Advertising in Fast-Forward

With the growing popularity of DVR use, many marketers have questioned what this would mean for television advertising; especially since a Forrester Research survey indicated that more than 50% of all DVR users said that being able to fast-forward through commercials was their favorite feature. Statistics like these have marketing executives at corporations throughout the country scrambling to find creative ways to still make their products top-of-mind. But, this search for alternatives to traditional advertising may be a bit premature.

I admit, I like to fast-forward through the commercials. In fact, I even get a tad bit annoyed when I am unable to do so when viewing online content. Yet, my need and love of fast-forwarding through commercials may actually help me retain brand attributes of a particular product, which is what advertising is intended to do.

According to a recent study conducted by researchers at Boston College, viewers who fast-forward through commercials actually pay more attention to the commercials and can be influenced by brand images they see even for just a split second.

These researchers actually tracked the eye movements of the viewers to see how they actually watched what was on the screen. They saw that if the prominent image (a logo or specific product) was located on the center of the screen then 95% of those watching it retained the information, even if it was in fast-forward mode.

Too, the researchers found that those who are fast-forwarding are actually paying more attention to what is on the screen. Actually, when you think about it, this makes perfect sense. When I am watching a show on DVR, I am paying attention on when to stop so I can continue viewing. On the other hand, when I am watching regular television, commercial breaks provide me with the opportunity to go into the kitchen for a snack or check e-mails. I am definitely not watching the commercials; therefore, my brand recollection may not be at its strongest.

Marketers and advertising executives should be jumping for joy upon hearing this news. Not only does it show that advertising can still be effective in the wake of DVR use, but it also provides them with a lesson in how to advertise. This research demonstrates the need for heavily branded ads with the branding centrally located.

This is a lesson in how to advertise in a fast-forward digital world.

Learn about this fascinating study here: http://www.atypon-link.com/AMA/doi/pdf/10.1509/jmkg.72.6.31?cookieSet=1

From 8-Track to Zune – How Times Have Changed

Music as we know it is constantly evolving. From teen pop, to Motown, to folk, to grunge, to rap, the music we listen to has changed. And also changing is the way we listen to music.

Do you remember an eight-track, or maybe a walkman? Once considered the latest and greatest inventions in the music industry, these are now obsolete.

Today, we now have iPods, and we no longer just listen to AM radio, or even FM for that matter. Radio stations have gone HD, which allows them to broadcast digitally; thus allowing for more listening options on the radio. If you like country, just one station over from your standard country station is one that plays only classic country. Maybe hip-hop is your cup of tea, then most likely you local urban station has a digital station dedicated to current rap hits. HD radio provides us with more opportunity to customize our radio listening.

And with this transition comes another innovation that I find quite interesting, the Zune. The Zune is Microsoft’s competitor to the iPod Touch. The Zune is different in that it allows the user to listen to HD Radio. But, since the Zune has to compete with the ever-popular iPod Touch, I began to think: “how can it possibly compete?” iPod has been a market stronghold for years, and brand loyalty has developed. In fact, sometimes I think the iPod revolutionized how we listen to music today. Now can the company that brought us Windows and other software innovations take the top spot away from Apple?

Well, leave it to PC Magazine to provide ways the Zune can overpower the iPod Touch. Check out this article at
http://www.pcmag.com/article2/0,2817,2353093,00.asp

So, do you think the Zune can compete?

Do You Have a Voice

Of course you have a voice. The real question here though is: do you choose to use it?

The world is changing all around us, and it seems like it is happening at the speed of light. More and more people have started blogs to capture their own thoughts about the world around them. They use their blog as their own personal journal, providing ideas and perspective on current events and a wide variety of other topics.

Yet one of the most intriguing trends in my opinion is the emergence of citizen journalism. No longer are reporters your only source for in-depth reporting and news.
Citizen journalism allows individuals to play an active role in the process of collecting, reporting, analyzing and disseminating news and information. Citizen journalism in a sense gives a voice back to the people allowing them to tell a story from their own point of view and seek out information that is important to them and the community around them.

In recent years, many blogs run by citizens have become a go-to news source in many communities. It is awesome to see so many people engaged and expressing a truly genuine interest in their community. In addition, it is also amazing to see how many stories that made national headlines actually were broken by citizen journalists. These include the bombings on the London subway in July 2005 and the Hudson River plan crash earlier this year. These stories gripped an entire world because you had the opportunity to see them unfold through the eyes of a peer. It was hard for me to believe how many major news stories were a result of citizen journalism. This link will take you to a complete listing of some of the landmark moments.
http://www.10000words.net/2009/03/landmark-moments-in-citizen-journalism.html

We have a voice, which is a powerful tool, and I commend all those who chose to use it.

Is Everyone Going Digital?

We live in a digital world. No longer do people have home phones. Instead, they have cell phones. Digital cameras are commonplace, and film is a thing of the past. The same sentiment also applies for media, or does it?

On the surface, media is going digital. Analog television signals are a thing of the past as of June 2009, and digital cable is commonplace in many homes across the country. Computers and internet usage is vast and spanning generations with more and more people looking to the Web to get their news, weather and stay connected with friends.

Digital media is tremendous, and its capabilities are great, with more of them yet to be discovered. Yet, I do not believe that digital media can completely replace traditional media. For me, there is something relaxing and comforting grabbing a cup of coffee and my Sunday newspaper. Electronic books are a growing trend, but they do not compare to the turning of a page as you are curled up on your couch getting lost in a great novel.

Embracing change is great, and the world in which we live is definitely changing. I do see digital media playing a significant role in how we communicate, but I do not see it being the end-all, be-all in communication. I believe digital media should compliment and provide options as to how we currently communicate.

Teenagers, who I believe would be the first to move away from traditional media, are actually utilizing it as well as digital media. In a Nielsen Co. study, they found that teenagers are not always on Facebook or texting. Instead, the media that teenagers use most frequently is television, which debunks the thought that they are watching their favorite shows on YouTube or Hulu. The study also found that one in four teens reads a newspaper. You can learn more about this study here http://www.adweek.com/aw/content_display/news/media/e3i4993a5c32cf65e03561339183368ec75

Digital media is the new way in which we communicate, but it is not a replacement to current, proven means of communication. Some are concerned about the safety of communicating via social networking sites, and there are some people who still do not know how to use a computer. Each form a media, traditional and new, has its place in today’s society, and it is up to us to select the source of media that is the best compliment to our lives and needs.

Who is the Digital Media Social Butterfly?

Are you a social butterfly? Or are you a digital and social media butterfly? I like to think I am both. I am a public relations and marketing professional born and raised in Cleveland who has a true passion for all things social, including media. I love to be out-and-about in a great city, but I also love finding new and exciting ways to stay connected, and digital and social media seems to be the best way to accomplish this. This medium provides all of us with the ability to connect with old friends, learn more about our favorite brands, and it also affords us the opportunity to communicate in an entirely different fashion, which is great.

Communication is an consistently evolving process, and digital media is the next step in its evolution.

Throughout my nearly 10-year career in public relations and marketing, I have always been passionate about what is new and innovative in the industry. And right now, there is no hotter trend than social media. Whether it be Twitter, Facebook, YouTube or Kindle, I plan to explore and provide commentary on my thoughts on what is going on in the world of digital media.

I will also bring attention to trends and hot topics in the industry and welcome your insights on the topic as well.

I am looking forward to delving into social and digital media, and on this blog, I plan to flitter in with thoughts and perspectives on the digital media world in which we now live.