Americans who own smartphones are on the rise

As cell phone usage in the household evolves, it is prudent to consider how that can affect a potential campaign.

MediaPost reported this week that a new survey shows that 15% of US households own a smartphone. The Nielsen Company conducted the 2009 Nielsen’s Convergence Audit with questioning 32,000 people through both online and mail.

Of those who participated, 88% confirmed that they resided in a household that owned a cell phone. Results show that roughly one in every seven US household owns at least one smartphone. As a whole, BlackBerry tends to be the most popular owned brand with over half (approximately 8%) of respondents. Apple’s iPhone were owned by 4% of those surveyed.

The annual survey also shows the trend of dropping landlines in favor of wireless devices. Approximately 21% said that they did not have a landline which is an increase from the previous years of 18% and 15% respectively. The 21% includes those who have dropped landlines and those young adults who never initially had a landline in the household.

As cell phone usage in the household evolves, it is prudent to consider how that can affect a potential campaign. Whether that means adding mobile texting to a campaign, or keeping current with Arbitron’s measurement of cell phone only households for radio, new research can be a helpful tool in strategy.

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...

Nielsen announces new measurement called TVandPC

As technology evolves and creates new venues for audiences to find entertainment, it is wise to find a way to measure the impact.

Due to the growing popularity of online streaming of television, The Nielsen Company, self-described as the world’s leading marketing and media information company, is expanding its media measurement to include internet usage. It intends to have the measurement instated by August 2010. TVandPC, the name of this plan, will be the first single-source measure of viewing both online and television for the industry.

According to Spots n Dots, Nielsen will measure the internet usage across the national panel of US television users. At this time, 7,500 have allowed their online habits to be tracked. The national panel of viewers consists of about 18,000 households; the sample size represents about 12,000 computers and 20,000 people.

Other companies like CBS, NBC Universal, Time Warner, Viacom, and News Corp worked together to create a competitive measurement system called the Coalition for Innovative Media Measurement (CIMM). This move is a large factor in Nielsen pushing forward with TVandPC.
One worry that Nielsen clients have for the new system is that TV viewers will change their TV habits if online usage measured.

As technology evolves and creates new venues for audiences to find entertainment, it is wise to find a way to measure the impact. That way, a client can track to see if the new venue is an effective addition to 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...

Rich media with video online ads garner more brand impact than simple flash formats

Once a medium is chosen for a campaign, it’s important to know what kind of ad will best make an impact in that venue.

During third quarter, the Center for Media Research released research findings of Dynamic Logic. The research company reviewed online display campaigns to find out which are the most effective in motivating online ad awareness and purchase intent.

Research was based on chronicling 2,390 online display campaigns that ran during the last three years. Half banners and rectangles were considered more effective ad sizes and placements than those that are on the perimeter of the page like a skyscraper and/or a leaderboard.

The research also concluded that ad campaigns that have better quality creative and Rich Media with Video formats resulted in the strongest brand impact. Simple flash format was the most often used by agencies and advertisers; however, this was the worst performer with brand impact.

If advertising online makes strategic sense for a campaign, it is necessary to pick ad sizes, placements and creative quality to best ensure brand 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...

A new study shows that newspapers are being read by the majority

Keeping current with a medium’s primary audience is crucial to determining if it should be a part of your media platforms.

Recently, the Center for Media Research released the results of the latest Integrated Newspaper Audience finding from Scarborough Research. In the study, which consists of adults from the United States, it shows that 74% of them or approximately 171 million people have read a newspaper within the last week. These statistics include both print and/or online newspapers.

Experts do express that while the print newspaper readership is slowly declining, they believe that the printed newspapers are still able to maintain most of the audience. Some have commented that the reason for the decline of readership could be due to the fragmentation of media choices.

The study went on to conclude that those who are still reading print and/or online papers are educated and affluent. It was reported that 79% of those employed in white collar positions read some form of the newspaper, as do 82% of adults who have a household income of $100,000 or more, and as well, 84% of those who are college graduates or have advanced degrees.

The subject of circulation vs. readership was broached with the fact that they are two considerably different forms of measurement for the medium. While readership is the percentage of people who read the newspaper, circulation is the actual number of printed newspapers sold. John F. Sturm, who is the president and CEO of the Newspaper Association of America, advocates that “…audience is a far more meaningful way to measure newspapers’ ability to attract a growing audience across multiple platforms…”

While readership is a very important part to newspaper advertising, circulation must also be taken into consideration. Without a symbiotic relationship, it can not be successful.

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...

Smartphone users are more receptive to personal apps and targeted marketing tactics

In knowing which platforms lend to receptive audiences with marketing strategies, a campaign could be successful in utilizing that medium.

Recently, the Center for Media Research released the outcome of a “Smartphone Intelligence” survey done by Compete. The survey was conducted to see how consumers are using their “smart” devices like the iPhone and the accompanying applications. Majority of consumers agreed that the favorite applications were not business related but rather entertainment-, game-, music-, social networking-, and weather-focused.

Data also reflected that iPhone owners were more likely than other smartphone users to spend money on applications. In fact, 73% of Blackberry owners have downloaded five or fewer applications while 72% of iPhone owners downloaded ten or more.

In the realm of marketing, 30% of all smartphone users are receptive to targeted marketing on their apparatus. Nearly half of those surveyed were responsive to campaigns like location-based targeted ad offers at restaurants and offers to save and use at a later time. In addition, 45% of smartphone users stated that they would use mobile grocery coupons.

Smartphones and its applications are growing in popularity in the United States. Along with the popularity, marketing tools have adapted to the new medium. A campaign could benefit with targeted marketing on a smartphone if the product or service is of the impulse or leisure nature. Purchases where a lot of consideration is needed may not be best advertised with this 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...

Ad execs are optimistic about increasing future advertising spending

A positive perception can aid in bouncing back from tough economic times.

Regardless if the economy is coming back from the recession or not, major advertisers and media-buying executives are optimistic about advertising budgets for 2010.

The media industry research firm Advertiser Perceptions Inc. follows the perceptions that people in the business have about media. The study is based on an index of executives who plan to enhance ad spending over the next fiscal year vs. those who plan to reduce it.

The last survey was conducted in November 2009, and it found that ad executives’ optimism about increasing advertising budgets has risen to its highest point since 2007. In fact, the optimism levels are now at pre-recessionary levels.

According to MediaPost, the November survey “…shows that ad spending sentiment is now improving for every medium tracked, even for some traditional media such as newspapers, magazines and broadcast, which continue to have an overall negative index.” The top media performers on the survey were online, cable TV, and mobile advertising.

