Tag Archives: mobile advertising

News U Can Use – January

These news items are brought to you by Kuk & Baldwin:

THE COOLNESS FACTOR.     It used to be that high school photos would be taken by a photographer who would set up in the gym one day and snap away as class members filed in one by one.   Typically, the price for a complete “package” would top out at $60 or $70.   But that’s no longer cool.   More and more moms are now making private appointments with the local hip photographer to have model-like photos of their teenagers, and they’re willing to pay the price – for example, in Austin, Texas, $699 for the basic pose and $1199 for the complete package.   The key, according to one parent, is about making the portrait show some individuality, with professional light and shadow, etc. (USA Today, 11/12/12).

GOT MOLD?     Nationwide, mold-Inspection laws are in a state of flux – e.g., Arkansas and Virginia both passed mold-inspection laws and then repealed them; and only Florida and Texas have licensing laws for mold inspectors.   But household mold poses a health threat everywhere, and mortgage lenders frequently require a mold inspection.   That’s why CIE certification (certified indoor environmentalist) is a key credential for many contractors.   The author of the source article achieved CIE certification, enabling him to command $300 to $600 per inspection – and he noted his “yellow-page ads were very effective, accounting for about 75% of my sales for the first two years” (Journal of Light Construction, 11/12).

LAWYER STATS.     In 2011, over 44,000 US law students graduated from ABA-accredited law schools, and nine months later only about half had found jobs in the legal field.   Indeed, in 2010 the US Bureau of Labor Statistics had forecast some 74,000 new lawyer jobs from 2010 to 2020 – but only three years into that decade, some 133,000 new lawyers have hit the job market, and by 2020 there will be 300,000 additional grads.   As we’ve said before in this publication, a great many of these new lawyers will be forced to hang out their own shingle, some out of home offices – and if you can identify them, you need to let them know how important it is for them to be well represented in the YP (Wall St. Journal, 11/9/12).

Find out how to be at the top of your sales performance by clicking on www.kukbaldwin.com.

Recent media/advertising news of note:

What the “fiscal cliff” deal really means for small-business owners
After weeks of speculation and on/off discussions, Congress finally got a deal done.  Now most small-business owners are expecting to see their taxes to rise. “The fiscal cliff deal will make me spend more time working in the business rather than on the business,” commented Bill Westrom, who owns a financial-consulting firm with just five employees. (Source).  The topic is covered in YP Talk in part one of our two-part series about what 2013 holds for SMB’s (Link).

Super Bowl ad slots almost sold out

But then again times can’t really be that bad can they? USA Today is reporting that CBS, which will air this year’s Super Bowl game has just two 30-second Super Bowl ad slots left to sell (and they are probably taken by now) at their record rates of at least $3.8 million for a 30-second slot. Viewers should look for new advertisers, more social media tie-ins, and longer ads at this upcoming 2013 Super Bowl.  <Source>

Internet Advertising Revenues Hit Historic High in Q3 2012

Even in a weak economy, advertisers are pointing more of their advertising dollars towards the Internet.   According to the latest IAB Internet Advertising Revenue Report figures released by IAB and PwC US, Internet advertising revenues in the U.S. reached $9.26 billion for the third quarter of 2012, making it the largest quarter on record with an 18% increase year-over-year, in comparison to Q3 2011’s $7.8 billion. In addition, they mark a 6% increase over the Q2 2012 figures of $8.72 billion. <Source>

Billboards doing well in Time Square in New York

Never mind that the One Times Square building which hosts the annual New Year’s Eve ball drop has almost no tenants,  it still earns more than $23 million a year in ad revenue. How?  Companies like Dunkin’ Donuts, Anheuser-Busch InBev, Sony and News Corp. are among the brands that spend millions each year digital billboard advertising to reach people milling around in Times Square.  Even during non-New Year’s days, it’s a very busy place with lots of potential eyeballs.  With digital boards, some of big dollar success comes from being able to change and turnaround new messages faster and with lots of moving graphics. (Source)

