Wildcard Wednesday . . .

MOBILE TV?:  In an interesting development on the TV side, Snap has entered into a contract with Nielsen to measure it’s viewership using mDAR (Mobile Digital Ad Ratings).  This deal will allow Snap to generate TV-like ratings by demo and daypart that mimics what TV buyers are used to seeing from the networks, in the hope of creating an apples-to-apples marketplace.  With this agreement, along with Snap’s recent deal with Turner to create original content, you can envision the emergence of a new “mobile TV” swim lane.  The agreement may also help Snap offset some recent measurement controversies around the validity and viewability of their audience by given them ratings from the standard bearer of TV measurement.  Wondering if other digital video platforms may do the same?   (link)

HISPANIC LONG TAIL:  For the last few years marketers have been playing a game of tug of war with themselves over the question of Hispanic advertising.  Should it be a standalone marketing effort with dedicated budgets, or can efficiency and message continuity be achieved by rolling multicultural into one Total Market strategy?  The answer to this question is becoming increasing clear.  Total Market may be a nice short cut solution today, but it doesn’t do enough to build a brand (or business) amongst US Hispanics over the long run.  In the following Forbes article the guest author supports the point of “long tail value” which can only be built through dedicated marketing, and supports this assertion with a dizzying array of stats on the US Hispanic marketplace.  In particular, pay attention to the Hispanic millennial and affluence numbers.  It’s just way too big and distinct of a market opportunity to address via Total Market.  (link)

SELF-PROMOTION GONE OVERBOARD:  Finally today, you know I can’t pass up the opportunity to take a swipe at the broadcasters, especially when they tout success about ridiculous things.  For today’s Exhibit A check out the attached Inside Radio link touting the success of iHeart Radio as the #1 national radio advertiser for the past week because they ran 65,000 house commercials to promote their own stream service.  What?  So they’re subjecting listeners to 65,000 filler ads in a single week because they can’t sell the inventory to paid clients?  Why not just play more music? . . . I’m assuming listeners would rather hear songs than commercials about a streaming service?!?  And if you’re truly a diehard iHeart listener wouldn’t have heard about and decided on their streaming platform by now?  Since the platform relaunched in Sept’13, iHeart has run exactly one gajillion ads trying to get listeners to switch.  I know frequency sells in radio . . . but c’mon already!   (link)

Have a great Wednesday everyone!

304 thoughts on “Wildcard Wednesday . . .

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