05.08.09
Posted in media buying at 12:45 pm by Administrator
Search engine Ask.com has created an ad campaign where advertisers that “crawl” across the bottom of the computer screen during certain cable shows.
The search company will continue running traditional commercials, but it also hopes to get more attention with questions posed to viewers related to whatever programming they happen to be watching. Viewers can answer by going to the company’s search site.
The TV industry is brainstorming ideas to deal with the growing number of viewers using fast forward DVRs to skip over the ads sponsoring their favorite programs.
The truth is that some people want to have their cake and eat it too when it comes to free content and ad-free content. Commercials are not always considered all that entertaining or exciting. TV executives estimate that 60 percent of DVR owners use them to fast-forward past ads, which is the equivalent of wiping out an important part of the TV industry’s economy.
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04.20.09
Posted in media buying at 1:56 am by Administrator
Digital media is still thriving in 2009 in spite of the economic gloom and doom.
Industry bellwether eMarketer predicted that web spending on digital products will increase up to nine percent to $25.7 billion during 2009. (That said, this estimate is actually down from an August 2007 prediction of 15 percent growth.)
Digital media’s winning formula
Despite the situation, many media companies remain calm. They continue to build on their strengths and focus on what works.
“The truth is now that we are a $20 billion business, it’s large enough to cut back,” said Peter Nayler, senior vice president of digital media sales at NBC Universal. “Our strengths continue to be our strengths. These strengths are tractability and efficiency. Also, users are spending more time with digital media.”
The bottom line is that brands are less likely to walk away from marketing and advertising in response to a recession, as they may have done in 2001. Some, in fact, will wind up spending even more money. While media buyers should not expect spending windfalls in 2009 like those of past years, this is sure to a year in which making smarter purchasing choices and focusing on ROI will really count.
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03.27.09
Posted in Uncategorized at 3:38 am by Administrator
Businesses of all sizes are finding that search marketing is still a valuable tool offering the strongest return on investments.
No one knows just how long search engine marketing will continue to be so effective, but so far there appears to be no signs that the current economic slump is threatening to slow its success.
Search marketing is still effective
“We believe that search is not immune to macroeconomic forces, but we also believe it will have the least relative decline of the various marketing tools,” explained Craig McDonald, vice president of marketing and product management with interactive marketing and product management company Covario, Inc.
When asked why search marketing remains unaffected, McDonald explained, “I can tell you precisely the answer to that. There’s less risk in spending money on search. It’s very measured and the cheapest form of lead acquisition out there.”
2009 search marketing predictions
The numbers say it all. A new Covario study reveals yearly growth in paid search in North America was 32 percent during the third quarter. That’s about the same as the previous year.
What’s more, Forrester Research predicts paid search marketing will increase 26 percent this year reaching 114 billion dollars in the U.S. It is expected that search budgets will remain stable throughout most of 2009.
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02.15.09
Posted in drtv, media buying at 11:36 pm by Administrator
The Internet has definitely made it easier for advertisers to reach a mass audience.
An advertiser’s dream. If you were creating an advertising campaign for a new product or service and wanted to reach the most prospects, this could be accomplished by advertising online more quickly than any other media outlet.
Online up, newspapers down. Online news sources are the newest medium used to reach the most American consumers. A recent Harris poll revealed that an estimated 80 percent of Americans read the news online. Those who regularly read online news reportedly do so seven times a week for an average 30 minutes daily.
One reason for the shift to online news is the drastic reduction in daily newspaper subscriptions. The Harris poll also showed that 47 percent of Americans who read news online have decreased the time spent reading newspapers.
More accurate, better updated. Many consumers believe they can receive more accurate, up-to-the-minute news online. This is another reason behind decreasing newspaper subscriptions — online news websites attract a wide audience.
What is everyone doing online?
- Baby Boomers spend the majority of their time online checking e-mail and reading online news.
- Generation X consumers are also drawn to online news, regardless of the fact that they did not grow up using computers. The Internet is an integral part of this group’s daily life.
- Generation Y is the most technically savvy of the three groups. They have literally grown up working, learning, playing and exploring on computers.
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10.23.08
Posted in drtv at 10:38 am by Administrator
TiVo Inc.’s recent partnership with Time Warner Inc. will position the media giant (the latter) to stand apart from the DVRs currently offered by cable and satellite companies.
TiVo bounces back. The terms of the deal are being kept private, but it’s easy to see that the impact of this merger could definitely resurrect interest in TiVo. Despite all of TiVo’s features, DVRs have grown increasingly popular.
Entertainment Weekly, part of Time Warner, will offer TiVo users the opportunity to automatically record the shows suggested by the magazine. Currently it is estimated that around 60 percent of the magazine’ audience use DVRs.
According to Scott Donaton, EW’s publisher, the magazine will provide readers with weekly recommendations for TiVo subscribers and help them “make the most of [their] entertainment time.”
More media choices for TiVo subscribers. Tom Rogers, TiVo’s CEO, explained that the company is turning to authoritative sources like EW to make it easier for subscribers to record their favorite programs.
Viewers and readers can even find helpful television and media suggestions for recording kid-friendly programming from the nonprofit organization Common Sense Media.
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09.09.08
Posted in drtv, media buying at 10:30 pm by Administrator
Infomercials are becoming one of the fastest growing direct response marketing techniques for many mainstream businesses of all sizes.
