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Study Benchmarks Cheapest/Most Expensive Ad Media https://ift.tt/9G2SLi6 With median CPMs in the two-dollar range, digital display and out-of-home transit shelter ads), are the most cost-efficient of any major advertising media, according to a new analysis being released by the Out-of-Home Advertising Association of America (OAAA). The analysis, which was conducted by financial advisory firm Solomon Partners, is derived from publicly traded media company Securities and Exchange Commission filings, news reports, “research and other industry sources” as of January of this year. It reveals a remarkable range of advertising costs, within mediums, as well as across the overall major media landscape (see chart above or click here to access the PDF). advertisement advertisement With a median CPM of $46.82, print newspaper ads are the most expensive medium overall, according to the analysis, followed by prime-time broadcast TV’s median CPM of $36.00. Interestingly, the data dispels the notion that OTT (over-the-top television) currently has the most expensive CPMs, although with a median CPM of $30, it isn’t far off. The analysis did not explicitly cover breakouts for CTV (connected TV), streaming services, etc., which are purported to also be on the high-end of ad costs, but it also dispels that other forms of digital video (desktop video at $10.64 and mobile video at $10.47) currently are among the most expensive media buys. The report did not cover social media advertising costs. While the release clearly establishes that out-of-home media is undervalued by Madison Avenue, it does not explicitly explain why, although industry experts have historically indicated it’s because of legacy media pricing models. The report shows out-of-home media ranging from transit shelters on the low-end to digital place-based media buys on the high end ($7.50 median CPM). “This research affirms out-of-home’s critical role in the media mix,” OAAA President and CEO Anna Bager said in a statement, adding: “It verifies the value that out of home brings to marketers at a time when people are not only emerging from the pandemic’s restrictions to venture out, but also noticing OOH ads more than before the crisis. Couple that with the other benefits spotlighted by Solomon Partners, and I expect to see OOH taking a bigger bite out of brands’ ad budgets.” The Solomon report also draws on a previous analysis indicating that out-of-home media delivers “the greatest ad recall” among the major ad media. “These benchmarking numbers clearly show that OOH provides significant return-on-investment and marketers should consider that reach-per-dollar in their media plans,” Solomon Partners Managing Director and Head of Marketing and Media/Tech Services Group Mark Boidman stated, adding: “Moreover, OOH has greatly improved its reporting and attribution accountability and, at the same time, programmatic digital out of home is skyrocketing – all appealing to today’s brands.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/XgRh3DM February 25, 2022 at 08:45AM
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Dish Network Pay TV Business Weakens, Satellite/Pay TV Revenue Down 1.5% in Q4 https://ift.tt/UfzFHvr
As Dish Network continues to seek steady, ongoing mobile phone business growth, its core satellite/virtual pay TV business continues to weaken -- down 1.5% in the fourth quarter 2021 to $3.3 billion.
Total pay TV subscribers -- Dish TV, its satellite pay TV business, and Sling TV, its internet-based pay TV service -- declined 5.2% to total 10.7 million. Dish TV has 8.22 million subscribers (down 6.7%), while Sling TV has 2.49 million subscribers (down 0.5%). Subscribers for its mobile and wireless business, under the Boost Mobile brand, declined 245,000 (down 8%), now totaling 8.55 million. Total wireless revenue is down 4.8% to $1.2 billion. One bright spot is ARPU, the average revenue per unit, which was up 3.2% to $97.53. Overall, Dish Network’s total revenue-- from all its businesses -- dropped 2.4% to $4.45 billion. Net income to Dish Network fell 25% to $552 million.Craig Moffett, senior analyst at MoffettNathanson Research, says Dish’s long-standing effort to build out a big new 5G wireless network is still problematic: “Building a 5G O-RAN network will be incredibly costly, and building a business around that network will be more costly still, with years of start-up losses.” In addition, prospects of a long-time potential merger of Dish with DirectTV continue to fade, says Moffett. One key metric is that Dish only posted 200,000 gross additions in the fourth quarter -- “the lowest in decades.” “For those hoping for a merger with DirecTV, it is important to remember that it is gross additions, more than any other metric, that speak to synergy prospects... But with gross additions this low, there isn’t much synergy opportunity left here.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/m0AcXGB February 25, 2022 at 08:38AM
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DoubleVerify, Comscore Launch New Data Product Combining Viewability, Verification, Audience Measurement https://ift.tt/Uag03XP
DoubleVerify and Comscore are combining two key data sets for marketers TV ads -- a verification/viewability metric and audience measurement.
