Tag Archives: Advertising and Marketing

May 9, 2016 · 10:26 am

The End Is Nigh?

Walk around any big city and inevitably you’ll come across some person wearing or carrying a sign proclaiming that the end is nigh.  They’re warning about an impending apocalypse.  While they’re generally seen as a little odd (a polite way of saying nuts), I suppose at some point they’re going to be right.  Hopefully, that time isn’t close.

With that preface, and with the recognition that my timing might be off, I think we’re seeing signs that the end is nigh for the TV industry in which I grew up as a businessperson.  If you’ve been paying any attention to the media landscape over the last decade, you’ve seen some changes in what I’ll call Big TV (cable and broadcast).  To a certain extent, TV has adapted and their basic revenue model hasn’t changed a whole lot.  Sure, broadcast TV has done a good job of mirroring the cable model of dual revenue streams by gaining carriage fees, but the ad model – dollars for eyeballs – is pretty much the same as when I sold, even though the demographics are a bit more precise as the industry adopts additional data sources.

So why is the end nigh?  Let me offer a quote from YouTube’s CEO as presented at their “newfront” and quoted by Cynopsis:

 

To make her case, CEO Susan Wojcicki rattled off a startling statistic: “YouTube now reaches more 18–49-year-olds than any network ­ broadcast or cable,” she said. “In fact, we reach more 18–49-year-olds during primetime than the top 10 TV shows combined.” Her assertion is backed up by a Nielsen study of US viewers that Google commissioned. Wojcicki also confirmed news that broke earlier in the week: Between 2016 and 2017, Magna Global,Interpublic’s ad-buying unit, has committed to spending at least $250 million on YouTube instead of TV.

It’s a truism in media that dollars follow eyeballs (eventually).  Other than live sports and breaking news, those eyeballs have been departing the BigTV guys for a while, at least in the traditional form via the traditional channels (we program, you watch when we offer a show). While the digital dollars have been increasing (and will pass TV spending this year), very few marketers admit to cutting TV for digital.  Magna has because according to them, 18- to 49-year-olds watch an average 26 hours of linear TV per week, down from 32 hours in 2009.  Dollars follow eyeballs. As Adweek reported:

Magna Global’s $250 million investment in YouTube advertising will come straight from its TV budget. The $250 million investment is four to five times Magna Global’s typical YouTube budget. As a result, the firm will spend less on traditional marketing overall this year as TV ratings dip.

So you tell me – is the end really nigh for Big TV or am I just another nut carrying a sign around?

Leave a comment

Filed under Consulting, digital media

Tagged as , , , , , ,

April 20, 2016 · 11:03 am

Bad Code And Bad Business Thinking

The digital world continues to be abuzz about ad blocking. Many in the digital ad space have expressed everything from frustration to outrage, calling those who use blockers everything from misguided to thieves. They don’t, however, seem to acknowledge the root of the problem: bad code and bad business thinking. Now that mobile ad blocking is on the rise, they are turning up the rhetoric but let’s take a quick look at the problem.

It comes as no shock to anyone who has a mobile device that there are no unlimited data plans anymore. Every byte is counted against a cap, and in a world where images and videos are becoming the currency, those bytes add up pretty quickly. In essence, every screen, whether on a computer or a mobile device has a cost to the user, so it’s in the user’s best interest to be as efficient as possible when loading those pages or screens. More data also means shorter battery life since the device has to work to load and render. With me so far?

Now let’s revisit an analysis done by The NY Times last October. They spent a few days on some prominent sites measuring how much the ad blockers cut down on web page data sizes and improved loading times, and also how much they increased a smartphone’s battery life. The results?

The benefits of ad blockers stood out the most when loading theBoston.com website. With ads, that home page on average measured 19.4 megabytes; with ads removed using Crystal or Purify, it measured four megabytes, and with 1Blocker, it measured 4.5 megabytes. On a 4G network, this translated to the page taking 39 seconds to load with ads and eight seconds to load without ads.

In another example, the home page of The Los Angeles Times measured 5.7 megabytes with ads. After shedding ads, that dropped to 1.6 megabytes with Crystal and 1.9 megabytes with Purify and 1Blocker. On a 4G network, the page took 11 seconds to load with ads and four seconds to load without ads.

I’d encourage you to look at the interactive graphic associated with the article. The cost to the consumer can be anywhere from 2x to 4x when not using a blocker of some sort, and load times are much less when using one as the examples, above, show.

I get the problems these blockers cause, but maybe the bad code and bad business thinking that forces the bad code (lots of external calls for ad serving, user tracking, etc.) need rethinking instead of a lot of whining? What do you think?

Leave a comment

Filed under Consulting, digital media, Huh?

Tagged as , , , ,

April 13, 2016 · 9:10 am

2, Not 250

I was listening to one of the many podcasts to which I subscribe yesterday. The speaker was rambling on about the subject of content generation and he said something that made me rewind the podcast so I could be sure I heard him correctly. He was opining that the only reason that companies are spending money on content creation today is to generate data.

His statement made some sense. After all, brands today don’t think of themselves as sponsors of other people’s content. They’ve been sold on the idea that they need to have their own content creation hubs which can populate multiple channels such as Facebook, Snapchat, and Twitter. I encourage that in some ways with my clients since who knows the brand better than the brands themselves?  Who better to speak in the brand’s voice? Who ought to know the customer and the customer’s interests and to reflect those perspectives in their content? But in retrospect, I couldn’t disagree more and here is why.

I might be way naive about this, but I think audiences want to be educated and entertained. I don’t think they want to be tricked into being tracked and giving us data. I think when they are offered a list, that list ought not to be on 25 pages so as to squeeze out every last page view and ad exposure. I think they want to feel emotions – awe, wonder, joy, excitement, rage – and not just kill time. When I read articles about how I can create titles (People love lists! People love “epic”!) to lure people to my blog, I get sad.  I understand that many people are intellectually lazy.  I get that there is a reason for the use of TL;DR as a standard retort on the web but maybe that’s a commentary of what passes for most content these days rather than on the specific content.  People have become overwhelmed by crap and they’re weaning themselves off that crapacious diet by minimizing consumption.

I don’t think greatness is anything is measured by the volume of consumption or traffic numbers.  Thre are still fewer iPhones in the world than Android.  There are still fewer meals served at Per Se than at McDonald’s.  If we all do our best not to post 250 times a day but to post 2 great, enlightening things – however long that enlightenment takes – maybe we can stop the downward spiral of attention spans and intellectual curiosity.  If “stupid is as stupid does”, how about we upgrade what we do?

 

Leave a comment

Filed under Helpful Hints, Huh?

Tagged as , , , ,