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Internet of Things (IoT) into Travel Reaps Customer Satisfaction

Posted January 29, 2018 by Abhishek Pandey @ 7:35 pm

 

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Travel remains one such field to have been impacted by the Internet of Things (IoT) but some late innovations have put this field into consideration for future installations. One such innovation was carried at Marriott International in the Irvine Marriot Hotel located in Orange County, California, where an Internet-connected mirror within a shower to tap the ‘Shower-Thoughts’ of its resident, an idea that people’s best creative ideas and brainstorming take place in the shower. The steam from the shower first fogs up the mirror to create a digital whiteboard on a section of the door allowing the consumers to draw all over the glass while mailing themselves the same. While the idea might seem superfluous, Marriot is actually planning to crunch the same tech in its hotels after testing the date from here.

As per Matt Carroll, VP of Global Brand Management at Marriott believes that the technology is part of a broader move to keep up with the Consumers’ changing travel habits and new competition from the digital upstarts such as Airbnb, HomeAway, and other online travel agents. Apart from the connected mirrors in the shower, Marriot has also invested in Mobile-Powered Room Keys and check-ins while creating a Facebook Messenger Chatbot which lets its guests set up wake-up calls and order room service. “It’s an ongoing process of testing, learning and trying new things,” Carroll said. “As we hone in on those things that resonate, we’re moving as quickly as possible and scale them across the brand.”

How is IoT shaping Travel Brands Innovation?

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From giving consumers better recommendations to using the Artificial Intelligence for the same to trying IoT in order to personalize the experience of consumers, the Travel brands have been pouring in millions of dollars into technology to make the consumers and shape their travel experience for better and larger good. The days have gone by for personal bookings as most of the bookings are made these days using Smartphones and Tablets.

“The travel sector is already disrupting itself and disrupting itself again because it has all the makings of things that are going on in the consumer markets right now, which is in the direct-to-consumer, service-based moment,” said Brent Vartan, managing partner at Bullish. “Most of what is coming now in the marketplace is people trying to disintermediate as much as possible.”

As per the data collected by Accenture and the World Economic Forum, the digital changes in sectors such as Travel, Aviation, and Tourism industries will be worth more than $1 trillion in revenue and efficiency saving by the year 2027. And the in the center of such innovations would be such Internet of Things (IoT) where the date about everything from spending to location to insights about previous trips that marketers are practically important for. The importance of data influx would be greater in the coming times while we serve the type of vacations have the consumers been to lately or if a traveler is more inclined to relax on a beach or are they more adventurous? Marriott’s Carroll said. “We’ll serve them up offers for experiences that align with their buying patterns in the past.”

What do the Consumers Want from IoT?

The reveling innovation in the sector is marked by the jump in the consumer apprehensions where more than 67% of them want the travel companies to send them the personalized recommendations but only 44% of them actually receive such recommendations due to companies back slogging.

Given the competition in the Aviation and Travel sector, the travel companies will have to specific about their recommendations which they give to their consumers based on their travel search and travel history.

Super Bowl Ad LII Tracker 2018

Posted January 23, 2018 by Abhishek Pandey @ 7:22 pm

There is some time left for Super Bowl LII, scheduled for the first week of February 2018, but the heat for the Advertisement placement has already become too high to handle for most of the advertisers. Even the handling fee has been slightly raised by NFL this year to a maximum of $5 million this year for a 30-second spot, the spots have nearly been sold out. This year’s NFL will also see a bundling deal with the Winter Olympics and hence becomes an interesting event to look out for as major brands make a return this time. NBC, which hosts the majority ads for the NFL expects to generate over $1 billion in ad sales between the events this year.

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Dan Lovinger, the Executive VP of Ad Sales for NBC Sports Group said that there are less than 10 in-game slots remaining and that the ads have sold well for the pre-game as well as the postgame. The ads are performing more than expected during an episode of ‘This Is Us’ following the event.

