Hot Media Trends for July 11, 2016
- New research says viewing on a conventional TV set trumps viewing on computers, smartphones, and tablets for ad attentiveness and recall. The study, commissioned by the Nielsen-funded Council for Research Excellence, used independent researcher Hub Entertainment Research to measure how people watched the same five shows – “Bones,” “Family Guy,” “The Big Bang Theory,” “Survivor,” and “Family Feud” including identical ad loads on TV, computers, smartphones, and tablets. The findings : 62% of TV-viewing respondents were able to recall half or more of the advertisers, vs. only 47% for tablets, 46% for smartphones, and 45% for computers. On a 10-point scale, 29% of respondents rated TV in the “8-10” range, vs. 23% for smartphones, 20% for computers, and 17% for tablets. The findings suggest that the experiential differences are due to two primary factors: the size of the screen that consumers were watching, and the role multitasking plays when watching TV content on each platform. (Read More on Response Magazine)
- June was a lukewarm month for the automotive industry, with sales up slightly from May but still falling short of expectations. According to Automotive News, new cars and light trucks volumes increased by 2.4% in June in the United States to 1.5 million units, up from an underwhelming May, when sales fell 6% and suffered their biggest drop in almost six years, Ad Age reported. Automotive is radio’s largest advertising category and any fluctuations in the marketplace can have a significant impact on radio station ad revenue. The summer months are typically strong for automakers, and that can lead to an uptick in radio advertising from the manufacturers, dealers associations and local sellers. (Read more on Inside Radio)
- CNN’s TV Everywhere app CNNgo is now available on Amazon Fire TV, the broadcaster announced July 5. The CNNgo app includes the live broadcasts of CNN U.S, CNNi North America and HLNtv, as well as VOD access to feature programs. The app’s main offerings require a pay TV login for authentication, though some features including daily video news clips can be viewed without logging in. According to Adobe analytics, CNN’s TV Everywhere platforms delivered a combined 14 million hours of content the first three quarters of 2015. (Read More on BROADCASTINGCABLE.COM)
- Netflix and Comcast have had some very public squabbles in the last few years, but appear to be burying the hatchet. The companies said that Comcast will soon make Netflix’s app available on the X1 set-top box, according to Recode. The move means that Comcast’s cable subscribers who want to stream shows like “The Unbreakable Kimmy Schmidt” or “Orange is the New Black” to a TV screen won’t need to use a separate device, like a Roku. It marks a dramatic shift for the companies, which spent the last several years battling each other over issues like data caps and net neutrality. News of the companies’ latest deal comes as the FCC is considering whether to issue revamped regulations regarding set-top boxes. Supporters of the proposal say it will allow people to purchase a single gadget that can access all types of video — pay-TV as well as over-the-top online video. (Read More on MediaPost)
- B2B marketers are realizing the benefits of content marketing as a method to generate leads and drive customer engagement. But even as marketers recognize that importance, many still struggle with the logistics necessary to produce compelling content. According to June 2016 research by marketing intelligence firm Ascend2 into the most important goals for a content marketing strategy, 58% mentioned lead generation, while 55% named customer engagement. In order to achieve these objectives, B2B marketers create a wide variety of content marketing materials, including white papers, videos, blogs, and more. Based on separate data from DemandWave, which looked at the content marketing tactics that drive leads for B2B marketers, 61% mentioned white papers, 58% mentioned webinars, the two most-popular answers. B2B marketers recognize that those materials are effective but producing them is another matter. These difficulties are leading many to focus on outsourcing work to specialists. (Read More on eMarketer)
Marketing Math – How to Back Into a Budget for Advertising
Check out our latest blog post to explain how to effectively build a budget for your advertising. We cover the key points of:
- Determine what ratio of advertising spend to profit margin you can afford.
- Determine what your Conversion Rate is for current leads to become customers.
- From that number, determine what your maximum Cost Per Lead needs to be.
- Run the formula to double check what you can afford.