Tag Archives: nielsen

How Pinterest Connects Brands to Audiences Better Than You Think

Written by: Olga Kraineva
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When thinking of social networks that are beneficial for tune-in, Twitter comes to mind first. Twitter and TV are intertwined to the extent that Nielsen came out with SocialGuide two years ago to track TV viewing with Twitter. A less likely pair for TV networks? Pinterest.

With no strong data to support that the platform helps drive tune-in, why should networks dedicate time and resources to Pinterest? With 48.7 million users, Pinterest is quickly becoming one of the most popular ways to engage consumers. A Pinterest board full of interesting and relevant content can be extremely influential in engaging a brand’s target audience when strategically executed.

Like many, Lifetime was unsure of increasing their time commitment in the Pinterest space. However, looking at the similarities between the Lifetime viewer and the Pinterest user, it became apparent that focusing on the platform could be a great benefit to the TV network in terms of forming stronger connections with their target audience.

Lifetime viewers are 78 percent women, compared to 80 percent on the Pinterest platform. Fans of both also share an interest in music, fashion, and travel. From a brand perspective, Lifetime is working to shake off old-school views of the network, with a lot of younger women probably thinking, “Lifetime isn’t me.” What better way to discover new Lifetime programming than through carefully curated boards in topics that interest their target viewer with branded posts interspersed throughout? Pinners can see Lifetime pins and choose to repin them onto their own pages, an action by itself that makes the statement, “This is me.”

Pinterest.com/lifetimetv

Pinterest.com/lifetimetv

Aside from a brand play like Lifetime’s, TV Land just published a case study with Pinterest showing that using Promoted Pins and real-time optimization helped their show “Younger” achieve record-breaking ratings and season two pick up.

Pinterest.com/youngertv

Pinterest.com/youngertv

Pinterest helps brands build stories and experiences that speak to their audience members, building up a portfolio that defines the brand. TV networks’ investment in the platform can help extend the stories of their programs and most-loved characters, helping people continue to connect with their favorites. More importantly, it can help consumers discover new programs from places they might least expect.

Nielsen’s Consumer 360: 3 Quotes and What They Mean for Today’s Marketers

Written by: Clare Dussman
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If there was an overall theme to all of my learnings at Consumer 360, it was digital maturity. It’s no longer about your next pilot or stats to prove the validity of the space; it’s about being smart and digitally savvy across all of your business units. If not, you may be vulnerable to someone who is.

Screen Shot 2015-06-30 at 10.00.34 AM

“Data is the new oil.” – Daniel Zhang, CEO of Alibaba

Although not a new phrase, it’s worth taking note that one of the most powerful men in the Chinese technology world is openly stating that data will join the ranks as one of the most prominent trade goods. As a commodity, data needs to be judged for more than just its size, but also for quality and scarcity, whether that means the immensity of data in developed markets or the scarcity of data in developing economies.

“Leaders are all about purpose, never about me.” – Retired General Colin Powell, former U.S. Secretary of State

This quote is powerful, especially as you think of how companies lead. As consumers expect more and more corporate transparency, companies without a clear purpose will struggle to become passion brands. Some companies already do a great job of conveying their purpose, like Ritz Carlton’s “We are ladies and gentlemen serving ladies and gentlemen.” Or maybe like Google you require a Ten Commandments-esque format that includes Google’s well-known phrase “You can make money without doing evil,” and company rally calls like “Great just isn’t good enough.” Powell claimed when a group is lead by a purpose and not by a single charismatic leader, everyone is empowered to make decisions and drive success.

“Millennials don’t need to feel the fruit.” – Conference Attendee

As we discussed the tension between mobile commerce and brick and mortar, we agreed that the differences in shopping behavior between the generations raised with digital and the generations raised without digital require a revision of conventional shopping experiences. Especially as we looked at rapid changes in grocery, we acknowledged that quick delivery and low tolerance for waiting has driven many millennials to digital alternatives of the grocery experience.

