Thursday, November 20, 2014

Quick cheat sheet of digital media buzz words

There are a lot of new buzz words floating around the digital media landscape. Half the time I know what people are saying, “optimize”, and other times, not so much, “sticky.” Below is a little lingo tutorial to help decode what digital people are saying.

KPI:  Key Performance Indicator is a type of performance measurement. It evaluates the success of a particular activity in which it engages.

Native Advertising: Much like a print advertorial, this is an ad that is made to look like a part of the website. It may be a sponsor of a popular section of a website or an actual editorial piece on a designated page. These ads will be marked as advertising.

Optimization: This is a fancy way of saying that changes were made to a campaign to make it better. For example, changing up keywords, demographics, geographic targets, and/or creative.

Programmatic Advertising: This is a software program that is used to purchase digital advertising rather than working with vendors.

Stickiness: This is the amount of time spent on a website over a certain amount of time.

These are just a few of the many digital terms in use today. In general, buzz words tend to fall into the categories of Return on Investment measurement (success), the process in which ads are served (ad format), the method in which ads are purchased (vendors), and the manner in which ads are maintained (back-end reporting and managing).

If in doubt, use the word “optimize” as it tends to work in a lot of digital advertising conversations.

Friday, November 14, 2014

What consumers think of email marketing

One highly targetable method for advertisers to reach consumers is email marketing. The question, however, is how do consumers feel about receiving email blasts?

The Center for Media Research reported on a new research study titled, “Take Advantage of Positive Email Attitudes,” by Forrester Research. MarketingCharts helped to summarize the findings. Approximately 33,500 online users were polled.

Here are some highlights:
·        42% deleted most email advertising prior to reading (This was down from 59% in 2010 and 44% in 2012.)
·        39% felt that he/she received too many email promotions and offers
·        37% sought to unsubscribe from unsolicited email lists
·        29% wanted to know how advertisers got ahold of the email addresses
·        24% reported that email advertising was a good way to be informed of new products and promotions

What advertisers should take away from this study is to make your product as relevant as possible to your consumer. Buying a list of unsolicited addresses may not help perceptions and too many emails per week may tire your audience.

Friday, November 7, 2014

Youth tablet and mobile phone usage

Generally speaking, there are many devices that a consumer can utilize to access media. In the digital realm, there tends to be three major players: mobile phone, desktop/laptop computer, and tablet. New research dissects the user age demographics of mobile phones and tablets.

In the study, “The Mobile Device Path to Purchase: Parents & Children,” conducted by Communicus, there was a breakdown on media usage between the age groups preschoolers 2-5, kids 6-9, tweens 10-12, and teenagers 13-17. eMarketer reports the general findings:

Preschoolers 2-5:
·        37% of those surveyed use a mobile phone
·        71% use a tablet

Kids 6-9:
·        47% of those surveyed use a mobile phone
·        83% use a tablet

Tweens 10-12:
·        71% of those surveyed use a mobile phone
·        80% use a tablet

Teenagers 13-17:
·        94% of those surveyed use a mobile phone
·        65% use a tablet

Important to note is the shift between mobile phone and tablet usage and age. As kids grow into teenagers, tablet usage decreases while mobile phone increases. Kids between the ages of 6 and 9 tend to use the tablet the most.

Monday, November 3, 2014

Americans think certain topics get too much news coverage

The definition of news coverage varies depending on who you are asking. According to a new survey conducted by Harris Poll, some Americans think certain topics of news have been over exposed while others are lacking.

MediaPost reports that those polled felt that news had too much emphasis on entertainment, professional spectator sports, politics and superficial and sensational stories. In fact, about 76% stated celebrity gossip and scandals took up too much coverage in news reports.

In the same poll, people thought humanitarian issues, education, science, government corruption, health, global humanitarian issues, etc. received too little attention in the news.

Interesting to note is that Harris found that the audience had similar degrees of agreement to news coverage when looking at age generations. Meaning, people within the same age generation had similar attitudes towards certain news coverage. An example being that about 88% of older generations reported that celebrity gossip had too much coverage, 79% of baby boomers were in agreement, followed by 76% of Gen Xers, and 68% of millennials. 