The joint cross platform measurement product will combined DoubleVerify’s Authentic Ad metric -- which verifies that ads are viewed by a real person in a brand-suitable environment -- with Comscore Campaign Ratings -- an audience measurement product offering deduplicated reach and frequency across TV, connected TV, desktop, and mobile. Mobile Marketing via MediaPost.com: mobile https://ift.tt/m0AcXGB February 25, 2022 at 08:02AM
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Chef On Nationally Syndicated Show From NBC Affiliate Arrested For Jan. 6 Siege https://ift.tt/IKOYNhg Carol Kicinski, a gluten-free chef who has been appearing monthly on the nationally syndicated “Daytime” show produced by Tampa-based NBC affiliate WFLA since July 2009, has been arrested on charges related to the Jan. 6 insurrection at the U.S. Capitol. According to court papers, Kicinski and Jon Heneghan, who lives with her in her Dunedin, Florida home, are alleged to have broken laws prohibiting knowingly entering or remaining in a restricted building or grounds without lawful authority and attempting to impede or disrupt the orderly conduct of government business or official functions. The case, which is being prosecuted in Washington federal court, is reportedly based on GPS data from a mobile device, found by an FBI agent, that allowed for tracking the defendants’ movements, along with video footage purportedly showing them inside the Capitol. In the FBI-submitted footage (still shown above), the woman said to be Kicinski is wearing a “Trump” hat. advertisement advertisement Kicinski also runs a website called Simply Gluten Free. According to government officials, more than 750 people across nearly all 50 states have been arrested for crimes relating to the attack on the Capitol, and more than 235 have been charged with impeding or assaulting members of law enforcement. According to the WFLA/Channel 8 website, Florida leads the nation in the number of those charged for participating in the deadly riot that temporarily stopped the counting of the electoral vote and led to the second impeachment of former President Donald Trump,” with a total of 52 charged from the state as of late June 2021.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/m0AcXGB February 25, 2022 at 06:43AM
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B2B Marketing News: Trust Is Key In B2B Virtual Selling, New Google Ads Features, Podcast Ad Spend Climbs, & Marketing Data Effectiveness Survey https://ift.tt/lJUfWvt Ad Spending Surges 19% In January, Expands For 11th Consecutive Month The U.S. advertising market’s rate of spending grew by 19.2 percent in January compared to the same month in 2021, with digital categories continuing to see the best performance, driving ad market expansion that has now grown 11 consecutive months, according to newly-released report data. MediaPost Brands Turn Up the Dial on Podcasting Podcast advertising spending climbed by 60 percent in 2021, with accompanying growth rate forecasts seeing $2.2 billion in spending by 2023, both figures representing a healthy rebound from 2020 pandemic-driven deceleration, according to recently-released Association of National Advertisers (ANA) report data. ANA [bctt tweet="“Podcasting is the new 'blog'. At one time, businesses wondered if they needed one.” — A. Lee Judge @ALeeJudge" username="toprank"] Meta Provides New Recommendations to Help Advertisers Lessen the Impacts of Apple's ATT Update Facebook and Instagram parent firm Meta has encouraged advertisers to use Meta’s new Conversions application programming interface (API) in order to help counteract the effects of Apple's AppTrackingTransparency (ATT) iOS data tracking privacy feature, and to prepare for certain performance data delays, Meta recently announced. Social Media Today Spotify is acquiring two major podcast tech platforms With the new addition of Podsights and Chartable, Spotify has augmented its podcast advertising program for marketers, as the two companies have been among the more prominent podcast ad attribution and marketing firms. The move has also bolstered Spotify's ability to let marketers use audience insight data, the firm recently announced. The Verge Google Ads Announces Top 3 Priorities for 2022 Search giant Google has outlined several top 2022 priorities for its Google Ads unit, including additional forthcoming first-party data measurement, privacy updates, and automation features of interest to B2B marketers seeking to offer more relevant ads on the Google Ads platform. Search Engine Journal Twitter Adds Option to Pin DM Chats in Order to Keep Track of Key Conversations Twitter has rolled out a new option for its direct messaging feature, which has allowed for up to six private chat exchanges to be pinned for easy access — making it easier for marketers managing and monitoring multiple private audience messages, Twitter recently announced. Social Media Today Marketers Aren’t Yet Confident They Have the Data Necessary to Make Effective Decisions Only 29 percent of marketers have said that they have enough data for effectively deciding where to best spend marketing or sales resources, while just 33 percent had data of sufficient quality to make effective spending decisions, according to recently-released survey data of interest to digital marketers. MarketingCharts Yahoo Offers 'ID-Less' Targeting Tool Via The Web Yahoo has released details about its new targeted advertising tool to counter Google’s decision to phase out its use of third-party web browser cookies, a system Yahoo