About Morning Coffee

Morning Coffee is a customizable, real-time aggregator of news feeds, research, blogs, and videos from the industry and beyond. Morning Coffee keeps you up-to-date on what you want to know, when.

Please browse through the various topics and publications in Morning Coffee to stay on top of the latest industry news. Each week our ARF Knowledge Specialists summarize the top articles in 5 Cups of Morning Coffee below!
 

5 Cups of Morning Coffee

Super Bowl Viewers Had Smartphones Firmly in Hand

Google found that before and during the Super Bowl, audiences searched for Super Bowl commercials on computers and smartphones. 

Mr Youth reported that millennials also used their smartphones at high rates during the Super Bowl. 

• 62% of millennials used their phones to text
• 57% of millennials went to Facebook from their smartphones as they watched the game.
• 22% of millennials went to Twitter from their smartphones.

Read the full article
For more info, check out the Advertising Tab in Morning Coffee

Bravo: Thematic Links With Shows Lift Ad Effectiveness

Adweek’s Sam Thielman discusses the recent study by Bravo and Neuro-Insight on ad receptivity.

• The report found that viewer retention is better for ads with the same theme as the program.  Thematic relevancy will contribute to higher viewer retention than category relevancy.
• The “neo-contextual” ads have a “15% advantage over an ad that’s not matched at all as opposed to 9 percent for an ad that matches only by category.”
• There is a 19% advantage for “network-created ‘program-hybrid’ ads, which use show elements or talent.”

“Bravo competitor Scripps confirms this. A study on that company’s HGTV found that product and brand recall were much higher for a custom-made Audi spot than a typical spot from the same manufacturer on other networks.”

Dave Kaplan, VP, Bravo Research and Pranav Yadav, CEO, Neuro-Insight will present findings at ARF Re:think 2012,  “The Fit Factor: New Frontiers for Contextual Relevance in Television Advertising”

Read the full article
For more info, check out the Advertising Tab in Morning Coffee

Hispanic Marketing: - GM’s Steve Tihanyi: “Integration significantly grows a brand

Portada spoke to Steve Tihanyi, GM’s general director of marketing alliances, services and branded entertainment, about the automaker’s efforts in the Hispanic space, and why brand consideration and brand opinion is higher among U.S. Hispanics than in the so-called general market.

In the interview, Tihanyi explains that “we were looking for ways to have [Hispanics] accept our messaging with open arms; and we found this was possible through integrations on relevant programming, including mun2’ RPM Miami; Univision’s Eva Luna and currently El Talismán…Data shows us that opinion for the brand increases 37%, while consideration for the brand increases 34% among Hispanics (which is six to 10 points higher than in the general market.) None of this is to say that if you see a Chevy on El Talismán, you are going to go buy a car the next day. It is a process that involves a series of steps.”

Tihanyi notes that “I have data that supports that when you do [product] integrations really well, you end up building brand consideration and opinion overall; and ultimately it becomes a great way to improve the effectiveness of your traditional advertising.” He found that “an actual: 30 traditional TV spot becomes more effective when it goes hand in hand with integration.”

Read the full article
For more info, check out the Media Tab in Morning Coffee

Consumer Spending Adjustments Have Become Habits

MediaPost reports findings from a consumer survey conducted for STORES by BIGinsight, which show that “the budget tightening that consumers have endured for four years isn’t showing signs of stopping… Despite positive holiday sales figures, it appears that many of the changes that consumers have made in spending habits are becoming hardened”.

The survey asked 6,000 shoppers which items are untouchable in their budgets (items they could not live without). Internet service remains the most untouchable item, a position it’s also held since 2008. Mobile phones also have become viewed as a necessity, with only 33% labeling them as expendable. This figure remains virtually steady among all age groups:

Read the full article
For more info, check out the Media Tab in Morning Coffee

Sealing a kiss with a smartphone

According to the IBM Smarter Commerce Benchmark,

• 10.1% of total web sales were made on smartphones and tablets during the week leading up to Feb. 14. That’s nearly triple the 3.9% for the same period last year.
• 5.5% of total web traffic during the week leading up to Feb. 14 came from Apple’s iPhones, 4.9% from Apple’s iPads and 4.4% from devices running Google Inc.’s Android mobile operating system.

“The Valentine’s data is proof positive that the online and mobile shopping habits witnessed over the November and December holidays are not fleeting,” IBM says. “Rather, a permanent change is in effect with the empowered consumer turning to mobile devices not just for blockbuster shopping days but for all holidays in between.”

Read the full article
Read more about the IBM findings at their blog
For more info, check out the Shopping & Retail Tab in Morning Coffee

Archived 5 Cups Headlines