https://ift.tt/2orj9iw
IPG Mediabrands' Magna, Disney Join Nielsen One Alpha https://ift.tt/3pgSqDT Nielsen has added new partners -- Walt Disney and Magna, the media agency investment/research unit of IPG Mediabrands -- to a group of media agencies, advertisers and publishers -- for its initial “iteration” of its forthcoming major cross-platform measure, Nielsen One. Called Nielsen One Alpha, the effort is a deduplicated ad measurement service, accounting for age/gender information, spans across all screens -- linear TV, connected TV, computer and mobile. It will focus on ad campaigns, not programming. The highly anticipated Nielsen One is set to fully formally launch in December 2022. Nielsen did not disclose other participants for Nielsen One Alpha. Nielsen has been working on enhancements over the past year in anticipation of Nielsen One. This includes modification of its digital and national TV services. Some changes have been the on-boarding of big data, which will be included into its national TV measurement service in September 2022, rebranding its streaming TV suite of products, starting an identity resolution system and improving national television with measurement of individual commercials metrics. advertisement advertisement In September, the Media Ratings Council suspended accreditation of Nielsen's national TV ratings service and removed the accreditation "hiatus" status from Nielsen's local people meter and set meter market services. Nielsen's hiatus request followed news the media measurement company had under-reported viewing, related to a lack of maintenance issues stemming from the COVID-19 pandemic. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 21, 2021 at 07:53PM
0 Comments
https://ift.tt/3EcmR2w
Gartner Analysts Predict Data Trends, Virtual Influencers, Slowing B2B Customer Journey https://ift.tt/3pjVbUY Marketers will build connections in 2022, but they might be different than what some expect. This year’s marketing predictions explore how the ascendance of digital experience is undermining long-standing assumptions about customer and employee roles, behaviors and values. One of those “long-standing assumptions” explained in Gartner’s predictions for 2022 centers on opt-out rate for mobile app tracking. Gartner Analysts Andrew Frank and Michael Giblin believe opt-out rates for mobile app tracking will decline from 85% to 60% as consumers gain experience with un-targeted ads. Consumers are open to tracking in some cases -- particularly as part of a value exchange. While Apple’s terms prohibit developers from offering people incentives for granting permission to track, marketers and consumers are finding workarounds. advertisement advertisement In a Gartner survey of about 2,006 consumers -- a study fielded in 2021 -- 60% said they may allow tracking, while 25% said they usually will ask not to be tracked, but might allow it in some cases;; 20% said they will always ask apps and websites not to track; 18% will immediately abandon the app or website if they see a notification asking to be tracked. CMOs are focused on building first-party data-collection capabilities, backed mostly by incentives. “This process could be undermined by customer opt outs, leading to an eventual degradation in content and experience quality,” a Gartner analyst wrote. “Exposure to heavy loads of irrelevant, low-quality ads may cause a customer to switch their privacy settings from opting out of, to opting into data sharing. However, switching from opting in to opting out may be less common, leading to a steadily increasing opt-in rate over time.” One of the most interesting sections of Gartner’s report focuses on strategic planning assumptions. Gartner analysts predict changes in a variety of media, from mobile app tracking to how B2B companies will use machine learning to slow down the customer journey.
Marketers today spend up to $14 billion on influencers. An increasing share will go to virtual influencers in the next five years. These computer-animated personalities are popular in China, an industry estimated to be worth $540 million from brand endorsements alone. Brands also are creating their own in-house virtual influencers as brand ambassadors and customer service representatives. Some retail and financial services brands are experimenting with virtual customer service associates who can host live streams or interact with customers autonomously. Welcome to the metaverse -- where the potential to create multiple, personalized influencers to cater to different audiences exists. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 21, 2021 at 03:09PM
https://ift.tt/2orj9iw
DuckDuckGo To Launch A Desktop Browser In 2022 https://ift.tt/3sqU3Bc DuckDuckGo is building a desktop browser aimed at integrating the same security and privacy features as the one it built for mobile. DuckDuckGo CEO Gabriel Weinberg, in a post, describes some of the browser's features. He insists it is not a “privacy browser,” but rather an “everyday browsing app that respects your privacy because there's never a bad time to stop companies from spying on your search and browsing history.” Rather than building it on Chromium, DuckDuckGo developers will build the desktop browsing app on the operating system rendering engines, similar to mobile, allowing developers to eliminate unnecessary code accumulated throughout the years in major browsers. Weinberg did not mention a release data, only that early tests have found it significantly faster. Since the company moved beyond private search