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Making the case for TV as a supporting medium
Andrea Sophocleous, Event Reports, Festival of Branded Content and Entertainment, October 2013
This event report discusses how brands can use television as a supporting medium for their branded content efforts.
This event report discusses how brands can use television as a supporting medium for their branded content efforts. Such a strategy allows marketers - especially those with limited budgets - to attract an audience online and then enhance it with paid and earned exposure on TV. Engaging storytelling is essential to this idea, as shown by Virgin Mobile's campaign starring the brother of Hollywood actor Brad Pitt, and Durex's development of digitally connected "Fundawear".
Media planning: Data-driven media
Chris Binns, Admap, July/August 2013, pp. 14-16
This paper argues that usage of data on how people behave on new media platforms such as YouTube and Twitter is critical in maximising the efficiency of screen-specific media planning.
This paper argues that usage of data on how people behave on new media platforms such as YouTube and Twitter is critical in maximising the efficiency of screen-specific media planning. This requires a move to much more deliberate screen-specific based planning and a move away from spreadsheets and into journey visualisation. Case studies cited by the author include MediaCom's work with Channel 4, a UK broadcaster, as well as the agency's proprietary Second Screen Planner tool.
Addressable TV ads deliver results for Allstate
Geoffrey Precourt, Event Reports, ARF Audience Measurement, June 2013
Addressable TV advertising has long been a kind of holy grail for brands and, in leveraging this approach to reach tenants of rented homes, Allstate, the insurance company, first had to draw on data form public sources, self-reported surveys and material like Homestead Tax Exemption forms.
Addressable TV advertising has long been a kind of holy grail for brands and, in leveraging this approach to reach tenants of rented homes, Allstate, the insurance company, first had to draw on data form public sources, self-reported surveys and material like Homestead Tax Exemption forms. Having identified the appropriate residences and run its spots, the company was then required to create new forms of measurement, covering paid and owned media, as well as macro-level figures and campaign-specific metrics. It found that certain calls to action provided immediate evidence of engagement, holding promise for the future of this advertising format.
Mind the gap – highlighting the differences between advertisers and consumers in the UK
Lena Roland, Event Reports, Thinkbox: TV Nation, May 2013
This report outlines some of the results from Thinkbox’s latest wave of its TV Nation research, an annual study which tracks attitudes to advertising, brands and media and how accurately marketers understand the motivations and behaviours of UK consumers.
This report outlines some of the results from Thinkbox’s latest wave of its TV Nation research, an annual study which tracks attitudes to advertising, brands and media and how accurately marketers understand the motivations and behaviours of UK consumers. The research also highlights some fundamental differences in the media consumption behaviour of advertising and marketing professionals compared to the rest of the population and cautions that the industry should be weary of living in a media bubble. The notion of “Britishness” is explored, as is the idea of “tribal television”, an understanding of such concepts can provide advertisers with ample opportunities to engage with consumers.
TV scheduling in context
John Clifton and Charles Young, Admap, May 2013, pp. 40-41
This article demonstrates how television commercials can be put into different customised programming contexts to improve ad performance.
This article demonstrates how television commercials can be put into different customised programming contexts to improve ad performance. To determine this, Turner Networks, the cable television owner, commissioned a large-scale study of 10,000 consumers' in-depth responses to over two dozen commercials. The research found that one of the ways contextual programming can work is by priming the audience to be more receptive to an advertising message, which can turbocharge commercial breakthrough power. Another dimension that determines in-market ad effectiveness is motivation, which is improved by the congruence between the programme content and the commercial execution. Congruence can occur in four areas: a sense of place and the semantic, episodic and procedural memory systems. Examples of how these principles can be applied to TV scheduling are included.
Subway sets new standards in content marketing
Geoffrey Precourt, Event Reports, ANA Media Leadership Conference, February 2013
Subway, the sandwich chain, has been one of the most successful brands when it comes to exploiting the potential of content marketing.
