Medialife Web Shorts February 28, 2007
Posted by Mark Blei in : Uncategorized , add a commentStudy: Just 3.4 percent of radio listening is satellite
There’s two ways of looking at the latest numbers from Arbitron regarding satellite radio. You could say it’s a solid base from which the relatively new medium can grow, or you could say it’s an indication that not many people are willing to pay to listen to the radio. The radio ratings company said yesterday that among its 468,786 diary keepers last fall, 3.4 percent of radio listening was devoted to satellite channels. That survey represented the first in which Arbitron directed listeners to list satellite radio in addition to terrestrial radio. The highest rating share that a single satellite channel received for a quarter hour was 0.2 percent. Among the 297 satellite channels listed, the average share for a quarter hour was 0.009 percent. About 5.6 percent of respondents listed at least one satellite radio channel in their diary. One thing seems for sure: satellite listeners are devoted to radio. They spent an average of 33 hours a week listening, compared with 19 hours for the average listener.
Louisiana athletic group bars papers’ e-photo sales
Newspapers are trying innovative ways to make money on their internet sites, but it’s not always easy. The Louisiana High School Athletic Association (LHSAA) forbid photographers from several papers, including The New Orleans Times-Picayune, from taking pictures at the state’s girls high school basketball playoffs Monday night after they declined to sign an agreement limiting their right to resell their photos. The document would only have allowed the papers to sell the pictures that appeared in newsprint, and the reason is that the LHSAA is trying to maximize its own income. It sold exclusive rights to sell pictures from the tournament on the internet to Musemeche Photography. Newspapers see the issue as not just economic but ethical. “We look at this as a freedom of the press issue,” said Pam Mitchell-Wagner, executive director of the Louisiana Press Association, told the Times-Picayune. “We can’t allow anyone to dictate how we cover an event.”
Book publishers making excerpts available online
Several years ago, book publishers raised a major stink over Google’s plan to begin posting the contents of books online. Now two of the biggest are doing it themselves. Random House and HarperCollins are making excerpts from thousands of books available online as they attempt to find ways to leverage the internet into book sales. Random House’s search and browser Insight launched yesterday and includes a library of selections from more than 5,000 books, while HarperCollins Publishers says it is introducing a feature that allows users to insert book excerpts into social networking sites like MySpace. News Corp. owns both the popular MySpace and HarperCollins. Amazon.com first gave its customers a chance to browse passages in 2003, and Google has done the same since 2005.
MSNBC tests citizen journalism through FirstPerson
The citizen journalism bug making its way around newspapers now has bitten MSNBC. The network is asking viewers and web site users to help the cable news channel round out its own at the new web site FirstPerson, where they can post stories, photos and news-related stories. Editors screen and publish the submissions, and users can vote for their favorites. Since launching earlier this month, MSNBC.com says the special feature contributed more than 6,000 user-generated entries to NBC Nightly News’ online “Trading Places” spot, which focused on adult parents who are now taking care of their elderly parents. Other projects currently on the site, www.firstperson.msnbc.com, include Oscars look-alikes, global travel, Unsung Americana and super sports fans, among others.
Webware trends: Social networking to build brand loyalty February 28, 2007
Posted by Mark Blei in : Uncategorized , add a commentWebware trends: Social networking to build brand loyalty
The phenomenon of branded social networks was thrown into the spotlight back in January when Disney CEO Bob Iger unveiled the company’s revamped Web site complete with MySpace-like features (or kid-safe, Disneyfied versions thereof). And there’s been plenty of talk recently about how small is the new big (to use Seth Godin’s words) when it comes to social networks: that sites centered around a specific niche or subculture will be the next major trend, as opposed to enormous, all-encompassing, and arguably cluttered sites like MySpace. From what we’ve been seeing, this push toward niche social networking is getting some extra momentum thanks to brands that are seeing online community-building as an effective way to build brand loyalty and improve its marketing strategies.
Recently we’ve seen a few new developments in this sector of social networking which seem to confirm that branded communities are on the rise. You have to remember that plenty of companies have been striking deals with big social networks like MySpace and Facebook–Apple, for example, runs a “group” on Facebook that numbered over 435,000 members at last count. But some companies want to host their own branded social networks, and start-ups are beginning to, well, start up for that purpose.
