In what it claims is the “first massive takeover of its kind,” automaker Hyundai will take possession of “the most prime real estate Postmedia has to offer.”
On April 24 (and April 25 in Alberta), Hyundai will own the front page of every Postmedia digital, print and mobile platform for an entire day.
Postmedia Network is a wholly owned subsidiary of Postmedia Network Canada Corp.. am dos the largest publisher by circulation of paid English-language daily newspapers in Canada, representing some of the country’s oldest and best known media brands. Postmedia offers advertisers and marketers integrated solutions to effectively reach target audiences through a variety of print, online, digital, and mobile platforms.
The offering by Postmedia is called “Launch Pad,” and the company claims it represents the largest one-day audience available to marketers, and a way to achieve “accelerated audience reach.” Elements include a four-page full colour A-section promo wrap on all of Postmedia’s daily publications plus repped brands, a full cover wrap on Financial Post Magazine; opening homepage takeover on all newspaper websites, canada.com and Dose.ca; mobile homepage takeover on all Postmedia iPad apps plus site takeover of all standard ad units on iOS and Android apps and mobile optimized websites.
“Hyundai is a company that is always on the hunt for new ideas,” said John Vernile, Vice President of Marketing at Hyundai Auto Canada Corp. “We like to do things a little differently. One of our most important goals is to reintroduce ourselves to Canadians, so a front cover property with a first-rate group like Postmedia is the perfect approach to get our message out in a big way.”
“Take a bold advertiser with a big story to tell and a media partner with the creativity, products and the most coveted audience around and you have Launch Pad,” said Simon Jennings, Chief Digital and Revenue Officer, Postmedia Network. “Advertisers want high-impact creative solutions to meet their marketing objectives. Our goal is to provide them with not only innovative solutions but seamless execution and outstanding customer service. And have fun doing it.”
More evidence of confidence in digital—but not in digital advertising. As eMarketer reports, a February report from the Society of Digital Agencies (SoDA) that surveyed digital advertisers worldwide found they are investing a greater portion of their total marketing budgets online in 2012. Fully one third expects to invest 60% or more of their ad budgets digitally.
But while paid digital and traditional media are still important investments, 25% of respondents planned to significantly increase their digital owned and earned media spend, compared to just 8% who planned to do the same for paid digital media and 4% for traditional media.
One factor in the shift is the explosion of social media and its significance in the marketing mix for both traditional and digital media. “For a lot of advertisers, social is actually the bridge of their understanding between the traditional world and the digital space,” Michael McVeigh, senior vice president of strategic services at Zeta Interactive, told eMarketer. “Social is where brands start to see how many people they have reached throughout their network, much like those big, overarching air powers of TV and radio.”
The social media significance goes beyond shifting budgets, and is affecting organizational structures. Almost 73% of client-side marketers surveyed are transforming the structure of their marketing departments. Of those, 45.8% have created cross-departmental groups to leverage social media monitoring and other socially obtained insights throughout the company. In addition, roughly a third is specifically integrating “social listening” with its traditional research departments.
Incorporating earned and owned media (like social media) into the marketing mix can also reduce overall advertising costs. A February 2012 study from the Association of National Advertisers (ANA) found that 84% of US advertisers said they currently face challenges in identifying cost savings and reductions for their 2012 marketing efforts. This number was up from 77% last year.
ANA found as well that B2B and B2C organizations have trimmed costs through savings on travel and departmental expenses as well as agency costs, and apparently view advertising as a similar expense. Fifty three percent of B2B marketers planned to reduce campaign ad budgets, and 44% of B2C marketers plan to do the same. That’s less than their B2B counterparts, but a greater number of B2C marketers (45%) looked to alter the marketing channel mix to reduce costs.
B2B marketers reported being less likely to reallocate their marketing mix: just 31% planned to do so in order to reduce marketing expenses.
