don't leave digital at the altar
TRANSCRIPT
Korena Keys ~ KeyMedia Solutions
DON’T LEAVE DIGITAL AT THE ALTAR
Embrace the Marriage
of Traditional and
Digital Media
PLANNING THE WEDDING
1. Set Your Date
2. Research (venue, florist, wedding planner)
3. Build Your Guest List
4. Set Your Budget
5. Find the Perfect Dress
6. Contract Your Vendors
7. The Wedding
8. The Honeymoon
THE GUEST LIST
Broadcast (TV & CABLE)
Radio
Out of Home
Direct Mail
Yellow Pages/Phone Book
Online Display & Video
Streaming Music
Website/Blog
Social Media
Search – Paid & Organic
Mobile (Apps)
SOMETHING OLD
Traditional Media is Not Dead – But it is Changing
Media habits are changing
The multi-screen revolution is real
Customers want more from their media experience than current technology can deliver
SOMETHING OLD
Newspaper
• Daily use has declined from 42% of the population in 2004 to 29% in 2012.
• Readership across all age categories is declining, but there are far fewer younger readers.
SOMETHING OLD
40% 45% 40% 30%
38% 35% 30%28%
50% 45%41%
35%
60% 57%52%
45%
65% 62%58%
50%
70%67%
63%
55%
2004 2007 2010 2013
NEWS PAPER READERSHIP BY AGE
18-24 25-34 35-44 45-54 55-64 64+
SOMETHING OLD
Television/cable
• Daily use has dropped from 60% in 2004 to 55% in 2012.
0%
10%
20%
30%
40%
50%
60%
70%
1993 1998 2003 2008 2013
ABC, CBS, NBC TV NEWS SHARE
0
500
1000
1500
2000
2500
3000
3500
4000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
CABLE TV VIEWERSHIP
Fox News CNN MSNBC
SOMETHING OLD
SOMETHING OLD
0
500
1000
1500
2000
2500
3000
3500
4000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
CABLE TV VIEWERSHIP
Fox News CNN MSNBC
0
500
1000
1500
2000
2500
3000
3500
4000
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
VS. CABLE TV REVENUES
Fox News CNN MSNBC
SOMETHING OLD
Television
• Market share by the network news shows is declining.
• Local news showed growth from 2012 to 2013 due to an increasing share of that coverage going to sports, weather, and traffic. But this is the first increase in viewership since 2008.
6.30%
3.30%
0.10%
0.00% 2.00% 4.00% 6.00% 8.00%
Late Night News
Early Evening News
Morning News
LOCAL NEWS VIEWERSHIP IN KEY TIME SLOTS
SOMETHING OLD
Radio (News)
• Daily use has moved from 40% in 2004 to 33% in 2012. This is a decline – but not as steep as with newspapers.
• Weekly radio news listenership has remained relatively constant.
• Listenership by age peaks in the 30–64 age groups.
• Online weekly radio listeners have grown rapidly, and are now at nearly 35% of the United States population.
SOMETHING OLD
20%
30%
40%
35%33%
25%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
18-24 25-29 30-39 40-49 50-64 65+
NEWS RADIO LISTENERSHIP BY AGE
SOMETHING OLD
86%
61%
31%
17% 14%
0%
20%
40%
60%
80%
100%
AM/FM
Radio
CD Player MP3/
Owned
Digital
Media Player
Satellite
Radio
Online
Streaming
Radio
USAGE IN PRIMARY VEHICLE LAST MONTH
SOMETHING OLD
8% 8%
12%
18%
22%
32%
0%
5%
10%
15%
20%
25%
30%
35%
2003 2005 2007 2009 2011 2013
ONLINE WEEKLY RADIO LISTENERSHIP
SOMETHING NEW
SOMETHING NEW
Digital Media (News)
• Daily use has grown from 24% in 2004 to 39% in 2012.
• A whopping 71% of 18–29 year olds say digital media is their main source of news.
• Digital news outlets are growing as more people are getting their news on social media.
SOMETHING NEW
30 37
77 84
70 63
23 16
0%
20%
40%
60%
80%
100%
18 - 29 30 - 49 50 - 64 65+
Ages of Users
MAIN SOURCE OF NEWS
Traditional Digital
SOMETHING NEW
62%60%
63%64%
67%
63%65%
62%
52%50%
53% 53%
45% 43%45%
48%
43%42%
44%
47%
40%
45%
50%
55%
60%
65%
70%
2012 2013 2014 2015
SHIFT FROM TRADITIONAL TO DIGITAL MEDIA
Search Engine Traditional Hybrid Social Owned
TRUST IN MEDIA SOURCES
On average, online sources are 31% more likely to be used to
gather information on:
• General business information
• Breaking news
• Confirmation/Validation on breaking news
0%
10%
20%
30%
40%
Television Newspaper Online Search
INFORMATION GATHERING TECHNIQUES
BLENDED FAMILIESCoherence Consistency
Continuity Complimentary
TV + ONLINE VIDEO
In a study conducted by Microsoft and IAG they showed the effectiveness and memorability of ads based on four metrics:
1. Ad recall
2. Brand recall
3. Message recall
4. Likability
When incorporated together, on average, each ad studied performed 34.5% better than TV or Online ads alone.