We wrote up Dave.tv last month; Dave.tv’s parent company, Dave Networks, specializes in creating video-based social networking communities, like one for the TV show Stargate that features fan-made videos. Earlier this week, another one launched–Passenger, a platform that aims to “create collaborative relationships” between brands and their consumers through online social networks. Passenger is aiming high, explicitly expressing a desire to appeal to Fortune 500 clients. And its vision of a company-consumer feedback network is probably a bit utopian, as many corporations are likely going to prefer that their social networks consist of loyal followers rather than constructive critics. But Passenger has already attracted the likes of Coca-Cola and ABC Television, so it’s probably doing something right.
The catch is that no brand can count on the collective power of the masses. The classic example of this–well, by “classic,” I mean “over six months old”–is the Chevy Tahoe user-generated ad contest. General Motors gave Internet users the basic tools to make their own Tahoe ads, but liberal bloggers and grassroots environmental groups managed to turn the contest on its head and make “ads” to promote global warming awareness and criticize the culture of gas-guzzling SUVs.
GM probably didn’t see that one coming.
Vizeum Digital Newsletter Inspiration #2: February 28, 2007
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Video Online
A busy month in the world of online video. Dynamic Logic build upon their November released online video advertising norms, and drill down further into how using video in online advertising can increase brand metrics. Analysing the impact of the most memorable and the least memorable video ads, a good video can increase purchase intent by 6.9% versus a reduction of 1.5% for a bad video.
Regular youtubers in the US switch off the old tube. 42% of online US adults say they have watched a video at YouTube and 66% of regular visitors to YouTube claimed their YouTube activity is eating into the time normally spent doing other activities, with a claiming they are watching less TV.
As gangs in Mexico take self-expression to an extreme level, Chelsea football club sign a deal with YouTube to deliver the video snacking audience premium content. Premier League restrictions prevent Chelsea from using the service to show actual live footage but do allow for daily update videos and archived footage.
16-34’s are changing their consumption habits at an alarming rate as media companies in this arena are struggling to deliver advertising solutions fast enough for brands to talk to their audiences.
The drive for video is raising the bar for online creativity with high quality video creative delivering high cut through and increases against brand metrics.
Measuring the Invisible February 28, 2007
Posted by Mark Blei in : Uncategorized , add a commentMeasuring the Invisible
FEBRUARY 28, 2007
Q: What is the ROI of advertising? Marketers know that they have to advertise, but many are dissatisfied with advertising’s return on investment (ROI) — even though most of them do not measure it anyway, according to a new study by Forrester Research. Marketers were asked how likely they were to recommend a particular product or service. The aggregate rating for ad agencies was 21%, meaning that very few clients would recommend their agencies’ services to others. The flip side is that 76% of marketers had no way to determine their ROI from their lead agencies, and 69% said ROI is too difficult to measure. “There’s always an undercurrent of discontent with agencies,” said Peter Kim of Forrester. “They’re dissatisfied, yet on what basis? It’s not because the agency didn’t help them drive sales or meet some other business outcome. It’s a vague disenchantment, or disappointment; it’s a feeling that there isn’t data to back up.” Marketers aren’t the only ones pining for more data. A new joint survey by NSON Opinion Research and the Audit Bureau of Circulations of online ad planners and buyers revealed a strong desire for independent verification of new media ad metrics. Three-fourths of North American ad professionals said that they would be more likely to advertise on Web sites if the results were independently verified by a third party. Less than half of advertisers and agency professionals said that they trusted online publisher metrics. And more than two-thirds of respondents said that they preferred advertising on audited Web sites when possible. There is good news for agencies. For one, they are still responsible for nearly 60% of ad spending. Plus, firms are always creating more data to meet demand. In traditional media, Nielsen//NetRatings recently started tracking TV viewing by college students. On the new media side, Podtrac just released a media planner for would-be podcast advertisers. For more on getting results from new media marketing, see eMarketer’s Podcast Advertising report.
