Thursday, December 29, 2011

What is the standard mobile ad size?

Anyone in the media business is aware that there are some standards when it comes to ad sizes. Print has the tabloid sizes and radio has certain spot lengths, etc. The new emerging standards are in regards to mobile.

According to MediaPost, the Mobile Marketing Association (MMA) has recently created six set ad sizes for both feature phones and smartphones. Creating these guidelines enables media buying to be more cohesive from vendor to vendor.

The MMA whittled down the sizes by first analyzing 150 billion mobile ad impressions during second quarter to find what were the most consistently used. They found about 60 mobile ad formats before declaring the final six sizes. The new standards are part of the Mobile Universal Ad Package where feature phones have three sizes (120x120 , 168x28 and 216x36 pixels) and smartphones have three as well (300x250, 300x50 and 320x50 pixels).

If the program survives the 30-day comment period, the ad package will be come finalized in January. All networks will have to comply with the guidelines by March 2012.

Mobile advertising has grown from its inception; however, if the ad sizes become more standard among media vendors, advertisers will have an easier time adapting creative to the medium. Therefore, this could lead to healthier growth in this advertising vehicle.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, December 22, 2011

Which media has the most time spent listening per day?

How much time are we spending on media? According to a new eMarketer estimate, the US has increased the media consumption to 11 hours and 33 minutes per day. MediaPost recaps a few of the media platforms as follows:

• TV increased to 4 hours and 34 minutes
• Internet increased 7.7% from 2010 to 1 hour and 47 minutes
• Radio dropped to 1 hour and 34 minutes
• Mobile increased 30% to 1 hour and 5 minutes
• Print and Magazines have a combined 44 minutes

One thing to note is that time spent isn’t indicative to how much money will be attributed to a particular medium. For example, TV is about 42.5% of time spent, however, advertisers spend roughly half of the budget on it. For mobile, only 1% of advertising dollars are used when it accounts for 10% of consumers’ time.

Why is this significant to advertisers? Knowing how media consumption is trending can help navigate a campaign. Therefore, it behooves us to pay attention to the spending habits and media usage of the target demographic.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, December 15, 2011

Did I just see an ad on a mail truck?

Because the world appears to be trending towards wireless and paperless in many aspects of life, the institutions that are wire and paper must adapt. According to MediaPost, the United States Postal Service is attempting to enter into the advertising world in order to help its financial decline.

A pilot program recently launched in which the USPS is selling advertising on its freight trucks. At the moment, approximately 17,000 trucks in 11 states have advertisements on them.

Paired with an outside contractor Lighted Promotions, advertisements are being sold from $500 to $600 per month.

A noted concern is making sure that the ads are appropriate for the government trucks. So far, most vinyls have been in regards to road safety like drunk driving, seatbelt usage, highway safety in addition to topics like anti-drug and anti-alcohol. In fact, some advertisers have been turned away like political candidates and medical marijuana.

If this pilot program is successful and launched nationally, then it could be a new vehicle for advertisers. As long as its message falls in-line with a government owned platform.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, December 8, 2011

How did Cyber Monday 2011 compare to 2010?

Black Friday did not disappoint this year and neither did Cyber Monday. According to MediaPost, ComScore recorded that Cyber Monday saw a 22% increase in spending compared to last year. The U.S. spent about $1.25 billion this year, making it the biggest online shopping day in history.

The term Cyber Monday was coined in 2005 in reference to a spike in online shopping and spending the Monday after Thanksgiving. Most likely, this was due to the fact that people did not have a fast internet connection at home and instead waited to shop utilizing their faster work computer.

Experts believe that this may start to decline now that high-speed internet is more common in homes. Therefore, shoppers don’t have to wait until Monday. Retailers are also running online specials starting Thanksgiving through Monday, which is another reason why shoppers don’t have to wait.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, December 1, 2011

Who uses the internet on a cell phone?

Cell phones. You would think that almost anyone over the age of 15 has one in the US. A new study conducted by eMarketer found that ethnic groups utilize cell phones at different levels.

According to MediaPost, the study revealed the cell phone penetration among ethnic groups in the following capacity:

· White: 78.3%

· Asian: 77.3%

· African American: 74%

· Hispanic: 69.2%

Regardless of the penetration, it was found that minority groups utilize the internet on mobile phones more than the white population. In fact, the breakdown is as follows:

· Hispanic: 52.9%

· African American: 48.9%

· Asian: 48.1%

· White: 36.3%

Researchers theorized that mobile internet usage is higher in minorities due to the fact that as a group, they are younger than the white population. Therefore, they may be more willing to be early adopters. Also, these groups are more likely not to have a home phone and only have a mobile.

How is this relevant? This will help advertisers better cater their message to their target audience.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, November 24, 2011

Is Nickelodeon going to the moms?

Audiences grow up. That alone is a constant challenge for TV programmers, to maintain the audience as it ages and bring in new viewers simultaneously. According to MediaPost, the cable network Nickelodeon is hoping to cater to their aging female audiences that are now moms.

Starting in 4th quarter 2012, Nickelodeon will launch NickMom, which is a prime time programming block from 9 p.m. to 1 a.m. on Nick Jr. and online. The target viewers are mothers who grew up watching the network.

Programming will include talk shows, stand-up and sketch comedy, and documentaries. While exact shows are still under development, online content has already launched as of November 14th.

