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Coca-Cola has launched it first viral video , and in getting a rare success in this type of media play. There is no proven method that ensures a success in viral video marketing other than it has to be entertaining. Funny always seem to work well as a formula, shocking as well, bad taste ( but that could seen as bad for a brand) , unreal or just unbelievable also works. Coke’s Happiness Machine, while only no more than a week old , has close to 800,000 views.
In what seems to be too incredible to be true a Coke machine setup in a university or college campus delivers more than just bottles of Coke. Flowers, balloon animals, a huge sandwich, and an endless supply Coke bring delight and happiness to the students.
As reported by iMedia Connection this is Coke’s first official experiment in viral video following on from another teen connection campaign the “Happiness Factory”.
The advertising outlook for 2009 looks resoundingly is bleak. Following a downturn in revenues for 2008 and the fact that most forecasters see this continuing through 2009 and 2010: the worst years of decline since the Great Depression. But ! and there is a big but here, Online and digital advertising channels are the the only ones predicted to outshine the doom and gloom and grow even in a downturn . This forecast view seems to be apparent across a number of forecast agencies , from the digital to traditional , there a a glimmer of optimism in the air.
In Jack Myers’ recently -updated Media Business Report, he forecasts traditional media outlets will take major hits in 2008 and 2009;
“The brunt of the 6.9 percent fall-off in 2009 ad spend will be felt by newspapers (-15.0%), Yellow Pages (-14.0%), consumer magazines (-13.0%), radio (-12.0%), local television (-10.5%), business-to-business and custom publishing (-9.0%), and broadcast network television (-4.0%). Even online media will feel the pain, with projected overall growth of a meager 2.7 percent. Online display ads are forecast to grow only one percent, with search engine marketing increasing 8.0% and online video, search engine, widget advertising increasing at a 25.0% rate to $1.5 billion. Online growth will pick up again in 2010 with overall 8.5% increases.”
What’s forecast to grow, if anything? Search marketing, online video, (rich media) widgets and Mobile advertising. The real star being mobile that jump 30 percent this year and another 15 percent next year. By the time the economy begins to regain steam, mobile advertising will jump another 30 percent in 2010, he forecasts.
So why is there a shine or bright spot?
In rich or video media its a “no brainer” for entertainment and brand advertisers.
Rich media and it recent upgrade to Digital Interactive media has greater increases in brand metrics than standard web ads. Experientially they impacts attitudinal metrics, such as message association, brand favorability and awareness, more than non-rich media and allow the incorporate video streaming of original content and help drive users to generate it and share it. With the coupling of transactional systems scuh as CRM and e commerce , the media buy can become a pure sale or pure consumer acquisition.
Mobile is definatly the flavour of next coming years . With SMS or text messaging is running hot as “Texting” has reach and ubiquity . Its simple medium with reach of 160 characters and the possibly of a hyper link . MMS banner ads on WAP sites are a little richer in content and interactivity but are not ubiquitous because few people have data plans that can access WAP pages the estimates being between 10% and 15% of all cell phone users.
Where the predictions for mobile seem to be going it just might Voice! Voice or sound is an interesting medium as it has no barriers to the existing 5 billion phones in the world. Just how intimate or intrusive it will be is another question. If my cell phone became a message bank a for un-announced advertisers I would not be happy but if I am opted in to a premium audio experience it’s richness because of its intimacy would make it influential and experientially based . It may well be the way to reach a massive audience with a unique , engaging and compelling experience.. And everybody can get it regardless of plans and standards.