Those popular 30-minute infomercials are a big reason for this growth. If you took time to surf through the various TV channels, you would be amazed at how many different 30-second TV advertisements (also known as a “short form”) and typical 30-minute infomercials (“long form”) are currently on the air marketing their products.
On all the time…These infomercials are on TV at any given time of the day, constantly giving out their 800 numbers or website address for ordering purposes. Because so many companies are using infomercials as their number-one television marketing tool, viewers are seeing more high quality ads coming from mainstream companies like Ditech.com, Vonage and Geico. This prevalence is making any distinction between DRTV infomercials and “regular” (in the consumer’s mind) commercials virtually non-existent to many viewers.
It’s a fact. The fact that advertisers of these infomercials are pulling in countless leads simply by using DRTV as the platform for their product or service is no coincidence. The fact of the matter is that this format and means of advertising works.
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05.13.08
Posted in Uncategorized at 9:14 pm by Administrator
Over the past 25 years, in every quarter except one, American consumer spending rose over the previous year, according to a November BusinessWeek article. Consumers have continued to shop through both good and bad times. Access to easy credit has been responsible for this spending spree. BusinessWeek sees the subprime crisis as the “beginning of the end for the long consumer borrow–and buy–boom.” A recent New York Times report explores the possibility of an impending recession and notes, “It may be an unavoidable step toward purging the U.S. and…global economy of a major source of instability: an unhealthy dependence on the willingness of American consumers to keep buying even as debt mounts.” Since the DRTV industry is heavily dependent on consumer spending, a pullback by consumers could have a big impact on our industry.
THE CRUX OF THE PROBLEM
First, let’s look at the housing slump and its possible effect on spending. Cheap credit from 2004 to 2006 allowed Americans to take out more than $800 billion a year from their homes, according to the New York Times. So the decline in home prices could definitely impact consumer spending. Christopher Carroll, a Johns Hopkins economist, told BusinessWeek that every $1 decline in housing prices cuts about 9 cents off of spending. The report further shows that a 10- to 15-percent decline in home prices will decrease spending by $200 to $300 billion, which is about two to three percent of personal income. This decline in income is likely to diminish consumer discretionary purchases of apparel, automotive and certain luxury goods. Retailers and marketers of these types of goods could be hit hard if consumers cut spending.
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03.18.08
Posted in Uncategorized, drtv, media buying at 3:05 pm by Administrator
Often referred to as cost per click advertising, PPC advertising is used to boost a website’s ranking status among search engine results.
Advertisers pay a predetermined price every time someone clicks on a keyword located somewhere on the Internet. When the user clicks the highlighted keyword, he or she is directed to the advertiser’s website. Additionally, the advertiser is charged for the click.
PPC advertising is beneficial to advertisers seeking a way to increase traffic to their website almost instantly. One of the challenges PPC users face, however, is how quickly the campaign cost can increase as the websites popularity grows.
Therefore, the PPC campaign should be monitored closely to prevent a budget blowout. [Natural or organic rankings, often achieved by good SEO (search engine optimization) and keyword use is the second means for gaining good search engine rankings.]
PPC and banner advertising both present separate yet relative marketing strategies. The strategy that will work best for any given company depends mainly upon the goals and needs of the organization.
Either way, an experienced online media buyer can assist with the purchase of an ad campaign, and go a long way in maximizing the company’s ROI.
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03.12.08
Posted in Uncategorized, drtv, media buying at 4:27 pm by Administrator
Two popular ways to effectively market a business online are banner advertising and pay per click (PPC) marketing. Many companies utilize both techniques to effectively advertise their infomercial products and services through an organized Internet marketing effort.
For all intents and purposes, banner advertising is used to raise and maintain a business’ brand and image. Banner advertisements are found on pre-selected websites, generally at the top of the page. When an Internet browser clicks the advertisement, they are redirected to the advertiser’s website.
Banner ads are popular because they link potential customers to the advertiser’s website with a simple click. A banner ad campaign, like a DRTV campaign, is also ideal because it is easy to track the results and overall effectiveness of the online advertising campaign.
Not only can the advertiser see how many times an advertisement has been viewed, but he or she can also note the amount of customers who opted to click through to the website.
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02.15.08
Posted in Uncategorized, drtv, media buying at 9:21 pm by Administrator
According to a research media survey released in January, three fourths (75%) of consumers talk or channel surf during television advertising.
The Simultaneous Media Survey reports on the input of more than 15,000 people. The survey also concluded for consumers to keep up with the overflow of media options, they have no choice but to multitask with other media.
“Technology is creating new media options faster than most people can assimilate and is causing more multitasking,” Gary Drenik, President of BIGresearch, said. “Unfortunately for marketers faced with the challenges of an uncertain economy and the need to increase marketing ROI, new media options are impacting how consumers use traditional media.
“Specifically, TV’s influence on consumers to purchase products declined, whereas new media options such as web radio, satellite radio, instant messaging and blogging all increased,” he added. “Consumers seem to be seeking information from digital platforms while TV has traditionally been viewed as a brand building medium, which isn’t providing the requisite information.”
Despite the results, Bigresearch maintains that television advertising (including DRTV), infomercials and other traditional forms of media have not lost their overall influence. It may go without saying, but it remains more critical than ever that the advertising, no matter what the medium, is both timely and of value to the consumer.
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