Decoding Online Media Advertising Newfronts!

http://www.nytimes.com/video/2013/05/02/business/100000002203962/decoded-youtube-and-television.html

Why not 4 screens?

As mass media reach has been approached in the past, the additional elements , titles or programs you add to your plan the bigger the chance to expand your reach and minimize frequency effect. The approach in holostic media is to add more screens and engage with the consumer in a deeper and more intimate way. That is the goal, of course you still need reach, but thats a result not an objective. How can you really surround your consumer, create an extraordinary brand experience (specially if you market a low interest category such as a shampoo or cat food?) Use the screen experience and capabilieties to elevate your communication to yoir next level. innovate, create games, applications, communication programs that generate a conversation with your core consumers. people want to interact with brands, they want to learn and advocate using new generation tools. Create a conversation and be prepared for the ride. theater screen + tv screen + pc screen + mobile screen . How cool is that?

Remember that all Analog media is becoming digital, all things digital are becoming mobile and all mobile is becoming Analog

Small Agency of the Year, 76-150 Employees, Gold: David & Goliath

Small Agency of the Year, 76-150 Employees, Gold: David & Goliath
With Gutsy Spots for Kia, Universal Studios and Carl's Jr. Under Its Belt, Risk-taking Shop Warns It's 'Just Getting Started'

David Angelo is a huge sports fan, which pretty much explains the metaphors he uses when talking about building the right team and creating chemistry in his El Segundo, Calif.-based ad agency, David & Goliath.


David & Goliath staff
"I always use sports analogies," said the founder and chief creative officer of the 146-person agency. "One of the things I notice about sports is: No one is an island. Take baseball. You need nine players that are all sort of gelling together and contributing to the greater whole. ... When you have the right players on the bus and the right timing and the right situation, that's when you have something truly amazing."

David & Goliath did phenomenal work in the last year for clients such as Kia Motors, Universal Studios Hollywood, Monte Carlo Resort and Casino in Las Vegas, Hardees and Carl's Jr., among others.

Its most recognizable work may have been the Super Bowl spots it did for Kia, but its most visible work was for Universal Studios. Literally. After a fire burned down the original King Kong attraction at Universal Studios Hollywood, the market and agency were faced with relaunching the attraction amid a still-struggling economy and a local California populace that's pretty much seen it all.


One Epic Ride for Kia
So while the theme park's engineers created a bigger-than-life King Kong attraction, David & Goliath created a bigger-than-life guerrilla marketing campaign. It fashioned giant King Kong footprints 2-feet deep on the beach at Santa Monica, Calif., all leading toward the ocean and an overturned vehicle spewing smoke. Other similar wrecked vehicles were found all over the greater L.A. area, and the giant footprints were even found at Dodger Stadium.

The various stunts not only drew the attention of the local media, but garnered TV coverage on 62 stations across the country. As a result, Universal Studios Hollywood surpassed 5 million guests in 2010, the single largest attendance at the park since 1996. Summer attendance in 2010 saw an increase of 27% over 2009, while Disneyland attendance decreased by 4% during the same summer time period last year.


Hardees Miss Turkey poster
David & Goliath had similar success with a campaign for the Monte Carlo in Las Vegas. The resort suffered from the classic Vegas "dorm effect" -- patrons slept at the hotel, but spent their money elsewhere. D&G came up with an online campaign that positioned the Monte Carlo as "unpretentiously luxurious."

The upshot? A 137% jump in monthly website traffic, a 22.8% increase in bookings through the website, a 113% increase in dining reservations through the website and a 20.5% increase in on-property revenue.

"I believe that our growth and our work has been a result of defining what we stand for and living it 24-7," Mr.Angelo said.

Source: Advertising Age By: Rich Thomaselli Published: August 08, 2011

3 Screens better than 1

Mass media models have forced media thinkers to maintain focus where monetization is higher. As time has evolved the focus has transferred from print media to radio, then TV and now digital.

From a praxis standpoint this is valid, also from a financial standpoint it is justifiable, perhaps an objective, but is it the best way to guarantee brand health and most importantly sales in the long term? Is the consumer able to distinguish a message in the middle of a huge waves coming to them at high speed?

