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...