Total Marketing Spending Projected To Fall To Pre-2018 Levels Ad Budgets Recede Even Faster11/24/2020 Total Marketing Spending Projected To Fall To Pre-2018 Levels, Ad Budgets Recede Even Faster https://ift.tt/360Gblj U.S. advertising and marketing spending will fall 7.1% this year to $494.23 billion, according to a new forecast released today by media industry economists PQ Media. That's a steeper rate of decline than the 6.8% decline global advertising and marketing spending is projected to sustain, though most of the world's markets have experienced a significant impact from the global COVID-19 pandemic. “While the economic damage wrought by the pandemic will squelch a decade-long expansion of the media economy this year, the emergence of new advertising and marketing opportunities in streaming video and audio, mobile gaming and apps, social media and influencer marketing, and digital product placement, content marketing and virtual events are expected to hasten the industry’s recovery going forward,” PQ Media CEO Patrick Quinn said in a statement released with the new report, which projects the global advertising and marketing economy will fall to $1.278 trillion, it's lowest volume since 2017. advertisement advertisement Advertising's share will erode faster than the overall marketing industry, declining 7% worldwide to $583.71 billion, while all other areas of marketing spending will fall 6.6% to $694.23 billion. PQ projects the global advertising and marketing economy will rebound in 2021, expanding 5.9% from 2020, driven mainly by the accelerating of digital media, which will grow at nearly twice the rate (11.3%) of the overall market expansion. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 24, 2020 at 08:09AM
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German Automotive Engineer Brings DOOH Advertising Platform To U.S., Links To Digital https://ift.tt/3pXorzm UZE Mobility, a mobile marketplace platform for out-of-home advertising, has debuted in the United States. The company was founded by mobility expert Alexander Jablovski, a veteran in the automotive industry who worked at Daimler AG and is expert in mobility. Cindy Jeffers, former chief executive officer and chief technology officer of Salon Media Group, will serve as U.S. president and chief operating officer. She’s also worked for the Media Group at the Huffington Post. “I’ve always been excited by big challenges,” she said, adding that she leaned to code software at the age of eight. “I like standing at the bottom of the mountain looking up, trying to figure out how to get there.” The company believes advertisers can offset the cost of deliveries by allowing brands to buy media online, run campaigns, and produce reports that support performance. Jeffers said in the U.S. there are more than 17 million commercial vehicles. The idea is to make advertising less expensive to buy by putting the ads on commercial vehicles. advertisement advertisement The platform was built to allow online advertisers to port their creative from online to out-of-home and manage all types of media together. The real-time reporting would allow marketers to adjust budgets as needed. The marketplace software is intended to connect with the platforms of advertising agencies, SSPs, and DSPs, deploying the creatives to the displays out in the field. The displays have the ability to gather data through sensors, giving UZE the ability to change target in real-time. Advertisers can set up parameters and targeting, adjusting budgets and for where vehicles are running in real-time based on factors like time of day and weather. Jeffers sees the possibilities in mobility through UZE’s technology, which relies on artificial intelligence and sensor technology. Mobile advertising provides a different opportunity through digital signs to reach consumers through fleet companies and other types of delivery drivers. Using proprietary advanced sensor technology and artificial intelligence, advertisers can personalize, target and adapt ads in real-time using granular anonymized user and environmental data. The company initially launched in Germany, where UZE partnered with Hövding, for to promote their mobile airbag for bikers. After running a bike with a large screen through bike lanes in Berlin, Hövding saw web sales jump to 38%. Adele Martens at Century21 Real Estate, an early UZE client, said real estate sales increased 20% after working with UZE for only two months. UZE began offering the service in Manhattan, with plans to expand across the U.S. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 24, 2020 at 08:03AM T-Mobile Ramps Up National TV Marketing Amid Packaging Changes, Cable TV Network Disputes https://ift.tt/36ViPwE
As T-Mobile’s virtual pay TV provider TVision changes a key network package option due to accusations from multiple cable TV executives who say there is a breach of carriage deals, the new service has been ramping up national TV marketing spend.
