Tag Archives: Advertising

Digital Highlights – July 2013

July highlights in the digital space include the power of email when it comes to sales, the fact that Millennials still relay on search to discover things online, and the continued growth of video.

Marketing company Custora’s findings bring into perspective the effectiveness of one particular channel when it comes down to sales. According to their report, in the last 4 years, online retailers have quadrupled the rate of customers acquired through email to nearly 7 percent. That beats the results on social platforms. Product sales on Facebook have been flat for the last year.

The same report found that clients that came via organic and paid search were more than 50 percent more valuable than average, they were more likely to shop more and spend more.

A recent survey of Telefonica that researched 1000 Millennials found that in the social media age, this segment of the population still uses old fashion online search. More than half used a search engine to find information on restaurants, nightlife, entertainment and services.

According to the same report, Millennials use the internet as the preferred source of information versus social media. On the commerce side, 24% of Millennials have used a web site with a  daily deal in the last six months.

Ooyala’s latest report indicates that TV audiences are getting a fix of their favorite shows via their tablets and smart phones. This audience rose 19% over last quarter and now accounts for 10% of all views. Further, tablets are the dominant players of long form contact.

The consumption of video on portals like Youtube is also on the rise. This opens the doors for more companies that use content marketing via video and can integrate on screen e-commerce to leverage and monetize this trend. Several vendors have e commerce services that allow you to transact while watching a video that features the product. And according to a Youtube spokesperson 40% of Youtube videos are coming from mobile devices.


The Power of Mobile Among Hispanics


A picture is worth ten thousand words and this picture can be worth millions of dollars for those companies that take the lead and address this trend head on. Marketing and Advertising was dramatically changed by the Web and now the Web has gone mobile. This is more visible and predominant among Hispanics and African-Americans as per the above graph.

Innovation doesn’t stop there. Several marketing tools and mediums have been touched by the digital hand. Take a look at the current state of media: magazines, newspapers radio and even TV have seen declines in readership and audiences in the last few years. Those audiences have moved online.

The commonly used TV spot has also been threaten. First attack came in the form of Digital Video Recorders (DVR) that allowed users to skip over commercials and more recently via branded content as brands develop new methods of engagement on the new social media platforms.

Technology will continue to improve and with that we will have smart phones that take more and more of the computer usage from home to the streets and wherever we go.  That opens a world of opportunity for those marketers and entrepreneurs that are able to bring solutions to the challenges and opportunities presented by the mobile consumer.

Take a look at this article from the Pew Research Center on mobile and Hispanics. http://bit.ly/10ufLw0

The Future of the Media Industry

digital mediaThe theory of evolution doesn’t only apply to live species like humans, animals and plants. Industries are also touched by evolution and need to adapt to the changing environment. The media and advertising industries are not immune. I have been following media and advertising for over 10 years and have seen them go though many changes. Those changes were usually the result of a new technology. Perhaps, one the most sweeping change is taking place now and it’s the result of the fast evolving internet related innovations.

Five years ago, the term RTB (Real Time Buy) was not part of the media and advertising lingo. Today, it’s a reality and the way many agencies are buying their online media and in the near future all media. Just as the name of this blog, RTB stands at the intersection of technology, media and advertising. This is a reminder that more changes will take place and new technologies will become part of the day-to-day business in media and advertising. The changes will require a new set of skills and knowledge and a new generation will take over the positions that individuals from legacy media will vacate.

There is more to come and at a faster pace. The innovation on technology brings us new media formats and with that native advertising. Not all media formats will survive but the ones that make it will become significant parts of our lives just like Facebook has done it. The current trends tell us a bit of what is to come that that is just a small part. This report from e-Marketer tells us about the use of online video by top advertisers and it’s an indicator of a shifting tide and with it budgets from traditional media to digital. http://www.emarketer.com/Article/Advertisers-Deploy-Optimize-Video-Content/1009651

Mobile, online video and social are the top contenders. What do you think are other media and technology plays that will affect media and advertising in the future?

Are Clicks the Best Online Metric?

This press release from comScore provides a strong case for the use of additional metrics when measuring results for an online campaign. They joined forces with Pretarget and used information from 18 advertisers to determine what metrics should be considered and their contribution to conversions. Their recommendation is to look beyond just a click. Read more  http://bit.ly/HZeeXG

Media Tips: Location And Repetition Key To Online Ad Success.

By Steve Olenski

Findings from a recently released report show that online ads appearing “above the fold” are nearly seven times more effective at generating a click through than those appearing “below the fold” and that the more times someone sees an ad the more likely they are to click through and take action.

