(1st Edition)
Apparently media buyers aren't that sold on digital media. Digital might be the fastest growing medium in the U.S. but a new STRATA study reports a renewed interest in traditional media. Could the love affair with digital be over? In my view, it's not. Seventy percent of agency buyers intend to invest more money into online advertising this year. The concern about digital interest seems to be the decline of 2% (80% - 78%) in spending from Q3 to Q4 in 2010. A 2% decline in anything is no cause for concern - not at this stage in the growth of digital media...
Eleven percent of agency buyers report they're already putting more money into digital than traditional media but almost 40% (39%) believe online will never overtake traditional. "It's not the standalone piece that people were hoping for, but it remains an integral part of a campaign," says STRATA marketing chief J.D. Miller. The STRATA report shows that digital display remains the top pick for ad buyers (76%), followed by search (57%) and then social media (56%). As you might expect, Facebook is the top social media focus for advertisers (83%), followed by YouTube (38%) and Twitter (36%). And there's a reason you're always asked about your location online. Location-based advertising continues to stay well off the radar for advertisers - a staggering 63% still say it's not in their 2011 plans...
The big rub in whatever reluctance remains in buying digital is return-on-investment. Unless and until there's a way to measure ROI on social media, there will be doubt about investing in it. Someone, somewhere has to come up with proof that social media can sell a product...
R.I.P. Phoebe Snow, who died yesterday as the result of a hemorrhage suffered one year ago. I had the pleasure working with Phoebe on a charity event some years ago. Phoebe Snow - dead at 60...
Timeline Memories:
1947] Farewell Babe: Over 58,000 fans jam Yankee Stadium to say goodbye to Babe Ruth...
1959] Released on this date: "Personality" - Lloyd Price...
1968] Released on this date: "Mrs. Robinson" - Simon & Garfunkel...
1973] Opry moves: The Grand Ole Opry leaves the Ryman Auditorium for Opryland in suburban Nashville...
1982] Guilty as charged: John W. Hinckley Jr. goes on trial in Washington, D.C. for shooting President Ronald Reagan. Hinckley will be acquitted by reason of insanity...
First Edition: This is the first edition of Mel Phillips Radio Views. Although it will resemble Mel Phillips Remembers and Mel Phillips Now & Then, MPRV will be more concise and opinionated then those previous posts. I hope you enjoy reading my view of radio related topics in 2011 and beyond...
"Happy Birthday...Happy Birthday":
Sheena Easton (52), Ace (Kiss) Frehley (60), Cuba Gooding (67), Judy Carne (72), Casey Kasem (79) & Jack Klugman (89)...
Timeline Countdown: 1 day until NFL Draft, 10 days until the Kentucky Derby, 11 days until Mother's Day & 33 days until Memorial Day...