It behooves advertisers to be aware of changes to content in all forms of media. That knowledge will help navigate a campaign to be as effective as possible in front of the correct audience.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, November 17, 2011

Economy and print magazines

The status of the economy will always be a forefront concern for advertisers. Keeping a pulse on it enables advertisers to navigate the media landscape. Affinity and Experian Simmons recently ran two studies to see how print and digital magazine readers view the current financial situation.

According to MediaPost, the studies showed that Americans are divided on predictions for the economy. About a third believes the economy will worsen within the next year, a third think it will stay the same, and a third think it will improve.

People who read print magazines over digital magazines had a higher proportion of optimists. In fact, readers of Essence, Ebony, Jet and Black Enterprise had the highest percentages of optimism with being close to 50%. Other titles that had positive readers were Elle D├ęcor, New York Magazine, Men’s Journal, Life & Style Weekly, Tennis, and Veranda.

How can this study help advertisers? It can be inferred that if print magazine readers are optimistic of the economy, they will continue to purchase and read print materials. Therefore, presence in print publications is not a waste but a good foundation in a campaign.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, November 10, 2011

Theaters turn to mobile apps

Smartphones are becoming more readily available to the American public. That being said, other forms of media have embraced the new device as a way of reaching the masses. According to MediaPost, the cinema advertising company National CineMedia (NCM) has recently launched a vertical mobile network.

NCM is working with Mobile Theory on The Mobile Movies Network, which utilizes both mobile sites and apps to target consumers at the local city and DMA level. The Mobile Movies Network uses Tap 2 which is a new mobile ad product that allows the mobile banner more interaction with users like response mechanisms, video players, maps to theater locations, and coupons and promotional codes.

The purpose behind this network is to increase consumer engagement and measure response.

Overall, media has been interacting with on another for some time. However, with the addition of online and mobile media, advertisers should expect a lot of overlap. This can be advantageous in that advertisers will be able to reach consumers with a strong cross-promotional platform.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, November 3, 2011

Ads in the X-ray bins?

For anyone who has recently gone through an airport knows that advertisers can be found on the walls, in the bathrooms and even on the baggage claim. Other areas looking to expand are the carts and trays used in the security checkpoint.

According to MediaPost, SecurityPoint Media has 30 U.S. airports that already have trays and carts that advertisers can be on. The company estimates that advertisers can reach up to 1,200,000 airline passengers per day, which is a total of 850 million annually (This number includes repeat users). SecurityPoint Media recently received additional funding from Raptor Ventures and RaptorAccelerator, and it is thought that the funding may go towards expanding SPM’s reach.

It’s understandable that advertisers would want to reach airline passengers. According to a 2004 Arbitron study, this demographic tends to be more educated and affluent than the overall U.S. Therefore, if you are looking to reach a demographic like this, airport advertising may be option to evaluate.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, October 27, 2011

How do you reach the masses at work and during prime time?

How do the masses consume media throughout the day? According to a new study by Frank N. Magid Associates Generational Strategies, TV is making room for another mass media- Facebook.

MediaPost reports that for most age demographics, Facebook is utilized more during the workday hours of 9 am to 5 pm than TV. One exception is the baby boomers with 35% watching television compared to 26% being on Facebook. The other generations break down is as follows:

· GenXers: 32% use Facebook and 28% watch TV

· Millennials: 44% use Facebook and 32% watch TV

· Teen Millennials: 30% use Facebook and 24% watch TV

· iGens: 16% use Facebook and 16% watch TV

While Facebook may have the upper hand on TV during the workday, television maintains dominance during the after-work hours leading up to prime time (8 pm to 11 pm). The generation with the highest TV use is the Baby Boomers with 70%. In prime time, the demographic with the most Facebook usage is teens 15-17 with 39%.

To recap, if an advertiser wants to reach mass audiences between 9 am and 5 pm, then Facebook may be the platform to use. However, if the intention is to reach people in the evening, then advertising dollars would be better spent on TV.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, October 20, 2011

Consulting firm reports the economy affects digital advertising

Advertisers and researchers alike constantly watch the economic landscape for growths and declines. The consulting firm PwC reports that the sluggish economy has affected the traditional as well as the digital media.

According to MediaPost, PwC states that advertising on social networks showed a 20% increase during the first half of the year in the United States alone. This growth is thought to aid overall online advertising revenues increase in spite of the slow economy.

PwC notes that as tablets and smartphones become more accessible, search and mobile advertising has maintained strong revenue as well.

The consulting firm suggested that the state of the economy has helped speed up the shift from traditional media to digital. This reasoning could be based off the fact that digital creative does not usually have production costs while some traditional forms do.

Overall, digital media, especially social networking advertising has grown this year and is projected to continue to grow over the next few years.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, October 13, 2011

Is single platform advertising as effective as multi-platform?

In the world of advertising, research is continuously being done to figure out the best combination of media for brand recall. A new study conducted by the Nielsen Company and commissioned by Google reinforced previous studies that a branding message on multiple platforms was more effective than a single platform.

According to MediaPost, the control media was television exposure only. Participants had about a 50% brand recall of a car commercial. The percentage went up to about 75% when the message was viewed on television, computer, tablet, and mobile devices. These percentages are based off of “aided recall” in which the study official gave the subjects a list of possible brands to choose from. This is different from “unaided recall” where the official asks what brands the subject remembers.

Additionally, the results show that specific details were better remembered across multiple media at 39% than just TV at 22%.