has named Next-Gen Solutions, promising so-called “ID-less” user identification and ad serving, the firm recently announced. MediaPost Twitter might be testing a way to let you untag yourself from threads Twitter could bring a change to how users and brands are tagged in tweets on the platform, as a test offering the ability to leave Twitter conversations would extend muting options for marketers on the platform, and The Verge takes a look at the possible change's potential impact. The Verge Soft Skills Remain Critical in B2B’s Virtual Selling World 61 percent of B2B sales leaders said that building credibility and trust were the top drivers of customer engagement when it comes to virtual selling, followed by 55 percent who said that building customer rapport was key in an all-digital landscape, according to newly-released B2B sales behavior survey data.MarketingCharts ON THE LIGHTER SIDE: A lighthearted look at “meeting overload, hybrid work, and asynchronous communication” by Marketoonist Tom Fishburne — Marketoonist New iPhone Setting Reduces Eyestrain With Black Text On Identical Black Background — ANA TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: Trust Is Key In B2B Virtual Selling, New Google Ads Features, Podcast Ad Spend Climbs, & Marketing Data Effectiveness Survey appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/WYh7FgK February 25, 2022 at 05:39AM
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Industry Shutters Partnership For Responsible Addressable Media https://ift.tt/7WxF6YB The ad industry is winding down the Partnership for Responsible Addressable Media, a broad coalition of companies that launched 18 months ago with the goal of convincing Google and Apple to reconsider restrictions on ad companies' ability to track people across websites and apps. Soon after the organization launched, Apple rolled out new mobile privacy settings that require developers to obtain people's opt-in consent to tracking on an app-by-app basis. Google recently said it also will curb developers' ability to track Android users across apps and, while Google has delayed plans to block tracking cookies on the Chrome browser, it still plans to move forward with cookie-blocking by 2023. Venable attorney Stu Ingis, who headed the organization's legal and policy working group, told MediaPost at launch that the group planned to reach out to browser developers and platforms. advertisement advertisement “These companies are taking huge positions that impact the entire economy -- the entire media eco-system -- with no real input from the media ecosystem,” Ingis said at the time. The Partnership for Responsible Media said Thursday that its work around addressable identifiers -- including a new policy framework, also issued Thursday -- will be brought under the umbrella of the self-regulatory group Digital Advertising Alliance. That framework defines addressable identifiers as any mechanism to identify and recognize people or their devices, browsers or applications. Browser-based cookies are included in that definition, as are identifiers provided by platforms (such as the Apple Identifier for Advertising) and data about devices (such as installed fonts, operating system, browsers, battery levels and the like) used by ad-tech companies to "fingerprint" smartphones, laptops and other computers The policy framework, much like the industry's longstanding privacy code, requires companies to notify consumers via an icon about online behavioral advertising -- meaning ads targeted to users based on their activity across sites -- and obtain their consent. The framework allows companies to obtain opt-out consent to draw on “non-sensitive” data for advertising, and requires opt-in consent to use sensitive data -- including inferences or information about certain health conditions and precise geolocation data. The new framework would also prohibit companies from using addressable identifiers in connection with certain data -- including financial account information, government issued identifiers (such as Social Security numbers) and some forms of biometric data. Mobile Marketing via MediaPost.com: mobile https://ift.tt/m0AcXGB February 24, 2022 at 10:18PM
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Amidst Russia-Ukraine Crisis, Execs Speak Out On Impact To Ad Industry, Internet Services https://ift.tt/4Sqgxwl Jeroen Wijering, creator and co-founder of JW Player, which initially powered YouTube, doesn’t have business with companies in Russia or Ukraine, but he said the war between Russia and Ukraine will impact everyone and every business. The world is connected through a global economy and the Internet. “We have Russian employees, and work closely with partners who have their whole development team in Kyiv or in other parts of the Ukraine,” Wijering said. “There’s quite a bit of anxiety. In terms of how this impacts the internet, I don’t think we will shut down Russia that way.” Cyberattacks have become more common, apart from this conflict, he said. What was once a hypothetical scenario is now happening. “We have customers who do business in Russia, Ukraine, and Turkey. So, you need to prepare for those attacks,” Wijering said. advertisement advertisement The technology behind JW Player serves ads -- about 200 million monthly -- but does not sell the ads. Larry Kim, founder of MobileMonkey, in an email asked advertisers and clients -- those on his mailing list -- to boycott Russian goods and services to help “destroy the Ruble and thereby exert pressure to change course, or bring about