!Canons Page 2 Stand Out In The Digital Evolution !Page 3 ADVANCED TV Lifetime To Have Global Simulcast Of Hanish Film !Page 4 SOCIAL NOW Retailers Must Adapt To Rapid Shift To Mobile !Page 5 DIGITAL NOW Long-Form Digital Video Ad Views Skyrocket!Page 6 CINEMA NOW How ‘Divergent’ Was Pushed By Social Page 7 MOBILE NOW Mobile To Pass Newspaper For

UK AdSpend

INTEGRATEDMARKETINGMar

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!Media Notes Vol #709 !Giving Credit Where Credit Is Due: In an article in Marketing Daily by Sarah Mahoney by 032014 and thoughts by Lance

the advancement of new media continues read MNC Briefs blog @ http://sophis1234.tumblr.com/

Amid all the retail angst about how smartphones are shocking the shopper ecosystem with trends like showrooming & webrooming, there is a hopeful buzzword on the horizon: Clienteling.  A new report from PwC describes it as using every mobile and digital advantage possible to arm sales associates, enabling them to create a person-alized shopping experience that’s at least as satisfying as shopping online. Leveraging technology, they can close the service gap. ! “We see a fundamental change, and retailers need to adapt,” Ian Kahn, director in retail consulting suggests. “The industry is changing significantly, driven by customers adopting new technol-ogy and new ways of interacting with their preferred retailers. Today’s shopper is looking for a richer, more personalized retail experience, and one that brings intelligence from their past inter-action history, comprehensive information about products, and inventory availability.” !! !

! In the report, a positive moment of truth…that one power-ful event in the life of a consumer that defines their opinion of a re-tailer…can make or break custom-er loyalty. Friendly, helpful, and proficient sales associates are key to those magic moments. !! As the front-line face of the brand, associates need to evolve from an information provider and facilitator of transactions, to a facilitator of engagement and a trusted advisor. Total retail clienteling is based on the effective gathering of data about a customer’s buying behaviors and shopping preferences…across all channels and all brands…and can help to increase revenues and drive loyalty. In addition to loyalty, the report says, it can help increase sales per customer visit. Some of those gains come from the use of data, and the ability to analyze sales across geography, customer segments and product lines, but also the improved marketing effectiveness that comes from a !

personal text or email about an upcoming sale or event. !! Important to understand, while there is no one-size-fits-all solution, all retailers need much more agile, platforms to create a rich customer experience within stores. !!! They need to understand that every customer, no matter the demographic, expects and experience which is personalized just for them, and one clearly differentiated from other retailers. Retailers can do that by creating social networks for sales associates, for example, that enable employees to collaborate better. In some ways, not much has changed. Customers are looking for value. In many cases, they are looking to stay ahead of the curve, whether they are focused on fashion,price, quality or delivery.  The how has changed dramatically, in terms of what is possible. Retailers have an unprecedented capability to serve customers at a much higher level.

MOBILE CAN MAKE A DIFFERENCE IN RETAILING. customers expect an experience personalized for them.

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STAND OUT IN THE DIGITAL EVOLUTION

When it comes to getting your brand messaging across to the typical smartphone user, you’ve got about 90 minutes of their day to make an impact. How many of those minutes are penetrated by your brand? ! While the share of smartphone screen-time minutes available for potential brand marketing purposes varies around the world (75 minutes in Japan, 60 minutes in the U.S., etc.), smartphone penetration is rapidly growing, and your brand could realistically become part of the consumer experience with the right engaging content. ! There are many ways to stand out in the digital revolution, you just have to know how to harness its power. Digital has already proven itself as a profitable medium when it comes to return on investment, but to be successful in this space, you must recognize that the smartphone is a personal device and you need to tread carefully. Rather than rely on disruptive advertising, think about creating apps that add value to consumers’ lives. Done right, it can enhance long-term engagement with your brands. Aside from making a phone call or sending a text, most smartphone time is spent using apps. Apps for “me time,” apps for commun-icating and social networking, apps for shopping, discovery, self-expression—the list goes on. ! ! ! ! ! ! !

“To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful.” Edward R. Murrow !!! A March 2013 Harvard Business Review article, “For Mobile Devices Think Apps, Not Ads,” contends that the typical user downloads about 40 apps to their phones, but regularly uses about 15. How can we, as marketers, reach and engage these consumers? The answer is emotion. ! Start connecting with how people feel as much as how they shop. To stand out with a digital app, think about your consumer along 5 important value propositions and answer these questions: Is it convenient? What makes it unique? Does it have a social component? What incentive does it provide? Is it fun? Decide which of these can be embraced by your brand and develop a creative execution that fits the medium. Digital provides great oppor-tunities for brand owners to reach and influence, but recognize that it requires different thinking than traditional media campaigns, and each device requires its own strategy. ! To every screen there is a reason. You can’t rehash your TV ad for smartphones. You need a different strategy for tablets. Digital is changing rapidly. You have to change with it now.!

