Demographics have been used to define consumers for decades. They’ve categorized “you” and “me” into specific brackets based on age, gender, income, education, family, etc.
But with the advent of emerging technology and social networks, a gigantic shift in consumer behavior has taken place, which means the latter characteristics seem to be a distant semblance of how we used to fit together.
When you think about the importance of YouTube to the music industry, the one thing you can’t say is that nobody saw it coming… well, at least they anticipated the majority of it.
That being said, a couple of interesting reports and articles have been circulating over the past couple of weeks related to the impact YouTube and Social media are having on an industry that historically has been controlled by the major record labels.
Online video had another record-breaking month. According to comScore, 188 million U.S. Internet users watched 37.7 billion online content videos in August, while video ad views totaled 9.5 billion. Overall, video ads reached 54% of the total U.S. population an average of 58 times during the month.
A newly released report by global consumer researcher Ericsson ConsumerLab, “Getting Social: TV not just for watching” finds new evidence supporting the rapid evolution of media consumption through simultaneous and paired usage of media channels.
A recent MediaMind study highlights the avg. CTR for various display ad formats served in the U.S. Of the adformats, video ad-serving template (VAST) and video player-ad interface definition (VPAID) formats performed the best. While these are interesting results, “clicks are not always necessary, particularly when ads are brand focused (vs. DR) and/or when interactive ads appear in long-form video content where clicking would be disruptive to the experience.”
The digital media industry has changed dramatically in the past few years. Craig Montgomery, principal at CMG Partners, a marketing strategy firm, thinks that changes in the mobile and social world represent the most fascinating aspects of the industry’s evolution.
CMG Partners is a marketing strategy firm specializing in both digital and traditional media. Principal Craig Montgomery focuses on consulting, strategy and business development activities for his clients. While CMG does not partake in digital media logistics on a grand scale for its own operations, the firm helps clients with their digital media logistics. Montgomery has recently noticed what he calls an “interesting and fluid dynamic” between online and traditional media. “As Newton once said, ‘For each action there is an equal and opposite reaction,’” he notes.
The digital space has changed considerably over the last 10 years bringing tremendous opportunity. Mashable recently published an infograph highlighting the staggering growth, including internet users, usage, web sites, social networks, and more. We’ve come a long way. What can we expect in the next 3-5 years? How will the digital industry change?
Traditional media meets digital media to improve online ad targeting and relevancy, according to a recent AdAge article. A new product released by Datalogix, a data company, aims to let digital ad buyers target ads to people online based on the shows they watch on TV. It matches TV viewing data along with demographic and purchase-behavior data based on TV households, and then matches it up with online cookies. Is this a step forward in integrating traditional and digital media efforts?
