M&M reporting: Yhä useampi katsoo televisio-ohjelmia muilla välineillä kuin televisiolla.
Soneran TNS Gallupilla teettämän tuoreen tutkimuksen mukaan jo 43
prosenttia suomalaisista katsoo tv-ohjelmia kannettavalla tietokoneella.
Neljäsosa katsoo ohjelmia pöytäkoneella ja neljä prosenttia tabletilla tai
matkapuhelimella. Nuorista miehistä 15 prosenttia katsoo tv-ohjelmia
tabletilla tai matkapuhelimella.
Vaikka valtaosa vastaajista katsoo edelleen ohjelmia televisiosta
lähetysaikaan, jo 57 prosenttia katsoo ohjelmia tallennettuina.
Tutkimus kertoo, että kotona viihtymisen kannalta on yhä tärkeämpää, että
siellä on televisio. Vastaajista melkein puolet kokee television erittäin
tärkeänä.
Televisio on samalla olohuoneen valtias: tutkimuksen mukaan 91 prosenttia
katsoo televisiota olohuoneessa.
Tulokset ilmenevät Soneran toista kertaa teettämästä Koti
ja TV -tutkimuksesta, johon vastasi yli 2000 suomalaista.
http://www.marmai.fi/uutiset/lahes+puolet+katsoo+telkkaria+lapparilla/a833118?s=u&wtm=marmai-30082012
Thursday, August 30, 2012
Taking stock of social media (of magazines)
emedia/vitals reporting: People magazine recently eclipsed 4 million followers on Twitter. Vogue has 3.1 million Facebook fans. The big numbers underscore the progress magazine publishers have made establishing a strong social media presence. But the question remains, what impact do these followers have on the business?
Measuring social ROI continues to be a challenge for media companies and marketers alike. Some say it’s a fool’s errand to even try to formulate an ROI metric for social media.
“Keep dreaming,” Unmetric CEO Lakshmanan Narayan wrote in a guest post for Forbes about the folly of brands (not publishers specifically) attempting to pinpoint social media ROI. He adds:
Although publishers haven’t yet figured out the magic ROI formula for Facebook and Twitter, not to mention emerging platforms such as Pinterest, Tumblr, Instagram and Google+, they are collecting an awful lot of information about how their audience likes to engage on social media. This data can lead to insights that inform content and audience development decisions and, indirectly at least, boost revenues.
A recent MPA study of 18-to-34-year-olds sheds some light on how magazine brands are attracting Millennials into their social media communities. The study found that 56% of magazine readers who use Twitter follow a magazine brand on Twitter. For respondents who identified themselves as “avid magazine readers,” that figure jumps to 69%. Two-thirds of avid readers said they had re-tweeted articles from a magazine’s feed.
http://www.emediavitals.com/content/taking-stock-social-media?utm_source=Vital+Guide+to+eMedia&utm_campaign=66491a916e-emV_Vital_Guide_Social_Media_8_29_2012&utm_medium=email
Measuring social ROI continues to be a challenge for media companies and marketers alike. Some say it’s a fool’s errand to even try to formulate an ROI metric for social media.
“Keep dreaming,” Unmetric CEO Lakshmanan Narayan wrote in a guest post for Forbes about the folly of brands (not publishers specifically) attempting to pinpoint social media ROI. He adds:
L2 ThinkTank, in its most recent Digital IQ Index for magazines, found that only 38% of the 80 magazine brands it studied are actively monetizing a Facebook tab (for example, by referencing an advertiser), and just 35% are monetizing their tweet stream (eg, through sponsored tweets).In terms of social media today, we often hear questions like “what is the monetary value of a fan?” Ironic, considering that we still have not fully defined the value of a TV commercial viewer. In fact, we continue to ‘invest’ in television and other mass media advertising, notwithstanding the fact that we still don’t know which (proverbial) 50% of our budget is working.
Although publishers haven’t yet figured out the magic ROI formula for Facebook and Twitter, not to mention emerging platforms such as Pinterest, Tumblr, Instagram and Google+, they are collecting an awful lot of information about how their audience likes to engage on social media. This data can lead to insights that inform content and audience development decisions and, indirectly at least, boost revenues.
A recent MPA study of 18-to-34-year-olds sheds some light on how magazine brands are attracting Millennials into their social media communities. The study found that 56% of magazine readers who use Twitter follow a magazine brand on Twitter. For respondents who identified themselves as “avid magazine readers,” that figure jumps to 69%. Two-thirds of avid readers said they had re-tweeted articles from a magazine’s feed.
http://www.emediavitals.com/content/taking-stock-social-media?utm_source=Vital+Guide+to+eMedia&utm_campaign=66491a916e-emV_Vital_Guide_Social_Media_8_29_2012&utm_medium=email
UK Shoppers Are Mobile but Prefer to Buy via PC
emarketer reporting: UK
internet users have not been slow to adopt mobile devices for shopping
(i.e., researching and browsing products) on the internet, but they
still prefer to turn to a PC when it’s time to buy, research shows.
The preference for purchasing via PC is outsized compared with the tendency of UK users to click on mobile ads. More than 11% of all paid search clicks in the UK in the first quarter of 2012 came from mobile devices (not including tablets), according to research from digital marketing software firm Kenshoo and publishing and events company Figaro Digital. Another 5.8% of paid search clicks came from tablets. Computers accounted for the lion’s share, at 82.8%.
In spite of those clicks, however, many UK internet users are probably not converting on their mobile and portable devices. More than nine in 10 said they preferred to buy via PC, compared to 3% who would rather to do so on a smartphone and 2% on a tablet.
Many mobile purchases are made on the go, making consumer preference a
malleable concept at best—if you prefer a PC, but you’re not at home
and you must make a purchase now, what else can you do? But mobile
marketers should be aware that paid search clicks may translate into
conversions at a lower rate than they do on the desktop web, where
consumers are still more comfortable buying.
The preference for purchasing via PC is outsized compared with the tendency of UK users to click on mobile ads. More than 11% of all paid search clicks in the UK in the first quarter of 2012 came from mobile devices (not including tablets), according to research from digital marketing software firm Kenshoo and publishing and events company Figaro Digital. Another 5.8% of paid search clicks came from tablets. Computers accounted for the lion’s share, at 82.8%.
In spite of those clicks, however, many UK internet users are probably not converting on their mobile and portable devices. More than nine in 10 said they preferred to buy via PC, compared to 3% who would rather to do so on a smartphone and 2% on a tablet.
More Than Half of Online Ads Fail Viewability Standard
adweek reporting: he online ad industry’s Making Measurement Make Sense
(3MS) initiative calls for a new viewability metric that would only
measure when 50 percent of an ad is in view for at least one second. The
problem is, fewer than half of online ads meet that standard, according
to a forthcoming study due out Tuesday.
The study by AdSafe Media, which offers products that promise to
safeguard brands' ads online, shows that 49.9 percent of ads sold
directly hit the proposed requirement. The number shrinks to 41.2
percent in the case of ads sold through ad networks and 40.3 percent of
ads sold through ad exchanges.
And that’s only for a second-long peek. When extending the
The findings are based on impressions examined during the first half of 2012.
AdSafe also looked at cases of ad collision, or instances when multiple
ads from one advertiser’s campaign pop up on the same page. That
unintentionally happens with 6 percent to 7 percent of the ads that get
served. While doubling up an advertiser’s presence on the page could
juice the likelihood of the brand’s paid media being seen, said AdSafe
svp of product management David Hahn, it “represents a pretty
significant loss of value” because the likelihood of a user converting
drops for both.
Instead of getting views through two ads colliding, brands could be
better off buying one long vertical ad. Ads measuring 160 x 600 pixels
meet the 3MS viewability standard 53.1 percent of the time (and 68.1
percent of the time if bought directly). For 728 x 90 pixel ads—those
wide horizontal ones usually found atop the page—the requirement is met
36.1 percent of the time, whereas the boxy 300 x 250 units hit the mark
38.4 percent of the time.
The Mobile Maelstrom
Digiday reporting: Many publishers are ignoring the mobile storm that threatens to upend their businesses.
The basics are straightforward. The screen is tiny; fewer ads are placed on a mobile page than on desktop; mobile ad units are barely readable, if not usable. Most importantly, publishers are trying to fit the model of rectangles of desktop ads onto a phone — old print formats carried over from the desktop Web. The math bears this out: A mobile user for nearly all publishers is worth a fraction what a desktop user is.
Present this case to many publishers, and you’ll hear stalling tactics. It’s still early, they’ll say. Mobile users are “additive,” they’ll claim. Mobile banners are sure to improve and close the yawning gap with desktop, you’ll be assured. But what if that’s not the case? What if mobile starts to eat up a big chunk of their traffic — say 40 percent — under the current economics? That’s trouble. Just ask Facebook, which has seen a huge chunk of its audience shift to mobile and is now struggling to come up with an ad product that works there.
“I suspect a lot of us traditional publishers don’t have a completely comprehensive plan in place yet,” said Jay Lauf, publisher of The Atlantic, which gets about 10 percent of its traffic via mobile.
There’s a huge revenue gap on mobile even though smartphone penetration is above 50 percent in the U.S. Yet publishers are still, as one noted, approaching mobile like gum on a shoe: a minor inconvenience that can just be scraped off. Publishers are still trying to place traditional concepts of advertising onto new media are finding their problems exacerbated by the dearth of inventory.
http://www.digiday.com/publishers/the-mobile-maelstrom/?utm_source=Daily+Buzz+from+eMedia+Vitals&utm_campaign=ad9c024925-nl_DB_08_30_2012&utm_medium=email
The basics are straightforward. The screen is tiny; fewer ads are placed on a mobile page than on desktop; mobile ad units are barely readable, if not usable. Most importantly, publishers are trying to fit the model of rectangles of desktop ads onto a phone — old print formats carried over from the desktop Web. The math bears this out: A mobile user for nearly all publishers is worth a fraction what a desktop user is.
Present this case to many publishers, and you’ll hear stalling tactics. It’s still early, they’ll say. Mobile users are “additive,” they’ll claim. Mobile banners are sure to improve and close the yawning gap with desktop, you’ll be assured. But what if that’s not the case? What if mobile starts to eat up a big chunk of their traffic — say 40 percent — under the current economics? That’s trouble. Just ask Facebook, which has seen a huge chunk of its audience shift to mobile and is now struggling to come up with an ad product that works there.
“I suspect a lot of us traditional publishers don’t have a completely comprehensive plan in place yet,” said Jay Lauf, publisher of The Atlantic, which gets about 10 percent of its traffic via mobile.
There’s a huge revenue gap on mobile even though smartphone penetration is above 50 percent in the U.S. Yet publishers are still, as one noted, approaching mobile like gum on a shoe: a minor inconvenience that can just be scraped off. Publishers are still trying to place traditional concepts of advertising onto new media are finding their problems exacerbated by the dearth of inventory.
http://www.digiday.com/publishers/the-mobile-maelstrom/?utm_source=Daily+Buzz+from+eMedia+Vitals&utm_campaign=ad9c024925-nl_DB_08_30_2012&utm_medium=email
Mobile action codes in print mags rise, QR Codes dominate
paidcontent reporting:
New research by mobile marketing firm Nellymoser reveals a huge rise in the use of mobile action codes in the top U.S. print magazines.
Over 2,200 mobile action codes, such as QR Codes, image recognition and digital watermarks, were used in the U.S.'s top print magazines in the second quarter of 2012.
That's up 61% on Q1.
The number of ads containing mobile action codes is up from 5% last year to a current 10%, said the report.
"Mobile activation has really taken hold in magazine advertising. Nearly 600 brands and every one of the top magazines have embraced print-to-mobile as a core marketing strategy," said Roger Matus, Executive Vice President of Nellymoser and co-author of the Nellymoser study.
"Action codes bring print pages to life and engage readers in ways that can't be duplicated with a static ad."
The mobile marketing firm expects to see 1,000 mobile action codes each month running in the top 100 magazines starting next month (September, 2012).
http://www.bizreport.com/2012/08/mobile-action-codes-in-print-mags-rise-qr-codes-dominate.html?utm_source=Daily+Buzz+from+eMedia+Vitals&utm_campaign=ad9c024925-nl_DB_08_30_2012&utm_medium=email#
New research by mobile marketing firm Nellymoser reveals a huge rise in the use of mobile action codes in the top U.S. print magazines.
Over 2,200 mobile action codes, such as QR Codes, image recognition and digital watermarks, were used in the U.S.'s top print magazines in the second quarter of 2012.
That's up 61% on Q1.
The number of ads containing mobile action codes is up from 5% last year to a current 10%, said the report.
"Mobile activation has really taken hold in magazine advertising. Nearly 600 brands and every one of the top magazines have embraced print-to-mobile as a core marketing strategy," said Roger Matus, Executive Vice President of Nellymoser and co-author of the Nellymoser study.
"Action codes bring print pages to life and engage readers in ways that can't be duplicated with a static ad."
