Sharks And Beetles

Beetle Sharks

If there is one thing in the world that is manly and awesome, it’s a shark. And everybody knows that the polar opposite of a manly awesome shark is a Volkswagen Beetle. Yes, it is true. Nothing screams 16-22 year old female more than a Volkswagen Beetle. And the fine folks at VW knew that. Seeing as how their biggest problem was reaching the male audience, Shark Week on The Discover Channel seemed like a great new approach.

Shark Week

Volkswagen teamed with Discovery Communications and MediaCom USA to unveil their latest toy. It was a fully operational “Shark Observation Cage” which is fancy talk for a Beetle that was built to work underwater. Definitely a pretty cool idea. VW used one of the most watch weeks of T.V. to market their girl car to a ton of men. It seemed to work too. During the course of Shark Week, VW had a 100 percent share of voice on the Shark Week landing page and ownership of its second screen experience.

Advertising and Gaming – It’s A Real Thing

See! There ARE ads in video games. I told you.

 

Ads in Video Games

I don’t play video games much. Hardly at all really. However, if you want to go, I’ll happily school you on FIFA ’12. Upon initial thought, I didn’t really think about video games being an ideal place to advertise a company. But why not? People spend hours, days, weeks even starring at this screen. You can easily integrate your ad into the game without being out of place, especially in sports themed games, like the ones above. Plus, what better audience to market to than (mostly) kids who have nothing to do but spend their parents money? Genius!

We’ve Got A Good Thing Going Here

In-game advertising is brilliant. The ads bring a realistic, real life feel to the game and make people money. These people say that in 2009, spending on In-game advertising reached $699 million with anticipated spending reaching $1 billion by 2014. People are willing to drop a few bucks to have their ads featured in games like FIFA or NASCAR because you can’t skip over them. You can fast forward them, you can’t turn them off like you can the radio. You are forced to look at them. And forced is probably the wrong word. People are choosing to play the game so they are willingly looking at your ad. In-game advertising works too. Grace and Coyle found that 35% of players could recall advertised brands in a controlled study of car racing games.

Out With the Old, in With the New Version of the Old

Kickin’ It Old School

Call me old fashioned, but I enjoy listening to records more than Mp3’s. They sound better. Mainly when it comes to the older music I like though. It’s dumb to buy most new release albums on vinyl. Digital recording to Analog recording = bad. Analog recording to Analog recording = Good. But I’ll save that for a different blog.

Anywho.

I fully anticipate the day where my children come up to me and say, ‘Dad, your old magazines are so cool. I wish they still made these.” Similar to conversations I had with my Dad about his record collection. By this time i imagine they will get their ‘magazine’ fill from tablets or those dorky glasses that google just released. Thats a joke, my kids will not be allowed to purchase dorky google glasses.  While magazines and newspapers are still very alive, the rise of tablets and smartphones has definitely created a ‘new frontier’ for the newspaper and magazine industry. Giving them all new ways to approach their ads.

The Rise of the Tablet

So, Apple sold its 100 Millionth iPad in October. 100,000,000. That is a whole lot of iPads. And each one of those iPad’s has the capability to view endless newspapers or magazines. And fortunately for people wanting to advertise on tablets, Apple isn’t the only company producing them. Meaning there are countless millions more tablets out there. So obviously, this has become a priority for many people when it comes to creating ads and thinking of new ways to convey their ideas. Why would you not focus on the medium that has at least 100,000,000 potential viewers?

R.I.P. Newspapers…Maybe

So according to these guys, Newspapers aren’t doing so well. Check this out:

Long story short, newspapers are losing advertising revenue. Revenue is somewhat of a critical portion of advertising. Oh yeah, online parts saw growth. Figures.

The Digital Age

Everything is going digital. Everything. To think newspapers and magazines would be excluded from this is wrong. And the revenue numbers show that. While there are people, like me, who prefer the old over the new, a digital takeover is coming. Or already happening. Probably already happening.

