A recent Association of National Advertisers survey found 66 percent of advertisers involve themselves in some form of branded entertainment. Eighty percent use television as the channel through which to launch branded entertainment initiatives and 76 percent plan to include those initiative in their upfront dealings with broadcasters.
While marketers acknowledge impact on sales is of great importance and are measuring their efforts, 62 percent say it is not easy to do and 87 percent say existing measurement tools can't do the job. Sixty two percent say the money to fund branded entertainment initiatives comes from television budgets, up from 52 percent last year and more (35 percent) are funding initiatives incrementally, up from 18 percent last year. More than half (60 percent) do not rely on their agencies for branded entertainment and initiate projects themselves.
It looks like all those twenty-something hipster agency creatives might have a tough time identifying with their client's target audiences over the next ten years. Remember those people we called Yuppies? Or baby Boomers? Well, that audience, which owned the 80's with their yellow ties and Wall Street aspirations is about to boot advertising's fave demographic, 18-49, to also-ran status.
Results released yesterday from Survey Sampling International review of Census data notes 78 million baby boomers will turn 50 over the next ten years increasing the size of the 50+ demo from 89.3 million in 2006 to 111.3 million in 2016, a 25 percent increase. In contrast, the 18-49 demo, while still larger overall, will see a measly one percent increase in size from 135.1 million in 2006 to 135.9 million in 2016.
MarketingSherpa needs agencies and companies using viral marketing and advertising to participate in this year's survey on Viral Marketing, and to submit their best viral marketing and advertising campaigns for the 2006 Viral Advertising Hall of Fame here. "Last year, we conducted the first survey, gathering practical information and data about Viral Advertising. We were blown away by participation from more than 2,400 survey participants," explains MarketingSherpa's Publisher Anne Holland. "We're interested in seeing year-over-year data, as well as this year's most successful viral marketing campaigns." The survey results will be available for free at MarketingSherpa.com and will be sent to everyone who participates in the survey. The survey deadline is March 17th; for campaign submissions, March 22nd. get thee virals submitted.
The Web Marketing Association, sponsor of the annual international WebAward competition, today announced the findings of a decade-long study of Web development trends across more than 80 industries. The resulting Internet Standards Assessment Report provides industry benchmarks for Web site development and is based on data collected from nearly 10,000 Web site evaluations.
The report reveals that gaming Web sites dominate the top scores in every category, followed by music, which placed second overall, and automobile and sports Web sites, which tied for third place. The industries with the lowest average Web site scores included radio, public relations and search engines.
The AARP, bastion of those unworthy of inclusion in the coveted 18-49 demo, is issuing a wake up call to youth-fixated media planners and twenty-something ad agency types in the form of a new research service called AARP Publications Marketing Intelligence. The service hammers home the point over 50's have the bucks, aren't all in a rocking chair on a deck in front of a lake in Maine and are cooler that a lot of twenty-something who think they know it all. So, now that we've insulted you enough, go out and grab this research, talk to this audience and smile as they open up their fat wallets and throw money at you and your brand.
List size is one of the strongest predictors of email response rates, including both open and click-through responses, according to a new study by email service provider ExactTarget (yes, ExactTarget advertises on this site all you transparency freaks). There appears to be an inverse relationship between list size and email responsiveness. According to the study, open and click-through rates both decrease steadily as list size increases. Exact Target claims this is indicative that list segmentation should be considered as list size grows. You can check out the entire study here.
Steve Jobs is very happy today. A new study has revealed that people are cheap and would rather watch an ad to get a free TV download than pay for the download. The study, conducted by Frank N. Magid Associates, found 54 percent would be more likely to buy an iPod if they could download TV programs with a :30 included or free. 72 percent of people already planning to buy an iPod would be more likely to download an ad-supported TV program than pay for it.
Dan Jaffe over at the ANA's Regulatory Rumblings blog makes a concise argument, as we have before but with far fewer facts, that lays blame for obesity not on the action of marketers and advertisers b ut squarely on the shoulders of lazy-ass kids, their parents that let them sit on their ass all day long playing video games and schools which have drastically cut back on physical education.
To support the launch of the Motorola RAZR V3x, the company has launched What is Razr Speed, a game site that demonstrates how the new phone...well, allows you to "capture a moment of complete clarity." In the game, the player must capture the flying Motorola logo first at a fast speed, then at a slower Razr Speed. The game was created by Howorth Communications' Digital Lifestyle Group.
Accompanying the launch of a the phone is a new report, called Generation HERE, commissioned by Motorola Mobile Devices which explores the impact of 3G (Third Generation) mobile phones technology on society around the globe. From romance to community to flirting to information gathering to basic safety, the report examines how embedded the mobile phone has become in people's lives.
You know, it's always a bit disconcerting to arrived at the house of your daughter's friend and find her proverbial "playdate" glued to the television watching some trash talk show of some movie clearly made for adults so this stat does not surprise. What does surprise is parent's lack of control and judgment over what their children watch on television and how long they are allowed to watch. One "playdate" who spends time in this house can't even sit still in front of the television (on the two weekend nights it's allowed here) because his brain has been so ADD'd by constant television watching at his house since birth he doesn't know how to follow a plot.