“We expect Feb. 4 will set a record for single-day revenue generated by a single company,” Lovinger added, with revenue anticipated to be $500 million.’

Check out some of the Brand Stories who have confirmed their presence in the Super Bowl LII and are the majority stakeholders here-

YouTube Will Not Feature in the Super Bowl LII

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While there has been rising talk about Google Preferred and its return to Sundance, neither YouTube nor Google will make its presence felt at the Super Bowl Super game this season. This means that this brand has backed out of the contest this year.

Hulu Makes Comeback with this original series Ad this time

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Hulu ran its first super bowl ad campaign in the year 2016 and left out unprecedentedly following which it will make a comeback this year with the ad for an original series.

Clorox Absents out at Super Bowl

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As per Eric Reynolds, CMO for Clorox and Senior VP confirmed the absentee of Clorox from this years’ Super Bowl games. It has no plans to run a Big Game Spot for any of its brands as per Reynolds as they do not plan anything for the Paid Media this year.

Danny DeVito to Star in the M&M Ad for Super Bowl

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Danny DeVito has been confirmed as the guest star for M&M ad this super bowl as the star swims in a pool of chocolate as shown through a teaser released by M&M. BBDO New York created a 15-second and a six-second teaser to introduce DeVito as the star of its 30-second Super Bowl LII spot for the brand. M&M’s is returning to the Big Game for the first time since 2014, while fellow Mars brand Snickers will sit this year out.

Hyundai Promises to Surprise Millions through its Super Bowl Ad

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Hyundai has been running a teaser for its Super Bowl LII Ad during both the AFC and NFC championships and it has promised to Surprise Millions through its Ad in the Super Bowl on February 04.

Filed under: Advertising,Brand Marketing

YouTube Introduces New Norms for Creator Monetization Through ‘Google Preferred’

Posted January 18, 2018 by Abhishek Pandey @ 3:41 pm

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YouTube had announced earlier that it will chop and change some of its monetization methods to suit the larger sections of the video marketing. It has made some big changes to its monetization platform for creators as well as advertisers in order to bring coherence to the online video marketing community.  The changes have been brought in to three major areas – YouTube’s Partner Program, Google Preferred and a general transparency effort with both brands and creators over how people are paid. The Google Preferred affiliates marketing strategy for top-tier advertisement group for a select group of creators. The group was originally created as a way to offer brands, “access to among the top 5% of content on YouTube, reach the highly coveted 18- to 34-year-old audience, and receive the measurement results they need to maximize the impact of their campaigns.”

What is the new change in the YouTube Video Marketing?

The changes have been very selective as all the Google Preferred-eligible creators will now have to undergo an increased vetting process from YouTube for verifying user content. All the videos uploaded to the YouTube will now have to be watched by a moderator and manually approved as family-friendly content. This has been to done to give an extra protection through human moderation and catch the content which is not suitable for viewing. It will also be applied to the earlier uploaded pictures as well.

“We expect to complete manual reviews of Google Preferred channels and videos by mid-February in the U.S. and by the end of March in all other markets where Google Preferred is offered,” Paul Muret, YouTube’s vice president for display, video, and analytics, wrote in a blog post.

Changes Affecting Creators and Publishers

There are however other changes which may affect the YouTubers who are not actually eligible for Google Preferred’s top-tier ads. The threshold for creators who qualify for YouTube’s Partners Program has been completely revamped where a number of viewing hours will be given more priority than the number of views. Instead of a total of 10,000 total channel views, the company seems to give value to a number of hours spent on channels that have at least 1000 subscribers to them.

As per a blog is written by Neal Mohan, YouTube’s Chief Product Officer and Rover Kyncl, YouTube’s Chief Business Officer, ‘Starting today we’re changing the eligibility requirement for monetization to 4,000 hours of watch time within the past 12 months and 1,000 subscribers. We’ve arrived at these new thresholds after thorough analysis and conversations with creators like you. They will allow us to significantly improve our ability to identify creators who contribute positively to the community and help drive more ad revenue to them (and away from bad actors). These higher standards will also help us prevent potentially inappropriate videos from monetizing which can hurt revenue for everyone.’