- In an apparent vote of no confidence, ABC News appears to have abandoned Tumblr, the microblogging-plus-video social media site, reports Digiday. While Tumblr has a huge audience, Digiday describes its benefit to publishers as “uncertain.” ABC had run at least three Tumblr feeds (called “Tumblrs”), including for “Nightline” and “ABC World News with Diane Sawyer” for over two years. ABC has declined comment. Digiday speculates that ABC may have been concerned about the liability of sharing content on Tumblr. ABC News has a strong presence on both Twitter and Facebook, with the Twitter accound @ABC has having more than 1.6 million followers and its Facebook page with more than 492,000 likes.
- Apple kept its word to developers. Apple on Sunday, April 1, announced to developers that it has increased their share of revenue in iAd from 60 to 70%. Also true, as AdExchanger reports the significance, advertisers can now spend as little as $100,000 to initiate mobile campaigns, down from a $300,000 threshold that went into effect last July. That is just a fraction of the “lofty” $1 million minimum for entry when iAd launched in 2010, and of the $0.5 million entry from last February.
- Google and Starbucks are planning a Google Offers campaign for this week, reports ClickZ, which “should be a boon for Google Offers subscriber numbers,” given Starbucks' popularity. Starbucks joins such national brands as REI, JetBlue, and Toys R Us which have partnered with Google Offers since Google launched the deals platform 10 months ago. Groupon still reigns as the source for bargains at local businesses.
- “The Economist” is putting the brakes on the “everything is free” ethos, reports Digiday. The magazine’s Managing Director for the Americas Paul Rossi called the free or lower-cost digital model “suicide.” Rossi spoke at Digiday’s Publishing Summit last week, and told the crowd that “It makes no sense in my mind if you think a mag on a news has a [value] to a reader of $4.99 that you sell that to a reader digitally for 99 cents or $1.99…I don’t understand the logic.” Rossi also addressed the problem of digital advertising not coming close to replacing print revenue—partly because lower- or no-cost content devalues digital ad placements.
- Business Insider has published a provocative article called “This Is What Advertisers Hate About Facebook,” citing a “top ad executive at a company that helps brands market on Facebook.” Among the dislikes: unreliable APIs. “[Google] technology has been reliable for the past 15 years. With Facebook, you feel like you're dealing with three developers in their garage changing their mind every week.” Also, ownership of data and content, particularly customer data. Facebook says it’s theirs, brands think it’s theirs. Finally, analytics. “It's not just that the functionality is lacking, the executive said, it's that the stats are virtually unusable,” says Business Insider. The executive cited disbelief that a big brand with a Facebook page for a small-town subsidiary had supposedly “reached” 1.3 million people.
- NBCUniversal has penned a multiyear agreement with FreeWheel to use its ad-management system to serve online and mobile ads across some of NBCU's network and cable digital properties, reports Multichannel News. Those properties include NBC.com, NBCSports.com, NBCOlympics.com, CNBC.com, USANetwork.com, BravoTV.com and Telemundo.com. NBCU will use FreeWheel's Monetization Rights Management system for multiple sites, including NBCOlympics.com in connection with NBC's coverage of the 2012 Summer Olympic Games in London. NBCU reports that advertisers have already bought more than $50 million in digital inventory for the Summer Olympics. With the FreeWheel system, advertisers can now buy specialized digital ad packages such as exclusivities, sponsorships and other converged-ad campaigns.
- Rovio claims that as of Monday, its Angry Birds Space game has been downloaded more than 10 million times since it was made available on Thursday, reports AllThingsD. The game is available on iOS, Mac and PC, with a Windows mobile release in development; but in-game advertisers must opt for the Android version. Angry Birds Space is available for Android devices for free with advertising. Ad-free versions of Angry Birds Space will also be available on Android for $0.99, and an HD version for Android tablets for $2.99, according to the company’s website.