Bits & Pieces Week of 031014 Weekly Average Ratings !BROADCAST MORNING NEWS SHOWS ABC: ‘GMA‘ 5.63 million- 0.63!NBC: ‘Today‘ 4.91 million- 0.40 CBS: ‘Early Show‘ 2.98 million- 0.13 BROADCAST LATE-NIGHT SHOWS NBC: ‘Tonight‘ 4.54 million+ 0.20 CBS: ‘Late Show‘ 2.76 million + 0.20 ABC: ‘Kimmel‘ 2.74 million+ 0.10 ! Week of 010314!BROADCAST EVENING NEWS +/- last!NBC: ‘Brian Williams 9.02 million - 1.14 ABC: ‘Diane Sawyer 8.06 million- 0.38 CBS: ‘Scott Pelley 6.65 million- 0.40 ! Sunday 040914!

BROADCAST SUNDAY AM NEWS !CBS: ‘Sunday Morning‘ 5.83 million!CBS: ‘Face The Nation’ 2.89 million- 0.45 ABC: ‘This Week‘ 3.26 million+ 0.40 NBC: ‘Meet The Press‘ 2.89 million- 0.30 FOX: ‘News Sunday‘ 1.04 million- 0.28 UNI: ‘Al Punto‘ 0.76 million- 0.33! ! !!“Why would you wait for anything to come to you.”! Herman Globbops famed master of thought and wisdom !

! ! ! !! !!!!

! ! new service

MNC is not printed. It is only released digitally.

M

arch

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4

“Right or

On your smartphone, scan with

any QR reader.

Media Notes Canonical Vol #709 !Giving Credit Where Credit Is Due: From an article in Nielsen Insights by Stuart Pike 031714along with thoughts &

observationsof Lance.

For daily updates on media in the US, UK & AUSTRALIA, go to: http://www.overtheshouldermedia.wordpress.com are The more you know, the better you will be.

!

“When in doubt remember: It’s all about baseball.” For your baseball fix, go to: http://overtheshouldermlb.wordpress.com/

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GLOBAL SIMULCAST BY LIFETIME OF THE SEAN HANISH FILM, ‘RETURN TO ZERO’ TO BE 1ST GLOBAL PREMIERE

MONDAY 03.17.13 ABC ‘Dancing with the Stars’ 15.44 million viewers 10.3/16HH !

TUESDAY 03.18.13 CBS ’NCIS’ 16.77 million viewers 10.8/17HH !

WEDNESDAY 03.19.14 CBS ‘Criminal Minds’ & ‘CSI’ 10.09 million viewers 6.7/11 HH !

THURSDAY 03.20.14 ABC ‘Scandal’ 8.92 million viewers 6.8/11 HH !

FRIDAY 03.21.14 ABC ’20/20’ 8.25 million viewers 7.8/10 HH SATURDAY 03.22.14 CBS’NCAA Basketball’ 8.92 million viewers 5.8/14HH !

SUNDAY 03.23.14 CBS ‘NCAA Basketball’ 13.93 million viewers 11.9/16HH NOTE: Season average ratings are “Most Current” measurements which are Live+7 day DVR viewing when available (2+ weeks after airdate), combined with Live, Same Day DVR viewing for the most recent 2 weeks. Source: The Nielsen Company. !

!! !

“Return to Zero” was a labor of love for writer-director Sean Hanish, and now Lifetime is giving a global platform to the independently financed pic. ‘Zero’ stars Minnie Driver and Paul Adelstein in the story of a couple who are devastated and break up after enduring a still-birth but wind up reuniting when the wife becomes pregnant again. Alfred Molina, Connie Nielsen, Sarah Jones, Andrea Anders and Kathy Baker also star. Pic will bow May 17 in the U.S. and also be rolled out on Lifetime channels in Canada, the U.K., France, Spain and key Southeast Asian territories. A+E is also handling global sales of the title in other territories. ! Pic was inspired by Hanish’s personal experiences. He self-financed the project, which piqued Lifetime’s interest in making it the cabler’s first global premiere. Paul Jaconi-Biery produced ‘Zero’ with Hanish. ‘Zero’ premiered Sunday at an indie film fest in Rome. ! “Every once in a while, a film comes along that has the power to make a difference in the lives of others. ‘Return to Zero’ is

