TIME SPENT SHIFTING TO DIGITAL:  eMarketer is out with an updated set of stats around Time Spent across the different media types in the US.  The aggregate number is pretty staggering – we spend an average of 12:07 per day consuming some form of mass media.  Before you freak out on that stat (yes, it’s about three-fourths of our awake time), know that eMarketer credits each media type for time spent even if an individual is multi-tasking.  So if you’re watching TV while second screening your mobile device both media types get counted simultaneously.  The trend in this year’s data is decidedly digital – with 5:50 per day being spent on a digital device (almost half of all media time). It’s also worth noting 3:14 of Digital time spent is on a mobile device.  The traditional media types were down again with TV at 4:04, Radio at 1:26, and Print barely on the radar screen at :25 per day.  As you digest these numbers remember the golden rule of media – ad revenue ALWAYS follows time spent.  With that in mind brace yourself for Digital, and especially Mobile, revenue to keep growing at the expense of every other media type out there.

THE STATE OF THE GLOBAL AGENCY BIZ:  AdAge has compiled a set of 10 stats which give us a snapshot into the state of the Global Agency Industry.  The biggest headline is that first stat (graph below) – agency revenue growth is starting to decelerate to +4.4% in 2016, but it’s still on a relative hot streak with six consecutive years of growth under its belt.  It’s worth noting the top five global holding companies (Group M, Dentsu, Omnicom, Publicis and IPG respectively), saw +8.6% YoY growth, which could bolster the argument for consolidation as the big boys at the top continue to take share at the expense of the smaller independents.  Also keep an eye on stat #4 – four business consultancies (who are not traditional agencies), now rank among the top 10 agencies.  This is proof positive that the lines between business management, data enablement, and marketing are starting to blur.  Expect that trend to continue over the next several years.  Really fascinating stuff if you work at or with an agency.

“ATTENTION THEFT” VS. THE FAIR MARKETING RELATIONSHIP:  There’s a basic social contract in media that goes something like this . . . in return for receiving free content I’ll be exposed to advertising messages which helps underwrite the content I’m consuming.  That’s how ad-supported Broadcast, Digital, and even some forms of free Print publications operate.  But what happens when media platforms intentionally steal attention without giving back meaningful content in return?  This practice is exposed by Wired in the attached link.  Their Gas Station TV example perfectly illustrates the growing problem.  In the history of mankind nobody has ever sought out news/weather/sports information at the gas pump.  Yet there it is, a :90 faux news loop which plays on a screen within the pump itself.  You didn’t ask for this content, yet it commands your attention because you’re trapped pumping gas.  During this window they’ll conveniently serve you an ad or two . . . and commit he perfect “attention theft” crime.   Admittedly Gas Station TV isn’t going to make or break the ad industry, but it’s part of an increasing trend towards attention-stealing advertising.  The problem this creates is a creeping numbness towards valid commercials, which waters down their ad effectiveness, which makes it harder and harder for content publishers to sell enough ads to pay their bills.  So who’s ready to go fill their tank without having to sit through a commercial break?!?

Have a great Wednesday guys!