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InterMedia Insights 6.6.2016

2016 Political Advertising Environment

Hot Media Trends for June 6, 2016

  • The U.S. subscription-video-on-demand (SVOD) market could be nearing saturation, says a new report from Strategy Analytics, a data analytics consulting company. The firm says 2016 will be the first year the percentage increase in SVOD is less than the years before it. Strategy Analytics predicts that spending on services including Netflix, Amazon Prime Video, and Hulu will grow in 2016 by about $1.19 billion, or 22%, to $6.6 billion –slightly slower than 2015 growth of $1.21 billion. “Although the change in increase is relatively small, its direction is extremely significant,” said Michael Goodman, Strategy Analytics’ digital media director. “We put market saturation at 85% of broadband households – similar to saturation levels for pay TV. Within five years, annual growth will fall below 8%,” he added. (Read More on Response Magazine)
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InterMedia Insights 5.30.2016

85 Percent Dual Digital

Hot Media Trends for May 30, 2016

  • Multitasking is on the rise among TV Viewers. Simultaneous usage of digital devices while watching TV — at least once a month — will grow to nearly 85% of all Internet users this year from around 80% a year ago, according to eMarketer. By 2018, this simultaneous usage is forecast to be nearly 92%. In 2016, eMarketer says 182.9 million Americans are using the Internet while watching TV at least once a month — and 146.9 million Americans use Internet-connected apps on their phone while they watch TV. There will be more distraction when it comes to which TV services are used as well. Cord-cutting is expected to hit 16% this year among all current pay TV customers who have traditional access to pay TV services. This will rise to 19% in two years. (Read More on MediaPost)
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InterMedia Insights 5.23.2016

TV Still Number One

Hot Media Trends for May 23, 2016

  • Digital video players and networks have been engaged in a war of words and stats to bolster their contention that viewers are either abandoning broadcast for digital video on sites like Facebook/YouTube—or they’re not. A new ABC study, which analyzed marketing spend and ROI over three years, makes the strongest case yet to advertisers and buyers and their budgets—that digital can’t match the long-term ROI benefits of advertising on linear TV and its related platforms. The network commissioned the study from Accenture Strategy to look at the impact of video advertising on multiplatform TV (defined as television-type programming and long-form digital video, viewed live or over multiple platforms) versus digital (which includes paid search, digital display and short-form video under 10 minutes). Accenture drew from its database of $12 billion in marketing spend over a three-year period, which includes six categories and more than 20 major national brands. It looked at how that spend affected metrics like sales and brand health. While average ROI for both multiplatform TV and digital categories are similar at initial spend levels, returns for digital diminish quickly as spend increases, according to the study. In the brands studied by Accenture, anything more than a 4% reallocation from multiplatform TV to digital spend risks eroding ROI and brand sales over time. (Read More on ADWEEK)
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InterMedia Insights 5.16.2016

Hot Media Trends for May 16, 2016

  • Google has announced an update to its AdWords terms and conditions that will ban advertising for some lending products on Google. The update will go into effect on July 13, at which point the Internet giant will ban payday loans and other predatory financial “services” from its online channels. These include loans with repayment dates that fall within 60 days of being issued. Loans with an annual percentage rate (APR) of 36% or more will also be phased out. “When reviewing our policies, research has shown that these loans can result in unaffordable payment and high default rates for users so we will be updating our policies globally to reflect that,” said David Graff, director of global product policy at Google, in a blog post. This won’t affect countless other loans that are advertised through Google, including mortgages, student loans, car loans, and credit cards. Google previously revealed that it had blocked 780 million ads in 2105. (Read More on VentureBeat)
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InterMedia Insights 5.9.2016

eMarketer's Spring 2016 TV Dashboard

Hot Media Trends for May 9, 2016

  • YouTube CEO Susan Wojcicki claimed that her company reaches more adults 18-49 on mobile alone than any other TV network. Based on dubious stats, it was only a matter of time before someone from the TV side—say, several networks—returned fire. It took less than a day for someone to push back against those bold claims about audience reach at a NewFronts event. Time Warner Cable Media took up the charge, devoting its NewFronts presentation at New York’s Edison Ballroom to making the case that TV is still by far the best way to reach audiences, and yes, that includes millennials. While the company didn’t specifically address Wojcicki’s comments, several execs took aim at Facebook, YouTube and other disruptors’ claims that audiences are abandoning linear TV.  Time Warner Cable Media talked about how unreliable ad-tech measurement continues to be. (Read More in ADWEEK)
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InterMedia Insights 5.2.2016

Obama Drops the Mike

Hot Media Trends for May 2, 2016

  • Google is experimenting with a new feature that allows marketers, media companies, politicians and other organizations publish content directly to Google and have it appear instantly in search results. The search giant said it began testing the feature in January and has since opened it up to a range of small businesses, media companies and political candidates. Fox News has worked with Google to post content related to political debates, for example, while People.com published posts related to the Oscars in February. Earlier this week, HBO published “news” articles related to fictitious characters in its popular show “Silicon Valley” to promote the season 3 premiere. Google has built a Web-based interface through which posts can be formatted and uploaded directly to its systems. The posts can be up to 14,400 characters in length and can include links and up to 10 images or videos. The pages also include options to share them via Twitter, Facebook or email. Google’s tests of the new posting tool comes at a time when media companies, marketers and organizations of all types are increasingly distributing content by publishing directly to major online platforms, instead of driving users back to their own websites and properties. (Read More on Wall Street Journal)
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