Kroon Hall at Yale University. An Award-Winner.

Posted by truecreek on June 8, 2011 under Opinions. Everyone has them. | Be the First to Comment

I don’t normally comment on architectural design, but Kroon Hall at Yale University is just something special and deserves some thoughts.

A net-zero building, it’s one of the finest pieces of architecture I have seen in the U.S. in a long time.  It has solar panels, a geothermal energy system and was manufactured with more recycled materials than I would want to list here. They even use water from a pond to flush toilets.  Now that’s design.

Complete article here:

So Glad To See The U.S. Auto Industry Rolling.

Posted by truecreek on June 2, 2011 under Opinions. Everyone has them. | Be the First to Comment

I am so glad to see that the U.S. auto industry has come back. Collectively, the domestic automakers have made some amazing strides in a very short period of time.  The culture change alone has been astounding, never mind what they have done on the design and production side of the equation.

The cars being produced by GM, Ford and Chrysler are amongst the very best in the world. As Chrysler says in one of their spots, ‘perhaps we should RAISE our standards and buy American.’  Or something like that.  I wholeheartedly agree.

For the entire article, click.

Spurlock’s Newest: “POM Wonderful Presents: The Greatest Movie Ever Sold”

Posted by truecreek on April 25, 2011 under Opinions. Everyone has them. | Read the First Comment

Spurlock has done it again with “POM Wonderful Presents:  The Greatest Movie Ever Sold.”

As he did in “Super Size Me,”  Spurlock pulls you through the story, working hard to educate you on the nuances, verbiage and acronyms that are a critical part of the storyline. In this case, he’ decides to make a movie about product placement, financing it through product placement.  It’s just a hoot.

He gradually becomes a learned student of the process.  He makes one presentation after another to agencies and their clients, changing and adapting his pitch along the way. Finally, when he’s asked by one prospect “how much?’, he seems a bit taken aback at first.  Then he calmly spits out a fair, but low, number.

Many of the marketers he presented to seem to have been taken aback by his unpretentious nature in the meetings.  It’s was like like they were listening to their crazy brother or sister at the dinner table. You know what they are saying sounds weird, but than again….

You know he’s not trying to, but he makes more than a few of the marketers look pretty stupid in the process.  And I think that is one of the things I find most interesting about Spurlock; it’s his unpretentious nature. You just feel for the guy and know that he’s just trying to make things happen.  So what if he steps in it once in a while?

In one scene in the movie, he gets in the elevator after having pitched four or five great ideas to POM, only to be told that they would prefer another direction.  Of course, it’s the one that they have been thinking about since he last presented to them. His stuff didn’t have a chance.  How many times have we all been there?

This article from Ad Age speaks to the success Spurlock is having selling the movie.  But his success doesn’t surprise me.  He’s a great salesman. Perhaps he could offer versions of the movie as he adds more and more sponsors.  That’s how the industry would do it, right?

Read more about this in AdAge:

It’s a Media Thing.

Posted by truecreek on April 4, 2011 under Opinions. Everyone has them. | Be the First to Comment

A successful media plan becomes the pathway through consumers’ protective radar with the ultimate goal of influencing their behavior. We produce plans that will capture the imagination of the consumer with a full spectrum of creative, well-researched solutions.

We are strategic media thinkers, creating media plans that dramatically optimize communication.

We specialize in maximizing the yield on your media investment. We utilize the most current and sophisticated planning/buying research materials, including geographic and psychographic market information as well as quantitative and qualitative measurement tools.

If you are looking for innovative planning, placement and reconciliation, give us a call today at 703-256-2913, or ping us at joseph@truecreek dot com.

Is Film Dead?

Posted by truecreek on under Opinions. Everyone has them. | Be the First to Comment

I’m working on a new project right now with one of my favorite directors.  He’s recommending we shoot this series of commercials with the new ALEXA, from ARRI.

He’s all pumped up about the extraordinary 35 format film-style digital camera system. He insists it’s just perfect for what we’re looking to do.

The camera will give us outstanding image quality with the organic look and feel of film, but what happens afterward is what is juicing him so much.

We’ll shoot with the HD on-board recording  and after our shoot, we’re just going to pull out the large card we’ve recorded on and move the files right over to the Mac to edit, saving a tremendous amount of time and money in the process.

It does beg the question.  Is film dead?

