Tag Archives: Media

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.

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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?


The Social Media Effect

According to this Nielsen report a 14% increase in social media buzz translated into a 1% rise in traditional TV ratings among young viewers 18-34.

Nielsen says a recent study adds to the growing evidence showing there is now a direct connection between social media buzz and traditional TV ratings.

In looking at a two-week period prior to a particular TV show finale, Nielsen says a 14% increase in social media buzz translated into a 1% rise in traditional TV ratings among young viewers 18-34.

In speaking at the South by Southwest Interactive Conference in Austin, Tx. (SXSW), Jonathan Carson, chief executive officer of digital for The Nielsen Company, says this will continue to grow, due to increased smartphone and tablet usage and more real-time social conversations.

Carson said: “TV is still the first screen, by far,” with TV consumption continuing to grow every quarter. “The social component just magnifies the engagement opportunity for advertisers that television has always offered.” Read more: http://bit.ly/z8sQxl


The Season Has Began on Many Screens Post Game: Second Screens Move On to The #Grammys

Show me the goods on my own time.

Grammy-App

After some ambitious second-screen programs around last Sunday’s Super Bowl, mobile content programmers are moving quickly into awards season. For some of these companies, the big game was just a kickoff to a run of live TV events that seem tailor-made for smartphone and tablet complements.

In a world of on-demand and time-shifted TV consumption, awards shows are among the remaining mass media live events that cater to synchronized “second screening.” Next up: Sunday’s Grammy Award ceremony.

Event on-air host CBS and the Recording Academy recently launched a cross-platform multimedia extravaganza to generate buzz for the record awards this Sunday. Grammy Live will offer three days of videos and social media chatter in advance of Sunday’s telecast. Read more: http://bit.ly/y0znIB


Group M, Kantar To Use Set-Top Data To Study Hispanic Consumers

Research has always been the base under which media buyers and marketers allocate budgets. Research for Hispanic media has not reach the level of debt that the general market has. I look forward to the results of this work. We are in a time of transition, a time when both sides of the language equation battle for media money. The Census shows us that Latino/Hispanic growth is taking place via U.S. born children and not new immigrants. However, leading Spanish language broadcasters continue to lead ratings in key demos  among all broadcasters. Group M and Kantar Media, I look forward to the results.

Group M and Kantar Media, both WPP companies, will explore the relationship between Hispanic consumers’ programming and viewing behavior by integrating “the return path data from set-top boxes with other data” about product purchases, writes Jon Lafayette. Read more http://bit.ly/v6933w 


Univision Posts Gains Due To Multiplatform, Young Viewers

Future growth is on digital, new platform distribution a well young demos. The Hispanic broadcaster beat ABC, CBS, NBC and Fox to rank number one in primetime among adults 18-34 for the entire third quarter according to CEO Randy Falco.

Claiming growing strength among young viewers, Spanish-language media company Univision reported strong net income and slightly higher revenue gains.

Third-quarter revenue rose 1.7% to $584.6 million with slight gains in TV, radio and interactive media revenue, and net income rose more than six times to $290 million, versus a profit of $44.1 million for the same time period a year ago. Read more http://bit.ly/tJqGNt


Advertisers Miss Key Targets In Hispanic Market.

Research sponsored by media companies tends to favor those media companies. In my experience, when targeting any consumer, you need an integrated approach that addresses the lifestyle and media consumptions of those individuals.

A native digital brand like Living Social took and online approach in stage one. In the second stage, their strategy includes a partnership with a legacy media company via their radio stations.  A total market approach makes sense as indicated in the article bellow from Media Post.

Carat USA, the Aegis Group media shop, has completed  a detailed new study of the Hispanic consumer segment and concluded that marketers are spending dollars against the sector in highly inefficient ways, due to continued reliance on old assumptions and outdated methods of communicating with the Latino population.

The new data has led Carat to conclude that 90% of Hispanic media budgets are targeting only 20% of the Latino population — and are missing the opportunity to “drive significant business value among 80% of the Hispanic market.” Read more http://bit.ly/q4rHgv


OOH Media Challenges Agencies, Brand Strategy Vital

Media buyers that had been planning for print and broadcast had problems understanding digital and social media. Then you get a new medium, a medium that is part television, mobile and out of home. The article bellow gives you facts from a recent research piece.

How do you work with this new medium and integrate social and mobile?

Despite the medium’s collective 16% growth in the first half of 2011, sellers of digital place-based media sometimes feel lost in the shuffle when it comes to making their case to agencies and clients.

Attendees at the Digital Place-Based Advertising Association’s  Digital Media Summit conference Tuesday in New York heard a number of senior media agency executives explain what they see as the challenges and opportunities for those in the DPM space.  Read more http://bit.ly/rgSqio


INFOGRAPH: The Shifting Digital Media Landscape.

Take a look at this visual. There are 27 slides that bridge digital information, entertainment and social

http://read.bi/oCl9pr


ANA Study Finds Branded Entertainment Widespread.

Madonna-

In the age of less commercial viewing, and more lip-service being given to building a relationship with people, nearly two-thirds of client-side marketers are planning branded entertainment projects in 2012, although many of them aren’t sure what they’re getting out of the deal.

More than mere product placement, branded entertainment refers to integrating and linking a product within an entertainment source. According to the Association of National Advertisers, clients said they’re interested in the platform because it: can create a stronger emotional bond with consumers (according to 78%); can align a brand with relevant content (75%) and can build brand affinity with a target group or demographic (73%).
http://bit.ly/pm1ZG3


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