A: Stop advertising and find out.
Interactive Video: The Heart of Digital Marketing February 28, 2007
Posted by Mark Blei in : Uncategorized , add a commentInteractive Video: The Heart of Digital Marketing
By Dave Friedman
Interactive video is the most important element of your new-media tool kit – more important than blogging, podcasting, or mobile devices. Understanding video’s potential for creating interactive, immersive experiences for the digital consumer is the key to unlocking its value for you.
Why should you care about interactive video? Quite simply, digital consumers want it. According to the Online Publishers Association, 24% of the U.S. internet population watch online videos at least once a week, and nearly half do so at least once a month. About seven out of 10 digital consumers have viewed an online video advertisement, with 31% of them subsequently visiting the advertiser’s Website.
Three reasons account for this growth. First, broadband continues to take hold. Two-thirds of U.S. Web users now use broadband (per Nielsen/NetRatings), which is the essential ingredient to enjoying rich-video content. Second, major publishers and bellwethers such as Google and Apple continue to make significant investments in online video, joining phenomenally popular video sites such as YouTube and iFilm.
But the most important reason you should care about interactive video – based on what our clients have told us – is that video helps facilitate a basic consumer craving for immersion and interactivity. As more of us escape the limitations of dial-up access, we are becoming online gamers, social networkers, and brand enthusiasts. We don’t just tell our friends we like Oreo cookies; we upload our self-made commercials. And we want to have a little fun too. We want to customize the look and feel of an automobile using a rich-media auto configurator, not just stare at a bunch of static pages online.
Watch me blow up a Ferrari on YouTube!
If you’ve spent time on YouTube or iFilm, you can be forgiven for believing that interactive video is turning us into a nation of amateur entertainers uploading movies we’re too guilty to admit we enjoy watching.
But big enterprises are embracing interactive video too. For instance, Red Bull has applied interactive video to inject its redbullusa.com brand site with a shot of vitality and excitement. Redbullusa.com captures the essence of the high-energy performance-driven brand by using streaming video to immerse you into the world of extreme-sports stars.
Red Bull creates an emotional bond with its brand aficionados, who identify with the extreme- sports lifestyle. And the use of cutting-edge streaming media is important, because the site needs to match Red Bull’s high-energy personality. Static, flat images just won’t suffice.
By contrast, AT&T uses interactive video to teach broadband-enabled consumers how to use AT&T products and services. The AT&T Digital Lifestyle (att.com/dlc) is an online world that uses a tour of a home to show how consumers can use AT&T products and services as part of their everyday lives. The Website uses high-definition streaming video extensively. You can navigate the site using pull-down menus or by following the home layout, room by room. Visitors may also pause and replay video snippets if they want to review an instruction.
Red Bull shows how interactive media combined with the right content can create an immersive brand experience tailored to consumers’ lifestyles. AT&T shows how interactive video helps solve a business challenge: in this case, encouraging self-service for its customers by explaining a complex topic.
How to get started
It’s impossible to keep up with the inventive ways companies are combining video with viral marketing and consumer-generated content to build their brands. As examples, Red Bull and AT&T illustrate two important principles for using interactive video regardless of your specific situation:
- Success hinges on knowing the end game for your customers. In a way, interactive video isn’t about video – it’s about understanding your customers better and reaching them. If you’ve not been using personas, or composite profiles of your customers’ wants and needs, it’s important you do so now. Is your customer coming to your site to learn something? To have a little fun? To celebrate your brand? You can’t really use interactive video until you know.
- Think interactivity. There’s a huge difference between an online video and an interactive video. An online video is just a TV commercial dropped into the digital world, creating a passive viewing experience that fails to take advantage of the benefits the Web has to offer. An interactive video gives consumers the chance to play with your brand – assembling their own movies and controlling the pace and flow of content.
Think you’re not ready for interactive video? Then check out your customers. They’re ready and waiting for you to get involved.
Dave Friedman is president of the central region for Avenue A | Razorfish, a Seattle-based interactive services firm, and a monthly contributor to CHIEF MARKETER. Contact him at Dave.Friedman@avenuea-razorfish.com.
