According to an Association of National Advertisers survey it looks like advertisers are much more willing to try new ways to advertise and reach their audience or members and that includes new media.
A majority of marketers believe that television advertising has become less effective in the past two years, but marketers are interested in exploring new ad formats and new forms of video commercials, according to the fourth biennial TV & Technology survey conducted by the ANA (Association of National Advertisers) and Forrester Research, Inc. The full survey findings will be revealed at the ANA’s TV & Everything Video Forum on February 28 at the New York Marriott Marquis, Times Square.
Major findings of the study include the following:
* Sixty-two percent of marketers believe television advertising has become less effective in the past two years, but close to half of the advertisers surveyed have already started to experiment with new ad types to work with DVRs and VOD programs. Eighty-seven percent of advertisers believe branded entertainment will play a stronger role in TV advertising in the coming year.
* Advertisers are eager to try new ad formats, including ads in online TV shows (65 percent), ads embedded in VOD (55 percent), interactive television ads (43 percent), and ads within the set top box menu (32 percent)
* Over 50 percent of marketers reported that when half of all TV households use DVRs, they will cut spending on TV advertising by 12 percent.
* Eighty-seven percent of respondents said they intend to spend more on Web advertising this year.
* Seventy-two percent of marketers are very interested in having individual commercial ratings rather than average commercial ratings.
Here’s some interesting items you might want to check on:
1. From the folks at eMarketer: Heard the Latest About Podcasting? Engagement via headphones. Ever since podcasting was introduced, the question has been the same: Will anyone listen? The answer is definitely “Yes.”
2. A new media event listing.
For all of you who are scared to try creating or managing a feed like a podcast there may be a good software alternative available. I’m currently doing a trial with Feeder by Reinvented Software and it looks promising.
I’ve imported the existing feed file for my weekly ZimmCast podcast which you can find published each Monday on AgWired. I used the built-in forms in the software to add and change some elements of the feed, saved it and uploaded it to my server. I haven’t tried the automatic ftp feature yet but intend to.
With this first effort it showed how easy it is to create and manage your feed. The software will even upload your media file via ftp for you. It looks like a worthwhile program to try.
This week you can see both Zimmermans in action road blogging for two of our clients, National Biodiesel Board and Cattlemen’s Beef Board. You’ll be able to see the posts we’re doing on the National Biodiesel Conference Blog and Beef Board Meeting.com. They both represent an excellent and effective use of this new medium. Both are focused on annual events and essentially provide a frequently updated multimedia newsletter on the web.
Imagine having this done for your event or company.
Besides posting on these clients blog sites we’ll also be posting on our own, Domestic Fuel, AgWired and World Dairy Diary. These ZimmComm-owned sites provide you with a “sponsorship” opportunity to have online exposure even if you don’t have your own site to provide this kind of event coverage.
Let’s face it, there’s no more interactive, up to the minute, interesting, search engine optimized way to showcase your activities than with online coverage on the websites we create. Let me know if you’d like to discuss doing this for your company or group.
As I was just catching up on my news feeds I thought I’d offer a few tidbits for you that caught my attention:
1. The Association for Downloadable Media reported on a study done in the UK about podcasting and listening to internet radio. Here’s a couple of findings regarding podcasting:
4.3 million people have downloaded a Podcast and 1.87 million listen to a Podcast each week.
The average Podcast user subscribes to 3.16 Podcasts and spends 53.6 minutes per week listening to them. Comedy and music are the two favourite genres.
iTunes is the software of choice, used by two thirds of Podcast users to subscribe to Podcasts, while almost a quarter simply download directly from the website via their browser. 80% listen to Podcasts on their home computer and 61% listen via a portable audio / mp3 player.
2. Paul Conley has a post about changing the mindset at a traditional media company regarding the internet. He uses this example to make a point why the corporate recruiter might be the best person to change.
One of them was asked “what would make you throw out a resume?” And she replied that she wouldn’t hire anyone with a resume that said “multimedia reporter.” She went on to say that she was looking for “newspaper people.” But then, a few minutes later, she mentioned that the reporters at her chain were now being trained to carry video cameras.
The other woman, when asked about how she looks through applications, said she doesn’t look at electronic resumes and won’t follow links to Web stories, multimedia packages or other online examples of work. The reason? She said she didn’t have the time, and preferred to look at things on paper.
I wouldn’t want to work for either of the companies these people recruit for!
3. If you’re a budding online journalist you might want to check out Wired Journalists. I’ve got a page started there. Here’s part of their mission statement:
WiredJournalists.com was created with self-motivated, eager-to-learn reporters, editors, executives, students and faculty in mind.
Our goal is to help journalists who have few resources on hand other than their own desire to make a difference and help journalism grow into its new 21st Century role.