Technavio predicts significant trends in television ad-spending through 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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Internet Marketing on an Offline Format — A personal experience.

PREVIOUSLY PUBLISHED ON EXAMINER

Internet Marketing — OFFLINE. While it makes no sense that one can engage in Internet Marketing while “on the go,” it is entirely possible. Really, how can you market to the World while being away from the office? The answer is, “very easily.”

It has been a while since I have written an article on Internet Marketing. A lot of this has to do with the fact that my company is relocating to another city shortly, and time has been very limited. Nonetheless, work has to be done.

As a work-a-holic, I am consistently striving to find ways to work “on the go.” I am a very sociable person; and interestingly enough, the tagline of my company is “Brand Socially.” So, what I am about to outline works very well for my brand, in particular. Yet In fact, it can work for just about every brand there is. To be bluntly put: “pay attention!”

Every year, I attend The Florida Music Festival in Orlando, FL. This event has gained International recognition over the past 12 years and has highlighted the talents of many of the most popular acts of today.

Internet Marketing has made it become easier for artists, large and small, to become aware of this event (and many like it) and how festivals can contribute to their career successes. The Florida Music Festival was created by Sean Perry and Rick Wheeler of Axis Magazine in 2001 and is supported by many local and International sponsors, as related to the entertainment business and good times.

The Social Branding and Social Media sides of Internet Marketing have aided this and many festivals in capturing quality acts for mass consumption. Content submission by artists via web and the viral power of these submissions have made the selection process for showcasing only the best talent at venues related to their fan bases a much more effective process. And for a marketing professional like myself, I have learned to take advantage of this same process in “scouting out” potential clients in person and by allowing them to find my marketing services on a much later basis.

Understanding what your surroundings will entail and the personality of each target client in an environment, where their adrenaline is rapidly pumping, is very important. To understand these elements, one can turn to social media content that has been dispersed around the net for analysis and review. If you are unfamiliar with the venue and locale you will be attending, “walker” and “biker” maps and area reviews may help bring furthered understanding to rules, staffing, and technological capabilities once there.

News stories and social presences, as well as video content, can bring a furthered understanding of the artist personalities and history that you plan on meeting with. Basically, a lot of research needs to take place beforehand in order to enhance your experience and bring full potential to an OFFLINE Internet Marketing Plan.

Research helps you to understand what you can do and, of course, what you cannot. To begin with, how do you seek to gain the full attention of a potential client at a time where their mind is set on performance, fans and enjoying themselves? What style will you approach them with? How will your elevator pitch relate to them?

As an Internet Marketing Professional, the most important element would be that of “Internet Capability.” Having access to the Internet and Mobile Network features will aid as visuals in what you can bring to the table in aiding their career successes. Because, frankly, if you gain their interests, they will ask you to show them what you can do and only have a few minutes to do it in.

Will you have Wifi or ethernet ports available, and if so — Will there be electric outlets readily available? If not, how well does 4G for your carrier work in that area? Will you be able to “tether” your service into your laptop or portable device of choice? Finally, is your media content optimized for presentation on a mobile device if need be?

In marketing, you have to consider the elements that will bring you closer to your overall goal. In marketing for Online platforms, your driving force will always be content delivery and optimization. There are many ways to achieve this, and where else to gain content for mass distribution than at a festival with many bands, business professionals and “happenings?”

Content will not only raise your SEO efforts for search engines and brand awareness in Social Platforms, but it will also bring traffic to inquire about your servicing via fans and “the stars” themselves. Some of this content may be distributed immediately from the actual venues and encourage participation at the event on an immediate basis, catching the attention of acts being “promoted.” Some of this content will be delivered later. And, some of this content will serve as immediate points of contact and interaction in a tangible way.

The following methods will achieve Internet Marketing on an Offline basis:

  • Check-ins: Lead others to your exact location and leave a print in that area with your content and presence history. This usually is done through Geotagging and GPS, so it is done with ease. Others located in the same area will also be aware of your presence at that moment.

As interest builds, your physical presence benefits by being there to answer questions at the peak of interest in gaining potential clients. What is even better is that people talk. Yes, they sure do!