- Microsoft and Nokia are “trying to claw back market share from Apple Inc's iPhone and Google's Android” in the apps market, according to a Reuters story. On Monday, Microsoft and Nokia announced that they would invest $23.9 million into AppCampus, a new mobile application development program at Helsinki's Aalto University, over the next three years. Microsoft is late to the game: while there are 65,000 apps on the new-ish Windows Phone Marketplace, that falls far short of the 0.5 million available from the Apple App Store and Google Play. And at present, only 37% of developers have any interest in creating apps for the Windows Phone, according to IDC/Appcelerator survey, versus 89% interested in iPhone and 79% in Android phones.
- While the GOP slugfest rages on, President Barack Obama's reelection campaign continues to spend big on digital ads, according to ClickZ. Obama for America spent an additional $3 million on digital ads, including text messages, in February. Since Obama for America launched the 2012 campaign nearly a year ago, it has spent more than $11 million on web ads, according to ClickZ analysis of Federal Election Commission filings. If the campaign continues to spend $3 million on digital advertising monthly, it will have spent $35 million by November. OFA claims to have spent about $16 million in online ads during the 2008 campaign.
- The Audit Bureau of Circulations (ABC) has released a Consolidated Media Report (CMR) for Fine Cooking, only the second print-and-digital journal to undergo the audit, reports minOnline. The second-half-2011 audit went beyond newsstand and subscription sales to include the measured components from FineCooking.com. (Google Analytics was the foundation). Popular Science was the first magazine to have a CMR audit, and released which released its first-half 2011 data last October. According to ABC, the Fine Cooking e-newsletter reached 453,898 average monthly unique e-mail addresses; attracted an average 904,016 total average monthly website browsers; and combined with print, reaches a total “brand universe” of 1,702,518.
- Alongside those Twitter ads, marketers should encourage their CEOs and CMOs to tweet. As eMarketer reports (citing data from social-media branding firm BRANDfog), consumers and employees regard company leaders who engage on social media platforms positively. The majority of respondents in a survey at 78% believe that CEO participation in social media leads to better communication, while 71% said it leads to improved brand image and 64% said it provides more transparency.
The findings are confusing—is social media worth the ad spend, or not?
Yes, according to Adobe Systems—but advertisers and ad platforms need to become better at measuring the impressions. Adobe concludes that current methods undervalue social-media impressions by as much as 94%.
Adobe released those findings in its second Adobe® Digital Index report, which provides marketing, e-commerce and retail executives with critical digital marketing insights. The study evaluated how marketers measure the impact of website traffic from major social media sites, including Facebook, Twitter, Pinterest, Tumblr, Blogger, YouTube and Yelp. Adobe analyzed more than 1.7 billion visits to more than 225 U.S. companies’ websites in the retail, travel and media industries, concluding that marketers significantly underestimate the value of social traffic.
Aseem Chandra, Adobe’s vice president of product and industry marketing, said “As an industry, digital marketers have been quick to add social media to the marketing mix, but have perhaps not considered new and better ways to measure this complex channel. This study shows that marketers tend to default to traditional direct measurement models. Better measurement of social marketing will lead to better ROI.”
Key Report Findings
The use of last-click attribution, the most common attribution model used by marketers, may cause marketers to undervalue social media’s website impact by up to 94 percent
First-click attribution models more accurately capture the benefits of social media in engaging customers earlier in the buying process
Significant differences in the results of first-click vs. last-click attribution data for various social media sites may cause marketers to change how they allocate the budgets across social and other digital channels
Why First-Click Attribution is Better for Social
Last-click attribution assumes that the marketing channel most responsible for a consumer’s behavior is the channel the consumer last touched before a visit or purchase. First-click places responsibility on the channel the consumer first touched. Social media creates an environment in which brands can build awareness and engage with prospective and existing customers early in the purchase process. By ignoring the value of these earlier interactions, last-click attribution gives disproportionate credit to the marketing channels customers use late in the purchase process, potentially undervaluing the role of other channels in building awareness, engagement, and ongoing relationships between customers and brands. In contrast, first-click attribution gives social media more credit for these earlier interactions. The difference between last-click and first-click is significant and has the potential to change the way companies allocate social media budgets.