It can be very helpful to be aware of perception of the economy especially during a recession. Therefore, it is still very important to keep a branding message out and in front of the consumer. That constant messaging can reassure that a product or service is stable and will continue to be available regardless of what happens in the current 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...

Radio revenues continue to decline but experts seem optimistic

A campaign rich in radio can increase the reach and frequency of the message despite what the economic plight of the medium itself.

According to MediaPost, radio ad revenues have declined 16% during third quarter 2009. This is compared to revenues from third quarter 2008. With this outcome, it marks the 10th straight quarter in radio ad revenues to see a yearly decline. However, despite the decline, the Radio Advertising Bureau (RAB) stated that this can be a positive sign of a recovery economic climate.

The reasoning for the optimism lies with the speed in which the revenues descend has slowed since first and second quarters of this year. In fact, the first quarter of 2009 saw revenues fall 24% and second quarter fell 22%.

Another factor involving the RAB’s bright outlook involves the digital evolution of radio and its growth. While digital only contributes roughly 3% for the radios bottom line in percentage forms, it has continuously grown throughout the year. The total digital revenues for the year-to-date through September have increased to $347 million compared to last year.

Local online advertising also has potential to aid in increasing radio’s ad revenues. The pressure point regarding online is that radio broadcasters will need to increase the investment in online platforms to keep the content relevant to the listener. This can be difficult to accomplish due to station cut backs based on the recession.

While ad revenues may be decreasing for radio, it is still important to remember that there is still a captive audience that can be reached through this medium.

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...

Retailer created a live cinema ad for a new promotion

Incorporating outside-the-box ideas to traditional advertising venues can create a unique and memorable campaign.

AdvertisingAge reported back in late October that the department store Daffy’s attempted the first live cinema ad in New York City’s Ziegfeld Theatre.

Prior to the showing of “Amelia,” 10 dancers came out on stage and entertained the moviegoers for three and a half minutes. While the dancers performed, images flashed on the big screen to complement the overall presentation. Near the end of the dance, it was revealed that the whole production was an ad for Daffy’s. The ad campaign consisted of dancers performing the “Fitting Dance” in which they heaped on clothes to show that they had too many clothes because of the good deals at Daffy’s.

Part of the promotion included giving the moviegoers a 20% off coupon for the store.

ScreenVision was the advertising vendor for Ziegfeld Theatre’s and modified the pre-show program to fit in the ads. The ads only ran October 23rd and 24th with a few more performances in November. Daffy’s planned to utilize the footage from the live ads and create a traditional 30 second spot to run in select theatres starting around Thanksgiving.

When utilizing outside-the-box advertising, it is important to know where the primary audience resides like how Daffy only chose certain theatres to run the 30 second spot after the initial one theatre live ad. It avoids unwanted spill.

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...

Young adults globally pay more attention to celebrity endorsements

If you want your product in front of younger adults, a celebrity endorser may help with brand awareness and encouraging willingness to try out the product.

According to MediaPost, a new worldwide report done by Mediaedge:cia shows that celebrity endorsements are most influential to young adults between the ages of 18 and 34.

Thirty percent of the 18 to 34 year-olds surveyed said that they would try a product promoted by a celebrity. In contrast, older demographics are less moved to make a purchase. In fact, only 14% of consumers 35-54 years old and 11% of people who are 55+ years old stated that they were influenced.

It was inferred that marketers’ value hiring a big name endorser because of the strong word-of-mouth marketing that comes along with the endorsement. Reports indicate that persons 18-34 are 50% more likely than other age groups to recommend a celebrity-endorsed product.

The study also found that some countries think that there is an over saturation of celebrity endorsements. About 65% of those questioned think that too many products are promoted by celebrities.

In order to maintain the target audience, experts argue that celebrity endorsements need to be more strategically sound with the product or service.

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...

Mall ad awareness is on the rise for shoppers

Static mall advertisements are making room for HD Smart Screen displays which can be an effective platform for mass reach.

It has been reported that Nielsen Media Research has recently conducted a custom study for AdSpace to determine the effectiveness of mall advertising.

According to MediaPost, the new research shows that shoppers are increasingly conscious of mall advertising. AdSpace published the results of the study which noted a jump of awareness from 47% in 2007 to 65% this year. Specifically, Nielsen found that the number of visitors that noticed advertising from Sony Pictures and Este Lauder elevated 44% this year compared to 2007.

Currently, the company operates the Smart Screen displays in malls with about 100 million visitors per month. AdSpace considers more engaging content and the switch to HD to be firm reasons to explain the increase in awareness.

Other mall advertising companies like Akoo and EyeCorp have also invested in studies about advertising effectiveness. Arbitron, which was the company that conducted the studies, found similar results to Nielsen’s outcome.

Besides the rise of acknowledgement, other positive factors are emerging. Especially during the holidays, mall attendance is up. With the increased foot traffic, it can be derived that mall advertisements could make sense strategically and financially.

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...

Daily radio continues to reach the majority of adults

Regardless of what many people speculate broadcast radio still reaches the majority of American adults.

According to MediaPost, new data shows broadcast radio reaches 77% of American adults everyday. Radio comes in second to television, which has an estimated 95% reach.

The Council for Research Excellence collected the data from the five metropolis’ Atlanta, Chicago, Dallas, Philadelphia, and Seattle in 2008. Nielsen analyzed the findings.

Data shows that the daily reach of radio was much higher than the percentage of American adults who listen to tapes or CDs. That group had a daily reach of 37%. American adults who listen to iPods or MP3 players only have a daily reach of 12%.

Of those 12% who listen to iPods or MP3 players daily overlap with the 77% who listen to radio. In fact, radio reaches 88% of the iPod/MP3 group.

In addition, daily radio reach beat out these categories: Internet at 64% (this excludes email usage), newspapers at 35% and magazines at 27%.

While it can be perceived that broadcast radio is being pushed out by satellite radio, MP3 players, tapes, CDs, etc., this study proves that is not the case. Therefore, broadcast radio still is a solid platform in which to engage the consumer.

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...

Digital out-of-home advertising grows in spite of economy

If a media vehicle is growing despite a down economy, then it could be helpful for your campaign to evaluate it and see if it will work within your message.

While most media vehicles have been negatively affected by the economic climate, digital out-of-home advertising has managed to grow in spite of the current conditions.

PQ Media, media industry economists, has recently released information on new estimates of advertising spending. Reported by MediaPost, the estimates show that digital out-of-home media is expected to grow 2.9% this year to $2.45 billion. This expansion is at a slower rate when compared to 2008. Last year, the medium had a 9.4% rate of growth.

Digital media has reached the point where it represents more than a third of the out-of-media market in the United States. In fact, MediaPost reports that “digital billboards have been the fastest growing segment of the market in 2009, and is projected to rise 11.1% to $511 million.”

