Megyn Kelly Morgan Freeman
Anna Kooiman
CNN’s Don Lemon Donald Trump Junior
Senator John McCain (AZ)
Kimberly Guilfoyle Madeleine Albright
Nancy Pelosi Suze Orman
Tracee Ellis Ross Will Smith]]>
Author: Media Partners Worldwide
Five Podcast Myths Debunked
By Gregory Galant
Reposted by: Clayton Gibson “Thou shalt podcast” seems to be the message handed down to marketers by new media pundits nowadays. It’s true that podcasting and advertising in podcasts holds a lot of promise for marketers. But this opportunity can easily be missed because of many of the myths out there, leading to doomed-from-the-start experiments in podcasting or lack of experimentation due to fear of the unknown. Let’s dispel the top five myths of podcasting and podcast advertising so we can focus on the facts. Myth #1: There’s a huge incentive to fast forward ads If you choose to place your ad or sponsor message in an existing podcast, will it simply be skipped? After all, Steve Jobs last year called podcasting “TiVo for radio,” emphasizing its on-demand nature. TiVo, of course, gives all us marketers nightmares of couch potatoes with their hand on the remote just waiting to skip the next commercial break. Podcast users are no couch potatoes. For audio podcasting, listeners set the iPod to their favorite show, then put their hands back on the wheel if they’re driving, mouse if they’re multitasking or treadmill if they’re exercising. It’s simply not worth it to fast forward a short, interstitial ad for most people. Even if they do have their hand on the dial, ads in podcasts can be made relevant, short and tasteful because of the niche and opt-in nature of the medium, removing the incentive to fast-forward that audiences have in mass media. Myth #2: You can’t know the profile of a podcast’s listeners or viewers You don’t need to hack into Apple’s database to know who’s using a podcast. Most podcasts have focused content that gives you a pretty clear concept of who’s tuned in. Many podcasters have been quite successful at getting their audience to fill out demographic surveys. Every single media file download can be tracked to determine where people are downloading from and what type of software they’re using to access the podcast. More and more podcasts even have community functionality on their websites that allow for profiling of users. The $20-billion terrestrial radio ad market still relies on diaries kept by a small handful of individuals. Podcasting offers a level of measurability unprecedented in similar forms of media. Myth #3: There are an abundance of phantom downloaders inflating statistics As podcasting gained steam, savvy marketers were quick to ask a very important question: “If people can subscribe to podcasts and get new episodes automatically downloaded by iTunes, won’t there be a lot of people who subscribe but don’t listen?” These non-listening and non-viewing subscribers would be phantom downloaders, and indeed would be a huge menace to anyone who uses podcasting as a marketing tool. Luckily our friend in Cupertino came to the rescue and put the kibosh on phantom downloaders. iTunes by default will stop downloading a podcast if the user doesn’t access one of the podcast’s last several media files. This means if someone subscribes to a podcast but doesn’t listen to it or view it, they won’t be a subscriber for long. Not only is podcasting opt-in, but it requires an ongoing commitment to stay opted in. Myth #4: Creating an effective podcast is cheap and easy Anyone can produce a podcast for next to nothing in cost. In your basement, you can use a $15 mike and open source software to launch your very own podcast. Okay, maybe a $15 mike is a little on the cheap side, but with only a few hundred dollars’ worth of equipment you can achieve pretty good audio quality. So if it’s so cheap to produce your own podcast, why not launch one today? iTunes is flooded with failed podcasts produced by marketers who ignored the two “c”s of podcasting: content and consistency. It’s easy to write out a script for a podcast pitching what your company does and have someone read it into a microphone. But who’d want to listen to that? Creating compelling audio or video content isn’t easy. It requires you to have great talent working in a dynamic format that entertains and informs users. And if you can do that perfectly only one time, you’re in trouble. A successful podcast builds audience over a series of consistently good episodes. Myth #5: You need to do distribution deals for a podcast Many podcast companies include in their pitch that they’ll give you some kind of unique and ill-defined “distribution” for your podcast. Don’t buy it. At least for now, all of the meaningful podcast distribution is free. As long as your media files are properly formatted and your RSS feed includes the right tags, you can get your podcast listed in iTunes and in all of the podcast directories that matter. Conclusion It’s easy to define what’s not true about podcasting (I’ve managed to do it in the number of words iMedia allotted me), but fully capturing podcasting’s true potential as a marketing tool in a brief article is impossible. While there are lots of success stories in podcast advertising, there’s still room for much more creativity and innovation in the medium. Now that we’ve got our facts straight, it’s time to explore the opportunities podcasting offers. Read more at http://www.imediaconnection.com/content/11221.asp#87rBJMeJqMIlbu2e.99]]>
Millennials’ Media Habits by Life Stage
Reviewed by David Alpern The new Nielsen Total Audience Report studies millennials’ changing media habits by life stage and finds that they vary sharply as their lives go through the rapid transition typical of people in their 20s and 30s. The report, released in late March, affirms that it is difficult to classify millennials as a monolithic demographic with a common set of media behaviors. Labeled Millennial Life Stages: Impact of Technology, Services and Media Behavior, the report shows how U.S. adults 18-34 are in a state of rapid transition, moving from a parent’s home, to the workforce, to their own homes, to starting a family with children. The study of millennials broke the group into three life-stage categories and found big differences in media preferences and device penetration among:
- Dependents – those living in someone else’s home
- On Their Own – living in their own home without children
- Starting a Family – living in their own home with children
- The count of Millennials 18-34 years old is second only to Baby Boomers: There are ~75 million millennials compared to ~77 million Baby Boomers.
