Greetings!
Welcome to our June issue of Key Notes - Marketing Keys' monthly newsletter! As the sun shines more frequently while temperatures climb, we hope your business is also shining. 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.
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Will ad dollars shift to Connected TV?
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Have you noticed yourself watching more content on the stream?
In 2020, with the ongoing pandemic and restrictions in place, people had nothing to do but watch TV. This lead to the rise in connected TV viewing of platforms like YouTube. Once dominant on mobile and desktop, YouTube has become a crucial CTV players with 120 million monthly viewers watching on living room screens. Other platforms and content providers like Roku, Amazon, Hulu and more are also making CTV the top destination for brands looking to spend their video dollars.
According to the Interactive Advertising Bureau, CTV out performed other categories in video ad spending per advertiser for the first time ever. CTV’s average video ad spend per advertiser increased by 22% compared to 2019, reaching nearly $20 million. On the other hand, mobile video spending increased by 4% to $17.6 million in 2020 and digital desktop video increased 3% to $17.6million.
The appeal of Connected TV comes because advertisers view it as premium content and a brand-safe environment. The ability to target audience is also a key benefit, according to 46% of advertisers. Most spending increases were made by auto, consumer packaged goods, retail, and home goods like furniture and appliances.
CTV’s success came at the expense of broadcast and cable. According to the IAB report, 73% of CTV buyers said the advertising money they spent on CTV last year came from their broadcast and cable budgets.
CTV will continue to be more popular for advertisers as more than 35% of buyers expect to increase CTV video ad spending in 2021.
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Should Netflix be worried?
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Since the rise of Netflix, media channels have rushed to come out with their own streaming platform. And yet, another platform has been created due to a recent merger.
Netflix has a new competitor to look out for as AT&T Inc. and Discovery Inc. have merged their assets to create a new entertainment company. The $43 billion deal will bring together programs from CNN and HBO to HGTV and the Food Network.
According to AT&T CEO John Stankey, “This agreement unites two entertainment leaders with complementary content strengths and positions the new company to be one of the leading global direct-to-consumer streaming platforms. It will support the fantastic growth and international launch of HBO Max with Discovery’s global footprint and create efficiencies which can be reinvested in producing more great content to give consumers what they want.”
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Will this be the new way to buy media?
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Every once in a while, a media company comes up with a revolutionary way for their advertisers to buy media. When I started selling radio back in the 1980s, we would tell our advertisers to buy radio schedules with a minimum of a 3 frequency each week. Then, there was the strategy of buying vertically. Buying one day a week and hitting the consumers hard that one day on radio.
NBCU’s new Peacock ad unit will allow brands to serve an ad to every user watching any program in a particular time slot.
Streaming TV has been able to reach audiences in a targeted way. Additionally, NBCUniversal is now offering a new opportunity for brands to run broader, scaled media buys much like Broadcast TV. With its new Spotlight Ads format, NBCU is offering brands the ability to essentially reach everyone. Spotlight Ads work by allowing a marketer to choose a specific time slot, and within those hours every Peacock viewer who tunes in to watch any program will see that ad first. NBCU also plans to allow for dynamic ad insertion, the ability to send different creative to different households.
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Is this the new way to shop?
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As shopping shifts more and more online, new platforms are created to take advantage of this behavioral change.
Instagram’s latest feature, “Drops,” is a tab within the Shops tab that opens a feed of potentially trendy products for sale on the app. This latest update comes as the company continues to compete with Amazon, Google, Pinterest and major retailers.
Social commerce has been a hit, with sales growing 38% in the U.S. in 2020, according to eMarketer. TikTok, Pinterest, Snapchat, YouTube and even Twitter are also leaning into commerce. Snapchat made shopping a key part of its recent Snap Partner Summit, where it announced new ways for brands to establish a presence on the app and promote products using augmented reality filters. Augmented reality technology lets people try-on virtual product through the camera on their phones.
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Is milk the new sports drink?
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Put the Gatorade aside because you will want to reach for a cold glass of milk after your workout. At least that’s the goal of the milk industry. A new campaign, “You’re Gonna Need Milk for That,” kicks off with a two-minute film featuring competitive sport climber Kai Lightner scaling a wall set on top of a Kansas City building after drinking milk.
The campaign suggests milk is the original sports drink. Milk is not only competing against the usual sports drink but the entire dairy-free beverages such as oat, almond, and soy drinks that have replaced cow’s milk for many individuals.
Milk Processor Education Program is a marketing and education group funded by U.S. milk companies. MilkPEP is investing more than $25 million across the summer to support the campaign. They have lined up milk-drinking athletes, Ariel Torres (Karate), Maurio McCoy (Skateboarding), Cat Osterman (Softball) and Hannah Roberts (BMX Freestyle) to promote drinking milk.
The campaign includes marketing across sports and lifestyle sites, Snapchat, Roblox, Overtime, Whistle Sports, and TikTok, out-of-home in New York, Dallas, Chicago, and Los Angeles. They are also rebranding MilkPEP’s social channels under the name “Gonna Need Milk” and athletic imagery on milk trucks, in stores and online.
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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!
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Get help from 'The Mouse'!
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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 at [email protected].
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As the pandemic hit last year, golf became the safest, healthiest outdoor activity. Golf rounds were up 300% and more at many area clubs.
Klein Creek Golf Club in Winfield was no different.
Under new ownership and management, Klein Creek is ready to promote their improved course conditions and overall experience and grow even more during these prosperous times in the golfing industry. Marketing Keys came up with the perfect idea to do that. More to follow on that.
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More than just academics!
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When looking at schools for your children, the quality of education is important. However, many more factors also should come into play.
North Shore Country Day is more than just academics. Students develop into well-rounded adults by stretching themselves with experiences in performing arts, athletics, service, activities and meaningful connections made with their teachers and peers.
In addition to preparing their students for college life and beyond, important relationships form between students and teachers.
To learn more about North Shore's upper school, Click Here!
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Are you looking for a quick and easy solution to sell your home?
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Sometimes, the right move to make is the one that makes the most sense.
The challenge of selling a “difficult to sell” home can be overwhelming. Grandview Homes has the solution for that. They will buy your home completely as-is: No repairs, no inspections, no need to even clean out your home.
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Are you Socially Challenged?
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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) 291-4630 or you can email us HERE!
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Fill up your Lead Generation funnel!
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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.
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