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!
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.
With content and real-time solutions connecting global audiences
today, it was bound to happen: Natural Language Processing (NLP), an
artificial intelligence engine that processes communications between
human and machine, is showing growth in size and demand. This is
happening thanks to continued adoption of productivity tools that are
breaking down the barrier between written content and spoken word. In
fact, engines have become so complex that they are even able to analyze
natural human language and convert it into big data.
While NLP is primarily classified into technology types, service
groups, application, deployment models and verticals, according to the
region being serviced, the market can be further segmented based on:
Optical Character Recognition (OCR)
Interactive Voice Response
Pattern & Image Recognition
Technology types are broken down even further, classifying as
rule-based, statistical and hybrid natural language processing units.
This would be based on proper dictation and natural-speak, but it would
also be based on situational patterns, the source and patterns in
utilization, such as when we speak metaphorically or with slang known to
our local area.
Within the vertical space, NLPs are classified within each industry. A
backhoe in the manufacturing sector, for example, may not have the same
translation as it would in the entertainment sector. Differentiation
would form exceptions within artificial intelligence engines. Likewise,
translation of this same word from another language may be offensive if
said in any other form but “harlot” or “charlatan.” Proper dictation and
ethic must be programmed and preferred within the system.
The NLP market is expected to increase significantly over the next
ten years. The North American, Western European and APEJ areas of the
world are actually expected to impact this area of growth most
aggressively, while other markets are simply adopting NLPs at a rapid
recently made headlines when news spread that the company is in the
process of launching new global sales divisions that will accommodate
recent record-breaking growth of 63 percent, month over month, and with a
43 percent expansion within territorial demand in just over a
seven-month period. This comes short of establishing a more solid
framework and infrastructure. Integrating into the mobile arena,
Translate expects to reach 6.1 billion users by 2020.
“Our platform has seen overwhelming growth since our launch in June.
We’ve doubled our internal team, and increased our translator community
to meet the growing needs,” said Anthos Chrysanthou, Founder and CEO of Translate.com.
The market is driven, of course, by globalization. But, it is also
driven primarily by social functions involving communication, public
relations and marketing strategies. Content development is, perhaps, a
large contributor in growing markets. Specific technologies and
application of those technologies are also leading this growth and
a division of TransPerfect, automatically identifies content from
spoken and written language, translating it, based on initiation and
intuition. For the World of SEO, this is great, because not only is a
website now automatically translated, but Translations.com also provides suggested meta-data and extraction for additional optimization points of context.
Since its beginnings, the system has improved results through
AI-driven accuracy and consistencies in conversational patterns. The
company sees annual revenue of over $500M and, paired with its parent
company, provides service in over 107 languages around the world.
TransPerfect recently won the 2016 Future 50 Award by SmartCEO, as one of the New York region’s “fastest growing mid-sized companies.”
Barriers & Restraints
Hindering growth in certain areas of the world is due to government
regulation and laws that prohibit solution to language barriers. Low
adoption rates are also staggering growth. Areas that have no need to
enter a multilingual marketplace are falling short of expectation by a
As organizations partner and solutions are created, the marketplace
continues to change. With leading corporations integrating with new and
existing technologies, products that do not include advanced NLP engines
will likely be left behind.
A recent study by PQ Media, a market research agency focused on competitive intelligence as it relates to some of today’s top media and technology organizations, disclosed findings that highlight the future of traditional media and how the shift is being led by a highly social Gen-X crowd. Their reports show that 2.1 percent of all traditional media consumption is sure to decrease by 2019. Of course, this figure is conservative.
Millennials are known for influencing tech innovations in the
workplace. But, the Gen-X audience is the true leader in digital media
interests. They spend more than 25.3 hours a week on average, consuming
“doubled-up” digital media content. This consumption overlaps social
media engagement and online collaboration.
“Increasingly, online and mobile media usage is being driven by the
digital brand extensions of traditional media, driving up overall media
as more content is re-purposed for digital devices, such as internet and
mobile video streaming of TV programs and movies; online radio
stations; web-based multiplayer editions of console video games; and
mobile newspaper and magazine apps,” said PQ Media President and COO,
The combined consumption of digital media and traditional media is
totaled on average at 64.7 percent of our waking hours. This number is
set to rise to 67 percent, even with the decline in traditional media
consumption – especially with social impact playing a hand at the deck.