The report, issued by Casale Media, was based on their analysis of nearly two billion ad impressions which were generated during the 1Q 2011. Titled “The Link Between Ad Placement & Performance,” the report found…

Much like the age old real estate axiom, it’s all about location, location, location. Read more here http://bit.ly/oLThl9

A 21st Century Reality

The City As Metaphor: Marketing To The American Multi-Culture

by Alain Groenendaal,

For as long as there have been cities, they have been maligned as soulless vortexes that pollute and overwhelm, irresistibly dragging innocents towards them, sucking up their aspirations and hopes when they get there. The cities of the Old Testament — Babylon, Gomorrah — were places you desperately wanted to avoid rather than go visit. Dante even located his Inferno below the city of Jerusalem: one funnel-like, ever more degrading series of rings from which people never escaped, condemned to repeat their sins without hope of breaking the cycle. In the 20th century, the city became the place where runaways were lost, old people abandoned, and everybody in between stressed beyond endurance. Read more: http://bit.ly/iggErf

Regardless of the medium, need creativit

Regardless of the medium, need creativity and engagement.
Americans Ignore Internet Ads Far More Than TV. http://bit.ly/hL8dgV

Truck Sides Become Advertising Medium – NYTimes.com

The importance of outdoor media is highlighted in this article. Billboards were the main vehicle for OOH media till recent years but as technology evolved, so did OOH and we saw the birth of digital out of home media (DOOH).

According to Wikipedia, Digital signage is a form of electronic display that shows information, advertising and other messages. Digital signs (such as LCDLED,plasma displays, or projected images) can be found in public and private environments, such as retail stores and corporate buildings.

Another form of OOH are mobile billboards and food trucks. Food trucks have been around for over 10 years and recently received a push due to the raise of gourmet food trucks. Using food trucks, you can deliver a message in over 43 markets. Messaging can be enhanced via sampling and ambassadors. Digital out of home provides you with access to the largest DMA’s in the U.S. and Canada.  You can use a version of your TV spot on the DOOH media.

I invite you to explore DOOH media and how it integrates with mobile and social media. You may apply some of these ideas to your strategies. Iif you have any questions, feel free to contact us at info@ethosagency.com

In the interim, you can read the OOH article from the New York Times. It talks about how marketers are using food trucks in their advertising campaigns.

Truck Sides Become Advertising Medium – NYTimes.com.

Special Report: America’s Hottest Brands 2010 – Advertising Age

This is worth reading. It ranges from mobile phones to automotive to TV shows and of course entertainers!

Special Report: America’s Hottest Brands 2010 – Advertising Age.


Seeing Video Ads Everywhere

Source: Adweek

GfK MRI polling finds 30 percent of adults saying they encountered a ‘place-based’ video ad within the past 30 days

Oct 20, 2010

– Mark Dolliver


Newly released survey data from GfK MRI confirm the popular wisdom that consumers can run but they can’t hide from advertising. Thirty percent of respondents said they’d seen a “place-based” video ad in the 30 days before being queried.

Stores were the venue in which respondents to the polling (conducted this past spring) were likeliest to have encountered video advertising within that 30-day period, with 19 percent saying they’d done so.

Other places registering in double digits were shopping malls (15 percent), restaurants (11 percent) and medical offices (11 percent). Slightly fewer reported seeing video ads within the 30-day period in bars/pubs (9 percent), airports (8 percent) or gyms/health clubs (7 percent). As GfK MRI says in its analysis of the data, the percentages translate into a total of 67.4 million adults who saw video ads in these locations.

Since they’re typically out and about more than their elders, 18-34-year-olds were especially likely to report having seen place-based video ads in the prior 30 days. Men in that age cohort were 28 percent more likely than respondents in general to have done so, and women of that age were 13 percent more likely to have done so.

There were also some sizable gender gaps among the 18-34s, depending on the kind of location. For example, the men were more than twice as likely as the women to have encountered a video ad in an airport and about half again as likely to have seen such ads in bars/pubs. The disparity was narrower when it comes to shopping malls. But even in that venue — which one tends to associate more with women than with men — the 18-34-year-old men were a bit more likely than their female counterparts to have seen video ads in the past 30 days.

The men in that cohort indexed at 145 against the total respondent pool, while the women indexed at 132. Might it be that young men were idly gazing at the video screens while waiting for their wives and girlfriends to finish buying stuff?


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