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Tag: TV advertising

  • Paradigm Shifts – From TV to Digital, From Desktop to Mobile

     

    The numbers are in. The verdict has been delivered. The paradigm shift is official. According to new research from Standard Media Index, digital media siphoned off more than $1 billion in advertising revenue from the US TV market, with 87% of those dollars drained out of the Big Four networks – NBC, ABC, CBS and Fox. SMI tracked agency investments over a nine-month period spanning October 2014 to June 2015, an interval that corresponds with the broadcast calendar.

    New segments like the digital video market are growing at a blistering rate. With spend on pace, it is poised to hit $7.77 billion by year’s end which is a little over 10% of the $70.6 billion TV market.

    Not Convinced? Let Facebook Be Your Guide…

    Three years after Facebook started running ads on its mobile properties, mobile advertising accounted for 76% of Facebook’s $3.8 billion in second-quarter advertising revenue, which was up 43% year-over-year.

    Facebook’s mobile user base saw even steeper growth, with mobile monthly active users up 22% and mobile daily active users up 29%

    In the second quarter, the average price of an ad on Facebook rose by 220% while the number of ad impressions Facebook served dropped by 55%.

    Is your business strategy in line with the digital and mobility revolution? Use the comment box to share your thoughts.

  • The Super Bowl 2015 – Digital Marketers Can’t Get Enough!

    A record 111 million viewers in 2014 alone, out of which over 50% tune in just to watch the commercials! Now that is manna from heaven for any advertiser worth his salt. A 30-second TV spot is worth a staggering 4 million dollars! Now that we have your undivided attention, let’s get to the issue of how lucrative this Super bowl can be and also let you in on the secret of immensely benefiting from it if you are a digital marketer!

    Super_Bowl

    The television is the centre of the Super Bowl action. It has been so since a long time and will remain so at least in the very near future. But digital marketers need not lose hope as it is much more than just showcasing your latest creatives on TV. Some of the most aggressive brands create their digital advertising campaigns weeks in advance of the actual action. This gives them the much needed stickiness factor and it creates an atmosphere of anticipation and surprise. It has been proven that brands that promote teaser campaigns well in advance reap the benefits of broader reach and circulation. TV ads might not be everybody’s cup of tea but that need not deter you from creating an online marketing blitzkrieg!

    A well known brand like Snickers promised to release its TV ad only if its social media campaign attracted 2.5 million views before the big kickoff! All this creates a lot of positive buzz around the brand which is music to the ears of digital marketers. Today in an interconnected world it is not hard to accomplish a holistic branding exercise with synergy coming into play.

    You can create longer form, online targeted content beyond the blink-and-you-miss-it 30-second TV spot in order to ensure greater customer engagement. If your TV commercial is a runaway success then you can reap the benefit of this bonhomie in the digital world too. TV viewers that love your commercials will surely talk about it on social networking sites, search for it on their smart phones, view it again on YouTube, and most importantly share it with friends. This can give digital marketers real insights into who are the people that are interested in their brands, thus assisting in deploying targeted advertising to these people.

    It is all about getting your act together and synchronizing all your digital touch-points in order to ensure a remarkable touchdown (if we may borrow a term from the Super Bowl!).

    Do share your excitement about the Super Bowl 2015 now! Contact us to generate integrated digital marketing campaigns for your brand!

  • Digital Advertising is the Elephant in the Room for Media Companies

    The rise of the World Wide Web that began at the fag end of the twentieth century has since then been dominating people’s attention spans and garnering eye balls unlike anything else the world has ever seen. 2015 will be the year that will see big wars being fought by media behemoths to conquer this space, the last frontier!

    People are getting comfortable with the online media and this has got the advertisers excited. Today brands are devising video advertisements tailor made for the online world rather than taking the ads running on the television and serving it to digital users. The advertisers’ switching to the digital arena is not a question of if but more about when, and 2015 seems to be the right time!

    The total US TV advertising spends rose a mere 2.6% to $11.4 billion for the third quarter. But the US online advertising spends for the same period rose by a staggering 22% to $8.7 billion! Now you don’t need a rocket scientist to see the writing on the wall, for the TV broadcasters!

    If the offline media companies are unable to adapt to the changing dynamics of people’s penchant to view digital content, then they might come up against some harsh realities in the not so distant future.

    The Digital Stomping Ground

    Hulu, the ad-supported online video service offering TV shows and movies and video clips is doing a roaring business. Though initially Hulu did not find much luck with advertisers, it is now a hot favorite among online advertisers! The owners of Hulu – Walt Disney Co., 21st Century Fox Inc., and Comcast Corp. are some of the biggest media companies on earth. Together they agreed to invest at least $750 million into the business venture in 2013, seeing the potential of online video consumption.

    But the billion dollar question to ask here is ‘will that be enough?’. Today it is not a labor intensive or a capital intensive economy but it is a knowledge intensive economy, all the way. All you need to look at, is a three year old photo messaging application developed by guys in their twenties, that is worth a staggering $10 billion dollars today! Yes, we are talking about Snapchat. That is the beauty of the online arena. Start-ups of today can become multi-billion dollar enterprises of tomorrow.

