We have always known that different age groups use and consume media differently, but there have been very few studies that actually explored this area. One of the best studies recently published was the Time Inc./Innerscope Research Biometric study, “A Biometric Day in the Life.” The study shows how the proliferation of digital devices and platforms would affect the media consumption habits of consumers who grew up with mobile technology as part of their digital lives (Digital Natives) versus those who first learned about mobile technology as adults (Digital Immigrants).
It was astounding to learn that Digital Natives switch their attention between media platforms (TVs, smartphones, tablets, magazines) 27 times an hour, or about every other minute. Frankly that wears me out, but it does explain why today’s children and young adults can’t sit still and pay attention for any length of time. 54% of these Natives say that they would rather text people than talk to them, compared with 28% of Digital Immigrants. This behavior is causing issues in everything from relationships to employment for these Natives. Many are almost incapable of face-to-face interpersonal communication.
The main implication of these findings is that Digital Immigrants are intuitively linear; they want to see a beginning, middle and end to stories. Natives want the same thing, but they will accept it in any order. They are constantly subconsciously switching between platforms and can pick up bits and pieces of a story from different mediums in any order.
Certainly this creates challenges for marketers. In order to reach and engage these Natives, content creators and marketers need to think differently. They need to grab them from the beginning with snack-size offerings and give them multiple access points to every story.
Oh, and they’d better do it quickly.
Tags: Advertising, Branding, Commentary, Communication, Marketing, online, research, social media, social media marketing
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As serious sports fans and public-relations professionals, Michael Clark and I could not wait to attend the first-ever NFL Super Bowl Media Day open to the public. Despite the fact that we couldn’t get onto the field and experience the craziness up close, we were comfortable in our seats positioned directly in front of both teams’ quarterbacks. Being huge Colts fans, we naturally will be cheering for Eli Manning and the Giants on Sunday, but on Media Day we wanted to find out which team “performed” better under the deluge of questions from thousands of reporters from across the globe.
After a long day at Lucas Oil Stadium, I asked Michael which team he thought won the interview and much to my surprise, he retorted with the Patriots—wrong answer. Since we couldn’t agree on which team was better at managing the press, we opted not to “leave it on the field” but put it all on the table (see below). Too bad we couldn’t take this into overtime.
Laura: Why I think the Giants won
My criteria for selecting the “winning” team was simple: which team best answered the world’s media questions with ease and did not get too taken aback by wacko questions? Answers need to offer fans a somewhat balanced insight into their personal lives, team dynamics and Super Bowl strategy. By the time the day was over, the New York Giants won by field goal—it was a close game, but the Giants pulled out the win.
Going into Media Day, Eli Manning knew many of his questions would revolve around the status of his older brother’s, Peyton, future with the Indianapolis Colts. In the end, I think nearly half of Eli’s questions had nothing to do with him. Throughout it all, he maintained his patience, composure and at times offered a glimpse into the Mannings’ childhood antics and family dynamic.
Head coach Tom Coughlin seemed relaxed, focused, and showed some personality. He answered each question as though he were having an individual conversation with the reporter. Every time I tuned in to hear safety Antrel Rolle respond to a question, he was either thanking someone from the team, a family member or friend or the U.S. military. He seemed like someone who understood the significance of the week ahead and was grateful to be in his position. The humble card won him a few points in my book.
But the player who sealed the Giants’ win over the Patriots on Media Day was Victor Cruz. Unlike Eli, who has been in front of the media since he started playing college football, Victor Cruz is still somewhat new to the spotlight. However, he answered each question succinctly, thoughtfully and in many cases, in Spanish. For those who don’t know, Cruz is Puerto Rican. He clued the audience into his knowledge of Latin dance, and spoke often about his breakout season and college career. He provided a great balance of personal/professional information.
The Patriots offered excellent interviews too, but when presented with off-the-wall questions too many of their players struggled.
Michael: Why I think the Patriots won
As a die-hard Colts fan, it pains me deeply to admit that the New England Patriots outscored the New York Giants on media day. My criterion for rating the teams was based on a simple premise: be candid, entertaining and provide insight that goes beyond the football field. While probably not a surprise to some, Tom Brady—or as he’s affectionately referred to by Patriot fans, Tom Terrific—was the MVP of media day. He provided insight into his family life, introspective into his approach to football and even played to the crowd of 7,000 fans, many from Indianapolis, who were in attendance. Brady carefully evaded questions that could only be described as off-the-wall and bizarre. I mean, seriously, how would you answer the question, “Will you have the power of the divine beast on Sunday?”
Overall, the Patriots seemed to be more comfortable in front of the large contingent of media. Even media darling Bill Belichick (cough, cough) seemed pleasant. He joked that Colts fans may actually like him after his infamous 4th and 2 call that spurred one of the most exciting comebacks in NFL history. And he reminisced on his old coaching days as a defensive coordinator with Giants.Wes Welker, Rob Gronkowski, Chad OchoCinco and Aaron Hernandez all provided similarly entertaining interviews that were both colorful and insightful.
