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Archive for the ‘Traditional to Online’ Category

Hulu Will Be Profitable “Very Soon,” Says NBC CEO

Posted by Andrew Daniels on May 29, 2009

Article Link: Silicon Alley Insider

Article Author:  Nicholas Carlson

Article Date: 29-May-09

From the Article:

NBC CEO Jeff Zucker took the stage at the All Things D conference for an interview with Kara Swisher. We’ve embedded the clip below. Toward the end of the interview, Jeff says he expects Web TV startup Hulu, which NBC owns along with News Corp, Disney and Providence Equity partners, to be profitable “soon.”

Posted in Ad Spending, Consumer Behavior, Digital Out of Home, Television & Video, Traditional to Online | Leave a Comment »

4 signs you’re a social media failure

Posted by Mort Greenberg on May 6, 2009

Article Link:  iMediaConnection

Article Author:  DENISE ZIMMERMAN

Article Date: 6-May-09

social_media_starfish

Image Created by: http://www.darrenbarefoot.com/archives/2007/11/scobles-starfish.html

From the Article:

“Market research firm Gartner projects that more than 75 percent of Fortune 1000 companies with websites will attempt some kind of online social media initiative for marketing or customer relations purposes. Gartner also projects that 50 percent of those efforts will fail.

Recognizing failure and learning from it is the nature of our business, especially for emerging channels such as social media. Repeatedly, it is a brave few who take risks while the rest point fingers and follow. When a company does dare to risk, we are quick to judge and condemn rather than celebrate.

To be realistic, most of us are accountable to multiple stakeholders — brands, consumers, our own organizations, and colleagues. There are, however, ways to minimize risks, learn from the stumbles, and move forward without leaving a trail of flames.”

 

http://www.imediaconnection.com/printpage/printpage.aspx?id=22944

Image from http://www.darrenbarefoot.com/archives/2007/11/scobles-starfish.html

Posted in iMediaConnection, Social Media, Traditional to Online | Leave a Comment »

Ford Takes Online Gamble With New Fiesta

Posted by Michael Hoydich on April 13, 2009

Article Source: Wall Street Journal

Article Link: http://online.wsj.com/article/SB123915162156099499.html

Article Author: Matthew Dolan

Article Date: 08-Apr-09

From the Article :

“Auto makers must boost fuel economy under new government regulations, and a sure way to do that is promote small cars. But that poses a challenge for Detroit: How can the Big Three battle back in a market segment dominated by foreign rivals such as Toyota and Honda?

The latest attempt is just getting under way at Ford Motor Co. The company has picked 100 young, Web-savvy drivers to get behind the wheel of its new Ford Fiesta subcompact for six months and post their impressions on sites such as YouTube, Flickr and Twitter.”

“Ford selected the 100 participants from more than 4,000 video submissions viewed more than 640,000 times online. Ford assigned applicants two scores: a “social vibrancy” rating based on how much they were followed online and across how many platforms; and an overall grade based on those factors plus creativity, video skills and their ability to hook a viewer within the first five to 10 seconds.”

Posted in Consumer Behavior, Marketplace Trends, Social Media, Traditional to Online | Leave a Comment »

NBC Local Media Targets ‘Locals Only’ with New Website Launch

Posted by Mort Greenberg on October 19, 2008

New approach will provide content for the true city insider.

nbcuni.com – October 13, 2008
 

(PRNewsChannel) / New York, N.Y. / Embracing a new business strategy, NBC Local Media will launch websites targeting “Locals Only,” providing news, entertainment and information for the true city insider. No longer an adjunct to its local television station, the new sites will feature content from a wide variety of sources — including print, online publications, bloggers, individuals and NBC’s local television stations — to provide a new destination for local consumers who are looking to stay ahead of the curve and get plugged in to all their city has to offer.  

The sites will roll out in four phases throughout the month, beginning with Chicago in the afternoon of October 13; followed by Los Angeles, San Diego and San Francisco on October 16; then Dallas, Philadelphia and Washington, D.C. on October 20; and New York and Hartford on October 27. The web properties, which replace the current station marketing sites, will also change their URLs to better highlight the name of each city. (A complete list of new URLs is attached).

“These sites are a departure from what we’ve done in the past and the next step in our mission to provide truly relevant local content to consumers on the media platform of their choice,” said John Wallace, President, NBC Local Media. “Our goal was to create a new type of user experience that’s less an extension of our TV stations and more of an online destination for the latest local news, information and entertainment. These sites are about putting consumers first and giving them the content they’re looking for from the best available sources.”