More here:

The Summer Movie Season is Almost Here.

Posted by truecreek on March 25, 2011 under Opinions. Everyone has them. | Be the First to Comment

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.

Young Users Hating on Brands.

Posted by truecreek on March 9, 2011 under Opinions. Everyone has them., Research | Be the First to Comment

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.

PWC Study: More TV Now Viewed On Computer Than TV.

Posted by truecreek on March 8, 2011 under More Dam News, Opinions. Everyone has them., Research | Be the First to Comment

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.

Terror Color Code System. Did It Ever Work?

Posted by truecreek on January 26, 2011 under More Dam News, Opinions. Everyone has them. | Be the First to Comment

So, did this thing help communicate the level of threat? Wonder how much was spent on it?  Well, as of today you can say goodbye.

A City in Ruins.

Posted by truecreek on under Opinions. Everyone has them. | Be the First to Comment

Pictures tell a thousand words, yes?  This is a sad compilation of photographs showing the demise of one of our Nation’s great cities.

See the entire portfolio here.

Now This is a Real Eye Opener. Men Control the Shopping Cart?

Posted by truecreek on January 17, 2011 under Opinions. Everyone has them., Research | Be the First to Comment

For years, it’s been a given that women were primary decision-makers in most households, especially in the grocery store. They were always the keeper of the checkbook.  But tough times can often change things and this recession has been no different.  We’re spending less and watching our dollars more closely than ever before.  But there is something more to the story.

I would never have thought that more than half of the Men surveyed now think they control the grocery cart.  That is a HUGE shift from most current perceptions and might just mean a sea change in the way grocery stores market.  A new survey from Yahoo is striking in it’s results.

BATAVIA, Ohio ( — Mom is losing ground to Dad in the grocery aisle, with more than half of men now supposedly believing they control the shopping cart. The implications for many marketers may be as disruptive as many of the changes they’re facing in media.

Through decades of media fragmentation, marketers of packaged goods and many other brands could take solace in one thing — at least they could count on their core consumers being moms and reach them through often narrowly targeted cable TV, print and digital media.

But a study by Yahoo based on interviews last year of 2,400 U.S. men ages 18 to 64 finds more than half now identify themselves as the primary grocery shoppers in their households. Dads in particular are taking up the shopping cart, with about six in 10 identifying themselves as their household’s decision maker on packaged goods, health, pet and clothing purchases. Not surprisingly, given that such ads long have been crafted for women, only 22% to 24% of men felt advertising in packaged goods, pet supplies or clothing speaks to them, according to the Yahoo survey.

The Great Recession has thrown millions of men in construction, manufacturing and other traditionally male occupations out of work and by extension into more domestic duties. At the same time, gender roles were already changing anyway, with Gen X and millennial men in particular more likely to take an active role in parenting and household duties.

More about the story here.

Wikileaks Cable: American TV Shows ‘Agents of Influence’ in Saudi Arabia.

Posted by truecreek on December 8, 2010 under More Dam News, Opinions. Everyone has them. | Be the First to Comment

It stands to reason.  Might our entertainment industry be offering up the best form of propaganda?   Desperate Housewives being used to ‘counter the extremists?’  Amazing.  Wonder how Modern Family is going over?

By Devin Dwyer.

American television shows broadcast across the Middle East are proving to be effective “agents of influence” in the ongoing battle over hearts and minds of ordinary Muslims pondering jihad against the United States, a confidential government cable published by Wikileaks reveals.

ABC’s “Desperate Housewives” and “World News with Diane Sawyer,” as well as CBS’ “Late Show with David Letterman” and NBC’s sitcom “Friends,” all carry more sway with viewers than a U.S. taxpayer-funded Middle East broadcast network, an unnamed Saudi source told U.S. embassy officials last year.

“It’s still all about the War of Ideas here, and the American programming on [privately-owned] MBC and Rotana is winning over ordinary Saudis in a way that ‘Al Hurra’ and other U.S. propaganda never could,” the source said.

“Saudis are now very interested in the outside world, and everybody wants to study in the U.S. if they can. They are fascinated by U.S. culture in a way they never were before.”

The Saudi government, which exerts tight control over media in the country, has permitted the satellite broadcasts of American programming uncensored with Arabic subtitles over the privately-owned Middle East Broadcasting group (MBC) as a “means of countering the extremists.”

