Live tweets on a print ad?

Research has proved to advertisers for years that a media mix is one of the most successful ways in creating a strong campaign. Would combining multiple media in one platform make the campaign even stronger?

The CW Television Network recently combined print and social media in a branding effort. According to Mashable Business, the network created a print insert with a small LCD screen in the center. The screen looped a short video and followed up with the most current six tweets from @CW_Network. Approximately 1,000 ads were inserted in Entertainment Weekly in Los Angeles and New York.

The intention was to align the network digitally; therefore, the Twitter feed was monitored to see how often the CW’s tweets were retweeted. Fans could retweet in hopes of making it onto the ad.

This is the first print ad to have a live Twitter feed, and it could lead to more integrated ads in the near future.

Is there a magic length for effective online video ads?

For advertisers, we are constantly looking for new ways to reach the consumers in an unobtrusive way that is still engaging. Once a media platform is decided, the next step is to figure out how best to present the product/service to the audience.

For example, let’s take video pre-roll ads. Advertisers can buy various time lengths in hopes of informing the consumer and encouraging a call to action. But, is there a key time length that all advertisers must abide by?

The Center for Media Research released information on a study conducted by Jun Group. The study focused on how users react to the pre-roll video content. A highlight is that video completion varies with the length of the ad. A :15 spot had a 99% completion rate, :30 had 98%, :60 had 92%, :90 had 90%, and 2 minutes+ had 87% completion.

Even though the completion rate was higher with :15 ads, the consumer engagement was lower than a video between :30 and :60 seconds. In fact, the interactive level was about the same for both the :15 and :60 - :120 category. Engagement levels were also higher with the 55+ age demographic. Interestingly enough, the 18-34 category was the least likely to engage in video content.

What can advertisers take away from this? First of all, the thought that :15 spots are the absolute best length isn’t entirely true. While it has a highest completion rate, the engagement isn’t. Advertisers must strike a balance between who the consumer is, where they are viewing online video content, what the creative message is, and how long it takes to get the message across effectively.

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 subscribers tend to watch more TV than non-subscribers

With the new generation of media consumers becoming more accustomed to watching video content on devices other than a television, what does that mean for video consumption?

According to eMarketer, Altman Vilandrie & Company conducted research on US cable subscribers and non-subscribers and how they view video content. It was found that about the same amount of subscribers and non-subscribers use online video subscription services like Netflix, Hulu Plus, etc. For example, 38% of people with cable and 39% of people without cable had Netflix.

The difference between the two groups is the amount of video viewed. While cable non-subscribers watch TV approximately 29.3 hours a month across a variety of devices like TV, PC, tablet and mobile, cable subscribers consume 59.5 hours a month.

Therefore, both groups are watching video content on the same kind of devices, however, cable subscribers tend to watch more.  

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...

Is your typeface distracting drivers?

Any graphic designer has been taught that different typefaces appeal to different emotions, personalities, and can mean different things. For example, a serif font is better when writing a lot of copy. The little tails on the letters flow together and make it easier on the eye to read. The media industry has been looking into typeface to see if different kinds can help reduce distraction for drivers while in a vehicle.

According to MediaPost, the Massachusetts Institute of Technology’s AgeLab, the New England University Transportation Center and Monotype Imaging Holdings recently conducted a study in order to find safer designs for in-car media devices. Eighty-two people between the ages of 36-75 were monitored while utilizing an in-car device in a driving simulator. The researchers were primarily focused on eye-tracking measurements.

Results showed that hard-to-read typefaces create more distraction. Overall, technical typefaces tend to reduce glance time. Do note that the space between the letters also aid in readability. For example, the popular technical-styled font Eurostile is tightly spaced and difficult to read.

Changing up typefaces can translate to less time not looking at the road and more alert drivers.

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...