Paid search is hot and competitive market, but can you guess which retailers were the top players in 2012? AdGooroo’s new infographic offer details on last year’s top 10 spending retail categories in paid search along with the top retailers in each category by impressions.
When taken together, retailers spent over $2 billion for paid search in 2012. Amazon took the top spot among mass retailers when looking at U.S. Google Adwords impressions. That’s not too surprising considering it’s the only one on the mass retailers list that is purely digital. Target, Wal-Mart, JCPenney and Macys all have brick and mortal store-fronts.
Check out the infographic below to get a sneak peak of the paid search retail universe and then get the full report here.
Full disclosure: AdGooroo, like SRDS, is part of Kantar Media.
They’ve just launched their own blog for media companies, marketers and agencies. Posts will focus on the latest research and insights into professional and consumer healthcare media markets.
Insights into the media usage of consumers and healthcare professionals
Attitudinal and behavioral findings about brands and media
Multimedia audience measurement data and ad intelligence
For example, did you know that the Yahoo! Bing Networkaccounts for about one-third of U.S. search volume? Though far less than Google, Yahoo! Bing still covers a huge chunk of the PPC search market. In the report, AdGooroo analyzes U.S. paid search performance on Yahoo! Bing along with Google AdWords across six verticals: Retail, Financial Services, Travel, Education, Computer & Internet, and Business to Business.
It also includes side-by-side comparisons of the two search engines for:
Impressions
Clickthrough Rate (CTR)
Cost Per Click (CPC)
Cost Per Thousand Impressions (CPM)
Competition
And more
Digital is a constantly evolving field, encompassing so many pieces, like search, social and mobile. It's critical for marketers to stay abreast of the changes, and based on this analysis, AdGooroo suggests that the majority of PPC advertisers in the U.S. will eventually make
We asked SRDS.com users, “What advice would you give to new graduates looking for a media job at an agency?”
We found out that the most marketable skills of today's students aka tomorrow's media directors are:
Media research knowledge
Digital/mobile/social media advertising savvy
Adaptability and flexibility
Proficiency in Microsoft Excel
Excellent communication
Media professionals also stressed the importance of willingness to learn and openness to new opportunities. As the media landscape continues to evolve, it’s important that we continue to evolve with it. At Kantar Media SRDS, we're dedicated to providing the information and data needed to compete in to today’s advertising world.
How did you get your start in media? Tell us here.
So who is Peter? He’s someone you’ll want to get to know because chances are, you and he have very similar challenges and opportunities.
Our global team is currently attending to Peter’s every need, putting time and energy into determining his marketing and media problems and finding solutions.
But marketers and agencies have increasingly put their chips on the table for the NCAA Men’s Basketball Tournament, making it more of a brand promotional opportunity than ever before. Trend data from Kantar Media reveals that the tournament has actually become one of the most valuable properties in all televised sporting events for advertising.
Here are the three biggest takeaways from the report:
Since 2004, the NCAA Men’s Basketball Tournament produced more than $5.9 billion in national TV ad spending from 266 different marketers. In 2012, ad revenue exceeded the $1 billion mark for the first time.
Digital isn’t just an add-on anymore. This year’s features will include multi-screen digital access to the tournament via PC, smartphone and tablet devices, steaming-live games and ad-sponsored videocasts. There will also be a sponsored bracket game and sponsored “Social Arena” where viewers can follow game tweets and participate in fan chats.
The cost to advertise in the tournament has grown over the years and always peaks in the championship game. Last year, the average price of a 30-second TV ad in the championship was $1.34 million, up 8 percent from 2011.
Our friends in France just put together this short and sweet video on the services that Kantar Media offers, including competitive intelligence, audience research, marketing effectiveness, digital insights, social media as well as consumer behaviors and attitudes.
When you need to know the types of ads a website accepts, look no further than SRDS.com. We’ve just started adding ad sizes and formats to our digital listings so you’ll have a more complete view of the countless online advertising opportunities on the Web.
Organized by IAB standard or Non-IAB standard, this section reports the ad sizes (ex: skyscraper) and formats (ex: Flash) that were served on that website within the most recent three months. We’ve added this information to nearly 15,000 digital media listings so far and are reporting on 73 different ad sizes and 3 formats.
We will also provide users with a link to current IAB standards and guidelines. We hope that this data and the IAB references provide you with all the information you need on creative standards/practices and simplify the process of buying, planning and creating digital ads.