The mobile marketing firm expects to see 1,000 mobile action codes each month running in the top 100 magazines starting next month (September, 2012).
http://www.bizreport.com/2012/08/mobile-action-codes-in-print-mags-rise-qr-codes-dominate.html?utm_source=Daily+Buzz+from+eMedia+Vitals&utm_campaign=ad9c024925-nl_DB_08_30_2012&utm_medium=email#
Three billion flips later, Flipboard turns to video
paidcontent reporting:
Tablet content aggregators like Flipboard and Zite have found favor by re-imagining modern web text as linear pages of ye olde magazines. But can the same paradigm work for other online content?
Flipboard on Wednesday launched what it is calling “TV” channels – curated sections of its Content Guide sidebar that include only videos, no text, culled from popular YouTube channels.
In one way, this is nothing new – articles read through Flipboard can already contain videos. What is notable is that Flipboard is making a specific play for audiovisual content inside its magazine-like applications.
How well this will work remains to be seen. On my iPad 2, Flipboard presents videos fractionally more sluggishly than outside; orientation rotation is noticeably slower.
Most of all, will people associate video with the page-turning paradigm of Flipboard’s retro-magazine aesthetic? Perhaps so – the swipe and flip interaction is characteristic of tablets in their entirety, not just magazine-like apps that run on them.
With its “TV” channels, Flipboard may get to do for video publishers like Chow.com, TED Talks and Pitchfork TV what it is doing for web text publishers. More importantly, it shows Flipboard beginning to mature and diversify.
http://paidcontent.org/2012/08/29/three-billion-flips-later-flipboard-turns-to-video/
Tablet content aggregators like Flipboard and Zite have found favor by re-imagining modern web text as linear pages of ye olde magazines. But can the same paradigm work for other online content?
Flipboard on Wednesday launched what it is calling “TV” channels – curated sections of its Content Guide sidebar that include only videos, no text, culled from popular YouTube channels.
In one way, this is nothing new – articles read through Flipboard can already contain videos. What is notable is that Flipboard is making a specific play for audiovisual content inside its magazine-like applications.
How well this will work remains to be seen. On my iPad 2, Flipboard presents videos fractionally more sluggishly than outside; orientation rotation is noticeably slower.
Most of all, will people associate video with the page-turning paradigm of Flipboard’s retro-magazine aesthetic? Perhaps so – the swipe and flip interaction is characteristic of tablets in their entirety, not just magazine-like apps that run on them.
With its “TV” channels, Flipboard may get to do for video publishers like Chow.com, TED Talks and Pitchfork TV what it is doing for web text publishers. More importantly, it shows Flipboard beginning to mature and diversify.
http://paidcontent.org/2012/08/29/three-billion-flips-later-flipboard-turns-to-video/
Tuesday, August 28, 2012
College Students Challenge Marketers on Mobile
Undergrads demand relevant ads
By
the time the class of 2016 graduates, close to 90% of college students
in the US will own a smartphone. Fewer will carry tablets, but
penetration levels will be high if recent trends continue; between March
2011 and January 2012 alone, tablet ownership tripled among college
students.
Mobile devices are considered necessities by today’s undergrads; they are extensions of their digital existence and personality. While laptops were once considered wonderfully mobile, fewer students bought them this year. The computing power and widespread availability of affordable smartphones (and increasingly tablets) has students flocking to these newer and even more portable devices.
Today, roughly two-thirds of students walk college campuses—and store aisles—knowing whatever information they need is accessible through their smartphone. They challenge statements made by professors, prices quoted by salespeople and the creativity of mobile marketers.
Mobile devices are considered necessities by today’s undergrads; they are extensions of their digital existence and personality. While laptops were once considered wonderfully mobile, fewer students bought them this year. The computing power and widespread availability of affordable smartphones (and increasingly tablets) has students flocking to these newer and even more portable devices.
Today, roughly two-thirds of students walk college campuses—and store aisles—knowing whatever information they need is accessible through their smartphone. They challenge statements made by professors, prices quoted by salespeople and the creativity of mobile marketers.
Connected TV Ads Most Common Before and During Programs Read more at http://www.emarketer.com/Article.aspx?R=1009302&ecid=a6506033675d47f881651943c21c5ed4#6mTmEXyU8VfcUtzM.99
eMarketer reporting:
Connected TV, also known as over-the-top TV, smart TV and IPTV, has been gaining advertiser attention as it makes its way into more homes. By year’s end, Leichtman Research Group estimates, 38% of US households will have at least one TV set connected to the internet, up from 30% in 2011.
Earlier findings showed advertisers somewhat reluctant to test the connected TV waters, even though about a third of viewers interacted with connected TV video ads—a higher engagement rate than most desktop and mobile video ad benchmarks.
A December 2011 study from research firm Frank N. Magid Associates and video ad network Tremor Video showed the greatest number of US connected TV viewers visited websites that mentioned the ad or considered purchasing a product or service post-exposure.
Research results from Frank N. Magid Associates and video ad network YuMe were similar: 30% of US connected TV viewers visited an ad’s website post-exposure, and a quarter considered the advertised product for purchase. Other popular actions included searching for more information both in-store and online (26%), “liking” or following a product or brand (25%) and clicking directly on the ad to learn more (23%).
Study: Millennials Engage With Magazines Via Social Media
adweek reporting:
While many magazines are still struggling to produce revenue from
digital platforms, their social media efforts aren’t going to waste—if
they have something tangible to offer. According to a new study from the
MPA and GfK MRI, millennials are engaging with magazines through a
number of different social media platforms in search of special
contests, promotions and discounts.
The MPA’s study, which surveyed over 1,000 consumers between the ages
of 18 and 34, found that nearly all millennials read magazines—93
percent of those surveyed said that they have looked at a magazine in
the past 60 days, and 37 percent read a digital edition—and are hooked
on mobile technology and social media.
These readers interact with magazines through social media, but not for
love of content. The survey’s respondents made it clear that they want
to get something tangible out of their social relationship with a
magazine, whether it's promotions, discounts or the chance to win
something. In fact, that's the main reason that more than half of the
people surveyed follow a magazine on Twitter. Contests were the biggest
draw for millennials, 59 percent of whom have entered a magazine contest
through Facebook or Twitter, followed by coupons, which more than half
of respondents had downloaded from a magazine's Facebook page.
Facebook ranked as the No. 1 most-used social site among respondents,
as well as their favorite platform for connecting with magazine brands.
Millennials are also very social when consuming magazine content—42
percent said that they chatted with friends on Facebook while reading a
magazine.
Twitter follows as the second most-used social platform. The role of
magazine editors and writers, in particular, can be more powerful than
that of their magazine brands on this platform. Fifty-six percent of
total Twitter users follow an editor or writer, and 51 percent have
tweeted to an editor’s Twitter account.
The Wall Street Journal wants its reporters filing microvideo updates for its new WorldStream
Nieman Journalism Lab reporting:
The Wall Street Journal has been busy expanding its video offerings and experimenting with dedicated news streams in recent months. Today, the natural merger of the two debuts: a stream of reporter-generated videos called WorldStream.
WorldStream is a bit like what it would be like to follow a bunch of WSJ reporters on Twitter — except if instead of posting 140 characters of text, they were each filing in 30-second-video chunks. It’s a reverse-chronological stream filled entirely by what reporters in the field are capturing with their smartphones.
Because it’s a stream produced by many, narrative flow is replaced by the dissonance of multiple stories, multiple voices, and multiple styles. Here’s Grover Norquist doing a standard-issue interview on Mitt Romney (35 seconds). And here’s Liz Heron giving a quick tour of the Google presence at the GOP convention in Tampa (41 seconds). Here’s…wreckage in Syria (17 seconds). Here’s WSJ reporter Arian Campo-Flores doing a standup about Hurricane Isaac (41 seconds). Here’s a moment-of-zen watching golf carts pass silently by (12 seconds). And here’s a still shot of a bunch of chairs in an almost empty room (10 seconds).
While
WorldStream aims to be a way for viewers to get a potpourri of fresh
video content, it is first and foremost an internal newsroom tool that
the Journal has opted to make public. Alan Murray, deputy managing
editor and executive editor for the newspaper online, says he had long
been looking for a way to, er, streamline the filing process for video.
The Wall Street Journal has been busy expanding its video offerings and experimenting with dedicated news streams in recent months. Today, the natural merger of the two debuts: a stream of reporter-generated videos called WorldStream.
WorldStream is a bit like what it would be like to follow a bunch of WSJ reporters on Twitter — except if instead of posting 140 characters of text, they were each filing in 30-second-video chunks. It’s a reverse-chronological stream filled entirely by what reporters in the field are capturing with their smartphones.
Because it’s a stream produced by many, narrative flow is replaced by the dissonance of multiple stories, multiple voices, and multiple styles. Here’s Grover Norquist doing a standard-issue interview on Mitt Romney (35 seconds). And here’s Liz Heron giving a quick tour of the Google presence at the GOP convention in Tampa (41 seconds). Here’s…wreckage in Syria (17 seconds). Here’s WSJ reporter Arian Campo-Flores doing a standup about Hurricane Isaac (41 seconds). Here’s a moment-of-zen watching golf carts pass silently by (12 seconds). And here’s a still shot of a bunch of chairs in an almost empty room (10 seconds).
While
WorldStream aims to be a way for viewers to get a potpourri of fresh
video content, it is first and foremost an internal newsroom tool that
the Journal has opted to make public. Alan Murray, deputy managing
editor and executive editor for the newspaper online, says he had long
been looking for a way to, er, streamline the filing process for video.
The fall of Angry Birds
Last year I held a special webinar with an in-depth analysis of Angry Birds VS Tap Pet Hotel
and how premium .99 games were going to be overtaken by free to play
games. That sounds obvious now, but remember, this was 12 months ago
and at the time I held the webinar Tap Pet Hotel was only a few months
old. Many people on the webinar didn’t really know how social games
worked.
So far the the app store has gone through two phases. The second phase completely took over about 6 months ago.
http://www.treysmithblog.com/the-fall-of-angry-birds/
So far the the app store has gone through two phases. The second phase completely took over about 6 months ago.
Phase 1 of app store monetization was Premium games (.99 titles)
Phase 2 is “Free to play” and it’s RULING the app store.
Phase 2 of the App Store: The fall of angry birds
Angry Birds currently doesn’t have ANY of it’s games in the top 50 grossing iPhone charts. The closest is the original title at #52:http://www.treysmithblog.com/the-fall-of-angry-birds/
9 Lessons From Lewis D'Vorkin's Push to Remake Forbes Online
Mediashift reporting:
...Amid its larger company struggles, Forbes has been trying to change, adapt and adjust to what Chief Product Officer Lewis D'Vorkin calls "wrenching transitions in the news business."
Online, the 95-year-old business magazine has shaken up its editorial model, revamped its technology, introduced new types of advertising, and challenged conventional wisdom in the magazine publishing world.
"The economics of journalism have changed -- forever," D'Vorkin wrote in an email to me. "Marketers will not pay for digital ads what they pay for print ads. To build a sustainable model for journalism in the digital era, new ways need to be found to produce even better journalism more efficiently."
At face value, Forbes' efforts are encouraging. Digital revenues are up 26 percent in the first half of 2012 compared with 2011, a spokesperson told me. Magazine ad pages have increased, too, according to the Publishers Information Bureau. And Forbes Digital had its best trafficked month ever in July, D'Vorkin told me on the phone.
While it's hard to say whether it all adds up to financial success -- Forbes closely guards its numbers (more on that below) -- there are lessons for entrepreneurial media managers from Forbes' efforts.
"The magazine helps the web. Content all over social media helps our print product," D'Vorkin said. "People are very much aware of Forbes content in a multi-platform world."
D'Vorkin has frequently written and spoken of efforts to make Forbes available on every screen, with the least friction possible. That certainly makes sense for Forbes' core community of well-to-do investors with access to multiple devices.
Staff, too, contributes to all sides, with some editors and writers contributing to both the magazine and the web. Neither print nor web is first in the pecking order. Instead, material is produced appropriate to the medium it's in.
...Amid its larger company struggles, Forbes has been trying to change, adapt and adjust to what Chief Product Officer Lewis D'Vorkin calls "wrenching transitions in the news business."
Online, the 95-year-old business magazine has shaken up its editorial model, revamped its technology, introduced new types of advertising, and challenged conventional wisdom in the magazine publishing world.
"The economics of journalism have changed -- forever," D'Vorkin wrote in an email to me. "Marketers will not pay for digital ads what they pay for print ads. To build a sustainable model for journalism in the digital era, new ways need to be found to produce even better journalism more efficiently."
At face value, Forbes' efforts are encouraging. Digital revenues are up 26 percent in the first half of 2012 compared with 2011, a spokesperson told me. Magazine ad pages have increased, too, according to the Publishers Information Bureau. And Forbes Digital had its best trafficked month ever in July, D'Vorkin told me on the phone.
While it's hard to say whether it all adds up to financial success -- Forbes closely guards its numbers (more on that below) -- there are lessons for entrepreneurial media managers from Forbes' efforts.
1. Be a multi-platform brand
Digital and traditional media should be seen as a conjoined whole, not separate entities with separate goals."The magazine helps the web. Content all over social media helps our print product," D'Vorkin said. "People are very much aware of Forbes content in a multi-platform world."