Acknowledging and adopting this concept, NetShow.com’s social
streaming network and WebRTC ecosystem “buys in” to what is said to
become a trillion-dollar market segment and mobile streaming lifestyle.
Realizing a gap in media consumption and identifying opportunity,
NetShow.com introduces a bidirectional and highly interactive platform
that allows us to engage our friends in shared social media consumption.
A membership-based portal is open to all networks and content
providers from OTT media giants and independent media sources, as a
platform engage audiences in shareable media content. Studies show that
90% of consumed digital content will be video-based.
Combining trends in the mobile experience, NetShow has developed
systems that integrate various media types, including news, sports,
entertainment, virtual reality and IoT interactives, further creating an
engaging experience for two-way conversation within the media space.
This is totally contrary to linear media sources we are accustomed to.
According to The Digital Facility,
“NetShow has engineered the first “mobile living room” mobile broadband
entertainment and interaction anywhere, any time. The platform empowers
an interactive, immersive social viewing experience with friends and
family around the world via face-to-face virtual conferencing overlay
and its power isn’t limited to traditional media.”
Soon, you won’t need to screenshare in Skype to have a long distance
date with your significant other. Platforms will now accommodate
real-time viewing and interactivity, while you share screams and
“At NetShow, we feel we are the best investment opportunity for local
TV and cable broadcast networks, along with film studios, for broadcast
streaming distribution,” explains CEO Michael Evingham. “Social,
connected streaming is the media of tomorrow; a way for audiences to
build true relationships with each other and the content they enjoy.
Networks can leverage the power and insight of social to deliver
precisely what viewers want and expect. Rather than building isolated,
non-social platforms of their own, NetShow provides a powerful,
far-reaching solution for the future of streaming media in all its
While Gen-X consumers are the heaviest consumers of digital media
consumption, our early adopters are their children. The iGen or
Generation Z crowd and the Millennial professional are set to be the
first adopters of NetShow’s innovative platform.
Unlike the Gen-X crowd, younger generations don’t mind sitting
through ad-supported videos, which will in turn contribute to
advertising effectiveness. To effectively engage universal audiences,
NetShow is set to embed mobile streams that allow conversation to start
amongst strangers, based on specific interest and popular discussion,
related to the media being consumed. And that, my “friends,” is how the
face of media will never be the same.
THIS ARTICLE PREVIOUS APPEARED ON EXAMINER ON FEBRUARY 2, 2016.
According to a Feb. 2nd disclosure by PQ Media, a leader in competitive intelligence and market research for some of today’s top media and technology organizations, traditional media consumption is declining and is predicted to be consumed 2.1 percent less by 2019.
We have already seen a 2.4 percent
decline in 2015, leaving us consuming traditional media at a rate of
46.8 hours weekly – down 10 hours from 2009. Television makes up over
50.2% of this figure with 32.4 hours spent consuming media, weekly. This
factor does not differentiate between smart TVs and traditional
Reflected through a 7.3 percent rise in
digital media consumption for 2015, users were often engaged in
customized, interactive experiences, leaving traditional media platforms
less desirable and often kicked to the curb – literally.
Intelligence has been collected between
the five consumer types, 15 leading global markets in three broad
categories and within 22 specific media channels. Digital media usage
accounts for 27.7% of our media consumption in the United States.
While Millennials are known for their dependence on technology and the impact on evolving business models, 2015 showed us that it is actually the Gen-X crowd that most heavily consumes digital media interests. In fact, they spend almost 25.3 hours a week on average in digital media consumption. Even the iGen crowd, the youngest group of media consumers, is only spending 39% of their time in front of an electronic device — and this is evenly spread amongst multiple digital media channels.
The Gen-X crowd is spending almost as much time consuming multiple digital media channels simultaneously, as the average hours are spent working a part-time job!
