Posts categorized under ‘Media’

Unique Utilizations of Print

Print is one of the oldest forms of marketing, but it still has many useful aspects that keep it a valuable source of advertisement.

Print is often overshadowed by high-tech forms of media, such as broadcast and the Internet.  These outlets are constrained by the availability of computers and televisions, which in some parts of the world may be limited. In areas where broadcasting or digital media is unavailable, print becomes valuable in marketing.

Print also allows marketers to relay more information than broadcasting. For example, Gatorade utilizes plans to uzilize print in the 2nd Qtr to market its G Series line which features pre-workout and recovery drinks.  With more products in its G Series line, a television spot  limits Gatorade from explaining each product in the line and its importance to athletes.  Gatorade plans to use print ads for the 2nd Qtr which allows for more space to convey all the information they want to provide. Gatorade plans to reach more athletes by distributing the ads in locker rooms, at summer camps, and in sideline programs.

Print ads are good for brands who want to display more information to a targeted audience. For example, a prescription ad on television must fill its short allotted spot with legal disclaimers and only brief highlights of its product.  However, with print, the company can list much more information about a drug as well as distribute it to specific print outlets so it reaches its targeted population. For example, a heart medication could be placed in Men’s Health and educate its potential users.

Print is also a valuable medium for controversial ads that might oppose a bigger market. While an ad may be pulled instantly from broadcast, a print ad is much harder to regulate. For instance, UK’s SodaStream television spot was banned for “denigrating the soft drinks industry.” To get their message out, they resorted to print ads in major UK newspapers, which allowed them to convey the message that television wouldn’t allow.  In the UK advertising regulatory system, print ads take much longer to ban since complaints must be made to the Advertising Standards and the entire decision process goes through after the campaign is complete.  SodaStream’s print ad campaign was effective against the soft-drink industry and even pointed out Clearcast’s role in favoring bigger marketers.  Print’s slower regulation and censorship process allows for print media to be more effective for controversial topics, allowing for campaigns to make a stronger impact.

Print media will continue to have a prominent role in advertising globally as it overcomes the limitations faced by other forms of media.

Millet Pezzi, Crystal Krummel, Sean Good contributed to this article.

Did 2012 live up the political hype? Yes!

As we are currently in the first political window of 2013 in Las Vegas and dealing with make-goods and LUR’s (lowest unit rate)….let’s review 2012.  We were all warned going into 2012 that it was going to be a strong year politically, with record breaking spend, etc.  Did it live up to the hype?

Short answer: Yes.  Additionally, both presidential campaigns spent heavily on advertising in Nevada and Colorado with Las Vegas and Denver media markets seeing the most presidential political advertising. According to the Washington Post and Kantar Media, Nevada as a whole saw $55 million in total TV political ad spend with Las Vegas (ranked #40 Nielsen TV market) accounting for $46 million. Colorado reached $73 million total TV ad dollars, with Denver (ranked #17) racking up $59 million of that take. See political TV advertising spend broken down by state and by candidate for the 2012 election with this interactive map!

The Wesleyan Media Project reports that in 2012, TV viewers were bombarded with more than 3 million ads related to the presidential and congressional elections.  Overall, there was a 33% increase in the number of ads and 81% increase in spend compared to the 2008 election.  While local news is always impacted heavily by political advertising and is the main focus, the Obama campaign also focused on talk and reality shows and niche cable networks more so than the Romney campaign. This explains why the Obama campaign was able to spend $4 million less in TV ad dollars in the Las Vegas market than his counterpart Romney, yet receive five thousand more total ads. This could very well have proved a critical strategy in Obama’s win of the crucial swing state of Nevada.

The TVB reports that local TV stations captured over 80% of total television spending in the political category during the 2012 season.  “Television stations total political revenue, in the face of increased competition, from new and social media, continues to boast a high growth rate: $1.5 billion in 2008, $2.1 billion in 2010 (+35%) and $2.9 billion in 2012 (+38%).”

