February 27, 2015 MediaStruction

Media Trends To Watch This Week

Here are the items from the perpetually evolving advertising world that caught our eye this week….
A decade ago, nine in 10 houses had land lines, now half of American homes are cell-only. Pretty soon, land line households will be an anomaly, gone the way of cassette tapes and DVDs.
Here’s an interesting study about TV’s engagement, in the era of multi-screening. There are some questions around the methodology of this study, but one key insight is that television captures consumers’ attention half as long as other devices, like tablets and mobile. Co-viewing TV programs usually also involve a lap device. The Pavlovian allure of message alerts keeps us all tethered to our mobile devices.
New consumer preference theory via Mediastruction: Immediacy trumps quality.Take, for example, the lightning-adoption rate of dating app “Tinder.” Without having to set up a profile, with a few simple swipes, Tinder users can meet a match within minutes in their immediate vicinity. Here’s another example from recent TV news viewing research: news viewers are more interesting in what’s happening now, no matter where in the world it is happening, than what is happening in their city. This is why you see a Boston news station running a story about a near-miss train collision in Idaho. And then there’s the desire for same-day delivery service, currently being tested by several retailers. Read about Macy’s experiment.
Which brands received the biggest affinity lift from advertising in the Oscars? And which brands are most aligned with fans from which movies?
Considering 70% of mobile searchers call a business directly from search results, we highly recommend Google’s call feature for those marketers with in-bound telemarketing infrastructure. Read about a new, more efficient, pricing models here for the click-to-call feature.
Over the past few years digital budgets have come from cannibalizing print and radio. Now, with print and radio budgets too low to afford a digital investment increase, agencies and marketers are looking to grab TV dollars. Here is one perspective on TV’s economic future.

 

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