Tag Archives: media

Just 12 Hours A Day?

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From eMarketer: US ad spending was down in 2009 as marketers and consumers alike tightened their belts during the recession. And while Americans looked to save money and trim expenses, they also began to spend less time with media, causing a worse drop in ad spending, according to the Yankee Group. Online was the largest segment of media time in 2009, followed by TV and video, music and radio, and mobile phone usage. Average Time Spent With Media Overall, US consumers spent less than 12 hours a day with media on average. That was down from nearly 14 hours daily in 2008, a 17% decrease. Yankee Group speculated in its report that the recession may have left Americans too stressed to enjoy as much media consumption as the previous year. Activities decreased almost across the board, with reading, music and radio, and TV and video dropping most dramatically. The only increase in time spent was with mobile phones. Talk time on mobile was up 12%, while average daily mobile Web use rose 36% to 11 minutes. Texting was also up, by 55%, to take up 27 minutes a day in 2009. Change In Time Spent Per Day With Media Yankee Group’s picture of media consumption differs from others, including Nielsen’s “Three Screen Report.” For Q4 2009, Nielsen reported TV time was up and significantly higher than Internet usage. Nielsen relies on automated data collection, while Yankee Group polled US consumers. In addition, Yankee Group includes both personal and work Internet usage in its media consumption study, while Nielsen excludes work time. “Yankee Group believes the transparency in our consumer attention model provides a more accurate picture of consumer demand for media, while automated systems are more tuned to determining media supply,” said the report. “As connected devices flourish and multiply in consumers’ lives, we further believe this attention-driven model will rise in importance as consumers struggle with an increasing tyranny of too much media.” The idea of the average American spending twelve hours a day consuming and using media makes me think a media diet book will soon find an audience and market.

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Just 12 Hours A Day?

Quantifiable Social Media Results?

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From eMarketer: It’s no secret that online marketers care about measurability. Six in 10 respondents to Datran Media’s “4th Annual Marketing & Media Survey” said measuring and understanding their audience was a priority, and more than 87% said accurate online audience measurement was at least somewhat important for driving increased brand awareness, revenues or performance. Bringing hard metrics to the realm of social media remains a challenge, however, with marketers worldwide in disagreement over whether 2010 will be the year they see quantifiable results from their efforts. Just over one-half think they will, but nearly four in 10 are unsure. “For the few marketers who do attempt to apply quantitative measures to their social marketing efforts, the metrics they use are not terribly sophisticated,” noted eMarketer CEO and co-founder Geoff Ramsey in the eMarketer Insight Brief “Seven Guidelines for Achieving Social Media ROI.” “Most marketers today do not invest sufficient time, effort or money on social media measurement.” The leading metrics used to measure social success focus on increased site traffic, which can be an important barometer of consumer interest for a brand but on its own it cannot justify heavier investment in social media. Quantifiable Social Media Results This is why social media is nothing more than just another broadcast channel albeit a new and as yet unmeasured one. If I were in the social media business, I would be doing everything in my power to keep social media from being measured – that’s right keep it from being measured. Why? Because once its performance gets measured particularly against its online competitive advertising alternatives, social media’s value as a whole will plummet – at least to those who had invested money in it.

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Social Media Marketing Lifecycle Progress

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From eMarketer: In November 2009, MarketingSherpa surveyed US marketers about their stage in the social media life cycle; a plurality were still in the transition phase. But a substantial percentage had progressed to using social media strategically in their research, objectives and actions. That entailed having a formal process that was routinely performed for social campaigns. Paul Verna, eMarketer senior analyst, said in the report “ Five Reasons Why Marketers Need to Have a Social Media Strategy ” that marketers often neglect an integrated strategy because of the perception that social media is easy and cheap to do. But much of the real cost of social campaigns is in the people-hours spent fostering and maintaining social conversations. According to data from eROI nd eMarketing & eCommerce (eM+C) , US marketers spent 13% of their online marketing time on social media in 2009, the second-largest share of any tactic. Marketers who spent 13% of their online marketing time during 2009 on social media have surely already questioned the amount of time they plan to commit to social media in 2010.

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Hoover Institution Interview Of Rupert Murdoch

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In this video Peter Robinson of the Hoover Institution interviews Rupert Murdoch. Murdoch owns the controlling interest in News Corporation, which in turn owns media properties on five continents — properties that include some 170 newspapers, dozens of television stations, half a dozen television networks, a publishing company, and a movie studio. Murdoch discusses his media empire and the current state of the newspaper business, as well as other issues on Uncommon Knowledge. Murdoch’s best quote is at 9:13 into the video in response to Dan Rather’s plea for a government bailout of the press. Murdoch says – “I think you’re talking rubbish… we don’t want government money in that we want a free press.”

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Below The Line Spending On Social Media Marketing To Increase

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Below the line spending on Social Media Marketing continues to increase according to a recent CMO Survey from Duke University and the American Marketing Association. According to eMarketer: Marketers were already planning on upping spend in August 2009. They have continued to increase outlays since then, with respondents in February 2010 claiming they will devote nearly one-fifth of their marketing budgets to social media in the next five years. Social Media Marketing Budget Looking across sectors, business-to-business (B2B) spending is nearly in line with business-to-consumer (B2C), except in the lagging B2B products category. While B2C services were behind the game in August 2009, spending in that area has caught up and will remain in line with other outlays for the next several years. B2B product marketers will remain behind the curve over the next five years. B2B B2C Social Media Spending Notably, spending plans for every sector were higher in February 2010 than they had been just six months earlier. Growing B2B spending on social media lines up with the general goals of B2B marketers: customer relationship management and brand-building, which respondents claim will be the highest growth areas in the next year. Social marketing, with its strength in boosting brand engagement and loyalty, is an effective medium for both purposes. While many marketers plan to increase their below the line spending on social media marketing in the coming months and years, an inability to directly measure social media marketing’s performance and return on investment will ultimately keep many a marketers social media plans from reaching an above the line marketing expense.

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Below The Line Spending On Social Media Marketing To Increase