Why is this research important to your campaign? Knowing this information can help you determine what budget you will need, how to split it among media platforms, and figure out what kind of unified branding message can translate across all media. Putting the entire budget into one form of media is not a bad decision, but it can hinder the overall branding awareness.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, October 6, 2011

Will the tablet destroy the print industry?

This year’s American Magazine Conference, which took place October 4th and 5th, touched on how tablet technology can help the print industry rather than make it obsolete.

According to MediaPost, a panel made up of top magazine executives stressed how tablets can be beneficial to print publications. One executive made mention that digital is brining in new and sometimes younger customers. In addition, digital has allowed publications to adjust pricing without much backlash from readers. Meaning, a price increase in newsstand issues can be met with resistance; however, changes in monthly online subscriptions or pay-per-click is commonly more accepted.

In general, it appears that magazine executives have embraced the tablets as positive addition to the traditional print titles. In fact, most major magazines are working on advertising opportunities specifically crafted for tablet users. Therefore, the tablet is not a replacement rather an additional source of revenue with traditional media.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, September 29, 2011

Cable network and automotive combine forces

Traditional media is a key element in the majority of campaigns. Sometimes, utilizing traditional media in a different way can help an advertiser stand out. For example, the cable network FX and the automotive company Audi are teaming up to create a messaging campaign to specifically advertise the new 2012 Audi A6.

According to MediaPost, they are joining forces to create content that is made to look like full-length TV programming. These eight 2-minute episodes will star the Audi A6 and its features. The “Untitled Jersey City Project,” as it’s called, will premier on FX September 25th during the Sunday prime-time movie, and it will run on the following four Sundays. Initial promotion was done through theater advertising and commercials running during the Emmy Awards telecast.

The plot of the series surrounds a group of architectural firm co-workers who are working together to hide an unsettling secret. Worked into the plot will be some of the A6’s technological enhancements.

Overall, with Audi aligning its brand with FX, it’s reaching a core target audience in an offbeat, original way. Even though product placement is not a new concept, if it’s done seamlessly and maintains entertainment value, it can really help advertisers solidify a branding message. Also, it’s important to make sure that advertisers choose product placements that make since for the product/service and the target demographic.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, September 22, 2011

Cable exceeded broadcast in 2011 upfronts

Overall, the economy is still continuing to come back from the recession, and media is no different.

As the fall season approaches, so does new TV programming on both broadcast stations and cable. According to MediaPost, cable surpassed broadcast television in upfront estimations this year. This marks the first time that this has happened.

The Cabletelevision Advertising Bureau (CAB) noted that cable had a 16% increase in upfront revenue compared to last year. In fact, it set a new record for $9.29 billion in spending for the 2011 – 2012 season. This marks the second healthy year for cable since having a 19% increase from 2009. Upfronts were dismal in 2009 with a 13% drop which is equivalent to an $875 million loss.

With both television and cable having positive upfronts this year, it does lend support to a recent survey Strata, a media-buying processing firm, conducted with agency executives. The survey reveals that television still takes the majority of the media budget with 41%. However, it also noted that television was losing a slight share to digital.

Overall, the economy is still continuing to come back from the recession, and media is no different. From the upfronts and surveys available, it can be concluded that television and cable are coming back at a steady pace.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, September 15, 2011

Should I put “Like” in my social media ads?

Social media, especially Facebook, has quickly engaged people from all age groups, socio-economic make-up, and gender. SocialCode recently looked at Facebook specifically to see how different demographics clicked through Facebook ads with a “Like” button attached vs. just clicking “Like” within the ad.

According to the Center for Media Research, the study found that older Facebook users generally click through the ad to the embedded URL link, while the younger-skewing users “Like” the ad. The study’s oldest segment was users 50+ and the youngest segment was users 18-29.

Results also showed that women are more likely to click on an ad by 11%. In addition 2.2% more men than women “Like” an ad.

Research like this is beneficial to advertisers in a few ways. The most important is that it can serve as a guide on how to create ads to reach a certain audience. If the target demographic skews younger, a “Like” option in the ad is recommended, for older audiences, it doesn’t seem to hold as much importance.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, September 8, 2011

Who is scanning QR codes?

The United States now has about 14 million smartphone users, which is about 6% of the whole mobile market. As smartphones become more accessible to the general population, advertisers will work to find a way to reach this new audience. Over the past few years, Quick Response codes (QR codes), which are scanned with smartphones, are becoming a viable option. comScore conducted a new study that evaluates who is scanning the QR codes.

According to the Center for Media Research, the study found that the most likely scanner is a man between 18-34 years old and has a household income of $100,000+.

· Gender makeup of scanners

o Male: 60.5%

o Female: 39.5%

· Age range of scanners

o 25-34: 36.8%

o 18-24: 16.6%

· Income range of scanners

o $100,000+: 36.1%

o $50,000 - $75,000: 19.1%

As far as other media goes, QR codes are best utilized from print publications like newspapers or magazines.

· Printed newspaper or magazine: 49.4%

· Product packaging: 35.3%

· Website on PC: 27.4%

· Poster/Flyer/Kiosk: 23.5%

· Business card/Brochure: 13.4%

· Storefront: 12.8%

· TV: 11.7%

The study also tracked where people were when they scanned a QR code. The majority of them were at home.

