TV Advertising Goes Mobile

June 29, 2011

TV advertising is not going anywhere, just evolving. It’s always been about getting consumers to act, and incorporating the use of today’s smartphone applications is the newest way to bring more
impact to your TV commercials.

According to a study done by the Consumer Electronics Association (CEA), in 2010, 33% of U.S. households owned a smartphone. With that number estimated to skyrocket to 45% by 2012, advertisers are already starting to adopt the use of mobile applications in their TV campaigns.

Brands like Tide® and Old Navy® have recently integrated the music identification application, Shazam® into current TV commercials. It’s simple too, no typing in long URLs or performing lengthy Google searches. The commercials feature songs, so all the consumer has to do is open up the Shazam® application and let it identify the song playing in the ad. From there they will have options to go straight to that brand’s website, purchase product, etc. With the Old Navy® ad you even have the option to buy the outfit the person is wearing in the ad!

This new trend will not only make TV ads more interactive for consumers, but allow advertisers to more accurately measure the performance of the ads while tracking TV conversions.

Integrating mobile apps into your TV advertisements works well all around – the consumer gets to interact with the ad while the advertisers are able to more easily direct traffic to brands’ websites. Shazam® is just the beginning; as this advertising tactic grows, the variety of applications available for integration will most likely grow as well.

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TV Advertising Builds Brands that Last

October 27, 2009

Picture for Post #35

Let’s just cut to the chase? As it stands today, TV advertising builds brands. Internet advertising does not. There’s little doubt that once a brand is established, the Internet can and does keep the momentum moving forward, but until that point is reached all the banner ads and twitter tweets will do little to ingrain your brand into the psyche of the consumer.

Creating a memorable brand requires more than getting people to talk about your product on a social network. It requires the advertiser to make an emotional connection that television does so well.  Do you honestly think Nike would be the #1 sports brand if it wasn’t for television advertising?  Or would you feel the same connection with a little known insurance company if their AFLAC-ing duck never made its way onto your television screen? 

Sure technology has changed, but the basic rules of effective marketing remain the same. You still need reach and frequency to create most truly memorable brands.  And television advertising delivers both better than anything else out there.

Television has a rich history of transforming everyday companies into household names.  From packaged goods to insurance, from fast food to tires – television has been responsible for creating some of the most memorable advertising icons.

Who can forget …

The Energizer Bunny … Frank Bartles and Ed Jaymes … Joe Isuzu … Tony The Tiger … The Michelin Man … Mr. Whipple … Dave Thomas … Mr. Peanut … The Keebler Elves … The Maytag Repairman … The Geico Gecko … Charlie The Tuna … Ronald McDonald … Mrs. Olsen … Jared from Subway … Clara “Where’s the Beef” Peller … Orville Redenbacher … The Marlboro Man …Colonel Sanders … Pillsbury Doughboy … Chef Boyardee … The AFLAC Duck … The California Raisins … Morris the Cat … The Quaker Oats Man … The Green Giant … Juan Valdez … The Doublemint Twins … The Budweiser Frogs … Rosie, The Bounty quicker picker upper … Aunt Jemima … Mr. Clean … The Verizon Wireless “Can You Hear Me Now” Man … Betty Crocker … The Lucky Charms Elf … The Geico Cavemen

Now, recall just one advertising icon or brand that wasn’t first introduced to you on television.

I’ll wait …

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Traditional TV Still Far Ahead of Internet & Mobile Viewing

September 28, 2009

Picture for Post #30The latest Three Screen Report from Nielsen finds there is again another jump in viewing done over the Internet. And to the surprise of some, traditional television viewing also continues to grow. However, the report notes a slight decrease for watching video on mobile devices.

“Although we have seen the computer and mobile phone screens taking on a significant role, their emergence has not been at the cost of TV viewership,” Nielsen’s Jim O’Hara commented.  “The entire media universe is expanding so consumers are choosing to add elements to their media experience, rather than to replace them.”

In the second quarter of 2009, the monthly time spent watching TV in the home by each user reached 141 hours and 3 minutes, up from 139:00 a year ago. 

People who watch video on the Internet averaged 3 hours and 11 minutes compared to 2:02 last year.

However, the monthly time spent watching video on mobile phones was actually lower than a year ago … down from 3 hours and 37 minutes to 3:15.

Is it any surprise that major retailers still turn to traditional TV to reach the masses?  People spend more time with television in just two days than they spend all month long watching video on the Internet and mobile phones combined.

And when it comes to critical mass, TV continues to lead the way in a big way.  While Internet and mobile viewing are showing growth over previous years, numbers that do so are still relatively small, especially for mobile viewing.

Nielsen finds that 284.4 million Americans watched some TV in their homes during the second quarter.  Less than half of them (about 134 million) watched some video on the Internet, while only 15.3 million watched video on mobile phones.

 

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Retail Advertising: The Worst TV Commercial I’ve Ever Seen in Years!

September 1, 2009

The 60 second commercial you’re about to see, really highlights all that’s wrong with today’s retail TV advertising.  

See if you agree me …

So what did you think?  Bears and humans reversing roles … Pretty clever, huh?  And funny as all get out.  And what about the way it was shot?  The camera moves were exceptional.  Watch this commercial just once and you’ll remember it.  You might even tell a friend about it.

You:  “Hey, Bob … did you see that commercial with the bear carrying the golf club?”

Friend:  “Yeah … how did they do that?  Those bear costumes were so real looking!”

You:  “The Company must have spent a fortune on it.” 

Friend:  “No doubt.  Did you catch who it was for?”

You:  (Long pause) Something to do with barbeque, right?

Friend:  I think so?

You:  Oh well, I’ll have to pay closer attention next time.   

By-the-way, in case you missed it (And it would be easy to do, since the product was never mentioned in the audio and visually appeared on the screen for just under 4 seconds), the spot titled “Bears” was for Lloyd’s Barbeque Ribs

O.K. Forget about the bears and the fact you can only sorta, kinda, maybe, remember the product.  Did you find your mouth watering after watching the spot?

If you were like me, you always crave food right after watching sloppy, disheveled looking people eat off a dirty kitchen floor. 

And did you like food photography.  Brief but exquisite, wasn’t it.  You remember it, don’t you? The 2 second shot of what I think were cold ribs, sitting on a plate next to an unidentifiable side dish.

Oh well, you gotta cut corners somewhere.  Big time directors don’t come cheap. And food stylists are overrated.  After all, everyone knows what ribs are supposed to look like … but a bear wielding a golf club – now that’s pure entertainment!

Joking aside, this commercial is embarrassing for anyone who has ever made an “honest” living creating retail advertising.   

This mess is what happens when ad agencies are more interested in making movies than moving products.

If this is what the agency for Lloyd’s thinks is good retail advertising, I have a suggestion for them.  Let the bears produce the next commercial … it couldn’t be any worse.

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