October 10, 2007
More and more consumer brands are making effective use of online to get their message across to their customers, as Simon van Wyk writes.
Veronis Suhler Stevenson, a US-based media investment bank (that's a politically correct term for private equity firm), recently published the 21st edition of its seminal Communications Industry Forecast report, and there were a couple of gems buried in the report among all the CAGRs and GDPs of the detail.
The first is that for the first time in nearly 10 years, average consumer media consumption dropped slightly - 0.5% - in 2006, to just over 9 hours per day. The last time this figure declined was in 1997, when the Internet had yet to take off.
The VSS report attributes the decline to "digital media efficiencies", which means people are watching a few minutes of YouTube instead of 30 minutes of news or comedy. This must be keeping TV programmers up at night - people are choosing to watch a college student dance in front of a webcam in their underwear instead of watching TV shows that have cost millions of dollars to produce.
Read the full article at the HotHouse website.
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March 30, 2007
Art imitating art? The latest TVC from Kit Kat exploits the Second Life craze, helping shape the brand for its Generation Y consumers.
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September 8, 2006
Watch out for a brand new online entertainment channel in the YouTube genre, where people can upload the usual consumer generated media type stuff and be endlessly entertained. Anheuser-Busch which brews Budweiser, has reportedly invested something like US$30 million in its Bud.TV project, which will launch in February next year and aims to connect with the world's growing online community.
The company's press release says that the company recognises that adults are spending more time online looking for entertainment to fit their lifestyles, and that this new online entertainment channel will help reach and engage with them.
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August 24, 2006
SABMiller, owner of the Foster's brand in the US is moving their advertising dollars into the online space, reflecting the changing media tastes of its younger drinkers - putting a huge chunk of it into a deal with Heavy.com and creating an online dating game.
Back home, however, Foster's Australia for its Victoria Bitter brand, is putting its eggs firmly and squarely in its sales promotion basket and giving away dolls with every slab.
The Sydney Morning Herald reports that a revival of the company's highly successful David Boon talking doll giveaway will be in place before the First Test of The Ashes series this summer. And this year, he'll even have a mate.
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August 4, 2006
In a move that is certain to become the trend, Foster's beer in the US has has decided to stop advertising on television entirely and move its US ad budget online. Although many brands are switching some of their advertising budgets away from TV and on to the Internet - moving the entire budget is certainly a sign of the times and reflects the changing media tastes of consumers.
Part of the budget has been assigned to a deal with Heavy.com to create an online dating game which is being used to launch a new positioning for Foster's in the US with the tagline: "Crack open a friendly". According to AdAge, the online campaign is due to launch mid August.
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August 2, 2006
Coca-Cola has moved into the user generated content arena with their new site that invites users to the "Coke Side of Life". The global site (though not in Australia yet) entices users to take a series of monthly challenges and create videos on a particular theme, view others and vote on them. The first challenge on the site, "The Essence of You," asks "If you could bottle the essence of you and share it with the world, what story would you tell?"
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