Something caught my eye recently while I was scanning news articles. It was saying video ad views reached 20 billon views. I always assumed most people just waited for the “skip this ad” button. Google Sites ranked as the number one viewing property which isn’t surprising because YouTube is included in that property. They had over 158 million views in June while Facebook followed in second with 61 million views.
But what types of ads are people watching? The majority viewed tie-in ads. June was the month to promote your brand alongside someone popular, whether they were real or not. Brands joined forces with the likes of Usher, Jay-Z and Despicable Me 2’s minions. These partnerships capitalized on anticipation for this summer’s movie and music blockbusters, and resulted in highly sought-after ads.
There has been a lot of research done to show that web video views are truly on the rise and it is something worth putting money in to. It’s a recognition that online video has matured and that improvements in analytics have given major marketers confidence to shift resources to the web in ways that go beyond repurposing a TV spot.
Market strategy company Tremor did research and found that there is much more engagement with companies featuring online video ads. “Most people watch entire ads on the web, whether they’re run during repurposed TV shows or made-for-web content. Ninty-one percent of ads run during repurposed-TV content were watched in their entirety vs. 83% of ads shown during made-for-web content. And engagement is one of the main reasons any advertising or marketing is creating. Online ads can also be effective in increasing brand awareness, drive sales, or even drive consumer’s to visit the actual store. Each piece can be attained through an effectively created and dispersed online ad.
Many people are looking to the web for viewing video content recreationally throughout the day or they are looking to sites like Hulu and Netflix for their television shows. Almost all of these sites feature promoted advertising so I see it as something that is just going to continue to grow and will be a tool that many brands seek to work in to their other advertising efforts.
Moms are the main source to target for most products. They spend a lot of money and make most of the purchases for their homes. And they get a lot of their information and research products on the internet.
A marketing poll conducted by Experiena Marketing Services found that in 2012, more than 2/3 of working and stay-at-home moms felt the internet has changed how they shop. As discussed in one of my previous blogs “Make Back to School Shopping Fun” the internet is one of the most essential tools a company can use because the majority of all consumers visit company sites and social media for information. However, that’s not the only way to reach a mom.
Regardless if she is a stay-at-home mom or a working mom they are on the go and they live by their smarthphones. That means a lot are using their phones and apps to research these products they are considering purchasing. Shopping mothers are a $2.25 trillion dollar industry so companies would be smart to pursue them in the manner they prefer.
They have the sites they prefer. That could be daily deal sites (moms use these 14% more than other adults) or social media. Studies shows 46% used Facebook to find product information and 45% used Pintrest. Many women also use social media to see what products their friends like and they often make similar purchases and they are accessing all these sites through mobile phones.
Marketers need to really pay attention to how they are targeting these women. They are turned off by advertising that depicts them in the traditional “mother” roles. Today’s mom’s are anything but typical or traditional. They are having children at older ages, almost half are unmarried and they are more educated. So the advertising can’t pigeon whole these women or they will turn to other brands.
They aren’t sitting at home combing the newspaper for upcoming shopping deals. They like getting emails and texts about deals because then they don’t have to search too hard. Remember, they’re busy they need the information right there at their fingertips. With Back to School shopping just around the corner they will be looking to their phones for even more of those deals so they can find the best products without breaking the bank.
The Today Show had a story this morning on companies tracking consumers through their cellphones. This isn’t new technology, but maybe people who are not studying Integrated Marketing Communications haven’t really heard about it.
Most consumers have learned how companies track your online habits it isn’t just a coincidence those beautiful red pumps you were looking at yesterday have shown up again on the side of your search engine. Some consumers may understand that using a loyalty card at the grocery store is the reason they have received coupons for some of the same products they tend to buy or might be interested in. However, many don’t realize that just walking around with their smartphones can hand information to marketers.
One of the most important pieces of emerging media is tracking consumers. Mobile has been a somewhat an out of reach tool because the mobile industry has not yet allowed access to users cookies, like they are able to do on desktops. Although mobile advertising has not yet become as personalized as advertising in Minority Report , that does not mean mobile has not been providing information.
There has been talk for years of enabling locations to send you deals on your favorite stores. The idea is you’ll be walking by Starbucks and suddenly receive a coupon for the shop. It is already happening when you download specific apps, such as Placecast. However, you must have the app the information isn’t just sent to you on it’s own. Expedia has recently used consumers wi-fi connection to track people who have searched for information on their desktop and then targeted them with mobile advertising. The technology was able to re-target 38% of the desktop visitors on mobile devices, or about 54 million users.
Research firm Borrel Associates projects that location based mobile spending will hit $4 billion in 2015, up from $34 million in 2009. Retailers and advertisers say the idea is so lucrative, revenue could reach over $30 billion dollars, because it can provide data on how many customers are passing by our stores compared to how many customers are actually coming in. They feel that not only does it help business but information gained can be used to help create a better shopping experience.
Location based companies insist that they are being protective of consumers information and are not accessing any personal information such as photos, phone numbers, etc. Consumer behavior is one of the most important pieces of information to retailers so it shouldn’t come as much of a surprise that they will use any information available.
Do you feel better about being tracked if you are aware of it, like Nordstrom has done or would you rather remain blissfully unaware? Or will you just be turning off your wi-fi and location settings to avoid it all together?
It puts this Rockwell & Michael Jackson song in my head.
Your phone can be a very personal piece of property. It’s within arm’s reach throughout the majority of your day. It keeps your schedule your family photos and videos. You use it to communicate with each other and to relax with. Advertisers know how close you are with your phone so obviously they’re going to use it to sale you products!! This is done through advergaming where games are either created around a product or products are advertised within a game. Many of these games are now accessible on your mobile phones and tablets.