Headlines & Stuff

Written by: Christy Wise
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Here are some cool things we read about this past week:

Facebook and Twitter Lock Horns in Post-Super Bowl Battle of the Statistics
Facebook and Twitter released a barrage of data this week to claim the title of most popular social network for spectators watching the Super Bowl. Facebook boasted that 65 million people chimed in about the game. Twitter reported 28.4 million game-related tweets, compared with 24.9 million last year.  Facebook claimed that 676,000 people per minute commented or liked someone’s comment after the game-ending interception. On Twitter, the same play generated a surge of 395,000 tweets per second.

Twitter Launches Vine Kids
Twitter recently created its first child-friendly app – Vine Kids.  The main feature is the same, six-second looping videos, but the focus is clearly for children with animated characters leading them through the experience.

Nielsen Pitching New ‘Tweets Per Impression’ Metric to Entertainment Marketers
Nielsen has begun engaging movie studios and TV networks on a new metric — tweets per impression (TPI) — that gauges the social impact of entertainment marketing efforts. TPI maps the number of impressions a commercial has on TV against the number of tweets referencing that particular impression just minutes after the commercial airs.  While TPI isn’t limited to the entertainment industry, there has been significant interest from studios, which can adjust their TV advertising plans in real time based on input from the metric.

Tweets Will Return to Google Search
Twitter has reached a deal with Google to add tweets back to Google’s search results later this year. Google previously had to crawl Twitter’s site for tweets, but now the company will provide the data directly to the search engine. As part of the new arrangement, tweets will appear in search results as soon as they are posted.

Twitter Expands Promoted Tweets
Twitter has announced plans to expand Promoted Tweets beyond its own borders. Flipboard and Yahoo Japan have signed on as the first platforms to participate in Twitter’s newly syndicated ad network.  Twitter’s syndicated ads will be seen by users within Twitter content sections on third-party properties, as well as within third-party content areas.

Global Social Media

China Tightens Its Grip on the Internet
Over the last two weeks, China has been further tightening its grip on the Internet, blocking several tools that allow users inside the country to escape and circumvent what’s popularly known as the “Great Firewall of China.” Some popular Virtual Private Networks were the latest victims of the censorship system, with many reportedly unable to use them to connect to censored websites.  Though China has always been aggressive in trying to control the Internet, this new crackdown is seen as unprecedented.

Noteworthy Campaigns

Gap Debuts Love Story ‘Micro-Series’ on Instagram
Following Gap’s noirish brand campaign from David Fincher, and quirky holiday ads directed by Sofia Coppola, the brand has launched a “micro-series” on Instagram to promote its spring collection.  “Spring is Weird” is a 12-part love story starring actor Paul Dano and “Marcel the Shell” creator Jenny Slate. The 15-second episode will roll out each week on Gap’s Instagram account. The story will also be featured on dating websites and apps. Followers of #APerfectFit will also get special offers for trying the brand’s form-fitting “Resolution Denim” featured in the series.

Headlines & Stuff

Written by: Digitally Approved
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Here are some cool things we read about this past week:

Instagram’s New Feature Lets Brands ‘Tag’ Consumers in Photo Stream
There’s still no advertising on Instagram, but a new photo-tagging feature offers marketers new tricks to vie for users’ attention. Dubbed “Photos of You,” the feature lets you tag other Instagram users, whether they’re people or brands, directly in photos. In functions similarly to photo tagging on Facebook, Instagram users who wanted to link another user to their photo would take the Twitter-like approach of @ – mentioning them in the attached text. They key difference is that tagging will now create an archive of photos that can be viewed by any user’s profile – provided they’ve granted permission for them to appear there. For brands who are on Instagram, the new feature could help drive follower counts and foster more personal connections with fans. For example, Nike could tag photos with sponsored athletes like LeBron James, which could increase  their user engagement.  Instagram has 100 million active users per month.

