Greetings!
Welcome to the February issue of 2022! Our February issue of Key Notes - Marketing Keys' monthly newsletter! If you are in its path, we hope you are surviving this winter storm. Key Notes is an informative, quick-read newsletter to get you caught up on all things media and marketing. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently.
|
Did Nielsen fail in Math? |
As you know, Nielsen for decades has been the gold standard for audience measurement and data in media. Their data determines how much an advertiser pays for a particular unit (i.e. a :30 TV spot in 60 Minutes).
However, Nielsen has been severely challenged recently.
Nielsen’s undercount of out-of-home TV viewing was much worse than they initially indicated, According to the Video Advertising Bureau, Nielsen undercount disproportionately missed young, Black and Hispanic viewers. The VAB said Nielsen’s recount so far shows $350 million in lost network revenue and suggests the overall total will be more than $700 million.
The undercount resulted in 30 billion ad impressions disappearing from May through December 2021, including 10.5 billion among people 18-34. Of those 30 billion lost impressions, a disproportionate 7 billion were ads seen by Black viewers, and 5.5 billion were seen by Hispanic viewers. Black and Hispanic people made up close to 42% of the lost impressions, compared to making up 31% of the overall U.S. population in the 2020 Census.
The undercount comes at a bad time for Nielsen. They had been working hard to win back support from media companies, agencies and marketers. Nielsen is still looking to regain accreditation from the industry’s Media Rating Council, which was suspended in September over other undercounting problems. It also comes as Nielsen is beginning to open an early version of its next generation Nielsen One cross-platform measurement platform, which is ultimately expected to replace its current TV ratings.
|
On February 13, the biggest advertising event of the year will take place - Super Bowl LVI! Brands have spent months preparing to run TV commercials that entertain people and convince them to buy their products. This is the one-time of the year consumers are not avoiding commercials. They're seeking them out! Brands should take advantage of this once-a-year opportunity.
NBCUniversal is charging advertisers $6.5 million to run a 30-second ad with millions more spent on production and digital ads.This is about $1 million more per 30-second ad from last year. In 2021, CBS charged an average of $5.5 million for a :30 ad.
First-time advertisers like Crypto.com will join major advertisers Pepsi, Budweiser, and Doritos at Super Bowl LVI in Los Angeles. Startup Click Up is running its first regional Super Bowl ad this year and is testing two different ads. Intuit will also be airing its first Super Bowl spot for its brand QuickBooks. The company is promoting its recent acquisition of Mailchimp in an ad that will feature a celebrity.
|
Is this part of your strategy in 2022? |
By now, brands are all aware of the success of social media marketing. Despite social media’s success, marketers plan to ramp up email use in 2022. Direct marketers still prefer email by a substantial margin for reaching people, according to a study by the Association for National Advertisers.
The “Response Rate Report 2021: Performance and Cost Metrics Across Direct Media” revealed that email was the most used direct medium across business-to-business, business-to-consumer and hybrid campaigns, averaging 82% usage among marketers versus 74% for social media.
Email is still used the most and outperformed all other modes for impact, delivering a 112% return on investment, according to the ANA study.
|
Are you contributing to the largest digital advertising market in the world? |
There is a good chance that the bulk of your advertising budget in 2022 is going towards digital advertising. Digital ads are expected to reach an all-time high of $524.3 billion this year. This includes video, social media, mobile, search, display ads, native ads and email. Here are some tips that can help you make the most out of your digital ads in 2022.
Quality Audience: Ensuring that you’re buying traffic from a reputable source is essential in getting the most from your ad dollars.
The Right Moment: To be effective in today’s advertising ecosystem, you need to reach consumers when it adds genuine value to their purchase journey. Additionally, you want to strengthen your brand by enhancing and sharing in the moment or mindset they’re in.
Measure Your Results: Take the time to create infrastructures for tracking channel-specific results. The first step is understanding exactly what you want to accomplish with your ads. Then, identify how you’re going to measure success in those areas.
