Category Archives: digital advertising

Top Marketers to Follow @Twitter

I started using Twitter, somewhat, back in 2011. It wasn’t until 2014 that I began to be more of a daily user and started to publish tweets on a regular basis. Twitter launched in 2006 so I was a relatively late adopter -perhaps I should have little to say- but it’s 2016 and especially if you’re a salesperson for a digital and/or print publisher, you really need to be using Twitter by now.

Twitter

It really is an invaluable tool for keeping up with the news of the day, especially in both the publishing and marketing industries. For one thing, your publication’s editorial department is using Twitter. Second, many of your clients are likely using Twitter and the advertising agency buyers you call on are for sure using Twitter. Why aren’t you?

In a less than scientific survey of media reps, these are the three most frequent reasons for not using Twitter:

  1. Why would I use it if I don’t know who to follow?
  2. I don’t think anyone would care what I tweet so why bother?
  3. I already get plenty of industry email newsletters…I don’t have time for Twitter!

Let’s start with #3.

Are you reading those industry email newsletters? If you’re following the knowledgeable people that actually aim to offer their audience valuable insights and support, then it’s relatively easy to glance at Twitter -here and there throughout the day- without it taking too much time or being disruptive to your workflow.

Regarding the second objection to Twitter (”I don’t think anyone would care what I tweet.”), you may be surprised at your own value to others in your industry so don’t hesitate to tweet out if you have an original thought or something to say. But also, no one is forcing you to tweet. You can use Twitter, and it is still valuable to you, even if you never ever respond or share anything on Twitter.

Now #1 is indeed a valid objection and I can relate. Twitter is a little intimidating at first, because after all, we don’t know what we don’t know. But for those of you ready to try something new and you’d appreciate a little help in taking the leap, here’s a few leading voices in marketing to consider following, be inspired by and perhaps learn from on Twitter:

@jeffbullas

@kimgarst

@jaybaer

@dharmesh

@JoePulizzi

Of course, there are at least forty other thought leaders one could follow. But once you get started you’ll learn quickly how to curate your own list.

Be well and good luck!

Post by Jim Jinks (@JimJinksCT and @Mediabids)

 

 

Back-to-School Shopping Season 2016

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As is the case here in CT, many states have tax-free weeks to encourage back-to-school shopping towards the end of August (17 states total – though many are cutting back on discounts being offered).  As such, many advertisers and retailers have begun ramping up their back-to-school advertising campaigns.

According to eMarketer, US retail e-commerce sales in July and August will increase 15% over last year.  This growth can be mostly attributed to overall growth in e-commerce.  Marketers are fighting to get their piece of that pie.  The back to school season represents 17.2% of full-year retail sales, so it’s critical for retailers to dedicate appropriate advertising budget to drive sales during this time period.

Marketing Land reports consumers will spend 42% of their budget on apparel, 26% on books and supplies, and 13% on consumer electronics.  As reported by the New York Times, the National Retail Federation estimates families with children in kindergarten through high school will spend an overage of $674 on back-to-school shopping for a total industry-wide spend of $75.8 billion in the US.  This is an 7% overall increase over last year.  51% of consumers plan to start shopping 3-4 weeks before school starts.  44% of consumers plan to shop at a discount store, 43% in a department store, and 38% plan to shop online.

Marketers will likely spend more than $241 million on back-to-school advertising.  Many retailers opt for newspaper inserts to broadcast sales, though TV campaigns are widely popular, as well as digital and social campaign components.

Here’s a glimpse into some popular national retailers’ ad campaigns this year:

Best Buy

Office Depot 

Target

Kohls

And just for fun, one of the most memorable back-to-school campaigns of all time:

If you have ads you’d like to place in newspapers or magazines this back-to-school season, contact us here at Mediabids at 860-379-9602.  Happy shopping!