Despite digital billboards fast growth, the largest segment of the digital out-of-home media in 2009 continues to be video-based advertising networks.

Mass exposure is vital to a campaign when the ultimate goal is brand awareness. Therefore, it is important in knowing which media vehicles are growing and producing results.

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...

Google looks for new ways to encourage ad engagement

In a digital world, pay for clicks and page views are the norm, but is there anyway to tell if the message is actually getting to the user? New online research and studies are trying to create new ways for users to engage in digital advertising that other mediums can’t compete with.

Google is working on a new advertising model that will help to determine the most-effective advertising for online videos. Right now, most online videos have pre-roll ads that appear automatically before or during online videos. There are very high abandonment rates for videos that have the pre-roll ads and advertisers want to know if the audience is actually watching them.

Google will be testing “skippable” pre-roll ads in YouTube videos that will give people the option of clicking the link and skipping the ad, taking them directly to the video. The tests will help to determine if and when people actually watch the videos and makes the advertising more engaging.

The search-engine giant is trying to bring a new advertising model to the digital world, where advertisers would only pay for opt-in engaged views of the ads and completed views of the ad. Advertisers will need to make their ads more engaging to promote more opt-in views by making sure they pay attention to quality and creativity during their campaign.

Google's research notes that high-quality advertisements most likely influence viewers to stay and finish viewing ads three times more than if that same person watched the same ad on television. Online advertisements tend to be a lot shorter and make it easier for the call to action because all the tools that viewers need are at their fingertips.

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...

Political advertising to excel in 2010

How will the political climate affect advertising in 2010?

In 2010, political advertising will climb to an estimated $3.3 billion dollars, an increase of 11 percent over 2008 but a slight decline from 2006. This is fueled by the election of 37 governors, 38 senators, the entire House of Representatives and issue advertising, including the big healthcare debate.

Broadcast TV will secure the most revenue with well over 60 percent of the projected spending. The rest will be spread amongst cable, direct mail, radio, newspaper, outdoor and internet. The TV groups that will be the most affected are Disney’s ABC stations, Journal Communications and CBS.

Political advertising couldn’t come at a better time for TV, which has had a difficult time due to the economy and auto market decline. According to the Television Bureau of Advertising, political ads will contribute to an increase for spot TV between 3.6 and 6.1 percent.

When placing your ad dollars in 2010, be aware that costs may be driven up during political windows especially in television, which may increase preempt ability. Political advertisers spend at the top tier for their advertising so if there is low inventory, there is a chance for a lower tier schedule to get bumped.

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...

Social Networks do little to generate leads for a small business

Social Networking sites may have appeared to interweave itself into today’s advertising fabric; however, it’s possible that it isn’t always a key component to a campaign.

Citibank partnered with GfK Roper and recently released survey results of 500 American small business executives’ views on social media driving leads and/or expanding his/her businesses.

In contrast to the perceived norm, most respondents noted that networking sites like LinkedIn, Facebook and Twitter did not benefit the company in expansion or generating leads. The Center for Media Research reports that only 3% of executives felt that social networks were “very helpful.” Sixty-three percent of those polled felt that networks were “not at all helpful.”

It has been stated that a reason behind these findings may be because the small business owner might not have the manpower or extra time needed to invest in social media.

The research survey did find that 61% of small business owners regularly seek out business advice or information from general search engine sites like Yahoo! and Google rather than small business-focused sites and the Wall Street Journal website.

Small business owners can utilize these findings to create a more effective venture in generating leads. Meaning, while social media may become a very useful part of anyone’s business, it should not be the only aspect to 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...

Partner Spotlight: Linda Norfleet

Question: Has the ability to view television programs on-line, record them via DVR or watch via mobile video affected overall television viewership?

Answer: According to the data from the Nielsen Company, Americans are increasing their overalll media consumption, and media multi-tasking is part of the equation. During 2nd Quarter 2009, the number of people watching mobile video increased 70 percent from last year adn people who watch video online increased their viewing by 46 percent compared to a year ago. Average TV consumption remains at an all-time high compared to the sane time frame last year. As of 2009 the 290 million people in the United States with TVs, spend an average 141 hours, 3 minutes each month viewing televisions. Nielsen data also shows Americans are using DVRs more than ever, watching one hour more of time shifted TV each month than a year ago.

As of June 2009, 57 percent of consumers with Internet access at home watch TV and go online simultaneously at least once a month. On average these consumers spend 2 hours, 39 minutes each month using the Internet while also watching TV. Their online experience at home is in front of the television almost a third of the time.

Mobile video usage is not pulling big numbers

New technology may seem to be where advertising dollars should be invested; however, sometimes it’s best to wait to see how successful that platform can become.

According to MediaPost, The Nielsen Company recently released a report about the usage of mobile video in the United States.

Only about 7% of the mobile phone owners were found to be active mobile video users during second quarter. This is about 15.3 million people, which is an increase of 70% from 2008. This is still a relatively low number when compared to the 220 million users.

Fifty-two percent of US mobile subscribers carry phones that do not have the capacity to view video. In addition, about 78% of current users are first year subscribers. The research company found that first year users are most likely “testing” the service and then discontinuing before the second year. Nielsen did attribute some of the findings as the outcome of a weak economy.

Nic Covey who is the director of insights at The Nielsen Company summarized mobile video as “a transformational technology that will require real changes or additions to the consumer media diet. As such, it may have a long way to go before making a dramatic impact on our media economy.”

If the report is any indication, it will be a long road considering that customer satisfaction has actually declined to 65% during second quarter from 74% in second quarter 2008.

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...

In direct comparison to 2008 ratings, cable’s fall shows are losing viewers

Many factors affect how much and what kind of medium is consumed by an audience.

As the fall lineup on network television is getting settled into its schedule, cable shows are working to grab larger audiences. However, the Horizon Media analysis of broadcast premiere-week ratings, which began on September 14th, shows that ad-supported cable viewership declined from 53.1 million in 2008 to 49.9 million in 2009.

Broadcasting & Cable reports that these findings are slightly skewed due to two major events last year that affected the ratings. The first was the presidential election campaign. In fact, it was the same week last year in which Alaska Governor Sarah Palin was announced as the vice presidential nominee for the Republican Party.

The second event that affected the 2008 viewership was the economic crash. The article explains “when you account for the unusually high viewing numbers for MSNBC, CNN, Fox News and CNBC during 2008’s premiere week (6.8 million viewers), viewing levels for ad-supported cable are about even from last year.”

Some networks had double-digit drops in viewership compared to last September. These networks include Lifetime (down 25%), TNT (down 24%) and TBS (down 13%).

