Monday, August 1, 2011
eMarketer’s Top Picks, July 2011
TV is a focus in many of eMarketer’s recent reports. But that’s not because digital is any less important. Indeed, digital is more important than ever. With a growth rate of 20.2% this year to $31.3 billion in spending, online advertising will ascend soon to the second-most important ad format behind television. But, since TV is not about to disappear, and digital is growing, brands have to adapt to seeing the two in an integrated whole.
Among the factors behind digital ad spending’s growth is the rise of online video, which “gives brand marketers the familiar messaging medium of TV combined with online’s targeting,” writes eMarketer principal analyst David Hallerman in his new benchmark report, “US Online Ad Spending: The Floodgates Are Open.”
With the ascension of video and the merging of online video and TV, consumers are cutting their pay-TV cords because they can get all their favorite programming online, right? Not exactly, writes senior analyst Lisa Phillips in “TV Video Viewing: Beyond Cord-Cutters.” Her analysis points to one conclusion: The pending death of pay-TV is greatly exaggerated.
In “Socializing the TV Experience,” principal analyst Debra Aho Williamson looks at the convergence of social media and TV, as networks and cable TV players tap online social networking as a means to maintain or build relationships with viewers.
Here are eMarketer’s top picks from June 2011:
REPORT: US Online Ad Spending: The Floodgates Are Open
In eMarketer’s latest benchmark report on the current state and future of online ad spending, principal analyst David Hallerman states that digital ad spending is at an “inflection point” compared with the last three years—and the next few years to come. Shooting upwards 20% this year to $31.3 billion, online advertising’s place in the major media mix is now complete. Learn more about this report.
CHART: US Online Video Ad Spending as a Percent of Total Online and TV Ad Spending
While video grows faster than any other online format, its share of the online ad market will remain small—just 6.9% in 2011. Online video ad spending will reach only 3.6% of TV’s ad spending total this year. Available only for Total Access subscribers.
WEBINAR: Secrets to Online Marketing Success
Now that we are in an age of customer-centric advertising where old, disruptive ad models no longer work, how can marketers capture consumers’ attention and keep it? This webinar takes the most important concepts from my new book, “Digital Impact: The Two Secrets to Online Marketing Success,” and gives you a blueprint for creating content that is truly engaging, as well as explains the seven most important digital marketing metrics. View webinar.
REPORT: TV Video Viewing: Beyond Cord-Cutters
There is still a long way to go before marketers can easily buy spots against premium TV content like “30 Rock” on the internet. “The online video industry has not yet developed its own lexicon, much less standardized metadata and taxonomies,” writes senior analyst Lisa Phillips. But online TV and movies are where viewers are steadily moving—particularly young adults—so marketers have to follow. Learn more about this report.
CHART: US Households that Subscribe to High-Speed Internet or Pay-TV
The share of US households with cable or satellite services has remained fairly steady the last few years, despite cable companies reporting subscriber declines in 2010. Experian Simmons data shows 85% of US households had some type of pay-TV service through early 2011. Available only for Total Access subscribers.
INTERVIEW: Using TV Star Tweets to Engage Viewers
CBS, long known for its older audience, is using social media to bring younger fans together with talent on top-rated shows such as “NCIS,” “Survivor” and “The Mentalist.” In April, the network hosted “Tweet Week,” which featured tweets from the stars of such programs, and won CBS 50,000 more Twitter followers. What did CBS learn? Available only for Total Access subscribers.
REPORT: Socializing the TV Experience
As social media becomes more entrenched in people’s lives, TV viewers are more frequently tweeting, posting on Facebook or texting friends about TV programs. TV show fan pages give these viewers dedicated places to discuss, comment and share whenever they feel like it. “The result is that, more and more, the success of a TV show depends not only on its ratings but also its online buzz,” writes Debra Aho Williamson. Learn more about this report.
SPOTLIGHT: Toyota Encourages Drivers to ‘Friend’ Their Car
The new social network for Toyota owners, Toyota Friend, will enable the brand’s drivers to see information related to ownership and maintenance as well as communicate with their car, other drivers and dealers using status updates and short messages similar to tweets. The app will send updates to drivers about issues like low tire pressure or notify a dealer that a car is coming in for service. Available only for Total Access subscribers.
INTERVIEW: eBay Auto Buyers Take App for a Spin
In the US last year, eBay sold $120 million worth of cars and $60 million worth of parts through its core eBay mobile app. In May 2011, eBay introduced a dedicated eBay Motors iPhone app. Because of the down economy, auto buyers are willing to shop for a car beyond their local area. eBay’s app makes that easier. “People are more willing to spend a little bit of time to make sure their pennies are spent wisely,” says Steve Yankovich, VP of Mobile at eBay. “And they are discovering it’s not that hard to find and purchase a vehicle and have it shipped.” Read interview.
ARTICLE: Tablet Audience Leans Young, Wealthy
Tablet growth is exploding. Among the groups buying them fastest are young adults ages 18 to 29 and those relatively more well-to-do. The percentage of consumers with the highest incomes ($75,000-plus) who have adopted tablets nearly doubled from 9% in November 2010 to 17% in May 2011. Read article.