State of Broadcast

These Commercials Are Hilarious

The State of Broadcast According to Tanner. And Some Other Folks. 

 These ads that AT&T have been releasing lately are awesome. You’ve seen them. They are the ones with the straight-foward, mild-mannered guy that interviews a group of four or five young kids about what they like more in certain situations. He asks them questions like “Is it better to be faster or slower?” or “Do you like more or less of things?” Naturally, the young kids responses are hilarious. Having worked in an Elementary school for three years, I highly doubt that these commercials are scripted. Kids are hilarious and awesome.

Now that I have told you about one of my favorite ads, the cynic in me would love to rant about my absolute least favorite ad. I’m sure you are aware of this one as well. It goes something like this, ahem, “P-E-T-E that spells ‘Pete!’ Car Smart Kia.com baby!” Typing those words put me in a bad mood. This awful jingle is now stuck in my (and likely your) head and will be there for the next 7-10 hours. Not only is this ad a direct rip-off of the old FreeCreditReport.com ads, it has been on local radio for something like the last 17 years. Okay, not really. But seriously, it has been on forever and it is old. Come on, Pete. Change things up a little. Maybe try something using Gangnam Style or Harlem Shake. Because people aren’t tired of those things yet.

Just kidding.

They Are.

I am.

The fact that I am able to  tell you, in detail, about my favorite and least favorite ads speaks volumes on the health and prominence of the Broadcasting industry today. I’m talking about these ads, right? That’s exactly what they want. They won.

Television – It Is Everywhere. All The Time.

In 2012, 97.1% of American households had at least 1 television. At least that is what TVB Local Media Marketing Solutions tells us. That is crazy. So, if the American population is 300 Million (give or take) then 291,300,000 Americans have access to a T.V. in their home. I think that alone says everything about why advertising via T.V. Broadcasts is the best way to advertise it. People are always watching. People will always be watching. “But Tanner,” you say, “People have DVR now! Nobody watches the commercials anymore.” Maybe, but I have a DVR and can still quote my favorite and least favorite commercials. As hard as we might try, those commercials are going to get to us. They are sneaky little guys.

Radio. It Is Still A Thing

 Bryce Edwards of KGNC in Amarillo told us that there are 19 commercial radio stations in Amarillo. He also told us that 97% of Amarilloans (Amarilloites? Amarillians?) listen to radio at some point during the week. That is pretty impressive and another example of why Broadcast advertising is so powerful. We all consume it. Really, the only downfall to Radio is drive time. A lot of places in Amarillo are accessible via car in a pretty short amount of time. Meaning you might not even hear commercials. However, that seems to be all I ever hear. I just want to listen to Kidd Kraddick on my way to Canyon in the mornings, instead I hear that Pete’s CarSmart ad 3 times.

The Great Outdoors

GORILLAS

I love guerrilla marketing. Partly because its more fun than just a normal billboard or other ad. It catches the attention better. And then partly because I imagine a gorilla who is really in to his marketing job and that’s hilarious. Same with guerrilla warfare. The concept in itself isn’t funny. But the idea of gorillas in full-blown warfare is intense. Anyway.

Out Of Home

Out of Home Marketing is defined by our textbook as a form of advertising located outside of the home which includes traditional and place-based media. To me this is the coolest style of advertising. It creates a blank canvas where the end results are essentially endless. Apparently many people feel this way. It is estimated that in 2011, worldwide spending on out of home advertising reached $26.4 billion. Goodness. Part of the reason for this growth in demand is because of the great visual impact that outdoor ad’s leave on the people that view them. The fact that the ads can consist of almost anything and be almost anywhere certainly doesn’t hurt anything either. The best example I know of out of home advertising is Tokyo, Japan. It was near impossible for me to snap a picture without coming back with a frame full of advertisements. Wanna see?