A CBS Take on the YouTube Madness February 28, 2007
Posted by Mark Blei in : Uncategorized , add a commentA CBS Take on the YouTube Madness
WITH March coming in tomorrow, the March Madness days of college basketball are not far away. A division of CBS is hoping to intensify the mania by offering students and other fans a chance to create exuberant, exhortatory video clips and share them with friends, family and strangers — and use them, not incidentally, to taunt anyone who roots for opposing teams.
The CSTV Networks division of the CBS Corporation is starting a campaign today with the theme “Are you fan enough?,” inviting viewers to upload the do-it-yourself video clips to a community section of the CSTV Web site (cstv.com/postup). The campaign will appear on CSTV and cstv.com all during March Madness — officially, the men’s basketball tournament of the National Collegiate Athletic Association, which begins on March 15 — and will end after the championship game is played in Atlanta on April 2.
The campaign represents the largest effort to date by CSTV to take part in a popular trend known as user-generated content, which seeks to capitalize on the eagerness of younger consumers to produce and share video clips on Web sites like MySpace and YouTube.
“This campaign is about the voice of the fans,” said Brian T. Bedol, president and chief executive at CSTV Networks in New York. “It says CSTV is a brand that connects college sports fans to their passion.”
America is experiencing the rise of “a video filmmaker culture,” Mr. Bedol said, now that “video cameras are in the hands of millions of everyday citizens in the form of digital cameras, camcorders and cellphones.”
As a result, “we’ve watched the quality of user-generated content increase pretty dramatically over the last year or so,” he added.
In addition to media companies like CBS and Time Warner, many marketers have begun exploring the realms of user-generated content and video sharing. For example, during the Academy Awards show on Sunday on ABC, Unilever ran a commercial created by a consumer that promoted a new product, Dove Cream Oil Body Wash. The spot can now be seen on a special Web site (dovecreamoil.com).
Also, during Super Bowl XLI, on CBS on Feb. 4, three advertisers ran four spots that were created by consumers or based on consumer ideas. They were the Frito-Lay division of PepsiCo, General Motors and the National Football League.
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The growing interest in creating and sharing video clips “is where consumers are going,” said Tom Shipley, director for global industry development at Anheuser-Busch in St. Louis, part of the Anheuser-Busch Companies. “It’s something they expect.”
Anheuser-Busch is teaming up with Blue Lithium, an online marketing company in San Jose, Calif., to introduce a promotional program called Clink as part of its “Here’s to beer” campaign. The program, to be housed on MingleNow, a social networking Web site (minglenow.com), will let members upload and share photographs as well as video clips.
Anheuser-Busch also plans to add a video-sharing feature to bud.tv, the entertainment Web site the company introduced this month.
Sports is considered a fertile field for user-generated content because of the intensity of fan interest. Two professional leagues — the National Basketball Association and the National Hockey League — have made deals to start branded channels on youtube.com.
“What makes YouTube and MySpace successful is the passion of people who are trying to post on those sites,” said Greg Weitekamp, broadcasting director for the N.C.A.A. in Indianapolis. “We’re excited to see what CSTV will be doing.”
To encourage college basketball fans to create and share March Madness video clips, CSTV asked Planet 3, an agency in Santa Monica, Calif., to produce examples of the kinds of material it hopes to receive. Planet 3 created six energetic, humorous commercials featuring actors who portray ardent fans of hoops powerhouses as well as lesser-known teams.
“I’m the Ba-baller,” an actor proclaims in one spot, “here to represent San Diego State.” Another spot replies to that one: a different actor taunts the “Ba-baller” by declaring, “You can’t get past the Running Rebels” of the University of Nevada, Las Vegas.
Perhaps the best commercial features a pair of actors trying to channel comedy skits like “Wayne’s World” or Bob and Doug McKenzie of “The Great White North” as they support tiny Winona State University, which is the defending champion of Division II.
“Win, Winona,” the two young men chant. “Win, win, Winona.” When one asks, “So why do you think we never lose?,” the other replies deadpan, “Probably because nobody can beat us.”
