Terrestrial radio ad revenue has declined 24% in the second quarter of 2009. Contributing to this sharp decline has been a combination of the unstable economy and competition from online/satellite radio outlets
According to a survey conducted by Jupiter Research, 30% of respondents are interested in receiving mobile coupons. Because users opt in to receive these offers, mobile coupon campaigns have been providing strong redemption rates between 5 and 15%. The growing smart phone industry will only help to increase the volume of coupons people receive and use.
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While most media types are still reporting decreased spending, there is one experiencing growth. Short form direct response television spending was up 9.2% in 2008, according to The Nielsen Co. When brand advertisers cut back on their national TV spending, it increases the amount of inventory networks can’t sell. This unsold inventory gets turned over to their direct response sales team who offer it at discounted rates.
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It is a common misconception that C-Suite executives typically delegate all of their research. In a recent study by Forbes Insights and Google, the majority of C-level executives surveyed not only do much of their own research, but conduct 6+ work related searches a day. Knowing that this group is actively seeking information online can help improve an advertisers ability to target them. Including search in your c-level targeted plan will put you in front of them as they’re seeking out this information. In fact, 53% of those surveyed said that they do click on paid search listings. When targeting through search, there are a few things you should keep in mind:
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The cable industry has been promising addressable TV ads for years. Visible World recently announced a partnership with Acxiom, Experian and Nielsen that is helping to make it a reality. The four companies would merge their respective set-top-box data into one database to propel addressable ads forward.
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Kimberly Jones joins Butler/Till in Rochester, NY as Vice President Digital. Jones was most recently responsible for Global Web Strategy and Communications at Bausch & Lomb.
Butler/Till has been named media agency of record for CenturyLink, the telecommunications firm recently formed by the merger of CenturyTel and Embarq. Butler/Till previously served as media agency of record for CenturyTel
The ability to track an action in the online space is not new to advertisers or agencies, but tying it back to specific ads (banner and search) is a relatively recent advancement. No longer is it cutting-edge to simply know which publisher or creative resulted in a click. Marketers now have the ability to attribute specific exposures to any number of desired actions on their website or landing page. This in turn provides an opportunity for improved campaign stewardship
While this type of online tracking requires considerable pre-campaign planning and ongoing attention throughout a campaign, it provides invaluable data to improve and optimize in real-time. This type of data allows for enhanced reporting which in turn provides enhanced insights into ROI and awareness metrics.
Technological advancements in the tracking of digital campaign are happening at an astonishing rate and any advertiser or agency committed to stewardship should utilize them to their full advantage.
In the past year alone, the number of new users on Twitter has grown 1,448%, but many marketers have been left wondering how they can best utilize the site to reach customers and help their own bottom line. As a response to this, Twitter recently launched Twitter 101 , a site offering companies the opportunity to learn how Twitter can positively impact their marketing efforts.
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With the first half of the year in the history books, media spending reports are beginning to trickle out and the preliminary diagnosis is that 2009 is off to a tough start. Local broadcast TV ad revenue in particular continued to show weakness losing 26.3% year over year, according to the Television Bureau of Advertising.�
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