Media Sales Today

The peak time for toy sales remains the holiday season but consumers purchase these products at other times during the year. Not surprisingly, digital marketing is becoming increasingly important for parents as they research what their children ask for. And, new data indicates that marketers could boost results by shifting their ad strategies.

With more consumers owning HDTV sets and more stations offering programming in this rich format, advertisers should be rolling out more ads to make their products and commercials look their best. For a while, the costs and complexity to shift to HD were prohibitive. But that has changed and industry experts predict that more local and regional marketers will be making the move to the HD format.

In the past 2 years, almost half of advertisers have allocated more of their media mix to TV. Marketers indicate that this media format offers unique effectiveness. However, TV is under increasing pressure and marketers responding to a recent Association of National Advertisers survey explained how TV media space providers can increase their share of marketing dollars.

Despite all of the talk about customizing content and using behavioral targeting to reach a unique audience, there are still marketers who want to connect with millions of consumers instantly. For decades, TV has been one of the leading media formats used to accomplish this goal. And many industry watchers believe that despite a shrinking audience, marketers will continue to spend a significant portion of the media mix on TV.

New research shows most Americans still rely on traditional media for local information, turning most often to television for local news and weather, and to newspapers for a wider range of local information.

Personal relevance of the cause is the top factor that influences U.S. consumer brand preference when choosing between companies that benefit a cause. New data from the Integer Group also shows women like brands that donate to a cause with each purchase.

Just in case you’re not aware already, Kimberly-Clark is launching a campaign for its GoodNites brand of in-between diapers and undies for kids in transition. If you act fast, you could still sell placement for its ads running through September.