Archive for November, 2009

LOS ANGELES (AdAge.com) — If Hollywood has learned anything this year, it’s that horror fans like to call the shots. And just as Paramount is letting consumers dictate the distribution of its breakthrough hit “Paranormal Activity,” MTV Entertainment Networks’ Spike is letting fan feedback influence every aspect of its fourth annual Scream Awards, which premiere tonight.Designed as a user-generated celebration of the best acting, directing and gruesome moments in horror, sci-fi and fantasy films, Scream has grown to become something of a ComicCon of the awards-show set. Like that three-day geek fest, which has gone from fanboy fantasy convention to major marketer bazaar, this year Scream will pull together luminaries of the sci-fi/horror set such as George Lucas, Tim Burton, Quentin Tarantino, Wes Craven, Roland Emmerich and Neil Gaiman as judges, while movie studios have stepped in to premiere exclusive footage from their hotly anticipated films — including Warner Bros.’ “Alice in Wonderland” from Mr. Burton and Summit’s “Twilight: New Moon” — at no cost to Spike.

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NEW YORK (AdAge.com) — The first episode of Spanish-language online branded entertainment show “De Moda” focuses on celebrities who wear amazingly inexpensive clothes on the red carpet. That was the most popular topic last year on “The Thread,” which like “De Moda” is produced for Procter & Gamble Co. by Starcom MediaVest Group units and Yahoo.

Marketers and their agencies can spend months deciding whether a successful English-language property will work as well in the U.S. Hispanic market, and if so, what besides language should change to appeal to a Latino audience. That’s especially true in areas such as branded entertainment, where good Spanish-language content is still scarce.

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NEW YORK (AdAge.com) — Viral-video marketing, as it’s traditionally been defined — create a cute, funny, breathtaking or unexpected piece of content, seed it in the right places, and watch users pass it along — has developed into a legitimate form of marketing. But what if marketers’ fixation on all things viral is leading them to neglect other valuable and more consistently successful online-video strategies?

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HONG KONG–(Business Wire)– Endemol, a world leader in entertainment programming and the makers of hit TV shows such as Big Brother, Deal or No Deal and Fear Factor, is rolling out its strategy for growth in Asia. Mr Arjen van Mierlo, CEO Asian Operations, is based in Hong Kong. Endemol Group has had a significant impact on popular worldwide culture in its 15 year history. Its pioneering global format Big Brother, which is being aired in 67 countries, is the original reality TV show, an entertainment hit and consistent ratings winner. Big Brother also remains the most successful 360 degree programme ever created generating billions of webpage views and over 300 million online video views each year.

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NEW YORK (AdAge.com) — Weaving advertising into a flagship ESPN property such as “SportsCenter” is old hat; what isn’t so common is a media outlet helping to design advertising that ties products and services being sold to the very specific ways in which its viewers might use them.

To help sell Toshiba TV sets and laptops, ESPN worked with the Japanese company to create advertising that illustrates specifically how ESPN fans could use those products. The ESPN-centric campaign represents “one of our efforts to reach sports fans while they are watching their favorite team in the living room or if they are on a laptop trying to check fantasy scores,” said Eddie Temistokle, manager-corporate communications, Toshiba America. “We really want to engage the whole fan base.”

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NEW YORK (AdAge.com) — Omnicom Group’s OMD has won media planning and buying duties for PepsiCo’s drinks business in China, according to executives close to the matter. The account, which also includes digital, is reported to be worth between $150 million to $225 million.

OMD, which currently manages media planning and buying for Pepsi in the U.S. and its food business in China, is now running a significant portion of the company’s global media business.

WPP’s Mindshare was the incumbent in China. The agency could not be reached for comment. OMD referred calls to the client and Pepsi executives did not return calls before press time.

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If the new Coalition for Innovative Media Measurement seemed like a competitor to Nielsen, its announced upcoming meeting on Nov. 10 with five research companies doesn’t show it. As a first step in coming up with innovation regarding set-top box data, CIMM has invited Rentrak, TiVo, TRA, TNS — and Nielsen — to the New York City meeting as a first step to its request for proposal (RFP) process. Those five companies are current providers of set-top box data.

This shouldn’t come as much of a surprise. One of the chief architects of CIMM, Alan Wurtzel, president of research and media development for NBC, downplayed the adversarial nature when the group was formed, indicating that Nielsen could be a participant of the new research group.

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EyeWonder has introduced a new set of metrics telling marketers how long their rich media ads are actually viewable within a browser. The ad tech company’s new Ad Visibility Suite tracks the total and average time (in seconds) that someone is exposed to an ad as well as what portions of ads are visible at any given scroll position.

The aim is to give advertisers feedback beyond click-throughs and other interactions like video plays, giving creative and media agencies insight into how users react to messages in different placements on the page. That information can then be used to optimize campaigns or guide future ad buys.

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RESTON, Va. and MT. LAUREL, N.J., Nov. 2 /PRNewswire-FirstCall/ – comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, and ImpactRx, a pharmaceutical insights company, today announced the availability of the comScore/ImpactRx Physician Behavioral Measurement(TM) solution, the only digital measurement solution that connects physicians’ online and mobile behaviors to their actual prescription writing activities. This solution is carefully designed to comply with health privacy laws and regulations, and at no time is patient identifiable information provided by physicians to comScore or ImpactRx. The solution provides pharmaceutical marketers, advertising agencies and site publishers an unmatched view into physicians’ use of digital media, helping them optimize their marketing and business strategies.

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