With all eyes on digital advertising over the last few years, all attention always turns to the annual Internet Trends report where marketers discover which tactics, techniques, and technologies will drive digital advertising in the future. This year’s report found several significant trends about mobile, social, and digital that marketers need to know. Adweek.com featured these timely trends to offer a glimpse at the direction of digital advertising.
1. Mobile Ad Revenue Soars, While Desktop Stays Stagnant The study shows that mobile ad revenue is far outpacing its desktop-based counterpart. In fact, Internet ad revenue reached $60 billion in 2015, which was 20% higher than in 2014. And mobile ad revenue grew by more than 66% in that time, compared to the mere 5% growth of desktop. Now with consumers spending 25% of their time on mobile, experts say that this presents a $21 billion untapped mobile opportunity for U.S. brands. Now is the time for brands to move into mobile since it’s how people will consume media in the future.
Marketers watching TV-show performance pay close attention to the average audience-per-minute metrics to gauge television success. Despite the widespread use of digital media today, traditional TV earned much higher average audience minutes than pure-play digital media platforms as last year came to a close. This was one of the featured findings reported by the Video Advertising Bureau (VAB) via comScore MediaMetrix’s multiplatform Key Measures services and the Nielsen R&F Program Report for December 2015. MediaPost.com aired more on how television is still channeling the majority of audience viewing time.
Among adults age 18 and older, TV controlled the highest share of the audience per minute. The VAB provided the following comparison of share of media usage: CONTINUE READING THIS CONTENT »
While nonprofit organizations have found a generous supply of donors in previous generations, Millennials are posing a challenge because they prefer to show their support with a new form of philanthropy. Millennials’ lack of interest in mainstream nonprofits caused the American Red Cross to suffer its worst fundraising year in more than a decade in 2015. It seems that Millennials have completely changed the fundraising game and are presenting a crisis to nonprofits that are struggling to tap this younger market for donations. To help nonprofits earn the donations and devotion of Millennials, Adweek.com shared some ideas to gain the support of Millennials.
Giving Grows Up with Millennials
With previous generations of donors, nonprofit organizations found it easy to reach their fundraising goals through mass marketing efforts, brand loyalty, and workplace collection. But now that Millennials have come of age, these digital natives are choosing to directly support causes rather than donate through nonprofit organizations.
Over the last decade, consumerism has had a greater effect on patients’ healthcare choices because consumers are now empowered to shop around for healthcare. It’s already driven major changes in how providers communicate healthcare costs and quality, but hasn’t yet affected the overall health of the healthcare industry. That’s because shopping for healthcare isn’t as easy as buying a new pair of shoes. Healthcare decisions involve many factors beyond personal preferences. To shed light on how consumerism is spreading through healthcare, HealthLeadersMagazine.com shared the industry’s reaction.
Despite the huge increase in healthcare provider data available to patients on digital and social channels, patients still struggle to understand their numerous healthcare choices because the healthcare industry remains so complex and vague. Few people understand the quality data available because it’s written from the perspective of a healthcare provider or regulator and simply doesn’t resonate with consumers. Luckily, several large health systems are responding to the need for reliable information and trust. Many are launching initiatives to help patients find the ideal care with the best value, as well as providing greater transparency and using this honesty to distinguish themselves from rivals.
Have you heard that sound is the latest technology making noise in the advertising industry? This sensory technology is poised to take off and will have a direct effect on advertising as we know it. The beauty of sound is how it lets advertisers engage and communicate with people regardless of their device or location. And there’s no need for any hardware installation to experience the technology. What’s prompting this progress is the arrival of special sound technology from startup LISNR. Forbes.com featured details on how this technology will bring powerful sound to advertising and why it’s generating so much buzz throughout the advertising industry.
It’s Time for Advertisers to Listen Up LISNR is a startup that’s become the talk of the advertising industry after winning the Gold Lion for Innovation In Mobile at Cannes Lions last year. It got the industry buzzing about the way it allows brands to communicate with consumers through their digital devices and participate in every stage of the consumer journey. The technology works this way: CONTINUE READING THIS CONTENT »
This year, mobile devices are scoring high marks from parents for back-to-school shopping. Nearly 60% of parents plan to purchase at least one back-to-school item on a mobile device, according to a recent survey by the Rubicon project. And almost one-third of parents are planning to do at least 25% of their shopping on their mobile devices. Perhaps most telling of the trend is how Amazon is ahead of Walmart in total share of spending for the very first time. Adweek.com reported on how mobile devices have risen to the head of the class with parents for back-to-school shopping.
More than one-third of parents are already back-to-school shopping for the fall. Analysts estimate that parents will spend an average of $917 per child this year—and that amount rises to $1,300 per child for parents of college freshmen.
The marketing industry moves fast, as digital tools, techniques, and technologies are constantly progressing. And brands need to move fast to keep up with these daily advances in order to stay ahead of the competition and maintain digital dominance. The way to stay on top is to stay aware of emerging trends and be prepared to leverage them fully. Fortunately, Forbes.com featured the top 10 trends that will maximize a brand’s digital marketing and keep them on the fast track in the future.