Over a two-week period, since November 10, TVision has had 28 TV commercial airings, with $3.35 million in total national TV spend, according to iSpot.tv. Much of its effort has been around sports TV programming --- with eight airings for NFL football, six on college football, two on SEC football, two on ESPN’s “SportsCenter with Scott Van Pelt” and one on the ABC’s “American Music Awards.” T-Mobile’s main package -- TVision Live -- offers more than 30 TV networks for $40 a month, which feature major broadcast and cable networks with emphasis on sports and news content. In addition, the initial TVision announcement also offered T-Mobile Vibe -- with 33 cable TV network channels for an additional $10 a month. advertisement advertisement In response, executives from TV network groups with sizable cable networks --such as Discovery, and reportedly from ViacomCBS -- accused T-Mobile of being in breach of contract, saying their networks should not be separated from its main TVision Live package. In result of that criticism, and as part of a holiday deal announcement offer released last week, T-Mobile now says that for a limited time, 33 TVision Vibe channels will be included at no cost for those buying its TVision Live package. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 23, 2020 at 05:27PM Ecommerce Eats: Consumers Turn To Online Grocery Shopping https://ift.tt/2J0olpE There is much chatter about online buying, for everything from paper towels to luxury goods. But there is one product area that also deserves our notice, perhaps the most essential -- groceries. Of the consumers who began ordering groceries online during the COVID-19 pandemic, 75.8% will continue to do so after the crisis, according to The AI opportunity For Grocery Ecommerce, a study by Clinch, a personalization platform. Overall, 75.5% of consumers buy groceries online, and 80% are ordering more than they did pre-pandemic. There’s no great mystery as to why this is happening. The pandemic caused a decline in in-store shopping, and accelerated online usage by existing shoppers, while bringing in new audiences — i.e., “older demographics who had a toe dipped in digital, but were accustomed to offline, non-digital experiences,” the study notes. The meaning is clear for grocery purveyors: They need AI-driven email systems that can shoot out personalized promotions at scale, and triggered programs for confirmations, alerts and delivery updates. advertisement advertisement Major outfits like FreshDirect have such capabilities, but smaller grocery firms may not. And they need them because they have been hard-hit by the pandemic. Grocery retailers also need finely tailored messaging. The study found that nearly 65% want incentives based on past purchases. In addition, 38.35% seek new and different products. Moreover, 31% desire a product coupon and discount and 20% want same-day delivery and/or curbside pickup. When it comes to content, 30.64% want to see messages that focus on safety and cleanliness, and 20.86% favor ads that make food look delicious. “Consumers need an online experience that fits their unique need — this could be a compelling price discount, or an ad that shows them their favorite chocolate-chip cookie, right as that 4 p.m. snacking hour rolls around,” states Oz Etzioni, CEO of Clinch. Mobile is the main ordering channel, utilized by 60% of grocery shoppers. Only 33% use desktop/laptop, and 7% voice assistants Consumers have a more omnichannel preferences when it comes to advertising:
And email? “With an increasingly diverse and fragmented userbase, it is critical for grocery retailers to connect with their customers across a variety of platforms and channels,” Etizioni says. Etzioni adds, “We're seeing the most profound campaign performance coming from advertisers who take an omnichannel approach and leverage the right data and analysis to execute the right ad sequencing. Email can be a powerful extension of sequential messaging and establishing relevancy." Etzioni concludes, “Brands need a solid 1st party data (CRM) that is continuously enriched with relevant insights in order to best nurture communication with their consumers and maintain brand loyalty.” Clinch surveyed a panel of 532 conline grocery shoppers in the U.S. in November. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 23, 2020 at 05:00PM Appellate Court Turns Away AT&T In Battle Over DirecTV Robocalls https://ift.tt/3kXKLVK Handing AT&T a defeat, a federal appellate court on Monday refused to reconsider a prior ruling that requires DirecTV to face a lawsuit alleging it violated a consumer protection law by making robocalls to a consumer's cell phone. As is customary, the 9th Circuit Court of Appeals didn't give a reason for its decision to reject AT&T's petition for a new hearing. It's not yet clear whether AT&T will ask the Supreme Court to intervene in the matter. The battle dates to 2018, when Jeremy Revitch alleged in a class-action class-action complaint that AT&T's DirecTV violated the Telephone Consumer Protection Act by using an autodialer to make unsolicited marketing calls to his mobile phone. AT&T argued Revitch couldn't proceed in court because he was an AT&T subscriber, and AT&T's terms of service require arbitration of disputes involving itself as well as any affiliates. A divided panel of the 9th Circuit ruled 2-1 in September that the lawsuit wasn't covered by AT&T's arbitration requirement, because Revitch agreed to AT&Ts terms of service in 2011 -- four years before AT&T acquired DirecTV. advertisement advertisement AT&T then sought a new hearing, in front of a larger panel of 9th Circuit judges. Among other arguments, AT&T said the original decision reflects “a decidedly hostile view of arbitration.” The company also argued that a different appellate court, the 4th Circuit Court of Appeals, ruled that contractual agreements requiring arbitration of disputes with “affiliates” includes affiliates acquired after the contract takes effect. The 9th Circuit said Monday that the two judges who originally ruled against AT&T sided against granting a new hearing, and that none of the court's judges had requested a vote on the company's request for reconsideration. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 23, 2020 at 04:05PM
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Verizon, Apple Team Up To Offer Companies 5G 'Fleet' Package https://ift.tt/2Kpm6wH Wireless providers and smartphone makers are trying to snare new 5G customers -- and last week Verizon and Apple teamed up to work at it together. Verizon inaugurated the 5G Fleet Swap. It invites businesses that provide smartphones for their employees to trade in those phones, from Verizon or any carrier, for 5G iPhone 12 service, Companies can upgrade to any model in the iPhone 12 lineup for no upfront cost, with a low, or free, monthly cost. The enticement, beyond getting new phones for old, is letting companies get an early embrace of 5G Verizon and Apple technology. “No matter where you are on your digital transformation journey, the ability to put the power of 5G Ultra Wideband in all of your employees’ hands right now with a powerful iPhone 12 model, the best smartphone for business, is not just an investment for growth, it’s what will set a business’s future trajectory as technology continues to advance,” stated Tami Erwin, CEO of Verizon Business. advertisement advertisement Verizon launched its nationwide low-band 5G nationwide network last month and will quickly ramp up to serve 1,800 cities serving up to 200 million people. That got it into the same nationwide ball game where T-Mobile began playing late last year, and AT&T started over the summer. Most of Verizon’’s existing 5G service has been for its 5G Ultra Wideband service, available so far in limited areas, and in limited parts of those areas. A company choosing the Fleet Swap will be in line for Ultra Wideband service as it expands, which means those companies could use features like IBM’s Maximo Visual Inspection, which lets an iPhone12 user monitor production-line defects in real time. That feature uses machine learning and Apple’s A14 Bionic chip that Verizon says could “transmit images across hundreds of inspection points” at a manufacturing location. Other devices let surgeons review MRI/CT scans on an iPhone12, and another allows fast access to documents and manuals aided by augmented reality. Those 5G capabilities are more transformative -- and helpful to businesses -- than the ability to download a movie in a few seconds that’s usually advertised to consumers. Apple featured Verizon’s 5G service heavily last month when it announced the iPhone 12 line, the first 5G Apple phone. At the same time, Verizon said General Motors and Honeywell would install Ultra Wideband service inside their corporate offices “to drive vital digital transformation initiatives.” Honeywell’s service will be centered at its new headquarters building in Charlotte, North Carolina, and GM will wire its new Factory Zero plant for all-electric cars, being built at the Detroit-Hamtramck Assembly Center. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 23, 2020 at 03:10PM Arc Publishing Expands Subscriptions Product https://ift.tt/3nKYdhq The Washington Post’s Arc Publishing added five enhancements to its digital subscriptions platform today to monetize content and increase audience segmentation and targeting. "We've taken the work out of integrating a complex web of partners and platforms and made those integrations a native part of Arc, allowing our customers to focus on what is important to them: launching and growing their subscription businesses,” stated Matt Monahan, vice president of product for Arc Publishing. The Arc Subscriptions product serves 50 million registered and paying users globally. It handles the whole purchase flow, including registration, offer-creation, checkout and billing. A new subscription module is available in Arc’s site development toolkit. Customers have the ability to launch a digital subscription offering within 30 days. New mobile software development kits (SDKs) for native iOS and Android apps let customers launch a digital entitlement on native mobile platforms, alongside web. Arc has integrated with customer-data platform (CDP) BlueConic to provide real-time insights and segmentation using first-party data. advertisement advertisement Customers can leverage behavioral indicators, location, device type and other analytics to personalize on-site messaging, offers and paywall settings, according to the company. Also, Arc Subscriptions has integrated with the Spreedly platform to expand payment capabilities, which the company says is an effort to meet growing demand for payment flexibility. By expanding its experience testing capabilities, users can test and activate individualized subscriber acquisition experiences and content, on both the web and native apps. Last week, Mexico’s largest financial news publication El Financiero announced it had selected the Arc Publishing platform to accelerate its digital transformation and improve its workflow. El Financiero has nearly 15 million users, according to Manuel Arroyo, president of Grupo Lauman. The Arc platform serves media and brands in 23 countries, including 11 in Latin America and Spain.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 23, 2020 at 02:37PM Citing '96/4' Rule, Industry Execs Predict A CTV Ad Surge https://ift.tt/33ac88S In a disequilibrium that likely has not existed in the TV advertising marketplace since the early days of cable and syndicated TV, a group of industry executives met Friday to discuss the growing value of the connected TV (CTV) marketplace and concluded that it is dramatically under-valued in terms of advertising market share. During a Zoom meeting hosted by Pivotal Research Group analyst Michael Levine, the executives talked about how the growth of CTV during the pandemic has been a godsend for advertisers and agencies, offering much-needed reach and flexibility to meet their advertising goals, but that for all its growth it still commands only a fraction of TV advertising budgets. With about a third of American viewers cutting the cord and accessing TV via connected devices, Simulmedia Founder and CEO Dave Morgan pointed out that it only commands about 4% of TV’s commercial advertising inventory. advertisement advertisement The rest of the panel quickly dubbed this Morgan’s “96/4” rule, evoking a Mary Meeker-like metaphor for Madison Avenue once again under-budgeting a medium where their consumers are heading. “You’ve got a scenario of 45 million-ish people who re cord-cutters -- a third of TV households -- with 4% of the ad load going into CTV,” reacted Tim Sims, CRO of The Trade Desk, adding, “if my TV investment is 96/4, that’s probably under-indexing on CTV today.” Cable and syndication had similar “under-indexing” problems in their early days until the advertising marketplace caught up with their audience reach, and Sims noted that the pandemic has been a boon for CTV suppliers, because it drove both viewers and advertisers to the medium quicker than they might otherwise have. He said it compressed about three years of growth into just one year. That point was echoed by advertisers and agencies on the panel, but for different reasons. In the case of The Hershey’s Company, head of Media and Communications Planning Charlie Chappell said CTV ended up being a crucial contingency option to meet its advertising reach goals during one of the most critical sales seasons for a candy marketers: Easter. As a big sports advertiser, including the NCAA, much of Hershey’s conventional TV advertising buys got preempted, and he said the flexibility of shifting to CTV helped the marketer salvage its sales season goals. Barry Lowenthal, CEO of The Media Kitchen, meanwhile said CTV is enabling many of his agencies smaller budgeted brands to transition from small digital mobile