SD HOUSING
TV + TWITTER
Get your customers involved!
Utilize hashtags and Twitter’s real-time updates to get consumers engaged and utilizing your products and services.
Gain real-time feedback on how, who and where your products and services are being utilized.
TV + TWITTER
TV + PROGRAMMATIC
First off- who has heard of Programmatic buying?
Now, can you define it??
TV + PROGRAMMATIC
Brings the power of software to television advertising
Pairing planning and buying with advanced data and
automation will lift results for agencies and advertisers along
with industry providers.
Adding programmatic into the mix will help find and target
audiences in the future and make sure this newly wedded
group will live happily ever after.
When an ad is delivered in real-time to an individual,
they are twice as likely to interact with it.
- “Media Economy Report,” Magna Global, 2014
OUTDOOR + DISPLAY MEDIA
xx
OUTDOOR + SOCIAL MEDIA
Consumers are on the go all the time. And out of home advertising is the king of local advertising.
PRINT ADS + MOBILE
Your traditional print ads used to reach buyers effectively; now they just need to be tweaked to lift your current efforts.
Mobile coupons get 10x the redemption rate of traditional coupons and mobile ads get 3x the clicks
PRINT ADS + TARGET MARKETING
RADIO + STREAMING
Repurpose your radio spots for online radio.
Pandora, Spotify, Slacker and iHeart radio are open avenues for consumers to listen to radio and stream anywhere.
RADIO + PROGRAMMATIC
And as of January 2015, programmatic buying has come to radio. This ad serving platform automates terrestrial radio advertising, reaching over 60 million listeners weekly and serving over 4 billion ad impressions annually.
DIRECT MAIL + EMAIL
Email Message 25%
Postal Mail
7%
Text Message 9%
Social Media 5%
DIRECT MAIL + EMAIL
Tips & Tricks
• Don’t “batch-n-blast” (opt in mailing list)
• Content is king – the message needs to be relevant and timely
• Mobile friendly design and features like browse and shop
• Subject lines will make or break success
• Less than 40 characters
• Avoid spammy language like “buy now” and “free”
• Make the content of the email clear
• Change the subject line for each email
• Use a hashtag to increase interactivity
PHONE BOOK + SEARCH
54% of Americans have substituted the Internet and local search for phone books
70% of searches on a mobile device are followed up with an action within one hour
80% of traffic to a website begins with search query
PHONE BOOK + SEARCH
THE BUDGET
82.4 80.1 78.1 75.7 74.1
17.6 19.9 21.9 24.3 25.9
0%
20%
40%
60%
80%
100%
2012 2013 2014 2015 2016
SHIFT FROM TRADITION TO DIGITAL MEDIA
Traditional Digital
FOR THE GROOM
What will $4.5 million and 30 seconds during the Super Bowl get you
online? Over 25 billion impressions.
$39.82
$30.00 $27.90
$20.00
$12.16 $1.54 $0.00
$10.00
$20.00
$30.00
$40.00
$50.00
Super
Bowl
Pinterest LinkedIn Instagam Twitter Facebook
AD COST (IN CPMS)
SEND THE ANNOUNCEMENTS
$32.00
$24.00
$20.00
$11.15 $8.00
$6.00 $2.75
$0.75 $0.25 $0.00
$5.00
$10.00
$15.00
$20.00
$25.00
$30.00
$35.00
COST TO REACH 1,000 PEOPLE
DRESS SHOPPING
SAY YES TO THE DRESS
Along with the importance of content in 2015 will come and emphasis on visual story telling.
•Short attention spans of today need to be entertained and informed.
•Create appealing and relatable content. Don’t be afraid to be humorous!
•Content will play a huge role in optimizing SEO, your ads, your website, and carried over into your email and storefront.
SOMETHING BORROWED
Trace your customers path so you know
•Who is your best customer?
•How did they find you?
•Are the new or returning?
•Are they a buyer or browser?
•Where are you getting the best return on ad spend?
SOMETHING BLUE
Because we all know what happens after the honeymoon.
TIME TO SAY…
HAPPILY EVER AFTERKorena Keys
@KeyMediaCEO
KeyMedia.Solutions