Cartoon Network Asia-Pacific Wins Three 2018 Spark Awards For Its Ben 10 Rise Of Vilgax Campaign

Cartoon Network Asia-Pacific Wins Three 2018 Spark Awards For Its Ben 10 Rise Of Vilgax Campaign

Cartoon Network Asia-Pacific Wins Three 2018 Spark Awards For Its Ben 10 Rise Of Vilgax Campaign

Cartoon Network Asia-Pacific’s Ben 10: Rise Of Vilgax marketing campaign has won three Spark Awards, the Spark Awards celebrates excellence in the media industry in the Asia-Pacific region. The campaign won an gold award in the “Best Programme Promotion” category and has also won bronze awards in the “Best Media Solution – Social Media” and “Best Media Solution – Integrated Media” categories. The awards ceremony was held at the Shangri-La Hotel in Singapore on 17th August.

The campaign was conducted to help revive interest in a long-running and established animated property – Ben 10 and it was Cartoon Network Asia-Pacific’s solution to rekindle the interest of multigenerational fans of the franchise, appeal to fans on social media, and to introduce the show to younger children who aren’t familiar with the successful series.

The Rise Of Vilgax offered a layered multi-platform storyline campaign utilising Cartoon Network APAC’s Facebook page, YouTube channel, the Cartoon Network website and the television channel. The campaign created an experience that children would want to follow every day, they could also influence and outcomes in the story by taking the role of a hero with a mission to save the world which immersed participants in Ben 10’s universe. Cartoon Network APAC ran the campaign for 12 days between 10th and 24th February. On Facebook alone, Cartoon Network Asia’s Facebook page has a total of 3.3 million fans, by using Facebook, Cartoon Network issued a call for help on Facebook Live asking fans to help Ben fight against Vilgax in a final showdown.

Before taking on Vilgax, Ben had to Omni-Enhance his aliens, making them bigger, faster and stronger for battle. Over 10 days, children were asked to participate in daily challenges, each of which was themed on an alien. Alongside this campaign, a Ben 10 chatbot was launched, the chatbot answered questions about Ben 10, the aliens of the Omnitrix and his fight with Vilgax.

The top three aliens from the poll were eventually picked and featured in a stop motion animation battle launched exclusively on Facebook Canvas. This led the storyline back into the launch of a new season of Ben 10 on Cartoon Network on linear platforms reaching over 7.4 million households. The challenge required participants to co-operate with each other and use their intelligence, creativity or speed to complete. When completed, the new Omni-Enhanced alien was unlocked. Participants were also able to vote for the alien that they wanted to see help Ben in his final battle.
The top three aliens from the poll were featured in a stop motion animation battle on Facebook Canvas.

The campaign was a success and Cartoon Network saw a spike in viewing ratings in Singapore, Malaysia and the Philippines. Cartoon Network website page views in the region increased by more than 83%, visitors increased by more than 27%, unique visitors increased by more than 25% and dedicated Ben 10 show page views, visitors and unique visitors increased by over 94%. On YouTube, Cartoon Network gained 15,000 new subscribers and 160,000 more views.

https://www.regularcapital.com/2018/02/ben-10s-vilgax-disrupts-message-transmission-on-cartoon-network-southeast-asias-facebook-page/

https://www.marketing-interactive.com/spark-awards/sea/winners-2018-staging

https://www.marketing-interactive.com/features/case-study-how-cartoon-network-invigorated-long-running-animated-series-ben-10/

Turner Australia Conducts New Generations 2018 Children’s Survey

Turner Australia Conducts New Generations 2018 Children's Survey

Turner Australia Conducts New Generations 2018 Children’s Survey

Today (26th July), Turner Australia (owners and operators of Cartoon Network and Boomerang in Australia) has released its findings from this year’s New Generations 2018 report in Melbourne and Sydney, the survey was conducted to find out what forms of entertainment children aged between 4 and 14 enjoy and also by what method and medium they consume content and also to find out how they get info on the latest products. The New Generations survey offers an insight into the lives of Australian children, including their values, aspirations, media habits, consumption, pocket money, opinions, preferences and parental influence, the survey is now in its 13th edition and over 20,000 child-and-parent pairs have been interviewed since the survey’s first edition.

According to the survey, TV remains to be the most popular entertainment medium for kids (in terms of monthly usage), despite recent growth in short-form video platforms. On average, kids watch more than two and a half hours of television and movies across all devices and platforms during a usual day, and then spend around 75 minutes on short-form video platforms. Also according to the report, cartoons remains to be favourite type of TV content watched by kids, followed by movies and live-action kids shows.