economic collapse of this rogue state.” Kim also founded WordStream, the paid-search software company that helps advertisers manage their paid-search campaigns, sold to the Gannett Company for $150 million. MobileMonkey has four employees still in Ukraine, who are facing an uncertain future. A fifth employee left several days ago, escaping to Turkey. Kim told Search & Performance Marketing Daily that MobileMonkey has a “small number of clients in Russia” that the company will terminate during the next few days. S4 Capital, an advertising company cofounded by Sir Martin Sorrell, employs about 100 people in Ukraine. “We’re trying to make sure our people and their families in Ukraine are as safe as possible,” Sorrell said. “We have been in constant communications with all our Monks today across the world," Sorrell said, speaking about Media.Monks employees. He added: "We are all obviously very concerned about our colleagues and all in the Ukraine.” Sorrell said it looks like the conflict will affect European Union GDP, as well as Russian and Ukrainian operations. When asked about his personal views on the future and outcome, Sorrell said it’s too difficult to predict. He added that it's still unclear whether the objective is an occupation or regime change, and whether there will be other incursions in other countries, such as China taking over Taiwan. One thing is certain -- Sorrell believes there will be geographic shifts in media buying. Agencies are rethinking the words they use when running ads. One agency representative said words like "revolution" and "war" are being phased out for branded content in favor of more general words like “uncertainty” and “volatility.” There are also concerns with social in-stream ads and other areas where misinformation can appear. Direction is being given to social teams to check in with account leads and clients, to determine whether they want to remain live or pause campaigns for now as the situation continues to escalate. Some clients have stopped campaigns from serving up alongside any coverage of the war at publishers. As the Russia-Ukraine conflict continues to escalate, Google and major brands have fueled publisher sites that display Kremlin propaganda, according to one media outlet, Insider. Sputnik News and TASS -- two ad-supported sites tied to the Kremlin -- displayed Google-served ads from Allbirds, Best Buy, Bergdorf Goodman, Eddie Bauer, Paramount+, and Progressive, according to Insider's search using multiple browsers and devices. TASS and Sputnik published false information to promote the Kremlin, according to NewsGuard, a company that identifies misinformation for advertisers. One recent claim is that Nazi groups have taken control of Ukrainian President Volodymyr Zelensky. Google stopped allowing RT.com to use its ad tools in 2021 after continuous policy violations, a person with direct knowledge of the situation told Insider. It appears that Google has -- and may continue to have -- Russian-based publishers running AdSense, according to Kevin Lee, executive chairman at Didit. A search on SimilarWeb shows the following sites have had AdSense ads running as of a couple of months ago. One includes ok.ru at 10,423,316.37 monthly visits; mail.ru at 6,697,422.98 monthly visits, and lenta.ru at 2,531,579.54 monthly visits “My understanding is that the embargo of Russia would preclude payments to Russian-held companies,” Lee wrote in an email to Search & Performance Marketing Daily. MediaPost reached out to Yandex, a search engine based in Russia, and reached out to Google to ask for a comment on the funding, and whether the company plans to participate in sanctions by cutting off ads dollars from being spent on internet properties in Russia. Yandex and Ukraine did not respond by the time of publication. Mobile Marketing via MediaPost.com: mobile https://ift.tt/m0AcXGB February 24, 2022 at 06:58PM
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T-Mobile Failed To Support Claims Of 'Most Reliable' 5G Network, Ad Watchdog Says https://ift.tt/P6en1Gh T-Mobile should not boast in ads that it offers the "most reliable” 5G network, an appellate panel of the ad industry's self-regulatory program has ruled. In a decision released Thursday, the National Advertising Review Board (a unit of the BBB National Programs) said the wireless carrier could not base its “most reliable” claim on a report by measurement company umlaut, because umlaut only examined network speed and coverage. The ruling upheld a decision issued in November by the National Advertising Division of the BBB National Programs. The opinions stemmed from challenges by AT&T and Verizon to T-Mobile's “most reliable” claim. The appellate panel said it agreed with the National Advertising Division that a network's reliability differs from its speed or coverage area. Instead, reliability hinges on whether people can use the network long enough to finish an online activity, according to the watchdog. advertisement advertisement “Mobile carriers routinely promote wireless networks in terms of coverage, speed, and reliability,” the panel members wrote. “This practice further confirms that, to the reasonable consumer, reliability is a metric that is distinct from coverage and speed.” T-Mobile is hardly the only carrier to make questionable claims about its broadband service, or to see its ads challenged by competitors. The self-regulatory watchdog has considered many of those ads, and issued numerous opinions critical of broadband claims by Comcast, Spectrum, Verizon, AT&T and others. In many of those cases, the companies boasted of offering the “best” or “fastest” networks, but were short on objective data to back up those boasts. Separate from the self-regulatory group's opinions about broadband ads, the Federal Communications Commission also has some ideas about the carriers' descriptions of their offerings. The agency recently voted to consider a proposal that would require carriers to use a standardized format, comparable to a nutrition label, to disclose information about pricing, speeds, and traffic management practices. The agency plans to hold a public hearing on that proposal on March 11. Mobile Marketing via MediaPost.com: mobile https://ift.tt/m0AcXGB February 24, 2022 at 04:57PM