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The sample commercials are scheduled to run on CBS, CSTV, CW, MySpace and YouTube. They can also be watched on the cstv.com/postup section of the network’s Web site.
“We tried to be as close to authentic as we could,” said Dylan Gerber, president at Planet 3, in reflecting “the intense feeling the fans have for their teams and the fierce rivalries between schools.”
Casey Moulton, creative director at Planet 3, likened the desire of fans to become videographers to the loyal way “they go to the games and cheer.”
“The hope is the fans take over and tell the story of the tournament,” he said.
The CSTV campaign is indicative of the growing importance of March Madness to CBS, which paid $6 billion for rights to the tournament from 2003 through 2014. The company covers the games on its CBS broadcast network and began last year to present free, ad-supported Webcasts of games from the first three rounds on sites like cbssportsline.com.
The Webcasts were a big hit, drawing five million visitors. CBS Sports estimated this week that it would sell $9 million to $10 million worth of ads for the Webcasts next month, compared with $4 million to $5 million in ad revenue last year.
If the fan campaign is deemed successful, Mr. Bedol said, it may return later this year, for the college football season.
The basketball video clips will be screened for language and appropriateness before going online, he added, but the goal will be to preserve their reality and spontaneity.
Awaiting the video clips is “like white-water rafting,” Mr. Bedol said, laughing. “I can’t wait to see the direction this goes.
“Part of it,” he added, “is, ‘Hold on tight.’ ”
Scion Starts Pre-Launch Campaign February 28, 2007
Posted by Mark Blei in : Uncategorized , add a commentScion Starts Pre-Launch Campaign
February 27, 2007
By Steve Miller/Brandweek
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DETROIT Scion has launched a comprehensive pre-launch campaign for the 2008 xB, including a Web site at which patrons can earn points in quest of a new xB, among other prizes.
The site, at Want2bSquare.com, hits two months in advance of the release of the boxy car, which was unveiled at the Chicago Auto Show earlier this month.
Consumers can score points for watching videos, playing games and by e-mailing aspects of the site to others, earning their way to the car and other prizes that include a plasma screen TV, DJ tables, a home theater system and an Xbox system.
The campaign, via Attik, San Francisco, has trickled out virally over the past several days. The car will begin showing up in dealerships in late April.
The home page opens onto a series of six microsites, each with a different theme. One deals with customization, another community and still another music. Each microsite has a different physical design, with one resembling a Monty Python set while another has a stark, haunted house look. Two more microsites are to be added in the coming weeks.
Embedded in the microsites are 10 games (via gaming services group Bunchball of Redwood City, Calif.), and 18 movies that run between three and five minutes. Some of the movies are colorfully animated, others feature live actors speaking in Japanese with English subtitles. Among the games are a boxing contest and a roadkill dodging drive. Clickable, animated xBs creep through the scenes, some leading to the Scion.com site.
“The xB will have a subtle but constant presence inside this virtual world,” Mark Templin, Scion vp, said in a statement. “Animated versions of the xB will be organically integrated into the content and some games will creatively use xBs in the gameplay.”
A 60-second trailer, “Surgery,” also is being launched in movie theaters. The short video is a Frankenstein takeoff in which two of three subjects, post-operative, are revealed to have square heads. A third subject comes out with a round head to horrific response in the operating room. He is put back under wraps
Research Brief: Men 18 to 34 Years Old Are Key Online Video Viewers February 28, 2007
Posted by Mark Blei in : Uncategorized , add a commentMen 18 to 34 Years Old Are Key Online Video Viewers
New consumer research, Emerging Video Services, from Leichtman Research Group, found that 4% of all adults over age 18 in the United States watch video online at home daily and an additional 14% at least once a week. Comparatively, 93% of adults spend at least one hour a day, on average, watching TV. While total online video usage has increased in the past year, the percentage of adults watching online video remains relatively unchanged.