Since the last survey in 2016, penetration of newer technology has increased in households with kids, the amount of homes with streaming devices has increased by 124%, smartwatches increased by 69% and VR devices increased by 60%. Almost all households surveyed now have a smartphone, child access to computing devices remains higher for tablets and computers.

Short-form video viewing was the most common online activity for kids on websites and apps, with 73% of children surveyed. Although, there’s a high consumption rate for online media, the usage of individual video channels on YouTube remain to be more split up. Dan TDM, Ryan’s Toys Reviews, Minecraft, Jake Paul and Hobby Kids TV were all listed among the top five YouTube channels. Online games overtook homework in this year’s survey of online activities. Minecraft remains to be the top game for boys and girls, but Fortnite was the second most popular game for boys.

As part of the research, Turner has developed AdLab, to find out the effectiveness of advertising aimed at kids, this includes metrics such as ad likeability, brand recall, and purchase intent, this applies to television advertising and advertising on online platforms. According to the research, TV ads outperformed YouTube ads for key ad metrics when comparing the same creative, with results showing 43% higher spontaneous awareness, 21% higher brand recall, 7% higher ad likeability and a 13% change in purchase intent. On websites, ad formats such as OTP (Over the Page) ads, pre-roll videos and game takeover ad units were more effective, achieving double the recall of standard digital ads. Research also showed that ads appearing within content for the same brand had a higher recall (+35%) and purchase intent (+25%).

From The Turner Asia-Pacific Press Release: Turner Commissions Large-Scale Study Of Australian Kids’ Viewing Behaviour: ‘New Generations’ report reveals favourite influencer channels, most popular platforms and device usage; social media trends and ad effectiveness

Turner Australia has unveiled the findings of its latest New Generations report at events in Melbourne and Sydney this week, lifting the lid on what makes our youngsters tick. The report looks at a variety of aspects facing children aged 4-14 including screen time, content preferences and how they find out about the latest products.

“Understanding the minds of the next generation of content consumers is never an easy task. The kids we spoke to are true digital natives who play by very different rules to us and this report has really thrown up some interesting data,” said David Webb, Turner’s Senior Director of Data & Insights for Asia Pacific.

What Are Our Kids Watching?

Despite the rise of short-form video platforms, TV remains the largest medium in terms of monthly usage for kids, according to Turner’s New Generations report.

On average, kids are consuming more than two and a half hours of television and movies across all devices and platforms on a typical day, and spend a further 75 minutes on short-form video platforms. Cartoons remain the favourite type of TV content watched by kids, followed by movies and live-action kids shows.

“Never before have children had so many content and platform choices – but TV is still the major player for youngsters, and it’s also clear that they still love animation,” added Mr Webb.

Penetration of newer technology has increased amongst households with kids, with streaming devices (+124%), smartwatches (+69%) and VR devices (+60%) having all seen large uplifts in ownership since the last survey in 2016. And while almost all households surveyed now have a smartphone, child access to computing devices remains higher for tablets and computers.

What Are Our Kids Doing Online?

Short-form video viewing was the most common online activity for kids on websites and apps (73%).

Despite high platform consumption, usage of individual on-line video channels remains highly fragmentated, and of the myriad of YouTube channels available, Dan TDM, Ryan’s Toys Reviews, Minecraft, Jake Paul and Hobby Kids TV were listed as the top five.

Online games overtook school/homework in this year’s survey in terms of key online activities. Minecraft remained the top favourite game for both boys and girls, although recent sensation, Fortnite, was the second-highest favourite title for boys.

Social media usage remains much lower for kids, especially those aged 12 and under, with only a quarter (27%) using any platform in the last month. Instagram has overtaken Facebook for the first time in the New Generations history, with nearly half of the kids using Instagram of which 87% have their own account.

Turner AdLab

As part of the research Turner also developed AdLab, in order to determine the effectiveness of advertising to kids. The study researched key effectiveness metrics such as ad likeability, brand recall and purchase intent within TV, short-form video platforms and website environments.

The research revealed that TV ads outperformed YouTube ads for key ad metrics when comparing the same creative, with results showing 43% higher spontaneous awareness, 21% higher brand recall, 7% higher ad likeability and a 13% change in purchase intent.

