POST DIGITAL

ON: Men 18 to 34 Years Old Are Key Online Video Viewers

Not that this comes as a surprise to those of us who delivered the highest number of streams during last years final four on CBS.com.  A new consumer research, Emerging Video Services, from Leichtman Research Group, found that 4% of all adults over age 18 in the United States watch video online at home daily and an additional 14% at least once a week.

Comparatively, 93% of adults spend at least one hour a day, on average, watching TV. While total online video usage has increased in the past year, the percentage of adults watching online video remains relatively unchanged.

Key findings of the study, based on a survey of 1,250 households nationwide, include:

• Men aged 18-34 account for 41% of those who view video online on a daily basis, while comprising just 14% of the online subscribers sample
• Men aged 18-34 account for over two-thirds of adults who view YouTube and other user-generated content daily
• 8% of those who watch video online strongly agree that they now watch TV less often

Rather than replacing TV, in the near-term, emerging video services like online video and video on demand (i.e. Video Ipod) are best viewed as great opprotunites to complement traditional media buys.

ON: Digital Shops That Take Control

THE WEB AND RELATED DIGITAL technologies are exposing major weaknesses in traditional agency skill sets, according to a study released yesterday by Forrester Research.

This trend, the study finds, is working in favor of specialist digital shops, which marketers are increasingly calling upon to fill skill gaps.

Gavin O'Malley @ Media post writes:

"Marketers first turned to digital specialists to build Web sites during the dot-com bubble," explained Peter Kim, Forrester Research analyst and author of the report. "Now, the specialist trend has expanded as marketers seek fresh approaches from digital shops--like Avenue A | Razorfish and Critical Mass--as well as creative independents--like Modernista!, Tugboat, and Mother--eroding the core value proposition of traditional ad firms."

Digital agencies, Kim noted, have even begun winning "traditional" agency work as in the case of Agency.com, which has created print and outdoor ads for IKEA United Kingdom, and AKQA, which now serves as Yell.com's main agency.

Beyond confirming what many have long suspected, the study illustrates a major rift between marketers and agencies with some harsh survey results: On aggregate, agencies scored a dismal Net Promoter rating of 21%, showing just how few marketers in the fourth quarter of last year would have recommended the same agency services they themselves pay for.

"Today, agencies must deliver technology--in addition to creative--expertise, and many traditional agencies struggle to adapt," Kim said. Indeed, according to the study, marketers today view ad agencies as the least competent among service providers to deliver marketing technology.

Huge gaps exist between marketer and agency perceptions of the ability to deal with changes in TV, Internet, and consumer-generated media, according to Forrester. To illustrate his point, Kim points to recent agency blunders like Wal-Mart's fake blogs (the product of a PR agency) and GM's Chevy Tahoe user-generated ads.

Forrester fielded a survey with the American Marketing Association and interviewed eight vendor and user companies, including: Avenue A | Razorfish, H&R Block, Hill Holliday, JWT, Kia Motors America, and Xerox.

Notably, despite the fact that agencies wield influence over a majority of the marketing budget, a whopping 76% of marketers do not measure the return on investment of their lead agency relationship.

ON: Nokia's The Passenger

From the moment the flash loader began loading the first bits of information, my heart began pumping harder, then the first transition from the Eiffel Tower to the Champs-Elysées and I was in love.

The Nokia – The Passenger site came with all the fixings for an amazing experience. Video, sound, easy to use navigation, call to action that made me takes action… You can even get subtitles!

Driving the streets of Paris was easier in this interface than it was when I was gallivanting the streets of the seventh district.

Having just returned from Paris, It made me long for my favorite place outside Manhattan.

Visit this art work @ http://www.the-passenger.com/

The concept to promote the new multimedia car kit GPS device was designed by Hyper Happen, London and aims to connect with Nokia’s tech-savvy, affluent male target audience.

The site combines an online gaming experience which incorporates real film footage to create a driving and navigation experience. Gamers play the part of the driver helping a mysterious woman, while relying on the new Nokia Multimedia Car Kit CK-20W to reach the destination and get pay off in the final scene. The driving sequences and plot structure gives the audience the opportunity to experience the product and immerse themselves in the real streets of Paris.

The story contains all the essential elements or at least, the stereotypes of a film noir; a femme fatale, a driver, and a mysterious man are the key characters. Digital strategy agency Hyper Happen worked with Fuel Industries & Karbon Arc, both from Ottawa (Ontario) on the game engine build and video production.

The game was promoted by 60-second trailers on Nokia’s homepage and seeded with influential technology bloggers.

ON: Damn Hot - Air Jordan XX2

Just love this micro site.  Easy load, full screen video, artful layers that drive you to explore, and stay on the site.  (i stayed for 16 minutes - count that impression)  Air Jordan XX2 features great downloads for your ipod, phone, desktop and fun music. 

Visit the site at http://www.nike.com/jumpman23/features/xx2/index.html

ON: Online Sales of Flowers and Greeting Cards Jump 98 Percent in the Week Before Valentine’s Day

comScore Networks, a leader in the measuring the digital age, today released a study on e-commerce activity related to Valentine’s Day.  While several online retail categories experienced significant sales increases in the week preceding the holiday, flowers and greeting cards saw the most dramatic gains. 

