Alcone Marketing Group – Consumer Lab

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

Online Video Viewing Surges

Did you watch a video online last month? You’re not alone. US Internet users viewed 11.5 billion online videos in March 2008.

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Research Brief » Blog Archive » Online Video Viewing Surges
According to data from the comScore Video Metrix service, U.S. Internet users viewed 11.5 billion online videos during March, 2008, representing a 13-percent gain versus February and a 64-percent gain versus March 2007.

Filed under: Consumer, digital, film, Internet, Video, video search, viral, youtube

Unilever To Launch Dove Digital Channel

Dove is launching its own channel on Dove.com. The initiative will feature experts discussing today’s beauty issues. The channel will also give viewers a chance to join the conversation.
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MediaPost Publications – Unilever To Launch Dove Digital Channel – 04/11/2008

CALLING IT A MAJOR INITIATIVE in the digital space for a consumer brand, Dove says the channel will reside at dove.com.  The innovative new interactive, multimedia channel launches first in the U.S. and will be rolled out to the UK and Canada in the next three months.

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Filed under: advertising, CPG, interactive, Promotions, UGM, Video, VOD, Women

Women Watch Long-Format Video Over Men on the Web: Study

New research from Nielsen Online suggests that marketers hoping to catch the eye of women 18 to 34 should skip the YouTube campaigns and opt instead for the Web sites of broadcast TV channels.

The study, released by Nielsen’s VideoCensus syndicated online video measurement service, found that women in that age group are nearly twice as likely as men to watch long-format streaming video — such as recently aired TV episodes — over network sites.

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Women Watch Long-Format Video Over Men on the Web: Study
New research from Nielsen Online suggests that marketers hoping to catch the eye of women 18 to 34 should skip the YouTube campaigns and opt instead for the Web sites of broadcast TV channels.

The study, released by Nielsen’s VideoCensus syndicated online video measurement service, found that women in that age group are nearly twice as likely as men to watch long-format streaming video—such as recently aired TV episodes— over network sites.

Filed under: Consumer, Video, websites, Women, youtube

P&G Invites Consumer Videos In Swiffer Cross-Promo

Swifter is rolling out a promotion inviting consumers to feature the Swifter product in their own YouTube music video for a cash prize. The brand’s target consumer is in their 20’s to mid-30’s, a demographic that uses this kind of social media often.

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MediaPost Publications – P&G Invites Consumer Videos In Swiffer Cross-Promo – 01/10/2008
PROCTER & GAMBLE IS CONTINUING the push to keep its Swiffer floor cleaning device hip. First there was Jessica Simpson posing with the floor cleaner for her “With You” music video. Then came ads for the device set to music by Devo and Blondie. Now P&G is taking its Swiffer to YouTube to tout the cleaning device via a deal with Warner Music Group.

The cross-promotion is a consumer-generated video competition called “Break Up With Your Old Cleaning Ways and Show Us Your Moves with a Swiffer.” The company is dangling $15,000 as a grand prize.

Filed under: Consumer, CPG, UGM, Video, websites, Women, Young Adults, youtube

Online Video Attracts Six Out of Ten Internet Users Weekly

A new report says six out of 10 high-speed Internet users watches or downloads online video content at least once a week.

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Research Brief » Blog Archive » Online Video Attracts Six Out of Ten Internet Users Weekly
According to the latest Horowitz Associates report, Broadband Content and Services 2007, six out of ten high speed Internet users watch/download online video content at least once a week and 86% do so on a monthly basis, compared to 45% and 71%, respectively, in the 2006 study. News and user-generated, non-professional content are the most often viewed genres, followed by movie previews/trailers, music videos, and previews/segments of TV shows.

Weekly viewing of full episodes of television shows doubled from last year, with 16% of high speed Internet users watching TV online on a weekly basis.

Filed under: Branded Entertainment, Consumer, digital, Internet, Video, VOD, websites, youtube

Practicing the Subtle Sell of Placing Products on Webisodes

American Eagle Outfitters is at the forefront of a trend toward
advertainment, making videos to engross viewers while glamorizing a
brand.

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Practicing the Subtle Sell of Placing Products on Webisodes – New York Times
AMERICAN EAGLE OUTFITTERS, the retailer that sells jeans, T-shirts and hoodies for the 15- to-25-year-old set, has been at the forefront of the trend toward advertainment, in which companies make videos to engross viewers while glamorizing a particular brand.

