Twice a year Econsultancy produces a print magazine focused on multichannel business strategies, to help support our JUMP event.
The latest issue of the JUMP magazine is now available for download. It’s free, though you need to be a registered Bronze member (also free) or Econsultancy subscriber to download it.
In it you’ll find that we’ve been exploring the relationship between TV and online, among other things. We’re slightly obsessed with the idea that we are on the verge of another golden age for television.
Social Games like Farmville attract more active players than top TV shows in America have viewers. If engagement (recency, frequency, duration, virality and ratings) is factored in, it becomes even more obvious that social games are the new mass market medium.
The key to their success lies not only in the power of the Facebook platform, but also in games' motivational design focus and clever business model. While the prognosis for TV advertising may look increasingly grim, companies big and small are leveraging the techniques of social games to energize their brands.
This process is called Gamification, and it promises to bridge the gap between diverse interactions' utility and social games' fun and engagement.
Social media is starting to play an increasingly large role in the course of events on terrestrial television. And according to a new report from media research firm Futurescape, Facebook and Twitter will soon be battling it out over multi-billion dollar TV ad budgets.
As television and digital merge, social services like Facebook and Twitter are in a unique position to vie for users' attention on the (slightly) bigger screen.
In this post I'm looking at the world of real multichannel advertising, and how brands can extend the impact of a TV
advertising campaign well beyond its airtime.
Earlier this month (May 2010), Bain & Company and the IAB concluded the final part of its year-long study into ‘Building Brands Online’.
The study (PDF) reports the need for brand advertisers to: ‘develop and utilise more innovative ad formats’; ‘cast a wider net for creative ideas’; and ‘drive cross-platform campaign integration’; in order to realise the real potential value of online advertising.
Who would have thought that nearly 40% of online searchers make a purchase after being influenced by an offline channel? You would expect some influence, yes, but that significant?
That’s exactly what the results from a recent iProspect study looking into offline influence on online search behaviour indicate...
I’ve set myself a social media challenge: to look at three brands every month within a specific industry to find out how well they’re
doing in the social media space, or not.
I’ll rate them in terms of their performance alongside others in the
same sector. I’ll share what I find here and really welcome your
comments on my findings.
The majority of consumers want to be able to watch online content through their TVs. While 17% already can do this, a further 58% say they would like to be able to do this.
The Digital Entertainment Survey, from Entertainment Media Research and Wiggin, reveals a demand for on-demand programming delivered online, though not many people want to actually pay for it. People would consider paying for movies, adult content, and music and sporting events, but little else.
Online video isn’t exactly the new kid on the block amongst those the digital industry, but it is maturing into a meaner, tougher kind of service. It is also the one area of display advertising that I’m expecting to flourish over the next twelve months or so, especially in the interactive segment.
It’s no surprise that video in general is on the increase, given that users are continually wanting an engaging experience. According to comScore’s US video metrics, 14.5bn online videos were watched during March this year - a massive 11% increase from February - and I’m equally of the opinion that this trend will be very similar in the UK.
Integration and Multichannel are words on the lips of almost every marketer in the world. Whether you are an offline marketer or digital marketer, developing integrated, multichannel marketing campaigns is now a critical element of planning and strategy, but the skill-sets to be able to do this effectively are often lacking.
In Econsultancy's course on 'Multichannel Marketing', I'll be exploring how integration really works and how to plan, execute and measure campaigns in a multichannel environment. Read this extract below of some of the themes that are discussed in the course.
Tim Berners-Lee has today been rightly defending the internet as a platform that should be kept free from snooping, but I fear he is swimming against a rising tide.
The creator of the web (and scourge of print media barons) is fighting against those who want to track and monetise user behaviour.