Category Archives: Clients

Powerhouse USA Clients across Central Florida– including current updates, events, and campaigns

Marketing Predictions for 2013

bandwagon

In 2012, there were increased developments for marketers. Social media sites, such as Facebook, created a massive mobile advertising business. Now the question is, what does 2013 have to offer? Advertising experts got together to show marketing predictions for the year to come.

The first strategy experts explored was “Mobile-First Strategy.” Facebook and Google are two sites responsible for the mobile ad spending tripling to $4 billion in 2012. According to eMarketer, “we expect mobile ads to increasingly become the top priority for advertisers on digital, rather than desktop.” This is the result of consumers spending more time and money on mobile devices.

Next experts explored the revision of “Banner Ads.” Banner ads do not work well on mobile devices, which has lead companies to reconsider using them. However, the ads will not be going away for good, instead businesses are working on a more creative way to post them and become user friendly.

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RECENT STUDY RESULTS: The DVR is an advertisers friend!

Ad Avoidance and The DVR : recent study results

One of the topics  looked at in a recent study with special interest was the whole issue of ad-avoidance, not least because half the sample have the technology to avoid ads altogether, via the DVR.

In fact, one overwhelming conclusion from this study is that the DVR is used to enhance program viewing, not to avoid commercials. As a range of studies conducted last year found that PVR owners actually watch more commercials at normal speed as a result of owning the DVR. This is because only 12 per cent of their viewing was to time-shifted material (much less for younger respondents) and around 40 per cent of the commercial breaks were watched without fast forwarding. At the same time, owning a DVR appears to increase broadcast TV viewing by around 15 per cent, mainly to commercial channels, resulting in an increase in the number of commercials viewed. It is counter intuitive, but it is true, and has been supported by studies from BARB, Sky and the London Business School. The DVR is an advertisers friend!

‘Skipping’, or fast forwarding, does occur, but even the households who claim to skip most of the time only skipped ads for a small proportion of their TV viewing. Whether it is because they are aware of the short length of some breaks, they just forget they are viewing in time-shifted mode, or because they want to see the ads (quite often people fast forwarding would rewind to watch an ad that caught their eye) there seems to be no massive desire to edit out the ads.

Decades before the DVR was a glint in the eye of the electronics companies, people would often claim to leave the room when the ad break started, to make a snack  or attend to some vital chore. In our study, several respondents claimed to always get up and do something else as soon as the program credits rolled. Again, the reality does not match their claims. Even the most adamant only left the room two or three times during the four hours of their that breaks we recorded and, in total, less than 5 per cent of breaks suffered.

Study: iPad Accounts for Almost 95 % of Tablet Web Traffic

 

Aiming to get a sense for how powerful the tablet is, online advertising network Chitika looked at what devices it was serving ads to and found that it was almost exclusively Apple tablets.

For every 100 iPad impressions, Chitika is serving slightly more than one ad to a Samsung Galaxy and Asus Transformer Prime and under one ad to the Motorola Xoom, BlackBerry PlayBook and Kindle Fire. The Nook Tablet share is even lower, though clearly both the Nook and Kindle are marketed less as Web browsing devices and more as media consumption tools.

In total, the iPad accounted for more than 94 percent of ads, Chitika said.

It shows that not only are iPads outselling their rivals, but each one that is sold is also more heavily used, at least when it comes to Web surfing.

“Going forward the competition is going to be hard pressed to find a way to overthrow the seemingly omnipotent Apple,” Chitika said. “Not only do they offer a great product, they have the undying devotion of their enthusiasts.”

Powerhouse USA creates Smell-a-Vision : now TV viewers will be able to watch and “smell” their favorite shows

ORLANDO, Fla.—April 1, 2012— Local advertising agency Powerhouse USA announces the creation of Smell-a-Vision. Now television viewers everywhere will not only be able to watch their favorite shows, but they‘ll be able to smell them. The invention is expected to revolutionize the digital TV world as we know it.

David “DP” Preschel, president of Powerhouse USA and creator of Smell-a-Vision, has been dedicated to the fields of advertising and marketing for over 20 years and has finally created the breakthrough that marketers have been striving to accomplish for decades. “We wanted to give viewers a more interactive way to learn about our clients’ products. We have now incorporated a third sense into the viewing experience; all that’s left is to literally put the product in consumers’ hands! We’re working on that next,” he explains.

Preschel has worked tirelessly with the team at Powerhouse USA every night for years until yesterday when he finally discovered the secret to the olfactory viewing experience. When asked for details of the technology behind Smell-a-Vision, he declined to explain the process as worldwide patents are still pending.

Since rumors have spread over the Internet, phones have been ringing off the hook at Powerhouse USA. Those who wish to implement Smell-a-Vision in their advertisements range from car dealers (who doesn’t love that new car smell?) to bakeries, and oddly enough, septic companies. But the most curious call of all has been from political campaigns. “Unfortunately, we’re having trouble developing the musk of Newt Gingrich,” Preschel laments.

Powerhouse USA is a full-service advertising, marketing and promotions agency in Orlando, Florida that has produced over 3,000 television commercials ranging from car dealerships to massage therapy. On April 1, 2012, they introduced Smell-a-Vision to media outlets and television viewers everywhere.

