Perhaps a Facebook page qualifies as marketing versus advertising, but brand ads clearly belong front and center, and on the brand's Facebook page. Social media analytics provider Simply Measured reports considerable boosts in engagement for brands using the Facebook Timeline format, and for brands using photo and video.
Simply Measured surveyed the Facebook Fan Pages of 15 early adopters to compare engagement rates before and after implementing Timeline. It observed that brands get 46% more engagement per post when they upgrade to Facebook Timeline. Facebook promised on February 29th that Timeline would help “showcase brand’s unique stories and identities” and improve how consumers interact and engage with their favorite brands.”
Of those 15 brands, Livestrong showed the highest boost, with 161% engagement per post, followed by Toyota with 156%, Humane Society at 83% and Red Bull at 70% lift in per-post averages.
The posts tend toward fan uploads for Livestrong, but Toyota leans toward photos, videos and house ads. The Timeline redesign, says Simply Measured, “is much more visual, focused on interactive content, and provides new features that give brands more control over how their Fan Page looks and feels.” Photo and video in particular attract engagement, once again making a Timeline ripe for brand advertisements.
Comparing averages before and after, Simply Measured observed:
- 14% Increase in Fan Engagement
- 46% Increase in Content Engagement
- 65% Increase in Interactive Content Engagement (Video and Photo)
Microsoft’s Peter Yang on the company’s Microsoft Advertising blog site described numerous changes in location targeting, aimed at improving campaign performance.
“To optimize targeting in the U.S. and Canada, we will remove about 10,000 cities from adCenter targeting in May. Because these cities have seen no measurable traffic, this change will have no negative impact on the performance of your campaigns.” Users targeting a city that will be removed are advised to update settings to target a city supported by adCenter to gain more traffic. The company offers a spreadsheet of those areas (see above link), which lists 10,807 locations, plus their alternates. Someone in Flordell Hills, Missouri for example will switch to nearby Ferguson.
In answer to some FAQS about the changes:
Will this change have any negative impact on my campaign / ad group performance?
No. You are likely to see an increase in impressions if you switch your targeting to a city supported by adCenter.
Do I need to make any changes for campaigns / ad groups that are targeting multiple cities, some of which will no longer be supported by adCenter targeting?
No. adCenter will simply remove the non-supported cities from targeting options and your campaign/ad group will continue to serve ads on other targeted locations.
When will this change occur in May?
Microsoft plans to remove the non-supported cities from adCenter targeting in mid to late May.
Will this change affect other countries outside of the U.S. and Canada?
No. In May, Microsoft only plans to remove non-supported cities in the U.S. and Canada from adCenter targeting options.
The Food Network has announced a full slate of 35 returning shows, 22 new series and specials. The network staggers its premieres through the year, so the programming slate takes off immediately.
One of its more exciting offerings is the documentary “Hunger Hits Home,” airing April 14th at 8 P.M. ET/PT. Jeff Bridges narrates this first-hand look at child hunger in the U.S.
Food Network is 70% owned by Scripps Networks Interactive, 30% by The Tribune Company. Scripps does not detail its TV demographics, but describes its FoodNetwork.com demos as follows:
- 69% Female
- 63% Adults 25-54
- 38% College Grad/Post Grad
- 39% 2+ children in home
- 71% own residence
- Median Age: 46
- Median Household Income: $72,601
- 55% prepared 5+ dinners at home in the past 7 days
- 71% of users agree that they get valuable information from FoodNetwork.com
- 72% are Grocery Decision Makers
- 54% have entertained at home in the past 30 days
- 48% of users agree FoodNetwork.com gets them to try new things
- 44% of users agree that FoodNetwork.com is a way to learn about new products
NEW SERIES PRIMETIME:
Series Premiere: Monday, April 9th at 11 P.M. ET/PT
Famous New York butcher and meat purveyor Pat LaFrieda brings Food Network viewers inside the fascinating and compelling world of Meat Men. Running Pat LaFrieda Meat Purveyors, a third-generation wholesale meat purveyor business, Pat, along with his cousin Mark Pastore, and his dad Pat Sr., supply more than 500 customers, including some of the most prestigious restaurants and bistros in New York City. Expanding from a small corner shop in New York City to a 35,000 square-feet facility in New Jersey, this growth comes with great pressure to maintain the high-quality product for which Pat has become known, and to manage the many hurdles that occur. Whether it’s last-minute requests, creating custom blends and menus for new clients, or navigating the personalities of a work staff, “Meat Men” takes viewers on a high-‘steaks’ ride with a side of humor, served medium rare.
Series Premiere: Sunday, May 13th at 8 P.M. ET/PT
“Cupcake Champions” pits 16 of “Cupcake Wars’” best and most memorable winners against each other in a tournament to name the ultimate cupcake champ. The series features star-studded, themed events including Spiderman: Turn Off the Dark, Glee, Madagascar 3, Pixar’s Brave and a special Food Network Star-themed finale. These bakers are the best of the best, but only one can fend off the challenges and survive the war to win $50,000.
