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The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
The Advertiser Handbook on Entertainment
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The Advertiser Handbook on Entertainment

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The Advertiser Handbook on Entertainment …

The Advertiser Handbook on Entertainment

This presentation is a collection of the ten most important entertainment insights advertisers need to know.

This presentation will cover:
Surviving the Recession: What do tough times mean for the entertainment industry?
Who’s The Best Star to align with your brand?: Impact of stars’ likability vs. awareness on movie ROI.
Marketing to Hispanics: The Who, What, Where for the fastest growing ethnic group.
New Frontiers in Product Placement: Impact of placement in video games.

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  • 1. The Advertiser Handbook: The Top 10 Insights for the Entertainment Industry www.NielsenPreView.com
  • 2. Led by the community Exclusive industry intelligence Built by Nielsen
  • 3. In case you missed it...on www.nielsenpreview.com Find research by industry Locate our newest studies Read reviews of current research
  • 4. #1- Surviving the Recession The entertainment industry might feel the recession…but your brand doesn’t have to. Source: Nielsen Preview’s Will a Republican Administration Make the Box Office See Red Report
  • 5. #2- Aligning your Brand with the Best Star What do the following actors/actresses have in common? Sanaa Lathan Djimon Hounsou Kristen Wiig Philip Seymour Hoffman
  • 6. #2- Aligning your Brand with the Best Star <ul><li>Just like in high school – popularity matters… </li></ul>Source: Nielsen Preview’s Star Power Report
  • 7. #3- One Size Does Not Fit All! Don’t take a blanket approach to reaching Hispanic consumers <ul><li>There are three segments: </li></ul><ul><li>Most acculturated </li></ul><ul><li>Bi-cultural </li></ul><ul><li>Least acculturated </li></ul>
  • 8. #3- One Size Does Not Fit All! An acculturation cheat sheet… <ul><li>Campaigns to least acculturated Hispanics should be done in Spanish </li></ul><ul><li>Family products should be targeted to bi-cultural and least acculturated segments </li></ul><ul><li>Luxury goods are most likely to be purchased by the most acculturated segment </li></ul>Source: Nielsen Preview’s Why Market to Hispanics Report
  • 9. #4- Capitalizing on the Point of Entry for Hispanic Consumers Mapping your media segments… Source: Nielsen Preview’s Why Market to Hispanics Report
  • 10. #5: Utilizing Product Placement Have you seen this billboard? … IN GAMES
  • 11. #5: Implications for Advertisers <ul><li>A recent study reports double-digit increases in key </li></ul><ul><li>metrics: </li></ul><ul><ul><ul><li>average ad rating </li></ul></ul></ul><ul><ul><ul><li>brand familiarity </li></ul></ul></ul><ul><ul><ul><li>average purchase consideration and ad recall </li></ul></ul></ul><ul><ul><ul><li>brand rating </li></ul></ul></ul>Source: Nielsen Preview’s Got Gamers? Report
  • 12. #6- Picking Movie Partnerships for Widest Appeal Where genre/rating combination has the broadest appeal? PG-13 Comedy G-rated Family PG Action Source: Nielsen Preview’s Building a Wider Tent Report
  • 13. #7: Leveraging Online Streaming for Maximum Benefit <ul><li>Digital content comes in many flavors online today: </li></ul><ul><li>CGM, Broadcast shows and Movies </li></ul>
  • 14. #7: Implications for Advertisers <ul><li>Heavy media users are heavy media users… </li></ul>Source: Nielsen Preview’s Digital Content is King, but delivery is Reigning King Report
  • 15. #8: Optimizing Online Movie Advertising <ul><li>When is movie advertising </li></ul><ul><li>reaching him online? </li></ul>Movie Ad Here! Winter? Fall? Summer? Spring?
  • 16. #8: Implications for Advertisers <ul><li>Missed opportunities… </li></ul><ul><li>Increase online advertising around movie content during the summer months </li></ul><ul><li>For upcoming holiday season, optimize based on the level of interest each month </li></ul>Source: Nielsen Preview’s Surfing for Summer Blockbusters Report
  • 17. #9: Understanding Which Ethnicities Respond to Word of Mouth Advertising
  • 18. #9: Implications for Advertisers <ul><li>Emphasize non-traditional marketing methods to reach Hispanics: </li></ul><ul><ul><ul><li>Blogs where consumers can post reviews </li></ul></ul></ul><ul><ul><ul><li>Viral campaigns that can be emailed to friends </li></ul></ul></ul><ul><li>Be aware of the effectiveness of marketing methods for various ethnic groups to enhance targeting </li></ul>Source: Nielsen Preview’s Why Market to Hispanics Report
  • 19. #10: The Next Big WOW Factor <ul><li>+65% (average) </li></ul>2-D 3-D Increase in box office sales
  • 20. #10 Implications for Advertisers <ul><li>What does this all add up to? </li></ul><ul><li>3-D is the next big thing </li></ul><ul><li>Advertisers should look to partner with 3-D movies and 3-D exhibitors </li></ul>Source: Nielsen Preview’s Nice to Have or a Must Have: 3-D Movies Report
  • 21. Thank you! Logon to www.nielsenpreview.com for the complete webinar. To access the webinar, register as a free member here and then access the webinar here . Questions? E-mail: more.preview@nielsen.com

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