Samsung Mobile mocks the hipsters and “artists” who spend their hours and days lining up for the latest iPhone in a new ad campaign, asserting they could already have the “Next Big Thing,” if they’d just broaden their horizons. A new television commercial airing over the Thanksgiving holiday shows people lined up outside technology boutiques (the words “Apple” and “iPhone” are never mentioned, but they are clearly understood) around the country. In the line, they discuss the rumors and expectations of the latest device they’re waiting for. “Nine hours down and we’re almost in the door,” says one. “This is going be an event. We’re going to remember this for the rest of our lives,” says another. As the hipsters peruse the rumor mill (“Blogs are saying the battery looks sketchy”), they spy someone using a Samsung Galaxy S II. Amazed by its capabilities, thinness and screen size, they display smartphone envy (one asks “Is this what adultery feels like?”) “The next big thing is already here,” reads onscreen text. After realizing the phone they’re waiting for isn’t as advanced as the Galaxy S II, they rationalize waiting by saying the phone they’re waiting for has a cool “retro” vibe. “Since the Galaxy S II first launched back in September, it has become the top-rated smartphone among the most influential reviewers and tech Web sites,” Brian Wallace, Samsung Mobile’s vice president of strategic marketing, tells Marketing Daily. “We’re launching the ad campaign ... to help educate people that the Galaxy S II is the best smartphone on the mobile market, period.” With increased overall competition in the smartphone market (not just from Apple) and the high-pressure holiday season, Samsung Mobile is focusing more on the user experience rather than the technical aspects of the Galaxy S II, Wallace says. “We’ve already got millions of people using [it] as their smartphone of choice and comparing it against their friends’ devices,” he says. “We want to use the enthusiasm and word-of-mouth buzz … to our advantage to educate consumers in a fun and new way.” The ad began running on Samsung Mobile’s Facebook page on Wednesday. It moves to television on Thursday, running during Thanksgiving Day’s NFL broadcasts, as well as throughout sports programming over the weekend. Shorter versions of the commercial will run on broadcast and cable networks throughout the holiday season.
Advertisers and publishers are still struggling to connect online marketing messages with offline sales, which could boost demand and prices for online ads. To this end, online video ad platform TidalTV is tapping Korrelate for sales attribution using its census-based O2O (online-to-offline) measurement service. The O2O service, which so far is focused on automotive purchases, is based on non-identifying data received from third parties about the past behavior of a user’s Web browser, based on the Web pages visited. This data is used to put group users into segments, which are then targeted with relevant advertising. It is combined with offline data to determine ad effectiveness. The offline consumption information is drawn from RL Polk’s household-level make and model purchase data from vehicle registrations. This method is sensitive to privacy concerns, according to Korrelate, because it doesn’t require any identifying information about the viewer, and no offline data can be tied back to an individual online user. TidalTV will first deploy Korrelate’s O2O service on behalf of automotive advertising clients, allowing them to determine how many users who view an online video ad actually go on to purchase a vehicle, as well as the type of vehicle purchased in these cases. This, in turn, should help automotive advertisers target ads to consumers more effectively. Korrelate says it can also handle sales attribution for additional categories like CPG. In September of this year, TidalTV announced a deal to serve ads in over-the-top programming delivered by Roku boxes. The ads will run as pre-rolls in some Roku content. In March, the company introduced a mobile ad component, with video ad units delivered in HTML5 format through prominent placements in mobile content and applications.
ABC is continuing its emphasis on free music as a promotional platform. Starting Sunday, a gratis download of the “episodic score” in drama “Once Upon a Time” became available on ABC.com for 24 hours. That followed a free download opportunity for the tune “Hold On” by Alabama Shakes used Wednesday in “Revenge.” Both became available on ABC.com’s “music lounge,” which has a 24/7 streaming radio station with songs from ABC hits from “Dancing with the Stars” to “Desperate Housewives.” The music lounge also is offering an interview with Mark Isham, who composed the “Once Upon A Time” score, speaking about the show’s music inspiration. The “music lounge” microsite was launched in May 2009, offering frequent music downloads, artist information about ABC prime-time series, music videos and the radio network. Viewers can also buy the music. This week, Lady Antebellum tunes featured on “Dancing With the Stars” and “Jimmy Kimmel Live” are being promoted. ABC has used the music lounge as part of a campaign plugging its involvement with the Lilith Tour, a music event raising money for women’s causes. ABC aired the “American Music Awards” Nov. 20, and Sprint allowed people who voted online for best new artist to get a free download at the music lounge.
