2016 media landscape

2016 Media LandscapeTrends to watch for 2016

3,000The number of messages PER DAY the average American sees.

Today, people spend more time per day with digital than

any other medium.

And mobile is taking the lion’s share of that usage,

continuing to gain TSL share.

Conversely, TV is declining YOY, being surpassed by

digital in 2013.

When it comes to consumer trends, nothing is more important than mobile devices.

Today, mobile now accounts for 51% of time spent with digital media types.

And of U.S. adults who own a smartphone, 7% are “smartphone-dependent.”

12% of African Americans and 13% of Latinos are smartphone-dependent, compared with 4% of whites.

So it should come as no surprise that mobile

now accounts for 51% of time spent with digital media types

And when engaging with consumers, this is

the most relevant touch point advertisers

can utilize.

83% of respondents say that when travelling, their

mobile device is crucial when deciding where to

eat!

As location-based targeting opportunities

grow, mobile devices are becoming more

influential than the PC when it comes to

making casual dining decisions!

And when discussing Mobile, it’s hard not to consider Social Media and the role it plays in the lives of consumers.

Today, the average user logs 1.72 hours per day on social platforms alone.

In total time spent, that equates to 28% of all online activity!

That’s because a typical consumer has approximately 7 social apps on their phones.

42 minutes per day

34 minutes per day

20 minutes per day

And they are using them to influence the decisions of their peers!

Confidential and/or Proprietary - Do Not Redistribute

92% of users read product reviews

89% of those

users say that review influence

their purchasing decisions!

72% of consumers saying they trust online reviews as much as WOM!

But with time spent within social media being so fragmented, how can marketers make the greatest impact on these social platforms?

With $9.6B being spent in

the U.S. alone.

A 31% increasefrom 2014!

In 2015, Social network ad spending is projected to hit

$23.68B worldwide across all platforms.

Unsurprisingly, Facebook dominates the paid social space.

In 2015, the company is expected to bring in $15.5B

in total ad revenue worldwide.

And with over 1.3B active users, this platform provides the most

significant opportunity of any social network to

engage with customers.

Twitter is also gaining traction in the paid social sphere.

The “Holy Grail” of one-to-one consumer interaction, the

company is expected to bring in $2.09B in spend this year.

And locally, McDonald’s is playing in the paid social

space as well.

Nationally, McDonald’s has gotten into the Snapchat space by pioneering the app’s new

sponsored, location-triggered filters into the app.

Among younger consumers, social media apps like Instagram and Snapchat are

gaining momentum as the #2 and #3 most used platforms.

This direct link to consumers is part of the evolution of marketing; allowing brands to work closely with influencers who then can help them reach other consumers indirectly.

As the social sphere

continues to push the boundaries

Ultimately, this means that brands will have to

“pay to play”!

marketers will need to

reconsider how to engage with its consumers in this space.

Paid social plays a crucial role in maintaining a

brand’s reputation

amongst their followers.

It allows the message to pop to the top of the

feed, guaranteeing

eyeballs in this engaging space.

Not only is the social space a platform to build reputation, it is also allows brands can

maintain their existing relationships.

And while mobile is the most relevant touch point for consumers, video content still remains on top with digital vehicles accounting for 23% of time spent with video content

Among those digital devices, mobile has grown exponentially and now accounts for over half of time spent with all digital video

consumption.

And it’s not just newer, small-format devices that are contributing to the rise of digital video

consumption.

It is projected that 35.5% of Americans will use a Connected TV this year.

Locally, the video strategy has evolved to

include the mobile video tactic. Plus, the

opportunity to insert on Connected TV is being

explored for 2016!

As video consumption habits shift into the digital space, so too should our strategy

follow suit.

Probably more pervasive than video content is audio.

Audio is found on just about every digital device a consumer owns; from their phones to their cars and, now, even their household appliances!

But when it comes to streaming

music, the top device used by consumers is

mobile.

83% of online audio listenership comes from a

mobile device

With the majority of listening happening in the

car while commuting to/from work.

Consequently, Pandora remains the largest player in the streaming audio space, accounting for 45% of

market share.

And across all platforms, the usage skews young.

77% of A12-24 and 61% of A25-54 stream audio

on a weekly basis!

28% above the #2 and #3 players, iHeartRadio and iTunes Radio.

This lends itself well to

boosting engagement

beyond a typical ad.

By integrating social, they are

now able to create a connection with

consumers on-the-go.

Brands continue to push

the envelope when it comes to creative

uses of outdoor.

But digital vehicles are not the only

way to connect with

consumers on the go.

Another OOH technological trend that is boosting engagement is beacon technology and this is expected

to play a greater role in retail sales moving forward. Beacon technology

allows mobile apps to “understand” their position on a micro-

local scale and deliver hyper-

contextual content to users based on

location.

Political Season and it’s Impact on Local Media

A projected $4.4 billion will be spent on TV during the

2016 election cycle, including

$3.3 billion on local broadcast alone!

During a political window, candidates can purchase

inventory at the lowest unit rate and many DMA’s get

political spending from multiple states.

In the Tri-State area, Primary political

windows are slated March, April and July

with the general election opening September 7th.

During these times in particular, local

inventory will be tight and the chances of

being pre-empted will increase.

Therefore, staying ahead of the game and booking schedule early

will be of the utmost importance in order to

secure inventory.

UPDATE FOR YOUR MARKET

Questions?