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2016 Media Landscape


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2016 Media Landscape

  1. 1. 2016 Media Landscape Trends to watch for 2016
  2. 2. The number of messages PER DAY the average American sees.
  3. 3. Today, people spend more time per day with digital than any other medium. And mobile is taking the lion’s share of that usage, continuing to gain TSL share. Conversely, TV is declining YOY, being surpassed by digital in 2013.
  4. 4. When it comes to consumer trends, nothing is more important than mobile devices. Today, mobile now accounts for 51% of time spent with digital media types.
  5. 5. And of U.S. adults who own a smartphone, 7% are “smartphone-dependent.” 12% of African Americans and 13% of Latinos are smartphone-dependent, compared with 4% of whites.
  6. 6. So it should come as no surprise that mobile now accounts for 51% of time spent with digital media types And when engaging with consumers, this is the most relevant touch point advertisers can utilize.
  7. 7. 83% of respondents say that when travelling, their mobile device is crucial when deciding where to eat! As location-based targeting opportunities grow, mobile devices are becoming more influential than the PC when it comes to making casual dining decisions!
  8. 8. And when discussing Mobile, it’s hard not to consider Social Media and the role it plays in the lives of consumers.
  9. 9. Today, the average user logs 1.72 hours per day on social platforms alone. In total time spent, that equates to 28% of all online activity!
  10. 10. That’s because a typical consumer has approximately 7 social apps on their phones. 42 minutes per day 34 minutes per day 20 minutes per day
  11. 11. And they are using them to influence the decisions of their peers!
  12. 12. Confidential and/or Proprietary - Do Not Redistribute 92% of users read product reviews 89% of those users say that review influence their purchasing decisions! 72% of consumers saying they trust online reviews as much as WOM!
  13. 13. But with time spent within social media being so fragmented, how can marketers make the greatest impact on these social platforms?
  14. 14. With $9.6B being spent in the U.S. alone. A 31% increase from 2014! In 2015, Social network ad spending is projected to hit $23.68B worldwide across all platforms.
  15. 15. Unsurprisingly, Facebook dominates the paid social space. In 2015, the company is expected to bring in $15.5B in total ad revenue worldwide. And with over 1.3B active users, this platform provides the most significant opportunity of any social network to engage with customers.
  16. 16. Twitter is also gaining traction in the paid social sphere. The “Holy Grail” of one-to-one consumer interaction, the company is expected to bring in $2.09B in spend this year. And locally, McDonald’s is playing in the paid social space as well.
  17. 17. Nationally, McDonald’s has gotten into the Snapchat space by pioneering the app’s new sponsored, location- triggered filters into the app. Among younger consumers, social media apps like Instagram and Snapchat are gaining momentum as the #2 and #3 most used platforms.
  18. 18. This direct link to consumers is part of the evolution of marketing; allowing brands to work closely with influencers who then can help them reach other consumers indirectly.
  19. 19. As the social sphere continues to push the boundaries Ultimately, this means that brands will have to “pay to play”! marketers will need to reconsider how to engage with its consumers in this space.
  20. 20. Paid social plays a crucial role in maintaining a brand’s reputation amongst their followers. It allows the message to pop to the top of the feed, guaranteeing eyeballs in this engaging space.
  21. 21. Not only is the social space a platform to build reputation, it is also allows brands can maintain their existing relationships.
  22. 22. And while mobile is the most relevant touch point for consumers, video content still remains on top with digital vehicles accounting for 23% of time spent with video content
  23. 23. Among those digital devices, mobile has grown exponentially and now accounts for over half of time spent with all digital video consumption. And it’s not just newer, small-format devices that are contributing to the rise of digital video consumption.
  24. 24. It is projected that 35.5% of Americans will use a Connected TV this year.
  25. 25. Locally, the video strategy has evolved to include the mobile video tactic. Plus, the opportunity to insert on Connected TV is being explored for 2016! As video consumption habits shift into the digital space, so too should our strategy follow suit.
  26. 26. Probably more pervasive than video content is audio. Audio is found on just about every digital device a consumer owns; from their phones to their cars and, now, even their household appliances!
  27. 27. But when it comes to streaming music, the top device used by consumers is mobile.
  28. 28. 83% of online audio listenership comes from a mobile device With the majority of listening happening in the car while commuting to/from work.
  29. 29. Consequently, Pandora remains the largest player in the streaming audio space, accounting for 45% of market share. And across all platforms, the usage skews young. 77% of A12-24 and 61% of A25-54 stream audio on a weekly basis! 28% above the #2 and #3 players, iHeartRadio and iTunes Radio.
  30. 30. This lends itself well to boosting engagement beyond a typical ad. By integrating social, they are now able to create a connection with consumers on-the-go. Brands continue to push the envelope when it comes to creative uses of outdoor. But digital vehicles are not the only way to connect with consumers on the go.
  31. 31. Another OOH technological trend that is boosting engagement is beacon technology and this is expected to play a greater role in retail sales moving forward. Beacon technology allows mobile apps to “understand” their position on a micro-local scale and deliver hyper- contextual content to users based on location.
  32. 32. Political Season and it’s Impact on Local Media
  33. 33. A projected $4.4 billion will be spent on TV during the 2016 election cycle, including $3.3 billion on local broadcast alone! During a political window, candidates can purchase inventory at the lowest unit rate and many DMA’s get political spending from multiple states.
  34. 34. In the Tri-State area, Primary political windows are slated March, April and July with the general election opening September 7th. During these times in particular, local inventory will be tight and the chances of being pre- empted will increase. Therefore, staying ahead of the game and booking schedule early will be of the utmost importance in order to secure inventory.
  35. 35. Questions?