KPIX Image – KOMO Aerial Drone Promotion

Promo of the Day: KPIX Image – KOMO Aerial Drone Promotion • Fox’s “Bridge” to Social Media • CNN Plans New Film Banner • Public TV Aims for Baby Boomers with New Site • Apple Product-Placement Gets Free Reign in Hollywood • Dish Rolls Out Ad-Skipping Feature • NBC Exec Blasts Dish’s ‘Auto Hop • GOP Rails Against Marketer-Friendly Survey • Endemic vs Non-Endemics Advertising for Affluents • Liquor Advertising Pours Into TV • Brazil, India, China To Outpace U.S. Mobile Ad Growth • Top Ten Surprising Facts About Advertising Characters • Points to Ponder
Promo of the Day

KPIX: Shows in Our Faces

KOMO-TV’s U.S. ‘First’
KOMO 4 became the first TV station in the U.S. to produce a series of station-promo spots, using a custom-built, remote-controlled aerial camera drone. KOMO creative services director Scott Altus said the drone, mounted with a Sony FS 100 camera, enabled the crew to capture cinematic-quality HD images at a variety of playback speeds. “The unique flying characteristics of the drone allowed us to operate the camera lower, closer and with more creative freedom than would have been possible with a helicopter or crane.” The results are a four-spot campaign consisting of graceful images with a unique look and message that stands out against the frenetic-paced promos saturating the market. “Viewer response has been overwhelmingly positive, with one question being asked most often, ‘How did you get that shot?’’’ said Altus. The five-pound, three-foot wide drone is powered by electric motors and is flown with controls just like those used for model airplanes. Because of the weight of the camera, the max flying time of the batteries is under 10 minutes. KOMO currently has no plans to use one for news because of the limitations.
Marketing NW

KOMO TV – aerial drone promotion #1

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Fox’s “Bridge” to Social Media
Fox wants to create a “bridge” between its TV shows and social media areas. Peter Rice, chairman of Fox Entertainment, told MediaPost the network has been working with a number of brands involving Fox shows and efforts to connect them to their social media platforms. Now Rice says he wants to make this a more permanent thing where Fox would develop packages to sell to advertisers. Right now he says they are calling the integrated marketing effort, The Bridge. “Think of it as your bridge from our on-air to your digital and social impressions,” he said, during Fox’s upfront presentation to advertisers. Fox has a number of programming areas are the primed for this — especially its young-male oriented Sunday animation shows. Rice says the network has generated some 150 million fans (or could that be messages?) of Fox programming in the current season. The company expects to pull in 230 million this year. Other big TV networks have been pushing TV and social media TV package deals for marketers believing these extensions are valuable and foster engagement for both programmer and brand.
CNN Plans New Film Banner
First on TVNewser: CNN is planning to launch a new feature film banner called CNN Films that will develop “tentpole” non-fiction films for television and theatrical release, TVNewser has learned. The plan is for CNN Films to pursue well-known, distinguished documentarians and filmmakers, who will produce the features. The films will air on CNN, as well as in limited theatrical release and at film festivals. The first features produced under the CNN Films banner are expected to debut sometime in 2013. CNN Films productions are expected to serve as event, tentpole programming, with a handful of new films released under the banner each year. As long as the subject matter is non-fiction, it is fair game for being featured. A spokesperson for CNN declined to comment. CNN underwent a reorganization in its two documentary units back in March, combining them into one department with a focus on acquiring documentaries from outside production companies. CNN will continue to produce and acquire longform programming under the “CNN Presents” and “In America” banners, separately from CNN Films.
Public TV Aims for Baby Boomers with New Site
Add public broadcasters to the media outlets aiming for the 50-plus crowd: a Web site called Next Avenue will go live on Tuesday, a year after first planned, with original and aggregated journalism directed at baby boomers. Under the slogan “where grown-ups keep growing,” Next Avenue will pull together content, including video, from existing public television series, government agencies and a long list of contributors from inside and outside public television. Content will be organized in the categories of health, caregiving, living and learning, money, and work and purpose. The Stanford Center on Longevity will supply original reports, and the site will share content and Internet links with AOL’s Huff/Post50 and, a site oriented toward women. Several outlets already court the baby boomer audience, including AARP. Next Avenue will differentiate itself by bringing “a PBS sensibility,” said Donna Sapolin, vice president and editorial director, in a telephone interview. “It’s a certain level of gravitas and erudition and mission focus,” she said.
Media Decoder
Apple Product-Placement Gets Free Reign in Hollywood
Apple has spent decades strengthening its subtle but powerful grip over Hollywood, and unlike many companies, says it never pays for its products to appear on television or in movies. When Jon Holtzman was an Apple marketing manager in the early 1990s, the company had no inventory reserved for set decorators and prop masters. Filmmakers interested in using an Apple product had to wait for reporters to return review models and often got older devices. Holtzman successfully lobbied to make product placement as much of a priority as the editorial loan program and privileged access for employees’ friends and family. And that made the newest devices available to Hollywood. Holtzman also tried to persuade higher-ups to make a small but important product change. In the 1990s, Apple’s PowerBook laptops included a company logo on the lid that faced the user sitting at the computer. When the lid was opened, the logo was upside down. Holtzman knew this was inconvenient to filmmakers and had stickers printed to cover the actual logo and have it appear correctly onscreen. A few years after Steve Jobs returned in 1997, he flipped the logo for good.

