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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Playas Mob Radio: Breaking independents via Online and traditional platforms

PREVIOUSLY PUBLISHED TO EXAMINER

Today, November 12, 2014, Examiner sat down with Playas Mob Radio of WJFP-FM and discussed how they are combining traditional, Online and modernized marketing efforts in “breaking independent artists, brands and causes, Worldwide.” And, while there are many Online radio stations and shows saturating the World of Streaming Radio Broadcasting, Playas Mob Radio is doing “it” a bit differently.

Playas Mob Radio is a radio show dedicated to independent artists, brands and causes looking to expand audiences, create awareness and be heard by those who matter — often times that A&R, who is scouting out new talents. Other times, it is the potentially shareable fanbase of the featured guests to the show that week.

Guests in the past have included Industry Professionals, both behind the scenes and in the forefront of the industry, such as Kevin Shine of the F.I.R.M., Willie “Bum Bum” Baker, Tameka “Tiny” Harris, Sanchez Holmes, OMG Girls, Rico Wade and Sleepy Brown of Organized Noize, Big Boi of Outkast and many more!

While the show is made available, Online, through Tune-in Radio’s Web & Mobile App Platforms and WJFP.com, “the coolest radio show in the World” is actually available live on the FM dial! Playas Mob Radio is broadcasted on six FM-station buffers reaching out to Central and South Floridians within the broadcast area.

Playas Mob Radio was commenced in 2010 after Ron “Good” Hogan, James “Bootmayne” Minus and Jarvis “Money J” Anthony decided it would be an excellent means of showcasing music created by Playas Mob Entertainment, an entertainment company founded by Mr. Hogan and Mr. Minus in 1999. Since then, they have been “…dedicated to breaking Independent Artists, Businesses and Labels, while providing a platform of PR to those who have already established themselves within the entertainment industry and veterans who may provide entertainment to listeners, Worldwide.

Playas Mob Radio is currently in the works of creating and releasing an Online presence similar to Facebook and Linkedin that “encourages cross-promotion, collaboration, artist development and unity within its pages,” according to their Director of Marketing and Public Relations, Jessica N. Abraham, who has only been with the show since this past summer.

She continues, “We are also working on releasing a physical magazine at the beginning of the year that introduces new artists, businesses and movements to a minimum of 10,000 new audience members a month, as well as through Online and Mobile editions of our future editorial, which is aimed at being interactive in order for important persons of interest to connect directly with acts and brands within our articles.”

In addition to a magazine, the Playas Mob version of a social network will also include discussions on business, economy, sponsorships, the entertainment business and more. There will be a chat room, “tons of videos,” music, archives of past shows and even a live broadcast link to listeners outside the FM reach. Here, fans may also connect directly with their favorite On-Air Personalities, including “Mr. Good,” “Bootmayne,” “Money J,” Tracy “East Coast T-Mac” Morgan, “Mz Shorty P” and the new personality, Jesse “Boss J” Anthony.

Fans within the physical listening areas are able to go to the site for more information on Playas Mob events in nearby cities, including weekly events in Orlando, FL, and to be redirected to purchase “beats,” or Hip Hop instrumentals, by Bootmayne, who is also a Producer for Playas Mob Entertainment.

Connecting with direct audiences in both Online and Offline realms, Playas Mob Radio has created a culture within their own niche. Listeners are “always connected” through mobile, portable and desktop devices, and taking advantage of Online Promotion ensures that they will become part of that culture.

Active on Social Media, Playas Mob Radio draws in and interacts with listeners on official accounts, as well as on those of individual personalities. With additional platforms preparing to launch, there is much potential in connecting audiences with unsigned, upcoming talents, their favorite celebrities and legends, new ideas and products and, of course, the inspiration to follow their own dreams while educating themselves on strategies to do so.

Brands, both corporate and local, have much to gain through advertising on these channels. Advertising has not died yet, and Playas Mob Radio has implemented ways to not only advertise trusted brands to their audiences but how to allow them to experience these brands first-hand in encouraging Brand Awareness and Loyalty.

Because Playas Mob has set up this “Conspiracy 2015,” it has led to many listeners to adopting advertised brands, as trendsetters and early adopters, as well as in spreading the word on these products and Playas Mob Radio, itself!

This year alone, Playas Mob Radio has expanded its listening bases greatly! Where it was once listened to by audiences around the United States, Canada and the United Kingdom, audiences in Australia began tuning in at great numbers. More recently Ghana, Germany and Morocco have been, as well!

While listeners are tuned in multiple countries all over the map, these particular countries have been gaining numbers very rapidly, which only goes to show that Playas Mob Radio IS “the coolest radio show in the World!” That’s not that bad for a radio show started by three young men in Fort Pierce, Florida, who sought to have their music heard, now is it?

Check out Playas Mob Radio on Saturdays from 8:00 PM Est until 9:00 PM Est on WJFP-FM. You can listen in LIVE via WJFP.com, or through TuneIn Radio’s Web & Mobile App platforms.

If you are in Florida, try one of these six FM stations below, and don’t forget to call in:

  • 91.1 FM Fort Pierce
  • 88.5 FM Clewiston
  • 93.9 FM Cocoa Beach
  • 94.3 FM Melbourne
  • 107.1 FM West Palm Beach
  • 90.7 FM Vero Beach

*For coverage maps, please see http://wjfp.com/site/page.php?pid=about

Archives of previous shows can be found on SoundCloud.

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