With 2016 birthing a plethora of
technologies related to health and fitness, targeting baby boomers and
the elderly, it is also expected that the average consumption of digital
media will boost substantially, increasing the weekly average from 13.2
In 2015, as a whole, the average American spent 23.9 hours a week consuming digital media in some way, shape or form. Contributors include access and adoption of smartphones, tablets and wearable technologies. It is also reflected through launch consumption of new market gaming consoles, in additio to political and sporting events.
Despite controversy in the recording
industry, surrounding digital music piracy and media consumption, it
continues to be the fastest-growing outlet for digital media to date. In
2015, it has made up 33.5% of total media consumption in the US.
Benefiting the Music Industry and advocating for the recording artist,
this was achieved through a sharp increase in music subscription
Digital media music consumption often
overlaps time spent on social media and collaborating online. This
number does not depict consumption of digital downloads and solely
reflects access through a connected device.
“Increasingly, online and mobile media
usage is being driven by the digital brand extensions of traditional
media, driving up overall media as more content is re-purposed for
digital devices, such as internet and mobile video streaming of TV
programs and movies; online radio stations; web-based multiplayer
editions of console video games; and mobile newspaper and magazine
apps,” said PQ Media President and COO, Patrick Quinn.
Combined digital media usage and
traditional media consumption totaled 64.7 percent of hours consumed by
the average American on a weekly basis. This number is expected to
increase to 67 hours in 2019. Increased availability of user-generated
content will replace traditional media and content produced in-studio.
You’re in between projects. Now is the time to beef up your own Social Presences. You are so used to putting your own projects to the side while working on client material…most of which are your own ideas. But, when it comes to your own presence, your own content, your own projects… NOTHING.
You try, you try, you try and still — you come up with nothing. Content block!
It’s a Marketer’s Nightmare, and we all surely go through it! It’s like you work on these amazing projects for others. Many of which, we can’t show anyone due to Non-Disclosure Agreements, and we feel the need to go above and beyond THAT when it comes to our own projects. We become so caught up in it, perfectionists even, that we either never finish or we struggle, trying to create the next masterpiece. There is hope!
Try these simple but POWERFUL steps in jogging the mind into the proper direction. If you’re like me, you hate idle time that will never come back. Use these activities to benefit your Social Presence and help find direction and an insight to what your audience is even “in the mood” for.
Afterall, we MARKET not ADVERTISE… Let’s make them REALIZE the NEED not TRICK them into WANTING something useless.
In taking part in an activity or two, your mind should be clear. You should have some fresh content that you can use on your own projects or that of future clients. Your content delivery being noticed by audiences has benefited your brand. SEO, through your content, has enhanced your efforts, and you now have new ideas to work with to ensure the evolution of a successful and healthy brand! In whatever you do, good luck doing it!
1. Brainstorm Session
A good ol’ brainstorm session! Write down ideas, search your mind. Get a team and make it all the better! What you don’t use now, you can use later. Make sure you type up all ideas and elaborate upon the ones you select. These ideas will help you with a plethora of future events. Cherish this moment and have much fun! Never let your ideas intimidate you! No idea is too big. And, nothing is impossible!
We have all seen them on Tumblr, Facebook, Instagram, Pinterest, Twitter, etc. They grab the attention of audiences through advice, tips, tricks, ideas, jokes, inspirations, etc. Why not create a few of your own? Grab hold of new audiences and gain new likes and boosts in SEO capabilities for your related presence. Due to shares, your direct page should be shared by onlookers everywhere. Have those Memes marked with your web address, as well, and gain the attention of curious minds immediately!
3. Fun with Trends
This is one of my favorite things to do! I love getting involved in conversation and seeing how many “retweets,” “favorites” and replies I get from it! More importantly, I love the followers who begin asking questions about my company and the ROI from it. No investment other than time, but traffic, backlinks, referrals and BUSINESS in return!
And, I mean, how hard is it? Creating jokes and interesting statements based upon trends and relating it to your business? This is definitely a worthwhile “brainwarmer” and stress reliever to get you in mode for some heavy duty business…
4. Self-Education on Unrelated Topics
Have you ever caught yourself working on
a project and stuck on what would make that brand unique? Sometimes, a
theme and an in-depth knowledge of a theme gives us an awesome outcome,
especially if it is related to a specific archetype!
