Can IPL5 make a comeback for advertisers?

January 17, 2012 Leave a Comment

After four editions of the IPL that went successfully for advertisers, the last one saw a decline of 40% in average viewership from 5 to a little over 3 in TRP ratings. With 160 mln viewers expected this year again across the 70 odd matches, the sponsors may not lack visual display opportunities but add on advertisers esp those who pay match day list prices may not be willing to keep the budget for IPL5. that’s still 5 mln people per game in this countruy of 1.1 bln with 500 mln Tv Sets (300 mln  TV households )

Global sports brands like the Superbowl will also be looking at lower aud

Rahul dravid Bangalore Royal Challengers

Image via Wikipedia

ience participation this year , even the NBA restricted to a smaller schedule. Only the premier league has managed the usual 200 mln plus audiences other than a disappointing Liverpool year for Stanchart, and the Top 3 moving down, viewership kept up nby new teams like QPR and our own Venky’s Blackburn.

Chennai of course will not be primary this year both Srikanth and Dhoni having stolen sponsor dollars with their non performance outside India and irreparably damaged the Superkings brand for some. There will still be Indians, Gayle force , unless he has retired, Royal Challengers and others.

Sponsors and ad buyers may also split budgets from the IPL 5 this year in favor of the Diwali F1 extravaganza and SET MAX might not hang on to list prices on the card for long. Last year the rates had jumped between 500k to 900k per 10 seconds, from 300k per 10 seconds in the opening year. Superbowl spots still retail for a $1 mln per spot

The latest edition of the IPL starts two months after Superbowl Sunday.

Also read our Superbowl opener for Marketers
Are you ready for Indy? | Superbowl XLVI | Social Media and New Markets http://bit.ly/villendy

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Can IPL5 make a comeback for advertisers?

January 17, 2012 Leave a Comment

 

 

 

 

 

 

 

 

Filed under Financial Services, IPL, Lifestyle Brands, Marketing, Sports, Sports Marketing

Social Advertising?: NAB follows bad with the good..

July 25, 2011 1 Comment

Or, how to destroy your unique, good brand value with faulty viral lessons

No after they won their award at Cannes for the Break up campaign, National Australian Bank have not really sat down idle. They have been busy running a contest which will form a basis for a future viral campaign with a slogan contest, getting the winner an ATM inside his house. If they don’t watch it, the Break up campaign ( see below) will soomn become a larger “Stick ‘em up” for their new found customers

http://www.cashcow.in/uploaded_images/2011/07/ATM_loungeroom_image1-300x231.jpg

NAB stick 'em up

On 18 July 2011, NAB tweeted about the ATM offer, and added a link to its application form. The contest winner will get $1000 in a NAB bank account, an iPhone 4 and an iPad 2.

I am sure there a re a lot of viral campaigns the end videos from the ATM home TV anchor will be compared too, most non charitable and their PR campaign next year could well be, No more fracas, please come back John!!! Li’l known cashcow.in destroyed our marketing dreams with this lead

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Social Advertising: Facebook and Social Gaming breaks

July 20, 2011 1 Comment

Image representing Facebook as depicted in Cru...

Image via CrunchBase

As this is a well timed wholistic review of social advertising, an update too many is already forcing me to change my headlines quickly to catch the right brands and the right market..Facebook’s own ad platform is delivering a 74% higher price in the second quarter over last year taking facebook revenues to nearly 3 times its Year 1 performance including the boost in volumes.

The platform already has four major markets defined in ad metrics measurement across US, UK, Germany and more. Twitter has continued receiving a dichotomy of value disinterest and PE investment overload as Biz and Ev finally put their mind to money after The Obvious corp’s good 5 years. But in the Social advertising category, Facebook is only one category, the other being social gaming , which though hosted on Facebook is likely to get its own brand ecosystem and its own advertising capture.

