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Toyota, Unilever Among First Buyers For Interactive Xbox NUads

Published 1 year, 10 months ago

Microsoft Corp has announced the general release of its NUads on Xbox LIVE. Among the first buyers are Toyota, Unilever and Samsung Mobile USA, which are developing NUads campaigns to stream on Xbox LIVE this fall. NUads advertisements transform standard 30-second TV spots into actionable experiences using the power of voice and gesture controls of Kinect for Xbox 360.

Engagement is what makes the ads different, said Ross Honey, general manager of Xbox LIVE Entertainment and Advertising. "We developed NUads to breathe new life into the standard 30-second spot. With NUads, brands can get real-time feedback from audiences, making TV advertising actionable for the first time."

Microsoft released a sneak peek of some of the first NUads that will air on Xbox LIVE this fall, including Toyota’s "Reinvented" ad campaign that premiered during Super Bowl XLVI, and which promoted the reinvention of the 2012 Camry. The ad marked Toyota's return to Super Bowl advertising. Today, Toyota is reinventing that campaign for Xbox LIVE, adding a layer of interactivity enabled by NUads. In this version of the "Reinvented" ad, Toyota asks viewers what they would like to see reinvented. Viewers can then respond using Kinect-powered voice or gesture controls. This gives Toyota valuable feedback it can use for its next campaign.

At first glance—a little underwhelming, according to Adweek. NUads on’t seem to innovate beyond TiVo and Cablevision ads that allow viewers to request more information from or respond to questions from advertisers, or even buy things. Still, with NUads, viewers can respond with hands or voices, rather than just remotes. “I would hope the launch of NUads leverages the platform,” Brandon Berger, chief digital officer of Ogilvy & Mather Worldwide told Adweek. But Microsoft counters that it cannot ask TV advertisers to create Xbox-specific spots: NUads can be created from an existing TV spot.

Good enough for Toyota. "The creative possibilities of NUads are endless. We can take a 30-second TV spot and customize it for NUads to get an immediate response from Toyota's customer," said John Lisko, executive communications director at Saatchi & Saatchi LA for Toyota. "It allows customers to participate with our advertising, which is really exciting. The interactivity of NUads is leading the industry and changing the way we're connecting with our customers."

Also good enough for Unilever, which owns the Axe brand. Following on the successful campaign for the launch of Axe Attract for Him and for Her, Axe — called Lynx in the U.K. — will be one of the first brands to turn the digital ad into a NUad with Xbox. The creative centers around a cops-and-robbers setup with the tagline, "Nothing will ever be the same again." Using the new format, Lynx will ask the audience if the Lynx Effect should be given to girls. Viewers will have the option of voting "Yes, of course" or "No way" using hand gestures or a simple voice command.

"NUads and the gesture- and voice-based Kinect technology have great potential for creativity. What we're seeing now is at the very early stages of what we could do. And as always, we're keen to continue to explore more ways of inviting our consumers to get involved with our brands," said Babs Rangaiah, vice president of Global Media Innovation at Unilever.

Microsoft Advertising is claiming a younger, male-skewing and decently-wage-earning demographic for its Xbox LIVE advertising. Some figures:
•61 percent male
•39 percent female
•70 percent 18-34
•20 percent 35-44
•88 percent have a household income of greater than $30,000
•37 percent have a household income of greater than $100,000

Rovi Releases Connected TV Analytics Tool

Published 1 year, 10 months ago

Rovi Corporation has launched Rovi Analytics, a new reporting tool that aimed at providing extensive metrics to enable agencies and brands to comprehensively measure TV advertising buys. Combining critical measurements including uniques, impressions, and time spent, Rovi Analytics is designed to drive greater accountability for advanced TV advertising campaign performance.

Rovi Analytics extends measurement capabilities from service provider set-top boxes as well as connected television and video devices, providing extensive campaign performance reports for agencies and advertisers that buy inventory on the Rovi Advertising Network. The advanced reporting capabilities can combine census-level measurement with key metrics such as uniques, impressions, clicks, time spent, video views and user actions within micro-sites, to provide a comprehensive view of campaign results across the multiple digital platforms Rovi serves. These key performance metrics, which can be filtered by a range of criteria including daypart and geography, will enable advertisers to clearly measure the effectiveness of advanced TV ad units, the company claims.

