In media, the term 'audience' refers to the gross or net number of people or households exposed to a particular medium or advertising message.

The percentage of all unique persons, who are 2 years of age or more and have access to the Internet, who visited a site or used the application.

Source: Nielsen NetRatings 

Refers to Broadband Internet Access, high speed internet access, usually with connection speeds greater than 56k.

TiVo and YouTube have teamed up to enable users to stream YouTube clips via broadband Internet connection to their TVs, later this year, in the continued ‘blurring of your TV and the internet.’

The bottom line? Marketers can’t assume anything and they can’t focus on any one part of their positioning strategy; they have to keep all the balls in the air and resist following the latest marketing trend unless it makes strategic sense.

tips, trends & tidbits from the week of march 10th

Pepsi skewers the stereotype that digital advertising is just for young consumers.  A NYT article reports Pepsi is forsaking mainstream media for an online launch of Tava, their new, no-calorie carbonated beverage. Pepsi hopes to reach consumers 35-49 who spend significant amounts of time online checking email or searching for travel, music and food info. Lots more brands would benefit if marketers abandoned stereotypes of these older (and moneyed) online users.

According to TechCrunch, tiny start-up ManagedQ was using images that belonged to Snap without Snap’s permission. So Snap disabled ManagedQ’s access to the visuals, which essentially shut ManagedQ down.

This is reminiscent of the trademark skirmishes that occasionally occur between mega brands and tiny companies who play off the mega brand to create a clever name/tagline/logo of their own. The big brand’s legal eagles swoop in, handling the situation with such ferocity that onlookers see the infringer as the victim. The reality is that failure to protect one’s trademark weakens one’s ownership rights so trademark owners must be vigilant.

Comscore reports that during 2007 consumers submitted online requests for 32 million auto insurance quotes and purchased a record 2 million policies. That’s a 15% increase in the number of requests and a whopping 32% increase in the number of purchases from 2006.

Have a great weekend.

comScore is an Internet information provider of consumer databases, internet audience measurement services, and research services from market sizing and analysis to customer satisfaction research.

Services include comScore Widget Metrix which provides reporting on worldwide widget usage, including audience size and usage by widget publisher and by individual widget, classification of the widget landscape into major content categories, and U.S. widget audience composition by age and gender.

Hitwise provides insights and competitive intelligence on how 10 million US Internet users interact with more than 1 million websites, across 165+ industries.

Martha Stewart Living Omnimedia offers advertisers magazines such as Martha Stewart Living and Martha Stewart Weddings; the nationally syndicated, Emmy Award-winning television series "The Martha Stewart Show;" Martha Stewart Living Radio on Sirius Satellite Radio; and MarthaStewart.com.

Refers to viewing sessions of short-form online videos. Viewing sessions are most likely to occur throughout the day as a break from work or as entertainment. 

Peanut Labs is an online market research network that specializes in accessing Gen Yers.