game chang·er (noun) an event, idea, or procedure that effects a significant shift in the current manner of doing or thinking about something.
Digital signage displays have changed our advertising abilities. With the advent of digital signage displays, traditional advertising had taken a backseat to modern trends. While some elements of static ad strategies have remained, merely trying to attract attention to a product is a thing of the past. For one thing, the target market has undergone some serious changes. The age versus disposable income demographic has trended downward. The individuals that are spending money have grown up surrounded by technology that allows them to interact with every form of medium from film making to advertising.
This group expects to be engaged, and frankly, blown away. Anything less and a company may as well rely on a Yellow Page ad. There is a bombardment of information delivered to every connected device, and if a firm that sells goods or services expects to compete, they must create an enjoyable user-experience-focused marketing campaign. The sophisticated and tech savvy customer expects tailored content based on predictive behavior as a matter of course.
A company must provide the potential customer the appropriate data couched seamlessly in an unusual advertising experience to maximize revenue. Digital signage displays are an elegant and exciting solution to this hurdle. They incorporate technology that allows for the delivery of information relevant to the consumer and that will pique their interest. The message and its impact are limited only by the creativity of the ad.
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Social media has long been one of the largest growing platforms for advertisers over the past three years. Facebook has led the charge with its innovative nature, but companies like Twitter, Snapchat, Pinterest, and Instagram (prior to being purchased by Facebook) have continued to revolutionize their platforms in order to attract advertising dollars to their respective platforms. While Facebook has maintained the lion’s share of ad spend in the social media space, the big rise over the past 12 months has been with video, led by Snapchat and Instagram.
Since its inception, Snapchat has skyrocketed in popularity as it has reached over 100 million daily active users and over 10 billion videos per day are consumed. As a result, advertisers have flocked to the platform. However, due to the limited video ad length on snapchat (10 seconds), the ability for advertisers to engage the consumers in their brand is hamstrung to a certain degree.
This is where Instagram has taken advantage and started to surpass Snapchat in the video ad space. By extending the maximum length of the video ads from 15 seconds to one minute, it allowed companies to tell a longer story if they desired. This change catapulted more advertisers onto the platform and engagements have more than kept up during this time-period. Some companies have reported a 200% improvement in engagement while only increasing the video output by 43%.
What does this tug-of-war between Snapchat and Instagram mean for video in social media? The various improvements by the platforms have spurred growth and spend that is expected to continue. From Q1 2016 to Q1 2017, the percentage of video spend among all social media campaigns has risen from 16% to 29%. After a brief plateau, this number is expected to rise again as more video opportunities become accessible. Instagram has already started to open up video content to sponsorships, which various companies have recently taken advantage of. As a result, expect video to become the dominant force among social media platforms and for these platforms to maintain their standing in the space by continuing the revolution of video ads.
Source: Mayo Seitz Media, July 12, 2017
Will account for 40% of US digital travel sales in 2017...
As the summer travel season officially gets under way, a growing number of Americans will use their smartphones and tablets to book a trip, according to eMarketer’s latest forecast on digital and mobile travel. This year, digital travel sales in the US will reach $189.62 billion, 40.0% of which will come from mobile devices.
In its definition of travel sales, eMarketer includes airline, car rental, cruise, hotel, accommodations (including Airbnb) and transportation.
US mobile travel sales will total $75.85 billion in 2017, up 16.7% over last year. On the flip side, desktop and laptop travel sales will decline 1.6% this year to $113.77 billion.
Meanwhile, desktop/laptop’s share of all digital travel sales will shrink to 60.0%. And by 2021, mobile will represent nearly half of all digital travel sales.
There are two important milestones to watch for in the coming years: By 2019, digital travel sales will surpass $200 billion for the first time, and by 2020, mobile travel sales alone will surpass $100 billion.
When it comes to booking travel on mobile devices, US adults are using smartphones much more heavily than tablets. This year, 57.5 million US adults will use a smartphone to book a trip, up 14.1% over last year. That represents 81.2% of all mobile travel bookers.
