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High-Traffic News Sites Have Strong Social Media, Newsletter Outreach https://ift.tt/3f3Y2vZ News websites with the highest traffic have embraced social media and email newsletters to help drive online visits. News aggregation apps also are a popular way to raise visibility, according to Pew Research Center. The nonprofit studied 97 news outlets whose flagship websites averaged at least 10 million unique visitors a month, making them popular sources of digital news. Their average traffic rose 11% from a year earlier to 32.1 million in the fourth quarter of 2020, according to Pew’s analysis of Comscore data. News sites rely on a variety of methods to extend their outreach among digital audiences. Ninety-five percent of the outlets studied have a presence on Flipboard, the news aggregation and social media app, compared with the 88% who distribute content through Apple News. Nearly three quarters (73%) of news publishers have apps for either Android or Apple’s iOS, the two main mobile platforms, Pew found in an audit of the sites. Plus, email newsletters are a popular method of reaching readers, with 93% of news outlets pushing them into people’s inboxes. With more audiences spending time with podcasts, 75% of news sites offer such audio content to listeners. Only 39% of news sites allow commentson articles, which provide another way to readers to engage with reporters and editors. However, they also can be a source of aggravation when internet trolls use comment sections to attack others or spread misinformation. As for the most popular social media platforms, all news outlets have a presence on Facebook and Twitter, followed by Instagram (96%) and YouTube (93%). Only 57% have a presence on social video app TikTok, while only 26% are on photo-messaging app Snapchat. Those two platforms tend to be most popular with Generation Z, presenting an opportunity to cultivate younger audiences. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 29, 2021 at 06:05AM
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Catholic News Site 'Pillar' Accused Of Ethical Breach By Rival Pub https://ift.tt/3iaP1mJ The Pillar, an independent publication that covers the Roman Catholic Church, has been criticized by The National Catholic Reporter (NCR), another independent title, for alleged breaches of journalistic ethics. The flap concerns an article by The Pillar, alleging that Msgr. Jeffrey Burrill had engaged in “serial sexual misconduct,” including going to gay bars and using Grindr, the sex-and-dating phone app. Burrill subsequently resigned as general secretary of the U.S. bishops’ conference. In the church or out of it, The Pillar expose raises questions about journalistic practice. The problem is that the article was based on an analysis of app data signals The Pillar states were "correlated to Burrill's mobile device," NCR charges. Todd Gitlin, a professor of journalism at Columbia Journalism School, tells NCR: “Ethically, this is a softball. The article is scummy. The hack using data tracking is illicit, indefensible, and all-around contrary to journalistic ethics." advertisement advertisement Gitlin said the practice is “redolent of the depredations of [Rupert] Murdoch's News of the World busting into private phones.” He added that "sneering references to pedophilia” in the article are “nothing short of vile and McCarthyite. Roy Cohn would be proud." The Pillar article stated there was no evidence the priest had contact with minors, but then made “the problematic leap” that possible consensual behavior could cloud the priest’s judgment on handling clergy sexual abuse cases, NCR contends. "A good editor would have sussed out these issues, and likely eliminated the many references to unrelated cases that give the patina of criminal behavior to a situation that lacks evidence of such conduct," Bill Grueskin, a professor of professional practice at Columbia Journalism School, tells NCR. The Pillar’s co-founder and editor-in-chief JD Flynn tweets: “After we obtained and authenticated a dataset, most of our analytic work with that set has been to identify patterns and trends in the context of the Catholic Church, which we cover, and in which technology accountability has been an issue of importance among church leaders for quite some time.” Flynn continued: “We discovered an obvious correlation between hookup app usage and a high-ranking public figure who was responsible in a direct way for the development and oversight of policies addressing clerical accountability with regard to the Church’s approach to sexual morality. “There is no indication, at all, that the leader in question was using the app for any purpose pertaining to minors, and we would not wish to insinuate anything to the contrary,” he added, nothing The Pillar had extensive off-the-record conversations with church authorities. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 28, 2021 at 03:11PM
