Archive for the ‘media buying’ Category

Google Seeks New Ways to Profit from Mobile Search

Monday, October 10th, 2011

Google’s motto of “mobile first” has paid off in its mobile search efforts.

It has a market share of 97% for mobile searches and has solved a lot of problems for mobile searchers with their “Grand Prix” project in 2008. Now the Internet giant is turning its attention to solving other mobile-based problems – like translating phone calls and recognizing photos.

Their formula is similar to what made them search engine giants almost a decade ago. They take common problems that people have been trying to solve with technology, use massive amounts of data and then create a solution that they hope will be profitable in the future. So far the results have been promising. Google’s growth in the mobile sector is mirroring their quick growth in search.

Voice Search. One of the most popular additions is voice search, which allows consumers to search for websites with spoken words. Users can use spoken keywords just like they would with a typed search. Google has trained the system to recognize many different voice types so searchers from Boston to California to the Deep South can use the search functions, no matter what their linguistic differences. Another project, Goggles, helps users conduct searches with images. Just snap a picture of a wine label or landmark and Goggles will find related search engine results.

Translation. People can also take a photo of a foreign language sign or menu and have it translated with their phone. And the foreign language capabilities don’t end there. One of the Google mobile apps allows users to speak in English and hear the foreign language translation. The company is working on making two-way conversations translatable that may open up a new world for international communications.

Google notes that mobile search will never take over desktop search – but by developing mobile apps that solve problems, it can stay ahead of others in the mobile world. 

Magazines on iPad? Apple Makes it Difficult With High Costs, Lack of Subscriptions

Thursday, July 28th, 2011

When Apple launched the iPad in 2010, magazine and newspaper publishers were thrilled to add apps that allowed users to read their magazines.

They hoped that the instantly popular tablet device would help boost their slumping sales and make connections with people who want their reading material in digital form.

Publishers, however, are less than excited about the high costs of doing business with Apple. The cost for purchasing just one digital issue of a magazine is often the same as buying a print magazine, and the vast majority of titles can’t be purchased with a monthly subscription.

This means that consumers will need to seek out and purchase each new issue as it arrives and they’ll be paying much more than they would for a standard print subscription. Understandably, for publishers this has produced disappointing returns for app development. Consumers just aren’t ready to pay $250 per year for an app.

Publishers like Hearst, Conde Nast and Time Inc. are eagerly looking forward to the launch of Android-based tablets and technologies from Google and Blackberry. The new tablets may be able to give publishers, and readers, just what they are looking for – subscriptions at a reasonable rate to encourage digital readers. 

Hulu Got Less Funny – and Possibly Less Profitable

Wednesday, May 5th, 2010’s three-year-old platform for watching online media has turned into one of the most successful attempts to bring TV to the web – even if its advertising platform has often struggled to keep up with demand as viewers surged from 580 million to 1.01 billion in the short span of time between September and December of 2009.

Looks like that advertising problem might have been the dealbreaker for Viacom. The company announced that it would pull its extremely popular comedy shows “The Daily Show with Jon Stewart” and “The Colbert Report” from, and carried through on its intentions on March 9th, after warning Hulu viewers that their shows would no longer be available on the website.

There’s no word on whether Hulu will take a hit in advertising revenue from this split; the two shows were some of the most-watched on the website, and users have already been expressing dismay at their removal.

Both Hulu and Viacom sources are claiming that the split was completely amicable, and that they are in talks for some future deals. That may be so; after all, Hulu is directing viewers to Viacom’s websites, where full episodes of both shows are still streaming live.

However, until the advertising problem can be worked out, it’s likely that Hulu will be a little less funny for the foreseeable future.

“Just Say No” – to Drug Commercials

Tuesday, December 22nd, 2009

TV commercials for prescription drugs are fairly common, usually tailing out with a brief warning to “ask your doctor if X drug is right for you.”

The short spots often focus on sexual or extremely personal problems, like sexual impotency or restless bladder syndrome. They usually ask a few questions too, like “do you have problems with those intimate moments?” or “aren’t you tired of going to the bathroom several times a night?”

The answers to those questions are getting dangerous, or so say representatives in Congress. They’ve introduced a new bill, called the Say No to Drug Ads Act, which prevents pharmaceutical companies from deducting the cost of direct-to-consumer drug ads as a business expense.

The bill may hope to discourage these ads from appearing altogether. Congressmen are concerned that many people are self-diagnosing ailments using the suggestive language from these ads and insisting that their doctors prescribe the medication recommended by the commercial.

However, that is not the stated intention of the bill. Supporters say that the bill simply hopes to end tax breaks for companies who advertise drugs on television, and that there will be stricter regulations about how they appeal to their target markets so there is no deceptive information given, nor important information left out.

Is Television Still Relevant?

Tuesday, November 3rd, 2009

As movies, TV shows, the news, and homemade videos continue to stream free and often commercial-free online, the idea that television is on the way out has occurred to more than a few marketers.

This attitude is reinforced by the recent innovations in social media, which have often been far more effective in conversion dollar for dollar than TV ads.

Yes, there is hope for TV
However, there’s still hope for television, and there’s reason to believe it’ll hold out for quite awhile longer. For one thing, there’s the community factor. There are certain TV shows that people watch as events, such as sporting events or American Idol.

People enjoy being a part of the group, and they don’t want to miss it and watch later. They want to see it now, along with all the other fans.

The problem television is facing is the ability to adapt to the needs of people who do want to watch later. Instead of having those people look up those videos on DVD, some companies are looking to options online for capturing those audiences and keeping TV relevant, like the streaming-video site Hulu, which features full-length shows, movies and – most significantly for television producers – ads.

