10 Shocking But True Display Advertising Stats

1. You are more likely to complete NAVY SEAL training than click a banner ad.(Source: Solve Media) Tweet This
2. Only 8% of internet users account for 85% of clicks on display ads (and some of them aren’t even humans!). (Source: comScore) Tweet This
3. You are more likely to get a full house while playing poker than click on a banner ad. (Source:Solve Media) Tweet This
4. The average person is served over 1,700 banner ads per month. Do you remember any?(Source: comScore) Tweet This
5. You are more likely to summit Mount Everest than click a banner ad. (Source: Solve Media)Tweet This
6. The average clickthrough rate of display ads is 0.1%. (Source:DoubleClick) Tweet This
7. You are more likely to birth twins than click a banner ad. (Source: Solve Media) Tweet This
8. About 50% of clicks on mobile ads are accidental. (Source: GoldSpot Media) Tweet This
9. You are more likely to get into MIT than click a banner ad. (Source: Solve Media) Tweet This
10. You are more likely to survive a plane crash than click on a banner ad. (Source: Solve Media)Tweet This

These stats were curated from Digiday and Business Insider.

Using :10’s to promote Owned Media is an effective way to use Converged media to strengthen your offerings:

Your Content Strategy: Defining Paid, Owned and Earned Media

BY MICHAEL BRITO | 2 YEARS AGO | 3 COMMENTS

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Michael Brito, Senior Vice President of Social Business Strategy at Edelman, is a Guest Contributor to the HootSuite blog. 

Edelman’s Michael Brito

Before getting into the specifics of a converged media content strategy, it’s important to first get a better understanding of the meaning of paid, earned and owned media. Paid media is often considered to be “traditional advertising” and includes banner ads, paid search marketing, sponsorships and content syndication. Paid media initiatives usually target prospects in an effort to create brand awareness or new customer acquisition.

The great thing about paid media is that scales really fast. If you have a message that you want to be seen by the mass market, paid media is the right channel to do that. While it can certainly be expensive, you have complete control over the creative, content and marketing spend. The disadvantages with using paid media alone are that consumers often ignore pure “brand messages” since they are already inundated daily with advertising messages; and not just from your competitors either. Every other large brand with a marketing message and a significant budget is fighting for their attention.

Difference Between Owned/Earned Media

Owned media is the content that your brand has complete control over such as the corporate website, blogs, communities, email newsletters as well social media channels like Facebook, Twitter, YouTube and Instagram. Owned media initiatives typically target to your brand’s existing community and/or current customers.

Many believe that owned media is free, specifically managing social media accounts. And while there is a sliver of truth to that, the time and labor investment is worth noting … it takes a lot of time to create content, build a thriving community and value to the customer conversation. You also have to consider working with customer support teams, building escalation models, and preparing for crisis communications as well. This takes a lot of time planning and collaborating with other team members; and time is money.

Earned media is the natural result of public/media relation’s efforts, ad campaigns, events and the content that you create within your owned media channels. It is not really a revolutionary concept either. For the last several decades, brands have been hiring PR firms to reach out to the media in order to get them to write stories about the brand. Today, that has expanded to influencers who have popular blogs as well.  When someone not associated with your brand mentions you on Twitter, Facebook or any other social media channel, it’s earned media. Other types of earned media include consumers’ social media posts, tweets, product reviews, videos, photos, and open dialogue within online communities.

Integration of Channels

While each of these channels will play a critical role in your content strategy, the real power is when you can integrate two or more of the channels into one campaign or initiative. This is referred to as converged media. The same thinking has led to the recent surge in “native advertising.” Sites such as Buzzfeed, Crave and Forbes are capitalizing on the opportunity to mobilize their lean but hungry editorial teams to create paid content for brands that lives alongside the site’s original content.

According to the Altimeter Group, Converged Media utilizes two or more channels of paid, earned, and owned media. It is characterized by a consistent storyline, look, and feel. All channels work in concert, enabling brands to reach customers exactly where, how, and when they want, regardless of channel, medium, or device, online or offline. With the customer journey between devices, channels, and media becoming increasingly complex, and new forms of technology only making it more so, this strategy of paid/owned/earned confluence makes marketers impervious to the disruption caused by emerging technologies.

A great complement to a 10 Second plan is the use of circulars. Although their use is declining with the experimentation with Digital, Walmart already figured out they are too valuable to let go.

Circulars inserted into newspapers continued to decline last year even though retailers haven’t had much success in alternative vehicles. Circulars generated $5.8 billion in revenue for newspapers in 2014, down 6.9% from the prior year. Digital advertising is often used as an alternative, but when Walmart shifted marketing funds from circulars to digital in a few markets in 2011 and 2012, traffic in its stores declined and physical advertisements were restored. The number of Walmart circulars has remained constant in the last two years, reported The Wall Street Journal. Full Story (WSJ Subscription Required)

Twentieth Television Offers New C1 Rating Guarantee

• by Wayne Friedman, 5 hours ago
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TV syndication company Twentieth Television is offering a new guarantee rating spin for advertisers this coming upfront period, heading in the opposite direction of major TV networks: a C1 rating guarantee.“A C1 guarantee is an option for advertisers that Twentieth is willing to discuss as part of an overall negotiation,” Michael Teicher, executive vice president of media sales for Twentieth Television, told Media Daily News. “It is a new option for 2015 upfronts.”

For about eight years, national TV platforms — broadcast, cable and syndication — have been guaranteeing TV advertisers media deals based on C3 ratings, commercial ratings plus three days of time-shifting. Last year, broadcast networks also pushed for C7 deals because of growing time-shifting metrics.