Obama spent more on social campaigning than his counterpart by 10 to 1.  Obama spent a whopping 47 million dollars to target key constituents nationwide.

It was clear that the focus was much more important for the Obama campaign for driving voters to influence and create actions. Building this community proved vital as President Obama had more Facebook fans, more Twitter followers and more YouTube views than Romney.

So it appears that in the political TV and new/social media advertising game during the 2012 election, the Obama Campaign clearly had the smarter strategies. However both party lines continue to show the same trend with increasing their advertising spend each election year.

Pamela Payne and Cameron Partridge contributed to this article.

GLBT to LGBT to GSD?

Not long ago, the LGBT community was referred to as the GLBT community.  And if a London-based advocacy group gets their way, it will soon be the GSD (Gender and Sexual Diversities) community.  The group believes that the term LGBT still excludes “a whole batch of people who didn’t feel able to go to mainstream counseling organizations and also wouldn’t be welcome at LGBT counseling organizations.”  This group could include asexual individuals, swingers and any other “non-traditional” sexual preference.

Read more here at Huffington Post.

Urging CNN to Increase their Diversity

While CNN has been criticized for its lack of diversity among its news anchors in the past by the NAACP, the National Association of Hispanic Journalists is now joining the cause. The NAHJ is challenging CNN to be more reflective of its viewing audience by diversifying its broadcast team since the current roster includes only one Latino. The NAHJ President does admit that, “Diversity is not an issue that is unique to CNN. It’s an issue that is the same for many media companies.” CNN President Jeff Zucker is now scheduled to appear at the NAHJ conference this weekend.

More available on Huffington Post and HispanicBusiness.

Contact, Content and the Consumer

According to a recent BtoB Magazine research study, in 2013, B2B marketers will likely spend on the channels they think are effective in getting content in front of prospects.  Of those surveyed by B2B Magazine, 93% said they would be updating their website as this was their highest source of information sharing.

The New YorkerBut no matter what, a flashy website will only work for so long.   And as cliché as it sounds, content is King.  And The New Yorker is continuing to build its empire.  Over the past several years, The New Yorker has launched numerous new Web channels and looks to continue the trend in the next couple of months with the launch of a Science and Technology channel as well as a Business channel.  The Science and Tech channel will expand the number of blog posts from writers such as Ken Auletta, Gary Marcus and Tim Wu.  While the Business hub will feature more infographics and video content and will feature the magazines most popular writers such as Malcolm Gladwell.

Another established brand looking to reinvigorate itself is NPR.  With the birth of digital radio, the organization is launching its first advertising campaign in four markets to push its digital radio assets this month in four markets: Dallas, Indianapolis, Orlando and San Diego.  The campaign will run for three months and include TV, billboards, transit, print and digital advertising and will be funded by a grant from the Ford Foundation.  While it doesn’t rely on advertising for support, NPR understands the importance of maintaining relevancy to its current audience and the need to expand its digital offerings to complete with the number of digital radio formats now available.

The Season

Powerful ads during the Big Game were remembered by some, but just a little more than a week after the game, most of us have forgotten most of the ads. Even with the power of social media and the YouTube Ad Blitz after the game, some brands scored bigger than others. Which poses the question: Is the game a platform for brands to kick off a campaign or a platform for one-offs.

The most forgotten spot is Audi’s Prom. It’s also one of the most conceptually sound spots in the Big Game. Who hasn’t thought back to that prom or dance where they did or didn’t grab that moment? The brand that lost its way was Coke. Coke is supposed to bring happiness to everyone. Making happiness a dog-eat-showgirl competition is not their brand. The best ads were Mercedes Benz Soul and Miracle Stain. They both had everything I need for a great commercial … a great epic story line, fantastic performances, and a communication at the end that seals an emotional tie to the message and the brand. Still, with all that money and talent, a tweet got the most play.

