Do Local TV Stations Operate In A Competitive Silo? http://bit.ly/2I5rIHI
DOJ’s goal is to assess what these findings may imply for enforcement regarding antitrust, including M&A. What’s at stake is the nearly $150 billion that will be spent this year in paid media to reach local audiences, including local television stations and over a dozen other media platforms. advertisement advertisement I participated on the DOJ’s first panel to offer my view: The local advertising marketplace has evolved into a competitive environment across all media platforms. Different media platforms have core value propositions, but what’s driving local ad investments is matching creative messaging targeting consumers at different points in their purchase journeys. Different media channels are not mutually exclusive but rather complement, compete or serve as substitutes depending on ad campaign goals and strategies. Local television stations compete among themselves. However, these days, all local media compete. My company identifies 16 categories of media that compete for the local advertiser’s share of wallet. I’ve seen instances where a local TV station won 100% of a local advertiser’s budget previously spent totally on direct mail, a category that consistently remains the largest local media ad spend. Who would have thought direct mail and local TV stations would be competitive? In fact, local TV station sellers offer a lot more than just TV ads to buyers. Often, local TV sellers have dozens of different kinds of advertising opportunities ranging from spots in the 6pm news to various digital, experiential, and other types of marketing and advertising support. The essential question marketers face is solving the optimal media mix. What is the most effective way to buy advertising across all the different media to achieve the biggest desired response? How should ad dollars be allocated among TV, radio, digital, outdoor, live events, direct mail, etc.? Using a blend of ad channels tied to specific campaign elements and timing can drive the best outcomes. Allocating ad spending to specific channels is driven by a mix of available inventory, pricing, demand and attribution or outcomes. If one ad channel becomes too expensive relative to the outcomes it delivers, marketers will make dynamic adjustments in their campaigns. Scale, data, analytics, machine intelligence, including artificial intelligence and workflow automation, are redefining competitive boundaries across all media channels in local advertising as advertisers try to find and reach fragmented audiences efficiently and effectively. Digital advertising, largely controlled by two companies, is rising to reach almost 50% of all local advertising; this is where we see a secular growth in ad spending. That leaves thousands of companies competing for the remaining share of digital ad spending. Local televisions stations, combined, only account for about 12% of all local ad spending and this spending level is challenged by digital video competitors. In the local television space, linear and digital video are not mutually exclusive. Video ad server and decision technologies deployed use sophisticated algorithms and data to determine when a specific ad campaign calling for video impressions against reach, frequency and impact goals is more efficient adding incremental video views from local TV (aka “linear television”) or digital television sources. Based on CPM and other campaign metrics, should that next video ad impression be purchased from a local TV station or a mobile video or OTT platform? It’s not a perfect marketplace in terms of how the technology and data are used, but it is a competitive one that continues to improve on its own. Let your voice be heard. The DOJ invites public comments now through June 15, 2019 at ATR.AdvRegInfo@USDOJ.GOV. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH May 30, 2019 at 08:03AM
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Pokemon Wants To Go To Bed With You http://bit.ly/2JM8N7Z As if you’re not already racking up too much screen time, The Pokemon Company yesterday announced plans to launch a mobile app called Pokemon Sleep that will engage you after you’ve hit the rack. “For a few heady months in 2016, Pokemon Go transformed the morning commute for millions of people into a critter-hunting safari, populating the ordinary world with a reality-augmented menagerie of Pikachus, Charmanders and Eevies,” Tiffany May reminds us in the New York Times. “Now its creators hope to do the same to the nightly snooze.” advertisement advertisement “Pokemon Go was one of the first games to use augmented-reality technology when it was introduced in July 2016. Before long, 28.5 million users were roaming the streets at odd hours, eyes glued to their smartphones, even stumbling into unexpected places,” May continues. As for Pokemon Sleep, “the company shared few details on the app, but said it would track the amount of time players spend sleeping and when they wake up. Both of those data points will have an effect on game play,” Michelle Toh writes for CNN Business. What the company did share was rife with references to the trademark. Pokemon Sleep “uses an embedded accelerometer to track your time sleeping and sends this information to your