A Modern Romance: The Mutual Attraction Between Mobile & Video Media Spending

A Modern Romance: The Mutual Attraction Between Mobile & Video Media Spending

picPardon the Interruption

Your phone’s clock reads 8:53 a.m. What’s going on in the world? You browse your favorite news site to catch up. Scroll, scroll — Oops, you accidently tap an ad for a new streaming device — didn’t mean to do that. But, it’s funny and the product looks interesting, so you watch the entire video anyway. You bookmark the URL for reference later. This actually appears to be a product that would enhance your specific type of workflow. How convenient! But is it really a coincidence you saw this ad? Or, are there calculated marketing efforts being implemented in this digital rendezvous?

 

pic 2Choose from a Number of Potential Suitors

Wherever we go, our phones are within arm’s reach. It’s our resource for staying updated on current events, documenting our interests and keeping in touch with loved ones. As a result, it’s a common ground for how brands reach us — but oh, how the tables have turned. We’re no longer sitting ducks, force-fed advertisement. We decide whether to scroll past an advertisement or find out more today! With a firm grasp of this concept, entire divisions in digital marketing are exist, for the sole purpose of meticulously analyzing our web-browsing habits, spending patterns and interests in order to curate engaging content that converts our interest into sales. According to the IAB Internet Advertising Revenue Report conducted by Princewaterhouse Coopers, of the $59.6 billion spent on digital media in 2015, nearly 35 percent was poured into mobile advertising. This is a leap from 2014, which took 25 percent of $49.5 billion.

Interestingly, more than half of mobile spend is funneled into display ads. But what about them is so attractive? Their versatility. They can appear across multiple platforms for a single user, often seamlessly. That pair of shoes you had in your shopping cart while browsing your favorite online store? You might see the same advertisement pop up on the side of your Facebook page or as a banner across a blog you frequent.

 

The Media Equivalent of the Football Team Captainpic 3

So where does the role of video fall in mobile media spending? As
it turns out, spending for video and mobile go hand-in-hand. According to a poll from the Interactive Advertising Bureau to 360 in-house and agency marketers, about 63 percent plan to spend more on mobile video ads. Marketers spent $4.2 billion on video in 2015 alone, up 30 percent from last year. In fact, the US digital video advertising market is on track to double by 2019. Brands have caught onto this trend, with big names like Amazon and Target rolling out mobile video campaigns on Facebook, Instagram and YouTube. It’s engaging, interactive and fun — we are being fed information while being simultaneously entertained and forming a bond with brands — it’s a win-win.

What does this all mean? There’s a clear relationship between digital and mobile spending — as the former increases, so does the latter, showing no signs of slowing down. Video is also along for the ride, changing the way we interact with brands. As the courtship between video and mobile continues, it begs the question: will traditional advertising such as print stand a chance once the excitement has fizzled?

 

Images:

Pixabay.com

IAB.com

Emarketer.com

 

Sources:

IAB.com

Emarketer.com

 

 

Greatest Ad Growth Areas in Brazil

Broadcast TV Prevails

Broadcast TV continues to dominate the ad market in Brazil, according to Kantar Ibope
Media and Grupo de Mídia São Paulo’s March 2016 report.

Last year, broadcast TV made up 63% of the total ad spending, which is nearly seven times the rate of increase in spending on any other medium. Pay TV, lags far behind taking up only 9.2% of the total ad spending.

Year after year, broadcast TV has been the top category for ad spending in Brazil, and an August 2014 report from Ibope shows that the gap between broadcast TV and other forms of media is growing.

This means that broadcast TV ad spending is taking up more of the ad spending year by year, while the spending on other forms of media such as newspapers are declining.

Digital on the Rise

While broadcast TV remains the leader of ad spending in Brazil, digital ad spending is growing steadily.

brazil3eMarketer estimates that Brazil’s digital display ad spending will increase by 14.5% this year. Mobile ad spending in Brazil is estimated to increase 120% to $548.8 million, more than doubling its ad spending in that area.

By 2019, mobile ad spending is expected to reach $3.75 billion, representing 64.8% of all digital ad spending in Brazil. Currently, the primary sources of total digital investments in Brazil are search and classified advertisements.

What’s Next?

Multimedia, Inc. offers both broadcast TV and digital advertisement opportunities in 31 countries, including Brazil. With over 150 global media outlets to choose from, Multimedia helps to ensure exclusive access for your media placement.

 

For more information on how Multimedia, Inc. can assist you with advertising in Brazilian markets, contact us today.

 


Image Sources:
Emarketer.com
Emarketer.com
Content Sources:
Emarketer.com
Emarketer.com
Emarketer.com
Ibope
ComScore

Top Trends in Print Advertising

trends-print-advertisingHave you grown fearful of advertising in newspapers and magazines due to the rumors you’ve heard lately? Though it is widely understood that digital advertising is the future of the marketing world, print advertising has not taken its last breath. After all, 93% of all newspaper revenue still comes from print ads.

According to Forbes Magazine, the ability to combine both digital and print advertising to appeal to a younger audience is becoming extremely effective. Utilizing integrated marketing tactics is what will see print into the next decade and beyond.

Below, we will discuss top trends to look out for in both newspaper and magazine advertising:

Fall in the East, Rise in the West

Newspaper numbers have steadily dropped over the last five years in North America and Europe, with a combined 30.1% decrease in print circulation and a combined 51.3% decrease in print ad revenues. This mirrors most research of industry specialists who state that print is lacking in recent years.