LinkedIn Lets You Illustrate Your Talents With Pics & Video
LinkedIn added the ability to showcase users’ talents in a whole new way this week: pictures and video. Now, LinkedIn users can add visual content to their profile Pages, giving more depth to the written content already displayed. For instance, a photographer might choose to include several of her best photos, a copywriter might upload a video of the ad he wrote for last year’s Super Bowl. Architects can upload the blueprints for a building they designed, and musicians can upload videos of past performances.

Nielsen Launches Digital Ratings to Measure TV Viewers
Expanding its metrics services on the Internet, Nielsen now has announced a pilot effort for TV/video “program” content — called Nielsen Digital Program Ratings. A number of TV networks and media companies have signed — A&E, ABC, AOL, CBS, the CW, Discovery, Fox, NBC and Univision — to participate in the online trial which will begin in May and go through July. Nielsen says the effort will use the same methodology of its anticipated Nielsen Online Campaign Ratings. Nielsen says Digital Program Ratings will provide similar overnight audience data, including unique audience, stream counts and reach by age and gender for TV programming viewed online.  The two metrics – Nielsen Digital Program Ratings and Nielsen  Online Campaign Ratins will povied a more holistic view of the online and TV audience for both programming and advertising. Both services will combine ‘traditional Nielsen TV and online panel data with aggregated anonymous demographic information from participating online data providers, including Facebook.”

Twitter Advertising Now Open to All U.S. Users
This week, Twitter opened up its advertising options to all U.S users. The company had previously made advertising to the platform invite-only.

Global Social Media

Facebook Rolls Out Promoted Pages Globally
Facebook has rolled out its Promoted Page Likes platform to a global audience, following a successful trial run in the U.S. Promoted Page Likes provide marketers with an easier way to run ads that will promote their Pages. Whilst similar features have been available on the social network, this new addition is set to boost newer brands looking to build the number of likes they have at the start of a campaign.

Noteworthy Campaigns

Budweiser Lets You Make Facebook Friends with the Clink of Your Pint
Budweiser Brazil is changing up the way we connect with each other through the “Buddy Cup.” The cups are embedded with a chip that when clinked together, the two drinkers become friends on Facebook. The cups will be used during Budweiser events. Check out the cup in action here.

Victoria’s Secret Strengthen’s Loyalty Program Via Timely Instagram Contest

Victoria’s Secret is building its loyalty program with a new mobile photo sharing contest that rewards consumers with shopping sprees for creative pictures. The retailer has launched a four-week campaign that encourages consumers to snap pictures that represent the brand on Instagram and through their own mobile application. The initiative targets Victoria’s Secret Pink Nation loyalty program members.  Each week of the campaign, consumers are encouraged to take a photo of a letter from the word “pink.” Consumers can take their photos with Instagram and tag it with the appropriate hashtag (I..e #GimmeP). VS will judge entries based on creativity, photo quality, originality and consistency with the brand image. Four winners will be chosen each week for a total of 16. Each winner will receive $500 to shop Victoria’s Secret Pink.

Headlines & Stuff (Year End)

Written by: Digitally Approved
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We said we were done with these, but hek, we’re still working so we figured we’d share. Happy New Year!

Nielsen & Twitter To Start Social Media TV Rating Service
Nielsen and Twitter are creating a social media TV rating service – all to capture TV-related content activity to trend rapidly growing second-screen activity. The new service, called The Nielsen Twitter TV Rating, will complement Nielsen’s existing TV ratings, giving TV networks and advertisers real-time metrics for understanding the social activity of the TV audience.

New COPPA Rules Will Allow Facebook to Advertise to Children
The Children’s Online Privacy Protection, or COPPA, allows the FTC to set rules protecting the privacy of Internet users younger than 13. The most important of changes: no notice or parental consent will be required if a website users children’s data “for the sole purpose of supporting the website or online service’s internal operations, such as contextual advertising, frequency capping, legal compliance, site analysis, and network communications.” This means that sites like Facebook can allow children under 13 to use the site and deliver first party advertising to those new young users. However, only contextual is allowed. Behavioral advertising is still forbidden.