- 91% of On Their Own Millennials are in the workforce, 58% have white-collar jobs
- 69% of the On Their Own segment are renters – more so than the Dependents and Starting A Family segments
- On Their Own Millennials have the highest penetration of multimedia devices and access to Subscription-based Video-on-Demand (SVOD) services (like Netflix and Hulu), and spend the greatest amount of time with TV-connected devices. They have the lowest penetration of traditional sources of video (multi-channel subscriptions/working antenna). They spend the most time outside the home living life and thus watch the least amount of live television of the three millennial groups
- Dependent millennials watch and use a little less live TV than the average
- Starting a Family segment has greater multi-channel penetration than the On Their Own group (79% vs. 72%) and are otherwise more likely to have a working antenna (14% vs. 12%). This is the millennial group that spends the most time at home, thus their time spent watching and using TV is the highest
Infinite Dial 2016 – Study On Digital, Mobile Growth
By David Alpern
The annual Infinite Dial study was recently released. It examined the expanding proliferation of smartphones and digital 
audio services, such as listening to online radio and podcasts. The research found that half of the audience now listens to some sort of online radio each week, up from 44% last year. Here are some highlights of how content delivery is evolving:
- 57% of Americans use online radio each month
- Podcast listening is growing on a monthly basis (17% to 21%) and weekly (10% last year to 13% this year). Weekly podcast listeners listen to an average of five podcasts per week
- In-home ownership of a radio receiver has dropped. 79% have a radio at home. Eight years ago it was 96% = nearly every home in America. Among 18-34-year-olds, radio ownership in the home is down from 94% to 68%
- Pandora remains the best-known online audio brand with 82% awareness. Apple Music which invested heavily to relaunch a year ago is second (67%). iHeartRadio, the largest broadcaster in the country is close to Apple (65%). Spotify has strong brand presence (52%)
- Music streaming among the 12-24 demo finds that 43% listened to Pandora within the past month and 30% listened to Spotify
- Spotify gained as the “Audio Brand Used Most Often,” up from 10% to 14%. Pandora leads everyone with 48%
- Broadcast radio is tied for the lead among all audio sources for keeping up-to-date with new music – ahead of YouTube. However, among 12-24s, broadcast radio falls to third (58%), behind YouTube (86%) and friends/family (74%)
- Smartphone ownership continues to grow, reaching 76%, up five percentage points since last year. Among 12-24-year-olds, smartphone ownership rose to 93%. Even seniors are getting “smart” with more than half now using a smartphone – up 45 to 51%
- On demand video-subscriptions are at 51% of the country. The largest is Netflix. 43% of all survey respondents subscribe to Netflix
- Facebook remains the most-used social media platform (64%). Among 12-24s Snapchat (72%) and Instagram (66%) lead the social media pack
DR Solutions at Natural Products Expo West
By Clint Gearheart and David Alpern
Media Partners Worldwide is attending this weekend the largest event in the organic and natural products marketplace, Natural Products Expo West.
Held each year in Anaheim, the event hosts more than 3,000 companies and 70,000 attendees.
The natural products industry is experiencing growth of 9% per year, driven in part by new and emerging brands. This year there are more than 600 entrepreneurial exhibitors, many of whom have yet to understand how direct response (DR) advertising plays a key role for nutraceutical products.