“Last-minute travel deals are helping to drive mobile sales, as consumers opt to book right away via their smartphones,” said eMarketer forecasting analyst Chris Bendtsen. “Consumers are booking more travel on mobile due to larger smartphone screens, easier mobile payment methods and overall time spent habits shifting to mobile. Airlines, hotels and online travel agencies have made both apps and mobile websites easier to use.”
US adults are not just booking trips via mobile, but they are increasingly researching trips as well.
This year, 140.3 million US adults will research a trip online. And 101.4 million will do so via their smartphones, up 13.1% over last year.
Source: eMarketer, June 21, 2017
During the first quarter, CBS’ comedy Life in Pieces attracted the most attention of any primetime broadcast show, according to research company TVision Insights.
In a crowded media landscape, attention is an important commodity for both programs and advertising. The highest rated shows and the ads backed with the most spending don’t always score the highest in TVision Insights’ surveys.
Other broadcast shows getting high attention scores include NBC’s Little Big Shots, Fox’s The Mick, CBS’ The Good Fight, NBC’s Superstore, ABC’s black-ish, Fox’s New Girl and MasterChef Celebrity Showdown, and NBC’s Chicago Med and Trial & Error.
Primetime shows on cable actually had higher attention indexes than broadcast shows. The top series on cable was Cooking Channel’s Unwrapped 2.0.
Other top cable shows include A&E’s 60 Days In: Atlanta, Weather Channel’s Strangest Weather on Earth, OWN’s 48 Hours: Hard Evidence, FYI’s Seven Year Switch, Pop’s Schitt’s Creek, Disney XD’s Right Now Kapow, A&E’s Live PD and E!’s Keeping Up with the Kardashians.
TVision founder and chief research officer Dan Schiffman notes that unscripted reality shows seem to outperform in the company’s surveys, as do premieres and finales.
The company also measures the attention captured by TV commercials.
Big spenders like GEICO, Nutrisystem, Progressive, Verizon and AT&T Wireless capture the most attention on TV.
But looking at the amount of attention paid versus the amount of time on air, the top single commercial in primetime featured Joe Montana for Skechers. That was followed by spots for T-Mobile, Capri Sun, Netflix and STX Entertainment. Including spots that run outside of prime, the most attention getting relative to spending was for Crown Royal. That was followed by AT&T, Netflix, John Hancock and Morgan Stanley.
TVision has a representative panel of viewers that uses eye tracking and computer vision technology to determine who is in the room and whether their heads and bodies are facing the TV.
The data the company generates is used by the advertising and program research arms of TV networks and by media buying agencies, Schiffman says.
“In an environment where quantity seems to be declining, we provide this data set on quality,” said Schiffman. “Nobody’s coming in and telling you your ratings are on the upswing, but there are other components to understand.”
If one network’s environment provides better engagement with advertising, it could negotiate for a higher rate. “We help networks demonstrate the value of their advertising environments,” he said.
From a program research perspective, TVision’s data can help produce whether a show's ratings will continue to go up or if they’ve peaked.
“On the buy side we’re helping the advertisers make smarter data-driven decisions about TV. One of the reasons a lot of advertisers have been cautious about TV of late is that there’s so much data to drive their decision making and to report back on their performance in digital, whereas we haven’t had that level of granularity, that level of data driven intelligence on TV,” Schiffman said.
“We’ve actually helped a lot of brands make TV advertising decisions that have swapped creative as well as allocate to different networks and programs as a result of understanding where people are paying attention,” he said.
Source: Broadcasting & Cable, June 7, 2017
About a third say they’re trustworthy and accurate, too.
Need a dry cleaner, dentist or local burger joint? If you are an internet user, data shows you are likely to use a search engine to find a local business.
According to a March 2017 survey of US internet users conducted by Burke for the Local Search Association (LSA), eight out of 10 respondents said a search engine was their top choice among a collection of digital and non-digital sources to look up information for local businesses last year.