As an Internet Marketer, you probably have been a Consultant for many
clients and are always the one doing the teaching. Why don’t you sit
back and let someone else teach you? Watch Youtube videos, read
conspiracy reports, learn something weird, check out the news! These
things may just jog some ideas that will get you back on track …and
benefit future client projects, as well!
Don’t forget to write down your ideas and get others captivated in your findings. Show them that you are not just a business, but your brand is a persona and you are human with real-life interests. You may just find niche markets and leaders that can pave the way to new approaches and ways of doing things.
5. Network and Get Out!
Networking and enjoying an adventure or
two will lead you into so many new directions and develop your mind to
understand public interests, as the World is always changing. You
experience new things. You can meet new people that will spark new
interests for you. New ideas can generate through collaboration. Doors
can be opened for new possibilities and in taking barriers from your
life. What is even better, you can enjoy yourself.
You get to de-stress. You can free your mind and clear it to start from scratch. Did you ever think that maybe these “blockage” periods force us into just laying around, watching TV and ultimately clearing our minds without a second thought? Because once your client puts that need in your face, ideas are pumping through your veins! So, get out! Conversate. Have fun!
6. Landing Pages
Truly who likes creating Landing Pages? But, guess what?! They are the keys to our success. They are also ways we can do things a little different with our brand, especially if linking into a corporate site. So, why not have fun with it?
You want to build something new, exciting, maybe innovative as well, right? Then, go ahead… design away! And, make it useful. The impact of each campaign depends on it.
7. New Ways to Monetize
We are constantly finding new ways to
monetize when we are working with clientele, whether it is through
products and services that we create or through research in finding ways
to promote their products. There are so many ways to monetize items
through free distribution that it is almost ridiculous!
People want free. If you give them free, they will find it worthwhile to take a peek!
This is one way to convert a consumer into a customer and be paid for it. How are we paid for it? The answer isn’t always easy, but a few ways to do it are through sponsors, advertisements, cross-promotions, etc.
Do some research, find some new methods of monetization that haven’t been touched yet. Implement your findings into your own brand. Make money… and give me some of it!
8. Spy on Competition and Fortune 500 Companies
I don’t mean to literally spy, although if you’re bold enough… How I mean to spy is to look into the Web, Social and Referral Presences of your competition. Look at their Marketing, their Design, their SEO. What can you do better than they can? What are they doing better? Can you implement it and fine-tune it to fulfill your brand’s needs in advancing in the marketplace?
9. Get Inspired
Read articles. Read books. Heck, read Memes! Go outside and smell the fresh air, taste a new cuisine. Whatever you do, embrace it. Find inspiration.
Keep your mind pumping and ideas sprouting in your mind.
Each and everything you experience, you must learn to make it your own. How can you incorporate enjoyable details into your brand in creating fresh content?
10. Backlinks and Other SEO
You have time. You can’t think of anything fresh. Anything you may create through forced creativity may end up very unaesthetic and unappealing to the eye. It may seem rushed if it is a text deliverable.
So, go ahead. Go to work. Create backlinks.
Point people in the direction of your brand’s presence and web site. You have nothing to lose! Maybe you will see something on your mission that allows you new insight!
11. Research New Tools and Trends
All that you have to do is to research new tools and trends for your Industry or niche….. This is pretty much self-explanatory…
…AND NOW, ONTO THE NEXT!
12. Ask an “Elder (not necessarily in the same industry)”
Ask a Veteran in the World of Marketing
or the Business World, in general, what they have done and have
accomplished in their career. Ask how they did it. Learn from them.
Bounce ideas off of them. Speak to them on the topics of life and
people. Then talk to your elders.
These people may not even be in-tune
with the World of Business. But, ask them about their likes and
dislikes. Ask them things that attracted their attention to brands over
the years and converted them into customers. Ask their favorite brands,
why they like the brands and how they were attracted to them. This is a
Allow an elder to shine through you. They know what they are talking about. They give a perspective that not many consider valuable. It might not be a “fresh” outlook, but it isn’t an every-day-run-of-the-mill practice, either! They might even have some ideas, but they feel they need a “fresher” face to produce it for them. You never know until you ASK!
