We Know Media: Research, Trends, and Much More...

Can social media promote customer loyalty?

noreply@blogger.com (Ruth Burke and Associates) — Thu, 08 Mar 2012 15:50:00 +0000

Other than seeing sales increase, another key element to most advertisers’ campaigns is growing customer loyalty. The company Pitney Bowes recently conducted a study with people from the US, UK, France and Germany to find out what advertisers can do to garner that following.

In today’s society, one may think that social media is the best way to engage customers and create loyalty. According to MediaPost, the study proved that line of thought false. In fact, only a small percentage of respondents felt that social media helped him/her want to buy a company’s product again. For small businesses, it was about 15% and 18% for larger companies.

Respondents were more likely to use a company again if home-delivery was an option, customers were allowed to comment on products and services, if there were multiple ways made available to contact the company, and if they responded to customers communication in a timely manner.

Overall, social media has its place in business. However, a company cannot assume that it will produce loyalty. Continued customer service, which can be incorporated into the social media platforms, is one of the most certain ways to maintain that relationship.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Theater company looking for ways to grow ad revenue in 2012

noreply@blogger.com (Ruth Burke and Associates) — Thu, 01 Mar 2012 18:09:00 +0000

Television broadcasters are already planning out its upfront for this fall’s programming. This year, National CineMedia (NCM) will be hosting one of its own.

According to MediaPost, the NCM upfront is an initiative to get some of the designated TV dollars from advertisers. Since the national sales for fourth quarter 2011 were down for the company, it is working on other opportunities to gain business.

Another point of revenue that NCM noted was that 2012 will be a heavy year for political advertising. Many advertisers that typically utilize television may get bumped out. In the past, political has not used a lot of in-cinema ads; therefore, NCM will be an outlet for those pulling TV dollars until the end of the elections.

While 3-D advertising is not a large part of NCM’s business, it is another avenue for growth. Namely, the cost per thousand (CPM) for a 3-D theater ad is an estimated 50% to 100% higher than traditional ads.

Overall, NCM’s ad revenue was down for national sales during 4th quarter in 2011, but the entire year saw a 1.8% gain. With the initiatives in place, NCM is looking for all growth in 2012.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

UK advertiser trying the sense of smell to attract consumers

noreply@blogger.com (Ruth Burke and Associates) — Thu, 23 Feb 2012 21:45:00 +0000

AdvertisingAge reports that McCain Foods is promoting its new baked potatoes with an interesting approach. Smell advertising is utilized along with an enlarged 3-D baked potato to catch the attention of consumers.

The interactive ads are placed on bus shelters in several cities throughout the United Kingdom. Consumers can press a button on the poster, and the fiberglass model heats up while an aroma is released that fills the bus shelter with the scent of a fresh, baked potato.

This is expanding the ability of traditional advertising by reaching an audience through the two atypical senses of smell and touch. Experimenting with fresh, unique tactics can draw positive attention to your product as long as it is complementary to the overall campaign message.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Do people remember the Super Bowl game more than the ads?

noreply@blogger.com (Ruth Burke and Associates) — Thu, 16 Feb 2012 14:34:00 +0000

It’s been close to two weeks since the Super Bowl. Comments over the commercials are dwindling, but it is still relevant to advertisers. According to a poll from Women at NBCU, a part of NBC Universal’s Integrated Media group, men and women recall the Super Bowl broadcast differently.

MediaPost reports that women are 58% more likely to remember the Super Bowl commercials, while 66% of men are more likely to remember the football game.

An interesting note is that 80% of men and women tend to agree on their top five favorite commercials. This means that gender specific commercials may not have been as well received as ads that actively sought out both demographics.

Overall, while men may remember the game more than women, both groups recall ads that are gender neutral. Knowing this, advertisers can regroup and prepare for next year’s commercials.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Outdoor continues 7th straight quarter of growth

noreply@blogger.com (Ruth Burke and Associates) — Thu, 09 Feb 2012 14:39:00 +0000

Outdoor vendors have had a healthy streak lately in revenue growth. According to a study from SNL Kagan, that expansion is set to continue well into the next decade.

MediaPost reports that “Economics of Outdoor & Out of Home Advertising” predicts strong growth over the next few years. In fact, it is estimated that ad spending will reach $10.55 billion by 2020. To reach that, outdoor advertising will have to have an annual growth of 5.9% according to SNL Kagan.