One note … even the worst advertisers during the Super Bowl reap the benefits. For many brands, awareness is a win-win, even if the ad is being touted as a disaster. Century 21 gets talked about for two weeks before the game and gets Web and customer traffic to make just being in the broadcast worth it even though the ads end up at the bottom of most lists. There are many other brands that feel the same way. Look at Audi. They had a pretty good ad and believe that a TV buy in the Super Bowl is the best way to go year after year … because it works.

It seems that, unlike the game itself, for most brands, the Super Bowl ad competition doesn’t end at the final whistle. Brands are clearly hopeful that their campaign kickoffs lead to long returns with their consumers.

Online advertising predictions for 2013

As we ring in the new year, advertising trends will continue to change and progress. In 2013, online advertising is expected to be even more innovative and dominating than in past years.

  1. Mobile traffic will continue to rise. It is expected that by the end of 2013, one in three paid clicks could come from a tablet or smartphone. With this drastic increase in mobile usage, in-app advertising spend is expected to skyrocket as well.
  2. Cross-channel and cross-device advertising and measurement will explode! Where customers used to simply click on an online ad and purchase, the lines between online and offline worlds are becoming blurred as customers utilize mobile devices to conduct more product research than ever.
  3. Owned and earned media will become the rule, not the exception. Advertisers will leverage their owned media as marketing tools even more so than in years past, taking advantage of the cost efficient control that they have to reach niche audiences. In a year where word-of-mouth marketing will continue to grow, earned media will be that much more vital as the customer becomes the channel.
  4. Online advertisers are going to finally realize the true value in social media. The fact is, we no longer live in a world powered solely by direct response marketers. It is now all about building relationships with customers and gaining access to larger audiences. A new year is just going to continue to enforce the importance of utilizing social media, and even provide deeper data to support it.
  5. Online marketing will become even more targeted. Facebook has already taken the plunge moving far beyond basic demographic targeting. With custom audiences where sponsored stories or ads can be used to target a specific set of users, what’s to come next?
  6. Real-time optimization will be the norm.  Advertisers have now moved beyond the click and require insight into the brand impact of their online activity alongside their click data. We are moving towards a time in which advertisers will be able to track all of their campaigns against key metrics, and utilize online dashboards to adjust creative, frequency and more to optimize campaigns in real-time.
  7. Online display formats and units will continue to evolve. With digital infographics becoming vital in telling an advertisers’ story in 2012, the new year will only further enhance the need for online marketers to utilize different online formats to more effectively deliver their messages. Newer, larger and more customizable online units will continue to be developed in 2013, offering advertisers more innovative ways to build their brands.

Read more about 2013 trends and predictions:

http://www.adexchanger.com/data-driven-thinking/online-marketing-top-trends-for-2013/

http://www.millwardbrown.com/ChangingChannels/2012/Predictions/

http://www.mediapost.com/publications/article/190026/2013-predictions-from-online-ad-marketing-experts.html#axzz2H1lAuGAx

Jimmy Kimmel is ready to rumble

This week, Jimmy Kimmel is moving from his midnight time slot to 11:35 pm, entering the ring with the late-night heavy-hitters of Letterman and Leno. ABC is hoping that the 25 minute difference will help boost their ratings, because simply put, many people decide to go to bed around midnight. There are a lot more people still watching TV at 11:35 pm than at midnight. This shift is historic because it will be this first time that all three of the major broadcast networks will have late-night talk shows all competing at 11:35 pm.

Jimmy KimmelThe arrival of Kimmel in the 11:35 time slot means a younger generation is starting to plant its flag there. At 44, Kimmel is younger and edgier than Leno and Letterman, both in their 60s, and brings the highly coveted 18-49 demographic. Kimmel will also have a head start on Jimmy Fallon, who has been rumored to be the heir apparent for Leno at NBC.

It’s no coincidence that the time shift comes at a time when Kimmel’s audience is steadily growing, while his rivals’ ratings are slipping. This past year, Kimmel was well-received hosting the White House Correspondents’ Dinner, and hosting the Emmy Awards.  Jimmy Kimmel Live! is also coming off its most-watched season in five years, growing 3 percent in total viewers and proving the only broadcast late night show to register an uptick this year according to ABC.

