Changing Media Landscape
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The document discusses how consumer media consumption habits are changing with the rise of digital and mobile media. It notes that media use has fragmented across traditional, online, mobile, and social platforms. Consumers are now using more sources of information and 50% of social activity takes place on mobile devices. It provides statistics on smartphone usage, how word spreads on social media, and spending on different types of advertising. The presentation aims to help businesses understand these changing trends and how to effectively reach audiences through the right mix of digital and traditional media. An expert panel will further discuss key takeaways.
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Changing Media Landscape
- 1. The Changing Landscape and Digital Media May 2, 2013 Join the conversation. #SuperMediaJoin the conversation. #SuperMedia
- 2. What You'll Hear Tonight
- 3. Traditional Online Mobile Print, TV, Radio Websites, Social Media Websites, Apps Consumer Behavior is Changing Join the conversation. #SuperMediaJoin the conversation. #SuperMedia
- 4. 4 Media Use Has Fragmented Past Present
- 5. 5 Consumers Are Using More Sources Kelsey: User View 1st Qtr 2010 *Number not yet released. *
- 6. eMarketer 2012 Billion Spent on Advertising $165.4 Billion Spent on Digital Advertising $37.3 Billion Spent on Mobile Advertising $4.3 National Media Spending
- 7. John Wanamaker 1838-1922 “Half the money I spend on advertising is wasted. Trouble is, I don’t know which half."
- 8. Call to Action Join the conversation. #SuperMediaJoin the conversation. #SuperMedia
- 9. You’ve Got to Be There Fix two leaks for the price of one! Buy one will get the next one half off! No call to action… If you’re not listed, you’re not going to be found. If you’re not listed, you’re not going to be found.
- 10. 10 What Would John Say Today? “Half the money I spend on advertising is wasted. Trouble is, I don’t know which half, because I can’t find my tracking reports." * One Click. Right?
- 11. Mobile and Social Are Growing 11 social activity is taking place on mobile. eMarketer 2012; Google. 50% Join the conversation. #SuperMediaJoin the conversation. #SuperMedia
- 12. Smartphone Usage 12 Google. 94% 70% 66% visited the business in person called the business after that search of those that own a smartphone search for local information on their phone
- 13. Word Spreads on Social Media 13 Rejected due to bad reviews and negative recommendations Vertical Study 10% 19% Selected based on good reviews or recommendations
- 14. $$$$ As a Comparison 14 Vertical Study Rejected based on a high price <1% 14% Selected based a low price Join the conversation. #SuperMediaJoin the conversation. #SuperMedia
- 15. 15 Join the conversation. #SuperMediaJoin the conversation. #SuperMedia
- 17. DFW Consumers Turn to Digital Sources 17 Consumers in DFW are 3 ½ times more likely to use mobile ads Consumers in DFW are 3 ½ times more likely to use mobile ads DFW Above AverageDFW Below Average
- 18. How do you know what the right mix is? 18 Join the conversation. #SuperMediaJoin the conversation. #SuperMedia
- 19. Reaching a Younger or Older Audience 19 Mobile Website Social Online Display Daily Deals Search Printed YP Printed YP Newspaper Digital, but not Mobile 71% 18% 10%
- 20. These people are behind the growth 20 eMarketer 2012; Vertical Studies 19% Selected based on good reviews or recommendations
- 21. Where Will These People Go for Information? 28% of the population in the Metroplex is under 18.
- 22. Own a Home Versus Rent 22 Search Email Review Websites Printed YP Mobile websites Mobile Apps Online Display 70% 58%
- 23. Male Versus Female 23 Mobile Ads Daily Deals Coupons Direct Mail Mobile Website Online Video Printed YP
- 24. Why Everyone Needs a Website? 24 94% 59% 63% Join the conversation. #SuperMediaJoin the conversation. #SuperMedia
- 25. Who Needs a Mobile Website? 25 26% 5% 27%
- 26. And Don't Forget
- 27. Key Takeaways
- 28. Expert Panel Ben Wood Director of Channel Sales Americas Join the conversation. #SuperMediaJoin the conversation. #SuperMedia Matt Baker Manager, Small Business Partnerships Howard Lerman CEO and Co-Founder Chris Folmar Director, Mobile Development
Editor's Notes
- We’re going to talk about three main topics tonight.
- Over the last decade and half we’ve seen a movement away from traditional media toward digital media, primarily through a desktop or laptop computer. Now we’re seeing movement again, this time the move is to mobile.
- This used to be easy. But media has exploded and made decisions much more difficult. You can get lost in all the choices and the technology is changing so fast, unless digital media is your hobby, you’re not going to keep up. To add to the complexity, you can’t be everywhere, that would be too expensive. But if you’re only in one place that’s probably not enough. So you need the right mix.
- From the consumer’s point of view the choices have increased too. Not only do they have many new apps and websites, they also have many different devices they can use to find the information. We’ve seen the number of sources consumers access increase from 5.6 in 2007 to 9 in 2012.
