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Tactics: "The Rejection Hotline" is a Humor Magnet For Young Adults...and An Opportunity for Advertisers

Tue, 07/22/2008 - 10:48 — anne

It's never comfortable rejecting potential suitors face-to-face. RHbrands, a mobile and in-call media company, claims "The Rejection Hotline®," located in 200+ cities across the country, including Atlanta (404-260-1318), Los Angeles (310-735-0099) and New York City (212-660-2245), is a “public service” to both the rejector and the rejectee. The rejectee dials the number to hear: 

"Hello, this is not the person you were trying to call. You've reached The Rejection Hotline.  The person who gave you this number did not want you to have their real number ... So why were you given a Rejection Hotline phone number?

        • Maybe you're just not this person's type (note: this could mean boring,
          dumb, annoying, arrogant, or just a general weirdo).
        • Maybe you suffer from bad breath, body odor, or a nasty combination of the two.
        • Maybe you just give off that creepy, overbearing, psycho-stalker vibe.
        • Maybe the idea of going out with you just seems as appealing as playing leapfrog with unicorns."

RHbrands offers hundreds of humorous hotlines to get people out of sticky situations such as 'Bad Breath Notification,' 'One Night Stand Hotline,' and a 'Confession Hotline'.

The company says they reach 4 million callers each month. Their primary audience is young adults (ages 16-29), a coveted demographic for marketers. Most callers get the hotline number virally from a friend or as a joke.  Advertisers can reach this audience through RHbrands’ in-call audio advertising program.

Source: RHbrands/PRNewswire

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SMS

Short Message Service (SMS) refers the exchange of short text messages between mobile devices. It is the technology that underlies text messaging and also serves as a synonym for text messaging even when a different technology is used.

Source: Wikipedia

Traditional TV Viewing Increases, Along with Timeshifting TV, Online Video, and Mobile Video

Tue, 07/08/2008 - 20:04 — anne

So says Nielsen, based on findings which compared video and TV usage across the ‘three screens’ – television, internet and mobile devices.

As of May 2008, the average American watched 127 hours, 15 minutes of TV per month a 4% increase from May, 2007, while also spending 9% more time on the Internet (26 hours, 26 minutes per month.)

A small but growing number of Internet and mobile phone users are watching video online (2 hrs, 19 min per month) and on their cell phones (3 hrs, 15 min per month.) And the short-term effect of DVRs has been minimal; although ‘timeshifted’ TV viewing has increased, the average user spends 5 hours 50 minutes on timeshifted TV per month, up from 3 hours 44 minutes from last year, representing less than 5% of total viewing. 

One of the most interesting findings was that “while the number of mobile video users is relatively small at about 4 million, the video usage these early adopters report is impressive, perhaps due to 'always available' mobile devices. It is an early indicator of how this technology is becoming more commonplace among mobile users.”


Time Spent in Hours: Minutes per Month - May 2008

K2-11
 T12-17
 A18-24
 A25-34
 A35-44
 A45-54
 A55-64
 A65+
On Traditional TV*
 87:00
 89:09
 103:27
 118:59
 124:01
 145:03
 159:59
 177:50
Watching Timeshifted TV*
 4:16
 3:36
 3:55
 9:28
 8:13
 6:46
 5:49
 2:57
Using the Internet**
 4:58
 12:01
 12:18
 29:00
 38:47
 33:52
 34:44
 26:01
Watching Video Online**
 1:30
 1:45
 3:41
 3:22
 2:48
 2:03
 1:33
 1:12
Mobile Video Subscribers Watching Video on a Mobile Phone^
 n/a^^
 05:25^^
 3:02
 3:36
 2:53
 2:53
 2:10
 n/a°

For a copy of Nielsen’s Three Screen Report, visit http://www.nielsen.com/pdf/3_Screen_Report_May08_FINAL.pdf.

Source: The Nielsen Company

* TV includes live viewing plus any playback viewing; Timeshifted TV is playback primarily on a DVR but
including playback on services like Start Over as well as playback from a DVD recorder.
** Internet figures are from home and work. Hours:minutes are based on the universe of persons who
watch online video.
^ Survey results reported in April 2008, this is a Q1 2008 estimate of only those mobile subscribers that
subscribe to and use video on their mobile phone, over the past 30 days.
^^ Nielsen Mobile’s survey reports mobile video usage for those users 13 and older. Thus, 12-17 is
T13-17 for all mobile data.
° A65+ base size too small to report mobile video hours:minutes

Composition Index

The Composition Index compares the composition of a demographic segment that is found within the audience of particular medium---online, application, magazine, newspaper, radio, TV, etc.---to the composition of that demographic segment within U.S. population.

For example, the composition of women 18-34 on the imaginary site QRS.com is 12%. Let’s say that women 18-34 represent 10% of the
U.S. population. The composition index of women 18-34 on QRS.com is 120, derived by dividing 12% by 10%.

The composition index (or, simply index) of 120 means that the QRS.com site has a composition of women 18-34 that is 20% higher than the composition of women 18-34 in the U.S. population.

If the index had been 100, it would mean that the composition of women 18-34 on the QRS.com site is the same as the composition in the U.S. population.

If the index was less than 100, it would mean that the composition of women 18-34 on the QRS.com website is lower than the composition of women 18-34 in the U.S. population.


See also Composition %.

Loopt - Your Social Compass

Loopt promises to turn your mobile phone into a “social compass” that enables you to “connect with friends and get alerted when they are nearby,” “share your location, status and photos with friends and AIM buddies,” and “explore places and events recommended by friends.”

Trends: Cloud Computing

Thu, 04/03/2008 - 04:00 — anne

Cloud computing describes hand-held (mobile) applications and data storage on remote servers managed by high-speed networks versus desktop or laptop computers.

Some have even suggested that hand-held devices might serve as  “terminals to Google’s “supercomputer.” Other suggest that the iPod Touch could be that terminal, backed up by the mobile version of Google Docs, along with Mobile GMail and Gtalk.

It’s not too soon for marketers to begin to learn about and begin thinking how the evolving world of mobile communications and computing will affect their marketing and their brands.

Source: Pew Internet & American Life Project

Weather.com

Weather.com offers advertising solutions from cable advertising, cable affiliate sales and mobile advertising, to online advertising and radio advertising.

LinkBunch

LinkBunch enables users to create a tiny, shortcut link to multiple links, which can be sent easily over instant messengers, Twitter, Pownce or even an SMS from their mobile phone.

GoHello

GoHello is a hardware-free telephone system for businesses that replaces the hardware-based office phone systems or office PBX with a network service.

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