Tag Archives: marketing measurement

TheTMSway partners with Fox channel to make Kdabra marathon TVC interactive in real time

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The KDABRA marathon weekend TV promo embraced into an exciting interactive campaign that lets Asian fanatics win special prizes. To participate, viewers can use the code presented in the promo “FC 1010” by visiting TMSsearch.com on their mobile/Smartphone devices.

TheTMSway is partnering with Fox Channel in bringing Kdabra, the top-rated show in Latin America, closer to the Asian audiences. Powered with the TMS technologies (TMS shortcodes and TMS search), Fox Channel is able to run a promo competition where Asian viewers can participate by answering a trivia question available at the show’s interactive (mobile) site.

The interactive site can be accessed by visiting at TMSsearch.com on mobile or Smartphone devices, and enter the TMS code: FC 1010. Viewers can also share/recommend the TV promo to friends via emails, Facebook, and Twitter. Along with this, the interactive promo is connected to TMS metrics where client Fox Channel can get a picture of the campaign’s performance in terms of usage and viewership.

KDABRA tells the tale of Luca, a 17-year-old boy who is already a masterful magician. Restricted by the confines of the small community he is part of, he escapes and joins a group of urban magicians who use their skills to commit small crimes. He also forms a bond with Rene, an experienced magician; together, they explore the reality of what happens when magic meets mystery.

The contest will be aired 20 times per day, from June 13 to 19, over six Fox Channels such as Fox Crime, FX, Star World, Star Movie, and National Geographic.

The Kdabra TV marathon weekend will be aired every Saturday and Sunday at 5:00pm in the following countries: India, Indonesia, Hong Kong, Philippines, Taiwan, Malaysia, Vietnam, Thailand, Cambodia, Japan, Korea and Singapore.

Analytics and Accountability: No more gap between measurement and marketing effectiveness

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In every marketing program, there lies the challenge among marketers – and that is to measure on marketing results. In fact, more marketers, nowadays, are on board as far as data statistics and analytics are concerned. Practically, the stuff is most likely needed especially when marketing executives are asked to substantiate their spending, or when possible budget increase occurs.

118141The latest survey of senior US marketing executives (by Forbes Insights and MarketShare Partners) as published by eMarketer found that seven of ten executives used analytics to measure marketing effectiveness.  Marketers with large budgets were significantly more likely to do so than those with spending of less than $1 million, but many in that group planned to adopt analytics in the future. Among those with budgets over $1 million, while 85% said they used analytics, 71% said they had a formalized way of doing so.

In terms of marketing measurement efforts, the study revealed more marketers using the internal data (86%), some rely on internal teams (74%), and some stick on internally developed tools (52%). In comparison, the study found 58% using the third-party data and only 35% employed outside professional services.