Over the last few years, outdoor spending has recovered from the economic upheaval from 2007-2009. In 2007, revenues were at $7.3 billion, fell to $7 billion in 2008, and fell further in 2009 to $5.9 billion. In 2010, spending grew to $6.1 billion and increased further to $6.31 billion in 2011.

With the addition of digital boards, outdoor boards and out of home advertising have been able to adapt to the digital world and continually grow.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Rich media trumps standard with high click thru rates

noreply@blogger.com (Ruth Burke and Associates) — Thu, 02 Feb 2012 21:33:00 +0000

In Jumptap’s September MobileSTAT Report, rich media advertisements proved to pull in a much higher click thru rate than those that used standard media. The Center for Media Research reported that the study recorded the impressions of major advertisers that ran both rich and standard media using similar creative and copy.

Retail, automotive and entertainment were the largest industries on the Jumptap network; however, it was a quick-service restaurant advertiser that had the largest rich media boost acquiring a 455% lift over standard. This was followed by consumer electronics and a luxury auto advertiser client both with lifts of more than 350%.

Among the data collected in the study, researchers found that location-based targeting was the most popular method used by advertisers to reach consumers.

They also concluded that Android continues to dominate the smartphone market with a 47% share, with Apple at 23% and RIM at 21%.

Like online, rich media advancements in mobile advertising can be monitored and proven effective. Advertisers are responsible for knowing who their target audience is, what device they use, and how they consume media. If mobile makes sense for a particular campaign, then try mixing it up with rich and standard media.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Long running TV channel changes up its format

noreply@blogger.com (Ruth Burke and Associates) — Thu, 26 Jan 2012 20:52:00 +0000

It’s very rare for anything in media to stay constant for too long. Adapting to the ever-changing landscape enables media platforms’ survival. According to MediaPost, the TV Guide Network is doing just that by steering away from the listings scroll of TV programming in favor of original content and acquisitions.

The channel is moving to full-screen content in more than 75% of its 80 million households. The goal was to have the transition completed by the end of 2011.

Ultimately, this change is to make the TV Guide Network a place for entertainment. Also, the thought is advertisers will invest more now that there is no longer competition with the listings scroll running during commercials.

While the channel lost its bid against Netflix to acquire the off-network rights to “Mad Men,” it shows that it is serious in re-positioning itself to the public by selecting programming with a strong following. It will be interesting to see how TV Guide Network develops once the transition to full-screen is complete.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Are consumers done with packaged video content?

noreply@blogger.com (Ruth Burke and Associates) — Thu, 19 Jan 2012 21:53:00 +0000

As online media content, whether it be music, gaming or video, is becoming more mainstream, it does lead to question if it will overtake traditional packaged media. According to the consulting firm Strategy Analytics, there will be quite some time before that happens.

MediaPost reports that purchased online videos are currently about one-tenth of the sales compared to traditional video like Blu-Ray and DVDs. In fact, digital was estimated to bring in $3.5 billion by the end of 2011. Experts theorize that consumers find value in digital purchases; however, they put greater value on packaged media.

Packaged media brought in globally about $42 billion in 2010; however, it is projected to decline over the years. The research company Futuresource estimates that by 2014, the revenues will fall to $33 billion. Even at that point, digital sales are not expected to overpass it.

How is this applicable to advertisers? In a sense, it shows that traditional media is not dead. Consumers are making room for digital but still value traditional. Keeping tabs on how people consume media can help determine the most effective media mix possible for a campaign.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Are local newspapers still relevant for its community?

noreply@blogger.com (Ruth Burke and Associates) — Thu, 12 Jan 2012 16:29:00 +0000

There is some big news for the small newspapers. According to MediaPost, a study completed by the Reynolds Journalism Institute’s Center for Advanced Social Research and the University of Missouri’s School of Journalism on behalf of the National Newspaper Association found that local newspapers draw a comparatively large and loyal audience.

The study concluded that 74% of the respondents, ages 18 and over, read local newspapers at least once a week, with 48% reading once a week and 11% reading them every day. This result is more notable because 86% of the newspapers in question are weeklies and are only distributed once per week.

