Nielsen to Track Amazon and Netflix

Streaming content has shifted the way we as consumers, and marketers, consume television and syndicated content. To show the staying power of streaming content, Nielsen announced that they will begin to measure premium streaming video TV programming from Netflix and Amazon starting next month.  The Nielsen tracking of SVOD (subscription video-on-demand) programming will be done through audio. Plus, it will not be accessible on mobile.  

With this integration, advertisers and content creators will be able to look at their programs and see how streaming content is impacting viewership. This means, that until next month, networks and content creators did not have true understanding to how their videos performed across these platforms.

Some details on this update are below:

·         Nielsen will analyze this content without the cooperation of streaming services.

·         The programming that is measured will come from, and be available to, existing Nielsen clients.

·         To date, subscription video-on-demand services have declined to publicly disclose their viewership.

For more information, click here and here.

Storytelling in the Age of Digital, Mobile and Social

The best stories are the ones that have not yet been told.  And, regardless of how, a great story is always shared.

During Advertising Week’s “Storytelling in the Age of Digital, Mobile & Social,” Buzzfeed uncovers insights into great storytelling that will further compel people to share our content. Below outlines key insights from the keynote.

Think of Advertising Beyond an Ad Message

·         Consumers receive more and more ads and messages each day – consider ways to break through that feel like a part of the customer’s daily activities through telling a story versus sending a message

·         Storytelling is now two-way:  we are just shouting if we aren’t having a conversation

 

Stories are Not Technology Dependent

·         Evaluate the story we as a brand want to tell

·         Then think about the audience of the story – where are they? What is their behavior? How do they share

Stories are Not Platform Dependent

·         Different platforms should continue the same story

·         Each technology and platform serves its own purpose serving a different chapter in the same story

o   Banner ads focus on the quick click and engagement

o   TV can focus more on emotion and visuals

o   Social can be more targeted and personal

3 Principles of Great Brand Stories:

1.       Inspired by Insights

a.       Know the “why” of the brand (see this TedX video for the “Why”) and the audience

b.      Balance the intersection of brand needs and consumer wants

c.       Be authentic and transparent to truly bring out the human insight and brand truth

2.       Social at the Core/Social by Design

a.       Stories are not about You, not about us, and not about the brand.  Stories are about the audience

b.      Maintain an “always on” storytelling strategy (not just on social.. but balancing all mediums) as shareable and shapeable experiences

c.       Surprise and delight

3.       Fearless (they are not reckless)

a.       Keep the story at the heart

b.      Amplify and surround the story

c.       Own it, champion it and stand behind it (knowing it may fail)

                                                               i.      Take risks – the best stories are the ones that haven’t been told

For additional reference,  “Why Agencies and Brands Need to Embrace True Storytelling” . 

Vine & TV: A new Love Affair

Vine, initially meant as a mobile/social platform, is now seeing mass awareness by becoming a part of national TV campaigns.

Specifically, Trident Gum aired the first 6-second spot made from a single Vine video: and Dunkin Donuts (scheduled to air this week during a football game), creatively found a way to be more engaging with a billboard ad unit by using a Vine instead.

With these new creative executions, Trident and Dunkin Donuts are leveraging Vine and TV to:

·         Test Content:

a.       Trident used Vine as a content testing platforms by selecting one of four Vines (created  with “Vine Celebrities”) to appear on TV

                                                               i.      The Vine with the highest engagement was aired

·         Increase Consumer Reach:

a.       Dunkin Donuts plans to integrate other social media platforms during the air of their Vine to increase engagements and awareness

b.      They also plan to integrate other social media platforms during the air of their Vine to increase engagements and awareness