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...

What media has the majority of audience prior to shopping?

A new study performed by Arbitron and MBI Touchpoints confirmed that radio is still a valid media in reaching people prior to peak shopping hours.

According to MediaPost, the study, “Where Radio Fits: Radio’s Strengths in the Media Landscape” was conducted from October 2010 – March 2011 and August 2011 – January 2012 and observed the media consumption of adults 18-64.

Findings show that broadcast radio reaches 31% of adults 25-54 about an hour prior to peak shopping. This peak period is from about 1 p.m. – 2 p.m. in the afternoon. This percentage means that radio has the largest reach of the pre-shopping audience among all media platforms.

This does make sense because a lot of people own cars with radios and will drive his or herself to go shopping. Therefore, it is more likely that the last media a consumer views/reads/hears is radio between leaving a car and going in to shop.

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...

Young Hispanics' media use differs by gender

We all know that women and men view the world differently, and a new study confirms that even the way that they utilize media can differ.

According to new Experian Simmons data, Hispanic females between the ages of 18-29 are more likely then their male counterparts to post or comment on social media sites. They are also more inclined to click on other people’s posts, at 29%  versus 22% of young Hispanic males and the connections are going both ways – 31% of females in the same age group said that they frequently receive requests to connect in social media platforms, compared to males at 26%.

Young Hispanic males (28% to be exact) would also rather play the newest video game than find a TV show to watch, compared to 9% of young Hispanic females saying the same thing.

This information shows advertisers that there is a better opportunity in reaching a female audience with social media. In turn, advertisers may have to look at in-game advertising to reach the male audience.

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...

TV Network does an advanced screening with a green twist

The new fall television season is underway, and that leaves networks with the responsibility of launching the new hit shows of the season. NBC chose to do an advanced screening of the drama “Revolution” in New York City’s Hudson River Park Pier 57. What made it different than a normal screening? It was powered by cyclists.

According to MediaPost, NBC teamed up with the public advocacy group Transportation Alternatives to create this “Powered by the People” promotion in which 80 cyclists generated the necessary power. Guests were invited to try out the specially created bikes.

The alternative power source circles back to the underlying theme of the show in which people must acclimate to a green lifestyle when the world’s electricity goes off.

In order to keep the momentum going, NBC has created a Facebook contest. Users can vote on other cities to host an advanced screening of the show. By going viral, this promotion can help word of mouth of the show.  

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...