- Just to give you some perspective, the national media market is 165 billion dollars, 37 billion of that is digital and 4 is mobile.
- There’s an old saying by John Wanamaker. “Half the money I spend on advertising is wasted. Trouble is, I don’t know which half.” Probably what he meant was he paid money for advertising and he didn’t see customers walk in the door imediately.
- There is a type of advertising called ‘Call to Action’. That means you’re sending your consumers a message and you expect them to react in some way. A message like, “We’re having a sale.” “Come in and see our new products.” That type of advertising you can ‘see’ working. You place an ad and people come through the door. The ad worked.
- But for a lot of you a sale won’t work. For example, last week I came home and heard the water running upstairs. “ALAN the water won’t shut off!” I thought to myself, This doesn’t look too difficult, so off to Home Depot I went. I get home and open the box. Read the instructions. The next day I called a plumber. So there was no call action. A two for one sale on leak repair probably does not make sense. You just have to be ready. You just have to be out there when they need you. One area that most of you probably have not considered is your listings. There are several websites that will allow you to list your business for no charge. The more of those sites you’re on the better your chances of being found.
- What would John say today? I modified his statement to say, “Half the money I spend on advertising is wasted. Trouble is I don’t know which half because I can’t find my tracking reports.” A couple of things have changed since John was in business. 1) The number of media sources has increased dramatically. 2) The ability to track advertising effectiveness has advanced greatly. But tracking doesn’t tell the whole story. What if someone heard your radio ad, saw your commercial on TV, picked up a newspaper and read your ad. All that drove them to your website where they’re one click was measured. That was one click. Right? In the end John is still right. You’re not going to be able to tell exactly where your customers are coming from.
- Mobile and Social are both growing and will continue to become an even great part of the consumers search tool kit. At the moment more dollars are spent advertising on social, but that’s expected to reverse in 2016. One interesting fact is half of all social activities are preformed on a mobile device.
- Looking at age you can see very dramatic differences between young people and older people. If your target is older people, you’re campaign is going to be very different than if you target younger people. If you’re targeting both, you need a very broad and diverse advertising program. The Mobile Playbook.
- Mobile and Social are both growing and will continue to become an even great part of the consumers search tool kit. At the moment more dollars are spent advertising on social, but that’s expected to reverse in 2016. One interesting fact is half of all social activities are preformed on a mobile device.
- Mobile and Social are both growing and will continue to become an even great part of the consumers search tool kit. At the moment more dollars are spent advertising on social, but that’s expected to reverse in 2016. One interesting fact is half of all social activities are preformed on a mobile device.
- AIM, which stands for Active Intermedia Measurment is a study done quarterly among consumers to understand how the get information about the products and services they buy. The study is conducted by a third party research vendor. We conduct 7,200 interviews a year all over the US. The study includes 157 business categories and 19 media types.
- This is an index and an index basically tells you how one thing relates to another, in this case, how DFW relates to a national view. The closer to 100 the more the two mirror one another. You’ll see down at the bottom the blue bars are to the right of the black line. This indicates that consumers in DFW use these media more often. At the top the blue bars are to the left of the black line. That means consumers in DFW use these media less than the average consumer nationally. There are three mobile categories in AIM and in DFW we use all three more than the rest of the nation. In fact we used mobile ads 3 ½ times more than the rest of the nation. That said, each of the mobile categories is small, currently none of them are used by more than 10% of consumers. This is the national view and the local DFW view. The overall pattern is the same, which is what I would expect. The differences are mainly around company websites, coupons, direct mail, Internet search and email. In the Metroplex consumers are less likely to use each of these media, except Internet search. They are more likely than average to go to the Internet and search.
- We can tell you what media does well, but what’s right for your business? How do you know what the right mix is?
- Looking at age you can see very dramatic differences between young people and older people. If your target is young people, under 34 years old, you have to be on mobile. 71% said they searched for businesses using a mobile website. If your target is older people, you’re campaign is going to be very different. Only 10% of adults over 65 said they searched using a mobile website. For older consumers you still need traditional sources of information, newspapers and the phone book. If your target is middle age you need a broad digital base with some mobile and some traditional media.
- I want to bring back a slide from before. This is the growth of mobile and social and these younger adults are behind this growth. But not just them. What about these people?
- They will most likely look to mobile and social, but who knows what the future holds.
- 70% of homeowners use search to find businesses like yours. And 58% of renters use mobile websites. In both cases, that’s also an indication that their housing choices are correlated with their age. Younger people can’t afford houses yet, so they rent.
- Women are more likely to use mobiles ads, daily deals and coupons. Men on the other hand are more likely to use mobile websites and online video.
- Most people in each case are going to go to your website, assuming you have one, to find information about you and your company. Some go to other places, but if you’re a tree trimmer and don’t have a website, you’d lose 59% of those that are looking for him.
- When it comes to mobile, the numbers are lower, but who can afford to lose one forth of their business? Or even 5% in the case of the tree trimmer?
- We’re going to talk about three main topics tonight.