Apple was struggling in those days, and then, as always, refused to pay for product placement, though the company did acquiesce to the occasional quid pro quo. In 1996 it secured a starring role for its PowerMac laptop in the first “Mission: Impossible” film in part by agreeing to promote the movie in its ads. The resulting TV spots were essentially clips from the movie with a few Apple logos mixed in. “We saved almost $500,000 in production costs – and got Brian De Palma to direct and Tom Cruise to act in it,” says Holtzman. The company’s gadgets were discussed or shown 891 times on TV in 2011, up from 613 in 2009, according to researcher Nielsen. In the same year, iDevices appeared in more than 40 percent of the movies that topped the weekly box office, according to Brandchannel, which tracks product appearances. That’s nearly twice the penetration of the next most common brands in Hollywood – Dell, Chevy and Ford. Jim Christensen, a longtime public-relations executive with Hewlett-Packard, runs a program that loans HP gear to movies and TV shows. His annual budget is “not even close” to $100,000, and HP gets lots of free product placement, but usually in scenes where filmmakers want the setting to feel, well, typical. “If the studio is using the product as it would be used in the real world, then it makes perfect sense to select HP,” says Christensen, who has gotten HP desktops on the sets of “The Office” and “CSI.” “Government agencies use tons of HP.”
Dish Rolls Out Ad-Skipping Feature
So here’s something advertisers are unlikely to be wild about: Auto Hop, a new feature on Dish Network, will allow subscribers to automatically skip broadcast ads in DVR playback (starting the day after broadcast), rather than merely fast-forwarding, according to the company. “Dish satellite subscribers will now get the feature viewers have been waiting for since the beginning of television—the choice to automatically skip over commercials,” the company said in a statement. “It’s hard to maintain good affiliate relations when you introduce a service designed to cut out the bulk of your affiliates’ revenues,” wrote senior analyst Craig Moffett in the report. Moffett cited other “broadcast-unfriendly features” at Dish, including 30-second skip buttons on their remote controls, and support for Slingbox, which allows out-of-home viewing (and thus cuts down on affiliate fees). For its part, Dish appears to be betting that consumer glee will trump advertiser and affiliate rage. The company inked a deal with Fox in 2010 after a protracted standoff with the network, but it remains to be seen whether the network will be able to drive as hard a bargain on retrans fees after Auto Hop makes its way into the company’s millions of broadcast-loving, ad-skipping households.
NBC Exec Blasts Dish’s ‘Auto Hop’
A new device that automatically skips commercials in recorded prime-time programming from the big four broadcast networks came under fire from NBC Broadcasting Chairman Ted Harbert, the Los Angeles Times reports. “I think this is an attack on our eco-system,” Harbert said of Auto Hop, the new device from satellite provider Dish Network. “I’m not for it,” Harbert added, speaking during the network’s conference call to announce its prime-time schedule for the 2012-13 season. The report adds: “Harbert declined to comment on whether NBC or its parent Comcast Corp. was preparing any sort of legal response to Dish Network Corp.’s new technology. He did say he would have an elaborate message to advertisers and Dish on Monday at Radio City Music Hall when the network presents its fall schedule to advertisers.” The story reports: “A Dish spokesman said the reason it is limited to broadcast shows is because those are the shows most frequently recorded by consumers. Whether that decision to offer the device only for a handful of channels provides fodder for a lawsuit will no doubt be revealed in the weeks ahead.”
TV Week
GOP Rails Against Marketer-Friendly Survey
The House last week voted to abolish the American Community Survey, a census program that reveals how Americans live, work and shop — information that’s vital to marketers. During the debate on a bill that funds the Commerce Department, which has oversight of the U.S. Census Bureau, conservative Republicans voted first to prevent the bureau from imposing fines on people who don’t fill out the ACS “long form” that collects detailed data on U.S. households each year. Then Rep. Daniel Webster, R-Fla., won support for an amendment that would abolish the ACS, saying it is unconstitutional to pry into Americans’ lives that way. A tea party member, Mr. Webster said the survey asked Americans about their emotional condition, what time they left for work and a host of other “intrusive” questions. “It would seem this hardly fits the scope of what is required by the Constitution,” Mr. Webster said. But privacy may not be the only concern of some who oppose the ACS. About $400 billion in federal and state programs are distributed each year using information collected by the ACS. Conservatives in Congress have long criticized it for sampling the population to determine national statistics. Critics say sampling is inaccurate and tends to overrepresent Democratic-leaning minorities. The Census Bureau said that the work of the ACS is vital and the cuts House Republicans imposed would make it difficult to conduct the next national census in 2012. Dick O’Brien, head of the Washington office of the American Association of Advertising Agencies, said, “Killing the survey represents a problem for advertisers and marketers.” He said removing the information the ACS provides “takes away a vital resource.” Mr. O’Brien, however, pointed out that the internet is helping advertisers and marketers collect data, so the ACS isn’t as important as it once was.
Endemic vs Non-Endemics Advertising for Affluents
Will an advertisement in a boating magazine for high-end cookware find an audience, or does the ad have to be for Top-Siders, nautical watches and rain-gear to resonate? Research firm Ipsos Mendelsohn has taken a look at its own data from last year’s media study of affluent consumers, and applied it to the question of endemic and non-endemic advertising. The resulting 2012 white paper finds validity in so-called non-endemic advertising, where a marketer pitches a product in a medium whose content deals with a completely different passion point (e.g., cookware in a boating book). Non-endemic ads, because they assume that cross-pollination will happen, rely on relationships between interests across spending categories. And the firm says the key is finding the right match. The data come from last year’s Ipsos Mendelsohn Affluent Survey of people 18 and over living in households with at least $100,000 in annual household income of which there are roughly 58.5 million in the United States, constituting 21% of U.S. households. (Affluents account for about 70% of U.S. net worth, about 60% of U.S. income, and a majority of consumer spending in many categories, per Ipsos Mendelsohn.)

