Screens or Leans?

September 15, 2012 Leave a comment

Is it a multi screen world?  Or is the issue really about leaning back versus leaning in?Interactive TV or multi screen interaction... which is our ad future?

Google/IPSOS/Sterling just released the latest look at screen activity and their info graphic reveals that 77% of the times that viewers watch TV they are using another screen at the same time.  49% report a smart phone and 34% report a pc/laptop.

At the same time, cable companies like my own (Comcast Spotlight) continue to find success on the TV screen itself with Interactive TV.  Using their remote consumers can navigate into additional information screens and/or video or request for more information (RFI) or even respond to polls. A 2011 IAB study shows very promising results with definitive brand lift and response rate.

Debate ensues regarding these two paths of interactivity are now available to the TV advertiser; multiple screen (TV plus other smartphone/pc/laptop/tablet) impact or just the TV screen itself.  Question is; which path offers advertisers the most potential? That answer may lie in the consumption experience of audience.

TV is often characterized as a “lean back” experience.  Picture the viewer relaxed, leaning back on the couch, feet up on the ottoman or coffee table with the remote in his/her outstretched hand. On the other hand the internet is more of a “lean in” media with the user pictured leaning forward, engaged in the screen as they micro manage the control of the screen.

Leaning back, or leaning in.  One screen or two screens? Both experiences are interactive.  Which is the best option going forward?

To be continued….

Filed under Digital, Mobile, TV Tagged with , , , ,

Sex versus Smartphone: How well do marketers really know women?

May 15, 2012 Leave a comment

Shifts in women's lifestyles lead to notable shifts in technology adoptionSmartphone wins.  That is the answer given by 400 “influential” women in a survey  (conducted by Ginger Consulting as reported in Adweek 4/23/12)  that asked “What can’t you go without for 30 days?”.  As a matter of fact 41% said they couldn’t do without their smartphone versus only 4% opting to do without sex.

Okay, so this is low hanging fruit in terms of catchy survey stuff.  But it does underscore lifestyle shifts in women that marketers need to pay attention to such as the decline and/or delay in marriage which is also accompanied by a shift to later-life child rearing.     Adweek’s Women’s Issue profile of three generations of women; the Indie Woman (28-34), the Mom Achiever (35-45) and the Alpha Goddess  (55-64) tries to connect the dots in these lifestyles changes  to shifts in the way women are using technology.

The millennial Indie Woman is easily identified and accepted as a strong user of technology. “Her virtual image is as important to her as her real-world one” is the quote Adweek uses to describe this independent career focused lifestyle.

The real surprise comes from the older two lifestyles; the Mom Achiever and the Alpha Goddess are both much more likely to be technologically proficient than previously thought. The Mom Achiever users technology to gain some control over their busy work and childcare roles.  Their kid’s technology habits actually influence them to use the latest more recent media.

The 55-64 year old may be the biggest shocker of all with a current smartphone penetration of 30%.  In this same Adweek issue Forrester Research is noted as observing that “women 55-65 spend about the same on consumer electronics as a typical Gen Y-er..”.

Shift happens in lifestyles and the outcomes increasingly are demonstrated in technology use.  Keeping connected to consumer research is critical in making the right technology and media decisions.   Marketers need to continually monitor this kind of research to stay relevant and impactful.

Room for discussion:

How do these trends affect marketing plans?  Where in the marketing planning do you take these trends into consideration? Compare and contrast the effects on a Children’s Science Center marketing plan versus the plans of the Symphony.

Filed under Digital, Marketing, Mobile, SocialMedia Tagged with , ,

Facebook Picture Brightens with Instagram

April 10, 2012 Leave a comment

Android users are more likely to use the picture feature

Android users are younger and more likely to use the picture function - a huge growth potential for Instagram and now Facebook.

The Facebook acquisition of Instagram is amazing on so many levels.  A billion dollars certainly gets a lot of attention, particularly when you are talking about a company that employs only about a dozen people.  But as a defensive move it is brilliant. The launch of the Android Instagram app has phenomenal growth potential for Instagram – and thus is a critical strategic acquisition for Facebook as they launch their IPO.

First, consider the amazing growth of Instagram – even when it served less than half the mobile OS platforms; Apple only, up to just recently with the roll out to the Android platform.

Now look at the Apple user versus the Android user.  There in this Nielsen report the significant differences that jump out include use of the picture feature.  Clearly the Android user is much more likely to picture message and picture download.  The opening of the younger Android market  has the opportunity to launch another Instagram growth spurt.  One that could truly threaten Facebook as it addresses a huge Android population that is similar in size to the Apple user numbers.

So at a billion dollars the acquisition is a cheap way to stop the user flow to another application and a great way to insure a continued strong IPO outlook: another savvy move by Facebook.

