Just An Online Minute… Viacom Broadens Mobile Offerings March 28, 2007
Posted by Mark Blei in : Uncategorized , add a comment| Just An Online Minute… Viacom Broadens Mobile Offerings |
| by Wendy Davis, Wednesday, Mar 28, 2007 2:15 PM ET |
| VIACOM’S MTV NETWORKS IS THE latest company to come out this week with new mobile offerings. The company said this morning it’s launching new mobile Web sites for MTV, VH1 and Comedy Central. Additionally, Sprint will start offering streams of Viacom shows including MTV’s “The Hills,” Nickelodeon’s “SpongeBob SquarePants,” and Comedy Central’s “The Colbert Report.” The deal also encompasses a new GameTrailers mobile video channel. Viacom has lined up Intel and Pepsi as mobile sponsors. But, while the move is a first for Viacom, it’s not the first time any TV network has arranged for ad-supported mobile shows. Earlier this week, former Viacom corporate sibling CBS said it would start offering ad-supported versions of streams of programs including “Jericho” and “Evening News With Katie Couric.” Viacom chief Philippe Dauman reportedly said today at the CTIA wireless conference that the company currently sends 1 million streams to cell phones monthly. “We believe advertising can work on the wireless platform. Indeed we view it as a critical medium,” Dauman reportedly said. Dauman isn’t the only executive to sound a bullish note on mobile ads. But the optimism doesn’t appear to be supported by any evidence that consumers are willing to accept such ads. It’s understandable that Viacom doesn’t want to get left behind by technology, but curious that the company is wheeling and dealing in the nascent mobile video market at the same time that it’s warring with YouTube — a company that already delivers video in a format that everyone knows consumers want. |
Study Gives Web Video Ads High Branding Marks, but Repetition Detracts March 28, 2007
Posted by Mark Blei in : Uncategorized , add a comment Study Gives Web Video Ads High Branding Marks, but Repetition Detracts
By Kate Kaye | March 26, 2007
As large TV broadcasters like Viacom, NBC and NewsCorp get serious about presenting ad-supported content online, a new MillwardBrown study could entice advertisers to spend more on Web video advertising. Viewers of spots played during TV programming online have higher brand awareness and are less distracted than their on-air TV and DVR viewing counterparts. But if advertisers don’t stop running the same spots over and over, the value of online video advertising could be diluted.
The Web offers advertisers less cluttered ad space and access to more attentive users, boosting brand impact compared to on-air television and DVR ads, the “CTV-1″ study found.
The study compared reactions of viewers to 30-second ads shown during network shows viewed on television, DVR and online. While TV and DVR viewing resulted in 54 percent brand awareness among the ad watchers, the survey found online viewing led to 82 percent brand awareness. Ads placed online drove even higher brand recall: 18 and 19 percent for TV and DVR viewing, respectively, versus 77 percent for online viewing. In addition, while around 70 percent of TV and DVR ad viewers linked the correct brand to a commercial, 93 percent did so if they watched the ads online.
“We expected differences, without a doubt, but we didn’t expect them to be so large,” said Mike Ripka, VP of MillwardBrown’s futures group.
The boost in brand recall and awareness driven by online viewing could be connected to the distraction level of study participants when viewing different media. According to the study, 41 percent of ad viewers were doing something else while watching on television or DVR, though 32 percent were doing something else during Web viewing. In addition, 46 percent of online viewers paid attention to the ads, compared to 30 percent of TV watchers and 21 percent of DVR watchers. Sixty percent of DVR watchers fast-forwarded through the ads.
“Not only were they less distracted, they were actively paying attention,” said Ripka. “You know it’s 30 seconds and the show is going to start right back up, so why not pay attention?”
Other typical commercial-time activities were also reduced during both online and DVR viewing. Twenty-four percent of TV viewers talked to someone in the room while ads played; while 8 percent of DVR viewers and 3 percent of online watchers did so. DVR and Web watchers were also more in sync when measuring how many left the room during ads. Compared with 18 percent of TV watchers, 4 percent of DVR viewers and 6 percent of Web viewers left the room during the commercials.