From SRDS.com search results, click through to the listing detail and then hit the Ad Sizes & Opportunities tab to see what this looks like:
If you don’t currently have access to the digital database and need to incorporate Web sites into your plans, let us know. We have detailed advertising information on almost 23,000 national consumer, b-to-b and local websites, as well as audience metrics, site images and now ad sizes and formats.
If you have other ideas for enhancements to SRDS.com, drop us a note. User requests and feedback are critical as we decide to make upgrades and changes to the site.
Twitter users who access the site primarily on their mobiles use the site more often, interact more by Tweeting and follow more brands, according to a new report from Twitter and Kantar Media Compete.
Other important data points include:
Primary mobile users are 86% more likely to be on Twitter several times a day versus the average Twitter user.
Not surprisingly, adults ages 18-34 are 52% more likely to be on Twitter using a mobile device.
Primary mobile users engage with Twitter all through the day (see image at the top of the post for more details).
It’s no wonder why the Super Bowl and Academy Awards take place during the winter. Audiences are more likely to enjoy the comforts of their own homes while temperatures drop, and are more apt to turn on TV. Consequently, advertising during these highest-profile programs is a must for big names looking to reach millions of Americans.
The Cost of Oscar Advertising: The average cost of a 30-second spot—$1.7 million in 2013—increased slightly during the past few years but has not exceeded the peak levels from 2006-08.
Oscar Spending By Top Advertisers: In 2012, almost half of total ad revenue came from four companies:
First Time Oscar Advertisers: Last year, 29% of advertising made their Academy Awards debuts, including Google and Hulu.
The discussion centered on the challenges agencies face when integrating emerging media into our clients’ plans, and how agency professionals can be better partners for their clients.
In prepping for the discussion, I was struck by the number of big headlines that have occurred in our industry in the last three months since we postponed. It made me appreciate even more the challenge agencies and marketers face as they try to stay ahead of the consumer’s ever-changing habits.
Across the media research, advertising and technology landscape there have been a number of big headlines:
Through all of this, marketers don’t just expect their agency partners to stay on top of news coverage and understand the changing players as well as their new line-up of offerings. No, what marketers really need is help in understanding how their audiences are adopting and using these new technologies and how their behavior is being measured. They are anxiously relying on us to advise them how to participate in this new environment, while still doing our day jobs.
It’s a major opportunity and a reason why we love being part of our dynamic media industry. It’s how each of us keeps learning – and pushing our clients to try new things. And it’s why we all want to come together at these events, share ideas on what’s working, or not, and blow off a little steam.
Thanks to our speakers, Mary, Kevin and Ki Mae. Thanks to our sponsors for making the event possible. Thanks for spending some time talking with me and the SRDS team about your new challenges. Thanks for giving me a reason to stop and reflect on what’s happening so quickly. It’s why we love media.
Our purpose for these after-work gatherings is to bring together the entire SRDS community – the buyers and sellers of advertising – in a relaxed yet chic setting. It’s another way for you to mix fun and networking with media insights and information. At each event, we invite a few thought leaders to share their insights on an important topic.
It was a fun evening, with small conversations dominating. In fact it had such a great flow that a fair number of the group stayed to socialize an extra hour.
We’re getting all the photos ready, and will put up audio from the Chicago event, Mary and Kevin’s presentations and links to a few of Ki Mae’s articles. We’ll keep you posted.
Thanks to our sponsors who make these events possible:
As you get back into the swings of things, I wanted to share three tips that could save you time in your day as you use SRDS.com to locate the right media opportunities:
More Information Icons: Immediate access to information you need like tablet editions, video media kits, instant editions, publisher’s research, featured marketing opportunities, distribution/audience profiles, audit statements and social media links.
Grid View: Topline overview of listings in your results. How does it save time? It places info in a table format which allows you get quickly scan for important info on your options. Plus you can copy/paste to Excel for further manipulation.
Reports: A quick way to collect topline contact information or, if you are looking at a single media type, you can access additional detail on tagged listings. The Reports function allows you to save this info into Excel and format as you choose. Click here for more on how to use Reports. Also, we just announced that users with reporting enabled can now output profile text in a Detailed Report. Find out more about this exciting capability here!
Take a minute to check these features out when you are in SRDS and if you have any questions, feel free to reach out to me.
We’ve been digging through our archives again and it’s always fun to see that even though the times have definitely changed, SRDS continues to be in the business of bringing media buyers and planners together. The following ad from SRDS was published in February 1960, and it basically just gives an overview of business that past year.