in 2018 it has seen more than 150 million downloads of its all-in-one privacy apps and extensions. This year, DuckDuckGo made many improvements, Weinberg writes. The post details some of these, from search and tracker blocking to new features like Email Protection and App-Tracking Protection. advertisement advertisement Email Protection, for example, launched in July, blocks email trackers and hides the address. The email addresses are free, and DuckDuckGo will forward the emails sent to the person’s regular inbox, with the email trackers removed. About 70% of emails contain at least one tracker that can detect when it is opened and the device used to open it. The data is usually sent directly to third parties without the consent of the email address owner. In November, DuckDuckGo released App Tracking Protection in beta, a feature for its Android app that blocks third-party trackers like Google and Facebook in other apps. The company also made improvement in Search such as translation instant answer, revamped definitions, and weather answers, and custom date range filters. There are more filters on images, and improvements to advanced search. Weinberg notes that users can expect more search improvements in the coming year. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 21, 2021 at 02:55PM Local TV Ad Revenue To Soar 28% In $21.37B In 2022 Boosted By Political Winter Olympics Ads12/21/2021
https://ift.tt/2orj9iw
Local TV Ad Revenue To Soar 28% In $21.37B In 2022, Boosted By Political, Winter Olympics Ads https://ift.tt/3qiHDIG
Next year, another expected record for political advertising spending, coupled with the Winter Olympics, will fuel sharp overall growth for local TV ad revenues -- up 28% to $21.37 billion for TV stations, according to estimates from BIA Advisory Services.
In 2022, political advertising will pull in another political advertising record for broadcast TV -- totaling $3.8 billion for the midterm elections versus $3.05 billion in 2018. Overall, BIA says, total U.S. local advertising spending -- including TV, newspapers, out-of-home, magazines, local, OTT, email and all local digital platforms -- will climb 11.4% to $173.3 billion. Traditional media ad spending will hit $88 billion and digital media revenue will come in at $85 billion. Total local media political advertising spending is projected to come in at $8.4 billion. This year’s local TV ad-spending growth is estimated to end, followed by a a decline -- $16.64 billion versus $18.14 billion. This is largely due to comparisons to political advertising in 2020 -- boosted by Presidential campaign ad spending, which amounted to $3.5 billion. advertisement advertisement Local TV stations also look to continue to make gains in related digital media advertising spending -- up 18% to $1.87 billion. BIA notes that digital revenue associated with local television includes revenue that a local station has on its website and mobile apps. The OTT forecast is in a separate category. BIA says radio advertising will climb 4% to $11.37 billion in 2022, with digital radio advertising revenues up 15% to $2.17 billion. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 21, 2021 at 09:49AM
https://ift.tt/3H3sVMs
Microsoft To Acquire AT&T's Xandr https://ift.tt/3ElNvpE The long-expected sale of AT&T's Xandr programmatic advertising marketplace is finally coming about, and the buyer couldn't be more high-profile or high-powered. Microsoft, which has worked with Xandr for a decade, has agreed to buy the company for an undisclosed price. The deal does not include the ad sales business that sells inventory for AT&T's DirecTV. AT&T spun off that business earlier in 2021 in a deal with TPG Capital. AT&T has been spinning off "non-core" assets to reduce debt and generate cashflow for its mobile/broadband and perhaps streaming businesses. Microsoft was an early adopter of Xandr’s server-side header bidding solution, Prebid Server Premium, using it to unify access to its inventory and streamline private marketplace buys of video and native through Monetize. On the buy side, Microsoft has augmented its media spend through Xandr’s Invest DSP as one of its primary DSPs for marketing campaigns. advertisement advertisement In 2020, Xandr joined the Microsoft Audience Network, which serves Microsoft Audience Ads, the only native advertising solution built by its search platform, Microsoft Bing. Xandr has integrated premium third-party supply in the network, giving buyers the ability to target Microsoft audiences at scale across premium international native supply through Monetize. In July 2021, as part of a global contract renewal, Microsoft extended its use of Xandr's sell-side Monetize platform, increasing the marketing spend it runs through Xandr’s Invest DSP, and extended the Microsoft Audience Network demand platform to bid in Xandr’s Marketplace. Microsoft also renewed its use of the company’s “Global Supply Evangelism” team, which sells advertising inventory in more than 100 countries. Microsoft uses Xandr technology to enable video and omnichannel programmatic advertising for Microsoft News, MSN, Outlook.com and other properties. As video ad budgets have expanded, Microsoft, which launched on Monetize with one video format in a single market, has expanded to three formats (including in-stream pre-roll and outstream in-article) in more than 60 markets. "With Xandr's talent and technology, Microsoft can accelerate the delivery of its digital advertising and retail media solutions, shaping tomorrow's digital ad marketplace into one that respects consumer privacy preferences, understands publishers' relationships with consumers and helps advertisers meet their goals," said Mikhail Parakhin, president of Web Experiences at Microsoft, said in the acquisition announcement."Microsoft's shared vision of empowering a free and open web and championing an open industry alternative via a global advertising marketplace makes it a great fit for Xandr. We look forward to using our innovative platform to help accelerate Microsoft's digital advertising and retail media capabilities," said Mike Welch, Xandr executive vice president and general manager