that powerful and moving story that so many people around the

world who have faced similar challenges can relate to,” said Christian Murphy, A+E Networks’ senior VP of international pro-gramming and production.  “We felt it very important to present this moving film with such incredible performances from A-list stars as the first global premiere for Lifetime.” ! ! In the vernacular of Variety, it stated TV bizzers will notice a familiar name in the list of producers for “Zero”: CBS senior exec VP Kelly Kahl, the Eye’s longtime scheduling guru. He and Hanish have been friends since their college days, which prompted Kahl to embark on a very rare bit of moon-lighting as an exec producer. ! Hanish is well known within the retail industry as he directed commercials for Robb & Stucky, Rooms To Go, Cindy Crawford, Century, Oscar de la Renta, Ashley, Lou Rippner’s Compass Furniture, Lawrence, Stanley, French Heritage, American Leather and others, all of which were award winners for the home furnishing retailers and manufacturers. ! In social media, upon announcement it ranked #102 for the month by VNC.

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!!!!!!!Giving Credit Where Credit Is Due: From an article in Variety by Cynthia Littleton, Editor-in-Chief: TV, Variety 031714 and thoughts &

observationsof Lance. !For daily updates on media in the US & UK, go to http://www.overtheshouldermedia.wordpress.com !If you like Media Notes give us a LIKE on our

facebook

page... at www.facebook.com/CNASophis. We would appreciate it very much.

Networks ranked by total 2+ viewership

Giving Credit Where Credit Is Due: Television ratings from The Nielsen Co. Image credit: fast company

“This instrument can teach, it can illuminate; yes, and it can even inspire. But it can do so only to the extent that humans are determined to use it to those ends.  Otherwise it’s nothing but wires and lights in a box.” Edward R. Murrow October 15, 1958.

ADVANCED TELEVISIONAdvertising rates on network television and for TV show viewing online will soon be the same, “so we won’t care where you watch” ! Les Moonves CEO, CBS

85% of tablet and smartphone owners use their devices while watching TV

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! The largest single technology change over the last 20 years is the popularity of mobile devices sweeping every part of the globe. !! Mobile technology is still changing quickly, with touch screens popping up everywhere and tablets predicted to outsell PCs this year. And one industry is really feeling it: RETAIL. ! Many retailers have seen marketing efforts affected by this rapid shift to mobile. Specifically, they have seen open and click-through rates decrease over the last three years for two big reasons: ● Emails are not formatted for smartphone screens, yet more than 40 percent of emails are viewed on smaller screens ● Landing pages are not optimized for small screens. People will only pinch and zoom a few times before getting bored. Like ‘Texting Thumb,’ ‘Pinchnzoomitis’ is now a recognized condition by the American Medical Association. ! While content presentation is critical, it is just the tip of the customer commun-ication funnel. Mobile users want more…more mobile content. ! Mobile devices have shifted average daily Internet usage from 6-8 hours a day, mostly driven by work, to 12-16 hours a day, mostly driven by consumer and social activity. At this point, users expect an awesome presentation

experience…simplicity is key: think Cole Haan and Nasty Gal – in addition to: ● Quantity: a steady stream of content to keep a brand top of mind ○ Warning: monitor engagement rates (open, click through, time spent, “liking,” tweeting, conversion). ● Quality and relevancy: users do not want to be bombarded. Keep content visually inspiring and extremely relevant to users. ! Communication strategies need to reflect this shift in consumer preferences, which are quickly becoming expectations, especially if they want to reach younger, engaged or affluent customers.Here are some ways retailers can engage with their mobile audience: ● Think beyond the “search-find-buy” mentality Users motivated primarily by searching are only giving a brand a few minutes of engagement per visit at best. Retailers should instead look toward driving campaigns that inspire browsing & discovery. ! Timely data, design and socially driven campaigns that feature rich media to weave a message across all device types are what is currently effective. ● Satisfy the consumer’s emotional needs Consumers want to be inspired by beauty, fun and

other “intangibles,” rather than just being sold a product. ! Brands need to speak to consumers at an emotional level to avoid being thought of as a supplier and not a brand, which will lead to zero loyalty and no commitment. Consist-

ent, creative marketing and community-created content help to connect brands to consumers. ● Personalize content for your consumersNo one likes being bombarded with email, tweets or notifications of irrelevant material. Use data collected on loyal customers to your and their advantage: create cohorts and sub-brand communities and use data from social channels. ● Consider not only how content will look on a device but what that device is being used for and if the content is rele-vant. Browsing experiences work better on a tablet than on a PC. Searching works best with a keyboard. Geolocation services and showrooming are ideal for smartphones. When creating communication with consumers, keep the time of day and device customers are likely to be on in mind. ● Make everything easy to share via social channels, email, you name itOptimizing all content so that it can be pinned, tweeted, liked and shared is a must.!