D'Vorkin has frequently written and spoken of efforts to make Forbes available on every screen, with the least friction possible. That certainly makes sense for Forbes' core community of well-to-do investors with access to multiple devices.
Staff, too, contributes to all sides, with some editors and writers contributing to both the magazine and the web. Neither print nor web is first in the pecking order. Instead, material is produced appropriate to the medium it's in.
2. Generate LOTS of Content
Forbes' rise in traffic seems to track with the increase in its number of posts. D'Vorkin wrote last October that Forbes had 250-300 posts per day and had gone to about 23 million monthly unique visits, up from 15 million in early 2010. That grew to about 400-500 posts per day and 30 million uniques by last February.3. Focus on quality, too
4. Give contributors ownership. Really
5. Reward visits rather than page views
6. Be transparent, up to a point
7. Let marketers have an editorial voice
8. Break down traditional silos
The future?
INFOGRAPHIC: 66 Percent Of College Students Believe Tablets Help Them Study More Efficiently
mediabistro reporting:
OnlineUniversities.com created an infographic called “Teaching with Tablets” that looks at the technology adoption among high school and college students.
We’ve embedded the whole infographic below for digital textbook creators to learn more about this audience.
Here is more from the infographic: “Ninety percent of college students and high school seniors believe tablets are valuable for both educational and personal purposes.”
http://www.mediabistro.com/appnewser/infographic-66-percent-of-college-students-believe-tablets-help-them-study-more-efficiently_b25955
OnlineUniversities.com created an infographic called “Teaching with Tablets” that looks at the technology adoption among high school and college students.
We’ve embedded the whole infographic below for digital textbook creators to learn more about this audience.
Here is more from the infographic: “Ninety percent of college students and high school seniors believe tablets are valuable for both educational and personal purposes.”
http://www.mediabistro.com/appnewser/infographic-66-percent-of-college-students-believe-tablets-help-them-study-more-efficiently_b25955
Victoria Barnsley: 'We can't think of ourselves as book publishers any more'
Guardian reporting:
As the trays of cheese and wine begin to circulate for this autumn's book launch season, one of the UK's biggest publishing houses will be pinning its hopes not on a hardback, but on an app designed for tablet computers.
Alongside celebrity autobiographies from Victoria Pendleton and Cheryl Cole, and John Major's history of music hall, HarperCollins will be unveiling a digital reinvention of the Collins World Atlas. "It's the culmination of years of work, and it's going to be really ground-breaking," says Victoria Barnsley, UK and international chief executive of the book publishing arm of Rupert Murdoch's media empire.
The app presents a collection of globes suspended in space. One shows a satellite view; others are themed by population, energy or telecommunications. A few swipes, and the world lights up according to which areas have mobile coverage, or consume most oil. The information is, of course, always up to date.
"We can't think of ourselves as book publishers any longer. We have to see ourselves as, you know," Barnsley hesitates to use the cliché, "multimedia content producers."
Her flower-scented Hammersmith office, with its plush upholstery and charcoal-grey walls so dark the eyes have to adjust, is a world away from the warehouses across town on east London's Silicon Roundabout, where most new digital products are being produced.
But HarperCollins appears to have wholeheartedly embraced the e-book revolution that followed the arrival of Amazon's Kindle reader in the UK in 2009. Barnsley predicts that within 18 months, over half of revenues from her fiction titles will be digital: they already are in America. While sales of HarperCollins's paper books are flat year on year at about £120m, according to Nielsen Bookscan, digital titles are up 250% and now account for 20% of UK income.
With self-published 50 Shades of Grey author EL James as its poster child, romantic fiction is by far the biggest-selling digital category. Nearly half of sales at HarperCollins's Avon imprint, which specialises in the genre, are now in e-book format. It has responded with a me-too 50 Ways to Play and the revival of a 10-year-old title, The Bride Stripped Bare, but more importantly with "dynamic pricing".
http://www.guardian.co.uk/media/2012/aug/26/victoria-barnsley-harpercollins-cant-think-book-publishers
As the trays of cheese and wine begin to circulate for this autumn's book launch season, one of the UK's biggest publishing houses will be pinning its hopes not on a hardback, but on an app designed for tablet computers.
Alongside celebrity autobiographies from Victoria Pendleton and Cheryl Cole, and John Major's history of music hall, HarperCollins will be unveiling a digital reinvention of the Collins World Atlas. "It's the culmination of years of work, and it's going to be really ground-breaking," says Victoria Barnsley, UK and international chief executive of the book publishing arm of Rupert Murdoch's media empire.
The app presents a collection of globes suspended in space. One shows a satellite view; others are themed by population, energy or telecommunications. A few swipes, and the world lights up according to which areas have mobile coverage, or consume most oil. The information is, of course, always up to date.
"We can't think of ourselves as book publishers any longer. We have to see ourselves as, you know," Barnsley hesitates to use the cliché, "multimedia content producers."
Her flower-scented Hammersmith office, with its plush upholstery and charcoal-grey walls so dark the eyes have to adjust, is a world away from the warehouses across town on east London's Silicon Roundabout, where most new digital products are being produced.
But HarperCollins appears to have wholeheartedly embraced the e-book revolution that followed the arrival of Amazon's Kindle reader in the UK in 2009. Barnsley predicts that within 18 months, over half of revenues from her fiction titles will be digital: they already are in America. While sales of HarperCollins's paper books are flat year on year at about £120m, according to Nielsen Bookscan, digital titles are up 250% and now account for 20% of UK income.
With self-published 50 Shades of Grey author EL James as its poster child, romantic fiction is by far the biggest-selling digital category. Nearly half of sales at HarperCollins's Avon imprint, which specialises in the genre, are now in e-book format. It has responded with a me-too 50 Ways to Play and the revival of a 10-year-old title, The Bride Stripped Bare, but more importantly with "dynamic pricing".
http://www.guardian.co.uk/media/2012/aug/26/victoria-barnsley-harpercollins-cant-think-book-publishers
Sunday, August 26, 2012
The Newsonomics of the shiny, new wrapper
Ken Doctor reporting:
Huffington got its press (“The aggregator builds a magazine”) for several good reasons. It’s got Arianna’s name on it. It’s edited by veteran, national-ranking journalists Tim O’Brien and John Montorio. It leverages content that’s already been published online, though also adds exclusive-to-the magazine content. And it’s a paid product.
Paid. Magazine. Re-purposed. These are words that didn’t seem to have a lot of commercial value a scant three years, and certainly didn’t appear much together.
AOL is hardly alone in rethinking these big questions. We’re seeing a cascading experimenting around packaging and repackaging content from coast to coast, much of it so far unannounced, but in planning. The movement has been building (“The newsonomics of 100 products a year”) and we can see it including newspapers, magazines, online-only companies, book publishers, and public media. Each are taking new twists, looking for formulas that fit their emerging business models.
At The Boston Globe, a made-for-tablet and smartphone design magazine has joined its food ebooks. The Chicago Tribune, I’m told, is looking at about 20 ebooks to be tested over the next year. Frommer’s is starting to parcel out its guidebook content, in smaller bite-sized slices, with a partner. Wired is trotting out its first ever issue — a retro rocket blast from our collective past — in the Apple app store. ProPublica is repurposing its free web content in paid ebook form, at a faster rate, one a month for the last three months.
http://www.niemanlab.org/2012/06/the-newsonomics-of-the-shiny-new-wrapper/?utm_source=Daily+Lab+email+list&utm_medium=email&utm_campaign=55ef4308bb-DAILY_EMAIL
Publishers are getting more
aggressive about repackaging their work into ebooks, iPad magazines, and
other new forms, in the hopes of creating something readers will pay
for.
It’s a new mix-and-match world of digital products, fast evolving. Headlined
last week by the launch of AOL’s Huffington magazine, we can see how
rapidly our notion of potential digital reading products is changing,
and, in fact, who may pay for what.Huffington got its press (“The aggregator builds a magazine”) for several good reasons. It’s got Arianna’s name on it. It’s edited by veteran, national-ranking journalists Tim O’Brien and John Montorio. It leverages content that’s already been published online, though also adds exclusive-to-the magazine content. And it’s a paid product.
Paid. Magazine. Re-purposed. These are words that didn’t seem to have a lot of commercial value a scant three years, and certainly didn’t appear much together.
AOL is hardly alone in rethinking these big questions. We’re seeing a cascading experimenting around packaging and repackaging content from coast to coast, much of it so far unannounced, but in planning. The movement has been building (“The newsonomics of 100 products a year”) and we can see it including newspapers, magazines, online-only companies, book publishers, and public media. Each are taking new twists, looking for formulas that fit their emerging business models.
At The Boston Globe, a made-for-tablet and smartphone design magazine has joined its food ebooks. The Chicago Tribune, I’m told, is looking at about 20 ebooks to be tested over the next year. Frommer’s is starting to parcel out its guidebook content, in smaller bite-sized slices, with a partner. Wired is trotting out its first ever issue — a retro rocket blast from our collective past — in the Apple app store. ProPublica is repurposing its free web content in paid ebook form, at a faster rate, one a month for the last three months.
http://www.niemanlab.org/2012/06/the-newsonomics-of-the-shiny-new-wrapper/?utm_source=Daily+Lab+email+list&utm_medium=email&utm_campaign=55ef4308bb-DAILY_EMAIL
A Bold Experiment: Sending Citizen Reporters to Cover National Conventions
mediashift reporting:
For two weeks every four years, the media and the politicos gather for the insider's ritual of selecting a presidential candidate. Really, it's an opportunity for them to party, schmooze and show the special interests, who support their cause, a good time. The role of the citizen in these pageants is, at best, as passive consumer.
So, what happens when you toss in a pair of citizen reporters, and put them on national television asking the one question that conventioneers don't want to answer: What are you doing to get money out of politics?
We launched the Digital Citizen experiment in July 2012 to find out. The big idea is to find citizen journalists to cover the 2012 elections from a citizen's point of view, with a focus on an issue we know Americans care about: the corrupting influence of money in politics. A Reuters/Ipsos poll from May found that "most Americans [75%], no matter what their political party, believe there is too much money in politics ..." The poll showed that 76 percent "feel that the amount of money in elections has given rich people more influence than other Americans."
The first experiment will be a series of reports from the Republican National Convention in Tampa, Fla., August 27-30 and the Democratic National Convention in Charlotte, N.C., September 3-6. The past months have been spent locating partners and finding potential reporters. We are creating a process that will reveal whether the citizens' voice can make a difference in the national dialogue, even -- especially -- when the political and media powers want to ignore what the people have to say.
But first, we had to find and train the reporters.
http://www.pbs.org/mediashift/2012/08/a-bold-experiment-sending-citizen-reporters-to-cover-national-conventions236.html?utm_source=MediaShift+Daily&utm_campaign=bae0f3e65a-RSS_EMAIL_CAMPAIGN&utm_medium=email
For two weeks every four years, the media and the politicos gather for the insider's ritual of selecting a presidential candidate. Really, it's an opportunity for them to party, schmooze and show the special interests, who support their cause, a good time. The role of the citizen in these pageants is, at best, as passive consumer.
So, what happens when you toss in a pair of citizen reporters, and put them on national television asking the one question that conventioneers don't want to answer: What are you doing to get money out of politics?
We launched the Digital Citizen experiment in July 2012 to find out. The big idea is to find citizen journalists to cover the 2012 elections from a citizen's point of view, with a focus on an issue we know Americans care about: the corrupting influence of money in politics. A Reuters/Ipsos poll from May found that "most Americans [75%], no matter what their political party, believe there is too much money in politics ..." The poll showed that 76 percent "feel that the amount of money in elections has given rich people more influence than other Americans."
The first experiment will be a series of reports from the Republican National Convention in Tampa, Fla., August 27-30 and the Democratic National Convention in Charlotte, N.C., September 3-6. The past months have been spent locating partners and finding potential reporters. We are creating a process that will reveal whether the citizens' voice can make a difference in the national dialogue, even -- especially -- when the political and media powers want to ignore what the people have to say.
But first, we had to find and train the reporters.
http://www.pbs.org/mediashift/2012/08/a-bold-experiment-sending-citizen-reporters-to-cover-national-conventions236.html?utm_source=MediaShift+Daily&utm_campaign=bae0f3e65a-RSS_EMAIL_CAMPAIGN&utm_medium=email
The one big thing that newspaper visionaries didn’t foresee B
gigaom reporting:
It’s easy to forget sometimes that the world wide web has been around for more than two decades now,
or that it has caused massive and ongoing disruption of almost every
form of content from books and newspapers to music and movies. In the
early 1990s, only a few really foresaw that kind of revolution occurring
in media, and as former journalist Mark Potts notes in a recent blog post, one of those who looked into the future with some accuracy was the former managing editor of the Washington Post, who wrote a memo to the paper’s executives describing what this future might look like and how it would change the industry.
Even more interesting than what this former editor got right, however, are the things that he and almost every other visionary completely missed — and one of the most important was the way that the news industry would be transformed by social media. From blogs to Twitter, that transformation (or what Om has called the “democratization of distribution”) has probably been more disruptive than any other technological development since then, and it is one that many media entities still have not fully adapted to or taken advantage of.
