Technavio predicts significant trends in television ad-spending through 2019

Cross-Platform Marketing | Market Trend Report 2016 to 2019

ORIGINALLY APPEARED ON EXAMINER ON APRIL 3, 2016 BEFORE THE SITE WENT DOWN

With traditional media being replaced by digital streams, major agencies are starting to wonder if their advertising dollars are being put to good use. At a time where we pre-record our shows, only to fast forward through the commercials – or when we wait for them to show on-demand – we prefer short 15-20 second videos overdrawn out commercials that we can’t click to skip after so many seconds.

Because digital television allows agencies to redirect new customers to a call of action, digital television should be an obvious priority within advertising efforts. We are relaxing after a long day of work and school. Show us. Don’t make us do more work!

On the April 1, Technavio highlighted three key trends in market growth:

  • Data and Audience-Driven TV Advertising
  • Popularity of Programmatic Advertising
  • Real-Time Bidding

These trends are known as addressable TV advertising.

According to Soumya Mutsuddi, a lead analyst for Technavio, “Addressable TV advertising is gaining immense popularity in the US. It is helping advertisers reach out to their target audiences and generating great results in terms of ROI. Within a common program or navigation screen, this technique is capable of serving different ads or ad pods.

“These ads are targeted by demography, customer behavior, geography-centric, or through a self-selected individual household method. These ads are delivered through satellite, cable, Internet protocol TV, or set-top boxes.”

Addressable TV advertising is made possible across platforms, including digital television and traditional transmissions alike. The company predicts that TV ad spending will only increase with the aggressive political events and upcoming world competitions, such as the 2016 Rio Olympics, European Leagues, FIFA World Cup and the United States Presidential Election 2016. Trends in television consumption are already showing sharp increases at this time.

Taking a step back and looking at the overall picture, one can clearly see that, while targeting specific demographics, traditional media is actually quite broad-based and caters to multiple subgroups or to those, who have shared interest across demographic boundaries. Digital media, however, is customized to the user experience, targeting specific data points and providing tailored content to individual viewers. Digital TV advertising is then able to tap into psychographics on a much more powerful scale.

Traditional television platforms are starting to use these ideals in providing tailored experiences to local populations. Much like YouTube’s ability, for example, to allow users to broadcast their own advertising based on matrices, traditional television is driving local advertisers to engage in television broadcast in meeting their advertising needs. Limited budgets are even being catered to.

Cable companies have recently been adopting the technologies in optimizing online advertising strategies and synchronizing them with local broadcast television. This has been providing them with better visibility and awareness for brands that the local population is actually interested in.

Through programmatic advertising, the automated buying and selling of digital advertising is taking place. These data points are effective, because they are rolled out based on data collected online. But, they are also very efficient, because they save time and provide a great quality of service to the customer. Efficiency cuts costs to process for the company.

Advertising dollars are then optimized. Customers are getting a bigger bang for their buck. Increased quality in inventory allows advertising to allocate more budget for this form of advertising and actually grow their business.

Programmatic advertising has already seen the increase in spending dollars due to excellent placement, from 2014 to 2015. This is only expected to increase and become a primary choice for traditional advertising in a cross-platform type of world.

Finally, the advertising markets have learned that users not only want to enjoy a product or service, they want to have a good story that goes along with it. In marketing and branding, we learn that a good story will sell just about any product – especially to someone that doesn’t necessarily need it.

Trends in online purchases show we spend many of our hard earned dollars on bidding and eCommerce platforms such as eBay, Amazon, QuiBids, PropertyRoom.com and more. We have learned to trust bidding in real time and have learned to actually love it.

There is a certain rush, knowing you are getting a hard-to-find item or an item under its value – and trying to be the winning bidder, against hundreds of others across the country.

Real-time bidding has become that emerging trend in the US advertising market, and it allows us to interact with the brand, show our interests and allow them to gauge our demand. Real-time bidding has become so commonplace that it has “outpaced growth in other digital media platforms such as mobile and social in the past couple of years,” according to Technavio.

Because the digital infrastructure is so developed in the United States, we have become the largest market for real-time bidding in the world. Technavio expects real-time bidding to triple during the next three years and account for 50% of the United States digital ad spending market. This would include those doing business within the United States but are located elsewhere.

Because real-time bidding is an exciting interactive process, users will most likely spark awareness of bidding platforms through word-of-mouth efforts and businesses will be able to reduce advertising costs, model ads according to target audiences and provide better transparencies in ad delivery.

