NYU's MS of Integrated Marketing Association (IMA)

by Mark Walsh, Thursday, Oct 25, 2007 6:00 AM ET

THE U.S. MOBILE VIDEO AUDIENCE has grown by more than one-third this year to eight million, according to a new study by mobile market research firm MMetrics. With 6.8 million viewers, viral clips have proven to be the most popular category of mobile video.
The audience figures include video viewed directly on wireless carriers' decks or sent by friends or family members as of Aug. 31. Viewership for video delivered on-deck increased 28% since January to 2.7 milion. The increasing numbers are a promising sign for mobile publishers and advertisers, say MMetrics analysts.

"If operators and handset manufacturers or publishers are hoping to see a mobile video take off, this is good news," says Mark Donovan, senior analyst at MMetrics. For advertisers, he acknowledges that the audience is still small compared to the Internet and TV.

Video watchers represent only a tiny fraction of all cell phone subscribers in the U.S. Those who watched over-the-air mobile TV broadcasts and/or video clips at least once a week amounted to less than one percent. Those tuning in monthly represented 3.7%. Similarly, only 3.2% of mobile subscribers watched videos sent by friends or family.

Almost 30% of U.S. mobile phone users own video-capable mobile phones, according to a study last year by the NPD Group and the Mobile Marketing Association.

Donovan noted, however, that mobile advertising is driven by qualitative as well as quantitative factors. "Not only can you deliver messages and offer promotions to people on mobile phones, but they have a mechanism right there to respond whether click-to-call or a short code number." he says.

Market researcher eMarketer predicts that U.S. mobile ad spending overall will grow from an estimated $421 in 2006 to $4.8 billion in 2011. Mobile marketing and content tied to broadcast TV also will climb to nearly $1 billion within three years.

Boosting demand for carriers' on-deck programming have been aggressive promotion, wider distribution of 3G phones, and more compelling content.

"Sprint's performance is particularly noteworthy, as the carrier's subscribers comprise more than 36 percent of the total audience for programmed video," says Seamus McAteer, chief product architect and senior analyst at MMetrics.

Overall, text-messaging remained by far the most popular mobile activity among U.S. subscribers, with 43% thumbing away on keypads. A distant runner-up was photo-messaging at 19%, followed by e-mail and instant messaging, each at about 9%.

Mark Walsh can be reached at walsh@mediapost.com

by Tameka Kee, Thursday, Oct 25, 2007 6:00 AM ET GOOGLE IS WORKING ON A "fully functional marketing dashboard" that will integrate data from advertisers' search, display and offline marketing efforts, allowing them to "look across assets, metrics and user engagement cycles," Tim Armstrong, president of advertising and commerce for North America, told analysts during an Analyst Day session.

No further details or timeline for the dashboard were given, but Armstrong said the "high velocity of interest from brand agencies and media partners" in Google's offline solutions, as well as newer ad models like Gadget Ads and YouTube overlays, warranted the development of a robust, integrated reporting platform.

"The more measurement you can put on this type of functionality the better," said Armstrong--noting that once the DoubleClick acquisition closed, its display metrics would add yet another layer of functionality.

Analysts got a deeper look into the key components of Google's "Search, Ads and Apps" strategy on Wednesday, with presentations from the search giant's top brass as well as product managers (almost all of whom were recent college graduates). The panelists and demos offered insight into advancements that have been made on all three fronts--from both a consumer and an enterprise perspective--and also gave details on future developments.

Such brands as Nissan and Global Hyatt have already made use of the search giant's lesser-known assets like Google Trends. According to Albert Cheng, product manager for Google Trends, the feature was created to "make our search data universally accessible and useful."
Consumers were "tapping into the wisdom of the crowd" to figure out the answers to their questions (Cheng and his wife had used Google Trends to determine the most popular way to spell their soon-to-be-born son Connor's name), but even Global Hyatt had used the data to determine whether to dub their newest Caribbean property "Hyatt Regency Trinidad" or "Hyatt Regency Port of Spain."

Ultimately, the hotel giant chose the former (undoubtedly after considering other factors), but said the sheer volume of searches for the keyword 'Trinidad' compared to the relative lack of searches for 'Port of Spain' was a primary reason for the decision.

Meanwhile, Nissan used Google Trends data to help determine whether the multichannel campaign (including product placement in NBC's "Heroes", print, TV and online ads) behind the launch of their new Rogue crossover SUV was working. The automaker compared search volume for 'Nissan Rogue' and 'Honda Pilot,' and noted that there was a definite spike in queries that coincided with the launch efforts.

At that point, "the marketing manager can ask for more money," said Cheng, "because it's clear that the campaign is working."

Tameka Kee can be reached at tameka@mediapost.com

Hi Everyone,

Thanks to all of you who made it to the DIMA kick-off party! I heard everyone had a great time-- I couldn't make it due to an illness. DIMA will have more events planned and opportunities for you to get involved with later this semester. So stay tuned!

There's also several events taking place within our program:

• Caples is seeking volunteers -- This is a great way to see some of the best direct and interactive marketing pieces from around the globe as well as an opportunity to meet with the Caples staff and judges. Please sign up with Stephanie Tracy.
• Weds 10/12 Group Skills -- Each class we take has at least one group project. This session will teach you how to work with groups.

Just a friendly reminder, when attending a program-sponsored event, please make sure to dress professionally (if not otherwise indicated). This is your chance to make a first impression on some big industry leaders. Our professional appearance also represents our program. So let's all put our best foot forward!

Lastly, please feel free to contact DIMA @ nyu.dima@gmail.com or view our blog site @ http://nyudima.blogspot.com/.

Thanks so much, Toni Lorusso
President, DIMA

The M.S. Program in Direct & Interactive Marketing has now created a group on LinkedIn.

Students, click on this link:
http://www.linkedin.com/e/gis/36663/48771E2D479F.

Proudly display your affiliation with the program by adding this group to your profile!

The first VIP Lunch Dialogue of the 2007-2008 academic year was held this past Wednesday. If you didn't attend, you missed a great opportunity to listen in on thought leadership in this growing and increasingly complex field. Panelists were all heavy-hitters in the field of Online Media and Market Research:

In addition to some brief product demos, panelists discussed the importance of research in an industry that is becoming saturated with data but is still lacking consistent metrics and ultimately actionable intelligence and information. The most memorable quote for me was "the frustration of [online] being the most measurable media is that it is the media with the most measures." After the panel was over, I spoke to all participants and it was pretty clear to me that all companies present were scrambling to establish leadership positions beyond research and analytics but really are trying to be considered a key part of what is evolving into the Holy Grail for marketers- the Marketing Dashboard (a standardized set of technologies, metrics and data sets that will enable marketers to effectively segment and precisely target their audiences).

Even though the deluge and confusion may seem frustrating- where some see blood others smell opportunity. All areas of analytics promise to be high growth markets. The job outlook for Market Research Analysts (a profession typically seen as slow growth or administrative) alone is very promising. Marketers who understand how to conduct research, dissect and digest data and ultimately create thoughtful analysis will be able to open many doors. The good news for us as students in the program is that there are many opportunities to learn some of these techniques in class: Database Mining and Modeling, Web Mining and Advanced Online Marketing.