Over the past few years, media analysts have bemoaned the Endof TV. Some have wondered, as ratings tumble year after year, why would advertisers continue to buy ads? Meanwhile, Facebook and Googles ad businesses have exploded, even though marketers arent spending drastically more than they have in the past. But the traditional TV industry is not dead just yet.
This month, CBS, 21st Century Fox, and Time Warnerall reported advertising revenue growth. CNN and Fox acknowledgedthey’veseen higher ratings(and ad revenue) thanks in part to the election. And, sure, CBS had the Super Bowl this year. Even so, the company saysits ad revenue is “the strongest we’ve seen in a long, long time.”
“With these ratings, this schedule, and the ad market on fire, we are salivating,” CBS chief executive Les Moonves said as the company heads into the annual advertising sales hootenanny known as the Upfronts in the coming weeks.
The media business runs on ads. But since the birth of the web, the ad business has beenchanging. Analysts expect brands tospend $68.8 billion dollars this yearon digital advertising, according to eMarketer. Even so, TV has remained the single biggest recipient of marketers’ money. As more people abandon traditional TV for streaming services, YouTube, and social media, broadcasters will have to fight to keep advertisers coming back. But by then, the dichotomy between TV and digital may not mean much anyway.
Its definitely a complicated picture, says eMarketer’s senior analyst Paul Verna. But its not easy to say digital is killing TV.
Protecting the Business
In its own way, TV is still pretty unique. The internet dramatically changed thenewspaper, magazine, and radio industries. Many advertisers are no longer willing to pay top prices (or advertise at all) in those places as the audience shifted online.
Theres a lot more inertia in television than there was in the media that succumbed more quickly to disruption from the Internet, says Andrew Frank, a longtime analyst at Gartner who follows the marketing industry.
How have major broadcasters and cable networks held onto their dominant share of the public’s attention? Well, for one, people still watch a lot of TV on TV. Major sporting events, like the Super Bowl and the Olympics, draw millions of viewers. And yes, electoral politics still largely play out on television. TV still has massive scale, it has that cachet, Verna says. If its on TV, its important.” And advertisers want to bewhere they can reach the most people.
‘It’s not outlandish to think a billion dollars will come out of the linear television market and move to digital video.’
Even for thosewho dont watch TV in the old-fashioned way, many networks have developed their own websites, apps, and digital services. Advertisers consider ads on websites and apps digital spend. For networks, however, it’s all ad money coming their way.
Take Fox. Advertisers can buy slots during The Simpsons on its broadcast station or The Americans on basic cable. They can serveads during full episodes streaming on its website, streaming apps, and Hulu.(During last week’s earnings call, 21st Century Fox’s CEO James Murdoch called the going rate for ads for Fox’s shows on Hulu “very, very attractive.” Fox owns Hulu in a joint partnership with Disney-ABC and NBCUniversal.)
But when advertisers are spending money for ads attached to TV streaming on the internet, they don’t think of it as TV.
“Hulu, Roku, Apple TV. Is that television? No, its not. Its consumed on a big screen potentially in you living room, but we consider anything delivered by an IP device is not linear TV,” says David Cohen, the president of Magna Global in North America,a major ad-buyer that works with companies like Coca Cola and Johnson & Johnson.
In other words, networks are getting advertisers’ money both ways, which for the moment seems to have led to an overall bump. But Cohen predicts marketerswill begin to see more of the distinction blur.In theshort term, I think its not outlandish to think that a billion dollars will come out of the linear television market this year and move to digital video.
Time of Transition
And yet that doesnt mean that the future for broadcasters and cable networks isultimately secure. Analysts with eMarketer estimate that more money will be spent on digital advertising than TV by next year. Ad buyers and marketers are frustrated with the fact that TV ads continue to increase in cost even as ratings, for the most part, continue to fall. Why as marketers have we agreed to pay more for that decline in audience is exactly the question, Cohen says. Magna, for its part, said last week that it was moving $250 million from its TV budget to YouTube.
As the basic cable bundle comes apart and viewers get more options to pay for fewer channels in so-called “skinny bundles,” Frank believes that less popular channels may struggleas advertisers shift dollars to digital content people actually watch. But digital advertising is also complicated. Facebook and Google may dominate when it comes to competing in the digital space. But the ads still have to be shown to be effective, which is easier to demonstrate through “apples-to-apples” comparison. This is why YouTube, with its TV-like pre-roll ads, has thrived.
Over time, ad tech will get better at helping marketers understand who you are, where youre watching, and what you want, whether you’re on Facebook, YouTube, or just watching plain old TV. And that may help save traditional TV simply because advertisers will be able to show couch potatoes more ads for stuff they really do want. Television may be changing. But evolution is, if nothing else, a survival strategy.
Power, violence, death and reality the movies can teach us plenty about lifes big issues. From the Godfather to Groundhog Day, five psychologists pick the films that tell us what makes humans tick
Ten days ago in London, the Hungarian director Lszl Nemes hosted a preview screening of his film, Son of Saul. He explained that if people didnt want to stay for the Q&A afterwards, that was fine; he wouldnt take personal offence. The audience giggled politely. Thats the last laugh youll have for a while, he told them.
