Forget about content delivery for videotape, physical and even satellite media for many TV media platforms.New cloud-based TV services are taking hold. For example, Extreme Reach, a video distribution company, says it now delivers 98% of its client TV commercials via a cloud-based service.Extreme Reach says it reaches 7,000 video media destinations -- almost all TV-video destinations in North America. The company claims to be the largest digital ad serving network, digitally connecting to 30% more TV and HD TV media outlets than its nearest competitor.Extreme Reach video ad platform has worked with more than 2,500 advertisers, which have delivered their TV commercials digitally via the cloud.Tim Conley, chief operating officer of Extreme Reach, stated: “The 7,000 milestone means that all advertisers, especially those with time-sensitive political and promotional messages, can now respond faster, be more competitive, and connect to more media and larger audiences in record time.”Though pushing cloud-based services, Extreme Reach had been looking at more physically-based video distribution companies, as a complementary service.Earlier this year, Extreme Reach made a bid for DG, a hardware-based digital video management company, offer, for around $550 million. This would have given the combine companies around $300 million in annual revenues, according to reports.
Scent can be a powerful motivator, evoking memories and emotions in people in ways other senses and tools can’t. With that in mind, Gain laundry detergent (owned by Procter & Gamble) is launching a tongue-in-cheek digital campaign to match people with their perfect scent. Employing comedian and actress Wanda Sykes as the “official Gain Scent Matchmaker,” the campaign asks consumers (via online pre-recorded video) to answer personality questions, through which Sykes will match them with the perfect scent. The video begins with Sykes waking up in her bedroom, saying that when she’s not making “trillions” of people laugh, she likes to play matchmaker. She offers to set the viewer up with their perfect “Scentmate,” asking a series of questions, ranging from interior design preferences to music choice (a choice of “whale songs” leads to Sykes dressed in a whale costume) and finally smelling the user through the screen. After determining the perfect scent (such as Apple Mango Tango, Icy Fresh Fizz and Butterfly Kiss), the user can enter information for a coupon. (Those who don’t like the scent selected can go through the video again with different answers.) Users are also encouraged to share their match on Facebook and Twitter to increase the social aspects. "From the clothes we wear to our signature scent, we’re all unique. Gain wants to celebrate that uniqueness by helping consumers find a scent that allows them to express who they are,” My Anh Nghiem, communications manager for Gain, tells Marketing Daily in an e-mail. “We have created a one-of-a-kind, interactive experience to help each person find their own unique scent match based on their personality and an anything but ordinary list of individual characteristics.” The campaign will also include television ads, digital and social components as well as public relations outreach. P&G has also developed a Spanish-language version of the campaign, though it does not include Sykes, instead using a character known as “Dr. Aroma.”
A Samsung spot, followed by four from consumer packaged-goods marketers, led rankings as the most effective TV ad in the April-June quarter, according to Ace Metrix. A Samsung ad finished first for the second quarter in a row with its "For Your Big Life" spot for its French door refrigerator. Last quarter, the leading ad was for the Galaxy Note. Following Samsung for the April-May period, was an ad for Lysol, one for the Nestle Crunch Girl Scout Cookie Bar, a spot for Downy and a Reynolds Wrap commercial. Spots for a pair of casual dining restaurants, Olive Garden and Applebee’s, finished 6th and 7th, respectively. The Apple iPhone 4 spot starring Zooey Deschanel using the Siri function to make a rainy day easier finished 8th. Ads for Lowe’s and the Audi A6 completed the top 10. Each marketer was the only one from its respective category to make the rankings. Ace Metrix derives its rankings from a survey that uses a scoring system that takes into account factors such as relevance, persuasion, watchability and information. Ace Metrix is privately held, with WPP as one investor.