Advertisers can take some valuable consumer insight from the study. The majority of respondents who read local newspapers skewed older, more educated, and lived within the community longer. The study surveyed 500 adults living in areas served by newspapers with less than a 15,000 circulation. In addition, 92% of readers paid for his/her paper (67% subscribe and 33% buying it by issue).

Respondents disclosed his/her motivations for reading the local newspapers: 83.2% do so primarily as a source for news; although, 69.2% agreed that the newspapers contain valuable local information for shopping and advertising. Time spent reading is an average of 39 minutes a week. As an advertiser, if your target audience matches older, educated, and long-time residents, you might want your ad to be part of those 39 minutes. Strategically, buying this type of media could be very beneficial.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Online radio now has live concert sponsors

noreply@blogger.com (Ruth Burke and Associates) — Thu, 05 Jan 2012 20:18:00 +0000

The online radio station Pandora is branching out from online streaming to include live concert series in hopes of creating new streams of advertising revenue. According to MediaPost, one of the more recent sponsors has been Budweiser.

Budweiser sponsored a free concert by the California-based band Dawes on December 13th. The alcohol company will use the footage of the event in a microsite online. The microsite will include extras like behind-the-scenes content and news on upcoming live Pandora concerts.

What does this mean for advertisers? It’s another platform to reach an engaged audience. The trick now is to figure out how to utilize it to best meet your needs. Choosing a concert where the music genre best complements your target consumers is a good first step. For example, would a fine antiques store expect an uptick in business if they sponsored a live concert for a heavy metal band? Probably not…

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

What is the standard mobile ad size?

noreply@blogger.com (Ruth Burke and Associates) — Thu, 29 Dec 2011 21:02:00 +0000

Anyone in the media business is aware that there are some standards when it comes to ad sizes. Print has the tabloid sizes and radio has certain spot lengths, etc. The new emerging standards are in regards to mobile.

According to MediaPost, the Mobile Marketing Association (MMA) has recently created six set ad sizes for both feature phones and smartphones. Creating these guidelines enables media buying to be more cohesive from vendor to vendor.

The MMA whittled down the sizes by first analyzing 150 billion mobile ad impressions during second quarter to find what were the most consistently used. They found about 60 mobile ad formats before declaring the final six sizes. The new standards are part of the Mobile Universal Ad Package where feature phones have three sizes (120x120 , 168x28 and 216x36 pixels) and smartphones have three as well (300x250, 300x50 and 320x50 pixels).

If the program survives the 30-day comment period, the ad package will be come finalized in January. All networks will have to comply with the guidelines by March 2012.

Mobile advertising has grown from its inception; however, if the ad sizes become more standard among media vendors, advertisers will have an easier time adapting creative to the medium. Therefore, this could lead to healthier growth in this advertising vehicle.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Which media has the most time spent listening per day?

noreply@blogger.com (Ruth Burke and Associates) — Thu, 22 Dec 2011 19:54:00 +0000

How much time are we spending on media? According to a new eMarketer estimate, the US has increased the media consumption to 11 hours and 33 minutes per day. MediaPost recaps a few of the media platforms as follows:

• TV increased to 4 hours and 34 minutes
• Internet increased 7.7% from 2010 to 1 hour and 47 minutes
• Radio dropped to 1 hour and 34 minutes
• Mobile increased 30% to 1 hour and 5 minutes
• Print and Magazines have a combined 44 minutes

One thing to note is that time spent isn’t indicative to how much money will be attributed to a particular medium. For example, TV is about 42.5% of time spent, however, advertisers spend roughly half of the budget on it. For mobile, only 1% of advertising dollars are used when it accounts for 10% of consumers’ time.

Why is this significant to advertisers? Knowing how media consumption is trending can help navigate a campaign. Therefore, it behooves us to pay attention to the spending habits and media usage of the target demographic.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Did I just see an ad on a mail truck?

noreply@blogger.com (Ruth Burke and Associates) — Thu, 15 Dec 2011 16:28:00 +0000

Because the world appears to be trending towards wireless and paperless in many aspects of life, the institutions that are wire and paper must adapt. According to MediaPost, the United States Postal Service is attempting to enter into the advertising world in order to help its financial decline.

A pilot program recently launched in which the USPS is selling advertising on its freight trucks. At the moment, approximately 17,000 trucks in 11 states have advertisements on them.

