'Opinions' Category

How streaming is taking over

Posted by Agata Smieciuszewski on July 16th, 2015 at 12:36 pm

People are changing the way they consume television content. The days of people turning on a TV and flipping through channels to find a suitable show are numbered. New streaming platforms and technologies are creating an environment where the viewer has more control over the content they consume than ever before.

At thinkLA's Entertainment Marketing Breakfast in Beverly Hills, California, David Baron, the VP of content partner management at Hulu, provided insight to the changing landscape of how audiences consume media. There's been a huge shift in how people are watching television as a result of the wave of new internet-connected technologies.
There's been a 463 percent increase in people using internet-connected technology like Hulu, Netflix, and HBOGo over the last several years, and it's a trend that will continue to grow. Currently, 40 percent of households of households subscribe to a streaming service, and that leaves a large percentage of the audience that can still be reached.
According to Baron, we are currently living in a period of "app hell," where every service provider and subscription service has its own app with different content, and it's up to the consumer to navigate where the shows are streaming. This will hopefully transform into... Read more

Which social media networks do hospitals post on most?

Posted by Doug Schumacher on July 15th, 2015 at 12:05 pm

Where brands posts says a lot about how much they value a given social media channel, and how much effort they’re willing to put into it. With that said, let’s take a look at the global posting leaderboard for children’s hospitals to see which networks they’re putting their time and effort into. Check out the Posts Leaderboard, below.
First, note the average of all these brands in the gray row. Twitter is clearly the network getting the most activity. Facebook is a solid second, and YouTube and Google Plus are both at the lower end of the spectrum, likely due to video being a more complex format to publish in, and Google Plus being a network brands still aren’t clear on the value of.
You can also see that while the posting volume varies from brand to brand, most of them follow the same order of Twitter first and Facebook second.

Posting is an interesting look at the activity, although it’s certainly not the end of the story. A logical next metric would be to see what levels of engagement the brands are getting from their content on each network.
So below are the engagement totals for each brand, by network. These are the total public... Read more

Top 20 pet food posts on Instagram for June

Posted by Doug Schumacher on July 9th, 2015 at 9:35 am

Categorically, pet food brands have been a little slow coming onto Instagram, which seems odd given that it’s such a visual medium, and it would be hard to think of a more photogenic subject than pets. But some brands are taking advantage of that situation. For those posting on Instagram, many are posting much more than on their other social networks, which implies that they like what’s happening when they post.
So this post is simply a look at the 20 most engaging posts for June for the brand we analyzed, based on the engagements-to-fans ratio. As you can see below, pets make for some pretty funny photos. And that’s obviously a good match with Instagram.

Why so few World Cup victory posts on Facebook from US Women’s soccer sponsors?

Posted by Doug Schumacher on July 8th, 2015 at 9:19 am

In an analysis of 12 of the 14 official sponsors of US Soccer, I found only 3 posted about the women’s World Cup victory on their Facebook pages (I used the Facebook pages featured on each sponsor’s website listed on the sponsor page).  It struck me as odd that more brands weren’t joining the rest of the country in a little flag-waving over the championship. Really, what are they paying those sponsorship dollars for?
Below, in the Subject Analyzer, is a breakout of all 6 posts from the sponsors for the week of July 1 – 7, the week surrounding the World Cup game. You can see the specific terms searched for in the posts — “soccer”, “cup” and “uswnt”. The Posts chart shows the post are, not surprisingly, all photos. And the Engagements chart shows a good amount of sharing. So the topic seems to be of interest to the fans of those brands.

To further demonstrate how little mentioning there was of the USWNT victory, here are the topics posted on during that week by the sponsors. Yes, it was July 4th, and that’s a big deal for US brands. But Sharkweek over a World Cup championship?

Here are the various brands involved in this analysis. You can see a... Read more

Lest we forget the importance of great products

Posted by Lizzie Serber on July 2nd, 2015 at 11:04 am

As marketers, we deal daily in buzzwords like big data, content marketing, programmatic, omni-channel – the myriad ways to find and capture our audiences in the crevices of the interwebs. These things are integral to our success, and they make for an exciting and ever-changing industry. Actually, my very meta career is based on the fact that marketers always want and need to learn more about marketing and the coolest new ad-tech products out there. But recently I tasted Not Your Father’s Root Beer, and I felt like my thinking had been re-calibrated to focus on product perfection first and foremost. Here’s how it happened:
I was beer shopping at a specialty store in San Diego a few weeks ago. An employee saw me scanning the aisles, walked up to me, handed me a bottle, and said, “You have to try this. Trust me.” Just like that, he was gone. I thought, “Sure, why not?” So I bought one single bottle of Not Your Father’s Root Beer, a 5.9% ABV ale “with the taste of spices” produced by a small town brewery – literally, it’s called Small Town Brewery.
Intrigued, I shared the bottle with a fellow beer-loving coworker. We were immediately... Read more