Posts Tagged advertising
Internet and print paper, an uneasy coexistence
By Fernando Mexia - Columnists , Maria Benito , Journalism - 05/03/2009
Maria Benito, journalist
Internet: salvation or condemnation of newspapers?
The latter have been The Philadelphia Inquires, The Philadelphia Daily News, which on Sunday announced the bankruptcy, and San Francisco Chronicle, Hearst group, which may have to close. Both side of the Atlantic as to press charges the crisis by falling advertising and cut dividends, jobs or close the headers. But in addition, has intensified the debate about the end of the press (not new) to the unstoppable advance of the Internet, which is the future ... or the present?
Philadelphia Newspapers have succumbed to its own debt, but continue running. The editor of The Times suspended its dividing and a few days ago an article was referring to the financial difficulties of the empire of Rupert Murdoch's News Corp. (which publishes The Sun, New York Post or The Wall Street Journal), which announced record losses of 6,400 million in the fourth quarter of 2008. In addition, publishers New York Times, Gannett and McClatchy, who number among the three 135 day, saw their income fell 13%, 16% and 18% respectively in 2008. In Spain the Prisa Group announced in February that its net profit fell 56.8% last year and its debt has increased to 5.044 million euros.
The press survived the development of radio and television, are complementary means, however, fears about its demise have been revived by the rise of the Internet. Now is not the newspapers disappear, but the role (as with digital readers of books). The threat is serious, we must adapt to the new format and most editors know, the question is if they have not taken too late. In Spain the major newspapers launched their digital versions because we had to have them and subordinated to the role completely, limiting their growth potential. Now it seems that things are changing, they must change, because neither readers nor advertisers seeking the same thing on the Internet than in print newspapers. Are different media also involves very different working rhythms. One indicator of this change is the merging of digital templates and the role of the Country (formalized in late February), the director has decided to promote the online version, they say is their priority.
The second debate is about the profitability of digital newspapers, which apparently is not clear, although there are examples that show that work and can be profitable, but perhaps not at the same level that have been printed editions. In the case of large heads, their systems in the network have experienced sustained by the revenue of newspapers on paper. The steep drop in advertising has made a point of reflection and inflection. In Internet advertising continues to grow, but may not be sufficient to maintain the structures of the newspapers as they are now. In any case, the digital versions saves paper, the presses and the people in charge of handling them, and the cost of distribution.
There is no consensus on how to make websites profitable. The user is accustomed to free access to information and attempts to collect it have been generally unsuccessful. There is talk of using the iTunes system to charge for pieces of information, but it is unclear that it will work. It also notes that the mainstream media should join together and agree on the payment or part of their contents if they want to work, or that create a sort of G-20 to implement the new measures that could save the business . I see it unlikely ...
What is clear is that change is needed. But regardless of the support to survive, we must not forget the importance of quality information and contrasted. Newspapers are necessary for democracies.
Photo: stock.xchng
Super Bowl, a goal to the crisis
By Fernando Mexia - Columnists , Economy , Entertainment , Mary Benedict - 03/02/2009
Maria Benito, journalist
Super Bowl: The great festival of advertising in the U.S.
I do not know which of the advertisements issued before the Super Bowl American football final, after or during the broadcast was more fun, but says some regular Doritos and Monster managed to start the laughter. This is important. On the biggest night of the sporting year in the U.S. had to prevail optimism, but also restraint. Restraint and sacrifice, as Obama says, even though it paid about $ 100,000 per second (in some advertising the NBC had to discount because the rates were high in times of crisis).
What interests me the matter is that despite the crisis that affects us all has also caused some difficulty to major media event and sports (in that order) of the year in the U.S., the Super Bowl is the Super Bowl , as advertisers say, and again has taken the upper hand.
The football final, held on Sunday February 1 in Tampa, Florida is a great showcase of advertising, an event that still about 90 million people, one third of the U.S. population So each year marked records in the prices of advertising space, everyone wants to be there, although it is more profitable in the long term (to create brand), that short, said Tim Calkins, marketing professor at Northwestern University .
This year NBC sold the 30-second spots at $ 3 million, representing 11% more than in 2008. According to Nielsen data, prices have been rising steadily since the first edition in 1967, when he paid $ 37,500 for every half a minute, not bad ...
