The rise of mobile viewing platforms means TV stations have new tools to offer advertisers who want to reach viewers no matter where they are. And it means stations can offer a greater variety of options — and price points — to potential advertisers, many of whom don’t buy time on traditional TV. This is Part I of a four-part series. Part II on the automated buying of spot will appear tomorrow; Part III on Thursday will focus on improving digital sales operations; and Part IV on Friday will offer a case study of a successful digital sales effort and the lessons it offers for broadcasters and newspapers alike.
TV ad spend in the U.S. will grow more each year for the next five years than digital video ads will. Here are six reasons why.
Local media companies need to decentralize their digital ad efforts and put the control and technology in the hands of their local people, rather than rely on the “Industrial Age” practice of centralization, says Terry Heaton. “Centralized command-and-control groups amount to third-party ad networks, and what’s good for the network isn’t necessarily good for the local property. It doesn’t matter if such a structure is considered ‘best practices’ within the industry; it’s headed down a very long highway to inadequacy,” he says.
Real estate advertising is experiencing a comback and digital media are the biggest winners, according to a new report from Borrell Associates. The firm estimates that real estate advertising will hit $27.3 billion in 2013, with digital taking the biggest role in real estate, garnering 56% of spending.
Real time, automated digital ad buying is growing so fast, even the forecasts can’t keep up. Revising its forecast up from earlier this year, eMarketer released a new report predicting advertisers would spend more on real-time bidded (RTB) advertising in 2013 than originally estimated, up 73.9% over last year.
As a sales manager, do you know what steps you need to incorporate now to make sure that your sales pros are properly positioned to take advantage of the advertising shift to digital products? The answer lies in four categories: people, knowledge, products and return on investment.
TV is still the most popular advertising tool for media buyers — but at its lowest level in three years, according to a new survey. Chicago-based Strata, the media buying and selling software company, says TV remains the top advertising medium with 44% of survey respondents saying “they are more interested in advertising on.” But this is at the lowest score in three years. Digital is now at 35% — up from 16% a year ago.
Three trends are making it easier for marketers to justify moving brand dollars into digital media: audiences are consuming an ever-increasing amount of digital media; richer creative formats are allowing marketers to create more engaging consumer experiences online; and consistent multi-platform metrics are emerging that allow us track relative efficacy of different media.
BuzzBoard, a tablet-based sales tool app tailored to media companies offering SMB-targeted digital marketing services, does all the homework for sales reps, evaluating a client’s current Web presence and performance and allowing reps to pinpoint digitally needy local businesses.
Viewers will expect digital and social media elements in ad campaigns that will keep them engaged after the Games are over. Al Diguido, former CEO of the Zeta Interactive agency, talks about why Olympic fans are so digitally engaged, what advertisers’ biggest challenges will be, and how they’re already engaging people on social media.
Michael Shimkin (left), ESPN’s senior accounting analyst, explains the value of creating a standardized media industry credit application. He also offers advice on how to evaluate potential local Web advertisers and spells out what he sees as the next steps to make the business more profitable and less time consuming.
Media economist Jack Myers expects online originated video revenues to climb from $350 million to $14 billion over the current decade. Additional categories of digital ad spending that will grow dramatically over the next decade include social media spending, which Myers see climbing to $46 billion, and enhanced television. Simulmedia’s Brian Weiser adds: “The focus for the majority of TV ad spenders is on protecting their market share and conventional video dwarfs new platforms for awareness. Digital is the second most important medium because it meets all of the advertiser’s engagement objectives.”
Participants at a BIA/Kelsey webinar emphasize that new local businesses prefer social networking sites and other new media outlets for their ad buys. And that preference is only going to grow as mobile devices increase in penetration.