Compared to the average of the previous four weeks, online sales in the category increased 98 percent to $24.5 million during the week ending February 11.  Jewelry and watches also saw a bump in sales to $24.7 million, up 22 percent versus the prior weeks.

 

                             

Valentine's   Day Related E-Commerce   Online   Consumer Spending ($ Millions)   Five Weeks   Ending February 11, 2007   Source:   comScore Networks
	Millions ($)
E-Commerce   Category	Avg of 4 Weeks Ending Feb. 4	Week Ending Feb. 11	Percentage Increase
Flowers   & Greeting Cards	$12.4	$24.5	98%
Jewelry   & Watches	$20.3	$24.7	22%

 

In recent years, consumers have increasingly turned to the Web for Valentine’s Day gifts.  Flowers, which are always a sentimental favorite, have experienced the most noticeable spikes in online sales.  By fulfilling orders through local florists, online flower retailers have been especially effective in executing on-time deliveries for Valentine’s Day, which has proven to be a godsend for many last minute shoppers.

American Greetings Property Most Popular Online Retailer for Flowers, Gifts and Greeting Cards

In January, more than 29 million Americans visited the Flowers, Gifts & Greeting Cards retail category, representing approximately one out of every six U.S. Internet users.  The American Greetings Property led the category with 8.1 million visitors, followed by Hallmark (5.6 million visitors) and RedEnvelope.com (1.9 million visitors).

                                                     

Visitation   to Flowers, Gifts & Greeting Cards Category   Unique   Visitors (000)   January   2007   U.S.   Home, Work & University Locations   Source:   comScore Media Metrix
	Unique Visitors (000)
Total Internet : Total Audience	175,559
Flowers/Gifts/Greeting Cards	29,353
American   Greetings Property	8,120
Hallmark	5,601
REDENVELOPE.COM	1,886
1-800-FLOWERS.COM	1,679
Martha   Stewart Sites	1,495
Celebrate   Express, Inc.	1,389
WEDDINGCHANNEL.COM	1,245
FTD.COM	1,163
PROFLOWERS.COM	1,124
Build-A-Bear   Workshop, Inc.	1,117

N: GE's Ecomagination Site

 
Well done. (whoop whoop whoop)
As I navigated around I realized that no expense was spared to produce the experience. The large, watercolor style visuals that serve as backdrops are beautiful, as is the photography throughout the site. The movies themselves are of such a high-production value they could be segments from the Discovery Channel.  Equally impressive is the architecture and hierarchy. The IAs must have had a blast working this one out. There is so much information and content within the site, but it is all easy to find and navigate through. The clean and simple art direction, of course, works seamlessly with the site’s intended purpose.  The load times for the movies and images are quick.

As I explored the site I began to realize that my wish list for the site was short. The addition of a few playful interactivity options would put this site in my top 20. On the opening scene, as the dandelion seeds blow across the screen-- I wanted to mouse over them and push them around through the air. I also feel some sort of audio effects, whether subtle music or natural sounds to fit in with the scenery, might have been a nice touch.

Syrup designed the GE Ecomagination site, shooting video, recording Kevin Kline's voice, and traveling the world to create the best, most-compelling site possible.

View the site at : http://ge.ecomagination.com/@[email protected]/site/index.html#home

ON: Rolex

Easy to navigate, not traditional and elegant.  Great work from the teams at Critical Mass!

Visit the site at http://www.rolex.com

ON:Goafest

Leo Burnett in Mumbai unleash a series of virals to get you thinking for Goafest.

There are definitely worse places to hold an ad festival.

ON: StickyTags

As a person who spends close to 15 hours a day online, one glaring weakness I’ve found is the difficulty in managing small bits of information.

StickyTag puts user information in the “cloud,” meaning you have access to it anywhere you have a web enabled PC (whether or not you are on your own computer). The folks at
StickyTag haven’t forgotten about mobile either, that’s coming soon.

Recent updates to the StickyTag application are:

• No Banner Ads - removed the advertising banner on the “web top” screen after login. While advertising will return, when it does we’re working to insure it doesn’t interfere with the overall user experience.

• Enlarged Font Now when editing a sticky or any time you click on a sticky the font is enlarged for a better reading and editing experience. (For reference stickies used to stay the same size as their current standard size.)

• One Click Resize Much like a desktop app might be have. The when you click on a sticky it enlarges. The moment you click outside of the sticky it resizes back to its original size.

ON: MY MOVIE MASHUP

MySpace launches MyMovie MashUp to mark the launch of its MySpace Film channel, which is designed to provide a creative platform for the UK's film community. To be produced in assocation with Vertigo Films and Film4, the user-generated film will boast a budget of £1m – Dr. Evil would be thrilled. MySpace users will be involved in everything from online casting and interactive script editing to marketing and distribution, with the film scheduled for online release in 2008.

www.myspace.com/mymoviemashup