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al berrios IMKTG REPORT
10.08.02: Teens/Alcohol, FCC's 12 Media Studies; more
THIS WEEK'S CONTENTS ARE:
1. THINGS YOU'D LIKE TO SAY, BUT CAN'T: my updates, GS,
AOL, CNN
2. BRANDS&INSIGHTS: Do's & Don'ts of branding: Priceline
vs. Cap Gemini
3. CONSUMERFOCUS: Teens/Alcohol, Site Clutter, At-Work
Internet Users Stats
4. MEDIA&CONTENT: FCC's 12 Media Usage Studies
5. MGMT&OPS: Gaming, Pops Replaced?, Piracy Is the New Model,
Day-Parting the Web, GE TV
>>>>>
1. THINGS YOU'D LIKE TO SAY, BUT CAN'T: my updates,
GS, AOL, CNN
>> "There may not be anything profound on Headline News, but we give
you the news real fast" - Rolando Santos, general manager, CNN Headline
News, in explaining his strategy to reach more youth.
Good afternoon execs,
Sorry about last week, I was too sick to write. I'd like to announce that I've
beefed up my creative team with a new internal appointment to Creative Director,
Sara Jane Sapang. She's charged with growing the creative dept and making sure
my ideas make sense. Now you guys have another resource within my agency to
tap into.
It seems that every major piece of media news came out of this Goldman Sachs
media conference last week. Why wasn't I invited?! That's ok, I'll be there
next year, and I'll make sure that you guys get "Al's" POV on all
the media low-down.
AOL vs. eBay? Round I've lost count. This time, AOL says they
want to start a bazaar and go after eBay's corp clients. It may work, if they
leverage their clout and resources effectively, but let's face it, when it comes
to auctioning, will you go with the audience that has been trained since birth
to auction or one that's hyper-fickle because they're already getting ripped
for access to the web?
CNurbaN? CNN Headline News wants to reach youth with HipHop
phrases like "ill", "fly", "jimmy hat", "bling-bling",
"flava", and "freak", claiming these words are "the
lingo of our people". WTF?! For the last year, these bozos have been trying
to re-vamp to just stay in business, and now they claim that young people all
have A-D-D. Yes, I'm a little bias, especially since Maxim proved with their
"The Week" that everyone has A-D-D when it comes to news. The question
Mr. Rolando, the GM, has to ask himself is if I will be motivated to watch his
news because they can't speak proper English? And what exactly does he mean
"our people"? What's the matter, "your people" can't understand
proper English? What kind of credibility can this non-music-industry-related
news organization gain for their information and anchors if they use terminology
that, although part of the American lexicon, still hasn't been assigned definitive
meaning to precisely describe the news?
READ MORE:
http://www.nydailynews.com/business/col/story/23414p-22199c.html
http://www.sfgate.com/cgi-bin/article.cgi?file=/chronicle/archive/2002/09/30/DD178631.DTL
top
>>>>>
2. BRANDS&INSIGHTS: Do's & Don'ts of branding:
Priceline vs. Cap Gemini
When I compared new Priceline branding with the
new Cap Gemini branding, something's eye-strainingly clear: don't try and explain
things too intricately. Cap Gem's new branding is the "Adaptive Enterprise",
something that requires too much time for anyone to get familiar with. Priceline
branding is more effective b/c it explains there business very simply as "the
Supercomputer does it all" and that's all we need to know, because we already
know it works.
BOTTOM LINE: Although they target two different types of consumers, the consumer
is still human, with similar behavior, and if you expect them to immerse themselves
the way Cap Gem expects them to in their own definitions, you're expecting too
much.
top
>>>>>
3. CONSUMERFOCUS: Teens/Alcohol, Site Clutter, At-Work
Internet Users Stats
Teens & Alcohol Advertising
> Beer delivered 45% more ads to (12-20) youth than adults via mags
> Distilled spirits delivered 27% more
> Wine delivered 58% less
> Low-alchohol refreshers, (Smirnoff Ice), delivered 60% more
> In terms of alcohol advertising spending in measured media last year, television
got 57.6 percent; magazines 25.6 percent; billboards 9.5 percent; radio 5 percent
and newspapers 2.2 percent, leaving potential opportunities for internet marketing.
Online Bill Payment > Nearly 12 million U.S. households will pay bills online
this year
A survey from the hardwood industry's trade organization found that the average
size dream home is just 2,500 square feet, about the same size as the average
new home being built today.
