Showed up at the winners house with a camera crew and a big check, Publishers Clearinghouse Style. Had a big “Winner Revealed” and a big new kitchen reveal.
How likely is it that you will incorporate mobile elements in your advertising and marketing efforts to reach potential customers in 2011?
In an average month, how many total attempts do you think are made to speak with or reach you about any advertising opportunity of any sort? In an average month, with how many advertising sales people do you speak, in person or on the phone, among these in-coming efforts?
Which of these types of information sources do you use to find out about new advertising and marketing opportunities?
How confident would you be in advice your print representative might be able to offer on opportunities to place advertising in other media, including online, as part of a package that print rep was selling to you?
How much effort do you think advertising reps put into listening and understanding your needs?
About Borrell Associates Research Advertising revenues & spendingwww.borrellassociates.com Consulting Advertising strategy & tactics Industry Conferences Locally focused Offline and especially online advertising
Our Research Online ad spending data for any US market Sales data from 4,400+ local Web sites Quarterly Delphi Panel surveyswww.borrellassociates.com Ongoing in-market sales consulting Major data partnerships:
Forecasting Sources Borrell’s model of marketing spending Many government & private inputswww.borrellassociates.com IRS, BLS, D&B, 10Ks, trade associations Developing for 20+ years Ongoing surveys of local advertisers Ongoing surveys of local media company sites
“Skate to wherethe puck willbe, not where itis.” - Wayne Gretzky
Local U.S. Ad Spending 2010 2011 2012 2016 Online $13.5 $15.3 $18.3 $27.2 Newspaper $21.3 $18.4 $18.5 $19.7www.borrellassociates.com Radio $12.6 $12.1 $11.4 $12.5 Broadcast TV $10.5 $10.5 $11.4 $10.2 Direct Mail $9.5 $8.2 $8.3 $7.3 Other Print $8.4 $8.1 $7.9 $6.1 Directories $6.6 $5.0 $5.3 $4.3 Cable $3.3 $3.2 $3.6 $3.9 Cinema $0.7 $1.0 $1.4 $2.1 Out-of-Home $1.2 $1.1 $1.2 $1.3 Telemarketing $1.0 $0.8 $0.9 $0.9 ($ Billion) $88.6 $83.7 $88.0 $95.5
The Growth is in Promotions $400 $350 $300www.borrellassociates.com $250 $274 $ Billion $200 Local Promo $170 $177 Local Ads $150 $114 $100 $50 $89 $84 $88 $96 $- $- $- $- 2010 2011 2012 2016
Big Money with Promotions Augusta GA Ferguson Extreme Kitchen Contestwww.borrellassociates.com 253 entries 7,627 registrations 30,000 votes $50,000 prize, $50,000 sponsorship package Turned a contest that ran 6 weeks into a program that ran 4 months
Likely to include mobile in 2011? Percent n Very likely 12.4% 604www.borrellassociates.com Somewhat likely 23.5% 1,142 Not very likely 30.0% 1,457 Not at all likely 22.4% 1,086 Don’t know 11.6% 563 Total 100.0% 4,852
U.S. Total Mobile Ad $ in Perspective 2011www.borrellassociates.com “Stationary” Online Ad Spend Online Ad $38.7 B Offline Ad Spending Spending $182.1 B $48.9 B
Mobile – Local vs. National Ad Spending National Local $35www.borrellassociates.com $30 $25 ($ Billion) $20 $15 $10 $5 $- 10 11 12 13 14 15 16
Local Mobile Ad Formats 2010/2011 $900 $800 $700www.borrellassociates.com $600 Email Audio ($ Million) $500 Targeted Display $400 Video $300 RoS Display Search $200 $100 $- 2010 2011
IP-based geo-targeting As determined by a user’s IP address Used for local advertisers to reach their audiencewww.borrellassociates.com 25-50 miles accuracy Better suited for regional advertisers to reach DMA level
Search targeting Used when searching for places, businesses, housing, entertainment, etc. Based on queryingwww.borrellassociates.com Allows for highly relevant advertising Performs well, high value
Explicit Profile Data Targeting Registration quality data Collected either offline or online Data may be associated with a cookiewww.borrellassociates.com Not about where user has been but what they have said about themselves First party data commands a premium over third party data
Behavioral (Implicit Profile Data) Based on profiles that are inferred from an individual user’s technical footprint and viewing behaviorwww.borrellassociates.com Data collected through online activities – specific pages, searches, CTs Used in conjunction with Explicit Profile Data Higher probability of user interest Higher ad rates, CPA, PPC
Mobile/Location-based Targeting Targeting through mobile devices – smartphones, GPS (tablets), some laptops Confirmed location (GPS)www.borrellassociates.com Most available ad inventory has only DMA- level targeting Confirmed-location targeting is extremely accurate
Contextual Targeting Based on content being viewed on an individual Web page Based on geography and the targetwww.borrellassociates.com Can range from niche to mass Accurate, commands higher price Sometimes layered with IP targeting