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Search Engine Optimization… The Neverending Story.

Shorty Produkshins IS Internet Marketing Orlando | Jessica N. Abraham

PREVIOUS PUBLISHED ON EXAMINER

Search Engine Optimization is an ongoing effort… Point. Blank. Period. There are some experts out there speaking false information into the Business World on how it “doesn’t matter how high you rank in Google” and other search engines, most of your focus should be on actual marketing itself.

Are they serious?!

Those who know Internet Marketing like the back of their own hand know that SEO (Search Engine Optimization) is one of the most important elements of marketing. As a matter of fact, it is the reason that other forms of marketing even exist and continue to strive!

Who says appearing on the first few pages, and especially the first few results, of a Search Engine do not help a brand perform at its maximum potential? Who says it doesn’t help a brand find awareness, especially when local area search takes place? If SEO isn’t done properly, all Social Branding and Media Marketing efforts can pretty much find themselves flushed down the toilet!

SEO is not just naming a few keywords or tagging a few items. It’s more than just descriptions and backlinks. In today’s day and age, related search results are almost a standard, photo matches for similar results are sure to return and content is King! Not only is it King, but it is more valuable than any keyword you place on your page! And, naming it correctly is even more important. Using generic names for photos and audio will just hinder efforts.

In today’s World of Search, more and more businesses and brand are finding themselves working with individuals and firms that have mastered Search Engine Optimization as a skill and/or Internet Marketing as a whole. So if everyone is doing it right, how exactly does your brand stand out in the crowd?

It is true, most people are learning that if they aren’t doing it right, they might as well “close up shop” in E-commerce and other related industries, because they won’t make sales. So, they put in a few marketing dollars and integrate SEO into their efforts. The problem is, they don’t realize that SEO is an ongoing effort — a never-ending story!

Most people are simply hiring professionals or doing it themselves to get the job only half done. They hire someone to optimize their site, or they create “Meta Tags” and call it quits! The goal of SEO is to stay on top amongst competitors, affiliates and even those in the same industry as yourself, who may not even be a competitor!

So, we name and detail Meta Tags. We include optimized copy for the page. We name all content and create “Alt Tags.” We backlink and create internal links, amongst every other element of SEO (and there are many).

The thing is this: No matter how much optimization we do for a site, it is NEVER enough! It is also to be noted that when you hire someone to optimize your site, this is different from hiring someone to handle all of your SEO across platforms.

The difference is plain and simple. Newer sites and newer optimization by competitors will begin to be tracked. Algorithms are programmed to realize some content will become outdated. Such is the case with news stories. There will always be a new shooting and the one that just took place will become old news, no matter how often that story is searched out.

So, how do we combat this? Again… ONGOING SEO!

Refreshing and updating pages, adding to and making changes, etc. Our websites aren’t the only thing that needs continuous updating, so do our Social Media outlets and social networks in which are attached to our sites.

Why? Link Wheels and Pyramids end up pinging our sites and connecting the content indirectly.

Every click is a vote, every impression is a bump up! The more content, the better. The more relevant the content, much better. The more linking and embedding of content… even better! And one must do this on a monthly, weekly and even daily basis, or they should plan on falling behind.

There are arguments that Organic Search results, traffic sent to your page based upon the text of your coding, are good enough. Okay, then why are these same people still “wasting” money on SEM (Search Engine Marketing) if they think that Organic Search is enough? Don’t let these people fool you. It is their goal to hold up your efforts so they, themselves, or clients can get ahead. It’s misinformation at its best.

Organic Search is important. But, keeping information and content new and interesting is even more important. After all, repeat traffic yields new traffic through Viral and Word of Mouth means. Those are the two hardest forms of marketing to achieve, because you can’t just make someone want to tell another person about your brand or site. They have to want to do it. And if they are bored or losing interest in what you have to offer, they won’t become excited enough to share it with those who take their opinions seriously.

Because SEO is an ongoing effort and others are slowly catching on, links and content are always changing out. Old ones are even being removed. Who is to say that all of those backlinks you just committed to will even be valid or existent in a few months?

Continuous backlinking is important. After all, it is a means for Brand Awareness. Awareness brings Interest. Interest encourages Influence. Influence equates to Loyalty. And, Loyalty endures Tenure.

For the sake of your brand’s survival, please engage in Ongoing SEO Activity! Be kind to your brand, and it will literally pay you back!

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