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Where Are All The Voice Assistants? https://ift.tt/3zFt3Os A few years back I was involved in helping launch and build a voice assistant business. I loved it. The company was Voicea, which we sold to Cisco, and was eventually integrated into Webex. During that time, I became entrenched in the voice assistant and voice-oriented media landscape, helping to prognosticate where the voice-activated revolution would take us. I became an avid user of voice-activated tools and assistants. Eva was taking notes for me. Alexa was telling me jokes. Google Home was helping me with recipes. Siri was making calls and sending texts. Even the voice-activated buttons in my car were useful to some limited degree. I was intensely bullish on the future of voice-activated media engagement then. These days, my engagement with voice is radically less, and I find myself wondering if everyone else feels the same way. The pandemic kept everyone at home and our usage of almost every digital platform increased, except our use of digital assistants. Digital assistants seem to have plateaued, which I don’t fully understand. Why aren’t these tools being used everywhere, every day? advertisement advertisement The answer lies somewhere between privacy and practicality. Privacy is likely the biggest impediment. For these tools to work, they have to be listening all the time. While Amazon and Apple have said they don’t use the ambient listening for anything specifically, it is still an uncomfortable fact that everything you say in your house is being listened to by someone. They may not retain that data, and they may not use that data (I have my doubts on that one), but the fact that privacy is infringed is enough to stop many people. Practicality is the other reason. In practical application, these devices are wrong far too much of the time. Alexa is in my office and it is constantly interrupting me, saying it "didn’t quite hear" what I said. Of course, I wasn’t talking to it, but that rarely stops it from interrupting. Additionally, I ask Google Home questions all the time -- and about 50% of the time, it has no answer. Sometimes it doesn’t understand my question. Sometimes it doesn’t hear me clearly. All in all, the only people who really use these tools in our house are my kids -- and for them it’s about playing music, telling the time, or hearing Alexa make fart noises. Yes, Alexa makes fart noises on demand. I still think voice has a business. Conversational IQ is something that businesses will rely on going forward. Automated AI notetaking is an enormous benefit that I had come to depend on when we used it at Voicea, and I wish I had now. Plus, there are a number of tools being used on sales calls from Chorus and Gong, among others, that offer immediate value. Voice is still a viable medium, but I think its use in the home is still under review. We haven’t uncovered the “killer app” for voice at home yet. You can use Alexa to turn on your lights or play music, but these conveniences are rarely outweighed by the privacy issues. I still wonder what will be the things that overcomes the risks of privacy and gets Conversational IQ or activation into the home universally. I guess we will see over the coming years. Until then, my mobile device is still the hub for my smart home -- and it will continue that way for many, many people. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 28, 2021 at 11:09AM
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Disney+ Hotstar Bows Mobile-Only Option In India https://ift.tt/3rGTn8s Disney+ Hotstar has debuted a mobile-only streaming option as part of an overhaul of its plan offerings. The service, available in India, Indonesia and other Asian countries, is dropping a two-tiered, content-based approach in favor of a three-tiered approach based on service levels, according to NDTV. In the new scheme, some content was available only to Premium plan subscribers. In the new one, all content is available to all three tiers. The Premium plan (1,499 Rs./$20.11 per year) remains the only one offering 4K video quality, and now allows for simultaneous use of four (up from two) different devices. The other two tiers are Super (Rs. 899/$12.06 per year), which allows for streaming on two devices, and Mobile (Rs. 499/$6.70 per year), which allows for use of just one mobile device at a time. advertisement advertisement Netflix and other services already offer cheaper, mobile-only options in India, reflecting high use of mobile devices for streaming. For the same reason, rival HBO Max included a mobile-only option when it launched in Latin America and the Caribbean in June. As of Disney’s fiscal Q3, ending July 3, the U.S. and Canada accounted for about 38 million of Disney+’s subscribers — up by just 1 million, from 37 million at the end of February, according to a report by The Information. Total worldwide subscribers rose to 110 million, up from 103.6 million for the fiscal second quarter ended April 3. And increasingly, Disney+’s growth has been driven by India, where Hotstar subscribers have risen by 12 million to 38 million over the past six months. But the low subscription prices in that market resulted in Disney+ seeing its average monthly revenue per subscriber (ARPU) drop 29% to $3.99 in its second fiscal quarter. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 28, 2021 at 09:19AM
