Media and Money

Posts Tagged ‘television

Coca-cola. First Interactive TV ad in Scandinavia

Coca-cola. First Interactive TV ad in Scandinavia

In order to squeeze more money from a slumping ad market, Cablevision Systems Corp. aims to use interactive commercials by showing interactive advertising to about three million digital-television customers next month, becoming the first U.S. cable operator to do so.

Customers will use remote controls to click on banners at the bottom of their screens during commercials and get coupons or free samples of products by mail- so don’t worry- the feature won’t interrupt programs.

The six largest cable companies, including Cablevision, created Canoe Ventures last year to introduce similar ads nationally. The effort was hampered by the technological limitations of older set-top boxes and privacy concerns, leading Canoe to suspend trials of its first product in June.

Comcast Corp., the largest U.S. cable provider, and Time Warner Cable Inc., its smaller rival, are gradually testing and debuting targeted advertising. In April, Time Warner Cable started “promotions on-demand.” The offering allows Time Warner viewers to click on an ad and go to an on-demand channel dedicated to the product.

Cablevision got a jump on the rest of the industry in March, when it said it had begun testing of a new targeting technology. It can route ads to specific households based on demographic data, such as income, gender and ethnicity. Cablevision will be the first cable company to unveil interactive banner ads to its entire service area.

Berkshire Hathaway Inc.’s Benjamin Moore paint company is one of the first advertisers to sign on according to reports. When viewers see Benjamin Moore’s ad, they can push the select button on their remote control and get a free two-ounce color sample. The ads will appear on at least 25 cable networks.

By the end of this year, Cablevision plans to expand the effort, letting customers click on an ad to see movie like trailers for a product. By next year, customers will also have the ability to buy products via their television sets. Cablevision declined to comment what premium advertisers will have to pay for the interactive features.

(PRNEWSWIRE) MTV turned New York City inside out for the “2009 Video Music Awards” as the network celebrated a legend and brought together the biggest names in music, TV, film and sports. Live from Radio City Music Hall, VMA icon Madonna opened the show and introduced the emotional and heartfelt tribute to Michael Jackson. Janet Jackson was joined onstage by the most renowned choreographers in the world and Michael’s tour dancers, all of whom were influenced by the “King of Pop,” for a memorable and high energy performance. To honor her brother and his illustrious career, the dancers recreated some of his most memorable music videos including “Thriller,” “Bad,” “Smooth Criminal” and “Scream.” The celebration received a standing ovation and set the tone for the most important evening in music and pop culture.

Always controversial, British comedian Russell Brand pushed the envelope as he had fun with a slew of new stars and charmed the ladies. Aerosmith’s Joe Perry and popstar Katy Perry helped Russell kick-off his hosting duties in a big way with a light infused performance of the classic rock anthem by Queen, “We Will Rock You.”
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Ruckus Wireless announced Consolidated Communications, a U.S. incumbent local exchange carrier (ILEC), is actively deploying the Ruckus “Smart Wi-Fi” multimedia system as its in-home connectivity standard, enabling wireless IPTV (Internet Protocol Television) for its subscribers. Consolidated Communications includes the Ruckus MediaFlex(TM) gear at no additional charge as part of its popular Digital Video Service.
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For more than a year, the U.S. consumer hit by the recession has changed the way he or she shops: a focus on value for money has led to some dramatic shifts in behavior that some say will last far beyond the current economic environment. With 80 percent of Americans saying they were stressed due to the economy, savvy retailers and consumer goods manufacturers have shifted their marketing to appeal to consumers watching their money more closely. But have those ads been successful? Nielsen IAG examined 67 such ads from 11 national advertisers and found that the same creative attributes that make for good advertising also make for good value messaging.

In short, value-message and recession-themed ads did not break through TV ad clutter at higher than ordinary rates. In fact, ad recall of the 67 ads evaluated was at rates lower than historical averages for the 11 advertisers. Packaged goods manufacturers saw no decline, while retailers registered minor declines. Financial service, insurance, auto and telecom advertisers posted significant declines.

Read more by Alka Gupta, Senior Vice President, Consumer Goods Research, Nielsen IAG
Are Value-Themed Ads Making an Impact? | Nielsen Wire

Veronis Suhler Stevenson (VSS) announces the publication of its newest Communications Industry Forecast (CIF) covering the years 2003-2013. VSS predicts that total communications spending will decline 1% in 2009 to $882.6 billion, but grow 3.6% per year over the next five years to over $1 trillion making communications the third fastest-growing sector of the U.S. economy over that period. Segments driven by end user spending and targeted marketing services are gaining even as traditional advertising is shrinking.

2008 and 2009 witnessed a major shift in the spending patterns in the communications industry as advertising became the smallest of the four major sectors in 2008 — a first for advertising since VSS began tracking the industry in 1986. While this period culminated a decade-long trend away from traditional advertising vehicles and towards institutional and consumer end-user spending and marketing services, it also highlighted the emergence of institutional and consumer communications as the dominant sectors in U.S. communications spending. VSS forecasts that the institutional sectors and various alternative media segments will drive overall communications spending for the next five years. More specifically, institutional end-user spending will remain the largest and fastest-growing communications sector, rising by 5.6% annually as a result of strong gains in business information services, particularly in the marketing and financial services sub-segments, and the for-profit higher education sub-segment of educational and training media and services. Alternative marketing segments – including branded entertainment and word-of-mouth marketing – will grow at 12.6% annually from 2008-2013 and will contribute to overall marketing services spending growth of 3.4% annually in the period 2008-2013.
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Netflix, Inc., the world’s largest online movie rental service, announces an agreement with Disney-ABC Television Group that will make several of ABC’s most popular TV series available to be streamed instantly from Netflix.

In its entirety, the deal will allow Netflix members to instantly watch the first five seasons of the hit ABC franchise “Lost,” seasons four and five of the pop culture phenomenon “Desperate Housewives,” season five of the critically acclaimed “Grey’s Anatomy,” and seasons one and two of the syndicated epic action-adventure fantasy series “Legend of the Seeker” from ABC Studios. Many of the episodes, including the first four seasons of “Lost,” will be available from Netflix beginning August 1. The remainder will be available in subsequent months, beginning in September.
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spidey-at-con-2009Comic-Con 2009, the annual fan convention that attracts 150,000 attendees, 20,000 industry professionals, directors and designers, Hollywood stars, TV moguls and video game publishers, is expected to be better than last year in terms of revenue for the city of San Diego. What seems to be one of the most entertaining international conferences is actually proving to be an economic superhero for the city. Comic-Con generated $7.25 million in revenue in 2008 from the San Diego convention and a pair of much smaller events in San Francisco, WonderCon and Alternative Press Expo, according to its financial records.

With more than 160,000 attendees and industry professionals, Comic-Con is expected to generate $42 million in spending with 92 percent to 98 percent of the county’s 54,000 hotel rooms booked according to the San Diego Business Journal. While the expected revenue is conservative, it is based on the spending on the attendees. The actual impact is likely much higher as vendors and spectators flock downtown with side shows and promotions at clubs without even going to the conference.


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