Series Premiere: Monday, May 14th at 9 P.M.ET/PT
Steve Greenberg and Patrick Raymond are two “invention scouts”, scouring America in search of the next great kitchen invention. In each episode, they come across three home inventors who each believe they have a million-dollar kitchen gadget. Steve and Patrick put the inventions to the test ensuring they work as promised and determine whether there is a market for the idea. They will then choose one invention to bring to buyers in the retail manufacturing world to convince them to buy it and make the inventor’s dreams a reality.
Series Premiere: Friday, May 25th at 10 P.M. ET/PT
What happens in the food world when a bad employee starts to take down an otherwise thriving establishment or when restaurant owners suspect someone of not doing their job appropriately? They call in the Mystery Diners. These undercover operatives go into restaurants, bars and food service establishments with hidden cameras to find out what’s really going on when the boss isn’t around.
The New Anne Burrell Project (working title)
Series Premiere: June 2012
When top restaurants are in need of an executive chef – the critical employee who can make or break a restaurant – they turn to Anne Burrell. Each week Anne puts four candidates through the toughest job interview of their lives – testing everything from their culinary mettle to business acumen. It all ends with the biggest test of all: running the restaurant. After a grueling “interview” process, only the chef who serves up the most profitable and delicious dinner service lands the dream job as the restaurant’s new Executive Chef.
Bobby Flay’s Opening Night (working title)
Series Premiere: July 2012
Bobby Flay, critically-acclaimed chef/owner of 14 restaurants, offers his expertise to first-time restaurateurs. Bobby arrives just in time, stepping in to save restaurants from opening without all the crucial elements in place, hoping to prevent an opening night-nightmare. Without Bobby’s sage advice, the restaurants would have little chance to succeed, but with less than a week to opening the doors to customers, Bobby works with the restaurateurs to see their business start off on the right foot.
Chopped: Grill Masters
Series Premiere: Sunday, July 22nd at 10 P.M. ET/PT
Fire it up! Food Network blows the roof off "Chopped," traveling to the glorious Arizona desert for a breathtaking event. Sixteen grilling professionals face off in an old Western town in this captivating five-part tournament. The stage is set for the ultimate culinary feud, with astonishing mystery ingredients and tremendously talented competitors. Only four chefs can make it to the final fiery showdown, and when the dust clears, the greatest grilling pro of all will walk away with a $50,000 grand prize.
$24 in 24 Hours (working title)
Series Premiere: August 2012
Jeff Mauro (“Sandwich King”) takes an exciting journey through cities across America to show viewers how to experience great food at a great price spending only $24 in 24 hours.
Series Premiere: September 2012
In new series, Undercover Critics, Alex Guarnaschelli (“Chopped”), Troy Johnson (“Crave”) and Simon Majumdar (“Next Iron Chef”) go undercover as restaurant critics armed with hidden cameras to unfold the good, the bad and the ugly of established restaurants. Then, they give the owners new life and a second chance to improve on their violations before the review is actually published. After visiting the restaurant, the Undercover Critics give an anonymous tip to the owner letting them know they visited, but won’t write a review just yet. Instead, they give the owners a laundry list of things to fix, and the owners do whatever it takes to turn a bad review into a great one before it hits the press.
Series Premiere: October 2012
Welcome to the Sugar Dome, home to the most amazing food displays on earth. Each week, three teams comprised of three artists from different disciplines, battle it out to create never-seen-before, jaw-dropping masterpieces of food art. Renowned cake designers, chocolatiers, engineers, food carvers, window designers, candy makers and special effects experts will enter the Sugar Dome to determine who can create the most mind-blowing displays.
Blind Dinner Party
Series Premiere: October 2012
What happens when seven strangers – who come from completely different backgrounds, beliefs and views on everything – come together to break bread in the most dysfunctional family dinner imaginable? Comedian Margaret Cho headlines this bizarre social experiment to see if people from extremely disparate worlds can come together and find common ground through food.
NEW SERIES DAYTIME:
Trisha’s Southern Kitchen
Series Premiere: Saturday April 14th at 10:30am ET/PT
Music superstar and best-selling cookbook author Trisha Yearwood brings her family-inspired recipes and food traditions to Food Network this spring, with the premiere of the new daytime series Trisha’s Southern Kitchen. From preparing dishes from her childhood to planning a baby shower and family reunion barbecue, each themed show invites viewers into Trisha’s kitchen for her favorite meals, nostalgic stories and visits from family and friends. The six-episode series offers Trisha’s unique how-to tips and techniques for down-home dishes.
Home for Dinner with Jamie Deen
Series Premiere: Saturday, June 16th at 10:30am ET/PT
For Jamie Deen, it’s all about food and family. As a husband, father, and cook, Jamie puts his personal and professional skills to the test to create great family dinners. Jamie always welcomes a helping hand, whether his son Jack joins to make dessert or Grandma Ginny (aka Paula Deen) comes over to help put the finishing touches on the meal. In the Deen family, there’s nothing more fun that being Home for Dinner.
Sunny Travels (working title)
Series Premiere: July 2012
Sunny Anderson travels the country to discover the best home-cooked recipes she can find. From heirloom recipes for apple pie to undefeated family barbecue recipes, Sunny uncovers the secrets and the stories behind every dish.
The New Sandra Lee Project (working title)
Series Premiere: Fall 2012
Best known for her Semi-Homemade & Money Saving Meals, Sandra Lee will offer fans a new take on her cooking and entertaining tips.