Potts, a former technology writer for the Post, explains that managing editor Robert Kaiser was invited by Apple chief executive officer John Sculley to attend a conference in Japan about the future of digital media, and the memo (which Potts has posted on his site as a PDF) was his attempt to sum up what he learned for the newspaper’s senior managers. Much of what Kaiser says seems blindingly obvious now, but as Potts notes:
http://gigaom.com/2012/08/20/the-one-big-thing-that-newspaper-visionaries-didnt-foresee/
A memo written by the managing editor of the Washington Post in
1992 says a lot about how much of the future of media was obvious even
then, but it also misses the most disruptive force the industry has seen
— namely, the rise of social media.
Even more interesting than what this former editor got right, however, are the things that he and almost every other visionary completely missed — and one of the most important was the way that the news industry would be transformed by social media. From blogs to Twitter, that transformation (or what Om has called the “democratization of distribution”) has probably been more disruptive than any other technological development since then, and it is one that many media entities still have not fully adapted to or taken advantage of.
Potts, a former technology writer for the Post, explains that managing editor Robert Kaiser was invited by Apple chief executive officer John Sculley to attend a conference in Japan about the future of digital media, and the memo (which Potts has posted on his site as a PDF) was his attempt to sum up what he learned for the newspaper’s senior managers. Much of what Kaiser says seems blindingly obvious now, but as Potts notes:
http://gigaom.com/2012/08/20/the-one-big-thing-that-newspaper-visionaries-didnt-foresee/
Interactive E-Book Introduces World's First Instant Collaboration
PR Newswire reporting:
Pinksheets: DEMO) and VOOK ePublishing in San Francisco, today announced the arrival of the world's first two-way interactive e-book, which features a new technology that allows real-time author and reader-to-reader dialog and collaboration from inside an e-book.
The newly-released book grabbing all the attention, 11 Days in May, published by Waterfront Press, will offer readers the opportunity to communicate directly with both author JD Messinger, and also with other readers, from right inside the e-book. This groundbreaking discussion capability is made possible by a new cloud-based collaboration technology developed by Democrasoft, which links any reader with a book's author, other readers or any other person with access to the Internet. The new technology is called "WeJIT," and it promises to forever change the way authors, their books and their readers come together.
According to Democrasoft Chairman & CEO Richard Lang, WeJIT is a new approach to collaboration that allows instant communities to form around any topic of common interest. With a few clicks, an individual WeJIT is formed by any individual wanting to enable an instant, collaborative community. In essence, the WeJIT is a one-page website, with a unique URL, dedicated to a particular topic of discussion, debate or even decision-making, in a multitude of engagement models. It can be formed in a matter of seconds, free of charge for individual use (www.MyWeJIT.com). In the case of 11 Days in May, author JD Messinger has created and embedded 32 WeJITs inside his new e-book, on an assortment of topics covered in the book.
http://www.sacbee.com/2012/08/20/4741401/interactive-e-book-introduces.html
Pinksheets: DEMO) and VOOK ePublishing in San Francisco, today announced the arrival of the world's first two-way interactive e-book, which features a new technology that allows real-time author and reader-to-reader dialog and collaboration from inside an e-book.
The newly-released book grabbing all the attention, 11 Days in May, published by Waterfront Press, will offer readers the opportunity to communicate directly with both author JD Messinger, and also with other readers, from right inside the e-book. This groundbreaking discussion capability is made possible by a new cloud-based collaboration technology developed by Democrasoft, which links any reader with a book's author, other readers or any other person with access to the Internet. The new technology is called "WeJIT," and it promises to forever change the way authors, their books and their readers come together.
According to Democrasoft Chairman & CEO Richard Lang, WeJIT is a new approach to collaboration that allows instant communities to form around any topic of common interest. With a few clicks, an individual WeJIT is formed by any individual wanting to enable an instant, collaborative community. In essence, the WeJIT is a one-page website, with a unique URL, dedicated to a particular topic of discussion, debate or even decision-making, in a multitude of engagement models. It can be formed in a matter of seconds, free of charge for individual use (www.MyWeJIT.com). In the case of 11 Days in May, author JD Messinger has created and embedded 32 WeJITs inside his new e-book, on an assortment of topics covered in the book.
http://www.sacbee.com/2012/08/20/4741401/interactive-e-book-introduces.html
For Brand Engagement, Visuals Rule [INFOGRAPHIC]
Mashable reporting:
What was the last thing you shared on the web? There’s a good chance it was either a photo or a video. And increasingly, that shareable content is originating from brands.
Companies are quickly learning that visual media is one of the most effective ways to share their stories. In a study of the top 10 brands on Facebook, users liked photos twice as often as text updates. And they shared videos 12 times more than photo and text posts combined.
The world’s biggest social media properties have quickly made visual
content a huge priority, often designing or re-designing their entire
platforms to nurture such media. Pinterest proved that stunning visuals generate monumental engagement, and YouTube continues to produce hoards of original content in response to user demand.
Brands, take note.
M Booth partnered with social analytics company SimplyMeasure to measure engagement data and produce the following infographic. M Booth recently released Framed, a storytelling tool that helps brands create visual content to engage their digital communities.
http://mashable.com/2012/08/24/visual-storytelling-brands/?WT.mc_id=en_my_stories&utm_campaign=My%2BStories&utm_medium=email&utm_source=newsletter
What was the last thing you shared on the web? There’s a good chance it was either a photo or a video. And increasingly, that shareable content is originating from brands.
Companies are quickly learning that visual media is one of the most effective ways to share their stories. In a study of the top 10 brands on Facebook, users liked photos twice as often as text updates. And they shared videos 12 times more than photo and text posts combined.
Brands, take note.
M Booth partnered with social analytics company SimplyMeasure to measure engagement data and produce the following infographic. M Booth recently released Framed, a storytelling tool that helps brands create visual content to engage their digital communities.
http://mashable.com/2012/08/24/visual-storytelling-brands/?WT.mc_id=en_my_stories&utm_campaign=My%2BStories&utm_medium=email&utm_source=newsletter
5 Companies Changing the Way We Shop
Mashable reporting:
Compared to a year ago, ecommerce is up 15%, according to new data from comScore. The report indicates consumers spent $43.2 billion in online purchases last quarter, meaning it’s the seventh consecutive quarter of double-digit growth. It also found 42% of ecommerce purchases included free shipping, a fact that may be contributing to shoppers’ willingness to buy online.
Some reports have predicted ecommerce will be a nearly $300-billion industry in the United States by 2015. With so many consumers moving their shopping transactions to the web, it’s hard to ignore that more companies are changing the way they sell their products, and the way consumers shop. Below are five companies leading big changes in the shopping scene.
2. Augment
3. Threadflip
4. Knotstandard
5. The Fancy
http://mashable.com/2012/08/24/companies-shop-online/?WT.mc_id=en_my_stories&utm_campaign=My%2BStories&utm_medium=email&utm_source=newsletter
Compared to a year ago, ecommerce is up 15%, according to new data from comScore. The report indicates consumers spent $43.2 billion in online purchases last quarter, meaning it’s the seventh consecutive quarter of double-digit growth. It also found 42% of ecommerce purchases included free shipping, a fact that may be contributing to shoppers’ willingness to buy online.
Some reports have predicted ecommerce will be a nearly $300-billion industry in the United States by 2015. With so many consumers moving their shopping transactions to the web, it’s hard to ignore that more companies are changing the way they sell their products, and the way consumers shop. Below are five companies leading big changes in the shopping scene.
1. Storenvy
Founded in 2008, Storenvy empowers sellers across the spectrum — ranging from hobbyists to major retailers — to easily launch and run independent, fully customizable online stores. At the same time, by lacing together thousands of stores into a marketplace, the startup offers consumers a new kind of shopping experience. By offering both the platform for sellers and the marketplace for shoppers, Storenvy is quite different from competitors like Shopify and Etsy, which offer only one or the other....2. Augment
3. Threadflip
4. Knotstandard
5. The Fancy
http://mashable.com/2012/08/24/companies-shop-online/?WT.mc_id=en_my_stories&utm_campaign=My%2BStories&utm_medium=email&utm_source=newsletter
Thursday, August 23, 2012
Can tablet commerce help publishers break free of the magazine paradigm?
emedia/vitals reporting:
As media companies plot out their tablet publishing strategies, support for online shopping must be front and center in their thinking. The promising future of “couch commerce,” driven by the tablet’s rising status as an at-home, lean-back leisure device, should grab the attention of media companies looking to expand their digital business models.
Publishers of any size, in any sector, from consumer fashion to heavy equipment, have an opportunity to create compelling, multichannel e-commerce offerings – if they’re willing to experiment with models that may blur traditional editorial/advertising lines.
Think about the impact that tablets, barely two years old, are already having on e-commerce:
http://www.emediavitals.com/content/can-tablet-commerce-help-publishers-break-free-magazine-paradigm?utm_source=Vital+Guide+to+eMedia&utm_campaign=2b75337a89-eMV_VG_e_Commerce_8_23_2012&utm_medium=email
As media companies plot out their tablet publishing strategies, support for online shopping must be front and center in their thinking. The promising future of “couch commerce,” driven by the tablet’s rising status as an at-home, lean-back leisure device, should grab the attention of media companies looking to expand their digital business models.
Publishers of any size, in any sector, from consumer fashion to heavy equipment, have an opportunity to create compelling, multichannel e-commerce offerings – if they’re willing to experiment with models that may blur traditional editorial/advertising lines.
Think about the impact that tablets, barely two years old, are already having on e-commerce:
- In the second quarter, tablets accounted for more than 7% of the traffic to e-commerce websites monitored by commerce platform provider Monetate – up from 2% just a year ago. Conversion rates from tablet shoppers (3.17%) are on par with PC-based buyers (3.34%) and more than double that of smartphone shoppers (1.09%), according to Monetate’s latest Ecommerce Quarterly report.
- comScore says 39% of tablet owners purchased items in the past month, compared with 18% of smartphone owners. Tablet owners appear more engaged as well: 43% have researched items and 42% have compared product prices in the past month, compared to 21% and 22%, respectively, for smartphones.
- Earlier this year, Adobe released a report showing that tablet owners spent more on average per online order ($123) than PC ($102) or smartphone ($80) shoppers in 2011.
http://www.emediavitals.com/content/can-tablet-commerce-help-publishers-break-free-magazine-paradigm?utm_source=Vital+Guide+to+eMedia&utm_campaign=2b75337a89-eMV_VG_e_Commerce_8_23_2012&utm_medium=email
Maa pettää mediamainonnan alta
M&M reporting: NS Gallup Media Intelligencen mukaan investoinnit mediamainontaan
olivat huhti-kesäkuussa hieman alle 300 miljoonaa euroa.
Toisella vuosineljänneksellä mediamainonnan määrä laski 7,1 prosenttia vuoden 2011 huhti-kesäkuuhun verrattuna. Tosin vielä viime vuoden huhti-kesäkuussa mainospanostukset olivat kovassa kasvussa, mitä vauhdittivat osaltaan huhtikuun eduskuntavaalit. Mediamainonnan kehitys on kuitenkin nyt selkeässä laskusuunnassa.
Sanomalehtimainonta väheni 12,5 prosenttia viime vuoden huhti-kesäkuuhun verrattuna. Panostuksiaan sanomalehdissä vähensivät erityisesti kosmetiikka, teleala, lääkkeet ja vapaa-aika- ja urheilutarvikkeet. Aikkarimainonta on kokonaisuudessaan laskenut noin kuusi prosenttia. Lähes kaikki merkittävät toimialat ovat vähentäneet panostuksiaan aikakauslehdissä. Pukeutuminen ja lääkemainonta kulkevat kuitenkin vastavirtaan ja ovat kasvattaneet panostuksiaan.
Mainonta kaupunki- ja noutolehdissä laski kolme prosenttia. Mainospanostuksiaan laskivat huomattavasti muun muassa kodin elektroniikka, kosmetiikka, elintarvikkeet ja pankit.
Tv-mainonta laski yli kolme prosenttia viime vuoden toiseen neljännekseen verrattuna. Matkailu, telepalvelut ja lääkkeet ovat vähentäneet tv-panostuksiaan, kun pankkiala taas on kasvattanut omiaan.
Radiomainonta väheni reilut kuusi ja ulkomainonta kahdeksan prosenttia.
Ainoa kasvaja on verkkomainonta. Verkkomainonnan kokonaisuus IAB Finlandin luvuilla täydennettynä näyttää 6,2 prosentin kasvua.
Työpaikkailmoittelu laimeni
Rekryilmoittelu on vähentynyt viidenneksellä viime vuoden huhti-heinäkuuhun verrattuna...
http://www.blogger.com/blogger.g?blogID=8672091774752856243#editor/target=post;postID=6386962989961541288
Toisella vuosineljänneksellä mediamainonnan määrä laski 7,1 prosenttia vuoden 2011 huhti-kesäkuuhun verrattuna. Tosin vielä viime vuoden huhti-kesäkuussa mainospanostukset olivat kovassa kasvussa, mitä vauhdittivat osaltaan huhtikuun eduskuntavaalit. Mediamainonnan kehitys on kuitenkin nyt selkeässä laskusuunnassa.