Key findings of the study, based on a survey of 1,250 households nationwide, include:
- Men aged 18-34 account for 41% of those who view video online on a daily basis, while comprising just 14% of the online subscribers sample
- Men aged 18-34 account for over two-thirds of adults who view YouTube and other user-generated content daily
- Just 8% of those who watch video online strongly agree that they now watch TV less often
Bruce Leichtman, President of Leichtman Research Group, says “As with most forms of media and entertainment, online video is following the traditional ‘heavy hand’ model of a minority of users driving the majority of the usage. Rather than replacing TV, in the near-term, emerging video services like online video are best viewed as opportunities to complement and augment traditional TV viewing options.”
People On The Move February 27, 2007
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NICK JOHNSON joined NBC Universal as vice president, digital media sales. Johnson oversees the NBC Universal Digital Media National Sales force in addition to leading and coordinating sales strategies across all of NBC Universal’s digital properties. Prior to joining NBC Universal, he was vice president of national sales at Reuters.
Guru studio named SUSAN MA and SKYE BJARNASON as producers. Ma will oversee TV and longform projects for the studio, while Bjarnason will produce broadcast and commercials.
alPunto Advertising named VERONICA DUNFORD as director of synergy and ARTURO ESCOBAR as broadcast producer.
Ogilvy Action added IAN THOMAS as executive vice president and managing partner. Thomas, who comes from the London Ogilvy Action office, will lead the Creative Services Group in the New York office.
Firstborn named JOONYONG PARK as creative director. Park is returning to Firstborn after having spent the last two years working in Korea.
GREG KAHN was named head of strategic resources at Optimedia U.S. Kahn joins Optimedia from PHD New York, where he was vice president, research and strategy, providing marketing strategy and media allocation consultation for Discovery Communications’ 14 networks.
Optimum Lightpath named TROY H. GLICK vice president of product development and DAVID STRAUSS vice president of marketing.
Oxygen hired GENNIFER BIRNBACH as senior director of sponsorships and promotions. Birnbach will be responsible for developing client-focused sponsorships, promotions and product integration initiatives both on-air and online for Oxygen’s ad sales department. Prior to joining Oxygen, Birnbach spent fourteen years at MTV Networks, most recently as the senior director programming sponsorships and administration for Nick at Nite and TV Land.
Fallon promoted MURRAY HARDIE as its director of planning. Hardie joined Fallon in 2004 to spearhead planning for Citi. He also leads planning initiatives for InterContinental Hotel Group’s brands Holiday Inn and Crowne Plaza. In addition, Fallon hired JAY MORRISON as art director. Previously, Morrison worked as an art director at Carmichael Lynch on brands including Ginn Clubs & Resorts, Rapala and Harley-Davidson.
SearchRev named KATE BURNS as board advisor to its newly established London-based European Operation. Previously, Burns founded and grew Google’s European operations.
BRIAN PATELLA was named Los Angeles director of sales for The Time Inc. Business and Finance Network. Patella joins the company from Reader’s Digest where he served as the Los Angeles manager.
GSD&M named JOHN MCGRATH as vice president of communications. McGrath will lead a communications team with responsibilities including internal communications, client communications support, media relations and executive communications.
Dragonfly named ORIN WECHSBERG to its board of directors. He is the former managing director of Grey Interactive Worldwide.
CHRIS WILSON has been named president of Experian Research Services. Prior to his new appointment, Wilson served as president and COO of Simmons Market Research.
LISA GREENBERG has been named creative director of the Toronto office of GJP Advertising. Greenberg, formerly the agency’s associate creative director of design, replaces JOHN FARQUHAR who resigned to pursue other opportunities.
CLYDE D. SMITH was promoted to senior vice president of global broadcast technology and standards for Turner Broadcasting System. Smith previously served as senior vice president of broadcast engineering, research and development, quality assurance and metrics.
Starcom MediaVest Group’s direct response agency Halogen named LIAM O’NEILL and PEEJAY CAVERO as associate media director and senior media planner, respectively. O’Neill will be responsible for direct response planning for Halogen. O’Neill previously worked for Zenith Media, handling all international, local and national media plan developments on behalf of Verizon Wireline and Verizon Business. Cavero is responsible for planning Halogen’s national and local direct response campaigns and was recently a planner at ID Media on the Verizon Wireline Account.
