A cautionary tale for publishers looking to build paywalls around online editorial content from Nielsen, whose latest survey of 27,000 consumers in 52 countries shows 79% will not pay, assuming that content is available elsewhere.
However, consumers will pay for movies, music and games, which top the rankings of things we will pay for online.
Blogs and consumer generated video ranked lowest of all and were generally expected to be free.
The research firm found that consumers expect content to meet certain criteria before they are willing to pay for with 78% saying they should get free online access if they already subscribe to a newspaper, magazine, radio or TV service.
Nielsen found that 47% of respondents are willing to accept more advertising to subsidise free content. In turn, 64% believe that if they must pay for content, there should be no ads.
Manchester City has released the third in a series of moody player videos in advance of their clash against Liverpool on Sunday, starring their North West rival’s former player Craig Bellamy.
In a reversal of his established image, Bellamy is depicted in introspective mode, contemplating the game, wearing a…cardigan, before switching to a more familiar image – in football kit, with a wisp of what could be smoke from the mouth of the fire breathing welsh dragon*
City has done well galvanising support with provocative micro-campaigns since they became belligerently wealthy in the summer, the ‘Welcome to Manchester’ posters of Carlos Tevez kicking off a new era of ‘needle marketing’.
Choosing Bellamy to front their Liverpool game campaign is more of the same, both motivating fans and also making a virtue out of Bellamy’s often ‘over-passionate’ nature on the field of play.
The ads have been created by Manchester agency Music, to promote City’s clashes against the Premier League’s ‘Big Four’ – Manchester United, Chelsea, Arsenal and Liverpool.
Dave Simpson, Music’s creative director commented “Our ad conveys Bellamy’s tireless dedication and demanding hunger to play football, and to win. When he plays he gives his all and we wanted to illustrate the passionate change that happens as he crosses the white line.” More »
The first episode of the latest series from HBO, the esteemed makers of shows including The Sopranos and The Wire, is premiering on YouTube prior to its network launch on Sunday.
‘How to Make It in America’, starring Bryan Greenberg (One Tree Hill), Eddie Kaye Thomas (American Pie) and rapper Kid Cudi, follows the escapades of two twenty-something New Yorkers trying to ‘Make It’ in the fashion business.
The YouTube marketing approach for HBO follows the success of ‘The United States of Tara’ which launched online last year, notching up more than 500,000 YouTube views on its first day.
YouTube is believed to be actively pursuing deals with programme makers while cable channels are seeing the potential for social media promotion of new releases via YouTube.
Sadly the pilot episode is blocked on UK YouTube so here’s the trailer instead:
A new report from Forrester and the Association of National Advertisers shows 77% of marketers increasing spend on social media in 2010,
Social media therefore tops marketer’s adjusted spending agenda, followed by web advertising, SEO and email marketing.
The determined march towards new channels emerges in the context of a TV advertising study that shows 62% of marketers think TV advertising is less effective than it used to be.
19% go as far as to predict the 30 second TV ad will be dead within 10 years.
Marketers are also looking closely at online video as an alternative to TV, 46% saying they will move spend into this area. More »
Back in the late eighties, the reputation of city institutions seemed bullet proof. As mysterious as they were venerated, ambitious graduates of the day would talk in awed terms about big fives and big fours, while leafing through prospectuses made from linen and parchment.
In private banking, one name soared above them all, a name guaranteed to score big yuppie points with the stripey shirted city aspirants of the day.
In 2010, that bank’s reputation is in danger and in this guest blog for Stopgap Group, Furlong PR CEO Ross Furlong lays out why venerable institutions need to wise up to the new world of online reputation.
While the twenty year old USA today focus group ‘ad meter’ judged Snickers to be the favourite Super Bowl ad this year, Doritos has emerged as the favourite ad measured online, according to several different buzz monitors.
Colle & McVoy’s Squawq registered 35,000 tweets about the brand sent during the game, two thirds after its ‘house rules‘ ad (below).
Doritos also generated the most talk and highest sentiment according to BrandBowl2010 plus the most positive tone online, according to Zeta Interactive – 96 percent positive, 13 percent up from before the game.
YouTube’s Ad Blitz verdict is still to come in but on rival video sharing site Hulu, Doritos was once again the most liked ad though Motorola’s ‘Megan Fox Photo’ was the most viewed.
Measured over a longer period, from December, Alterion SM2 found that Focus on the family, with its controversial pro-life content, generated the highest volume of activity.
Google CEO Eric Schmidt announced on Twitter on Saturday that ‘hell has indeed frozen over’ and that Google would run its first TV ad during the Super Bowl last night, called Parisian Love
“We didn’t set out to do a Super Bowl ad, or even a TV ad for search,” Chief Executive Officer Eric Schmidt said in a blog posting yesterday. “Our goal was simply to create a series of short online videos about our products and our users, and how they interact. But we liked this video so much, and it’s had such a positive reaction on YouTube, that we decided to share it with a wider audience.”
Google’s decision is being seen as the latest move in their strategy to attract more commercial advertisers and programme makers from TV to YouTube.
Bridgestone has stolen a march on its Super Bowl advertising rivals with a viral teaser nearing one million views, putting it at number three in this week’s viral chart, behind Evian’s Roller Babiesand Walmart’s Clown.
Though it was down to one million views this week, Evian’s viral has now clocked up 18 million views since it was released seven months ago, begging the question, if it costs $3 million for a 30 second Super Bowl ad slot reaching 100m TV viewers and $0 for a 60 second viral reaching 18m online, will more marketers do a Pepsi and abandon their Super Bowl slots in the future?
The dramatic rise in new media use by marketers has been captured by Junta 42 in new research that shows social media use up 500 percent since 2008, with blog and video use more than doubling.
Over the same period, use of email newsletters has declined slightly, along with that of whitepapers and cases studies.
The survey of 259 marketers also found that marketers expect to allocate a third of their budgets to creating content in 2010, up from 11% in 2009 and small businesses spend twice as much on content as large ones do.
IAB research, released yesterday shows that senior marketers believe PR is the first port of call when planning social media campaigns.
In their survey of 80 senior marketers, the IAB found that while social media falls under the marketing umbrella, 33% said that they thought social media to be primarily a PR discipline.
The three other disciplines marketers thought might be involved in social media were customer services (16%), research (12%) and IT (7%).
On the basis of this, the IAB recommends marketers set up social media teams made up of those disciplines they believe should be involved in social media, the make up of which will vary from sector to sector. More »
A cautionary tale for publishers looking to build paywalls around online editorial content from Nielsen, whose latest survey of 27,000 consumers in 52 countries shows 79% will not pay, assuming that content is available elsewhere.
Manchester City has released the third in a series of moody player videos in advance of their clash against Liverpool on Sunday, starring their North West rival’s former player Craig Bellamy.
The first episode of the latest series from HBO, the esteemed makers of shows including The Sopranos and The Wire, is premiering on YouTube prior to its network launch on Sunday.
A new report from Forrester and the Association of National Advertisers shows 77% of marketers increasing spend on social media in 2010,
Back in the late eighties, the reputation of city institutions seemed bullet proof. As mysterious as they were venerated, ambitious graduates of the day would talk in awed terms about big fives and big fours, while leafing through prospectuses made from linen and parchment.
While the twenty year old USA today focus group ‘ad meter’ judged Snickers to be the favourite Super Bowl ad this year, Doritos has emerged as the favourite ad measured online, according to several different buzz monitors.
IAB research, released yesterday shows that senior marketers believe PR is the first port of call when planning social media campaigns.