Winning In Local Elections: Three Steps to More ”Political” Sales for Local Print Sellers

2016

This Presidential election season is proving to be one of the most contentious (not to mention utterly bizarre) since perhaps the 1960s. But even in 2016, newspapers continue to be very important and an influential media channel. In the past week, for example, the Washington Post and the Houston Chronicle have made headlines by endorsing Hillary Clinton very early in the general election campaign. They both cited their primary reason as the ”danger” that Trump poses to our country. But while Hillary and Trump get most of the big media attention, as an ad salesperson for a local daily or weekly community paper there are plenty of sales opportunities in races for state and/or local municipal positions and issue campaigns.

As a media buyer by training and as someone active in local politics, here’s my advice to local print ad sellers who want to be rock stars in selling to local political campaigns:

  1. Make Sure They Know You – Contact the local town or county committee chairperson in your area -often these folks may know reporters or editorial personnel at your paper but they’re not likely to know you. Call them -email will likely get ignored- and ask them about the upcoming elections. Committee chairpersons will likely know, and have the direct contact info, for the campaign managers and other key people involved in any and all local races. Elections at the local level are not big ”organizations.” Other than the candidate, there are usually only one to two other people in the inner circle.
  2. Know Your Value To The Campaign – While there are billions being spent on national and statewide elections –see AdAge– campaigns at the local level (even races for the state assembly) are usually on a shoestring. There’s also generally limits to how much a candidate can contribute to their own campaign and at the local level this amount can be very low. Among the largest line items in a local campaign’s budget are for campaign signage, events and direct mail. You have an opportunity to grab some of the direct mail budget but you have to show how you can reach households at a very cost-effective and competitive price point. Also, be sure the powers that be in the campaign know that your newspaper can do the graphic design and ad production work at little to no cost. Don’t let the campaign think they can’t ”do print” simply because they don’t have the ad design expertise.
  3. Run a Special Local Election Supplement – Voters look to newspapers for guidance and information. In reading your pages, voters are actively thinking about the election and the issues that matter. If a campaign has an ad there, it’s not unlike having an AdWords text ad show up in search results on Google. A campaign ad in a local paper is an ideal placement but campaigns sometimes need to be sold on this reality – especially if the candidate is new politics and campaigns. One way to really entice a campaign to advertise in your paper is to run a special election supplement. My local weekly paper sends all the candidates the same set of questions and they use the responses as the main content for a local election supplement that runs the week before the election. Once you have one campaign advertiser….others will follow, believe me. The last thing a political campaign wants to have happen is to be absent when the opposition is present.

Generally speaking, local campaigns really begin in earnest after Labor Day. So forget about Hillary and Trump, now is the time to begin laying the groundwork for garnering a slice of the billions and billions spent in political campaigns in 2016. Good luck!

Post by Jim Jinks.

 

 

Open Letter to Media Buyers & Marketers

newspaper machine

Is this picture of newspaper boxes kind of how you think of print? …dreary, old, outdated?

C’mon. Be honest. This is a safe space here.

As a media buyer, agency exec or client-side marketer, the way you think about print media has an enormous impact on the newspaper and magazine industry.

There was yet another sour report today about print revenues. First quarter 2016 newspaper and magazine revenues were down another 3.5-4.5% YOY.

I know many of you have moved on to digital and probably haven’t given much thought to print advertising for some time. I know and it’s not entirely your fault. After all, it’s tough to not follow the herd when the stakes and demands are so high. It’s also especially tough, when you may not know better.

By largely turning our backs on print (and instead pouring dollars into digital display) we’ve missed a huge opportunity to be heroes.

Mediabids Conversion

This chart shows close rates and the average length of calls for a few of our advertisers that deliver the highest call volumes. To be clear, the decimal point is in the correct place. All of our conversion rates start with TWO numbers before the decimal point.

By comparison, here’s the latest conversion rates for digital display ads.

Digital Display Click Thru Rates

If you’ve been spending time in digital media, these conversion rates are very familiar and may be the norm. From my perspective, these conversion rates are just north of ”why bother?”

Print advertising is a huge opportunity to deliver real results and value to your clients. If you haven’t already, perhaps it’s time to update your view of print media.