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5 Ways the Pandemic Has Forever Changed the Voices & Visions of B2B Marketing https://ift.tt/3l4omcZ How has B2B marketing changed forever during the pandemic? The voices and visions of B2B marketing have been forced to shift over the past few years, as have many of the goals and methods we strive for and use to connect with our current and potential customers. Some of these changes are subtle while others are decidedly not, yet each brings with it both new opportunities for embracing the future of B2B marketing along with risks for those who don’t heed the call when the winds of digital change shift. Let’s take a look at five of the most substantial changes in B2B marketing that the pandemic has driven, and explore new insights that can inform and inspire your efforts in the push towards 2022 and beyond. 1 — Remote Yet Closer B2B RelationshipsThe remote Zoom, Slack, phone and email communication we’ve all had to embrace over the course of the pandemic have surprisingly brought closer B2B relationships in many cases. How being physically distanced from each other has actually brought us together in new and fascinating ways is a phenomenon that will likely be studied for years to come, yet successful B2B marketers have already embraced this shift and are doing everything they can to nurture our new world of remote business relationships in creative digital fashion. The heart of online communication are the people at either end of the conversation. The particular tools they use come and go like the shifting seasons, and in my 37 years of online digital communication this fact has become more pronounced. The way our communication tools today are generally able to work together seamlessly is a far cry from the days when I operated a 300-baud computer bulletin board system and each person had to take turns phoning in with their modem. Two formats carried over, however — email and chat — and both are still successfully used today by countless B2B marketers. Relationships between brands and influential subject matter experts have also taken on new qualities since the pandemic began. For Ann Handley, chief content officer at MarketingProfs, a new variety of these opportunities has been arising. "I think in B2B what we’re seeing, and this has been fueled by the pandemic, is that we are seeing those relationships start to happen between brands and influencers like me where they’re reaching out to me proactively and saying, 'Hey, we don’t have a thing right now, but we want to work with you. Can we sort of get to know each other?'” Ann recently told our chief executive and co-founder Lee Odden in "Inside B2B Influence 14: Ann Handley of MarketingProfs on Content Marketing and Influence." [bctt tweet="“Integrating influencer content is a direct line to building trust and customer confidence.” — Ann Handley @annhandley" username="toprank"]2 — A Digital Communications DelugeAdvertisers, consumers, brands and pretty much everyone in between have all had to vastly increase their use of digital communication during these challenging recent years, which has led to more competition than ever to be heard. For advertisers, the pandemic propelled digital advertising past the 50 percent mark, and the margin between digital and all other formats is now only increasing. Even among B2B marketers, in the U.S. advertising spending is expected to top $30 billion by 2023, with almost half of that going to digital advertising (eMarketer.) Just because we have great tools for communicating, however, doesn’t mean we’re using them to full effect in our marketing efforts. The combined art and science of effective B2B marketing communication is a subject we've explored in the following articles:
3 — Heightened Customer Journey ExpectationsThe touch-points that B2B customers now look for along their purchasing journey in the coronavirus era run from well before the starting line to long past the finish line of sales. Before the pandemic, B2B buyers had long-standing way-points for predictable interactions with brands. Now, businesses that rely only on those traditional touch-points for customer interaction risk not being there for their potential customers in the new places buyers expect to find brands — whether it’s a new batch of social media platforms such at Clubhouse, human or chatbot live chat, or text messaging. The more we can learn about our customers and the digital journeys they set out on today, the better we can get front and center at those key points where we want to provide the best-answer solutions our audience is searching for. It’s rarely possible to truly be there at every possible spot in today’s vast and circuitous digital routes, even with substantial resources, so it’s important to pick the right locations for meeting your customer on their journey, and to make each one count. One approach to tackling this complex issue is through the use of account based marketing (ABM), or better yet, account based experiences (ABX), as Lee recently explored in "Is ABX the Next Evolution of B2B Marketing?" [bctt tweet="“In many ways, Account Based Experience (ABX) is the next generation of Account Based Marketing. ABX is a fundamental customer centric rethinking of an account based go-to-market.” — Jon Miller @JonMiller" username="toprank"]4 — The Natural Shift to InfluenceOne big winner the pandemic has surfaced for brands, marketers, and customers alike is the enduring power of influence. It’s no wonder that U.S. influencer spending is set to surpass $3 billion in 2021, an increase of over 33 percent (eMarketer), and that paid branded content and influencer marketing have accounted for 20 percent of 2021 digital advertising budgets, while influence marketing has been seen as the second most important digital ad option for 2021, according to recently-released Advertiser Perceptions survey data. These past two years are likely to go down as the turning point when influencer marketing truly showed its potential in the world of B2B industries. We've examined this important shift to B2B influencer marketing recently in the following articles:
5 — Hybrid Work Hotbeds Go MainstreamI’ve worked remotely for the past 5,241 days — since March 23, 2007 — and one genie-from-the-bottle change the past two pandemic years has brought is the immense increase in the number of people working remotely around the world. B2B brands that facilitate remote communication have undoubtedly thrived the past two years, with Zoom and clients such as Slack and monday.com upping their game to make hybrid and remote work a much more friction-free and less frustrating experience. Digital video too has exploded since the pandemic began, a trend that newly-released forecast data clearly shows, with online video and eCommerce advertising expected to add $40 billion — some 11.2 percent — to advertising spending worldwide, an increase of more than six percent from its peak before the global health crisis. Professional talent in all areas surrounding the great circle of B2B activity is now more global than ever, and successful firms are strengthening their teams by adding great and diverse voices from the four corners of the digital world. [bctt tweet="“The more diverse your workforce is, the better your ideas, innovation, and problem solving are, because you don't have a bunch of heads that look like one another nodding in agreement, which doesn't get us anywhere.” — @TamaraMcCleary" username="toprank"]Crank Up & Amplify Your B2B Marketing Voice & Visionvia GIPHY Being mindful of these changes can help make the journey to 2022 and beyond a more successful one, as we move forward towards a future shaped not only by the pandemic but also by the many powerful changes and improvements B2B marketers have crafted. By cranking up and embracing new closer B2B relationships and the digital realm where they largely reside, savvy marketers will meet those heightened customer journey expectations. Utilizing the multifaceted power of influence will propel tomorrow’s most successful marketers and B2B brands, all in a new work landscape that will henceforth be far more hybrid and remote. Crafting award-winning digital experiences and storytelling featuring each of these elements takes significant time, resources, and effort, which is why many of the world’s top B2B brands choose to partner with a leading B2B marketing agency. Contact us today and learn why for more than 20 years brands from LinkedIn and 3M to Dell and Adobe have chosen to work with TopRank Marketing.The post 5 Ways the Pandemic Has Forever Changed the Voices & Visions of B2B Marketing appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh July 28, 2021 at 05:36AM
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AOL Stumbles, Google And Bing Remain Stable As Others Improve https://ift.tt/3l4j5lQ Customer satisfaction with internet search engines and information sites fell for Verizon Media’s AOL by 3% but remained stable for Google, and Bing, and improved by 1% for all others like Yahoo, Ask, MSN, and Answers, according to data released Tuesday. The American Customer Satisfaction Index (ACSI) data shows features on website like search and navigation became more difficult to use in 2021 on smartphones and tablets, compared with the prior year. Twitter fell the hardest, down 10%. Facebook, Instagram, Snapchat, and Wikipedia each fell 3%. Tumblr improved 5%, and LinkedIn improved 3%. Pinterest and YouTube each improved 1% in the consumer satisfactory index. While the pandemic put pressure on companies to perform, the data shows the industry experienced little change from year to year despite users increasingly turning to digital on the internet for social interactions and information. “The steady satisfaction over the past year suggests that increased use, and the scrutiny that comes with it, did not impact providers' ability to deliver a consistent experience,” wrote David VanAmburg, ACSI managing director, in an email to Inside Performance. “In comparison, the telecommunications industry experienced similar strain but could not hold up under pressure.” advertisement advertisement The data is part of a customer experience benchmark report for social media, search engines and information, and news and opinions. It’s used as inputs to the Index’s cause-and-effect econometric model that estimates customer satisfaction as the result of the survey-measured inputs of customer expectations, perceptions of quality, and perceptions of value. Ratings are based on email interviews with 5,544 people, chosen at random, fielded from July 6, 2020, through June 15, 2021. Users were asked to evaluate their recent experiences with social media, search and information, and news websites in terms of visitor traffic. The data also includes an aggregate category of “all other.” Improving the most in the Internet Search Engine & Information category, consumer sentiment around the number of ads on the site. Survey takers were pleased with the number of ads on internet search engines and information sites in 2021, compared with 2020, with a benchmark of 74 in 2021, compared with 72 in 