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.

~A

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.

Advertisements

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

Will Ferrell smells good to Old Spice

Will Ferrell, one of the most tireless–some would say shameless–promoters on Hollywood’s A-list, stars in a series of jocular TV spots pitching Procter & Gamble’s newest addition to the Old Spice product line, Pro Strength antiperspirant. The spots help raise the profile of Farrell’s R-rated “Semi-Pro,” while reaching the young male consumers P&G covets.

The actor ad-libbed much of the material in the eight ads during a daylong shoot, signing off with such politically incorrect tag lines as “Don’t smell like a turtle cage” and “The finest street-legal antiperspirant you can get outside of Mexico that’s not poisonous.”

The campaign is the latest move aimed at reinvigorating the Old Spice brand. P&G has reached out to younger males with grass-roots marketing, replacing the clipper ship on the cologne bottle with a sleek racing yacht and adding product lines such as High Endurance and Red Zone. “What was a sleepy brand has become a fantastic growth story,” says
James Moorhead, Old Spice brand manager.

~A

Will Ferrell smells good to Old Spice – Los Angeles Times
The pitchman calls himself Jackie Moon, but he is unmistakably Will Ferrell in character as the 1970s basketball player from his upcoming comedy “Semi-Pro,” complete with Afro, headband and short shorts.

Everyone sweats six liters a day, he explains, glowering into the camera from a locker room.

Filed under: advertising, CPG, Gen Y, Internet, movies, websites, Young Adults, youtube

Older Consumers Favor TV, Print, But Net Lures Browsers In Big Numbers

If eyeballs are glued to any tube, it’s more and more likely to be YouTube rather than the Boob Tube across the room. An IDC study says people spend 70.6 hours per week, on average, with all media. They spend 16.4 hours glued to television and 3.9 hours with newspapers and magazines. Age determines media use; older consumers favor TV and print.

~A

Older Consumers Favor TV, Print, But Net Lures Browsers In Big Numbers

IF EYEBALLS ARE GLUED TO any tube, it’s more and more likely to be YouTube rather than the Boob Tube across the room.

Tech and media consultancy IDC, which has published a study on consumer online behavior, reports that the Internet is where people spend the most time browsing–32.7 hours per week.

Filed under: Baby Boomers, Consumer, Media, TV, VOD, websites, youtube

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.

~A 

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

For Marketing, the Most Valuable Player Might Be YouTube

The Internet, digital video recorders, mobile devices and other
technologies are giving a strong postgame presence to the annual roster
of Super Bowl commercials.

~A

For Marketing, the Most Valuable Player Might Be YouTube – New York Times
SOME religions believe in an afterlife. Others do not. On Madison Avenue after the Super Bowl, most everyone is a believer.

That is because the Internet, digital video recorders, mobile devices
and other technologies are giving a strong postgame presence to the
commercials that appear each year during the Super Bowl. The spots can
be watched later on Web sites, forwarded to friends through e-mail,
discussed on message boards and assessed on blogs.

Powered by ScribeFire.

Filed under: advertising, Consumer, digital, Internet, Mobile, viral, websites, youtube

Fans in a Video Playoff for Super Bowl Tickets

The Coors Brewing Company is offering consumers a chance to win tickets
for the 2008 or 2009 Super Bowl by submitting video clips to its Web
sites.

~A

Fans in a Video Playoff for Super Bowl Tickets – New York Times
DON’T tell the children who watched “Miracle on 34th Street” on TV last month, but there is no Santa Claus — at least, not in a contest being sponsored by Coors.

The Coors Brewing Company is offering consumers a chance to win tickets
for the 2008 or 2009 Super Bowl. The video clips that contestants are
invited to submit on two Web sites (coorsbeer.com and coorslight.com),
to demonstrate why they deserve a trip to the Super Bowl, cannot depict
Santa because the character appeals to those under the legal drinking
age of 21.

Filed under: Beer, Consumer, digital, Internet, Promotions, sports, websites, 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.

~A

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.

~A

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.

~A

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

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.

~A

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

Tweets from the Consumer Lab

Categories

Blog Stats

  • 370,699 hits