Consistency, the selection of the correct touch points and finally messaging with purpose is the needed combination to prevail in today’s environment.

Tv plus online is a strong combination. Online, plus mobile, plus TV is a bomb.

The communication objective has to be build and then the screen selection should take place. If you want reach the young millenials, you have to use 3 screens. you have to follow them across their day.

The permanent presence of a mobile screen through the day and its preferred use when watching another screen is key.

Smart mobile devices are opening the gate to interact in a very different way with consumers. For the first time ever, you have a direct connection between the brand and the consumer that was interrupted in the past by the carrier, not any more.

So take advantage of the new opportunities and take your communication plans to the next level. It is not going to be easy, but definitively it is worth the effort.

Pandora's fate

Cool video

Classic Media Vs New Media models

During my past few years observing the evolution of digital media has triggered a critical question in my mind: Why is there such a push to adapt the use of classical media terms and acronyms to the internet? Trps or Reach and frequency for instance?

If we are facing the new platform that enable consumers to engage with others as well as brands in such a unique and fun way, why do we need to stick to the past instead of evolving with our new realities?

Of course one can use old terms and use old techniques to measure efficiency and performance, but let’s not miss the point. The first stage of the internet advertising boom is over. Unfortunately the market became liquid too soon; therefore there was a tremendous destruction of value in just a few years. Any market always tends to standardization; everything eventually gets systemized and harmonized.

Once this happens the richness of innovation and targetization gets lost and the path for volume and trailblazing is open , this is when communication becomes a commodity and starts losing its value because it is less differentiated and engaging.

We are keeping ourselves in the comfort zone and of course the financial zone. For instance, we shall not overlook the power of targetization that the internet is offering:

A brand’s competitive edge in the digital arena may first come from exploring every dimension of the consumer so that communication plans and actions can be tailored as much as possible to fit the market realities. By knowing everything there is to know about those people, smart brands may sometimes be able to convert audience fragmentation from a problem to be overcome into a focused asset to be used as a competitive advantage.

Especially in an increasingly fragmenting digital media world, common content interests can be exploited in a media plan providing a bond that attracts an aggregated consumer group. Any activity that gets substantial coverage in the content of the digital media spectrum may offer such an opportunity to a brand. For instance, if either running enthusiasts or soccer fans have a high propensity to buy shoes, then each may represent a way to focus a shoe maker company digital buy on the most important segments.

Once again, there needs to be more focus in the consumer rather than in the acronyms!

Cheers.

La evolución de los medios en Latinoamérica

El consumidor latinoamericano sigue evolucionando y los medios acompañan ese camino de transformación.

Hasta hace algunos pocos años era impensable elaborar un plan de medios que no incluyera las opciones públicas de televisión por ejemplo.

De igual manera casi que era imposible pensar en cómo lograr que un producto o marca se hacía popular a través de plataformas digitales (todavía recuerdo como la universidad del valle era uno de los principales nodos de acceso a internet en Colombia y tal vez en América latina)

Hoy por hoy la evolución de las tecnologías le ha permitido al consumidor interactuar con los medios de una manera más intima pero al mismo tiempo empoderada,. ya existe la plataforma que permite que los consumidores expresen su opinión sobre lo que están absorbiendo en términos de medios.

La calidad del contenido es más relevante que nunca. Cada vez hay más opciones y a través de la democracia del rating se dictamina que medio es el mejor. A pesar de la gran proliferación de opciones mediáticas 45% de penetración de cable en la región y por lo menos 44% de usuarios con acceso a plataformas de red sociales (en el primer semestre del 2011) el contenido sigue siendo el pegamento que atrae al consumidor así como la miel a las moscas.

Que encontraran en esta nota editorial? Espero compartir con ustedes mi perspectiva una vez al mes sobre lo que está sucediendo con los medios en la región, su evolución, transformación e impacto sobre nuestros países. Como poder utilizarlos de manera eficaz y sobre todo identificar tendencias que puedan servir a otros para sacar el máximo provecho a nivel de educacion y negocios.

Esa es mi pasión y lo que me encantaría poder compartir con ustedes.

Gracias y hasta la próxima!