Hate speech moves the commercials from YouTube to TV?

YouTube Announced harder selection of its content means less number of potential videos for advertisers.

 

As written on poslovno.hr, in last ten days companies like Verzion, AT&T,Johnson&Johnson,Marks&Spenser cancelled all activities on YouTube due the offensive content on YouTube,  questioning googles  long term strategy. According to Reuters short term financial effect will not be huge for google, mainly because the biggest part of the income comes from smaller advertiser without big budget for TV or other media.

Some analyzers believe the advertisers will come back soon, since they don’t want to lose touch with the millennium generation. But, the grow of hate speech on the internet makes the advertisers thinks about going back to TV. Video content is more vulnerable than the people think. Not every content is the same, so are not the commercials. When you destroy this, the whole concept starts to fall, underlines the senior analyst Joel Espelien (Diffusion Group). Last week, the stock value of Alphabet (YouTube owner) dropped by 3% in just three days. And although the Alphabet gives almost no information about the profit, analyst Mark Mahaney from Capital Markets, estimates this year’s YouTube earnings around 14 billons USD.

Alphabet affiliate Google announced to take more attention to abusive content on YouTube. However, David Cohen the president of Manga Global, media buying company, doesn’t believe that this announcement convicted the advertisers in any fast changes. Harder selection of the content means less potential videos for the advertisers, thinks Cohen. This could lead to problems in the growing community of small, independent, content producers, who are contributing to the volume and sharing the ad income with YouTube.

The loss of the not satisfied content producers could be a big problem for YouTube, especially because Facebook and Twitter are very interested in to this part of the market.

Moscow started with testing of new way of personalized advertising

Many of us still remember the movie Minority Report with Tom Cruise starring, and personalized commercials   in the subway, communicating with the people through eye scanning technology.

What seemed like far away fiction is almost reality, at least in Moscow. Synaps Labs Company recently started testing the new method of personalized advertising on LCD screens.

New method is designed for car drivers, depending on which brand they are driving. For example, all BMW X5 and Volvo XC 60 SUV drivers will be faced with the Jaguar SUV commercial. The technology, which allows this targeting, is placed in fast cameras on the digital billboards and recognizes the type of car on the street and adequate commercial is shown to the drivers.

Maybe the Minority Report scenario is not that far away.

YouTube TV

With more than a billion users YouTube is by far the most visited video platform, which makes one third of the global internet users. Google recently published the fact that in just one day users look through over a billion hours of content, and YouTube reaches only via mobile devices, without tablets, more people than any broadcast or cable TV service.

As one of the first companies recognizing this huge potential Alphabet Inc. will start offering live program streaming of most of the American TV station and cable operators.

The service will be named YouTube TV and will cost 35 USD for six accounts, and will provide program access for over 40 TV channels, including ESPN, as well the original YouTube production channels, designed by users of the You Tube Red Originals.

With this service YouTube will try gain the viewers who have given up from traditional TV packages.

Super Blow setting new records!

And again this year the advertising cost for a 30 second commercial during the Super Blow set a new record, 5 million USD, compared to 2 million just 15 years back. If we go way back to the first Super Blow, the amount was just 37.500 USD.

This year’s Super Blow reached record breaking 172 million people, compared to 51 billion for the first one.

The high commercial price does not mean everyone how can afford it, can place one. The food supplement company GNC was denied a commercial, due their products include two of 162 prohibited substances by the NFL. GNC and many other companies opted digital advertising during the live streaming of the game.

Live streaming is fast growing platform, with special produced commercials, so happened this year that one commercial produced for live streaming had a production cost over 10 million dollars.

Transformations of television

From the moment we accustomed to social networks and internet enabled through smart phones, that meant the end of the traditional concept of comfort that we had “in our living room chair.” The direct consequence was the end of traditional television as a medium. Bill Gates said at the time – “Television is sentenced to death”.

Indeed, this is not exactly true – TV also changes its shape, it upgrades and becomes a smart device in a technical sense which provides a high level of integration (social and interactive), provides the ability to watch shows and movies in 3D format, multi-functional and adaptable to the wishes of the users.

However, more and more people are deciding to live without TV. They consume their daily dose of information’s through new information channels that have been launched in the past decade. Internet made TV channels available on computers and mobile devices, thus paving the new communication era – TV as a mobile experience becomes a reality; TV and Internet are used parallel. Simultaneous use of the two media has rapidly increased in recent years, including 22% of Europeans who use the Internet and TV simultaneously, and the number of so-called media multitaskers, in comparison with 2006, has increased in Europe by 38 percent (EIAA). It is this fact, which has the expected upward trend opened for additional communication options. Compared with a variety of services available through the Internet, the services of a linear television program, which we know today, has become monotonous and insufficiently attractive to users.

Television as a technical infrastructure has been lost in the era of convergence of autonomy. However, precisely that is the reason why the TV experience becomes something special. Besides the active use of media content via the Internet, more and more users are decided at the same time to the use of the TV as a passive medium to replenish daily consumed information in order to better review the developments in their environment. For live coverage of the popular events (eg. Attractive sports events), television is still the dominant medium, because the community still hasn’t lost interest in the monitoring of public events.

 

TV TRENDS until 2020:

Connected Television – Compound TV and the Internet (Smart TV)

Social TV – Virtual interaction with other people from their own living room

3D Television – creating 3D content on TV

Mobile Television – availability of consumption of TV programs from any location

Service Television – control of the everyday life with the help of TV

Personal Television – Television program tailored to the unique needs and desires of individuals

Viral Marketing

Viral marketing is essentially an advertising method by which a number of customers or users, recommend a special offer or service in a way to attract their attention directly, primarily through the Internet. In viral marketing, special attention is focused on a unique approach to customers and the transfer of compelling messages. The term “viral” primarily comes from the field of medicine. Analog like virus informations travel rapidly from person to person, almost causing an epidemic information, offers and services from a company with the aim of rapid expansion. In recent years, viral marketing has become an integral part of the Internet, especially on platforms like Facebook, Instagram, Twitter , YouTube and other major networks. When we talk about viral marketing is there are active and passive viral marketing.

