Greetings!
Welcome to the September issue of Key Notes - Marketing Keys' monthly newsletter! As schools are back in session, we hope you are transitioning smoothly and getting back into your regular routines! 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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Has this climate impacted TV advertising? |
Have you changed your media mix at all? Even in these uncertain times, TV ad budgets remain strong. According to data from Standard Media Index, upfront media investment in the second quarter was up 3% compared to the same quarter in 2021.
Brands
Although TV ad budgets appear to be going strong, some brands have left the spotlight. Microsoft, Pepsi and Burger King have recently taken a conservative approach to TV ad buys. The three companies reduced marketing in the first half of 2022 compared to the same period in 2021, according to data from Kantar. Microsoft, including Xbox, reduced its spend from $157 million to $85 million, while Burger King and the Pepsi brand, including its Diet and Nitro variants, dropped more modestly, from $114 million to $92 million and $52 million to $40 million, respectively.
More Flexibility
The pandemic era created a shift in upfront deal making for agencies. Networks both expanded inventory, allowing for better cross-portfolio packages, and even relaxed strict time frames in which an advertiser could back out or adjust its upfront commitment. The new flexibility has had benefits in spreading budgets across a seller’s portfolio, allowing for brands to get better bang for their buck.
TV industry is focused on remaining flexible. The true impact of inflation and a potential recession remains to be seen in how budgets stack up for the 2023 upfront season.
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Are you building your brand identity? |
How are you allocating your marketing budget? Is it going more towards brand marketing or performance based marketing? Research from Marketing Week shows that 14.9% of marketers focus solely on brand marketing, versus 8.6% of their peers whose main focus is performance marketing. On the other hand, 22.1% blend both brand and performance equally.
Those who focus on brand marketing do it because of the importance of mental availability and being top-of-mind in buying situations. In addition, these advertisers understand the long-term benefits and ambitions to be “distinctive”.
Those who focus on performance marketing do it because of the need to “justify marketing spending against generating sales income” and demonstrate campaign ROI to senior leaders in the business.
Airbnb and Expedia have been moving away from performance marketing while moving towards brand marketing to build loyalty among their customers.
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Did this Apple just take another 'big bite'? |
Apple's latest version of CarPlay is designed to take over every screen on the dashboard, replacing user interfaces and controls while gaining access to crucial vehicle and driver data. While drivers view this as a matter of convenience, automakers and tech companies see this as a big turf war.
As cars become more connected, automakers envision vehicle data as an essential and profitable component of their future business plans. According to McKinsey & Co., vehicle data is estimated to be worth up to $400 billion annually by 2030. Fortune Business Insights predicts the global connected-car market will grow from nearly $60 billion in 2021 to more than $190 billion in 2028.
Apple introduced the new version of CarPlay at its annual Worldwide Developer Conference in June when it announced it was working with automakers around the world to integrate their system. The tech giant displayed 14 major car company logos including major brands such as Ford, Mercedes-Benz, and Honda. It plans for its new update to be available in vehicles starting late next year.
The preview showed how CarPlay could replace an automaker's instrument panel displays for speedometer, tachometer, temperature gauges, and fuel or EV battery level. It also allows customizing an instrument panel using Apple-curated layouts, colors, backgrounds, and dials. Additionally, it can add customizable widgets to car displays that show calendar items, weather information, address book contacts and more from a connected iPhone.
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Is your TV becoming politicized? |
Political years are a saving grace for the traditional linear TV business. Even with our current economic uncertainty, political ads are a guaranteed boost for TV.
According to the latest Ad Age Campaign Ad Scorecard analysis, total campaign ad spending for U.S. Senate, U.S. House, gubernatorial and other key races in the U.S. midterm elections has surpassed $3 billion. Though that $3.1 billion total includes TV, radio, and tracked digital advertising, the midterm campaign ad is concentrated at the local TV station level. In the ad spending race, Republicans are in the lead. Republicans are spending $1.38 billion compared to $1.25 billion from the Democrats.
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Did streaming surpass regular viewing? |
Streaming has finally done it. According to Nielsen, Streaming TV has taken the highest TV viewership share. In July, American viewers spent 34.8% of their time exclusively on streaming platforms, more than 190 billion minutes.
This achievement is largely due to the 18 billion minutes of “Stranger Things” consumption on Netflix during the month of July. In addition to this, Netflix also contributed nearly 11 billion minutes of combined viewership for its shows “Virgin River” and “The Umbrella Academy.” Streaming minutes also got a bump from Hulu’s “Only Murders in the Building” and “The Bear.” As well as Amazon Prime Video’s “The Terminal List” and The Boys,” at eight billion combined.
Similarly, a recent report from Samba TV found that during this year’s second quarter, linear TV consumption had dropped to a record low, with only half of the U.S. population tuning in compared to the 88% that used streaming platforms.
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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'! |
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 (we just celebrated 15 years of being in business!) 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 target Presidents, CEOs, Regional Managers, Marketing Directors, CMOs, etc. of small and mid-sized businesses. We then go 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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We'd like to welcome The
Em-Powered Network to the Marketing Keys family! Vanessa and Patricia have created a community to empower women on their journey through personal well-being and financial wellness. Marketing Keys will be helping the Em-Powered Network with their social media management, blog writing and newsletters. Learn more here!
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FOOTBALL FRIDAYS AT HOOTERS! |
Join ESPN Radio's Carmen & Jurko for a live, Football Friday broadcast from Hooters O'Hare on Friday, September 16th from Noon - 2pm.
Carmen & Jurko will look back at the Bears Week 1 performance against San Francisco and preview the big Sunday Night TV matchup against their heated rivals - the Green Bay Packers.
Every league. Every conference. Every week. If it's on a screen, it's on one of our screens. The capital of football nation is right here, so there's only one place to be for kickoff.
For a Hooters location by you, click HERE!
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SAY 'I DO' AT KLEIN CREEK! |
Are you ready to take your first step to marital bliss? From their bridges, to tree tunnels, to large weeping willow trees, having your wedding at Klein Creek Golf Club allows you to have memorable photos that will last a lifetime! 2023 Wedding Dates still available in July, August, & September. Klein Creek will make certain your big day is a success! Inquire to theresa@kleincreek.com or call 630.690.0101 Ext 2!
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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 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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