smartphone via Bluetooth. This new device, called the Pokemon Go Plus +, also has the same functions as the original Pokemon Go Plus, so you can use it to play Pokemon Go during the day as well as with Pokemon Sleep at night!” the company crows in a release. “Pokemon, also known as Pocket Monsters in Japan, is a media franchise managed by The Pokemon Company, a Japanese consortium between Nintendo, Game Freak, and Creatures. The franchise copyright is shared by all three companies, but Nintendo is the sole owner of the trademark,” according to Wikipedia. “Pokemon’s global appeal is reflected in the success of the movie ‘Pokemon Detective Pikachu,’ which has taken more than $120 million at box offices in North America. The move features the yellow Pikachu character -- often the face of Pokemon -- as a Sherlock Holmes-like crime-buster, complete with deerstalker,” writes Reuters’ Sam Nussey. “The augmented-reality giant is promising to turn shuteye into entertainment but experts aren’t convinced about the gamification of sleep," reads the subhead to Dale Berning Sawa’s piece for the Guardian. “In the way that junk-food outlets sponsoring the Olympics might, the concept of Pokemon Sleep makes [Katie Fischer of Circadian Sleep Coaching] uneasy: ‘It’s almost as if they’re trying to get around this idea that gaming is bad for sleep.’ Or, as one particularly cynical person put it on Twitter: ‘I will be downing three Benadryls every night once Pokemon Sleep drops, so I can join in on the fun,’” Sawa writes. CNET’s Jackson Ryan runs down all of the reveals at yesterday’s press conference in Tokyo, writing: “Tsunekazu Ishihara, CEO of the Pokemon Company, stood behind a PokeBall-shaped podium, made a number of ‘business announcements’ and, notably, discussed how the broadcast was in English, Japanese and Chinese -- signaling intentions to get Pokemon to a broader audience. A cavalcade of guest presenters then rolled through, offering up information on the latest products and services The Pokemon Company is offering up. It wasn’t riveting, but perhaps it set us up for the huge reveal: Pokemon Sleep. “With the original 2016 hit mobile game, ‘we were able to take the simple human act of walking and turn it into entertainment for many people around the world,’ Ishihara said. ‘Everyone spends a large part of their life sleeping, and turning that into entertainment is our next challenge at Pokémon.’ “The concept of this game is for players to look forward to waking up every morning,” he added, Corinne Purtill reports for Quartz. And that is just the beginning of Pokemon’s total domination of our conscious -- and unconscious -- lives, if the twitterverse is indeed reading this correctly. “Pokemon Go “Y’all are gigglin about Pokemon sleep while Nintendo’s out here building a lifestyle brand and y’all are gunna be driving Pokémon cars with a little Pikachu animation as your electric engine charges and pokecoffee shops while your kids walk around with their hologram poke pals …,” tweets Arin Hanson. Pokemon Nightmare, IOW. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH May 30, 2019 at 07:41AM Facebook Makes Rewarded Video Available To Gaming Apps In Audience http://bit.ly/2Wkc1GN To maintain its edge in the gaming app ecosystem, Facebook is making a several changes to its in-app ad network. For starters, it is making “rewarded video” available to all gaming apps in its Audience Network. The move is a no-brainer, considering payouts from “rewarded video” -- which consumers can watch in exchange for games points and virtual goods -- increased by more than 800% last year. Facebook is also extending playable ads to its Audience Network, where they will available in both rewarded video and interstitial formats in the latest Audience Network SDK. The social giant debuted playable ads -- which offer interactive previews of app offerings -- in News Feed last summer. Among other positive results, users who installed an app through a playable ad opened the app 60% more often, and were 600% more likely to make an in-app purchase compared to users who installed through other ads for the same apps. advertisement advertisement In the new rewarded playable format, users have to interact with an advertised game for 15 seconds in order to receive a reward -- with the ad unit’s call to action taking the user directly to the app store to install. With the new interstitials playable format, users can interact with the playable ad or download the game after five seconds. Facebook is confident playable ads on Audience Network will continue to appeal to both game publishers and advertisers. Within rewarded video placements on Audience Network, playable ads see 60% to 85% higher CPMs compared with regular video. Initial data on interstitials are also showing encouraging results, with those playable delivering higher CPMs than video interstitials, according to Facebook. More broadly, game publishers and developers are increasingly monetizing their mobile games with Facebook Audience Network. In 2018, the total number of active gaming publishers on the off-platform, in-app ad network grew by more than 150%, per integral figures. In addition to extending playable ad placements to Audience Network, Facebook is also introducing expanded capabilities and more transparency for playable ads to help advertisers better understand the effectiveness of their creative and increase overall ease of use. Three new playable ads metrics are becoming available in Ads Manager, including Instant Experiences Clicks to Open, Instant Experiences Clicks to Start and Instant Experiences Outbound Clicks. These metrics are designed to help gaming advertisers identify key drop-off points to improve game play and increase return on ad spend. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH May 30, 2019 at 07:08AM
