Follow the Money – The Rise of Native Video
Consumer trends are evolving. 2016 marked the first year that consumers made a majority of their purchases online rather than in store, according to an annual survey by comScore. This shift is leading to the slow death of traditional retail, with major retailers such as Macy’s and Sears closing stores across the country. Purchasing goods digitally has become incredibly easy and pain-free thanks to the likes of Amazon. In fact, 44% percent of smart phone users made purchases on their phone in 2016, according to that same comScore report.
ReadThe Real Math Of Sponsored Editorial: The Native Paradox
The sale of sponsored editorial is up, significantly, across almost all big name publishers. This is amazing, but there is a paradox. Despite the success, there are visible cracks in the foundation. Competition and unsuccessful campaigns are driving unusually low renewal rates. The average advertiser buying has just a 33% renewal rate.
ReadA full-scale advertising boycott of YouTube? A Post Mortem.
Like you, we read those articles last month threatening a full advertiser boycott of YouTube last month (for example, here), fall-out from poor editorial controls. We were curious to see if the list of brands that said they were boycotting actually went through with it. And what impact did that have on YouTube’s overall sales? The results surprised us. Posted below is a quick summary.
ReadWhere are B2B advertisers allocating their ad buys?
Knowledge is key to enhancing your ad sales, the more you know about your prospect’s purchasing patterns, the more powerful your pitch. Are your prospects purchasing print, digital or cross-platform packages? Learn how the B2B ad sales industry trending.
ReadShark Week’s Early Run: Bad News for Ads?
It was a dark and stormy night in 1988 when the first Shark Week show premiered: Caged in Fear. Since then, Shark Week has become a major hit with audiences and advertisers alike. According to Nielsen, Shark Week has received up to 2.5 million same-day viewers with a 1.46 rating in primetime.
ReadMore Evidence: Is the Real Estate Market Softening?
Following-up with my recent blog post, Is NYC's Real Estate Bubble Cracking?, where we uncover the decrease in real estate advertisers, I found more revealing evidence about the current state of the real estate market.
ReadSummer Starts Now with Alcohol Advertisers
Summer weather is heating up. It’s shaping up to be a hot season for alcohol advertising. Seasonal advertising has always been a strategic factor in targeting specific audiences. And it’s a great way to promote seasonal cocktails like Pimm’s Cup, matais, daiquiris, or mojitos. From favorites hit songs like Jimmy Buffet’s Margaritaville or Rupert Holmes’ If you Like Pina Coladas to recent top trending hashtag #ThirstyThursday, everyone loves to celebrate summer with cocktails on their patio or a cooler on the beach.
ReadIs NYC’s Real Estate Bubble Cracking?
I read the NY Times article this weekend “Worrisome Pileup of $100 Million Homes” and wondered if the problem was real (or how real). After watching the “The Big Short,” how could you not? Interestingly, the number of advertisers marketing real estate has declined a statistically significant amount in the first four months of the year – online and in print. The dip is most pronounced in NYC and also especially strong with firms selling the most expensive listings. For example, here in NYC the number of real estate advertisers in magazines, newspapers, and online are all down around the same, 10-12%. Major firm advertising is down 26%+ YTD through April. Advertising in the broader tri-state (New York, New Jersey, and Connecticut) market was also down, but much less, just 4-7%.
ReadHow Integrated is the Ad Landscape?
Cross-platform is THE new buzzword, but how integrated is advertising really? This infographic shows the strategic overlap of integration for ads across mobile, desktop, online video, email, TV, native and print based on how brands are buying.
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