At the end of each year, brands and agencies are working hard to prepare for Q1 of the next year. And, every year they are adjusting their marketing budgets based on trends in the industry. One major trend going into Q1 of 2018 is upping your digital spend and decreasing spend in traditional marketing areas. Brands are seeing that digital matters more than other efforts today. Let’s take a look at Evian and why they spent 80% of their marketing budget on digital in 2017.
Pandora, the Internet music streaming application, is launching an incentive-based ad program called Video Plus. Video Plus rewards viewers with song replays and the ability to skip tunes in exchange for their ad views. To put it simply, Video Plus ads are sponsored playbacks and skips.
We are very clearly in the middle of a digital boom. This is a turning point in advertising history, where all other marketing efforts are being questioned. Does TV even matter anymore? Do people look away from their phones long enough to notice that billboard? What even works? Well, two companies, in particular, are discussing little changes they are making to stay relevant in this digital boom.
Here’s a question for you.
If you wanted to know what TV channel will air Conor McGregor vs Floyd Mayweather, what would you do?
In an ideal world, you’d seek an answer from your peers. And if they fail to give one, you’d turn to Google. It’s a safe choice because Google knows everything. The search engine makes it incredibly easy to find the answer to almost any question you could think of. Just type what you’re interested in knowing into the search box and voila, you’re presented with a plethora of credible resources to seek information from.
But here’s something interesting: a significant number of people are bypassing the use of Google when it comes to finding the information they’re looking for.
Instead, they’re asking their phones to find results quickly.
If there is one thing I am certain, it is that we have all accidentally clicked on a post, an account or an ad on Facebook at some point in our lives. What is the first thing we do when this happens? Immediately hit the back button without even looking at the site we accidentally clicked to. Up until now, an advertiser would have been charged even though that click was not significant for them. Facebook is cracking down on these accidental clicks with new terms.
There has been much talk about what the future of TV will look like. Is TV going away? Well, Heineken seems to be taking its dollars away from TV and into top dogs, Facebook and Google. Their objective is to focus on reaching as many people as possible and they believe digital is the answer. It helps to look at what big name brands are doing to get a clearer picture of where things are headed.
Nielsen is the big dog of traditional TV behaviors and it is more important than ever to understand what people are watching and what they’re watching on. That is what Nielsen does, they measure more than 40% of the worlds viewing behavior in more than 100 countries. It is not hard to see that our television viewing habits are changing. With the rise of Netflix, Hulu, and YouTube fewer people are watching traditional TV. Nielsen needed to discover how to stay relevant since their commercial ratings make up the currency for ad buyers and sellers, and they did just that.
Facebook live is a relatively new feature. Social Media Today talks about how to use Facebook’s Live video features to engage with your audience. People are said to spend up to 3 times longer watching live video than other forms of video. Facebook live is generating a lot of engagement and here is a synopsis of how you too can engage with your followers this way.
With Snapchat’s newest update, there are a lot of cool new features, but can Snapchat keep up? The app added a backdrop feature, voice filters, games, and outbound links! Snapchat is really going all out to keep up with its competitors.
There has been a recent debate about whether social media markers can even relate to normal people. An Australian study titled AdNation 2017 has a lot to say about advertising agencies. Apparently, agencies are “out of touch with the general public”. The survey concluded that people are more likely to trust and get entertainment from a television commercial compared to social media. Let’s look at some other findings of those surveyed.