Specifically, 80% said they used a search engine to find a local product or service in the week prior to the survey, and 87% used one in the past month. Respondents cited a company website as their second choice.
Printed white and yellow pages had the lowest reach in use last year.
Most sources reported year-over-year increases in use by respondents. Search engines in particular showed a gain of 2 percentage points from 2015.
The survey also found search engines lead other sources when it comes to consumer trust and accuracy. In fact, the percentage of US internet users who agreed with this sentiment increased dramatically from 2015 to 2016.
Search engines only fell short when respondents were asked about their favored source when ready to make a purchase. At this point in the purchase journey, 27% cited company websites vs. 24% for search engines.
Overall, it appears that local marketing practitioners in North America are in step with this consumer behavior. Well over half (68%) of marketing professionals in North America polled by LSA in May 2016 said search engine optimization (SEO) is a crucial marketing tactic to meet local objectives.
Source: eMarketer, April 25, 2017
VAB says Americans watch more TV than agency executives
Media agency executives and marketers underestimate how much time Americans spend watching TV because their own media habits are different, according to a new study by the Video Advertising Bureau.
Media buyers are younger, more affluent, urban, male, career-oriented and tech-centric than the general population and spend more time on the internet and other emerging platforms, the survey found.
That might lead them to allocate ad dollars based on their own experience, which could cost the TV industry.
“The advertising business is running so fast to keep up with digital platforms that we’re outpacing the market, and creating an echo chamber that warps our perspective on the people we’re trying to reach,” said Danielle DeLauro, senior VP for strategic sales insights at the VAB.
“Go to any advertising conference today, and you hear about what’s next at the expense of what’s now, so you’d be forgiven for thinking that no one is watching live TV and everyone is on social media all day. The problem with this myopic focus on what’s new and next is that marketers need to sell products today, and that requires a precise understanding of how people are actually using media now,” DeLauro said.
VAB compared syndicated data on America’s media habits with the results of a custom study it commissioned by Research Now. From Feb. 6-16, 250 advertising executives—71% agencies and 29% advertisers, with agency people evenly split between traditional and digital media buyers—were asked about their job, lifestyle and media habits along with their perceptions of how the American public compares.
Advertising people watch an average of less than two hours a day of TV but think they watch as much TV as the average American. In fact, American adults average more than 4½ hours of TV per day.
Average adults also spend half the time advertising people think they spend watching video on a computer and a seventh of the time estimated watching on a mobile device. The survey found 61% of ad people watch 30 minutes or more per day on the computer, and 70% think the public does too. According to research, Americans average just 12 minutes per day. A majority of ad people watch 30 minutes a day on mobile, and 73% think the public does as well, but Americans average only 4 minutes per day of mobile video viewing.
Except for CBS’ Big Bang Theory and NBC’s This Is Us, the top 10 favorite programs of advertising people and the American public differ radically. Advertising professionals prefer edgy and critically acclaimed niche programming.
While advertising people watch 53% of TV live and estimate that other people watch 55% live, Americans over the age of 12 actually watch 89% of TV live.
Advertising people spread video viewing across platforms, watching 32% on a TV set and 13% on a smartphone. They estimate that American adults watch less (25%) on TV sets and more (18%) on smartphones than they do. The reality is: America watches 82% on a TV set and only 2% on a smartphone.
Some 41% of ad folks spend more than an hour per day on Facebook and Instagram, and 53% believe American adults do too, whereas the real average is 35 minutes per day on these platforms. With Twitter, there’s even more discrepancy. Nearly half of ad folks spend 30-plus minutes per day on Twitter, and 63% believe America matches that level. The real figure: American adults average 2 minutes per day on Twitter.
“We set out to capture the difference between the advertising industry bubble and everyday America, and determine the degree to which we let our own habits affect the way we see our audiences.” said Jason Wiese, VP of strategic insights at the VAB. “We’re nowhere near as in sync with American audiences as we think we are, so we all need to take a pause and ensure we fully understand today’s media behaviors.
