Online recommendations might be as influential as in-person ones, but the vast majority of word-of-mouth (W-O-M) impressions about brands occur offline, at least among Millennials (18-34). That’s according to new figures released by the Keller Fay Grou! p, which show that some 84% of Millennials’ word-of-mouth impressions about brands take place offline – with 71% the result of face-to-face conversations (versus just 3% over social media). So which media and marketing content are spurring these conversations? › Continue reading
Notes: Multi-screeners are twice as likely as single-screeners to say it’s important to watch their favorite shows live (47% vs. 23%), according to a Viacom survey of more than 1,500 Viacom viewers aged 13-44. The survey results also indicate that multi-screeners are more likely to be loyal to a few networks and less likely to give up pay-TV because they rely on DVR. Separately, the Viacom survey finds that live TV retains a key role in viewing behavior across the age groups tracked despite the proliferation of viewing screens and sources.
Source: Adap.tv [download page]
Notes: Brands surveyed for the Adap.tv report (limited to video ad buyers) estimate allocating 60% of their video budgets to programmatic channels versus traditional or direct publisher sales. And it appears that they’re extending their use of data-driven practices to linear TV, too, as 43% say they currently use some form of automated or data-driven process to drive traditional TV transactions.
Print newspaper ads are still a powerful medium for influencing consumer purchase behavior, details the Newspaper Association of American (NAA) in a new report. The study notes that 52% of adults use print newspapers – including ads in regular news and classified pages and inserted circulars – on a weekly basis to assist them with their shopping planning and purchase decisions. Many also report having bought something advertised in a print newspaper. › Continue reading
7 in 10 senior leaders managing or overseeing digital or social marketing at enterprise (at least $1 billion in revenues) companies in the US and Western Europe say that senior management believes in the value of social marketing, reports Spredfast [download page] in a new study conducted by Forrester Consulting. With roughly two-thirds of respondents indicating that social marketing is prioritized at their organization and that it’s! integra ted with broader marketing efforts, it’s safe to say that enterprises are paying attention to social marketing. › Continue reading
Source: Ooyala [download page]
Notes: A slim majority of time spent watching video on mobile phones during Q2 was spent with content less than 10 minutes in length, per Ooyala’s latest quarterly report. The study shows a correlation between screen size and content preferences, as 81% of time spent watching video on connected TVs was with content longer than 10 minutes. In fact, content at least one hour in length comprised a majority 54% of time spent watching video on connected TVs, versus less than 10% of time spent with mobile video.
US ad spending inched up by 0.7% year-over-year in the second quarter to reach $35.6 billion, dragging down the growth rate for first-half expenditures to 3.1%, per the latest quarterly figures from Kantar Media. The analysis notes that Olympic advertisers reined in spending by 4% year-over-year during Q2, while those not advertising during the Olympics increased spend by 2%, with the latter considered a more appropriate indicator of core media spending trends. › Continue reading
Hailing a ride has never been easier — just take out your phone, tap on an app and wait for your internet-wrangled chauffeur to arrive. Companies like Uber and Lyft are reinventing the transportation industry, and traditional taxi services are feeling it. According to Kate Toran, interim Taxis and Accessible Services director for the San Francisco Municipal Transportation Agency, the average taxi is only making about 504 trips per month. Two years ago (specifically, in March of 2012) the average trip per taxi averaged at 1,424.
“There’s been a real reduction,” she told the SFMTA board of directors earlier this week, “but obviously this doesn’t tell the whole story.” Without hard data from the transportation apps, the bigger picture is just unclear. Either way, the SFMTA is trying to find ways to retain and attract drivers to traditional taxi programs, and has moved to waive fees for dispatch renewal, color scheme renewal and taxi driver applications. The city is also considering allowing taxis to use wrap advertising on their cabs.
At least competition is forcing the taxi industry to evolve — Troan’s report says that 80% of the San Francisco taxi fleet can be e-hailed with Flywheel, and another 60% of the fleet has adopted Curb. More drivers are accepting credit cards these days too, and taxi drivers still have exclusive rights to pick up passengers at the airport. Will the taxi companies be able to bounce back from the Uber effect? Maybe, but there’s only one San Francisco transportation firm that offers DeLorean rides. You can check out Toran’s full slide presentation at the source link below.
[Image Credit: Wikimedia Commons]
Via: The Atlantic
Source: San Francisco Examiner
One portion of the letter sticks out in particular, and it’s a clear jab at the way Google does business. Cook writes that many internet services are free, but use your personal data to market products to you.
“You are the product,” Cook writes, referring to internet services like that.
That’s how Google operates. Its algorithms scan your email, web searches, etc. in order to show you relevant ads. Facebook has a similar model.
Here’s the key part of the letter:
A few years ago, users of Internet services began to realize that when an online service is free, you’re not the customer. You’re the product. But at Apple, we believe a great customer experience shouldn’t come at the expense of your privacy.
Our business model is very straightforward: We sell great products. We don’t build a profile based on your email content or web browsing habits to sell to advertisers. We don’t “monetize” the information you store on your iPhone or in iCloud. And we don’t read your email or your messages to get information to market to you. Our software and services are designed to make our devices better. Plain and simple.
Apple’s stance is to do the opposite and never look at your data.
Still, there are always tradeoffs. Google and Facebook make great products that you get to use for free. You might not pay money to Google and Facebook, but you do give up a little bit of yourself in order to make your digital life easier.
SEE ALSO: Hidden features in iOS 8
While Retailcompanies continue to be the biggest spenders in the programmatic space, Consumer Packaged Goods (CPG) companies emerged as the second biggest spenders in Q2 2014, after being the fifthhighest-spending vertical in Q1 2014.
Retail actually widened its lead as the top spending vertical in programmatic between Q1 and Q2, but CPG has leapfrogged the Financial, Auto and Telecomindustries in terms of programmatic spend. CPG companies spent 53% as much as Retail companies on programmatic last quarter, while Financial (46%), Auto (41%), Telecom (40%) and Travel (34%) roundedout the “big six” spenders. Business spent 19% as much as Retail, with Media (16%), Entertainment (14%) and Education (8%) rounding out the top 10.
“We’re witnessing arenaissance among CPG brands in the programmatic space,” stated Andrew Casale, VP of strategy at Casale Media. The data comes from Casale Media’s Q2 2014 Index Quarterly Report.
A. Casale continued in the statement: “Just a year ago, CPGbrands weren’t even among the top 25 spenders. Today, two of the top 10 spenders are CPG brands. With big players like Mondelez planning to invest nearly half of its marketing budgetin programmatic, it is really just a matter of time until we see more CPG brands rise on the list.”
Kel! logg’s was the other CPG company to crack the top 10, while Verizon overtookboth Target and AT&T as the highest-spending brand in programmatic in Q2 2014. AT&T, which was the highest-spender in Q1, is now fourth behind Verizon, Target and Comcast, respectively. Gap,Sears, American Express and the aforementioned duo of Kellogg’s and Mondelez were the newcomers on the top 10 list in Q2.
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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