Wednesday, April 19, 2017

Are Instagram Stories Hurting Snapchat?

Since its initial release in 2011, Snapchat has worked to establish itself as a competitor of Facebook. The social media giant released the Instagram Stories feature in response.

As reported by AdWeek, Instagram Stories now has 200 million daily users. When compared to Snapchat’s 158 million daily users, it appears that Instagram Stories is winning the hearts of Millennials. However, new data released by Episode suggests this is not true.

Women aged 13 through 25 make up the majority of users on Snapchat. Episode reports that 69 percent of these women said they do not use Snapchat any less since Instagram Stories was released. So how does Instagram Stories have more daily users?

The key lies in Instagram Stories’ definition of a user. Anyone who either posts a story or clicks on one is considered a user. So an Instagram account with a large following can generate many users with a single Story post.

Despite the addition of Stories to Instagram, Snapchat is far from dead. In fact, seven percent of Episode’s respondents said they still send between 50 and 100 snaps daily. Nine percent send more than 100 snaps per day.


Advertisers should not be so quick to give up on Snapchat as the engaging app maintains its popularity among teenage girls and young women. 

Thursday, April 13, 2017

Elements of an Effective Hispanic Marketing Campaign

Even as the U.S. Hispanic population growth is increasingly driven by U.S.-born Hispanics, a recent “Facebook IQ” study found that marketing in Spanish is still important. The study reports that 80% of U.S. Hispanics say they do not feel the need to give up speaking Spanish in order to assimilate into American culture.

This contradicts a recent trend of replacing Multicultural Marketing with an all-encompassing message delivered in a single language. As the number of bilingual Hispanics continues to grow, so do the opportunities for marketers to deliver culturally relevant messages.

When consuming media online, the majority of bilingual Hispanics use Spanish at least half of the time. This stands in opposition to the idea that Spanish becomes less relevant as a Hispanic consumer becomes acculturated.
It is important to note, however, that there is a gap between the ROI of TV ads in English and in Spanish. A Nielsen study found that the ROI of English ads were $0.30 higher than those of Spanish ads.

After an in-depth analysis of these results, Nielsen found that 54% of the Spanish ads actually had equal or higher ROI than the English ads. Several factors were found to increase the effectiveness of these ads:

·        Original Spanish language rather than translations from English ads or voice-overs
·        Humor relevant to Hispanic culture
·        Relatable settings

Ads that incorporated the above elements saw significantly higher ROI than English-language ads.


In order to effectively reach the growing population of U.S. Hispanics, campaigns not only need to incorporate the Spanish language but also culturally relevant messaging.

Monday, April 3, 2017

Digital Tops TV Despite Some Specific Struggles

Ad Age reports that US digital advertising sales surpassed television ad sales for the first time in 2016. Digital sales pulled in $70 billion compared to $67 billion on the more traditional television medium.

Magna, a strategic media forecasting company, reports that television saw a 4.7% increase in 2016 due to the Olympics and the presidential election. However, that growth is expected to settle back into the 3.7% range for 2017. Meanwhile, digital sales are projected to increase 14% in 2017. Magna believes that by the end of 2017 digital advertising sales will pass television in not only the United States, but globally.

With this, digital vendors are under the microscope more than ever before. Big brands like JP Morgan Chase are pulling the plug on their programmatic to avoid their ads being placed on unwanted sites.

Other large companies have had it with video hub, YouTube, as they are unhappy with the videos their ads are paired with. While advertisers understand that ads are placed with algorithms, formulas, and data, users are not quite as informed. Many users believe that the ad aligned with the video they are viewing is purposefully done.

YouTube isn’t taking a front row seat to their slow destruction though. The Google owned company is taking steps to allow advertisers to proactively avoid undesired content. Previously, YouTube had two preventative options to avoid, “sensitive social issues” and “tragedy and conflicts”. Now, YouTube has rolled out options to stay away from content that is, “sexually suggestive”, “sensational and shocking” and “profanity and rough language”.

While this may help advertisers, YouTube seems to be stuck between a rock and a hard place as they’re receiving push back from content creators. YouTube states in a blog post that, “There’s a difference between the free expression that lives on YouTube and the content that brands have told us they want to advertise against”. With this setback, YouTube could potentially lose $750 million this year.


Even with upset brands and algorithm tweaks, digital advertising has a bright future as king of the castle. 

Friday, March 24, 2017

Cinema Advertising Stands Strong

Cinema advertising is often overlooked by many marketing departments and booted from their media mix. Video Advertising Bureau released some data that might make marketing managers change their minds about the big screen.

According to VAB, box office ticket sales saw an eleven percent increase from 2014 to 2016. Perhaps this is due to the rising median household income amounts. From 2010 to 2015, the median HHI has increased from $53,569 to $56,516. With an increase in HHI comes an increase in disposable income which has grown from $11,515 in 2010 to $14,281 in 2016 (referring to personal disposable income).