Source: Broadcasting & Cable, April 25, 2017
Americans watched 11.2 billion more minutes of news each week across national and local TV, radio and digital platforms in 2016 than they did in 2015, according to Nielsen’s Total Audience Report for fourth quarter 2016. And they are viewing and listening to even more news so far in 2017, which is in particular, driving more viewership on the nightly cable news networks. Adults 18 years and older spent more than 73.5 billion minutes consuming news during the average week in 2016, up 18% from the prior year. And most of that increase came from the cable news networks. National cable news jumped to 27.1 billion minutes per week watched, up from 18.8 billion minutes. National broadcast news minutes viewed rose to 14.3 billion from 13.6 billion. The national cable news networks’ share of news consumption rose to 8.5% from 6%. Viewers 18-34 increased their time viewing cable news per week from 1 hour and 42 minutes on average to 2 hours 36 minutes. Some 40% of cable news viewers earn $75,000 or more per year.
WHY THIS MATTERS: Advertisers follow eyeballs and the eyeballs have been clearly moving to cable news, particularly in primetime. So that’s a good thing for both the cable news networks and marketers. And also for the broadcast network nightly news half hours and their Sunday morning news magazines. While most of the news audience on both cable and the broadcast networks are 50-plus, there are still more millennials tuning in to news coverage and considering how elusive they are to reach, the news networks are a place where marketers can tap into them.
Source: Media Buyer & Planner Today, April 3, 2017
US digital ad spending will reach $83.00 billion in 2017, representing an increase of 15.9%, according to eMarketer’s latest forecast.
Google will maintain its dominance and account for 40.7% of US digital ad revenues in 2017—more than double Facebook’s share.
eMarketer expects Google’s share of the search market to grow 16.1% to $28.55 billion in 2017. The search giant will claim roughly 78% of total US search ad revenues this year.
“Google’s dominance in search, especially mobile search, is largely coming from the growing tendency of consumers to turn to their smartphones to look up everything from the details of a product to directions,” said eMarketer forecasting analyst Monica Peart. “Google and mobile search as a whole will continue to benefit from this behavioral shift.”
As Google dominates search, Facebook rules display. The social network’s US display business will jump 32.1% to $16.33 billion, capturing 39.1% of the US display market, taking share away from Google, Yahoo, and Twitter.
Facebook’s revenue growth can be attributed to growth in both usage and time spent, which continues to draw advertisers in greater numbers. Instagram is also helping to drive Facebook’s revenue growth. In fact, Instagram will make up 20% of Facebook’s US mobile revenue this year, up from 15% last year.
Meanwhile, Google’s display business will rise to $5.24 billion, but its share of the display market will drop to 12.5%.
“Facebook’s users are increasingly captivated by videos on the platform—not just on Facebook, but on Instagram as well. Video, both live and recorded, is a key driver of growing user engagement and advertiser enthusiasm,” said Peart.
Where does Snapchat fit in?
With its IPO now behind it, Snapchat is poised for explosive growth this year. In 2017, Snapchat’s ad revenue will grow 157.8% to $770 million in the US. That’s slightly lower than the $800 million previously projected, due to higher-than-estimated revenue sharing with partners.
Snapchat’s ad business, which is made up entirely of mobile display, is still small. Snapchat will account for 1.3% of the US mobile ad market this year. By 2019, that will grow to 2.7%.
Source: eMarketer, March 19, 2017
Presence is there, but their expertise lags
Business-to-business (B2B) companies need to research and understand buyer behavior on social media before executing a social content marketing plan, which can be done through social insights.
“Knowing that buyers are using social networks is only the beginning,” said Jillian Ryan, an analyst at eMarketer and author of the latest report, “B2B Social Media 2017: Tying Efforts Back to Larger Business Goals.” (The full report is available only to eMarketer PRO subscribers).