Quietly, they whisper to the person next to them, “Hey, do you know Jessica Abraham? She owns this company, Shorty Produkshins, and does Internet Marketing… This is what else she does… This is who she has worked with…” Or, they introduce you to the person directly. Here, Word of Mouth and tangible Viral Marketing just gained you a new potential client without much effort!

Some people add free download links and merchandise giveaways to these calls-to-action. This ensures web traffic and content shares. People will often download and listen or “YouTube” and watch these artists before they perform so that they can become more familiar with them. Don’t think that this wouldn’t benefit your brand to do it, as well. I usually give away six free minutes of consultation via telephone when giving away servicing.

  • Web Design/Content: Make sure you have a web design that is mobile-friendly and content that breaks down your servicing within a matter of seconds. People often do not want to read or learn when out and about. But, they do want to be educated on the matter. Using charts, infographics and graphics to explain text-heavy points, understanding is easier acknowledged and quickly associated. Keeping web design at a speed to load rapidly keeps load time at a minimum and interest is less likely to be lost in the process. Make sure your site is catchy, interesting, and informative to a one-minute view. Keep it professional and away from being generic. This is your elevator presentation in grabbing potential clients right away!

There are so many scams out there and “up and coming” brands that never amount to anything worthwhile or are what they say. Meeting Offline brings more personality and realism to your brand. You are a real person. You have a chance to represent the brand in the flesh.

Furthermore, you have met others that these people are already or just becoming acquainted with that can speak for your track record. Introduction by a trusted source or verification of reference is achieved without much effort.

Your brand has an Offline following that will transfer to an Online source via connections and content created in the process. Going Offline to increase Online marketing potential and business connections that will build your “pyramid,” will only lead to furthered tenure for your brand.

Tenure, however, comes from loyalty, while loyalty comes from humbling your brand and practicing ethics that will allow others to justfully trust you. Loyalty comes from the credibility of your brand and what it can do, as well as the reputation of that brand through trusted connections.

The more you communicate Offline, as well as Online, and include others in this practice, the more loyalty you will find amongst followers, colleagues and clientele.

The reason behind this is while you are helping your brand find success, you are taking others along with you… and more than likely it will ONLY BE those that you have faith in yourself! After all, you don’t want to be responsible for distributing garbage content? Your good content will be overlooked and reputation will be brought down if you do that!

  • Storytelling and CONTENT, CONTENT, CONTENT!: Through this adventure, you are creating a story with several characters — old and new. You are building a history that will last throughout the years and connecting many brands together in unity. The more familiar brands become to audiences, the more trust is built, bringing Brand Loyalty, Awareness, Integrity and Association, of course leading to tenure. Stories will be told through content that, as mentioned before, boosts SEO efforts, viral powers and more! Again, it’s like a family that introduces new friends and family members to others in a more personal way! Storytelling shows that more than business is occurring. It is showing that a relationship is building and lasting, therefore worthwhile for audience recognition, interests and interactions.

The bottom line here is NETWORKING with immediate “connection” is of the utmost importance. Because most people connect to their favorite social networks via mobile device, you must encourage the connection to take place here.

Most social networks actually save contact information into the users’ address book automatically, so that will come naturally. You will be in constant contact with these connections, so you won’t forget them as easily as you would with just collecting a business card and/or saving a phone number to your rolodex.

It’s more personal, and BUILDING RELATIONSHIPS are what it is all about!

Making the connections “in the flesh” will benefit your Online strategies. Content creation acts as duct tape, holding the bond and pyramid together. It also tells the story of the bond being created over time through these networked relationships.

In marketing for the Internet — Offline — never be afraid to think outside of the box. However, make it more than just making connections and using content for Internet strategy. Use it to connect the lives of brands that will literally “stick together” and hold a bond to last a lifetime.

Brands belong to people, and people are the best investment you can ever make in the World. While we all want financial gain, happiness and impactful, positive relationships are more rewarding than anything! Have fun and create an epic story for future generations!