And boy is it working! MediaBrix Social and Mobile Gaming conducted research and learned that mobile gaming video ads deliver an average CTR of 3 percent, 30 times higher than the CTR of standard banner advertising campaigns. Which is 85% higher lick through rate than what you would on Facebook or other social media branded pages. Instead of just creating an advertisement companies are engaging their customers in something entertaining they will want to interact with, and in turn receive the advertisement.
Honda recently became the first auto company to join the advergaming boom. They partnered with the popular social game SongPop where Honda branded playlists would be shared on consumers Facebook timeline, which would reach an even larger audience.
“Honda recognizes that rather than interrupting the user experience, they can reach consumers through social gaming advertising, which adds value, heightened levels of engagement and brings any event to life,” says Todd Bowman, CRO, MediaBrix.
By not interrupting that experience consumers are susceptible to advertising without feeling put upon, it continues that personal experience providing an engagement that builds a better relationship between consumer and brand.
Emerging media is opening new doors to marketers what seems like daily. Consumers have so much information coming at them from their phones and mobile devices alone that providing them information where it isn’t intruding on them is a refreshing experience. Advergaming is the perfect way to reach them in an entertaining way while getting them to interact with the company in an easier way. This is not to say that tomorrow won’t develop something even more engaging and exciting, but for now advergaming is a fresh way to get ahead.
A lot of emerging media today (social networks, blogs, digital videos) is either found on or pushes consumers to a company’s website. If that sit’s information is outdated, looks old or does not function easily, those consumers may look to the competition.
Many companies are using their social networks (Facebook and Twitter mostly) to create a lot of their buzz. It’s so easy to update news or share tiny bits of information, it can save on advertising and if you’re lucky enough to get something to go viral it can really impact your business. However, a lot of companies today focus too much on that content and forget that customers need a place to go to get more. (This reminds me of those At&T ‘We Want More’ ads.) The goal of emerging media (or any media for that matter) is generating leads, enhancing a brand’s visibility, and putting the company’s subject matter expertise on display. All of these pieces should push your consumers to your website. Using these emerging media pieces are important in today’s technology world, but these pieces need somewhere to push customers to and their website is perfect.
Companies should be designing their pages for their customers. There are two main reasons a company or brand has a website and that is (1) to communicate with their current and potential customers and (2) for ecommerce purposes. If a customer gets to the site and cannot easily find the information needed because it is not designed properly or the content is outdated they are going to go somewhere they can find what they need.
Websites are expected to be deeply comprehensive, rich with descriptors and specifications, offer reassurances, serve as a conduit for initial introduction, and so much more. Social media is good, but the website is still the main image of a company. With content marketing being so important using your website can be the key that sets your company away from another (who also may have forgotten about their website.)
I guess when I first started this blog I should have focused on what emerging media is and what it means for marketing and communication today. Traditional media — print, television and radio — can still be found on a regular basis, however, those mediums are falling behind in use, due to todays dependency on digital technology.
Something that is really impressive is the number of people technology is allowing to gain access to information. The explosive expansion of mobile phone subscriptions in developing countries could soon erase a substantial portion of the digital divide between rich and poor. With such a wide variety of people accessing information they want to get it in the quickest and easiest way possible. Agencies from marketing to public relations need to get that information into their hands in words or images that relay the information properly. Visuals are a great and effective way of getting that information across.
Visual information is provided through social media sites such as Twitter, Facebook and Tumblr. Written communication has not disappeared and blogs are still being used (obviously), however these social media platforms provide micro-blogs. Even micro-blogs became more multi-media driven as we watched Tumblr take off and YouTube reach more than 4 billion views daily.
Emerging media has helped take information from 1,000 words to 140 characters in some cases. Now the public is in large part the advertising voice of a company product, for better or for worse. The public having more control over companies has forced some of our favorite brands to interact more with their customers. That interaction has lead to a transparency where consumers are able to better trust companies and see how they are striving to offer what the customer wants.
Media will continue to change and there will be innovative accomplishments and there will be those that just don’t work. Regardless, companies of all types need to stay current with these medias or fear falling behind and out of the reach of their consumers.
While thinking of a topic for my first blog the thought crossed my mind how I have never really been a “blog person.” Blogs were once thought to be the voice of political enthusiasts, individuals who seem to feel their opinion is highly important and your neighbor documenting all the recipes she’s tried. I have read some from time to time, but there are none that I follow on a regular basis. So I decided to focus on the benefits of blogs and how they have become a part of emerging media.
Blogs are a great way for companies to discuss new ideas and products with their consumers. Not only can they run new concepts past readers, but it gives your customers a chance to voice their opinion, providing feedback and ideas. The feedback is not always great; however, it provides an avenue for the company to learn how their consumers feel. Blogging opens the company to their consumers, providing a transparency not available in marketing campaigns. According to a case study “Ninety percent of bloggers say they post reviews about their favorite (or not) brands of music, movies and books. Thirty-seven percent of bloggers write and post about these things frequently.”
Companies need to go where their customers are. Today that means all avenues of social media. That means employing the tools they are using for conversations. If you want to influence your company or see what others are saying about you, you must participate in this online conversation.
Blogs are where conversations can take place, but also where transparency is formed. Transparency provides your consumers with a chance to feel more connected to you. They will feel as if they are gaining the truth and not just being fed marketing plans. By discussing your organization, answering questions or concerns and understanding your audience allows consumers to gain that connection.
Blogs are nothing new, but they have moved from being seen as an online journal to being used effectively in marketing and targeting the consumer audience. I am finally beginning to pay more attention to them and hope to continue to learn all I can from them.