banality unpronounced: January 2013

Monday, January 28, 2013

Super Bowl ad brawl has already begun for automakers

5 hrs.

Marty Bernstein , The Detroit Bureau

The hype has begun. Super Bowl XLVII is less than a week away, but the mega-million-buck auto ad brawl is already underway as three of the eight deep-pocket car?advertisers pre-launch their new commercials to NFL fans. The reason? Economics. And a numbers game.

At between $2.4 million?and $4 million per 30-second commercial, ?this amounts to a huge?expenditure for just one airing. But there?s an even bigger number, with more than 115 million Americans predicted to watch?the game Feb. 3.

Until recently, Super Bowl advertising?has been nothing more than putting up the game-day spot and hoping, maybe, that it will trigger some Monday-morning quarterbacking around the water cooler ? with polls and research adding some arguable, additional value. That was then.?

What?s become apparent is that a fairly large percentage of viewers are more interested in the commercials than the game itself. So, how to take advantage of that and extend the payback beyond just a game-day airing that is over in 30 seconds, whether a viewer was sitting in front of the TV or off grabbing something from the refrigerator?

Now, with the various social media,?like Facebook and Twitter as well as YouTube, along with special contests, promotions and PR hype, the shelf life for a good commercial can be dramatically extended to weeks, even months, resulting in additional views extending well into the millions ? even among consumers who ? gasp ? might not have tuned in on Super Bowl Sunday.

Result? The return on investment is as measurable as any ad investment might be. ?And, of course, makers get to battle it out all over for bragging rights as to who was number one.

?(An) early release extends the life of the commercial, builds consumer interest, and most importantly brings early customers into our dealers," said?Steve Shannon, vice president of marketing at Hyundai Motor America.

The?latter reason, arguably, is the most important for buying the commercial in the first place. With that in mind, here are the early commercial entries into this year?s auto ad brawl:?

Mercedes-Benz
During the North American International Auto Show in Detroit, Bernie Glaser, vice president of marketing for Mercedes-Benz, said the company has an enviable role in XLVII.?The game will be played in the Mercedes-Benz Superdome. The ad plan was to pre-release a teaser, but in fact two advance spots were released earlier this week. One sexy little tease spotlighted actress Kate Upton and has already received over 3.4 million hits on YouTube ? but also generated a fury of??negative comments from critics for being overly sexy.?The other is a cinematic mystery tease of what is coming Feb. 3, shot in the Big Easy with some great music.

Hyundai
Like every NFL game, it all begins with the coin toss, and in Super?Bowl?XLVII, Hyundai has the primo commercial position ? a 60-second spot for the new seven-passenger?Santa Fe prior to the heads-or-tails call. Check out the not-so-sneak preview.

There are two in game spots, including another for Santa Fe and one for the turbo Sonata. Hyundai also has bought a couple pre-game ads ? featuring the Genesis R-Spec and Santa Fe. Obviously, the new family-size SUV?is getting the most play. The six commercials pre-game and during the game makes Hyundai the biggest car-vertiser in the big show.?

Audi
More than a tease, the rising luxury car marquee is asking consumers to vote for the favorite end of their sixth Super Bowl commercial. Viewers of the commercial on YouTube were?given?24?hours?to?pick their favorite from three possibilities. The most popular will be added in post-production and will air in advance of the game --?and?in?the enviable commercial position of the first break after kick-off.?

Lincoln Motor Company?and Chevrolet
The newest entry in the auto ad brawl in Super Bowl XLVII is the reborn, revitalized, redesigned, re-engineered Lincoln brand from the renamed Lincoln Motor Company. All previous car companies except Chevrolet have re-upped. Chevy is instead?involved in?the half-time show with Beyonce. As TheDetroitBureau.com previously reported, the pop phenom is expected to receive a new 2014 Chevrolet Corvette Stingray, a special version of the C7 built just for her.?