· At home: 58%

· Retail store: 39.4%

· Grocery store: 24.5%

· At work: 19.7%

· Outside or on pubic transit: 12.6%

· Restaurant: 7.6%

Overall, QR codes are another way to reach that niche group of smartphone users.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, September 1, 2011

Media consumption in the summer

Overall, media is consumed in a variety of ways in and in varying amounts by children.

As summer winds down, some choose to look back and reminisce on how it was spent. Likewise, advertisers evaluate how people utilize media in that timeframe. According to MediaPost, Adweek and Harris Poll conducted a survey that recorded how kids consumed media in the summer.

Apparently, 49% of parents allowed their kids to watch more television and 46% allowed more play of video games during the summer. In fact, about a fifth of parents stated that children watched/played much more TV and video games. By contrast, about 16% of parents reduced the amount of TV their kids watched. The percentages were similar with parents cutting down time spent on video games and Internet.

Part of the media increase in the summer months is attributed to the fact that kids today now have their own media/digital devices like personal computers, smartphones, video gaming systems, etc. Therefore, they have more access to media.

Overall, media is consumed in a variety of ways in and in varying amounts by children. In the summer that point is exaggerated.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, August 25, 2011

Global ad spending declines its growth

The global financial state does lend some insight in possible domestic economic trends; however, it is not the whole equation.

The recent headlines have once again put the global economy instability in the forefront. A “consensus” from Warc (World Advertising Research Center) explains what that means for advertising.

According to MediaPost, worldwide advertising spending has been increasing at a smaller rate than previously thought in April 2011. Instead of a growth rate of 5.1%, it is now estimated at 4.4%. Western Europe had the most notable decline; however, Russia, China, and Canada did see growth. Some reasoned the decline was a lack of confidence in these global economies.

While the report is based off of 13 major advertising markets, it is important to note that it did not include the United States, which is about half of all global ad spending.

Overall, Warc noticed that online is predicted to have the strongest growth with 14.6% in 2011 and 13.3% in 2012. Television also is predicted to show healthy growth.

The global financial state does lend some insight in possible domestic economic trends; however, it is not the whole equation. Even though the ad spending growth percentage is not high, it is still an increase, which is a sign of a healing economy, in comparison to a steady decline.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, August 18, 2011

A new study sizes up Tablets and E-Readers

When a new form of media comes to the market, it is valuable to study user habits and see how advertising can fit comfortably within its parameters.

In the last few years, the next big techie toys have been the tablet-style computer and e-reader. With the introduction of the devices, advertisers now have the challenge to adapt messaging to new audiences. Also, research studies have been conducted to figure out how to best reach these users.

According to MediaPost, GfK MRI’s Starch Advertising Research conducted a survey to see which electronic is more effective for magazine brand advertising. Results lean towards tablets as being more effective than e-readers.

In fact, 55% of tablet users who read magazines on the device stated that an ad was noticed. Only 41% of e-readers stated the same. Also noteworthy is that 21% of tablet readers went on to research an ad’s product/service after seeing it in a magazine. This is compared with only 15% for e-readers. Another outcome of the study showed that 22% of users from both devices were more likely to purchase the product/service after seeing an ad.

When a new form of media comes to the market, it is valuable to study user habits and see how advertising can fit comfortably within its parameters. Important to note, however, is that the study results may still be too early to be indicative of long-term trends. Therefore, staying current of studies will help advertisers navigate the media landscape.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, August 11, 2011

Gas Station TV expands its reach in Southern California

Advertisers always have the challenge of cutting through the clutter of the competition’s messages.

It has been around for a few years now, but Gas Station TV (GSTV) is widening its reach. The digital out-of-home video display network has added 19 new service locations in Southern California, namely Los Angeles and San Diego. According to MediaPost, these extra locations are estimated to add 4.5 million impressions per year.

Like other forms of advertising, GSTV is continuing to evolve its product to better serve advertisers. For example, content not only has news and entertainment segments, but it also has original content like “Your Neighborhood.” Recently, GSTV and ESPN teamed up to offer advertisers brand integration opportunities within the ESPN sports video content. Basically, the video will include calls to action for products available in the gas station convenience stores. Another development is “Echo Ads.” These are about :05 to :10 seconds in length, and they are shown a few minutes after the full :15 or :30 spot airs. This is to reinforce the product or service to the consumer.

Advertisers always have the challenge of cutting through the clutter of the competition’s messages. While GSTV is still growing, it is establishing a solid product for those who want to reach people in a more unique way than traditional advertising. It is the advertisers’ responsibility, however, to be aware of whom they want to target and if a new form of advertising is a good fit.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, August 4, 2011

Summer cable viewership on the rise for some and on the decline for others

Knowing how TV shows and networks are trending whether by daypart, demographics, or network can be really important when determining a cable buy.

As the summer progresses, cable networks are keeping track of viewer audiences. According to MediaPost, some of the historically successful networks are slipping while others are growing at a fast pace.

Based on the Nielsen Company’s prime-time viewership, the top networks for summer programming are History, AMC, Syfy, MTV and FX. History has grown 42% in viewership since May 26th; growth derived mainly from the reality shows “American Pickers” and “Pawn Stars.” AMC grew 6%, Syfy increased by 4%, and FX grew 21% in viewership. MTV saw a 17% increase due to “Jersey Shore” and “Teen Mom.”