I guess it makes sense. In a city of 35+ Million people you are guaranteed a massive audience. Might as well throw your ad out there. The fact that out-of-home has become the second largest field of advertising, behind the internet of course, leaves me to believe that out of home is as healthy as ever. There is no reason to believe it is going anywhere.

Who is Nielson and Why Is He In Our House?

I hate math.

Math. It is the worst. I probably would not loathe it with every fiber of my being if I wasn’t so dreadfully awful at it. 

That being said, I will now take this opportunity to apologize to every math teacher I have ever had. At one point or another they all told me, “You will use this for the rest of your laugh.” I usually would respond with something like, “Nuh uh, Ms. Giles! World Famous rock stars don’t need to use math!” Anyway, several years and no music career later, I’m sorry math teachers. You were right, I was wrong. Here I am, reading my Media Sales textbook and just like that, a chapter about Math. Yikes. 

MEDIA + MATH = WHAT?

Marian Azzaro says that the essence of creative media analysis is the fine art of telling a story with numbers. Which is a fancy way of saying it is important to gather information from the numbers your research gathers. Media analysis can provide some really specific answers to some very weird questions. Like what time of day would be best to advertise breakfast sausages. I think thats weird. As we are all now very aware thanks to the Super Bowl, advertising can be very expensive. This expense gives people good reason to research when,where, and how to market their product. This math isn’t necessarily statistics, or even all that complicated, but it is important and helpful in making big media decisions. 

NIELSEN RATINGS

When I was little, I thought Nielsen Ratings were ratings gathered by some guy named Nielsen that spied on everyone when they were watching T.V. to try to figure out what everyone was watching. That’s creepy. Really, Nielsen just provides up-to-date information regarding trends in T.V. ratings. By the way, if you ever want to feel a little more insecure about the future of our nation and would like to more strongly question the integrity of the people that will inevitably run it one day, take a look at the highest rated things on American T.V. Somewhat depressing. The W.W.E. actually cracked the top ten programs in a few different areas. I hate that. Anyway it is pretty cool/creepy how precise the Nielsen ratings can be. This is crucial information when it comes to deciding when to air an ad. No on wants to run their ad in the middle of a program that nobody watches. I wish no one watched W.W.E.

RANDOM THOUGHT THAT OCCURRED WHILE WRITTING THIS BLOG:

1. The fact that Survivor has been on for as long as it has, roughly 26 years, and Arrested Development was cancelled after 3 seasons makes me sick. Thank God above Netflix is bringing back Arrested Development this spring. Thanks Netflix. Love you. 

 

Let’s Go Watch Some Commercials

Super Bowl 47. The same as last year except different.

If you have an internet connection and some free time this coming sunday evening, well then are you sure in for a treat. This internet connection is going to allow you to tune in to the biggest sporting event on T.V. without even turning on a T.V. That’s pretty neat. Or extraordinarily annoying. I lean more towards extraordinarily annoying. It is kind of funny to read how my friends can’t believe that the batter missed the puck on that last serve and didn’t make the field goal. Yes, it is dang near impossible to delve in to the world of Facebook, Twitter, or virtually any other form of social media during the Super Bowl without receiving a play-by-play from your “friends”. Even as big of a deal as the Super Bowl is in the world of Social Media and the Internet, it is an even larger deal on T.V.

“That’ll Be 4 MIllion Dollars.”

According to The Huffington Post, Super Bowl ads will cost a record $4 Million this year. Thats for a single 30 second ad. Given the potential viewership that the Super Bowl provides, a steep price like $4 Million for a 30 second ad is not surprising. Sports Illustrated says that the 2012 was the most watched television program in the history of the United States. In fact, the last three Super Bowls are the three highest watched T.V. programs in United State history. No wonder these ads are so expensive. Considering nearly 115 Million people will  not only see these ads, but actively watch them and absorb the information given, $4 Million almost seems cheap. Almost.

“Shh! The Commercials Are On!”

