WCN Transmedia Group annouces Strategic Alliance with CJC Music Radio Network to launch The Ultimate Exposure. We welcome Artists, Bands to submit their projects now.
|HOME • MANAGE SUBSCRIPTIONS • MEDIA KIT|
Tying Search Campaigns To User-Generated YouTube Videos
|by Laurie Sullivan, 48 minutes ago|
Do brands continue to miss marketing opportunities around what appears as family, homespun videos uploaded to YouTube that share a moment evoking an emotional response? The video seems staged, but an ad agency executive confirms the video is user-generated. The video, which seems like an exercise in branding, created the perfect product placement clip.
For those who missed the reports running on “Good Morning America” and “Jimmy Kimmel Live,” A YouTube video racking up more than 8.5 million views tells the mystery of an empty bag of cat treats and two dogs, Macy and Denver.
The Purina brand took the opportunity to capitalize on the millions of views, targeting the “Guilty Denver” clip with advertising. But this telling video isn’t the only dog to provoke a response. On YouTube, site visitors will find alternative endings to the Guilty Denver video produced and uploaded by others, as well as a variety of poodles and pooches.
YouTube, known for its entertaining pet-lover videos showing dogs on skateboards or cats falling from high-above ledges and landing on their feet, could provide brands with major marketing opportunities. But the one thing the Guilty Denver video offers up that others don’t — the Purina brand cat treat package — appears to have been used as a prop.
It’s about making spots believable. Purina’s latest Fancy Feast promotion focused on hopeless devotion, capitalizing on Britain’s royal wedding. A series of TV spots, which began running during the wedding, track a young couple’s engagement, wedding and life after. The initial spot, called The Engagement, created buzz.
The ad agency Ogilvy ran back-end support and search engine marketing, supporting the Purina Fancy Feast video during the wedding and the following few days. It leveraged the buzz and searches on engines around the royal wedding.
Keywords in the search campaign included “royal wedding,” The ad doesn’t read “Click here for Royal Wedding ad content,” but rather “Have wedding fever, check out … ” It provided searchers with information on wedding-related content that led to a landing page on YouTube. The call to action for the ad is: “click here to check out … ,” or “come watch the Fancy Feast video.”
The search campaign complemented the TV spot and YouTube video, but also provided an opportunity to link back to Facebook from the search channel.
|HOME • MANAGE SUBSCRIPTIONS • MEDIA KIT|
The Convergence Crossroads: Is The Future of Media About ‘Connected Marketing‘?
|by Roger Barnette, 3 hours ago|
What’s the point of media attribution? That’s a good question. It reminds me of the scene in the movie “Big” where Tom Hanks says “I don’t get it. Why would anyone want a toy like that?” Through the eyes of the prospective customer, perception was reality.
In truth, marketers shouldn’t think of attribution as an end goal unless they want to risk being faced with the same question that was asked by Tom Hanks. What marketers need to embrace is the concept of Connected Marketing, within which attribution is just a part.
Connected Marketing is the process of holistically managing marketing across all channels to maximize ROI. This means it is the continual measurement, attribution and optimization of marketing performance across channels. Connected Marketing is not solely about measurement or attribution. Attribution is a critical means to an end, but without a system that enables marketers to act on the insight provided to improve performance, it’s not “connected.”
The benefits of connected marketing include:>
a) Cross-channel insights — Understand the impact of various marketing channels on one another (for example, how does display impact search query volume or search conversions? How do various Web conversion tactics, like content personalization + retargeting, improve site revisits and conversion?)
b) Automated optimization based on these insights for better media performance — Activate the insights achieved with cross-channel measurement and attribution through an integrated optimization system (for example, a system that can shift budgets across channels to maximize return against a singular marketing budget and goal).
c) See the value of your audience segments and media across the purchase funnel — Understand how your target audiences react to your marketing messages and media campaigns depending on where they are in the purchase funnel. This allows you to tailor marketing messages not only to specific channels, but to specific audiences within those channels. In addition, marketers can look at which media exposure paths drive higher conversions depending on product interests or audience type.
Why does Connected Marketing matter now?
Digital marketing is at a convergence crossroads. Digital is the most easily measurable marketing channel, yet to date marketers and the industry have been mostly measuring online advertising in silos of search, display, Facebook, etc. With the rise of biddable media that’s finally bringing at least some continuity to the way we buy and measure these channels, it’s time to step up and figure out the best way to get the most out of all that we can measure. Data without insight and action is just noise. It’s the way that you connect the data to improve marketing performance that matters.