Source: http://www.nbcnews.com/business/automakers-super-bowl-ad-brawl-has-already-begun-1C8120706

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Djokovic beats Murray for 3rd straight Aust. title

Serbia's Novak Djokovic holds his trophy after defeating Britain's Andy Murray in the men's final at the Australian Open tennis championship in Melbourne, Australia, Sunday, Jan. 27, 2013. (AP Photo/Dita Alangkara)

Britain's Andy Murray, right, holds the runner up trophy as he chats with former champion Andre Agassi after Murray's loss to Serbia's Novak Djokovic in the men's final at the Australian Open tennis championship in Melbourne, Australia, Sunday, Jan. 27, 2013. (AP Photo/Aaron Favila)

Serbia's Novak Djokovic celebrates his win over Britain's Andy Murray in the men's final at the Australian Open tennis championship in Melbourne, Australia, Sunday, Jan. 27, 2013. (AP Photo/Aaron Favila)

Britain's Andy Murray wipes the sweat from his face during the men's final against Serbia's Novak Djokovic at the Australian Open tennis championship in Melbourne, Australia, Sunday, Jan. 27, 2013. (AP Photo/Aaron Favila)

Serbia's Novak Djokovic, right, is presented with the trophy by former Australian Open champion Andre Agassi after defeating Britain's Andy Murray, center, in the men's final at the Australian Open tennis championship in Melbourne, Australia, Sunday, Jan. 27, 2013. (AP Photo/Aaron Favila)

MELBOURNE, Australia (AP) ? Novak Djokovic became the first man in the Open era to win three consecutive Australian titles when he beat Andy Murray 6-7 (2), 7-6 (3), 6-3, 6-2 in Sunday's final.

Little wonder he loves Rod Laver Arena.

"It's definitely my favorite Grand Slam," he said. "It's an incredible feeling winning this trophy once more. I love this court."

Djokovic has won four of his six major titles at Melbourne Park, where he is now unbeaten in 21 matches.

Nine other men had won back-to-back titles in Australia over 45 years, but none were able to claim three in a row.

Only two other men, American Jack Crawford (1931-33) and Australian Roy Emerson (1963-67), have won three or more consecutive Australian championships.

Born a week apart in May 1987 and friends since their junior playing days, Djokovic and Murray played like they knew each other's game very well in a rematch of last year's U.S. Open final. There were no service breaks until the eighth game of the third set, when Djokovic finally broke through and then held at love to lead by two sets to one.

Djokovic earned two more service breaks in the fourth set, including one to take a 4-1 lead when U.S. Open champion Murray double-faulted on break point.

"It's been an incredible match as we could have expected," Djokovic said. "When we play each other, it's always, we push each other to the limit and I think those two sets went over two hours, 15 minutes, physically I was just trying to hang in there. Play my game and focus on every point."

The 25-year-old Serb didn't rip his shirt off this time, as he did to celebrate his epic 5-hour, 53-minute win over Rafael Nadal in last year's final. He just did a little dance, looked up to the sky and then applauded the crowd after the 3-hour, 40-minute match.

Murray's win over Djokovic in the U.S. Open final last year ended a 76-year drought for British men at the majors, but he still is yet to make a breakthrough in Australia after losing a third final here in the last four years.

Djokovic's win went against the odds of recent finals at Melbourne Park. In four of the past five years, the player who won the second of the semifinals has finished on top in the championship match. But this year, Djokovic played his semifinal on Thursday ? an easy 89-minute minute win over No. 4-seeded David Ferrer. Murray needed five energy sapping sets to beat 17-time major winner Roger Federer on Friday night.

"You don't wake up the next day and feel perfect, obviously," Murray said of the Federer match. "It's the longest match I played in six months probably. It obviously wasn't an issue today. I started the match well. I thought I moved pretty good throughout."

The win consolidated Djokovic's position as the No. 1-ranked player in the world, while Federer and Murray will be second and third when the ATP rankings are released Monday.

Their last two matches in Grand Slams ? Murray's five-set win at last year's U.S. Open and Djokovic's victory here last year in five in the semifinals ? had a total of 35 service breaks.

It was a vastly different, more tactical battle on Sunday, with the first two tight sets decided in tiebreakers.