ITS A

WHOLE NEW WORLD You have to make sure that your message is in the media form THEY USE, not the ones you think are important.

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understanding it. SOCIALNOW “Social Networking accounts for 1 of every 6 minutes spent online.” comScore

For daily media updates, go to: http://www.overtheshouldermedia.wordpress.com

“Mobile creates a more dynamic ecosystem.” Mark Zuckerberg Co-founder Facebook

Media Notes Canonical Vol #709 !Giving Credit Where Credit Is Due:Based on an article in Mobile Commerce Daily by Joaquin Ruiz 031014 and thoughts by Lance photo credit: SocialTwist & adotas

RETAILERS MUST ADAPT TO RAPID SHIFT TO MOBILE

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Media Notes Canonical Vol #709 !Giving Credit Where Credit Is Due: From an article in eMarketer 03.18.14 and thoughts by Lance

Have You Talked To Her Today?

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“People have discovered that they can fool the devil; but they can't fool the neighbors.”! Francis Bacon

British Writer & Statesman

DIGITAL NOW

LONG FORM DIGITAL VIDEO AD VIEWING SKYROCKETS completion rates during long-form content at least 90%! As the number of consumers watching digital movies and television shows grows, ads during this longer content are seeing success. ! Long-form digital video ads…those played during videos that are 20 minutes or longer…experienced tremendous growth in Q4 2013. According to data from FreeWheel, ads served through the company’s network during long-form digital videos jumped 86% year over year in Q4 2013. This was

after a 56% increase in Q3 2013 compared with Q3 2012.

! Completion rates for ads during long-form digital video content were also higher than those for short-form (0 to 5 minutes) or medium-form (5 to 20 minutes) content. :15 second ads run during long-form content saw a 92% completion rate, compared with 75% for short-form videos and 82% for medium-form. :30 second ads had a completion rate of 90%. Long-form video ad views were more popular than short- and medium-form videos on mobile phones and tablets, indicating that

consumers are becoming more comfortable watching longer content like movies and TV

shows on mobile devices. 20% of long-form digital video ad views took place on a tablet, compared with 4% of short and medium-form views. Mobile phone views were somewhat closer, with 14% of long-form ad views and 12% of views during short- and medium-form content. The majority of digital video ad views were on desk-tops, with PCs grabbing 63%

of long-form views and 83% of short- and medium-form views.!

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The analysis of this weekend’s new movies across Facebook, YouTube, Twitter and Google (the methodology behind the numbers is below) over the seven days leading up to their release, when marketing campaigns should be at their peak gave clues to why ‘Divergent’ scored big.

! You can look at ‘Twilight’ and ‘The Hunger Games’ but ‘Divergent’ scored better than both of them. ! “Divergent” was one of the first test partners for

Facebook’s new premium video ads, where a short video begins to play automatically and will play with sound if the user taps on it — perfect for movie marketing. ! !! The popularity of the title among young females is demonstrated by the 179,000

Twitter followers in addition to the 156,000 on Instagram, a platform most popular among women and younger users. According to Summit, “Divergent” has gathered the largest ever pre-release

Instagram following for a movie. “Divergent” also lead a takeover of the Yahoo! Movies Instagram for an entire week. In order to appeal to this audience “Divergent” also has a large Tumblr presence with the official site being hosted on the network, which is primarily used by young females. ! ! “Divergent’s” 34 million video views (including trailers, cast interviews, teasers and featurettes) ended the pre-release with a very strong 0.57% Buzz. The total however does not include the views from the Facebook ads or clips shared on MTV.com, or coming from the exclusive trailer drop made on Buzzfeed, which was viewed almost 400,000 times.

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“That which grows fast, withers as rapidly. That which grows slowly, endures.” Josiah Gilbert Holland

Media Notes Canonical Vol #709!Giving Credit Where Credit Is Due: From an article in Variety by Tobias Bauckhage 032114 with thoughts by Lance and information from boxoffice mojo.com

CINEMA NOWTHE 1ST SCREEN

HOW ‘DIVERGENT’ WAS PUSHED ON SOCIAL

‘The Twilight Saga: Breaking Dawn Part 2’ IS COMING TO THE U.S. NOVEMBER 16th. Will your brand be on the big screen?

PAST WEEK ‘300:Rise of An Empire’

was #1

domestic film

this week-end with $45.05

million and it was also #1

Internationally with $87.8

million.

