Global ad spending declines its growth

The global financial state does lend some insight in possible domestic economic trends; however, it is not the whole equation.

The recent headlines have once again put the global economy instability in the forefront. A “consensus” from Warc (World Advertising Research Center) explains what that means for advertising.

According to MediaPost, worldwide advertising spending has been increasing at a smaller rate than previously thought in April 2011. Instead of a growth rate of 5.1%, it is now estimated at 4.4%. Western Europe had the most notable decline; however, Russia, China, and Canada did see growth. Some reasoned the decline was a lack of confidence in these global economies.

While the report is based off of 13 major advertising markets, it is important to note that it did not include the United States, which is about half of all global ad spending.

Overall, Warc noticed that online is predicted to have the strongest growth with 14.6% in 2011 and 13.3% in 2012. Television also is predicted to show healthy growth.

The global financial state does lend some insight in possible domestic economic trends; however, it is not the whole equation. Even though the ad spending growth percentage is not high, it is still an increase, which is a sign of a healing economy, in comparison to a steady decline.

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 sizes up Tablets and E-Readers

When a new form of media comes to the market, it is valuable to study user habits and see how advertising can fit comfortably within its parameters.

In the last few years, the next big techie toys have been the tablet-style computer and e-reader. With the introduction of the devices, advertisers now have the challenge to adapt messaging to new audiences. Also, research studies have been conducted to figure out how to best reach these users.

According to MediaPost, GfK MRI’s Starch Advertising Research conducted a survey to see which electronic is more effective for magazine brand advertising. Results lean towards tablets as being more effective than e-readers.

In fact, 55% of tablet users who read magazines on the device stated that an ad was noticed. Only 41% of e-readers stated the same. Also noteworthy is that 21% of tablet readers went on to research an ad’s product/service after seeing it in a magazine. This is compared with only 15% for e-readers. Another outcome of the study showed that 22% of users from both devices were more likely to purchase the product/service after seeing an ad.

When a new form of media comes to the market, it is valuable to study user habits and see how advertising can fit comfortably within its parameters. Important to note, however, is that the study results may still be too early to be indicative of long-term trends. Therefore, staying current of studies will help advertisers navigate the media landscape.

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...

Gas Station TV expands its reach in Southern California

Advertisers always have the challenge of cutting through the clutter of the competition’s messages.

It has been around for a few years now, but Gas Station TV (GSTV) is widening its reach. The digital out-of-home video display network has added 19 new service locations in Southern California, namely Los Angeles and San Diego. According to MediaPost, these extra locations are estimated to add 4.5 million impressions per year.

Like other forms of advertising, GSTV is continuing to evolve its product to better serve advertisers. For example, content not only has news and entertainment segments, but it also has original content like “Your Neighborhood.” Recently, GSTV and ESPN teamed up to offer advertisers brand integration opportunities within the ESPN sports video content. Basically, the video will include calls to action for products available in the gas station convenience stores. Another development is “Echo Ads.” These are about :05 to :10 seconds in length, and they are shown a few minutes after the full :15 or :30 spot airs. This is to reinforce the product or service to the consumer.

Advertisers always have the challenge of cutting through the clutter of the competition’s messages. While GSTV is still growing, it is establishing a solid product for those who want to reach people in a more unique way than traditional advertising. It is the advertisers’ responsibility, however, to be aware of whom they want to target and if a new form of advertising is a good fit.

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...

Summer cable viewership on the rise for some and on the decline for others

Knowing how TV shows and networks are trending whether by daypart, demographics, or network can be really important when determining a cable buy.

As the summer progresses, cable networks are keeping track of viewer audiences. According to MediaPost, some of the historically successful networks are slipping while others are growing at a fast pace.

Based on the Nielsen Company’s prime-time viewership, the top networks for summer programming are History, AMC, Syfy, MTV and FX. History has grown 42% in viewership since May 26^th; growth derived mainly from the reality shows “American Pickers” and “Pawn Stars.” AMC grew 6%, Syfy increased by 4%, and FX grew 21% in viewership. MTV saw a 17% increase due to “Jersey Shore” and “Teen Mom.”

Over the summer, the following networks saw varying degrees of decline: USA Network at 4%, TNT with 6%, Discovery at 15%, ESPN at 16%, TBS with 21%, Bravo with 11%, Food Network with 8% and ABC Family at 7%.

How is this helpful for an advertiser? Knowing how TV shows and networks are trending whether by daypart, demographics, or network can be really important when determining a cable buy. Research information such as this is vital in insuring that media dollars are spent as efficiently as possible.

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...