In contrast, the Food Network (up 26%), A&E (up 14%) and TLC (up 12%) all increased since the same time period last year.

Even though recent reports show that cable viewership has declined since last year, it is imperative to recognize that the social, economical and political landscape of the country can affect the results.

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...

3-D Theatre Advertising meets with some hesitation in this down economy

Theatre advertising can be a great, creative way to reach massive audiences in specific target areas.

With the advancement of technology, 3-D film releases have re-emerged in the marketplace. This re-emergence has given advertisers a chance to duplicate the success with 3-D commercials leading up to the feature presentation. However, there seems to be a split opinion of the success of the new advertising platform.

The in-cinema sales group National CineMedia (NCM), which has yet to run any 3-D ads, has talked to marketers about the new concept. While the NCM believes in the product, it has stated that there is doubt on whether advertisers will pay more per spot and more for production costs. If advertisers will not pay more for the new technology, the in-sales groups will fail to make a profit.

One of the company’s competitors, ScreenVision began selling the 3-D advertising space in May.

As of August, there were 2,744 screens that could show 3-D movies, which breaks down to 7% of all US screens. Theatre owners are able to charge more per showing for a 3-D film, which can aid in driving business.

In-cinema executives believe that once the recession has reversed, there may be a market for advertisers paying higher prices for 3-D theatre commercials. Until then, it will remain a novelty and a well-watched advertising option for theatre advertisers.

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...

Word of Mouth advertising is rising in importance for marketers

Word of Mouth can be a powerful ally in a campaign, if it puts your product/service in a positive light.

Reports of media spending decreasing have been prevalent since fourth quarter last year. A handful of platforms have been, in contrast, increasing spending this year. One of those platforms is Word of Mouth (WOM).

Adweek explains that more and more agencies are focusing on WOM to better serve the clients. According to the research company PQ Media, WOM spending is estimated to reach $1.7 billion which is about 10 percent up from 2008. The same company speculates that spending will reach $3 billion by 2013.

Consumer package-goods, food and drink, finance, business-to-business services, electronics, telecommunications, and retail round out the leading categories list where marketers spend the most on WOM campaigns.

The CEO of the Keller Fay Group, which is a research firm that specializes in WOM, explains that, “The number-one way that consumers make decisions is through word of mouth. Brands realize that consumers are willing to engage with them in conversation, and they realize that they have no choice but to participate if they want to be a part of the consumer decision making process.”

It has been said that the most effective way to utilize WOM in a campaign is make it a part of a broader campaign. WOM is rarely as efficient if used as a stand-alone method.

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...

Online advertising isn’t immune to the economic climate

Despite being in the digital age, online advertising is not recession proof. The medium, which was once deemed to be the next big advertising venue, has felt the effects of the slowing economy.

New data released from the Interactive Advertising Bureau and PricewaterhouseCoopers show that online ad spending dropped 5.3% in the first half of 2009. This is the first time that online spending has declined since the economic recession of 2002.

One of the biggest hit areas in online advertising is online classified and directory advertising, dropping 32% in the first half of 2009. This directly reflects the current unemployment rate and housing market due to the fact that the majority of classified ads came from help-wanted ads and real estate listings. The drop in directory advertising may simply be due to a change in the way people search for their information. Instead of searching through a hard copy or online directory, users tend to turn to search engines for a faster way to receive information.

While classified and directory advertising has decreased, search-based advertising rose 1% from a year ago because marketers are shifting to a more performance-based advertising model. Search engine marketing represents 47% of all online ad dollars, up 3% from the following year. Another strong survivor in the online world is the banner ad. Banner ad spending stayed flat in the first half of 2009 which is very promising in a down market. David Hallerman, a senior analyst at eMarketer thinks this is a positive trend noting that the online banners show that marketers understand they need an online element to complete their campaign.

Although a 5% drop in online advertising worries some, most analysts feel that if the fourth quarter numbers improve with the typical holiday bump, there is a good chance that we will likely see growth in online spending next year.

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...

ABC programming garners the upscale audience during the initial week of the 2009-2010 season

A campaign can be narrowly tailored to a certain target audience by paying attention to the most popular TV shows in that demographic.

MediaPost released this week that the TV network ABC claimed the highest number of upscale viewers for the first week of the season.

The network had seven of the top 15 shows among viewers 18-49 who make at least $100,000. Those shows were “Grey’s Anatomy” (1st place), “Desperate Housewives” (3rd place), “Cougar Town” (6th place), “FlashForward” (8th place), “Modern Family” (10th place), and two different episodes of “Dancing with the Stars” (13th and 15th).

CBS came in second with affluent viewers. It actually had eight shows in the top 20, which was the most in any network. However, ABC still maintained the highest ratings to make it first.

If the sports programming is included, NBC’s “Sunday Night Football” helps increase the average rating from 2.29 to 3.1, which allows for NBC finishing third, and Fox finishing fourth.

Marketers view people who make over $100,000 and are between the ages of 18-49 as a prime demographic. It is imperative to know how much that group spends time watching TV and what programs are being followed.

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...

Travel decisions are made with both traditional and non-traditional aide

Despite perceptions of the media landscape, learning up-to-date information on reaching your target audience is crucial.

In January, the company Ad-ology Research conducted an online survey to study the influence of media on consumer choices in travel services. The results show that traditional media is still considered a viable tool for travelers.

Approximately 52% of US adults have gone on at least a two-day trip in the last two years. Of that percentage, only 47% used the Internet to investigate and plot out travel plans.

According to the article by MediaPost, the research company found that travel magazines were the most influential for travel services; however, people turned to newspapers for local attractions.

While traditional media does hold a strong influence on consumers, there is still a niche for the Internet. In fact, websites for the specific hotels, attractions and locations ranked rather high in the survey. Thirty-nine percent of respondents said that online media did sway the choice of travel services. The most persuadable websites were for hotel and/or bed and breakfasts.

Ad-ology Research discovered that younger consumers were more influenced by word of mouth and digital. Results did show that 35.9% of 18-24 year-olds did turn to social media for advice in travel plans; this is compared to 23% of all US adults.

If a target demographic includes travelers, it can be practical to know that neither traditional nor non-traditional media dominate the field. A balanced and cross-platform campaign may aid in accumulating consumers.

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...

Spotlight: Linda Norfleet

Question: Has the ability to view television programs on-line, record them via DVR or watch via mobile video affected overall television viewership?