The CTV-1 study is part of MillwardBrown’s efforts focusing on consumer-controlled television and video content. Agencies including Digitas and Mediaedge:cia, networks such as ABC, NBC, and FOX and advertisers in the Quick Service Restaurant, Consumer Packaged Goods, and Financial Services categories partnered for the study. Over 3,000 people watched a specific TV show either on air, via a DVR or online and were surveyed afterwards.
Despite the Web’s apparent superiority when it comes to brand impact and attentiveness, ad burnout was a drawback. Fifteen percent of TV viewers and 19 percent of DVR viewers said they grew “tired” of seeing the ads, while 28 percent of online viewers said so. According to the study, “Typical viewing experience online included multiple exposures to the ad.”
This reflects user experiences with TV programming on the Web today, said Ripka, who told ClickZ News, “That’s definitely going to have to change.” He continued, “Advertisers are really going to have to think about that as they’re creating creative for television.”
Ripka expects “a lot of shifts” in video advertising as a result of changing viewing habits as more people watch TV shows online. “Now there’s finally starting to be a realization for a mass audience, and as a result, I think we’re going to see viewing behaviors change,” he said.
MillwardBrown: Video Ads Great for Brand Recall March 28, 2007
Posted by Mark Blei in : Uncategorized , add a comment
MillwardBrown: Video Ads Great for Brand Recall
Video ads within online TV programming is great for brand awareness but repetition is watering that awareness down, according to a new study from MillwardBrown, reports ClickZ.
The study comes as more TV networks are putting their programming online and shows that advertising within those shows leads to higher brand recall. Participants had 82 percent brand recall with online viewing compared with 54 percent on TV.
The percentage of those who correctly linked an ad to a brand also was higher, 93 percent online compared with 70 percent on TV. Part of that could be because when watching TV people are usually doing something else. Online, though, people are paying more singular attention to what they’re watching.
One potential problem, though, is that the same ad is often shown several times during the same show. That can lead to viewer frustration. Though only 15 percent of TV watchers said they were tired of seeing an ad repeatedly, 28 percent of online viewers said it frustrated them.
People On the Move March 27, 2007
Posted by Mark Blei in : Uncategorized , add a commentFallon promoted GAIL JOECKS to the newly created position of creative recruiter. Joecks will be responsible for seeking out creative talent at all levels for the agency’s Minneapolis office. Joecks joined Fallon in 2000 as a project manager. |
JAY LEVIN, the former publisher and founder of LA Weekly, has launched a new media company, RealTalk Media Group. Levin will serve as CEO and creative director, spearheading the spring launch of RealTalk LA magazine and its Web component Realtalkla.com. In addition, KAREN FUND was named executive vice president and publisher of the company. |
Avenue A | Razorfish promoted COLIN KINSELLA to president of the west region where he will be responsible for leading all operations in the Seattle, Portland, San Francisco and Los Angeles offices. Kinsella served as general manager of the San Francisco and Los Angeles offices since 2004. |
Genex hired PETER BRINE as client partner for the Toyota, Lexus, and Scion accounts. Most recently, Brine worked as director of Internet marketing at 21st Century Insurance. |
Rainbow Media named HAROLD GRONENTHAL as senior vice president, program acquisitions and international development. In his new role, Gronenthal will be responsible for the international management of Rainbow’s AMC, IFC, WE tv, and fuse cable networks, as well as the on-demand networks, LIFESKOOL and SPORTSKOOL. |
Draftfcb New York named TERRY MARTIN as senior vice president/director of business development. Martin most recently served as svp/segment leader at Omnicom Group, leading multiple Omnicom agencies in the delivery of integrated marketing communications for Bank of America. |
Program Partners promoted DAVID HUTCHINSON to senior vice president, program operations and new media, and CHAD MACDONALD to executive director, TV research, regional sales manager. |
NOMI ERNST LEIDNER was named director of development at Sundance Channel. Most recently she was supervising producer on Style Network’s “Try My Life.” |
Ad Infuse named BRIAN COWLEY as president and chief executive officer. Cowley will replace founder IAN JOHNSON, who will now serve as executive vice president, business development. Most recently, Cowley served as vice president of mobile advertising at Infospace. |
U.S. News & World Report editor BRIAN DUFFY is stepping down to complete a book and to pursue other writing projects. BRIAN KELLY, executive editor of U.S. News, will now manage all editorial functions. |
JOHN PATERSON was named New York account director at Meredith Interactive. He previously served as director, marketing innovation at Meredith Corporate Sales. |
Dow Jones Online promoted MARINELLE CARINO to account manager and EMILY FITZGERALD to account executive. |
