Original Article by: Dave Morgan, Media Insider, January 25, 2018
If you follow the trade publications in our industry today, you know that TV is dead in the U.S.
Everyone is cutting the cord. No one watches scheduled linear TV anymore. Millennials have never seen a TV remote control, let alone operated one of those elusive little contraptions.
Google’s YouTube now has the kind of scale that we haven’t seen since the days of “M*A*S*H.”
And the only places where advertisers can actually reach big audiences are Google and Facebook, with most hoping that Amazon will step up as a major ad player soon and turn the digital duopoly into at least a three-way fight.
TV advertising has a marketing problem.
Original Article: Marketing Charts, February 5, 2018
Agency spending last year held true to some familiar patterns, but diverged from 2016 in others, according to recent datareleased by Standard Media Index (SMI). The report indicates that digital again led growth rates, but that its growth is slowing.
A quick word on methodology before moving forward: SMI’s figures are sourced from advertising agencies’ billing systems and aggregated to show a combined picture of direct agency spend across media types. They do not capture advertising dollars spent directly with media groups.
Overall spending was up by 3.8%, compared to a 6.8% increase in 2016. Much of that decline owes to 2016 having been an Olympic year: Sports spending was down by 12% in 2017, but by only 1.3% excluding the Olympics.
Original Article by: Benny Blum, Search Engine Land, January 18, 2018
It’s relatively easy to report what happened in an ad campaign, but much more difficult to understand why things happen. Visits or conversions might go up or down, but why? It could be some form of seasonality or maybe your latest review hit the front page of Reddit. The mysteries of consumer behavior like to be hidden in the shadows of other events that have happened prior to and during the timeframe in question.
Original Article by: Gary Arlen, MultiChannel News, October 2, 2017
Almost half of the growth in local video ad spending during the next five years will go to digital platforms, including local mobile video, local online video and out-of-home video, according to a new study on advanced television advertising published last week by BIA/Kelsey industry analysts.