My clients are well aware of my affinity for cinema advertising. I just love the tactic. With cinema, you have a captive audience that considers movie advertising a part of the experience. The demos are great and your message is not lost in the clutter we see every day in other forms of media.
We’re closing in on a great summer movie season, with dozens of potential hits coming your way to the big screen, like . This is going to be one of the big hitters, I think. Captain America, another great Marvel story.
Interesting article from AdWeek. As the young users age, I wonder if they will keep their strong opinions about brand presence on social media.
By Mike Shields
Bad news for brands enamored with the possibility of connecting one on one with each and every consumer through the magic of social media: Young people don’t want to be friends with you.
According to a new report from Forrester Research, just 6 percent of 12- to 17-year-olds who use the Web desire to be friends with a brand on Facebook—despite the fact that half of this demographic uses the site.
Among Web-connected 18- to 24-year-olds that figure does double—meaning that 12 percent of that demo is OK with befriending brands—though the vast majority of young adults are not, per Forrester.
Even scarier for brands: Young people don’t want brands’ friendship, and they think brands should go away. “Many brands are looking to social media as a strong digital channel to communicate with these consumers, since it’s where 12- to 17-year-olds are spending so much time,” wrote Jacqueline Anderson, Forrester’s Consumer Insights Analyst, who authored the report. “But research shows that it is important to consider more than just consumers’ propensity to use a specific channel: Almost half of 12- to 17-year-olds don’t think brands should have a presence using social tools at all.”
To arrive at these conclusions, Forrester surveyed 4,681 Americans aged 12-17 on the Web in September of last year.
So what should brands do? According to Forrester’s report, they might be better off being more reactive than proactive, and they should listen. Just 16 percent of young consumers expect brands to use social media to interact with them, and 28 percent expect those brands to listen to what they say on social sites and get back to them.
Regardless of their willingness to interact with brands, nearly three quarters of 12-17 year olds—74 percent—use social networks to talk about products with friends and make recommendations.
Entire article here.
Surprising to see this happen so quickly. I would have thought this shift would have taken another ten years or so. It must be a youth thing because I prefer HD on a big screen for my TV and gaming.
By John Eggerton — Broadcasting & Cable
Consumers are spending about 20 hours per week accessing digital content-including video games and print content–on a cell phone, computer, or mobile device, with the majority of that TV shows, movies and other videos.
That is according to a just-released consumer research study from PwC (PricewaterhouseCoopers). The study found that across all age groups, respondents watched 12.4 hours of TV shows/videos and movies online, while only 8.9 hours of that content on network TV and basic and pay cable.
Not surprisingly, the 44 and under crowd do the majority of that digital viewing, but even the 45-59 age group was close to even, with 9 hours of traditional video watching vs. 8.3 hours of online video viewing.
Mobile devices trailed as the screen of preference, in line with PWC’s forecasts that mobile TV is a very small percentage (1%) of the total TV subscription marketplace. The study found that 80% of respondents would not pay a premium for early access to content on their mobile device.
When asked about the ways they obtain movie content, only 12.9% cited purchasing via VOD from their cable company, which put that ninth on the list behind streaming from Hulu for free (30.7%), renting from an actual brick and mortar store (23.3%), or borrowing one from a friend or relative (19.8%). The two top answers were renting an actual copy from a Netflix (42.6%) and renting an online copy (31.7%).
More about this article here.