The new websites target a specific online community that wants to know more about their local cities – whether they live in them or not. They are highly social, digitally savvy and extremely interested in staying on top of the latest local news and information. They also enjoy the trappings of urban life – such as music, food, fashion, and museums – and have an interest in creating, experimenting, sharing and critiquing all they experience.

Brian Buchwald, Senior Vice President of NBC Local Integrated Media, added, “When we decided to change the focus of our business, we specifically set out to target people who loved their cities, embrace change and have a huge appetite for local news and information. What we found is the group we’re calling ‘Social Capitalists,’ who are less about a specific demo and more about a state of mind. They’re passionate, like to stay ahead of the curve and influence others in their peer groups. We’re confident these new sites will deliver what they’re looking for as we experiment and learn together.”

Each site will have an entirely new look and feel with easy to use navigation features. Content will be aggregated from the best available sources – in many cases linking to outside content providers or contributed by the audience itself – in order to provide consumers with the best and most informed user experience. The online features will also be created with a more integrated approach, using text, videos, blogs, or whatever medium is appropriate, to tell the full story.

The new online approach is part of NBC Local Media’s continuing effort to transform its business and become a full-service multi-platform content provider for the local marketplace. The website launch is one of many efforts made recently by the group to better reflect today’s media environment. These include the recent acquisition of LX.TV and Skycastle Entertainment; continued investment in NBC Everywhere, the group’s growing out-of-home media division; and the soon-to-launch 24/7 news and information channel at the flagship television station, WNBC.

New domain names (in order of launch):

WMAQ: nbcchicago.com
KNBC: nbclosangeles.com
KNSD: nbcsandiego.com
KNTV: nbcbayarea.com
KXAS: nbcdfw.com
WCAU: nbcphiladelphia.com
WRC: nbcwashington.com
WVIT: nbcconnecticut.com
WNBC: nbcnewyork.com

About NBC Local Media:
NBC Local Media is comprised of ten NBC owned-and-operated television stations reaching 27% of US TV households; the NBC Everywhere operation focusing on the growing Out of Home digital market; LX.TV, a content production company that produces lifestyle and cultural programming; and Skycastle Entertainment, an award-winning entertainment marketing and promotion company. Together, the NBC Local Media properties distribute NBC Universal content and produce local content for broadcast television, broadband networks, digital channels and numerous media outlets outside of the home. NBC Local Media is a division of NBC Universal.

Media Contact:
Liz Fischer, NBC Universal, 212-664-4825,
liz.fischer@nbcuni.com

Posted in Demos & Audiences, Local, Marketplace Trends, News Highlights, Site Development, Television & Video, Traditional to Online | Leave a Comment »

The TV Ad Exodus, Part 2: Melding With the Web

Posted by Mort Greenberg on September 20, 2008

Article Source: http://www.technewsworld.com

Article Link: http://www.technewsworld.com/story/must-read/64552.html?wlc=1221915529

Article Author: Paul Korzeniowski

“Growth in TV advertising is flattening out, and it’s easy to see where a lot of that momentum is going. In response, television networks are partnering with online entities and putting their programming on the Internet. Web and television technology further fuels the convergence.”

Part 1 of this two-part series discussed the efforts made by the television industry to maintain advertising‘s relevance in the face of technologies like digital video recorders.

TV advertising has remained flat recently (at most low single-digit growth), and it’s clear where companies are placing a growing portion of their money: the Internet. Screen Digest forecast that online advertising will grow an average by 17 percent from 2008 through 2012. “The Internet has become a primary advertising medium for many corporations,” Gordon Borrell, president of Borrell Associates, an advertising market research firm, told the E-Commerce Times.
 

 

Posted in Ad Spending, Data & Metrics, Marketplace Trends, Television & Video, Traditional to Online | Leave a Comment »

Borrell: Local Online Revenue to Jump 50% in ’08

Posted by Mort Greenberg on June 28, 2008

Article Source: http://www.mediaweek.com

Article Link: http://www.mediaweek.com/mw/content_display/news/digital-downloads/metrics/e3i4818debd94b6160dfc219e9acb736d15

May 30, 2008

-By Katy Bachman

mw/photos/stylus/26948-LOGO_macbook_laptop.jpg

Local online revenue is expected to skyrocket this year, up 50 percent to $13.1 billion, according to a study released Thursday (May 29) by Borrell Associates.