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 21, 2021 at 09:35AM
https://ift.tt/3pcOdBk
Why There’s a Need for Creative Storytelling in B2B Tech and How Influencer Marketing Can Accelerate Results https://ift.tt/3qy47px Today’s B2B marketers have more challenges than ever, making it hard to cut through the noise and deliver results for their companies. In all of their efforts they must maintain a focus on connecting with new audiences, expanding their reach, and building relationships founded on a sense of mutual trust. Here are a few examples of some of the biggest challenges today’s B2B marketers are facing:
Using influencer marketing to overcome these challengesOne of the most effective ways to get past these substantial challenges is to invest in influence marketing. By collaborating with experts who already have earned the trust of your audience, you can develop high-quality content that improves the customer experience, helps position your brand as a thought leader, and in turn earns new levels of trust. Keep in mind that there is a big difference between who or what an influencer is in the B2B world versus the typical B2C world. Many people hear the word “influencer” and think of a celebrity or notable figure who has a paid partnership with a company to show off its products on social media. With B2C, this style of influencing relies heavily on tone, a sense of coolness and image, while also building a certain amount of trust — at least to an extent. B2B influencers need to be significantly proficient in their particular subject matter, and genuinely passionate about what they do as thought leaders. They should regularly publish or create content, whether it’s in the form of text, video, podcasts, or social content. They should already have an audience that pays attention to that content, and they should be well-versed in promoting the content they’ve collaborated on with you. Businesses can successfully turn subject matter experts to influencers for collaboration and integration with just about any kind of content, from thought leadership and lead generation to product launches, reviews, and more.Studies show greater demand for, effects from influencer marketingTopRank Marketing performed extensive research into B2B influencer marketing, which we published as part of our 2020 State of B2B Influencer Marketing Report. One of the primary insights was just how many brands said that they stood to gain from collaborating with influencers. According to our research, 63 percent of marketers believe they would achieve better results with an influencer marketing program. Another 74 percent of marketers said they agreed that influencer marketing improved the brand experience for customers and prospects. Ultimately, influencer marketing can impact the entire customer lifecycle. It can help attract new audiences and inspire advocacy, engage through greater authenticity and through the voice of the customer. It can also convert new customers thanks to the trust already built-in to the influencer, help retain leads, encourage community participation, and create greater incentive for customers to become brand advocates and refer others.Learn more about implementing influencer marketing for your businessTopRank Marketing recently developed a comprehensive webinar that takes a deep dive into B2B influencer marketing. In the new webinar we go beyond the information outlined in this article to extensively discuss key issues such as the top ways influencer marketing can address the challenges B2B marketers will face in 2022, and an array of actionable tips on implementing an influencer strategy for your company. Want access to the free video webinar to start your B2B influencer marketing journey? You’ll find it all here.The post Why There’s a Need for Creative Storytelling in B2B Tech and How Influencer Marketing Can Accelerate Results appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh December 21, 2021 at 08:03AM
https://ift.tt/3ed50On
BIA Ups 2022 Local Ad Spend Growth Forecast To 11.4%, TV To 28.4%, OTT To 57.4% https://ift.tt/3peNW0x BIA has upped its overall U.S. local advertising growth projection for 2022 to $173.3 billion, or 11.4%, citing faster-than-anticipated growth in digital advertising and an increasingly strong political advertising outlook. This past summer, BIA forecast $161.5 billion in local ad revenue for next year. Total local television ad spend is now forecast to grow 28.4%, to $21.37 billion, compared to a previous forecast of nearly 27%, to $21 billion. TV’s growth will be driven by its large share of local political advertising, which is now forecast to hit nearly $8.4 billion. Over-the-top (OTT) local ad spend is now projected to jump by 57.4%, surpassing mobile’s growth, as consumers continue to embrace streaming services. Previously, BIA forecast 2022 OTT to grow 40%, to $1.64 billion. advertisement advertisement