Posts Tagged ‘Michael Goodman’

Video Consumption in a Fragmented Marketplace

June 30, 2011


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By: Michael Goodman, Strategic Analyst, Mercury Media

TV, Internet, smartphones, DVRs, on-demand. Today’s consumers have more viewing options than at any other time in history. While different segments of the population might prefer different devices to view on, or exhibit different viewing habits, the overall trend is clear; consumers are watching more video on TV, the Internet and mobile devices than at any other time.

But despite all the alternative viewing options available, plain old television continues to dominate viewing by a wide margin. According to Nielsen’s Q1 2011 Cross-Platform Report, persons 2+ watched an average of 35 hours and 37 minutes of television a week followed by using the internet on a PC (5:43 per week) and watching time shifted TV (2:25 per week) (see Exhibit 1). Segmenting television into quintiles shows the even the lowest quintile of TV viewers still averages an hour of TV viewing per day, while the highest quintile watches nearly ten hours a day. While some variation is seen among different demographic and ethnic groups the overarching theme remains constant – television dominates viewing.

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Building Your Brand through DRTV

November 22, 2010


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By: Michael Goodman, Senior Director of Analytics, Mercury Media Boston

Branding is not typically associated with direct response agencies, but it should be as all advertising, including direct response, impacts the brand. The challenge is leaving the right impression and doing so on purpose.

Traditional agencies and direct response agencies go about achieving this differently. Traditional agencies want to raise awareness about a product or service and create positive feelings such as “this brand understands you” or “our brand’s cool, if you use it you will be to.” Direct response agencies believe consumers respond when products and services are relevant to them. If an ad doesn’t communicate a product or service’s benefit, then the consumer has little reason to respond.

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A Guide to DRTV Terminology

August 18, 2010


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By:  Michael Goodman, Senior Director of Analytics, Mercury Media Boston

TV is by far the most powerful medium available to advertisers as it can reach mass audiences, show dramatic visual demonstrations, and air emotional testimony.  DRTV uses the power of TV to create the “impulse to buy” and drive sales to retail, Internet and other distribution channels.
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A Guide to Games and Advertising

July 21, 2010


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By:  Michael Goodman, Senior Director of Analytics, Mercury Media Boston

Video gamers represent a significant portion of the world’s population and, contrary to conventional wisdom, these gamers are not just adolescent males.  According to the Yankee Group, the average console gamer in the U.S. is 26-years-old and the split is 68% male to 32% female.  In comparison, the average casual web gamer is 36-years-old and split 50% male, 50% female.
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Talking the Talk: A Guide to Mobile Advertising Terminology

June 28, 2010


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By:  Michael Goodman, Senior Director of Analytics, Mercury Media Boston

The proliferation of smartphones has expanded mobile advertising opportunities exponentially.  Mobile marketing campaigns using SMS and MMS, internet style advertising (banner ads), search and even TV style advertising have kick started a mobile advertising movement.  Below is a collection of mobile terms I’ve put together to help you master the evolving mobile marketplace. (more…)

Is 3D Gaming Ahead of its Time?

June 21, 2010

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By: Michael Goodman, Senior Director of Analytics, Mercury Media Boston

I was recently quoted in an article titled, “Sony Embarks on a New Crusade With 3-D Gaming” by Renay San Miguel in Technology News World.  The article discussed Sony’s plans for releasing PlayStation3 video games in 3-D, some of which will be available by this holiday shopping season.  The question being is 3-D gaming ahead of its time? (more…)

Mercury Media Releases “The Power of the Hispanic Consumer”

April 27, 2010


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We’ve released the second installment of our TV Perspectives series of whitepapers today, “The Power of the Hispanic Consumer,” measuring the impact Hispanic consumers are having on direct response advertisers’ ROI.

According to the 2009 Mercury Media Hispanic Index™, an aggregation of results from our agency’s long-form DRTV campaigns that ran simultaneously in Spanish and English, brands that allocated, on average, 24% of their media spend to a separate and unique Hispanic campaign saw their overall sales revenue increase by an average of 47% and their revenue net of media spend grow by 71%.
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Mercury Media Releases “The Power of Television”

February 25, 2010


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We’ve released the first installment of TV Perspectives, a new series of white papers, spearheaded by our Sr. Director of Research and Analytics Michael Goodman, that will explore innovations in cross-platform advertising with a focus on direct response television.   “The Power of Television” explores how innovations like Addressable TV, TV Everywhere and Interactive TV are leading the evolution toward a harmonious video delivery ecosystem that will fortify the power of television as an ad medium for years to come.  Download the complete white paper here.
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