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 in Action: “The Sabir Bey Show” Season Premiere on October 1

Jessica N. Abraham was the Producer and Director of Marketing and Design for The Sabir Bey Show through to five successful seasons. The show had 8M viewers a week and was filmed at the LA Talk Live studio in Los Angeles, California.

Internet Marketing comes in many formats. There are many means of marketing on the web. There isn’t just one specific way. There isn’t even a specific reason that things are marketed on the web. People want Brand Awareness, Viral Sharing of Content, Content Consumption, Monetary Value, List Building, Views, Likes and … even executing Educational Missions.

Today, there are simultaneous feeds of Live Events to the Internet through live video streams. Some people charge for consumption, while others do not. Webinars are surely replacing live seminars due to convenience, usually servicing business people and students. These are usually for a fee, but some are free in order to market a product or service through them. And even so, more and more people are still turning to the Net for their Entertainment, Education and Business needs. This is why many Social TV Programs and Studios have been “popping up” in the last few years. And, there are many reasons for this.

Niche communities are able to find programming meant specifically for them, minus censorships and the “watering down” of very beneficial and insightful information. They are the ones who control what topics will be covered during a live show. They are able to interact with other viewers around the World, interact with the programming or even come into contact with the creators, themselves. Content is usually recorded once it goes live, becomes viral through Social Shares. Niche Sponsors and Advertisers will help to continue the process by “paying the bills” through audience member purchases. The audience member now becomes part of the Brand Story and part of the success that came about in the process.

October 1, 2013, marks the Season Premiere of The Sabir Bey Show on LA Talk Live! “The Sabir Bey Show is ‘Pure EDU-TAINMENT’ tackling issues within the community and on the topics of Law, History, Culture, Politics, Religion, Society, and Health by incorporating TRUE Hip Hop and Urban Music in bringing together a full circle of understanding with current culture and society conflicts. The Sabir Bey Show includes guest appearances by award-winning celebrities and respected elders of the Moorish Nation and Pan Africanism.” The Sabir Bey Show has the mission of bringing “Pure Edu-tainment” to the lives of many by introducing truths, new concepts, currents events and History through Entertainment.

The Host of the show is Sabir Bey, known for over 15-years in the “Conscious Community,” for his lectures and classes on Civics, Hip Hop, Nationality, History and Etymology. He has toured with Dr. Kaba Kamene, Dr. Leonard Jeffries, Dr. Jose Pimienta-Bey, and multiple figures in the Entertainment Industry. Sabir also appeared in a 2011 film, Hidden Colors, where he speaks on many topics as related to the Moorish origins of today’s population. He appears in many other documentaries and films circulating around the web and businesses throughout the country. He continues to bring education to the masses through the web, using LA Talk Live’s fall lineup to do so. The Producer of the show is Actor, Mel Jackson (“Soul Food”); and the Program Director is Mr. Richard Karr, the owner of LA Talk Live.

Sabir has a team of individuals working with him on a daily basis to create Awareness of his mission, Lectures, Appearances and shows and to accelerate all Internet Marketing efforts. Not surprisingly, however, many of his works have gone viral on their own, as audience members share this content with those that they associate themselves with, whether friends, family, colleagues, or classmates. This information is very informative and educational, so they are passing along something very valuable and meaningful in the process.

The Sabir Bey Show is currently undergoing construction of the Official Website. But, many already access this site regularly, as it is a Social Network dedicated to the show. The site includes a U-Stream Video Player hosted by LA Talk Live and hosts a library of past episodes, including special guests, KRS-One, Tommy Davidson, Mel Jackson, Taj Tarik Bey, Dr. Kaba Kamene, Hawthorne James, Chico Benymon and more! There are photos of the show, itself, as well as Sabir’s travels and experiences in the public while on tour or giving lectures. The site gives information about the show, including news, blogs and upcoming events.

What Sabir is doing at TheSabirBeyShow.com is very critical in today’s World of Social TV. The show, while also accessible at LATalkLive.com, is given its own “channel” to help aid in Awareness, Brand Monitoring, SEO Efforts, Viral Campaigns, and Consumer Interaction in bringing important information to the lives of those who have lost their true identity in a ever-growing Commercial World. He encourages people to call into the show to prove him wrong, while reminding people that he may just be! “Bring a pen, tell a friend… But, don’t take my word for it… Study it yourself, and tell me if I’m wrong.” With a team of experts behind him, we can guarantee his Internet Marketing efforts won’t be wrong. Tune into his show, Tuesdays at 3:00 PM (PST) | 6:00 PM (EST) on LATalkLive.com

Website: http://www.TheSabirBeyShow.com
Facebook: http://www.facebook.com/thesabirbeyshow and http://ww.facebook.com/sabir.bey
Twitter: http://www.twitter.com/thesabirbeyshow

DISCLAIMER: Jessica N. Abraham is no longer affiliated with the show or any creative assets, thereof. Since 2016, the site and all assets have been under new ownership. All designs, edits and administration to the official websites are no longer controlled by Jessica N. Abraham or Shorty Produkshins.

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