OMG! The Internet STILL Hasn’t Killed TV!

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As digital advertising methods proliferate and morph, companies funnel more money into television advertising to reach viewers who spend 22-36 hours watching TV every week

Despite what the advertising industry rumblings might lead us to believe over the past few years citing the decline of television as we know it, television advertising is instead alive, well, and producing solid results. In a recent MarketShare study that analyzed advertising performance across industry and media outlets like television, online display, paid search, print and radio advertising, MarketShare found that TV has the highest efficiency at achieving key performance indicators, or KPIs, like sales and new accounts. When comparing performance at similar spending levels, TV averaged four times the sales lift of digital.

In fact, 2016 could wind up being one of the most profitable years ever for TV advertising, thanks in part to Super Bowl 50–which set the stage with its $4.8 million, 30-second commercials. According to Advertising Age, total ad spending on commercials in the Super Bowl from 1967 through 2016 (and adjusted for inflation) was $5.9 billion.

Super Bowl 50′s estimated share of 2016 U.S. broadcast network TV ad spending was a record 2.4%, double the level in 2010 (1.2%), four times the level in 1995 (0.6%), and six times the level in 1990 (0.4%). The big game followed in the footsteps of a very strong fourth quarter for TV ad spending, which, according to Standard Media Index, saw overall TV spending increase by 9 percent at the end of 2015. October 2015 was broadcast’s best advertising month since January 2014–yet one more indicator of TV advertising’s continued and growing prowess.

There is however, no denying that instead of the decline of TV, the conversation should be reframed that we are instead experiencing the continuous evolution of TV and viewership – as is the nature of life. Even with the many different screens and delivery options at their avail, viewers still enjoy television viewing–and the ads that accompany with it. According to The Wall Street Journal’s If You Think TV Is Dead, Maybe You’re Measuring Wrong, adults of all ages spend more time with TV than with any other platform. Citing Nielsen measurements, the article points out that adults spend about 36 hours per week watching TV, while they spend about seven hours on their smartphones. For 18-34 year-olds, almost 22 hours is spent viewing TV while about 10 hours is spent on smartphones.

When combined, these numbers and realities paint the picture of a TV advertising environment that’s vibrant, effective, and clearly profitable. And while the medium has long been bashed for being “expensive”–a claim that grew as cheaper digital options entered the picture–we’ve seen a strong resurgence of interest in TV across many different types of advertisers. So while banner and display ads may be less expensive to initially create and publish, the average click-through rate of such ads across all formats and placements is still a very low 0.06 percent. Also, 54 percent of users don’t click banner ads because they don’t trust them, and 18- to 34-year-olds are far more likely to ignore online ads, such as banners and those on social media and search engines, compared to traditional TV, radio, and newspaper ads.

As Rich Lehrfeld, senior VP-global brand marketing and communications at American Express stated, “TV as a traditional medium is still important. When we run a heavy TV schedule, we see a lift in sales and product awareness. We need to run two weeks of digital to get the reach of one day of broadcast.”

Now, even though TV advertising is doing a great job of holding its own, that doesn’t mean it doesn’t play well with other, more “hip” and modern advertising methods and you truly need an omni-channel campaign to be fully effective across all platforms. So while it’s still the go-to player for companies across many different business segments, TV integrates well and lifts the advertising efforts for all other channels such as online video, programmatic ads, social, mobile, and so forth.

As a device-agnostic platform, for example, TV gives advertisers the opportunity to leverage over the top content (i.e., OTT refers to delivery of audio, video, and other media over the Internet without the involvement of a multiple-system operator in the control or distribution of the content) and other opportunities to reach their audiences across dozens of different platforms (e.g., cable, network, and independents like Netflix and Hulu).

The current presidential campaign is a testament to the power of television as a message and content delivery mechanism. According to Nielsen, voting adults spend an average of 447 minutes per day watching TV, 162 minutes listening to the radio, and just 14 minutes and 25 minutes viewing video on their phones and tablets (respectively).

According to the New York Times’ Derek Willis, nothing will displace television as the centerpiece of presidential campaign media strategy in 2016. “Television-watching adults spent an average of 7.5 hours a day in front of the set during the first three months of [2015]…far more time than people spend on their personal computers, smartphones, and tablets. And older Americans — among the most dependable voters — watch more television than their younger counterparts,” writes Willis in Why Television Is Still King for Campaign Spending.