Answer: According to data from the Nielsen Company, Americans are increasing their overall media consumption, and media multi-tasking is part of the equation. During 2nd Quarter 2009, the number of people watching mobile video increased 70% from last year and people who watch video online increased their viewing by 46% compared to a year ago. Average TV consumption remains at an all-time high compared to the same time frame last year. As of 2Q09 the 290 million people in the U.S. with TVs, spend on average 141 hours: 3 minutes each month viewing television. Nielsen data also shows Americans are using DVRs more than ever, watching one hour more of time shifted TV each month than a year ago.

As of June 2009, 57% of consumers with Internet access at home watch TV and go online simultaneously at least once a month. On average these consumers spend 2 hours, 39 minutes each month using the Internet while also watching TV. Their online experience at home is in front of the television almost a third of the time.

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...

NBC Universal and Gas Station TV announce new partnership

Some major corporations are working to produce cross-platform distribution, which could make a lot of sense for your campaign.

In a story provided by MediaPost, NBC Universal and Gas Station TV (GSTV) have recently announced a partnership by having NBC be the exclusive entertainment provider for the digital out-of-home video platform.

This partnership entails NBC serving as the local sales agent for GSTV. In doing so, advertisers will be able to utilize Nielsen-confirmed metrics, which measures the video content.

The content and advertising will run in four and a half minute cycles. A combination of local and national NBC Universal news, prime time, late night and cable will be the primary material running. MediaPost states that the content packages will include some sports news from ESPN and local weather from AccuWeather.

The GSTV partnership will allow NBC to reach “30 million viewers per month via displays in pumps at 1,000 gas stations. Overall, GSTV’s network covers more than 100 DMAs, including major markets New York, Los Angeles, Chicago and Philadelphia.”

It appears that TV at the gas pump is growing in popularity across the country. In fact, some companies compare the audience reach to a top-5 prime time TV show. As this new avenue of advertising emerges in the marketplace, it could become an aid in getting a campaign message out to a large and attentive 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...

Apple's App Store reaches 2 billion download precipice

As new media venues become available, it can be useful to follow the progression from emerging to an established advertising vehicle.

Apple has recently publicized that more than 2 billion applications have been downloaded since the App Store opened. Of the 2 billion, a half billion of those downloads were in just this last quarter.

In the MediaPost article, it states that the App Store hit one billion back in April “and as the overall number of iPhone and iPod touch users continues to grow, the rate at which apps are downloaded is accelerating.” Since opening in July 2008, the store averaged 4.5 million downloads per day. In the last 80 days, the number of downloads has reached 6.3 million per day.

Currently, there are more than 85,000 apps for iPhones and iPod touches.

An interesting note is that of the 50 million iPhones and iPod touches sold, 20 million are touches. Ed Kaczmarek, director of innovation, new services, at Kraft considered the touch a “little sleeping giant” in “its ability to extend the reach and effectiveness of campaigns.”

As the applications and downloads continue to grow in popularity, it is important to make sure the new additions are relevant to a campaign and serve a purpose to be effective.

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...

Newspaper revenues are shifting away from an advertising dominance

How much a publication costs on the newsstand or with a subscription fee could determine whether it is a good fit for your message.

In an article by MediaPost, a recent trend has been emerging regarding newspapers’ revenues. It no longer comes from advertising primarily but a more even split between advertising and newsstand prices/subscription fees.

This trend is supported by top newspapers, which list circulation revenues as a growing part of the profits. The New York Times, the Atlanta Journal-Constitution, and the Wall Street Journal have all raised the newsstand prices since last year. The prices have all increased by at least 25 cents.

While it sounds like the increase may not be drastic, the percentages between advertising and circulation proceeds have evened out over the last few years. The New York Times stated that, for the second quarter of 2009, 54% of the revenues were from advertising with 39% from circulation. According to the paper, this is a large increase compared to five years ago. At that time advertising accounted for 67% of the total takings and circulation was only 27%.

As newspapers try to offset the shrinking readership in a down economy, it is smart to know to what degree papers are changing. A publication that has multiple rate increases in a relatively short amount of time may be a venue to really re-evaluate its value to a campaign. On the other hand, a newspaper that makes changes to cost, format, circulation, etc. could garner attention and make people eager to peruse 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...

A new survey discloses what college kids value in a brand

Knowing what target demographics value in a brand can be very beneficial to a successful campaign.

According to MediaPost, an annual, collaborative survey done by Alloy Media + Marketing and Harris Interactive explored brand credibility with American, college age people.

In the survey, Harris asked what brands are considered to be “trusted” and “happy”. The top three brands that students “trust” are Johnson & Johnson, Sony and Apple; the top three brands that make students “happy” are Clinique, Apple, and McDonald’s.

Another aspect of the survey was inquiring about spending decisions. It was found that the group’s discretionary spending power has increased despite the slowing economy. Spending has increased by 5% from last year to $56 billion. In regards to the hierarchy of needs, food purchases, clothing, shoes, entertainment, and technology round out the top of the list.

Alloy and Harris found that “overall, 43% of college students said they preferred to buy socially responsible brands. They seemed rather gloomy on the economy, with only 35% saying they thought the situation would improve over the next year.”

The college age group of 18-30 year-olds can be a very important demographic to appeal to considering the amount of discretionary funds available. Therefore, it is useful to be aware of what that group looks for in brand purchasing.

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...

New time slot calls for an inventive promotion for Jay Leno

It is important to try to create new and creative ways to broadcast your message and that doesn’t mean to only pursue non-traditional media.

According to a MediaPost article, Katz Marketing Solutions, which is a division of Katz Media Group, a subsidiary of Clear Channel Communications, has embarked on promoting Jay Leno’s new show to a captive audience- people stuck in traffic.

Katz Marketing Solutions and Horizon Media, NBC’s media agency, have teamed together to create two campaigns using radio’s traffic instructions. On September 8th, the first campaign was implemented which entailed comedy bits that ran with traffic reports in NBC’s top 12 markets nationwide.

The second campaign started September 14th and that included additional comedy shorts introduced by local DJs. They ran in a fixed position at 10 minutes after the hour to promote the new 10 p.m. time slot for Jay’s show. NBC’s top 25 markets were chosen to run the second campaign. It was said that the intention for this was to align Leno and the comedy with the number 10 to reinforce his new time slot.

Utilizing traditional media like radio to implement a fresh twist to promote a product or service can be necessary in reinventing 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...

A new poll shows that personal spending is not yet back

Being aware of consumer perception of the economy can be an asset to your campaign.

The Center for Media Research released in August that personal spending is not back to what it was prior to the economic recession. In the article supplied by the research company, it discusses the findings of a recent poll conducted by AdweekMedia/ The Harris Poll.

