Whoa.Nearly Half of Online Video Viewers Say They'll Look up New Brands in Videos - 04/06/2012...
On the eve of its digital video upfront bonanza at the end of this month, Digitas released new research on the engagement possibilities in online video. By sharing the data prior to the two-week upfront marketplace called The NewFront that boasts presentations from Google, Hulu, AOL, Yahoo, Microsoft and even NBCU, Digitas is aiming to prime marketers to spend more in online video this year, either as part of their overall TV buys, or by peeling off money from TV and moving it to the Web.The Digitas study was conducted in partnership with Harris interactive late last month and found that 46% of online video viewers said that if an online video mentions a new product or brand, they're likely to look that brand up afterwards. Also, about half of consumers who follow brands on social channels said if a brand posts a video online they are “somewhat likely to watch it.” (As an aside, “somewhat likely” is not a terribly encouraging combination of words to my ears, but I will say that if a sliver of those consumers watch a posted video, the brands are doing well).
Yahoo, YouTube Gear Up To Battle Cable TV - 04/04/2012...Announcing new and renewed female-targeted video programming,Yahoo and YouTube are going after cable TV's "golden goose": "low-cost reality lifestyle programming aimed at female audiences – from Hoboken cake bakers to pro house flippers," according to Daniel Frankel.
New endeavors include two shows on Yahoo starring Cat Deeley from "You Think You Can Dance," and fashion designer Rebecca Minkoff; and on YouTube, Meredith Corp.'s "DIGS, a home- and garden-themed lifestyle channel similar to cable’s DIY Channel," writes Frankel. "For programmers targeting the female lifestyle segment, partnering with video portals like YouTube provides a lower cost barrier to entry than the now largely unionized world of basic cable production."
Nielsen: Second Screening Is A Worldwide TV Habit - 04/05/2012...Smartphones and tablets have become living room companions for TV viewers to an astonishing level in the U.S. Nielsen reports that in its multinational survey of device owners, 88% of people in the U.S. with tablets say they have used their device while watching TV at least once in the last month. When it comes to smartphone second screening, the level of penetration is just as high -- 86%.
Impressive as the raw reach of tandem viewing may be, it is the frequency that is most impressive. For the U.S. audience with tablets, almost a quarter (24%) report using tablets while viewing TV several times a week, and even more (26%) say they do so several times a day. In fact, 69% of tablet owners in all are watching two different screens at once on a regular basis each week.
What Is Big Data -- And How Does It Matter To Marketing?
It seems as if every new business-tech venture positions itself around “big data.”
Not surprisingly, so do VCs. So do business and tech publications and blogs, which are dedicating increasing resources to covering big data. Even the PR spin-sters have caught on, as demonstrated by the pitches I regularly receive.
How big is the buzz? Enough to drive Google searches for the term “big data” upwards of 300% since the beginning of 2011.
The problem is that “big data” is jargon. While it may mean something specific in data and software engineering circles, it is too easy to find myriad definitions and interpretations, even from people who work in the technology industry.
Now, I’m not a software engineer or data scientist. But I can assure you there is substance and weight to big data -- particularly in marketing.
Puma Social Video Surpasses One Million Views, More than 8,000 Social Engagements - 04/03/2012...
Viral video is a hit or, mostly, a miss proposition. But socially distributed video, by contrast, is continuing to deliver results for many brands.
The latest marketer to make a play in social video is Puma, which is enjoying promising results from a recently launched 90-second video that’s already racked up more than one million views.
The video — sort of like a short film — focuses on the benefits of living life by going out and hanging out with friends rather than watching reality TV on the couch. Social video distribution platform Sharethrough distributed the videos across the Web in what it calls native advertising placements, meaning “well-integrated placements on social publisher sites that are choice-based and sold on engagement-based pricing.”
That strategy can drive earned media through paid media.
The result of the campaign was a higher than average rate of social engagement and more than 8,300 total social engagements in the first three weeks of the March campaign, said Chris Schreiber, VP of Communications at Sharethrough. The campaign ran on sites such as such as Buzzfeed and The Awl.
The future of marketing isn’t social media in the the way we think social media is Facebook or Twitter.
Elements of a Transmedia Story
Why is Content Marketing important?
