The timing of two stories this week spurred some television talk around the office: Nielsen's latest Three Screen report and CBS' cancellation of "As the World Turns." Nielsen's panels and surveys show that Americans still watch 99% of their video on traditional TV, but that DVR time-shifted viewing and online viewing are each increasing a
Google remains consumers' favorite online brand, with Yahoo! and Amazon
not far behind. In the minds of their fans, the top online brands
exhibit very traditional attributes such as trustworthiness,
helpfulness, and relevance, all at the expense of more-predictable
tech-friendly characteristics such as innovation and speed.
I'm hosting a panel on Millennials and TV at the Future of Television Conference later this week. I'm sure we'll talk about social media. And you might be surprised to see that one segment of the Millennial generation - today's teens - are perhaps more brand-loyal than you think. They just like to try new things more than adults do, and they depend on friends' advice more.
From a Forrester report (behind the paywall) on teen coolhunting:
According to Ad Age's math, if Comcast buys NBC Universal, Comcast's advertising revenues would go from 7% of its total take to over 20%. Most of the potential synergies described in the piece could be done via thoughtful deals rather than by acquisition, and plenty of pundits don't like the potential combo. But think about how that increased importance of advertising might affect Comcast, and the industry.
Chatting with board members at a major apparel company last night, a few mentioned a story on NPR's Morning Edition about the social divide between young Facebook and MySpace users. I've been skeptical before, but am converting.
As usual, Microsoft gets no love from the commentariat. It's sponsoring a branded content variety show on Fox created by Seth “Family Guy” MacFarlane that will feature Windows 7 integrated into the programming. What does Windows 7 have to do with bawdy animated show tune parodies? I guess we'll see. Pundits are arming for bear.
Two-thirds of online teens surveyed said they tell friends about
products — that's almost twice as many as adults — and more than 70% of
teens use social networks regularly.
So it's critical for marketers to
understand how to best use social networks to reach teens and to help
them spread the word. Forrester created a new audience analysis framework based on what teen social network users said were their motivations for using them. It turns out they use social nets for both communication and entertainment. (For teens, communication is entertainment.) Compared with adults, there are more entertainment-driven teen social networkers.
The Media Meltdown of fragmented audiences and broken media company business models
is disrupting traditional marketing strategies and partnerships.
Marketing leaders must work with their teams, agencies, and media
partners to update their vision of integrated marketing in order to
counter the effects of the meltdown and to harness social media.
Tomorrow's integrated marketing:
Marketers looking to tap into the long tail via organic search - rather than via a paid search campaign - ought to take a look at Associated Content. Remember About.com, the network of "guides," or semi-pro content experts, now owned by the New York Times Co.? Associated Content is built along the same lines. It's a loose collection of articles written by freelancers that can provide inexpensive, contextually relevant ad inventory alongside content with some of the authenticity of UGC but none of the risky elements of unsupervised conversation.