Optimize: Understand which channels are performing the best. Learn from your audience and their experience.
|
Remember. We are partners. |
In my former life, I sold radio advertising for various broadcast companies. I had called on many direct clients, various agencies and media buying firms throughout the years. I have many fond memories of my experiences calling on agencies and buying firms. However, there were a handful that didn't treat their media salespeople with much respect. They wanted to make sure you knew they were in control and you are at their beck and call. Many of these experienced media salespeople are emotionally and mentally taken advantage of by young planners and buyers who haven’t been taught to collaborate with others. From what I hear, this has gotten worse over the last few years with the larger firms because many agencies have abandoned their training in a remote environment where sales relationships are already more transactional. Here are three ways that Marketing Keys helps to develop the successful salespeople of tomorrow.
Train our employees
We train our media team on how to represent the agency and its clients in the marketplace.
Coach curiosity
Salespeople are ready with research, data, unique relationships and hundreds of other assets. We politely ask our reps for research and other info. which can often unlock tons of added value for clients.
Require preparedness
We give our reps all the required information upfront on a detailed Avail form. When salespeople know all the details about an upcoming buy, it makes their job easier to prepare a much more creative and productive submission.
|
Here is a recent highlight from Marketing Keys' blog page. Please start following our blogs and let us know what you think.
Get the latest insight here!
|
Get help from 'The Mouse'! |
In my previous life, I worked for many media companies including the one headed by the Mouse. During my 20 year executive run with media companies, I had noticed that if an advertiser wasn't properly represented with a media expert helping them with their media planning and buying, then that company was at a disadvantage. Thus, I created a company to provide a solution to that problem.
Marketing Keys was formed in July 2007 to more than level the negotiation playing field between advertisers and media companies. We enabled advertisers to have a major leg up in the process.
We targeted Presidents, CEOs, Regional Managers, Marketing Directors, CMOs, etc. of small and mid-sized businesses. We then went to market with our 'key' differentiator and mission. During the last decade, the company has grown from 2 clients in 2010 to presently close to 20.
To find out if we can help build on the results that you had started and eliminate the inherent disadvantages of buying media on your own, please reach out to us HERE!
Thank you for your loyalty in reading our newsletters. If you know someone where this information is helpful, we appreciate you sharing it. In the meantime, we will continue to keep you at the forefront of the latest marketing strategies and news.
Until next month,
ROGER KEYS
MARKETING KEYS
|
|
Super Sunday:
For the best sideline
view in town!
|
Playing football is hard. Watching football is easy. Get the best view of the Big Game in town at Hooters! Surround yourself with a slew of HDTV oversized screens. You will feel like you have the best sideline view of the game! Catch the surprising Bengals led by QB Joe Burrow take on the wizardry of Sean McVay's LA Rams led by Matthew Stafford. Football with ice cold beer and hot wings all served by the World Famous Hooters Girls. How can you go wrong? All of the action takes place on Sunday, February 13th. This is one instance when 'winging it' is a good thing! |
Has this happened to someone you know? |
Philips Respironics issued a voluntary recall of various CPAP, BiPAP, and mechanical ventilators after the sound-reducing polyester-based polyurethane (PE-PUR) foam used in the devices was found to:
- cause cancer, pneumonia, asthma, other respiratory problems, infection, headache, cough, dyspnea (difficulty breathing), dizziness, nodules, and chest pain.
Have you or a loved one suffered any of the following injuries or conditions related to the use of a Philips CPAP Sleep Apnea Machine?
|
Are you Socially Challenged? |
During my 14 years as a business owner, I have discovered there are many companies out there that are challenged with the task of managing their social media.
It may be that they are confused over the platforms that they should use, the content they should post, how to boost that content and/or the time or lack thereof that goes into managing their social media platforms.
As a Social Media partner of ours, our Social Media expert will manage and strategize daily on your sites. We will also coordinate all communication so there are no surprises while all of your initiatives are scheduled accordingly.
For more information, please contact Marketing Keys at (312) 375-5007 or you can email us HERE!
|
Fill up your Lead Generation funnel! |
In the days of Mad Men, creativity was everything. The goal was for a brand to be the most creative creating a tag line to resonate with the audience. Now, creativity takes a back seat to targeting through data and reaching your target synergistically through multiple mediums with an integrated marketing campaign.
Find out how Marketing Keys can help generate (on average) an incremental 30-35% more in leads and/or conversions through our system.
|
|
