Movie marketing with imagination comes to LinkedIn with Taken 3

Taken 3 LinkedIn

Promoting a new movie across the social web nowadays is an integral part of most movie marketing as the film studios and distributors try to get their movie of the moment talked up and shared online. The ultimate goal is more ticket sales and great viewing numbers at the cinema.

There’s also the subsequent revenue and brand opportunities with merchandising and streaming/sales of digital and disc versions of the film once the cinema run is over.

Buzz-building across the social web as an integral part of executing on the marketing plan can have a powerful effect over the long term.

Facebook, YouTube and Twitter are the typical mainstays of such activity. A social network that wouldn’t naturally spring to mind when you think of consumer movie marketing is LinkedIn.

Yet, why not if you have the right movie with the right messaging and marketing well suited to a business network?

That’s what 20th Century Fox is doing with Taken 3, the final episode in the action movie trilogy starring Liam Neesen that hits cinemas worldwide in January 2015.

Watch this video and see Neeson himself explaining what LinkedIn has to do with this…

What it boils down to is a contest – follow the Taken 3 LinkedIn showcase page, make sure the Skills section of your own profile highlights “your particular set of skills,” and wait and see if you’ve won the prize.

If you’ve watched previous Taken movies, you’ll know that the Neeson character sets great store on a “particular set of skills.”

The prize includes Liam Neeson in his Bryan Mills character endorsing “your particular set of skills” on LinkedIn, recording a video of him doing so. Specifically:

A custom video including Liam Neeson that includes elements of the Grand Prize winner’s LinkedIn profile information and the user’s skills as listed in their LinkedIn Skills section. This video will be shared with the user and will be posted to 20th Century Fox-owned or managed social channels, which may include: LinkedIn, YouTube, Facebook, Twitter and/or other websites.

That video will undoubtedly form a further element of the movie marketing leading up to the film’s opening in cinemas in the US on January 8 (and here’s the spoiler – the contest is open only to US residents). And of course, raise the profile of the contest winner across the social web.

It demonstrates some great imagination to make use of a primary business social network in a way that’s bound to attract quite some attention (including people writing blog posts about it like this one).

But get cracking – the contest closes at a minute to midnight US Pacific time on December 23.

(Via Entrepreneur.com)

The Hoover metaphor

A report last week in The Guardian about the UK digital ad market includes this text:

hoover up

Google and Facebook will hoover up the market between them, it says.

“Hoover up?”

This is not new by any means, but it is another instance of how the once-dominant vacuum cleaner brand name Hoover – note the capital ‘H’ – has become a generic descriptor (with a lower-case ‘h’) that’s used in metaphor as a verb like The Guardian’s use, as well as often applied when talking about any brand of vacuum cleaner.

It’s also what can happen to a brand where the owner has not taken the legal steps required in order to protect his rights to the intellectual property in the brand and name.

I tend to write ‘Hoover’ (with that capital ‘H’) whenever I use the name as a metaphor. Just a way of tipping the hat to a name that is in common use today but not as the brand owner foresaw.

And let’s not even talk about xerox, kleenex and many more

Mobile can grow, but publishers are losing out on revenue

A guest post by Simon Birkenhead, CEO of Axonix, an advertising technology company backed by Telefonica and Blackstone.

Location-based mobile adFacebook recently announced its Q3 results and, for many in the industry, the most headline-grabbing statistic was that mobile ads now make up an incredible 66% of the social network’s total advertising revenue.

And yet, I reacted to the announcement with little surprise.

After all, it shouldn’t be news to anyone that mobile advertising is growing at a remarkable rate – especially when you consider there are currently more data connections in the UK than there are people. In August this year, mobile internet usage in the UK overtook desktop, meaning a majority of website visits now come from tablets and smartphones.

In the first half of 2014, mobile advertising in the UK exceeded £700 million – that’s around 20% of all digital ad spend and a whopping 68% growth over 2013. That’s more than radio and cinema advertising combined, and is fast approaching the scale of outdoor advertising.

However, despite this explosive growth of mobile advertising, I believe brands, publishers and consumers are still not being well served by mobile ads, and this is preventing mobile advertising from growing even faster.

