January 28, 2016 MediaStruction

Media Trends To Watch This Week

Here are the items from the perpetually evolving advertising world that caught our eye this week…

Network TV Comeback?
Despite everything you read and experience with TV disruption – think DVRs and Netflix, one of the industry’s leading prognosticators is seeing a return of marketers to traditional media.  The rationale is interesting. 
 
Test Driving Trends
For those of us who can remember a time before mobile phones, when movies were seen in a theater, it sometimes seems that cultural shifts move at an accelerated pace. This is an interesting article predicting societal changes, including test driving a home before purchase. Shifts I’d like to predict: presidential debates where no one is insulted; affordable organic foods; realistic homework loads on young students; street violence waged with nerf guns.
 
Instagram’s Big Move
Wow, if you think social media is only Facebook, Twitter and LinkedIn, check out the new kid on the block.  Instagram moves from 50 million to over 600 million ad impressions in only four months. Considering Facebook owns Instagram, and this week Facebook posted a profit topping $1 billion, looks like the upside to Facebook stock has yet to peak. 
 
Cinemedia Moves Into Spot Systems
We’ve been advising clients to think about “screen” and “audio” solutions, rather than “TV” and “radio” solutions. With IPTVs, smart phones and increased adoption of content across devices, what does “TV” mean anymore? Our agency has integrated media planning and buying into one role, media designer, because it’s really logy developing integrated media plans with multiple siloed teams. And media vendors are following suit. Pandora and iHeart, for example, have made it easier to integrate buying streaming radio with terrestrial radio by translating impressions to radio GRPs, and making the data available to broadcast-buying software systems. YuMe, a digital video aggregator, has done the same thing for TV. And now, National Cinemedia inventory on movie screens can be integrated into media-buying software for TV campaigns. 
 

The List:  Who’s Advertising In the Super Bowl
They say it’s a football game, but it’s really the Olympics of advertising. We’re getting psyched for the Super Bowl. Bud Light tapped hot comedians Seth Rogen and Amy Schumer. Who pays $5 million for a :30-second TV spot? Lots of brands, even e-retailers. Chief Operating Officer of digital lender Social Finance says an online-only campaign can’t match the audience scale or “impact of the moment.”  And we’re back to the first point: Everything old is new again.

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