Posts filed under 'Media Buying'
July 2nd, 2008
Few things have given advertisers the willies more than DVRs (digital video recorders), TiVo and the reality that consumers can now fast-forward through the commercial breaks with ease and aplomb. But data released Monday by TiVo seems to indicate that well-made, engaging TV commercials will continue to be seen by consumers.
In May, the top 4 most-seen commercials by TiVO viewers watching “timeshifted” broadcast TV (meaning they hit “play” on their TiVo instead of “fast forward” and actually watched them) were presented by:
Other marketing segments that saw good viewership of their commercials by TiVo users were Nasonex (my guess is that cute bee voiced by Antonio Banderas drew them in), SC Johnson & Son Inc., American Express, Thompson’s Water Seal (which reminds me it’s time for me to seal my deck too), Macy’s (Usher, Martha Stewart and Donald Trump making fun of his own hair), and Honda Trucks/Pilot SUV.
The results show that good commercials will get seen…but also shows that the more mundane commercials timed just right (allergy nose spray is a huge seller in May, as is deck sealant) will capture viewers’ attention.
The study also showed that simply placing your commercial within a popular program doesn’t mean it’ll get seen by a larger audience. Grey’s Anatomy, for example, is a huge ratings hit…but it also is one of the top “timeshifted” shows and viewers hit fast-forward on the vast majority of the commercials within those episodes.
So, despite the Chicken Little fears of the DVR and TiVo among advertising types (full disclosure - I love, love, love, love my TiVo and will watch commercials if they’re interesting), it all comes down to good content and consumers’ desire to hear your message - if you have both of those, you’re golden.
June 23rd, 2008
Not to be outdone by the Superbowl, NBC Universal is cashing in on the August 8 start of the Summer Olympics in Beijing. According to this piece in the June 19 USA Today, sponsors have already shelled out $40 million just to be part of the action and may likely spend upwards of half a billion dollars to be part of the pageantry that mark the modern-day Olympic games.
A dozen — including U.S. companies such as Coca-Cola (KO), General Electric (GE), Johnson & Johnson (JNJ), Kodak (EK) and Visa (V)— have spent about $40 million just to be top-level Games sponsors and will spend up to 10 times that to exploit the tie-in with ads, promotions and events in the USA, China and other world markets.
“It’s a lot of money but it’s got breadth and depth and will run all summer,” says Kevin Lane Keller, professor of marketing at Tuck School of Business at Dartmouth College. “The potential is there. It’s what marketers decide to do with it.”
Here’s an example of what to expect. Visa is going with a theme of “Go World” (at least right now).
Saw a TV version of this - narrated by Morgan Freeman - over the weekend during the diving and gymnastics trials:
June 5th, 2008
It’s not even two weeks before Father’s Day, so if you’re planning on doing a marketing push for your company, you should get on it if you haven’t already. High gas and food prices likely will take a bite out of Father’s Day gift giving; a recent survey done by the National Retailers Association (NRF) says their estimates put the loss as much as 8% versus last year, which leaves many local retailers wondering for what people are really looking for good ole Dad. Here are some promotional ideas to get you started:
- More than 40% of consumers plan on spending their time with Dad by treating him to a special outing, so a “Bring Your Kids” event or promotion for Father’s Day weekend would likely help sales. A good time with Dad at your establishment also will go a long way towards their recall of your brand and business. But, no one is having fun if the kids are bored and acting up - especially Dads on their “special” day. So remember to provide activities - bubbles, balloons, entertainment - as well as kid-friendly (and healthy) refreshments like water, juice, fruit or pretzels for the kids so they have fun with their Dad.
- Or offer a free “Daddy and Me” picture - a Polaroid in a paper frame with your store’s name and website on it, for example - to everyone who makes a purchase. This will create a concrete memory of your business that they will take home with them and, if you’re lucky, keep on the ‘fridge for months and in scrapbooks for years.
- Offer some sort of discount or gift card when a purchase is made for Dad - say, a 10% discount for July or a $10 gift card good for their next visit. Make sure it’s good for the next time the customer visits your store, however, to encourage a repeat visit.
- Donate a portion of your Father’s Day sales to an organization that supports and furthers the role of men in children’s lives…like Big Brothers, Big Sisters for example.
Once you’ve decided on your promotion, support it with paid advertising (if you can afford it), fliers and posters in your store, an email blast to your subscribers, on your website, etc.
Send a news release to the local media, particularly the photo desk of your local newspaper, who will have roving photographers out and about on Father’s Day looking for an image that captures Father’s Day locally.
