Scary for the networks
Unilever, P&G and other big name advertisers that have historically always had a major presence in this iconic TV spot – have descided to “put their marketing dollars somewhere that gives a better ROI”
Worryingly from the point of view of the TV networks is that this now a trend with fewer and fewer advertisers willing to bid up the value of the most watched set of TVCs in the year. Why am I not surprised?
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Scary for the ad agencies 
Doritos has been running the “Crash The Superbowl” where it invites consumers to make and submit ads, 1,060 ads were created and submitted and the top 5 most popular have been selected for final review.
Most of the comments in blogs such as AdScam were initially critical of the idea – but are now posting that Doritos Kicks Madison Avenue in the crutch
A recent study by OMD and Yahoo titled ‘Truly, Madly, Deeply Engaged’ studied the behaviour of GenM – that’s Generation Media to all you other Baby Boomers out there.
What they found was that youth multi-task so much, they actually extend their days to 36 of work, simply because they’re doing many things at the same time. (i.e. watching TV and surfing the net)
Another interesting part to come out of the study…80% of youth accept ads on TV, but only 20% consent to mobile advertising. Basically, the study concluded what us parents already know…youths have a short attention span, and they’re the most fickle creatures on earth…
Sure, consumers still watch TV. They also read newspapers and surf the Internet.
One problem: they tend to do them all at the same time, breaking up their concentration and negating any message advertisers are trying to put across.
It’s a hardly a surprise, therefore, to discover that word-of-mouth ranks highest on the list of the most effective channels of communication. A new study by BIGresearch titled ‘Simultaneous Media Usage’ confirmed exactly that: word-of-mouth is the leading influencer of consumer purchases.
The study, which included 15,000 people, concentrated on two purchases: vehicles and electronics. In both cases, word-of-mouth recommendations were substantially more important than any other medium when making the purchase.
How bout this stat? Over 90% of consumers seek advice from someone they trust before making a purchase, and an even higher percentage of people give advice about an item they purchased…
Thanks to Lisa Watson (www.ibisintelligence.com) for sending me the link to this article.
Perhaps the best way to really understand how important word-of-mouth is becoming to the media industry is to look deep inside the marketing industry. No, not inside their souls. Not inside their minds.
Inside their checkbooks.
Previously, word-of-mouth was where company’s spent their money when they had some left over from other channels, like print or TV. Now, as word-of-mouth becomes trackable, marketers realize it must be an avenue like any other.
Of course, what the traditional types don’t want to tell you, is word-of-mouth is the fastest-growing channel. As more and more people turn to the internet and fellow surfers for reliable sources of information, the word-of-mouth that is generated is astoundingly fast, and amazingly accurate.
Now, where are your marketing dollars going?
Perhaps there is no better example of modern day word-of-mouth then the now iconic site youtube.com. Popular videos, posted by members, can get millions of hits. But a lot of the time, the content being posted isn’t original; in fact, it’s copyrighted, to companies such as NBC or TimeWarner.
Therein lies the dilemma – amazing buzz is being created at a grassroots level about various content, but often times that content shouldn’t be shown without licensing in the first place. Big studios aren’t stupid; they understand the advantage of having that buzz created. But at what point do you stop it since it’s illegal?
NBC has three full-time employees that do nothing but surf youtube.com looking for infringements – they send around 1,000 requests per month to YouTube to take down videos. Google, which owns the site, reportedly set aside $200 million dollars to cover future litigation expenses.
YouTube; a media dream or nightmare? Read the full story here.