Mobile-ad spending continues to grow
There has been no shortage of reports of significant increases in mobile-ads.  According to an eMarketer analysis, the U.S. leads the way with search and display spending up 220% in 2012. Globally, mobile-ad spending reached $8.41 billion, compared with slightly more than $4 billion in 2011. (Source)

ZenithOptimedia has also estimated that traditional media ad spending will be flat in 2013, mobile is still likely to see strong growth.  Factors working in mobile’s favor are its low cost and high levels of consumer engagement, both of which are appealing to advertisers with tight budgets.  (Source)

The increasing expenditures in mobile are also being channeled towards social media mobile sites.  For example, some brands are now putting 20% of their Facebook ad spending into mobile campaigns, up from 14% in October, according to a Kenshoo study.. (Source)

A Tablet Christmas Day
What did you get for Christmas?  Chances are it was a new tablet.  On Christmas Day there were 17.4 million tablet device activations, more than doubling the number of devices from a year before, according to mobile ad/analytics firm Flurry. Tablets also saw more activations than smartphones this year, the firm reports. In other measures, non-Apple tablets gained in popularity on the iPad, and while Christmas Day saw a record number of application downloads.  How many yellow page apps do you think were downloaded?? (Source)

Still haven’t picked out your tablet?  Looking for something to bridge the gap between laptop and smartphone? Here is a review of ten top-rated tablets. (Source)

Twitter Growing in Scope and Usage
Twitter has become the hot social media these days and there has been no shortage of news.  First, if you are little behind about this new media, you can start with a list of “Golden Tweets” that generated the greatest number of “retweets” in 2012. At the top of the heap was President Barack Obama’s “Four more years” tweet, celebrating his victory in the U.S. election. Other much-shared tweets included Justin Bieber’s tribute to a deceased fan; the U.K. Olympic team celebrating its successes; and a Japanese voice actor announcing his engagement to a fellow star. (Source)

Did you also know that over three-quarters of world leaders now use Twitter?  That is an increase of 78% from 2011, according to a Digital Policy Council report. President Barack Obama remains the social network’s top political leader, with 24.6 million followers, followed by Venezuela’s Hugo Chávez, who has 3.8 million followers.  Of course, it’s not really Barack banging away on the keys, but I think you get the concept – Twittering isn’t just for the common folks looking for their 15 milliseconds of fame. (Source)

However, sometimes those tweets can get in you trouble.  Take Dallas Mavericks owner Mark Cuban.  He was recently fined $50,000 by the NBA after posting a tweet criticizing the league’s referees. Cuban’s tweet, posted after the Mavs were defeated by the New Orleans Hornets, said he has “failed miserably” at getting the league to fix referee-related issues (Source)

Digital revenues still not there for traditional publishers yet
While all of this twittering, mobile advertising, and social media growth is going on, “traditional publishers” (talking creative media here, not yellow pages) still aren’t offsetting losses from declining print and broadcast advertising with digital advertising.  Web ads are accounting for just a small percent of radio and newspaper groups’ total revenues. Publishers still believe  digital has plenty of promise, “but as 2012 draws to an end, it’s clear that this promise is still more theoretical than real,” writes Erik Sass. (Source)

 

 

 

 

 

 

 

 

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News U Can Use – October

These news items are brought to you by Kuk, Baldwin & Associates:

PET NEWS.     The dog day care business is getting big, as indicated by the fact that the average cost range for an 8-hour day is up to $25-$32 ($35-$55 for overnight boarding) – and also by the fact that some of the high-end facilities require dog owners to complete detailed applications.  There are even cases of
dogs being “expelled” for misbehavior (Personal Journal, 8/11/11)….Nationally,
the cost range for a dog or cat physical exam by a vet is $35 to $46, while
repairing a typical fracture can range from $725 to $1200.   More people are now comparison shopping for veterinary care (Consumer Reports, 8/11).