Nutraceuticals, all natural products and homeopathic solutions have been using direct to consumer marketing channels successfully for many years. One reason is there are many emotional problems that can be solved. A ‘natural’ component that helps DR work is the ability to create emotion around a product or solution. Another reason is continuity products are the gift that keeps on giving in DR. The demo for many of these products and solutions are huge allowing for many remnant DR strategies to work in a scalable fashion driving profitable bottom lines. Another is lots of these products work very well online and offline creating diverse long term DR marketing strategies and outcomes.
If you are attending Expo West and wish to discuss how your product can benefit from a media plan that spurs prospective consumers into buyers, then we would love to meet up with you there. Attending is our agency CEO, Natalie Hale, and our Chief Revenue Officer, Clint Gearheart.]]>
Google Changes How Ads Display on Computers
By David Alpern
Two months after revealing testing of this tactic, Google this week announced that it is rolling out for computer desktop queries globally an expanded 4 ads at the top of search results pages (SERP). Advertisements will no longer appear down the right hand side. This echoes the mobile and tablet experience, which do not have sidebar ads, creating a seamless ad and search experience across mobile, tablet, and desktop devices.
This has been the buzz of the PPC and SEO communities this past weekend with many expressing shock. Small businesses with modest budgets will be hurt as the newly added 4th ad at the top comes in place of up to 7 first page slots of “ad real estate” on the (now defunct) RHS sidebar. Also, organic results are being pushed down even more. Bottom line, Google AdWords advertising is about to get more expensive (bidding wars) due to increased keyword bidding competition for the precious few spaces available on page 1.
Expect to see the empty sidebar real estate on SERPs begin to be harnessed even more by Google’s various tools including Product Listing Ads, Google Flights, etc.]]>
How to Get Around Limited Local Media Inventory During Election Season
By David Alpern
It happens every even numbered year; local media stations are required by law to make their advertising inventory available to all the competing campaigns in the election, and between national, state-wide, and local candidates making their media buys, there is precious little inventory left for most other conventional marketers.
The 45 day period prior to a state primary and the 60 days prior to a general election are the pre-election window when all candidates to whom broadcast time is sold are entitled to the “lowest unit charge” (LUC) of the station for the class, amount of time, and time period they wish to purchase.
What then are you supposed to do when you still need to move your product or service? Consider national in addition to local media. Media Partners Worldwide is one of the pioneering agencies working with SiriusXM since its earliest days as a national satellite broadcasting platform.
Since all political campaigns, other than for President, are local by nature, they are not well suited for a national advertising platform like satellite radio. This is why we see bookings for other product categories increase with SiriusXM during election seasons, such as the one we are now entering with most of the national primaries and then general election still ahead of us this year.
Layer in the Summer Olympics, which also takes away a significant part of national and local inventory for a sizable chunk of the summer during every Presidential election year (this year between August 5 through the 21st) and it is understandable why considering SiriusXM advertising makes sense in 2016. And Media Partners Worldwide’s long term partnership with SiriusXM, coupled with our expertise in remnant media buying, should convince you to make the call to learn more about national satellite media buying. Call Natalie Hale at 562-439-3900.
Here are the 2016 lowest unit charge date ranges by state:
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Streaming Gains On Broadcast in 2015
By David Alpern
More and more we are seeing in rankers from Ipsos MediaCT’s TV Dailies service, which includes viewing to streaming video, that services like Netflix and YouTube are beating the major broadcast and cable networks among the 18-34 demographic, and beating nearly all the cable (but not broadcast) networks among the 35-49 demographic. TV Dailies is a syndicated service that tracks awareness and interest in upcoming new and returning TV shows weekly among a representative sample of 3,300 TV viewers ages 13-64.
Netflix is having a quantifiable impact on linear television. Alliance Bernstein reported early 2015 18-49 cable and broadcast prime TV ratings are down 10.5% YOY and kids’ cable networks (2-11 total day) are down 17.7% YOY.
How does Pandora’s daily reach compare to AM/FM Radio? AM/FM’s daily reach (74%) dominates Pandora’s daily reach according to Edison Research’s 2015 Share of Ear study.