Says the study, “Ultimately, success with non-endemic advertising requires resonating with the softer elements of affluent consumers’ psyches — their aspirations, ideals, and values — that underlie their brand preferences.” And the firm says non-endemic relationships increase in proportion to an affluent consumer’s passion for the subject, whether TV, print or other media. “Non-endemic advertising is less about appealing to the casual consumer, and more about connecting with enthusiasts (who, by the way, continue to spend on their passions even when they cut back in other categories),” says the study. As an example, the study found that affluent Americans who skied last year spent five times more in the endemic category than all of the affluents surveyed. They spent 50% more on sporting-related categories like bicycling, tennis racquets and golf equipment and 20% to 50% more on purely non-endemic categories like dining, watches, jewelry, organic food, home decor, tablets and e-readers. Affluents who like cuisine and cooking and pursue that interest through numerous media channels also overindex for home and garden, travel, apparel and accessories, electronics, personal care, and watches and jewelry, per the report. “In addition to owning upscale household and kitchen appliances, this affluent segment shows a predilection for non-endemic brands such as Estee Lauder, Coach and Ralph Lauren as well as many more consumer brands.”
Liquor Advertising Pours Into TV
TV grabbed $142 million in advertising from liquor brands in 2010, or about 34% of all media spending by the category. That’s up from $102 million and 23% just five years earlier, according to the latest data available provided to Ad Age by the Distilled Spirits Council of the U.S. (Discus), a liquor trade group. Magazines led with a 41% share, though that was down from 58% in 2005. Liquor brands’ TV spending fell to a little more than $141 million last year, according to Kantar Media. But it seems poised to grow again in 2012 as a host of products roll out TV campaigns, from Skinnygirl Cocktails to Wild Turkey, a 157-year-old bourbon brand that this month introduced its first TV spot, “Give “Em the Bird.” Liquor ads did not appear on any TV, national or local, for much of the 20th century, with the industry honoring a self-imposed ban from 1948 to 1996. Crown Royal, then owned by Seagram, broke the seal that year with a spot that aired in Corpus Christie, Texas. A growing number of TV affiliates have begun taking ads in recent years, and marketers have found more opportunities on cable networks such as Comedy Central, E! and ESPN. Cable still gets more than 90% of the spending, according to Kantar. But the new acceptance from broadcast networks is a victory for the spirits industry, which has sought parity with beer and wine since it lifted the ban. “Just as the federal government doesn’t distinguish between beer and wine and spirits, [so] most of these broadcasters are recognizing that alcohol is alcohol,” said Frank Coleman, senior VP of Discus. TV is benefiting from aggressive innovations as marketers seek awareness on fresh offerings such as flavored whiskeys and other line extensions. “The way to talk about a new product broadly and uniquely is TV, because it’s efficient,” said Kevin George, chief marketing officer at Beam Inc. And marketers are moving to TV even as they spend more on digital.
Brazil, India, China To Outpace U.S. Mobile Ad Growth
The U.S.’s place at the forefront of mobile advertising is quickly coming to a close as Brazil, China, and India (the BRIC nations minus Russia) prepare to take center stage. That’s the conclusion of a new Yankee Group study projecting that mobile ad spending across the three countries will grow sixfold to more than $6 billion by 2016, while the U.S. total flattens to about half that amount in four years. Europe will see even less expansion, with mobile ad revenue expected to rise little from the estimated $1 billion total this year. Yankee Group analyst Jason Armitage argues that ad dollars will increasingly flow to emerging markets where mobile is the primary digital platform, rather than the PC. He predicts, for example, that mobile will make up more than half (51%) of digital ad revenue in India in four years, compared to just 11% in the U.S. A recent Interactive Advertising Board estimate put U.S. mobile ad spending at $1.6 billion in 2011, or about 5% of total online ad sales of $31 billion. But given growing opportunities in the “BRIC” countries, the research firm projects that growth here will slow as mobile ad investment spreads out internationally. The study finds that ad spending per mobile device in the U.S. is still at a low level, with dollars going to PC-based Web campaigns 70 times higher than those on handsets. It attributes that disparity in part to time spent on the two platforms. U.S. consumers averaged 1.3 hours daily usage of mobile Web and text, compared to 3.8 hours online on a desktop computer, in 2011.
Top Ten Surprising Facts About Advertising Characters