Print and TV ad buyers are often “stuck with the same creative for the entire campaign lifecycle,” says eMarketer, even faced with low favorability ratings and poor ad recall. But online, marketers can swap out creative nearly immediately, and even run hundreds of creative iterations tailored to unique audiences.
Those advertisers “Now want to move beyond post-campaign measurement and instead take advantage of real-time metrics on brand campaign performance,” Jeff Smith, CMO of digital brand ad measurement provider Vizu, told eMarketer. “With this move toward standardization around metrics such as brand lift, you can optimize campaigns in real time online.”
eMarketer related some Q4 2011 data from publishing solutions provider Maxifier, showing that U.S. ad agencies optimized their branding campaigns with a frequency similar to that of direct-response campaigns. They optimized branding 11 times per campaign, versus 10 for direct response campaigns.
Still, only a small group of marketers is capable of real-time optimization. November 2011 findings from Acxiom and DIGIDAY revealed that only a small percentage of U.S. digital marketers were able to recognize consumer-brand interactions in real time.
One way digital marketers get faster feedback on online brand ad effectiveness is through market-owned research communities. Jackie Lorch, vice president of global knowledge management at online survey provider SSI, told eMarketer that brands are asking for survey panels, as well customer panels they can turn to frequently for market research studies or quick responses to a particular campaign or ad. “Instead of doing one huge survey once or twice a year with a market research firm, brands want to have an ongoing dialogue,” she said. “Everything is getting quicker all the time, and we’re finding brands want instant results.”
- The social media source that women trust most is the –alas—ad-unfriendly Pinterest. That according to a survey by BlogHer, as reported in Adweek. When asked whether they trusted different social media sources, 81% of American women said they trusted blogs and Pinterest; 73% said they trusted Twitter; and 67% trusted Facebook. By “trust,” BlogHer means making a purchase acting on recommendations from the various sources. Sixty one percent had acted on a blog recommendation, 47% on one from Pinterest. Facebook came in at just 33%, and Twitter, 31%. Because Pinterest is populated with reposts, it is more an indirect marketing outlet than a marketing outlet.
- What makes a campaign go viral? Humor is overrated, suggests David Sable, CEO of Young & Rubicam. He is one of the global judges for the Microsoft Advertising Story Awards. (The awards were conceived to honor truly innovative multiple-screen campaigns.) Sable said on the Microsoft Advertising Blog that his current favorite campaign is Kony 2012, aimed at bringing a former Ugandan warlord to justice. Sable calls it one of the great viral stories of all time, “And it’s a sad story, but it’s a story people wanted to share because [it’s an] important story…we need to be taking people to a place where we’ve moved them. That could be funny…but if we don’t create that story in their head and let them make that story their own, we haven’t done anything.”
- An unhappy user is suing Apple for false advertising, reports BizJournals. Plaintiff Frank Fazio filed a complaint in San Jose, California, claiming that the Siri voice command function on the iPhone 4S does not work as advertised. Part of the complaint reads “When [Fazio] asked Siri for directions to a certain place, or to locate a store, Siri either did not understand what Plaintiff was asking, or after a very long wait time, responded with the wrong answer." This may be the first of a spate of such suits. Apple settled last month over the reception problems of the iPhone 4, with a $15 offer or a new wrap-around case that supposedly solves the problem.
- Discovery Communications has penned a digital content licensing deal with Amazon.com, says The Hollywood Reporter. The deal will add series from several networks to Amazon’s Prime Instant Videos streaming service, including shows from TLC, Animal Planet, Investigation Discovery, Science and Military Channel. Among the programs covered by the agreement are Discovery Channel’s Dirty Jobs, TLC’s Say Yes To The Dress and Animal Planet’s Whale Wars. Prime Instant Video's total title count now stands at 17,000+ offerings.
