Cable network and automotive combine forces

Traditional media is a key element in the majority of campaigns. Sometimes, utilizing traditional media in a different way can help an advertiser stand out. For example, the cable network FX and the automotive company Audi are teaming up to create a messaging campaign to specifically advertise the new 2012 Audi A6.

According to MediaPost, they are joining forces to create content that is made to look like full-length TV programming. These eight 2-minute episodes will star the Audi A6 and its features. The “Untitled Jersey City Project,” as it’s called, will premier on FX September 25^th during the Sunday prime-time movie, and it will run on the following four Sundays. Initial promotion was done through theater advertising and commercials running during the Emmy Awards telecast.

The plot of the series surrounds a group of architectural firm co-workers who are working together to hide an unsettling secret. Worked into the plot will be some of the A6’s technological enhancements.

Overall, with Audi aligning its brand with FX, it’s reaching a core target audience in an offbeat, original way. Even though product placement is not a new concept, if it’s done seamlessly and maintains entertainment value, it can really help advertisers solidify a branding message. Also, it’s important to make sure that advertisers choose product placements that make since for the product/service and the target demographic.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Cable exceeded broadcast in 2011 upfronts

Overall, the economy is still continuing to come back from the recession, and media is no different.

As the fall season approaches, so does new TV programming on both broadcast stations and cable. According to MediaPost, cable surpassed broadcast television in upfront estimations this year. This marks the first time that this has happened.

The Cabletelevision Advertising Bureau (CAB) noted that cable had a 16% increase in upfront revenue compared to last year. In fact, it set a new record for $9.29 billion in spending for the 2011 – 2012 season. This marks the second healthy year for cable since having a 19% increase from 2009. Upfronts were dismal in 2009 with a 13% drop which is equivalent to an $875 million loss.

With both television and cable having positive upfronts this year, it does lend support to a recent survey Strata, a media-buying processing firm, conducted with agency executives. The survey reveals that television still takes the majority of the media budget with 41%. However, it also noted that television was losing a slight share to digital.

Overall, the economy is still continuing to come back from the recession, and media is no different. From the upfronts and surveys available, it can be concluded that television and cable are coming back at a steady pace.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Should I put “Like” in my social media ads?

Social media, especially Facebook, has quickly engaged people from all age groups, socio-economic make-up, and gender. SocialCode recently looked at Facebook specifically to see how different demographics clicked through Facebook ads with a “Like” button attached vs. just clicking “Like” within the ad.

According to the Center for Media Research, the study found that older Facebook users generally click through the ad to the embedded URL link, while the younger-skewing users “Like” the ad. The study’s oldest segment was users 50+ and the youngest segment was users 18-29.

Results also showed that women are more likely to click on an ad by 11%. In addition 2.2% more men than women “Like” an ad.

Research like this is beneficial to advertisers in a few ways. The most important is that it can serve as a guide on how to create ads to reach a certain audience. If the target demographic skews younger, a “Like” option in the ad is recommended, for older audiences, it doesn’t seem to hold as much importance.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Who is scanning QR codes?

The United States now has about 14 million smartphone users, which is about 6% of the whole mobile market. As smartphones become more accessible to the general population, advertisers will work to find a way to reach this new audience. Over the past few years, Quick Response codes (QR codes), which are scanned with smartphones, are becoming a viable option. comScore conducted a new study that evaluates who is scanning the QR codes.

According to the Center for Media Research, the study found that the most likely scanner is a man between 18-34 years old and has a household income of $100,000+.

· Gender makeup of scanners

o Male: 60.5%

o Female: 39.5%

· Age range of scanners

o 25-34: 36.8%

o 18-24: 16.6%

· Income range of scanners

o $100,000+: 36.1%

o $50,000 - $75,000: 19.1%

As far as other media goes, QR codes are best utilized from print publications like newspapers or magazines.

· Printed newspaper or magazine: 49.4%

· Product packaging: 35.3%

· Website on PC: 27.4%

· Poster/Flyer/Kiosk: 23.5%

· Business card/Brochure: 13.4%

· Storefront: 12.8%

· TV: 11.7%

The study also tracked where people were when they scanned a QR code. The majority of them were at home.

· At home: 58%

· Retail store: 39.4%

· Grocery store: 24.5%

· At work: 19.7%

· Outside or on pubic transit: 12.6%

· Restaurant: 7.6%

Overall, QR codes are another way to reach that niche group of smartphone users.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Media consumption in the summer

Overall, media is consumed in a variety of ways in and in varying amounts by children.

As summer winds down, some choose to look back and reminisce on how it was spent. Likewise, advertisers evaluate how people utilize media in that timeframe. According to MediaPost, Adweek and Harris Poll conducted a survey that recorded how kids consumed media in the summer.

Apparently, 49% of parents allowed their kids to watch more television and 46% allowed more play of video games during the summer. In fact, about a fifth of parents stated that children watched/played much more TV and video games. By contrast, about 16% of parents reduced the amount of TV their kids watched. The percentages were similar with parents cutting down time spent on video games and Internet.

Part of the media increase in the summer months is attributed to the fact that kids today now have their own media/digital devices like personal computers, smartphones, video gaming systems, etc. Therefore, they have more access to media.

Overall, media is consumed in a variety of ways in and in varying amounts by children. In the summer that point is exaggerated.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...