Marketers want to use more cross-channel advertising, but they’re running into problems. A new report outlines the challenges faced by cross-media buying marketers, along with their audience-based targeting, and proposes a few solutions.
Tag: audience targeting
Marketers and consumers are accustomed to hearing about the social aspect of TV viewing and its connection to Twitter. But, a report from SecondSync – Watching With Friends, suggests that real-time interaction between viewers, Facebook and TV is taking place at a high enough rate to attract marketer attention and advertising budgets.
Every 2 years, local media companies anticipate a revenue boost from political advertising. In recent years, divisive campaigns have resulted in huge windfalls for some TV station operators and newspaper publishers. 2014 is an election year with plenty of expected campaign advertising but some industry watchers are predicting a significant shift from traditional to digital media formats. The Off the Grid survey produced for Google links the shift to changing consumer behavior.
Which media format has nearly identical reach across age, income and ethnic groups? It’s radio. About 90% of U.S. consumers over age 12 regularly listen to the radio. In the State of the Media: Audio Today, Nielsen encourages marketers to make use of radio because it reaches so many consumers who have money to spend at traditional stores in the immediate future.
The purchase path. Marketers spend a lot of time studying the steps consumers make on their way to buying a product or service. The new speed of commerce has changed the traditional purchase path, and Vicki Draper, at AOL Consumer Analytics and Research encourages marketers not to ignore the disruptions that have occurred recently. AOL covered this topic in its Buying at Speed: How Technology Empowers the Always-On Shopper study.
The federal government, health insurance companies, and exchanges are spending millions to encourage consumers to sign up for coverage under the new Affordable Care Act. However, these aren’t the only organizations targeting consumers with new ad campaigns. The American Osteopathic Association (AOA) is encouraging physicians to pay attention to the criteria patients use when evaluating them and to advertise accordingly.
We’re nearly a month into the new year and while consumers may have given up on some of their resolutions, they’re likely still focused on their financial well-being. New research from Harris Interactive shows the number of people expecting economic difficulty this year exceeds the number who believe their prospects will improve. This state of affairs suggests that financial services marketers should be rolling out campaigns designed to help consumers get ahead.