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PSFK Visits Edie Parker, The Luxury Handbag Store Bringing Cannabis Accessories To NYC http://bit.ly/2QvNqbA The founder of the luxury brand speaks to PSFK about her new collection, dubbed 'Flower,' and explains how expanding into cannabis retail was a natural extension of her work as an accessories designerGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ May 30, 2019 at 06:46AM
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Maintaining Your Focus: What B2B Marketers Can Learn From My Home Improvement Snafu http://bit.ly/2I59mqi The sweet smell of fresh cedar is wafting in the breeze around my homestead this week—along with hint of marketing inspiration. Let me explain … Best-Laid PlansTo take advantage of a long holiday weekend and a string of dry-weather days, my darling husband and I embarked on a “small” home improvement project: Sanding and staining our recently built 16-by-16 deck—plus an intricate one-story staircase. She was such a beauty following her construction last fall. But as is tradition, a delightfully heinous Minnesota winter set in. When spring arrived, she looked weary and weathered. For months, we prepared to offer ourselves up to the cause once warmer weather came. And with the help of how-to YouTube videos and a lot of strategic Googling, our confidence and can-do attitudes were on the rise. When that fateful weekend arrived, we weren’t so naïve to think this project would be easy—it would take time, attention to detail, teamwork, and a bit of strategy to do it right. We didn’t fancy ourselves skilled craftsmen, rather capable apprentices who knew how to wield a sander and paint brush. We were ready. But in accordance with the prophecy of best-laid plans, things quickly went awry. From seemingly unavoidable inefficiencies to tool malfunctions to weather miscalculations, what started as a one-day-tops project has officially spiraled into a multiple weekend ordeal. We were worn down and frustrated, not knowing exactly what to do at times. Do you see what I’m getting at, B2B marketers?Facing FailureThe frustration and disappointment that comes with falling down on what you thought was a well-planned or strategically innovative initiative is something every B2B marketer has had to face. Maybe you’ve gotten buy-in on an influencer marketing initiative and determined a few weeks in that you don’t have the bandwidth, niche expertise, tools, or timeline to execute effectively. Perhaps you’ve invested a sizeable portion of your budget in a marketing automation tool only to discover you lack the integrations, process documentation, or internal resources to get it fully off the ground. Or more simply, a tried-and-true tactic isn’t driving the results it used to—and you may not even know why. Regardless of the situation, the anxiety and emotion you feel can make it incredibly difficult to gain the perspective you need to quickly pivot your approach. So, how do you accept what’s happened and move ahead with ambition and confidence?Finding FocusWhen small or seemingly insurmountable challenges arise, success is directly tied to our ability to keep our eye on the prize: The goals or outcomes we hope to achieve. With our objectives in focus, we can rely on our smarts and experience (and perhaps even a little insight and help from a agency trusted partner) to guide the most effective tactics that come next. Frankly, after just one hour of sanding, we knew it was going to get ugly if we didn’t adapt to the reality of the situation. That said, it took us a full three hours to fully accept our fate, and refine our approach and reset our expectations. Through repeated equipment failures, four extra trips to two different hardware stores, and now being the proud owners of four sanders of varying sizes, the sanding is complete and the staining is planned for the next string of sunny days. Here she is after 20 hours of sanding—a near spitting image of her original glory last fall: So, remember this B2B marketers: You have a lot on your plate and things don't always go as planned. From creating relevant, engaging content on unsexy subject matter to contending with increasing competition, buyer distrust, and long sales cycles, B2B marketing is no cake walk—it’s an endless work in progress. However, with a steadfast focus on your end-goal, there’s no such thing as failure, just another opportunity to get it right. [bctt tweet="With a steadfast focus on your end-goal, there’s no such thing as failure, just another opportunity to get it right. @CaitlinMBurgess #B2BMarketing" username="toprank"] Looking for more crafty inspiration? Check out our post on three “real-life” tools that need to be staples in