Marketing Pilgrim's "Direct" Channel

Sponsor Marketing Pilgrim's Direct Channel today! Get in front of some of the most influential readers in the Internet and social media marketing industry. Contact us today!

New Nielsen Findings: If You Love a TV Show, You’re More Likely to Remember the Ads

arrow_novsweepsposter_600Nielsen did a spectacular thing: they cataloged 70,000 TV ads on 6,777 TV shows over a three year period then figured out the correlation between the viewers interest in the show and their recall of the ad.

They divided this by that, accounted for X and filled in the Y and came to this conclusion:

For every 2 percentage point improvement in a viewer’s program engagement—how well people remember what happened in a TV show they watched the prior evening—advertisers can (on average) expect a 1 percentage point improvement in sustained ad memorability.

In other words – the more a person likes a show, the more they’ll remember the commercials that ran during the show.

During the Day, Facebook Reaches More People Than Network TV

Daytime TV has changed. For years, soaps ruled the airwaves but now you’ll find more people talking about their real problems than acting out fictional ones. The networks think they have the mix right, but according to Nielsen more folks are tuning into Facebook than to daytime TV.

nielsen facebook day reach

Look at those blue lines go. It’s not even a contest in the 18-34 bracket. We start to see a switch around 45 and TV wins in the over 65 group. Maybe that’s why daytime TV is full of commercials for pharmaceuticals and life insurance. If you’re selling fast cars and trendy clothes put your effort into posting to your Facebook brand page from ten until three everyday.

Once primetime kicks in, it’s a different story.

nielsen facebook primetime reach

New Mobile App Helps Consumers Get a Break from Commercials

1We’re a nation that wants everything for nothing. We fight against Sponsored posts on Facebook. Video ads on YouTube and networks that track us to deliver relevant banners while we surf. But there’s one ad type that has created more controversy than all of those put together — the TV commercial.

I’m not sure when it happened, but somewhere in broadcast history, we the people began rallying against these mini-adventures that interrupt our favorite shows. It probably happened when networks started ramping up the number of commercial minutes per hour. Back in 2009, TNS Media estimated that commercial messages take up 36% of a prime-time, hour-long show. Wow.

If you’re one of those people that would rather surf the channels rather than watch another artsy ad for a new car, Aristarchos LTD has an app for you. It’s called Commercial Break and it’s new for iOS (Android coming soon.)

Small Business Lessons from the Lemonade Stand

INTERNATIONAL DELIGHT LEMONADE STANDSLike many kids, I once tried selling lemonade in my neighborhood on a hot, sticky, New Jersey summer day. I was excited when customer after customer handed me a dime in return for a short Dixie Cup of overly-sweetened drink mix. When the lemonade ran out, I was rich! What to buy. . . what to buy. . .

Then my mother informed me that businesses have to pay expenses before claiming the profits. She tallied up the cost of the cups and napkins, sugar and lemonade mix and presented me with the bill. Whoops. Guess I should have charged more per cup. Rather than revise my business plan, I filed for bankruptcy and closed up shop. Thankfully, the bank of mom agreed on a greatly reduced settlement.

Majority of Mobile Users Would Rather Engage an Ad Than Pay for an Upgrade

The psychology behind how we spend our money is a wondrous thing. I’ll gladly throw down $1 a day for a Diet Coke, but I’m reluctant to spend $1.50 on a box of pasta that would feed my whole family when I can get it for less than that on another day. I’m also reluctant to pay for additional levels on my iPad games. I’ve done it once or twice, but it’s not an easy button push.

For whatever reason, mobile users will do almost anything to keep from paying for an upgrade – including engage with ads.

tapjoy free content

Why Aren’t Small Business Owners Taking Advantage of Online Marketing?

469994_antique_storeAs I travel around the web each day, I see a variety of ads. Many of them are banner ads reminding me of the effectiveness of cookie based technology. (Hey, look at that ad for Old Navy, I was just on their site this morning. What a coincidence.) Then there are the Facebook ads which I hardly notice and when I do, I find them irrelevant. Also the search results I see in Google (now that’s effective advertising) and the emails and social media updates I get from companies I follow.

That’s a lot of advertising and some of it is working because I’ve been known to click and buy things. But when I think about it, I realize that almost all of the ads I see in a day are for big companies and brand names. The last time I saw an ad for a local store it came out of a Val-Pak envelope.

New FTC Rules Push For Clear and Conspicuous Disclosures on Social and Mobile

dot-com-coverThe FTC just released an updated version of their dot com disclosures guidelines (aka rules) which was originally released in 2000. A few things have changed since then, but the FTC’s stand on “clear and conspicuous” disclosures hasn’t and that could be a problem for advertisers.

Everyone loves social and mobile, but both outlets are hampered by a lack of useable space. The FTC understands this, but they’re not backing down. My interpretation of the guidelines – find a way to make it happen or don’t post ads to mobile and social. If they start enforcing that, it’s going to be one heck of a crack down.

Here is just a portion of the instruction son how to make a disclosure clear and conspicuous: