EarthQuake Media Earthquake Media is a media buying and planning agency. We are smart, nimble and independent Founded in 1999 EarthQuake Media specializes in interactive media research, strategy, planning, buying and analysis Our team consists of experienced senior media people from large and small agency backgrounds and brands Some of our clients include, HBO, Cinemax HD, The Princeton Review, Answers.com, College.com
FILM MOVEMENT EarthQuake Media/Concrete Select Clients
How We Differ From The Competition • EarthQuake provides comprehensive research, tracking and reporting of media through online research tools and software • We have the ability to target multiple audience segments, by knowing what they are doing on online and what sites they are spending their time with • We monitor online media trends and best practices to provide best-in-breed media planning, tactics, and opportunities • We ensure your brand is where it needs to be online in order to garner the greatest attention and results ongoing
Robert Davidman, CEO Robert has a solid decade of integrated media experience with a strong focus on building and executing new media campaigns. Robert’s areas of expertise include broadcast media, online media, corporate strategy development, and marketing planning and strategy. At EarthQuake Robert works with a variety of clients including HBO, Cinemax, HDNet/Magnolia Pictures, and the Film Movement. Before joining EarthQuake, Robert was the Director of International Broadcast Services for Yahoo, where he developed and implemented the Internet broadcast business model in 24 countries outside the United States. At Yahoo, Robert served as a company evangelist for emerging media. As well, he counseled senior management at Yahoo on how to sustain the business long term in their local countries.
Jeff Giacchetti, Media Supervisor Jeff develops fully integrated campaigns for HBO, Cinemax, Magnolia Pictures, and Film Movement. He works across Internet, TV, print, radio, sponsorship, out-of-home and wireless media. Prior to joining EarthQuake, Jeff was a Senior Media Manager at VNU Business Marketing, within their Worldwide Sports Division. There he was involved in the business-to-business media marketing for clients such as Under Armour Athletic Apparel, Starter Apparel, and Woolrich Brands. Jeff earned a bachelor’s degree from Fordham University in New York.
Strategic Interactive Research ? Where Is Your Audience
We Can Find Them • Gamer sites (GameFAQs, IGN, UGO, GameSpy, etc.) rank highest in audience composition against Males 12-26, and high against Consumers 12-26 • Social networks such as MySpace rank lower in composition against Males 12–26, and about even against Consumers 12-26 • Music Labels & artists are often overexposed on certain social media sites (ex. MySpace), yet underserved on sites their key audiences are on* • These facts create tremendous opportunities to efficiently speak to key demographic audiences in a less cluttered environment *There is very little record label advertising on ‘gamer’ sites, based on an advertiser review of the top 5 sites
Gamers & Music Consumption (M12-24) • A CRITICAL MASS OF YOUNG GUYS1 • 10.9 MILLION UNIQUES • 2.2 MILLION GUYS 12-24; 16% REACH • THEY ARE HEAVY MUSIC CONSUMERS ONLINE AND OFF2: • 435 INDEX – WATCHED MUSIC / MUSIC VIDEOS ONLINE IN THE PAST MONTH • 377 INDEX – DOWNLOADED FILE FOR PORTABLE MEDIA (PODCAST) TO COMPUTER YESTERDAY • 377 INDEX – PURCHASED RAP / HIP HOP MUSIC ANYWHERE IN THE PAST 6 MONTHS • 322 INDEX – WATCHED STREAMING VIDEO ON COMPUTER YESTERDAY • 290 INDEX – HEAVY SPENDING ON MUSIC ONLINE IN THE PAST 6 MONTHS • 283 INDEX – PURCHASED ROCK MUSIC ANYWHERE IN THE PAST 6 MONTHS • 255 INDEX – LISTENED TO STREAMING RADIO ON COMPUTER YESTERDAY 1NIELSEN//NETRATINGS, NETVIEW, JUNE 2006 2UGO NETWORK OR UGO GAMES NETWORK, NIELSEN NETRATINGS NETVIEW, FALL 2006 RELEASE
Gamer Site Publishers Response • Creating more robust music sections • Music Challenges and other interactive games • Bands on demand • Backstage concerts • Customized player skins • Artist Interviews
Social Media Benefits & Selection • Social media sites play an important role in the online mix • High reach • Viral • Broad audience demographic range • Social site selection is crucial • Your online campaign may risk: • Over-saturation: Your messages will be lost • Media efficiency is compromised in a category-cluttered environment • ROI will be marginalized • Knowledge in planning and site monitoring can avoid waste • Uncovering emerging social media sites and opportunities • Similar audience comp/reach with less clutter than Myspace
Emerging Social Media Networks • Imbee.com • Social networking and blogging destination specifically designed for kids 8-14. Launched 2006 • Xanga.com • Social networking community of online diaries, journals and weblogs • 27 million users; Consumers 18-24 represent 41.7% of users • 3rd largest social networking site in U.S* • Hi5.com • 8th most visited US social networking site* • Launched 2003, currently has 50 million registered users • Youth oriented focus; Consumers 13-24 account for 43% of users • Bebo.com • Largest social networking site in UK* • 22 million registered members; target audience Consumers 16-35 Source:* Hitwise,2006