Results show that 79% of American adults have made some level of cuts on personal spending this past year. These cuts have been a direct result of the economy. The largest age group to make self-described “a lot of cuts” was the 45-54 bracket. People in the age groups 18-34 and 55+ have the highest percentages, with 24%, of not making any cuts to personal spending.

As far as income goes, 89% of those making $35,000 - $49,900 have made some kind of cuts. In regards to incomes not making budget cuts, people who make between $50,000 and $74,900 had the largest response with 22%.

A positive aspect of the results is that 24% of those polled have started to increase spending to close if not exactly what was spent in years previous.

While economists have begun to state that the economy is re-emerging from the recession, consumers may not agree based on the research data presented. The report suggests watching when Americans start to spend money as the real sign for a recovering economy.

Cable shows growth despite overall ad spending during first half of 2009 is down

In an economic recession, it could be useful to know how ad spending currently compares to last year. That way, you can keep your budget and campaign on track.

According to MediaPost, the research company Nielsen Co. has been monitoring US media ad spending from 2008 to 2009. As a whole, ad spending has declined 15.4% during the first half of 2009 compared to the same time in 2008. This means that spending was approximately $56.9 billion which is down by $10.3 billion from the first half of 2008.

Results show that the only medium to show ad revenue growth during the first half of 2009 was cable TV. It rose 1.5% over ad spending in 2008 during the same time frame. This has been reported as impressive considering cable spending declined 2.7% during the first quarter of 2009, which means it had a strong second quarter in order to show gain.

All other media declined in ad spending with print media experiencing the largest drop. Local Sunday newspaper supplements had the biggest hit in declining revenue.

Annie Touliatos, vice president for Nielsen’s advertising information services, was quoted as saying, “What’s interesting is that we’re not just seeing a rise in spending for recession-friendly products like fast food restaurants. We’re seeing a lot more promotion of technological innovations like smartphones, computer software, and consumer-driven Web sites. These advertisers see potential for their products despite our stressed economy and are leveraging advertising to drive their success.”

While the economy is in a recession, it could be beneficial to regroup and rethink the marketing strategy for a campaign. Print could be a good media to utilize because the space may not be as congested with competition and rates may be more negotiable. Or cable might be the venue of choice because of a growing catalog of original programming and audience participation.

Nielsen reports that TV homes show increase and markets shuffle ratings

If DMA rankings change, it can affect how you much spending you can afford in a particular market.

Nielsen Co. has stated that total US TV homes have increased by 400,000 making the total to 114.9 million as it heads into the 2009-2010 television season. MediaPost reports this is a smaller increase than the 1.7 million a year ago.

All of the top-10 markets did remain in the same rank and accumulate more TV homes. However, some fluctuation did occur like the No. 11 Designated Market Area (DMA) ranked market Detroit actually lost approximately 37,000 homes. Denver gained so many new homes that it jumped Miami, Cleveland, Salt Lake City, and Harrisburg, PA in DMA positioning.

Other notable changes include the New Orleans moving to the 51 ranked DMA. This market has shown the highest percentage increase of any other market within the last year. It is also important to note that the Florida DMA markets of Tampa, Miami, Ft. Meyers and Tallahassee all saw population losses.

It is important to be aware of the DMA ranking of the markets in which a campaign is running. For instance, if a market is rising in ranking, then it is advisable to expect media costs to increase. Or, the opposite can happen if a market position falls down.

Cable and syndicated TV research shows increased time watching comedies

Some TV shows can create a loyal following that will seek out that specific program on broadcast network, syndication, and cable TV.

In an article on MediaPost, research shows that despite comedy shows not making up much of the broadcast schedules, there are now more comedy hours on TV than before due to syndication and cable.

Based on research performed by independent TV researcher Steve Sternberg, “through the 2008-2009 season, TV homes spent 4.85 hours a week watching comedies, versus 4.09 hours in the 1999-2000…” While the bulk of the time came from cable with 3.08 hours, syndication did come in second with 1.49 hours which is a gain over the 1999-2000 season of 1.45 hours. Broadcast took third with only .27 hours. The research also shows that comedies on broadcast TV have dropped by half since 2005; however, most other program formats have stayed fairly consistent over the last four years.

The two most popular comedies were found to be “George Lopez” and “Family Guy.” “George Lopez” can be seen on both syndication and cable, while “Family Guy” can be seen on network, syndication and cable. Therefore, one comedy show can potentially be shown on broadcast network, syndication on multiple channels, and cable on multiple channels everyday.

If a campaign’s intended audience is one that watches comedies, it would be beneficial to look into syndication and cable instead of network. It may be a better way to tailor the message. Also, it could be more cost effective than purchasing only prime time spots.

MTV joins other cable channels with the addition of original Made-for-TV movies

It can be helpful to a campaign to be aware of upcoming changes of venues that have been used in the past.

According to MediaPost, MTV is looking to expand its programming with original Made-for-TV movies.

This new avenue is intended to aide in MTV boosting its ratings performances. With hopes to premiere one movie each quarter, the channel currently has two in production. One film is titled “My Super Psycho Sweet 16” and the other being “Turn the Beat Around.” Dance, horror, and comedy are the main themes of the first few films.

While MTV was down on viewership with the 18-49 demographic since last year, it still claims to be the “No.1-rated full-day ad-supported cable network for viewers 12-24.”

Made-for-TV movies have made a niche market for other cable channels like Lifetime, Hallmark, and even The Disney Channel which have been fairly successful. MTV’s films could be a great tool in targeting an audience that are too old for Disney but too young for a Lifetime or Hallmark type channel.

Virtual coupons are becoming established as a viable advertising option

If coupons fit within your campaign strategy, be aware of what kind can generate the best results.

Scarborough Research has recently conducted a study on coupon usage. MediaPost reports that print coupons still are the dominant source; however, virtual coupons like text messages and emails are beginning to have a following.

Of the households surveyed, 51% use Sunday newspapers as the number one source for coupon retrieval, in-store coupons are second at 35%, mailed coupons are third at 31% and loyalty card programs are fourth at 21%. Other non-digital sources like in-store circulars at 20%, weekday newspapers at 17%, coupons included in product packaging at 16%, and magazines at 15% are still significant.

At the moment, the research company states that “8.6 million households get coupons via text messages or email, equaling about 8% of U.S. households; 7% get their coupons from Web sites.” It is noted that consumers who receive virtual coupons tend to be 51% more likely than the general population to be college graduates and skew slightly younger. The top markets for virtual coupons tend to be college towns like Providence, Rhode Island due to the fact that is where large numbers of tech-savvy young adults reside.
Coupons can be a helpful tool to any campaign. It is useful to know which form can be the most successful in reaching the target audience.

Research shows that consumers go to newspapers to check advertising

It can be beneficial to your campaign in knowing what medium your consumer finds trustworthy.