Facebook, it seems, has done a great job at figuring out how to best present ads within their users’ mobile newsfeeds. However, most publishers I speak with say they invest a tiny fraction of their time thinking about how to optimise their own users’ mobile ad experiences. This is despite some publishers admitting they now see close to 50% of their traffic from mobile devices.

Facebook mobile ads

App developers also continue to stick rigidly to the tiny banner ad rather than exploring more engaging, and valuable, alternatives such as video and full-screen interstitials. Throw in the fact that mobile ads are often poorly targeted and it is no wonder brands struggle to find success through mobile.

So how to get it right? The winners will ultimately be those publishers who can provide a platform where brands can run engaging mobile ads that reach the right person with a super relevant message at the right time. On mobile this is even more critical, and even more difficult to achieve, because of the very mobility inherent in mobile device.

The heavily-touted silver bullet to this challenge – and one of the buzzwords of 2014 throughout all forms of advertising, not just mobile – is programmatic.

Programmatic advertising through ‘ad exchanges’ brings the ability to buy and sell advertising in an automated fashion in real-time, one ad impression at a time.

And it’s struck a real chord.

Publishers and brands alike are embracing programmatic advertising as the primary way business should be conducted. It enables real-time audience targeting at scale, a benefit that’s even more relevant for mobile because of its uniquely personal characteristics. Better targeting means improved ad relevancy, increasing the value for both consumers and advertisers, and delivering a higher price for publishers’ media space.

There are also significant cost efficiencies generated by outsourcing most of the heavy lifting to computer algorithms and reducing the dependency on expensive media buying/sales teams. Unlike the ‘secret sauce’ of ad networks, ad exchanges like Axonix can provide full transparency to both buyer and seller of the media space.

Such immense mobile growth in such a short space of time was always going to bring both challenges and opportunities for app developers and publishers. So now is the time to get equipped with the facts and best practices to capitalise on the opportunities presented by programmatic mobile advertising.

Whether an app or mobile content is free, freemium or paid-for, monetization of mobile ad space through ad exchanges allows publishers to optimise ad revenues whilst slashing costs.

Just as it is inevitable that consumers’ usage of mobile devices will continue to grow, so it is inevitable that marketing budgets will continue to follow those consumer eyeballs.

So get ahead of this disruption. Just as Facebook has rebuilt its entire ad business around mobile, it will be those publishers and app developers that harness the programmatic opportunity and offer a platform for more intelligent mobile advertising who will find themselves in the best stead to capture these budgets in the future.

Simon BirkenheadSimon Birkenhead is CEO of Axonix, a leading mobile ad exchange that helps mobile publishers to maximize their ad revenues. He has 20 years experience in digital marketing, mobile advertising and business management, the majority of which has been within high tech companies at the cutting edge of their industries.

He has launched three digital advertising start-ups, including Axonix, and was the first hire into Google’s Global Agencies Team in 2008, establishing this as the benchmark sales team for engagement at global exec level with the Big 6 advertising agency groups.

Simon is a mentor and Board advisor to a number of new technology companies and is a regular speaker at industry conferences, including Mobile World Congress, Festival of Media and Ad:Tech.

(Starbucks image: via Forbes; Facebook ads image: Facebook via Wired)

Astounding Psy

PSYWhen it looked like it would exceed one billion views on YouTube by the summer of 2012, Korean singer Psy’s Gangnam Style headed into the record books for the sheer number of people who have watched the video and heard the music.

Today, it’s become the most watched video on YouTube of all time.

Now, says YouTube, it exceeds two billion views and, as a result, Google has devoted more servers to handle the traffic.

Reshared post from YouTube on Google+:

We never thought a video would be watched in numbers greater than a 32-bit integer (=2,147,483,647 views), but that was before we met PSY. “Gangnam Style” has been viewed so many times we have to upgrade!

Hover over the counter in PSY’s video to see a little math magic and stay tuned for bigger and bigger numbers on YouTube.

Why not add your view to the counter. Even if you’ve already watched it, it’s catchy!

Where does social marketing end and social PR begin?

Social media webinar

Can you really separate out social marketing and social PR? Or are they just two sides of the same coin? And are there actually start and end points?