ALTERNATIVE THERAPIES.     In a survey of over 45,000 readers with a variety of ills, Consumer Reports (9/11) rated several alternative treatments used, including chiropractic and acupuncture.   For chronic back pain,
36% used chiropractic, with two out of three saying they were “helped a lot” –
while only 8% used acupuncture, with 41% giving it high marks.   For headache and migraine, 15% used chiropractic and 45% rated it effective.   And for neck pain, 41% used chiropractic with two out of three choosing “helped a lot,” while 10% tried acupuncture, with 44% indicating it was effective.   The average cost of a chiropractic visit for respondents was $71; the average for acupuncture was
$66 a visit.

TRAVEL AGENCY FACTS.     The American Society of Travel Agents reports that as of this July, there were 14,380 retail travel agencies in the US – down from 16,504 in 2009 and 25,924 in 2002.   And while it’s true that many travelers now go online and make their own arrangements (especially airline tickets), agencies still handle over 50% of all travel sold in the US – a segment amounting to more than $146 billion in sales annually.    That’s an average of about $10.5 million worth of travel per agency.   The biggest reason some 30% of
travelers still use traditional agencies almost exclusively – especially for
foreign travel – is the security of agency support while on the road (USA
Today
, 8/30/11).

Find out how to be at the top of your sales performance by clicking on www.kukbaldwin.com.

Other recent media/advertising news:

Even Amid an Economic Slowdown, Growth is Forecast for  Advertising

Panelists at a recent Advertising Week event indicated that even
with the ongoing slow U.S. economy, advertising revenues are expected to continue to rise for next year and 2013.  2012 will have the advantage of being a
Presidential and major Congressional election year, as well as the summer Olympics to further stimulate media spending.  (Source)

Internet Ad Revenue Grows  to $14.9 Billion in first Half

Internet ad revenue reached $14.9 billion in the first half, up 23.2% over the first half of last year, according to a new IAB Internet Advertising Revenue Report conducted by audit firm PricewaterhouseCoopers.

But Look A Little Deeper:  Google Banner Ad Click-Through Rates Slip

According to a Google survey, despite efforts to make banner ads more appealing, their overall rate for click-throughs declined a bit last year,
to 0.09% from 0.1% two years ago.   However, significant differences were noted for the types of ads, with a 250×250 pixel ad using Flash winning a 0.26% click-through rate. (Source)

 Newspaper Print Ad Spending Drops for 20th Quarter

Given the prior article about Internet ad revenue, would it surprise you to know that U.S. newspaper print ad spending fell for the 20th consecutive quarter, dropping 9% in the second quarter to $5.19 billion, according to the Newspaper Association of America. But the “good” news was that their revenue from online advertising was up 8% to $803.4 million.  (Source)

Times Can’t Be All That Bad:  Super Bowl ad slots nearly sold out

Advertising space in the 2012 Super Bowl is nearly sold out, with just five 30-second slots up for grabs, reports NBC Sports’ sales chief, Seth Winter, who says each of the spots will cost $3.5 million. Winter said he expects all of the inventory will be sold by the year’s end. NBC is stipulating that marketers who run ads in the big game also purchase ad space across other NBC Sports assets. (Source)

 Mobile:  New Mobile Metric Platform Charts Calls, Duration, Demographics

Good to see long time industry supplier Telmetrics rolling out their new “m.Call” platform.  Designed to measure the click-to-call performance of mobile ads and includes call duration and user demographics.   Also works with regular business numbers, which means that special call-tracking numbers are no longer necessary. (Source)

Mobile:  Yahoo! Also Wants to Play

Mobile search accounts for less than 15% of Yahoo!’s total search volume in the U.S. right now, but that number is expected to grow to 25% to 30% in the next few months.  Mobile ad revenue is projected to post 100% year-on-year gains.  All of this from Shashi Seth, senior vice president of search products at the Web portal.   (Source)

Mobile:  Online Retailers Seeing Surge, Believe They are From iPad

Mobile devices account for 22% of Rue La La’s revenues, with iPads
alone making up half of that, according to company Chairman Ben Fischman,
speaking at Shop.org’s Annual Summit.  “Our iPad sales are through the roof,” Fischman said, echoing reports by another online retailer, Ideeli, which also said the Apple tablet is responsible for about half its mobile sales.