IVillage Study on Site Clutter
> cluttered page design stifled brand effectiveness by 8%
> uncluttered pages yields a 65% user recall rate
Nielsen//Netratings, Forrester, eMarketer, Avenue A Studies on At-Work Internet
Usage
> 46 million people in the US went online from work in August 2002
> there will be 152.8 million US net users this year
> at-work growth was 17 percent in August against last yea
> prime usage hours at work are between 10:00 A.M. to 12:00 P.M., when 86%
of at-work users surveyed were logged on
> at-home usage is highest in the evening between 5:00 P.M. and 9:00 P.M
> 60% of at-work Internet users have spent $100 or more online in the past
three months, compared with 39% of at-home users
> Internet media consumption exceeds TV consumption by 1.4 hours per day,
or 46%, for at-work users
BOTTOM LINE: Obviously, alcohol marketers will not admit to going out of their
way to target teens, however, they're doing it. The most effective way for them
to advertise has so far been night clubs and events where you can restrict access
to minors. But what about this At-Work aud that has just been revealed to be
the biggest spenders and don't watch that much TV anyway? The name alone should
hold the promise of not reaching teens at all. If you market liquor, maybe this
is your wake-up call to start tapping into the power of the web. Just make sure
your ad is the only ad per page, since consumers view ad clutter negatively.
READ MORE:
Study:
Alcohol Ads Reaching Teens
http://www.ecommercetimes.com/perl/story/19488.html
By CBS.MarketWatch.com, Last Update: 5:12 PM ET Oct 4, 2002, THIS WEEK'S REAL
ESTATE STORIES
ClickZ :: Media Buying :: Agency Media Strategies, Monday, September 23, 2002,
"Advertisers and Publishers: Clean Up Your Act!", Seana Mulcahy
At
Work Internet Use Peaks Between 10am and Noon (pdf)
BtoB's Daily News Alert, September 25, 2002
http://www.adage.com/news.cms?newsId=36121
top
>>>>>
4. MEDIA&CONTENT: FCC's 12 Media Usage Studies
If you don't already know, the FCC commissioned 12 studies on media usage to
be better able to evaluate media ownership rules. The studies, as you can imagine,
are contradicting, but give a valuable look inside all US consumers. I strongly
urge you to check them out yourself. They're all free to download at the link
below.
BOTTOM LINE: There is no single study you can use to fully evaluate your consumer.
If you want to understand your consumer, you have to commission your own study.
Targeting a previously established consumer segment may work in the beginning
or if you have a commonly available product/service, but if you truly want to
interact with your consumer and become successful, it is important to address
your specific consumer, and for that, you need an evaluation of your consumer
with regards to your brand.
READ MORE:
http://www.fcc.gov/ownership/studies.html
http://www.latimes.com/business/custom/cotown/la-fi-fcc2oct02,0,1546661.story
http://www.usatoday.com/money/industries/telecom/2002-10-01-fcc-ownership-rules_x.htm
top
>>>>>
5. MGMT&OPS: Gaming, Pops Replaced?, Piracy Is the New
Model, Day-Parting the Web, GE TV
Online Gaming, new branding tool? Yahoo's launched their service and game makers
and advertisers alike are hoping it works. Not that it's cheap to produce, but
supposedly, the total brand immersion is supposed to convince you and I to buy
more cars and cereal. I'll stick to iMarketing, thank you. It works and I can
measure how.
Landing Page ads, effective now, but will they turn out to be like Pop-ups?
Playboy, CBS MarketWatch and iVillage all use them. It's a trend, but how effective?
Should you waste resources preventing piracy or invest in coming up with a more
effective business model? Labels have requested Congress for the right to thwart
file-trading networks using a "variety of unorthodox techniques",
claiming the environment resists existing legal tactics. Which further proves
that perhaps the business model is flawed. Labels have even enlisted the help
of their artists by getting them to tell their fans to stop pirating. Will it
work? No.
"Appointment log-on" for content publishers? Should you day-part your
content, as AOL wants to do? I think that this is a great idea. Imagine if you
only published something on your site at a certain time of day for a certain
period of time and trained your audience to log on at that time. You can justifiably
use this to help advertisers target better, and set your content apart from
the competition. It's not a law that the web is solely to get the word out first.
GE Medical Systems, the new TV heavyweight? Turns out these really smart guys
just leveraged their existing private satellite network (when do you know you
have too much money?) to beam programming into a network of hospitals (which
they were already doing to help train staff on to use their equipment) and got
their corp sibling, NBC, to help sell ads. They expect some $40MM in ad revenue
from this venture by next year. You can't hate GE - they always have some cool
way to pull cash out of their a$$. We can all learn a thing or two about leveraging
our asse(t)s. This comes in light of DoubleClicks's new study saying that the
best way to sell prescription drugs is online. (Check Adweek.com for that.)
READ MORE:
Yahoo joins in online games, By Frank Barnako, CBS.MarketWatch.com, Last Update:
10:05 AM ET Sep 23, 2002
http://www.ecommercetimes.com/perl/story/19585.html
Singers raise voices against music swapping, By Frank Barnako, CBS.MarketWatch.com,
Last Update: 10:05 AM ET Sep 26, 2002
http://www.ecommercetimes.com/perl/story/19526.html
http://news.com.com/2100-1023-959388.html
http://www.kpmg.com/news/index.asp?cid=660#top
http://www.reuters.com/news_article.jhtml?type=technologynews&StoryID=1492222
AOL takes new cue from cable TV, By Frank Barnako, CBS.MarketWatch.com, Last
Update: 9:42 AM ET Oct 4, 2002
http://online.wsj.com/article_email/0,,SB1032895419439259513,00.html
top
>>>>>
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