In the age of digital media and hyper-targeted ads, many investors think television advertising is on its way out. However, analysts believe that the TV advertising market could rise in the next few years. Credit Suisse media analyst Omar Sheikh points to new technology that will allow advertisers to more narrowly target relevant consumers beyond Nielson data. Read more about it here.
Technology / Comments Off on Sling TV
The way television gets viewed has been greatly affected through the gradual merger with Internet technology. With this advancement, new business opportunities are constantly being introduced to Direct Response advertisers. One such example is Direct TV’s answer to consumer demands for Internet-only service called, Sling TV. With this low-cost monthly subscription, Sling TV offers users a collection of cable TV channels on their TV’s, computers or mobile devices.
Although Sling TV offers users an alternative to cable, advertisers are still crucial to the funding of Internet/TV technology. Sling TV will still have the same commercial breaks and national ads as the standard channels delivered via cable or satellite. In addition, most channels function in the same way as live television and do not allow users to pause, rewind or fast-forward commercials. Sling offers Direct Response advertisers an answer to the problem of reaching cord-cutters who still want to enjoy network television on their own terms.
To learn more, view the Sling TV website.
Technology / Comments Off on Nielsen Offers A Fresh Perspective on Three Unique Consumer Groups
At Neilsen’s Annual Consumer 360 Conference, an assembly of marketing professionals from industry authors to CEOs gathered to discuss this year’s trends, analyze real time data, and introduce Neilsen’s newest technology solutions. A standout in the 3 day conference held in FL was a session titled “Marketing that Matters,” in which Neilsen explained how Media Moms are the newest tech adapters, Lower Income Targets are increasing, and why we shouldn’t let the Baby Boomers out of our sight just yet.
It’s no surprise media moms have become so tech savvy, with their busy schedules they become more open to technology that makes them more efficient. They also spend less time watching TV, but more time on those gadgets, especially when managing their financial transactions, price checking, or shopping.
Neilsen also argued, “Lower income consumers—those who earn less than $30,000 per year—are a growing segment and now represent about 30 percent of the country’s population. “
Baby boomers still number 80 million, and though the typical demo for this group was 18-49, many are reaching 50, and marketers are realizing this generation is too big and too valuable to let go of. Today, the 50+ age group is about 100 million consumers, and that number is expected to grow 34% by 2030.
Neilsen provided a new perspective on the opportunities these segments represent for marketers, and why they remain important as ever to the success of marketers and brands.You can read more at nielsen.com.
Search Engine Optimization and Marketing, Social Media Direct Response, Technology, Uncategorized / No Comments
Nielson, the industry’s leader in media research, ratings and data, has a new demographic, dubbed “Generation C,” or Americans 18-34, who are quickly becoming both a challenge and an opportunity for marketers, and redefining media consumption with their embrace of new digital technology.
Gen C makes up only 23% of the US total population, yet they make up 27% of Americans watching video or using social media, and over 30% of Americans using tablets. In fact, Gen C makes up a whopping 39% of all smart phone users in the US.
Gen C, who grew up alongside the growth of the internet, cell phones, social media, and the technology boom, has “taken ownership” of new media, changing the way advertisers and marketers approach them. New technology provides the opportunity for new content and new ways to distribute it, and Generation C knows how to access it better than any other age demographic out there. For us at TM and DR advertising, this means an opportunity to stray away a bit from TV in the future and expand into internet and mobile campaigns, while still using the results driven approach DR advertising requires.
From audio/video to augmented reality, Generation C’s fearless adaptation of new media is “representing both a challenge and opportunity for marketers and content providers alike.”
Search Engine Optimization and Marketing, Technology / No Comments
According to Nielsen Company, Bing, has received a new record high for search, coming in at 12.5%, translating as a lesson to your SEM efforts, Bing is not to be ignored. To see a full list of the ratings for February, click here. Read more at Blog.Nielsen.com.
Sprint will roll out the first Android Phone in the United States that will utilize an open-platform developed by Google. This news comes at a great time for advertisers and those in the mobile world, as many more mobile application users, means more advertising opportunities. It also, means that as more and more companies adopt this platform, the more users will have these feature available by default. This could change the landscape of mobile marketing, and the need for opt-in advertising. Additionally, direct response advertisers can more easily target their clients through PPC, since the location of the individual search will be that much more timely and accurate. Read more at TelevisionBroadcast.com.
Search Engine Optimization and Marketing, Technology, Uncategorized / No Comments
Microsoft announced it will replace “Live Search” with “Bing” as search engine to contend with current competitor Google. They are renaming the search engine in an effort to drive search traffic and have “bing” become apart of search rhetoric. While the name certainly has a ring to it, only time will tell if we will start to “Bing” rather than “Google.” Read more at New York Times.
Facebook is creating an advertising environment of highly accountable and relevant direct response advertisements. Messages can be targeted well through demographic data and products can even be recommended to friends. Even better your product can be a part of a fan group! Brand building and selling wrapped into one. Direct Response at it’s best. Read more on The Plainsmen website.
This release is ruffling some feathers, and some ad traceability. The Internet is a great space for finding, who is looking at your ads, and what other ads intrigue your current visitors, but IE8 could change all of that. A new feature called, “InPrivate Blocking,” allows users to trek through the web without their virtual tracks being left behind. This could be a darker day for marketers, as we depend on this information to do business and find our target audiences on the web. Furthermore, up-selling and cross-selling to consumers will become more difficult with this new blocking feature. There could be one upside to this, how many of you have already upgraded to IE7? Likely, that many of you have not. Also, how many people will be turning on this new privacy feature? With every new innovation to “protect” consumers, it seems that someone will find a way around it. Or consumers, themselves will not seek to “cover up” what they are doing.
Marketers should approach this with a level of integrity and think of the consumers, not just their bottom line. The traceability of Internet activity is important so, you receive advertising that is relevant to your interests. The public is generally more entertained and responsive by ads that speak to them than those that do not. Marketers should adopt this approach when addressing this issue publicly, rather than remarks that are based on business models and their bank accounts. Read more on this topic at the Seattle Times.