Why have the changed been made?

They outlined the changes to be hurting but it is expected to tackle the potential abuse of a large but disparate group of smaller channels while the company is aware of much of an impact the bad action. YouTube has been finding it really difficult to tackle to charges made against it about the offensive content uploaded by some creators. To nullify those claims and clamp down on certain creators, YouTube had to take these steps. The new and the existing creators will have to reach 1000 subscribers and 4000 watch hours to get automatically re-evaluated under strict criteria to ensure they comply with our policies. The channels not fulfilling these criteria will no longer be able to earn money on YouTube.

When they reach 1,000 subs and 4,000 watch hours they will be automatically re-evaluated under strict criteria to ensure they comply with our policies. New channels will need to apply, and their application will be evaluated when they hit these milestones. Though these changes will affect a significant number of channels, 99% of those affected were making less than $100 per year in the last year, with 90% earning less than $2.50 in the last month. Any of the channels who no longer meet this threshold will be paid what they’ve already earned based on our AdSense policies. After thoughtful consideration, we believe these are necessary compromises to protect our community.

 

Filed under: Advertising,Digital

Three Ways in Which Traditional Media Companies Can Catch the Online Media Bull by its Horn

Posted January 10, 2018 by Abhishek Pandey @ 2:02 am

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There has been a huge shift in the stance as to where the Traditional Media Companies stand today as they have faced a huge competition from technology-based sites such as Google, Facebook, and Amazon. Though this might not look to be a real tug of war, traditional media players have already been pushed to the corners defending their own den. The technology-oriented digital platforms have been winning the ad serving battles online at a greater rate than expected. On the other hand, they have also entered the realm of creation and distribution of content too with significant investments, a forte of traditional media platforms. So, this has raised an alarming issue for the traditional media firms who have lost the account in this sector.

What Problems are being faced by Traditional Media Companies?

The race to the center has now started and the traditional companies have started facing the competition of their life but what can they do to rescue themselves? Various content-based companies who delve into technology have entered the market. For example, there are direct to consumer cover the top (OTT) services such as DirectTV Now or Sling TV, which generally involve repackaging linear television networks, putting the, on broadband and charging a fee. Also, they are facing a tough challenge from an online platform such as Amazon Prime, Facebook, YouTube, and Netflix, the biggest of them all. These platforms have the technological infrastructure, a ready audience, and viewership and most importantly the capability to serve ads. What is more worrying about traditional media players is the funding these technical sites have received over the year. The challenge therefore to traditional TV companies has been to make such content to get accepted in the general consumer lines. The problem that TV companies have faced is the execution of a content-specific platform for the users. They have switched to an IP infrastructure and migrated the content library and applications to the public cloud as well as migrated to the physical data centers. They are also utilizing the board data for decision making and technological usage.

Some of the ways in which the traditional media players can still contest with the technology-oriented platforms are as follows:

Technology-based customer experience

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User satisfaction information can be one of the possible ways to make specific content and the technology has that tool to enhance such experience. The content companies need to engage the consumers in their content to gain maximum popularity. For that, they can use the Artificial Intelligence as well as Virtual Reality to backend Infrastructure. Some of the companies have switched from traditional liner SDI video to IP which has enabled liner television to work a little more like the online world.

Personalized Programming Choices

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There have been ongoing innovations in the field of targeted programming choices where the user-specific content gets materialized. This is a give and takes world where the traditional media players need to give viewers what they want when they want it based on real data. If you know the consumption habit, you will get to know what the consumers want in these times. So, for example, if someone only wants one type of show, you can give that person the option to binge watch that shows and create a personal network beneficial enough for everyone. Personal preferences will have to be taken in cognizance if you must stabilize the network you wanted.