Emerging Social Media Networks • Classmates.com • 40 million adult members throughout US and Canada* • Consumers 18-34 represent 23% of users; Consumers 35-54 represent 49% of users • TheMomNetwork • Mom-to-mom social network • W 35+ account for 58.8% of users • Secondlife • 3-D virtual social network • Launched 2003 • Currently inhabits 1,409,201 people from around the globe Source:* Hitwise,2006
Second Life • The World • A 3-D virtual community entirely built and owned by its residents • The People • The Avatar is ones persona in this virtual world • The Marketplace • In-world currency used is the Linden dollar, which can be converted to US dollars at several online currency exchanges • Own land and build a virtual business • Create a music themed island • Build and run a virtual record store or record label • Stream music to be played at virtual bars, night clubs, or radio linden • Hold concert events • “Second Life is the future right now, offering endless possibilities for artists.”- Nick Rhodes, Duran Duran
Case Study: HBO-Latino ‘Sex and the City’ • Client: HBO Latino • Media Used: Internet • Objective: The goal was to engage Hispanic entertainment enthusiasts online to drive tune-in awareness for the final season of ‘Sex and the City’ on HBO Latino. • The Challenge: The messaging had to be enticing and strategically targeted for relevancy. We needed high reach and high share of voice vehicles to drive as much traffic as possible within a two-week period. The online media also needed to be consistent with the look and feel of the traditional campaign strategy. • The Solution: We secured prominent media placements in relevant areas of select targeted properties to consolidate maximum share of voice on those properties. Rich media assets were used to tease the upcoming season. User polls were created to promote interaction with the target audience and facilitate viral activity. • The Results: During the course of a two week flight, over 70,000 users interacted with the campaign, at an average CTR of 1.30%. The campaign over delivered planned media by 119%.
Demographic Groups • This presentation will explore internet activities for the following groups: • Males 12-24 • Consumers 12-24 • Women 35+
Males 12-24 • In the US, there are 26.6 million Males aged 12-24* • 69% use the internet ** (this equals 18.4 million) • M12-24 are actually two separate groups that act similarly but are still very different: • M12-17 (12.65 million)- In Jr. and Sr. High School, part time workers • M18-24 (14.38 million)- In College, full time workers Source: * Nielsen Source: ** Mediamark Research
Males 12-24 • Top Online activities include*: • 64% of M12-24 online use email • 53% of M12-24 online play online games • 33% of M12-24 online look up latest news/current events • 22% of M12-24 online make online purchases • 19% of M12-24 online visit chat rooms • 8 of the top 10 websites with the highest composition of Males18-24, have a gaming component to them • GameFaqs.com, has the highest composition of M18-24, 32.2% • IGN.com has the second highest composition of M18-24, 28.4% • UGO.com also very high composition of M18-24, 28% • By Comparison: • MySpace.com composition of M18-24 is only 14.4% • PureVolume.com did not rank among M18-24 as reported by Nielsen Source: * Mediamark Research
Consumers 12-24 • Consumers 18-26 spend 48 hours per week with TV, print, radio and the web • Consumers 18-26 spend 28% of their media time with the internet* • 87% of U.S. teens (12-17) are frequent internet users** • 89% Send or read email • 84% Go to entertainment websites • 81% Play online games • 76% Go online to get news or information about current events • 75% Send or receive instant messages Source: * Forrester Research Source: ** Pew Internet and American Life Project
Consumers 12-24 • Consumers 12-24 have focused more of their attention to social media including social networking sites, blogs and podcasts. • Use of social media, blogs and social networking sites have doubled from 2005 to 2006* • Facebook has the highest composition of adults 18-24 (70.8% compostion) • Xanga has the fourth highest composition of Consumers 18-24, as well as having a younger user profile, and 20% of its users are teenagers • Teens 12-17 account for 11.9% of the MySpace audience ** Source: * Forrester Source: ** Comscore
Women 35+ • 80 Million Women 35+ in the US (Nielsen) • 77% of women 35+ are online* • Of the Women 35+ online*: • 88% Use email • 74% Look for health or medical related info • 49% Obtain latest news/current events • 46% Make a purchase for personal use • 30% Obtain financial information • 25% Play games online Source:* Mediamark Research
Women 35+ • Women 35+ are frequenting websites with health related components. • The top six websites with the highest composition of women 35+ have large information seeking components • LHJ.com (Ladies Home Journal) has the highest composition of women 35+, 80.9%. This website has an in-depth health component • The Breast Cancer Site has the fourth highest women 35+ composition, 78.1% • 71.6% of MedicineNet.com are Women 35+ • Women 35+ are buying beauty and style products online • AOL Beauty and Style has the six highest composition of women 35+, 72.5%