Thursday, October 23, 2014

New research studies evaluate online offers and what consumers prefer

Retailers could find it beneficial to sales if special offers are given to consumers. However, the kind of offer is important to the customer which may translate to more revenue for advertisers.

eMarketer reported on two studies conducted in regards to which special offers online consumers prefer. A poll produced by Retention Science asked which the most effective online customer incentive was for retailers. Results showed that close to a third of responders liked percentage discounts like a 20% off coupon. Immediately following was free or discounted shipping at almost 22%. The third top offer was a certain amount discount like a $15 off coupon.

The second study, which was done by Flagship Research for BlueHornet, looked to see if the age demographic affects how customers react to an advertiser offer. It appears that research supports that younger adults 18-45 prefer discount offers over free shipping options. In contrast, older adults 46-75 enjoy free shipping over discount coupons.

What advertisers need to take away from these two studies is that the consumer finds value in a “good deal.” So, know your target audience. This will help optimize selling your product or service to your customer. 

Thursday, October 16, 2014

How Millennial Moms research and make purchases with digital devices

American consumers have a lot of choices on how to access the internet these days with desktops, mobile phones, and tablets. A new study focused on how Millennial Moms, women who are between the ages 18-34 and have at least one child, navigate their digital devices in regards to research and purchasing. For the study’s purposes, it focused on the four categories: retail, consumer electronics, consumer goods, and automotive.

MediaPost reports that the new study was conducted by Millennial Media and commissioned by the agency Ansible.

Details released include that roughly 30% of responders stated that smartphones were used in the “inspiration” and research phases of shopping. Twenty one percent used smartphones to make a purchase.

Looking at tablets, 25% used the device for research, and 18% used it for purchasing.

PCs seem to get the biggest research time when the consumer is looking for a high consideration purchase, like a car. A bigger screen and other available shopping tools give desktops the advantage.

It is suggested that advertisers focus on the context that each screen reaches the Millennial Mom. Meaning, if that consumer is using a certain device at home, at work, or in a store, it’s important to make the advertising messages relevant to each location and device.

Monday, September 29, 2014

What a media planner/buyer's "To Do" list looks like during 4th Quarter

As media buyers and planners enter 4th quarter, a few items pop-up on “To Do” lists:
·        Reconcile all outstanding credits, invoice issues, payment issues to make the accounting department happy.
·        Settle all makegoods, missed spots, and odd trafficking problems before the fiscal year ends.
·        Verify all reporting has been done, checked and verified. Any anomalies need to be addressed ASAP.
·        Compare the planning budgets from last year to what actually ran this year. Use this as a starting off point to planning budgets for next year.
·        Reach out to the client to see how this year has been performing.
o   Discuss high and low points of the year.
o   Look for correlation between media and high and low points to discern how best to adjust the plan for next year.
o   Investigate any new opportunities that may work for future campaigns.
o   Evaluate current media partners and determine if it still beneficial to include them into the pending media plan.
·        Get back to the cubicle ASAP and start constructing budget options for the client and sending out RFPs to vendors.
·        Get RFPs back and convert into an agency approved proposal and send to the client.
·        Wait.
·        Wait.
·        Revise the proposal per client recommendations.
·        Wait.
·        Approval- MUST BOOK AND BILL EVERYTHING ASAP. Be sure to tell accounting staff that they are Rock Stars. They are and should be reminded of that from time to time.
·        Send out orders and confirm.
·        Update all flowcharts accordingly.
·        Check billing and approve it to be sent out.
·        Set up reminders to remind client for creative.
·        Send out traffic and ads. Confirm.
·        Set up reminders to get online summary reports, makegood requests, pull posts, etc. Pray your hard drive doesn’t crash because your brain can’t hold anymore reminder dates.
·        Cross of everything on your “To Do” list.
·        Get a call from the client and/or vendor.
·        Revisions needed.
·        Set up a new “To Do” list.

While this is not the full and thorough list, it covers the basics of a buyer/planner’s job during this time of the year.

Some people may read this and think, “Who cares?” First of all, thanks for reading up to this point. Secondly, most may not care, and that’s ok. Really, this is to provide a little insight in a buyer/planner’s internal monologue during this time of year. Believe it or not, we love this timeframe because it’s a chance to dig in and start a new campaign. Bring it on 4th quarter!