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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Rescooped by Joachim Scholz, PhD from Marketing Research
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Can Social Data Tell You If Your TV Ad Actually Ran?

Can Social Data Tell You If Your TV Ad Actually Ran? | Marketing in Motion | Scoop.it
Find out why and a number of marketers and a host of media agencies are giving Bluefin Signals Brand Edition a try.
Joachim Scholz, PhD's insight:

This is how social media and TV play together

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Joachim Scholz, PhD's curator insight, October 22, 2013 9:01 PM

By Marianne Choi:

 

When people are excited about something, they tend to talk about it online. Bluefin Labs is capitalizing on this trend by tracking reactions on social media to TV ads that run on the various networks it tracks. Bluefin Signals Brand Edition is designed to understand which shows are generating conversations and to observe how different shows and ads in shows generate brand conversations. This information is important to marketers, as it will heavily influence which shows they want to invest in. If there are two programs with equal ratings, however one has a higher engagement in social media, companies will be more likely to choose that program to place their ad. One would think that a brand like Estee Lauder should advertise on networks geared for its target market like Bravo, however it has been observed that TV viewers tweet as frequently or sometimes even more when ads of cosmetics appear on networks like CNN. The information Bluefin Labs provides to companies looking to place TV ads is invaluable. There is an opportunity for companies to leverage personal conversations held on social media to achieve maximum efficiency with their TV ads and generate more brand awareness. 

Suggested by Jessica Louie
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CocaCola China - Chok! Chok! Chok!

As one of the top 10 brands in the world, Coca-Cola fails to disappoint with their 2012 "Chok" TV ad campaign in Hong Kong. Chok (擢樣) means “to forcefully make oneself look more handsome”. The word presumably has the onomatopoetic connotation of flinging or “chucking” objects, which is the basis of the interactive campaign. The Chok ad campaign accurately analyzed the psychographic and media habits of Hong Kong teenagers and was able to creatively link the Coke TV commercial with a mobile app that lets you score discounts on products and services. Coca-cola's success in this campaign is twofold as it not only effectively culturally appeals to the teenage population in Hong Kong, but it also turned a traditional TV ad into an innovative and interactive TV gaming promotion reaching 380,000 mobile app downloads in one month and 9 million total views for a television commercial. The use and benefit of cross-platform marketing is that it synergies the strengths of different digital marketing mediums to create a strong brand recall value. By meeting consumers at different mediums, there is a higher reach and delivery, better frequency planning and optimization through integrated ad effectiveness. It is evident that with a well thought out media strategy and a selective media schedule, a simple TV ad campaign can become one of Hong Kong's most successful Coke Promotion and TVC in 35 years.

 

(Jessica Louie, Comm335-01, Cross-platform Marketing Integration, Television Advertising, Mobile Application, Interactive Gaming Promotion)

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