Focus on Advertising Efforts

We often see the online content providers understanding the needs of the consumers even in the field of advertisements and this becomes evident when they prefer user-specific ads too. Changing the value proposition by delivering relevant, less obtrusive ads — in new and creative ways — to a cross-platform audience creates a better experience for the consumer and is far more efficient to your advertisers.

 

Filed under: Agencies,Digital

IoT gadgets on a roll with Amazon’s Alexa and Google Home at CES

Posted January 8, 2018 by Abhishek Pandey @ 8:35 pm

Internet of Things (IoT) might be the newest player in the markets and brands have been putting in a lot of efforts to understand it. The marketers have already started looking at Amazon and Google to dominate the market comprising of connected devices in the year 2018. The upcoming Annual Consumer Electronics Show in Las Vegas will become home to showcase comprising of the gadgets from Amazon’s Alexa and Google Home with their expanding sets of AI skill and services.

As per Steven Moy, EVP and Chief Technology Officer for the U.S. at R/GA, ‘It’s only been a year since Alexa got introduced to the market and I have not seen the pace of acceleration so fast in terms of adoption and people getting accustomed to it.’ Alexa and Google Home have together sold more than 27 million devices in the U.S as per the date from Consumer Intelligence Research Partners and which is, in reality, a great number for companies recently released with their products.

Jeff Malmad, who is the Managing Director of Mindshare North America’s Life+, has been keeping a busy eye on the growth of IoT in the states adds ‘The result of voice assistants’ exploding popularity is a new gold rush to build branded skills similar to the rush to build apps when the iPhone first came put and App Store was launched. The ultimate device and gateway to the Internet of Things happen to still be your mobile phone today’. this is inadvertently correct as smartphones control how consumers access their voice skills these days.

Because Alexa has gotten such traction, [brands] are saying, ‘How do I bring voice to my experiences? How do I bring conversational interfaces to existing products?’” said David Hewitt, VP and global mobility lead at SapientRazorfish. “We’re seeing the enterprise-class investments starting to be made that allows brands and companies to think about configuring and scaling a lot more [IOT] services.

What to expect at the Consumer Electronics Show in Las Vegas?

Amazon is scheduled to host nine presentations and workshops over the two days span where we can see some exceptional technology launch and might dive into the unimaginable AI skill of Alexa. There will also be specific sessions about connected automobiles and another session dubbed ‘Amazon’s Quest for Alexa to Be Everywhere’.

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On the other hand, Google will its biggest appearance in the trade show since 2015 a booth specially designed for it where its products including its virtual assistant Google Home will be showcased. LG will also a new, spiced up smart speaker named ‘ThinQ’ which plugs into both Alexa and Google Home and makes it one of the handiest products manufactured by LG in the recent times.

Are the IoT things Way Too Pricey?

Often newer and exclusive technologies come at prices way too much for an average size pocket. While the consumers have been taking the IoT very seriously, they might not go for overpriced items such as the $2600 connected refrigerator or $120 alarm clock which emits the smell of coffee and music to wake you up.

Every year at CES, you’ve been seeing the connected refrigerator going back years, but nobody has them in their house,” Malmad said. “Soon, you’re going to start to see that shift to a connected fridge being more common than not as the price comes down, screens become less expensive and consumers are used to these voice-connected speakers—it’s just going to be as common as having a rear-view camera in your car when you’re reversing.”

Similarly, consumers are not that interested in IoT such as watches and health tracking wearables from startups and smaller companies which they consider new to the field and immature.

