Friday, August 22, 2014

New study explains consumer opinion for out of home advertising

For advertisers, it can become challenging to keep track of consumer behavior research. Fortunately, the abundance of information is meant to help steer campaigns towards an engaged audience. A recent study performed by Future Foundation titled, Always On: Out of Home Lives 2014, breaks down how the public views out of home (OOH) advertising.

The Outdoor Advertising Association of America reported on key findings from the study. Research was conducted interviewing 6,000 respondents across six large, urban cities world-wide. 

Top highlights include:
·        A reported 59% said that OOH digital advertising would be relevant and interesting if it portrayed information that was localized and beneficial at a certain time of day or location. Examples are concerts, events, or discounts to local stores.
·        Approximately 72% of the 18-34s surveyed have viewed a billboard and taken some kind of action as a direct result.
·        About 35% reportedly selected OOH advertisements as the most memorable. Television was the primary memorable vehicle at 46%.


While this was a world-wide survey and not exactly representative of the whole American media landscape, it can give advertisers tips to re-work outdoor initiatives. 

Monday, August 18, 2014

Blogs evolve to keep readers engaged

Blogs have been around for a while now. The competition has become more intense which makes bloggers work to keep audiences engaged. In a recent eMarketer post, research conducted by Orbit Media Studios shows that almost 75% of bloggers now use at least one image in their posts. Images may include stock photos, diagrams, infographics, and/or charts.

Orbit Media Studios reported that although video and audio components are included in blogs, they are not as common as an image. About 15% of bloggers use video and less than 3% use audio.

When it comes to the promotion of blogs, nearly all US bloggers use social media. In fact, it’s estimated that about 94% of bloggers use social media. Other means of promotion include search engine optimization, email marketing, influencer outreach, paid services, etc. However, there is a small portion, less than 5%, who pay to promote posts.


Graphics go closely in line with the social aspect of blogging. Information recently released by TrackMaven reveals that between May 2013 and May 2014, 88% of brand post shares on Facebook worldwide that contained an image had an average post interaction of 2.35. This can be compared to the 12% without photos had an average post interaction of only 1.71. 

Friday, August 8, 2014

Consumers have higher time spent on mobile apps vs. mobile browsers

Over the last year, researchers have chronicled consumers’ mobile use. Smartphone and tablet owners are continuing to use downloaded apps more often than browsers and those numbers are predicted to increase. For advertisers, this means that shifting focus to advertising within the apps is important in order to keep up with the digital world.

eMarketer reports on research conducted by Nielsen in fourth quarter 2013.  Smartphone users in the United States are spending 65% more time on mobile apps than they were two years ago.  However, the amount of apps the smartphone owners had only increased from 23 to 27 in the last two years.  This indicates that users are increasing their time spent on mobile apps that they had already downloaded vs. accruing more.


Other research by comScore Media Metrix Multi-Platform proved that smartphone apps had the majority of time used with leading US digital media properties because of efficiency and mobile optimization. Media properties such as, Apple and Facebook, were mainly accessed through apps with 99% and 94%.  However, media properties such as Wikimedia Foundation sites and Glam Media were predominately accessed through their browsers with 88% and 84%.

Thursday, July 31, 2014

Television is still prime media choice for US' youth

With all of the hype surrounding new technology and how the younger generations adapt earlier, it can lead to the question, what happens to the older technology? The simple answer is it is still there. eMarketer recently reported on a few studies that researched how younger audiences still consume television in spite of other newer digital options.

While the exact amounts of television consumption across younger age ranges differ amongst the research studies, each come to relatively the same conclusion. That is, television is still the primary media consumed by children. One study by Nielsen found that kids, between the ages of 2 and 11, watched approximately 111 hours and 10 minutes per month of “traditional” TV. These kids also spent another 10 hours and 45 minutes watching timeshifted television. In regards to content viewed on a DVD or Blu-ray player, children watched about 9 hours and 18 minutes per month. Another report by Joan Ganz Cooney Center at Sesame Workshop put 8 to 10 year-olds as watching 1 hour and 24 minutes of TV per day. This information was according to the children’s parents.

With the introduction of streaming sites like Netflix, Hulu, YouTube, or Amazon, kids have more access to on-demand programming. While the adult counterparts have been accused of “binge viewing” TV and movie content, the term “déjà view” has become a moniker for younger audiences. This term describes the habits of repeatedly watching the same episode or movie many times. If you have kids, how many times have you seen Frozen?


Younger American audiences are watching TV. While researchers may argue the exact amounts, the fact remains that television consumption is still high with the younger audiences.

Thursday, July 24, 2014

New report shows how college kids spend income

While most post-college grads have some woeful story about being a poor, broke college kid, it may not be the case today. In a recent poll conducted by Shweiki Media and Study Breaks, it showed that nearly all college students spend money at a restaurant at least once a month.

eMarketer reported on the study’s findings and released information on other products/services college students spend their money on:

·        99% of those surveyed spend money at restaurants
·        87% spend on travel
·        76% spend on beauty
·        70% spend on bars
·        70% spend on fashion
·        60% spend on electronics
·        59% spend on live music
·        57% spend on media
·        38% spend on fitness (This refers to off-campus gyms.)


Unsurprisingly, the students’ parents were reported as the main source of income. This was the largest group of responders at 45%. In contrast, about 40% list primary income as the product of working, and another 15% rely heavily on student loans to succeed financially. 

Friday, July 18, 2014

Core radio listeners and digital media

Digital media has changed the landscape for advertisers over the last few years. While some media feared that digital meant the death of traditional forms, it really has not been substantiated. With the case of terrestrial radio, it’s allowed the medium to reach the core audience in more ways.

The Center for Media Research recently summarized the findings of a Jacobs Media study about core radio listeners. Some of the facts to note were:

The digital breakdown of a core radio listener
·        75% of those surveyed own a smartphone
·        51% have a tablet
·        55% stream audio at least once a week
·        67% watch online video content during the week
·        95% listen to traditional, broadcast radio per day
·        17% of broadcast radio listening occurs on digital platforms like computer or mobile streams, etc.

Another fact reported was that 30% of respondents favored radio stations that interacted with them. In fact, they would listen more. Interaction may include sharing online content through social media, the station’s website, email blasts, etc.

In addition, broadcast radio still holds the majority at 51% as the go-to source for new music. The report suggests that listeners feel that radio stations can be trusted.


The takeaway is that core radio listenership may dip at some point, but if the radio station can broaden its reach with the incorporation of digital media, the audience will continue to be loyal.

Thursday, July 10, 2014

Social Habits of 2014 High School Grads

Marketers are constantly tracking the demographics for social media in terms of the younger and upcoming generations. It is evident that social media can take many forms such as Facebook, Instagram, Twitter, Google+, Tumblr, etc., but Facebook continues to hold the lead in the realm of popularity. According to eMarketer, nearly nine in 10 of every 2014 US high school graduate have remained active on Facebook since graduating.

Research conducted by Niche shows that 87% of 2014 US high school graduates use Facebook, and 68% of the same demographic are active on Instagram. Forty-seven percent of Facebook users access their account multiple times a day, while a close 43% of Instagram users do the same.

Experts do mention a shift in terms of age of the high school generation. According to McAfee, 58% of social network users ages 13 to 15 use social media during school, compared to the 75% of users ages 16 to 18. As far as gender is concerned, the users are nearly equal, with 52% of males and 54% of females active on social media during school hours.


In terms of searching and browser history, two-thirds of 2014 US high school grads report closing or minimizing a window when a parent walked in the room, and 67% of these older teens clear their browser history.