“Connected TV devices are not only transforming the entertainment landscape, they are also set to fundamentally reshape existing TV advertising models,” said Jeff Siegel, senior vice president, Worldwide Advertising, Rovi Corporation. “The Rovi Advertising Network was one of the first platforms to enable companies to develop and test campaigns on new Internet-enabled platforms. Since initial launch, we’ve conducted extensive research to help advertisers sharpen campaigns, increased our Network scale by forming new relationships with service providers and device manufacturers, and added a range of pioneering ad functionality. Now, with the addition of comprehensive reporting tools, Rovi offers the end-to-end toolset agencies and brands need to deliver high-impact TV ad campaigns with measurable results.”

The Rovi Advertising Network targets advertisers, agencies and brand marketers, and provides scalable, measurable, and interactive TV advertising options which the company claims are "tightly integrated into consumers’ entertainment search and discovery experience." Rovi Advertising Network clients include leading brands like BT, Carnival, Channel 4, Ladbrokes, Red Bull TV, and Twentieth Century Fox. In addition to supporting a range of set-top boxes, the Rovi Ad Network has secured placement on connected TVs and Blu-ray Disc players including new and in-market models from Panasonic, Samsung, Sony, and Toshiba.

Microsoft with Xbox Pulls Ahead In Connected TV, Delivers 35 More Stations

Published 1 year, 10 months ago

“What if your tablet or phone knew what you were watching on TV and presented bonus features without you having to lift a finger?” asks Microsoft. To kick-start the Electronic Entertainment Expo (E3), Microsoft yesterday unveiled the Xbox SmartGlass, an application for Windows 8, Windows Phone, and other portable devices that connects phones, PCs and tablets with the Xbox 360 console “to make your entertainment smarter, more interactive and more fun.”

Users will, for example, be able to use a tablet to call up a play in the game "Madden NFL" and then play it on a TV screen, or, control websites on a TV using the tablet's touchscreen.

This solidifies Microsoft’s “head start in the battle for every screen,” describes The New York Times. Apple’s iPhones, iPads and and computers are well connected, but Microsoft has sold 67 million Xbox 360 video game consoles and has more than 40 million active Xbox Live members. The company claims its video consumption has grown by 140 percent each year on the Xbox since 2008.

Forbes calls Google and Apple “wild cards” in the connected TV race. “Google’s first connected TV got lots of attention, but little sales,” but it will try again this summer with models from LG, Samsung, Sony and Vizio. Apple’s smart TV may or may not be out by the end of the year: Apple has been shopping hardware providers and contract manufacturers, but rumor has it the Apple TV will cost in excess of $1,000. The Xbox allows you to keep your old one.

IE for Xbox
Microsoft will launch Internet Explorer for Xbox this fall in all countries where Xbox and Xbox LIVE are available. Between the Xbox, the Kinect gaming platform and Xbox SmartGlass, Microsoft claims users will be able to surf the Internet voice control, and navigate using mobile devices for “an incredibly easy Web browsing experience on the television.”

Entertainment Via Xbox
Adding to the current catalog of customized sports, TV, movies and music apps from TV and entertainment providers, Microsoft is claiming that Xbox will become “your home for sports,” with NBA Game Time, NBA.com League Pass Broadband (U.S.), NHL GameCenter LIVE and ESPN, including the "SportsCenter" and "SportsNation" properties, plus NFL, MLB and NBA coverage.

Finally, Microsoft announced 35 new content partners (both audio and video) launching on Xbox over the next 12 months, which include Comedy Central Stand Up; Nickelodeon; Paramount Movies; The Weather Channel; and Univision, the Spanish-language channel (and the first Spanish-language channel on Xbox Live).

April Internet Audio: Leaders Unchanged, But Big Year-Over-Year Gains

Published 1 year, 10 months ago

Triton Digital has released its monthly Internet audio Top 20 Ranker for April 2012. Slacker is up, CBS and Cumulus are down, and Pandora still leads.