Television will stick around as long as we feel the need for community, which is probably forever. The question is how it will shape and change around the other new innovations that crop up.

Ads Hide Within iPhone Applications

Tuesday, September 29th, 2009

The iPhone is undeniably a status symbol, but it may also be a marketer’s dream. Several major companies including Burger King Holdings Inc. and Lions Gate Entertainment Corp. are using the iPhone to promote their products.

One of the most innovative ways these companies are using the iPhone is through the purchasable and optional applications available for the device. Instead of standard mobile advertising, which can involve a banner ad on the regular screen or a tagline following a text message, companies are now crafting ads that can be disguised as applications.

Users can play games or manipulate images on the iPhone, and the applications can be very popular. If the application is also completely saturated with a company’s advertising, they reach their consumer.

The big challenge? Creating an application that’s compelling enough to stand out among thousands of others. If consumers can get the same game without advertising, they will. It means that companies may be investing some of their marketing budget into figuring out ways to entertain their customers as well as entice them

Best Buy vs. Wal-mart

Friday, July 10th, 2009

Best Buy’s getting a quick shot of schadenfreude this year as its major competitor, Circuit City, goes under.

But today’s victor can quickly become tomorrow’s vanquished, and they’re working hard to make sure that doesn’t happen as they come up against a new player in their field – Wal-Mart.

Wal-Mart wasn’t as big of a threat to Best Buy until the recent recession started to push buyers to seek better deals on their electronics, even if they had to compromise on knowledgeable customer service and warranties – the things that have kept Best Buy customers loyal until now.

Wal-Mart’s bumping up its selection of televisions, video games and mobile phones, which is making Best Buy nervous that their newfound Circuit City customers may go straight to a new competitor.

With customers nationwide tightening their belts, Best Buy is working hard to make sure they can offer a shopping experience that’s worth the extra investment. Best Buy banks on customers needing the expertise that their customer service reps can offer as they try to figure out which of their hundred new cell phone options is best for them. We’ll see if that’s the sort of experience that money can’t buy.

If not, Best Buy may be defeated before the shine has even worn off its winner’s belt.

Is Traditional Advertising Obsolete?

Thursday, November 20th, 2008

Research and Analysis of Media (RAM) has already proven how effective mobile advertising is with its study (Mobile  online advertising).

Clearly, mobile devices have become a media goldmine – and this is just the beginning.

Paran Johar, CMO of JumpTap, a leading mobile search and advertising solutions provider, says this: “With mobile advertising slated to reach $2.7 billion in 2008 and $19 billion by 2012, now is the opportune time for advertisers to integrate mobile in their media buying mix.”

Connecting with consumers through their mobile devices. Increasing digital technology is offering consumers more control over their media usage. Media buyers and planners are using mobile advertising to maintain a connection with consumers.

DRTV partners with mobile advertising. Even DRTV advertising campaigns will become part of these mobile campaigns.

Advertisers can share information and instructions with consumers via SMS (text messaging). One vendor in particular, TVi Media, is hard at work with 5th Finger, an Australian based mobile marketing and technology firm, creating a system that will allow DRTV advertising to link to multiple cell phone carriers so that consumers can place orders directly from their phones instead of calling a 1-800 number call center.

Using Infomercials to Launch Your Product or Service

Sunday, October 5th, 2008

If you have a product or service that you want others to know about, consider using infomercials as a way to educate consumers and convince them to purchase from you.

An experienced infomercial consultant can make sure your campaign is profitable… Someone who is experienced in the world of infomercials can guide you throughout the process of launching a successful infomercial campaign. This infomercial expert will advise you about which local and national networks and time slots will reach more of your target audience to ensure that your infomercial campaign is profitable.

For instance, your consultant might suggest a mix of local broadcast stations with national cable and satellite networks to ensure that your audience has an opportunity to learn all about your product or service.

An experienced infomercial consultant should understand your product or service and have some prior experience consulting others with similar products or services. For example, if you are selling a cleaning product, your consultant should have a successful track record with similar products in that “space.”

Keep your eyes on the competition… A seasoned infomercial consultant should research your competition and their infomercials to find out what channels and time slots they use. This knowledge can help you develop a strategy that works best for your campaign.

Of course, an infomercial consultant with strong negotiating skills is essential. Your consultant should be able to secure the best time slots to help you reach the most consumers for the best rates possible.

Internet Advertising Makes Way for the Mobile Market

Friday, September 5th, 2008

Advertisers looking to reach their target consumers are finding it necessary to diversify their marketing strategy beyond television advertising.

Getting to the right audience in a timely and valuable (in the audience’s eyes) way is more important than ever. Consumer expectations as far as the information they want and need are higher than ever—thanks to the Internet.

Advertisers can no longer rely on one means of advertising, such as television advertising, to effectively reach their target audience. They are also using and reaping the benefits of blogs, link exchanges and search engine advertising methods (among others). These promotional techniques work well when mixed with television advertising and other direct campaigns.

More than one at once. Most people are accustomed to receiving their information simultaneously from at least two different sources, including the Internet, and mobile technology makes this even easier.

Go mobile. Consumers are relying more and more on mobile networks and mobile technology to connect to the Internet while on the go.

Google, for one, is positioning itself as a leader in mobile advertising. “Over time, we will make more money from mobile advertising,” said Eric Schmidt, the CEO of the search giant, who added that that mobile advertising could soon overshadow the PC market in terms of reach and prevalence.