RETURNING SERIES PRIMETIME
Season Two Premiere: Sunday, April 8th at 9 P.M. ET/PT
Food Network’s top-rated hit “Chopped All-Stars” returns for a second season filled with fan-favorite chefs, unexpected ingredients, and fierce competition for a $50,000 prize for charity. In each of the five themed episodes, hosted by Ted Allen, four specially selected chefs are challenged to create three masterful courses from ingredients in the mystery basket, ranging from beef tendon and crawfish, to black beans with queso fresco and chicken feet. “Chopped All-Stars” kicks off with Iron Chefs battling in the Chopped kitchen, followed by competitions between Food Network/Cooking Channel show hosts, Food Network Star finalists and “Chopped” judges. A rotating roster of top-notch judges will decide who gets “chopped” each week, leading up to a final showdown between the four episode winners, where the $50,000 grand prize to the winner’s charity of choice will be awarded.
Food Network Star
Season Eight Premiere: Sunday, May 13th at 9 P.M. ET/PT
“Food Network Star” returns to New York City with a revised format bringing returning favorites Bobby Flay and Giada De Laurentiis from behind the judges table to square off with new regular Alton Brown in a three-way team competition to find the next Food Network Star. Bobby, Giada and Alton, all television producers in addition to being culinary superstars, lead the charge to find and develop the new talent, each picking a team of five finalists, who they will produce and mentor through the ‘Star’ experience to find one winner who possesses personality and culinary chops. In another fresh twist to the series, the viewing audience will vote before the finale to determine who will receive the ultimate prize: their own Food Network show, to be produced by their ‘Star’ team leader.
Season Two Premiere: August 2012
The new season of “Extreme Chef” plucks America’s seven most fearless chefs out of their kitchens and drops them into the most extreme locations on Earth from the scorching deserts of California to exotic jungles on the other side of the world. With extremely limited supplies and ingredients, the chefs will have to flawlessly adapt as they face the most grueling and seemingly impossible culinary challenges ever devised to earn the title of Extreme Chef and a cash prize.
The Great Food Truck Race
Season Three Premiere: Sunday, August 19th at 9 P.M. ET/PT
“The Great Food Truck Race’s” third outing will have more drama, more twists, more strategy, but most of all, more dreams. Hosted again by Tyler Florence, this season’s not a competition between current food truck operators – it’s between people who desperately want to be. Eight teams of hopefuls will have their dream truck handed to them before they race from city to city trying to prove they have what it takes to own and operate a successful food truck, with the winning team will get to keep their truck and immediately launch their food empire.
Season Two Premiere: Sunday, October 7th at 9 P.M. ET/PT
Food Network puts viewers in the Halloween spirit serving up a deliciously scary series, Halloween Wars, for a second season. The four episode competition places five teams – comprised of cake decorators, candy makers and pumpkin carvers– working in unison to create the ultimate Halloween-themed display. One team is eliminated each week, with the winner taking home $50,000.
The Next Iron Chef: Redemption
Season Five Premiere: Sunday, November 4th at 9 P.M. ET/PT
This year on “The Next Iron Chef,” it’s all about redemption. Ten previous “Next Iron Chef” competitors with something to prove, compete to become a member of the most elite and exclusive club the culinary world offers, securing his/her spot in Kitchen Stadium.
RETURNING SERIES DAYTIME
The Best Thing I Ever Made
Season Two Premiere: Sunday, April 8th at 11:30am ET/PT
Acclaimed chefs, cookbook authors and Food Network personalities – people who have spent their lives obsessing over food – reveal not only what they love to eat, but what they love to make. From personal family recipes to dishes off their own menus, these food experts share their secrets and show viewers how to cook their favorite dishes.
The Pioneer Woman
Season Three Premiere: Fall 2012
Award-winning blogger and best-selling cookbook author Ree Drummond brings her signature wit and down-home recipes to Food Network for a third season. Shot on location at her Oklahoma ranch, “The Pioneer Woman” serves up a slice of frontier life along with the “accidental country girl’s” step-by-step recipes for creating wholesome, hearty family meals and elegant menus for entertaining.
Hunger Hits Home
Saturday, April 14th at 8 P.M. ET/PT
In the wealthiest nation in the world, one in five children live in the shadow of hunger. In “Hunger Hits Home,” audiences get a first-hand look at the crisis of childhood hunger in America through the eyes of the people on the frontlines of the battle—parents and children, anti-hunger activists, educators and politicians committed to eradicating the problem. “Hunger Hits Home” examines the causes, complications and misconceptions about childhood hunger in the United States and offers a glimpse at some of the innovative solutions being put into practice today. Narrated by Oscar-winning actor and longtime anti-hunger activist Jeff Bridges, “Hunger Hits Home” is a heart-wrenching, yet empowering hour-long look at one of our nation’s little-known emergencies.
Live Premiere: June 2nd at 12 P.M.-2 P.M. ET
Bobby Flay and Alton Brown get together with their Food Network friends to talk about all things grilling. In this two-hour, live-interactive show Food Network favorites answer viewers’ toughest grilling and summer entertaining questions.
Live Premiere: Saturday, November 18th at 12 P.M.-2 P.M. ET
The experts at Food Network come together to answer viewers toughest questions about holiday meal-making on “Thanksgiving Live!,” a two-hour, live-interactive show. They address the perennial holiday problems from dry turkey to lumpy gravy, as well as demonstrate helpful tips and delicious recipes.