Happy Birthday, Twitter!

Six years ago today, Jack Dorsey tweeted the first ever tweet on Twitter and a communications revolution was born.

Now, 6 years later it has grown exponentially to over 500 million users, making it the largest one-to-many open communication platform on the web today.  After hearing those numbers you would never believe what humble beginnings this social network came from.

Twitter stemmed from an earlier company ran by ex-googler friends called Odeo, which was going to be a podcasting platform. But when Apple launched iTunes podcasting, it made their little startup company irrelevant. After enlisting the help of another buddy and much brainstorming, the team came up with “Twttr”, which would eventually become Twitter.

This social networking phenomenon allows its users to interact with their favorite celebs and follow the latest news s
tories. Many businesses use Twitter as a marketing tool to reach consumers. It has changed media, business and politics – even our President Barack Obama has an account!

With 11 Twitter accounts created every second, the company is projected to earn $259 million in Advertising Revenue this year. Not a bad birthday gift!

FEBRUARY AUTO SALES LIFT 2012 OUTLOOK

The U.S. auto industry reported a 16% sales jump in
February. In fact, sales were at their fastest pace in four years.
Automakers sold 1,149,396 cars and light trucks last
month. Quoting Autodata Corp, WSJ.com reports the
annualized pace of sales climbed last
month to 15.1 million vehicles, a level the
industry hasn’t seen since February 2008.
Chrysler led the way as sales rose
40% in February to 133,521 vehicles.
Chrysler company truck sales rose 21%
from a year earlier, while car sales more
than doubled.
Despite rising gas prices, Ford trucks
sustained the biggest increase, up 20.6%
from February 2011. Fuel-efficient Ecoboost
engines made up 43% of F-150’s sold to
individual customers. And after several months of year-overyear declines, sales of the Ford Focus more than doubled.
Ford’s Lincoln division recorded a 16% increase.
Meanwhi le, General Motors sales were up 1%.
Chevrolet’s 5.8% gain powered the overall increase, led
by a 10.1% gain from the Cruze compact, a 38.6% increase
from the Suburban SUV and a 30.7% gain for the Express
full-size van. But GM also posted declines in the Buick
and Cadillac divisions.
Toyota and Honda each posted 12% increases as they
continued to rebound from the earthquake in Japan last
March. It was Honda’s first double-digit gain since April and
Toyota’s first since February 2011.
Hyundai Motor Company announced all-time record
February sales of 51,151 units, up 18% versus 2011.
Sonata, Elantra and Accent total sales increases were 11
percent, 12 percent and 29 percent, respectively. Fleet sales
remain at a low eight percent as the focus remains on retail
customers.
Kia also had the brand’s best ever February sales , up
37.3% over the same period in 2011. Kia continues to be
one of the fastest growing car companies in the U.S., and
the February sales total marks the brand’s 18th straight
monthly sales record.
BMW Group, Jaguar Land Rover, Mazda and VW
were among companies with gains of 30% or more.
Mitsubishi was the only other automaker to record a decline
(-31%) in sales.

Creating a Well-Rounded Marketing Media Strategy

If you find yourself questioning the value of traditional media in your marketing strategy because:

  • Digital investment is generating lots of clicks to your website,
  • Your competition recently launched a web or mobile campaign,
  • And your inbox is flooded with promises from digital media vendors to deliver engaged consumers, premium content and targeting technologies at an unbelievably low cost?

The digital age has had an unquestionable positive impact on the ability of advertisers to zero in on consumers fitting their ideal demographic, geographic and psychographic profiles, with the proficiency of a star athelete like Lebron James or Eli Manning to hit their respective targets. But, just as you can’t put Eli Manning on the basketball court or put Lebron James on a football field and get the same results, you can’t expect digital media alone to accomplish all of the media goals and objectives in your marketing media strategy.

The purchase cycle
Big ticket purchases like cars, furniture, jewelry, and medical services are some of the most important retail investments affecting individuals—and the consumer doesn’t want to make a mistake.

Digital marketing is great at attracting audiences concerned with making the best decisions—people who are proactive about their purchasing decisions. And often, those who are proactive about searching are also proactive about engaging. This likelihood to engage means digital should be a core component of any well-balanced media plan. But marketers have a long purchase cycle to consider, during which awareness, information, reassurance and loyalty must be established and sustained to help the consumer confidently choose to invest in your brand above all others offering similar services. That’s where traditional media shines.

A good media strategy takes all kinds
Traditional media and their digital counterparts are vital media engines, and through the basic mechanics of media mix theory1, are inclined to fuel each other in the long purchase cycle.

Here’s a quick breakdown media mix theory, from Media Planning:

  • To reach people not reached with the first medium.
  • To provide additional repeat exposure in a less expensive, secondary medium after optimum reach is obtained in the first medium.
  • To leverage the intrinsic values of a medium to extend the creative effectiveness of the campaign (such as sight and sound on TV, intimate conversation on radio, long copy in print media and precise targeting in digital mediums).
  • Synergism, where an effect produced by the sum of the parts is greater than expected by adding together the individual components.

Traditional and digital media are equally and uniquely important in your media strategy mix and you build an effective media mix that contributes to profitable growth, that includes both traditional and digital media.