Tag: TV

Four Best Practices For Successful, Responsive Media Campaigns

Four Best Practices For Successful, Responsive Media Campaigns

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Author: Jessica Hawthorne-Castro for Forbes Agency Council

Original Publication: Forbes

Date Published: September 12, 2018

It’s getting harder for brand advertisers to earn market share with traditional media approaches. At the same time, targeting consumers and business-to-business customers can also be difficult.

What’s needed is accountable media that scales to the client’s needs, uses data-driven campaigns, capitalizes on advanced technologies, is performance-based and can be measured.

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Offline Marketing

How To Effectively Reach Your Audience Through Offline Marketing

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Author: Jessica Hawthorne-Castro, CEO

Original Publication: Forbes Agency Council

Date Published: April 3, 2018

A decade ago, deciding which marketing media to invest in was simpler and the outlets far fewer. You basically went with offline, online or a combination of both. Now, with more platforms and distractions, brands need to be smarter and more strategic about their targeting to reach the same audience size that they previously did.

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TV & Internet Consumption

Is TV’s Reign Nearing Its End?

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For years, trends of average daily TV and internet consumption (mobile + desktop measured in minutes per person) have been converging. In 2009, per person time spent on each channel was 48 minutes for internet, and 188 minutes for TV. As the rise in internet usage has continued to erode TV usage, we see that in 2016 TV minutes have declined to 170 minutes, in contrast to internet minutes, which have risen to 140 minutes –

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Content is King

On TV & Video: No One Can Deny That Content is King.

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  • The nature of television today is morphing dramatically, and for numerous suppliers, content has become king. To win subscribers, Netflix and Amazon have been providing high-quality programming – but is costing them astronomical sums to do so.  In 2017, Netflix intends to spend around $6 billion.  Amazon will be following suit with about $7 billion.  This compares to NBC’s and CBS’ outlays that will likely be in the range of $4 to $5 billion.
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Advertising Demand

Ad Economy Rebounds, Turns in Biggest February Ever.

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  • According to Ad Market Tracker (a MediaPost and Standard Media Index ad volume measure), demand for U.S. advertising in February 2017 was higher than in any February in history – this coming out of the seasonal January dip. The February 2017 index of 247 represented a 52-point rise over this January’s index. (The index’s base of 100 was established in January 2009.) February 2017 ended up being the highest ad-dollar volume ever for the month.
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U.S. TV Ad Revenues Projected as Flat for 2017 – and That’s OK

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  • Total U.S. TV revenue – all national networks, local TV stations and cable – will remain stable, hitting $72 billion. With TV advertising in the U.S.: flat is the new up. TV’s average monthly reach among U.S. adults is 93%; there continues to be stable high viewing, of around five hours a day.
  • There was also minimal cord-cutting in 2016 – down 1% to 2%, or 1.75 million. And, those watching through a home digital antenna rose by nearly 1 million,
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2017: The Year Native Advertising Takes a Hit

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Many media prognosticators feel that native adverting (disguising ad content as editorial to engage readers better than traditional advertising), may soon be a disappearing fad. Media Life Magazine cites five contributing factors:

1. Lack of high-quality compelling content: It is simple to attract the reader’s eye with well-designed visuals and compelling messages. It is more difficult to get someone to read hundreds of words on any topic for any reason, ever.
2. Native advertising is “fake news” under a different name: and therefore,

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Television still #1

Streaming Content Soars: TV Sets Remain Top Device

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While overall streaming continues to grow, TV for the time being remains the number one source for viewing it – amounting to 7.4 hours per week per U.S. consumer. Computers accounted for 5.0 hours, mobile devices for 3.1 hours, and tablets for 3.0 hours per week per consumer. While the TV set is currently the primary device of choice for streaming content, digital media (desktop/laptop computers, mobile devices and tablets) are each expanding their share.

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TV Ad Spending Slips in September; Overall Media Spend Higher

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The U.S. ad market expanded only slightly in September, although that nonetheless represented significant growth coming out of August – a month that included notched-up spending by brands advertising in the 2016 Summer Olympics. (Spending figures come from Standard Media Index, which compiles media dollar outlays from about 80% of all U.S. agencies.) Among the most noteworthy gains for September, were digital media: social media and online video were up dramatically over August, by 72% and 32% respectively.

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Fragmentation, Data, and the Future of Television Advertising

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While it is not news that primetime TV ratings have declined over the past thirty years due to the explosion of advertising in the digital sector, brands are realizing that they simply cannot reach enough people fast enough using only (or predominantly) digital media to drive the volume of sales consumer brands require to grow. Morgan Stanley recently analyzed 100 top consumer packaged goods marketers, and found that they spent 1% more on TV advertising in Q1 of 2016 compared to the same quarter of the previous year.

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