Over the summer, the following networks saw varying degrees of decline: USA Network at 4%, TNT with 6%, Discovery at 15%, ESPN at 16%, TBS with 21%, Bravo with 11%, Food Network with 8% and ABC Family at 7%.

How is this helpful for an advertiser? Knowing how TV shows and networks are trending whether by daypart, demographics, or network can be really important when determining a cable buy. Research information such as this is vital in insuring that media dollars are spent as efficiently as possible.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, July 28, 2011

New research reports how email marketing is trending with an audience

Advertisers are forever looking for a new way to find their audience in an effective way. To define the media effective, research needs to be done to see how a target demographic consumes it. Harte-Hanks Postfuture Index 2009 – 2010 cataloged consumers email marketing behaviors.

According to the Center for Media Research, the study showed that while open rates declined 9% from 2009 to 2010, click thru rates remained the same, delivery rates increased, and unsubscribe rates dropped. From this, it can be deduced that marketers used higher quality mailing lists.

Overall, engagement levels have been a key to a successful campaign. These levels are a combination between open and click rates. Therefore, marketers are more focused on who is sent email blasts. People who are inclined to a certain product or have expressed interest in the past are more likely to open an email and become engaged in it.

Engagement levels have also become important in a strong delivery rate. Internet Service Providers (ISPs) are starting to observe how their consumers manage their email accounts. They are using these engagement metrics to help determine where to place a message.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, July 21, 2011

Can radio formats help determine what an audience is reading?

Overall, advertisers can use research to help determine how best to reach their target audience.

The best way to understand media and a target consumer is to be up-to-date with research. The Radio Business Report/ Television Business Report and BIGresearch teamed up to study what radio listeners of a certain style of programming read. The Center for Media Research recently summarized the report’s findings:

Alternative - These listeners’ top five publications were People, Time, Game Informer, Cosmopolitan, and Maxim in that order. This group did not readily choose older skewing magazines like Readers Digest, Good Housekeeping, and AARP The Magazine.

Blues - Like alternative, some entertainment publications made the top five list; however, it also shows an interest in urban and cultural magazines. Time, People, Sports Illustrated, Ebony, and National Geographic round out the top five list.

Classical - This group prioritizes its choice publications with Time, People, Readers Digest, National Geographic, and Game Informer.

Country - The top five publications for country allude to a more family-oriented listener with People, Good Housekeeping, Readers Digest, Woman’s Day, and Time.

Latin/Hispanic - People, Cosmopolitan, Time, Game Informer, and Maxim are the top magazines for this radio format.

News - According to the report, this group has diverse tastes when it comes to print with Time, People, Sports Illustrated, Newsweek, and Readers Digest.

R&B - Listeners gravitate towards more urban titles like People, Essence, Ebony, Time, and Cosmopolitan.

Sports - Not surprisingly sports related publications are the primary choice for this format. They rank as Sports Illustrated, Time, ESPN The Magazine, People, and Maxim.

Talk - This format prioritized Time, People, Sports Illustrated, Readers Digest, and Consumer Reports as choice reading material.

Top 40/Pop - Entertainment focused publications like People, Cosmopolitan, Time, Sports Illustrated, and Woman’s Day did best with this format.

Overall, advertisers can use research to help determine how best to reach their target audience. The information above lends itself to be especially useful to advertisers who wish to use a multi-platform campaign. It can aid in determining which print and radio formats to use.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, July 14, 2011

Total radio audience expands within the last year

Overall, the bigger the audience, the more people will see your branding message.

While radio advertising revenues have struggled to return to its peak in 2006, there has been some modest growth in the last year. Additionally, researchers have noticed that more Americans have been documented listening to radio recently; therefore, the reach of radio has increased.

According to MediaPost, Arbitron released findings from its RADAR 109 report. The recent report recorded the overall audience from both national and network radio. Forty-eight Arbitron markets using the Portable People Meter were surveyed.

Findings showed that people aged 12+ had a broadcast radio audience reach increase from 239,493,000 in June 2010 to 241,468,000 in June 2011. That is roughly a 1% rise. In the same time period, people aged 18+ had an audience swell of .9%, and people between the ages of 18 and 39 increased by .5%.

Overall, the bigger the audience, the more people will see your branding message. The expanding audience mixed with radio still climbing back from recession, which can give room for strong negotiations, can give advertisers a good platform for advertising.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, July 7, 2011

Forget the kids, how do you get mom's attention?

To sum up, moms do not have time to be entertained by showy ads that do not explain what the product or service is.

Online advertising gives advertisers the ability to target consumers in very narrow areas like geographic, behavioral and demographic. That capability would go in vain if the creative did not appeal to the intended audience. About.com recently conducted a study called “American Moms” in which moms were observed to see what kind of online advertising engaged interaction and an eventual purchase.

According to MediaPost, the typical American mom goes online to look at categories like food, education, health and travel.

When a mom did notice an online ad, she preferred that the ad have coupons or discounts included in it. In fact, 67% of respondents wanted a coupon. Trailing, 47% noted that an online ad should provide useful information that could be applied to everyday life. If an online ad had these components, most of the women observed sought out more information on the website, printed a coupon for future use, or even purchased the product.

To sum up, moms do not have time to be entertained by showy ads that do not explain what the product or service is. Concise information and functionality towards the family win out.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, June 30, 2011

A new study shows what smartphone users are really thinking

Smartphones have become more than a means to communicate with another person beyond calling, texting, and emailing.