- Ad agency BBH is defending itself for its “Homeless Hotspots,” in a Digiday interview. It seemed like a good idea: have homeless people carry around 4G wireless equipment that made them into mobile hotspots, and enable them to accept donations (a suggested $2 for 15 minutes) for WiFi access. Participants from the Austin, Texas Front Steps Shelter wore T-shirts identifying themselves as “homeless hotspots.” Critics saw it as objectifying the homeless. But BBH Labs’ Head of Innovation Saneel Radia compares it to the street newspapers that homeless people sell (e.g., “The Big Issue”), which are generally well accepted by homeless advocates. “When we announced the plan, Mark Horvath (he founded Invisible People) ended up loving the idea and helped us figure out some of the mechanics of the project,” said Radia. The program is still in effect in Austin, but BBH appeared more interested in spearheading the idea, than in owning it or taking it national.
If it proves nothing else, Ford Motor Company’s venture into reality TV proves that at least one U.S. auto maker has money to spend. Ford is teaming up with NBC and an eight-time Emmy -winning reality producer for “Escape Routes,” a prime-time show that will air on Saturday nights on NBC and mun2 beginning March 31.
“Escape Routes” is a broadcast/interactive mashup, that features a cast of six teams of two participating in a road-trip competition with real-world challenges, all the while driving the new Ford Escape.
The Car Connection describes Ford as “not your typical automaker—especially when it comes to media onslaughts.” Car Connection credits Ford with choosing alternatives to splashy trade-show reveals, and with building excitement and anticipation for a new vehicle’s arrival. "Escape Routes" will run for six conescutive weeks and wrap in May, just as the new Escape arrives in dealerships.
“Escape Routes” will air for six consecutive episodes, and will be hosted by reality TV personality Rossi Morreale who has hosted “a variety of network and cable TV programs” (all short lived—do you remember “Belly of the Beast?” “Celebrity Drive-By?” “Temptation?”). The show airs Saturday evenings at 8 P.M./ET on NBC and will also air on mun2, bicultural cable network for young Latino Americans, Saturday nights at 11 P.M./ET. This is the first time Ford will air a series using both a general market broadcast and bilingual cable network.
“Escape Routes” bears some resemblance to the 11-year-old “The Amazing Race,” which is no accident. It is produced by eight-time Emmy Award-winning producer Elise Doganieri, who is also behind “The Amazing Race.” She says of the interactive element, it is “designed to engage viewers throughout the show and encourage them to participate in the challenges…the real-time twist where consumers have the ability to follow their favorite team in the digital space.”
“Escape Routes” pits the six two-person teams (the usual mix of 18-30 year-old hipsters, boffins, model-types and brother/sister teams) against one another in real-world challenges as they arrive in a new city in each episode. The journey begins in Los Angeles before heading to New York, Atlanta, Miami, San Francisco and Las Vegas/L.A. At each stop, the teams will engage with online followers and “tap into the fabric of the local culture.” Viewers will be able to interact with and compete alongside the six teams throughout their adventures at escaperoutes.com. “Not only will viewers be able to follow along in real time, but followers will have the ability to impact the outcome of the game,” said Donagieri. Fans will be able to talk to the cast, Rossi and the Ford and NBC team behind the program on March 8 at 3:30 P.M. EST via a Google Hangout.
It will be interesting to see how NBC treats the show if it tanks in the ratings. As a prime time infomercial, it is likely to complete its six-show cycle regardless of its ratings draw.