Ever been on the phone or in a class and led to doodle random thoughts, phrases and imagery? Try it now that you are older and have a brand to grow!
Call someone that you haven’t spoken to in a long time. Catch up!
Enjoy yourself, and let yourself become clear-minded and reconnect with an old friend or family member at the same time. At the end of that phone call, look at your notepad. Your subconscious mind just told you what your next project was going to be about. It’s all about you to decipher it!
14. Engage in Conversation
Make your Social Presence personal!
Conversate with your audience. Find out their likes and dislikes, wants,
needs, thoughts. Get them involved in the brand’s future. Keep them
talking to and about your brand. As interesting as this is, I actually
get more business through my “personal” pages than my business pages.
The trick is to be personal without being too personal at all! Show life
and that you are human!
Create chemistry It’s all about relationships, so build! Bring that empire to life. And, allow those who support you make history at your side!
15. Speak to your Camera
We can never find time to make these Vlogs (Video Blogs) that everyone would rather watch than read information on. To boot, we aren’t always in our best shape. Let’s take advantage of this time.
Go in your closet, pull out some nice clothes. Get dressed and “made” up. Sit down at your computer, and hit record!
Speak about your journey, your successes, tips and tricks, ventures, clients, projects, ANYTHING. Inform your audience, entertain them… show them the face behind the brand… behind the movement! Then, use these videos to keep audiences captivated and interested in what your brand has to offer them!
16. Fun with Photos
As Marketers who write, create mood boards, need backgrounds, create content, need to get our point across, we always need photos… the more unique, the better. The less we have to pay for royalties, the better.
So, let’s get on a jacket, grab a book bag, fill it with goodies and a camera with extra batteries… and start shooting!
Take pictures of every and anything.
Keep in mind your audiences, and try to create content that will be
shared or liked! Don’t forget to take pictures of architecture, events
and people. Memories are everything. Nostalgia is in demand. And
people… they love looking at themselves. So, click away and tag them
Don’t forget to take pictures of architecture, events and people. Memories are everything. Nostalgia is in demand. And people… they love looking at themselves. So, click away and tag them later!
17. Mood “Boreds”
I know, it’s “mood board,” but you can do this if you are bored! Go out! Collect actual fabrics, textures, objects, colors. Cut out newspaper and magazine clippings. Get out your crayons, pastels, watercolors and do some exploration. Come up with a Rebranding Strategy, a Campaign, a Facelift, or some cool ideas for future projects!
Mood Boards are fun. They unlock the inner youth… our innocence… our imaginations. Open your mind, and unblock that brain!
18. Start a “Spin-Off”
You have found many new ways to capitalize from and monetize your content. You have found something in common. Is it time for a “Spin-Off” brand? How does it help your current brand?
Link Wheels are now generating spokes that will now build their own Link Pyramids under them! You can create backlinks to each other, cross-promote each other amongst audiences, draw together totally different audiences and recycle cool content!
Maximize your potential through this chance to start a spin-off. After all, wasn’t it your dream, growing up, to in some way take over the World? Why not start now to build your empire? The content created will link two-ways, or three, or four, in generating ongoing interest, positive SEO efforts, and give more content to each brand!
19. Write About Your Experiences and Knowledge
Whether creating a website, blog, resume, autobiography for use on various platforms or even writing for an Online periodical, make sure you are recording your experiences. You can always create content. But, who is recording your footprint upon the earth for your legacy and future generations?
On another note, it builds your expertise in the eyes of audiences. It shows you know what you are talking about. It gives you credibility. Who is selling you to new and future clientele?
Recommendations are everything, especially if a finger can be pointed on a point of interest… especially if you are a marketer who does a lot of work under Non-Disclosure. If you have already done so, go back and read it. Pay attention to your growth and create new goals for the future!
20. Fine-tune and Enhance Current Content
What better time than now to go back and
enhance, reorganize and fine-tune your current content database? Make
your content work for you. Analyze each piece and find out what works
and doesn’t work for it. Shoot, you might just find a better way to do
your current daily practice amongst your own presence and that of