While they may have been the winner on media day, I just hope they interview a lot better than they play football on Super Bowl Sunday. Go Giants!
Tags: Commentary, current events, Events, fun, Indiana, Indianapolis, New England Patriots, New York Giants, PR, Public Relations, Super Bowl Media Day, Super Bowl XLVI
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I have been asked numerous times over the past few years about trends in online advertising. What is an advertiser’s optimal percentage of traditional media to new media? Should I be using social media, and if so, how do I get started? What about mobile marketing and QR codes? Probably the most often-asked question is, “How do I measure my campaign and determine ROI?”
Let’s talk a little about measurement. Not just campaign measurement, but rather measurement from a media planning and evaluating standpoint. (The other questions I listed above will be addressed in future blog posts. Please come back and read more in the coming weeks. I promise, you won’t be disappointed!)
Publishers of traditional print magazines are no longer just print publishers. They have websites, microsites, digital magazines, multiple e-newsletters, webinars, whitepapers, social-media platforms, as well as many other online and offline properties. The explosion of e-media products has had a dramatic impact on what was once a controlled-circulation strategy. As a media planner, it is important to know the overall size (reach) and impact of your brand’s footprint as a result of advertising in a multi-media, integrated campaign.
BPA Worldwide is the leader in third-party audit statements for traditional B-to-B magazines. comScore and Nielsen NetRatings are the leaders in online website measurement. However, until recently, it was hard to determine audience duplication between printed magazines and websites, e-newsletters and other online media because of the different sources for measurement – and none of them told a complete story.
BPA Worldwide recognized the need for this measurement and created a tool for media planners. This tool is the BPA Integrated Brand Reach Audit Report (SM). The tool places all media types offered under a single media brand on one audit report. The details in the report show the media planner how audience and market penetration change with the addition or deletion of an individual media option.
While the last few years have been difficult for many B-to-B publishers, I hope that the leaders in the publishing industry step up to the plate and take advantage of these new measurement tools. It is no longer acceptable to build a website and other online media and not supply authentic, third-party generated measurement to potential advertisers. Now is NOT the time to drop the auditing process and rely on past performance as a way to save money. It is time for the publishing leaders to stand up and show their leadership with third-party audited print and online metrics.
It is time for media planners to demand this of their media partners, and it’s time for full transparency. What’s stopping you?
Additional sources: Marketing Magazine, Publishing Magazine
Tags: advertising campaigns, campaigns, evaluating media, measurement, media measurement, print and online measurement, ROI
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Logos often appear on a brand’s products, but they also appear on television, billboards, in magazines, and online. The mass media make it easy for consumers to see hundreds of logos in a day as we are bombarded with advertisements nearly everywhere we go.
A logo can be a very important part of a brand’s image, as it is a visual representation of the company. When people become familiar with a logo, they begin to associate it with the brand, and they eventually identify the brand by the visual.
Often logos can hold as much or more power than the brand’s visual name. For example, when most people see bright golden arches, they know right away that it represents the McDonald’s fast food chain. Take a look at the McDonald’s arches logo and the McDonald’s brand name below. Both are parts of the brand’s image, but it is likely that the golden arches resonate with you more quickly than the text does.
Having a strong logo is a very important part of creating and marketing a brand. Below are some of the most widely recognizable logos of today. Notice the simplistic approach that most of the brands chose for their logo, which include basic shapes and a limited number of colors.
One of my favorite logos of all time may be the simplest of them all, which is why I like it the most. Do you recognize it? Hint: April 15th.
Tags: brand, corporate, Logo, visual identity
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The time is finally here: it’s the 23rd annual “Shark Week” on the Discovery Channel.
Shark Week is one of my favorite series, though I’m not sure exactly what draws me to it. It might be that I’m a SCUBA diver and enjoy seeing what lives in our oceans. (I once chased a shark on a dive, a beautiful shark, about 3.5-4 feet long. It was great until it disappeared, and I was left looking high, looking low and wondering where it might turn up next.) Or it might be that I watched JAWS when I was young and it left a major impression on me.
Nielsen will release stats for this week’s viewership next week, and I expect this year’s Shark Week will be another record-breaker for the Discovery Channel. Viewership is measured with household (HH) ratings and millions of viewers. A HH rating is a percentage of the target audience who is watching the show based on the total population.
According to a press release from the Discovery Channel this week, this year’s kickoff show, “Ultimate Air Jaws,” averaged 2.15 HH rating and was the second-highest Shark Week telecast of all time. That means 2.15% of all households with TVs were watching Shark Week on Sunday night.
Social media is helping to increase viewership, as well. One of my colleagues here at MB logged into Facebook on Sunday and noticed several friends’ status updates mentioning excitement about Shark Week.
If you’re among the millions of viewers watching Shark Week (you can catch up on missed episodes here) and now want to meet some personally, here are some tips that can save your life in the event of an attack:
1. Don’t panic. (So simple, right?)
2. Be aware of your surroundings.
3. Have a flotation device. If you don’t have a Buoyancy Compensator or life preserver, look for a makeshift flotation device. This could be an empty cooler, boat cushion, etc.
