Consumers have changed their diet of media consumption. If you haven't updated your media mix in the last few years, your advertising dollars are being wasted.
Happy with the results from your TV, radio and print advertising? Ever feel like you aren't getting the bang for the buck you envisioned?
Maybe it's time to rethink your media mix. The concept of an advertising media mix is straightforward: Since no one magazine, newspaper, website, or broadcast outlet is likely to zero in on your target customer, choosing a variety of media based upon their ability to reach your desired demographic is more effective.
At leading advertising agencies, building the right media mix has become a near science where days untold time is spent honing, polishing and refining media selections to create a mix with sufficient reach and frequency to deliver. Gaining a thorough understanding of their client's product and universe of customers, analyzing ratings data and circulation statements, and weighing certain intangible benefits each media candidate brings to the table, are but a few of the steps necessary to build the right media mix.
While the process has proven itself to be highly effective over the years, changes in technology that give consumers greater freedom to control media consumption demand new solutions and a rethinking of what goes into an effective media mix. Armed with remotes and digital video recorders, TV viewers easily circumvent commercials. Newspaper and magazine readers are now just a click away from the same content on the Web sans the full- or fractional-page ad adjacent to the article they used to pore over on the printed page. In effect, technology is short circuiting the rather simple media equation that implicitly promised advertisers the attention of customers as they consumed the content their medium had to offer.
Consider the impact of digital video recorders and remotes on the effectiveness of television advertising. A Nov. 13, 2012 AP article in USA Today reports that an estimated 45 percent of all households in the United States are equipped with digital video recorders (DVRs). If that weren't enough to give pause to TV advertisers, another article from the New York Times reports that estimates hold "that 50 percent to 70 percent of viewers playing back shows zip through the commercials."
The story isn't any better in the print world. "The State of the News Media 2012" from stateofthemedia.org puts it bluntly: "News websites saw the greatest growth, while print audiences stood out for their continued decline, which nearly matched the previous year's 5% drop."
We might ask at this point if Americans lost their stomach for news digestion, or have they simply changed their diet? A Pew Research report states that the later is the case. For example, the transition to a full-on digital diet is changing consumption patterns dramatically. More than three-quarters of US adults own a computer. Additionally, about 44% now use smartphones and tablet adoption among adults is hovering around 18%. According to PEJ research, nearly one quarter of the US population gets its news on multiple digital devices. In other words, our digital diet has become a full-course meal.
However, there is a bright spot on the horizon if you have something to advertise, especially for those who are willing to rethink what makes up the media mix. An emerging technology that brings together dynamic display and media control at the point of purchase may be just the ingredient advertisers need to reinvigorate their media mix.
This dynamic medium is referred to most often as digital signage by the industry; however, it goes by different names. In the retail environment, it's called In-Store Digital Media (ISDM). At hotels and resorts, it's known as digital reader boards. In public venues, like a sports arena, it's often called "TV" if the screen is small and "Jumbotron" if it's large. But regardless of what you call it, advertising to people when they're away from home, -often at the point of sale or somewhere close to the product- is where you may find the most bang for your advertising buck.
"Digital signage is the next evolution of multiplatform advertising," according to Frank Dickson, Chief Research Officer with MultiMedia Intelligence. "The integration of IP-based network management allows entire screen deployments to be centrally controlled, allowing for dynamic and simultaneous control of text, video and graphics."
And it's not just about advertising. Digital signage advertising adds value by providing additional information that interests consumers; it can enhance retail ambiance, provide interactive experiences that engage shoppers and provide a better experience.
Maybe it's time you rethink your media mix alternatives. This may be the moment to redirect a portion of your advertising budget away from declining media mainstays and into alternatives on the rise, like digital signage.
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