"This research demonstrates that social video significantly increases brand attention," claims London-based Unruly Media. Unruly offers a global platform for social video advertising, has three US offices, and delivered such video campaigns as Old Spice’s “Man Your Man Could Smell Like” campaign and Coke’s “Happiness” series. Unruly commissioned research firm Decipher to study results across such consumer brands as Heineken, Coca-Cola and Energizer Batteries. The survey among 18-34 year olds investigated the impact of recommendation on brand metrics to determine social ad effectiveness.
Among the findings:
- Viewers are more likely to enjoy a video when it has been recommended than when encountered through browsing (14% higher enjoyment)
- Viewers are more likely to recall a brand name when the social video has been recommended than when encountered through browsing (7% higher recall)
- Viewers are more likely to engage with an ad’s messages when the social has been recommended than when encountered through browsing (10% higher brand association)
Who does the recommending? Certainly, peers in social media environments, but also authoritative bloggers and and news sources who covering advertiser content editorially: consider that all of that Super Bowl ad coverage by the news media (e.g., by CNN, which reported on Honda’s leaking its Ferris Beueller-themed ad).
Of course, what viewers do next after a recommendation is of key importance to advertisers. Decipher found that within three days of viewing social video—
- 49% purchased the advertised product
- 38% spoke to someone in person about the video
- 9% searched for the brand
- 4% searched for products of that type
If this sounds easy, recall that these results are based on videos that the viewers enjoyed, and which were recommended to the viewer. The source of brand awareness and purchasing influence is not on YouTube, rather, it rests where it always has: in an ad agency's creative department.
Upfront TV: “Face Off” Again | BET’s Ambitious Plans | Oscar Spots Sold Out | News Nets Give Fs
- Syfy has renewed Face Off for a 10-episode third season, reports Multichannel News. The competition/elimination show pits special makeup artists against one another, with top Hollywood talent (e.g., Tom Savini of numerous Living Dead movies) as judges. Face Off airs Wednesdays at 10 p.m., and scored 2.5 million viewers for its January 11 Season 2 premiere.
- Black Entertainment Television (BET) has revealed what the LA Times calls an “ambitious development slate.” Among the offerings, a new sitcom from the Wayans family; “Gun Hill,” the channel’s first scripted drama; and projects involving minister T.D. Jakes, comedian-author Steve Harvey,actor Jamie Foxx and TV judge Greg Mathis.are behind various reality projects, including one series that will revamp "Showtime at the Apollo". BET also operates the BET Vertical AdNetwork, targeting the $821 billion buying power of African-Americans.
- Walt Disney Co. Chief Executive Bob Iger announced that ABC has sold out commercial time for this year’s 84th Annual Academy Awards broadcast on February 26. As the LA Times reports, Iger told analysts in an earnings conference call that this is unusually early to have offloaded all inventory, even with a few more spots for the 2012 broadcast than in 2011. ABC took an average $1.7 million per 30-second spot.
- News directors don’t think much of one another’s product revealed a survey by TVNewsCheck. news directors at stations across the U.S. were asked to grade networks on their overall journalistic quality. None received As, though NBC news scored highest, and Fox News Channel (FNC), lowest. Fox News scored highest in conservative bias, and MSNBC on liberal bias. The GPAs listed refer to the “grade point average” scale of 1-4. These figures are way out of whack with public sentiment: FNC just celebrated a decade run as the most watched cable news network, with MSNBC in the #2 slot.
Facebook Ads: NYT Questions “Active Visitor” Figures
The New York Times read between the lines of Facebook’s IPO prospectus. As chief mergers and acquisitions reporter Andrew Ross Sorkin figures like 845 million monthly active users “should have an asterisk next to them.” Facebook counts among those 845 million monthly active users, and daily active users of 483 million, anyone who visits it’s Web or mobile site; but also, anyone who uses a Facebook “Like” or “Recommend” button in third-party sites, to share activity with Facebook friends.