4. If you’re injured, bind your wounds. Shark love the scent of blood. You need to stop any bleeding you have.
5. Get a weapon. This can be a fishing rod or even some driftwood, etc. You will want to fight for your life until a rescue boat comes. Aim to hit any approaching shark on its nose or gills.
And remember, of the more than 100 types of sharks in the world, only 20 have been known to attack people. Happy swimming!
Tags: current events, Media
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Whirlpool launched an expandable rich media banner on GreenBuilderMag.com in June that will run for three months. This high-impact unit is a 920×60 that expands downward to a 920×400 and contains various hot spots that the user can hover over for more information about that specific product.
This kind of rich media banner comes with many reporting metrics, in addition to the standard media metrics such as number of impressions, number of clicks, and click-through rate.
Tags: Advertising, Media, online
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It’s no surprise that optimism and inspiration at trade shows ebb and flow with industry and economic changes. The forecast is easily read on the faces of exhibitors and attendees. Having spent many years meeting with media at various industry conferences and shows, it is always eye-opening to get a read on the state of an industry from the media. Because they are working up-close and personally within many corners of an industry, they are often on the forefront when the tide starts to shift for the good or bad.
If the mood of the media attending this year’s NeoCon show is foretelling, there is plenty of optimism in the air. Attended by approximately 40,000 architects, designers, facility managers and large institutions, NeoCon gives a peek into the design world’s newest thinking, products and services. Much of the optimism at this year’s exposition stemmed from commercial projects in healthcare, medical facilities and federal developments. Designers, manufacturers and media all agree this is the place to be. The excitement was a welcome relief for many at the show, and we hope to see it continue in coming months.
Inspired by the next generationOn a fun note, one of the most inspirational moments of the show for me came from a very unexpected source: an aspiring 13-year-old journalist.
The Kimball Office showroom couldn’t have been a more fitting meeting place to discuss Alternative Workplace Strategies for multigenerational work forces with 13-year-old Liam Kirkbride and his father, Rob. Both were sporting press badges for the office industry’s Monday Morning Quarterback. Between Liam, his father, my younger co-worker, and me, we certainly had “generational work forces” covered. Liam’s reactions and genuine curiosity brought optimism of a different kind: a look into the mind of our future journalists.
In a strange juxtaposition, as the father and son journalists departed, I couldn’t help but notice the 13-year-old was wearing highly shined dress shoes and dress clothes while the more seasoned reporter sported Onisuka Tiger tennis shoes and a more comfortable set of digs. It will be interesting to see how the two generations of journalists influence each other’s wardrobes and work styles.
Cheers to the new, fresh, young journalists.
Tags: Commentary, current events, Events, Public Relations
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In my post on June 8, I outlined the differences between standard and rich media. Today, let’s take that topic a little further and delve into more details about rich media.
Phrases of the week: Rich Media Impressions and Rich Media Interactions
What do they mean? Rich media impressions are impressions delivered by a rich media ad unit. Often, when a rich media unit runs on a website, both rich media impressions and standard impressions are counted. The reason for this is when a user’s computer does not comply with the rich media unit, a standard banner will run in its place, thus counting a standard media impression. It is very common for standard impressions to be counted when running rich media units, especially for users who are running older computers and outdated browsers.
Rich media interactions are the ad impressions in which there has been an interaction by a user. An interaction can be a user-initiated roll-over, panel activity, or click-through on a banner.
Tags: Advertising, Media, online
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We’re taking it old-school for the digital vocab lesson this week. Well, old-school names, new-school meanings.
Phrases of the week: Above the Fold (ATF) and Below the Fold (BTF)
What do they mean? Both refer to the location in which an online banner ad is placed on a web page. The terms originated in reference to newspaper advertising placement and have now carried over to the web.
Above the Fold on the web means the advertisement can be viewed without scrolling either horizontally or vertically on the page. Most online ad networks define suitable ATF placement as within 500 or 600 pixels of the top of the page.
Below the Fold, understandably, means the opposite. To see a BTF advertisement, the user must scroll either horizontally or vertically on the web page. Banner ads located BTF are considered to have a lower value because the user may not always scroll and see the advertisement, yet an impression will still be tracked.
Tags: Advertising, Media, online
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The Propane Education and Research Council (PERC) launched its 2010 online campaign on March 1. The campaign targets the residential construction marketplace, which includes builders, remodelers, and architects/specifiers, and aims to help them better understand the advantages of building with propane.
At this time, the campaign consists of all Hanley Wood site partners, including BuilderOnline, BigBuilderOnline, Remodeling, and Custom Home Online. More sites will be added as the campaign progresses.
All online banners click through to the PERC website.
Tags: Advertising, Media, online
Posted in Advertising, Media | 1 Comment »
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May 17, 2012—The faces of MB