and computer screens “into the living room” by making TV advertising flexible and affordable for them to use. While he groused that CTV advertising CPMs still are relatively high, he predicted they would come down as more inventory came into the marketplace. That’s something Simulmedia’s Morgan echoed, noting that CTV has been constrained by lighter than conventional TV ad loads for a variety of reasons, but as more ad budgets become available to the medium, he predicted it would lead to an increased supply of inventory as suppliers -- including the major TV networks -- made more available. Morgan noted that 200 companies currently represent about 90% of national TV advertising spending, but that as more smaller brands -- especially new direct-to-consumer ones -- enter the marketplace, demand and advertising budgets should rise for the total TV advertising marketplace, including CTV. “It’s not about keeping them out,” he said of an estimated “10,000 to 50,000” companies advertising in connected TV. “It’s about letting all of these companies to come flooding in.” Ultimately, Morgan said that would put “pricing pressure” on the CTV marketplace, but that it would also boost the “yield” for all of television’s suppliers distributing ads via CTV, “which will help us deal with the 96/4 issue.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 23, 2020 at 10:24AM Comscore Strikes Deal With Mobile In-Game Ad Company Anzu, Stock Soars On Monday https://ift.tt/3pTpZdw
On a day that witnessed a sharply rising price for Comscore’s stock, the media-measurement company has struck an agreement with Anzu, a mobile in-game advertising company.
With the deal, advertisers will be able to measure in-game advertising campaigns in real-time and evaluate their campaigns. The total gaming market is estimated to see a global consumer spend of $175 billion this year, according to Newzoo, with a worldwide audience of three billion people. Mobile gaming for advertising is estimated to be a significant portion -- $86.3 billion of that total. A recent game report by Comscore found that nearly 50% of all gamers would like to see more opportunities for rewarded in-game ads in a day. Last week, Comscore announced that it had been granted a patent for fraudulent traffic detection and estimation -- which can include views of an online ad, or page visits to a web site. Removing the fraud traffic and adjusting click-through rates, Comscore can provide advertisers with more accurate measurement and performance of advertising campaigns. In early Monday morning trading, Comscore's stock was sharply higher -- up 20% from to $2.73. Over the last month, the stock has risen 40%. Year-to-date, Comscore’s stock is down 45%. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 23, 2020 at 10:03AM If You're Among The 43% Of Americans Who've Been Losing Sleep, Have An Extra Helping Of Tryptophan This Week https://ift.tt/3kYzSD2 As we head into the first of America's big holiday season -- and shopping season -- events, it may be comforting to now that most of us haven't been losing much sleep during the pandemic. But maybe we should be. According to a unique qualitative study conducted by Reach3, more than half of Americans (57%) say they are getting the same amount of sleep during the COVID-19 pandemic than they were before it. The study, which utilizes a method akin to a mobile-based focus group, is considered nationally projectable, and it found that the main reason why Americans haven't lost sleep, is also a direct byproduct of the pandemic they have more time at home, less time at work and/or commuting, and are not engaging in many other normal pre-pandemic activities. advertisement advertisement There is no starker reminder of that this week than the disruption of Thanksgiving, which hopefully, will not be the kind of big family and social gatherings that Americans normally like to celebrate. Black Friday will likely also be a smaller affair this year, and presumably mostly digital ecommerce for those Americans who are lucky enough to have discretionary spending to take advantage of the deals. But the most important thing we can be thankful of this year is our health and the health of our loved ones, so if you're thinking of any big gatherings or shopping frenzies in brick-and-mortar locations, don't. There's good news on the horizon with two or more promising vaccines. So please be patient. And don't become a COVID-19 patient. And we'll all look back and give some extra special thanks next year. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH November 23, 2020 at 08:34AM |
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