Tag Archives: Advertising

Tweed Flashback

Great minds think alike, right? TWEED Flashback is helping minds connect by scouring the web once-a-week for any and all relevant entertainment, branded content and industry stories. Get a heads up and stay in the know with TWEED Flashback.

BRANDED ENTERTAINMENT NEWS
Mattel Planning Big Web Series Push For Barbie’s Beau Ken TubeFilter 09.16.10
Mattel has been looking to reinvent Ken with an ever so clever product placement as a central character in Toy Story 3D this summer. Now it looks like they are turning to the world of web series to revamp their plastic bachelor.

In-Game Advertising in EA Games Lifts Brand Sales
Product Placement News 09.15.10
The study, commissioned by EA on behalf of Gatorade, shows that in-game advertising increased household dollars spent on Gatorade by 24%, and offered a return on investment of $3.11.

As Chinese Youth Head Online, Marketers Follow With Content
AdAge 09.13.10
Faced with limited and pricey TV options, multinational marketers are flocking to popular online video sites to develop branded entertainment series for China, a market in which the most desirable consumers are likely to be online searching for content rather than watching the communal family TV set.

ADVERTISING NEWS

Kohl’s Grows With Brand Partners Brand Channel 09.15.10
What recession? If the sales being rung up at value-priced retailers like Target and Kohl’s are any indication, a bad economy has been doing them good.

Understanding How and Why Facebook Users Interact with Brands
Mashable 09.16.10
While much of finding what works for your business on social media sites is a process of trial and error, recent stats from e-mail marketing firm ExactTarget (which recently acquired social CRM platform CoTweet) shed some light on how the Facebook population uses the site, and specifically, how it interacts with brands.


AOL’s Tim Armstrong Stresses Centrality of Content at 360i’s Digital Marketing Summit
360i Blog 09.16.10
AOL CEO Tim Armstrong delivered the opening keynote at 360i’s annual Digital Marketing Summit in New York City today. While much of it fittingly discussed what AOL is doing, he put it all in the context of why AOL is making these moves and what the bigger implications are for media and brands.

ENTERTAINMENT NEWS
MTV’s Video Music Awards Draws Record Ratings Hollywood Reporter 09.13.10
Say what you will about Chelsea Handler, her hosting job didn’t hurt the VMA’s ratings.

Tired of Reality TV, But Still Tuning In NYTimes 09.13.10
In a recent poll by TiVo, television viewers said they were growing tired of reality shows, with 40 percent calling reality the most overdone genre of programming. (Suspense was the viewers’ favorite.) But in the only poll that counts – the ratings – viewers also had an overwhelming favorite for the summer season of TV, and it wasn’t suspense.

Google Music: Cloud-Based Locker, Streaming and Downloads
NYTimes 09.15.10
A new digital music service from Google will likely include a la carte downloads, music sharing and a cloud-based “digital locker” where users can store their music for $25 a year, according to a report by Billboard.

The Rise of Interactive Video

 

TWEED GUEST EXPERT is a series of posts authored by industry experts to introduce various perspectives on the branded entertainment industry.

 

Ever since groups of shoppers crowded around shop windows to catch a glimpse of the first television set, video has been a staple of advertising.   And why not?  Television was the advertiser’s first opportunity to combine the power of visual imagery that was found in print with the persuasive selling power of radio…

Fast forward seventy or so odd years to the present, and video has been given an online renaissance – thanks in no small part to the popularity of online video sharing sites like YouTube.   However, while video is excellent at conveying an idea or highlighting a product, advertisers today need to directly tie their efforts not only to impressions, but to action – something that’s significantly harder to do with video.

Enter interactive video.  Just as television gave advertisers the combined power of print and radio, interactive video joins the narrative capacity of online video with the clickable and trackable elements of an interactive site or ad unit.  Integrate that into an e-commerce platform, and suddenly brands can combine the shareable nature of video with the drive to make purchases at an online retail store. No matter where the video is hosted, one click will drive the viewer back to the store to find out more information, buy a product or browse a related page.

E-commerce is a huge industry, but think of the last time you saw more than a simple product photo on an online retailer’s site.  Some have dipped their toes into online video, but few have taken the plunge and integrated a full-blown video push to highlight their wares and persuade buyers.  Taken even further, this symbiosis allows agencies to be smarter than their competition and provide their clients with a breakdown of the actions taken by the viewers of their viral videos rather than just a headcount. 

There’s no question that video is a powerful selling tool, and has been since Uncle Milty first brought the Texaco Star Theater into living rooms across the country.  The web has allowed for a new evolution of video – one that can help us understand more about consumer behavior and to instantly answer users’ questions – the most important of which being, “Where can I buy this?”

Overlay.TV for Retail allows online merchants to seamlessly create dynamic brand experience pages with interactive video:

 

 

 

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About the Author:

Kevin Barwin is VP of Business development for Overlay.TV.  Their interactive video commerce platform, Overlay.TV for Retail enables online retailers to seamlessly integrate interactive video into their product database, and allows the creation of UGC testimonials and brand experience pages.   For more information, visit http://www.overlay.tv/retail

 

 

 

 

 

 

 

 

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