Paired with an outside contractor Lighted Promotions, advertisements are being sold from $500 to $600 per month.

A noted concern is making sure that the ads are appropriate for the government trucks. So far, most vinyls have been in regards to road safety like drunk driving, seatbelt usage, highway safety in addition to topics like anti-drug and anti-alcohol. In fact, some advertisers have been turned away like political candidates and medical marijuana.

If this pilot program is successful and launched nationally, then it could be a new vehicle for advertisers. As long as its message falls in-line with a government owned platform.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

How did Cyber Monday 2011 compare to 2010?

noreply@blogger.com (Ruth Burke and Associates) — Thu, 08 Dec 2011 14:37:00 +0000

Black Friday did not disappoint this year and neither did Cyber Monday. According to MediaPost, ComScore recorded that Cyber Monday saw a 22% increase in spending compared to last year. The U.S. spent about $1.25 billion this year, making it the biggest online shopping day in history.

The term Cyber Monday was coined in 2005 in reference to a spike in online shopping and spending the Monday after Thanksgiving. Most likely, this was due to the fact that people did not have a fast internet connection at home and instead waited to shop utilizing their faster work computer.

Experts believe that this may start to decline now that high-speed internet is more common in homes. Therefore, shoppers don’t have to wait until Monday. Retailers are also running online specials starting Thanksgiving through Monday, which is another reason why shoppers don’t have to wait.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Who uses the internet on a cell phone?

noreply@blogger.com (Ruth Burke and Associates) — Thu, 01 Dec 2011 14:16:00 +0000

Cell phones. You would think that almost anyone over the age of 15 has one in the US. A new study conducted by eMarketer found that ethnic groups utilize cell phones at different levels.

According to MediaPost, the study revealed the cell phone penetration among ethnic groups in the following capacity:

· White: 78.3%

· Asian: 77.3%

· African American: 74%

· Hispanic: 69.2%

Regardless of the penetration, it was found that minority groups utilize the internet on mobile phones more than the white population. In fact, the breakdown is as follows:

· Hispanic: 52.9%

· African American: 48.9%

· Asian: 48.1%

· White: 36.3%

Researchers theorized that mobile internet usage is higher in minorities due to the fact that as a group, they are younger than the white population. Therefore, they may be more willing to be early adopters. Also, these groups are more likely not to have a home phone and only have a mobile.

How is this relevant? This will help advertisers better cater their message to their target audience.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Is Nickelodeon going to the moms?

noreply@blogger.com (Ruth Burke and Associates) — Thu, 24 Nov 2011 18:13:00 +0000

Audiences grow up. That alone is a constant challenge for TV programmers, to maintain the audience as it ages and bring in new viewers simultaneously. According to MediaPost, the cable network Nickelodeon is hoping to cater to their aging female audiences that are now moms.

Starting in 4^th quarter 2012, Nickelodeon will launch NickMom, which is a prime time programming block from 9 p.m. to 1 a.m. on Nick Jr. and online. The target viewers are mothers who grew up watching the network.

Programming will include talk shows, stand-up and sketch comedy, and documentaries. While exact shows are still under development, online content has already launched as of November 14^th.

It behooves advertisers to be aware of changes to content in all forms of media. That knowledge will help navigate a campaign to be as effective as possible in front of the correct audience.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Economy and print magazines

noreply@blogger.com (Ruth Burke and Associates) — Thu, 17 Nov 2011 18:11:00 +0000

The status of the economy will always be a forefront concern for advertisers. Keeping a pulse on it enables advertisers to navigate the media landscape. Affinity and Experian Simmons recently ran two studies to see how print and digital magazine readers view the current financial situation.

According to MediaPost, the studies showed that Americans are divided on predictions for the economy. About a third believes the economy will worsen within the next year, a third think it will stay the same, and a third think it will improve.

People who read print magazines over digital magazines had a higher proportion of optimists. In fact, readers of Essence, Ebony, Jet and Black Enterprise had the highest percentages of optimism with being close to 50%. Other titles that had positive readers were Elle Décor, New York Magazine, Men’s Journal, Life & Style Weekly, Tennis, and Veranda.