Filed under Mobile, SocialMedia Tagged with , , ,

Youth and utility power Google mobile growth

December 20, 2011 Leave a comment

“2011 – The Year of Mobile” end of year articles abound with the rest of the year-end round-up features.  But the mobile landscape is still in major flex as both the operating systems and apps are powered less by cool and more by utility. Android youth and utility dominates

In a mobile buzz world dominated by Apple’s Iphone, Android would appear to be second-rate.  Not so – in a very big way – as Android (53%) is almost double the Apple (29%) operating system market share.  More importantly the Android share growth appears to be powered by the young user… a sign of stronger future potential growth.

How did Android do it? An open culture of licensing coupled with affordable price points are oft attributed to putting Android’s smartphone utility in the hands of iPhone wannabees.  Backed up by good performance Google’s Android continues robust growth.   Apple, apparently content with it’s unmatched profitability, is happy to lead in  price point and allow the Android penetration strategy to run it’s course.  Interesting since a penetration strategy had great profitability growth potential.

The top apps in Androids show how smart Google continues to be in plotting their growth.  Although Facebook easily defends the number one spot across all ages,  Google maintains the following four top apps positions with Google search, Gmail, Google Maps and YouTube.  Note that these apps are all utility based and as such are true to the Android platform in general.

Android has grown from just 9% of the market to 53% in just three years – and the mobile landscape is still fluid and capable of dramatic change.  The strategy of utility and affordability looks to be a formula for Android success in a device that is now considered a consumer necessity.

Filed under Mobile Tagged with , , , , ,

Connected from birth to death

November 30, 2011 Leave a comment

A “need” that’s nurtured from birth:  That seems to be a fair characterization of connectivity and the related hardware in America.

Every 4 seconds 1 baby is born and 15 mobile phones are sold

A recent study showed that every 4 seconds 1 baby is born and 15 mobile phones are sold.

The entertainment marketer’s Holy Grail is for their product/content to be classified by the consumer as a “need”.  When something becomes a “need” to a consumer they put it higher up on the priority list than the “want”.  A “need” gets bought in hard times.  A “want” can be sacrificed.

Ad Age’s latest feature: “New necessities: What consumers can’t live without”underscores the elevation of connectivity to a “need”.  While apparel, transportation and food dollars have declined (according to the BLS)the one category that stands out as increasing is “Computer Information Services” .     In the same article Leo Burnett’s study of the essential versus non essentials puts mobile phone service in a strong “need” position.

Common Sense Media has released research showing among other things that “Half (52%) of all children now have access to one of the newer mobile devices at home: either a smart phone (41%), a video iPod (21%), or an iPad or other tablet device (8%)…In a typical day, 11% of all 0- to 8-year olds use a cell phone, iPod, iPad, or similar device for media consumption, and those who do spend an average of :43 doing so.”

Connected?  It’s a growing “need” in the population.  From youth on out we are building and supporting that “need” with affordable media.  It’s this climate where entertainment marketers must continue to connect to the “need”  and support the stream of connectivity with relevant content.

Filed under Digital, Mobile Tagged with , , , , , ,

Holiday tablet sales on fire

November 22, 2011 Leave a comment

Entertainment technology is battling it out this holiday season and the Fire looks to be the preliminary cost/content winner – particularly for the 99%!  Here’s what the real issue is; content.  To get in the game you’ll ante up for the hardware.  In the long run the question is more content related. Which device brings you the largest variety of apps, video, books and more?  I bet on Amazon.Holiday tablet competition may be decided on content availability and price.

 Amazon is priced with an eye to the consumer’s ongoing recession frugality. How much money are you going to spend this holiday?  If you are like the average shopper it will be a little over $700 according to the National Retail Federation.  Plus, you’ll spend a little bit on yourself… about $130.  At these numbers there isn’t much of an opportunity to buy yourself a Nook (about $249) or the Apple iPad 2 (about $500). 

The  Kindle Fire is positioned as the less costly tablet option at about $199.  Beyond that low intro price is the power of the Amazon content library.  Setup for Amazon’s content options in music, video and books is very clean with lots of a la carte options rentals and sales. The Amazon Prime “membership” of $79 is inclusive of video and library selections and has the advantage of also covering shipping if you are buying holiday gifts from Amazon. Of course there are many other ways of comparing the tablets including wi-fi options, memory, battery capability and so forth.    For an uncomplicated and easy overview of the Fire and Nook, check out USA Today’s Ed Baig.

Content is the driving force for consumer tablet purchase.  Amazon has the content options and the price to meet the current market demands.

Filed under Digital, Mobile Tagged with , , , , , , ,

TV success= the killer set + social

October 18, 2011 Leave a comment

It’s clear that if you want to drive linear share of viewing, that you have to both drive your timeslot on the primary household TV screen and drive a social conversation around it.

The main household screen is the "killer set"

TV shows compete to be the main attraction on the "killer set" or main household screen.