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LiveRamp Reveals New Brand Identity, Announces Adobe Partnership https://ift.tt/cvHBK60 LiveRamp on Thursday revealed what the company calls a “more modern approach” to its brand identity to reflect the role of trusted partner. The company added a slash to its logo, creating a ramp representing the elevation of the enterprise and accelerated growth. The LiveRamp logo embodies simplicity and the conveys the idea of solving complex problems easily. Two simple characters — the slash and the “L” — create a ramp that elevates the enterprise, accelerates growth, and creates a dynamic foundation for empowering customers. The company’s focus — that it is powered by identity, centered on privacy, and integrated everywhere — aims to show how data does more to support advertisers and brands. With the new brand identity, LiveRamp is now visually communicating what it does for clients, according to the company. On Thursday, LiveRamp announced a partnership with Adobe Advertising Cloud, which now supports RampID across channels including desktop display, desktop video, mobile web, mobile in-app, connected TV (CTV), native, and audio. advertisement advertisement The people-based identifier is rooted in offline data. “We’ve been talking with Adobe for a few years now, and we’re ready to take the partnership to the next level,” said Travis Clinger, senior vice president of addressability and ecosystem at LiveRamp. Demand-side platforms that bid on RampID today include The Trade Desk, Zander, MediaMath and Amobee — about 60 DSPs in all. “We initially brought up the partnership with Adobe in 2018,” Clinger said. “Adobe leaned into the partnership to do what’s best for the clients. We scaled the ATS offering. Something important to Adobe is that clients have plenty of addressable inventory to buy when turned on.” In the past quarter, Clinger said LiveRamp had more than 10 times the number of campaigns and advertiser spend compared with a year ago. Through the integration, advertisers can unlock people-based audience targeting, frequency capping, activation of first- and third-party data, delivery reporting, access to supply-side integrations and exposure logs, and measurement support through Adobe’s Advertising Solutions Group (ASG). The integration is live in the United States, the United Kingdom, France, Germany, Italy, Spain, Belgium, the Netherlands, Australia and Singapore. Some of the benefits include access to cookieless environments such as Safari, Edge, and Firefox. The partnership also aims to provide an increase in effectiveness by buying on a privacy-first, people-based identifier and reaching authenticated users within premium publisher environments, as well as improvements in the accuracy of measurement and performance. Google DV 360 is the only DSP not bidding on RampID, but LiveRamp has a workaround to support private marketplaces through DV 360 for Google’s owned-and-operated inventory around Google Search and YouTube. Google will not transact on people-based ID directly, so LiveRamp’s clients using DV 360 send their audience to a SSP such as Xandr, Magnite, and OpenX. That’s where they match the audience with the data. Mobile Marketing via MediaPost.com: mobile https://ift.tt/m0AcXGB February 24, 2022 at 01:22PM
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Samba TV Offers Guaranteed 'Incremental' Video Reach Currency https://ift.tt/vhrxDTf
TV measurement firm Samba TV is launching what it says is the first advertising currency to offer guaranteed “incremental” reach for TV and video marketers.
The performance-based metric, called iCPM metric, is where “marketers only pay for ad impressions served within households previously unexposed to their linear TV campaigns.” Samba says Empower, the Cincinnati-based media agency, has been using the iCPM product in a test for its client, Wendy’s. Samba has been testing iCPM for multiple months with a number of major companies. In the fourth quarter, 11 marketing partners on average witnessed an a 29% increase in reach beyond their linear TV campaigns. Finding extended video reach has been a key goal for linear TV marketers as linear TV viewership has declined over many years. Samba says the iCPM metric is designed to help advertisers discover and reach “increasingly difficult to engage audiences across linear, streaming, online, and mobile video.” In an analysis of 24 billion hours of linear and streaming television viewing, Samba says its data found that 97% of all linear TV ads in the fourth quarter reached only 55% TV-video viewers. The new measure is designed to address linear TV “saturation” to extend the reach of where TV-video viewers are. Mobile Marketing via MediaPost.com: mobile https://ift.tt/m0AcXGB February 24, 2022 at 08:11AM |
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