Despite this, the West is doing particularly well across the board. In the Middle East, Africa and the Asia-Pacific Region, print circulation has steadily increased. Print circulation rose by 32.7% in the past five years in the Asia-Pacific region specifically, which is largely due to the increase in India’s advertising capabilities and distribution.

Other Asia-Pacific countries that continue to see growth include:

  • China
  • Indonesia
  • Pakistan
  • Philippines
  • Thailand
  • And more

Latin America has also experienced steady growth in both print circulation and ad revenue, with a growth of 3% and 27.7% consecutively over the past five years.

Newspaper Coupon Preferences

trends-print-advertising2While certain numbers may demonstrate the fall of newspapers in the United States, a study performed by CreditCards.com showed that 37.7% of female coupons users claimed newspapers as their primary source for discounts.

Adults between the ages of 18-34 rely heavily on coupons and discounts found within newspapers and their inserts. In fact, 18.9% of this demographic use newspapers regularly to find their coupons. This number jumps to 30.2% for 35-to-40-year-olds and to 53.2% for those 65 and older.

 

What’s Next?

While the numbers remain impressive for print advertising, marketing experts will agree that all directions point to digital and mobile soon surpassing print revenue and circulation. However, many newspapers and magazines can continue to generate revenue and interest in their product with an increased presence online and the development of mobile apps.

Multimedia, Inc. offers both print and digital advertising opportunities in 31 countries. With over 150 global media outlets to choose from, Multimedia helps to ensure exclusive access for your media placement.

For more information on how Multimedia, Inc. has helped with print and digital advertisements for a variety companies, contact us today.

Images:

Emarketer

Sources:

MarketingCharts.com

Wan-IFRA.org

Blog.Realmatch.com

Emarketer.com

Ad Spotlight: South Korea

South KoreaSouth Korea consists of more than quaint fishing villages. It’s Asia’s third largest economy and has a population of 48 million people. Those 48 million people are causing advertisers to spend a significant amount on advertising, specifically for mobile.

Studies predict that there will be a digital ad investment of over $2.94 billion in South Korea for 2016. That will equal 28.4% of all paid media spending globally.

Below, we will compare out-of-home (OOH) ad spending with mobile ad spending and discuss how they are each holding their own:

Out-of-Home Ad Spending

Media Spending in South KoreaDespite the brief slip in ad spending in 2015, South Korea has remained strong in transit advertising and is predicted to grow throughout 2016.

According to the Korea Broadcast Advertising Corporation, transit advertising is expected to increase by 3.1%, equaling an estimated $420.8 million in ad spend. Though the growth may be slow, it is expected to remain steady.

However, it is vital to keep in mind that digital ad spending, particularly mobile, is surpassing most OOH ad spending, as well as a variety of other mediums, throughout the world. South Korea is no exception.

Mobile Ad Spending

As predicted, mobile display ad spending is still on the rise. Researchad believes advertisers in South Korea will spend more on in-app ads than regular mobile display, with a predicted spend of $1.1 trillion on in-app mobile display.

Even more impressive is that eMarketer expects ad spending to rise even further, with a predicted 30% increase. Even though search ad spending is growing faster than display, that difference will disappear in years to come, with search ad spending in the lead. Ad spending growth is expected to remain in the double digits until 2019. 

What’s Next?

Multimedia is skilled at providing a wide variety of global advertising for newspapers, out-of-home advertisements and a variety of digital ads. We provide exclusive access to media placement for the biggest channels in over 150 global media outlets.

To learn more about how Multimedia, Inc. can help your company advertise in South Korean markets, contact us today.

Images:

Media Ad Spending in South Korea

South Korea

Sources:

Emarketer.com

Traditional and Digital Media – a Successful Partnership

Shifts in technology and its use in advertising have led to many discussions on the use of both traditional media and digital media—what is more dominant, should you only use one, how do they affect your ad budget, etc. Just last year digital media surpassed traditional media in both ad spending and consumption in the US and digital is set to continue its steady growth globally in 2014. Although the two types of advertising are frequently pitted against one another in competition for dollars this doesn’t have to be the case. Traditional and digital media can work together in partnership to best reach businesses and consumers in target markets.

traditional and digital media Is Digital the New Traditional Media?

Traditional media was once king of ad spending. It has so recently been dethroned in favor of digital, but does that mean digital is the “new traditional media”? Not quite. It may be the primary thought for many ad buyers, but traditional media is not dead. Matter of fact, digital is better used in tandem with traditional platforms. Newspapers, television, and magazines are the media consumers find most trustworthy due to their more thorough vetting process for ad placement. Whereas, digital media has a far wider span and is expanding steadily. If used together they can make for a successful pairing.

The Marriage of Digital + Print

One way these ad types work best together is through “digital + print” packages. Shifting away from advertising in more traditional mediums, like newspapers and magazines, means losing those readers. While print publications may be waning in the US, some of the BRIC countries (Brazil, Russia, India, and China) are actually seeing growing numbers. Adding a digital + print package is a way to expand viewership without overextending ad budgets. For example, Brazil’s largest media group O Globo hosts Rio de Janeiro’s most influential newspaper as well as the country’s top daily news website. O Globo even has an iPad app. Particularly with the upcoming World Cup, the reach benefit gained by spending ad dollars on a digital + print package is why the partnership of digital and traditional media shouldn’t be ignored during this time of digital growth.

With this approach you can see that digital media is not in a race to overthrow traditional media from the advertising throne. These media types aren’t fighting to the death; they are working together peacefully to enhance viewership and the company’s overall reach. Dividing your ad budget across both traditional and digital media makes a strong partnership for this growing space of advertising opportunities.