CLICK HERE FOR FULL ARTICLE

Posted in Ad Spending, Data & Metrics, Local, Marketplace Trends, Television & Video, Traditional to Online | Leave a Comment »

Web video advertising: awaiting the boom

Posted by Mort Greenberg on May 31, 2008

Article Source: http://www.reuters.com

Article Author: By Kenneth Li and Paul Thomasch, (Additional reporting by Kate Holton in London and Nicola Leske in Paris; Editing by Braden Reddall)

Article Link: http://www.reuters.com/article/reutersEdge/idUSN2249916320080522

Thu May 22, 2008 7:44pm EDT

NEW YORK (Reuters) – Any conversation about hot spots in advertising inevitably swings toward online video, with marketers anxious to reach a huge audience watching their favorite TV show or homemade videos on the Web.

Why, then, did U.S. marketers spend just $471 million on online video advertising last year, according to Forrester, representing only 2.6 percent of all interactive marketing?

Executives attending the Reuters Global Technology, Media and Telecoms Summit this week cite inexperienced creative and sales staff and fear of the unknown among the roadblocks for online video advertising.

They widely agreed, however, that it was only a matter of time before it takes off.

“You have some terrible ads which we could be ashamed of and you have some great ads,” Publicis (PUBP.PA: Quote, Profile, Research) Chairman and Chief Executive Maurice Levy said.

TO READ THE REST OF THE ARTICLE CLICK HERE: http://www.reuters.com/article/reutersEdge/idUSN2249916320080522

Posted in Ad Spending, Brand Advertising, Branded Entertainment, Marketplace Trends, Multi-Channel, Online Video News, Television & Video, Traditional to Online, UGC | Leave a Comment »

Newspaper Sites Profitable with Online Advertising

Posted by Mort Greenberg on May 31, 2008

Article Source: http://www.marketingpilgrim.com

Article Author: Janet Meiners

Article Link: http://www.marketingpilgrim.com/2008/05/newspaper-sites-profitable-with-online-advertising.html

Related Link: http://www.borrellassociates.com/reportDetails.aspx?prodID=111

Friday, May 30th, 2008 

A study by Borrell Associates found that almost all newspaper web sites are profitable – thanks to online advertising. Advertising revenue accounts for over half of revenues locally, and 57.3 percent, goes to online advertising like Google.

They studied 3,100 sites owned by newspapers, radio stations, TV stations and independents to find out where they are making the most ad revenues.

According to Borrell, there are some important “firsts” in the newspaper industry. For the first time, newspaper online local ads topped more than $2 billion. Also, web sites of the biggest newspapers have switched from print or radio ad revenue to more than half of their revenues coming from non-print advertisers.

Local newspaper websites are getting the largest share of local ad spending among media companies. The study, called “What Local Media Sites Earn” found local newspaper websites capture an average of 11.7 percent of local advertising dollars. The highest earner in the top 200 papers generated over 78 percent of local spend in its market.

“Local Web sites continue to ride a wave that defies even the most optimistic forecasts,” Borrell says. “Local online revenues are growing at a phenomenal rate of 50% this year — even more astonishing considering that retail sales have suffered such a sharp drop.”

Other forms of advertising revenue for newspapers keep falling. Broadcast Television sites brought in 6.9 percent of local spend and local radio gets just 0.8 percent. It’s probably going to get worse:

“We expect revenue for print directories to decline more than any other local medium — 39% — over the next four years, from $12.7 billion this year to $7.7 billion by 2012.”

In the past newspapers depended on classified ads, but the Internet (including sites like Craigslist.org) has cut into their profit. The study advised newspapers to not depend so heavily on the revenue and focus more on building online ad revenue. Newspapers who’ve done so have been more profitable.

Posted in Ad Spending, Data & Metrics, Local, Marketplace Trends, Traditional to Online | Leave a Comment »

Researchers: Internet advertising growth will continue to surge

Posted by Mort Greenberg on May 31, 2008

Article Source: http://www.bizjournals.com/boston/

Article Author: Boston Business Journal

Article Link: http://www.bizjournals.com/boston/stories/2008/05/26/daily35.html

Boston Business Journal

Internet advertising in the U.S. will continue to grow at a fast clip even as the current economic downturn will lead to a contraction in advertising spending overall, according to a new study from IDC.

Internet advertising revenue is projected to double to $51.1 billion in 2012 up from $25.5 billion in 2007, according to Framingham, Mass.-based IDC.

Internet advertising will grow about eight times as fast as advertising at large and the Internet is expected to jump to being the number 2 medium from the number 5 most popular medium in five years, making it bigger than newspapers, cable TV and broadcast TV, and second to direct marketing, according to IDC.