Applebee’s Neighborhood Bar & Grill has launched a multi-platform ad campaign stressing its commitment to winning customer loyalty through its updated, fresh-ingredients menu offerings. “See You Tomorrow,” the chain’s first ad campaign from new agency-of-record Crispin Porter + Bogusky, was launched July 2 with a series of TV, online, radio and outdoor ads, plus in-restaurant promotions. The theme/campaign is also being promoted on the brand’s Facebook page (which currently has nearly 2.79 million “likes”) and Twitter presence (more than 22,500 current followers). The ads spotlight Applebee’s’ new “Fresh Flavors of Summer” menu, featuring pasta, chicken and salad entrées with seasonal fruits, vegetables, herbs and spices (such as a Lemon Shrimp Fettucine, Garlic Rosemary Chicken Pasta, Seasonal Berry & Spinach Salad, and Florentine House Sirloin). The new ads feature Applebee’s’ chefs standing in fields of vegetables and fruits -- the sources of the chain’s summer-menu ingredients. As they wax on about the freshness and nutritional/taste benefits of the ingredients, a voiceover cuts them off, to offer brief flashes of the summer menu offerings, and their value pricing. (The summer entrées start at $9.99.) “‘See You Tomorrow’ represents the next step of our revitalization and a departure for the Applebee’s brand,” noted Becky Johnson, Applebee’s VP of culinary and marketing. “We’re focusing on our culinary credibility [by] sharing where our fresh ingredients come from -- and having some fun along the way.” DineEquity, Inc., which bought Applebee’s in a $2 billion leveraged buyout in 2007, has been working on improving the chain’s performance by investing in remodels, as well as by marketing its “Sizzling Skillet” entrées and now, its “fresh” menu approach. By the end of this year, through a $200 million-plus investment, more than half of Applebee’s nearly 1,900 U.S. locations (it also has about 100 non-domestic locations) will have been revamped with new signage and awnings featuring the brand’s updated logo, stone-faced entryways, bar upgrades, flat-screen TV’s, and sleek lighting fixtures replacing stained-glass-like fixtures. In addition, in line with its “neighborhood” positioning, locations now feature murals reflecting each restaurant’s neighborhood (replacing chainwide 3D pop-art in place since Applebee’s’ founding in 1980). The efforts have been paying off, at least in higher customer check sizes. Applebee’s’ same-store sales grew 2% in its fiscal 2011 and 1.2% in Q1 fiscal 2012, despite flat traffic in 2011 and a traffic decline in Q1 2012. Increases in alcoholic beverage orders, as well as gift cards, have helped boost the chain’s performance. Its profitability has also been improved by DineEquity’s aggressive moves to restructure the company by selling/refranchising underperforming corporate-owned stores: 95% of Applebee’s locations are now franchised.
TV networks are turning into magazines and magazines are turning into TV shows. The latest crossover in the latter category coming from Sports Illustrated in collaboration with NBC Sports. The two media brands are coming together to create a show, “Sports Illustrated,” which will include feature segments, original reporting and commentary from the magazine’s editorial staff. A total of five hour-long episodes are currently scheduled to air over the second half of the year, with the first debuting on July 24, three days before the opening ceremonies of the 2012 Summer Olympic Games in London. Subsequent episodes will air on the NBC Sports Network in September, October, November and December. The show is being produced by Red Line and sponsored by Lexus, but will also carry commercials from other advertisers. Sports Illustrated will cross-promote the show with print editorial features highlighting subjects from the TV series, along with additional content appearing on SI.com and NBCSports.com. Another five-episode series, “Sport in America: Our Defining Stories,” is in the works for next year, according to Ad Age, this time pairing SI with HBO. SI’s journey from print to TV mirrors the earlier migration of cable sports broadcaster ESPN from TV to print, with the launch of ESPN The Magazine in 1998. While still the dominant sports network on TV, ESPN lags SI in print somewhat, with a paid circ of around 2 million for ESPN The Magazine in the second half of last year, versus 2.8 million for SI, according to the Audit Bureau of Circulations. ESPN also faces new competition in the radio marketplace, this time from CBS Sports, which revealed plans to launch the CBS Sports Radio Network. It will carry round-the-clock programming from CBS Radio and CBS Sports, and is set to debut Jan. 2. Cumulus Media will help CBS secure affiliate agreements and ad sales for the new sports network through Cumulus Media Networks.
Looking to hit the daytime syndication sweet-spot, a new TV promo for the touted daily syndicated show "Katie," from Disney-ABC Domestic Television, offers up some feel-good family themes.The spot has talking about growing up in an average family home, one where the family didn't take fancy vacations. Couric is on camera, delivering a voiceover while old photographs of family are revealed, with video of her parents at the end of the spot.Couric says: "I had a real 'Let It to Beaver' childhood." She adds: "I cannot imagine having a better childhood. My parents gave me the confidence to take risks and try new things. There were always there to catch me when I fell. I think in some ways my mom gave me my spirit, but my dad gave me my soul."Anaysts say Disney-ABC Television is placing a big bet on "Katie." The net hopes she can -- in part -- replace the cash cow TV stations had with "Oprah Winfrey" in daytime and afternoon time periods.This is the second promo for the show released. It is an ongoing effort to push the warm tones of the program. The first TV promo spot in early June had Couric sauntering through a park and smiling, where we see here posing for pictures with people, holding a frozen treat, giving high fives, waving and flipping her hair.Both TV promos are seem as a direct contrast to Couric's previous profile, anchoring longtime hard news show "The CBS Evening News." Says Bill Carroll, vice president and director of programming for Katz Television Group: "This is an early image spot meant to introduce to some and reintroduce to others the perky Katie of the 'Today' show not 'The CBS Evening News." I have to assume this is phase one of an overall warm and fuzzy approach to Katie."
