Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Selling the Future, Wary but Hopeful – New York Times

Selling the Future, Wary but Hopeful – New York Times
THERE are advertisers that change campaigns frequently. There are advertisers that change campaigns constantly.


Filed under: advertising, banking, Promotions

Butterfinger Points Out Video Contest

Butterfinger Points Out Video Contest
Nestlé USA taps YouTube for a Butterfinger contest dangling a grand-prize Ultimate Mobile Movie Studio package.

Filed under: Chocolate, film, Promotions, Teens, VOD, Young Adults

Advertising Age – All Eyes on Viral Video (at Least With the Under-25 Set)

Advertising Age – All Eyes on Viral Video (at Least With the Under-25 Set)
All Eyes on Viral Video (at Least With the Under-25 Set)
Advertising Week Session Dissects the Burgeoning Ad Trend

By Andrew Hampp

Published: September 27, 2006
NEW YORK ( — TV watching, moviegoing and music listening all took a backseat to the internet for Americans under 25 this year. So it’s no surprise the viral video has made such a strong impact on the ad industry in recent months.

Filed under: advertising, living target, Video

MTV Develops Slate of Series for Overdrive

MTV Develops Slate of Series for Overdrive
MTV has announced that it is developing a slate of short-form programs geared for its various broadband and mobile platforms.

Filed under: digital, entertainment, Gen Y, Mobile, Teens, Tweens, VOD, websites

Kroger Pink Tag Campaign To Raise $3 Million

Kroger Pink Tag Campaign To Raise $3 Million
The Kroger Co. is launching a new pink tag campaign in support of National Breast Cancer Awareness next month, with a goal of raising $3 million toward breast cancer research.

Filed under: CPG, Promotions

Modern Families Present Targeting Challenges to Marketers

Modern Families Present Targeting Challenges to Marketers

Yahoo, OMD: Children, Females Have More Decision-Making Power

By Abbey Klaassen

Published: September 26, 2006
NEW YORK ( — Attention advertisers: Your target may not be who you think it is. And the audience is lot harder to reach. Thanks to portable media and multitasking behavior, the typical consumer packs an average of 43 hours worth of activity into a typical day.

Filed under: advertising, living target, Media

U.S. Gaming Audience Spans All Consumer Segments, Representing Key Opportunity for Marketers

U.S. Gaming Audience Spans All Consumer Segments, Representing Key Opportunity for Marketers

U.S. Gaming Audience Spans All Consumer
Segments, Representing Key Opportunity for Marketers


Gamers More Receptive to In-Game Advertising than Light/Medium Gamers



RESTON, VA, September 27, 2006 – comScore Media Metrix, the
leader in digital media measurement, today released the second quarter results
of Game Metrix, a quarterly syndicated study analyzing gamers’ cross-platform
behaviors and attitudes.  The study combines the passive observation of online
behavior, including visitation to online gaming and gaming information sites,
with the results of a survey of 800 respondents who provided their attitudes
regarding gaming and other usage information.


Contrary to popular belief
that gamers are primarily teenage boys, results of the study indicate that
video games have much broader appeal.  On average, gamers are 41 years of age
with an average annual income of $55,000.  Further, females account for 52
percent of the gaming audience. The average gamer has been online for nine
years and 84 percent have broadband access at home.


Experience and Word-of-Mouth
are Top Drivers in Game Purchase Behavior

When asked about their primary
reason for purchasing their last game, the two most prevalent responses among
gamers centered on previous gaming experiences, regardless of gaming device
used.  More then one-quarter of those using each type of device stated that
they purchased their last game because they had played it before and enjoyed
the experience.  Game sequels also drove gamers to purchase their last game.
The next most popular responses included “I heard good things about it” and “A
friend recommended it,” indicating the importance of word-of-mouth
recommendations in influencing purchase behavior.


Motivations for Gamers to Buy Games

Game Metrix

for Purchasing Last Game

Gaming Device




I played
it before and liked it




It’s a
sequel to a game that I like




I heard
good things about it




A friend
recommended it








Got good
reviews from critics/reviewers




I saw/
heard an advertisement for the game




I wanted
to demo the game




gave it to me, but I did not ask for it





“The most popular drivers for
purchasing games seem to fall into two basic categories – game experience and
word-of-mouth,” commented Erin Hunter, executive vice president of comScore’s
Media and Entertainment Group.  “These findings underscore the importance of
marketing to, and listening to, experienced gamers.  Familiarity with a
particular game can influence both the gamers’ direct purchase behavior, as
well others’ purchase behavior through positive word-of-mouth.”