10.The ‘E’ in Chuck E. Cheese stands for E. Coli

9.Mr. Clean’s baldness due to active ingredient alcohol ethoxylate

8.Though he doesn’t really care for Ronald McDonald, Burger King affords him professional respect

7.Chef Boyardee won’t let his kids eat canned pasta

6.Even Flo the Progressive Insurance Lady is tired of seeing her commercials

5.While the Kool Aid Man identifies as male, he has no gender-specific organs

4.Tony the Tiger is often reprimanded for shouting “They’re great!” at women wearing tight sweaters

3.In 1997, Joe Camel underwent a silicone hump implant

2.Off camera, Snuggle the Fabric Softener Bear is a real prick

1.The “Where’s the beef” lady’s last words were “Where’s the nurse?”
The Late Show with David Letterman
Points to Ponder

Finish each day and be done with it. You have done what you could; some blunders and absurdities have crept in; forget them as soon as you can. Tomorrow is a new day; you shall begin it serenely and with too high a spirit to be encumbered with your old nonsense.
– Ralph Waldo Emerson

Your heart will be shattered by sorrow
If you force it to live
In tomorrow’s ephemeral imagination-world
Instead of in today’s eternal Reality-Now.
– Sri Chinmoy, Ten Thousand Flower-Flames

The best thing about the future is that it comes only one day at a time.
– Abraham Lincoln

One Comment

  1. Why don’t CBS, FOX, and NBC execs want consumers to enjoy commercial-free TV? It’s what we want! I’m a customer and employee of Dish, and I think AutoHop is great because you can easily watch commercial-free TV.

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