Fairbanks, Alaska, Augusta, Georgia and Tucson, Arizona are expected to be the top three strongest political ad markets for television. Mobile ($35.7 billion), direct mail ($33.4 billion) and PC/laptop ($32.1 billion) will continue to be the top three paid local media channels for 2022. Traditional media will retain a slight ad-revenue share advantage over digital media, at 50.8% ($88 billion) versus 49.2% ($85 billion). "2021 has been a year of fluctuations," said BIA Advisory Services Senior VP and Chief Economist Mark Fratrik. "2021 has been a year of fluctuations," said Mark Fratrik, BIA Advisory Services senior vice president and chief economist, in announcing the revisions. “The first two quarters saw strong growth, with some stalling in Q3 once the Delta variant appeared late summer.” BIA took pandemic concerns and inflation and supply chain issues into account in its estimates, he said. “Overall, we are bullish on ad revenue for 2022," Fratrik added. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 21, 2021 at 07:06AM
https://ift.tt/2orj9iw
Metrics Underdog: North America Follows Europe In Email Clicks, Opens https://ift.tt/3FinQiT North America is lagging behind other continents in email metrics, judging by Tracking The Personalization Paradox, a study by Acoustic. Worldwide, the average open rate is 14.9%, the click-through rate (CTR) 1.4%, the click-to-open rate (CTOR) 9.6% and the unsubscribe rate is 0.049.%. Here in the Americas, the average open rate is 14.2%, while the CTR rate is 1.3%, the CTOR rate is 9.2% and the unsubscribe rate is 0.054%. The highest rates overall have been seen in Europe and the UK. Why? Perhaps because “Europe saw higher COVID-19 cases per capita than other parts of the world, which could have prompted consumers to open more messages from brands, searching for any changes in policies or procedures due to the ongoing pandemic.” But the study notes: “Over the coming months, we expect open rates to trend upwards as device and privacy changes drive false positives, but this might take some time. advertisement advertisement In general, metrics have improved from 2020, when opens stood at 15.2%), CTR (1.4%), CTOR (9.0%), and unsubscribe (0.057%). Acoustic analyzed the send data processed by the company from January to September 2021. The firm sent over 60 billion emails and 22 billion mobile push messages for clients in that time period. For scheduled sends, the worldwide mean open rate is 14.4%, versus 17.3% for automated sends and 24.8% for transactional sends. North America registers 13.7% for scheduled sends, 17.7% for automated sends and 25.8% for transactional sends. On the other hand, North America is just about holding its own in CTRs, averaging 1.2% for scheduled sends, 2.5% for automated, and 3.2% for transactional. Worldwide, the CTR for scheduled sends is 1.3%, 2.6% for automated and 3.0% for transactional. Still, the North American continent dips when it comes to CTORs — it pulls 8.7% with scheduled sends, 14.4% with automated and 12.3% with transactional. The global averages stand at 9.2% for scheduled sends, 14.7% for automated and 12.3% for transactional. And unsubscribe rates? Scheduled sends—those sent on a schedule decided by the marketer -- generate the highest opt-out levels, perhaps because consumers are “less interested in engaging with the content or seeing similar communications in the future, leading them to unsubscribe.” The global unsubscribe rate is 0.046% for scheduled sends, 0.119% for automated sends and 0.040% for transactional. The North American averages are 0.050% for scheduled emails, 0.138% for automated and 0.043% for transactional. While India lagged behind other nations in email metrics, it also had the lowest unsubscribe rates. Not surprisingly, the best numbers by sector tended to be in areas such as Energy & Environmental, Hospitals & Healthcare and Schools & Education. The latter segment saw the highest CTORs. Consumer products pulled the highest unsubscribe rate.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 20, 2021 at 03:09PM
https://ift.tt/3yHX2Gx
Digital First B2B Marketing is Here to Stay and It’s All About Experiences https://ift.tt/3pehjQN The marketing journey B2B brands have been on since the start of pandemic has accelerated digital transformation and the transformation of marketing faster than any time in history. During uncertain times the pivots companies make often settle back into the status quo but this time it's different. According to research from McKinsey:
"My focus will be to gain buyer mindshare via small yet effective tactics such as hyper-personalization (think account-based marketing); succinct video and audio content (under 18 minutes), mobile ads for on-the-go users, page speed for better digital experience, chatbots for engagement, voice search for the multi-taskers; and influencer programs (think niche marketing) as a middle of the funnel educational and entertainment tactic.”Optimizing buyer experiences through digital channels means empathizing with buyers of course and understanding their expectations in terms of information discovery, consumption and engagement, an approach we've advocated and implemented for our B2B clients for over 10 years. So what's different in 2022? Over the past 2 years many marketing departments have been held to a higher standard will fewer resources which has pros and cons. Of course the pro is that increased pressure to perform means more accountability for marketing investments. The con is that overemphasis on