More about American TV Shows “Agents of Influence” here.

Congratulations to GM. It’s All About the Product.

Posted by truecreek on November 17, 2010 under More Dam News, Opinions. Everyone has them. | Be the First to Comment

Just yesterday, General Motors announced a 31 percent increase in the amount of shares the company is going to issue in common stock for their IPO tomorrow. It very possibly could become the largest IPO in history.   This dramatic increase in issuance is due to the demand generated by the buzz associated with the offering. And it’s a buzz that is not all about just the financials.  UPDATE FROM AP:  GM’s landmark stock sale is now set to raise up to $22.7 billion, the biggest IPO in history.

I think it says a lot about the product offering. Dropping Saab, Saturn, Pontiac and Hummer has allowed the company to FOCUS their attention on their four remaining core brands:  GMC, Chevrolet, Buick and Cadillac. GMC trucks are some of the best in the world,  the Chevrolet and Buick brands are on fire and Cadillac is staying strong.

According to the company, year-to-date, combined sales of the Chevrolet Equinox, Chevrolet Camaro, Buick LaCrosse and Regal, GMC Terrain and Cadillac SRX and CTS Wagon are up 323 percent.

And today, even more good things to say.  The highly anticipated VOLT has been named Car of the Year by Motor Trend and Automobile. I’m sure Car and Driver won’t be far behind.  Without a single car having been delivered.  Now that’s confidence in a product.  Add to that, GE’s decision to buy 25,000 Volts by 2015 and you have a winner here.

The quality of the GM build today is second to none.  Factories are in the best shape ever, utilizing build and production techniques that will assure buyers of a high quality product with minimal defects.  Reliability and quality engineering is  now a part of the overall message for all the brands. Take a look at some of the new GM advertising.  Best in a long time.

So, tomorrow will be a good day, maybe even a great day, for GM.  And they deserve it.

(Chevrolet’s SS concept, from GM’s North Hollywood Design Center.)

Another Great Year Ahead for Cinema Advertising.

Posted by truecreek on November 16, 2010 under Opinions. Everyone has them. | Be the First to Comment

2011 is set up to be another exciting year at the movies. There’s guaranteed to be something for everyone with plenty of thrillers and comedies. Just throw in some romance, a little horror, lots of drama and exciting action and you have another great year in cinema.

It also looking to be the biggest year ever in 3-D.

Here are just some of the blockbusters you’ll see in 2011:

Pirates of the Caribbean: On Stranger Tides
The Hangover 2
Kung Fu Panda: The Kaboom of Doom
The Dark Fields
The Green Hornet
The Rite
Scream 4
The Green Lantern
Cars 2
X-Men First Class
Transformers 3
Harry Potter and the Deathly Hallows II
The Three Musketeers
Twilight Saga
Happy Feet 2
Mission Impossible 4
Sherlock Holmes 2

Jackass 3-D Opens With $50m, Setting October/Documentary records, While Red Scores $22m.

Posted by truecreek on October 18, 2010 under More Dam News, Opinions. Everyone has them. | Be the First to Comment

Now, I’m no fan of the Jackass series of TV and films, but you just cannot argue the fact that they can get the eyeballs.  And 3-D had to help.

Jackass 3-D grossed a whopping $50 million in its debut weekend, setting several records and setting punditry tongues wagging in the process. First of all, the film bested the $48.1 million opening weekend for Scary Movie 3 in 2003, taking the October opening weekend record. Second of all, the opening figure is far and away the best opening weekend for any kind of non-fiction/documentary film in history. If you count this series as a documentary franchise (which I do), then the third entry is now the fifth-highest grossing documentary in history in just three days. It stands behind Jackass: The Movie ($64 million), Jackass Number Two ($72 million), March of the Penguins ($77 million), and Fahrenheit 9/11  ($119 million).

While the franchise has mediocre legs (part one had a 2.9x weekend-to-total multiplier in 2002 and part two had a 2.4x multiplier in 2006), thus making $100 million+ not quite a sure thing yet, there is little doubt that the film will end its domestic run as the second-highest grossing documentary/non-fiction film of all time. Still, 3-D films seem to have better legs than average (witness the useless My Soul to Take dropping just 53% in weekend two, as well as the inexplicably strong holds of Legends of the Guardians, now at $46 million), partially because they keep the bigger auditoriums for longer periods of time. If it can manage a mere 2.4x multiplier, it will in fact surpass the Michael Moore anti-Bush epic.

