October 27, 2011
That’s what Steve Jobs did. Even though he revolutionized the digital era, he did not think much of the internet as a branding medium. While everyone was jumping on the digital bandwagon, Jobs effectively remained “old school.”
In 2010, Apple spent an estimated $420 million on advertising. Over 90% of that budget was allocated to network television, newspapers, magazines and billboards. Less than 10% went toward digital initiatives.
And when Apple did spend online, it was usually an extension of a TV campaign like the iconic Mac vs. PC ads.
Jobs also believed in controlling the message which files in the face of the current wisdom that consumers should tell the brand story via Facebook and Twitter. Upon his death, Apple barely had a presence on either platform.
Throughout his brilliant career, Jobs created products for the masses. And he wisely chose mediums that targeted the masses. In advertising, as in product development, he relied heavily on his convictions and intuition. He did not rely on “likes” or “tweets.” He took a much more pragmatic approach: tell the story of how an amazing product can change a consumer’s life in the best environment possible. And then he was smart enough to understand that the best environment – then and now – is still traditional media.
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.
March 3, 2011
80% of TV Viewing is still in Standard Definition.
Although 56% of homes in the U.S. now have a HDTV, only 20% of TV viewing is being done in high definition, according to the Nielsen Company.
Few Ads are in HD.
TV networks may be moving quickly on developing HD programming, but advertisers are far behind. A new study from Extreme Reach, says just 13% of all TV commercials that ran in 2010 were produced in high definition.
People do more than watch TV while watching TV.
A study of over 8,000 people from Nielsen and Yahoo recently discovered that 86% of mobile Internet users play around on their devices (smartphones, iPads, etc.) while watching the tube. It seems that Googling random facts, checking their Facebook news feed and checking their Twitter account were atop the list of activities to do while watching TV. A bit of good news for advertisers: 20% confessed to search for more information about a commercial they recently saw.