The NYT reports the ad world once feared DVR's is now embracing them. The concern was viewers would fast forward through ads, the advertisers would see less results and ad revenues would decline. I remember discussing this with local TV salespeople a few years ago and their response was, "viewers now watch more TV and they'll watch an ad for a product they're interested in." It must have been a "Spots & Dots" article, because they all quoted the same rhetoric.
Fast forward a few years and the reports seem to mirror this viewpoint.
What's frightening is I got a DVR in '04 and now watch more TV than ever. Before my DVR, I really only had one program I watched regularly. And my friends knew not to call during that one hour a week. Now, I'm following several shows. I don't think I could have gotten addicted to "24" without a DVR. When I find a new show that's been on a few seasons, having a DVR allows me to find older episodes. The DVR has become an enabler for me to watch too much TV.
I think back to the first year I lived in Milwaukee and didn't even have cable. Or the Internet (it was '94). I even subscribed to the local paper.
My new love of TV has been my guilty pleasure. At least I'm not alone.
Showing posts with label research. Show all posts
Showing posts with label research. Show all posts
Monday, November 2, 2009
Tuesday, July 21, 2009
Online Advertising Needs to Be Interactive
I don't use the "interactive" term often anymore. It seems so 1997. Yet consumers strongly prefer their marketing message on demand online.
New research shows viewers don't like pop-up ads, ads that expand when moused over or not. From Adweek.com.
Advertisers are realizing this because the growth budget areas are in search engine marketing and social media. From emarketer.com. The consumer is interacting with the search engine or choosing to join a company's social network.
The concern now for print media is keeping revenues while their readers consume their product online. Consumers still want news and information, they just don't want banner ads covering the content. If only the sites could ask the reader what they were interested in and then send behavior/interest related ad content with it. The Google content network attempts this, but there needs to be a better way for the newspaper sites.
It will need to happen for the industry to survive and thrive.
New research shows viewers don't like pop-up ads, ads that expand when moused over or not. From Adweek.com.
Advertisers are realizing this because the growth budget areas are in search engine marketing and social media. From emarketer.com. The consumer is interacting with the search engine or choosing to join a company's social network.
The concern now for print media is keeping revenues while their readers consume their product online. Consumers still want news and information, they just don't want banner ads covering the content. If only the sites could ask the reader what they were interested in and then send behavior/interest related ad content with it. The Google content network attempts this, but there needs to be a better way for the newspaper sites.
It will need to happen for the industry to survive and thrive.
Monday, July 20, 2009
The Enduring Recession?
Per Adweek, consumer shopping habits in response to the recession will continue after the recovery.
The article mentions some research/testing, but it would be interesting to see more. The gas price example for the car business is based on advertising promoting mileage. The manufacturers have stepped up production, but the sales ratio to less efficient vehicles is not what you'd expect.
The recession has caused people to rethink their habits, but it will be interesting to see how "sticky" they are when consumer confidence is much higher. Consumers may feel like they're sacrificing now, but like changing a diet, it's not always effective long-term.
Buying habits will probably never be the same because companies have to "reinvent" themselves a bit in a recession. To go backwards might alienate new customers.
The key may be refining and defining your brand for your core and new customers. As the economy improves, you may want to test some older strategies that don't deviate too far from your updated positioning.
The article mentions some research/testing, but it would be interesting to see more. The gas price example for the car business is based on advertising promoting mileage. The manufacturers have stepped up production, but the sales ratio to less efficient vehicles is not what you'd expect.
The recession has caused people to rethink their habits, but it will be interesting to see how "sticky" they are when consumer confidence is much higher. Consumers may feel like they're sacrificing now, but like changing a diet, it's not always effective long-term.
Buying habits will probably never be the same because companies have to "reinvent" themselves a bit in a recession. To go backwards might alienate new customers.
The key may be refining and defining your brand for your core and new customers. As the economy improves, you may want to test some older strategies that don't deviate too far from your updated positioning.
Sunday, July 12, 2009
Focus
Now that I've been blogging for a few weeks, I've decided it's time to focus on a few advertising/marketing issues, instead of just random issues I browse upon.
The five areas I will continue to blog about are:
1) Brand image versus value in a recession economy.
2) Online media trends. How does shifting budgets from traditional advertising generate better results?
3) Finding new markets in this economy. This includes elder care, medical records, environmental technology and other areas that are growing.
4) Customer retention programs. How to stay relevant to your existing customers, whether it's through social media, CRM programs or events.
5) The use and application of research to marketing/advertising decisions. This includes TV ratings, DVR usage, qualitative versus quantitative information, and measuring results against objectives.
The other items that don't fit these parameters have been deleted.
If you have questions or insight about any of these topics, please feel free to contact me by posting a comment.
Happy reading!
The five areas I will continue to blog about are:
1) Brand image versus value in a recession economy.
2) Online media trends. How does shifting budgets from traditional advertising generate better results?
3) Finding new markets in this economy. This includes elder care, medical records, environmental technology and other areas that are growing.
4) Customer retention programs. How to stay relevant to your existing customers, whether it's through social media, CRM programs or events.
5) The use and application of research to marketing/advertising decisions. This includes TV ratings, DVR usage, qualitative versus quantitative information, and measuring results against objectives.
The other items that don't fit these parameters have been deleted.
If you have questions or insight about any of these topics, please feel free to contact me by posting a comment.
Happy reading!
Tuesday, July 7, 2009
Research is only a guide
In Mediapost.com, eMarketer issued a report of online measurements not accurately taking branding into consideration. http://tinyurl.com/mg8ft7.
With any results, it's important to evaluate your results versus your original objectives. When measuring branding, you don't use a retail-type measurement to evaluate your results. As the report states, targeting and relevance is much more important the the number of impressions.
One of the beautiful strengths of Internet advertising is quantifiable results. It's also a disadvantage if you use measurements that don't coincide with your communication goals.
With any results, it's important to evaluate your results versus your original objectives. When measuring branding, you don't use a retail-type measurement to evaluate your results. As the report states, targeting and relevance is much more important the the number of impressions.
One of the beautiful strengths of Internet advertising is quantifiable results. It's also a disadvantage if you use measurements that don't coincide with your communication goals.
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