 

 

Filed under: Advertising,Brand Marketing

How Blockchain Can Prove Godly for Media and Entertainment in 2018

Posted January 7, 2018 by Abhishek Pandey @ 8:04 pm

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Blockchain has been a phenomenon ever since its release in other sectors but Media and Entertainment can be one sector where it can transform itself into a cosmic phenomenon. It can prove godly for the sector in various ways. Bitcoin made news in the last month of the year 2017 when the cryptocurrency surged past $10,000 mark to a peak of $20,000. There was the launch of Bitcoin Futures and its acceptance by Australian Stock Exchange for stock settlement made it one of the most sought-after cryptocurrencies in the world. So, it won’t be late or wrong that we see the impact of Bitcoin in the field of Media and Entertainment in the year 2018.

Why Blockchain in Media and Entertainment Sector?

 

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Blockchain has been one of those entities which enable a digital marketplace – both decentralized and tamper-resistant altogether. The transactions are recorded chronologically in a distributed ledger which makes it transparent to the users but encrypted so that nobody can change or fake any transaction made on it. ‘Smart Contracts’, which can also be understood as automated transactions through agreed business rules, logic and contract, can also be programmed to make it more connecting. In the Media and Entertainment sector, there is a potential market for Blockchain technologies where participants would benefit from both security and transparency in the field of Payment, funding, monetization and contract enforcement. Let us check out the benefits of the cryptocurrency in the field of Media and Entertainment –

Royalties

It is always a possibility in the Media and Entertainment sector that the producer, distributor, and others do not come to terms as far as the monetary distribution is concerned. Because of sharing and distributions of copies, the music streaming sites and rights holders often struggle to agree on compensation for trillions of song streams leading to legal fights and loss of money. Royalty payment methods can be one of the ways to rectify such mistakes as the Open Music Initiative (OMI) composed of 200 members including Sony Music, Warner, YouTube, Netflix, and Spotify. OMI revealed to CNBC that it is considering Blockchain as a foundational technology. The vision includes a Blockchain-based ledger which contains music assets and their rights holders. Smart contracts can then automate royalty payments based on a song’s consumption including streaming.

Crowdfunding for Creative Productions

Blockchain start-ups across industries marked the uprising in the year 2017 where funding was made through Initial Coin Offerings (ICOs) which cryptocurrency like bitcoin to crowdfund new ventures. This can be used by creative productions to leverage ICOs for crowdfunding. Many of the funding sites such as Indiegogo launched its own ICO platform. So, these ICOs for films and other creative ventures could ramp up in 2018, contingent on how the Securities and Exchange Commission (SEC) applies and imposes securities laws to ICOs.

Digital Advertisement

In the partnership with Nasdaq, NYIAX has recently launched a Blockchain-based ad exchange platform which allows the publishers and advertisers to efficiently trade advertising contracts. Richard Bush, Chief Product and Technology Officer states ‘With Valuable experience in capital markets, NYIAX has a long-term vision to create a more financially rigorous model leveraging fin-tech best practices with advertisement and media.’

 

 

 

 

6 Marketing Trends That Shook the Business This Week

Posted January 4, 2018 by Abhishek Pandey @ 2:59 am

While we were busy having the decent time with our families amidst opening bottles and munching cookies, the market was busy trending with advertisement oriented marketing techniques. From TV streaming to Live Facebook branding, market rotated at a versatile pace this week in the New Year. With the enthusiasm in the New Year, it was probably the better start to marketing trends than the last year given such impromptu decisions. Let us check out the six data-based stories which shook the market and stood in front of us this weekend –

Facebook Live Feature

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It was one of the most inspiring of all the news that broke out this year with Facebook claiming that more than 10 million people used its live features on New Year’s Eve which was a 47% increase if compared to 2016. In terms of cities, Las Vegas and Orlando, Florida were the biggest streamers on this New Year’s Eve. Certain this had a chilling impact on how people celebrated the New Year this year and they were not necessarily watching the ball drop in New York’s Times Square. While Facebook romped up the New Year’s show this time, CNN was not that far behind on viewership. The network’s Eve special with Anderson Cooper and Andy Cohen raked in 1.7 million total viewers in Primetime. This could be one light the TV needed to bring back the aura it had.

