Tag Archives: mobile

Brands Use Snapchat as an Innovative Marketing Tool

It seems Snapchat is no longer for funny selfies sent between friends.  Snapchat, the popular photo and video sharing app for mobile, has become a phenomenon among teenagers and adults alike. Why all the hype?  It is faster than sending multi-media messages via text and you can choose how many friends you send it to and for how long. The best part of the app? After the time is up, the picture disappears, unless the receiver screenshots it, in which Snapchat will notify you.

So with over 350 million snaps sent every day between users, it was only a short amount of time before brands jumped on the bandwagon. I first heard of brands using Snapchat in a Vocus blog post discussing a frozen yogurt chain 16 Handles, a clothing e-tailer Karmaloop, and Taco Bell all taking part in using Snapchat for marketing purposes. With a majority of brands using Twitter and Facebook to reach consumers, Snapchat may be the way for brands to stand out in the crowded market place.

Another brand using Snapchat, which I discovered on my own Instagram timeline, is the makeup brand NARS. The brand posted an image with the caption “Follow @NARSissist on Snapchat to peep the upcoming NARS Guy Bourdin collection at 12PM EST today!” Over 1,500 Instagram users liked the photo, and went to Snapchat to add the brand. The brand showed a 3-second video of the new collection, generating buzz on other social media sites. There has been no further Snapchats from the brand, but with such success, I’m sure users will be getting another Snap soon.

For brands looking to use Snapchat as a marketing tool, sending out coupons, introducing new products and posting images to generate buzz are all smart tactics. You’ve only got up to 10 seconds to make an impression, so use it wisely.

With brands showing interest in the photo and video sharing app, will Snapchat begin selling advertisements? Or will brands want to stick to the more personal use of Snapchat? With the announcement that Instagram will begin ads, who knows what is next for Snapchat.

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Sources: http://www.vocus.com/blog/snapchat-marketing/ http://www.cnn.com/2013/09/09/tech/mobile/snapchat-techcrunch-disrupt/index.html http://www.convinceandconvert.com/social-image-of-the-week/nars-uses-snapchat-to-release-preview-of-new-collection/

Shazam: Taking QR Codes to the Next Level

Shazam has been a popular app for smartphone users for several years now, but recently I have noticed the Shazam icon pop up in several television commercials. When the Shazam logo appears in the corner of the screen, viewers can use their smartphone to be redirected to the advertiser’s site for more information. This is very similar to the way advertisers have been able to take advantage of QR code technology. Since we live in a multi-screen world, this seems like a very convenient way to deliver more advertising content to potential consumers, but I have often wondered, are these means successful or does every advertiser have one just because every other advertiser does?

From the perspective of someone working in the advertising field, this seems like a simple and inexpensive way to deliver more content to potential consumers. But off the clock, I have never seen an advertisement and felt the need to pull out my smart phone, open Shazam/QR Reader, scan the audio/code and view more content. I am more of an “I’ll Google that when I get home” kind of guy. So does this sort of coding produce higher volumes of traffic?

Research from the 4A’s suggests that 1 in 3 smartphone or tablet users have scanned a QR code at least once and a study done by comScore Inc shows that QR codes perform best in newspapers and magazines. I have often wondered if people simply scan these codes because they are simply marveled by the technology or if they genuinely interested in engaging with the brand. A case study I was able to find on Shazam’s website gave the following statistics:

  • Brand interaction – 68% of people who tagged the ad went on to further engage with the brand.
  • Word of Mouth / Social Activity – 55% of people who tagged the ad talked about the brand with others.
  • Bookmarking for later use – 55% of the people who used Shazam to tag the ad cited that one of the reasons they did so was to save it for later.

So it looks like coded messaging has proven to be a successful means of generating more branding opportunities. I feel that the key to a successful coding campaign would be to get the ad in front of the right people. If advertisers are getting their coded message in front of the right people, there would be a higher chance that they would choose to participate.

March Madness Goes Live!