How significant is that? Practically all significant online properties, including CNN.com, MSNBC.com, TheSmokingGun.com (pictured below) and ESPN.GO.com, include a “Like” or “Recommend” button alongside stories. So an “active user” may never leave the ESPN or CNN sites; theoretically, an active user may never visit Facebook, or see its featured ads.
Also counted among those active users: those click on the Facebook logo within a “Follow Us” bar, which typically includes an RSS feed logo, Twitter, Digg and email logos, among others.
The numbers climb. If the third-party site uses a Facebook ID for log-in (HuffingtonPost.com is one such site, and the feature is called “Facebook Connect”), and the user leaves a comment on a story in that site, he or she is counted as actively using Facebook. So, opined the CEO for equity research of Fusion IQ, those visitors “cannot be marketed to, they do not see advertising,” they simply used the extensive Facebook infrastructure.
However optimistic the unique-visitor figures, they are considerable anyway; and Facebook ads offer considerable cost-per-click savings of up to 45%, by some estimates. And a publicly-traded Facebook, with plans to become a news outlet as well, will necessarily become meticulously transparent in its traffic figures.
Upfront Digital: Highly Social Super Bowl | DooGooders on YouTube | “The Daily” Fails to Reinvent
- Metrics are in for the “Social Super Bowl”: Bluefin Labs, which analyzes social media commentary during broadcasts, clocked 11.5 million comments during last night’s game, up more than six times over last year’s broadcast, reports AllThingsD. Bluefin rival Trendrr clocked 15.8 million comments, up from 3.01 million in 2011.
- Social Times reports that YouTube has joined with See3 Communications for the third year to present their DoGooder Nonprofit Video Awards, which honors members of the YouTube Nonprofit Program. Contestants are invited to submit non-profit videos by February 29, to compete for small grants and of course, magnificent PR.
- “The Daily,” the Rupert Murdoch/Steve Jobs digital-only newspaper, is struggling, reports the New York Times. A year ago Murdoch introduced the $30 million tablet-only publication, which Murdoch predicted would save the news publishing industry. But with 100,000 subscribers paying 99 cents a week, The Daily is on par to break even in five years—which is typical of a print newspaper.
- Also from the New York Times, Spin Media (of Spin Magazine) is expected to enter the Pandora/Spotify rivalry today, by announcing an overhaul for Spin.com, to offer a streaming music player; nine new blogs; and Internet-only content, including news and music reviews. The music player will sit in a banner on the homepage, and a new toolbar will allow users to share content and video on, for example, Facebook and Twitter.
Research: 70% Of Tablet Owners Want to Buy through Digital Magazine Ads
Fully 70% of tablet computer owners want to be able to buy items by clicking on digital magazine ads, reports GfK MRI. Another 70% say they like electronic ads that are personalized to their interests. GfK MRI is the consumer-centric market research firm, which regularly polls its iPanel, composed exclusively of tablet computer and eReader owners.
GfK MRI polled tablet owners who read a magazine on their devices in the last 30 days with several digital-magazine related topics. Additional findings include:
- Nearly three-quarters (72%) of tablet owners who would prefer all digital magazines to be formatted in the same way
- A majority of tablet magazine readers (67%) say that, if available, they would rather read an electronic version of a magazine than a paper version
- Still, 65% say it's more satisfying to read a magazine the traditional way
- Almost half (48%) of tablet magazine readers say electronic magazines take too long to download, 46% say that videos in digital versions of magazines are "just a gimmick" and 43% claim they find it hard to search for magazines they want to read on their tablets
So tablet makers have a few obstacles to overcome before digital magazines offer a fully-satisfying experience, and thus, an entirely effective ad platform. "Although magazine publishers are experimenting with different formats in order to differentiate their digital brands, this is not necessarily resonating with digital readers adopting the new tablet technology," said Risa Becker, SVP Research at GfK MRI.