Posted in Ad Spending, Data & Metrics, Traditional to Online | Leave a Comment »

Advertisers to Consumers: We’ll Text You

Posted by Mort Greenberg on May 27, 2008

Article Source: http://wsj.com

Article Link: http://online.wsj.com/public/article/SB121185056833021519.html

 

Cellphone Messages
Find a Mobile Niche;
Customers Ask for It
By EMILY STEEL
May 27, 2008; Page B4

Analysts like to make bold predictions about the growth of mobile advertising. Most have overshot reality.

But at least one slice of the business appears to be catching on, according to marketers: ads sent via text message. A growing number of companies are using cellphone text messages to lend more interactivity to their ads. For instance, Coors Brewing’s Coors Light beer recently added a text-message component to its traditional sponsorship of the NFL Draft. Football fans opted to receive draft alerts, and each message contained a squib about Coors Light.

[graph]

Some marketers like text-message ads because — unlike most ads — viewers asks to receive the message, which means the marketer doesn’t bombard the viewer with unsolicited commercials. The potential audience is also attractive: Almost all cellphones can send and receive text messages. Finally, marketers say, the results of text-message ads are much easier to measure than those of mobile Web ads.

On Tuesday, Silicon Valley start-up 4INFO, one of the most-active players in text-message advertising, plans to announce a new trial partnership with Yahoo. Under the arrangement, 4INFO provides the technology for Yahoo to publish its content, such as news updates, horoscopes, sports scores and weather forecasts, via text messages that also contain a small ad. Consumers sign up online to receive the alerts.

Yahoo can sell the ads alone or as part of a broader online-mobile ad package, or, alternatively, 4INFO can sell the ads through its mobile-ad network.

Ad executives report click-through rates with text-message ads of 1% to 10%, a significant jump from the figures for Web banner ads, which are typically only a fraction of that.

Those higher rates, of course, could be attributable simply to the newness of text-message advertising. And, for marketers that do text-message marketing, there are challenges. One is limited space. Of the 160 characters allowed in a text message, typically 120 are reserved for content, which leaves only 40 for the ad. Often, the message is simple: “Sponsored by The All-New Toyota Corolla” was the tag line for a recent campaign with IAC/InterActiveCorp’s online invitation service Evite.

Mobile-message advertising is expected to reach $1.5 billion by 2008, up 82% from last year, according to research firm eMarketer. Spending on mobile-message advertising now accounts for about 88% of the total $1.7 billion spent on mobile ads, which also includes search ads and display ads as well as mobile Web advertising.

On top of its new pact with Yahoo, 4INFO, founded in 2004 by Zaw Thet, now 27 years old, has struck similar deals with big media companies from General Electric‘s NBC Universal to IAC and newspaper company Gannett, which owns a stake in the company. 4INFO, which says it reaches eight million unique visitors a month, usually splits the ad revenue with the media company 60-40, with the majority going to whichever party makes the sale.

With these ads, a phone number to text is typically embedded in a print or TV ad. Consumers send a text message to that number to receive the content, which is sponsored by a marketer.

“A newspaper is produced once daily. With the text messages you can layer in interactivity, whether it be stock quotes, sports scores or updated weather,” says Matt Jones, director of mobile strategy for Gannett.

Among the marketers that Gannett has sold ads to are Marriott, which recently sponsored a print-and-mobile ad combination in USA Today, and Radio Shack, which is sponsoring free sports alerts from the paper’s Web site.

Other companies that compete in text-message advertising include YellowPepper and HipCricket. Like 4INFO, HipCricket has focused on bringing new life to old media through mobile ads. HipCricket works with radio and TV stations to create programs like mobile loyalty clubs for listeners to join. Then, both the radio stations and its advertisers market to this group via their phones.

Using text messages to deliver ads isn’t completely new. A company called Screenvision, which uses text messaging along with commercials on movie screens, launched its network in 2005. Since then, it has expanded its approach. Starting early next month, Screenvision, whose advertising network is made up of more than 14,000 screens in 2,300 theaters, will test a live-polling feature that is activated by text messages. Audiences will be polled on music, movies or other entertainment-related topics, and then can vote. The results will be immediately tabulated and flashed up on the screen.

Verizon Wireless, a joint venture between Verizon Communications and Vodafone Group, is the first sponsor of the polling service. The campaign includes a two-minute original film (“VCast Street”) directed by Spike Lee, and VCast-branded popcorn bags.

Write to Emily Steel at emily.steel@wsj.com

Posted in Ad Products, Local, Mobile, Multi-Channel, Traditional to Online, Widgets/Distributed Content | Tagged: , | Leave a Comment »