TLP Adds TVTak to TransMedia Platform Integrations = Social TV

It’s Not TV … Now It’s Social TV … TransMedia Tools You Need

Content + TransMedia Multi-Platforms + Engagement + Call to Action = Meaningful Metrics and ROI to Brands

TLP Offers  TVTak for Select TransMedia Campaign Integrations

TvTak offers new types of direct engagement between viewers and advertisers.  See something that interests you?  Advertisers can create an immediate call to action with spontaneity and no hassle.   You see a commercial for a vacation destination. Point at the TV with your iPhone and just click to call for reservations.

TLP Adds FusionTalk Video Emails to Interactive Slate of TransMedia Tools

For years TransMedia companies have searched for a suitable and attractive interface for the delivery of video email messages.  A GetResponse “2010 Email Marketing Trends” survey was conducted online from January 27 to February 5, 2010.   When a group of small to medium size business marketing companies were  asked if they used video email in 2009 and plan to use it in 2010, only a combined 15.7% of respondents said they used it last year.  However, more than 80% of respondents plan to use video email this year, with 11.9% saying they used it last year and will increase usage this year.

Video Emails Seen as Conversion Tool
Almost 66% of respondents said video email can result in significant or moderate increases in conversion rates.  Click Through Rates  (CTR’s) in response to a call to action is the coveted goal of email campaigns.  In TransMedia Campaigns, Brands want to be assured a video email spend will also return interactive results with metrics and usable data points.  TLP has chosen FusionTalk as its preferred Video Email interface, where we use and manage  it to design a customized video email campaign as part of a suite of TransMedia tools designed to get Click Through Rates and response to a Brand’s call to action.

New Marketing Option Can Combine iTV and Mobile – TLP Incorporates “IntoNow” in TransMedia Packaging Services

THE NATIONAL BRANDS ARE WEIGHING IN …

Large advertisers have indicated a strong desire for strategies to capitalize on both interactive TV and mobile platforms.  An opportunity to combine the two is now available and it is being incorporated by savvy TransMedia companies.

Pepsi thinks so.  So do a number of other NATIONAL BRANDS.

One driver (observable by all)  is the consistent trend of young consumers – and older ones, too – who are unable to put down a handheld device while watching TV.  It’s digital multi-tasking and it’s prevalent worldwide.

Consider this … Within this interactive TV arena (computer screens, mobile screens, Connected TVs), a  “request for information” or RFI ad enters the marketplace as a TransMedia campaign option to producers and sponsors and advertisers.   How does it work?

In the Broadcast world … It is simple.  Watch an ad, use the remote control to click on an embedded banner, and have a coupon or product sample sent to the home.

In the Connected TV and Mobile Device World …  Enter technology from IntoNow, which since January has focused mostly on facilitating social-media interaction, while watching a program.  So, using Apple devices – iPhone, iTouch, iPad – a viewer can use an app.  By pointing iPhone, iTouch, iPad at the TV screen, details about what’s being watched are zipped onto a Facebook page or Twitter feed.

It’s granular and highly interactive with a social media tie-in.  So one can alert humankind that he or she is not just watching “Dexter,” but they are watching “Dexter” season two, episode six.  This IntoNow system can identify episodes from five years’ worth of programming on 130 networks.

Clearly, the functionality leaves ample opportunities for broadcasters, TransMedia companies, sponsors and advertisers, which works virtually the same as the RFI options with iTV.  There is a major difference, however, with no pricey snail mail required.

Pepsi is the initial advertiser to take advantage of the IntoNow system.  Think of these ramifications.  In its campaign, a person can point at a Major League Baseball-themed spot and have a digital coupon — in the form of a bar code — beamed to their Apple device. The viewer can then show the code at a store, where a scan brings a free bottle of Pepsi Max.  Pepsi is offering the opportunity to 50,000 people, with redemption opportunities at Target and CVS at first.  It is partly being promoted with cards handed out at baseball games.

The IntoNow opportunity offers advertisers valuable performance metrics.  If only 25,000 go for the free Pepsi, there’s critical insight to be gleaned, stretching from how well a gambit was promoted to whether consumers prefer to watch TV via DVRs.  Or will even seek out a commercial on YouTube.

