Monday, April 14, 2014

Screenvision to launch "Front & Center"

A part of the movie-going experience is watching the preshow entertainment. According to MediaPost, Screenvision is changing it up for audiences and will launch “Front & Center.”

Screenvision is one of the leading national cinema advertising networks. The new preshow “Front & Center” will run 20 minutes prior to the feature presentation. In the 20 minutes, there will be three entertainment blocks that will include advertising opportunities like custom branded segments, sponsorships, interstitials, trivia, custom promos, and music. In addition, there will be opportunities for interactivity with movie patrons through partners like Shazam.

The preshow recently launched with a few partners like FX’s “The Americans,” NBC’s “Crisis,” “Believe”, etc. The intention is to create a better platform to promote entertainment programming and unique advertising opportunities.

Monday, March 31, 2014

New study shows the ratio of viewer focus when in front of multiple screens

Be honest, do you ever watch television and work on a laptop, use your smartphone, or are on your tablet at the same time? Truthfully, you are not alone. eMarketer reported on a November 2013 survey conducted by TiVo. Good news for the television industry, even though there is competition with viewers’ eyes when they are multi-screening, viewers tend to focus the most on TV.

Results from the study: Devices operated simultaneously while watching television according to US TV viewers.

-         24% “almost always” use the smartphone while watching TV
-         61% have “ever” used the smartphone while watching TV

-         19% “almost always”
-         37% “ever”

-         11% “almost always”
-         49% “ever”

Desktop computer:
-         6% “almost always”
-         18% “ever”

Portable game system:
-         1% “almost always”
-         6% “ever”

The study also showed that approximately 27% of surveyors used a second device to “search the internet for information” while watching television. The next highest ranking reason was to “use social media sites to read what people are saying” at 7%. Clearly, looking for information was the biggest reason.

Friday, March 14, 2014

Hispanics spend less time on PCs and more time on mobile phones

A lot of advertisers have a very broad audience with secondary niche groups. It can be helpful for advertisers to keep track on how these communities of people grow and adapt in media consumption habits. For those advertisers who aggressively go after the Hispanic community, did you know that collectively Hispanics overindex for smartphone usage?

eMarketer recently reported Hispanic media consumption results from Experian Marketing Services. In general, the Hispanic and non-Hispanic spend within an hour the same amount of time with radio, magazines, and newspapers. TV was the dominant medium for both groups with Hispanics watching about 27 hours within the week and non-Hispanics watching approximately 28 hours and 11 minutes. These results came from a summer 2013 survey.

Where the research saw a difference was with time spent on PCs. Non-Hispanics spent approximately 11 hours and 50 minutes per week on a PC at work and 9 hours and 5 minutes on a PC at home. Hispanics spent considerably less time at work with 9 hours and 1 minute per week and at home with 6 hours and 26 minutes. A theory is that because the mobile usage is more for Hispanics at 8 hours and 41 minutes per week than non-Hispanics at 7 hours and 47 minutes, the Hispanic community is using mobile phones for internet access and other media.

Friday, February 14, 2014

Consumers still choose to read printed books

We live in an age where accessibility to entertaining content really isn’t a problem. The problem for advertisers lies in how consumers are accessing that content. Pew Research Center’s Internet Project shed some light on how people are specifically consuming the written word.

Recently, the research company conducted a survey asking respondents to report if he/she read a printed book within the last 12 months. According to eMarketer, Pew compared this data to information pulled in 2011 and 2012. Results showed that while printed books had a slight dip in 2012 it is still the dominant choice in reading format.

2011:  71% of consumers read a printed book within the past 12 months
            17% of consumers read an ebook within the past 12 months

2012:  65% of consumers read a printed book within the past 12 months
            23% of consumers read an ebook within the past 12 months

2014:  69% of consumers read a printed book within the past 12 months
            28% of consumers read an ebook within the past 12 months

The study also looked at the rate of adaptation and growth to ereaders and tablets for reading materials vs. other digital devices.

Computers: 42% of ebook readers used computers in December 2011 which has shown decline to 29% in January 2014.

Ereader: In 2011, 41% of ebook readers utilized ereaders. This number has increased to 57% in 2014.

Mobile phone: 28% of ebook readers used mobile phones in 2011 compared to 32% in 2014.

Tablet: The sharpest growth came from tablets with 23% usage in 2011 to 55% usage in 2014.

Overall, it appears that consumers are still interested in reading; it just may come from different formats. The printed word is still the most popular format with ereaders and tablets working to close the gap.

Friday, January 31, 2014

Social Media habits are deemed cool or uncool according to a new study

Consumers’ perceptions of media change fairly quickly. A new study, Truth About Privacy, by McCann Worldgroup may help advertisers stay relevant to audiences.

The Center for Media Research recapped that over the last few years, users of social media have put more of an importance and emphasis on privacy, and habits that used to be termed “cool” have now been outcast.

For the social media users who were surveyed, the following items ranked higher in the “uncool” category:
·        34% of users thought status updates that pertained to everyday activities were cool.
·        35% of users stated that “checking in” a location in Foursquare on a regular basis is cool.
·        63% reported that a personal style blog with daily entries of a chosen outfit is uncool.
·        73% thought it was uncool to add people to LinkedIn that you don’t actually know.
·        Similarly, 72% of users deemed it uncool to add people to Facebook as friends if you don’t actually know them.
·        Important for advertisers to note is that 66% of those surveyed thought that a brand using user content on the brand’s social media site without user consent is uncool.

With all of the elements about social media habits that are “uncool,” there are a few that are considered in the “cool” spectrum:
·        About 63% of people thought defriending people on Facebook that are not “real” friends is cool.
·        64% reported that regularly posting silly or humorous articles on Facebook is cool.

Monday, January 27, 2014

Smartphone gamers play to unwind

For those of you who play games on your smartphone, what would you say is the biggest reason for doing so? If you are like half of the respondents from the study by Smashing Ideas, you play games to relieve stress. eMarketer recently reported on the highlights of the October 2013 study.

The top five reasons why people play smartphone games are:
·        To relieve stress at 50%
·        To fill time while traveling at 35%
·        They like these games better than watching TV at 20%
·        To procrastinate doing work at 17%
·        They like these games better than console games at 16%

The smallest percentage of responders at 3% reported they don’t like their jobs and would rather play games.

Interesting to note is that the majority of those polled do not play smartphone games longer than 60 minutes a day.
·        44% play between 0 – 30 minutes per day
·        20% play between 31 – 45 minutes per day

·        15% play between 46 – 60 minutes per day

Thursday, January 16, 2014

New study shows DVR saturation in marketplace is slowing down

Digital Video Recorders (DVRs) have been in the consumer marketplace for a few years now. As the device penetrated the market, researchers were watchful to track the rate at which it was adopted. New research conducted by Leichtman Research Group shows that the rate of saturation is slowing down.

According to MediaPost, results indicate that approximately 47% of all US TV homes have at least one DVR. By comparison, about 40% of households in 2010 had DVRs, and 23% of households in 2007 did. While there is still growth, the rate of it is not as vast as it once was.

Research shows that about 55% of homes subscribe to a multichannel TV service like cable, satellite or telco. Also, the majority of DVR owners received the device from their TV service. Of those surveyed, four percent did not have a TV service subscription; however, they did have DVRs.