There’s no denying that TV is still the best advertising investment out there but you still need to integrate a campaign across other platforms (web, social, mobile, etc.)– namely because response isn’t always generated directly from TV anymore–but by using solid analytics you can easily detect the “halo effect” that television has on the entire campaign. So while devices proliferate and the media environment becomes increasingly cluttered, those 36 hours that adults spend watching TV per week (and 22 hours for millennials), don’t lie- and neither does the return on investment that advertisers continue to reap from their investments in media and creative.

Jessica Hawthorne-Castro is the CEO of Hawthorne Direct. She can be reached at (310) 248-3972 or via email at jessica.hawthorne@hawthornedirect.com.

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OMG! The Internet STILL Hasn’t Killed TV!

This Super Bizarre PSA Will Make You Want to Do Drugs…And the Pink Undie-Wearing Bunny Ladies In the Ad

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First uploaded in July of 2011, this super strange faux PSA of sorts has amassed almost 26 million views to date. Supposedly it’s some sort of anti-drug effort. But, all it seems to do is encourage strung out guys to have their way with a collection of super-hot pink underwear-glad bunny girls who, well, turn out to be something entirely different.

Because drugs.

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This Super Bizarre PSA Will Make You Want to Do Drugs…And the Pink Undie-Wearing Bunny Ladies In the Ad

Bloomingdales’s Slammed With Social Media Outrage Over Date Rape Ad

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Wow. I just wrote about an idiotic bank ad which made light of environmental issues and now we have a Bloomingdales’ ad which many say makes light of date rape.

A Christmas print ad for the retailer shows an image of a woman and a man with a very questionable headline between them. The headline reads, “Spike your best friend’s eggnog when they’re not looking.”

Like every brand which finds itself in this situation, an apology has been issued on a Facebook post which reads, “In reflection of your feedback, the copy we used in our recent catalog was inappropriate and in poor taste. Bloomingdale’s sincerely apologizes for this error in judgement.”

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In reflection of your feedback, the copy we used in our recent catalog was inappropriate and in poor taste. Bloomingdale's sincerely apologizes for this error in judgement.

Posted by Bloomingdale's on Tuesday, November 10, 2015

In reflection of your feedback?

How about upon reflection of our brand’s incredible idiocy and insensitivity and common sense and, well, everything?

Here’s the full ad:

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And here’s the outrage:

And the brand’s apology on Twitter:

Who’s running things at these big brands?

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Bloomingdales’s Slammed With Social Media Outrage Over Date Rape Ad

Idiotic Bank Ad Makes Light of Environment, Social Media Goes Bezerk!

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Did you miss me?

You would think after all these years we would have moved past the point were brands make egregious lapses in judgement knowing full well the wrath of social media outrage will rain down upon them like a ton of bricks. But, apparently, no.

A Philippine bank, BDO Unibank has apologized for an ad it ran which made light of environmental issues. In the ad, which carries the headline “Save the environment or save up to see places,” a man can be seen holding a sign that reads, “Stop deforestation” behind a woman who is enjoying her travels. The word “or” is placed between the two.

The bank has since apologized for the ad in a Facebook post which read,”We apologize that the Ads have been very insensitive. The posts have since been removed and we have taken steps to resolve the matter internally.”

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We apologize that the Ads have been very insensitive. The posts have since been removed and we have taken steps to resolve the matter internally.

Posted by BDO Unibank on Friday, November 13, 2015

Predictably, and with good reason, social media outrage filled Facebook comments including mocking the brands automated bot which responded to every tweet with, “Thanks for your feedback.”

The ad has been pulled by the bank but not before screenshots were taken preserving the idiocy for time immemorial.

Environmental advocate Renee Karunungan snagged a screenshot and pointed out the bank’s owner, Henry Sy, owns a firm that cut down trees to build a parking lot and erected a building which caused massive flooding during a typhoon because they blocked waterways.

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So BDO Unibank deleted this post. But of course there is a reason screenshots were made. Im putting it back so that we…

Posted by Renee Juliene M. Karunungan on Thursday, November 12, 2015

Here’s a Storify of the outrage the ad has caused:

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Idiotic Bank Ad Makes Light of Environment, Social Media Goes Bezerk!

