I love research: usually there is a nugget of information that is revealed and gives us an “a-ha” moment. But I also love research because it always confirms things we instinctively know, but provides the data to support those instincts. That is what an article in today’s WSJ does for me. The article is all about recall of commercials watched through fast forward on a DVR. Some key findings reported that the most successful ads:
- Concentrated the action and the brand’s logo in the middle of the screen.
- Didn’t rely on multiple scene changes, audio or text to tell the story.
- Often used familiar characters.
- Were more likely to have been seen once before live.
Duh. But the implications are interesting:
- Advertisers may want to unveil new campaigns during live events like sports games and then re-run spots during programs likely to be recorded.
- Advertisers may want to test multiple edits of a spot to see how it performs when it is fast forwarded.
As declared by Fast Company:
- Procter & Gamble
- News Copr.
- Anomaly (an ad agency, oops, branding/innovation/design/VC firm)
- Herman Miller
- LG Electronics
- Live Nation
- Whole Foods
- Cisco Systems
- Real D
- Current TV
- Sun Microsystems
- Tata Group
“No matter which services you choose, the most important point is simply to use video. Too many companies don’t have clips showing their products, their philosophies, or simple news announcements by their CEOs. Business is a conversation, and video is increasingly how that conversation takes place.” — summary of an article in this month’s Fast Company that talks all about the various ways video can be used by businesses.
More confirmation that the marketing efforts for the Dark Knight will continue as planned, reported in BrandWeek:
“Promotional partners are standing by their programs and reportedly won’t need to scrap any related marketing materials. The reason: they did not focus on the ghoulish Joker character, instead preferring to center their campaigns on the hero, Batman.
“That’s been the norm for brand/movie tie-ins for years, with corporate partners choosing not to align too closely with the bad guys.”
A new survey shows in-person events can boost purchase intent as high as 52%, according to a recent article in BrandWeek. If consumers attend brand-sponsored events–such as sports championships, walkathons and theme parks–purchase intent translated directly into sales about 50% of the time. And, sports-related events have the greatest impact.
“The special value of events, sponsorships and trade shows has to be considered, ” said Raymond Pettit, co-author and svp at MarketShare Partners in Los Angeles. “There are many connection points you can build at an event whether it is emotional, aspirational or awareness building–it goes beyond just counting audience attention.”
I wonder, though, about people that attend these events, wouldn’t they be more likely to buy the product anyway? Just the fact that they are attending the event shows a pre-disposition to like the brand.
As reported in BusinessWeek, social network users are spending less time on sites like MySpace and Facebook in an effort to avoid advertising. “The average amount of time each user spends on social networking sites has fallen by 14% over the last four months, according to market researcher ComScore. MySpace, the largest social network, has slipped from a peak of 72 million users in October to 68.9 million in December, ComScore says. The total number of people on such sites is still increasing at an 11.5% rate, but that’s down sharply from past growth rates.”
“MySpace and Facebook recognize the issue but say increased targeting and other innovations will spur users to pay more attention.”
We will see what happens, but maybe online games are the new social networking sites when it comes to hot places to advertise.
How addictive is gaming? “Total time spent gaming online hit 11.4 billion minutes in December, up 27% over the previous year…Only e-mail and shopping keep people online longer nowadays.” So, naturally, media companies and advertisers are looking for ways to leverage the popularity of online games. BusinessWeek reports that MTV has been taking advantage of this growing trend and now “is pushing hard into online games in pursuit of their rich advertising potential and can’t have failed to notice that traffic growth is slowing at social networks.”
MTV has been signing up advertisers for its games, and one of the more recent additions: Staples. Staples “recently sponsored a game on ShockWave.com, an MTVN site that attacks millions of women users. The game features the Easy Button from its TV spots that, when pressed, magically makes chores disappear. Women visitors were asked to submit photos showing why they needed an Easy Button. They voted on the top five–including a messy garage–and the winning photos were converted into digital jigsaw puzzle, which happen to be a favorite among women gamers.”
I am continually surprised at the number of female gamers, but everywhere I turn lately I am reading about the popularity of gaming and the how women love gaming too. See my previous entry on how women spend their time online.
But, I digress. The point is, online gaming boom is showing no signs of slowing and advertising within games is the new product placement. In fact, advertisers are expected to spend $2 billion on online games in 2012, four times 2007′s total.
Courtesy of Advertising Age this week, we learn that 2007 was the year that women tipped the scale to compose more than 50% of online users. What are they doing online?
- Shopping: travel, clothing, health & beauty products, financial products, and food. Women 45 to 54 were much more likely than men to make impulse purchases online when given limited-time offers or extra free items.
- Gaming: women are more likely to pay for play.
- Viewing video: news, movies previews, and music videos.
- Parenting: more than 43 million moms go online daily and spend an average of 85 minutes there.
- Socializing: women 25-34, with a college degree are more often to search for local dining and entertainment information, use instant messaging, visit social-networking sites, read blogs, and download music.
- Dating: when dating online, they lie about weight more often than any other attribute.
- Staying healthy: almost 84% of all women sought healthcare information online.