your B2B content marketing toolbox.The post Maintaining Your Focus: What B2B Marketers Can Learn From My Home Improvement Snafu appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Hubspot http://bit.ly/2V5eKQ7 May 30, 2019 at 05:42AM OOH TV Viewing Of Mueller's Live TV Statement Soars http://bit.ly/2Z08D0z Wednesday’s surprised live TV statement of Department of Justice’s Special counsel Robert Mueller, rocketed out-of-home TV viewing, by 130% over normal levels, attracting 4 million OOH viewers at its peak time. Nearly 80% of those peak 4 million viewers came from CNN, Fox News Channel, CNBC and MSNBC. CNN had 1,592,125 viewers; Fox News Channel, 1,533,140; CNBC, 436,395; and MSNBC 389,000. Out of home TV data is from Tunity Analytics. Tunity says peak viewing of Mueller’s statement was at 11:09 a.m. Mueller’s statement, which came on short-notice, commented on his report about Russian influence in the 2016 presidential election, as well as obstruction of justice issues surrounding President Trump. He took no questions from reporters. Previous high OOH TV viewing moments included NBC’s airing of “The Preakness Stakes,” pulling in 3.3 million at its peak; and NBC’s “The Indianapolis 500” tallying 2.5 million. Tunity Analytics measures the out-of-home linear TV viewing occurring in locations outside the home, such as bars, gyms, and offices. Tunity viewing estimates come from Tunity mobile app usage for May 29, 2019. OOH viewer impressions are calculated using Tunity proprietary modelling. advertisement advertisement Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH May 29, 2019 at 05:01PM Divided FCC Issues Upbeat Broadband Report http://bit.ly/2EFrupG Broadband is being deployed on a “reasonable and timely basis,” a majority of the Federal Communications Commission said in a report released Wednesday. "The digital divide has narrowed substantially," states the report, endorsed by the FCC's three Republican commissioners. “More Americans than ever before have access to high-speed broadband." The report found that 21.3 million Americans lacked access to web connections at speeds of at least 25 Mbps downstream and 3 Mbps upstream at the end of 2017. The year before, 26.1 million Americans lacked access to connections at those speeds. The FCC also found that 191.5 million Americans now have access to connections at speeds of at least 250 Mbps downstream and 25 Mbps upstream. advertisement advertisement Democratic commissioners Jessica Rosenworcel and Geoffrey Starks dissented from the report. “By determining that under the law broadband deployment is reasonable and timely for all Americans, we not only fall short of our statutory responsibility, we show a cruel disregard for those who the digital age has left behind,” Rosenworcel writes. “This report deserves a failing grade.” “The rosy picture the report paints about the status of broadband deployment is fundamentally at odds with reality,” Starks adds. “The report masks the urgent need for continued and renewed action to address inequities in internet access in rural, tribal, and urban areas of the country.” Both dissenters also criticize the FCC for relying too heavily on information provided by broadband carriers. “If a service provider claims that they serve a single customer in a census block, our existing data practices assume that there is service throughout the census block. This is not right,” Rosenworcel writes. “It means the claim in this report that there are only 21 million people in the United States without broadband is fundamentally flawed.” The report also concludes that mobile broadband isn't a substitute for fixed connections. Carr, who supports the report, says he is “dismayed” by that finding. “Data shows that fixed and mobile service are undoubtedly substitutable for many Americans and that fixed and mobile providers are in fierce competition with one another for customers,” he writes. A draft report issued earlier this year was substantially revised after the advocacy group Free Press pointed out an error in the data. That earlier report found that 19.4 million Americans lacked broadband access in 2017, as opposed to the current report's conclusion of 21.3 million. The error came from the service provider BarrierFree, which incorrectly reported that it served nearly 1.5 million census blocks, containing 20% of the population. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH May 29, 2019 at 04:06PM Out-of-Home Soars 6% During Q1 http://bit.ly/2Wa6Fxz At a time when many traditional mediums are declining or expanding at relatively modest rates, out-of-home ad spending in the U.S. grew 6.0% to $1.78 billion in the first quarter, according to data released today by the Outdoor Advertising Association of America (OAAA). The data, which which was compiled by Kantar Media, represents an acceleration of the U.S. out-of-home ad industry's recent expansion. Full-year spending rose only 4.5% in 2018, the last data released by the OAAA. An analysis of the top 10 ad categories shows a relatively mixed bag. Miscellaneous local services and amusements remained the top category, expanding 7.8% during the first quarter and accounting for a 24.5% share of all out-of-home spending in the U.S. No. 2 category, retail, meanwhile receded 1.1%. The