Local TV marketers looking for ammunition to convince themselves and station management about the wisdom of digital advertising will find a new report interesting. But then, any time you ask for the opinions of a couple hundred broadcasters from stations large and small across 60-plus DMAs about what works when it comes to advertising, it’s […]
Local TV marketers looking for ammunition to convince themselves and station management about the wisdom of digital advertising will find a new report interesting. But then, any time you ask for the opinions of a couple hundred broadcasters from stations large and small across 60-plus DMAs about what works when it comes to advertising, it’s going to be interesting.
A new report reveals an emerging trend by broadcasters and syndicators to look favorably on digital advertising. At least, they’re thinking about it and in many cases, acting on it.
The TunedIn 2014 Tune-In Advertising Report will be released at the PromaxBDA Station Summit in Las Vegas tomorrow. The report, the second annual, is the result of a partnership between PromaxBDA and Mixpo that surveyed more than 200 broadcasters and syndicators to try to understand how the TV industry uses digital advertising to drive tune-in.
The results?
Ninety percent of stations plan to use online advertising in 2014, the same number that employed it in 2013, and 86% of those stations will use video. Of their total advertising budget, local station spending on digital advertising has grown 33% from 2013.
(To see how one station used digital advertising to increase news ratings, click here.)
According to the report, the driving factors to change from traditional media such as radio, cable TV or out of home are whether the overall marketing budget has increased and if it’s available for co-op. Has your outside media budget grown in 2014?
(For more on the shifting landscape of network and syndication co-op plans, click here.)
The preference to stay with traditional media, according to the report, is the strong, existing relationships TV stations have with existing media partners, and the familiarity of using those types of media. We know how to buy, produce and measure traditional media. Digital, not so much.
My opinion? Look around! Everywhere you look people are looking at a digital device — a phone, a pad, a laptop. Reaching those people to try to convince them to watch TV just makes sense. But I still listen to the radio and watch cable TV and read billboards.
To read the full report, click here.
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