“What we saw was that purchase intent increased when an ad was shown on TV only, compared to YouTube only, but further increased when seen on both TV and You Tube. This information could provide brands with better information to plan their campaigns.” said Mr Webb.

In the website test, premium digital formats such as OTP (Over the Page) ads, pre-roll videos and game takeover ad units were more impactful, achieving double the recall of standard digital ads.

Content environments also played a key role in driving effectiveness with ads performing better on all key metrics when kids liked the surrounding content. The research also showed that ads appearing within content for the same brand achieved higher recall (+35%) and purchase intent (+25%).

Turner Australia is the company behind brands such as Cartoon Network and Boomerang, and YouTube platform Mega Awesome Wow.

About Turner’s New Generations Report 2018

New Generations is Turner’s pioneering kids’ survey to better understand Australian kids’ lifestyle – their values, aspirations, media habits, consumption, pocket money, opinions, preferences and parental influence. Celebrating its 13th edition in Australia, the long-established and respected research has interviewed over 20,000 child-and-parent pairs since its inception.

https://www.cartoonnetwork.com.au
http://www.boomerangtv.com.au

AT&T Completes Merger With Cartoon Network’s Ultimate Parent Company Time Warner

AT&T Completes Merger With Cartoon Network's Ultimate Parent Company Time Warner

AT&T Completes Acquisition Of Cartoon Network’s Ultimate Parent Company Time Warner

Late last night (14th June), AT&T (name originated from American Telephone & Telegraph Company) has completed its merger with Cartoon Network’s ultimate parent company (via Turner) – Time Warner. Under the terms of the merger, AT&T issued 1.185 million shares of common stock and paid $42.5 billion in cash, Time Warner shareholders received 1.437 shares of AT&T common stock, in addition to $53.75 in cash for each Time Warner share. The proposed merger was announced in October 2016, but the merger wasn’t approved until Tuesday this week (12th June) after it was given the greenlight by U.S. senior judge – Richard J. Leon.

AT&T can trace its history all the way back to the Bell Telephone Company, a company founded by the inventor of the telephone, Scottish-Canadian Alexander Graham Bell in 1875, the company grew to become one of the largest landline, mobile telephone and broadband internet service companies in the United States. AT&T has a complex history, with mergers, demergers and remergers, even AT&T spinoff SBC took over original AT&T and re-branded their whole company as AT&T. AT&T has merged with Time Warner because of its television and movie content, they purchased the largest satellite television provider in the United States – DirecTV in 2015 and they wanted a large content division to run alongside its pay-TV and mobile and landline telecommunication divisions. With access to its own movie and TV studios and media library, AT&T can give its own customers free content or at a reduced rate, which is an incentive strategy to retain and gain more customers.

The merger can be seen as an necessity for Time Warner to ensure its survival against cord-cutting (people who unsubscribe from cable and opt for streaming services) which is one of the biggest threats in the media industry, AT&T now has an advantage as it offers the infrastructure (mostly within the United States and some internet backbones worldwide) for people to use these streaming services and even owns a few of these streaming services (including DirecTV Now) and content of its own of which it can bundle with broadband and mobile packages.

With the merger, AT&T now owns one of the largest media companies in the world which includes Warner Bros. (Movies, TV Shows and Animation), Turner (U.S. and international cable television broadcaster and production company, known for its live-action, animated and news programming) and also HBO (Home Box Office), known for producing some of the highest quality entertainment on television. Turner and AT&T have some things in common, for example, digital streaming services, Turner has the classic movie streaming service – FilmStruck and also the classic cartoon streaming service – Boomerang (co-owned with Warner Bros.), meanwhile AT&T owns 50% Otter Media who run Japanese anime streaming service – Crunchyroll and the multiple entertainment brand streaming service platform – VRV.

At present, there won’t be any changes at Time Warner (including Cartoon Network’s Turner) except that Time Warner CEO – Jeff Bewkes will be stepping down, with John Stankey now in-charge of what was Time Warner. Jeff Bewkes will continue to serve as a senior business advisor at AT&T for at least the time being. AT&T and Time Warner are two very different businesses, this can be seen as a vertical merger, unlike the proposed horizontal merger with rivals – Disney and 21st Century Fox.

AT&T is yet to give a new name to its new media division, but Time Warner’s Twitter account suggests that its called “Warner Media Group”.

https://twitter.com/WarnerMediaGrp

From The AT&T Press Release: AT&T Completes Acquisition of Time Warner Inc

AT&T Inc. (NYSE:T) has completed its acquisition of Time Warner Inc., bringing together global media and entertainment leaders Warner Bros., HBO and Turner with AT&T’s leadership in technology and its video, mobile and broadband customer relationships.