Unless you’ve taken it upon yourself to be completely oblivious to the digital revolution, you know that smartphones are quickly becoming a standard mobile device vs. a luxury item. As its accessibility grows, more mobile phone users are converting to smartphones.

In a brief, the Center for Media Research summarized the Prosper Mobile Insights survey on smartphone users and his/her habits.

With the many capabilities that a smartphone offers, 16.7% of respondents admitted to only using the device for calling, texting and emailing. However, the majority of those surveyed, 52.9%, utilize all of the functions.

An interesting note was that the top three ranked functions of the smartphone that users could not live without were texting with 21.6%, email with 15.7%, and the Internet with 16.7%. Where did calling rank? It ranked fourth with 7.8% with Facebook and GPS following closely behind.

What can be taken from this? Smartphones have become more than a means to communicate with another person beyond calling, texting, and emailing. It has become a portable computer that most users can’t go without. Therefore, if a pocket communicator never leaves your audience’s hand, wouldn’t it be a good idea to be there?

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, June 23, 2011

Is there a difference in TV consumption among ethnicities?

To stay ahead of the media mix trends, it is pertinent to stay current with media research. The Nielsen Company conducted a survey in November 2010 to breakdown television consumption among American ethnicities.

According to MediaPost, African-American homes are the leaders in TV consumption with an average of 7 hours and 12 minutes per day. The average US household is 5 hours and 11 minutes. Following behind are Caucasian homes at 5 hours and 2 minutes, Hispanic homes at 4 hours and 35 minutes, and Asian homes at 3 hours and 12 minutes.

An interesting note is the effect of DVRs on US households. In fact, Caucasian homes added 5.0 DVR ratings points to TV shows, which is a 15.4% boost over live airings. Asian households, Hispanic households, and African-American households followed in the DVR usage.

How can this information help an advertiser with a campaign? When looking at a target demographic, does the ethnic makeup play a factor? If so, an advertiser needs to know how that group consumes media. A heavy TV campaign may not make sense for an Asian or Hispanic demographic target, but it would for African-American or Caucasian one.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, June 16, 2011

Why are consumers unhappy with pay walls?

Pay walls are causing the online entertainment industry to struggle with consumer satisfaction.

Ten years ago, consumers were able to access entertainment online content at their convenience for free. A recent article from MediaPost says that consumers are responding negatively to the recent charge for online access to content.

A public relations company, Edelman, conducted a study that showed the true worth of entertainment sources has decreased in the past year by 68%. The speculation is that this change may be caused by the lack of value a consumer receives from the entertainment sources. In the U.S., 88% of the study’s respondents feel that the pay sites have not improved their quality, value or service. With that said, why has the social networking perspective continued to maintain value to consumers?

As consumers become more reluctant to pay for entertainment, advertisers struggle to find the best approach for online advertising. Many advertisers have begun to focus their online advertising through social networking sites such as Facebook and Twitter. With this ability, advertisers are able to maneuver around pay walls and advertise in a different online format.

Pay walls have dampened consumer satisfaction, but also advertiser’s approach to online advertising. Advertisers who want to target an online audience need to remain aware of the sites they are using and resulting cost efficiencies and effectiveness in reach the target audience.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, June 9, 2011

Why do political campaigns go negative?

Negative political ads have been compared to all other forms of advertising.

It’s commonly known that as political campaigns become more competitive and closer to the Election Day, politicians generally air negative ads against competitors. A recent study, “The Seeds of Negativity: Knowledge and Money” followed the U.S. House of Representative races in 2000, 2002 and 2004. It concluded that two key factors of negative political campaign advertising are big budgets and media saturation.

According to AdvertisingAge, positive campaigns are typically used when a voter does not know too much about a politician. As voters become more educated in the candidates and issues, the advertising focus switches towards a more negative approach in which competitors’ flaws become the forefront messages. This is done to stand out from the pack. In addition, there was a common link between higher advertising budgets and more negative ads.

An interesting note is that studies prove that positive advertising does not encourage voters to participate but negative messaging does. The theory is that negative ads make topics appear more significant which leads to more voter participation.

Negative political ads have been compared to all other forms of advertising. Comparative advertising is said to be the same as negative political ads in that it points out the flaws of competitive brands. In closing, running a negative campaign whether it be political or commercial does lend itself for the product/service to stand out. However, the manner in which the product/service stands out remains to be determined good or bad.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, June 2, 2011

Is the nuclear family still around?

Some critics complain that media is too fragmented to reach a traditional mass audience.

If an advertiser in the 1950s wanted to target the majority of consumers in the United States that audience would likely consist of the nuclear family which included father, mother, son, daughter, and dog. Today, that’s a different story. AdvertisingAge recently came out with an article that touches on how the traditional American household is no longer dominant.

In the 1960s, married couples with children households used to make up 44.3% of all households. Today, that number has declined to 20.2%. An interesting note is that the actual number, 23.6 million, has stayed pretty stable throughout the last 50 years. Two household categories that have seen growth are married couples with no kids and single homes. Both have surpassed the married couples with children household.

Reasons for this shift in household formations can be attributed to both economics and society. One example is that women have been able to work in career fields in which they can support themselves and their families. Therefore, marriage has become less of a financial necessity for women.

