Research, Studies and Forecasts:
Declining Viewership and Online Fraud Create Tough Environment for Brand Marketers
Brand marketers are coming under increased pressure to find new ways to reach mass audiences, as traditional marketing channels, that include print and television continue to see declining audience numbers. According to Accenture, viewership for long-form video content, such as movies and television on traditional television screens has declined by 11% in the United States, and sports viewership has declined by more than 9%. Television was the only media category to see double-digit usage declines among viewers of nearly all ages compared with other media. It is rapidly being replaced as consumers turn to a combination of laptops, desktops, tablets and smartphones to view video content.
More than a quarter of Internet users in the U.S. will use an ad blocker in 2016, according to an article in The Wall Street Journal, making it significantly more difficult for advertisers to reach consumers. The article highlighted a newly released study by eMarketer, which projected the number of U.S. consumers using ad-blocking software to climb by 34% from 51.9 million in 2015, to almost 70 million in 2016, representing about 26% of U.S. internet users. In 2017, eMarketer forecasts nearly 87 million Americans, or 32% of all U.S. internet users, will block online ads. While the online publishing and ad industry see ad-blocking as a problem, consumers see it as a solution.
Transparency and viewability continues to be an problem for the entire advertising ecosystem, creating trust issues between agencies and advertisers. According to AdAge, Kraft is rejecting nearly 85% of all ad impressions because the impressions were found to be fraudulent, unsafe, non-viewable, or originating from unknown sources.
On the flip side, brands are increasingly shifting ad budgets to digital out-of-home as marketers now recognizing that DOOH media reaches a real audience that’s truly worth targeting. And DOOH media does not have any of the fraud and visibility issues that continue to plague online media. According to eMarketer, advertisers in the United States spent $2.96 billion on digital out-of-home advertising in 2015. Digital represented more than 40% of total out-of-home ad spending, up from 38% in 2014. By 2018, DOOH media is projected to capture 53% of total OOH ad spending in the United States, or $4.08 billion.
The Latest Market Research, Studies and Forecasts:
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media