“B2Bs still need to do research to understand audience behaviors on social platforms to deliver targeted content to the right person, on the right network, at the right time in the buyer journey,” she added. “These sort of audience insights can be extracted through social data mining and listening.”
Companies that skip this step tend to be unsuccessful in their social marketing.
Chief evangelist and startup advisor Jill Rowley explained that mining social networks for signals is the backbone of understanding buyers. “Do the research to be relevant to your buyer and the entire buying committee. B2Bs should use social networks to find buyers,” she said. “Insights allow you to listen to your buyers so you can relate, connect and engage them.”
For marketers, this is a big shift in behavior, since social media is often thought of as a downstream method to share content with customers. However, using it with an upstream approach for persona analysis is valuable, explained Tim Barker, CEO at DataSift, a tech company that recently announced that it would be partnering with LinkedIn to bring engagement and audience insights to LinkedIn’s advertisers. “If marketers have a pulse on their audience, they are better informed before they start to spend their effort building communities and sharing content,” he said.
This means understanding buyer usage habits, channel preferences and content consumption patterns, according to Amber Long, vice president of engagement, PR, content and social media at B2B agency gyro. “When a B2B maps out its whole social ecosystem and framework according to the needs, desires and preferences of their buyers, it means the strategy is all aligned to the buyer journey,” she said. “This is the epitome of audience-centric.”
However, Long also noted that many B2B brands that she works with are “still a little skeptical about leveraging social insights and intel.” An August 2016 survey of US B2B marketers by Demand Metric and Socedo showed that the majority of respondents aren’t taking advantage of social media monitoring tools: only 39% used them.
Business-to-government defense technology contractor Raytheon, however, is sold on the power of social intelligence. “We set up dashboards so that we can understand where the target audience is and listen to what they’re saying or what they’re talking about within these channels,” said Pam Wickham, Raytheon’s vice president of corporate affairs and communications.
Source: eMarketer, February 2017
Mobile Ad Spending Surpassing Expectations
Following the release of the iPhone 7, it comes as no surprise that mobile ad spending hit an all-time high in 2016. For the two competitors, iOS and Android, both saw a recent spike as the costs associated with mobile advertising are increasing.
The indexes, cost per thousand impressions (CPM) and the average cost per purchaser (CPP), saw significant growth as CPM grew 26% for iOS and 6% for Android, while CPP was up 40% on iOS and 65% on Android. The recent surge is likely due to the launch of the iPhone 7 for iOS and Android becoming easier to target users for marketers than on iOS leading to lower CPP Index. Although Samsung’s exploding phones played a leading role in the drop in mobile ad spending for September, Android has had a nice rebound since.
The expectations for mobile ad spending is it will continue to rise as consumers are spending more time on their mobile devices and marketing campaigns are taking notice. It’s also important to note that with new innovative ad tech and higher engaging advertisements on the market, such as playable ads, mobile ads will have higher CPM resulting in lower CPP. This has forced marketers to become creative in order to reach their target audience effectively, which has seen improvements during campaigns throughout 2016.
Between April and June 2016, Over 40,000 US mobile campaigns were analyzed showing that mobile campaigns reached 60% of their target audience. According to Nielsen, this is up from 49% during the same period of 2015. The rate of successfully targeted ads on mobile and desktop is now equal, but with mobile campaigns becoming increasingly popular it is expected for mobile to overtake desktop. In 2015, marketer’s advertising budget toward mobile was up to 12% from 4% of ad spend in 2013. More significantly, mobile accounted for 47% of total ad revenue in the first half of 2016 up from 30% in the same time frame in 2015. Mobile ad spending shows no sign of slowing down.
According to eMarketer, mobile-app-install ads in the U.S. will generate nearly $6 billion in marketing spending in 2016. As mobile-app-install ads continue to rise on various platforms and their being more emphasis of marketer’s ad budget directed towards mobile, it will be important for marketers to not only create an effective ad but also an efficient one with the intent to increase their reach for target audience.
Source: Mayo Seitz Media, December 2016
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