Donald Trump won’t have the opportunity to declare victory in a presidential campaign — he renounced the idea, if it ever was anything but a publicity ploy in the first place, earlier this week during NBC’s annual upfront pitch to advertisers — but his show has a win of its own he can brag about: the most brand integrations of anything on prime time last month.
Trump’s show, “Celebrity Apprentice,” even somehow outdid American Idol, which normally trounces other programs when it comes to product placement. In March, for example, “Idol” included 208 brand occurrences, according to Nielsen research on the broadcast networks’ new prime-time episodes, leaving “Apprentice” in the dust with a mere 127 brand occurrences.
In April, however, “Idol” brand integrations declined to 96, meaning “Apprentice” could take the No. 1 spot with its 120.
Among the brands with the most product placement on broadcast networks’ new prime-time episodes, “Idol” mainstays AT&T, Coca-Cola and Ford still won out. Coming in as a close fourth: Trump Hotels.
|TOP 10 SHOWS WITH PRODUCT PLACEMENT|
|April 1-30, 2011|
|Program||Network||Total # Occurrences|
|The Celebrity Apprentice||NBC||120|
|Dancing With the Stars||ABC||77|
|The Biggest Loser||NBC||57|
|Friday Night Lights||NBC||48|
|The 46th Annual Academy Of Country Music Awards||CBS||42|
|The Amazing Race: Unfinished Business||CBS||40|
|Extreme Makeover: Home Edition||ABC||39|
|Shedding For The Wedding||CW||33|
|TOP 10 BRANDS WITH TV PRODUCT PLACEMENT|
|April 1 – April 30, 2011|
|Brand||Category||Total # Occurrences|
Source: The Nielsen Company
Prime time entertainment programming on 5 broadcast networks (ABC, CBS, CW, Fox, and NBC); first-run episodes only included.
Note: Due to recent Place*Views coding enhancements, the total # of occurrences now reflect the number of show segments in which a brand placement appears. Additionally, the above list is now based only on first-run episodes, in order to profile those advertisers/programs that are most active at the present time.
WCN Transmedia Group Salutes Linda Johnson Rice Charmian of Johnson Publishing Company and her vision for the future of Ebony Fashion Fair. Our Focus in this post is to offer the opportunity that Transmedia Brandcasting offers a ReImagined Ebony Fashion Fair Show and audiences around the world to instantly buy anything seen and available for purchase. This unprecedented opportunity is being implemented by WCN and we offer the opportunity for Johnson Publishing and its Partners TVONE, BET, JET and Ebony Magazines to learn about new revenue streams using this new technology to reach provide Advertisers an invitation into the Social Transmedia relationship between Artists and Fans. Together we can achieve more make our publications and black enterprises interactive, profitable by creating Transmedia Revenue Share Communities on Facebook using Social Dish and The Customer Advantage. Sign up is FREE and I encourage everyone with Computer Access or can get to a Library to sign up and begin offering services to businesses to be highlighted also for FREE..
Over the years Ebony Fashion Fair has been the leader in breaking Black Fashion Designers. Today Africans in America have a combined buying power of 1.1 Trillion dollars. We must support our institutions like Ebony Jet and Ebony Fashion Fair. We have a few ideas and strategies to double revenues, we only ask for the chance to serve.
We honor the legacy of Eunice Johnson
Eunice W. Johnson
Producer and Director
Mrs. Eunice Johnson, producer and director of the Ebony Fashion Fair and secretary-treasurer of Johnson Publishing Company, died of renal failure at her home in Chicago. She was 93.
“Mrs. Johnson elevated the image of Black women being fashion conscious, fashion forward and affluent,” said Kenneth Owen, assistant producer of Ebony Fashion Fair, who was handpicked by the fashion pioneer 26 years ago to work alongside her.
Born on April 4, 1916 in Selma, Ala., Mrs. Johnson came from a prestigious family. Her sophistication and fashion sense wasn’t bought. She was born with it. Mrs. Johnson’s father, Dr. Nathaniel D. Walker, was a doctor who practiced medicine for five decades, while her mother, Ethel McAlpine Walker, taught education and art at Selma University. The institution was founded by Dr. William H. McAlpine, her maternal grandfather, who also founded the National Baptist Convention, U.S.A., Inc. and was close friends with Booker T. Washington.