Consumer consumption of content is no longer isolated in media silos. Consumers can read the news on an iPad. Consumers can watch a movie on their phone. Consumers can listen to radio on their TV. Every form of media can now be consumed from a screen. The screen can be a TV, laptop, smartphone or an in-car dashboard to name a few. From each of these screens, consumers can read articles, watch movies, record ideas, moments and make videos. They can play games, listen to radio and perhaps most importantly, consumers can use any screen to research every brand. In her book Media: From Chaos to Clarity, Judy Franks points out that marketers are now dealing with a new relationship between content, consumers and channels.
Google examined that new relationship in the ZMOT, study. Google determined that between 2010 and 2011, consumers have doubled the number of sources they consult prior to choosing a brand. In 2010 consumers consulted 5 sources prior to making a decision. In 2011, that number rose to over 10 sources. These results are supported by another study by McKinsey Quarterly called the Consumer Decision Journey. In this study, McKinsey declares that consumers themselves have a significant role in producing content that helps the next wave of consumers choose a brand.
In total, these studies evaluated the behavior of over 25,000 consumers from 17 different industries in over half a dozen countries. Both studies conclude that consumers are influenced by multiple touch-points along their decision journey, that traditional media is an important part of the awareness of a brand but that user generated content plays a critical role as trusted research. McKinsey and Google both confirm what the authors of The Cluetrain Manifesto prophetically claimed over 14 years ago – that markets are conversations.
@WCNTV Commentary: This is a excellent example of Transmedia Storytelling, Transmedia Brandcasting however could triple the income and effectiveness of the program. Visit www.wcntv.tv to learn more.
Upfront Country: A Land Of $20 Billion Where Everyone Wants To Live - 03/29/2012...Another year, and the same media question comes up as in the past: “Will digital sellers, video and otherwise, participate in the annual upfront process held by networks in June?"
Many may still rail against the process, even those traditional TV sellers. And many digital advocates believe they don’t need the upfront. Yet it’s hard not to be part of the conversation when the biggest media platform garners the biggest dollars.
@wcntv commentary: If anyone thought Google wasn't in it to win it this week they released a new toolbar and its HOT!! Google Play a combination Movie, Music and Gaming Portal. All from a new Google Toolbar which serves as a Dashboard. Google TV cannot be far behind making it Transmedia Brandcasting ready. Wonder if they know what its called yet?
Things are heating up. Jay O'Conner CEO TVe Advisory Agency.
Introducing Google Play
Now your favorite music, books, movies, apps, and games are all in one place that's accessible from the Web and any Android device.
Best Practices In Mobile Video Advertising - 03/27/2012...Savvy marketers understand the power of rich mobile media advertising -- with a “call” to action simply a click away -- to the tune of $1.5 billion in projected mobile ad spend this year alone, according to eMarketer. By 2016, over 70% of the world’s mobile data traffic will be video, a remarkable 20% increase since 2011. With analysts touting blockbuster figures like these, it has become crystal clear that mobile video advertising offers marketers one promising way to capitalize on the ever-expanding landscape of the mobile media ad space.
Social TV Apps - The Future of Transmedia, Social TV, Smart TV and Connected TV - TV Widgets, Samsung, Google TV, Apple TV, Yahoo Connected TV, Boxee, Roku, HbbTV, Project Canvas, Android, Sony, NetTV...
@WCNTV predicts TubeMogul to be a major force in Video Content Monetization. Download the TubeMogul Video Ad Playbook and be in the know.
Jay O'Conner CEO WCNTV
TubeMogul is the only video marketing company built for branding. By integrating real-time media buying, ad serving, targeting, optimization and brand measurement into its PlayTime platform, TubeMogul simplifies the delivery of video ads and maximizes the impact of every dollar spend by brand marketers. Over half of the Fortune 500 use TubeMogul to simplify the delivery of video ads in any format, optimize the impact of their brand message and maximize the effect of every dollar they spend.
Founded in 2006, TubeMogul is based in Emeryville, CA with offices in New York, London, Chicago, Los Angeles, Toronto and Sydney.
The Future Of Data Is Sneaker Optimization - 03/27/2012...Two major data stories seem to have taken center stage over the past few weeks. The first is the transformation of everything imaginable -- and I mean everything -- into a source of actionable information. The second is that we’re finally starting to wrap our heads around syncing measurement across traditional and digital channels.