biggest loser was restaurants, which declined 11.7%, while the biggest gainer was insurance & real estate, which expanded 18.2%. Fletcher did not disclose the category's growth, or cite specific examples, but the OAAA said the top 10 advertisers during the quarter, in ranked order, were: McDonald’s Apple Geico Amazon T-Mobile HBO Warner Bros Pictures Chevrolet American Express "Twenty-nine of the top 100 OOH advertisers more than doubled their OOH spend from the first quarter of 2018 including," the association also disclosed, citing: Door Dash Food Delivery, Cisco, LVMH, Groupon, Pluto TV, EA (Electronic Arts), LogMeIn.Com, Vimeo, Tazo, Stitch Fix Clothing Store, Michigan Hotels and Resorts, Uber, New York City Department Of Health & Mental Hygiene, Allstate, Salesforce, Deloitte, Target, Redfin Real Estate, Amazon, T-Mobile, TD, CNN, CBS, Paramount Pictures, Anheuser-Busch, Warner Bros Pictures, Spotify, Hulu, and 20th Century Fox Pictures. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH May 29, 2019 at 03:11PM Why B2B Marketers Were More Innovative 10 Years Ago http://bit.ly/2wttdtU Occasionally I’ll take a look back at interviews I’ve done and articles I’ve written. During a recent perusal through the archives, I noticed that in the B2B space, we were talking about, and doing, some very forward-looking things a decade ago — long before “digital transformation” came into vogue. Around 2009, I was asked for my top trends related to B2B marketing. I was bullish on visual recognition applications (augmented reality) for product demos and training, pushing data analytics beyond campaign metrics, and leveraging third party data to drive insights. I was also passionate about mobile video as a way to create impactful content, mobile-first approaches to customer journeys and gamification for engagement. So, keeping all of that in mind, and with all of the technology available today, why isn’t B2B marketing more innovative now? -- Out of necessity, we were more inventive. There weren’t a lot of standards yet defined. Things simply weren’t as figured out, so there was more freedom to invent. advertisement advertisement -- Templated mobile apps and other marketing mechanisms hadn’t arrived yet. Forrester’s Jay Pattisall discusses the “sea of sameness” effect that brands now face in a recent article entitled “Is Your Brand Desperate to Differentiate?” –-and he couldn’t be more right on. Many solutions were custom built, and therefore not only looked and acted differently, they were specifically tailored to a customer versus a one-size-fits-all approach found throughout much of today’s martech stack. -- CMOs valued creativity at the highest level. It was about engagement and results, not just final KPIs. And while CMOs have always been on the hot seat for results, this pressure to deliver results is greater than ever, making it easy to see how innovation can be forced to take a back seat. -- Marketers were still working outside of IT constraints to an extent. As IT took over web platforms, CRM systems, and even custom web applications, we’ve become more similar in our approaches, and more risk-averse as well. -- Security and privacy are both big and important issues that need tackling. However, there is no doubt this focus is stifling innovative digital engagement approaches. -- The world was moving fast, but not as fast as now! Much good has come from agile approaches, and certainly the need for speed is more important now than ever. But we lost the luxury of time — time to think and to be inventive. To me anyway, it seems 10 years ago there was more appetite to accept failure as a good thing, which led to more innovative approaches to problem-solving. But, for all of the talk about digital transformation, it seems there is very little transformation actually happening in B2B marketing. My solution? Perhaps we can all benefit from reflecting on the past rather than blindly adopting the next new shiny thing everyone is glomming onto. Then, we could chase measurable innovation while ushering in the next great era of B2B marketing. Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH May 29, 2019 at 02:38PM Smartphone Sales Drop 3%; Samsung Retains Lead http://bit.ly/2WtSyCB Worldwide sales of smartphones for the first quarter reached 373 million devices, a decline of 3%, according to a new forecast by Gartner. Sales for the first quarter last year were 384 million. U.S. sales dropped 16% and China sales dropped 3% in the first quarter. Samsung sold 72 million devices in the first quarter, Huawei sold 58 million and Apple sold 45 million. Samsung led in market share at 21% followed by Apple (14%) and Huawei (11%). “Demand for premium smartphones remained lower than for basic smartphones*, which affected brands such as Samsung and Apple that have significant stakes in high-end smartphones,” states Anshul Gupta, senior research director at Gartner. “In addition, demand for utility smartphones* declined as the rate of upgrading from feature phones to smartphones has slowed, given that 4G feature phones give users great advantages at a lower cost.” advertisement advertisement Mobile Marketing via MediaPost.com: mobile http://bit.ly/2oB2PsH May 29, 2019 at 01:54PM |
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