WILL ZNIDARIC was promoted to editor from assistant editor at Mad River Post. |
The McRae Agency promoted BRIDGET PALITZ to vice president. |
PSM: Independent PlayStation Magazine named ROB SMITH as editor in chief. He was most recently associate publisher of Future US publications PC Gamer and Maximum PC. |
LEIGH GALLAGHER was named senior editor of FORTUNE Magazine. Gallagher was previously a senior editor at Smart Money. |
CATHY TANKOSIC joined Magna Global Entertainment as executive vice president. |
BCF named ROBERT FLAMMOND as an account group director. Prior to joining BCF, Flammond held senior management positions at agencies such as Moroch – Leo Burnett and Keyes Martin Advertising. |
Eastwick Communications named JOEL POSTMAN as executive vice president of emerging media. |
Captivate Network hired PAUL DEAN as vice president of sales, Midwest region and SHERI TAYLOR GILCHRIST as vice president of marketing and programming. |
AMY J. MOLINERO was promoted to associate publisher for Guideposts magazine. Molinero has worked at Guideposts for six years, most recently serving as east coast sales manager. |
Moxie Interactive launched Moxie West, a new office in San Francisco, and hired JOE VAN REMORTEL as managing director and senior vice president to lead the new office. Van Remortel joins Moxie from Wirestone, where he served as managing director. |
Eric Mower and Associates promoted CHRISTINE DOUGHERTY to account supervisor in the marketing communication agency’s brand promotion practice. In her new role, she will lead an agency team that provides strategic counsel, creative development and retail execution for several clients, including Fisher-Price, Mattel, Lactalis USA and Applebee’s. |
PETAR BOZINOVSKI joined Geosign as director, media sales and NANCY BELL joined as an account executive. |
MICHELE MARQUIS joined North Jersey Media Group as vice president of consumer sales & circulation. Most recently, Marquis worked for The Hartford Courant as new business development manager with the Courant’s general advertising department. |
Mediaedge:cia named LEE DOYLE as chief executive officer North America and RINO SCANZONI as chairman North America. Doyle joined MEC in 2000 as account director working for clients AT&T and AT&T Wireless. He was promoted to managing partner head of client service in 2002. Scanzoni joined MEC in 2002 as head of national broadcast buying and was named chief investment officer in 2004. |
Nielsen Business Media named LINDA MCCUTCHEON as senior vice president, eMedia strategy & technology. Most recently a consultant, McCutcheon was previously the publications director at AARP. |
AOL named SCOTT ROBSON as editor-in-chief for its Moviefone and AOL Television brands. Most recently, Robson served as executive producer at Tribune Interactive and the Los Angeles Times. |
CHRISTINE ROSA was named executive director, event marketing and athlete relations at Sports Illustrated. Rosa will direct the event marketing and athlete relations functions for the entire SI franchise, including Sports Illustrated, SI.com, GOLF Magazine, GOLF.com, SI Kids and SIKids.com. |
Erwin-Penland named KARL DUNN as associate creative director. Dunn will be responsible for creative strategy and execution for Verizon Wireless, as well as Fatz Café and the Greenville Drive baseball team. He joins the agency from Everet Studios, where he served as creative director and producer for Heineken and Pepsi International. |
MARIE STENBERG was named vice president of public relations at LIFESKOOL and SPORTSKOOL. Prior to joining Rainbow Media, Stenberg served as vice president of the corporate technology practice for Cohn & Wolfe. |
Loyalty Lab added GEORGE WIEDEMANN, most recently managing director of Harte-Hanks Partners, to its board of directors. |
JULIO VARGAS joined Wunderman as a senior flash developer. Vargas was most recently a flash developer at TBWA/Chiat/Day. |
McKee Wallwork Cleveland named LINDSEY GLOETZNER as media buyer. |
PAUL MARTINEZ was named creative director of Men’s Journal. He joins the magazine from Marie Claire, where he served as creative director. |
ROBERT REIF was promoted to president of both Media Networks and Targeted Media. Prior to joining MNI, Reif had a 14-year career at The New York Times, where he held various sales and senior sales management positions. |
The best car website designs by Webdesign (Car sites) March 27, 2007
Posted by Mark Blei in : Uncategorized , add a commentThe best car website designs by Webdesign (Car sites)
Auto Sites Best for In-Market Car Buyers By: Brian Morrissey … Dynamic Logic’s auto category encompasses car-comparison sites, portals: auto sections and …
Automotive dealership website design for auto dealers. Increase car sales and web site leads through managed online advertising, SEM, SEO, PPC, …
This ring is a collection of the greatest car racing sites on the Internet today. We have car racing sites for spectators, car racing sites for competitors, …
This research report summarizes the work undertaken by Consumer Reports WebWatch, after months of extensive testing and analysis of car rental Web sites. …
Auto and Car Gripe Sites: Chronicling gripe sites and other sites confronted with legal action.
