Greetings!
Welcome to the April issue of Key Notes - Marketing Keys' monthly newsletter! As we move into Spring, the hope of warmer temperatures, sunshine and the crack of a bat gives us some positive zen to focus and succeed. 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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How marketers reach the whole family |
When are you most prone to watching programming with other members of your family? Co-viewing, which occurs when members of the same household watch television at the same time, is of high value to marketers. This is especially true when families with both kids and adults are watching at the same time and your messaging can be extended across many demographics. According to a study conducted by TVision, connected TV (CTV) does better than linear TV when it comes to co-viewing. Overall, CTV averages 1.29 viewers per viewing household (VPVH) with linear TV slightly lower at 1.26.
Tubi earned the best results of an ad-supported connected TV app for co-viewing. Tubi averaged around a 1.6 VPVH.
HBO Max was next at just over 1.4 VPVH. After HBO Max, Hulu followed also at 1.4, YouTube with 1.37 and Discovery+ at 1.36 VPVH.
Movies had the highest co-viewing score at 73.2% of the time. TV episodes came in at 54.8%.
The study also found that the best time for co-viewing is 8 p.m. But who is watching the advertising while co-viewing? Adult audiences pay more attention to ads overall when they are watching with other adults, with a 107.6 "attention index." When adults are watching with kids, they register a 100.1 index. Children have less attentiveness overall. When watching with families, including adults, children have a 96.0 attentive index compared to 97.1 when watching with other kids.
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Student athletes 'score' off the court! |
As an alum of the University of Kansas, I may be a little biased on this. Wasn't this the best March Madness ever?!
Since the NCAA changed their rules which allows for student athletes to get involved in marketing themselves for compensation, it opened up marketing doors for many.
Several brands managed to partner with an impressive roster of athletes from both the men’s and women’s tournaments. Here are some of the top brand deals.
Paige Bueckers
Paige Bueckers, a guard for the UConn Huskies with nearly 1 million followers on Instagram, partnered with brands like Gatorade and StockX. She’s also worked with Cash App to raise money for Youthrise. Recently, she announced a deal with Chegg to become the brand’s first NIL ambassador.
Adrien Nunez
The Michigan guard has taken full advantage of the new NIL rules with several Instagram posts for brands including Coach, Armani, men’s streetwear subscription service ThreadBeast, and SoFi.
Doug Edert
Doug Edert is a guard for the St. Peter’s Peacocks, who were the Cinderella story of the tournament before being defeated by the University of North Carolina. Edert landed a deal with Buffalo Wild Wings and signed a deal with Barstool Sports for a merchandise line.
Cameron Brink
Cameron Brink is a forward for the Stanford women’s basketball team. Brink had worked with GreatClips and recently signed an NIL with ThirdLove and Portland Gear. On TikTok, Brink has posted for DirecTV and Celsius energy drinks.
Caleb Love
Caleb Love, a guard for UNC, has done a couple of NIL deals, partnering with Outback Steakhouse as part of its NIL TeamMates program, and posting on behalf of Bojangles.
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How is online targeting changing? |
Are you familiar with zero party data? Like first-party data, zero-party data meets the opt-in criteria for privacy policies. It’s willingly shared with trusted brands to help validate user intent and deliver personalized experiences at scale. Leveraging data that comes directly from the source is incredibly important as the advertising industry transforms.
This is becoming incredibly important, in part because of Apple’s app tracking change, which led 95% of iOS 14.5 users to opt out of tracking online behavior. Plus, Google’s preparations to not only curtail app tracking but also phase out third-party cookies. This will be a historic shift in the industry and one of the greatest internet disruptions ever seen.
Zero-party data can help to minimize this disruption by forcing brands to evolve the way they nurture customer relationships. Here are three steps to help brands leverage zero-party data.
Preference centers
Preference centers can be a conduit between a brand and its customers that gather first-party data. First, preference centers allow customers to dictate whether they receive a brand’s information via email, text, social media message, phone call, or print catalog. The centers also let customers select which kinds of products, services or content they’re most interested in.
Recommendation quizzes
Short online quizzes, five questions or fewer, can help brands improve their customer experience. They can empower buyers to select their preferences in real time, providing sellers with valuable zero-party data for future marketing purposes.
Post-purchase surveys
Relevant post-purchase survey questions can include how the customer discovered the brand, what features they sought when purchasing it and how likely they are to recommend the customer experience to friends and family. Such post-purchase survey data can help better understand customers’ professional identity and predict the services or products that might interest them in the future.
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Is the war impacting ad revenue? |
As the devastating Russia-Ukraine War continues, U.S. ad spending will experience lower-than-anticipated gains this year.
Magna reports that media owners' advertising revenues will grow by 11.5% as opposed to the initial 12.6% growth prediction. Magna expects spending in categories hit hard by supply chain issues, such as automotive, to suffer while industries such as technology, telecom, entertainment, travel and betting are expected to grow.
Yet there are some events that might offset the decline. Political spending ahead of the midterm elections will be one contributing factor. Magna expects revenue from political campaigns to reach $6.2 billion this midterm cycle, a 41% increase from the 2018 midterm elections. Gains will likely be in local television, direct mail and digital media formats.
Digital media comes as no surprise. However, out-of-home advertising is making a comeback following a decline during the early days of the pandemic. With more employees returning to offices, advertisers are seeing an opportunity for a renewed interest in out-of-home advertising.
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Are you tired of seeing 'Help Wanted' ads? |
Looking for a new job? Now is your time! U.S. ad agency employment has reached an all-time high, and the overall economy is on track to recover from its pandemic job losses and break a new record this summer.
ADVERTISING, PR AND RELATED SERVICES
U.S. employment in the Bureau of Labor Statistics (BLS) classification of advertising, public relations and related services came in at 473,700 jobs. The March gain of 3,200 ad jobs followed an increase of 12,800 jobs in February.
AD AGENCIES
U.S. ad agency employment hit a record 213,400 jobs in February. Ad agencies added 1,400 jobs in February after cutting 1,000 jobs in January based on figures that are not seasonally adjusted.
INTERNET MEDIA
U.S. internet media employment, the BLS classification of “internet publishing and broadcasting and web search portals,” increased by 600 jobs in February after rising by 3,100 jobs in January. Internet media employment stood at 324,600 jobs in February, an all-time high.
U.S. EMPLOYMENT
As a nation we added 431,000 jobs in March. Employment grew by 750,000 jobs in February and 504,000 jobs in January.
We’ve come a long way from the early pandemic months when 20.5 million jobs were lost in April 2020. Although, the U.S. nonfarm payroll is still 1.6 million jobs below its February 2020, it's predicted to recover all of its pandemic losses and score a new record in June or July. The unemployment rate is also almost back to its pre-pandemic level.
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Get the latest insight here!
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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 may be 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
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The Newberry Library's "Crossings" is a free exhibition exploring centuries of movement: from Lewis + Clark to the American road trip. Check it out today!
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Are you Socially Challenged? |
During my 15 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!
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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.
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