Spring 2012 Media Trends


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Here are a few trends that a team and I recently put together after attending several conferences this spring.

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  • “ Online ad spending will pass $31 billion in 2011, and reach $49.5 billion in 2015. There is a clear consensus among researchers that 2012, like 2011, will see a robust double-digit rise in online spending.”   This breaks out to be a 59.67% growth between what was expected in 2011 to what is predicted in 2015.   Total media ad spending is predicted to be $178.6 billion in 2015. With $49.5 billion predicted for online spending, that breaks out to be 27.7% of total media budget.     The source is eMarketer: the global media trend report – North America, 2011.
  • 44% of mobile phone users have smartphones - Nielsen
  • Web Attribution Better understanding of the impact a TV schedule in driving web traffic Search Triggers Link your television budgets with daily search volume. As consumer interest increases, so too will your presence on TV. Reach your customers in the right place, at the right time .
  • In January, Pandora Users 13-17… Listened 4 million monthly unique users 1.2 million average daily listeners 2hrs 45mins average time spent listening per usage day Users 13-17 make up 9% of Pandora ’s total mobile audience! Campaigns running with a :30 radio ad and display see a 44% lift in CTR compared to campaigns with display only. CTR increased by more than 67% when a campaign included a :15 radio ad, in addition to display.
  • eMarketer estimates that the number of US tablet users will reach 89.5 million in 2014, up from 33.7 million in 2011. Tablet users will make up 35.6% of internet users in 2014, up from 14.5% this year.
  • 53% of social users follow brands
  • Digital technology grows dynamic capabilities As brands bring their content management teams and partners into the mix, advertisers have the ability to stream changing price points and messaging into their creative. Advertisers can even dynamically feature content based on how popular online search queries are. Sales tools extend OOH engagement QR codes are going by the wayside as Near Field Communication (NFC) opens the door for a more seamless and less cumbersome process to share information. NFC is a set of standards for two devices to establish radio communication (like a two-way radio) either by touching together or bringing within close proximity of one another. Current uses for NFC technology include mobile wallets and mobile transit passes, but brands are beginning to use NFC to send consumers to branded content like Facebook pages, micro sites
  • Spring 2012 Media Trends

    1. 1. April 17, 2012Key Marketing Trends 1
    2. 2. Key Marketing Trends» Convergence of paid, earned and owned media is accelerating» Traditional media continues to extend into digital» Marketers turning into publishers» Technology creating a better customer experience
    3. 3. Convergence
    4. 4. Traditional Goes Digital
    5. 5. Digital Spending Continues to Increase Source: eMarketer - The Global Media Intelligence Report: North America, October 2011 5
    6. 6. M-Commerce Continues to Grow» The landscape continues to change with the accelerated growth of mobile commerce (Sales growth of 157% from 2011 – 2013)» Mobile is fastest growing ad format (105% from 2011-2013) followed by Video (94% from 2011-2013) Source: eMarketer - The Global Media Intelligence Report: North America, October 2011 Sales Data Source: eMarketer, Nov 2011 6
    7. 7. Screens Converge & Extend » Converging • 33% of consumers stream movie or TV shows from online subscription services • 18% have watched TV online » Extending • 44% with 2 screens are surfing while watching TV • 44% visit social networks • 19% search for product informationSource: Nielsen 7
    8. 8. ITV» Interactive Advertising • Request for Information (RFI) - requesting info via interactive opt-in commercial overlay • Telescoping - allows users to interact with live commercials by transitioning to a longer form advertisement via a micro- site or VOD. Allowing viewers to get additional information on client products or services or to request for information (RFI) 8
    9. 9. Google TV and SEM» You can pick popular and targeted programs» Measure campaign performance and ROI with detailed next-day reporting. • Web Attribution • Search Triggers» Reaches 42MM HH and national Google Search Trends TV Buying Insert Client Commercial/P roduct 9
    10. 10. Increases in online radio listening 10
    11. 11. Print Brands Transcend Pages » More people now read the news online than in printed format (46% to 40%) » 29% of magazine readers now access the content digitally » The great paywall debateSources: Pew Research, American Magazine Study 11
    12. 12. Print Goes Digital» Extending Content through Multiple Touchpoints • Growth in iPad magazine apps continues to increase • 75+ newspapers now have mobile/tablet apps • 65% increase vs. 2010 in page views to newspaper’s mobile content 12
    13. 13. Print Goes Digital» Surges in tablet, smartphone and ereader adoption have stoked demand for content consumed on these devices, including video, audio, social media, games, news, books and periodicals • 11% of all adults own a tablet • Tablet owners spend an average of 90 minutes daily browsing 13
    14. 14. Print Goes Digital» E-reading market is projected to grow 14
    15. 15. Brands Turning Into Publishers 15
    16. 16. Content Strategy & Marketing 16 16
    17. 17. Path To Owned Media 17 17
    18. 18. Brands as Original Publishers» Brand content revolution is upon us» Content marketing helps consumers find & follow brands» Search algorithms updated to seek quality & freshness 18
    19. 19. Whole Foods Whole Story 19 19
    20. 20. Starbucks – Coffee House 20 20
    21. 21. Technology Improving CustomerExperience 21
    22. 22. Ambient Aware Technologies» People Discovery • Highlight • Glancee» Near Field Communications • ISIS • Response to Google Wallet • Launch partners are CapitalOne and Chase 22
    23. 23. look.io» Real time customer support inside of mobile applications» Easy integration into any mobile app - one line of code» Back end integration for USB call center(s)» Natural extension of customer service 23
    24. 24. Technology Refines OOH Messaging» Digital technology grows dynamic capabilities» Sales tools extend OOH engagement