Industry Newsletter April '08

movideo.com - the online music video revolution is here

A revolution in the way we experience music online? That's the promise of movideo.com, mcm's most recent online property, launched just two weeks ago in Sydney.

 

movideo's two foundations are quality and simplicity, with the clutter-free site delivering clean, near DVD quality video play from thousands of your favourite artists with rich audio - and delivering them totally free of charge to the consumer. No more pixellation, no more grainy images - movideo is set to become Australia's premier online destination for high quality music video. More here

So what's the appeal to advertisers? That's simple...

1. movideo is a premium environment for your advertising communications - and especially designed for complex, rich media ads
2. users view your commercial just like a TVC - in full screen mode, with exceptional audio and visual quality. Best of all, the commercial is clickable throughout.
3. movideo is a clutter free environment - your message isn't competing with distracting on screen features for the consumer's attention
4. display ads are also available when the site is not in full screen mode - and can be matched to corresponding video ads for maximum impact

movideo offers a premium user experience - and we know that online users are prepared to watch online advertising around high quality free content that's attractive to them. On a quality broadband connection patched into a plasma or LCD monitor and with a quality audio system, movideo really comes into its own. Check it out for yourself now - and remember to turn up the volume!

This month's hot campaign ideas

THE HOT HITS SPONSORSHIP - this is the most cost-effective way to integrate your brand with one of the nation's top rating programs. Following excellent results in the last metro radio survey, The Hot Hits is hot property! Sponsorship of the program includes extensive radio and online activity plus tailored in-program credits with Kyle and Jackie O.

MCM STUDIO - Want to create some branded content for your next campaign? What about a product launch, press conference, live web streaming or a TVC? The mcm studio can provide state of the art production for TV, online, mobile and radio content and is available for hire now. More here
Take 40

Going up? mcm bucks declining online trend in March

Many of the country's top 10 sites within the music category showed declines in unique browsers (UB's) for the month of March, according to Nielsen's Market Intelligence report.

Despite this downward trend, both take40.com and thehothits.com saw significant increases in their UB's for the same period - up by 16.6% and 16.7% respectively. This marks a period of consistent growth for both sites since the beginning of the year, resulting in better frequency for our advertisers and a more reliable advertising environment. In comparison to the mcm websites, other more niche sites have reported sharp peaks and troughs in their audience figures, most likely due to one off events or promotions.

In addition to their strong traffic, both mcm sites also maintained high average session durations and number of page views compared to competitive sites within the music category. With the exception of inthemix.com.au several of the top sites are attracting large numbers of visitors, without registering significant time online. Take40.com has 64% more page impressions than The Fix, despite a smaller number of UB's.


mcm National Sales Director Simon Joyce says 'The recent traffic results - both UB's and time spent online - are really pleasing, and mark our sites as an attractive destination for both users and advertisers. Higher time spent online allows for greater impact and frequency of both traditional display ads and more complex rich media executions.'

Take 40 and Next G

Take your message to mobile... with Take 40 and Next G

mcm's flagship radio program is going mobile! In partnership with Telstra Next G, the newest incarnation of Take 40 Australia - the nation's most trusted music brand - will soon be available in the palm of your hand. Exclusive content will be specifically produced for the mobile platform, including bite sized, daily music news shows delivered by Take 40 Australia's Andrew G. Check out the demo here.

There are 6 feeds planned per week, delivered daily Monday - Saturday with an average length of 5-6 minutes. Users will be able to access Take 40 content on demand, including any daily reports they may have missed during the week.

Talk to your mcm rep now about sponsorship of the new Take 40 daily news reports on mobile!
Live at The Chapel

Live at The Chapel gets a makeover!

Live at the Chapel has established itself over many years as Australia's premium live music property, gaining considerable support from the music industry in recent years and delivering high quality, unique live music content. If you've somehow missed 'the Chapel experience', click here and stream the demo.

After three very successful series with Vodafone, Live at The Chapel has now become available for sponsorship, with an exciting new format proposed for 2008. With the concept of advertiser-funded exclusive live music events an increasingly popular way to connect with many target markets, Live at The Chapel offers the ultimate music association with a package of four super gigs, timed to ensure the most relevant, A-list artists for our commercial partner.

Live at The Chapel' is much more than the event itself, with content extensions across 6 different mediums - radio, online, FTA and Pay TV, print, 3G mobile, in-flight programming and CD/DVDs. Local and international artists who have already graced The Chapel stage include Foo Fighters, Coldplay, Noel Gallagher, Wolfmother, Delta Goodrem, The Veronicas, John Mayer, Sneaky Sound System and many more. Live at The Chapel is hot property, and available to just one sponsor, so be quick!

Take 40 Media PlayerCase Study: Creative use of online media for Toohey's New

Tooheys New ran a major consumer promotion to coincide with the 2007 Rugby World Cup and encourage Wallabies fans to help build the world's biggest photo mosaic. mcm played a vital role in driving awareness of the 'Tooheys New World Record' campaign, engaging the target via a national radio programming promotion backed by an extensive online campaign.

One of the key objectives of the campaign was to maximize exposure to the Tooheys New TVC, which mcm delivered using video pre rolls within the media player on take40.com. The campaign was a great example of how mcm's radio and online properties can provide invaluable support to external promotions, alongside other media drivers. The take40.com competition received over 37,000 entries, 75% of which fell within the target demographic (sports fans 18-39yrs).

View microsite here or read the full case study here

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Top 5 'most streamed' clips on movideo

  1. Timbaland - Apologize
  2. Rihanna - Umbrella
    Fun
  3. MC Hammer - U Can't Touch This
  4. Britney Spears - Piece Of Me
  5. Rihanna - Don't Stop The Music
 
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