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Consumer Research


Heads up on latest trends for marketers

Heads up on latest trends for marketers

Excerpts and commentary compiled by the leadership team at UM’s Global Digital Communications Practice.
Google, Microsoft Said To Be Preparing Bids For Digg

Digg is a user driven social content website. Everything on Digg is user-submitted. After you submit content, other people read your submission and “Digg” what they like best. Despite a number of false starts, this time a sale looks like it might actually happen, and soon.

A source very close to the deal that four companies are in heavy due diligence with Digg - two media/news companies, and two big Internet companies - Google and Microsoft. And Google and Microsoft are on the verge of making their bids.

Last Word: Digg is actually one of the more useful user generated content sites because it incorporates user opinions about the content and lets the population be the judge of the quality and relevance. As a web 2.0 application this as social as it gets and theirs could be the future of “breaking news” reporting.

Paramount to Release Thousands of Film Clips on Facebook

Paramount has created a Facebook application called VooZoo which will allow users to see and share clips of the database of movies under the Paramount brand. As an added feature, people will be able to purchase the DVDs after seeing the clips. At this point there is no revenue goals attached to the project.

Last Word: This is a great example of using social media to a brands advantage. Don’t try to reinvent the next Facebook but think of how to integrate into its environment.

U.S. In-Game Ad Spending to Hit $650 Million in 2012

Buoyed by a vibrant video game industry that is enjoying unprecedented growth, eMarketer projects that US in-game advertising spending will increase from $295 million in 2007 to $650 million in 2012.

Last Word: This segment will only continue to grow as games are downloaded and played straight from the internet rather than disks on home consoles! This will also make it easier to target and serve ads to people’s homes.

Spot Runner Buys Online Ad Firm Weblistic

Spot Runner, an IPG Futures Marketing Group ( investment has just acquired Weblistic. Both companies focus on helping local companies with their advertising and thus making it affordable - Spot Runner through TV and radio and Webalistic through online.

Last Word: As the new media landscape creates more and more segmentation of consumers, these players will become key to reaching ever more elusive niche segments of the population.

Will iPhone Software Be a Multi-Billion-Dollar Market?

In June Apple will release its iPhone SDK (software development kit) albeit with restricted rules. The idea is to allow developers to create applications beyond the present browser-based applications that could be uploaded to the phone’s CPU. Many ask if development funds from VCs for the next killer app for smartphones will aid and grow this segment of applications.

Last Word: The iPhone definitely has unprecedented computing power in a phone and building these applications will become key to its success but the question is how far can you go – we as consumers all need our mobile phones to become more like the PC – personal mobiles (PM) where we select the software and apps rather than part of a walled garden concept. In any case, our advice - “location, location, location” based services through GPS, will be the keeper!

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