- Advertisers may want to target female sports fans more often, and through social media ads, reports ClickZ. In a joint study from Visible Technologies and Applebee’s (the casual dining chain), Visible studied 125 million social media posts over a recent three-month period, to find that 31% of sports chatter on social comes from women, a result which Visible calls "surprisingly strong" compared to past findings. Carly Wilcox, director of professional services at Visible, suggested that advertisers should take note that consumers (women in particular) are incrementally shifting in terms of where they spend their time and show their interests. Whatever they are consuming, be it sports paraphernalia or beauty products, “Women are powerhouse purchasers and the sluggish movement...to capitalize on such an active group is a huge oversight in the industry," said Wilcox.
- Comedy Central has announced the launch of “Comedy Central’s Indecision’ Election Companion,” an iOS-optimized election news and political humor app. The “Election Companion” app, sponsored by AT&T, is available now as a free iTunes download for iPhones and iPads and provides users with exclusive jokes, interactive content, photo galleries and second-screen experiences. The app delivers iPad and iPhone users exclusive politics-centric content through an iOS-optimized version of the “Indecision” blog; a photo gallery called “Snap Shots,” which captures the 24-hour news cycle in images and jokes; a 2012 Election Calendar; and an app-only exclusive “Peanut Gallery” commentary feature, which provides a second-screen experience for nationally-televised political talk shows, debates and speeches. The “Peanut Gallery” also includes exclusive live commentary from Indecision bloggers and special guests, and offers real-time interactive “Reacticons” for users to register their opinions. For example, users can post “Reacticons” such as “Cry-Baby,” “Dunce,” “Yawn,” “Knock-Out” or “Bulls#*!” to express their reactions as they watch candidates and talking heads on their TV screens. The “Reacticons” will then grow and shrink to reflect the Indecision community’s collective opinion in real time.
- Google, “undaunted by a short-lived  attempt to market and sell smartphones on its own,” plans to sell its own tablets in direct competition to the Apple iPad, reports the Wall Street Journal. Google will sell the co-branded tablets directly to consumers through an Apple- and Amazon-like online store. The move, speculates the Journal, is to turn around “sluggish sales” of tablets running Google’s Android platform.
Facebook Inc. is preparing its initial public offering for May, reports the New York Post, citing “people familiar with the matter.” Facebook halted trading of its shares on the secondary market this week, as it sets about nailing down its shareholder count, say the anonymous sources. Facebook filed for an IPO in early February, and the IPO is expected to raise as much as $10 billion and value the eight-year-old company at $100 billion. Facebook netted $1 billion in 2011 on $3.71 billion in revenue, and currently has 845 million users globally.
- NBC’s “30 Rock” will attempt its second live episode on Thursday, April 26 at 8:30 P.M. ET, from the iconic Studio 8H in Rockefeller Center in New York. When their Kabletown bosses announce they will no longer pay for TGS to be a live show, Liz Lemon (Tina Fey) and Jack Donaghy (Alec Baldwin) realize their lives will actually be easier if they shoot canned episodes fast and cheap. Kenneth the Page (Jack McBrayer) objects, urging that nothing can replace the communal experience of live television. The series’ first live episode was on October 14, 2010. Beth McCarthy-Miller, who directed that episode, will return to direct the new live episode. Once again, two versions of the same story will be telecast – one live for East Coast viewers and a second for the West Coast. The first show will be telecast at 8:30-9 p.m. (ET) and the cast will perform the same episode for a new broadcast at 11:30 P.M.-12 A.M. (ET) for the West. Central time zone viewers will be able to see the first live show at its regular time (7:30-8 P.M. ET).
- FOX has renewed the hit series “Bones“for its upcoming eighth season. Bones returns with seven-in-a-row, all-new episodes on a new night and at a new time beginning Monday, April 2 (8:00-9:00 PM ET/PT). In the first of these episodes, “The Prisoner in the Pipe,” the remains of an escaped convict are found in a residential sewer, but an examination of the sewer pipes indicates that the murder occurred within prison walls. When Brennan (Emily Deschanel) insists on solving the crime – despite Booth’s (David Boreanaz) pleas for her not to overexert herself – the expectant couple experience a very untraditional arrival of their baby daughter.
- More proof that ABC’s midseason dramedy “GCB” (short for “good Christian bitches") was intended as a successor to “Desperate Housewives.” As Deadline Hollywood reports, ABC will test drive “GCB” in the “Housewives” Sunday 9 P.M. slot on April 8th, with back-to-back episodes ending at 11 P.M. TVByTheNumbers in its Renew/Cancel index speculates that the show will be renewed for the fall season.