More here.

Southwest to Attack Rivals’ Flight-Change Fees.

Posted by truecreek on under More Dam News, Opinions. Everyone has them. | Be the First to Comment

Personally, I’m not a fan of Southwest. Just not my cup of tea.  But obviously, they have done a wonderful job of positioning themselves as the champion for the little guy/gal. The bag cops campaign was a good one, hitting the major airlines hard with a message that highlighted their collective greed in such a humorous manner. But for a lot of people, this is no laughing matter.  Fees are killin’ them.

From AP:

Southwest Airlines is giving its “bag cops” a break.

Southwest has been running a heavy dose of TV commercials boasting that unlike most other airlines it lets passengers check two bags for free.

But the airline said Friday it will launch a new TV commercial designed to boost sales on its website. The ad, featuring singing and dancing employees in Chicago, is important to Southwest because its flights don’t appear on online booking websites such as Orbitz and Travelocity.

Also, Southwest is seeking actors for commercials that will target airlines that charge customers up to $150 to change their itinerary. Southwest doesn’t charge a fee for changing flights on a ticket.

Southwest spokesman Brad Hawkins said the airline hasn’t decided when or how widely the new campaign will run.

Brett Snyder, who blogs about airlines as The Cranky Flier, said the change-fees ads will probably be less effective than Southwest’s long-running “bags fly free” campaign. He said travelers know that they will get charged for checking a bag on other airlines, but they don’t know if they’ll ever need to change their itinerary.

A Moment to Reflect.

Posted by truecreek on under Opinions. Everyone has them. | Be the First to Comment

My father, Joseph E. Young Sr., died last month after a long battle with Parkinson’s disease. He had just turned 81.

To say we had a wonderful relationship is really an understatement.  He was a great man, hard-working, loyal and dedicated. I learned so much from him.  I will sorely miss our time together but know that some day,  I will once again sit with him under a tree on beautiful summer day.

As you would expect, his death took my eye off the ball for a while. For some strange reason, I just didn’t see the need to post or update.   I remember reading  Elizabeth Kubler-Ross’ “On Death and Dying” back in high school.  If true, the five stages seemed to all happen at once.  Part of me understood the situation and the rest of me didn’t.

Yes, you do feel numb.

What I didn’t expect was the impact small memories would have.   Every day you see or hear something  that stokes the fire within.  Just writing this post and looking at this picture reminds me so much of the fun we used to have together.

But for me to get back in the swing of things, it’s vitally important that I get back to doing what I enjoy most and that’s working hard in the ad business.  It’s time to scour the Internet for interesting articles, compelling research and  great creative work.

So if it’s OK with you, here we go.

Unconstitutionally Vague.

Posted by truecreek on July 14, 2010 under More Dam News, Opinions. Everyone has them. | Be the First to Comment

Yesterday, a federal appeals court decided that the policy of fining broadcasters for ‘indecent language and the like’ was unconstitutionally vague. The policy caused a huge issue for broadcasters because they had no way of knowing what would pass muster with the FCC, and what wouldn’t.

I have to agree with the court entirely.   Here’s copy from the actual decision by the UNITED STATES COURT OF APPEALS FOR THE SECOND CIRCUIT. Simple and too the point.

We now hold that the FCC’s policy violates the First Amendment because it is unconstitutionally vague, creating a chilling effect that goes far beyond the fleeting expletives at issue here. Thus, we grant the petition for review and vacate the FCC’s order and the indecency policy underlying it.

Consumers Say: “In Tweets We Trust.”

Posted by truecreek on June 24, 2010 under More Dam News, Opinions. Everyone has them., Research | Be the First to Comment

Some fodder for those who are looking to justify moving dollars over to social marketing.  A very interesting set of statistics, without a doubt.  At the very least, every company should realize that social media can really support and communicate your message when you are in crisis mode.   Just make sure you get your facts straight first.

By Michele Gershberg

Brands that use microblogging sites like Twitter to provide real-time responses to the public are winning a higher degree of trust from consumers, according to a study by a leading public relations firm.

Some 75 percent of people surveyed said they view companies that microblog — sending short, frequent messages on sites like Twitter or status updates on social networks like Facebook — as more deserving of their trust than those that do not, according to a survey by Fleishman-Hillard, conducted with market research firm Harris Interactive.

