Media Owner Ads: MTV vs Dunkin, ESPN vs Toshiba

Seemingly, Comedy Central has recognized that their demo is not too likely to stick around through a commercial break, opting to fast forward through the ads or take a Twitter break instead. In fact, many young viewers only watch television commercials when someone sends them a YouTube link to one. Turning the traditional 30-second spot on its head, the titular Michaels (comedians Michael Ian Black and Michael Showalter) of Michael & Michael Have Issues perform sketch ads for brands such as Palm, Dunkin Donuts, and Klondike during what would normally be commercial breaks.
michael and michael
To help sell Toshiba TV sets and laptops, ESPN worked with the Japanese company to create advertising that illustrates specifically how ESPN fans could use those products. The ESPN-centric campaign represents “one of our efforts to reach sports fans while they are watching their favorite team in the living room or if they are on a laptop trying to check fantasy scores,” said Eddie Temistokle, manager-corporate communications, Toshiba America. “We really want to engage the whole fan base.”
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Research: Measuring Emotion, Passion

At Boston’s Innerscope Research, researchers routinely outfit television watchers in a T-shirt-and-vest combination that measures perspiration, breathing, movement, and heart rate. On top of that, they may also monitor how different viewers’ eyes move as ads and programming roll. The whole process is part of a burgeoning movement to determine whether the active emotional responses of what once were believed to be slack-jawed couch potatoes can help some of the nation’s biggest marketers and media outlets figure out whether commercials have an impact. “The whole issue of whether this is research that marketers and advertisers can use in a prudent and productive way has yet to be determined,’’ said Glenn C. Kelley, an associate professor of marketing at Babson College. “I think it’s still way too early in the process.’’
couch potato
Comedy Central is touting research that shows that some viewers of late-night hosts Jon Stewart and Stephen Colbert believe they are perceived as “cool” because of their viewing habits. Indeed, research from a “multiengagement study” from Harris Interactive Research shows that fans of rival late-night programs describe fans of the Comedy Central shows as “witty” and “more intelligent,” “friendly” and “fun.”
stewart colbert
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New Consumer Journey, Heineken Mixtapes, Live Ads, Brands v British Films

Marketing has always sought those moments, or touch points, when consumers are open to influence. For years, touch points have been understood through the metaphor of a “funnel”—consumers start with a number of potential brands in mind (the wide end of the funnel), marketing is then directed at them as they methodically reduce that number and move through the funnel, and at the end they emerge with the one brand they chose to purchase (Exhibit 1). But today, the funnel concept fails to capture all the touch points and key buying factors resulting from the explosion of product choices and digital channels, coupled with the emergence of an increasingly discerning, well-informed consumer.
Picture 1
This summer, every 6-pack of Heineken comes with a USB stick designed to look like an old school music cassette. These USBs give access to three free song downloads, and five different music styles are reflected in the USB designs
Says the show’s writer and star: “In this new world we live in, it’s not enough just to be funny or talented, but you also have to understand the business side of it,” he said. “I’m all for Comedy Central making tons of money off of advertisers doing our show. I want to make it as easy for them as I can. But if it ever seems weird on our show, that we’re holding product X in our right arm and it takes you out of the show, that makes it not good.”
Maybe it’s because marketers, just like the rest of us, are looking for an escape these days, that Augmented Reality (or AR) has exploded onto the marketing scene in recent weeks. In the simplest terms, AR combines real time images with virtual ones, to create entirely new 3D computer-generated graphics, often with parts that the consumer can control.

UK Film Council looks to brands to help fund British films
Although box-office takings reached a record £850m last year, British filmmakers are struggling to secure funding from broadcasters and traditional City backers. The Council is seeking to establish a third-party venture to facilitate relationships between brand owners and filmmakers. Any such tie-ups would be likely to give some creative control to the brands concerned, as well as ownership rights. John Woodward, chief executive of the UK Film Council, said a sponsoring brand would be able to speak directly to filmmakers about projects that fit with its values.

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