Here are the items from the perpetually evolving advertising world that caught our eye this week…
The Chicago Cubs and Cleveland Indians, in Game 7 of the 2016 World Series, with a rain delay and extra innings, may have just played the most-watched baseball game of the 21st Century. Ratings were massive. As in …an estimated 38-42 million viewers. As in …a 25 rating. As in …Game 7 beat the NBA Finals. And I don’t need to tell you that the World Series, in terms of viewership, has beat the drum out of the NFL, bless its heart. There are lots of theories as to why NFL ratings are down double digits. Some say football is over-saturated with games Sunday, Monday and Thursday. Others point to lackluster match-ups this season; too many penalties slowing down the game; frustration with players taking a knee for the national anthem; frustration with players beating their spouses. What may be another cause of NFL ratings decline? The fact that viewers to traditional TV are disappearing, except those over 50. A writer for the Irish Times wrote about the mysterious swan dive in viewership saying, due to social media, “it has become possible to watch nothing and yet miss nothing.” Advertisers all over are saying thank goodness for The Cubs.
In the meantime, agencies and marketers are redefining what it means to advertise on “TV.” In one example, the TV station group Tegna is launching a demand-side platform focused on over-the-top ad inventory, aggregated from over 80 sources, including Roku, Sling, Xumo, TubiTV, NBC Sports, FX and Discovery. These video ad units 15 or 30 seconds long and run in pre-roll or mid-roll pods. What advertisers lose in scale of linear TV ratings, they gain in engagement, with forced completion rates of 96%. We like the fact that this is available to local and regional advertisers.
If you think about the challenge of advertising at scale (as evidenced by the above TV post) then you can understand the importance of creating a stellar customer experience in order to elicit positive word of mouth. In fact, according to a recent a Customer Impact Report, 86% of consumers say they will pay up to 25% more for a better brand experience. And brands certainly can access plenty of data to determine what that experience should be. At the same time, all that data allows customization of advertising; for example, a retargeting ad of that pair of shoes you almost bought on Amazon. But is that customization the right brand experience? Interesting perspective here advocating that advertisers leverage data to construct a quality brand experience at every touchpoint, rather than leveraging data to build a massive “spray and pray” ad platform. Her point: Technology is not a replacement for strategy. Considering the ease and speed of spray-and-pray measurement, versus a long-term strategic measurement, fighting to finance a quality consumer experience can be a tough sell.
If you’ve been experiencing mobile data shortages, you’re not alone. Internet usage on mobile devices exceeded desktop for the first time worldwide in October, according to StatCounter Global Stats. Google will release a search engine solely dedicated to mobile, and just in time since more Google searches are happening on mobile devices than other devices. Facebook’s revenue growth rate is slowing, but it had a revenue quarter exceeding analyst expectations, primarily due to mobile and video. Facebook eclipsed over 1 billion daily active users on mobile. If you’re not sure how your website rates on mobile devices, use this handy, free tool from Google. Remember, consumers are 5x more likely to leave a website that’s not easy to use on mobile and half of all visitors will ditch a page if it takes more than 3 seconds to load.
Speaking of Mobile Strategies
Waze, Uber, Lyft and Pokemon Go have all contributed to transforming how Americans think about leaving geo-location services activated on their mobile devices. That tracking lends to better targeting ability, facilitating everything from “need right now” ads to more robust consumer profiles, based on travels.