This section covers Web sites related to cars, vehicles, accessories, and other automotive topics. If you don’t see your favorite car vehicle Web site,
NBC Pitches Cross-Media Engagement Measurement March 27, 2007
Posted by Mark Blei in : Uncategorized , add a comment| Must Multiply TV: NBC Pitches Tool Measuring Reach Across Media |
| by Wayne Friedman, Friday, Mar 23, 2007 8:00 AM ET |
| NBC ISN’T CONTENT TO JUST make “engagement” deals with advertisers this upfront season–it wants to offer a clearer ratings picture of how its shows perform–across all media platforms. Alan Wurtzel, president of research and media development at NBC Universal, says the network is starting a Total Audience Media Interactive research tool. He spoke during NBC’s development program meeting with advertising executives in Los Angeles Thursday. For advertisers, this new tool gives a particular TV show a total viewer number across all of its venues. Consider one episode the net’s hit “Heroes.” In its traditional TV format, the show pulled in 16 million total viewers. But add in a repeat episode on Sci-Fi Channel, a streaming video run on the NBC Rewind site, downloads at iTunes Music Store and viewing via PCs with special Intel Viiv technology, and the new total comes to 18.4 million viewers. Although Wurtzel didn’t say how advertisers would use the new measurement system, media analysts believe it is intended to give them more opportunity. Plus, it has the potential to make more money for NBC. Wurtzel spent a lot of time talking up data to advertisers that combines TV and Internet exposure. In certain conditions, he said adding Internet to TV exposure could increase viewer “reach” by 50%. In fact, NBC is looking at various measurements in the digital age. One of the holy grails for marketers and TV researchers has been data that would follow consumers as they move from media platform to media platform. Right now, Wurtzel says such research isn’t available. But in specially commissioned research with Integrated Media Measurement Inc. (IMMI), Wurtzel says 11% of those who watched an episode of “Heroes” on TV also watched it on the Internet. In addition, 9% of those “Heroes” viewers have watched a “Heroes” episode exclusively online, and 10% of viewers have watched one episode twice online. All this adds to NBC’s efforts to expand traditional TV measurement and currency for advertisers. At a recent Las Vegas research event, Wurtzel said NBC made a couple of upfront deals a year ago with Toyota Motor Co., which included engagement metric guarantees from IAG Research. He expects more advertisers will make such deals during the upfront period that starts in six weeks. Separately, Jeff Gaspin, president of NBC Universal Cable and Digital Content, said NBC.com will become the first broadcast Web site to adopt social-networking tools similar to those on MySpace. It means users can instant message on the same screen while watching NBC shows. This also means having the ability to embed NBC video clips outside the site. Kevin Reilly, president of NBC Entertainment, offered a dozen or so TV shows in development, including a new version of “The Bionic Woman”; reality show “The Real Wedding Crashers”; a new cop drama called “Fort Pitt,” from the makers of “Rescue Me”; and “Lipstick Jungle,” a “Sex and the City” kind of show from Candace Bushnell, who authored the book of the same title, about three successful New York City businesswomen. |
Catching Up With Latinos Online March 27, 2007
Posted by Mark Blei in : Uncategorized , add a comment| Catching Up With Latinos Online |
| by Seana Mulcahy, Monday, Mar 26, 2007 12:30 PM ET |
| Yep, you guessed it. Latinos are one of the fastest-growing demographics online. According to the PEW Hispanic Center/PEW Internet and American Life Study: So what does this mean to us? We need to take a look at what seems to be a generation gap. The study revealed that 75% of U.S.-born Hispanics were online, as opposed to 43% that were born outside the U.S. One key to predicting online usage seems to be language: Those who speak English fluently tend to go online, while only a third of Latinos who just speak Spanish go online. The younger U.S.