Sanomalehtimainonta väheni 12,5 prosenttia viime vuoden huhti-kesäkuuhun verrattuna. Panostuksiaan sanomalehdissä vähensivät erityisesti kosmetiikka, teleala, lääkkeet ja vapaa-aika- ja urheilutarvikkeet. Aikkarimainonta on kokonaisuudessaan laskenut noin kuusi prosenttia. Lähes kaikki merkittävät toimialat ovat vähentäneet panostuksiaan aikakauslehdissä. Pukeutuminen ja lääkemainonta kulkevat kuitenkin vastavirtaan ja ovat kasvattaneet panostuksiaan.
Mainonta kaupunki- ja noutolehdissä laski kolme prosenttia. Mainospanostuksiaan laskivat huomattavasti muun muassa kodin elektroniikka, kosmetiikka, elintarvikkeet ja pankit.
Tv-mainonta laski yli kolme prosenttia viime vuoden toiseen neljännekseen verrattuna. Matkailu, telepalvelut ja lääkkeet ovat vähentäneet tv-panostuksiaan, kun pankkiala taas on kasvattanut omiaan.
Radiomainonta väheni reilut kuusi ja ulkomainonta kahdeksan prosenttia.
Ainoa kasvaja on verkkomainonta. Verkkomainonnan kokonaisuus IAB Finlandin luvuilla täydennettynä näyttää 6,2 prosentin kasvua.
Työpaikkailmoittelu laimeni
Rekryilmoittelu on vähentynyt viidenneksellä viime vuoden huhti-heinäkuuhun verrattuna...
http://www.blogger.com/blogger.g?blogID=8672091774752856243#editor/target=post;postID=6386962989961541288
BII REPORT: How Annual Tablet Sales Will Explode To 450 Million By 2016
BII reporting: In the two years since Apple launched the iPad, the tablet market has exploded. When one includes Android and other tablets as well as e-readers, nearly 100 million tablets were sold in 2011.
Tablets and smartphones will not completely displace PCs. But they will quickly overwhelm them in terms of unit sales. When, where, how and to what degree this occurs will have tremendous implications across many businesses and industries.
In a report just out from BI Intelligence, we estimate that tablet sales will reach 400 million units by 2016, and lay out the key analysis behind these forecasts.
Here are the four main considerations that will drive tablet growth in the next few years:
Tablets and smartphones will not completely displace PCs. But they will quickly overwhelm them in terms of unit sales. When, where, how and to what degree this occurs will have tremendous implications across many businesses and industries.
In a report just out from BI Intelligence, we estimate that tablet sales will reach 400 million units by 2016, and lay out the key analysis behind these forecasts.
Here are the four main considerations that will drive tablet growth in the next few years:
- The average sales price of tablets are falling: Through the first six months of the year, tablet prices have seen a pretty steep drop off, despite the iPad's continued dominance. The ASP of the iPad is down more than 11% from its 2011 price. The introduction of mini tablets, beginning with the Kindle Fire, disrupted the pricing dynamics of the market and will drive the huge drop in ASP over the next few years.
- Increased penetration in existing markets:
Penetration will increase in markets where tablets already have a
foothold. Increased adoption will be driven by falling prices and the
tablet market's subsumption of the e-reader market, which sold more than
20 million devices in 2011. The
replacement rate of tablets is also somewhere between smartphones and
PCs, indicating that sales can scale and grow rapidly.
- Tablets are disruptive: Tablets are poor substitute for PCs if you are trying to run data intensive spreadsheets, but they vastly improve upon the media consumption experience. Tablet owners consume a huge amount of content, from news to magazines to movies to TV shows. And again, they are cheaper and getting even cheaper every day.
- Multiple emerging markets are ripe for tablet disruption: As we discuss in our mobile enterprise report, tablets have only started making their way into the enterprise -- a hardware market that will top $420 billion this year. Education is another opportunity; U.S. K-12 schools spend about $5.5 billion on textbooks in 2010, and college students spend hundreds of dollars per semester on textbooks they'll only use once. Tablets have all the essential computing power most students need, but at a cheaper price point, and are incredibly straightforward to use.
Wednesday, August 22, 2012
5 Most-Liked Brand Posts on Facebook
Digiday reporting:
Companies continue to grapple with what the best form of content is for Facebook.
Track Social has come out with a list of the top-performing brand posts on Facebook, based on likes. Some no-brainer lessons: use photos, ask people to like you and pile on the schmaltz. Here are the top-performing brand posts for July.
UPS’ post from July 13 is the top performer for July because of the emotional trigger in the message. We all know emotions play a role in influencing people’s decisions about what, when and how they buy, and also which brands to be loyal to. Also, UPS actually asks people to like in the message. It’s the “click here” of the social era...
Companies continue to grapple with what the best form of content is for Facebook.
Track Social has come out with a list of the top-performing brand posts on Facebook, based on likes. Some no-brainer lessons: use photos, ask people to like you and pile on the schmaltz. Here are the top-performing brand posts for July.
UPS’ post from July 13 is the top performer for July because of the emotional trigger in the message. We all know emotions play a role in influencing people’s decisions about what, when and how they buy, and also which brands to be loyal to. Also, UPS actually asks people to like in the message. It’s the “click here” of the social era...
Three Ways to Use Targeting and Technology to Make Useful Ads
AdAgeDigital reporting:
Consumers no longer have patience for advertising that doesn't inform or delight. They don't need to. The same technologies that bring content to audiences anywhere and anytime often allow those same audiences to skip, block, and opt-out of the advertising that pays their freight. Learned behaviors keep evolving as users get better at blocking our messages. This leaves brands pushing harder and harder to measure and improve ad viewability and work around still-pervasive banner blindness.
The challenge is there for even the savviest marketer, but so is an enormous opportunity: to produce advertising that respects, engages, and connects with consumers. Advertising in the interest of the consumer.
Here are three ways that marketers can leverage the opportunities of our still-evolving world to engage people and capture their diminishing attention:
Respect Consumers. The emphasis on user experience comes in and out of vogue, and one place we need to revisit it is video. Video is on the rise -- content and ad plays are skyrocketing -- and there's a ton of momentum for brands to leverage. Users want to see video advertising that's relevant to the content they're viewing, puts them in control with user initiation and enables choice about when and how to engage. Ads that can put the user's needs first will be able to deliver on the true promise of digital advertising: accountability and engagement.
Engage Consumers. Consumers actually don't mind advertising that's useful to them, and marketers and agency heads are starting to understand this. The way to build a relationship with today's consumers is to align your brand with their needs, and by serving a value-add message, rather than simply an ad message. Jeep did this last year when it served real-time, dynamic local weather reports inside its display-ad units. Warner Bros. forged a new path for entertainment marketing with Machinima's incredible Mortal Kombat series. Lots of brands are exploring the potential of such "native" ads and liking the results.
Connect with Consumers...
http://adage.com/article/digitalnext/3-ways-grab-consumers-respect-engage-connect/236771/
Consumers no longer have patience for advertising that doesn't inform or delight. They don't need to. The same technologies that bring content to audiences anywhere and anytime often allow those same audiences to skip, block, and opt-out of the advertising that pays their freight. Learned behaviors keep evolving as users get better at blocking our messages. This leaves brands pushing harder and harder to measure and improve ad viewability and work around still-pervasive banner blindness.
The challenge is there for even the savviest marketer, but so is an enormous opportunity: to produce advertising that respects, engages, and connects with consumers. Advertising in the interest of the consumer.
Here are three ways that marketers can leverage the opportunities of our still-evolving world to engage people and capture their diminishing attention:
Respect Consumers. The emphasis on user experience comes in and out of vogue, and one place we need to revisit it is video. Video is on the rise -- content and ad plays are skyrocketing -- and there's a ton of momentum for brands to leverage. Users want to see video advertising that's relevant to the content they're viewing, puts them in control with user initiation and enables choice about when and how to engage. Ads that can put the user's needs first will be able to deliver on the true promise of digital advertising: accountability and engagement.
Engage Consumers. Consumers actually don't mind advertising that's useful to them, and marketers and agency heads are starting to understand this. The way to build a relationship with today's consumers is to align your brand with their needs, and by serving a value-add message, rather than simply an ad message. Jeep did this last year when it served real-time, dynamic local weather reports inside its display-ad units. Warner Bros. forged a new path for entertainment marketing with Machinima's incredible Mortal Kombat series. Lots of brands are exploring the potential of such "native" ads and liking the results.
Connect with Consumers...
http://adage.com/article/digitalnext/3-ways-grab-consumers-respect-engage-connect/236771/
Research: TV’s second screen is for talking, not browsing B
paid content reporting:
More and more viewers are using companion devices whilst watching television. But new research suggests viewers are keener on some uses for those devices than others.
Twenty-four percent of viewers use a second device screen whilst watching TV, according to Deloitte’s UK survey of 2,000 people.
What are they doing with those devices?
Whilst nearly half of 16-to-24-year-olds use communication tools like email and social networks, only one in 10 of second-screeners browse the internet for information about the shows they are watching, Deloitte found.
This could suggest there is greater opportunity in second screens’ social dimension that in commerce and adjunct information.
http://paidcontent.org/2012/08/20/research-tvs-second-screen-is-for-talking-not-browsing/
More and more viewers are using companion devices whilst watching television. But new research suggests viewers are keener on some uses for those devices than others.
Twenty-four percent of viewers use a second device screen whilst watching TV, according to Deloitte’s UK survey of 2,000 people.
What are they doing with those devices?
Whilst nearly half of 16-to-24-year-olds use communication tools like email and social networks, only one in 10 of second-screeners browse the internet for information about the shows they are watching, Deloitte found.
This could suggest there is greater opportunity in second screens’ social dimension that in commerce and adjunct information.
http://paidcontent.org/2012/08/20/research-tvs-second-screen-is-for-talking-not-browsing/
Tuesday, August 21, 2012
Tablets & Smartphones Generate Strong Ad Engagement, According to IAB Mobile Research
iab:reporting:
Illuminating the different ways that smartphones and tablets are changing consumer behavior, the Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence released “Mobile’s Role in the Consumer’s Media Day,” an in-depth research report that reveals how receptiveness to advertising and media consumption varies by device, time of day, and location.
Illuminating the different ways that smartphones and tablets are changing consumer behavior, the Interactive Advertising Bureau (IAB) and its Mobile Marketing Center of Excellence released “Mobile’s Role in the Consumer’s Media Day,” an in-depth research report that reveals how receptiveness to advertising and media consumption varies by device, time of day, and location.
According to the report:
- There is a strong degree of ad interaction among tablet users, with nearly half (47%) saying that they engage with ads on that device more than once a week
- One in four (25%) smartphone users also said that they interact with ads at that same frequency
- Once these mobile device users engage with an ad, they are extremely likely to take action (80% smartphone users, 89% tablet users)
“Both tablet and smartphone users show an impressive interest in mobile
advertising,” said Anna Bager, Vice President and General Manager,
Mobile Marketing Center of Excellence, IAB. “The key for marketers is
looking at how consumers use these devices in different ways, and
tailoring brand messages and strategies accordingly.”
In regard to behaviors, smartphone users consider that device to be
mission-critical for their day-to-day lives, with 70 percent saying that
they “never leave home without it.” In comparison, 70 percent of those
surveyed said that their tablets served as entertainment and media hubs.
Those that have both devices echo this sentiment, with 60 percent
preferring a smartphone to “look up info on-the-go,” in contrast to 22
percent who would choose a tablet for that activity. However, when asked
how they preferred to consume traditional media like print and video on
mobile devices, consumers overwhelming choose tablets (69% print, 68%
video) over a smartphone (9% print, 8% video).
Time of day also has a direct impact on how consumers use their mobile
devices. For smartphone users, the three most impactful media moments of
the day are:
Sunday, August 19, 2012
Magazines Don’t Have a Digital Problem, They Have a Bundling Problem
PandoDaily reporting:
New media and publishing dynamics have changed the economics for magazines to the extent that it is simply not possible to continue with existing models. Much of the issue is that magazine publishers are misidentifying their problems, striving to find new ways to distribute their packages without acknowledging that those very packages are fast becoming relics, a testament to a time past, when publishers had the power of platform and could demand that readers come to them. The latest figures prove that approach is no longer tenable.
In the first half of this year, magazine newsstand circulations dropped 10 percent, according to the Audit Bureau of Circulations. “When 10 percent of your retail buyers depart over the course of a year, something fundamental is at work,” wrote David Carr in his New York Times media column yesterday. Just as bad, advertising is down 8.8 percent compared to the same time last year, according to the Publishers Information Bureau.
Lest you think this is just a paper problem, keep a close eye on what’s happening with tablet-only magazines. If publishers thought tablets were going to be the saviors of their industry, they must be really bummed out by recent news that The Daily is cutting a third of its staff and the Huffington Post has decided to stop charging for its iPad magazine after just five issues....
...
In the future, magazine brands will be producers, endorsers, commissioners, curators, designers, and promoters – but they won’t primarily be bundlers. The bundle may still exist, but it will be a much smaller piece of the magazine business than it is today. The printed product, for instance, might ultimately be a prestige item distributed occasionally as a supplement to, or showcase of, the brand’s best work according to a particular theme or period of time. It’s difficult to envisage a printed product that in 10 years will be profitable when produced on a weekly or monthly basis.
