The industry has seen traditional TV advertising spend continue to grow even in the face of increasing technological disruption, a proliferation of video sources and changing viewer habits. We wanted to understand what we could expect over the next five years. We believe that these trends are not sustainable, that the changes in viewer behavior will accelerate and that(…)
With 10.6 million cell phone customers and retail stores in 400+ markets, U.S. Cellular needs to reach a lot of people with marketing messages. That’s why U.S. Cellular uses many marketing channels — online, in-store and telesales — to drive mobile phone activations. U.S. Cellular was challenged though. They didn’t know how many of their(…)
Late last year, I made some predictions for online marketing in 2014. If you missed that post, you can read it here. Given the clear shift toward inbound marketing methods, I considered how trends in SEO, social media, and content marketing were likely to impact businesses over the coming year. As we’re around the mid-way point(…)
Advertisers could cut their spending on cable networks by 4 percent as part of a trend that is shifting ad dollars to the Internet, the Wall Street Journal reported.
The newspaper on Friday cited Procter & Gamble, the largest U.S. ad-buyer, and General Motors among the companies scaling back their television advertising.
The Journal cited sources familiar with the situation as saying the amount of advertisingdollars committed to cable networks in this month’s advance ad-selling season known as the “upfront” would be 4 percent lower than last year. Analysts and industry executives had previously expected an increase of as much as 5 percent and such a downturn would be the biggest decline since 2009.
The report said Comcast Corp, which owns NBCUniversal, was an exception to the downturn as it increased its ad dollars compared to last year’s “upfronts.”
While cable networks had been strong in overall television ad business, those owned by media companies such as Time Warner , Walt Disney Co, 21st Century Fox and Viacom Inchave suffered sagging ratings lately.
The cable cutbacks reflect a shift of advertising money to digital media, although the move is relatively small so far, the Journal said.
“Digital has finally begun to take a bite out of national TV budgets,” said one media buyer.