Does your company have an iPad apt yet?  (Source)

Today’s Strategic Imperatives For Directory Publishers

Sebastien Provencher posted a great article on his Where Local Meets Social  blog on earlier this week.  We are posting it here in its entirity….

Today’s Strategic Imperatives For Directory Publishers

Yesterday, I gave an interview to the Globe & Mail about Canada’s Yellow Media / Yellow Pages Group, the incumbent directory publisher and my former employer (I worked there from 1999 to 2007). Even with the challenges they’re facing, I’m still a fan of the company (and of the industry in general) but the interview gave me the opportunity to put in writing what I think are the core strategic imperatives today for any directory publisher, not just Yellow Media. The list won’t surprise anyone in the industry but it’s always good to remind ourselves what they are.

  1. Change the culture. “Internet culture” must truly permeate every aspect of the organization. Concepts like speed of execution, innovation, quick iterations, coopetition, risk-taking, failing fast must become second nature (other people on Twitter & Google+ suggested “internet culture” also meant constant learning, openness, willingness to help each other out, adaptability to constant change, sharing, crowdsourcing, diversity, immediacy, learning, and expectation of access)
  2. The sales force. I believe the sales force is now the major asset of all directory publishers and this sales force needs to be able to sell print directory products as well as a variety of online products   including third-party ones like Google AdWords or Facebook advertising.  This means recruiting and training are critical success factors. I use to believe the brand was a major asset but not anymore.
  3. Reinvent the Print. I still believe print business directories have legs and they won’t die tomorrow (and by the way, stop it with      “Yellow Pages are dead” please, nothing ever dies, it just becomes niche).  Even I still use the neighborhood book once in a while. But the book needs to be reinvented to become more locally relevant, more about the consumer.  As Francis Barker (SVP at Dex Media at the time) said in 2004 at a BIA/Kelsey conference, print books design should be influenced by online local search patterns/usage. I’ll add that they now should be influenced by mobile local search/discovery apps. On a related note, book distribution in apartment and office building should be improved to avoid the PR disaster pictures like this.
  4. Continue investing in the Web. Beef up your dev and product management team, invest in R&D, try things. Facebook has shown that you can continue innovating even when you have huge consumer usage and ad  revenues.
  5. Focus on mobile. The Web is extremely fragmented and some players like Google and Facebook have managed to capture gigantic market shares. There’s probably a bigger opportunity to support the franchise by  focusing on mobile and launching various vertical apps. Directory  publishers need to invest and build up their mobile team and technology.
  6. Get serious about social media. I’m obviously biased because of the work I’m doing on Needium, but the time for experiments in social media is over. This is serious business now both from a consumer and an advertiser point of view.

Am I forgetting anything???

******************************

No you didn’t Sebastien.  Very wise words.  Nice blog.   I would like to pile on a little.

On the sales force, I was more than a little disappointed to hear senior level people from several major publishers trashing the capabilities of their current sales team at the recent BIA/Kelsey conference.  The message to them is wake up – you’re not really seeing what these people can do.  With a little more consistent direction, management support, and clarity on exactly what you want them to sell, they can do wonders.  Don’t sell them short just because
someone has been selling print products only for some time.  Trust me, there are a ton of other industries that would love to grab these sales pros, and they will if you don’t start paying some attention and appreciation to them.

On mobile, it’s clearly the big opportunity going forward.  I am not as
convinced on most social media, as I don’t view that as a place where people
want to be inundated with advertising.   The reason many people have gone to Facebook for communication is they get less spam than from email.

On print, agree totally with Sebastien.  Maybe the better way to look
at it is why does a print Yellow Pages have to have 4000 headings to be successful??  Wouldn’t a couple of key service guides, in addition to a full suite of digital products provide the same results for advertisers?  There are certain things for which digital is a slam dunk.  But then there are a host of other products and services, especially in headings I may not be as familiar with that print still works well.  And I still insist it’s quicker and easier to find many thing in print than online.   At least for now.

But in total, nice job Sebastien.