This is bad news for magazines, but it’s not end news. Publishers are now coming to the realization that their current models are unsustainable in the tablet and smartphone era. People are going to lose jobs, magazines are going to close down, and the world will be poorer for quality content.
But the game isn’t over for journalists and editors – it’ll just be leaner and different....
http://pandodaily.com/2012/08/13/magazines-dont-have-a-digital-problem-they-have-a-bundling-problem/
New media and publishing dynamics have changed the economics for magazines to the extent that it is simply not possible to continue with existing models. Much of the issue is that magazine publishers are misidentifying their problems, striving to find new ways to distribute their packages without acknowledging that those very packages are fast becoming relics, a testament to a time past, when publishers had the power of platform and could demand that readers come to them. The latest figures prove that approach is no longer tenable.
In the first half of this year, magazine newsstand circulations dropped 10 percent, according to the Audit Bureau of Circulations. “When 10 percent of your retail buyers depart over the course of a year, something fundamental is at work,” wrote David Carr in his New York Times media column yesterday. Just as bad, advertising is down 8.8 percent compared to the same time last year, according to the Publishers Information Bureau.
Lest you think this is just a paper problem, keep a close eye on what’s happening with tablet-only magazines. If publishers thought tablets were going to be the saviors of their industry, they must be really bummed out by recent news that The Daily is cutting a third of its staff and the Huffington Post has decided to stop charging for its iPad magazine after just five issues....
...
In the future, magazine brands will be producers, endorsers, commissioners, curators, designers, and promoters – but they won’t primarily be bundlers. The bundle may still exist, but it will be a much smaller piece of the magazine business than it is today. The printed product, for instance, might ultimately be a prestige item distributed occasionally as a supplement to, or showcase of, the brand’s best work according to a particular theme or period of time. It’s difficult to envisage a printed product that in 10 years will be profitable when produced on a weekly or monthly basis.
This is bad news for magazines, but it’s not end news. Publishers are now coming to the realization that their current models are unsustainable in the tablet and smartphone era. People are going to lose jobs, magazines are going to close down, and the world will be poorer for quality content.
But the game isn’t over for journalists and editors – it’ll just be leaner and different....
http://pandodaily.com/2012/08/13/magazines-dont-have-a-digital-problem-they-have-a-bundling-problem/
Guardian reporting:
There's a predictable buzz of futurology as the FT announces that its digital subscription circulation (301,471 and rising) has passed its print sales (297,227 and falling). How long will it be before pink paper and pounding presses are mere memories? Now, with subscriptions swelling, the FT looks far better placed for such online transition, a digital trailblazer by choice rather than force of circumstance.
Yet hang around for a few more earthbound moments. Nobody, to be honest, can be quite sure yet what such progress means in hard cash terms: the Columbia Journalism Review punches whatever numbers it can find and pronounces FT accounting somewhat "opaque". It's fashionable enough for struggling publications to talk of going online-only. Newsweek hinted at just that transition the other day. But digital existence can also be low profile, going on totally obscure. As predicted, Rupert Murdoch's tablet newspaper The Daily is finding cyberspace a cruel pool for making a splash: no news-stand visibility, no TV or radio summaries, no copies passed from hand to hand. A third of The Daily's staff were laid off last week.
It's no accident that big digital advertising launches still happen on posters, TV or via print. And FT editions on newsprint or online are complementary, one defined by familiarity with the other so that, as you sit at your screen in Singapore or Tokyo, the FT you scan there is given a special value by the personality and record of the paper version you can also buy. John Ridding, the FT's buoyant chief executive, may see a long-term strategy working, but he bridles at the thought of the paper being put to death. On the contrary, digital success had given it "a new lease of life" he told the Guardian last week.
Remember, too, that the FT's closest competitor, the Wall Street Journal – is big in print and big behind a paywall: 2.1m copies purchased, one way or another, every weekday.
http://www.guardian.co.uk/media/2012/aug/05/digital-only-financial-times-difficult-trick
There's a predictable buzz of futurology as the FT announces that its digital subscription circulation (301,471 and rising) has passed its print sales (297,227 and falling). How long will it be before pink paper and pounding presses are mere memories? Now, with subscriptions swelling, the FT looks far better placed for such online transition, a digital trailblazer by choice rather than force of circumstance.
Yet hang around for a few more earthbound moments. Nobody, to be honest, can be quite sure yet what such progress means in hard cash terms: the Columbia Journalism Review punches whatever numbers it can find and pronounces FT accounting somewhat "opaque". It's fashionable enough for struggling publications to talk of going online-only. Newsweek hinted at just that transition the other day. But digital existence can also be low profile, going on totally obscure. As predicted, Rupert Murdoch's tablet newspaper The Daily is finding cyberspace a cruel pool for making a splash: no news-stand visibility, no TV or radio summaries, no copies passed from hand to hand. A third of The Daily's staff were laid off last week.
It's no accident that big digital advertising launches still happen on posters, TV or via print. And FT editions on newsprint or online are complementary, one defined by familiarity with the other so that, as you sit at your screen in Singapore or Tokyo, the FT you scan there is given a special value by the personality and record of the paper version you can also buy. John Ridding, the FT's buoyant chief executive, may see a long-term strategy working, but he bridles at the thought of the paper being put to death. On the contrary, digital success had given it "a new lease of life" he told the Guardian last week.
Remember, too, that the FT's closest competitor, the Wall Street Journal – is big in print and big behind a paywall: 2.1m copies purchased, one way or another, every weekday.
http://www.guardian.co.uk/media/2012/aug/05/digital-only-financial-times-difficult-trick
How National Geographic Used Cowbird Storytelling Tool to Tell a Reservation's Whole Story
mediashift reporting:
Sometimes, it takes more than one storyteller to get a story right -- especially when the subjects of the story are members of a community that often feels misrepresented by media.
Thanks to multimedia storytelling tool Cowbird, photographer Aaron Huey and National Geographic were able to collaborate with the people of the Pine Ridge Reservation to jointly tell their story to the world. The result: the Pine Ridge Community Storytelling Project, a companion to the August 2012 cover story in National Geographic magazine.
"To make a really great narrative [in print] often means only telling the story of a couple of people, and trying to use those stories to tell the larger story of the community and where it's going," Huey said. "That's often confusing for the community itself. People always asked me why I couldn't fit in something about the all-star basketball team, or the scholars going on to college. Everyone wanted something specific and claimed that I was missing the entire story because I didn't have those things. They felt like they were misrepresented. They felt like for decades in the media, they'd been misrepresented."
While on a John S. Knight Journalism Fellowship at Stanford University, Huey reflected on this storytelling dilemma. He tried to build a multimedia platform himself that could be used by National Geographic, but he realized quickly that he didn't have "the money or the expertise" for the job. But when he discovered Cowbird, an online storytelling tool developed by Jonathan Harris, Huey knew it was just right for the stories he wanted to tell...
Sometimes, it takes more than one storyteller to get a story right -- especially when the subjects of the story are members of a community that often feels misrepresented by media.
Thanks to multimedia storytelling tool Cowbird, photographer Aaron Huey and National Geographic were able to collaborate with the people of the Pine Ridge Reservation to jointly tell their story to the world. The result: the Pine Ridge Community Storytelling Project, a companion to the August 2012 cover story in National Geographic magazine.
The Roots of a New Storytelling Approach
After working with the Oglala Lakota people for seven years, Huey felt their stories couldn't adequately be conveyed in the pages of a magazine."To make a really great narrative [in print] often means only telling the story of a couple of people, and trying to use those stories to tell the larger story of the community and where it's going," Huey said. "That's often confusing for the community itself. People always asked me why I couldn't fit in something about the all-star basketball team, or the scholars going on to college. Everyone wanted something specific and claimed that I was missing the entire story because I didn't have those things. They felt like they were misrepresented. They felt like for decades in the media, they'd been misrepresented."
While on a John S. Knight Journalism Fellowship at Stanford University, Huey reflected on this storytelling dilemma. He tried to build a multimedia platform himself that could be used by National Geographic, but he realized quickly that he didn't have "the money or the expertise" for the job. But when he discovered Cowbird, an online storytelling tool developed by Jonathan Harris, Huey knew it was just right for the stories he wanted to tell...
YouTube & News. A New Kind of Visual News
Pew reporting:
The disaster in Japan was hardly a unique case. Worldwide YouTube is becoming a major platform for viewing news. In 2011 and early 2012, the most searched term of the month on YouTube was a news related event five out of 15 months, according to the company's internal data.
What is the nature of news on YouTube? What types of events "go viral" and attract the most viewers? How does this agenda differ from that of the traditional news media? Do the most popular videos on YouTube tend to be videos produced by professional news organizations, by citizens or by political interest groups or governments? How long does people's attention seem to last?
The Pew Research Center's Project for Excellence in Journalism examined 15 months' worth of the most popular news videos on the site (January 2011 to March 2012)[2]-some 260 different videos in all-by identifying and tracking the five most-viewed videos each week located in the "news & politics" channel of YouTube, analyzing the nature of the video, the topics that were viewed most often, who produced them and who posted them.[3]
The data reveal that a complex, symbiotic relationship has developed between citizens and news organizations on YouTube, a relationship that comes close to the continuous journalistic "dialogue" many observers predicted would become the new journalism online. Citizens are creating their own videos about news and posting them. They are also actively sharing news videos produced by journalism professionals. And news organizations are taking advantage of citizen content and incorporating it into their journalism. Consumers, in turn, seem to be embracing the interplay in what they watch and share, creating a new kind of television news.
http://www.pbs.org/newshour/bb/media/july-dec12/pewyoutube_07-16.html
The disaster in Japan was hardly a unique case. Worldwide YouTube is becoming a major platform for viewing news. In 2011 and early 2012, the most searched term of the month on YouTube was a news related event five out of 15 months, according to the company's internal data.
What is the nature of news on YouTube? What types of events "go viral" and attract the most viewers? How does this agenda differ from that of the traditional news media? Do the most popular videos on YouTube tend to be videos produced by professional news organizations, by citizens or by political interest groups or governments? How long does people's attention seem to last?
The Pew Research Center's Project for Excellence in Journalism examined 15 months' worth of the most popular news videos on the site (January 2011 to March 2012)[2]-some 260 different videos in all-by identifying and tracking the five most-viewed videos each week located in the "news & politics" channel of YouTube, analyzing the nature of the video, the topics that were viewed most often, who produced them and who posted them.[3]
The data reveal that a complex, symbiotic relationship has developed between citizens and news organizations on YouTube, a relationship that comes close to the continuous journalistic "dialogue" many observers predicted would become the new journalism online. Citizens are creating their own videos about news and posting them. They are also actively sharing news videos produced by journalism professionals. And news organizations are taking advantage of citizen content and incorporating it into their journalism. Consumers, in turn, seem to be embracing the interplay in what they watch and share, creating a new kind of television news.
http://www.pbs.org/newshour/bb/media/july-dec12/pewyoutube_07-16.html
paidContent 50: The world’s most successful digital media companies
paidcontent reporting:
Digital media is exploding. Half of us now read news on tablets, virtually all music tracks are bought electronically, and nearly a tenth of Americans are ditching cable for internet TV.
But what does it take to make money from these fast-growing industries, and which companies are leading the way? Welcome to our second annual paidContent 50 list — our attempt to answer those questions.
The paidContent 50 ranks digital-media companies based not on whether we like their products or are on a first-name basis with their CEOs. We use a very simple and objective metric: the revenue they earn from digital content, or from the adverting around that content. After all, companies ultimately need to earn revenue to survive and thrive — the more of it, the better.
Last year’s paidContent 50 focused on U.S. companies. This year, we’ve gone global, in an effort to better reflect changes in the industry itself. A growing number of content companies — Netflix, Sina and Spotify, among them — are aggressively pushing into overseas markets ater dominating at home. As that becomes a bigger focus for these companies, you can’t gauge their success without factoring in their track record internationally.
Creating this list wasn’t easy. We wanted digital revenue from the last full year, either calendar or fiscal, depending on the company. To get those numbers, we combed through public filings, read an ungodly number of news stories, and worked our network of contacts and analysts for data and background. Some media companies break out digital sales for everyone to see, but other companies (and not just startups) make it extremely difficult to discern. With some of those companies, our digital sales numbers are educated estimates based on our research, and in those cases, we list our sources and explain our math. (Read more about our methodology here.)
http://paidcontent.org/2012/07/31/pc50/
Digital media is exploding. Half of us now read news on tablets, virtually all music tracks are bought electronically, and nearly a tenth of Americans are ditching cable for internet TV.
But what does it take to make money from these fast-growing industries, and which companies are leading the way? Welcome to our second annual paidContent 50 list — our attempt to answer those questions.
The paidContent 50 ranks digital-media companies based not on whether we like their products or are on a first-name basis with their CEOs. We use a very simple and objective metric: the revenue they earn from digital content, or from the adverting around that content. After all, companies ultimately need to earn revenue to survive and thrive — the more of it, the better.