- For the first time in television history, claims Fox, a U.S. series has immediately established a global audience. Within one week of its highly-rated American debut, the Kiefer Sutherland vehicle “Touch” was one of the highest-rated individual channel telecasts of the season worldwide. Last week on Sky 1 in the United Kingdom, “Touch” ranked No. 1 in its time period among all basic cable and satellite channels. On FOX Italia (Italy), the premiere ranked as the channel’s second highest-rated premiere ever. On FOX in Spain, “Touch” ranked No. 1 in its time period among Adults 18-49 in the Pay TV universe, and on FOX Latin American Channels, “Touch” outperformed the channels’ primetime average by double- and triple-digit percentage increases in Argentina, Colombia and Mexico. Other successful launches included ProSieben in Germany, TV3 in Norway and Channel 1 in Russia. Finally, airing day-and-date with FOX in the U.S., the series’ second episode on Global-TV in Canada outperformed the January 25 “Special Sneak Preview” telecasts of the pilot by +27%.
- In its fifth year of live coverage of the Masters Tournament at Augusta National Golf Club, ESPN promises expansive coverage across platforms in the U.S. and around the world beginning Thursday, April 5, and across television, radio, online and mobile devices. ESPN will air 4.5 hours of live Tournament play daily from the first two rounds, the traditional Par 3 Contest the day preceding the Tournament and 14 total hours of action on the ESPN 3D Network. ESPN and ESPN HD will air 4.5 hours of live first and second round action on Thursday, April 5, and Friday, April 6, from 3-7:30 P.M. ET with an edited encore presentation in prime time each night from 8-11 P.M. ESPN Deportes, ESPN’s Spanish-language U.S. sports network, also will televise the first and second rounds live from 3-7:30 p.m. and the ESPN 3D Network will air three hours of live play from the first two rounds each day starting at 4:30 p.m. as well as live play from the Saturday and Sunday rounds and the Par 3 Contest.
Magazines have more than doubled paid digital circulation in the most recent reporting period, reports Ad Age. Still, print is the majority of their business, according Audit Bureau of Circulations data.
Digital circulation climbed 125% in the second half of 2012, up from 1.46 million in 2011 to 1.46 million, reports Ad Age. Still, digital remains at about 1% of magazines' total paid and verified circulation.
Too bad for advertisers. Digital magazines provide superior value. First, research reveals that 70% of digital magazine subscribers enjoy buying through digital magazine ads. And 37% of readers enjoy digital reproductions of print magazines, meaning advertisers stretch their print-ad dollars.
And of course it appeals to a younger demographic. Alpha Media Group President Ben Madden told Ad Age that at first it had published a digimag version of its Maxim simply to get it out there; but that the paid digital circulation of 41,084 in latter 2011 jumped to 110,,000 by the end of January 2012. "This is becoming a really important part of our business, which makes sense for Maxim given the age breaks we're focused on," he told Ad Age. Still, individually paid circulation accounted for only 24% of those subscriptions, the rest being sponsored by businesses and advertisers.
The Audit Bureau of Circulations Consolidated Media Report format, announced in June 2011, continues to offer a "brand universe" picture of a magazine's reach, in print and digitally. The digital picture takes into account all digital impressions, including digimag, newsletters, and website visits to a magazine's site. And the numbers are impressive, for the only two magazines reporting thus far (Fine Cooking and Popular Science): 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. But weep not for publishers: low digital subscriberships hardly mean lost advertising opportunities.
The two takeaways are that 1) print is by no means succumbing to digital, and 2) digital success is hardly measured by a magazine's digital circulation alone.
More evidence for consistent cross-media campaigning. Between its traditional ads, social media ads and pages, Starbucks rated Number 1 in a study of the most socially engaged companies, reports the advertising research firm PhaseOne in a press release. Alongside Starbucks, the study's most socially engaged brands across three distinct engagement metrics are Audi, McDonald's, Red Bull and American Express. PhaseOne presented its findings at the Advertising Research Foundation's (ARF) Re:Think event in New York City on March 27, 2012.
PhaseOne conducted its study of 75 top brands across six vertical markets, between July 2011 and January 2012; and analyzed the social media engagement of 22 top brands. The goal of PhaseOne's study was to determine what drives social media engagement (measured by earned media) across the primary consumer touch points of paid media (the brands' TV ads) and owned media (the brands' own Web pages and Facebook page).
"Idealized Self" vs. "Private Self" in Driving Social Engagement
In looking for the commonalities between the most socially engaged brands, PhaseOne researchers found that social media users are drawn to brands that convey a social benefit. When the user affiliates with the brand, the user is sending a message to those in his or her social network about how he or she wants to be perceived. In this way, the brand reflects the user's idealized self -- the "Me Statement."
This very public aspect of social media can be quite different from the private self: those aspects of one's self that, while true, are not for public broadcast. Marketing messages that tap into the private self may drive sales, but they won't drive social media engagement.
"In PhaseOne's study, none of the brands that tapped into users' private selves scored in the top category of social media engagement," said Dr. Lisa Allard, vice president of Special Projects for PhaseOne. "Rather, we found that users engage with a brand in social media based on how they want to be perceived."
"For example, users may 'like' the Starbucks Facebook page because of what they believe it says about them and how they want to be perceived, while in reality, they also have instant coffee in their kitchen cupboards," added Terry Villines, vice president of Analytics for PhaseOne.
Starbucks Takes on the "Me Statement" and "Idealized Self"
The study found that a focus on a "me statement" (the idealized self embodied by a brand) was the key factor in driving social media engagement among the most engaged brands. For example, Starbucks, which the study ranked as the most successful in social media engagement, has a brand that uniquely delivers its story with consistent messaging and strategy across all of its touch points, appealing to the "idealized self."
