Adobe Digital Insights has put together a beautiful infographic (would we expect anything different?) on the State of the Digital Union – focused on digital advertising and associated consumer expectations. Perhaps my favorite thing about this infographic is that they really took mounds of data and paired it down to a select number of observations and conclusions: Ad Costs are Rising – as more mainstream advertisers turn to digital, the demand for ad space and associated costs are increasing. . Mobile display cost-per-thousand impressions (CPM) has risen 12%, and video advertisements have risen 13%. While
eMarketer predicted the average advertising spending budget breakdown is 88% TV, 7% digital video and 5% for mobile video. With second screen and mobile video viewing rising so rapidly, TubeMogul has found that enabling a cross-channel strategy can increase awareness and reduce overall advertising costs per viewer. In fact, in a Hotels.com Case Study, TubeMogul found that message recall was 190% greater for those who saw the ad on TV only and was 209% greater for online only compared to those who did not see an ad at all. The strongest recall, however, was for
Personally, I think we’ll have television around for my lifetime and then some. Unlike this infographic, I don’t believe that television is dead… I just think it’s going through a transformation. With hundreds of channels, the advent of Tivo and high bandwidth, what hurt television was the impact to commercials… not really YouTube. And the infographic below talks about Google’s share price, but neglects to show that YouTube doesn’t make any money, either! What is catching up, of course, is the ability for businesses to develop low cost video advertising. Television commercials could cost upwards
Marketers love and hate sweepstakes and contests. While effective tools to build brand awareness and generate prospect lists, they tedious, time consuming, and challenging to administer.
When I was down in Houston, one of the speakers noted how a company will spend more money on their lobby than they will on their online presence. No one asks a couch manufacturer what the return on investment is on a nice leather sofa for the lobby – but everyone cuts and chisels away at the cost of a new website. Too many companies ignore the strategy altogether – too busy with their current strategies to worry about an online marketing strategy. Your website will get more visitors than your lobby with a great