The Ranker is a listing of the top-performing Internet audio stations and networks measured by the Webcast Metrics audience measurement platform. As Radio Ink details, the top five companies remain unchanged for March and April, and include Pandora, Clear Channel, CBS, Cumulus and Slacker. Based on measurements from 6 A.M. to 8 P.M. Monday through Friday, Slacker radio listenership jumped from 51,674 in March to 63,069 in April. Both Pandora and Clear Channel were slightly up, and CBS and Cumulus were down.

So not a lot of movement among the top five, but as Inside Radio describes, April’s Triton Digital Webcast Metrics report shows “in dramatic fashion” the hockey-stick growth internet radio listening has experienced over the last year. For the first time, Triton Digital measured more than 2 million “Average Active Sessions” among the top 20 webcasters in one month, representing a 71% increase over April 2011.

Pandora alone is up 119% to 1.37 million sessions over April 2011, and Clear Channel is up 94% to 246,000. Slacker is up 60% year-over-year (YoY) to 63,000

Webcast Metrics’ Average Active Sessions (AAS) are defined as “Total Listening Hours (TLH) divided by hours in the reported time period.” The “Domestic” Ranker quantifies listening done inside the U.S. based on log-based information provided by the station, this report is not MRC accredited. The “All Streams” Ranker merely verifies the quantity of streams without qualifying where they are being consumed.

Ace Metrix: Funding Round Tops Off Month Of Wins, Product Releases

Published 1 year, 10 months ago

Ace Metrix, which bills itself as “the new standard in television and video analytics,” has announced the completion of an $8 million round of financing from WPP, Hummer Winblad Venture Partners, Leapfrog Ventures, and Palomar Ventures. Ace Metrix will use the new funds to further accelerate its rapid growth, continue its focus on innovation and product development, and expand into new markets.

The company claims 25% of national television advertisers as clients, and is aggressively pursuing 100% growth through 2012. Just a week ago, Ace Metrix added Samsung to that client roster: Samsung has subscribed to the company’s Ace Metrix LIVE platform, which provides immediate delivery of Ace Scores and the 12,000+ associated data points for every ad in the competitive mobile devices category. Samsung also signed on to use the Ace Metrix PRE service to test ads prior to release, which gives Samsung the ability to adjust creative or media placement using detailed demographic, ethnographic, and psychographic data.

Just two weeks ago, Ace Metrix introduced Ace Metrix TARGET, which allows advertisers to identify specific key audiences and access creative ad performance data for their ads and their competitors. Ace Metrix TARGET adds a layer of granular intelligence to Ace Metrix LIVE. TARGET leverages the same methodology and scoring dimensions of Ace Metrix LIVE, but augments it with specific demographic, ethnographic, and psychographic profiles. As Peter Daboll, CEO of Ace Metrix described, TARGET provides “Exceptional detail and surprising degrees of comparability about how ads perform among critical targets such as technologists, automotive intenders, gamers, and business travelers– for their ads and their competitors’.”

“Ace Metrix continues to impress us with their ability to push the envelope on innovation,” said Pete Sinclair, Managing Director, Leapfrog Ventures, and Managing Director Ann Winblad of Hummer Winblad Venture Partners remarked that “Ace Metrix delivers highly valuable and actionable analytics to the $71B TV advertising sector and the emerging video advertising segment. This is a substantial market opportunity and Ace Metrix has taken the leadership position.”

ur services by many of the most respected brands in the industry – a list that represents the top 25% of national television advertisers," said Peter Daboll, CEO of Ace Metrix. "We are on track to continue our 100% growth rate through 2012 and this new financing will allow us to further extend our portfolio of products and services to key adjacent markets while scaling our business infrastructure and sales and client services teams to meet the demands of our clients.”

Viacom: Social TV Must Offer Content, Communication, Comments

Published 1 year, 11 months ago

Viacom has unveiled the results of a new study exploring the social TV phenomenon through the lens of the viewer. While fairly nascent, social TV and co-viewing trends represent a shift in TV viewing from what Viacom calls a “lean-back” to a “lean-forward” experience. If there is a takeaway for advertisers, it is that those “behind the scenes” streams, additional scenes and blooper reels that networks run on their websites are pretty valuable ad real estate.