NBC got some good pre-test Olympics viewer performance in the air of its U.S Olympic Trial programming on Sunday.All three major summer Olympic events -- women's gymnastics, swimming and track and field competitions -- scored higher results on Sunday versus similar programming leading up to the 2008 Beijing Olympics.Two hours worth of NBC's women's gymnastics earned some of the best results of the entire summer with a Nielsen preliminary 3.2 rating/9 share -- this versus a 2.0 rating four years ago. Swimming at 8 p.m. did a 2.1/7; track and field did a 1.4/5.Overall, NBC scored a decent 2.5/8 on the night -- versus mostly rerun programming on the night.ABC earned a 1.2/4 coming in second place. Two shows offered up fresh programming on the night. "Secret Millionaire" at 8 p.m. did a 1.1/4 and "Extreme Makeover: Home Edition" scored a 1.2/4. Both shows were down a bit from their last respective original airings.Fox, with reruns of is Sunday animated comedies, came up with an overall 1.1/4; Univision,was at a 0.9/3 and CBS, a 0.8/2.
The “Power Rangers” franchise, which will celebrate its 20th anniversary in 2013, is coming to the CW this fall as part of the network’s rebranding of its Saturday-morning block. Under a new deal, a unit of Saban Brands will provide the programming for the five-hour CW stretch, where shows such as “Yu-Gi-Oh!” will also continue to air.Saban Brands, controlled by investor Haim Saban, reacquired the “Power Rangers” brand in 2010 from the Walt Disney Co. The franchise continues to have a presence on Nickelodeon, with another iteration set to debut in 2013.A “Toonzai” brand from 4 Kids Entertainment currently airs Saturdays on the CW. That block includes “Yu-Gi-Oh!”Recently, the “Yu-Gi-Oh!” brand was acquired by a Japanese entity, out of bankruptcy proceedings for 4Kids. SabanBrands’ Kidsco Media Ventures purchased CW rights in a bankruptcy court auction.Besides “Power Rangers” and any assets acquired in the 4Kids proceedings, Saban Brands also controls the Paul Frank brand, which under a recent deal will appear on the famed Pan Am travel bags.Former 20th Century Fox executive Elie Dekel serves as president of Saban Brands, which has arrangements with various licensees for 20th anniversary “Power Rangers” merchandise next year.
CPGs and restaurants had six of the top-10 best-performing TV ad spots during 2012’s second quarter, according to Ace Metrix. The top-10 list was led by Samsung’s “For Your Big Life” ad, for its French Door refrigerator, with an Ace Score of 697. The ads in the #2 through #7 spots were: *Lysol’s “The All in One Kitchen Soap,” demonstrating its No-Touch Kitchen Cleaner System (677 Ace Score); *Nestle Crunch’s ad for its new Girl Scout Candy Bars, showing a Girl Scout saving a Nestle’s in-store rep from being crushed by a hoard of shoppers rushing to buy the new candies (668); *Downy’s' ad featuring Emmy Award-winner Chandra Wilson driving consumers to participate in the brand’s “Touch of Comfort” program, which distributes hand-made quilts to children in hospitals (659); *Reynolds Wrap’s “Create Real Magic” ad, showing animated characters made of the aluminum foil “making magic” in a kitchen (658); *Olive Garden’s “Great Selection,” spotlighting a “2 for $25” limited-time offer for multi-course Italian dinners (656); and *Applebee’s “The Show” ad, highlighting its new varieties of Sizzling Entrées (655). Rounding out the top 10: *Apple’s “It’s Raining” ad for its iPhone 4S, featuring Zooey Deschanel interacting with her phone (653); *Lowe’s’ “A Fresh New Start” ad, showing a homeowner magically transforming her yard with products carried at the retailer (652); and *Audi’s “Alien” ad, featuring a child saying her dad’s ownership of a “space ship” -- the advanced-technology Audi A6 -- proves that he’s an alien (651 Ace Score). All of the top-10 ads can be viewed here.