To achieve this successful social media engagement, Starbucks focused its Web page, Facebook page and television advertisements on the individual and his or her individualized experience with the brand. For example, Starbuck's Facebook page engages the visitor by speaking to his or her coffee preferences and personal stories. It continues this trend today with a Web page featuring interactive content that taps into visitors' unique tastes, including "What's YOUR Everylove story?" and "Do YOU prefer Starbucks Blonde Roast, Medium or Dark?" In this way, Starbucks taps into visitors' desires for individualized experiences that appeal to their unique preferences.
According to the study, being consistent across all platforms—the brand's advertising, Web pages and Facebook page—are keys to being successful at social media engagement. For example, Starbucks has integrated its appeal to a personalized experience across all consumer touch points, including its television advertising.
A recent Starbucks ad starts with a coffee plant in a garden being grown for an individual person, "Sue." The ad then shows the life cycle of coffee beans from seedling to production, at every junction labeled for "Sue." In the end, Sue receives a cup of coffee with her name written on the cup. From beginning to end of this commercial, Starbuck's reinforces the highly individualized experience their brand offers. In this way, Starbucks becomes the embodiment of their consumers' idealized selves, seeking experiences uniquely their own.
PhaseOne's social media engagement study looked at 75 top brands and analyzed the social media engagement of more than 20 top brands. The study analyzed social media engagement (measured by earned media) as driven by paid media (the brands' TV ads) and owned media (the brands' own Web pages and Facebook page).
The study utilized metrics, including Facebook Likes, Klout and Netbase. Klout measures online "stickiness," which translates to online influence. Netbase measures online sentiment. PhaseOne coded each television, Web page and Facebook page for more than 250 variables to capture elements related to style and content, synergies across media, and brand or product ideas and messaging related to brand benefits.
The study analyzed brands across six vertical markets: Automotive, Dining, Food/Beverage, Retail, Services and Technology.
Brands studied are not clients of PhaseOne, and analysis was based on publicly available data.
Advertising research firm BIA/Kelsey projects that U.S. companies will spend $136.2 billion on local advertising, between traditional, online and mobile ads, in 2012, reports eMarketer. That number will climb toward $151.3 billion by the end of 2016.
As we reported yesterday, BIA/Kelsey chief economist Mark Fratrik told Media Life that digital with its lower cost-per-thousand impressions (CPMs) makes sense for smaller businesses, as well as with its more targeted reach: a print ad in a local paper, or broadcast ad on a local news station, cannot target the 12-mile radius that a plumber may wish to reach, but targeted digital ads can.
Traditional spends will grow but in the low single digits, versus in the teens for digital. Still, with its lower percentage of overall spend, the overall spends will grow annually between 1 and 4%.
Though total U.S. local ad spending should grow slowly over the next four years, digital ad spending will grow by double digits, driven largely by social, mobile and video advertising. By 2016, the firm projects that local digital ad spending will tip the scales at $38.5 billion, more than 25% of total local ad spending, up from 16% in 2012.
“From 2010 to 2011, we saw a 2.4% decline in local ad spending,” said BIA/Kelsey CEO Tom Buono at the ILM-East conference in Boston on March 26. “We were projecting a decline originally, but it’s a lot more severe than we expected because of the economy. Therefore, in our projections moving forward, we’re less bullish than we were.”
Bravo Media is famous for its unscripted series profiling top chefs, rich real housewives, millionaire matchmakers and salon entrepreneurs. It will expand its aggressive unscripted slate with seven new projects that explore the network’s passion points of food, fashion, beauty, design and pop culture. The announcement was made yesterday by Eli Lehrer, Vice President of Development for Bravo. Showcasing a variety of genres and formats, the latest development greenlights include “10 Things That Make Me Happy,” “Alumni Project,” “Fashion Stories Of NYC” featuring fashion icon Andre Leon Talley, “Female Entrepreneur Project” with Patti Sellers an Editor at Large at Fortune Magazine, “Hot Property,” “Sex And The Kitchen” and “MD: OC.”
“Bravo is focused on developing and launching breakthrough programming in diverse genres and formats and teaming up with big name talent who are experts in their field,” said Lehrer. “This development slate embraces the network’s pop culture brand and allows us to explore some new and exciting worlds for our affluent and engaged audience.”
BRAVO SERIES IN DEVELOPMENT:
10 Things That Make Me Happy working title): Produced by Authentic Entertainment with Lauren Lexton, Tom Rogan and Eddie Saenz as Executive Producers. Whether it’s a family heirloom or the perfect vintage T-shirt, we all own things that have a special place in our heart. The show gets up-close and personal with three different celebrities as they share their 10 all-time favorite things. During each episode, the celebrities will explain why each item means so much to them as well as give viewers an intimate look inside their lives, homes and personal style.
Alumni Project (working title): Produced by Left/Right with Ken Druckerman, Banks Tarver, Anneka Jones and Angie Day as Executive Producers. Viewers will meet graduates of some of the best high schools in the country… 15 years after the fact. Though their school days are in the past, the competition, the cliques, the insecurities and the longstanding grudges are as true now as they were back then. These driven and successful alumni may have families and careers of their own now, but the friendships, rivalries and love affairs prove that some things never change.