Viacom finds that viewers engage in an average of seven different types of social TV activities – online or offline – on at least a weekly basis. The most common activities include watching TV with others (85%), searching for supplemental content (61%) and viewing TV show clips on social networks (58%). The new research reveals that consumers engaging in social TV activities "C's the moment" primarily by communicating, consuming content and checking comments.

The two-phase study involved 24 ethnographies in Boston and San Diego with VMN viewers aged 13-52 that engage in social TV activities on at least a weekly basis. National online surveys were conducted with over 1,500 VMN viewers aged 13-54. When asked what social TV means to them, the most commonly reported words were "interactive," "friends" and "Facebook "or "Twitter." The leading source of discovery of social TV services is through search (38%), followed by social networks (26%) and ads run on shows (22%).  

"One of the main goals of this research was to understand how to inspire social TV activity among our audiences," said Colleen Fahey Rush, Executive Vice President and Chief Research Officer, Viacom Media Networks. 

Content
Content is king for social TV users. Viewers want something special from their social TV services rather than commoditized content that can be found through online searches. The number one request for content is full-length episodes (88%), followed by sneak peeks of new episodes (75%), and behind-the-scenes extras (71%) and highlight clips (71%).

The majority of TV socializers are interested in rewards with real value, like free merchandise or signed cast photos. When putting aside the material aspect, virtual rewards offer an emotional pay-off, described as being similar to the feeling when 'liked' on Facebook. Trivia and casual games related to a show are of greater interest if they offer some kind of reward. Real fans want to have their knowledge and skills tested, and expect the game to be challenging.

Communication
Communicating is a top priority for social TV users. Many respondents described cobbling together unique communication systems to interact with different social circles while watching a show. "When I'm watching Jersey Shore, I have Facebook chats with 10 friends and I'm texting a dozen people, and I can be on the phone to my best friend," said one participant.

There is no one-size-fits-all in terms of chat options. Of those interested in chat features, 56% prefer communicating through the social TV app/service, 53% through Facebook, 50% through individual or group texts and 38% through Skype or Apple FaceTime. For those that use check-in services, 71% check in to a show to let their friends know and 64% check in to let other fans of the show know. Check-in services are a unique way of communicating viewing activities while simultaneously encouraging others to tune-in and join a shared experience.

Smartphones dominate the use of social TV apps at 82%, trailed by tablets at 18%. For services that are delivered via HTML websites and associated apps, 52% of usage occurs on smartphones or tablets, followed closely by desktop or laptops at 48%.

Comments
Social TV users check comments about their favorite shows for a variety of reasons. Comments provide a different point of view, can pick up on something a viewer may have missed on their own and most importantly, create a direct connection between fan and show. "I love reading Daniel Tosh's tweets while watching Tosh.0. It gives the show a whole other dimension," said one survey respondent.

Not all sources of comments are equally valued. The number one source viewers want to hear from is a show's cast and crew, followed by the people they know. Audiences are sensitive to the quality of comments from a show's cast and crew – they look for authenticity and prefer the star(s) to be in character.
Social TV Users "C's the Moment" During Live Viewing

"Viewers C's the Moment" reveals that live TV show viewing unlocks the real value of social TV services and co-viewing activities. Features relating to communication, content and comments are twice as likely to be used during live than time-shifted viewing. Social TV enthusiasts reported feeling "left out" of the conversation if they missed a live airing.

One respondent said, "I'm most likely to engage with Social TV networking when it's live. So when a new show comes on, I'm very likely to check-in just before the show, see comments from other people, [and] make my own comments during the show as well."

Social TV activities also increase directly after a live show, when viewers can access exclusive content like sneak peeks without interrupting the live viewing experience. "I go to the website and watch the director's cut…after it airs as I like the extra scenes. I like to feel that I am getting something extra and it extends the show," said a participant.

Social TV can also help foster show discovery. Features like check-ins, viewer comments and shared video clips help viewers discover shows, incentivize them to watch and encourage them to join the live conversations.