Social Gaming friendly brands go a lot for In game videos for their brands/ entertainment/movies and NEW PE funding for SupersonicAds ( a Facebook partner) underlines the same. Meanwhile zynga’s small wannnabe Crowdstar has picked up friendships with another video advertiser Jun group Note Page’s Google still does not figure in likely competition on the Social platform

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A Grand Prix for National Australian Bank, Gold for Commonwealth

June 21, 2011 Leave a Comment

For the best use of broadcast. The Silver in the category went to Mudra for the Silent National Anthem series for ADA’s BIG Cinemas The NAB campaign has won the PR Grand Prix, while Media Lions had CBA grabbing a Gold Lion for its campaign by THE WHITE AGENCY

BREAK UP

BBDO Melbourne designed this Break Up campaign..Go BBDO

AS I see from here thee is just one Cannes Score card update and another AFAQs newscard that s publishing the result, wonder if any of you have caught the live blogs too..

NAB

BIG Cinemas

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Please help us find out your choice

June 16, 2011 1 Comment

 

 

 

 

dália vermelha porque hoje é quarta-feira

Image by Fred Matos via Flickr

Filed under Digital Media, IPL, Sports, Twitter

It’s OK New York. India loves Linked in

June 16, 2011 Leave a Comment

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Image via CrunchBase

The latest Nielsen reports will probably confirm this and local Linked In honcho Hari Krishnan and Facebook ( International Growth ) Chief Javier ( Havier, as in horatio) try to spin it to the inevitable India’s domination of mobile and social markets. Before we do get to the unending hyperbole on the subject, most of what India partakes is free and in fact adds a new dimension to their social and professional life, which they are embracing wholistically as a group..

I would think that would be a fair series to partake going forward and keep my power blog active as free hold dominance attempts on the internet would spawn the required me too for google juice migrants to a facebook home page led,  internet based, device led lifestyle experience as they groom leaders into hot tubs of lard for a social orgy at these sites at Facebook and its allied digital world. It no doubt makes no sense whatsoever and as any “first out of the gate” inspired post writer and respectable leader will tell you, it is still more reason to do it and clear the air.

Linked In has become the bete noir of the professional Indian in that India now makes up 10% of its user base. Even at facebook. Indians make up 5% as local start ups easily merge into the partner landscape instead of inventing facebook all over again in Chinese. However as reports of Facebook losing ground in the United States surface, the reasons may be the same on both sides of the earth..As long suffering print and Tv media owners, journalists and brands have found out, users, readers or subscribers mostly stick around for a free ride till its exhiliriating climb and then leave you to attend to their menial chores like your mum, when it’s just not there.

However, always at work is the pressure of your peers having achieved social nirvana, so you register on Linked In.

Illustration of Facebook mobile interface

Image via Wikipedi

Similarily, Linkedin is that social avatar provisioning for the Indian pro who does not want to get into a workplace where digital access is restricted and hence, looks at Linked in as a great opportunity to figure out what is meant by “social” without admitting any of his own limitations and portraying his “resume” as the flag of choice. The rest of it, in a more funny vein, when you are playing on Facebook after work..

This also means that this user is not paying for the ride, nor he is interested in soliciting or patronising the commercially sponsored elements. The small socially responsible group who feel queasy stare at mystery shopping nad group clubbing on the site with a mini social network triage becoming part and parcel of all recruited post 2003-4.

Thus someone in an HR job or at aconsultancy gets and keeps lots of these young pros in touch with each other and most just wait for the opportunity to kill a few of their contacts to make curry when they are moving jobs. Honestly, that is the Indian pro network and even at a worse rudimentary stage at super-senior levels where they even expect the others to know antiquated dinosaural practices over a network without a face and almost no communication , mystifying me and a small group of “social” users

Thus the Indian pro’s profile, though it is at the start of the race right now is that of mostly inactive, phage looking for each of his social comments to score a big fall somewhere to put it not too unflatteringly and the acceptable thing to say would be. “Yes my profile is on linked in, but..”

Enough of the rant though, next time we dig out the good stuff in people and hope that US citizens come back to Linked in not just as a stock but as a bonafide professional network. No one in India wants to look as if he is wasting time on facebook alone, esp if he is married or about to get into the vows business.

Image representing Facebook as depicted in Cru...

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Still worried about your location data – think about funding Foursquare

April 24, 2011 1 Comment

Image representing Dennis Crowley as depicted ...