Sincerely,

Jim Jinks

Fact Checking ”Truthiness”

Trump PinochioStephen Colbert famously coined the term ”truthiness” to describe the way politicians often say things that are at best only half-true. Working in advertising, where we are held to a relatively high standard pertaining to ”truth” (not to mention subject to laws and official government oversight), the nature of advertising in politics -with its loose relationship to facts- has always been particularly frustrating to me, both as a voter and professional marketer. As a society, why do we demand more from our commercial advertisers than our politicians?

It’s a big question and I will not be attempting to answer it here. One thing is for sure, ”truth” isn’t exactly easy to define. Often it’s the case that our truth is simply what we choose to believe. But, of course, we can’t simply let politicians entirely off the hook.

Hillary 2016

While there isn’t an Federal Trade Commission (FTC) looking over the shoulder of political campaigns and consultants, in recent years there has emerged a strong vein of fact checking (even an industry, really) including newspaper and non-profit organizations. The next time you’re curious about the facts behind statements and/or advertising from one of the major candidates, these are the four most widely noted fact checkers:

Factcheck.org

Politifact.com

Sunlightfoundation.com

Poynter.org

 

Post by Jim Jinks

 

Marketing Podcasts: Less Pain, More Gain.

Podcast image

If you’re a local media salesperson it’s important to not only know everything there is to know about what you’re selling but you also need to know what your customers may be thinking, in terms of their marketing options and ideas.

As professional marketers, it’s tough for us to keep up with all the new technology and marketing opportunities that arrive on the scene at an ever increasing pace. Imagine how your small business customers feel? In addition to running their business, they get bombarded by media salespeople in their local market as well as emails and online offers from all the social media and digital channels. The options, opportunities and trends are likely to be overwhelming to most small business owners and managers…or at least make them feel like it’s tough to keep up and make an informed decision on where to best invest marketing dollars.

One thing a local media salesperson can do is attempt to be THE authoritative voice for their small business customers. I know what you’re thinking. Who could possibly have the time to read marketing books or spend valuable prospecting time following ”thought-leaders” on social media or participating in webinars. I get it! Especially as a salesperson, your time is valuable and you’re judged by closing sales (not how smart you are about marketing.)

Recently I’ve been thinking, how can I get smarter about marketing without committing time I don’t really have in the first place? Then I thought…what about a podcast (or two?) There are very few podcasts that are household names. Check that, with the possible exception of Serial (https://serialpodcast.org/) there are no podcasts that are household names. So how or where to get started?

Admittedly, this wasn’t exactly scientific:

  1. I did a Google search of ”top marketing podcasts.”
  2. Based on seven different rankings from people that purportedly listened to all (or most) of the podcasts in the marketing podcast universe, there were five marketing podcasts that appeared in ALL of the rankings.
  3. If you’re looking to become a smarter marketer in less time (and be your customer’s marketing guru) then these would likely be a great place to start:

#AskGaryVee

Beancast Marketing

Six Pixels of Separation

Marketing Over Coffee

Social Media Marketing Podcast

Have a listen and please let us know what you think in the comments section below. I hope you find these enjoyable and valuable.

Post by Jim Jinks

 

 

 

 

 

Magazines Outperform Digital Video & Display to Deliver the Highest ROAS across all CPG Advertising Categories

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Last week, as reported by ADWEEK and AdAge, Nielsen Catalina Solutions revealed exciting results from their study on how media spending across various channels affect sales.

Unveiled at the Advertising Research Foundation’s Audience Measurement conference, the study highlighted that magazines deliver the highest ROAS (return on advertising spend) across all CPG categories with an average return of $3.94 for every ad dollar spent.  This is compared to $2.63 ROAS for display ads, and just $1.53 for digital video.  Surprising statistics considering many advertisers are moving budget in the digital direction.

Magazines performed particularly strongly in the categories of food, general merchandise, health and beauty, as well as over-the-counter products and reward/sweepstakes and promotion/coupon ads drove the highest returns.

“Everybody wants to be in digital video,” Ms. Wood (Nielsen Catalina Chief Research Officer) said. “There is very little inventory, so the price is high. It’s the reverse in magazines, which are undervalued in the marketplace.”