    This has got the media behemoths quite worried. What guarantees do they have that tomorrow some wunderkind will not come up with something that rivals Hulu. Now this would thoroughly challenge the old media barons in this new digital stomping ground that is the World Wide Web. Who knows tomorrow a dark horse from Silicon Valley might just challenge the 800-pound gorilla of the media landscape!

    Do share your thoughts on this issue!

    Contact us now to deploy integrated online advertising campaigns!

  • New Patent Enables Marketers to Tie Sales to Specific TV Ads

    New patent allows marketers to tie sales to TV ads

    AOL’s Adap.tv’s new patent allows it to tie consumer sales to specific television advertisements. This helps marketers to connect conversions with television advertising better.

    The new patent involves a system which can recognize conversions stemming from television and based on the study of those patterns, can predict the possibility of future conversions. For companies, activating this online conversion attribution capability is as simple as adding conversion tracking script on their websites.

    Sales will be measured against audiences who have been exposed to your ads and those who haven’t been. This system measures the total change among those groups and provides capabilities for real-time analytics. Being able to access real-time analytics is a huge plus compared to the earlier scenario where this data was available once in a quarter or a year.

    Using this technology, marketers can understand the capability of their TV or digital advertising in driving sales. It also helps marketers to have a more complete view of the performance of their marketing campaigns across channels. Marketers can track conversions to a specific ad and also to a particular airing time. This will be a lot of help for marketers during budget allocation for television and optimizing effective ads.

    Inability to trace conversions to their TV ad campaigns has long been a pain point for marketers. Such capabilities are steps towards addressing this concern as well as bringing together TV and online advertising.

    What do you think about this analytical capability? Let us know in your comments…

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  • Online display vs. TV advertising, Social media impact on B2B buying process and much more…| Best of the Week

    This week’s hot news, events and videos from the online marketing and social media world.
    Despite Strong Growth, Share of Online Display Advertising Spend Well Behind TV
    From the Position² Blog This Week:
    Despite Strong Growth, Share of Online Display Advertising Spend Well Behind TV
    Online display advertising is a highly sought after form of online advertising and its growing at a strong rate. However, it is still not much compared to the growth of TV, a traditional media form. Read this article to know more.
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  • Despite Strong Growth, Share of Online Display Advertising Spend Well Behind TV

    Online Display Advertising Spend Well Behind TV

    A recent Nielsen study revealed that the growth of display advertising on the internet surged to an all-time high touching 32% in 2013. This growth covers global display advertising across the web, mobile internet and apps.

    Internet display advertising is big. But, it is not the biggest fish in the advertising pond. Yet.

    Despite its impressive growth, (which is also the fastest compared to other media platforms), the share of global online display advertising only accounts for 4.5% of overall ad spends. The growth rate of TV advertising is much lower at 4.3% but it continues to be a popular choice with most marketers as is evident by its 57.6% share of ad spends.

    Web display advertising grew rapidly in 2013. But, as the Nielsen study shows, it’s just an example of high growth on a small base. The allure of video content, which is behind the continuing success of TV as an advertising medium, is drawing more companies to opt for videos to be a part of their online marketing mix.

    Small but Versatile

    The sheer indispensability of the Internet often makes us forget just how young the medium is. Given its age, its penetration and versatility is amazing and it has a number of advantages over its older and more traditional competitors. One can access online content across a variety of screens from PC, laptop, tablet to mobile. One can even watch TV over the Internet! Web advertising has an indisputable trump card in multi-screen advertising.

    With media multi-tasking becoming a common phenomenon today, the call of multi-screen advertising is growing louder. Brands can target users on different devices by using tools like responsive websites.

    Of the many drivers that are powering online display advertising growth, multi-screen advertising is significant as it allows advertisers to stay in touch with audiences even as they migrate across screens as is their habit these days.

    Multi-Screen Advertising Set to Grow Further

    Tools like Twitter TV ad targeting that help brands in targeting TV viewers using Promoted Tweets and events like the Google-comScore deal that will help measure different ad formats across the web in real-time makes Internet advertising more appealing to marketers. Each of these events is likely to strengthen the case for internet advertising and drive greater spends.

    Multi-screen advertising specifically can become a huge area of investment in the near future because it leverages the Internet’s versatility.

    Conclusion

    Despite its obvious promise, internet advertising is still in a very nascent stage. It does have formidable competition in TV but that hasn’t stopped it from growing significantly. Digital marketers who are running online display ads are gaining valuable learning (and business) from tapping into this near ubiquitous, extremely versatile medium.

    Over the last few years, we’ve witnessed the galloping influence of the Internet and it doesn’t show any signs of letting up. If anything, it’s increasing! We’re betting on it as the medium to market through and advertise on.

    What are you betting on? TV or the Internet?

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