Heavy Online Gamers More Likely to Embrace
Certain Forms of In-Game Advertising

As part of the study, comScore surveyed
both the heavy and light/ medium gamer segments regarding their attitudes about
in-game advertising.  Heavy gamers were defined as
those who played games at least 16 hours per week or played games on two or
more devices for at least 11 hours per week.  Light/ medium gamers played video
games for less than 11 hours per week.  One quarter of respondents qualified as
heavy gamers, while the remaining 75 percent fell into the light/medium gamer


The survey results indicated that heavy
gamers were more likely to accept and embrace in-game advertising than
light/medium gamers.  In fact nearly four out of ten heavy games (37 percent)
agreed that featuring actual products or companies in games make the games feel
more realistic, while 27 percent of light/ medium gamers agreed.  Moreover,
half of heavy gamers believe that advergaming “is inevitable and will be in all
or most games in the future,” compared to 42 percent of light/medium gamers. 


“From the advertiser’s standpoint, gaming
is a potentially powerful medium for reaching consumers who may not be
reachable via more traditional means.  Previously, little was understood about
attitudes toward advergaming among the gamer segments,” continued Ms. Hunter. 

“The Game Metrix study indicates that heavy gamers are fairly receptive to
in-game advertising, provided that the messages appear organically within the
context of the game.  And a sizable portion of this consumer segment seems to
agree that product placement in video games may in fact enhance the game to
more closely resemble reality.”


For more information about comScore Game
Metrix, please e-mail
or call (650) 244.5408.


About comScore Media Metrix

comScore Media Metrix, a
division of comScore Networks, provides industry-leading Internet audience
measurement services that report – with unmatched accuracy – details of online
media usage, visitor demographics and online buying power for the home, work
and university audiences across local U.S. markets and across the globe. 
comScore Media Metrix continues the tradition of quality and innovation
established by its Media Metrix syndicated Internet ratings – long recognized as
the currency in online media measurement among financial analysts, advertising
agencies, publishers and marketers – while drawing upon comScore’s advanced
technologies to address important new industry requirements.  All comScore
Media Metrix syndicated ratings are based on industry-sanctioned sampling


About comScore Networks

comScore Networks is a global
leader in measuring the digital age. This capability is based on a massive,
global cross-section of more than 2 million consumers who have given comScore
permission to confidentially capture their browsing and transaction behavior,
including online and offline purchasing. comScore panelists also participate in
survey research that captures and integrates their attitudes and intentions. Through
its proprietary technology, comScore measures what matters across a broad
spectrum of behavior and attitudes.  comScore consultants apply this deep
knowledge of customers and competitors to help clients design powerful
marketing strategies and tactics that deliver superior ROI.  comScore
services are used by global leaders such as AOL, Microsoft, Yahoo!, Verizon,
Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox
Sports, Nestlé, MBNA, Universal McCann, the United States Postal Service, Merck
and Expedia.  For more information, please visit

Filed under: Games

The Benefits of Busy – Newsweek Health –

The Benefits of Busy – Newsweek Health –
Oct. 2, 2006 issue – For many families, figuring out how many after-school activities are too many is a struggle. For parents who fear they’re “overscheduling” their children, a new study carries a soothing message. The paper, published last week by the Society for Research in Child Development, is the first to take a data-driven look at the issue—and whether being so busy is really a bad thing.

Filed under: kids, living target, Teens, Tweens

Performance Designed Products Joins Forces With Hasbro to Create Innovative Video Game Peripherals

Performance Designed Products Joins Forces With Hasbro to Create Innovative Video Game Peripherals
LOS ANGELES, Sept. 27 /PRNewswire/ — Performance Designed Products,
manufacturer of Pelican brand accessories, today announced it will be
working with the Hasbro Properties Group, the intellectual property
development arm of Hasbro, Inc. (NYSE: HAS), to develop a new line of video
game accessories based on the well-known Hasbro brand NERF.

Filed under: Toys

Cheers! Eat and Drink Your Way Across America

Cheers! Eat and Drink Your Way Across America
The Orbitz Insider Index Reveals Top U.S. Wine and Dine Travel Destinations
to Tantalize Your Taste Buds

CHICAGO, Sept. 26 /PRNewswire/ — From outstanding pinot noir and
seafood in Oregon to chardonnay and ham in Virginia, the United States
boasts outstanding Food & Wine getaways “from sea to shining sea.” Orbitz ( ), the faster, easier way to find the trip you want
today, released its tenth Orbitz Insider Index highlighting fall Food &
Wine getaways throughout the U.S. Let’s face it, Napa and Sonoma are king
when it comes to wine making, but the Orbitz Insider knows there are other
great Food & Wine vacations only a hotel room away.

Filed under: Internet, living target, wine

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