Life today is all about instant gratification.  We want what we want when we want it.  This translates into TV program viewing.  There are a many ways you can watch TV programming “on demand”: DVR, On Demand, Hulu, Amazon, Netflix & Network Apps. Some of these are free and some are paid, yet all of them allow you to watch TV programming when you want it.

Yet, when it comes to sports, viewers mainly watch events live. If you’re not around to watch the game, you’d better stay away from your Twitter or Facebook feeds, avoid listening to the radio, watching TV or going online…otherwise, you’ll find out pretty quickly who won the game.

MML

As we come to the end of March and are already deep into the March Madness tournament, viewers have another way of watching every game of the tournament live with the NCAA’s March Madness Live site. This site allows fans to view live streaming March Madness Basketball games on multiple devices.

Many College Basketball fans are paying close attention to their brackets, assuming they haven’t been busted already! What is so amazing and interesting is how the joint venture between CBS and Turner continues to move the needle in the way people can watch games.  Since 2011, fans have been able to watch all 64 games on TV through TNT, TBS, CBS and Tru-TV as well as on Apple devices – all for free.

In 2012, MML developed a paid/authenticated model and added Android devices to the mix.  This year, they went to four hours of free viewing per device before being prompted to authenticate, and added Android Tablet.  On TV, I’ve seen a CBS promo for MML, and CNN and the Today Show have talked about the MML app.  I have also read blogs and advertising industry publications/newsletters about MML.

March Madness Live is generating record-setting video streams and engagements across all digital platforms.  In just the first week of the tournament, there were 36.6 million live video streams across online and mobile (tablets and smartphones), double the 18.3 million for the entire event in 2012.  This is equivalent to more than 10 million hours of live video consumed across all media platforms!

The current MML model and distribution is taking live sports viewing to a new level.  From a college sports fanatic to a causal fan just watching to keep track of his/her bracket, you can watch sports anywhere on anything.  Now, I’m looking forward to football season!

The 2013 Media Forecast

Will 2013 Media Spending Survive the Fiscal Cliff?

Compared to a robust year of media spending in 2012 which was the result of the Auto Industry’s rebound, Olympics and Political spending, 2013 looks somewhat bleak. Consumer spending is high right now, but with the Fiscal Cliff looming and an uncertain economy, we expect modest growth at best in media spending next year.

Here’s how the numbers look by medium:

  • Spot TV: Expected to grow by 4%

TV ad revenue will grow as the automotive industry continues to thrive. With consumer demand for new vehicles on the rise, automotive and other industries such as telecommunications, restaurants and retail will also see growth.

  • Cable TV: 7% Growth per year, for the next 3 years

The lines between Cable TV and Spot TV are starting to blur. Where there used to be a great divide between spending and ratings for both, we’re seeing a leveling of the playing field. We will also see more and more events that traditionally aired on broadcast networks migrating to cable. How else could we explain why Duck Dynasty was the top-rated show on TV last week?

Duck Dynasty

  • Radio: Ad spending expected to increase by 2.9%

The growth of radio for 2013 will not be with terrestrial stations, but with online/digital radio platforms.

Pandora

Pandora continues to gain subscribers, while Apple will launch their answer to online radio in Q1’13, adding to the competition.

  • Newspaper: Small .5% increase

Newspaper spending may actually be on the rise in 2013, but mainly due to print’s online products and a “reinvention” of the medium. The local weeklies and dailies still have a unique place in the market, so we anticipate growth there as well.

  • Online: Internet advertising expected to grow by 14.6%

The real media growth in 2013 will be online. Brands are already re-evaluating their spending on traditional media and shifting to the world of digital. The increasing demand for video units and innovative display advertising programs will drive much of the growth.

Online Display

  • Mobile/Tablet: Expected to grow by 11.3% from 2012

Retailers are starting to realize the potential of reaching consumers via mobile and tablet devices. Tablets will account for 53% of Mobile ad dollars in 2013, compared to 47% for Mobile handsets.