Last year’s paidContent 50 focused on U.S. companies. This year, we’ve gone global, in an effort to better reflect changes in the industry itself. A growing number of content companies — Netflix, Sina and Spotify, among them — are aggressively pushing into overseas markets ater dominating at home. As that becomes a bigger focus for these companies, you can’t gauge their success without factoring in their track record internationally.
Creating this list wasn’t easy. We wanted digital revenue from the last full year, either calendar or fiscal, depending on the company. To get those numbers, we combed through public filings, read an ungodly number of news stories, and worked our network of contacts and analysts for data and background. Some media companies break out digital sales for everyone to see, but other companies (and not just startups) make it extremely difficult to discern. With some of those companies, our digital sales numbers are educated estimates based on our research, and in those cases, we list our sources and explain our math. (Read more about our methodology here.)
http://paidcontent.org/2012/07/31/pc50/
Saturday, August 18, 2012
Why Interactivity Makes Advertising Less Effective
Adcontrarian reporting:
The advertising and marketing industries had a dream. The dream was that interactive media would revolutionize advertising and make it far more relevant and effective.
There's only one problem. Consumers have shown no interest whatsoever in interacting with advertising. None.
Click through rates on display ads continue to drop and are now below one in a thousand. Every attempt at interactive TV has been a dismal failure. YouTube has thousands and thousands of TV spots and ostensibly "viral" videos. The overwhelmingly majority of which have never been viewed by anyone but the director's mother.
What marketers still refuse to comprehend is that, at best, advertising is a minor annoyance. It is pretty clear that most consumers are willing to go to substantial lengths to avoid it.
Which makes the ability to interact with a medium the enemy of advertising.
...The same crowd that sold us interactive advertising as a marketing miracle is now selling us "content" as the new magic elixir. You see, if we engage the consumer with compelling online content...
Well, guess what? Consumers are at least as eager to avoid our "content" as they are our ads. Most "content," like most advertising, is dumb and self-serving and offers nothing of interest or value to consumers.
Which is just another way of saying that the only way to get most consumers to pay attention to advertising messages is to force them to -- the much-ridiculed "interruption model."...
http://adcontrarian.blogspot.fi/2012/07/why-interactivity-makes-advertising.html
The advertising and marketing industries had a dream. The dream was that interactive media would revolutionize advertising and make it far more relevant and effective.
There's only one problem. Consumers have shown no interest whatsoever in interacting with advertising. None.
Click through rates on display ads continue to drop and are now below one in a thousand. Every attempt at interactive TV has been a dismal failure. YouTube has thousands and thousands of TV spots and ostensibly "viral" videos. The overwhelmingly majority of which have never been viewed by anyone but the director's mother.
What marketers still refuse to comprehend is that, at best, advertising is a minor annoyance. It is pretty clear that most consumers are willing to go to substantial lengths to avoid it.
Which makes the ability to interact with a medium the enemy of advertising.
...The same crowd that sold us interactive advertising as a marketing miracle is now selling us "content" as the new magic elixir. You see, if we engage the consumer with compelling online content...
Well, guess what? Consumers are at least as eager to avoid our "content" as they are our ads. Most "content," like most advertising, is dumb and self-serving and offers nothing of interest or value to consumers.
Which is just another way of saying that the only way to get most consumers to pay attention to advertising messages is to force them to -- the much-ridiculed "interruption model."...
http://adcontrarian.blogspot.fi/2012/07/why-interactivity-makes-advertising.html
Majority of Cellphone Users Supplement, Distract From, Share TV Experience via Mobile Devices
Multichannel News:
Mobile phone users, particularly younger demos, aren't waiting around for traditional TV to catch up with their desire for on-screen interactivity.
That is according to a new study from the Pew Research Center's Internet and American Life Project, which found that half of all adult cellphone owners are "connected viewers," employing their phones to supplement their TV viewing, or what Pew calls "engagement, diversion or interaction." That "connected viewer" figure jumps to 81% for users 18-24, but is strong across the board, with 72% of adults 25-34 connected viewers and 60% of those 35-44. Percentages drop below 50% from there, with only 16% seniors 65-plus phoning it in.
The study, conducted March 15-April 3 among 2,254 adults 18-plus, found that users tapped into their phones for a variety of reasons during TV-watching, including over a third (38%) who used them during commercial breaks to "keep themselves occupied." According to study co-author Aaron Smith, the study did not drill down to find out what they were doing during the commercial breaks, so it is possible they could have been reacting to or following up something they saw in an ad, he said, rather than ignoring the ad altogether.
According to the study, 23% used their phones to text someone who is watching the same show; 22% used the phone to visit a website mentioned on TV (either in the programming or ads); 11% surfed the Web to see what others were saying online about the show -- the same percentage said they posted their own online comments about it -- and 6% said they sometimes used the phone to vote for a reality show contestant.
"Television audiences are actively primed to participate," said co-author/research intern Jan Lauren Boyles, "and these connected viewers are using mobile devices to debate, learn, and engage with programming and each other."
Connected viewers skew upscale and urban, with households earning $50,000 or more, more likely to be turning their TV viewing interactive via their phones, and urban (54%) and suburban (52%) more likely than rural to be turning their viewing experience into a social one, though with a margin of error of plus or minus 2.6 percentage points, the gap is not much beyond that margin.
http://www.multichannel.com/article/487293-Most_TV_Watchers_Use_Phones_for_Interactivity_Pew.php
Mobile phone users, particularly younger demos, aren't waiting around for traditional TV to catch up with their desire for on-screen interactivity.
That is according to a new study from the Pew Research Center's Internet and American Life Project, which found that half of all adult cellphone owners are "connected viewers," employing their phones to supplement their TV viewing, or what Pew calls "engagement, diversion or interaction." That "connected viewer" figure jumps to 81% for users 18-24, but is strong across the board, with 72% of adults 25-34 connected viewers and 60% of those 35-44. Percentages drop below 50% from there, with only 16% seniors 65-plus phoning it in.
The study, conducted March 15-April 3 among 2,254 adults 18-plus, found that users tapped into their phones for a variety of reasons during TV-watching, including over a third (38%) who used them during commercial breaks to "keep themselves occupied." According to study co-author Aaron Smith, the study did not drill down to find out what they were doing during the commercial breaks, so it is possible they could have been reacting to or following up something they saw in an ad, he said, rather than ignoring the ad altogether.
According to the study, 23% used their phones to text someone who is watching the same show; 22% used the phone to visit a website mentioned on TV (either in the programming or ads); 11% surfed the Web to see what others were saying online about the show -- the same percentage said they posted their own online comments about it -- and 6% said they sometimes used the phone to vote for a reality show contestant.
"Television audiences are actively primed to participate," said co-author/research intern Jan Lauren Boyles, "and these connected viewers are using mobile devices to debate, learn, and engage with programming and each other."
Connected viewers skew upscale and urban, with households earning $50,000 or more, more likely to be turning their TV viewing interactive via their phones, and urban (54%) and suburban (52%) more likely than rural to be turning their viewing experience into a social one, though with a margin of error of plus or minus 2.6 percentage points, the gap is not much beyond that margin.
http://www.multichannel.com/article/487293-Most_TV_Watchers_Use_Phones_for_Interactivity_Pew.php
Further Decline in Credibility Ratings for Most News Organizations
Pew reporting:
or the second time in a decade, the believability ratings for major news organizations have suffered broad-based declines. In the new survey, positive believability ratings have fallen significantly for nine of 13 news organizations tested. This follows a similar downturn in positive believability ratings that occurred between 2002 and 2004.
The falloff in credibility affects news organizations in most sectors: national newspapers, such as the New York Times and USA Today, all three cable news outlets, as well as the broadcast
TV networks and NPR.
Across all 13 news organizations included in the survey, the average positive believability rating (3 or 4 on a 4-point scale) is 56%. In 2010, the average positive rating was 62%. A decade ago, the average rating for the news organizations tested was 71%. Since 2002, every news outlet’s believability rating has suffered a double-digit drop, except for local daily newspapers and local TV news. The New York Times was not included in this survey until 2004, but its believability rating has fallen by 13 points since then.
These are among the major findings of a survey by the Pew Research Center for the People & the Press, conducted July 19-22 among 1,001 adults. The survey asks people to rate individual news organizations on believability using a 4-point scale. A rating of 4 means someone believes “all or most” of what the news organization says; a rating of 1 means someone believes “almost nothing” of what they say.
http://www.people-press.org/2012/08/16/further-decline-in-credibility-ratings-for-most-news-organizations/
or the second time in a decade, the believability ratings for major news organizations have suffered broad-based declines. In the new survey, positive believability ratings have fallen significantly for nine of 13 news organizations tested. This follows a similar downturn in positive believability ratings that occurred between 2002 and 2004.
The falloff in credibility affects news organizations in most sectors: national newspapers, such as the New York Times and USA Today, all three cable news outlets, as well as the broadcast
TV networks and NPR.Across all 13 news organizations included in the survey, the average positive believability rating (3 or 4 on a 4-point scale) is 56%. In 2010, the average positive rating was 62%. A decade ago, the average rating for the news organizations tested was 71%. Since 2002, every news outlet’s believability rating has suffered a double-digit drop, except for local daily newspapers and local TV news. The New York Times was not included in this survey until 2004, but its believability rating has fallen by 13 points since then.
These are among the major findings of a survey by the Pew Research Center for the People & the Press, conducted July 19-22 among 1,001 adults. The survey asks people to rate individual news organizations on believability using a 4-point scale. A rating of 4 means someone believes “all or most” of what the news organization says; a rating of 1 means someone believes “almost nothing” of what they say.
http://www.people-press.org/2012/08/16/further-decline-in-credibility-ratings-for-most-news-organizations/
Newsmagazines and survival in the era of Twitter
Garcia meia reporting:
It’s all about magazines today. A New York Times piece asks the question: how far will magazines fall? And New York Magazine seriously considers responsive design.
Although The New York Times’ piece addresses newsmagazines generally, it deals almost entirely with Newsweek and how the iconic well known magazine has not been able to right itself even under the watchful eye of its star editor, Tina Brown, who attempted to marry her website, The Daily Beast, with the struggling Newsweek.
Success has eluded Tina Brown, even though it has been obvious that Newsweek, under her leadership, has taken bold steps, especially on the cover, where we have seen some rather wild treatments such as a photo of Barack Obama with the headline: First Gay President. But, as the piece suggests, perhaps Tina’s medicine for Newsweek has kept the mag from falling faster. While circulation is down about 9% for Newsweek, some of its competitors are experiencing a worse fate: People is down 18.6% and The New Yorker 17.4%.
I have asked my friend and colleague, Roger Black, , one of the world’s most prolific media designers (he redesigned Newsweek in one of its many visual reincarnations) about his views on Newsweek :
It’s all about magazines today. A New York Times piece asks the question: how far will magazines fall? And New York Magazine seriously considers responsive design.
Although The New York Times’ piece addresses newsmagazines generally, it deals almost entirely with Newsweek and how the iconic well known magazine has not been able to right itself even under the watchful eye of its star editor, Tina Brown, who attempted to marry her website, The Daily Beast, with the struggling Newsweek.
Success has eluded Tina Brown, even though it has been obvious that Newsweek, under her leadership, has taken bold steps, especially on the cover, where we have seen some rather wild treatments such as a photo of Barack Obama with the headline: First Gay President. But, as the piece suggests, perhaps Tina’s medicine for Newsweek has kept the mag from falling faster. While circulation is down about 9% for Newsweek, some of its competitors are experiencing a worse fate: People is down 18.6% and The New Yorker 17.4%.
I have asked my friend and colleague, Roger Black, , one of the world’s most prolific media designers (he redesigned Newsweek in one of its many visual reincarnations) about his views on Newsweek :
“The definition of a newsmagazine has morphed since Time was started 90 years ago. Originally it was a news round-up for people who didn’t get newspapers. Time had a rewrite desk with lots of talented Yalies turning out clever prose. As newspapers and then television did more comprehensive coverage, the newsmagazines felt they had to push toward analysis and features. “...http://garciamedia.com/blog/articles/newsmagazines_and_survival_in_the_era_of_twitter
ime for publishers to make tablet advertising “the project”
g
Garcia media reporting:
...
Refreshing to read this, as I am a strong believer that publishers are still too centered on subscription models, and, in my experience, not many are contemplating more aggressive ways of attracting advertising.
The catch 22 of the tablet and advertising revenue story, however, is a little more complicated than just deciding to go for the ads.
A majority of the newspaper tablet apps out there are still using advertising in a primitive way: either an imitation of how ads are presented online, or, worse, as they would be presented in a printed edition.
Until we at media houses begin to make Tablet Advertising “the project”, we will not turn the corner. Let’s get our own ad departments create tablet specific ads, that we can take to specific advertising clients and say: This is how your ad could look if designed for the tablet. We have done it. Here you are. How would you like to appear in our tablet edition?...
...
The ads you are showing will be anything but static. There will be action, pop up moments, and storytelling.
As a publisher of a major European daily told me recently:
The writing of this tablet advertising chapter has not even started. Ironically, this is the one way publishers will hear their cash registers ringing.
http://garciamedia.com/blog/articles/time_for_publishers_to_make_tablet_advertising_the_project/%EF%BB%BF
Garcia media reporting:
...
