Using Social Media To Create And Amplify Offline Influence

The Video Contests Keep Coming

Would You Buy Pre-Rolls For $1 Per Thousand?

Nate Elliott[Posted by Nate Elliott]

Ad Age ran a fascinating piece this week about how CPG giant Reckitt Benckiser shifted $20 million of their TV budget to pre-roll ads, and then relentlessly hammered publishers on price. According to Ad Age, Reckitt bought some pre-rolls for as little as $1 per thousand.

Granted, the economy is clearly taking its toll on in-stream ad prices. And big budgets always earn marketers volume discounts. But when you realize that even in this market most high-quality pre-roll inventory costs upwards of $30 per thousand, the prices Reckitt paid look incredibly low.

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Surprising Findings From the DoubleClick Rich Media Report

Nate Elliott[Posted by Nate Elliott]

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Targeting Generation X? Try Word of Mouth

Nate Elliott[Posted by Nate Elliott]

If you're a marketer targeting Gen X consumers (which we define as consumers between 30 and 43), and you're not using social media or influence marketing, it's time to reevaluate your strategy. Our new report, Brands Should Reach Gen Xers Through Word Of Mouth, sheds some new light on these consumers and their use of social technologies.

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Online Video Contests Can Help Marketers Listen To And Energize Their Customers

Nate Elliott[Posted by Nate Elliott]

Chances are you've seen an online video contest lately. In fact,
you've probably seen a lot of them: more than 20% of interactive
marketers -- including category leaders like P&G, Nike, Coca-Cola
and Sony -- tell Forrester they've run campaigns asking users to submit
online content in the past year. I've been collecting a list of dozens
of great video contests, and one contest clearinghouse site says there are 115 user-generated video contests accepting submissions right now, across a huge range of categories.

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Carl's Jr. Brings Sponsored Conversations to Video

The Golden Rule of SMS Marketing

Nate Elliott[Posted by Nate Elliott]

Here at Forrester we continue to see a lot of industry excitement around mobile marketing. In a recent survey more than 60% of mobile marketers told us they'd continue to increase their spending on the channel despite the bad economy. And according to our latest ad forecast, mobile marketing spending in the US will more than quintuple over the next five years.

There's just one problem: SMS is the only mass-reach mobile marketing channel, and no one -- not marketers, and certainly not users -- seems to like it much.

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The Easiest Way to a First-Page Ranking on Google

[UPDATE, 8 AUGUST 2012: As much as I appreciate seeing this research continue to circulate online, I'd like to note that these findings are now almost 4 years old, and are almost certainly no longer accurate. Just as you wouldn't rely upon Nielsen ratings from January 2009 to tell you what's popular on TV today, nor can the data below tell you how Google is handling search results today.]

If you're like most interactive marketers, you probably don't think much about search optimizing your online video content. Less than 20% of marketers tell us they insert keywords into the filenames of the videos on their site, and even fewer use more advanced tactics like writing keyword-rich captions and annotations, or creating online video libraries.

But if you're not optimizing your videos, you should start. "Blended search," the practice in which search engines display videos, images, news stories, maps, and other types of results alongside their standard search results, has become increasingly common on major search engines. And optimizing video content to take advantage of blended search is by far the easiest way to get a first-page organic ranking on Google.

Recently, we conducted a little experiment to learn more about how search engines respond to common queries. We created a list of 40 of the most-searched keywords -- pulled from the search engines' own lists of popular and fast-growing search terms, like Google Trends -- and ran those searches on Google in the US and the UK, as well as on MSN UK and Yahoo UK.

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How European Social Marketers Should Choose a Social Network

Nate Elliott [Posted by Nate Elliott]

Since this is my first post here, let me begin with an introduction: I've worked at JupiterResearch — now a division of Forrester — for almost six years, first in New York, then in London, and now Berlin. During that time my research has focused primarily on video and rich media advertising, social marketing, and search marketing. I joined Forrester via their acquisition of Jupiter in July 2008, and I'm excited to announce that starting in January I'll be working as a Forrester Principal Analyst serving Interactive Marketers, and that I'll be based out of Vancouver.

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