Media planning is one of the four key disciplines within advertising, along with account management, brand planning and developing creative. Typically media planning is a role that falls to an outside agency, but some companies choose to keep it in-house.
Media planning entails finding the most appropriate media platform to advertise the company or client’s brand/product. Media planners determine when, where and how often a message should be placed. Their goal is to reach the right audience at the right time with the right message to generate the desired response and then stay within the designated budget. Sounds like a piece of cake, right?
Clearly, media planning can be a challenging role, involving multiple areas of expertise. Media planners must always keep in mind audience, timing, message and desired response—all while staying within the budget.
That’s why thousands of media planners use SRDS.com. At SRDS, we collect every bit of data we can organize about U.S. advertising opportunities, no matter the media type, and standardize it to help media planners find, consider and understand the best media for their plans and campaigns.
Now that you have some background into what a media planner does, here’s how a media plan is developed:
Media Planners: What do you enjoy most about your job? How would you describe media planning to someone just getting started?
We’ve got some big news to announce this week that should make finding, considering and understanding media even easier in SRDS.com.
More Media Profiles Everywhere
First up, if a media property listing includes a descriptive profile, that profile now appears in your search results. This means you can quickly scan through multiple listing profiles from one convenient screen to better understand different media before clicking through to get more detail. As an added bonus, users with reporting enabled can now output profile text in a Detailed Report.
We’ve also added about 5,000 new profiles, mostly local digital listings, which should give you richer information to decide which regional sites best fit you and your client’s advertising needs.
More Website Images
Curious about what a website listed in SRDS.com actually looks like? Need a quick glimpse of the environment where your client’s digital ads will appear? First impressions count, and now you can see listed sites without leaving SRDS.com. We’ve added nearly 20,000 website images to digital media listings. Remember to click through to the listing detail to see each one:
We hope you find these enhancements useful, especially the profile changes, which came directly from user requests. There are many more enhancements to SRDS.com and our digital database coming soon, so keep the input coming and stay tuned for more exciting SRDS news.
If you have any questions or need help using SRDS.com, let us know.
Media buyers are often too busy to meet face-to-face with media companies and don’t want to request and read through pages of media kits. A two-minute video media kit trumps a 25-page print media kit every time.
On the media side, companies are increasingly using videos to deliver a consistent, focused message in an engaging and dynamic medium. Brand portfolios are more complex now than ever. Most media brands have multiple formats. There’s a website, an app, a tablet publication and the list goes on and on. With a video media kit, publishers can give a quick topline overview of all their advertising and marketing opportunities. It’s like bringing an editor and publisher on every sales call.
SRDS Video Media Kits work by pulling a media brand’s existing video into a simple interface that appears in their SRDS listing and search results. A brand’s SRDS Video Media Kit can even be used on the brand’s own website and social media channels.
This year, a 30-second spot went for $3.5 million on average compared to $2.15 million in 2003.
The top five Super Bowl advertisers in the past ten years shouldn’t come as any surprise. Not only are they big spenders but you probably remember at least one of their commercials:
Click over to Kantar Media for an extensive run-through of historical advertising data showcasing the Super Bowl’s top ad categories, rising ad rates, competitive clutter and first-time advertiser information.
And make sure to return to our blog next week as we share SRDS employees’ favorite Super Bowl commercials.
You've probably heard us refer to WPP, Kantar and Kantar Media time and time again on our blog. In case you weren't sure how all of these companies fit together, check out the image below:
Are you attending Folio's Media Next conference? It begins tomorrow in New York City and ends on Thursday, January 10. We're excited that Steve Davis, SRDS President, will be leading one of the sessions, and we'll also have our own booth.
This year's Folio conference will focus on how digital media and new platforms are affecting the publishing industry. Leading industry experts will show attendees how to keep a finger on the pulse of the current media revolution.
Steve's session is titled Retooling for Growth: How Publishers Are Remaking Their Products and will take place on Wednesday from 4:30-5:15 p.m. He'll be speaking alongside John Whelan, Executive Vice President, Media Division, Summit Business Media, and Bruce Gottlieb, President, National Journal Group.
Here is a little more information on the session: Reinvention is a key to success, but too often, media managers don’t realize their products—magazines, Web sites, newsletters, commerce, subscriptions, content model, and events—are broken until too late. Sit in for a “been there-done-that” primer on recognizing the warning signs and reinventing for success.
Or if you can't make it to the session, make sure to stop by our the Kantar Media SRDS booth. We hope to see you there!
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