Media Fragmentation The Impact, Data and What You Can Do About It - PowerPoint PPT Presentation

Media Fragmentation The Impact, Data and What You Can Do About It

Introduction

The Impact

Media Evolution

10 years ago…

10 years ago…

Evolution of Media

Evolution of the Internet

Evolution of Social Media

Evolution of Social Media

Evolution Increases Fragmentation On Demand on network App, viewed on Smartphone or DVR’d and view Tablet later on satellite Live through On Demand on Broadcast network App, Live through through OTT Device satellite provider Live though App on Smartphone Through streaming or Tablet service (OTT Live through device, phone, Cable DVR’d and view online) later on Cable

Evolution Increases Fragmentation Where is my customer? What devices are being used? Where do they consume?

Evolution Increases Fragmentation

The Data

Media Consumption Lifetime May 2008

Media Consumption Today Can anyone take a guess as to how much time the average adult spends per day connected to media?

Media Consumption Today Average Time Spent A18+ Per Day App/Web Tablet App/Web Smartphone Internet on Computer U.S. Adults 18+ Spend 11 hours and 27 Connected TV minutes per day connected to media! Game Console DVD/BlueRay Radio Time-Shifted TV Live TV 0:00 1:12 2:24 3:36 4:48 Hours

Out with the Old?

Out with the Old?

Out with the Old? Radio still reaches the most Americans ●

In with the new… A35-49 spend more time per day on smartphones than any other age group A50-64 spend most time on media than any other group A18-34 spend most time on CTV devices – more than any other age group A18-34 spend an additional 31 min per day across all media than year prior

Oh Media, Oh My!

New Kids on the Block Up and coming media like, streaming radio, podcast, online games, connected TV; are becoming ● more accessible and more affordable

The Future of TV Quiz: Raise Hands – How many of you own a connected TV device ●

The Future of TV Top 5 OTT services are: Netflix, 71% of internet Amazon Prime users use OTT Video, Hulu, HBO services NOW, Starz 55% of US 68% of US Households are Households own a subscribed to at CTV device least one video- streaming service

The Future of TV

The Future of TV Performance CTV ads show consistently higher 59% of marketers are completion rates (95%) than desktop expecting to increase their (75%) and mobile (72%); a phenom attributed to the nature of most investment in CTV ads connected TV ads

Audio Evolution 50% of all adults stream audio through their smartphones each week (16%^ since 2018)

Raise your hand if… You have heard of Podcasts? Know what a Podcast is? You listen to a Podcast each week?

Podcast Advertising 71% of Americans have heard of ● Podcasts 51% of Americans have listened ● to a Podcast 32% of Americans listen to a ● podcast monthly (up from 26% in 2018)

Podcast Advertising 1 in 5 Americans listen to podcasts each week (for ● comparison purposes, nearly 4x more people listen to podcasts every week than watched the Game of Thrones final season premiere.) Men are devoted Podcast listeners (36% men vs. ● 29% female listen monthly) 40% of A54 and younger listen monthly - *indicative ● of widely adopted consumer tech – usage becomes pervasive among young people first, followed by middle- age Americans, then older persons

Podcast Advertising Podcast listeners are more likely to earn $75K per year ● Habitual fans listen to 7 podcasts per week ● 93% listen to most of an episode, 52% listen to the ● entire episode Has had a 65% growth rate in advertising in just two ● years 54% listeners are more likely to buy products ● Podcast advertising has proven to increase key metrics ● like awareness, ad recall, affinity, recommendation and purchase intent, because ads served are relatable to their user while in their active listening state

Bottom Line: Fragmentation, Not Abandonment

All in All Media is fragmented and that means it’s important to be in many places at once ●

10 Steps to Combat Media Fragmentation

1. Take Inventory your owned and earned assets

2. Know your target audience

2. Know your target audience What are their interests, hobbies, work and play activities? ● What would it be like to spend a day in their shoes? ● Plot their daily paths. What does the customer journey look like? ● How do they like to engage with content? What digital devices, social networks and other channels ● do they use?

3. Review Creative Messaging Determine if your creative messaging will resonate with your target audience ● Messaging needs to appropriate for each media channel ●

3. Review Creative Messaging - Example

3. Review Creative Messaging - Example

4. Be Social

4. Be Social How many videos are watched on YouTube every single day? ●

5. Implement Multi-Channel Advertising

6. Start Search

7. Think Mobile

8. Prepare to Analyze The Checklist: Set up Google Analytics ● Set up Google Tag Manager (GTM) ● Set up UTM Codes ● Determine your key performance indicators (KPI) ●

Google Analytics Free web analytics service that allows your to analyze in-depth details about visitors to your website ● Provides data on the age, gender, interest, device and location of your audience ● Ability to set up goals and conversions ●

Google Tag Manager A free tool that allows you to manage and deploy marketing tags (snippets of code or tracking ● pixels) on your website or app without having to modify the code Enables your marketing department to take complete control over the tags they create and monitor ●

UTM Codes Example ●

UTM Codes How to set it up ● Go to: https://ga-dev-tools.appspot.com/campaign-url-builder/ ●

UTM Codes www.sellsagency.com?utm_source=newsletter&utm_medi um=email&utm_campaign=bank_marketing

UTM Codes

9. Monitor Campaigns

10. Evaluate Results

Download a 10 Step Media Audit Worksheet www.sellsagency.com/mediaaudit

Questions ?

Thank You!