-born Latinos tend to really embrace the Web and all it has to offer. They consume and embrace online video and audio, mobile applications, and forms of social media. Sites like QuePasa.com and MiGente.com have remained popular and shifted with the times to provide users with a more modern approach. QuePasa offers bilingual content. Both seek “members.” Go on to either, and it looks something like a MySpace or Facebook hybrid with a Latin twist. Of course the 800-pound gorillas AOL, MSN and Yahoo have Spanish versions, whereas Terra.com and Starmedia.com have both been around for 10 or so years. Now we are seeing new sites like Barrio305.com and Voy TV. Both play in the broadband video space. Users can build profiles, chat and post messages online, upload personal videos… the list goes on. I encourage you to go to the sites and check them out for yourself if you haven’t already. Within five minutes, you’ll see how this demographic represents everything new and hot online. These newer sites seem to focus their content in English, as they are geared to second- or third-generation Latinos. For years, specialists in Hispanic marketing told us only to advertise and market to this audience in Spanish. This study shows us that times have changed. The younger generation speaks English fluently online and offline. My guess is that we’ll see a lot of the big agencies finally embracing Latino marketing and advertising online. I think it’s still safe to stick with the Latino sites and TV spinoff properties that have led the pack for years now. However, I’d encourage you to test some of these newer English-only sites against MySpace, Facebook, Friendster and YouTube. Besides the fact that Hispanic Americans are the fastest-growing minority group in the U.S., they are an attractive demographic for another reason. EMarketer estimated greater growth for Hispanic online ad spending (32%) than general-market online ad spending (25%) in 2006. “Even though many Hispanic Internet users speak English, they still want advertising and online content that speaks to them in a culturally relevant way,” said eMarketer senior analyst Debra Aho Williamson in reference to a recent eMarketer paid report. “Marketers will reach some Hispanic people by advertising on general-market sites, but they should also consider sites that are in English but are specifically aimed at the Hispanic population.” The bottom line, according to eMarketer, is that when targeting Latinos on the Internet, we must seek environments that are in line with their culture and values. It might not be a bad thing to consider those sites that offer bilingual content as well. What do you think? Post to the Spin blog and share with us. Gracias. |
Accounts on the Move March 26, 2007
Posted by Mark Blei in : Uncategorized , add a comment| Mon, Mar 26, 2007 |
| Kraft Lunchables |
| In Review |
| Kraft placed its $40 million Lunchables brand advertising account in review. Competing for the account are DraftFCB, DDB Worldwide and incumbent JWT. |
| United States Olympic Committee |
| mcgarrybowen |
| mcgarrybowen has been tapped to create a brand and advertising campaign for the United States Olympic Committee. The account is estimated at $20 million. |
| Dacor |
| nurun | ant farm interactive |
| Dacor, a luxury consumer appliance brand, named nurun | ant farm interactive as its interactive agency of record. The agency will create a new Web site and customer acquisition and retention programs. |
| Lipton |
| DDB |
| Lipton has consolidated its U.S. and international creative chores with DDB. The agency presently handles U.S. and pan-European work and now scored additional international work, previously handled by JWT. |
| Zantac |
| Cramer-Krasselt |
| Cramer-Krasselt was awarded media and creative duties on Zantac, a heartburn medicine. The agency bested TBWA/Chiat/Day and incumbent JWT for the win. The account is estimated at $30 million. |
| Amp’d Mobile |
| In Review |
| Amp’d Mobile placed creative chores for its $65 million account in review. Incumbent Taxi will not defend. |
| Smith Barney |
| In Review |
| Smith Barney placed media and creative duties for its $20 million account in review. Hill Holliday presently handles the work. |
| Miller Brewing Co. |
| Crispin Porter & Bogusky |
| Citing creative differences, Crispin Porter & Bogusky has resigned the Miller Lite and Miller High Life work. CP+B was agency for record for the two brands since 2006. |
| Advance Auto Parts |
| The Richards Group |
