marketing

"Pandora and Spotify" part of U.S. online ad market's 2017 surge past TV, predicts Mintel

Tuesday, August 28, 2012 - 9:35am

This year, online will overtake newspapers' share of the global ad market. And in the U.S., digital ad dollars could surpass television by 2017.

Medialife Magazine reports on a new report from market research firm Mintel, writing, "Online's sharp growth curve, combined with slight declines for television, will continue to be sparked by new innovations, such as mobile advertising and increased use of online video streamed directly to television sets. The growth of online radio services, including Pandora and Spotify, will also bolster online ad sales, coming at the expense of terrestrial radio. And the continued shift in consumption of information on digital devices rather than in print will prompt many advertisers to move their money out of newspapers and magazines and put it online."

Meanwhile, media agency Carat says online will overtake newspapers in the global ad market this year (they had earlier predicted it would happen next year). Digital will account for 15.3% of all spending in 2012, second only to television. Newspapers will account for 14.4%, says Carat.

Read more on these developments from Medialife Magazine here and here.

DMR shares insights culled from 5 years of digital marketing for major market radio at RAIN Summit

Friday, July 20, 2012 - 12:15pm

Today at our RAIN Summit Midwest event at The Conclave, strategic marketing firm DMR Interactive shares the results of its comprehensive analysis of radio clients' digital campaigns over the past 5 years. DMR synthesized results from digital marketing in markets like New York, Los Angeles, Atlanta, Dallas, and Miami -- totalling over $2.3 million worth of advertising and 1.2 billion impressions and half a million clicks.

First, DMR found that 80% of those that respond to digital ads are heavy radio users (listening at least one hour a day).

Another important finding -- and something that radio may find counter-intuitive -- concerns the use of station logos and slogans. One "well branded, major market CHR station" was using its station logo in display ads, as was getting poor results. After the station removed its logo for "images of listeners and core artists" in the ad, response more than doubled. Similarly, clients found "keyword search ads" performed better than display ads -- with the caveat that "station slogan or names of secondary on-air talent" did not make for effective search keywords.

Andrew Curran, DMR Interactive COO/Radio, said, "You can’t just set up a digital campaign and let it run. You need to constantly be managing and adjusting your efforts. The fact that we integrate digital marketing into a larger listener engagement strategy and are constantly monitoring and adjusting to optimize performance, helps drive such strong results for stations."

The third-annual RAIN Summit Midwest took place today at The Conclave Learning Conference in Minneapolis. 

CDS Mobile to connect national advertisers to local radio, TV, and newspaper mobile sites

Thursday, May 3, 2012 - 12:05pm

Cox Digital Solutions has launched CDS Mobile, a new division to allow national advertisers to buy ads on local media mobile sites and national "vertical content" sites.

"Advertisers would potentially have the option of getting discounted rates from a cross-platform buy," MediaPost writes. "Cox will also offer publishers a suite of ad-serving technologies and tools for mobile, as it now does for Web advertising."

Leif Welch, who'll lead the new division, estimates Cox Digital’s mobile audience at about 90 million unique monthly visitors.

Cox Media Group itself owns 86 radio stations in 20 U.S. markets, as well as newspapers, television stations, and a cable channel. Cox mobile sites alone attracted 912 million page views in 2011, and mobile now accounts for 15%-30% of all digital inventory (according to Leif Welch, who'll lead CDS Mobile). The Cox Digital network (which extends beyond Cox-owned media) consists of over 2,600 total local newspaper, TV, and radio websites.

Mobile web and content traffoc has generally grown much faster than publishers' ability to monetize that audience. MediaPost reports that unsold mobile inventory is estimated at 80% across the industry -- and that's after last year's estimated 149% growth (to $1.6 billion) in U.S. mobile ad spending in 2011.

Read MediaPost's coverage here. The Cox Digital Solutions press release is here.

Pandora hires Simon Fleming-Wood as first Chief Marketing Officer

Monday, October 17, 2011 - 11:10am

Simon Fleming-WoodPandora has named Simon Fleming-Wood as the company's first Chief Marketing Officer. Fleming-Wood previously served as the founding VP of Marketing at Pure Digital Technologies -- the makers of the iconic Flip Video brand. He later became VP of Marketing for the Cisco Consumer Products group after Cisco acquired Pure Digital Technologies.

You can read more from Pandora's press release here.

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