The second annual Digital Influence Index study, released at the Reuters Consumer and Retail Summit in New York, researches the extent to which the Internet affects consumer behavior.

The findings on Twitter are particularly notable in a year where many leading corporations found themselves in crisis mode, from BP’s role in the Gulf oil disaster to recalls from Toyota Motor Corp and Johnson & Johnson and a viral campaign against new diapers from Procter & Gamble on Facebook.

“What really matters here I think is that the rules of crisis engagement that we’ve known for years and years still apply, but they still apply in a much more accelerated way,” Dave Senay, Chief Executive of Fleishman-Hillard, told Reuters in a telephone interview.

Part of the lesson is “not to overreact, but also to react with factual information, and don’t get beyond what you know,” Senay said. “And do so not in a 24-hour news cycle, but in minute-to-minute monitoring.

Companies also need to be well set up in the digital world well before any potential problem arises, building a relationship with their customers so that trust can help them manage a crisis, said Brian McRoberts, senior vice president of digital research at Fleishman-Hillard.

More about Consumers Say:  “In Tweets We Trust.” here.

Adults Text While Driving Too. A Pew Study.

Posted by truecreek on June 22, 2010 under Opinions. Everyone has them., Research | Be the First to Comment

There is so much research on this topic already and more seems to come out every day. There needs to be a greater focus on advertising to combat this horrible trend.  It will have to be powerful stuff, like Marsteller’s “Crying Indian” that featured Native American actor, Iron Eyes Cody.  It was one of the most successful campaigns of its kind, with some suggesting it reduced litter by almost 90% in 300 communities.

Now that’s how you do it.

By Mary Madden and Lee Rainie.

Adults are just as likely as teens to have texted while driving and are substantially more likely to have talked on the phone while driving.

In addition, 49% of adults say they have been passengers in a car when the driver was sending or reading text messages on their cell phone. Overall, 44% of adults say they have been passengers of drivers who used the cell phone in a way that put themselves or others in danger.

Beyond driving, some cell-toting pedestrians get so distracted while talking or texting that they have physically bumped into another person or an object.

These are some of the key findings from a new survey by The Pew Research Center’s Internet & American Life Project:

  • Nearly half (47%) of all texting adults say they have sent or read a text message while driving.
  • Looking at the general population, this means that 27% of all American adults say they have sent or read text messages while driving. That compares with 26% of all American teens ages 16-17 who reported texting at the wheel in 2009.
  • Three in four (75%) cell-owning adults say they have talked on a cell phone while driving. Half (52%) of cell-owning teens ages 16-17 reported talking on a cell phone while driving in the 2009 survey.
  • Beyond driving, one in six (17%) cell-owning adults say they have physically bumped into another person or an object because they were distracted by talking or texting on their phone. That amounts to 14% of all American adults who have been so engrossed in talking, texting or otherwise using their cell phones that they bumped into something or someone.

More about Adults Text While Driving Too here.

When a Brand Screws Us All.

Posted by truecreek on May 20, 2010 under Opinions. Everyone has them. | 3 Comments to Read

By Joseph Young

They have been all over television over the past few years.  You’ve seen them before.  The beautifully art directed HD spots from BP. All those bright green and yellows flying around to that perfect music. It’s easy to find outstanding animated spots in just a few minutes on the web.  And from what I have heard within the business, there were some spots produced recently that were in the $3 million per range. All of that backed up by a substantial national media buy.

All concepted and produced with one thought in mind:  to position BP as a friendly, “we’re here with you” company that is working hard to make the world a much better place.

What a crock.

How long do you think it will be before the millions of dollars spent by BP to position themselves as the savior of our collective energy future just melts away?

When a brand screws us all like this, they become lepers. We cringe at the very thought of doing business with them. We now look at their brand as a ‘taker’, not a ‘giver.’  And in the case of BP, I suspect you will see a growing disdain for the company as the days wear on.

So I wonder when the first round of new TV spots will start up?  It must suck for the agency that is responsible for producing what comes next from the company.  If it were my shop, I would really have to do some soul searching before anyone spent another minute behind the lens on behalf of BP.

It’s Time to go to The Movies.