Subway, the sandwich chain, has been one of the most successful brands when it comes to exploiting the potential of content marketing. Its innovative tie-ups with NBC shows like Community, The Office and The Biggest Loser have all yielded impressive results, and set new benchmarks for the industry. Rigorous planning and forming long-term affiliations are among the priorities for the firm, as is creating multi-purpose material that can be distributed across several different channels.
Planning television as a WOM driver: Insights from CBS and Keller Fay
Geoffrey Precourt, Event Reports, Advertising Week, October 2012
This report from New York Advertising Week covers a presentation by the broadcaster CBS and agency Keller Fay about how media generates word of mouth (WOM).
This report from New York Advertising Week covers a presentation by the broadcaster CBS and agency Keller Fay about how media generates word of mouth (WOM). It specifically describes research indicating that TV drives conversations about brands better than any other media. The study brought a number of data sources together (segmentation, Nielsen viewing and WOM data) to build a profile of what sparked conversations among influential viewers (“media trendsetters”). It found that TV was referred to in almost 20% of all offline "brand conversations" (over half of which driven by commercials) – and 27% of conversations initiated by the group of influential viewers. It is argued that the new data and its findings enable advertisers to target programs popular with these influential viewers, thus optimising their media planning with WOM generation as a strategic objective.
How dual screen viewing is evolving consumer perceptions of TV advertising
Dirk Ziems, Warc Exclusive, Advertising Research, 2012
This presentation looks at the phenomenon of 'dual screening' - watching television, while also using a second screen such as a laptop or mobile.
This presentation looks at the phenomenon of 'dual screening' - watching television, while also using a second screen such as a laptop or mobile. It examines the consequences of parallel TV viewing and the growth of dual screening, and introduces the psychology-based ResearchHome methodology. Its key finding is that context is an essential influence on ad effectiveness and that TV spots can be highly effective when people are in dual screen viewing mode, as watchers are not being consciously critical of advertising content. The presentation offers suggestions for ensuring TV ads work when viewers are watching in tandem with a second screen.
How Kraft eliminated TV 'waste' by matching purchases with programming
Geoffrey Precourt, Warc Exclusive, August 2012
This article describes how Kraft set about eliminating waste from the TV budget of its Selects lines of Oscar Mayer hot dogs, cold cuts and bacon.
This article describes how Kraft set about eliminating waste from the TV budget of its Selects lines of Oscar Mayer hot dogs, cold cuts and bacon. The company partnered with analytics firm TRA - which had household-level data that tied shopper purchase information to TV viewing habits - to identify which specific TV programs would likely attract the largest audience of potential consumers. The results clearly demonstrated that some shows had more Selects customers among the viewing audience than traditional high-ratings performers. These findings were incorporated into Kraft's media planning, developing it away from a purely demographically-driven approach. This delivered efficiency improvements to the schedule and reach, and reduced costs by over 50% (with surplus budget reinvested into boosting frequency or apportioned to other media). Overall, its new approach delivered an uplift in ROI of 80% on new product launches and 25% on existing ones.
Multi-screen media planning: Audience measurement
Antonio Carvalho, Admap, July/August 2012, pp. 30-32
The increasingly complementary relationship between traditional TV and digital is driving content creators to take a more holistic approach to distribution.
The increasingly complementary relationship between traditional TV and digital is driving content creators to take a more holistic approach to distribution. This sees them delivering material to consumers in a way that is independent of the platform, recognising that people want access to content anywhere and at any time. However, advertisers and agencies continue to treat traditional TV and online TV as separate entities when it comes to buying strategies. This article, using examples from the likes of MTV, shows how multi-screen TV consumption, and digital in particular, facilitates an unprecedented level of detail when it comes to audience measurement and advises how these different levels of granularity can be used to best effect when planning campaigns.
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Cable and satellite TV
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TV advertising breaks and clutter
TV audience attitudes and behaviour
TV audience size and composition
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Cinema planning & buying
Digital media planning and buying
Direct mail planning and buying
Magazine planning and buying
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