3 Ways to Incorporate Mobile And Social Analytics In Your Ad Campaigns

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In today’s competitive business environment, most advertising agencies are using data analytics to hone their clients’ campaign strategies and to improve their job of targeting, tracking, and engaging customers.

With mobile commerce growing at an annual rate of 42 percent, and with one-third of online shoppers making at least one purchase via smartphone over the last 12 months (and 20 percent via tablet), marketers that ignore mobile analytics are doing themselves a major disservice. The same goes for social, where tracking, measuring, and engaging consumers via sites like Facebook and Twitter is absolutely crucial.

As an agency that was in on the ground floor of both the mobile and social advertising movements, and that has been employing analytics to create accountable advertising for decades, we can clearly see that everything digital is moving in a mobile direction. In fact, with some campaigns, we’re seeing as much as 70 percent of orders coming through digital platforms – and the majority of those are being made via mobile devices, even for large, international brands.

To get a better idea of how mobile and social campaigns are performing, consider using one or all three of these ways to leverage analytics:

1) To track consumer activity via their mobile devices. While mobile devices may appear to be “untethered” and therefore more difficult to track and measure, the reality is that it’s quite easy to get a grasp on “m-commerce” activity. Not only can you track the direct sales that are coming in – and what devices are being used (phones, tablets, etc.) – but you can also tie that information back to specific consumers.

This will help you create more accountable and profitable advertising in the future, and it will allow you to harness those 70+ percent of orders that will soon be coming in via mobile devices (if they aren’t already). One of the simplest tools available to you is Google Mobile App Analytics, which allows you to track and measure activity taking place on your app, establish and measure goals, determine conversion rates, keep track of campaign consistency, and apply the resultant data for actionable insights.

Having this information in hand, and then analyzing it for key points and patterns, will help you develop even more effective mobile campaigns in the future.

2) To parlay social activity into key campaign goals. What started out as a fun way for friends to keep in touch and share photos with one another has transformed into a powerful advertising and sales tools for organizations of all sizes.

Today, platforms like Facebook, Twitter, and Instagram are being folded into the campaigns of even the largest, most well known brands. And while tracking the performance of such efforts was elusive until recently, today’s companies are keeping closer tabs on their social activity and using the information garnered to hone their campaigns.

“In 2015, there are now companies whose sole job is to sift through social data and find emerging clues and patterns. Facebook has a billion users, Twitter has hundreds of millions, and LinkedIn is the de facto professional networking site,” writes Jonathan Hassell in CIO.

Remember that social allows you to track more than just “who is Tweeting about you” or “who is posting information about your firm on Facebook.” It also helps you measure brand awareness, hone campaign goals, and determine the best possible approach for a specific marketer (brand awareness vs. direct sales vs. consumer engagement, and so forth).

3) To “listen” to your customers in new and innovative ways. There was a time when companies had to rely on “live” focus groups, written surveys, and customer feedback forms to find out exactly what their target customer groups were thinking. Today, most of that information is available online and a lot of it is at the marketer’s fingertips (as in, the company doesn’t have to ask for it).

“If your customers are talking about you, you want to hear what they’re saying. If you’re spending good money to talk at them, why not devote some percentage to listening to what they have to say?” writes Mikal E. Belicove in Entrepreneur. “Research shows that the conversations your customers have among themselves drive about 13 percent of business decisions and can amplify your advertising by 15 percent.”

Becoming that “fly on the wall” is fairly simple. If you’re running an engagement campaign, for example, look at whether customers are tweeting and/or re-tweeting information about their experiences with the product. If it’s a direct sales campaign, then pay close attention to how those social interactions parlay into mobile and/or online sales.

In the end, the only way to determine the effectiveness of a campaign’s mobile or social efforts is by taking a hard look at the data and then using that information to take action. While this step was easy to ignore just 5-10 years ago, agencies that don’t take the time to effectively measure their mobile and social efforts are doing their clients a disservice and overlooking a large chunk of potential business.

This guest article was written by Jessica Hawthorne-Castro, CEO of Hawthorne Direct.

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3 Ways to Incorporate Mobile And Social Analytics In Your Ad Campaigns