- Travel Channel has released the network’s first travel guide application, available now on iTunes. The app, entitled the “Travel Channel Layover Guide With Anthony Bourdain,” “weeds through the cluttered digital travel space,” says the network. The app combines the curated tastes of the network’s Emmy-winning host, Anthony Bourdain, with practical tools to help users create their own Bourdain-inspired excursions in one of 10 major cities, including Amsterdam, Hong Kong, London, Los Angeles, New York and Rome, among others. For $1.99, users can customize a trip, from an afternoon pub crawl to a week-long immersion of food, drink and fun.
- ESPN is claiming its most-watched men’s college basketball season, both on cable and online. Throughout the regular season, college basketball content across ESPN.com, the ESPN mobile Web and ScoreCenter delivered 1.6 billion total minutes and 283 million visits, up 16 percent and 5 percent respectively compared to the previous season. Additionally, college basketball regular season games on ESPN3 and WatchESPN across computers, smartphones and tablets logged 455.9 million minutes, up 56 percent compared to ESPN3 on computers the previous season. During the season, it logged its most watched college basketball game ever on February 8 with 4.4 million minutes generated across computers, smartphones and tablets for the March 3 Duke vs. North Carolina game.
- It seems that Facebook “F” or Twitter “T” makes us feel watched, and influences our online shopping. So found researchers from the University of Miami School of Business; Empirica Research; and Stylecaster Media Group, as described in BizReports. The researchers found that buyers who felt proud to be associated with a brand were 25% more likely to make the purchase with the icons present; the subtle message is “Look at me! I’m buying luxury goods!” or eco-friendly goods, and so forth. Conversely, shoppers are 25% less likely to make a purchase they deem embarrassing (perhaps cheap goods, “marital aids” or medications at an online pharmacy) with the icons present. The shoppers presume less privacy.
- The U.S. Justice Department plans to sue Apple and five of the biggest U.S. publishers in an antitrust suit, reports the Wall Street Journal in an exclusive. The Department charges those publishers with colluding to raise the price of electronic books, according to people familiar with the matter. The defendants include Simon & Schuster, Hachette Book Group, Pearson PLC’s Penguin Group, and HarperCollins Publishers. Several of the parties have held talks to settle the case and head off a court battle. The WSJ speculates that the result of this case will be less electronic books.
- AllTwitter, the “Unofficial Twitter Resource” run by MediaBistro, has released a compelling infographic on the influence of social media in the beauty industry. Consumers spend an estimated $59 billion on beauty products annually, and engage with or shop for the brands through Facebook and Twitter. The Sephora brand (both cosmetics and its retail stores) has, for example, more than 2.7 million Facebook followers, and lead the cosmetics industry in Twitter fans and followers. No speculation as to just how much the social media presence drives sales.
Perhaps direct email marketing is not as quaint as we have come to believe.
As eMarketer reports, 57% of “brand advocates” who share their enthusiasm for a particular brand, prefer to do so through email. Another 35% does so through Facebook. The task for marketers and advertisers is to make those direct emails and Facebook ads easy to share. Brand advocates may of course simply forward a link or a screen capture in an email. But this data suggests that identifying those advocates through media like Facebook, then targeting those advocates directly with an email, will perhaps tweak an already strong brand ambassador to act on the advertiser’s behalf.
Brand advocates are what eMarketer calls a “volunteer army of supporters who disseminate recommendations to friends and family.” eMarketer was reporting on a January 2012 study from the Social media influencer and advocacy company Zuberance, which observed that that U.S. Internet users are making more recommendations than ever before, and across industries; they may recommend a consumer electronic (the most common category), restaurants, beauty products or services like insurance. On average, the influencers surveyed made nine recommendations per year, and 16% of them made more than 15 recommendations.
Zuberance describes individuals who make more than one recommendation a month as brand advocates, and observe that this category is growing. As of January 2012, 68% of Internet users were in this category.
When it comes to the types of recommendations they make, Internet users talk about technology most often, at 25%, followed by restaurants and dining (15%), and entertainment and leisure (14%).
The Zuberance study also found that 67% of brand advocates were comfortable recommending brands, products and services related to both professional and personal purchases.