Although there have been some weak overall TV sales activity of late, retailers are continuing to stock more 3D TVs in the third quarter. Why? The expectation is that more 3D TV content is coming. Shipments of 3D LCD TV panels reached 6.6 million units in third-quarter 2011 -- a 27% rise, per NPD DisplaySearch. Although 3D TV remains a small segment of the overall flat-screen global television set base -- projected to have a 10% share by year's end -- it represents 27% of overall TV manufacturing sales revenues. NPD DisplaySearch expects another strong growth period for 3D TVs in the fourth quarter, up 30%. Estimates are that 3D TVs will reach 21.5 million units in 2011. David Hsieh, vice president, Greater China Market for NPD DisplaySearch, stated: "While there are still many questions about the lack of 3D content and services, as well as end-users' needs, LCD TV panel makers have been strongly promoting 3D through lower prices and the introduction of new, cost-effective technologies." Analysts believe the rising levels of 3D TV penetration may lead to more content availability. Looking to the future, estimates are that 3D TVs will ship more than 1.5 million per quarter from second-quarter 2012 onward. This would be up from 250,000 units in third-quarter 2011. Overall, DisplaySearch says the total TV market shipments were up 3.7% on year in third-quarter 2011 to 62 million units -- a 12% increase from second-quarter 2011.
Back in October I predicted that 2012 would be the Year of Television. At the time I believed that Apple would soon release a revolutionary, all-in-one television. Here’s what I said: “The Apple TV of my dreams will have a Siri-enabled voice interface that makes finding, recording and watching your favorite television shows a breeze. This will solve perhaps the biggest problem with TV today, namely that there is so much content that it is often hard for consumers to discover it. Apple TVs would also include a front-facing camera for making FaceTime video calls to friends and family, further embedding television into our lives.” I had no empirical evidence for this prediction, and Apple is famously secretive about its product roadmap. Instead, I just had a gut feeling that after tackling other consumer technology devices like the computer, MP3 player, phone, laptop and tablet, Apple would naturally set its sights on the television. Since the publication of my column, there have been a few tantalizing signs that an Apple television product may, in fact, be coming soon. First is the statement by Steve Jobs himself, published posthumously in a biography by Walter Isaacson, that he had solved the riddle of the TV: “‘I’d like to create an integrated television set that is completely easy to use,’ he told me. ‘It would be seamlessly synced with all of your devices and with iCloud.’ No longer would users have to fiddle with complex remotes for DVD players and cable channels. ‘It will have the simplest user interface you could imagine. I finally cracked it.’” Then there is the recent report by analyst Peter Misek that Apple is utilizing Sharp, the television manufacturer, to produce LCD screens that will be available as soon as February. If true, this would mean that Apple televisions could be available by the middle of next year. Here are some other reasons why I think an Apple television is imminent: Solving another big problem. Apple isn’t so much an inventor as a problem solver. Many of the original Mac components -- the mouse, the user interface, etc. -- were appropriated from the work of the Xerox PARC engineers. MP3 players existed long before Apple released the iPod. The iPhone and iPads improved upon existing smartphones and tablet computers. What Apple has been really good at is reimagining current consumer products and making them elegant and easy to use. If there was ever an existing product that needed such treatment it is the television. Between the horrendously designed remotes, the space hogging set-top boxes and the lousy onscreen software, the average TV technology stack is a confounding mess to most consumers. With its combination of devices, software and media relationships that all work well together, Apple is uniquely positioned to make the large screen a significant part of our digital landscape. It’s something new. Apple introduced iPhone in 2007 and the iPad in 2009. If Apple is going to keep up its momentum, it will need to release a major new product by the end of next year. A chance to put on a big show. In early October, Steve Jobs passed away and handed the CEO torch to Tim Cook. Now Cook needs to demonstrate that he can be more than just a caretaker CEO -- and successfully launch a big, new product. Given the importance of this introduction, though, my guess is that Jobs will be invoked in some way. If he didn’t prepare recorded remarks prior to his death about the product, then a nod to Jobs’ involvement will surely be noted by Cook. If Apple does launch such a product, it would not be the first major technology company to take up the task of seriously updating the television. Microsoft, Google and others have all made their pass at the device, with little success. Other startups like Boxee are also trying to change the way we interact with television. But in my view, only Apple has the scale, skill and consumer permission to usher in a new age of television. Hopefully, by this time next year, Apple will have launched a revolutionary new television -- and we’ll all have the device on our Christmas wish list.