We’re back to discussing TV this week because no other medium, yet, touches TV for its branding opportunity, as we’ve witnessed in advanced attribution modeling. And yet TV is evolving so quickly. This week, an IPG agency report was released saying 75% of consumers watching TV are skipping ads, mostly out of habit. Before you freak – 75% of people does not equate to a 75% skip rate. In other words, not all of those skippers, skip all the time. There is another silver lining, which is that viewers will stop skipping when the ad is relevant to them and they are “in market” for its offering. We might argue that even the process of skipping ads keeps viewers on the couch. Before technology made ad skipping simple, other temptations pulled viewers away from the set. There was the bathroom break, the laundry load change, the glass refill, the family conversation. So the question becomes: Has TV advertising efficiency really changed? An especially poignant question in the light of increased overall TV viewing and the “golden age” of TV content. There are tactical blocks to ad skipping – such as 6-second non-skippable ads. But nothing compares to good storytelling and high-value production. Thus we’re back to our TV key takeaway – TV advertising sells product. But marketers must be strategic how they leverage “TV.”
Mobile Video Growth
In the meantime mobile video is exploding. AOL published a study
that spanned seven global markets to delve into mobile video viewing. Couple key findings: 1) the shorter the video the better, which may be one reason Google is eliminating the 30-second unskippable ad 2) mobile is driving growth of live video, 360-degree viewing and virtual reality. All more reasons to define “TV strategy” as an integrated video plan.
Video Meme of Week
Snapchat’s Bet on Hardware
This week we’re thinking about spy glasses, in the spirit of how the 1960s James Bond would envision them. Recently released video-recording sunglasses come to you courtesy of Snapchat. They’re sort of alike a mini GoPro built into sunglass’ frames. Read this MediaPost articl
e on the lessons Snapchat learned from Google’s failed smart spectacles initiative. One hint: at $130/apiece, Snapchat’s smart glasses are cheaper than a pair of Oakley’s. You can see them in action on this YouTube review.
Verizon and Yahoo Wedding Bells
The engagement is back on again: This week Verizon and Yahoo issued a joint statement
that the two companies have renegotiated Verizon’s acquisition deal, albeit at a $350 million discount. The on-again, off-again, on-again deal just goes to show that the need to diversify past a matured cell phone business is more valuable to Verizon than the risk of data compromise. Verizon will now be better positioned to compete with Google and Facebook, even though the Wall Street Journal reports it has a way to go. Last year Yahoo and AOL combined controlled about 2% of digital ad revenue, compared to Google’s 32% and Facebook’s 13%. All this is good news for Yahoo, looking to earn $4.48 billion. And, by the way, Verizon also purchased a drone management software company
this week, further solidifying an internet domination blueprint on the ground and in the air.
Women Are Good Listeners
Don’t discount terrestrial radio just yet. One research study released this week says that 54% of women who listen to music at work listen to traditional radio stations. And nearly 75% of women who work full-time listen to music at work. More stats and a free webinar on the subject here.