Education was important in the Johnson household. She graduated from Talladega College with a bachelor’s degree in sociology and a minor in art. A master’s degree was later earned in social work from Loyola University in Chicago.
Mrs. Johnson was working as a social worker when she quit her job to support her husband John’s vision of starting a magazine that focused on Black life. When he was having trouble trying to find a name for a new magazine in 1945, he asked her for guidance since she had a degree in art. She chose Ebony because it means “fine black African wood.” The magazine would go on to define generations.
To those on the outside looking in, Mrs. Johnson appeared to be living in the shadow of her late husband John H. Johnson, founder of the Johnson Publishing Company, publisher of Ebony and Jet magazines. Those who really knew Eunice Walker Johnson understood that she was the wind beneath his wings. She stood by her husband in sickness and in health, for better or for worse, in good times and in bad until his death in 2005.
Mrs. Johnson dined with kings and queens, presidents and musical royalty, yet she remained down to earth. To hear her speak revealed a story. When she opened her mouth, her heavy, southern drawl would make people look twice.
“She was a shy woman. She wasn’t somebody you could approach and talk to right away,” said Audrey Smaltz, the Ebony Fashion Fair commentator from 1970 to 1977. “She was an astute fashion person who had more than just fashion in her background. She was an interior designer. She was a lover of art. She had the greatest art collection you could imagine. Because of Eunice Johnson, I met Pablo Picasso and Giorgio de Curico. She introduced me to luxury, art and culture way beyond what I went to school for. I graduated with an art degree. She took me to a Ph.D.”
Always impeccably dressed and wearing designer fashions herself, everything came back to fashion and education.
What started out as a charity benefit in 1958, turned into the birth of the Ebony Fashion Fair. As the show got underway, the models ran into problems with make-up, unable to find shades to match their skin. The solution? Fashion Fair Cosmetics.
At the inception of the Ebony Fashion Fair, Mrs. Johnson would travel to Europe with her husband to buy clothes. They would “beg, persuade, and threaten to get the right to buy clothes,” Mr. Johnson once said. The resistance came, he recalled, because certain designers thought that White women wouldn’t value their designs if they were worn by Black women.
A few of the leading designers finally agreed to sell fashions to the Johnsons for the show. Among the first Blacks to buy from French haute couture fashion houses, they started out spending half a million dollars annually.
“She was eventually known in fashion circles as the largest buyer of European haute couture,” said Owen. “As time progressed she would spend a million dollars each year on 200 complete ensembles featured in the hour and a half presentation.”
Mrs. Johnson bought creations from designers that others were afraid to take a chance on because they were unknown and just starting out. Valentino, Roberto Cavalli, Pierre Cardin and Yves Saint Laurent were among the names.
“They were young and in their 20s, just starting out,” said Owen. “They were looking for people to buy their high-end couture. That started her personal relationship with them because she was there before they made a name for themselves.”
Often criticized for not having more Black fashion designers, the Ebony Fashion Fair did showcase throughout the years the creations of Stephen Burrows, Patrick Kelly, Willi Smith and B. Michael. In later years it featured L’Amour, Quinton de Alexander, Kevan Hall, Fusha, Anthony Hankins, and even the Steve Harvey Collection.
Hands on until the end when her eyesight began to fail her, Mrs. Johnson made certain to see a complete run-through of each fashion show with the models before it hit the road. One year when she wasn’t excited about the show’s new direction using rap music, she made the models scrap everything and start all over.
Committed to community service, Mrs. Johnson received many honors from the United Negro College Fund, The Boys & Girls Club of Chicago, Alabama A & M, Loyola University and many others. In 1988, Mrs. Johnson returned to her alma mater, Talladega, to receive an honorary Doctor of Humane Letters degree. She also had an honorary degree from Shaw University.
Fiercely independent, Mrs. Johnson could be seen driving around Chicago in her two-tone Rolls Royce. She let nothing stop her. Like Frank Sinatra, she did things her way. And she did it with style.
To date, more than 4,000 shows have been performed in the United States, the Caribbean, London, England, and Kingston, Jamaica. Ebony Fashion Fair has raised more than $55 million for various scholarship groups.