Nielsen’s “Cross Platform is the New Norm” presentation at 2011 Advertising Week clarifies and illuminates the cross platform use of TV sets, iPads, mobile phones and other assorted hardware.

That we have more of all of these is relatively obvious.  But the insight that emerged in this presentation is that for linear viewing there is still one dominant screen likely out of the two or three in the household.  That’s the one everyone fights for to view their  primary video choice.  It’s the biggest, most HD/3D surround sound screen in the house.

That viewing choice on the “killer set”  is also likely to be augmented by the use of social media connected with that program.  Otherwise, why not DVR it?  Linear viewing still offers the best option for a social experience – more people to engage around the show both in the room and online.

“The X factor” and “Two and a Half Men” are examples that demonstrate concentric social and TV metrics that appear to build on each other.  Specifically reality shows exceed 25% of reported social TV-related topics such as winning (14%), voting (6%) and judging (6%) according to a recent Nielsen study.

Key takeaways: Earn the spot on the “killer set” and engage the view with their other mobile and tablet hardware. Engagement and the primary TV set in the house combine to create the perfect storm of audience achievement.

Filed under Mobile, SocialTV, TV Tagged with , , , , , ,

When your best relationship is with your Cell Phone…

August 22, 2011 Leave a comment

Be they smart or regular cell phones, these days they may constitute the closest relationship in the user’s life.  A couple of years ago a colleague and I did this video with our students sharing their thoughts about their phones.   It’s evident from the student comments that their phones are a prized possession, an emotional tie, and a necessary life accessory.  The thought of being without a phone was clearly terrifying!

Pew just released their latest cell phone research that continues to underscore this theme of constant connection to our cell devises.  Among their findings:

  • 13% of us pretend to use our phone in order to avoid interacting with the people around them.
    • Rises to 30% in the 18-29 year old age group
    • 29% turn our phones off for a period of time just to get a break from using it.

Smartphone adoption continues to pace quickly and the mobile use of the internet grows along with it. All points continue to reinforce the importance of building and maintaining your mobile presence.  It’s a relationship that you can count on!

Filed under Marketing, Mobile, SocialMedia

Teens Text 3,364 Times per Month

July 8, 2011 Leave a comment

Connecting with target markets means understanding their point of view on the world.  That’s likely to become more and more challenging for the older

Teens also watch more than 7 hours of mobile video monthly

Mobile and Social Media Motivated Teens

marketer as they find themselves struggling with the moving target of teen media consumption.

Nielsen recently published this look at the American teen and their media habits and it provides a media context that is predominantly mobile/social and decreasingly traditional.

  • 3,364 is the average number of texts monthly for this year’s high school graduate.  That’s over 100 texts per day.   If that doesn’t stun you,  then consider that this is twice as many texts as the next closest demographic of 18-24year olds..
  • 7 hours plus of mobile video a month.  That’s almost three hours more than the next closest demographic.

IF they are spending all their time with mobile and social, what media is taking the loss?

  • TV – they watch 40 hours less per month than the average american
  • Talk less on the phone.  Only the 65+  American spends less time talking on the phone than teens

Oh, and they are social too.  78%  visit social media/blogs.

Many a comic portrayal of the teen overly absorbed in their phone are actually accurate.  Not a fad, this is a lifestyle change that points the way to the importance of understanding this next wave of media.

Filed under Mobile, SocialMedia Tagged with , , , ,

1 Baby = 15 Mobile Phones?

April 8, 2011 Leave a comment

Every 4 seconds 1 baby is born and 15 mobile phones are soldEvery 4 seconds a child is born… and 15 mobile phones are sold.

This startling stat, attributed to The Economist was shared by  Coca Cola’s Wendy Clark SVP  Integrated Marketing Communications and Capabilities in an Ad Age Digital Conference speech. Of all the numbers flying around the growth of mobile, this stat somehow eclipses other data in underscoring the urgency and importance of building a mobile strategy.

Maybe it’s the visual of an innocent baby incongruously imposed beside the harsh technical reality of mobile technology.  Or the contrasting emotion of a child’s birth with the cold metallic glint of smartphone design.  Either way, it gives a jolt that makes you sit up in your seat and take notice. And marketers need to take notice.  Marketing has never kept pace with consumer technology adoption as evidence by the well documented and dramatic lag in Internet media investment compared to consumer use of the internet. So if not a jolt, then maybe there’s a need for a taser?

The other stats quoted by Ms Clark are equally illuminating.  Take the time to check this presentation out.  In seven minutes she does an exemplary job of presenting all the pieces of the successful music based  Wave Your Flag campaign for Coca Cola.  It’s a classic marketing case for the Madison and Vine perspective of effectively combining advertising and entertainment.  And it’s an inspiring case for continuing to push to the next technology, the next touchpoint and the next consumer.  Face it baby, you have to grow the mobile strategy!

Filed under Mobile Tagged with , ,

Follow

Get every new post delivered to your Inbox.