 

Active viral marketing

When we talk about active viral marketing, there exist more options with regard to advertising messages that can spread very easily. On the web they often appear in the form of products or messages indicating “to recommend to friends via e-mail”. In many cases today’s internet society is offering such options. Social networks such as Facebook or Xing offer users the option to invite friends or business partners who work together with them to share some facilities and thereby share their products, services, opinions and attitudes. The user is thus partly unconsciously, and sometimes consciously a brand ambassador for the company or the person responsible for the content.

Active viral marketing also means that the user will be asked to aggressively spread the message about the product or services, and users are often encouraged to do so with the attituted to receive awards for that. However, if the process is open and there is no character limit, viral marketing campaigns can be easily converted into “spam”.

 

Passive viral marketing

In passive viral marketing, advertising messages, and service offerings are sent periodically. A classic example of this is the free e-mail services, such as gmail.com or hotmail.com. When sending e-mails in the signature is automatically added advertising – “Free e-mail address ….”.

Generally, viral marketing can be a very effective way to attract a lot of attention and interest, and it is not as easy as it seems at first glance, but it is feasible. An important factor to be considered in viral marketing is its ability to bring benefits in the form of an actual increase sales of products or services. Many campaigns that become viral can attract a lot of attention and visits to the web-site, but also generate a small conversion and sales.

 

A little reminder – what is needed for a successful viral campaign:

  1. Strategy and creating ideas that are able to expand
  2. Creation of custom content (video, micro-site, etc …)
  3. Finding the best viral channels and target groups, understanding their interests and connections
  4. Launch viral campaigns on selected channels – blog, social network …
  5. The use of web analytics and monitoring of key parameters of the success of the campaign, including traffic, downloads, posts and the conversion rate, in order to execute appropriate improvements where necessary.

The “Insta Live” available to all users

After InstaStories, which is already in use by over 150 million people, from this week, worldwide users can broadcast live videos up to 60 minutes, as part of this service.

The option was first tested in the United States, in December 2016, but there is still no information of usages.

A new feature for advertisers is that Instagram will soon place the ads between the stories, which has not been the case till now.

New way to share on YouTube

Google announced a new function “Super Chat” as a substitute for Fun Funding, which did not make good results, otherwise Google’s expectations. It is designed as an additional connection between the users and creators of content. This paid function allows users to publish individual messages at the top of the chatbox up to 5 hours. The longer message stay at the top, the more you’re going pay at the end.

This function is currently still in beta and only supports channels such as Alex Wassabi and iHasCupquake. Public availability is expected on Jan. 31.

Additionally, YouTube has new messaging service, which is available for all Canadian users of the app on iOS or Android. Service, which looks similar to WhatsApp or Messenger, allows sending links, images and videos. Once the test phase is over, it is expected that this feature is extended to the rest of the world.

Soon all the major social networks look like each other. It is hard to decide, isn’t it?

TOOTHPASTE CATEGORY IN B&H

paste

Toothpaste as a part of oral hygiene is an essential part of human hygiene, and is used by almost all people. Except the fact toothpaste is mechanically removing the plaque, it has a hygienic effect, removes bad breath and also prevents from caries.

According to the latest data almost everybody in B&H uses toothpaste, but 88, 5% more than once daily. Due the very high usage, the consumers cannot be diversified by specific social –demographic characteristics.

Up to 91% of the users presume toothpaste refreshes the breath, and prefer herbal taste. Whitening toothpaste is not users’ first choice. Most of the consumers are not buying specialized toothpaste in the pharmacy, and 50% of them are using additionally mouthwash.

Most of the consumers consider the brand as very important, so we can conclude it’s a brand loyal category.

Aquafresh is the category leading brand, used by 60 % of consumers between 15 – 64 years, followed by Colgate and Signal.

In the first ten months of 2016 category media investments are on the similar level as last year, even some of the advertisers are reducing or completely stopping media activities (Kaladont, Miradenta) , others are investing more (Lacalut,Signal, Sensodyne) .

GSKs brand Sensodyne is the category leader, followed by Signal (Unilever). Category is active throughout whole year, slightly peaking in periods March – June and September – November.

WHAT IS THE FUTURE OF PRINT MEDIA?

kuda-ide-printSynchronized with the immense grow of digital platforms and internet as a medium, the print media is faced with big problems and is forced to find another business solutions to be competitive in the future.  Just in Bosnia and Herzegovina some of very influential weeklies as Reporter and Slobodna Bosna, and dailies such as Press RS, Faktor and San were forced to stop their printed versions.

But, our market is no different than the biggest one –American. So we witnessed some of very traditional dailies as Seattle Post or the Arizona’s “Tucson Citizen” stopped issuing and the famous

“Detroit News” started a three days rhythm. In United Kingdom almost all newspaper reduced the stuff number and it is expected that almost all will radical cut the circulation.

This trend pushed the publishers to go on on-line platforms, so called e-paper and try to keep the readership. The one who opted to stay “traditional” are reducing the circulation and going more to specialized issues. Within the industry, there is little consensus on the best strategy for survival. Some pin their hopes on new technologies such as e-paper or radical revisions of the newspaper, others, like a recent cover story in Time magazine, have advocated a system that includes both subscriptions as well as micro-payments for individual stories, some of them still believe in the brand value of newspaper and consumer trust built over the decades.