New year, new research. Here is the outlook for spending on
advertising in San Antonio for 2014 and beyond.
This information is derived from Borrell Research . Borrell tracks local market spending in
more than a 100 business segments and projects advertising and promotional
spending levels for each of these segments down to the local market. They
are best known for tracking digital spending. If you would like to see this data on a single business segment
(health, education, tourism, retail, etc.), just let me know and I will
send it right over. These numbers
represent Local spending only – advertising dollars generated and spent in San
Antonio.
Total Spending By Medium In Millions
At a glance, the trends for most mediums
shows modest growth over the three years projected.
·
By 2006, Cable TV, Cinema, Local TV,
Newspapers and Out of Home show growth over 2013.
·
Direct
Mail, Directories, Other Print and Radio show decreases in spending.
·
Telemarketing remains flat over the
four years.
The
largest growing category is undeniably Online. Where is the online growth coming from?
Online Spending in Millions
·
The two growth categories are in
Targeted Display and Online Video.
·
Email and Search are showing signs
of declined spending.
·
Static Display is in a free fall.
Think
NSA
There are several factors contributing to
the growth in these two categories. Our
ability to target ads today is unprecedented.
Combine geography with demographics, behavior, and site content with ad
insertion at the content level. Does
your client fix roofs? Their ad can run
next to an article on storm damage. Also “Hands
down, search ads beat display ads in click through rates (CTRs).” Display ads are simply more
visually appealing than simple text ads and offer more rich media flexibility.
Video
advertising will increase for two important reasons. First, the targeting
available for video now mimics the targeting you achieve with Targeted
Display. Not only can you target consumers by geography, demographics,
behavior and site content, you now can target consumers based on story
content. An ad for The Children’s Hospital of San Antonio can run as a
pre-roll video in front of a story driven by keywords and phrases – like The
Top Three Ways to Baby Proof Your Home.
Another
powerful factor in the growth for Video advertising is the cost benefit. Retailers
are looking at Online Video as a way to move displaced TV dollars because of
rising TV rates in the market. As the rates increase throughout the year,
they are faced with fewer spots at higher rates. Now there are viable
online options to keep that money in the market working for them, with some
added benefits. Online video targeting is increasingly more
accurate. Since tracking is online and almost instantaneous, you know the
spot was watched and are not at the mercy of ratings (estimates) and postings
(history from the previous quarter). If a spot’s performance isn’t
meeting expectations, we can move the ad to a web site that is working
better. This week. And unlike
broadcast advertising, the online nature, with the click through option, allows
you to develop creative ideas that would not work on air, but are powerful
motivators to encourage online behavior. “Click on my head now to save
$5!”
Now you know the future of advertising in
San Antonio. Book it!
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