1. A New View on Vertical Videos
While mobile devices have become mainstays in our lives, they’re constantly evolving to become better than ever. One change that will advance mobile considerably is vertical videos, which cater directly to mobile users. This trend will gain traction as more of the world develops a mobile mindset.
The new mobile game Pokémon Go is making augmented reality into a real-world retail strategy. The app was only released last week, but it already has millions of people running around their cities and has sparked a “Pokémania.” The rise in citywide foot traffic is inspiring retailers all over the country to offer hyper-targeted promotions and specials to bring these passing players into their locations. In addition to bringing stores more shoppers, the app is also showing the potential of augmented reality for retail. Adweek.com shared how the new Pokémon Go app is turning augmented reality into a retail reality.
While Pokémon is a Nintendo franchise that began in the 1990s, the latest evolution of the franchise is the Pokémon Go mobile game. Pokémon Go differs from the original game by using augmented reality to mix the virtual realm with the physical world.
Even though healthcare providers have been prescribing patient portals to engage patients electronically, patients haven’t been taking this request to heart. Most patients simply aren’t interested in these electronic healthcare portals. This has left healthcare providers wondering how to engage patients and encourage them to communicate via these digital portals. Industry experts say the problem is that providers just don’t understand patient engagement, which is why they can’t achieve it. To remedy this confusion, TheDoctorWeighsIn.com offered some helpful hints to aid providers in increasing patient engagement with their patient portals.
A Dose of Insight on Patient Engagement
Healthcare providers are simply not in agreement about the definition of patient engagement.
Today, mobile apps are saving people time, trouble, effort, and expense in their daily lives. From product research to price comparisons to total lifestyle management, apps are bringing convenience to traditionally tedious tasks. And brands have taken notice by developing mobile apps that respond to their audience’s needs. Apps have become especially popular in travel as more and more travelers are discovering how travel apps can cater to their every need. From planning trip itineraries to finding deals on transportation and booking accommodations, travelers are turning to travel apps for their convenience, insight, and value. Discover the reasons why travel apps have become valuable destinations en route to planning travel.
Travelers Making Room for Travel Apps
For the last few years, a growing number of travelers have turned to mobile apps to enhance their travel experiences. What started as a convenient way to book travel has now evolved into apps being used for every step of the travel-planning process. A Google study found that apps served as a source of travel inspiration, with 42% of travelers checking travel review apps and 31% looking at specific destination apps to inspire their future trips. And more than half of travelers used a hotel’s app to review and reserve a property.
MD Now Urgent Care has been experiencing rapid growth and popularity in South Florida. To help MD Now increase its brand awareness, MDG Advertising developed an integrated marketing strategy that includes advertising, branding, digital development, and social media. MDG created and produced a TV campaign designed to increase brand awareness through broadcast and digital channels.
MDG developed the TV spot to meet a variety of growth-oriented and brand-centric goals, including:
Should advertisers spend their time and ad dollars on longer YouTube ads, or will shorter ads save them from making a mistake? While media experts debate the strengths of different lengths, it appears that longer ads go a longer way toward achieving certain marketing goals.
Snapchat may have first appeared to be a simple mobile messaging app whose messages disappeared a short time after viewing, but the social app’s phenomenal growth throughout this year will earn it a permanent place in the mobile messaging matrix. Snapchat is forecast to grow by double digits this year in the U.S., according to a recent eMarketer report on mobile messaging apps. This growth will help Snapchat advance ahead of app competitors like Twitter and Pinterest for the very first time. This gap in growth is only expected to multiply over the next four years. eMarketer.com shared more from the report to show how Snapchat’s growth is causing the competition’s lead to disappear.
Growing Right Before Our Eyes The report revealed that Snapchat’s U.S. user base will grow more than 27% to a whopping 58.6 million users this year. This level of growth far surpasses the growth of the whole mobile messaging category, which will only experience about 16% growth over the course of 2016.
While Millennials have taken over the marketing spotlight in recent years, their younger peers called the iGeneration are beginning to come of age and catch the attention of marketers. This is especially true for travel brands that see the huge influence these teens already have on family travel decisions, as well as how they use experiences as a form of personal expression. To help brands maximize their travel marketing by connecting with the needs of the iGeneration, MediaPost.com offered three ways for travel brands to grow on this young audience.
1. Relate to Their Family Relationships
The iGeneration has an especially mature and close relationship with their parents, with each side influencing the other tremendously. They listen to similar music, wear the same fashions, and share intimate aspects of their personal lives. The child’s significant role in the family has led to their overwhelming involvement and influence on family travel planning. In addition to having a large say in travel locations, teens also are directly involved with designing the family’s trip itinerary. This intense family bond offers many opportunities for travel brands to leverage this relationship and market to both generations.