BlogPageWelcome to my blog -- Grace's Rantings

I have made a study of human communication -- interpersonal as well as mass media.  I am intrigued by tremendous changes in human interaction in recent years.  The computer, Internet, smart phones and social media have dramatically changed the way we interact with each other.  Human discourse hasn't changed, but the mediums by which we communicate have..."and that has made all the difference".

 

Please share your thoughts and join in the discussion. I welcome your input and comments!

 

Radio Should Get 20% of Budgets, ROI Analysis Shows

The following is a guest post from Richard Brody, a colleague and a thirty-plus year veteran of richard brodythe industry including radio, event marketing, in-store audio, airport audio, magazine, and digital.  Past winner of the Rad Report for Boston Media Sales, as well as a past winner of the NEBA Award for Boston Media Sales.

 

 

 

Radio Should Get 20% of Budgets, ROI Analysis Shows

Despite noteworthy differences, such as the dominance of public broadcaster BBC, there are plenty of commonalities between U.S. and U.K. radio.  In both countries radio is used by roughly 90% of the population each week with FM/AM the dominant audio medium in terms of time spent listening.  So when a U.K. study shows strong correlation between radio ads and shopper behavior, it’s reason for American broadcasters to take notice.

Using IPA Databank figures, the analysis by the U.K.’s Radio Advertising Bureau points to an eight-to-one return on investment for marketers who use radio.  That’s in line with a study done by the trade group a year ago suggesting a 7.7 return and just above the six-to-one ROI measure for radio pegged by Nielsen earlier this year in the U.S.   “The data here indicates that including radio in the mix significantly increases the effect on the client’s profits and margins,” concludes Les Binet, head of effectiveness at ad agency Adam & Eve DDB, in the study.

But an even bigger conclusion addresses radio’s place in the overall media landscape.  When all the numbers are crunched, the report says rather than its current single-digit share of revenue, radio should get 20% of advertising budgets if marketers truly want to boost their campaign’s ROI.  “Audio can play an important role not just in ‘activation’ campaigns but also in longer-term brand-building activity, making it a highly valuable medium and something which advertisers should not undervalue,” Binet says.

The study also suggests more radio commercials include musical elements, estimating they can increase intent to purchase and boost actual sales effects by 10% to 30%.    “Music increases attention to advertising and makes people more likely to recall the ad, the brand and the message,” it says.

Read the full report HERE

New Website

If you have visited my blog and/or website in the past you will see that I have had it updated.  Please let me know what you think.

In addition to some new information and new photos it is now mobile friendly too -- a must for today's world. 

Mobile has become a force to be recconed with as smart phone use has skyrocketed and continues to grow.  In 2010 there were 62.6 million smartphone users in the US; in 2013 144.5 million, and Statista projects that by 2018, smart phone usage will hit 220 million.

More people are now using mobile apps to surf the internet than are using their PCs.  I guess it is true that we cannot be away from our phones!  I know I am constantly checking my phone, for e-mail, Facebook, Twitter, the weather, the time, and yes, for Words with  Friends! And I am not alone...

I came across this information on the top Smartphone apps from a May 2014 report from comScore.  It shows that Facebook reaches 76.4% of all smartphone users, Pandora 47.6% etc.

Top 15 Smartphone Apps, May 2014
Total U.S. Smartphone Mobile Media Users, Age 18+ (iOS and Android Platforms)
Source: comScore Mobile Metrix
  Top 15 Apps % Reach
      Smartphone App Audience 100.0%
1     Facebook (Mobile App) 76.4%
2     Google Play (Mobile App) 51.8%
3     YouTube (Mobile App) 51.7%
4     Google Search (Mobile App) 49.2%
5     Pandora Radio (Mobile App) 47.6%
6     Google Maps (Mobile App) 44.3%
7     Gmail (Mobile App) 42.2%
8     Instagram (Mobile App) 32.0%
9     Yahoo Stocks (Mobile App) 28.9%
10     Facebook Messenger (Mobile App) 27.5%
11     Yahoo Weather Widget (Mobile App) 26.0%
12     Apple Maps (Mobile App) 25.3%
13     Twitter (Mobile App) 23.0%
14     Google+ (Mobile App) 22.5%
15     iTunes Radio/iCloud (Mobile App) 21.6%

 

 How about you, what are your favorite apps? 

Millennials and Television

Television is still king among Millennials...but perhaps not for long...

AdroitDigital-US-Millennials-Most-Influential-Advertising-Media-Mar2014

I read an interesting report from Adroit Digital on Millennials and brand loyalty. (You can download it here). Millennials are indeed brand loyal and a vital demographic for marketers as they are the largest demographic in US History numbering 80 million.

What I found interesting is that:

70% of Millennials say that television is the medium with the most influence on how they perceive a brand.  Pretty good for television, right?

But 60% of Millennials (and 66% of Millennial Women) said that social media was the most influential medium for them.  It won't be long before social media overtakes television as the most influential medium.

As for other mediums,

Online Display Advertising was the most influential for 42% of Millennials (but 66% for the younger 18-25 year olds!),

Online video was most influential for 39%, and

Mobile for 33% of Millennials

What about other traditional media?  Magazines came in at 31%, Radio 21% and Billboards 21%.  Print wasn't even included in the survey!!  Now that is saying something.