How can this study help advertisers? It can be inferred that if print magazine readers are optimistic of the economy, they will continue to purchase and read print materials. Therefore, presence in print publications is not a waste but a good foundation in a campaign.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Theaters turn to mobile apps

noreply@blogger.com (Ruth Burke and Associates) — Thu, 10 Nov 2011 16:06:00 +0000

Smartphones are becoming more readily available to the American public. That being said, other forms of media have embraced the new device as a way of reaching the masses. According to MediaPost, the cinema advertising company National CineMedia (NCM) has recently launched a vertical mobile network.

NCM is working with Mobile Theory on The Mobile Movies Network, which utilizes both mobile sites and apps to target consumers at the local city and DMA level. The Mobile Movies Network uses Tap 2 which is a new mobile ad product that allows the mobile banner more interaction with users like response mechanisms, video players, maps to theater locations, and coupons and promotional codes.

The purpose behind this network is to increase consumer engagement and measure response.

Overall, media has been interacting with on another for some time. However, with the addition of online and mobile media, advertisers should expect a lot of overlap. This can be advantageous in that advertisers will be able to reach consumers with a strong cross-promotional platform.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Ads in the X-ray bins?

noreply@blogger.com (Ruth Burke and Associates) — Thu, 03 Nov 2011 15:21:00 +0000

For anyone who has recently gone through an airport knows that advertisers can be found on the walls, in the bathrooms and even on the baggage claim. Other areas looking to expand are the carts and trays used in the security checkpoint.

According to MediaPost, SecurityPoint Media has 30 U.S. airports that already have trays and carts that advertisers can be on. The company estimates that advertisers can reach up to 1,200,000 airline passengers per day, which is a total of 850 million annually (This number includes repeat users). SecurityPoint Media recently received additional funding from Raptor Ventures and RaptorAccelerator, and it is thought that the funding may go towards expanding SPM’s reach.

It’s understandable that advertisers would want to reach airline passengers. According to a 2004 Arbitron study, this demographic tends to be more educated and affluent than the overall U.S. Therefore, if you are looking to reach a demographic like this, airport advertising may be option to evaluate.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

How do you reach the masses at work and during prime time?

noreply@blogger.com (Ruth Burke and Associates) — Thu, 27 Oct 2011 14:18:00 +0000

How do the masses consume media throughout the day? According to a new study by Frank N. Magid Associates Generational Strategies, TV is making room for another mass media- Facebook.

MediaPost reports that for most age demographics, Facebook is utilized more during the workday hours of 9 am to 5 pm than TV. One exception is the baby boomers with 35% watching television compared to 26% being on Facebook. The other generations break down is as follows:

· GenXers: 32% use Facebook and 28% watch TV

· Millennials: 44% use Facebook and 32% watch TV

· Teen Millennials: 30% use Facebook and 24% watch TV

· iGens: 16% use Facebook and 16% watch TV

While Facebook may have the upper hand on TV during the workday, television maintains dominance during the after-work hours leading up to prime time (8 pm to 11 pm). The generation with the highest TV use is the Baby Boomers with 70%. In prime time, the demographic with the most Facebook usage is teens 15-17 with 39%.

To recap, if an advertiser wants to reach mass audiences between 9 am and 5 pm, then Facebook may be the platform to use. However, if the intention is to reach people in the evening, then advertising dollars would be better spent on TV.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Consulting firm reports the economy affects digital advertising

noreply@blogger.com (Ruth Burke and Associates) — Thu, 20 Oct 2011 14:11:00 +0000

Advertisers and researchers alike constantly watch the economic landscape for growths and declines. The consulting firm PwC reports that the sluggish economy has affected the traditional as well as the digital media.

According to MediaPost, PwC states that advertising on social networks showed a 20% increase during the first half of the year in the United States alone. This growth is thought to aid overall online advertising revenues increase in spite of the slow economy.

PwC notes that as tablets and smartphones become more accessible, search and mobile advertising has maintained strong revenue as well.

The consulting firm suggested that the state of the economy has helped speed up the shift from traditional media to digital. This reasoning could be based off the fact that digital creative does not usually have production costs while some traditional forms do.

