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Innovation Expands Cable Media Options

1 May, 2008 By: Response Contributor Response

Tips on mixing media, where to find great rates and the sexier side of ROI.


Media on the Move

Mobile media poses one of the most relevant marketing challenges. According to Research and Markets, a Rockville, Md.-based source for market data and industry trends, consumers are using smart phones and other mobile devices to watch television episodes, Web-hosted video content and even movies, and the trend is starting to shift TV viewing habits and also influence broadcast distribution. The study, "2008 Trends to Watch: Media and Broadcasting," said that on-demand entertainment could pose a threat to advertisers unless they find alternative ways to leverage multiple platforms.

The mobile craze in the United States is still in its infancy compared to countries in Europe and Asia, but the transformation of media consumption is eminent. Apple's iPhone comes standard with a YouTube icon that links users directly to the site, and Apple's iTunes now holds the title of No. 1 music retailer in the United States.

2007 Ad Spending Growth and Total
2007 Ad Spending Growth and Total

MTVN announced that it streamed more than 57 million mobile videos between February 2007 and February 2008 — 94 percent year-over-year growth, a record, and solidified its reputation as the world's largest provider of mobile video.

According to Fays, the popularity of mobile video demonstrates just one of many collaborative opportunities. Clients have already integrated messaging into these video streams and negotiated a revenue share with MTVN. In these cases, however, some DR media metrics are not as readily available, which makes mobile video more appealing to brand advertisers, or direct response marketers with deep pockets and an appreciation for the inherent value in brand awareness.

Going Green with Envy

When it comes to delivering cross-network partnership opportunities and true direct response ad solutions and accountability, Discovery Communications is also at the top of its game. Discovery's 100-plus worldwide networks, which reach more than 1.5 billion people in more than 170 countries, includes Discovery Channel, TLC, Travel Channel, Animal Planet and Discovery Health.

Next month, the company will reposition its Discovery Home Channel as Planet Green and re-launch with 24/7 eco-friendly entertainment to more than 50 million viewers. Leonardo DiCaprio will executive produce one of the network's first series, which chronicles the totally-green rebuild of Greensburg, Kan., which was devastated by a tornado last May.

"There are many opportunities for product integration and sponsorship opportunities on most of our emerging networks such as Planet Green, Science and the Military Channel," says Maria Kennedy, vice president, direct response/paid programming and a member of the Response Editorial Advisory Board. "We can also work with our I-media division to create multiplatform opportunities that integrate on-air and online."

Planet Green is complemented by PlanetGreen.com, an informative site on how to live, eat, work and even travel green. It's filled with original articles as well as expert opinion and advice from TreeHugger.com and HowStuffWorks.com, two recent Discovery acquisitions.

"HowStuffWorks.com is a source for credible and entertaining, easy-to-understand explanations of how the world actually works," says Kennedy. "In March 2008, there were more than 80 million page views. HowStuffWorks is one of the top search vehicles on the Web."

Kennedy adds, "This is an opportunity for DRTV advertisers to create an even larger partnership with the Discovery brands. They can advertise in programming with a proven success story and extend their reach to a new audience."

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