April 12, 2012

Why Media is the new creative

In a recent initiative for Astral Media to demonstrate the range of tools that they have available to help media planners make better decisions, Bos has created a series of clickable videos that flips the paradigm that Creative departments are the stars of Ad agencies – Media is now the new creative.

We created 3 videos showing how Media planners are now the true stars of ad agencies – at the end of each of the 3 videos, viewers can click on the various people in the ad (client services, client, creative and media planner) that then opens new videos showing their thoughts.

Hope you like them.

1, HangoverMedia planner doesn’t make it to client presentation until next day because of a hangover. See what he does.

 

2, AwardMedia planner wins award and gives a shout out to the little people, the creatives! See how that went down.

 

3, Second Idea – Media planner doesn’t appreciate the client asking him if he has a second idea. See what he does.

 

 

Posted by Rob Booth | Filed under: All, Comedy, General, Media, Useful | No comments yet - be the first

June 30, 2011

Yahoo study shows online video viewing shifting to primetime

A new study by Yahoo shows that online video watching habits are shifting. People are watching longer videos and watching more at night during primetime. The chart below shows when people watch videos online. The blue line is today (2011) and the dotted line is two years ago (2009). Clearly there has been a significant shift during prime time period in only 2 years:

The key findings of the study are as follows:

  • 18% percent of online videos watched are full length TV shows vs. 11% percent two years ago.
  • 8% of online videos watched are full-length movies vs. 5 percent in 2009.
  • Although short clips make up 84% of all online videos viewed, it has declined significantly to 74 % since  2009
  • A smaller percentage of people are sharing videos, 26% vs. 34% in 2009. This may be due to older people watching online videos, and sharing less.
  • Advertiser recall is better with ads on professionally produced videos (45%) than on videos “made by people like me” (36%).

On a final note, You Tube, who clearly has the lion’s share of online video content viewed, is currently working with a number of small production houses in the US with a view to producing some longer, more professional quality video content so that it can effectively firm up its long content video offering o complement its monopoly of short form content.

It’ll be interesting to see the tone, manner and quality of these long form productions.

One thing is for sure, our industry needs to closely watch these rapidly changing media consumption habits and be prepared ahead of the curve to avoid any unwanted surprises !

Posted by Rob Booth | Filed under: All, General, Media, Useful | No comments yet - be the first

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