2020, respectively. Additional categories in Internet Search Engine & Information remained stable or improved, such as the quality of mobile apps also improved by a benchmark of one point, 85 this year vs. 84 in 2020. Other experiences in this category analyzed remained stable such as Reliability of mobile apps for downtime and crashes, ease of navigation, site performance, content freshness, variety of services and information, speed, and reliability of video clips. When search engines and information sites were compared against other companies, the customer satisfaction benchmark lacked strength. On a benchmark scale from 0 to 100, these companies in aggregate rated 76. Internet News & Opinion companies averaged 74, and social media companies averaged 70. While subscription television services came in with the lowest satisfaction rating of 65, breweries were rated the highest at 81. Internet news and opinion sites mostly improved in customer experience in 2021, compared with 2020. The benchmark ranged from the quality of mobile apps with a rating of 83 in 2021, up from 82 in 2020, to the number of ads on sites, which had a rating of 72 and 72, respectively.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 27, 2021 at 01:49PM
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Global Streaming Time For Olympics Opening Up 279% Vs. 2018 https://ift.tt/3zHmsDc Overall global streaming time for the Tokyo Olympics’ opening ceremony on July 23 was up by 279% compared to the ceremony during 2018’s PyeongChang games, according to Conviva data. Conviva’s customer base includes major publishers and aggregators (such as Hulu and Sling TV) that stream all over the world, with data gathered through sensor technology embedded in 3.3 billion streaming video apps. (On Monday, NBC released preliminary data showing the ceremony’s streaming viewership — as opposed to time-spent — for its sports app and NBCOlympics.com only, up 75% versus the 2018 games.) Quality of streaming for the opening event also improved compared to 2018, with 35% fewer start failures, 7% less buffering and a 1% higher bitrate than average, Conviva reports. advertisement advertisement Surprisingly, mobile phones and desktops outperformed connected TV devices, with 27% of viewing time each during the ceremony, to CTVs’ 23%. Smart TVs accounted for 14% of streaming time, tablets for 8%, and gaming consoles for 1%. Social engagement for official national Olympics committee accounts jumped 970% during opening week as compared with the average for prior weeks, as they posted significantly more content. That overall spike included a 466% increase in engagement for the accounts’ posts, and a 358% increase for their videos. Team USA had 7.3 million followers as of the opening ceremony — more than double the next-closest national organization (Brazil, with 3 million). Team USA accounts posted 73% more posts and 88% more videos across Facebook, Instagram, Twitter and YouTube the week the Olympics kicked off as compared to weeks prior. Its total engagements during that period were up 305%. USA Basketball’s welcome to Tokyo for superstar Zach LaVine netted the most total engagements on Instagram and the most video views on Twitter of any Team USA opening ceremony social post (85,000). The team’s highest engagement rate, 19.1%, was generated by Olympic newcomers USA Skateboarding, for a tweet featuring them wearing matching outfits for the opening ceremony best. While Twitter is typically thought of as a text-first platform, the Kazakhstan Olympic committee earned the highest engagement rate (25,627.4%) and most engagements (150,000) on any social platform with a video of its flag bearer, Olga Rypakova, on Twitter (screen grab shown above). As of 7 am July 27, the video was showing 1.6 million views and 125,200 likes. Brazil was #1 in total number of cross-platform engagements on the day of the opening ceremony, with 715,485. The Team USA account had the second-highest cross-platform engagements: 287,802. Cross-platform social engagement percentage rate leaders on the day of the opening ceremonies included Kazakhstan (801.6%), Malaysia (27.6%) and India (23.4%). Team USA didn’t make the top 10 on this indicator.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 27, 2021 at 06:34AM
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The E-ffect On Engineers: Email Emerges As Top Tactic For Reaching Them https://ift.tt/3BMpcRw Engineers are a tough audience to reach. The most effective tactic for reaching them—this year, anyway—is email,, according to according to the 2021 Marketing to Engineers Survey by engineering.com. Email has emerged as the top channel, jumping six places to usurp search as their preferred tactics. Asked to list their preferred five channels for marketing in 2021, respondents chose the following:
advertisement advertisement Why is email suddenly on top? The study speculates that “As businesses grapple with re-opening the economy, many have switched from a more passive approach to reach their audiences (i.e., search marketing) to a more active one (i.e., email marketing).” It also may reflect the fact that email is rated the most effective activity during the pandemic, as shown by these stats:
Moreover, email budgets are going up by an average 26% this year, up from 19% two years ago. But the bigger increases will be for video (44%), webinars (31%), social media marketing (30%), search marketing (29%) and case studies (27%). The overall average is 31%. Why isn’t email getting the biggest hike? “Most marketers have email marketing engines already in place, but their video production may still be in its infancy and require more resources to get started,” the study states. Building email lists is also a top goal, although far from the leading one. The respondents are trying to:
But they face several marketing challenges:
Now we come to the topic of which automation tools they’re using. They are:
Engineers.com surveyed 94 marketers, representing They represented companies in manufacturing, software, and other engineering-related disciplines. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 26, 2021 at 04:16PM
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B2B Marketers Increasing Use Of Digital -- Approaching $15B By 2023, Says eMarketer https://ift.tt/2UIIQxv eMarketer released its U.S. B2B Advertising Forecast report on Monday that estimates that nearly half of the $30.6 billion spent on B2B advertising will be digital in 2023. Digital will account for $14.57 billion in 2023 -- up from $12.65 billion in 2022 and $10.84 billion in 2021. For the first time, more than half of B2B marketers’ digital spend will focus on phones and tablets versus non-mobile devices such as laptops and desktop computers. Not surprisingly, mobile continues to take ad spend -- rising from 40.5% in 2020 to 44.5% in 2021, 47.7% in 2022, and 51% in 2023. During that time, every non-mobile area continues to decline, from 59% in 2019 to 49% in 2023. B2B advertisers tend to use display advertising more than search. This trend will catapult display past search in two years. Search ad spend is forecast to reach $6.85 billion in 2023, up from $6.12 billion in 2022, and $5.36 billion in 2021, but it will lag behind display. advertisement advertisement Display advertising spend is forecast to reach $7.29 billion in 2023, up from $6.12 billion in 2022, and $5.09 billion in 2021. Madison Logic, a digital account-based marketing platform, concurs with eMarketer’s projections. The company reported heightened interest from B2B marketers across North America, EMEA and APAC based earlier this year. Not all market segments will see a rise in the percentage of B2B digital ad spend, according to eMarketer data. Tech products and services, and the Other category are clear winners when it comes to the percentage of digital ad spend. eMarketer estimates tech products and services will take 32.1% of the total B2B digital ad spend in 2021, up from 29.6% in 2020. The Other category in 2021 will rise to 21.5% from 15.1%. Financial services will fall to 25.1% in 2021 from 27% in 2020. Telecom also will see a decline to 10.1%, down from 14.2%; and healthcare and Pharma will drop to 9.6% from 10.4%, respectively. Travel will fall to 1.7% in 2021 from 3.7% in 2020. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 26, 2021 at 04:02PM
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3 Days Of Olympics Earns $135 Million In National Ad Spend, Impressions Higher https://ift.tt/3rAZJpw Opening weekend of the Tokyo Summer Olympics has brought in an estimated $135.6 million in national TV advertising spend across all NBCUniversal TV networks, according iSpot.tv. National TV ad spend is down slightly from the first three days of the 2016 Rio Olympics, according to iSpot.tv, which earned $150.8 million in estimated ad spend. This year, so far, there are many more TV commercials -- almost double -- 3,982 airings of commercials versus 2,169 for the Rio games. To date, total impressions are higher for these summer games -- 5.5 billion against 4.7 billion -- across all NBCUniversal networks for the first three days of the 16-day event. This includes national linear TV, time shifted, local, video-on-demand and streaming/OTT. Toyota is the biggest spender in the U.S. so far -- $12.4 million -- coming from 134 airings of commercials across all NBCU networks airing the event. It has garnered the most impressions of any paid advertiser: 257.3 million impressions. advertisement advertisement Toyota pulled back from airing commercials in its home market in Japan, due to polls showing Japanese viewers weren’t interested in the event, given rising pandemic concerns. In terms of paid-advertising impressions, Walmart is next -- 197.1 million impressions, coming from 105 airings ($2.6 million in estimated national TV ad spend). Chervolet -- 147.7 million impressions, 93 airings ($5.57 million TV spend). Geico is at 142.9 million impressions -- 102 airings and $1.4 million in estimated national TV spend; Facebook -- 113 million impressions from 71 airings ($3.5 million ad spend); Visa -- 109.2 million impressions, 83 airings ($3.6 million spend) Nike has 94.2 million impressions, 55 airings ($3.5 million); Samsung Mobile -- 85.2 million impressions; 54 spots ($1.93 million); and Google -- 83.2 million impressions, 56 airings ($3.5 million). For its own businesses, NBCUniversal has aired 259 on-air program/network promotions, yielding 243.5 million impressions -- second only to Toyota in this measure. For its new premium streaming service, NBCU’s Peacock, has had 189 airings producing 198.1 million impressions. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 26, 2021 at 01:04PM |
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