These are both obvious points. But taken together, they’re revolutionizing what cross-channel data and metrics are coming to mean.
Demystifying Agency Trading Desks: Power's In Analytics & Integration, Not Pork Bellies - 04/05/2012...
Last week at the 4A’s “Transformation LA 2012” conference, I moderated a panel on “Agency Trading Desks and Demand-Side Platforms.” To me, the online ad trading desk world is a confusing, algorithm-chocked sector where math geeks buy and sell digital display ads in computer-automated virtual “trading pits” not unlike the trading of pork bellies -- so I was a bit apprehensive going into the session. I didn’t come out of Wall Street, and never really worked around automated ad trading systems much.
The panel was a who’s who of the space, with the four largest holding companies each well represented -- by Quentin George, the Chief Digital Officer of Mediabrands; Josh Jacobs, president of Accuen; Brian Lesser, the CEO of Xaxis; and Kurt Unkel, EVP/GM-Audience On Demand, VivaKi Nerve Center. The sell-side ad network world was represented by Joe Apprendi, CEO of Collective, while JT Batson, president of Mediaocean, represented stewardship and billing systems. Once I started talking to the panelists to prepare for the session, I realized that many of my assumptions about agency trading desks were wrong. Here were my four big takeaways:
59% of respondents are now relying on mobile devices for line-of-business applications, says Symantec...9% of respondents are now relying on mobile devices for line-of-business applications, says SymantecAt least 71% of the enterprises globally are discussing deploying custom mobile applications and one-third currently implementing or have already implemented custom mobile applications, according to a survey conducted by security software provider Symantec, entitled '2012 State of the Mobility Survey.'
Around 48%, however, state that is somewhat to extremely challenging while a further 41% them identified mobile devices as one of their top three IT risks.
Symantec Endpoint and Mobility Group senior vice president CJ Desai said they are impressed by the pace of mobile application adoption within organisations,
"This cultural change from refusing mobile devices not long ago, to actively distributing and developing mobile applications, has introduced a new set of challenges and complexities for IT staff. Encouragingly, from a security perspective, a majority of organizations are thinking beyond the simple case of lost or stolen mobile phones," added Desai.
The State of Mobility Survey also throws light on challenges faced by organisations to accommodating the mobility tipping point while also identifying and quantifying mobility-associated risks as perceived by IT decision makers.
Keys To The Throne: Getting Video Content Discovered - 04/04/2012...
Right now there is so much attention paid to business models that define content’s availability “wherever” and “whenever” you want it. The term “content everywhere” means different things to different people, but regardless of your own definition, one thing is certain: digital viewing through “over the top” services and STBs has arrived, like gangbusters. In fact recent numbers show that digital views beat physical videos by over a billion views. This is a huge number that will only continue to increase with new announcements for original content being developed by Hulu, NETFLIXand soon, Amazon, for first windows on digital platforms.
TV Viewers Use Social Media To Support Favorite Shows - 04/04/2012...
Social media activity for TV shows is primarily used by viewers to keep preferred shows strong.According to a new study from TVGuide.com, 76% of people say the primary reason for their social media activity is to "keep my favorites on the air." This data is up from a 66% level in 2011. TVGuide.com conducted the study in partnership with Social TV Summit.
Almost all of those who make comments on social media platforms -- 95% -- post their remarks after watching a show. This is way up from the 70% level a year ago. TVGuide.com now says 40% make comments during a show and 53% before a show.
Big events pull in more social media interactivity. Before the Super Bowl, 62% of viewers intended to voice their opinion. Almost all of those -- 58% -- actually did. For entertainment awards shows, the social media activity-versus-intent was greater: 57% of those intended to comment on the Grammys and Oscars and 80% actually did.
Digital Services Know What I Watch, But Do They Know What I Need?
Do great TV minds think alike -- or can that be just some lack of original thought?
For the second in the same week a major TV executive -- referring specifically to Pandora -- said TV will get more personal in the future. It comes down to this: Consumers will have their own TV entertainment playlists, generated by some service based on personal histories.
