We have been working on updating our Media/Advertising Trends for 2016, and are starting to roll out what we see coming up. The most important change is happening in Digital Video. With all due respect to Donald Trump, there is HUGE growth in Digital Video. There is also more shifting of ad dollars from printed media to digital. We're also seeing that some of the larger Cable companies are starting to wrap their arms around strategies for viewing TV on devices like ROKU. Finally, this will probably be the year where digital ad spending surpasses traditional television spending.

1. 6 Things You Need to Know
Today about
2016 Media Trends
2016 Media Trends
Schaefer Media &
Marketing
1659 Central Avenue, Suite 201

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1. Print Continues to Shrink
Estimated Spending in US Major Media & Marketing Services
TV
37%
Digital
28%
Newspaper
11%
Radio
10%
Magazine
9%
Outdoor + Cinema
5%
TV Digital Newspaper Radio Magazine Outdoor + Cinema
Simple Analysis
2014 to 2015 spending has surged from traditional print media to digital
media. Both Newspaper (-8%) and Magazines (-1.9%) have taken the
brunt of the digital assault.
1%
18.2%
Digital
Radio
Television
Newspaper
Source: Publicis Group’s Zenith Optimedia Advertising Expenditure Forecasts, December 2014
.3%
-8%
0%

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2. Cable Companies Know The Needle is Moving
10/12/2015
Charter President Tom Rutledge said Monday (Oct. 12)
that its customers would be able to use Roku devices to
access TV content on any Roku-connected screen in the
house using the Spectrum TV app, which means the
device will offer cable channels alongside streamed
over-the-top (OTT) content on those sets. More info
about the new Spectrum TV app for Roku is available
here.
Charter said Spectrum TV will be available on Roku
streaming players, its Streaming Stick and integrated
Roku TVs. The Spectrum TV App is also available on iOS
and Android devices.
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Source: http://www.multichannel.com/news/video/charter-lineup-joins-roku/394487

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3. Digital Advertising is Overtaking TV Spending
What’s in store for advertising in 2016?
$49B $69B $95B $66B $66B $66B
2014 Digital
2016 Digital
2016 Digital
2014 TV
2016 TV
2019 TV
Only A Matter of
Time
Digital Advertising is set to become
the biggest media category in 2016,
overtaking television. TV spending is
expected to stay at current levels.
Television
Digital

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Video has the potential to transmit large amounts of information. A simple 2 3 second video can transmit tons of historical, emotional, and academic information simply from the
imagery portrayed in the shot. After you create your own video, you can use it to communicate in ways that other marketing tools don’t.
4. People are Adapting to Digital Video Quickly
Video = Traffic
Online video now accounts for
50% of all mobile traffic and
69% on certain networks.
Sight + Sound
Video allows you to connect
emotionally with the user through
both sight and sound.
Socially Acceptable
More than 500 years worth of
video are watched everyday on
Facebook.
YouTube
YouTube alone has more than 4BN
views per day, and is the second
largest search engine behind
Google.
92 Billion
The number of people who watch
videos online..
Video Is Easily Searchable
70% of the Top 100 searches on
Google are video results.
35% Year over Year Spending Increase

6. Mobile
Accounts for 35% of all digital advertising
spending.
Mobile will completely dominate desktop
Google is banking on desktop traffic
fading away, meaning the smart money
rests on mobile-focused online marketing.
Digital assistants
Digital assistants like Siri and Cortana do
utilize traditional search engines, but only
when necessary to find information.
Video Will Dominate
Users are becoming more accepting of
video ads online, and as that trend
continues, expect to see more types of
video ads popping up in more unexpected
places.
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5. Mobile Is Growing
Mobile advertising is expected to be the fastest growing advertising segment in 2016.

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Facebook Quick Facts
 Worldwide, there are over 1.49 billion monthly active Facebook users
which is a 13 percent increase year over year.
 4.5 billion likes generated daily as of May 2013 which is a 67 percent
increase from August 2012
 There are 1.31 billion mobile active users.
 Age 25 to 34, at 29.7% of users, is the most common age demographic.
 Five new profiles are created every second.
20 Minutes
The Average Time Spent with
Facebook.
20%
One in five page views in the
United States occurs on
Facebook..
Most Active Days
On Thursdays and Fridays,
engagement is 18% higher.
Every 60 seconds
510 comments are posted,
293,000 statuses are
updated, and 136,000
photos are uploaded.
42%
42% of marketers report that
Facebook is critical or important to
their business.
6. Facebook Is The Big Dog
As of the third quarter of 2015, Facebook had 1.55 billion monthly active users.

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518.533.9870
JOHN@SCHAEFER-MEDIA.COM
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