TARAH FEINBERG joined Savar Media as creative director. He recently held the position of manager of program development at NBCU Digital Studios where he created, developed and oversaw the production of series and entertainment products for digital and traditional platforms.
PAUL LAFFY joined dentsuAmerica as creative director on all accounts. Laffy, most recently served as a senior art director at Ogilvy & Mather, New York.
Bigelow Advertising hired RICK RADERMACHER as vice president, account management.
The Bravo Group promoted VERÓNICA VELA to account director, up from management supervisor.
WENDY MCCOY joined Gospel Music Channel as vice president of marketing. McCoy will be responsible for all consumer and trade marketing including brand positioning, advertising, events and promotions. McCoy joins GMC from VERSUS where she served as vice president of marketing. In addition, RICHARD BELL was named vice president of finance and GREGORY MADSEN was named director of affiliate sales, southeast region.
LEE PEAR
SON joined FUEL TV in the newly created position of director of new media and DIANA KRUPA was named manager of acquisitions.
SCOTT NESLUND, managing director of MindShare Chicago, was tapped to lead MindShare North America as its president-CEO. He will oversee 10 offices in the U.S. and Canada.
CHARESE TAYLOR was named digital media planner for MindShare Interaction’s Kimberly Clark brands. Charese joins the agency from the Chicago office of GM Planworks.
BRAD PIGGOTT joined Tripadvisor.com in the newly created role of Midwest/southwest sales manager. He spent the previous five years with Dow Jones & Company as a senior account executive.
MICHAEL J. KONOWICZ has been named vice president at Medical Broadcasting Company, a Digitas Agency. Recently, he was vice president, integrated strategy at Marketsource IMS, where he spent the last 11 years building up the agency’s online business.
NAIL opened a West Coast office in Los Angeles to be led by BOB MAUSER.
JAMES P. “JAMIE” SEPPALA has been named senior vice president of strategic project management at AIG Advisor Group. Seppala will be responsible for the development and implementation of a variety of strategic initiatives.
MPG promoted BILL MCOWEN to the new post of director of media investments. McOwen will now be responsible for ensuring maximum efficiency and impact of clients’ ad dollars across all mediums. He was previously EVP, director of broadcast.
EPrize named GERRY MILLER as chief operating officer. Miller will lead ePrize’s technology and research and development units. Prior to joining ePrize, Miller managed a global business unit at Microsoft.
TNS Media Research named JEFF SOHINKI as director of business development. He joins TNS from Nielsen Media Research, where he managed four national offices as senior vice president of the Local Cable Division.
Carat Fusion promoted JEREMY CORNFELDT to vice president, general manager of its New York office. In his past role, Cornfeldt grew the agency’s search department.
Ogilvy New York hired DONNA PEDRO as its chief diversity officer. Pedro will be responsible for overseeing the agency’s diversity and inclusion initiatives. She joins Ogilvy from The FutureWork Institute, a global diversity consulting firm where she worked as a senior consultant.
Hispanic Ad Growth to Outpace General Market February 26, 2007
Posted by Mark Blei in : Uncategorized , add a commentHispanic Ad Growth to Outpace General Market
According to a new study from Kagan Research, Hispanic advertising growth is expected to outpace that of the general market, reaching $5.5 billion in gross advertising revenue by 2010. The study forecasts bigger revenue growth curves for cable nets in the next several years, with projected growth of 32% from 2002 to 2010, versus 12.5% for broadcast networks.
Deana Myers, senior analyst for Kagan Research, says “The rapid rise in population and purchasing power has made the Hispanic TV and radio audience a highly desirable market for networks, content owners and advertisers…”
Some of the key findings of the report include:
- Although the Hispanic demo has lower multichannel penetration than the general population, the services are expected to gain ground in the coming decade. Multichannel penetration of Hispanic TVHH is projected to grow to 71.7% in 2010.
- TV station players can expect solid revenue growth rates, while radio stations are projected to outpace their English Language peers between 2006 and 2010.
- Programming is a potential growth area for all distribution outlets. Cable networks will increase program expenses most quickly, while broadcast networks are likely to have slower growth.
For the complete release and more information on Kagan Research, please visit here.