I’ve partnered with Cision and Vocus to address these elements of a big topic in a free webinar we’re presenting on December 9 that will help you bring a clear focus to your social communications planning and execution in 2015.

Here’s the heart of what we’ll be doing:

Discover the communications strategies, tactics, and channels used by marketers and PRs to identify the best – and worst – practices. Along the way, we’ll be asking the big questions, like:

  • When should PR and marketing work together?
  • Where is one more effective than the other?
  • Can they and should they be separate at all?

Save your spot at the webinar to make sure your social communications are ready for 2015.

Some big expectations! But I’m confident you’ll get some insights that will help you.

Join us on Tuesday December 9 at 14:00 UK time for 60 minutes of great discussion. It’s free, so sign up now.

Save My Spot

The local newspaper is dead, long live the local newspaper

The decline in print and the rise in digitalThe closure of printed newspapers around the UK counts new casualties in the battle to stem the tide of declining circulations and the ever-diminishing number of titles in print with news this past week that Trinity Mirror is shutting down seven regional newspapers in southern England.

The news has particular interest to me as my local paper, The Wokingham Times, is one of those casualties.

Founded in 1903, the Times has gone through many evolutions especially during the past decade or so as it changed ownership a few times; and as alternative sources for local news emerged as the internet and the world wide web evolved, more online choices appeared and the ability for anyone and everyone to get online becomes almost ubiquitous and continues to be ever easier, cheaper and faster.

The closure is a picture you could paint in communities up and down the country.

Trinity Mirror, current owner of the title and its siblings in Berkshire (and Surrey), said in its announcement that it intends to develop and grow its digital business around the getreading.co.uk website which offers digital versions of its Berkshire titles – Reading Post, The Bracknell Times and The Wokingham Times – and also delivers content to mobile devices via an app.

It’s not hard to see why Trinity Mirror is making this move. As its statement says:

[…the getreading.co.uk website] has achieved unrivalled market leading penetration in the area – in the last year monthly unique users have grown by 68% (Jan-Oct 213 to Jan-Oct 2014) and the site continues to show phenomenal audience growth.

In its report, Press Gazette quotes Simon Edgley, managing director of Trinity Mirror Southern, from the company’s announcement:

This is a bold digital-only publishing transformation that will re-establish us as a growing media business that delivers the best quality journalism to our digital-savvy audience. We wholeheartedly believe that the future of our business here in Berkshire is online and this is an important and pioneering step that might, in time, be applicable to other existing markets or indeed new ones.

Bold indeed, with the inevitable human cost – 26 job losses in Berkshire (50 in total if you include the other closures, according to reports). The flip side of that is “the creation of around 10 new digital editorial roles and two digital commercial roles,” says Trinity Mirror in its announcement.

The type of hard commercial decisions made that will lead to the closure of seven print newspapers are confronting media companies across the UK and elsewhere – at all levels, nationally, regionally and locally – as trends continue to show the inexorable decline in print and the increasing growth in digital content that meets the preferences and needs of contemporary consumers who want to consume content wherever and whenever they want, with whatever device they wish, comment on and share that content with their networks, repurpose it, create additional insights from it, and more.

The move to digital is indeed inevitable as is the consequent human cost in lost jobs where current skills clearly aren’t what the media companies need as they evolve in the new digital-only environment to survive and grow.

Does it mean there is no place for print any more? Not necessarily – looking at it purely in commercial terms, if your market analysis, business plan and the numbers add up, you may have a workable proposition.

And The Guardian’s report on the Berkshire closures includes this:

The Reading Chronicle, which has been published since 1825, will become the town’s only print title. Editor Lesley Potter said it was a sad day for those losing their jobs and for the people of Reading.

“We have been fierce rivals over the years, but we have always had a healthy respect for one another. We at the Reading Chronicle have absolutely no intention of abandoning print.”

You have to feel a touch of sadness at developments like this even as they mark another milestone in the transition of news and information, how it’s produced and presented to readers, and what they do with it.

So print newspapers gradually vanish but they continue online in name and purpose, mirroring the look, feel and presentation of their analogue forbears.

It’s called progress.