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...

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...

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...

Will the tablet destroy the print industry?

This year’s American Magazine Conference, which took place October 4^th and 5^th, 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...