Targeted TV Viewership

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As CNN showed, TV isn’t dead yet and its working very fine. Brightline, a company which inserts dynamic and interactive ads into TV, announced a new product which lets marketers target their promos from 30,000 audience segments on streaming services from networks such as AMC, CBS, ESPN and online streaming platforms such as Roku, Apple, Amazon, and Netflix. For example, the marketers can now have that exclusive benefit to zero in on characteristics which match a profile of ‘automotive buyers’.

Tuned In Listener

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The past year has been the year which revolutionizes the Podcast features where people can remain Tuned in as Listener for longer durations. S-Town, the podcast documenting the small town life of John B Mclemore created by the teams at Serial and This American Life was downloaded more than 50 million times. In the same year, Podcasting exploded into a seemingly bottomless ocean of content that Edison Research dubbed ‘the Infinite Dial’ with an estimated 15 percent of Americans listening to podcasts each week.

Top Tweet

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Social Media analytics firm TalkWater was busy surveying the outflow of social media and it came out with the top tweets of 2017 based on engagement aggregating retweets and likes as well. Tweets from Ariana Grande following the Manchester terrorist incident and Wendy’s viral chicken nuggets were the most popular this year. But the tweet from former President Barack Obama, following the racial incident in Charlottesville, accrued more than 71,000 replies and 1.7 million times retweeted and had 4.6 million likes on it. This proves that he is still loved among the masses in the similar ways.

Boom in Targeted Content marketing

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As per the data received from Social Analytics firm Shareablee, the branded content has the power to break through Facebook’s Algorithm. It can rack up twice as many earned media impressions as paid impressions for paid ads. In an analysis of branded content posts from 10 publisher pages, 833 branded content posts received 617,986 paid impressions and more than 1.2 million impressions. To compare, 265 standard ads from 47 brand pages accumulated 375,489 paid impressions and 34,718 earned impressions.

Techy Sales Pitch

As per the data Digiday, Purch, which publishes tech and product reviews, it makes $120 million in revenue with 20 percent or $24million in gross.

 

 

 

Most Memorable Movie Ad Campaigns of 2017

Posted January 3, 2018 by Abhishek Pandey @ 2:00 am

The past yearn was incredibly awesome with some of the biggest hits while some got completely entrenched into controversies. While some movie saw great openings to their fantastic trailers, some got lost in advertisement world’s frenzy tactics. Though this was a rough year for Hollywood as a whole, it can still be termed as one of the most innovative years when it comes to their Ad campaigns. If we take accounts of the sold tickets, it was the worst theatrical summer since 1992 while the worst overall year since 1995.

The latest releases such as Star Wars: The Last Jedi as well as Jumanji brought some happiness to the box office by quickly becoming hits. The former soon left Beauty and the Beast and became the highest grossing movie of the year minting $522 million domestically while the later pulled some families too. But apart from these movies, Hollywood has been seeing it’s one of the worst possible days in the history as the movie-going getting a complete makeover these days. With the presence of digital platforms and other websites and people getting a busier day in and day out, the experiences have changed in the span of last 3-4 years barring those movies that create enough excitement in people through their Movie Ad Campaigns. Some of the movies got their fate completely overturned in a span of few days due to their movie trailers and ad campaigns. Here are some of the best movies Ad Campaigns for the year 2017 in no particular order –

The Lego Batman Movie

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Warner Bros. made one of the best promo videos for its franchise production to promote the 75-year-old legacy of the movie and it was highly unlikely that it would get repeated. After the character which has been voiced by Will Arnett, broke out in the year 2015’s The Lego Movie, it became completely inevitable that he would get his own movie. The campaign was centered to be a cash grab but compiled with humor which would appeal to all audiences and be a welcome, lighthearted change from the super dour Dark Knight of Batman V Superman the year before. I

Colossal

Colossal was pretty much missed when Neon was released in the month of April this year but yet it’s out of the world techniques displayed in the advertisement won a million heart this year. Anne Hathaway plays Gloria; a woman whose life has is not together at all by any means. One day she discovers that she controls a giant Kaiju that randomly appears in Tokyo. It was not a massive campaign and did not attract a big audience but yet the calmness and solidarity displayed won hearts on the online mediums. The movie saw itself sold on the strong word of mouth campaign earned at the festival screenings and received praise from both its heart and dark sense of humor.

