But the mechanism itself was pretty revolutionizing – using the offline channel to jump over the limitations and censorship imposed by the traditional media and push people into the Internet site, where they can see the actual advertisement and generate visits to the Brand website.
I believe there is more to be said about this issue – we will develop an article directed towards Superbowl advertisement later. Godaddy.com used a, in my opinion, ground-breaking strategy to a mediocre execution. But for now, have a look at the Beaver ad and let us know what you think.
The French President, aka Mr Bruni 2008, wants to suppress all forms of advertising from the national public TV network, à la BBC, to increase the quality of its programming by avoiding frontal competition with private competitors TF1 and M6. I say “Bravo Nicolas!”
But that’s it for the good news. To finance the “unprecedented” cultural revolution, he offers to tax advertising revenues of private broadcasters (fine), but also the revenues of new means of communication like Internet access or mobile telephony, penalizing “relatively new and still-developing economic and communications tools” to support traditional television that draws fewer and fewer viewers. What’s next? A tax on blank CDs, DVDs and media storage like the iPods to support the struggling music industry? Oh wait, I forgot, they have it already.
I’m warning you, DO NOT FOLLOW THE LINK or you’ll end up wasting all the precious time that you had planned to use to catch up with all the emails waiting in your inbox, that piled up there during the Holidays break. The Oceanic Airlines site just got updated.
Oh and the Trendwatch teams joins me to wish you a beautiful and successful 2008. If you need help with #2, maybe we can help?
The TrendWatch is the collective postings of some of the FullSIX Group’s designers, strategists, and consultants on new media and marketing trends. It is meant to be an impromptu think-tank, and is a way for us to share theories and beliefs about how we think communication and connectivity is evolving.
We work for The FullSIX Group; a leading full service marketing agency with digital DNA. From our 15 international offices with over 600 employees, we constantly embrace and encourage innovation to make integrated marketing and communication campaigns that are more accountable and efficient for our clients.
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