MARCH 12, 2012

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Business
Time for Marketers to Show Optimism
The American economy has shown signs of a recovery – the stock market recently hit a four-year high, consumer confidence hit its highest point in a year, and unemployment has dropped to a three-year low. In a recent paper, The Futures Company writes that American consumers are ready to shed their economic restraint. However, to complete that process, consumers need support and inspiration, both of which marketers are positioned to deliver. The Futures Company provides an outline for marketers to convey optimism, acknowledge the progress made, and use brand influence to push the recovery forward.
So what? Some marketers have begun to deliver this message, such as Chrysler’s Clint Eastwood Super Bowl ad which conveyed nostalgia and hope for America. It might be the right time for many advertisers to re-visit their brand message and marketing plan, and work with Condé Nast to deliver the optimism that many consumers desire from business.
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Media
Tips for Creating Effective Online Video
The metrics around online video are staggering – in January alone, 181 million Americans watched 40 billion videos online, according to comScore. Advertisers are responding to the heavy consumption, as the 2011 online video ad spend was up +30% over 2010 – double the increase of total online spend. comScore has developed some best practices for creating compelling online video. The firm tested videos across a number of subjects. Some of the more relevant findings include: • Celebrity style interviews can drive high engagement, and were most effective when the celebrity dominated the shot. • People who watched fashion videos were most interested in content that was behind the scenes or focused on designs, and were far less interested in interviews with the designers.
So what? A strong online video presence enables websites to build their engagement metrics, while providing an additional advertising opportunity to leverage partnerships. Many of Condé Nast’s digital properties might find these case study findings useful as they further refine their video strategy.
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Culture
The Changing Demographics and Habits of US Moms
Mintel’s new ‘Marketing to Moms’ report covers how the recession has affected the choices that women make. The report draws a correlation between changes in birth rate and the economic downturn. Birth rates fell over the last few years while the median age of moms rose. In 2010, there were 64.1 births per 1,000 women (ages 15-44), representing an 8% decline from 2007. In 2009, the median age of moms was 27.5, the highest in US history. The report also covers the changes in habits and lifestyle of moms. Currently, 71.3% of moms work. Despite more time in the office, moms are not giving up much responsibility in the home. Fiona O’Donnell, a Mintel analyst, stated, “While moms …are increasingly the primary earner… they are also highly likely to be taking primary responsibility for most parenting duties.” Media remain important for moms; 48% agree that magazines are a reliable source of information on parenting. 54% of moms agreed that they are spending more time looking for sales/discounts/coupons online compared to a year ago. A key motivator for moms is finding ways to save time so they can relax more.
So what? As moms are an important consumer segment for some of the largest advertisers, it’s important for Condé Nast to understand them. The report contains some key insights on how moms engage with media.
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Lifestyle/Luxury
Millenials Up Their Luxury Spending
According to a recent study from American Express Business Insights, Millenial consumers (18-34) increased their full-price luxury fashion spend in 2011 31% over 2010. Early adoption of discount e-commerce sites (such as flash sales) has paved the way to full-price luxury purchasing, according to the report. The study also found that Gen X consumers had the second largest increase in full-price luxury spending behind Millenials, while the flash sale audience is growing the fastest among seniors.
So what? Condé Nast and its advertisers are uniquely positioned to capitalize on the increased luxury spending habits among Millenials. Readers of Condé Nast magazines and websites are 59% more likely than the average adult to be an affluent Millenial with a HHI of $100K+.
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Quick Takes
Five Condé Nast Digital Editions Make iMonitor’s List of Best Magazine Apps
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Facebook Said to Earn More than Two-Thirds of Social Network Ad Revenue
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Apple, Google, and IBM are the World’s Most Valuable Brands
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A Demographic Snapshot of the U.S. Digital Consumer
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Condé Nast
Feedback, questions, ideas for future issues? Please contact:

Phil Paparella
Condé Nast Research & Insights | Associate Director
1166 6th Avenue, 14th fl. | NY, NY 10036 | office 212.790.6044 | philip_paparella@condenast.com

Contributors:
Tamar Rimmon | Senior Manager, Digital Analytics
Robyn Hightower | Manager, Research & Insights