Still—with a full 70% of digital magazine readers wanting to buy through the format, advertisers have an opportunity to reach some attractive demographics (see chart for tablet/eReader ownership by age).
comScore Data: Newspaper Websites Gaining, Holding Interest
Newspaper websites in Q4 2011 averaged more than 111 million monthly unique visitors (MUVs), up by more than 6 million compared to the same period in 2010, reports the Newspaper Association of America (NAA), citing comScore data. Fully 63% of adult Internet users visited newspaper websites.
A comarison of newspaper website usage data year-over-year (YOY) revealed that average daily visitors increased by more than 3 million, or nearly 15%. Unique visitors increased nearly 6%, while total minutes increased 14%.
The comScore data demonstrate “The growing appeal of newspapers’ online content,” said NAA President and CEO Carolline Little, “particularly for engaged, informed and affluent users whom advertisers…seek to reach.” As Little described, 70% of Internet users with household income (HHI) above $60,000 are reached by newspaper websites, and 75% when looking at HHI above $100,000.
Other key findings about Q4 2011: Among people 45 to 54, newspaper website percentage reach climed to 67%. In the 18 to 34 demographic, website reach remained at or above 60%.
Newspapers are answering these numbers with a steady stream of what NAA calls “innovative strategies designed to maintain and build their digital audiences.” For example, the Star-Ledger of Newark, N.J. launched animated editorials, and the New York Times launched a fashion-focused niche app.
“During all of 2011, the percentage reach of Internet users enjoyed by newspaper websites never dipped below 61 percent,” Little said. “Web-based and other digital platforms at newspaper are capturing—and holding—attention in the marketplace.”
Signs of hope
Editor & Publisher described 2011 as “the lowest point yet” for newspaper ad revenue," with 2011 revenues of $24 billion, down from the record high $49.4 billion in 2005. E&P observed that, however important a digital strategy appears to be, it has yet to fulfill its potential in newspaper revenue. “Sure, digital advertising climbed 8.3%, but digital still contributes only 14.3% to overall publisher revenue. But the newspaper industry is clearly aware of the trend, and 2012 will likely see the digital contribution approaching 17%. E&P opined that newspaper must compete on content, and the papers are treating apps, animation and streaming video as exactly that—content—if not the content they are used to providing.
Mobile Ads: Mobile Becoming the Norm, Apple/Android Wrestle on Click-Throughs and Quality
Research by mobile ad network solutions provider Jumptap suggests that mobile devices will become the norm for Internet access, and that advertisers must take a cross-market approach to the Apple and Android operating systems: they must cater to both.
Tablet network traffic jumped 229% over an average projected for the day after Christmas, based on historical network traffic, Jumptap reported in its just-released January MobileSTAT report.
January 2, 2012 also saw a bump, with a 263% traffic increase (most likely from recipients uploading holiday photos and getting familiar with their devices).
Jumptap found that the Kindle Fire experienced the greatest tablet growth throughout December. The new device held 10% of tablet market share on December 1 and finished the year with 30% market share. This year-end surge suggests a 2012 trend for lower-priced tablets.
Mobile to overtake desktops, laptops?
"Mobile is quickly becoming the primary access point of the internet. Advertisers have seen this movie before with PC based digital advertising and are allocating mobile budgets that are larger and larger," said Paran Johar, Chief Marketing Officer, Jumptap. "The surge in tablet adoption rates and rise in mobile subscribers support the expectations that mobile will eventually outpace online."
In 2011, the mobile ad industry broke the billion dollar barrier for the first time. This month analysts at eMarketer changed their predictions about mobile ad spending growth, estimating the market would be roughly $6.5B by 2014, much higher than their September 2010 estimate of $2.5B by 2014. Jumptap believes even that revised estimate is conservative.
Android versus iOS: Neither can be ignored
In 2011 Android and iOS continued to battle for mobile OS share. When the dust cleared, Android had beaten iOS. The January MobileSTAT found that Android's share grew 21% (38% in December 2010 to 59% in December 2011), while iOS dropped 7% points (29% in December 2010 to 22% in December 2011). Still, iOS tripled in overall traffic on the Jumptap network of more than 95 million unique visitors, while Android more than quadrupled. The lesson to marketers, says Jumptap, is that both operating systems are growing at break-neck speeds and a cross-platform approach is essential to reach their audiences.