Some critics complain that media is too fragmented to reach a traditional mass audience. While that is true, there really isn’t a traditional mass audience anymore. The American household has become as fragmented as the media trying to engage it. Therefore, it is more important than ever for advertisers to really pay attention to its key audience and their motives.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, May 26, 2011

Outdoor advertising revenue sets a steady climb

As advertising spending continues a steady growth, it can be a benchmark in America’s return to a healthy economy.

Out-of-home advertising has steadily recovered from the recent economic downturn. Reported by MediaPost, the first quarter of 2011 marks the fourth quarter in a row in which the out-of-home advertising industry has posted growth in revenue.

The Outdoor Advertising Association of America attributes the consistent increase with a few causes. The first being that some industry categories have spent more like financial, media & advertising, and communications. Also, some categories have stepped up spending like educational institutions. That alone jumped 21.1% in spending from 2010 to $59 million.

The second reason behind the growth is the transition into digital advertising. Digital billboards and other out-of-home displays are vastly expanding and replacing, in some cases, traditional forms. This move has allowed outdoor companies to charge advertisers by dayparts, which can lead to more revenue.

As advertising spending continues a steady growth, it can be a benchmark in America

’s return to a healthy economy.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, May 19, 2011

The New York Times does a throwback to the newsreels of cinema

It can be easy to forget outdated or unused forms of media when the world is constantly releasing new ones.

In our society, we typically look for the “Next Big Thing;” whether that is in music, television, or technology, we anticipate constant change. Sometimes, old ideas are reintroduced as new much like with The New York Times (NYT) preshow for movie theaters.

According to mediabistro.com, the NYT is starting a new program called “Times in Cinema.” This will run in certain independent movie theaters. The show will be about ten minutes long and will cover topics like lifestyle, arts and travel. Material for the show will be derived from the archives of the NYT.

Once this information was released, some compared the move to the pre-TV era newsreels. While the intention behind the newsreels of the 1930s and 1940s was to update people on current events, this adapted rendition is more to put the NYT product in front of its readers.

It can be easy to forget outdated or unused forms of media when the world is constantly releasing new ones. However, sometimes going back to the basics can help an advertiser reintroduce its product or service to the target audience.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, May 12, 2011

The “cloud”- what is it?

While this may be the new way to consolidate people’s technical devices, it appears that not enough consumers are knowledgeable of its benefits.

When the Microsoft 7 TV commercials come on discussing the “cloud,” some may not know what this product is about. GfK Business & Technology conducted an online survey to find out how much the average consumer knows.

The “cloud” refers to cloud computing which is a way to utilize online applications and services that run on servers connected to the Internet. These servers do not require the user to maintain or support it, which can make it consumer-friendly. This technology enables people to link their data from multiple devices like laptops, cell phones and tablet computers.

According to the Center for Media Research, the study found that nearly half of those surveyed were conscious of the “cloud.” However, only 9% reported that they understood what it did. In contrast, 62% responded that they either didn’t know about it or did not understand it.

Data also shows that people who are interested in using this technology skew younger between the ages of 18 and 35. While older age groups are interested, these groups are by far less invested than the younger groups.

While this may be the new way to consolidate people’s technical devices, it appears that not enough consumers are knowledgeable of its benefits. This can create an issue with obtaining new users.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, May 5, 2011

Who watches time-shifted TV the most?

Overall, Nielsen was able to conclude that due to DVR usage, a typical American TV viewer increased time watched by about 18 minutes from the previous year.

With the advancement of media consumption technology on a continuous cycle, it begs the question; do audiences consume more media with these enhancements? The Nielsen Company recently released a report “State of Media” which examined such technology.

According to MediaPost, the Digital Video Recorder (DVR) was one of the subjects of the report. Nielsen found that the most common DVR users are people between 25-64 years old. In fact, during the fourth quarter of 2010, about 30 hours of time-shifted television were viewed by that demographic. To break it down, this is the percentage of total monthly television viewing that was time-shifted.

w Persons 25-34: 22%

w Persons 35-49: 19%

w Persons 50-64: 16%

Younger demographics like 12-17-year-old viewers and 18-24-year-old viewers only watched about 18 and 19 hours of time-shifted TV per month respectively.

Overall, Nielsen was able to conclude that due to DVR usage, a typical American TV viewer increased time watched by about 18 minutes from the previous year. An advertiser can utilize this information to better target an audience. For example, if the primary target audience is a person who is 33 years old, an advertiser can make sure the commercial shows the logo at a longer length of time onscreen. Therefore, when that person is fast-forwarding through commercials, the advertiser’s logo still gets exposure.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, April 28, 2011

What is the local radio advertising growth forecast?

While a steady growth is promising, it is still important to note that advertising revenues have a steep climb ahead to match the peaks of the past.

Typically, when you read of advertising revenue growth, it is not reporting the local level but rather the national. Recently, the local media and advising experts BIA/Kelsey reported its forecast of local radio revenue trends for the next few years.

The fiscal year 2010 showed a healthy growth in local radio advertising revenue. MediaPost reports an increase from $13.4 billion in 2009 to $14.1 billion in 2010, which is a 5.4% climb. Some additional advertising weight came in the form of political spending. This spending will not be applicable in 2011, but it will be back for 2012.

BIA/Kelsey’s predicts that local radio will grow 3.7% in 2011, 4.5% in 2012, 3.8% in 2013, 4.8% in 2014, and 4.7% in 2015. While it appears that spending is on track to rebound from the 2008 financial recession in a short amount of time that is not the case. In fact, 2015 will mark the first fiscal year that will match the revenue levels at the height in 2007. Even then, 2015 will not reach the levels that were met in 2006.