E-Reader vs. Book?

I saw this cartoon on Facebook and thought it was very funny.  Old school triumphing over new school!   But I must admit that I am one of those people who love reading on my kindle.  I wouldn't part with it.  I am also one of those people who try to convince everyone of the convenience and ease of reading on a kindle. 

10257695_628972010511454_7069275960576402746_n 

However, I wasn't always a e-book reader.  As a matter of fact, I started out as one of those people who kept saying, "I love books; I love touching them, smelling them.  I love seeing the book spines lined on on the book shelf."

But after moving boxes and boxes of these lovely books around with me over the years, and ending up with much less space to display them, I am down to a small bookcase of only the books I truly love (mostly fantasy series), and a box of children's books in my basement that I couldn't part with.  However I now have many, many books stored on my kindle.  And with the kindle app on my phone, I always have access to my books.  When I find myself with some time to spare, I don't have to say, "Oh I wish I had my book".  It is always handy!

What is your preference e-reader or paper book?  And if you say book, have you ever tried reading on a kindle (or Nook or I-pad, etc?)

Radio is Everywhere

If you know me, or have been following this blog, you know I am a proponent of radio.  I've written on the reported demise of radio and the strength of radio.

I recently came upon some statistics from Nielsen's Audio today report from February 2014.  It seems that:

  • Over 92% of all persons age 12+ in the US, listen to radio each week -- over 242 million people.
  • Radio listeners, listen for more than 2 1/2 hours every day.
  • The majority of radio listeners (over 67%) are employed full time, and the majority of listening is away from home.
  • 65.2 million Millenials (90%) listen to radio each week.

What are your thoughts and experiences with radio?  When do you listen?  What do you listen to?

Media Habits of Millennials

Millennials, also known as Gen Y, are those young adults born sometime between the early 1980’s and the early 1990’s.  These 23-33 year olds are becoming more and more influential; they are starting their careers and families, and they will soon be the driving force in the population.

The media habits of Millennials are drastically different from young adults a generation ago.  According to a report in a recent edition of Inside Radio, 30% of Millennials daily media time is primarily spent with user-generated content (UGC).  UGC wasn’t even invented a generation ago!  According to Wikipedia, UGC is defined as including (but not limited to) digital videobloggingpodcastingforums, review-sites, social networkingsocial mediamobile phone photography and wikis.

Traditional media like television and radio only consume 10% and 7% of Millennials' media time respectively:

Medium % of Daily Media Time
User Generated Copy (UGC) 30%
Surfing the Internet 20%
Watching TV 10%
Playing Computer or Video Games 10%
Radio 7%

Not surprisingly, 71% of Millennials use social media on a daily basis, compared to 60% who report watching live TV and 53% who listen to radio daily; (this radio figure includes both broadcast and streaming).  And while 37% visit a news site online, only 18% read a print publication.

Millennials also report finding user generated copy 35% more memorable than other media sources, and 40% more trustworthy.

As we move forward, it is clear that traditional media’s audience and influence will continue to slip in favor of digital video, blogs, review sites, social media, photo sharing sites and whatever newer platforms arise.  Oh yeah, the times they are a changin’

Reaching the Working Mother

I have come across some interesting statistics on the media habits of working mothers, both traditional and digital media.  Working mothers are defined as women working full time who have a child (or children) under 18 at home.  These women tend to be more highly educated and have a higher household income than their stay at home counterparts.

A study done by Scarborough found that:

  • 46% of working mothers read the local news section of the daily papers
  • 40% watch local television morning news
  • 39% watch local evening news and 24% watch local late news.  (These lower number aren’t surprising as they are most likely helping with homework and/or preparing dinner during the evening news and in bed during the late news!)
  • Two diversely different cable networks are favorites among working mothers who are 22% more likely than the non-working mother to have watched HGTV during the past 7 days, and 24% more likely to have watched ESPN.

Working mothers also interact with traditional media’s digital platforms.

  • They are 21% more likely than the average mother to have visited a radio station website in the past 30 days, and
  • 12% more likely to have visited a broadcast TV website in that period.

Regarding social media, A report by She Knows and Harris Interactive shows that the social media habits of working mothers tend to be more in line with those of the millennial generation.

SheKnows-Mothers-Size-of-Social-Networks-by-Age-Employment-Nov2013

  • Both Millennials and working mothers have wide networks on twitter and Instagram.
  • Both report having as many twitter followers as Facebook friends.
  • Working mothers have twice as many twitter followers as stay at home moms and 4 times as many Instagram followers.
  • Neither group has as many Pinterest followers as older women and/or stay at home moms.

And so it seems that both traditional and digital/social media is important to working mothers and an advertiser needs to use both to reach this elusive market.

Apple's Holiday Ad

I was just setting a New Year's Resolution to make sure I post to this blog at least twice a month and I noticed that I haven't posted since JULY!  Yikes, I know better than that!

So for my final post of the year, I want to share the truly wonderful ad that apple is running this holiday season.  If you haven't seen it, it is really worth taking 90 seconds to watch it.

http://youtu.be/ImlmVqH_5HM

I don't have an I-phone or a Mac, I am an Android and PC person, but this ad could make me change my mind!

What were your favorite ads of the season?

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