Greetings!
Welcome to the November issue of Key Notes - Marketing Keys' monthly newsletter! We hope you are enjoying the beautiful Fall season! In Chicago, we have been spoiled with really nice, mild weather. 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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Have you noticed these trends? |
As many of you plan your media strategies and campaigns for 2023, here are the latest TV trends:
• Cable news climbs: “The three biggest cable news networks—Fox News, MSNBC, and CNN—grew their collective share of TV ad impressions from 20.3% to 22.5%” in the third quarter, per iSpot.
• Brands are doing more budget-conscious messaging: “As wallets tighten with rising recession concerns, more TV ads used value-based ad creative themes in Q3 compared to the same time last year and in 2020,” iSpot reports. “Retail and restaurant/QSR [quick-service restaurant] brands led the charge in deploying budget-friendly messaging with viewers, respectively making up 43% and 34% of the ‘value’ ads in Q3.”
• COVID-related TV advertising plunges: “Even with pharma brands running vaccine and booster-related spots, COVID ad impressions are down 70% year-over-year vs. Q3 2021,” per iSpot.
• Sports betting continues to rise: “A year after sports betting ads surged onto national TV for the 2021 NFL season, the industry grew ad impressions by nearly 13% year-over-year.”
• Brands are scaling back on spokespeople: “During Q3 2022, 76% of TV ad impressions did not feature a specific spokesperson/mascot. That’s up from 71% in Q2 2022, and 66% in Q3 2021,” according to iSpot.
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The Election is less than a week away! This means political ads are in the home stretch. This season, the Supreme Court’s ruling to overturn abortion has had a major impact on campaign advertising. According to Kantar/CMAG, abortion-related messaging was a feature of nearly half a million political ad airings, with an estimated cost of nearly $107 million.
Here’s how those numbers varied amongst Republican and Democratic candidates:
Before the overturn, Republican candidates used abortion as a campaign issue in their advertising a lot more than after the overturn. They aired 116,123 commercials using abortion as a campaign before the overturn vs 34,390 after the overturn. In terms of spending, Republicans spent $20.9 million before the overturn and $5.7 million after the overturn.
After the overturn, Democrats dramatically increased their use of abortion as a campaign issue in 257,694 commercial airings, vs. 79,416 before the overturn. In terms of spending, Democrats spent $21.7 million before the overturn and $57.9 million after the overturn.
It will be interesting to see how these strategies play out with the results looming on November 8th.
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It's time to come to this Pod! |
Are you investing in podcast advertising? If not, that is an area you should be expanding into in 2023.
Nielsen's study, “Podcast Ad Effectiveness: Best Practices for Key Industries,” consolidates the findings of 610 separate studies to measure the effectiveness of podcast advertising. Here’s what they found:
- Podcast ads were effective in increasing aided brand awareness (79%), seeking more information about the brand, more likely to recommend the brand or purchase.
- Podcast ads are slightly more effective among those aged 50 or older, especially in driving brand affinity and interest in searching for information about a brand.
- Podcast spots longer than 35 seconds “generally drive better results than shorter creative”—likely because these longer ads are more “customized” and designed to “fit the [podcast] environment,”
- A larger number of brand mentions (eight or more) in an ad also increased performance metrics across the board.
- Ads placed at either the start of or in the middle of a podcast episode were equally effective, but both performed better than those placed at the end of an episode.
- Podcast ads largely had the same impact whether they were read by the podcast host or came from the brand.
- Podcast advertising performed best among brands in the retail, auto, and packaged goods categories, leading to large boosts in brand awareness as well as smaller gains in affinity, search intent, and other metrics. Ads for telecom and financial services companies, on the other hand, generally had a below-average impact on these metrics.
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Are Billboards now getting techy? |
The Out of Home (OOH) advertising landscape has changed. Tech advancements have brought this traditional advertising medium back to life.
From audience targeting to important first-party audience data, the data capabilities of programmatic out-of-home strengthen a brand’s choice to incorporate the once-traditional medium. These new capabilities ensure brands that they are showing up at the right times and places when it’s most relevant to their audience.
Another advancement simplifies the creative process. Previously this was a labor-intensive process of working with individual publishers to figure out their capabilities. Now, by using supply-side platforms like Vistar Media, advertisers can activate dynamic creative across a wide swath of screens seamlessly. Brands no longer have to choose and stick with one creative message.
What does this mean for brands?
Out-of-home marketing can deliver quantifiable, end-to-end measurement results. From brand lift, foot traffic, online conversion, or sales lift studies, advertisers are now provided with a new level of performance capabilities they couldn’t access before. Several metrics are also available now during the campaign flight, making the ability to course-correct or double-down based on real-time data and intel a meaningful value add.
Digital Out of Home advertising can be a seamless extension of a media plan that has a multichannel strategy. Advertisers can run the same audience targeting from online in the real world. They can also repurpose a brand’s creative, like TV or digital video spots, that have already tested effective. Take advantage of everything DOOH has to offer and incorporate it into your 2023 media plan!
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Will Musk improve upon or ruin Twitter? |
After months of back and forth, Elon Musk officially became owner and CEO of Twitter on October 27th. Many users aren’t too happy with his arrival and are searching for a Twitter alternative. Unlike most other social media sites, Twitter has unique characteristics that can be hard to find elsewhere.
Twitter’s influence is inflated by the presence of journalists, who often announce breaking news on the platform. Twitter also has a specific kind of virality on the platform that can give any user 15 minutes of fame.
What could this change mean for brands?
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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 welcome De La Salle Institute to the Marketing Keys family! This independent Catholic school was chartered in 1892 and has been an all inclusive institution since its inception. De La Salle provides an education that prepares students for college, career and life. Learn more at their Open House on November 12th! Register Here!
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On October 6, 2022, our Social Media Guru/Project Coordinator, Carolina Macedo, officially took the plunge! She and her now husband, Kevin O'Brien, had a dream wedding in Lake Como, Italy. They had the most beautiful backdrop as they said their 'I Do's.' Here's to many more years of health and happiness! Cheers to Carolina and Kevin! |
Can you believe the holidays are almost here?! The most wonderful time of the year deserves the most wonderful event of the year! Celebrate the holidays with ZooLights presented by ComEd and Invesco QQQ. This festive, one-of-a-kind holiday experience offers a merry, family-oriented tradition in the heart of the city. The fun starts on November 19th. Get your tickets 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 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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