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Why do I want TRUMPIA in MY LIFE? — Increase sales, awareness and participation

PREVIOUSLY PUBLISHED ON EXAMINER

It is projected that mobile will be nearly the number one means of Internet connection in 2013. Whether a mobile phone or a tablet device, it is expected that top companies alone will be spending $4.6 Billion dollars in just Mobile Marketing alone.

Previously, it is estimated that top companies, combined with small businesses, have only put .9% of their stock into mobile marketing, while nearly 16% of all 4 Billion global users show conversions through Mobile Marketing. The interesting fact in this equation is that a majority of these people will never and have never seen any form of Mobile Marketing ever, can you imagine if they have?

“Jumping on the bandwagon” now might not be a bad thing — at least before Mobile Marketing becomes overly saturated like MySpace once was.

Truthfully, Internet Marketing will always live on, as long as we are “always connected.” Social Branding will always be around, as long as digital products can be shared and consumed and people feel the need for a personal connection with their most beloved brands. Events will always need to be marketed, as long as people are looking for something to do. So, let’s bring all of these elements together as one into an action plan.

I have recently partnered with Trumpia. It’s not that I am biased to Trumpia. I just love Trumpia. I have been using them for a while now and think they are an excellent choice for any size business or brand. They have high profile products and plans, as well as ones set for low budgets, starting at $25 a month!

Let me interject on the topic of Trumpia before going into detail about this Mobile Marketing.

If you sign up today for a free 30-day trial (which can be cancelled before the month is up), you will get all kinds of benefits from the company that I am sure you will grow to expect. But, the best part is that whatever you are getting, you are getting double that because I know you are going to use the promo code: BRANDSOCIAL. My special little treat to you… NOW, back to the regularly scheduled post.

Why do I support what Trumpia is doing? What do I even like about their platform? Why do I continue using it?

I don’t know if you guys remember SayNow.com. This company was acquired by Google and is no longer alive. Soulja Boy was one to make it famous due to his “Kiss Me Through The Phone” song.

Basically, if you called or text that number, you were automatically made part of the SayNow Network. You could cancel at any time. But, you could expect brand updates via text, voice, e-mail and so on. Picture messages and videos could be traded. Live calls and voice messages could be connected and so much more.

To me, Trumpia is the “grown up” version of SayNow with very beneficial features for businesses (large and small), venues, events, doctors offices, schools, artists, studios, actors, authors and more! There are data collection features that prove very invaluable to a brand. Personalization is present and even reaches consumers on a very personal level!

Short codes are given for simple text campaigns, as well as QR (Quick Response) Codes. There are apps and widgets available to users. Coupons can be sent to brand loyalists, along with e-Card options (for Viral efforts). Appointments can also be set and reminded of through the platform. These are only a few of the reasons I am loving Trumpia in all of its glory!

Can you see now how a business professional could take advantage of this option? Now, let me get back to Mobile Marketing. Mobile Marketing allows for instant access in private. Individuals have been clocked to check their cell phones for text messages every three minutes. They do this out of fear that they have missed a text, double checking before and after gaming, out of boredom, while answering and sending other texts, and in between app usage — including Social Networks!

To be blunt, “hit them where it counts.” That’s the mission! that’s the goal! That’s what will take a brand to conversion!

For a full Mobile Marketing campaign to see success in maturation, there are other things that can be done by a firm or agency, like Shorty Produkshins, that will treat your Mobile Marketing efforts as if they were the only option, knowing that there are indeed other options out there.

Treating Mobile Marketing, as an Internet Marketing campaign, with mobile targets, app creation, mobile advertisements, mobile sites and more are only the beginning. We have to paint the picture for the brand. We have to brand the brand. Branding it socially has just now become more personal and the user is always “DIRECTLY connected” to a brand!

Consumers and brands are always within reach. Constant-but-not-so-spammy contact is available to engage consumers in conversation. Brands can poll the consumers directly and know who THEY are specifically. By doing this, less money can be spent on research, as consumers tend to answer “more truthfully” in private, especially on personal mobile devices!

By knowing what your consumer wants and needs, you are able to cater to them specifically and give them EXACTLY what they desire. You listened to them. They will never forget it. Loyalty, virality and Word of Mouth have now been set into motion!

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