But, Android mobile ads and apps can be improved, the research suggests. While Android’s share is increasing, its click-through rate is dropping, compared to iOS. The latest Android 3.x has a .59% CTR, while iOS 5 has about .9%.
Apple earns that higher rate, says Jumptap’s Johar. "With every new iPhone release, he says, Apple's designers "seem to be optimizing the user experience. It's no secret that they are obsessed with design and usability. Their obsession with functionality and the user interface is paying off."
The challenge to Android is that it retains little control over the use of its ecosystem. It licenses out its operating system and device manufacturers customize it. Its open technology enables developers to create both elegant and irritating, poorly-working apps.
Are Networks Bamboozling Nielsen?
“Smart commercial buyers know when the ratings are being spun,” observed the New York Times , “and they insist on paying for the real ratings.” But if Nielsen can be fooled, likely, so can media buyers when they see decent ratings for a property like "I Hate My Teenage Daughter."
The Times went on to describe some real-world stories and tactics that networks are using to pad their Nielsen ratings:
- ABC’s labeling four of its five “Good Morning America” broadcasts “special programming” between Christmas and New Years 2011, such that only the highest-rated Monday broadcast counted
- NBC’s presenting the January 23 Republican primary debate as an edition of the low-rated “Rock Center with Brian Williams,” which doubled the show’s usual audience, to 7.1 million
- Strategically placing national commercials; a show receives national ratings from Nielsen only until the last national commercial is broadcast. So ABC front-loads its half-hour “Nightline” with national commercials, catching viewers before they go to bed, and relegates local advertising to the last half.
- Running into the next hour with popular shows; Fox in December ran two minutes long with its high-rated “The X Factor,” which inflated the ratings for the low-rated “I Hate My Teenage Daughter.”
None of these tactics save a show, but they do give a network “bragging rights.” A Nielsen employee (on grounds of anonymity) told the Times that the company has standards about these practices, but that they are rarely enforced beyond the occasional stern letter. The networks are remorseless: one program executive said (also on grounds of anonymity) “You do everything you can, as long as you can,” said the network program executive. “And then [Nielsen] slap[s] your hand.”
Digital Ads: Affluent Buyers Highly Mobile, Digital, But Penny Wise
“Affluents” with a minimum $100,000 in yearly household income spend far more time online than the general population, reports eMarketer. They spend 26.2 hours online per week, versus 21.7 for the population overall. But they watch far less television, at 17.6 hours per week versus the 34 for the average American.
Affluents number 58.5 million, and 33% owns smartphones. Research suggests that the digital ads that reach affluents are—
- Opt-in email ads
- Sponsored websites from search results
- Targeted ads, relevant to what the affluent is doing or searching in the moment
- Ads tied to demographics (e.g., local restaurants, gyms, grocery stores).
On the downside, affluents have money because they don’t throw it away. “The vast majority…do not regard themselves as rich, however, and don’t spend as if they were,” said eMarketer Analyst Mark Dolliver. Of those 58.5 million, only 11% has a household income of more than $250,000. Affluents are in fact cutting back. So, ads for luxury goods and destinations are less likely to reach the affluent than ads for consumer goods and deals on dining and entertainment.
TV Leads as Political News Source, Newspapers Lag
When asked where Americans get their political news, fully 44% of Americans responded “Television,” reports Poll Position. Only one segment—adults 30-44—responded “From the Internet.” In that 30-44 segment, 35% chose the Internet, 32% said television was their source for most political news, 18% said somewhere else (e.g., radio, magazines), and 14% picked newspapers.
The overall results are grim for newspapers, at only 16% among all surveyed. 2011 was a tough year for newspapers, with ad revenues a mere $24 billion in comparison to the record high of $49.4 billion in 2005.
Poll Position surveyed 1,113 registered voters nationwide, and claims a margin of error of ±3%.
