It’s no surprise that COVID-19 has sparked massive change, but how has it impacted advertising? With more people at home using technology for work, entertainment, schooling and more, the methods of reaching audiences have shifted. And advertisers have taken notice, modifying their approach to reach audiences at their new location – home – and through new platforms – digital devices.
As advertisers struggle to negotiate the ever-changing world of digital marketing, there’s one medium that remains strong, affordable and effective: radio.
Research proves that radio regularly reaches consumers within two hours of their largest purchase of the day. It’s hard to beat reaching your customer in transit while they’re on their way to go shopping.
You probably won’t get to the end of this blog. Studies show the human attention span is shrinking. The CEO of Microsoft, Satya Nadella, says that the true scarce commodity of the future is human attention. In an era of diminishing attention spans, 60-second and 30-second commercials have lost favor among advertisers. Video completion rates are falling, and heavy advertising loads have an impact on consumer viewing experiences.
“To succeed in your mission, you must have single-minded devotion to your goal.”
– A.P.J. Abdul Kalam
The new year is a good time to set goals. Roughly half of us make personal resolutions when the calendar changes and unfortunately, most of us don’t follow through. The number one reason for failure? We focus on too many goals.
What happens to your advertising plans when the surrounding community is devastated by a natural disaster? That’s the question Essential Federal Credit Union faced this year because of the 2016 floods in Louisiana.
As a credit union, Essential is a vital part of its community and when it was threatened, Essential sprung into action. The branding campaign Innovative Advertising had planned for the credit union was quickly revamped to focus on helping its customers through the rebuilding process.
Media buying used to be simple. Well, maybe not simple, but it was definitely more straightforward than it is today. You had fewer outlets to choose from — Print (newspaper and/or magazine), Radio, Billboard, and TV. You could compare each channel’s reach into your geographic market and amongst your ideal customers’ demographics with relative ease, and you could allocate your media buying budget accordingly.
If this season’s programming successes have taught us anything, it’s this: viewer options are increasing and preferences are changing, but audiences are still flocking to smash hits – both old and new.
This season has already surpassed the last in programming choices and hits. This may be due, in part, to the fact that broadcast networks are sticking with the genres and programs they’ve become known for: NBC-dramas, CBS-reliability, FOX-sports and one-hit programming like Empire.
This is Us, NBC’s newest family show, came with high expectations and big promises. And, it delivered. It makes you smile, laugh and cry, with well-developed characters and equally well thought-out storylines reminiscent of NBC’s fan-favorite, Parenthood.
Since its premiere, This is Us has boasted strong numbers, blowing even projected and anticipated viewership out of the water (with help from heavy promotion on traditional TV and digital, a sizeable ad budget and a strong lead-in from The Voice). Renewed only a week into the opening season, This is Us is firmly positioned as the season’s “must see” show and a clear example of what viewers are looking for.
As always, there are shows on the chopping block. However, networks seem to be turning to ordering fewer new episodes rather than cancelling them outright. Part of the reason — although traditional TV viewership is down 38% from 2011, streaming video services are growing at a rate of 9% year-over-year. 2016 marked the first year that streaming video services were in 50% of US television households. So, it makes sense for networks to see which shows perform better with online and on-demand viewers. This strategy buys them time to evaluate DVR and online numbers, resulting in a more informed cancellation or renewal decisions.
|Network||Full Season Pickups||Too Soon to Tell Or Decreased Episodes|
Kevin Can Wait
The Great Indoors
Man With a Plan
|NBC||This is Us||Timeless
The Good Place
Son of Zorn
NFL ratings are still outpacing all other shows, but have seen an unexpected decline this season. I believe (along with many others) there are a multitude of reasons:
All in all, the fall season numbers (as well as its fewer cancellations) have once again confirmed the power of quality television. In spite of increasing changes in how audiences are watching, they are continuing to tune into their favorites shows and will be for the foreseeable future. For more information on TV viewing trends and stats, click here.
Every year during the holiday season, consumers are inundated with advertisements from millions of companies vying for their attention and money. With so much competition, why do businesses even bother? Because, if you place the right type of ad, it pays off. Big Time! In 2015 , brands reaped 113% more return on ad spend, thanks in part to larger increases in average order values (AOV).
It’s no secret that streaming services like Netflix and Amazon Prime Instant Video have altered the way we watch our movies and TV shows. The rapid adoption of these services over the past few years has caused many media and advertising analysts to proclaim that traditional network and cable television is dead. No longer are people tuning in week after week to catch up on their favorite characters, or sitting through a half dozen commercial breaks per hour to find out what happens next.
Nope, not the Thanksgiving kind. Some TV networks are using a tactic known as ad stuffing to bolster ad revenues, with AMC pushing in an additional 10% of ad inventory into Q2.
Perhaps an effort to safeguard against shrinking viewership, the end result is just more and more ads for viewers, many of whom have grown accustomed to commercial-free environments like Netflix and Amazon Prime Video. On some level, increased ad loads will just drive people even further into the arms of streaming services, contributing to that same viewership decline.