"All our matches in last three years have been decided in a very few points, so it's really hard to say if I've done anything different," Djokovic said. "I tried to be more aggressive. So I went for my shots, especially in the third and fourth; came to the net quite often. I was quite successful in that percentage, so it worked well for me."

Murray, who called for a trainer to retape blisters on his right foot at the end of the second set, was visibly annoyed by noise from the crowd during his service games in the third set, stopping his service motion twice until the crowd quieted down. After dropping the third set, he complained about the noise to chair umpire John Blom.

"It's just a bit sore when you're running around," Murray said. "It's not like pulling a calf muscle or something. It just hurts when you run."

Djokovic came from 0-40 down in the second game of the second set to hold his serve, something he called "definitely one of the turning points."

"He missed an easy backhand and I think mentally I just relaxed after that," Djokovic said. "I just felt I'm starting to get into the rhythm that I wanted to. I was little more aggressive and started to dictate the play."

Although Djokovic went into the match with a 10-7 lead in head-to-heads, Murray had beaten Djokovic five out of eight times in tiebreakers, and that improved to six of nine after four unforced errors by Djokovic to end the first set.

Djokovic pegged back that edge in the second set, when Murray also didn't help his cause by double-faulting to give Djokovic a 3-2 lead, and the Serbian player didn't trail again in the tiebreaker.

On the double-fault, Murray had to stop as he was about to serve to pick up a feather that had fallen on the court.

"I could have served, it just caught my eye before I served ... I thought it was a good idea to move it," he said.

"Maybe it wasn't because I obviously double faulted. At this level it can come down to just a few points here or there. My probably biggest chance was at the beginning of the second set; (I) didn't quite get it. When Novak had his chance at the end of the third, he got his."

Djokovic will have little time to savor the win ? he's playing Davis Cup for Serbia next weekend against Belgium.

"It's going to be a lot of fun ... to see how I can adjust to clay court in indoor conditions, playing away Davis Cup, which is always tricky," he said.

Andre Agassi was among those in the capacity crowd ? the four-time Australian champion's first trip Down Under in nearly 10 years ? and he later presented the trophy to Djokovic.

Victoria Azarenka, who won Saturday's women's singles final over Li Na, was also there with her boyfriend rapper Redfoo. Actor Kevin Spacey met in the dressing room with both players ahead of the match and later tweeted a photo of himself with them.

In the earlier mixed doubles final Sunday, wild-card entrants Jarmila Gajdosova and Matthew Ebden of Australia beat the Czech pair of Lucie Hradecka and Frantisek Cermak 6-3, 7-5.

Associated Press

Source: http://hosted2.ap.org/APDEFAULT/347875155d53465d95cec892aeb06419/Article_2013-01-27-Australian%20Open/id-6fc4d98a14a6474daf0435e8bef224fd

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As Android rises, Asia's trend-setters feel iPhone fatigue

5 hrs.

Reuters

SINGAPORE?? Apple's iconic iPhone is losing some of its luster among Asia's well-heeled consumers in Singapore and Hong Kong, a victim of changing mobile habits and its own runaway success.

Driven by a combination of iPhone fatigue, a desire to be different and a plethora of competing devices, users are turning to other brands, notably those from Samsung Electronics, eating into Apple's market share.

In Singapore, Apple's products were so dominant in 2010 that more devices here ran its iOS operating system per capita than anywhere else in the world.

But StatCounter, which measures traffic collected across a network of 3 million websites, calculates that Apple's share of mobile devices in Singapore ? iPad and iPhone ? declined sharply last year. From a peak of 72 percent in January 2012, its share fell to 50 percent this month, while Android devices now account for 43 percent of the market, up from 20 percent in the same month last year.

In Hong Kong, devices running Apple's iOS now account for about 30 percent of the total, down from about 45 percent a year ago. Android accounts for nearly two-thirds.

"Apple is still viewed as a prestigious brand, but there are just so many other cool smartphones out there now that the competition is just much stiffer," said Tom Clayton, chief executive of Singapore-based Bubble Motion, which develops a popular regional social media app called Bubbly.