| Advance Auto Parts named The Richards Group as its agency of record. The agency is charged with strategic and creative development, media planning and buying, sports marketing, and interactive work. The account is estimated at $35 million. |
| Soft & Dri |
| LIME public relations + promotion |
| LIME public relations + promotion was named agency of record for Soft & Dri antiperspirant deodorant. The agency is responsible for media relations, strategic partnerships, mobile promotions and event support. |
| Big Lots! |
| Initiative |
| Big Lots! named Initiative North America as its media agency of record. Initiative, which previously held the national broadcast activation portion of the account, will add local broadcast, planning and digital responsibilities, all of which were previously assigned to SBC Advertising in Columbus, OH. Industry sources tap the account’s value at $100 million. |
Millward Brown Study Examines Effectiveness of Same Ads on Prime-Time TV, DVR, and Online March 26, 2007
Posted by Mark Blei in : Uncategorized , add a commentMillward Brown Study Examines Effectiveness of Same Ads on Prime-Time TV, DVR, and Online
Control, Convenience, and Choice Rule with Consumers
NEW YORK–(BUSINESS WIRE)–Millward Brown’s 2007 CTV-1 Study shows that marketers have a good opportunity to fully engage their target audience in a “captive” viewing environment by supplementing their television ad spend by placing ads during full-length TV shows viewed online.
CTV is a term coined by Millward Brown to describe consumer-controlled television/video viewing. The CTV-1 Study is the first in a series of digital media research studies designed by the Millward Brown Futures Group (a task force of experts from Millward Brown and Dynamic Logic) that focuses on longer-term digital implications for brand building. “We are following the video across multiple platforms, and research like this will help our clients determine how to advertise their brand most effectively using video content,” said Mike Ripka, vice president, Millward Brown.
The CTV-1 study design was presented to a number of agencies, networks and advertisers. A consortium of three leading brands; networks ABC, NBC, and FOX, and media agencies; Digitas, MAGNA Global (Initiative and Universal McCann) and GroupM (MAXUS, MediaCom, Mediaedge:cia, and MindShare) was formed to partner with Millward Brown on this breakthrough study.
“Millward Brown’s CTV-1 Study represents a major step forward in providing an understanding of the values of the multiple screens and the consumer’s engagement with them,” said Lyle Schwartz, managing partner, director of broadcast research and marketplace analysis, GroupM.
“Consumers now have control over how, when, and where they access video content,” said Steve Sternberg, executive vice president, audience analysis at MAGNA Global. “We need to understand how these multiple platforms and video touchpoints impact not just advertising recall, but overall communication effectiveness. MAGNA Global is excited to work with Millward Brown, whose CTV studies place them at the forefront of providing the consumer intelligence we need in this area,” stated Sternberg.
The CTV-1 Study was conducted in the U.S. using ads from leading brands in the Quick Service Restaurant, Consumer Packaged Goods, and Financial Services categories. Millward Brown explored the effects of one 30-second ad from each category viewed across alternative platforms for a prime-time network TV show at air time, time-shifted via DVR, and at the networks’ Web sites. The study showed that the advertising performed positively across all three platforms.
All platforms tested had positive impact, but the results show a higher level of engagement among the online viewers — leading to increased communications awareness, brand favorability and consideration. This is supported by the fact that online viewers were 53 percent more likely to pay attention to the ads during commercial breaks versus live TV viewers. Time-shifted viewers were 30 percent less likely to pay attention to the ads than live TV viewers. The study also shows that ad recall was four times higher among viewers of the online format versus recall of live or time-shifted viewers. This in large part reflects that the online ad format shows the same ad (and only that ad) three to six times during the course of a program. Ads on network TV are shown once, within a pod of several commercials, and there are several commercial pods during a single program.
