RELEASE YOUR INNER CULTURE VULTURE: Over the weekend I came across an amazing read in the form of Mindshare’s annual “Culture Vulture” report. It’s basically an all-in summary of factors and trends marketers need to be thinking about right now. The topics are vast – ranging from the infrastructural plateauing of old line economies like the US and Western Europe, all the way down your very own “borecore” – yes, we all have one! This one will take 20 minutes to get through, so save it for when you have some time. But definitely make a promise to yourself to read this – it will make you a more well-rounded marketer. (link)
TOP DIGITAL STATS: If it’s Monday it must mean another round of AdWeek’s Top Digital Stats from this past week. Of all the stats the 12th one from Adpiler is most interesting to me. The accompanying infographic shows the breakout of Display ad delivery from the first half of January. In that period Adpiler tracked an astounding 438B unique display impressions to show where/what device/what size they were served. It’s a great snapshat of the state of Display today. Wondering what that graphic might look like in a year or two as engagement-based display (like muted video) becomes more and more prominent. (link)
WHERE RADIO ADVERTISERS’ MONEY IS GOING: Finally today, I’d like to highlight the following graphic from Borrell & Associates showing how, and by what percentage, broadcast radio clients spend on other media types. If you’ve ever sold for a radio station you know the experience is akin to living in a radio-only fish bowl. You’re constantly worried about beating out WXYZ on an avail and “going for share” amongst all the other stations. The problem with this thinking is that radio gets such a small % of the media spend anyways (right now it’s 6% of total spending), that just being the top radio biller in a market is like being the largest minnow in a bucket. By comparison, other advertising platforms like Search and Social are gobbling up huge chunks of the pie, as noted in the graph below.
Have a great Monday guys!
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