Continued reporting on the increase in online video viewing, reported by New York Times:
ComScore reported that the average viewer watched 228 minutes of video in April, compared with 158 minutes in May 2007. One reason is that the videos people watch are becoming longer — the average viewer spent about 17 seconds more per video in April than in May 2007 — but most of the rise came from a spike in the number of videos that each person watched.
“‘It’s no longer that people just get sent a link by one of their friends,’ said Andrew Lipsman, a senior analyst at comScore. ‘Now they actively seek things out, ‘I just saw this on TV, and I’m going to find it online.’ I think video is being seen more and more as an extension of search.’”
Check out a cool experiment by blogger Noah Brier: Brand Tags. This experiment proves that consumers control brands – brands are what consumers say. On this site you can tag brands yourself, or you can see what others are saying about brands. Very cool and fun. Enjoy.
Google has been ranked the most reputable company in the country – a list it wasn’t on at all four years ago. See the entire article at AdAge. Google doesn’t spend any money to advertise its brand or services. According to Robert Fronk, senior VP-senior consultant, reputation strategy, at Harris Interactive:
“The positive perception of how you treat your employees, your corporate-social-responsibility efforts, and your products and services and the amount of media that can generate probably trumps any ad spend they would ever want to make.”
However, HP, a company that has recently re-invigorated its advertising to lean more to the hip and cool:
“…made not only the biggest jump from 2006 to 2007 — 21 spots, from No. 38 to No. 17 — but also the biggest jump in the history of the study.”
Video continues to be a growing method for consumer consumption of information and entertainment. According to an article in BusinessWeek this week:
“The average American (age 12 and up) with Internet access spends more than 6 hours a day watching videos, shows, news, and sports – or playing games – on screens of one sort or another…Solutions Research Group…predicts a rise to 8 hours a day in 2013.”
“…on average TV accounts for 4 of the current 6 viewing hours. The other 2 hours involve the Web, DVDs, gaming consoles, and mobile devices. (The ratio is roughly reversed for the 12-to-24-year-old set.) By 2013, the group forecasts, Americans will spend an average three hours daily viewing or playing with PCs and mobile devices.”
At the first of May, Levi’s released the first of 10 viral videos to kick off its global brand campaign for its 501 jeans. Two videos have been released so far, and they have been so popular that Levi’s is looking to integrate the viral campaign into the larger brand campaign. It is about time that online started influencing offline media. Check out the videos here:
Focus groups feel so old-school. Marketers have been doing them forever and the methodology really hasn’t changed all that much since that “Mad Men” era. With the crazy amounts of consumer-generated media available to marketers, it is odd that we would even bother convene focus groups to tell us what consumers think about the brands we represent: people are telling us–and the world–without our asking. It seems that some companies are latching on to this new media better than others and using blog communities to gather relevant insights. As reported in AdWeek:
“Now firms with expertise ranging from research and word of mouth to digital media are setting up closed communities for clients to tap into the nuances, the spontaneity and the language of consumers engaging in a leisurely change, a different dynamic to one where they sit face-to-face in a focus group for a prescribed period of time. Some of the initiatives focus on a specific topic for a couple of weeks; others create a longer, ongoing conversation.
“‘…when you are a running a qualitative blog: You have people for 10 to 15 days, which is a huge amount of time for them to think about their answers and to challenge your own questions, which makes a big difference in results. What people say when they talk together is more interesting than what they say when they talk to us. What they say peer to peer is more sincere and sometimes very intimate.”