ROI can cut out innovation and the breathing room that marketing sometimes needs in uncertain times to adapt, evolve and innovate to the new normal. The best of both can come from a focus on marketing experiences. “Organizations can break out of their efficiency-first mindsets to elevate the experiences of their customers, workforces, and business partners” Deloitte When you look across the customer lifecycle from awareness to conversion to retention and advocacy, there are many opportunities to optimize the experiences brands deliver for customers. For B2B marketers that want to maintain high levels of accountability for marketing investments while also creating maximum value for marketing experiences, there are few opportunities like those provided from an integrated approach to content, influence and search. Influence & Trust Drive B2B Content ExperiencesWhat are those influences on content credibility and experience? According to recent research reported in the Demand Gen Content Preferences Report the major trends affecting B2B content effectiveness include:
Search and Content ExperienceAs B2B brands create content in formats that are more digital first, search will continue to play an essential role in how buyers discover the kinds of information they need as they pull themselves through the journey from awareness to consideration to decision. The experience buyers have on that information journey is what sets one brand apart from another. As shared on CMSWire, “The nature of search will increasingly move towards voice, visual and video search, supported by growing investments in text, audio and video content experiences designed to educate and engage throughout the customer journey.” As B2B brands focus on creating digital first content that is more in line with digital first expectations, they will also continue to optimize the discovery of that content through SEO integration and the credibility of that content by incorporating industry and internal experts. To learn more about integrating content, search and influence to become the best answer for your digital first customers, be sure to check out this case study featuring Mitel or check out this free webinar, How to Accelerate B2B Marketing Results by Working with Influencers.The post Digital First B2B Marketing is Here to Stay and It’s All About Experiences appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh December 20, 2021 at 11:36AM
https://ift.tt/2orj9iw
Media M&A Year Roars to a Close https://ift.tt/3e7VdZR As the year comes to an end, M&A in the media sector continues at a fevered pace. Consumers are hungry for on-demand content, and if there’s going to be a plateau in that demand, it doesn’t seem to be on the horizon. With this as a driver, the scale of media M&A transactions has hit new highs: $253.2 billion dollars in the U.S. in the first three quarters of 2021. So-called megadeals over $5 billion hit a record, with seven megadeals recorded this year. Warner Media and Discovery’s deal merged their entertainment and streaming businesses, coming in at $96.2 billion. The deal will create the second-largest media company by revenue after Disney. Certainly, COVID drove rapid growth in streaming, as theaters shuttered, and consumers stayed home and in front of their internet-connected TVs. Amazon’s purchase of Hollywood studio MGM for $8.5 billion ramped up the battle between Amazon Video Direct and Netflix. Demand for online streaming continues to grow, from $50 billion in 2020 to $59 billion in 2021. advertisement advertisement And international interest in streaming is strong as well. Softbank led a consortium to invest $1 billion in Televisa-Univision—a newly created company formed by merging Grupo Televisa and Univision. Vox Media added Group Nine Media’s publishing properties, including Thrillist, NowThis, The Dodo, Seeker and POPSUGAR, to its portfolio of content. Vox Media will own 75% of the merged, Group Nine will own 25%. The combined company will have 2,000 employees and generate an estimated $700 million in revenue and $100 million in profit in 2022 -- but the real value may will be in first-party data, increasingly important as consumers take more control of their data, and Apple in particular limits how consumers are tracked on their mobile devices. Publishers have been turning to M&A, looking to boost their valuation for further as IPOs and SPAC mergers continue to drive exits and transactions. BuzzFeed's IPO included its acquisition of Complex and the June acquisition of HuffPost. Dotdash acquired of Meredith for $2.7 billion. Axel Springer completed its $1 billion purchase of Politico. And Future PLC acquired Dennis Publishing, Mozo and Marie Claire, CinemaBlend, and TI Media. It comes down to a race with M&A driven by cash looking for properties in the high-growth industry of online media, with cash-rich tech players also looking to bulk up. PE giant Blackstone reportedly has a $2 billion war chest, after buying Yellow Sunshine from Reese Witherspoon for $900 million. Future big-ticket deals on the horizon certainly could include Apple, who’s so far remained on the media acquisition sidelines. “Following a rebound in the second half of 2020, 2021 proved to be a strong year for M&A activity,” PwC noted, adding that 804 announced deals reflected a 27% increase over the 12-month previous year. The value of deals totaled $233 billion, said PwC’s Spiegel, a record. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH December 20, 2021 at 11:01AM |
CategoriesArchives
April 2023
|