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Written on Friday, December 11th, 2009 by David and stored in advertising, marketing
It is important that all forms of advertising and marketing are measured and their effectiveness understood. It is surprising how many companies even in this digital age continue to spend money blindly or at best with limited knowledge often spending money on advertising in a particular publication just because their competitors do without knowing if it actually generates any leads or income. (more…)
Energy saving, the Rhubarb and Custard way
Penetration of dishwashers in the UK market is at about 36% vs. the European average of 41%. By joining the UK’s number one dishwasher detergent brand – Finish, with the UK leader in dishwasher sales – Bosch, is an initiative that will work towards step-changing the pace of dishwasher penetration in the UK from +1% per year to >+2% per year. (more…)
Travis, Dizzee Rascal, Speech Debelle and many other artists are set to enjoy windfalls after a landmark deal between independent record labels and YouTube.
The PIAS Entertainment Group, which represents 200+ independent labels, has signed a global licensing and marketing deal with the online video giant which will result in artists and their record companies get a share of revenues from adverts shown alongside their works and as the deal covers both official audio and video releases as well as user-generated content there is a great potential for income from this source.
PIAS says it will also work with YouTube to try to drive up traffic to artist pages and develop partnerships with brands, through channel sponsorships amongst other ideas.
“Some of the world’s most iconic artists will now be able to engage with their existing fans and win new ones,” said YouTube video partnership director Patrick Walker.
The deal with independent labels comes just weeks after an agreement between Google-owned YouTube and Warner Music as revealed in an earlier blog.
Warner, home to hits by Madonna, Muse and Led Zeppelin, removed material from YouTube last December after a row over royalties. But the nine-month dispute was settled with a new revenue-sharing deal allowing Warner to sell advertising against its content on YouTube.
The commercialisation of football has lead to the Ukraine v England match being shown on the internet rather than on TV as would normally be the case. All football associations are able to sell the rights of their home games to the highest bidder (in this instance it may have been the only bidder) and as the purchaser is looking to make a return they will broadcast it in a manner which they believe will maximise it for them.
The business model of Setanta was obviously flawed as they went into administration and this was partly because they used a high cost route to market, the internet on the other hand is low cost and as a result it is only going to be a short period of time before even more matches are broadcast this way, no doubt with advertising being embedded in the pop out window that viewers are watching – probably rotating much like that around the pitch perimeter.
Sky have already started to address this option with their Sky Player which allows subscribers to watch programmes including live football on their PC and this will in effect increase their advertising opportunities so you can expect to see an increase in the advertising associated with high profile matches and also more subliminal real time advertising rather than just in commercial breaks.
The red button on your TV currently acts as a virtual stream allowing viewers to watch different games on the same channel and also request replays and different camera angles, again these can be easily sponsored and no doubt this will happen over time, if not on Sky certainly on other non subscription channels.
So don’t despair the TV will soon be just the same as our computer, revenues will ensure games are streamed at the correct resolution to show on a 50″ plasma, choice of replays and delayed broadcasting allowing you to make the tea or order pints at the bar will ensure users buy into the technology and the footballers will increase their salaries, the value of the big clubs will rise, and we will all keep paying more and more. Or will we?
Written on Wednesday, September 30th, 2009 by David and stored in advertising, digital/online
A recent report has indicated that spending on online advertising has overtaken that of television advertising for the first time.
Online spend grew by 4.6% in the first half of 2009 reaching £1.752 billion whilst in the same period TV spend shrank by 16.1% to £1.639bn.
Advertising generally has fallen by 16% during the period according to a study by Internet Advertising Bureau and PricewaterhouseCoopers.
Whilst there is still much debate about this and challenges to the figures and the way comparisons have been drawn there is no doubt that online advertising is growing and that as a result the way brands advertise in the future will change as well. Influencing customer behaviour is now key in ensuring that market penetration and market share are increased and the online revolution needs to be an integral part of all strategies. See my earlier blog on technology and marketing.
To read more on the research and hear opinions from others within the advertising industry go to the article on the BBC web site which has more in depth coverage.
Many of you will recognise the Cadbury gorilla shown above and lots of you will have seen it on the Television where it first appeared but since then it has appeared on You Tube and whilst not necessarily intended by Cadbury’s and their agency it has been viewed and talked about more because of it’s online presence rather than it’s showing on television. On the internet it is available on demand which is the shift that brands will need to understand if they are to derive the most benefit possible from their advertising going forward. We have lived in a world where advertisers have been pushing offers at us but going forward in this digital age consumers will be able to be more selective and the strongest and most effect advertisements will be those that engage with us to the extent that we are looking to view them. Online advertising may have exceeded television advertising for the first time but much of this has is still based on the principle of putting offers in front of readers, the real power however is to harness the pull factor.
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