Fashion Stories Of NYC (working title): Produced by Hud:sun Media with Michael Rourke and Mioshi Hill as Executive Producers. We follow four up-and-coming fashion design teams as they produce the defining collection of their careers, all under the watchful eye of fashion icon Andre Leon Talley. The mission to “create, show and sell” is clear for emerging designers striving to build a business in New York City which remains the heart of the fashion industry.
Female Entrepreneur Project (working title): Produced by Embassy Row and Entrée Media with Michael Davies, Shauna Minoprio, Pattie Sellers and Sue Callaway as Executive Producers. From the co-founders of Fortune’s 50 Most Powerful Women in Business ranking comes a competition project that breaks the mold of traditional business shows and celebrates the fact that women are leading the charge to build innovative and inspiring companies. Viewers get to delve into the lives and minds of successful female entrepreneurs and watch some of the biggest names in corporate America help them shatter through the glass ceiling.
Property Envy (working title): Produced by World of Wonder with Randy Barbato, Fenton Bailey and Tom Campbell as Executive Producers. For all those people who attend open houses with no real intention of buying, this studio-based talk show takes us inside unusual private homes, both on and off the market. Each week our esteemed design and real estate panelists will countdown the top homes and debate the merits of each, all culminating in choosing the property our panel envies most.
Sex And The Kitchen (working title): Produced by Brownstone Entertainment with Drew Brown and Bob Gillan as Executive Producers. This docu-series follows a group of single, successful and beautiful women connected to the restaurant and food industry in Los Angeles as they juggle a world where business always mixes with pleasure.
MD: OC (working title): Produced by Gay Rosenthal Productions with Gay Rosenthal, Paul Barrosse, Amy Shpall and Jonathan Glick as Executive Producers. When the wealthy elite of Orange County need medical attention, there is only one place to turn… their cellphones. This version of real life “Royal Pains” follows a group of doctors whose business caters to the rich through house calls. Whether it’s stitching up a patient after a surfing accident or racing across town to give a housewife a last minute Botox injection before a social event, these doctors see and handle it all.
Celebrating 20 years and claiming #1 status with boys 6-11 on all of television, Cartoon Network has announced several new and returning series to its fall lineup.
The network is wrapping up its best first quarter to date with kids in prime in five years (up 28% vs. 2011), and the network held its upfront in New York’s Roseland Ballroom yesterday.
Cartoon Network (CartoonNetwork.com) is currently seen in 99 million U.S. homes and 168 countries around the world. It is an ad-supported Turner Broadcasting System property, now available in HD.
The network announced no air or premiere dates, but did announce an aggressive slate. Among the announcements: a new sketch comedy show from entertainer Nick Cannon; the world premiere of “DreamWorks Dragons: The Series,” based on the critically-acclaimed feature film “How to Train Your Dragon”; an original series based on Web sensation, “Annoying Orange”; a brand new animated series from the global franchise powerhouse, “Ben 10: Omniverse”; and a new CG-animated series from Warner Bros. Animation, “Beware The Batman.”
Also, on the heels of the hugely successful Ninjago launch in 2011—currently the #1 show across Q1 2012 with all boys—a new partnership with LEGO for a second series was announced by the network as it continues to build on its slate of diverse content.
“We are executing a brand vision and content strategy that is fueling tremendous results for Cartoon Network,” said Stuart Snyder, president and chief operating officer, Turner Broadcasting’s Animation, Young Adults and Kids Media (AYAKM). “Today, with a re-invented and thriving prime time, along with overall double-digit growth in total day, we are building the kind of momentum that is making this a great 20th anniversary.”
Ranking #1 in early evening prime time (7-9 P.M.) among boys 6-11 throughout Q1 this year, Cartoon Network also announced new upcoming seasons of its original hit animated comedy series “Adventure Time,” “Regular Show,” “The Amazing World of Gumball,” “MAD” and “The Looney Tunes Show.” A second-season pick-up for the live-action comedy series “Level Up,” which debuted as the most watched live-action series in the network’s history, and a fifth season of “Star Wars: The Clone Wars,” also was announced.
Additionally, the network revealed that a third Cartoon Network Hall of Game Awards special has been slated for early 2013. The second annual telecast (Feb. 20, 2012), hosted by Shaquille O’Neal, ranked as the #1 program of the day among all boy demos, and out-performed the inaugural Hall of Game special by double and triple-digits—between 64% and 103%—across all kid and boy demos. Online voting for the celebrity sports awards also nearly tripled in participation, from 37 million votes in 2011 to more than 100 million votes in 2012.
Online Ad Opportunities
“Cartoon Network enters into the upfront season with strong momentum and a programming foundation that is resonating with our audience, as well as advertisers,” said John O’Hara, executive vice president and general sales manager, Cartoon Network. “The ad sales team is committed to developing ideas that extend the reach of an advertiser’s message and connects their brands across multiple screens with an engaged audience. As brands look to deliver measurable return on their investment, we believe it’s a good time to reassess plans and for advertisers to strategically increase their media budgets with Cartoon Network.”
Building off of the success of CartoonNetwork.com ranking as the #1 domain in the kids category among kids 6-11 (comScore Media Metrix data), the network announced that its next big foray into on-line gaming would be the global roll-out of Formula Cartoon, a huge on-line racing game which will let players race against their friends or favorite Cartoon Network characters.