For another view of the movies, go to Cinema Critique La Belle Aurore at https://www.facebook.com/cinemacritique !

Lifetime Will Make “Return To Zero” the first film with a global simulcast on May 17, 2014. Scan QR Code !

for more info.

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! Mobile ad spending in the UK continues to show significant growth and is expected to rise 90.0% this year to nearly £2.26 billion ($3.53 billion), up from about £1.19 billion ($1.86 billion) in 2013, according to eMarketer’s latest UK ad spending estimates. By 2018, eMarketer expects mobile to claim more than one-third of total paid media spending in the UK. ! As ad spending growth across other channels continues to slow, mobile spending will top that on newspapers for the first time in 2014 and will be comparable with spending on all UK print media combined. Mobile will account for 15.1% of total media spending this year,

compared with just 13.8% for newspapers. In 2015, mobile will surpass print’s total, at 21.0% of all spending vs. 17.3%.! Mobile will continue to make gains on other formats across the forecast period and will soon rival spending on TV. By 2016, one year after mobile passes print spending, TV’s share of UK total media ad spending will fall to 23.1% as mobile increases its portion to 26.2%. The following year, mobile will become the single-largest ad channel in the UK market. !! Continued robust growth in the mobile channel is driving the bulk of digital ad growth in the UK. eMarketer estimates that mobile will account

for nearly one-third of all digital ad spending this year, with this figure rising to more than half by 2016. ! In 2013, spending on digital ad formats (including all paid media spending for ads served to any internet-connected device) rose 15.8% to top £6.27 billion ($9.80 billion). This year, digital ad spending growth will slow to 13.0%, and by 2015 digital will be up just 10.0%. But that’s still much faster growth than that for total media ad spending, which will increase by 5.5% this year to around £14.93 billion ($23.28 billion). Digital will account for half of all paid media ad spending in the UK next year.

The more you know about mobile, the better chance you have of reaching her. ”If you don’t have

a mobile strategy, you don’t have a future strategy.” Eric Schmidt, Exec Chairman Google

Media Notes Canonical Vol #709!Giving Credit Where Credit Is Due: From an article in eMarketer 031014 and thoughts by Lance Photo Credit: agencypost.com

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“I am always doing that which I cannot do, in order that I may learn how to do it.” Pablo Picasso

Check out my Media Notes Briefs blog at http://sophis1234.tumblr.comThis week features ‘What Are The TV, Online Video & Smartphone Video Profiles?’. Scan QR Code

“This is not a trend but a fundamental shift in how we consume media. There is a mobile component to everything your audience does and you need to plan accordingly.” Rachel Pasqua 72% keep their smartphones within 5 feet. Harris

MOBILENOW

Mobile to Surpass Newspapers for UK Ad Spending!

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“Your premium brand had better be delivering something special, or it’s not going to get the business.” Warren Buffett ! A Time To Think About Your Business ! The first time you meet Warren Buffet you are amazed that he really is like the guy next door who you speak with from time to time and in some cases, become friends. Of course this guy has a few more bucks than you and I might have. But the point is that he is very easy to talk with. He is eager to listen and that is one of his great attributes. ! The art of listening is to understand. Your thoughts and ideas to what you are listening to take shape and become formed. They reflect your continuing attitude and discovery in your personal and business life. Too often we do not listen. We are too eager to express our opinion as if it were as important as that fellow pictured above. (The guy to the left with glasses.) ! We have invested much of the past two decades listening, working on, experimenting with and discovering what makes digital and mobile work. We understand that mobile is the dominating platform today and into the foreseeable future. We have been involved with mobile for over a decade. We also understand that mobile strategy is the center of marketing strategy. Mobile is a sustainable solution. Yet, everything has to be integrated. And that is where CNA | SOPHIS is of value. Our expertise in mobile, digital and creative marketing innovations are of value. If you need to examine what you can do for a better 2014, we encourage you to contact us. !You may reach us at: Lance G. Hanish lance@cnasophis.com Klaus Paulsen klaus@cnasophis.com !Have a great day and a better weekend. www.cnasophis.com !!!!!!!For more information regarding cnasophis simply scan this QR code on your mobile device.

CNA | SOPHIS Integrated Marketing Innovations WORLDWIDE http://www.cnasophis.com Lance USA lance@cnasophis.com (480) 619-8999 Klaus EMEA klaus@cnasophis.com +45 2721 2021

Lance@CNASophis.com http://bit.ly/11avZM5 http://on.fb.me/16tna7Q http://bit.ly/Ps5SdF © CNA | SOPHIS 2014 all rights reserved