Mark Loughney, vice president, sales strategy & research, ABC commented, “The results of the Millward Brown CTV-1 Study provide independent confirmation of our own research that we have been sharing with our advertisers on ABC.com. Sole sponsorship of programs in the “lean-forward” online environment provides an opportunity for our partners to connect with passionate fans of ABC shows in a uniquely engaging environment,” said Loughney.
“The CTV studies are part of an ongoing effort to help advertisers and media planners, buyers, and sellers understand the effectiveness of advertising using different creative forms across platforms,” said Michelle de Montigny, senior vice president, Millward Brown Media Practice. “We’re excited to have the opportunity to work with leading researchers across the spectrum of the advertising and media industries. The study yielded insights for all of us who are just beginning to understand the nuances of advertising in the new media environment,” added de Montigny.
The CTV-1 Study was conducted among more than 3,000 people who were pre-recruited to watch a prime-time television show in one viewing environment: live TV, time-shifted or online. Participants then answered an online survey within 48 hours of viewing. The methodology was designed to observe differences in “real-life” scenarios. Each test was conducted in conjunction with the launch of a new ad campaign. The results were weighted to reflect a true average across the three brands. CTV-2 is now being designed by the Millward Brown Futures Group.
About Millward Brown:
Millward Brown (www.millwardbrown.com), one of the world’s leading research agencies, is expert in advertising effectiveness, marketing communications, media, and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 70 offices in 44 countries. Additional global practices include Millward Brown’s Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments), Millward Brown Precis (PR measurement practice), Dynamic Logic (the world leader in digital marketing effectiveness), and KMR (provider of global Target Group Index (TGI) the world’s leading media and market profiling tool). Millward Brown is part of Kantar, WPP’s insight, information and consultancy group.
Millward Brown North America
Lisa Parente, 212-548-7238
cell: 203-219-6976
lisa.parente@us.millwardbrown.com
or
Samantha
DeBlasi, 212-548-7237
samantha.deblasi@us.millwardbrown.com
Study: TV Spots Work Better Online March 26, 2007
Posted by Mark Blei in : Uncategorized , add a commentStudy: TV Spots Work Better Online
March 26, 2007
By BRIAN MORRISSEY
NEW YORK TV spots shown during programming on the Web resonate far better with viewers than the same 30-second ads on TV, thanks to the Internet’s lack of clutter and more attentive (if much smaller) audience, according to a new study by Millward Brown.
The research firm recruited more than 3,000 viewers to watch a network TV show on alternate platforms, pitting Web video ads against the same show on TV. The study found that, compared to live TV, Web spots increased the viewer attention rate by 53 percent, awareness by 52 percent, consideration by 27 percent and favorability by 26 percent. Prompted recall of brand advertising was four times higher for Web viewers.
Despite their reputation for ADD-like clicking, Web users were more likely to lock in on video: Shows online retained 68 percent of their audience during breaks, compared to 59 percent on TV. Branding was further aided by networks typically running only a single advertiser online, but several on TV.
“You’re looking at a 30-second ad, not a four-minute pod,” said Millward Brown vp Mike Ripka. “You’ll sit around for 30 seconds, so you’re highly engaged with the advertising.”
But Ripka is not about to counsel clients to spill their TV budgets into Web video. Grey’s Anatomy attracts over 18 million viewers weekly, while all of ABC.com got just 9 million last month, per Nielsen//NetRatings. “We don’t get the scale,” said Jordan Bitterman, a media director at Digitas, “[but] I can get the people watching Grey’s Anatomy in other ways [online].”
And Web-run spots, which play an average of three times per episode, risk annoying viewers exposed repeatedly to the same message. “That could wear out an ad very quickly,” Ripka said.
Millward Brown’s futures marketing group conducted the study as part of its captive TV/video viewing research series. To complete the study, it linked up with ABC, NBC and Fox; three undisclosed national advertisers; and Digitas, Magna Global and GroupM.