Further details of Cartoon Network’s programming announcements include the following:
CARTOON NETWORK NEW SERIES
- Nick Cannon Sketch Comedy Series: The series is a live-action, half-hour, sketch comedy show rooted in raw mischief, high energy and slapstick humor. You’ll never know what will happen next! Some of the silliest kids you know will make up this wild comedy troupe led by teen stars Jeremy Shada (Adventure Time), Brandon Soo Hoo (Enders Game, Tropic Thunder), Shameik Moore (Joyful Noise), Shauna Case (American Horror Story) and Chanelle Peloso (Level Up). Nick Cannon will bring the funny as creator and executive producer along with executive producers Michael Goldman and Scott Tomlinson. The series is being produced by Cartoon Network Studios in association with NCredible Entertainment.
- Annoying Orange: Boasting more than 1 billion YouTube online views to date, Annoying Orange is the Web sensation transformed into a new television series that follows Orange and his buddies as they go on a wide range of adventures that take them from the fruit stand to parts unknown and everything in between. The television series was developed and will be produced by The Collective. Dane Boedigheimer co-created the television series with Tom Sheppard (Emmy Award-winning writer for Pinky and the Brain). Conrad Vernon (director of Madagascar 3 and Monsters vs. Aliens) will serve as executive producer for the series along with Gary Binkow and Dan Weinstein of The Collective. The series will premiere on Cartoon Network this summer.
- DreamWorks Dragons: The Series: Picking up where the critically-acclaimed feature film, How to Train Your Dragon, left off, this weekly animated series follows the continuing adventures of Hiccup and his dragon Toothless on the island of Berk, along with the band of dragon trainers, all of whom now have dragons of their own! Produced by DreamWorks Animation and premieres this fall.
- New LEGO Project: Following the instant ratings success of the CG-animated “Ninjago,” LEGO and Cartoon Network plan to expand their partnership with an all-new series from LEGO for 2013.
- Ben 10: Omniverse: In the brand-new animated series, “Ben 10: Omniverse,” Ben will have a new character design that pays homage to his past, and he’ll have a whole new batch of aliens to battle. Beating the bad guys is just part of the superhero gig. With a little help from his new, by-the-book rookie partner, Ben explores the quirkier side of things in the alien underground and discovers enemies from his past looking for a re-match, all while a mysterious hunter is hot on his trail! With 10 new aliens at his disposal and a brand new lease on life, Ben 10 is back and more fun than ever! Matt Youngberg is supervising producer for the series, which will premiere on Cartoon Network this fall. “Ben 10” is Cartoon Network’s most successful original global franchise. Since the premiere of the original “Ben 10” series, created by Man of Action Studios, in 2006, the franchise has spawned four animated series, one animated movie, two live-action movies, a CG movie, a feature film currently in development, a widely-popular consumer products line and has captured the imaginations of viewers on a worldwide scale.
- Beware the Batman: A cool, new take on the classic Dark Knight franchise, “Beware the Batman” incorporates Batman’s core characters with a rogues gallery of new villains not previously seen in animated form. Along with backup from ex-secret agent Alfred and lethal swordstress Katana, the Dark Knight faces the twisted machinations of Gotham City’s criminal underworld led by the likes of Anarky, Professor Pyg, Mister Toad and Magpie. Produced by Warner Bros. Animation, this action-packed detective thriller deftly redefines what we have come to know as a “Batman show.” Featuring cutting-edge CGI visuals to match the intricate twists and turns of the narrative, Batman steps out of the shadows and into the spotlight for an entirely new generation of fans. With WBA’s Sam Register executive producing, and “Batman Beyond’s” Glen Murakami and “Scooby-Doo! Mystery Incorporated’s” Mitch Watson producing, “Beware the Batman,” based on characters from DC Comics, is coming soon to Cartoon Network.
- Total Drama: Revenge of the Island: It’s back to the island where Total Drama began with an all-new cast! Since the series’ host Chris took the show worldwide, Camp Wawanakwa has been abandoned and turned into a toxic nuclear waste dump—the perfect place for new and painful, cringe-inducing challenges! Fighting for the million dollar prize are thirteen wild new players. “Total Drama: Revenge of the Island” is produced by Fresh TV and will premiere on Cartoon Network this summer.
SPECIALS AND MOVIES
- Cartoon Network Hall of Game Awards: “Hall of Game” is Cartoon Network’s signature venture into the broadcast awards arena, created and produced in association with IMG Media, the production arm of global sports, entertainment and media company, IMG. This high-energy, multi-platform experience lets viewers decide who’s got game, by honoring their favorite sports stars and sports moments of the year. From the red carpet, to the never-before-seen stunts and surprises on stage, this unconventional celebration in 2013 will be led by a celebrity host and feature icons from television, film, music and sports, as kids experience an evening of humor and fun at the most raucous and biggest sports awards show ever presented on television.
- Adventure Time
- Regular Show
- The Amazing World of Gumball
- The Looney Tunes Show
- Level Up
- Star Wars: The Clone Wars
- Young Justice
- Johnny Test
- Green Lantern: The Animated Series
- Almost Naked Animals
- Casper's Scare School
- Hero 108
- Scaredy Squirrel