“The content and creative talent at Warner Bros., HBO and Turner are first-rate. Combine all that with AT&T’s strengths in direct-to-consumer distribution, and we offer customers a differentiated, high-quality, mobile-first entertainment experience,” said Randall Stephenson, chairman and CEO of AT&T Inc. “We’re going to bring a fresh approach to how the media and entertainment industry works for consumers, content creators, distributors and advertisers.”

Stephenson said the future of media entertainment is rapidly converging around three elements required to transform how video is distributed, paid for, consumed and created. Today, AT&T brings together:

Premium Content: Broadly distributed, robust premium content portfolio that combines leading movies and shows from Warner Bros., HBO and Turner, along with more targeted digital content from Bleacher Report, FilmStruck and AT&T’s investment in Otter Media, among others.

Direct to Consumer Distribution (D2C): AT&T has more than 170 million D2C relationships across its TV, video streaming, mobile and broadband services in the U.S., mobile in Mexico, TV in Latin America, in addition to D2C digital properties such as HBO NOW, Boomerang, FilmStruck and CNN.com.

High-Speed Networks: AT&T‘s leading wireless and fiber network, including investments in new technology such as 5G, will provide the network bandwidth required as customers increase engagement with premium video and emerging 4K and virtual reality content.

Company Structure, Executive Leadership

AT&T Inc. consists of four businesses. This structure allows each business to operate independently and move quickly, while at the same time innovating across AT&T with content, connectivity and advertising. The four business are:

AT&T Communications provides mobile, broadband, video and other communications services to U.S.-based consumers and nearly 3.5 million companies – from the smallest business to nearly all the Fortune 1000 – with highly secure, smart solutions. Revenues from these services totaled more than $150 billion in 2017.

AT&T’s media business consists of HBO, Turner and Warner Bros. Together, these businesses had revenues of more than $31 billion in 2017. A new name for this business will be announced later.
AT&T International provides mobile services in Mexico to consumers and businesses, plus pay-TV service across 11 countries in South America and the Caribbean. It had revenues of more than $8 billion in 2017.

AT&T’s advertising and analytics business provides marketers with advanced advertising solutions using valuable customer insights from AT&T’s TV, mobile and broadband services, combined with extensive ad inventory from Turner and AT&T’s pay-TV services. A name for this company will be announced in the future.

Jeff Bewkes, former chairman and CEO of Time Warner Inc., has agreed to remain with the company as a senior advisor during a transition period. “Jeff is an outstanding leader and one of the most accomplished CEOs around. He and his team have built a global leader in media and entertainment. And I greatly appreciate his continued counsel,” Stephenson said.

As previously announced, leading the four businesses and reporting to Stephenson will be:

John Donovan, CEO of AT&T Communications;
John Stankey, CEO of AT&T’s media business;
Lori Lee, CEO of AT&T International and Global Marketing Officer of AT&T Inc.; and,
Brian Lesser, CEO of AT&T’s ad and analytics business.

All of Jeff Bewkes’ direct reports will now report to John Stankey.

Acquisition Financial Details

Under the terms of the merger, Time Warner Inc. shareholders received 1.437 shares of AT&T common stock, in addition to $53.75 in cash, per share of Time Warner Inc. As a result, AT&T issued 1,185M shares of common stock and paid $42.5B in cash. Including net debt from Time Warner, we now have $180.4B in net debt.

About AT&T

AT&T Inc. (NYSE:T) is a diversified, global leader in telecommunications, media and entertainment, and technology. It consists of four businesses. AT&T’s media business, with its HBO, Turner and Warner Bros. divisions, is a world leader in creating premium content, operates one of the largest TV and film studio, and owns a vast library of entertainment. AT&T Communications has relationships with more than 100 million U.S. consumers across TV, mobile and broadband services. Plus, it serves nearly 3.5 million business customers with high-speed, highly secure connectivity and smart solutions. AT&T International provides pay-TV services across 11 countries and territories in Latin America and the Caribbean, and is the fastest growing wireless provider in Mexico, serving consumers and businesses. AT&T ad and analytics provides marketers with innovative, targeted, data-driven advertising solutions around premium video content.

http://about.att.com/story/att_completes_acquisition_of_time_warner_inc.html