Last summer, on its Web site, ae.com, American Eagle introduced a dedicated media channel called 77e, which plays music and videos. The idea was to make visitors intrigued enough by what they saw to entice them to click further and buy clothes. Much of the content on the channel has been commissioned specifically as entertainment and used the American Eagle brand almost incidentally.

Filed under: advertising, Branded Entertainment, Consumer, Internet, trends, Video, video search, viral, VOD, widgets, WOM, youtube

Ad Houses Will Need to Be More Nimble

This article talks about how clients are demanding more and better use of consumer data, specifically when it comes to advertising on the Web.

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Ad Houses Will Need to Be More Nimble – WSJ.com
The Web’s emergence is forcing ad executives to succumb to marketers’ demands that agencies reinvent how ads are created, and forgo their TV-centric approach. Clients are even calling for changes in the way ad firms are structured. But until now, few advertisers have spent more than 5% to 10% of their marketing budgets online. With the growth of online video and social networking, ad experts expect that percentage to jump significantly this year.

Softness in the economy also will likely drive more money to the
Internet, which can be cheaper than other media and has a reach that is
easier to measure, which is attractive to advertisers in slower times.
Merrill Lynch predicts overall ad spending in the U.S. for 2008 will
grow 2.3%, while the portion of that spending on the Web will increase
18%. Publicis Groupe’s ZenithOptimedia says it expects the amount spent
on Internet advertising to overtake spending on radio in 2008, and
spending on magazines in 2010.

Filed under: advertising, Consumer, content, digital, Internet, social networking, Video, viral, VOD, websites

The Joy of Cyber-Cooking

Food sites are hugely popular on the Web. Fueling the growth are social networking tools that let home cooks share recipes, tips and comments.

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The Joy of Cyber-Cooking
Bonnie Bucqueroux is the Internet’s own iron chef. Doubt it? Just watch the woman cook a Christmas turducken.

Ms. Bucqueroux, (pronounced “buck-a-roo” she says), wrestles with the meaty monstrosity in a homemade video on Epicurious.com, Condé Nast’s online site for foodies. In the seven-and-a-half minute short video, Bucqueroux talks viewers through the proper preparation techniques to cook a deboned turkey filled with a deboned duck crammed, in turn, with a large-breasted chicken (deboned, of course). “It’s enough to make the PETA people cringe,” says Bucqueroux, a vegetarian who often cooks for her carnivorous extended family during the holidays.

Filed under: Consumer, content, experiential, food, interactive, Internet, social networking, technology, trends, Video, VOD, widgets, youtube

Laugh at the Web Clips, Then Buy the Gel

With the increasing interest among marketers in embedding brands in
entertainment programming, a viral campaign is arriving that spoofs the
concept — while at the same time playing up the product.

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Laugh at the Web Clips, Then Buy the Gel – New York Times
ADVERTISING about advertising has long been a popular ploy on Madison Avenue. So, too, has the idea of ads that parody other ads. Now, with the increasing interest among marketers in embedding brands in entertainment programming, a viral campaign is arriving that spoofs the concept — while at the same time, of course, playing up the product.

The United States consumer products division of L’Oréal is starting
an online campaign — viral, because consumers are meant to pass it
along — that sends up the concept of sponsors insinuating products into
television shows, movies and video games.

The humorous campaign
includes a Web site, video clips and a blog. They were developed by the
L’Oréal division’s digital agency, Avenue A/Razorfish, part of Microsoft, and Kirt Gunn & Associates, an agency in New York that specializes in interactive advertising.

Filed under: advertising, Branded Entertainment, Consumer, digital, Internet, trends, Video, viral, websites, WOM, youtube

Viacom Looks for a Web Kick

Paramount’s “Jackass 2.5” is skipping traditional theatrical release in
favor of online distribution, in an experiment that tests consumer
appetite for online movies.

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Viacom Looks for a Web Kick – WSJ.com
In an experiment that tests consumer appetite for online movies, Viacom Inc.’s Paramount Pictures movie, “Jackass 2.5,” is skipping traditional theatrical release in favor of online distribution.

The movie, from Paramount and MTV New Media, is the second sequel in a franchise based on the MTV program that features violent, often stomach-churning stunts. On Dec. 19, “Jackass 2.5” will be available exclusively on Blockbuster’s Web site for free streaming, meaning viewers can watch but not keep the movie. Starting Dec. 26, the movie will be available for purchase on DVD at all major DVD retailers, but for rentals the DVD will be available only at Blockbuster.

Filed under: advertising, Consumer, digital, film, Gen Y, Internet, Media, Men, social networking, Teens, trends, Video, websites, Young Adults

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