Millennials say they are spending more time with video and social, but they are not necessarily cutting back their time with other media. But according to a recent study, younger internet users, those ages 13 to 17, are shifting away from text-based online content—and a bit from TV—while spending more time with video and social. Change* in Usage of Select Media According to US Teen vs. Millennial Internet Users, March 2017 (% of respondents) The data comes from a March 2017 survey by streaming solutions and content provider Fullscreen and market research agency Leflein Associates, which polled 1,173 US internet users ages 13 to 34. Both the younger and older groups were considerably more likely to say they were spending more time streaming full-length TV shows and movies, and similar percentages said they were spending more time with short online video. More at eMarketer.
Publicado por Redacción en Inversión Publicitaria el 19-06-2017.
La inversión publicitaria mundial crecerá un 4,2% a 559.000 mil millones de dólares en 2017, según el nuevo Advertising Expenditure Forecast, Estudio de Inversión Publicitaria de Zenith, publicado hoy. Esta cifra es inferior al crecimiento de 2016. Sin embargo, el 2016 fue un "año cuatrienal", que se benefició de un aumento de la inversión, como consecuencia de las elecciones estadounidenses, los Juegos Olímpicos de verano en Río y la Eurocopa de fútbol, lo que hace que las comparaciones anuales sean más difíciles en 2017. Los eventos agregaron cerca de 6.000 mil millones de dólares al total mundial en 2016. Después de netear esta inversión, el crecimiento subyacente se aumentará de un 3,6% en 2016 a un 5,4% en 2017. Este crecimiento procede de la aceleración en América Latina y Europa Central y del Este, y de la fuerte expansión en Asia Pacífico. Más en PuroMarketing.
When Facebook Inc. wants to try something new, one of its first calls is to CNN. It was a key partner when Facebook introduced its news-reading app, Paper, in 2014. When the social network shuttered Paper soon after, transmogrifying it into a series of fast-loading News Feed stories called Instant Articles, CNN remained on board. And last year, when Facebook began focusing on hosting live video, CNN was one of the few parties to which it paid a nominal fee to produce clips of, say, election results being projected on the Empire State Building. But strain is showing in the relationship. Facebook’s latest pitch to publishers such as CNN is for them to provide a regular stream of TV-quality, edited, original videos that will give Mark Zuckerberg’s company a chance to compete with YouTube to siphon some of the $70 billion pouring into TV ads each year. In exchange, the publishers can share some of the revenue for ads that roll in the middle of the videos. Facebook will control all the ad sales. More at Bloomberg BusinessWeek
By Kevin Jennison, chief technology officer at Gladly. A well-targeted online ad can be a delightful moment – that instant you find the exact gift or concert you were looking for. Sadly, these moments are rare. Despite a decade of innovation, ad tech still fails to consistently deliver delightfully targeted ads. Worse, it seems impossible to fix: Too many companies are sucking up data and spitting out ads to imagine it could ever be a coherent and pleasant user experience. But we must try. There are several approaches the industry could take. User Control And Shared Preferences One approach is to let users tell advertisers what they want, but this requires users to trust in whomever is managing their data and notice improvements in the ads they see. Notable attempts include Facebook’s ad preferences, InMobi’s Miip and Rubicon Project’s Project Awesome, though the idea is far from proven. More at AdExchanger
El big data se ha convertido en una cuestión de moda y los profesionales especialistas en una de esas cuestiones muy buscadas y deseadas por las compañías. Los datos son el petróleo del siglo XXI. La afirmación es una de esas cuestiones un tanto ubicuas que se han convertido en una suerte de frase hecha de los últimos tiempos, una de esas cuestiones que se dan un poco por hecho en el mundo de los negocios. La información es un elemento muy importante, un valor destacado y crucial a la hora de establecer qué triunfa y qué no, ya que permite descubrir cómo son realmente los consumidores, posibilita crear estrategias mucho más acertadas o ayuda a detectar errores antes de que estos tengan un impacto final y brutal sobre las líneas de negocio. En el terreno del marketing, los datos se han convertido también en un elemento deseado, en una de esas cuestiones muy queridas y amadas por los directivos, uno de esos elementos favoritos. Más en Puro Marketing