Leading indicators
Where Hong Kong and Singapore lead, other key markets across fast-growing Asia usually follow.

"Singapore and Hong Kong tend to be, from an electronics perspective, leading indicators on what is going to be hot in Western Europe and North America, as well as what is going to take off in the region," said Jim Wagstaff, who runs a Singapore-based company called Jam Factory?that's developing mobile apps for enterprises.

Southeast Asia is adopting smartphones fast ? consumers spent 78 percent more on smartphones in the 12 months up to September 2012 than they did the year before, according to research company GfK.

Android rising
Anecdotal evidence of iPhone fatigue isn't hard to find: Where a year ago iPhones swamped other devices on the subways of Hong Kong and Singapore, they are now outnumbered by Samsung and HTC smartphones.

While this is partly explained by the proliferation of Android devices, from the cheap to the fancy, there are other signs that Apple has lost followers.

Singapore entrepreneur Aileen Sim recently launched an app for splitting bills called BillPin, settling on an iOS version because that was the dominant platform in the three countries she was targeting ? Singapore, India and the United States.

"But what surprised us was how strong the call for Android was when we launched our app," she said.

Indeed, 70 percent of their target users ? 20-something college students and fresh graduates ? said they were either already on Android or planned to switch over.

"Android is becoming really hard to ignore, around the region and in the U.S. for sure, but surprisingly even in Singapore," she said. "Even my younger early-20s cousins are mostly on Android now."

BillPin launched an Android version this month.

Standing out from the crowd
Napoleon Biggs, chief strategy officer at Gravitas Group, a Hong Kong-based mobile marketing company, said that while Apple and the iPhone remained premium brands there, Samsung's promotional efforts were playing to an increasingly receptive audience.

For some, it is a matter of wanting to stand out from the iPhone-carrying crowd. Others find the higher-powered, bigger-screened Android devices better suited to their changing habits ? watching video, writing Chinese characters ? while the cost of switching devices is lower than they expected, given that most popular social and gaming apps are available for both platforms.

"Hong Kong is a very fickle place," Biggs said.

Janet Chan, a 25-year-old Hong Kong advertising executive, has an iPhone 5, ?but its fast-draining battery and the appeal of a bigger screen for watching movies is prodding her to switch to a Samsung Galaxy Note II.

"After Steve Jobs died, it seems the element of surprise in product launches isn't that great anymore," she said.

Shifting trends
To be sure, there are still plenty of people buying Apple devices. Stores selling their products in places such as Indonesia were full over the Christmas holidays, and the company's new official store in Hong Kong's Causeway Bay has queues snaking out of the door most days.

But the iPhone's drop in popularity in trendy Hong Kong and Singapore is mirrored in the upmarket malls of the region.

"IPhones are like Louis Vuitton handbags," said marketing manager Narisara Konglua in Bangkok, who uses a Galaxy SIII. "It's become so commonplace to see people with iPads and iPhones so you lose your cool edge having one."

In the Indonesian capital Jakarta, an assistant manager at Coca Cola's local venture, Gatot Hadipratomo, agrees. The iPhone "used to be a cool gadget, but now more and more people use it," Hadipratomo said.

There is another influence at play: hip Korea. Korean pop music, movies and TV are hugely popular around the region, and Samsung is riding that wave. And while the impact is more visible in Hong Kong and Singapore, it also translates directly to places like Thailand.

"Thais are not very brand-loyal," says Akkaradert Bumrungmuang, 24, a student at Mahidol University in Bangkok. "That's why whatever is hot or the in-thing to have is adopted quickly here. We follow Korea, so whatever is fashionable in Korea will be a big hit."

This report was written by Jeremy Wagstaff in Singapore, with additional reporting by Lee Chyen Yee in Hong Kong, Khettiya Jittapong and Amy Sawitta Lefevre in Bangkok, and Andjarsari Paramaditha in Jakarta.

Source: http://www.nbcnews.com/technology/gadgetbox/android-rises-asias-trend-setters-show-signs-iphone-fatigue-1C8137474

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