So even though some classics of the event have been withdrawn by the economic and image problems that would cause them to pay that amount when they applied for government bailout or announced the layoff of thousands of people, the Super Bowl has been economically successful. Reason was pleased with Dick Ebersol, chairman of NBC Universal Sports & Olympics, who said he was "delighted" to have sold all the spaces. Specifically, NBC Sports has achieved $ 206 million of advertising revenue.
Of those who have been this year, I want to highlight the case of Pepsi, which has invested heavily. In addition to buying three and half minutes (it was the second poster after Anheuser-Bush InBev) and issue a notice in 3D, the beverage company has signed an agreement this year to block its rival, Coca Cola, during the first half of the broadcast, according to the magazine Forbes .
So despite the recession in U.S. (The economy contracted by 3.8% last quarter) the Super Bowl is the Super Bowl and people needed a break, and have issued too many negative messages in recent months, he needed football, entertainment, and beautiful ... the ads show must go on! Tell that Springsteen, who got tickets to their spring tour the day after performing at the Super Bowl.
Viral Video Fever
By Fernando Mexia - Columnists , Soledad Gonzalez , society , technology - 14/01/2009
Soledad Gonzalez, visit his blog here
Advertising contagious
Who has not laughed at " you do not, bug "has not been bowled over the alleged theft of a seat in the Spanish Congress of Deputies or the monologues has smiled with British comedian Eddie Izzard Lego version ... These videos circulating on the Internet have become so popular as part of our dinner conversations, to me at least I think.
-Theft-seat
They are spread like colds, without realizing it, and have as much success as a good gossip. Loaded with wit and humor pass each other until one day become a "hit" on YouTube with thousands, even millions, of visitors. These are called viral videos.
This recent phenomenon has just begun. In the Anglo-Saxon world are ahead, the development and use of videos is spectacular. In the U.S. 75% of Internet users consume videos online. Suffice as an example that in July 2008 over 142 million people in this country were on average of 80 videos each.
-HAHAHA-
"Star Wars Kid" , the entire video series of "Kelly" and his shoes or his top ... the guy's "Numa Numa" , or "HAHAHA" , the baby with a laugh more than contagious planteárselo managed safely without a handfuls of millions of visitors during 2008.
This success has not gone unnoticed by U.S. companies they are trying to exploit this niche audience for commercial purposes and have invested part of its budget "online" on video, 66.8% of the total.
The viral advertising uses this exponential effect of Internet communication that allows to give more echo to their brands. This is evidenced by the announcement of Electronic Arts video game on FifaStreet3 totaling over 6 million views on YouTube, or the one recorded for Nike Kobe Bryant or " How we met "for Samsung.
-How we met-
The flowering of this market has resulted in the establishment of agencies specializing in Internet marketing strategies and creating advertising in the form of videos "viral" ( The viral factory , Vanksen culture buzz ...). In order to develop new, groundbreaking ideas, looking for young filmmakers / advertising, a sector that demands imaginative professionals in times of crisis.
Already there are prizes for the best viral of the year ( Webby Awards , International Viral Video Award ...) like the Oscars or Grammys film music, of course not so famous but hopefully a few years to see the relevance they take.
What will be the next? That the world of "celebrities" will leave the competition of "cewebrities" web celebrities that go beyond the computer screen (Jessica Rose, known as lonelygirl15 , lonely girl who had her life to her WebCam has managed to television career). It may seem too extravagant but you never know ... Who would have said the creator of YouTube which was to invent the future of advertising showcase.
In the world in Spanish this phenomenon lacks the same development on a commercial level and particularly the impact of the videos is more scarce. It is clear that the technological development of the Anglophone countries is higher than that of Spanish speakers. Anyway, good ideas have no nationality and are not always in the top of the rankings. Here are some that caught my attention, my recognition of his genius: "Obama makes the grapes" , "Daft bodies" . Feel free to mention your favorites in the comments.
-Daft Bodies-
The video on the Internet, a business that will break out in 2009
By Fernando Mexia - Economy , society , technology - 02/01/2009
The audiovisual market in the Internet has become a phenomenon that grows relentlessly pushed by sites like YouTube . A business that will continue to flourish this year, which will be critical to quantify in real terms its value beyond the capacity of a video to get attention.