Wonder Woman

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One of the finest releases of the year with a lot of international praise, Wonder Woman campaign ran on all eight cylinders from the moment the first trailer was released at Comic-con 2016. The DC flick which was praised internationally for its vigor and strong screenplay portrayed a woman as a super girl and made the impossible seem possible suddenly. Anyone not moved by Diana’s proclamation to protect the innocent or who did not get chills when she walks out of the trenches alone to face the enemy on her own does just not believe. It was one ray of hope that women around the world need to come out of the barriers and do it for the humanity. It emerged as the strongest support base for those women across the aisles who face oppression day in and day out.

 

Filed under: Advertising

Media and Entertainment Stock 2017: Amazon, Netflix Biggest Winners

Posted January 2, 2018 by Abhishek Pandey @ 2:15 am

The Media and Entertainment Stock for the year 2017 has spoken the minds of the market and its astonishing as to how the stocks have performed over the year. As it shows the traditional media conglomerates can’t even match the momentum which has gotten behind the technologically sound and craftily managed digital media sources such as Amazon Prime, Netflix, and others. These companies have a stronghold driving into the content production and distribution fields. The big winners in the Media and Entertainment Stock for the year 2017 have been Facebook, Apple, Netflix, and Google and that’s not surprising as well because these tech giants and conglomerates have completely overturned the Media industry in the recent years. Netflix emerged as the biggest winners of all but Amazon has not been far behind in the race for stocks.

Who was the winner?

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Netflix was the clear-cut winner and remained a darling of the industry in the year 2017 with a huge surge in its global subscriber base. Its closing price on January 3 was $127.49 billion with its shares tearing into the rooftops. Amazon was closer to its media revenue generation and was an instant hit in the Asian Countries as well.

Disney has once again the highest share price amongst all with a big margin over the Hollywood studio conglomerates. But the mighty owner of Pixar, Marvel, LucasFilm, ESPN, and ABC has been battling high expectations and nervousness about a changing business climate and one that goes beyond the traditional media into a more sophisticated digital media genre as well. The stock in this sector gained 3.2% this year after a flat performance in the year 2016.

21st Century Fox, due to its surprised acquisition by Disney, delivered double-digit gains due to inflationary effect of the acquisition. Sinclair Broadcast Group and Scripps Networks Interactive have also closed out the year with a double-digit bounce on the heels of M&A activity. On the other hand, Comcast which had a shoddy 2017 weathered the storm around the year into its core business such as cable and broadband service and NBC Universal’s content operations. It could then make a 16% gain without any big transactions.

Discovery, the buyer of the Scripps Networks, had the worst of all the year among all the media conglomerates and it dropped with an 18% drop. Concerns about the fate of its pure-play cable programming operations, as consumers embrace lower-cost streaming and skinny bundle options, have been a dark cloud over the shares. John Malone, one the long time’s investor Discovery shelled out more than $6.5 million to scoop up more shares. He thus demonstrated his faith in the company and there is more than one way in which he expects the shares to cut roof.

AMC Networks has been facing the similar conundrum about the investor problems in the same way as Discovery. But the home of ‘The Walking Dead’ managed a slight gain for the year making a big improvement over 2016’s 30% plunge.

