Industry Newsletter October '07 |
Three incredible upcoming promotional opportunities
If you're looking to bring some star power to your next campaign, look no further!
mcm is giving you the chance to align your brand with some of the chart's hottest international and local acts. With an expertise in executing music focused promotions developed over 25 years, mcm can work with you to develop a tailored integrated campaign across radio, online and beyond to fully leverage the artist association. The promotional calendar looks like this:
- December 07 - THE VERONICAS mcm are the official tour partner of The Veronicas and can negotiate unique fan experiences for prize winners
- Dec to Feb 08 - THE 2008 GRAMMY AWARDS (Los Angeles) Take 40 Australia will be at the Grammy's in 2008 - and so can your brand!
- March 08 - KELLY CLARKSON mcm are co-presenting Kelly Clarkson's tour in 2008 - the perfect vehicle to reach young women who are passionate about music
Remember, there is only one sponsor per event and we know there'll be lots of interest in these huge shows so get in quick. Talk to your mcm sales rep now.
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mcm shortlisted for MediaWorks award
An mcm entertainment produced campaign for 20th Century Fox has been shortlisted for the Multi-Channel Campaign Of The Year in this year's MediaWorks Awards.
The campaign, promoting the theatrical release of FANTASTIC FOUR: RISE OF THE SILVER SURFER was developed in partnership with 20th Century Fox and Network 10, and involved several integrated campaign elements.
A live interview event with the film's star cast of Jessica Alba, Michael Chiklis, Chris Evans and Ioan Gruffud was filmed in front of an invite only audience, and subsequently screened on Ten. It was also shown online as a live and on demand stream, and the campaign was driven by radio, online, subscription TV and print - alongside a consumer promotion giving away a new car.
mcm's campaign will compete with entries from PBL, Fairfax and The Bulletin, with the winning finalist announced at the MediaWorks Long Lunch Awards Presentation on November 16.
mcm entertainment Marketing Manager Adam Hodge says "We pride ourselves on a history of innovative integrated media campaigns - and this nomination is a great affirmation of that expertise. It's especially rewarding that the category is all about media effectiveness, strategic thinking and, of course, real results."
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new research shows time spent with online content is soaring
A study by the Online Publishers Association (OPA) in the US shows internet users now spend more time visiting content than they do with Search, Communications and Commerce. According to the OPA's Internet Activity Index, the amount of time spent with content has increased by 37% over the last four years, meaning almost half of all time online is now spent with content. The share of time for the communications category has decreased by 28% over the same period.
The OPA cites several factors behind the shift from communications to content. They note the growing trend of traditionally 'offline' media products like news, entertainment reporting and weather shifting online - often with improved quality. Another factor was the greater effectiveness of faster internet services and improved search functionality, resulting in a greater likelihood that users will find what they want and engage more deeply with that content. The increased popularity of video and new online communities as important communication tools was also noted.
The US study is a good indication of where internet usage trends may be heading in Australia. This is good news for advertisers - an increased share of time for content driven sites, like take40.com and thehothits.com, means the user has a deeper engagement with the content and associated advertising. More here.
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Four-Year summary of OPA internet activity index |
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Share of Time Online 2003 |
Share of Time Online 2007* |
Share of Time Online 2003 - 2007* |
Content |
34% |
47% |
+37% |
Search |
3% |
5% |
+35% |
Commerce |
16% |
15% |
-5% |
Communications |
46% |
33% |
-28 |
Total |
100% |
100% |
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*2007 includes January through May. Online Publishers Association August 2007
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How to make the most of your radio ad dollar
Radio is where mcm began - and it remains a key area of our expertise.
At mcm, we always aim to go beyond a standard spot schedule to create an environment where the advertising message becomes part of the program. We are also always looking for innovative ways to use the medium and take advantage of radio's unique advantages. But don't take our word for it - check out some of these examples of some mcm produced radio creative...
- a radio creative concept that ties an FMCG product to the music environment
LISTEN HERE
- a time specific radio creative that can run within our radio programs or in weeknight airtime packages
LISTEN HERE
- 15 second in-program teaser to run prior to standard 30 second commercial
LISTEN HERE
Chat to your mcm representative now about how to bring your communication to life with radio.
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Recent research supports effectiveness of online video ads
Research conducted by eMarketer (and released by Eyeblaster) backs up the effectiveness of rich media advertising, as offered by mcm on take40.com and thehothits.com. The research indicates that click-through-rates (CTR) are no longer the most important measure of a campaign's success.
As noted in AdNews by Mark Chenery, "rich media ad impressions were four times more likely to lead to a conversion, than click-throughs. Rich media, especially online video, is the most powerful tool for brand awareness, favourability and purchase intent".
Both take40.com and thehothits.com feature a range of rich media advertising opportunities including video pre-roll TVCs within the media player. Combining video ads in the media player with audio ads between tracks gives clients the chance to fully engage with potential customers. While click through rate can be an important measure for some campaigns, innovative use of rich media formats within targeted music environments can prove very effective regardless of the end CTR. |
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2007 ARIA Awards
Some of the biggest names in Australian music - along with the newest stars on the scene - will be battling it out for the top honours next Sunday at the 2007 ARIA Awards. All the usual suspects - Silverchair, Powderfinger, John Butler Trio, Keith Urban and Missy Higgins - have all received multiple nominations, as have emerging artists Sneaky Sound System, Josh Pyke, Gotye and Operator Please, to name just a few.
The ARIA Awards are the Oz music industry's biggest night of the year - and Take 40 Australia will be there amongst it, with host Andrew G covering all the red carpet action, then heading backstage to catch up with the stars.
As always, mcm will be entertaining a select group of clients in our corporate superbox.
mcm have an established relationship with ARIA and each year offer unique promotional and sponsorship opportunities for clients in the lead up to the event. To make sure you're involved in the 2008 ARIA Awards, talk to your mcm representative now. |
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Business Manager
Manager's Name |
Melbourne Office
Level 8, 140 Bourke Street
Melbourne VIC 3000 |
Sydney Office
Level 1, Building 210
The Entertainment Quarter
Moore Park NSW 2021 |
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Phone: 03 9635 6600
Fax: 03 9635 6611 |
Phone: 02 8333 8800
Fax: 02 8333 8811 |
© 2006 mcm entertainment |
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