Facebook Set to Change Your Timeline Again
Facebook is experimenting with some significant changes that are already showing up for a small number of users – and may roll out to the masses very soon. The new version of Timeline is a return to tabs. Gone are the thumbnail pictures of “Friends,” “Photos,” and “Map.”  There is a new “About” tab at the top of the page, which includes all the info you’ve given the social network about yourself plus your list of friends.  Check out a screen shot of the new design here.

Twitter Begins Rolling Out Downloadable Tweets to All Users
Twitter confirmed this week that it has begun rolling out the ability to download all of your tweets. All of your tweets and retweets can be downloaded, going back to the beginning. Once the Twitter archive is downloaded, you can view tweets by month, or search the archive to find tweets with certain words, phrases, hashtags or @usernames.

Relax everyone. Instagram Doesn’t Want to Sell Your Photos.
Instagram released a new privacy policy that sent the Internet into a tizzy earlier this week. The photo sharing app announced that as part of their terms & conditions, Instagram user photos could be used in advertising and for promotional purposes. Users responded in outrage and even threatened to boycott the platform. Many assumed this meant that Instagram would be selling user images and likenesses to advertisers for a profit. However, that was never the intention. Instagram responded to user concerns by revising their T&C’s to quiet any further dissent. The company made it clear that they will NOT be selling your images to advertisers but instead will be experimenting with ways that they can monetize their platform. They have since reverted back to their original policy from 2010.

Global Social Media

How the Middle East Uses Social Media
A new report issued two years after the Arab Spring, suggests that social media in users in Lebanon, Tunisia, Egypt, and Jordan still take to social media to discuss politics at nearly twice the rate of their Western counterparts. The report also found that Middle Easterners post about religion and community issues far more frequently than the rest of the world. Six of every 10 Egyptian, Tunisian and Jordanian social media users post about religion; in Western Europe, that number plummets to barely one in 10. The report also finds that Middle Eastern users see social networks as places to engage on critical issues.

 

Noteworthy Campaigns

Nissan Launches New Car In A Video Game
Nissan is launching the new Juke Nismo in the popular mobile driving game Asphalt 7: Heat, enabling players to ‘test drive’ the car on their iOS or Android device before it goes on sale in early 2013. The game features a meticulously recreated virtual Juke Nismo that incorporates the car’s motorsport-style dynamics and performance. It also includes a virtual version of the Nissan Juke-R and special Nissan Race Track set in Tokyo, which passes the Nissan Omori factory.

Heineken Challenges Fans to Meet Someone From Every Country, In One City
Heineken recently launched ‘Meet The World in One City,’ a campaign that challenged two ordinary guys, Barnaby and Mick, to meet someone from all 194 internationally recognized countries worldwide…  in two weeks… without leaving Amsterdam.  The two used Facebook to encourage fans to get involved and become a part of the global Heineken community and help them achieve this seemingly impossible mission. The Heineken Facebook page asked users to send names of their friends and family who would be in Amsterdam that would be willing to meet Barnaby and Mick. The Facebook Page also allows you to check out individual stories and videos from people they meet and learn more about the countries they are from.  The competition ended yesterday, and unfortunately Barnaby and Mick fell just short of their goal. They met people from 151 out of the 194 countries on their list. Still quite impressive.

Michael Jackson Death Completely Overwhelms Media

Written by: Christy Wise
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art_jackson_fail_whale_raul_orozco

The breaking news of Michael Jackson’s sudden death nearly two weeks ago dramatically slowed the internet, crippled Google, crashed Twitter, sent iTunes and BitTorrent downloads skyrocketing and made for a huge portion of TV news and radio airplay, according to The Nielsen Company, Billboard and a number of other analysts that tracked coverage of the event.

An Online Outpouring

Nielsen reported that Jackson-related news dominated web discussion on June 25, causing huge spikes in traffic and overwhelming social networks with bursts of information and updates from millions of users.

In comparison, the high volume of blog discussions about Jackson made recent buzz around the swine flu scare and President Obama’s inauguration seem paltry and insignificant. Continue reading