Besides a bar-code coupon, the system opens up the chance for a marketer to send users more information about a product, or a link to a video about a spiffy car – both aspects of the RFI, iTV movement.   Eureka! … than a company that allows songs to be identified with a mobile device, offers a similar advertising opportunity that could function as an iTV-replacement option and run a campaign with Old Navy.

IntoNow can recognize a show even if it’s airing live for the first time. We also have an index that covers more than 140 million minutes of previously aired shows. That’s the equivalent of 266 years of video! Our catalog represents more than 2.6 million airings, indexed during the past five years, and it’s growing by the second.

It’s Robust and Scalable (From the IntoNow Website)

SoundPrint is what’s known as a “fingerprinting” technology. We’ve developed a series of algorithms that can quickly identify a show based on the audio from that program. And because we can do it so quickly—even for shows that are airing for the first time ever—the end result is something like magic.

TLP is integrating the IntoNow mobile platform into its TransMedia Packaging services menu.

The Right Message … At the Right Time … To the Right Audience.

In a TransMedia World … The Mobile Ad Market is Exploding – Up 36%

Rhythm NewMedia releases metrics every quarter to help you evaluate the effectiveness of your mobile video ad campaigns and to learn best practices. Data points are based on ads served across iPhone, iPod Touch, iPad, Android and other devices in the US market.  In Q1, Rhythm served over 728 million average monthly content views in the US, up 36% Q/Q. The data points cover ad campaigns from over 70 Fortune 500 brands in Q1 2011.

Key findings for Q1 2011 include:

1. Huge growth in mobile video advertising: 200+ brands in 2010, 70+ in Q1 2011, 36% quarter over quarter growth from Q4 to Q1
2. Combine video ad units for maximum effectiveness: Each video ad unit provides marketers with a different, effective approach to deliver their brand message
3. In-Stream Video ads outperform all other video units: High average completion rate of 87%
4. In-Stream Video advertising performs best with greater reach: 22% higher clickthrough rates on run of network, broad reach, campaigns due to in-stream video advertising’s immersive and brand building nature that captivates all targets
5. Interactive Pre-Roll is more effective between screens: Video completion rates average 36% between screens vs. 23% at app launch
6. Entertainment, Telecom, CPG top categories: Brands in those three categories ran the most campaigns this quarter

Mobile video ad impressions averaged 728 million a month in the first quarter of 2011, up 36% from the prior quarter, according to new data from mobile video ad network Rhythm NewMedia. More than 70 marketers ran campaigns during the quarter, about the same as in the fourth quarter.

Rhythm data is based on ads served across the iPhone, iPod touch, iPad and Android and other mobile devices in the U.S. HBO, Kraft, Disney and Marriott, among other brands, use the company’s network to run pre-roll, tap-to-play and in-stream video ads on the apps and mobile sites of various publishers, including CBS, Fox, NBC, Discovery and AP.

Among the three ad types, the in-stream unit, which plays as a commercial break during full episodes or before video clips, had the highest completion rate: 87%. The pre-roll, which automatically plays when an app is launched or between game levels, had a 27% completion rate, and the tap-to-play ads, requiring a user to tap on a display ad to run, a 21% rate. (Unlike most pre-roll ads on the PC-based Web, viewers can skip the Rhythm pre-roll ads, contributing to the lower completion rate.)

When it comes to click-throughs, the tap ads, which may appear when a user is browsing photos, articles or playing a game, had the highest rate, at 7.2%, compared to 4.5% for pre-roll, and 1.3% for in-stream.

Rhythm suggests advertisers can increase the effectiveness of ad units, depending on how they are used. For instance, in-stream ads perform best in run-of-network campaigns, where the click rate increases to 1.4% from 1.1% on targeted sites or a single site. For pre-rolls, completion rates increase from 23% to 36% when run in between screens instead of at launch.

A Brand is Not a Logo … It’s an Experience.

Kevin has clearly led the field with Fortune 500 Companies. If they adopt “Lovemarks” as a branding strategy, why are medium and smaller companies reluctant?