ESPN Upfront: Heavy on Digital, Authentication, New Films, Advertiser Value

Published 1 year, 11 months ago

ESPN presented its annual upfront yesterday, with a heavy emphasis on authentication, apps and delivering advertiser value. While the networks struggle to create social TV experience, CNN will likely be the first to make it a norm.

At the same time, ESPN Films announced that it will resurrect its 2010 hit series of sports-oriented films 30 for 30.

As Ad Age reports, Eric Johnson, ESPN's exec VP-multimedia sales, promised advertisers more targeted reach through its digital properties including the espnW platform for female sports fans; a new ESPN radio app for both the iPhone and iPad; ESPNFC, a global soccer destination; and a partnership with Twitter that will start with the NBA Finals.

Johnson claimed as well that with the Watch ESPN authenticated TV Everywhere app (introduced last year), ESPN now reaches 40 million homes, a number it expects to double before 2013.

Of course, few networks have the budget of ESPN, and "Modern Family" fans are hardly as rabid as NBA fans. But ESPN sets the bar for cross-media convergence.

30 for 30 Vol. II
ESPN Films has announced the return of the Emmy-nominated and Peabody Award-winning 30 for 30 film series. As with the first series, which included collaborations with acclaimed filmmakers such as Peter Berg (“Kings Ransom”), Barry Levinson (“The Band That Wouldn’t Die”), Ice Cube (“Straight Outta L.A.”) and Academy Award-winner Barbara Koppel (“The House of Steinbrenner”), ESPN Films will once again partner with a wide array of filmmakers to tell inspirational sports stories. 30 for 30 Vol. II is scheduled to premiere in October.

“30 for 30 was conceived as a finite collection and when the original series ended in December of 2010 with ‘Pony Excess,’ we had underestimated the strength of the connection fans had made between sports documentaries and the 30 for 30 brand,” said Connor Schell, vice president of ESPN Films. “We’re proud to have created a brand that has become synonymous with quality sports storytelling and we see value in bringing back a second collection of 30 films.”

In addition to a second slate of 30 feature-length documentaries, ESPN Films will broaden its scope to support a whole new crop of stories with the creation of 30 for 30 Shorts – a 30-part digital short film series. 30 for 30 Shorts will be similar to the feature-length films in that each piece will represent a specific point of view of the filmmaker and will be a reflection of how they blend the narrative with their own visual style. Beginning in September, a new short film will debut monthly on Bill Simmons’ Grantland.com. A 30 for 30 Short entitled “Here Now” about Pete Rose is currently online as preview of the series.

Volume II of 30 for 30 will have a much more defined multimedia component through closer integration with Grantland.com by featuring filmmaker podcasts with Bill Simmons, topical oral histories, in-depth features and more.  Each feature-length film and digital short will be complemented with a long-form written piece on Grantland.com that deepens the experience with additional context.

Films scheduled to air as part of 30 for 30 Vol. II include:

  • “Benji” about 17-year-old NBA prospect Ben Wilson whose life was tragically cut short;
  • “Broke,” a documentary about pro athletes sucked into bad investments, stalked by freeloaders, saddled with medical problems;
  • “Bo Knows,” another documentary about the marketing of pro athletes like legendary sports figure Bo Jackson;
  • “The Season of Their Lives,” about the 1982-83 North Carolina State Wolfpack basketball team.

Social TV Via Twitter

ESPN announced a strategic collaboration with Twitter that it believes offers fans and advertisers unique, interactive programs around major sporting events, beginning with the upcoming NBA Finals. The effort will be promoted across Twitter, ESPN networks, ABC and ESPN’s broad array of digital assets, including ESPN.com and ESPN Mobile.

