Media Sales Today

Marketers have traditionally allocated their ad budgets based on the audience reach and price. For many years, cable operators delivered a growing and often targeted audience at a good price. But the latest data on cable TV viewership may have some marketers raising their eyebrows.

In the past few years, researchers have discovered that emerging majorities such as Hispanics and African-Americans are heavy users of smartphones. Now, there’s a new study that shows the importance of the African-American demographic to movie marketers. As a result, mobile marketing programs promoting upcoming box office releases may prove to be an effective channel to reach this audience.

“Consumers increasingly find ads with localized creative to be more relevant.” I know, you’ve been saying this for years. Well now you have a study to back it up.

Whether they’re online or on paper, shoppers faithfully check weekly circulars for specials at the supermarket. Even as we emerge from recession, consumers are continuing to buy private label products. To boost sales of branded products, marketers are increasing their use of traditional ad circulars.

Listen up those of you selling social media! A new survey says 59% of people involved in deciding how ad dollars are spent digitally say they will increase social-media-ad spending in the next 12 months!

Last week, I highlighted a report from Magnaglobal about the growing importance of TV. Several other organizations believe the TV format rules in ad effectiveness. And when TV advertising is combined with new targeting technology, marketers say they believe the format holds great promise for the future.

Newspapers have been improving their online sites with new content. These efforts, combined with the increasing numbers of consumers who are turning to the Internet for their news, are boosting traffic for newspaper publishers. As their online attractiveness to advertisers grows, newspaper publishers may start to generate significant revenue from the digital front.