Although the Kimmel show still lags far behind Jay and Dave in the ratings, with a viewership of only 1.9 million, compared to Leno’s and Letterman’s viewership of around 3 million each, Kimmel is a legitimate threat to the current late-night landscape and should prove to be a solid move for ABC.

This Week in Travel & Tourism — 11/19/2012

INTERNATIONAL

Travel summit notes rise in demand for exotic destinations

Travel agents and tour operators who attended Ensemble Travel Group’s recent Las Vegas conference report that travelers are increasingly being drawn to exotic and off-the-beaten-track destinations. “The hot destinations are Ecuador, the Galapagos, Burma, Cambodia, Vietnam, African safaris. People are going for big-ticket items. It’s like they want to spend money now because they don’t know how things will be later on,” said Judy Ruffini, a regional sales manager at General Tours.

Airlift problems hamper tourism in the Caribbean

Air travel between Caribbean islands usually consists of multileg flights that take several hours. This lack of convenient flight options could be one reason that tourism in the region is not growing as rapidly as hoped, tourism experts say. “Intra-Caribbean tourism is down by 40% in the last five years. Make air travel more accessible — get rid of the visa regulations, make it cheaper — and more people will travel. It changes the equation,” said Richard Doumeng, president of the Caribbean Hotel & Tourism Association.

Luxury travel is leaning toward uniqueness, customization

Luxury travelers are increasingly demanding customized trips heavy in out-of-the-ordinary experiences, experts said during Signature Travel Network’s Sales Meeting and Trade Show in Las Vegas this week. “We have arranged white-linen banquets on the Great Wall and trips down a tributary of the Li River (Guilin) in bamboo rafts. We take clients to studios of major artists and fashion designers. In Beijing, there’s a private $300 million art collection, which people can see, and be taught by the owner how to understand Chinese art,” said Margot Kong, a vice president with Imperial Tours in San Francisco.

DOMESTIC

Survey: Holiday travel spending will rise 12% this year

An annual survey by Allianz Global Assistance USA indicates that holiday travel spending this year will reach $72.9 billion — up about 12% over 2011. Forty-five percent of respondents said they are “very confident” that they will take a holiday vacation this year, compared with 42% in the previous year.

Business travel could benefit from U.S. “fiscal cliff,” group says

The impending “fiscal cliff” of expiring tax cuts and reduced federal spending could benefit business travel over the long term, the Global Business Travel Association says in a report. “The elimination of tax cuts and reductions in federal spending would lead to reduced deficits and lower interest rates over the long run, resulting in business travel spending and an overall economy that grows more quickly after absorbing the shock of the fiscal cliff,” the GBTA said. However, the U.S. economy stands to lose $20 billion in business-travel spending over nine quarters if the economy goes over the so-called cliff, the group says.

U.S. Travel Association grass-roots program will focus on Congress

The U.S. Travel Association has unveiled plans for a grass-roots initiative that aims to cultivate industry advocates in Congress. “Every congressional district in America can thank travel for jobs and economic activity, so we’ve designed a program to build our bench of champions in Congress, those members who will stand with us and play offense on policies to protect and stimulate increased travel,” said U.S. Travel President and CEO Roger Dow. The Travel Blitz program is set to launch next year.

CRUISE

Norwegian overcomes hurdles to become successful in Hawaii

Norwegian Cruise Line’s 10% price increase on Hawaii cruises next year is a big improvement from several years ago, when the line’s 2,138-passenger Pride of America was struggling.

AIRLINE

Virgin Atlantic gains short-haul slots at Heathrow

Virgin Atlantic said it has been offered all of the Heathrow short-haul slots available following International Airline Group’s acquisition of BMI. International Airline Group is the parent of British Airways.

