Media Sales Today

Marketers know that consumers who possess smartphones make for an always-on target audience. But, not all consumers have smartphones yet. And, some marketers need to make an extra impression on consumers, especially when they are away from home.

The future is not all digital, all the time. That’s the word from STRATA, a research concern that just published a new survey on ad agencies and their attention to media mix. Overall, STRATA analysts continue to say that 2012 will be a good year for advertising and while there’s a trend to purchase more digital, traditional is still an in-demand platform for marketers.

To make up for revenue shortfalls from the loss of landlines and to eke more revenue out of each subscriber, telecom and cable companies are offering consumers new ways to manage their home systems while they are at work or on vacation. These systems allow homeowners to control lights, thermostats and cameras remotely. Reps can increase sales by talking to service providers about educating consumers on the new technology through ad campaigns.

Last month, I highlighted a couple of studies that pointed out the difficulties faced by traditional radio stations when it comes to garnering more digital revenue. A new service being rolled out by Jelli, a company that delivers user-controlled radio, may change the way spot radio works and build digital revenue for radio stations. This service is available now for national spots but may soon be used by local marketers as well.

National and local media companies have long counted on the auto industry as a significant source of revenue. During the recession, auto advertisers curtailed their spending. In 2012, the industry is recovering but the media companies are reporting a noticeable shift in the advertising mix being used in this sector.

As our culture changes, more consumers plan to update their wills to reflect new needs such as caring for aging parents, for favorite pets and for their digital assets. But many people fail to contact their attorney to make these changes. Sales reps can increase sales by reminding attorneys to promote their expertise in estate planning.

Marketers who target consumers with TV ads generally know who is watching which programs. But as demographics and content change, marketers are making adjustments. New data from Nielsen shows the changes marketers are making and points to some of the data media companies should be considering as they decide what to air.