According to an article by the Center of Media Research, the Newspaper Association of America has enlisted MORI Research’s help in consumer observation. The research company has released early data from its study entitled “American Consumer Insights.”

In it, the study finds that newspaper is the primary medium for which adults use for planning, shopping and purchase decisions. It shows that “73% of adults regularly or occasionally read newspaper inserts,” and “82% have been spurred to action by a newspaper insert in the past month.” Taking action is broken down by clipping coupons (61%), buying something (50%), visiting websites to learn more (33%) and trying something for the first time (27%). It is also found that the closest competitor of newspaper, as the primary medium for checking advertising, is the Internet. However, the Internet is behind newspapers by about 20% in the poll.

It can appear that some forms of media are no longer valid in a digitally savvy society; however, it is important to remember what sources the target audience considers trustworthy. Print still has the validity with the consumer which can be advantageous to a campaign.

TV and Movie streaming grows in popularity in America

It’s helpful for your advertising campaign to know what the new and popular medium is and which demographic is thoroughly immersed in it.

Reported by MediaPost, the amount of Americans watching TV and movies on the internet have steadily increased.

According to the article, in the last six months, the percentage of Americans streaming both has more than doubled. MediaCT’s biannual MOTION Study was the basis of the article. It was found that “in the past 30 days, 26% of online Americans streamed a full-length TV episode and 14% streamed a full-length movie, more than twice the levels recorded in September (11% and 6%, respectively).” Not surprising is that the 18 to 24 demographic are the most expected to utilize streaming. Despite the growing popularity of streaming, it is still found that the average American with access to the Internet consumes less than two hours of online content per week. That same group watches an average of 15 hours of traditional television per week.

It is advisable to be aware of new technology, and the advertising possibilities it makes available. However, be cautious to put the majority of advertising funds into that medium. In looking at the big picture, that new medium may only account for a small percentage of viable media.

Facebook to update its guidelines which may affect advertisers

It’s good to keep yourself informed of changes within a media platform that your campaign uses. These changes may affect your campaign’s message.

Reported by AdvertisingAge, Facebook has updated and instated new guidelines effective the week of August 3, 2009.

According to the article, the social networking site will block advertisers that do not observe the new guidelines. It still allows apps to integrate “virtual goods, subscriptions, advertising, or whatever you choose.” However, there are two kinds of advertisements that are no longer permitted. They are “anything that sends ‘user data received from Facebook to ad networks,’ which limits the potential for behavioral targeting… and… any ads that display user data in applications, ‘unless specifically approved by Facebook.’” This last portion could present a problem to users who like to incorporate personal photos into the ads as they are not approved by Facebook.

These changes in guidelines may directly affect a campaign’s creative message. Therefore, it is important to be aware of how an advertising message is being perceived in the particular media platform in which it is running. A few modifications to the advertisement may make the campaign stronger and stay within the parameter of Facebook rules.

Spotlight: Ask Linda Norfleet

Question: Arbitron Inc, which is the measurement company for radio listenership across the country, is making a switch from consumers filling out a daily diary to a Portable People Meter. What is this and how will it impact the radio industry?

Answer: The PPM (portable people meter) is a small devise about the size of a pager that will be clipped to the panelist’s clothing. It will read encoded audio signals from radio stations based on what station is playing in the vicinity of the panelist. At night it will be “docked” in a charger that sends information to a central data collection site. According to Arbitron Inc, the new PPM system will be more reliable, credible and timely with information provided to radio stations, ad agencies and direct advertisers. Results will be more consistent from month to month. Credibility will be formed as listeners will not need to remember what stations they are listening to, since the information is automatically recorded through their PPM devise. PPM data will be refreshed each month so audience listenership will be continuously be updated. While overall radio listenership will not change, audience levels will be lower as diary keepers tended to over-report routine listening.

Reality shows can be more engaging than scripted TV

When debating about which television shows you want your commercial to run in or adjacent to, be aware of who is watching and who is engaged by the program.

Reported by MediaPost, the company ExperianSimmons researched which TV show viewers and ranked his/her engagement levels.

According to the results, “when it comes to engagement dimensions – ‘inspirational,’ ‘trustworthy,’ ‘life enhancing’ and ‘personal connection’ for last season, broadcast reality shows outranked broadcast drama.” For example, reality TV received a 289 mark (out of a possible 500) to scripted TV’s 236 in the trustworthy dimension. However, it was found that scripted TV shows did better with people of higher incomes, are full-time workers, and/or are students. In contrast, the reality TV index is higher with retired workers and those who are unemployed.

In order to insure a successful campaign, it is important to understand and utilize the venues where the target audience resides.

Digital boards allow client freedom to experiment with creative rotation

If you want the outdoor exposure of a billboard but are concerned with the cost of producing multiple vinyls to rotate, then digital boards may be the best answer.

Digital billboards have been around for a few years. However, as technology improves, outdoor companies are stressing the many creative opportunities that digital boards can offer.

On a typical digital billboard, eight advertisers rotate every eight seconds to display a static image. In a 24 hour period, one advertiser has the image displayed 10,800 a day. Because it only takes a 24 hour turnaround to input a new display image, advertisers can change the creative multiple times a day. Creative rotation can be as specific as times of the day or certain days of the week. There is no additional cost for the creative changes.

By being able to change up creative in a quick and inexpensive manner, advertisers can track the effectiveness of the campaign by seeing which creative drives the most response from consumers.

Marketers can forget to focus on male Baby Boomers for purchasing decisions

When looking for a target demographic for your campaign, do not forget that men also make purchasing decisions.

Reported by MediaPost, the Natural Marketing Institute (NMI) completed a survey of 3,000 adults regarding the economy.

According to the results, “40% of men over the age of 50 said they are not feeling increased stress because of the economy, compared with 30% of women in the same age group.” Also, one-third of Baby Boomer men are the primary household grocery shopper, which is up from 20% ten years ago. Research says men are more willing and tend to purchase more brand name products. From the study it was found that Baby Boomer men are more likely to make impulse purchases and spend more money than Baby Boomer women.

To create a successful campaign, it is very important to make sure that the target demographic is being reached by the right creative and the right media. It is also imperative to know who will be making the purchasing decisions in regards to the product or service being advertised.

Texting incorporated into outdoor to track campaign

It is important to track results of an advertising campaign. However, it can be difficult doing so with outdoor; incorporating new technology like texting can really make a difference.

Reported by MediaPost, CBS Outdoor launched a new service in May called txt2go. This program, which was created by Rip Road, offers advertisers the opportunity to better track consumer response through the use of cell phones.