Each program will be co-created by ESPN and Twitter, beginning with GameFace – the first effort, which will be focused on the NBA Finals.  GameFace will be seamlessly integrated throughout the live ABC broadcasts and ESPN’s NBA Tonight programming with a dedicated Twitter hashtag #GameFace.
Fans will be encouraged to tweet photographs of their “game face” throughout the finals.  At the conclusion of each game, NBA Tonight analysts will highlight the competition and reveal the best photographs on-air.  The best photos will also be featured in a photo gallery on ESPN.com/NBA.
“Working together, ESPN and Twitter are giving marketers a clear and powerful way to link on-air and online social conversations around sports,” said Joel Lunenfeld, Twitter’s Vice President of Global Brand Strategy.  “It’s the first time advertisers can engage the audience around ESPN’s premier content across screens and where the conversation is happening on Twitter.”

Added Ed Erhardt, president, ESPN Global Customer Marketing and Sales, “Advertisers and marketers have been asking for meaningful opportunities that tap into the power of social media. We know fans use ESPN and Twitter as their main source for content and connectivity. By taking that scale and combining it with the passion of sports fans, this program answers the value equation of social media while providing a new way for fans to engage with ESPN.”

On Twitter, #GameFace will be supported through Twitter’s Promoted Products suite (including a Promoted Trend during the Finals), and the experience will be plugged on the @NBAonESPN Twitter handle.

ESPN Radio
The latest version of the ESPN Radio app for iPhone, iPad and iTouch provides both live and on demand content, and includes a new feature that allows fans to build their own sports stations. Versions for Android and Windows 7 smartphones are slated to launch later this summer.

“This latest version of the ESPN Radio App builds on our promise to deliver the best sports audio content across any device,” said Marc Horine, Vice President, ESPN Digital and Print Media. “With this update, fans now have complete control over their listening experience as the app provides the functionality to customize specifically by sports, teams and athletes they care most about.”

Beginning today (May 16), fans can download the premium version of the app at no cost for a limited time. After that, for a one-time fee of $4.99, fans can access the full experience of the app, complete with the new personalization features and enhancements. The premium app will continue to give millions of ESPN Radio listeners access to live radio streams from more than 35 ESPN Radio stations, fan favorite shows like “Mike & Mike in the Morning,” “The Herd” with Colin Cowherd, “Waddle & Silvy” (Chicago) and “The Michael Kay Show” (New York), plus select play-by-play broadcasts, live scores and text messaging. 

ESPN Radio launched its first app in September 2009 and has since been one of the top paid sports apps in the marketplace.  Additionally, it was named Best Radio App by Radio Ink Magazine at the Digital Convergence Awards in May 2011.  The ESPN Radio App is available from the App Store on iPhone, iPad and iPod touch or at www.itunes.com/appstore.

New “NBC Politics App” For iPad, iPhone

Published 1 year, 11 months ago

NBC Politics today launched a new app for iPad and iPhone that brings users inside the 2012 election with a collection of videos, reports, and interactive tools, graphics and games from the best team in politics.

NBC promises a seamless advertising experience through Zumobi’s new rich media mobile ad platform. Through the Zumobi Brand Integration (ZBi) platform, NBC Politics offers brands an immersive advertising experience that is "organic and complimentary to the app design." The NBC Politics App is sponsored by Nissan and Liberty Mutual Insurance. The app is available for free from the App Store.

The NBC Politics App "delivers the power of NBC News’ political reporting right to your fingertips – anytime, anywhere," NBC said in a statement, and from trusted journalists like David Gregory, Chuck Todd, Andrea Mitchell and the network’s deep bench of correspondents and contributors. NBC News

NBC Politics is now available on-air on NBC News, online at NBCPolitics.com and on mobile with iPad and iPhone, offering users a multi-platform experience of the political landscape. “With all eyes on the 2012 election, the NBC Politics App delivers the best political content and reporting – wherever you are. This all-access, easy-to-navigate resource puts the full power of NBC News in your hands, from the top headlines and stories to innovative features that allow serious political junkies to dig even deeper,” said David Gregory, moderator of NBC News’ “Meet the Press.”

“We’re excited about offering this interactive, up-to-the minute experience for the depth of our political coverage this election season,” said Jennifer Sizemore, msnbc.com general manager and editor-in-chief. “The expertise of the NBC Politics team is the essential ingredient for this app, which is another entry in our strategy to give our audience what it needs, wherever and whenever it needs it.”