Alex Castro, a founder of Delve Networks , a video platform in development, predicted the development of online video in 2009. A summary analysis collected 10 points in the blog Mashable.com
1. It will be a record year for online video consumption
Only in October were 13,500 million videos on the net, 45 percent more than the same month in 2007. It is expected that the expansion of broadband connections and increased content in HD video then grow the audience for audiovisual portals on the Internet this year.
2. YouTube will lose market share due to fragmentation of the same (and the emergence of new competitors).
Although the Internet reference site in regards to videos, YouTube will continue increasing its number of visits, their weight in the overall market will decline. There will be more sites, which in turn will be more specialized, they will begin to overshadow YouTube. He cites the example of Hulu , a website that is all the rage in the USA.
Hulu is a platform that offers legally and free TV shows and movies over the Internet thanks to agreements with U.S. distributors.
3. Advertising on the Internet seek refuge in times of crisis.
More and more advertisers will go to internet to publicize their products and services to a more stratified than that achieved through conventional means, encouraged largely by the economic crisis. Advertise on the Internet is infinitely cheaper than TV, for example, easier to produce and can be more effective.
eMarketer , web specializing in Internet commerce, projected growth in spending on video ad network in 2009 to 50 percent over 2008. The investment in web ads will reach 4,500 million dollars in 2013.
Consumers will spend more time visiting Web video by improving the quality of them, what will make them more attractive, and its accessibility.
4. The profitability of online video start to become a reality.
Advertisers will see the video on the internet a safe way to invest your money, which will encourage audiovisual production industry for the network, just as professional as the conventional but more stratified.
Triumph portals that offer more interactivity with the user.
5. The video platforms "on demand" will enhance your results.
The reduction in business costs will increase the attractiveness of video portals on the Internet more adaptable to consumer tastes and needs. Will be direct competition to other home formats of audiovisual solutions.
6. The technology "semantic" or location of content emerge and prosper
This will be the year that the Web will become smarter and demand the services of companies that develop technologies "semantic" to videos on the network, such as content-specific search. Content producers and advertisers look beyond the existing core systems search for better cataloging and location of the videos.
7. More advertising companies will be passed to the online video-distributing
In 2009 will look like a growing number of advertising companies turn their campaigns on the network. Will be also a change in trend. Advertisers will be more aggressive and a passive attitude, which is expected to go to the consumer through pages they reference, to be more proactive and embark on the lookout for potential customers.
8. Small businesses will sign up for online video advertising.
The recession will give small businesses the boost they needed to invest in online ads. Tools like Jivox , which allows the advertiser to create their own campaign for the web, do the rest. 
9. The video "Online" also take off into the mobile (cellular).
After several years in which it was predicted that "this would be the year" in 2009 will generalize the mobile video. Worldwide sales of the iPhone 3G and substitutes will be the platform that the market needed to irrumpiese the business of video on the phone. It is expected that platforms like Hulu or TV.com create their iPhone applications, so that new releases can be viewed on any mobile device with video (in USA).
10. President Barack Obama will be the Internet
Obama will continue to use the Internet to target Americans. Following the success of campaigns and viral videos made in the network during the pre-election period, the winner of the elections will continue to distribute his speeches and ads across the web.
Stock.XCHNG photographs
The most heated press
By Fernando Mexia - Journalism - 24/12/2008
Canadian ad agency Taxi has launched a winter campaign to clothe homeless people with a jacket stuffed with pieces of newspaper, a material that, in addition to reporting, isolated from the cold.
Through the NGO " Salvation Army "distributed 3,000 coats that ended a one-year project that began with a challenge Taxi owner's son to his father, who challenged him to help the homeless of the city to fight Canadian citizens low temperatures.
The insulating property of newsprint is frequently used by the cyclist and the housing, through the cellulose.
The jackets are waterproof and have been named " 15 Below "temperature from declaring the cold weather alert in Toronto.
Through 233grados , The New York Times and Taxi
Cover photo information obtained from the web press Taxi company.
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By N2H