I played football from 2nd grade through my senior year in high school. Typically when I watch a game on T.V. I focus on the game while its on, and then go get food or a drink during the commercials. This is almost completely reversed during the Super Bowl. I can’t count how many times at Super Bowl parties I or my friends have been shushed during the commercials. To me, this is mind-numbingly annoying. But, this is proof of just how influential these ads are. We have come to expect these ads to be hilarious, informational, and innovative and we will pay very close attention to these ads until those expectations are met or surpassed. Whether that happens or not will quickly and eagerly be discussed immediately after each commercial ends. Typically, I find myself disappointed. But then again, I am a pessimist. Speaking of disappointment, don’t even get me started on the halftime show.

RANDOM THOUGHTS THAT OCCURRED WHILE WRITING THIS BLOG:

1. I’m not sure how to feel about the fact that the last three Super Bowls are the three highest watched television programs in history. I feel like some more important things have happened that are more worthy of our viewing. Like any episode of Breaking Bad.

2. The powers that be should probably put me in charge of booking the halftime show entertainment. Instead of Beyonce, I’m thinking a performance by Jeff Lynne and Electric Light Orchestra (ELO). Jeff Lynne is awesome. Maybe even a reunion of The Traveling Wilburys . That would be so cool.

3. The Volkswagen commercial from last years Super Bowl is my favorite ever. The kid is dressed up as Darth Vader and walking very confidently to the Rebel Theme. I may be biased. I was Darth Vader for halloween when I was six.

Our Computer’s Can’t Even Spell ‘Guttenberg’ Correctly

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As of late, it is difficult to discuss media without the topic of a biased media coming up. How did we reach this point?

When I try to think about a time before media as I know it today…well…I can’t. It is hard for me to comprehend that in as few as 600 years ago books weren’t available to everyone. Happenings on the opposite side of the globe weren’t broadcasted live on TV’s. People weren’t accusing the BBC of being biased to King Edward IV. Sounds kind of boring. How did media get to the point it is at today? Let’s look at what I see as the three most influential forms of media that helped get us to where we are today.

In 1455 a man named Guttenberg introduced his printing press. The printing press has to be one of the greatest inventions in the history of man. That and White-Out. White-Out is awesome. Anyway, The printing press had moveable type, thus allowing publications to be produced in mass for the first time. The Bible was now available to almost anyone who wanted it, not just the wealthy. One point to Yahweh. Not only was The Bible being offered to a larger number of people, everything else in the world was too. For the first time, books about science, mathematics, history, and everything in between were able for the common folk. What a great time for the common folk.

Those Germans were sure on top of things. In 1650 the first daily newspaper was published in Germany. This was yet another monumental development of media as we know it today. This brought local news into local homes everyday. Everyone had the opportunity to know what was going on in their town now. No more excuses for missing the public executions anymore, no sir. 

America’s turn. In 1920, the first radio broadcasting stations showed up. This changed things forever. This helped spark the entertainment industry, the advertising industry, and eventually show business. In 1926, RCA established the first radio network known as NBC. Sound familiar. They produced their shows in New York and then transmitted their shows over AT&T phone lines for the rest of the country to hear. I secretly wish I lived during this time. Just hanging out with the family in front of the radio, listening to our favorite weekly shows. That sounds like a good time to me. 

It is interesting to me to think about what Guttenberg would have wanted his printed press to be used for in the long term and then compare that to what we have in media today. Guttenberg printed The Bible first thing, and now thanks to his innovation, we can use media today as one of the most divisive things in our country. Evolution is a funny thing.

 

RANDOM THOUGHTS THAT OCCURRED WHILE WRITING THIS BLOG:

1. Guttenberg would be so annoyed to learn that his name is considered spelled incorrectly on my computer. He’d be all like “I essentially gave you guys this idea and you can’t even add my name to the computer dictionary. Ouch, guys. Ouch.”
2. Radiohead wrote a song about media bias. I probably don’t agree with their politics, but it’s still a good song. So, whatever. Here is the song: 
   

Our textbook helped me write this blog, as did EZine Articles