So while many brands are chasing all the latest technologically advanced ad inventory, it cannot be ignored that magazines are still a powerful part of the marketing mix for CPG brands.

While views, shares, and likes may be exciting social statistics for digital advertising, most marketers would agree that return on investment is still one of the most, if not the most important measurements of campaign success.

For help reaching your target audience via magazines, contact Mediabids at info@mediabids.com or at 860-379-9602.

Post by Darcy Mauke

All Advertising is Local

There’s an oft used phrase in Washington – ”all politics is local.” Congressman Tip O’Neill, the legendary Democratic Speaker of the House from Massachusetts, wrote a book titled All Politics is Local so he is perhaps most closely associated with the phrase. In short, no matter what is happening in the world, a smart politician pays attention to the ”parochial” interests of his/her constituents.

Neighborhood pic

In some ways, despite the overwhelming attention paid (in the media and in the advertising industry) to the spending of large national chains and global brands, much of advertising is local as well. But we need to think a little differently about what we mean by ”local.” Very few advertisers are necessarily well served by trying to reach everyone (not that it’s possible.) Effective ad campaigns require that we can reach certain households and certain people within a household. Advertising is not quite local, in the Tip O’Neill sense of the word, advertising is really more like hyper-local or at the individual level.

So why am I banging on about this? Why does it matter?

It matters because understanding the root of effective ad campaigns -especially now- should change our perception, somewhat, of the way the ”demise of print” is so often reported.

In print news recently, Politico reported that Macy’s would be cutting their ROP national advertising by 50% and last week Mediapost reported that the Newspaper Association of America announced they would roll up National Newspaper Network (NNN), their national ad sales arm.

http://www.politico.com/media/story/2016/06/the-macys-factor-004590

http://www.mediapost.com/publications/article/278133/newspaper-national-network-folds.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=93824

Juxtapose these print industry reports with a recent article in the Atlantic about the state of journalism in the Facebook era. The Atlantic article noted that Pew Research looked at the digital traffic of the top 50 highest circulation newspapers in the U.S. Pew found that in just the past year, over half the papers had seen mobile and tablet traffic explode past desktop traffic. In other words, news consumption isn’t declining – it’s simply migrating to devices that are more personal (e.g. at the hyper-local or individual level.)

http://www.theatlantic.com/technology/archive/2016/06/facebook-ate-the-universe-bye-universe/486944/

It is true that many large metro dailies are struggling to hang onto national advertisers and this struggle is likely to continue. However, newspaper organizations are well positioned to capitalize on the hyper-local/individual-level needs of most advertisers, especially when we better define ”most advertisers.” In the U.S. the number of corporate/national advertisers is dwarfed by the number and amount spent by small/local market advertisers.

Facebook and Google have thrived because they offer cost-effective tools that ”small” local market businesses love. Facebook and Google are response-based and allow advertisers to reach relatively well-defined groups of potential customers. Local advertisers, unsurprisingly, have flocked to this low risk way to target the ”right” people in their communities.  Indeed, the Atlantic article reported that 85% of all online ad spend goes to Facebook and Google….rather than the flashier ROS display buys on high traffic sites.

Community weeklies and mid- and small-dailies have the advantage of the content distribution channels of social media (Facebook, Twitter, LinkedIn, Instagram, SnapChat and others) while offering advertisers a print and digital footprint that largely overlaps well with the defined local markets of many small advertisers. For the great majority of these advertisers, their menu of local marketing options beyond Facebook, Google AdWords, direct mail and the local newspaper platform includes advertising media that are decidedly less geographically targeted, response-based and cost-effective. For a variety of reasons (ad production costs, reach, waste etc.) Broadcast TV, cable TV, radio, outdoor -and even in some cases the large metro daily- are not ideal for many local market advertisers.

The widespread generalization of ”print” and ”advertisers” -in a great deal of the print and advertising industry reporting- pretty much walks up to the line of misrepresenting what is truly happening in these industries. Granted, advertising and small business at the hyper-local/individual level is tougher to generalize but it is where the bulk of all kinds of important transactions are actually happening at an ever increasing rate.

Post by Jim Jinks.