While a steady growth is promising, it is still important to note that advertising revenues have a steep climb ahead to match the peaks of the past.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...


Thursday, April 21, 2011

The constant need to communicate

Printed newspapers may not be the new form of obtaining information; however, there will always be a need for it.

Since the beginning of time people have yearned to communicate. From cave drawings to Twitter, the evolution of expression shows no sign of slowing down. However, with newer inventions such as the Internet, people fear that other forms will become archaic like newspaper. Recent events in Japan have created a counterargument.

Estimated to be the worst in Japan’s history, an earthquake occurred on March 11, 2011. A tsunami soon followed. One of the results of these natural disasters being that the power was knocked out in many areas. One city in particular was Ishinomaki in Miyagi Prefecture.

Because of the power outage, Ishinomaki Hibi Shimbun’s, the local newspaper, employees had no technological way to inform the locals of news and safety information. Instead, they wrote newspapers by hand.

According to Newseum, reporters wrote their stories on poster-size paper and posted them at the entrances of relief centers. The first handwritten newspaper was published on March 12th, and by March 18th, the newspaper was able to distribute printed editions once again.

Printed newspapers may not be the new form of obtaining information; however, there will always be a need for it.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...


Thursday, April 14, 2011

Do people use mobile apps for local information?

Knowing how people seek out information can be critical for a successful campaign.

Mobile applications, or apps for short, have increasingly become widely known and acquired by smartphone users. A new study by the Pew Research Center’s Internet & American Life Project and Project for Excellence in Journalism, in partnership with the John S. and James L. Knight Foundation looked into how people utilize smartphones and apps.

According to MediaPost, almost half of adult Americans surveyed accessed some form of local news and other information on his/her cell phone or tablet computer. By comparison, only 10% of those surveyed utilized local news apps to get information. Within that 10%, only 1% of users paid for those apps.

The common type of local information that users sought out was related to weather updates, restaurant and local business information, traffic and transportation, etc. Predominately, it was the weather updates that garnered the most engagement with 42%.

Knowing how people seek out information can be critical for a successful campaign. With the information above, advertisers can gather that apps may not be the best use budgetary funds if they are advertising a local business. Investing in mobile advertising on local sites may be a more cost effective option and maximize reach to the target audience.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, April 7, 2011

Is Facebook the new way of streaming movies?

In yet another integration of traditional media and newer media, Warner Bros. has recently made a deal to stream its films on Facebook.

According to MediaPost, the arrangement allows for Facebook users to either rent or own films through the website’s movie platform. Payment can be made with traditional methods or through Facebook credits. For example, to rent a movie would cost 30 Facebook credits or $3. This rental would last for 48 hours.

The first movie available for this pay-per-view initiative will be “The Dark Knight.” More titles will be added to the site later in the year.

Some experts have begun comparing this online streaming method with other popular and established methods like Netflix, iTunes and Amazon. While Warner Bros. and Facebook do not have a large stock of films available to users, Facebook does boast a large audience. At the moment, Facebook has about 500 million users, which is about 480 million more users than Netflix subscribers. Therefore, there is a chance for this new method of online streaming to become a threat to other forms of streaming. This will depend on how the Facebook community will embrace it and recommend it to others.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, March 31, 2011

2010 marked a strong year for cinema advertising

Why is cinema advertising revenue growth a big deal?

Media platforms in America have worked to steadily increase advertising budgets and revenue since the economic downturn in 4th quarter 2008. According to MediaPost, one platform outperformed all others in 2010.

With total ad spending growing 6.5%, cinema advertising saw a 12.7% revenue increase during the last fiscal year. 2010 marked an earnings of $658 million reported the Cinema Advertising Council. All revenue reported included commercials airing before the previews, lobby digital video, sampling, audio programming, special events, concession-based promotions and other lobby-based promotions.

Total revenue was broken out between national and regional ad sales and local ad sales. Local claimed about 19.8% while national and regional garnered about 80.2%.

Why is cinema advertising revenue growth a big deal? It shows that in a financially tight economy, enough people are seeing the movies to warrant advertising dollars being funneled towards cinema ad sales. In fact, it was said that enough 18-34 year olds go to the movies on Friday and Saturday nights, that cinema advertising would be the largest TV network.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

Thursday, March 24, 2011

Cross-platform branding: Does it garner a new audience?

Cross-platform branding is a key component to thoroughly reaching a target audience.

Today, many forms of media are connected through cross-platform branding. The goal in doing so is to reach the target audience in as many avenues as possible to be effective. According to MediaPost, the TV program “Hot in Cleveland” and the print magazine Woman’s Day have just formed a unique branding initiative.

One of the characters “Melanie Moretti” from the TV Land comedy will have several episodes in which she will be a columnist for Woman’s Day. Valerie Bertinelli, who plays the character, will be writing actual articles in the July, August and September issues. Bertinelli will be writing as the character “Moretti.”

Both the show and the magazine will promote this on TV Land, in the magazine and online which will include a social media component. In theory, this promotion will help both products in establishing their brand and potentially widen their audience.

Cross-platform branding is a key component to thoroughly reaching a target audience. Some out-of-the-box thinking can help solidify the campaign with a fresh take to traditional advertising. The audience will be exposed to branding without it appearing like the traditional ad.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...