If you make a donation to a local charity, try to extend your media coverage by presenting the check to the charity’s officials during a media event orchestrated after Father’s Day.
2008 Father’s Day Gift Trends
Gift cards for all occasions have blossomed in the past year and will account for more than 30% of the Father’s Day gifts that are given, which is 5% higher than last year. People also are shopping at discount stores instead of department stores. The NRF survey found many consumers (41.4%) will still treat dad to a special outing and will spend an average of $20.19. Other popular gifts include:
- clothing (36.5%),
- books and/or CDs (22.6%),
- gift certificates and gift cards (32.7%),
- sporting goods (13.3%), and
- consumer electronics or computer related accessories (18.5%).
- The large majority of consumers (68.4%) will invest in a greeting card for dad, spending an average of $7.49.
June 2nd, 2008
Today’s Advertising Age published a story that shows conclusively that when it comes to advertising, a good media mix of online, television, radio and print will produce a better return than using one vehicle exclusively.
In a survey of 25,000 consumers done by national media-tracking firm Advertising Perceptions, results showed consumers were more inclined to buy products when they saw a particular brand across media channels. So effective is a mix of media that most product categories studied showed at least a 20% increase in consumers who said they “intend to buy” the products that they had seen in multiple media channels.
For example:
- online and TV viewers were 27% more likely to intend to buy beer than those who viewed TV alone
- 22% more likely to intend to buy apparel than TV viewers alone and
- 21% more likely to intend to buy consumer electronics than TV viewers alone.
Here’s a visual that is pretty convincing:
It seems clear that online advertising must be part of any marketing plan these days, along with a good mix of other vehicles. Each type of advertising channel - TV, radio, print, online - have their advantages and drawbacks, but each makes multiple contact points with your customers.
I could write on this topic exclusively every day for the next year and not cover all the nuances of media buying and placement. Long story short, mix it up in your marketing plan. And don’t just rely on one channel to carry your company’s message.
May 20th, 2008
In the national advertising conversation, broadcast TV is not “sexy.” Broadcast TV is not “buzzy.” Or “flashy.” Or “edgy.” But, when it comes to local news and information, local TV broadcasts and their corresponding websites are used by just over 50% of adults, at least according to a new survey conducted by Nielsen Research on behalf of the Television Bureau of Advertising (TVB). Plus, when it comes to advertising, the survey says the public perceives television ads as the most “influential,” “authoritative,” “exciting,” and “persuasive.”
Source for Local News, Sports and Weather:
Source for Learning about New Products or Brands:
See the complete report here (click on “Media Trends Track” and then “View the Study On-Line” under “Media Comparisons Study 2008″). There’s loads more information, including breakouts comparing the media-usage habits of men and women, their perception of the role of the media in their communities and how they use media outlets’ websites.
Certainly the TVB has a vested interest in showing broadcast TV as the preferred locale in the advertising mix…but I don’t discount their numbers. Mobile advertising, social networking sites and all the rest may be pushing the advertising conversation nationally, but as I’ve said earlier, when it comes to our local market, broadcast TV still seems to be the vehicle that carries the day for local advertisers.
May 12th, 2008
Small daily newspapers - not unlike our local daily, the Register Star - are actually growing their revenue while national and regional newspapers have been in a slump for years. Why? According to this article, one of the reasons is because local ad dollars are staying with traditional print ad vehicles like the Star.
Instead of following the national trend set by the big guys (like Proctor & Gamble and other huge consumer corporations), who’ve consistently moved their ad dollars to the Internet and other “non-traditional” outlets like video on-demand services, smaller, local advertisers have stuck with local newspapers and television advertising. In our shop, that’s certainly the case.
We know that, long-term, local advertisers will have to be in the Internet and non-traditional space as well…but at the moment at least, that type of advertising just doesn’t get the customers in the door like the other, more traditional, channels do. Which is good news for the Register Star and all of our local media outlets.
May 6th, 2008
NBC will charge a record $3 million for a 30-second commercial in the 2009 SuperBowl, which is a 10% increase from the 2008 game. Locally, SuperBowl spots also cost way more than traditional spots…but is it worth it?
Nationally, companies usually get “buzz” after the game on YouTube and the talk shows, which can be beneficial (IF the commericial is a fan favorite, that is). Local advertisers who insert ads during the SuperBowl also can generate positive coverage, but I’m just not convinced that the buzz it may generate locally justifies the premium price point.
Or, put another way, I would probably advise a client that they’re better off buying more spots at a lower price point…unless they have money to burn.
Anyone think differently? What would you advise a business owner to do?
