Here are the items from the perpetually evolving advertising world that caught our eye this week…
With Twitter’s ad revenue underwhelming, its CEO gone and its user base stagnant, should it consider changing its 140 character limit? The limit is a hold-over from its early text messaging model, but did that limit create a “happy accident?” Without needing to sound like a wordsmith, more people can participate and important news gets spread quickly. You know, stuff like the Arab Spring. And the future of TV content.
Media profit margins are squeezed, partly because of automation in how media is purchased and proliferation of media options, so consolidation is needed to maintain stock value. Media General, which last year bought LIN, now buys Meredith in multi-billion dollar deal. This will change ownership of quite a few local TV stations.
Social media is a powerful advertising tool due to its laser audience-targeting ability. It’s a powerful advertising tool due to its high engagement. It’s a powerful advertising tool due to its audience scale (e.g. Facebook) And yet… brands ignore 7 in 8 social messages. Because listening carefully and engaging one to one isn’t easy to scale nor is ROI easily proven. But would you ignore an email?
Ninety-one percent of women say advertisers don’t understand them, yet women account for more than 80% of household purchases. And it’s not simply because women are the household chief purchasing officers, serving as steward to husbands’ income. Today women are as responsible to household income contribution as men.