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

Live through Cable Live through Broadcast Live through satellite provider DVR’d and view later on Cable DVR’d and view later on satellite Live though App

• n Smartphone
• r Tablet

On Demand on network App, viewed on Smartphone or Tablet On Demand on network App, through OTT Device Through streaming service (OTT device, phone,

• nline)

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?

Live TV Time-Shifted TV Radio DVD/BlueRay Game Console Connected TV Internet on Computer App/Web Smartphone App/Web Tablet 0:00 1:12 2:24 3:36 4:48

Average Time Spent A18+ Per Day

Hours

Media Consumption Today

U.S. Adults 18+ Spend 11 hours and 27 minutes per day connected to media!

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

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

The Future of TV

The Future of TV

Performance

CTV ads show consistently higher completion rates (95%) than desktop (75%) and mobile (72%); a phenom attributed to the nature of most connected TV ads

59% of marketers are expecting to increase their investment in CTV 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
• f 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!