iTunes is perhaps the best friend of countless music fans. It's easy to forget about the days in which you had to purchase an entire CD just to get one song, now thanks to Apple's service, millions of consumers today buy their music à la carte.
That's not to say that Apple and its record label partners don't want consumers to purchase albums.
To that end, Apple has for some time offered a 'Complete My Album' option that allows iTunes users that have purchased an individual track from an album to purchase the entirealbum at a discounted price.
Everyone is aware of product placement, the deliberate incorporation of a product or brand into a movie, television episode or other media vehicle to promote it to the viewing audience, typically in a subtle way to create affinity and recognition over time.
However, there’s more to product placement than simply placing a Papa John’s pizza box in clear view in a major sitcom.
From a marketer’s perspective that is only one facet of how what appears on TV can impact on what consumers then think about and do, and it isn’t limited to just brand placement, recognition and recall either.
We recently asked marketers whether TV was still necessary for reaching the masses. They disagreed with that idea by a large margin...but are they right? How do digital and TV match up when scale is the number one variable?
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.