Overall, digital media, especially social networking advertising has grown this year and is projected to continue to grow over the next few years.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Is single platform advertising as effective as multi-platform?

noreply@blogger.com (Ruth Burke and Associates) — Thu, 13 Oct 2011 15:47:00 +0000

In the world of advertising, research is continuously being done to figure out the best combination of media for brand recall. A new study conducted by the Nielsen Company and commissioned by Google reinforced previous studies that a branding message on multiple platforms was more effective than a single platform.

According to MediaPost, the control media was television exposure only. Participants had about a 50% brand recall of a car commercial. The percentage went up to about 75% when the message was viewed on television, computer, tablet, and mobile devices. These percentages are based off of “aided recall” in which the study official gave the subjects a list of possible brands to choose from. This is different from “unaided recall” where the official asks what brands the subject remembers.

Additionally, the results show that specific details were better remembered across multiple media at 39% than just TV at 22%.

Why is this research important to your campaign? Knowing this information can help you determine what budget you will need, how to split it among media platforms, and figure out what kind of unified branding message can translate across all media. Putting the entire budget into one form of media is not a bad decision, but it can hinder the overall branding awareness.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Will the tablet destroy the print industry?

noreply@blogger.com (Ruth Burke and Associates) — Fri, 07 Oct 2011 03:09:00 +0000

This year’s American Magazine Conference, which took place October 4^th and 5^th, touched on how tablet technology can help the print industry rather than make it obsolete.

According to MediaPost, a panel made up of top magazine executives stressed how tablets can be beneficial to print publications. One executive made mention that digital is brining in new and sometimes younger customers. In addition, digital has allowed publications to adjust pricing without much backlash from readers. Meaning, a price increase in newsstand issues can be met with resistance; however, changes in monthly online subscriptions or pay-per-click is commonly more accepted.

In general, it appears that magazine executives have embraced the tablets as positive addition to the traditional print titles. In fact, most major magazines are working on advertising opportunities specifically crafted for tablet users. Therefore, the tablet is not a replacement rather an additional source of revenue with traditional media.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Cable network and automotive combine forces

noreply@blogger.com (Ruth Burke and Associates) — Thu, 29 Sep 2011 21:26:00 +0000

Traditional media is a key element in the majority of campaigns. Sometimes, utilizing traditional media in a different way can help an advertiser stand out. For example, the cable network FX and the automotive company Audi are teaming up to create a messaging campaign to specifically advertise the new 2012 Audi A6.

According to MediaPost, they are joining forces to create content that is made to look like full-length TV programming. These eight 2-minute episodes will star the Audi A6 and its features. The “Untitled Jersey City Project,” as it’s called, will premier on FX September 25^th during the Sunday prime-time movie, and it will run on the following four Sundays. Initial promotion was done through theater advertising and commercials running during the Emmy Awards telecast.

The plot of the series surrounds a group of architectural firm co-workers who are working together to hide an unsettling secret. Worked into the plot will be some of the A6’s technological enhancements.

Overall, with Audi aligning its brand with FX, it’s reaching a core target audience in an offbeat, original way. Even though product placement is not a new concept, if it’s done seamlessly and maintains entertainment value, it can really help advertisers solidify a branding message. Also, it’s important to make sure that advertisers choose product placements that make since for the product/service and the target demographic.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Cable exceeded broadcast in 2011 upfronts

noreply@blogger.com (Ruth Burke and Associates) — Thu, 22 Sep 2011 16:21:00 +0000

Overall, the economy is still continuing to come back from the recession, and media is no different.

As the fall season approaches, so does new TV programming on both broadcast stations and cable. According to MediaPost, cable surpassed broadcast television in upfront estimations this year. This marks the first time that this has happened.

The Cabletelevision Advertising Bureau (CAB) noted that cable had a 16% increase in upfront revenue compared to last year. In fact, it set a new record for $9.29 billion in spending for the 2011 – 2012 season. This marks the second healthy year for cable since having a 19% increase from 2009. Upfronts were dismal in 2009 with a 13% drop which is equivalent to an $875 million loss.

With both television and cable having positive upfronts this year, it does lend support to a recent survey Strata, a media-buying processing firm, conducted with agency executives. The survey reveals that television still takes the majority of the media budget with 41%. However, it also noted that television was losing a slight share to digital.

Overall, the economy is still continuing to come back from the recession, and media is no different. From the upfronts and surveys available, it can be concluded that television and cable are coming back at a steady pace.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...