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Consumer Research


Emerging trends for marketers

Emerging trends for marketers

'Trending Up' from Universal McCann

YouTube Partners With TiVo

Beginning July 17, 2008,  TiVo will offer thousands of its subscribers the ability to stream YouTube videos onto their television sets through their broadband-enabled TiVo boxes.

This marks TiVo's first deal for streaming online content, though the company has partnerships with 60 Internet sites that provide content to TiVo.

Unlike with those relationships, TiVo users won't be able to store YouTube video clips. They will, however, be able watch and bookmark such content for easy retrieval later.

Last Word: The race is on to see which provider will be able to take the millions of content choices on the Internet and bring them efficiently into the living room.

Apple TV, and Sony’s BIVL (Bravia Internet Video Link) are two competing products in this space – with more to come in the next 12 months..  TiVo needs some real product innovation to stop the erosion of their subscriber base.  It will be interesting to see if this helps in that battle.

NBC Goes For Web Gold

NBC is 85 percent sold out of online ad inventory for its Summer Olympics coverage, which kicks off Aug. 8 in Beijing.

The company has signed on McDonald’s, Johnson & Johnson, Hilton, Coca-Cola and Anheuser-Busch, among other brands.

Much of these brands’ spending is earmarked for video, said officials, as NBC plans to deliver an unprecedented 2,200 hours of live footage on—after streaming just a single hockey game during the winter games just two years ago.

Last Word: That means there is still 15% of inventory left! – This promises to be the most digitally connected Olympics ever, with the 12-hour time difference driving significant at-work viewing in the US.  

Pontiflex Launches Custom Cost-Per-Lead Banner Ads

Lead-generation company Pontiflex will begin inviting advertisers today to create "cost-per-lead" banner ads using its ad management platform.

The new AdUnit X banners are designed to let consumers opt-in to advertiser offers within the actual banner, without clicking through to a landing page.

Founded in February, the Brooklyn, N.Y.-based company connects publishers with advertisers who pay each time a reader signs up for a promotion or registers at a site.

Last Word:  Not a revolutionary concept – remove the number of clicks required of a consumer to move from interest to action – but their patent pending data transfer technology seems to give them a real edge in automating the data validation and data transfer piece of the equation.  Definitely worth a look.

Meebo Brings Ads To IM Conversations

Advertisers often clamor to become part of consumer conversations. Web messaging service Meebo is offering them that opportunity by injecting ad messages into online chat.

With the release of a new instant messaging product for Web sites, Meebo has rolled out a new ad format that places ad messages between user responses.

The text message can be clicked to activate a pop-up window with a multimedia commercial. Once a user engages with the ad, his action is noted within the chat. The idea is to then spur conversation among users about the brand.

Last Word: Very interesting concept – has the potential to backfire terribly, but may just be one of the silver bullets needed to crack the code for insinuating brands into social media environments.

Little Interest In AOL As The Unit Is Shopped Again

Amid all the maneuvering over the fate of Yahoo, Time Warner is again exploring whether it can persuade either Microsoft or Yahoo to buy its AOL unit.

There have been on-again, off-again deal talks among the three companies all year. And in recent days, Time Warner has signaled a renewed interest in a possible transaction, according to executives at all three companies who have been briefed on the discussions.

Both Microsoft and Yahoo continue to listen to ideas from Time Warner, the executives said, but neither company appeared to be especially interested at this point.

Last Word: AOL still has a significant audience, a global communications platform, and deep original content assets – will their fortunes turn around and become the belle of the ball – it has happened before.  Stay tuned to this real life soap opera.

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