The NBC Politics App features Include:

  • Video: Agenda-setting interviews and reports from “Meet the Press with David Gregory,” “The Daily Rundown with Chuck Todd,” “Andrea Mitchell Reports,” and NBC News’ entire line-up of trusted news broadcasts and platforms
  • Battleground Map: an interactive map that gives users the tools to test potential electoral vote outcomes. How do different state election outcomes add up to 270 electoral votes needed for victory? Users can test out different scenarios, play along with NBC News political experts and create personalized outcomes with the chance to see their map on-air or online.
  • Tip Sheet: A round-up of the day’s most memorable, must-know moments and headlines
  • Live Election Results: Real-time results as they unfold.
  • Candidates: Details about each presidential candidate through in-depth profiles and headlines related to each candidate
  • Share: A feature to share articles on Facebook and Twitter and to follow @NBCPolitics for the latest updates and exclusive reports

 

Yahoo: Optimize Travel-Related Search Ads Now

Published 1 year, 11 months ago

“Advertisers in the travel industry need to increase their online footprint in order to keep up with this ever growing audience,” wrote the online ad team at Yahoo! Their 2011 data revealed that travel-related searches begin climbing in May and peak in July, suggesting now is the time to optimize online ad accounts for the season. Yahoo! offers these tips

Yahoo! offered some specific tips from its search-ad experts:

  • Ensure your keyword coverage: Analysis of travel keywords used by adCenter advertisers reveals that the highest click-through rates (CTR) are found in longer keyword entries that include the destination and an offer (e.g., "Hawaii all inclusive vacation packages"). Even if the destination was not included, terms like "all inclusive vacation" or "last minute vacation" still have strong CTRs.
  • Book Insurance for your Ads: Like travel insurance, a robust list of negative keywords will, for example, prevent your ad from being shown for searches related to cruise ship accidents or other such incidents.
  • Know what's popular: Yahoo's Search Query Performance Report shows exactly what queries a Bing or Yahoo! Search user entered in relation to a keyword. The report helps you identify additional keywords to bid on and provides a list of potential negative keywords to exclude unwanted traffic.
  • Go Mobile: Analysts estimate that the number of U.S. mobile users booking via mobile will nearly double from 2010 to 2012, from 8.7 million to 15.1 million. Duplicate your search campaigns to target mobile devices, and reach these searchers while they are on the road.
  • Plan ahead: In a 2011 survey commissioned by the Mark Travel Corp., 19% of respondents booked trips six or more months in advance, compared with 16% in May 2010. That type of traveler has already made summer plans, but are booking their fall and winter trips now. 

Nielsen Releases Primetime Trends By Ethic, Gender Demos, Second Screen Habits

Published 1 year, 11 months ago

Nielsen Company released some intriguing demographic data, from part 2 of its “State of the Media Spring 2012” report—this part presenting an in-depth look at usage by demographic (ethnicity, gender and age).

White TV viewers use their DVRs at twice as much as any other group on a daily basis for time-shifted viewing; yet Asians watch the most timeshifted content as a share of overall TV time.

Among the online destinations for streaming TV content, Hispanics are most likely to watch on Netflix (still no advertising opportunities), where Asians are most likely to watch on Hulu and black viewers on YouTube (both ad friendly).

Other findings:

  • Teens used a gaming console for an average of eight minutes during primetime, more than twice as much as the general TV population.
  • When watching TV and using their tablet computers simultaneously, male tablet users were more likely to look up information related to a TV program, and females were more likely to up look info related to a TV ad.
  • Females spend 61.2% of timeshifted viewing during primetime to watch dramas.
  • Females spend 46.9% of real-time viewing watching drama, versus 34.5% for men.
  • Females spend 13.5% of their time viewing sports, versus 32.7% for me. 
  • Online adults aged 25-54 are 23% more likely than the average U.S. Internet user to follow a brand via social networking and 29% more likely to purchase a product online that was featured on TV.

That eight-minute figure for teens and gaming seems low, frankly. Few games can be played in eight minutes. Presumably, that average is dragged down because teens who spend zero minutes on gaming outnumber those who spend hours at a time.