Facebook is pitching cable TV execs on the idea of paying the social networking giant for the added exposure it’s popular “like” button generates for their video content on its platform. According to the New York Post, which broke the story, the companies would share the ad revenue gleaned from the increased exposure a piece of video content generates from “liking” the content on Facebook. The social network feels this would boost TV ratings and the company should therefore get a cut of TV ad revenues. “If you have 2.6 million likes and Facebook drives that to 4.6 million, then they would share a piece of the additional likes,” one TV source told The Post. Details of how the initiative would be put into place are still unclear. For example, would media companies put entire shows on Facebook? The site currently hosts mostly trailers and clips. Meanwhile, its video revenues are close to zero. Facebook’s recently announced pact with Time Warner’s TBS is an example of one of its first video distribution partnerships, although nothing has been announced regarding the revenue-sharing arrangement. A Facebook spokeswoman tells The Post that that deal “leverages our premium ad products and their reach against Facebook users, and as such the creative execution can and probably will take form as video.”
I had breakfast last week with my friend Stan Joosten, who works in digital marketing innovation at P&G. We were talking about the role of social Internet apps in brand-building, and how to expand them from tactical tools to long-term strategic platforms. One of the barriers to this happening is a common mode of thinking in the agencies that help handle app development. Too often, agencies will devise a social app strategy that not only follows the lead of a television campaign, but also follows the paradigm of television production. In that model, you typically make the creative assets upfront and then you’re done. From that point, media execution takes place for the rest of the campaign lifecycle. The problem is that unlike a television spot, a social app must provide value for people on an ongoing basis; repetitive usage and deepening engagement is much more important than downloads and trials. Moreover, good social apps are very expensive to create, and require maintenance and enhancements over the campaign lifecycle. In fact, good social apps may be poised to long surpass the lifecycle of an advertising campaign. Instead of approaching social app development like television production, marketers and agencies should take a product development approach. This includes developing a concept with the expectation of iterating and testing in the beginning until you get the right product-to-market fit -- as well as factoring in frequent releases for new features and bug-fixes, and periodic releases for entirely new versions. Given the high expense of social apps, you should develop standards and templates so your app can be reapplied in many different contexts, across different markets, brands and campaigns. If done right, the expense of development and management can be amortized across different stakeholders and over time, making higher quality and more sophisticated apps more feasible. Given the volatility of agency tenures and frequent rotations of brand managers, marketing investment most often is directed to shorter-term campaign tactics with quick, observable response. A better social app strategy requires the leadership of marketers with a longer-term view and cross-enterprise accountability -- most certainly a CMO or head of digital, who seeks standardized performance and KPIs across the entire brand portfolio. Have you ever seen a social app strategy expand from campaign to platform?
NBC's Summer Olympics are coming, and you might wonder how much commercial skipping will take place. Probably very little, among some 115 million U.S. TV homes. We all like to watch our sports live. That's the theory, anyway. But some sports always seem to be on a kind of theoretical "delay" in the minds of consumers. This can be true when it comes to the Olympics. The Olympics -- alternating summer and winter games -- are in a different country every two years. That has meant different time zones and the dreaded "tape-delay" affixation. London is five hours ahead of the U.S. East Coast, eight hours ahead of the West Coast. But it is different this time around. NBC has made a big deal that its digital platforms will allow consumers to access all Olympics events live. Of course, a newer tradition in the digital space is that you can never fast-forward through sports events even if you want to. Right now, a small percentage of U.S. viewers time-shift sports programming. And even then it is usually only for a couple of minutes, to get a snack or whatever. Even fewer time shift by many hours or more. Recently Dish Network has made a big deal about the AutoHop feature of its new Hopper DVR unit being able to automatically skip whole swaths of commercials in prime-time programming from the four U.S. broadcast networks. That means NBC viewers could choose to miss a lot of commercials that advertisers spent a lot of money to run during the Olympics. If you are both an AMC fan and a Dish subscriber, the satellite distributor has also taken care of AMC’s commercials this summer – by blacking out the network of "Breaking Bad," "The Killing," "The Walking Dead" and "Mad Men" because of a carriage issue contract stalemate. Commercial-skipping could be a big deal this summer -- but you have to know where to find the commercials to skip.