Refreshing to read this, as I am a strong believer that publishers are still too centered on subscription models, and, in my experience, not many are contemplating more aggressive ways of attracting advertising.
The catch 22 of the tablet and advertising revenue story, however, is a little more complicated than just deciding to go for the ads.
A majority of the newspaper tablet apps out there are still using advertising in a primitive way: either an imitation of how ads are presented online, or, worse, as they would be presented in a printed edition.
Until we at media houses begin to make Tablet Advertising “the project”, we will not turn the corner. Let’s get our own ad departments create tablet specific ads, that we can take to specific advertising clients and say: This is how your ad could look if designed for the tablet. We have done it. Here you are. How would you like to appear in our tablet edition?...
...
The ads you are showing will be anything but static. There will be action, pop up moments, and storytelling.
As a publisher of a major European daily told me recently:
Indeed, we understand that this is the way to go, Mario, but we just don’t have the resources to do what you are proposing.Every publishing house MUST find those resources, and learn from The Guardian’s story: subscriptions to our tablet editions are nice, and they will trickle in, one at a time, but the bigger revenue potential is in the ads.
The writing of this tablet advertising chapter has not even started. Ironically, this is the one way publishers will hear their cash registers ringing.
http://garciamedia.com/blog/articles/time_for_publishers_to_make_tablet_advertising_the_project/%EF%BB%BF
Friday, August 17, 2012
Digital magazines boom too little to grow overall sales
paidcontent reporting:
UK digital magazine circulation has doubled already this year. That is growth typical of a new digital segment – but it’s still nowhere near enough to stop magazine circulation as a whole continuing to slide.
Latest ABC (UK) data shows digital editions of consumer magazines clocked up a total 185,210 in average monthly circulation during the first half of this year…
But, across print and digital, the UK’s top 100 consumer magazines lost three percent of their average monthly actively-purchased circulation…Magazines have lost lost a third of their readers in the last seven years. Digital editions’ circulation makes up just 0.73 percent of the total. That is less than half the U.S. equivalent, as reported earlier this week, which is also small.
What growth digital magazines have shown is partly down to the growing number of publishers starting digital editions for the first time. From publishing data on just 15 digital editions in its first disclosure on the new segment in mid-2011, the ABC now counts 61 titles.
The UK’s most popular digital-replica magazine is Hearst’s Cosmopolitan, with 13,298 sales. The poorest is Kane’s Front, with just 52.
http://paidcontent.org/2012/08/16/digital-magazines-boom-too-little-to-grow-overall-sales/?utm_source=General+Users&utm_campaign=905f6832c2-c%3Amed+d%3A08-17&utm_medium=email
UK digital magazine circulation has doubled already this year. That is growth typical of a new digital segment – but it’s still nowhere near enough to stop magazine circulation as a whole continuing to slide.
Latest ABC (UK) data shows digital editions of consumer magazines clocked up a total 185,210 in average monthly circulation during the first half of this year…
But, across print and digital, the UK’s top 100 consumer magazines lost three percent of their average monthly actively-purchased circulation…Magazines have lost lost a third of their readers in the last seven years. Digital editions’ circulation makes up just 0.73 percent of the total. That is less than half the U.S. equivalent, as reported earlier this week, which is also small.
What growth digital magazines have shown is partly down to the growing number of publishers starting digital editions for the first time. From publishing data on just 15 digital editions in its first disclosure on the new segment in mid-2011, the ABC now counts 61 titles.
The UK’s most popular digital-replica magazine is Hearst’s Cosmopolitan, with 13,298 sales. The poorest is Kane’s Front, with just 52.
http://paidcontent.org/2012/08/16/digital-magazines-boom-too-little-to-grow-overall-sales/?utm_source=General+Users&utm_campaign=905f6832c2-c%3Amed+d%3A08-17&utm_medium=email
What happens to advertising in a world of streams?
gigaom reporting:
It’s no secret that more and more of the content we consume is coming in the form of constantly updated real-time streams, never-ending rivers that pour through Twitter and Facebook and aggregation apps like Flipboard. It’s not a new phenomenon, but there’s no question it has been accelerating, and new offerings like Medium — the publishing platform from Twitter co-founders Evan Williams and Biz Stone — as well as others like Pinterest and BuzzFeed and Tumblr have helped ramp up the rate of adoption, as has the increasing shift to consuming content on mobile devices.
As appealing as these kinds of services are for users, however, they still have to be paid for somehow, which raises the question: What happens to advertising in a world made of streams?
As Choire Sicha notes in a post on this topic at The Awl, it’s great to look at the clean and stripped-down design of a site like Medium or an online discussion community like Branch or a lightweight blogging platform like Svbtle, but part of the reason they are so attractive is that they have no ads. While some new ventures like App.net are hoping to build platforms that are funded by users and the developers who build for them, content-oriented networks and services typically have to rely on some kind of advertising — a challenge that both Twitter and Facebook are confronting as well, with mixed success. As Sicha puts it:
It’s no secret that more and more of the content we consume is coming in the form of constantly updated real-time streams, never-ending rivers that pour through Twitter and Facebook and aggregation apps like Flipboard. It’s not a new phenomenon, but there’s no question it has been accelerating, and new offerings like Medium — the publishing platform from Twitter co-founders Evan Williams and Biz Stone — as well as others like Pinterest and BuzzFeed and Tumblr have helped ramp up the rate of adoption, as has the increasing shift to consuming content on mobile devices.
As appealing as these kinds of services are for users, however, they still have to be paid for somehow, which raises the question: What happens to advertising in a world made of streams?
As Choire Sicha notes in a post on this topic at The Awl, it’s great to look at the clean and stripped-down design of a site like Medium or an online discussion community like Branch or a lightweight blogging platform like Svbtle, but part of the reason they are so attractive is that they have no ads. While some new ventures like App.net are hoping to build platforms that are funded by users and the developers who build for them, content-oriented networks and services typically have to rely on some kind of advertising — a challenge that both Twitter and Facebook are confronting as well, with mixed success. As Sicha puts it:
“The late-day pasting-on of revenue programs to pretty products makes monster hybrids, and that just makes a lot of Dr. Frankensteins sad. It’s a little galling after they’ve all made it clear just how revolting they find advertising to find them circling back around later.”
Irritating people into clicking isn’t working...
http://gigaom.com/2012/08/16/what-happens-to-advertising-in-a-world-of-streams/
The Integrated Marketing Imperative
digiday reporting:
There are more ways than ever for marketers to reach consumers. That’s put more pressure than ever brands to come up with integrated approaches, a topic that’s been hot in the marketing industry for years.
The key for brands looking to take an integrated approach is to have a strong collaboration and communication between teams. But this can some times be hard since the majority of brands have a traditional agency, a media buying agency, a social media agency, adding to the challenge of implementing an integrated effort.
Within each agency partner there’s a number of creative ideas all jockeying for a position on the client’s priority list. Couple this with the fact that blurry lines can exist between who owns social and mobile responsibilities across these partners and you can easily see how brands appear to have disjointed marketing efforts. There’s ways of getting around this. Brands need to ensure that all of their agency partners are organized around a common goal and that they openly communicate with one another. Too often that’s not the case.
“It’s probably not done on purpose, rather it’s more of a symptom caused by how many companies are organized internally to tackle these various marketing channels,” said Brett Leary, vp and director of mobile marketing at Digitas. “A lot of companies are naturally organized similarly to how budgets are siloed. Each of these stakeholders may have different incentive structures driving their decisions and all probably have budgetary challenges causing them to act quickly to avoid losing funding.”
An integrated approach ensures that all the touchpoints work together to deliver a consistent branded experience to the consumer. This can lead to customer loyalty and advocacy and better campaign results. Take what LVMH-owned Hennessy did in November of last year for the promotion of its collaboration with the artist Kaws for a limited-edition bottle. The campaign, which centered on a video, resulted in 1.3 million scans of the QR code that was created for the effort. One50One created the campaign for Hennessy.
http://www.digiday.com/brands/the-integrated-marketing-imperative/
There are more ways than ever for marketers to reach consumers. That’s put more pressure than ever brands to come up with integrated approaches, a topic that’s been hot in the marketing industry for years.
The key for brands looking to take an integrated approach is to have a strong collaboration and communication between teams. But this can some times be hard since the majority of brands have a traditional agency, a media buying agency, a social media agency, adding to the challenge of implementing an integrated effort.
Within each agency partner there’s a number of creative ideas all jockeying for a position on the client’s priority list. Couple this with the fact that blurry lines can exist between who owns social and mobile responsibilities across these partners and you can easily see how brands appear to have disjointed marketing efforts. There’s ways of getting around this. Brands need to ensure that all of their agency partners are organized around a common goal and that they openly communicate with one another. Too often that’s not the case.
“It’s probably not done on purpose, rather it’s more of a symptom caused by how many companies are organized internally to tackle these various marketing channels,” said Brett Leary, vp and director of mobile marketing at Digitas. “A lot of companies are naturally organized similarly to how budgets are siloed. Each of these stakeholders may have different incentive structures driving their decisions and all probably have budgetary challenges causing them to act quickly to avoid losing funding.”
An integrated approach ensures that all the touchpoints work together to deliver a consistent branded experience to the consumer. This can lead to customer loyalty and advocacy and better campaign results. Take what LVMH-owned Hennessy did in November of last year for the promotion of its collaboration with the artist Kaws for a limited-edition bottle. The campaign, which centered on a video, resulted in 1.3 million scans of the QR code that was created for the effort. One50One created the campaign for Hennessy.
http://www.digiday.com/brands/the-integrated-marketing-imperative/
Thursday, August 16, 2012
In-app ads: How to get 20% engagement and 2,000% higher click-through
VB reporting:
We like ads more than paying for apps. On smartphones, 61 percent of us want free apps with ads, while 39 percent would pay to avoid the ads. For the cheapskates on Facebook, those numbers skew to 83 percent free, 13 percent paid.
That’s a consumer trend MediaBrix has embraced. But the company, which started out building marketing campaigns with standard Facebook ads, was looking for something better than a banner ad or a sponsored story.
Instead of interrupting apps, Brandt says, he wanted to integrate into them.
“In-app advertising needs to acknowledge, embrace, and respect the user experience,” says Brandt. “Standard pre-rolls and traditional ad banners don’t really work in this space.”
Mediabrix, which works with major game developers such as EA and King, and brands like Proctor & Gamble and Coca-Cola, sensed this difference almost a year ago and started looking for alternatives.
That might sound crazy, since an immersive and interactive ad demands more of your attention. A banner ad, after all, can be ignored.
But the key factor is the right offer at the right time. Here’s how Brandt explained it to me:
“Imagine you’re playing a game, and you need a power-up. So a message pops up and says: ‘John, your power is low. Interact with this Coca-Cola ad and receive five free power-ups.’”
The user is in charge: she can decide to accept the power-up or not. If she doesn’t, she continues playing the game as before. But if she does, the ad unit is engaging, built specifically for the game, and immediately rewarding. And that, apparently, is the key.
“We’ve seen amazing performance,” Brandt says, “including engagement rates as high as 20 percent.” MediaBrix’ click-through rates are high, he told me, as much as 2000 percent higher than standard Facebook ads … which can have click-through rates of a fraction of a percentage point.
The first result? We like ads
Well, I’ll qualify that.We like ads more than paying for apps. On smartphones, 61 percent of us want free apps with ads, while 39 percent would pay to avoid the ads. For the cheapskates on Facebook, those numbers skew to 83 percent free, 13 percent paid.
That’s a consumer trend MediaBrix has embraced. But the company, which started out building marketing campaigns with standard Facebook ads, was looking for something better than a banner ad or a sponsored story.
Instead of interrupting apps, Brandt says, he wanted to integrate into them.
“In-app advertising needs to acknowledge, embrace, and respect the user experience,” says Brandt. “Standard pre-rolls and traditional ad banners don’t really work in this space.”
Mediabrix, which works with major game developers such as EA and King, and brands like Proctor & Gamble and Coca-Cola, sensed this difference almost a year ago and started looking for alternatives.
The second result? We like the right ads, at the right time
Perhaps iAds had it right, partially. As many as 72 percent of Facebook app users prefer immersive, interactive ads to standard banner ads. The numbers for smartphone users: 60 percent versus 40 percent.That might sound crazy, since an immersive and interactive ad demands more of your attention. A banner ad, after all, can be ignored.
But the key factor is the right offer at the right time. Here’s how Brandt explained it to me:
“Imagine you’re playing a game, and you need a power-up. So a message pops up and says: ‘John, your power is low. Interact with this Coca-Cola ad and receive five free power-ups.’”
The user is in charge: she can decide to accept the power-up or not. If she doesn’t, she continues playing the game as before. But if she does, the ad unit is engaging, built specifically for the game, and immediately rewarding. And that, apparently, is the key.
“We’ve seen amazing performance,” Brandt says, “including engagement rates as high as 20 percent.” MediaBrix’ click-through rates are high, he told me, as much as 2000 percent higher than standard Facebook ads … which can have click-through rates of a fraction of a percentage point.
The third result? We hate pre-roll videos
http://venturebeat.com/2012/08/15/new-survey-in-app-ads-mediabrix/
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