Browsing: Ben Goodale
The accuracy of online targeting tools when viewed alongside the ageing Kiwi population raises a few questions regarding the continued relevance of TV’s 25-54 trading demographic model. StopPress investigates whether this model has become little more than a blunt instrument in the age of big data insights.
TV shows are increasingly trying to keep the audience’s attention after broadcast—and, with much of the population seemingly unable to keep their eyes off their mobile devices for more than ten seconds, often during it. Sponsors associated with shows also want their share of the eyeballs. So, following on from Kiwibank’s attempt to increase audience engagement with its Block Out Live Bingo-style game for The Block NZ, Genesis Energy has added another string to MKR NZ’s bow with an online quiz called Guess the Ingredients.
Most marketers involved in comms work are becoming direct marketers by stealth, reckons Ben Goodale. So how can an old discipline be harnessed for these new channels?
Parents, prepare to be pestered once again. Because New World is back with its second tiny promotion.
The trade blogs are renowned for snarky, often anonymous comments that call into question the motivations for campaigns or their claimed success. But as part of it drive to get more entries for the upcoming Effie awards, CAANZ and .99 are aiming to show that, due to the focus on real-life results rather than the shiny, new and enticing, a trophy in this awards programme will go a long way to silencing those critics.