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What I Learned At Licensing Expo 2015, Part II: Beyond ‘Device-Agnostic’

The younger the consumer the less he or she cares which device they watch or listen to. It’s been apparent for several years now that they don’t think in terms of computer, stereo, smartphone, TV, radio, etc. They want their content on whatever device is convenient at the moment.

But they also don’t think in terms of film or a game or a traditional TV show or a Netflix or YouTube or other video. It’s all entertainment to them, a fact that is underscored by the way PBS Kids emphasizes digital games for its preschool shows; movies deliver trailers a year out and prolong the life of a release through, again, games and other online extensions; or TV shows extend their season with mini-episodes online.

All of this is cause for a wholesale re-thinking of how all forms of entertainment are marketed — let alone how entertainment consumption is measured.

A complaint that came up repeatedly at Licensing Expo this year from toy companies, movie studios, TV and video networks, and other IP owners, and which I’ve heard from people in music and other entertainment sectors as well, is how difficult it is to measure the popularity of a given movie, TV show, music recording, game or other piece of “content” across even the major platforms.

Whether YouTube or Netflix or Amazon or Facebook or Twitter or Spotify or… the owner of a piece of intellectual property has to go into each platform’s analytics  independently, with no shared interface to simplify the process.

For marketers that means learning a host of analytics systems when all they really want is “the numbers” and probably aren’t statisticians. For large companies with dedicated departments that’s not a big issue. For anyone else (and that includes most companies), it is a very big issue indeed.

Is there anything out there that aggregates this wide range of user data across platforms?

Advertising That Thinks Differently

Jonathan Capehart of the Washington Post captures the significance of a powerful Starbucks ad honoring Dr. Martin Luther King, Jr. in an op-ed piece today.

Advertising By Invitation

Two emails from Land’s End this morning. One to the email address I’d been using for 20 years; the other to the new one I attempted to switch my account to.

Subject line for the message that went to the old address: “Ends today: 25% off your order, for best customers only”

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Subject line to the new address: “Ends today: 20% off your order”

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The content of the body of the emails is identical, except for the amount of the discount.

We invite companies to advertise to us when we sign up for alerts on their websites, or make purchases and don’t opt out of promotional messages. What an incredible opportunity we give those advertisers.

Just don’t try to change your email address or you’ll mess them up.

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