Thursday, May 23, 2013

Film Marketing Gets Low Ratings in Study

Movie studios got poor ratings for their target marketing efficiency in a recent study by marketing professors at the University of Utah, University of Chicago and University of North Carolina. Looking at the performance of films from 2004 in 208 U.S. markets, the study looked at pre- and post-release blog impacts and advertising spends by studios. Despite spending for nationwide blanket marketing, the movie studios only released movies in 53% of the markets most responsive to advertising and 44% of the markets most responsive to blogs and social media. And the type of marketing was also inefficiently matched to likely market response. The larger markets as well as younger consumers, Asians and Hispanics responded more to blogs and social media than advertising efforts, for example. Paid advertising worked better with older Caucasians. The study did not look at more recent films to see if movie marketing or response had shifted, however. For more details on the study, go to http://www.mediapost.com/publications/article/200002/film-marketing-fairly-inefficient.html#axzz2TsDrRchr

Tuesday, May 21, 2013

Ads With Cute Animals Win More Facebook 'Likes'

If you're looking for a way to get more "likes" for your Facebook ad campaign, using a photo of a cute kitten or puppy can do the trick. But if you want long-term engagement with your brand, deliver ads with relevant product images. That's according to a study of 3,000 images used in "Like Ads" from 125 brands on Facebook. Those with "beguiling images of animals" had the highest response, reported a recent MediaPost article. The research was conducted by SocialCode, one of a dozen strategic partners in Facebook's Preferred Marketing Developer program. SocialCode focused on Like Ads appearing in the news feed or in a page's right-hand column. However, while the image of a puppy or teddy bear tended to get higher initial response, ads that featured relevant product images scored best for long-term engagement after the first "like" click. Like Ads that featured only a brand logo had the lowest engagement or interaction after the initial "like," and text-only ads had the lowest response rate in terms of "like" clicks. For more on gender and generational differences, see the research report at http://www.mediapost.com/publications/article/199307/aww-facebook-ads-with-animal-images-get-most-lik.html#axzz2TsDrRchr