Hill Holliday and SecondScreen Networks set up a study to find out how they might sunchronize the head shifting that goes along with the ‘swarm of devices’ style of TV use that goes on these days, given the emergence of the second screen:
Ilya Vedrashko, Smartphones Distract People Away from…
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Reblogged from futuristgerd|23 notes |# Comments
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Dramatically more information, and limited processing capacity, means that anyone in the game of grabbing attention, and disruption is in a race to the bottom. The web is destroying disruption as an effective and efficient advertising mechanism. Disruption is a terrible user experience and is damaging to both the publisher and advertiser.
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TV advertising is up, but it’s a Ponzi scheme, like the increased revenue in movie theaters: in both cases, they are losing viewers but charging more.
David Carr via NYTimes.com
According to estimates reported by Reuters, in the coming week the big four broadcast networks and the CW will book some $9 billion in advertising revenue, with the big four up 2 to 4 percent from last year. And cable networks, which surpassed broadcasters for the first time last year in total advertising booked during the upfronts, are expecting a payday of more than $9.6 billion, an increase of 4 to 6 percent.
Part of what keeps legacy television in the game is that it is the last refuge of mass and reach. For retailers who want to flag a sale or an entertainment company with a weekend movie opening, a commercial on a broadcast network or a highly rated cable station can still hammer a message into a lot of noggins. In this targeted age, it’s breathtakingly inefficient — you pay to reach everyone, even the millions not in the desired age group — but making a big television buy is a kind of comfort food, easy and familiar.
Yet by losing audience, networks and cable stations have been able to force advertisers to buy more commercials to reach the number of viewers that they want.
“They have an interesting business model predicated on losing viewers,” observed Brad Adgate, the senior vice president for research at Horizon Media. “It can’t last forever.”
At some point, the laws of both gravity and economics will begin to pull down the upfronts, and with them, the fundamentals of the television business. Jeff Gaspin, who used to head entertainment at NBC, told Bill Carter that he and his son recently decided to catch up on a particular series and so assembled episodes from a variety of sources — iTunes, Netflix and the DVR. They saw all the past episodes in time to watch the final one live on AMC but found that commercials interrupted their experience.
So what show demonstrated to the former television executive that the old way of watching television was losing relevance?
“The Walking Dead.”
Reblogged from fastcompany|281 notes |# Comments
Frustrated advertisers to Facebook: Take our money -- please!
Reblogged from courtenaybird|17 notes |# Comments
With a reach approaching 15 percent of the world’s population, Facebook is a thriving media business. In the last quarter alone, it raked in more $1 billion in revenue, almost entirely from advertising.
But to hear some people at big ad agencies talk, it could be a whole lot more.
…The company has become a victim of its own success. It’s automating its process and using technology to increase efficiency. But that’s not the same as dealing with a human being; big advertisers are a needy bunch who want hand-holding. However, plenty say they can’t even find anyone at Facebook to take their calls — or their money.
“We know the reach is there. The problem is that Facebook isn’t willing to do anything different for the client that wants to spend $10,000 versus $10 million.”
Reblogged from courtenaybird|58 notes |# Comments
Stats: Facebook Made $9.51 in Ad Revenue Per User Last Year In The U.S. and Canada
Facebook COO Sheryl Sandberg “also added that advertising budgets are not moving online fast enough to match user behavior. Of the roughly $600 billion spent on advertising every year, only 11 percent of it is devoted toward online ads. Another $1.5 billion in advertising is spent on mobile devices.”
Reblogged from courtenaybird|27 notes |# Comments
Consumer Trust in Online, Social and Mobile Advertising Grows | Nielsen Wire
When it comes to traditional, paid media, while nearly half of consumers around the world say they trust television (47%), magazine (47%) and newspaper ads (46%), confidence declined by 24 percent, 20 percent and 25 percent, respectively, between 2009 and 2011.
Reblogged from stoweboyd|10 notes |# Comments