How it works is that a text keyword is incorporated on an outdoor display. This display encourages people to send in the keyword in return for a special offer or to receive more information on what is being advertised. If a unique text keyword is put on each display board, it will enable the advertiser to know which specific outdoor board is receiving the most attention and is the most effective.

By being able to track the effectiveness of an outdoor campaign, it can either justify or discourage the board location for advertisers. The result for the advertiser is a competent and successful campaign.

A new study shows newspapers aid in purchasing decisions

When debating to pursue an avenue of advertising, be aware of new studies and how they can help direct your campaign to be efficient and successful.

Reported by Editor&Publisher, a new preliminary study conducted by MORI Research shows that newspaper inserts and ads aid in purchasing decisions. The company polled approximately 3,000 adults on behalf of the Newspaper Association of America.

Results show that almost 60% of those questioned stated that they use newspapers to assist them to plan or make a purchase. More than 70% said they “regularly” or “occasionally” read the inserts. 60% also stated that they used a coupon because of newspaper advertising; in addition, 41% of those polled said that they turn to newspapers when actively seeking out advertising.

If debating whether to utilize coupons or inserts in an advertising campaign, it is helpful to look at what kind of future outcome is most desired. If tracking the source of customers is the most important outcome, then inserts and coupons can help to show which publications drive the most traffic.

Domino's cleans up its advertising for a new promotion

Sometimes thinking outside of the box can really make your advertising campaign stand out from competitors.

Reported by AdWeek, Domino’s hired GreenGraffiti to help create a different and new promotion to engage its audience in early July. The pizza chain’s logo has been “cleaned” into dirty sidewalks in New York, Philadelphia, and Los Angeles to promote the American Legends pizza.

The advertisements were created by a high-pressure water hose and stencil. There were approximately 200 of the clean Domino’s ads left.

The promotion aspect of the ad campaign was that the first 250 people to find the sidewalk ads and email pictures of themselves with it to Domino’s received a $15 gift card.

Promotions like this can be less expensive than a traditional media buy and can generate great word of mouth advertising. And, it is considered an eco-friendly type of advertisement that can also promote good press.

Television is changing the scheduling norm

When planning on buying TV for your campaign, be sure you are getting the show you really wanted and planned on.

NBC has announced that the schedule format for the 2009-2010 season will be slightly different than what has traditionally happened. The network will now be doing what is called shared time slots for shows. What this means for advertisers is that one show will run in the fall with another running midseason at the same designated time.

Other networks are said to be soon following this format. This change of scheduling for NBC has been hastened because of the 2010 Winter Olympics, which would have pre-empted regular programming in February.

If a television schedule has been placed to specifically target an audience from a certain show, it is advisable to have the local stations maintain updates regarding what shows will be on air.

Teens are still a captive audience for radio

When choosing a medium to advertise in, be aware of technological changes within that climate. These changes may affect how you buy this medium.

According to Media Post, Nielsen has conducted a new study on teenage consumption of radio. It was found that “16% of teenagers around the world consider radio their ‘primary source’ of music, with another 21% identifying it as a ‘secondary source’ of music.” In contrast, mp3 players have 39% of teenagers listing it as a primary source of music, and 33% of teenagers prefer computers as their primary source.

It was also stated that the standard amount of time spent listening to the radio is down 5%. In 2007, the average listening time was 19 hours and 32 minutes, and that declined to 18 hours and 30 minutes in 2008. This decline is believed to be because of online streaming and mp3 players.

Even as the decline in radio listening is still an ongoing factor, it is still important to include radio in the mix. This study shows that other alternatives to broadcast radio are taking some of the teenagers’ attention; however, teens still consider radio as a primary source for music. A solid base in broadcast radio will be an asset when branching off into new venues like online streaming and the next new technology down the road.

Don't rule print out yet: Incorporate both print and digital into your campaign

What do you do when all the print publications seem to be vanishing into a digital world? Is it smart to budget advertising dollars in an uncertain platform? In order to get the most for your money, look at advertising in both mediums as a way to strengthen your campaign.

Print publications across the globe have been hit very hard by the economy. Several heritage newspapers have closed their doors and the large conglomerates are doing everything they can to keep their heads above water. It is easy to see why advertisers may be nervous to run anything in the print world when there is so much talk about digital media. However, there are advantages in the struggling print world.

Similar to the housing and auto industry, the print scene has become a buyer’s market. Right now is the best time to advertise in print because publications are more willing to negotiate rates and ad placement due to the enormous pressure they face to keep afloat. A small budget can go a lot farther these days and with fewer competing advertisers in the print publications, your ad will stand out and be noticed.

Although opening your horizons to the digital landscape is important, do not completely drop out of the print world. The best way to utilize your advertising dollars is a blend of both to reach your target audience. Leave your reader wanting more. Look at ways to integrate your print advertising with your online advertising and make sure both platforms drive the reader to your website for more information.

Television advertising is the best way to connect with your audience emotionally

In an ever-changing media landscape, it is difficult to decide which platform is the most effective for your campaign. The debate over online and television is strong, but for those that want to really attach emotion to their campaign, television wins hands down over online.

A study done by the Cable & Telecommunications Association of marketing and the research firm NeuroFocus found that television, compared to online advertising, was a lot more emotionally engaging for the viewer. It also found that television viewers had better commercial recall and more intent to purchase when viewing the ads. When watching television, viewers feel more connected to the advertisements that they see because emotional triggers, such as facial expressions, are picked up easier than on a smaller screen.

Television schedules are not cheap, but there are a lot of cost effective ways to maximize your budget. Try using fifteen or ten second spots instead of thirties so you can increase your frequency. Your spots will still be noticed in spite of the shorter format. Partnering with a local news station is also a successful way to stretch your television dollars because most offer sponsorships around their various news features, such as weather or traffic, which can draw the viewership needed to promote a successful campaign.

Spotlight: Ask Linda Norfleet

Question: Since the economy has been down the last nine months, my retail business has dropped off significantly. Should I pull all my advertising dollars and wait until consumers regain confidence and spending levels rise?

Answer: According to a new Ad-ology Research study, "Advertising's Impact in a Soft Economy," more than 48% of U.S. adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business must be struggling. Conversely, a vast majority perceives businesses that continue to advertise as being competitive or committed to doing business. Therefore, it is important to continue to advertise in a down environment to maintain brand awareness and reaffirm consumer’s perception of your business. Another key finding in the Ad-ology Study is that TV, newspaper, direct mail, and Internet top local media from which consumers saw/heard an ad within the last 30 days that led them to take action. Strategic placement of advertising dollars is more important than ever. Be sure and assess your target audience and place your ad dollars with media vehicles that have proven to be the most effective and efficient.