Syndication is talking up its key attributes versus cable network and digital video platforms: Higher ratings, smaller commercial pods and lots of live TV viewing, which works closer with C1 guarantees — commercial ratings and one day of time-shifting.

For a long time, syndication has promoted that virtually all of its shows are viewed live — a plus for nervous TV marketers who increasingly witness ever-higher levels of time-shifted programming with commercial skipping. For example, Twentieth Television says 97% of its programming is watched live — compared to around 65% to 70% on average for the four big networks.

After years of pitting itself against broadcast networks and more recently cable networks, and now with digital platforms on the rise, syndicated TV programmers/distributors have other targets.

“We believe in a balanced media plan, inclusive of digital,” says Teicher. “However, given the enormous fraud that is being exposed and ad viewability issues, advertisers need to be informed to protect their investments.

“If money is moving from TV to digital, it is that much more important that their TV media work harder and be as effective as possible, hence our [higher] live viewing, [more] “A” positions and shorter [commercial] pods, he adds.

In addition to these attributes, Teicher notes in a new presentation to TV advertisers that syndication still delivers when it comes to price: “broadcast level ratings and lower-than-broadcast CPMs.” Even against cable TV, Teicher says CPMs can be a bargain — as many top-rated original cable networks now charge that or higher than broadcast CPMs.

TV network reach is better when including syndication.

Teicher says that shifting 10% of one brand’s $5,000,000 media budget to Twentieth Television can deliver 23% more 18-49 viewers; moving 5% of another brand’s $20 million TV budget can reach 13% more 18-49 viewers.

Once the chairman of the now-disbanded Syndicated Network Television Association, Teicher is now playing dual roles in part: “I’m an advocate for Twentieth Television. And if my advocacy results in the rise in the tide for other studios, fabulous.”

An Open Letter to CEOs and CMOs: You Can “Innovate” to a Fault – Michael Teicher, Twentieth Television

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Michael Teicher

Published: February 2, 2015 at 04:53 PM GMT
Last Updated: February 3, 2015 at 04:53 PM GMT

By Michael Teicher

I am a strong believer in innovation.

I also believe that in today’s complex media landscape driven by changing consumer behavior, marketers need to deploy a well-rounded media mix to effectively reach as many potential customers as their budgets will allow.

Having said that, it is time for all television sellers and buyers to take a stand and hold client CMOs and CEOs accountable for their fixation with digital video and social media. Within the overall media mix, digital video and participation in key social media platforms play an important role, but the following questions should be addressed:

1. Do they work?
2. How much is too much?
3. To what degree are responses to my digital investment being impacted by my investment in my television advertising?

You have probably asked yourself the first and second question — and may even have implemented some systems to try and measure them. The third question is likely asked far less frequently and has an equal impact on your ROI. Together, all three questions raise key issues that must be answered before the balance of ad dollars shifts to such a degree that the success of your brand is in jeopardy.

Having traveled the past several weeks to visit both agency and media clients there seem to be some realities setting in. Continually increasing dollars to digital video at some point grows frequency far faster than growing reach. For example, the movie category, which is fairly committed to digital video, is suffering from these issues; thus negatively impacting the awareness for film releases. According to industry executives that I’ve seen recently, they specifically attribute this to shifting too many dollars away from TV — a mass reach vehicle — into digital — a more intimate, transactional vehicle.

In addition to a severe reach issue there are other challenges that marketers face in digital video including:

1) Digital fraud
2) Bots
3) Viewability metrics

As marketers we know it is almost impossible to communicate any selling points in two seconds. Yet, the IAB is recommending an impression be counted when only 70% of an ad can be seen for 2 seconds — and sound isn’t necessary. In television we count viewability when the entire ad is seen.  Also, the most viewed professionally produced content online is TV shows!

As for social media, what metrics are being used to determine if it is working? Not too long ago TV sellers made a stride forward by creating commercial pod ratings. There is little debate about consumer affinity for Facebook, Google and Twitter, and they have leveraged their great brands to get audiences with CMOs and CEOs and turned that into thriving ad businesses — but at what cost?

How much targeted reach can they amass in a day or a week? What is their contribution to brand building?

For the entire week of December 15^th the total number of social actions for the top broadcast show, The Voice, ranked by social engagement according to Shareablee, was 1.9M. Not bad, but the audience in an average minute of The Voice on NBC for the same week was 12.1M. As you look further down the charts, the 10^th ranked show delivered 140K social actions – over a week’s period – but a TV audience of 9.5M.

Given all the quality content and the abundance of choices, television is better than ever for the consumer. For advertisers, television remains the best way to effectively target and communicate an ad message to key customers. And it is still the most efficient way to build mass reach quickly and drive awareness. To my movie and auto friends, TV is vital to making your digital dollars more effective at driving actions and transactions. The bottom line is television may not be a new solution but it remains the highly effective choice.

For fear of being considered a naysayer, sometimes telling company leadership that they may have gone a bit overboard with “innovation” isn’t easy; therefore, I am here to take some of the heat off you. We share a common goal and this is to see clients build their brands and sell their products to the fullest extent possible.

Michael Teicher is Executive Vice President, Media Sales of Twentieth Television. In this role, Teicher is responsible for overseeing all sales initiatives on behalf of Twentieth Television including ad sales for 20^th Century Fox Television and Debmar-Mercury programming.

– See more at: http://www.mediabizbloggers.com/guest-mediabizbloggers/An-Open-Letter-to-CEOs-and-CMOs-You-Can-Innovate-to-a-Fault–Michael-Teicher-Twentieth-Television.html#sthash.gSFPeJj7.dpuf