Image by DennisCrowley.com via CrunchBase

This is not to ridicule the outcry against Apple and Google tracking their users’ locations (after all, Apple is also adding cloud based video services and the iPhone 5 may be much faster) but the location based services and local services like Groupon and the Google afterthought in the field are set to burn up the competition and create a mass momentum that may in fact propel a new set of social media and brand services that make it impossible to serve the customer without meaningful location data. This latter solution may even be preferred by those in the building that are entrepreneurs and owners of small businesses and trading outfits like food stalls, pizza companies that are really benefiting from the social media visibility of their brands/businesses.  Meanwhile Google is probably depending on location services as it scales Latam business to twice its size this year (just 2-3% of GOOG revenue)

As of now, four square is about to hit the $5 billion valuation soon as the pe funding round envisaged by 4sq looks at pricing it for $500 million.

In the latest sign of the Internet gold rush, location-based service Foursquare Labs Inc. is looking to raise fresh funds at a price that would value the three-year-old start-up at as much as $500 million, people familiar with the matter said.

That valuation could be a stretch for Foursquare, which gives users the ability to get deals or connect with friends by “checking in” wherever they are, but so far pulls in little revenue, the people said.

Chief Executive Dennis Crowley is leading the effort and would like to raise $20 million to $40 million

Read more: http://online.wsj.com/article/SB10001424052748703387904576279380019110022.html#ixzz1KRQ3hKVh

 
Image representing Apple as depicted in CrunchBase

Image via CrunchBase

 
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iPad vs Kindle: The Kindle finds a content niche

April 20, 2011 1 Comment

various e-book readers. From right to left iPa...

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Apple created revenues of $4.53 billion from the iPad in the quarter gone by and probably closer to $10 billion in the 4 quarters to come, the iPad is now busy on reviewing its design and the product margin , incl competition from Component suppliers Samsung and even RIM where the iPhone and iPad continue to together create a new space in global professionals looking for a sleek companion

Kindle, however, has introduced design changes more on the user interface, with Ad supported $100 Kindle a cute and worthy competition to all the noise in the tablet market esp as Amazon and Netflix models have a local captive audience which is not experimenting anymore. It has just gone ahead of your wildest imagination in terms of the catalog available on your Kindle with support from 67% of the libraries in the United States whose books are now available on rent on your Kindle. That I think is true market development from both competitors

Please respect FT.com’s ts&cs and copyright policy which allow you to: share links; copy content for personal use; & redistribute limited extracts. Email ftsales.support@ft.com to buy additional rights or use this link to reference the article – http://www.ft.com/cms/s/0/b8c840c6-6b75-11e0-a53e-00144feab49a.html#ixzz1K7fZ6GKz

Published: April 20 2011 19:22 | Last updated: April 20 2011 23:50

Amazon will let users of its Kindle e-reader borrow electronic books from two-thirds of US libraries as it seeks to broaden the device’s appeal in the face of competition from Apple’s iPad and rival tablets.

The world’s largest online retailer said that from later this year, customers would be able to borrow e-books from libraries and read – and annotate – them on a Kindle or any other device to which users have downloaded a Kindle app.

Image representing iPad as depicted in CrunchBase

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Another one bites..the paywall | Advantage social

April 10, 2011 1 Comment

Content on the web, led by business news and analysis suffered another depletion in its ranks with the NY Times hitting the paywall method to generate subscription revenue.  While notable by its unpopularness and its capacity to remove creme de la creme brand loyalists and serious consumers off the sites like WSJ, FT and NYTimes, the method is the only source of revenue anyone in content has come up with. Most like the Kindle and iPad still rely on the free content from across the World Wide Web, as also yours truly to create and  survive our own brand and content. End of the road for serious browsing? Well, most of the magazine content in all 3 cases is available thru Facebook, Twitter and Google so I don’t even now if they should have tried it. We are not trying the paywall as it still looks like a readymade failure to us.

But that does not mean we have found a way to fill the revenue gap, right! And a payment of just $180 million for Adriana Huffington’s effort..I know where this one is headed..

And by the way all known business and daily newspapers in the UK and the US behind a paywall… nary a subscriber run, just the same owner, mostly!! :( And print editions have already lost steam no end.

Image representing iPad as depicted in CrunchBase

Image via CrunchBase

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Thestreet.com’s take on the Paywall characterisation of readers and visitors seems most apt

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