Results for articles with tag 'online' (6 total)
04/01/2009 10:46:49 AM 
It seems there's a huge opportunity to exploit the two mediums more effectively. While putting a URL on the closing frame of a spot has been common place, there a very few examples where the two media have been tied closely together. If you add the astounding growth rates of online TV viewing with the growth of new services like Hulu, there have to be a whole range of new creative opportunities to make a connection.
At the recent AAAA's Media Conference in New Orleans, the Hulu executives suggested advertisers strive for greater interactivity in their online applications, almost encouraging the audience to play and multi-task with engaging banners, while they are viewing programming.
We can expect to see TV spots that take advantage of this behavior and a lot more creativity being poured into the creative that surrounds online TV viewing.
Posted by Ed Cotton
03/21/2009 09:25:12 AM
Suggesting the company knows how to respond to a changing world where new engagement is taking place, as well as new activities.
"I’ll just jump in. It is an interesting thing, a sports bubble that you mentioned. You mentioned a couple of things. Attendance may be down in some cases but I think viewer-ship is actually up. So I think that is something you have to think about a little bit. You talk about traditional access to events which has been a metric that most people use, versus really what maybe a new access is which is really more like immersion. We are seeing kids online anywhere from 20 minutes to 2-3 hours as they immerse themselves in the new access points to sports whether it is through the athletes, through communities that are talking about it and it is 24 hours a day. So that has changed incredibly.
I think the other thing you think about too is the traditional sports, the stick and ball sports versus the new action sports and the different communities and environments that are being created around some of these and some of the things we have talked about as we build our brand in some of these new areas. For us it is all about a focused effort around each one of these sports and their communities. I think we have talked a lot about that consumer experience and how we continue to build the brand and reinvent the brand, connecting with these kids. I think the bubble may not be as much a bubble. Maybe if you are in the old and not transitioning to the new you may feel like you are in a bubble and it is about ready to burst. But if you are part of the new it is really almost an infinite landscape from which to engage with consumer in new and energetic ways."
Posted by Ed Cotton
02/12/2008 06:16:39 PM
These "Natural Born Clickers" just seem to love those banners and seem to be clicking way more than any other member of the population.
The study illustrates that heavy clickers represent just 6% of the online population yet account for 50% of all display ad clicks. While many online media companies use click-through rate as an ad negotiation currency, the study shows that heavy clickers are not representative of the general public. In fact, heavy clickers skew towards Internet users between the ages of 25-44 and households with an income under $40,000. Heavy clickers behave very differently online than the typical Internet user, and while they spend four times more time online than non-clickers, their spending does not proportionately reflect this very heavy Internet usage. Heavy clickers are also relatively more likely to visit auctions, gambling, and career services sites – a markedly different surfing pattern than non-clickers.
I thought online was going to save us, now it just looks like its created another problem.
What's going to happen when the people you want, don't watch and don't click?
Posted by Ed Cotton
01/11/2008 06:58:48 AM
Recently, they've been developing content that goes beyond the banner and utilizes their blog network. An interesting example of this is a recent campaign for Toshiba laptops that's been running on the FM Network, sites like Boing Boing.
It's a simple banner that allows you to ask a laptop question and get a reponse from experts or the community in general. The linkage to the brand's positioning is through the notion of "experts", Toshiba being the laptop experts.
Browse around the site and you will find answers to all kinds of laptop questions and importantly, they don't all "plug" Toshiba laptops.
It's an interesting idea and a good example of going beyond the banner to create a branded utility.
My only criticism of the idea is about its uniqueness. The problem for Toshiba is the web is awash with tips and advice for laptop owners or prospects, it's a hard area to "own".
However, the idea of link ad content to expert content is a really smart one and it's just a matter of time before someone does something amazingly creative and useful by linking the two together.
Posted by Ed Cotton
11/22/2007 04:54:02 PM
One of the most interesting are the "death maps" which show the locations, on certain game maps, where most players get shot (as heat).
It's just one example of how rich and detailed information can be streamed and used to create a better undertstanding, based on real behaviors.
Via Super Collosal
Posted by Ed Cotton
07/26/2007 06:41:42 AM
However, it’s clear that some of the impact needs to be explored by demographics. The younger 18-29 year old age group is simply a lot more engaged with over 70% having ever watched and 31% doing it every day.
There is so much video content online and people are watching a wide range of types of material, but news and comedy stand out, with comedy being the most popular for young adults. Ads rate surprisingly high in the list, just below sports and politics.
In terms of behavior with online video, it’s the young leading the way again, they are simply way more active with 67% of 18-29 year olds sending links compared to 45% of 50-64 year olds and 23% of 18-29 year olds rating video compared to just 4% of 50-64 year olds.
The Pew report indicates that online video is clearly here to stay and amongst young adults has established itself firmly as a mass media on the menu of media they actively consume and participate in.
Quite simply, every advertiser with an 18-29 demo should be using online video. How they creatively breakthrough is another challenge.
It remains to be seen if initiatives like the recent YouTube political debates can take online video behaviors to a broader demographic base.
Posted by Ed Cotton
Articles for tag online (6 total).