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AT&T, CBS Corporations, and Time Warner were all down to a single digit while Time Warner and CBS were the top two gainers in the Big Media in the year 2016. AT&T has been handicapped by the uncertainty surrounding its core wireless business and the effort to scoop up Time Warner following the Justice Department’s lawsuit to block the union. Viacom too had a long year after a whirlwind of restructuring to do under the new CEO Bob Bakish. The company was rocked in the year 2016 due to corporate warfare between Sumner Redstone and former CEO Phillippe Dauman. Viacom did see a late-year bounce on the speculation about Media M&A heating up in the wake of the Disney-Fox merger.

 

 

 

Most read Marketing and Media Stories of 2017

Posted December 29, 2017 by Abhishek Pandey @ 1:26 am

2017 has been a year of controversies while still being the year for most the groundbreaking innovation in the marketing strategy as well. There was a sudden rag to richness for some while it was completely opposite for some on the other side of the aisle. What becomes is the astonishing approach it leaves us within the field of marketing, advertising and PR going into 2018 where they can be utilized properly. Here are some of the most read marketing and media stories of 20017 which were instantly recognized –

United Airlines Passenger Fiasco

United Airlines was hammered hard with tweets going over its head over alleged passenger reallocation in a harassing way by one of its in-flight attendants. It resulted in stock price fall for its parent company United Continental as it fell as much as 6.3%  in pre-market trading, dropping $1.4 billion from the now $21 billion company by market cap. What made stories was a twitter trend ‘Boycott United’ proving a boon for other airlines such as Southwest Airlines, Delta, and JetBlue. This made the marketing stories space in the earlier months of the year becoming worldwide ones.

Kendall Jenner’s Pepsi Ad trolled for sparking racial discord

Kendall Jenner made into the limelight when one of the Ads for Pepsi featuring her where she hands a can of soda to a police officer during a peace protest sparking a backlash online in April. The spark spread so much so that it was pulled down by the twitter after some time. The protest in the Ad, which meant unusual and un-purposeful, is attended by Kendall Jenner who heads towards one of the grim-faced police officers and hands him a drink. Some tweets compare the image of Jenner handing the can to the Police officer to the award-winning photo from a Baton Rouge, LA protest against police brutality last July.

President Trump’s $50 St Patrick’s Day Cap with mistake sparks Twitter fun

The criticism of Trump following his presidency win grew louder when the President wore a white cap with a slogan ‘Make America Great Again’ and a plant motif on the back and whose price was $50. This could be a general grossing enterprise but there was a huge mistake in the stitching as the motif sewn into the hat was actually a four leaf clover, not a shamrock which was the traditional motif to have been stitched on the back.

McDonald’s faces criticism for exploiting Childhood bereavement Ad

McDonald’s too made a mark into the criticism fray this year when it was dragged into a criticism this year’s May after its latest advertisement was widely criticized in the UK for exploiting Childhood bereavement. McDonald’s advert implied that the boy had little in common with his deceased father other than their shared enjoyment of McDonald’s. Another McDonald’s story crept up when it changed its staff outfits and people made fun of it saying that it matched the costumes for the Star War movies.

Google and Facebook take 20 percent of total Global Ad Spend

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Google and Facebook emerged as the major player in the Global Advertisement spend and became the world’s largest media owners. According to Media Agency, Zenith’s Top 30 Global Media Owners report, Google’s Parent company Alphabet was ranked at number one taking $79.4 billion while Facebook follows up with gross earnings of $27 billion.

Brad Parscale rakes up $94 million post Trump presidency win

Donald Trump made Brad Parscale his digital campaign director and paid him $1500 to set up his election website during the presidential campaign. At that time he asked for this sum but till the time President Trump won the election, Brad Parscale had racked up more than $94 million. The story which first ran on CBS News got immediate attention and can be perceived to give much information about how much money is involved in the American Presidency campaign these days.

While these Advertisements might show us how the year unfolded but it also shapes up the way the media might be in the power making in the coming year also.

 

 

 

 

 

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