Pandora is a personal music app that allows consumers to focus on a category of music, a particular artist, or a group of artists. From that, Pandora feeds music their way -– with some advertising breaks. For a few bucks a month, they don’t have to hear those messages.
The first Pandora reference came from Hulu’s Jason Kilar. Then Time Warner Cable’s Peter Stern said almost the same thing.
Brightcove Acts Like a Media Conglomerate, How Video Sharing Can Help Customers - 04/02/2012...Brightcove has had a target on its back since it launched in 2004 as one of the first online video platforms and then snagged round after round of venture funding to the tune of more than $100 million raised. But the pioneer in the online video arena has managed to keep running ahead of the pack — landing marquee clients, growing revenues every year (from $36.2 million in 2009, to $43.7 million in 2010, to $63.6 million in 2011), going public and continually launching new efforts to bring additional online video players and vendors into the fold.
Dude, pass the iPad....Our children are leading the world's transition to digital media.This is in part because kids aren't afraid of technology, and in part because they haven't spent years getting use to anything else.
So if you want to get a sense of where the world's media habits are headed, it makes sense to watch what kids are doing.
The Kaiser Family Foundation did just that in a comprehensive survey released a while back.
Kaiser surveyed more than 2,000 families, and turned up all sorts of interesting information about the media habits of 8-18 year olds.
And bear in mind that this survey came before the iPad. And before smartphones really began to take hold.
The Need For (And Cost Of ) Speed - 03/28/2012...It’s still early in the higher-speed mobile revolution. And while faster mobile speeds are just around the corner, it could be interesting to monitor how the market adapts to the cost of that shift.
It’s no secret that 4G mobile network speeds being rolled out by carriers like Verizon Wireless and AT&T provide dramatically faster mobile downloads. The reality is that more data can be sent in a shorter amount of time, although consumers are not charged by time but rather by the amount of data used.
The "dumbphone conversion cycle."...Yesterday, we hosted our IGNITION WEST: Future of Mobile conference in San Francisco. To kick off the conference, our BI Intelligence team—Pascal-Emmanuel Gobry, Alex Cocotas, and I—put together a deck on the current trends in mobile. We looked closely at the growth of smartphones and tablets, the platform wars, and how consumers are actually using their devices. Read more: http://www.businessinsider.com/the-future-of-mobile-deck-2012-3#ixzz1qR1PUDYJ
The research company Instat has released future forecast figures for the TV Widget and App market which state that the market will be worth over €1 billion euro by 2013.
“By 2013, TV applications have the potential to generate over $1.7 billion in annual revenue,” says Keith Nissen, In-Stat analyst. “Our primary research shows consumers already have a moderate interest in TV Widgets. An innovative web-enabled CE device and service from a company like Google or Apple could truly galvanize the market, much as the iPhone transformed the mobile telephony market.”
TV 'Friends' Social Nets At The Expense Of Radio, Print, and Other Media - 03/27/2012...
Social media is getting more ad revenue. But the dollars are coming out of budgets for print, radio, outdoor and other media -- not TV.
That is good news for sellers of traditional TV.
For a long time, it seemed the Internet was angling to draw dollars away from television. But traditional marketers want to have their cake and eat it too. They still love to spend money on TV, but now realize that adding social media components -- perhaps sold by traditional TV -- could be a good way to go.
According to many analysts, social media has helped TV maintain or improve overall usage levels. Many marketers would say it has helped increase engagement levels for their campaigns.
This is not to say that TV marketers won’t also be looking to gains from digital video extensions like Hulu, syndicated video players, and their own video players.
A huge advantage....Google is under attack from a lot of different directions.
Facebook, Twitter, and other social networks are collecting data about users and their relationships that Google doesn't have. The smartphone explosion means that more people are getting info from apps, which could drive them away from Google's Web services.
But Google does have one big edge: its data centers are the most numerous, most advanced, and most efficient in the world. That means that Google can deliver online services at massive scale and lightning-quick speed, even as the total number of Internet users explodes thanks to smartphones.
This chart, which was compiled by Accenture, shows Google's total capex spend by quarter since 2004. Not all of this money is going to build new data centers, but a lot of it is. After a brief gap during the recession, Google is spending more than ever before. Smaller companies like Facebook can't come close.
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