Posted by truecreek on May 4, 2010 under Opinions. Everyone has them. | Be the First to Comment

Summer is almost upon us, a time when the cinema industry generates over 40% of their total annual box office revenue. It’s a time when people go out to the movies in droves, choosing to watch the hot new movies of the summer rather than stay on the couch and sit through another season of reruns on television.   According to Nielsen, the shift is dramatic, with a  13% tick up for cinema in share during the summer months.

Last year, the industry experienced a record-breaking summer, with huge hits like Transformers, The Hangover, Harry Potter and the Half-Blood Prince and many others. Coming up this summer there will be another 13 blockbusters and remakes scheduled for release on the big screen.

Here’s just a few of the flicks you can expect to see this summer at a theater near you:

Iron Man 2

Shrek Forever After 3D

Sex and the City 2


Toy Story 3D

The Twilight Saga:  Eclipse

For most consumer marketers, cinema is the place to be this summer. And throughout the year, cinema advertising is a fantastic complement to any broadcast TV schedule.  So if you are in the theater, consider yourself a smart marketer.  If you’re not, give True Creek a call and let’s fix that.

Some Concepts to Combat Distractive Driving.

Posted by truecreek on April 26, 2010 under Opinions. Everyone has them. | Be the First to Comment

We recently commissioned several of our very talented writers to concept some headlines for a organization that has dedicated itself to combating distracted driving.  Here are just a few.  If you have a favorite, please comment and let us know.

Movie Metrics: Cinema Ads Click With Viewers.

Posted by truecreek on April 14, 2010 under Opinions. Everyone has them., Research | Be the First to Comment

By Erik Sass

A new report from the Cinema Advertising Council and NewMediaMetrics details consumers’ emotional attachment to different media, as well as brands appearing in various media contexts. The findings suggest that cinema advertising can compete effectively with television for video advertising dollars.

Movies fared better than most other media in terms of emotional attachment, reflecting their immersive quality, and the fact that consumers will pay a fair amount for such an experience.  CAC found that 44.5% of consumers that buy health and beauty products reported emotional attachment to movies, versus 29.6% for magazines, 21.2% for radio and 20.6% for magazines.  Similarly, 43.9% of survey respondents who buy consumer packaged-goods and foods said they were emotionally attached to movies, compared to 28.9% for TV, 20.5% for magazines and 19.2% for magazines.

The data, summarized in CAC and NewMediaMetrics’ “360 Cross Platform Study,” were gathered in a survey of more than 3,000 people ages 13-54, categorized by the type of products they consume. It asked them to rate emotional attachment to media and brands in media on an 11-point scale, with 9-10 considered “emotionally attached.” The survey compared consumer ratings for TV, magazines, newspapers, Internet, cinema and a variety of other out-of-home channels.

Across all consumer categories, the overall attachment rating of 41.5% for movies ranked ahead of televised sports and major entertainment events, such as the Super Bowl (39.7%), Summer Olympics (26.3%), World Series (22.8%) and Oscars (16.1%).

Last year, the CAC released a study from Integrated Media Measurement showing that cinema advertising plus TV more than doubled consumer conversion rates when compared with TV alone.
The digital out-of-home industry in general has been working to bolster its measurement capabilities with new, more precise metrics in the hope of winning spending usually allocated to cable and broadcast.

FCC: Broadband Adoption and Use in America.

Posted by truecreek on April 8, 2010 under Opinions. Everyone has them. | Be the First to Comment

So, if these stats are correct, one could assume that  as much as 17% of the population that has not adopted broadband would do so if they understood the nuts and bolts of how it works?

By Susannah Fox

A new report released today by John B. Horrigan, formerly of Pew Internet and now at the Federal Communications Commission, finds that 78% of adults in the U.S. are Internet users and 65% of adults have home broadband access.

Adults who do not have broadband at home fall into four categories:

Digitally Distant: 10% of the general population. Median age is 63. Half say that the Internet is not relevant to their lives or they lack the digital literacy to adopt broadband.

Digital Hopefuls: 8% of the general population. Low-income, heavily Hispanic and African American. Likely to say they want to go online, but lack the resources.

Digitally Uncomfortable: 7% of the general population. Likely to own a computer, but lack skills and interest in taking advantage of all the Internet has to offer.

Near Converts: 10% of the general population. Median age is 45. Cost is the biggest barrier to having broadband at home.