Why isn’t Pandora having the same impact on radio as Netflix is on television? Pandora does not create the abundance of original content, as Netflix does. Rather, the music service seems to be replacing time spent with consumer’s own recorded music. Netflix has a handful of competitors (Amazon Instant Video and Hulu), but Pandora has a significantly larger collection of competitors (including one’s own music library).]]>
5 Keys to a High Converting Landing Page
By David Alpern Crafting an effective landing page is not as simple as one might think. There are many elements to address, being mindful of the psychology lurking beneath the surface as it relates to what the prospect ultimately wants and expects, and there is no practical and universal step-by-step guide that is applicable across industries. Keep in mind that at the end of the day your company’s landing page is unique so you need to understand your target audience in the context of the 5 keys presented below. Yet, some things do remain constant across high-converting landing pages: Key #1: Powerful and Compelling Headline The headline is the magnet. That is true in any environment, in print, in an email subject line, as well as on a landing page. It needs to grab the reader’s attention with a short, punchy message that informs the reader what the product or service is all about. If you feel too limited in accomplishing this with just a headline, it is okay to also include a persuasive sub-headline. If the headline makes one look, the sub-headline should be designed to lure them to stay and go into slightly more depth. Key #2: Pictures Not just for the design enhancement of balancing the written content on your landing page, the brain actually processes images 60,000 times faster than text. The reader will be affected by the image(s) immediately. Best practices include using high-quality large pictures, have them be relevant (so using a cute baby, if irrelevant to your product or service is not effective), and making sure the image is not subtle. It needs to drive attention and stimulate. Key #3: Explain the Value Proposition Provide a straightforward explanation about your product or service. Interestingly, the explanation need not be integrated with your headline but should have some relation to your picture. An explanation should be benefit-oriented in a user oriented functional manner. For example, in place of “We make advertisements” go with the more compelling, value-oriented: “Get advertising that makes you money.” This addresses the important “What’s in it for me?” question. Another good way to convey the value proposition is through a list of benefits that are clearly focused on the user, rather than talking about yourself as a company. Ultimately, end with the CTA (call to action) with nearby testimonials, if available. CTA placement is a critical component and is okay to place the CTA in multiple locations on a single landing page, typically positioned at the end of various sections on the landing page. Key #4: Pain & Pleasure The fear of loss is a much more powerful motivator than the prospect of gain. Humans are wired to avoid pain, so if your landing page can cause the user to think about their pain, that can motivate them subconsciously to seek relief and thereby be more likely to convert. Pain can be communicated by discussing what will be lost as opposed to what will be gained. Pain references can appear in the testimonials as well as in the copy. Be sure to explain how your product or service can relieve the pain, as well as how it provides pleasure. Pleasure is often the by-product of what you are selling. For example, software performs tasks more efficiently, so it in effect is offering freedom, relief, and joy. Clothing is selling not just fabric but respect, trendiness, security, vibrancy, and fulfillment. A successful landing page identifies how to inspire and convey a sense of wonder and surprise. Key #5: CTA Lead Generation Form + Contact Information The CTA button is the most significant copy element on your entire landing page. It’s more than a “submit” button, so use a bold color that separates it from the rest of the content on the page. The CTA should be physically big on the page, powerful in value, compelling, and attractive. Yet, some people will want to bypass the CTA and contact you. Make sure you have multiple methods of contacts — phone, address, email, chat feature, as well as that cherished contact form. These help eliminate any friction in the conversion funnel and the physical address and phone help assure that you are a real company.]]>
Radio Continues to Show Strong ROI
By Clint Gearheart, Executive Vice President and Chief Revenue Officer Radio delivered a stunning 17-to-1 return on investment for four department store chains during the third quarter of 2014, according to new research from Nielsen. The new hot-off-the-presses study, previewed Wednesday at the NAB-RAB Radio Show in Atlanta, also showed the radio campaigns drove a 10% increase in overall store sales for the four retail brands. The study, which compared consumer spending at the department stores in Q3 of 2014 to the same period in 2013, showed exposure to the radio campaigns drove a 10% lift in overall store sales with radio bringing in more shoppers who also spent more often each time they shopped. The study credits the radio campaigns with a 3% increase in the total number of buyers and a 6% increase in dollars spent per buyer. Sizing up the total impact of the campaigns, Carol Edwards, senior VP, Nielsen Media Analytics, said they delivered incremental spending of $356 million from customers exposed to the messaging. Factoring in the $20 million the brands spent on the radio buy results in the 17-to-1 ROI metric, meaning that $17 in incremental store sales was generated for every dollar spent on radio. The latest in a series of radio ROI studies from Nielsen, the research cross-referenced time-stamped PPM listening data with Media Monitors spot tracking data to determine which listeners were exposed to the ads. Nielsen tapped its credit and debit card expenditure data to track the participants’ department store purchases and calculated the brands’ radio ad spend with SQAD data