DOT approves Delta’s route to Tokyo from Seattle

The Department of Transportation has approved the request from Delta Air Lines to transfer service from one of its two routes between Detroit and Haneda Airport in Tokyo to Seattle. The switch will “open Haneda access to a new region of the country,” the DOT said.

Sponsored links: Who should pay who?

Of its annual revenue, Google earns $38 billion from the sale of “sponsored links” alone. It seems Google has successfully convinced advertisers that the links they provide are of value to their businesses as a form of advertising. That is until recently.

Many European newspapers and magazines are pushing for legislation to change how Google, as well as other search engines and newsgathering sites, earn revenue.  They believe Google and its counterparts should pay them instead as their newspapers and magazines provide the material these sites generate revenue from.

Reversing the monetary flow seems imminent. A German bill is already being reviewed by Parliament and would allow publishers to charge search engines and news curating sites a fee to display parts of their articles with links to the paper or magazine.  In France, President François Hollande is aggressively pushing for similar legislation unless a solution is found by the end of the year to compensate the publishers for their content. Italy is also starting to look into similar action.

Google is adamant that these types of laws go against the free flow of information on the Internet and would destroy their existence.  They have countered with threatening to exclude these sites from search results.  This is no empty threat either as in France alone 30 to 40 percent of news sites traffic comes from Google.  Publishers are already struggling to increase revenue, which is why they are trying to reverse the current monetary flow with Google.

It seems both sides are dependent on these dollars being placed in their favor. Is there a solution to benefit both sides? Would a pay wall help or hurt the papers and magazines?  I think the most important part is that this will affect users.  Either search results will be missing pertinent information, or site vistors may be forced to make up for missed revenue by subscribing.  The ever-growing idea of free information on the Web is at stake.

This Week in Travel & Tourism — 10/22/2012

INTERNATIONAL

MGM gets approval for Macau casino-hotel

MGM Resorts International received approval from the Macau government to open its second hotel-casino on the China-controlled group of islands. MGM China Holdings, a joint venture between MGM Resorts and Hong Kong billionaire Pansy Ho, will build a $2.5 billion, 1,600-room hotel-casino on Macau’s Cotai Strip. Plans call for 2,500 slot machines and 500 gaming tables.

Airlift priority for Jamaica

The island of Jamaica is in good shape for the upcoming winter season, with advance bookings at many resorts pacing ahead of a year ago at this time.

DOMESTIC

PreCheck will check in at Honolulu airport

Honolulu Airport was expected to launch the Transportation Security Administration’s PreCheck program this week. Not all airlines participate in the program, and passengers must be eligible to go through an initial screening in order to participate.

Orlando, Fla., hotel activity in September was lower than a year ago

The hotel market in Orlando, Fla., declined in September, as 55.2% of rooms were filled compared with 56.2% the previous year, according to Smith Travel Research. The average daily rate decreased 1.4%, to $80.35, as children went back to school and fewer large-scale events took place.

AIRLINE

US Airways Group reports record Q3 profit

US Airways Group posted a record third-quarter net profit of $245 million, up from $76 million a year earlier. Excluding special items totaling $192 million, the result was the second-best third quarter in the company’s history.

Delta posts $1B third-quarter profit

Delta Air Lines reported a third-quarter net profit of just more than $1 billion, aided by $279 million in one-time items. The result compared to a $549 million profit a year earlier.

Southwest will take over AirTran flights in 4 cities next year

Southwest Airlines has announced that starting in April, AirTran service at airports in Flint, Mich.; Portland, Maine; Rochester, N.Y.; and Charlotte, N.C. will be converted into flights under the Southwest brand. Southwest also unveiled new services that will launch also in April, including daily service between Boston and Kansas City, Mo., and between Houston and Pittsburgh.

Spirit: We don’t want you to pay our $100 carry-on fee

Spirit Airlines will be charging a $100 carry-on fee to passengers who do not pre-pay for bags. Some industry experts say it could hurt business, but Spirit says the fee will dissuade passengers from slowing the check-in process with last-minute bags.