Demographically, heavy movie goers tend to be young, multicultural, affluent, educated, and professional. The majority of these people are ages 18-44, employed, home-owners, college educated, and making over $50k per year.

So, what’s so special about cinema advertising? Well, beyond the fact that you’re speaking to a captive, engaged, willing audience; cinema advertising drives consumer action. Many steady cinema advertisers like Vans, Shazam, esurance, LG, Infiniti, and Hotels.com see an increase in website activity when cinema is a part of their media mix verses when they’re not on the big screen.

On top of that, consumers are choosing to spend leisure time watching movies at a theater more often than other activities like attending a sporting event, going to the zoo, or having a picnic.




It might be time to rethink that marketing mix and see how your brand on the big screen can make a difference.

Friday, March 17, 2017

Dominate Digital Forces Look to Continue Their Growth


As eMarketer projects digital ad spend/revenue for the next few years, Facebook and Google look to hold onto their top ranks. Ad spend in the United States looks to grow by 15.9% equaling $83 billion in revenue. Both Facebook and Google look to increase their ad share percentages by 32.1 percent and 14.8 percent respectively.

Overall, Google wins the gold by owning 40.7 percent of the US digital ad market with Facebook settling for silver with 19.7 percent. However, when that’s broken down by search and display the tables turn just a bit.

Google still takes home the prize when it comes to search with an estimated $28.5 billion in ad revenue for 2017 (77.8%), but Facebook comes in on top when we’re talking about display. Facebook brings in $16.3 billion in US digital display ad dollars making up 39.1 percent of the market. Both Google’s search and Facebook’s display revenues are expected to continue growing through 2019.

When looking at mobile, the two digital powerhouses combined accumulate for 57 percent of mobile spend with Google acquiring 32.4 percent and Facebook earning 24.6 percent.

The below chart shows multiple digital providers and their ad share percentage projections through 2019 while focusing specifically on digital mobile ad revenue.


Snap Inc., the inventors of Snapchat, is expected to see the most dramatic increase over the next few years. However, their share is still small and far from the dominating digital forces.


Other platforms like Twitter, Yahoo, and Yellow Pages are expected to decline in the near future. 

Wednesday, March 8, 2017

Making the Most of Email Marketing

Email marketing – when executed correctly – can be a huge success for any marketing campaign. Seamas Egan, Associate Director of Revenue Operations at Campaigner, digs into the art of email and provides three tips to making the most of your email marketing.

1.     Subject line
Subject lines of an email provide a teaser to the recipient and is ultimately what makes them decide to open or delete your email. In fact, thirty-three percent of recipients report the subject line to be the only factor in deciding whether they will open a marketing email or not. Subject lines should be personalized with either the recipient’s name or the words “you” or “your” to establish a personal connection. Numbers can also be used to help your subject line stand out and create a sense of urgency. Subject lines should also be under 30 characters as sixty-six percent of emails in today’s society are opened via mobile device.

2.     Past purchasers
Segment your email lists based on purchase behavior and target specifically those who have converted with your business on prior occasions. This information will help you send emails that are not only personalized, but directly targeted at the recipient’s interests.

3.     Frequency
Just remember the Goldilocks and the Three Bears – too hot… too cold… just right! You don’t want to annoy your customers with too many marketing emails, but you also don’t want them to forget your brand. It’s important to strike the right balance to keep your product at the top of customers’ minds while not overwhelming them. A good way to test your frequency is by some A/B testing; compare separate emails lists with different frequency levels to discover a happy medium.


When email marketing is done right, it’s a huge success. In fact, 91% of Americans say they like receiving marketing emails. Consumers frequently complain about marketing and how advertisements “obstructs their task”, but in the email space, marketing is actually welcomed. 

Friday, March 3, 2017

Back to Basics with Generation Z

As Generation Z grows into young adults who hold a little bit of spending power, marketers are eager to see how their path to purchase compares to the generations preceding them. Since Gen Z is technology savvy, one would assume that their behavior would revolve around the digital world.

However, a study conducted by Accenture shows something a little different.

Older Gen Z consumers (ages 18-20) actually prefer purchasing at physical brick and mortar locations. In fact, 77% of older Gen Z consumers would rather purchase in-store.
When compared with Millennials, Gen Z shoppers lead the way with in-store and mobile shopping while Millennials still lead when it comes to desktop and tablet.


The difference being, Generation Z consumers are influenced greatly by social media on what to purchase. In fact, 72% of US Gen Z survey participants said they want to make purchases directly from social media. Half of the participants said that social media inspires them to purchase products, and one third of respondents have increased their use of social platforms specifically to inform their decision-making within the past year; as shown by the chart below.



Going beyond social media, Gen Z consumers are open to developing shopping methods like voice-activated ordering (45%), curated subscriptions (77%), and automatic replenishment (66%). 


Jill Standish, senior managing director at Accenture, says, “I think the key takeaway for marketers is you have to be listening in social media. You’ve got to be there, and you’ve got to be inspiring.”