She’s always loved the wide-open creative process of dreaming up a new monster and putting it on paper. “It’s a fun creative dump,” she said. “You can make a monster out of anything. So when I was younger, that was my go-to when I felt like drawing.”
Katie Johnson (right) ponders her next monster. Photo used with permission.
Little did she know, monsters would come to dominate her free time as a young adult, too. After college, Johnson started working as a designer with an advertising firm in Austin, Texas. But as a creative at heart, she also wanted to pursue her own projects.
An idea came to her after seeing a photo series called “Wonderland” by artist Yeondoo Jung, who re-created children’s drawings as staged, dream-like photographs.
Johnson combined her love of monsters with Jung’s idea of building on children’s creativity to launch The Monster Project.
Through The Monster Project, Johnson invites elementary students to draw their own monsters. Then professional artists bring their monsters to life.
Getting started wasn’t easy because she was the only artist on call. “I did 20 drawings by myself,” Johnson said. “It was way too much.”
She also wasn’t meeting one of her most important objectives: “It was missing multiple artistic perspectives. I wanted the kids to see different ways to be creative.”
Here’s a sampling from the project’s more than 100 re-created drawings:
In the good old days when I still watched normal TV, my brain got to the point where it could filter the ads out. Sure, my eyes were still on the screen, but the people begging me to buy gum or finance a car became just a casserole of colors and sounds that threw off the pacing of The Simpsons. But after college, I spent a couple years watching Netflix or Hulu or YouTube, where you don’t see a lot of ads, and that skill atrophied. Then I went to visit my mother, and when we watched TV, I was unprepared to process … this.
Somewhere along the lines, ad companies realized that they could get away with literally whatever they want. That’s why nobody complains when they tell us a bold-faced lie about …
#5. How Much Your Monthly Bill Will Be
Monthly bills are my enemy. And because they’re paid automatically, on my credit card, they’re a largely invisible enemy, like cholera or David Christopher Bell. So whenever I sign up for something that I’m going to pay for forever, like a new cellphone line or internet service or monthly deliveries of fresh buffalo meat, I carefully negotiate. I do math. I stick that number into my budget. And then, when I get my bill, it is always, every single time, several dollars more than we agreed.
Even worse, they are the very same dollars that I had planned to spend on drugs.
Getting mad is hard. Reading fine print is also hard. And the whole reason we have cellphones and internet service in the first place is convenience, so putting effort into improving the experience would be, ya know, paradoxical. So instead, we just shake our fists at the heavens and mutter, “Ahh, they got me!” every time we read our bill. “Can you believe this shit?” we ask, perhaps. Or, in extreme cases, all we can muster is a long, raspy, “Ehhhhhhhhhhh …”
#4. How Long Something Will Last
Consumer electronics and prescription medication have exactly two things in common: I use them recreationally even when I’m not supposed to, and they will lie to you about how long they last. Whether it’s a bottle of Tylenol promising “relief for four to six hours” or a laptop battery that’s supposed to last “for your entire road trip,” these are promises that were never even intended to be kept. Listen, label-writers: You can’t lie to me with numbers. The whole reason we invented them was to get around the tricky subversiveness of words. They have an inherent power and must be respected.
Also, I’m pretty sure there are more of them than there are of us.
Now, I know the excuses that some of you are offering. “Those numbers are estimations,” you squawk, “there are a lot of variables here, and it’s hard to measure this stuff accurately.” Really? Is it harder than making a tiny white pill that cures my head pain? Is it harder than building a talking pocket computer that is also a phone, a camera, a GPS, and a sex toy? You’re telling me that scientists built a machine that can take a high-definition photograph of my penis and then use satellites to beam that picture anywhere in the world, from the snowy mountains of Japan to the bustling metropolises of Africa, but they can’t accurately tell me how many times I can do that before I need to plug that phone in? Bullshit, scientists. Bullshit.
When it comes to batteries, there is one explanation I always hear: When they’re measuring the estimated battery life of, say, a laptop, they’re doing it with the screen dimmed and all the apps turned off. OK, fine, but listen: Why? No, seriously, look at me. Look right at me. Stop doing that. Stop it.
Why This Will Never Change
I don’t think anyone important reads my column.
Aside from you, obviously. You’re really important to me.
#3. Whether Something Is “Special Edition,” “Collector’s Edition,” Or No Notable Edition At All
Remember when DVDs first came out and some of them weren’t special editions? The first DVD I ever bought was Shrek — not Shrek: Ogreific Edition or Shrek: R-Rated Director’s Cut; it was just Shrek. With a picture of CGI Scottish Mike Myers on the cover. Back then, the idea of a special edition meant specialness. It meant extra features. Now, it means nothing. It’s gotten so bad that there are some special edition DVDs out there that list “interactive menus” as one of the special features. I’ve seen it. With my own eyes.
Then there’s collector’s editions, which I can’t even begin to decipher. What’s the difference between someone who wants to own movies to watch them, and a “collector”? Am I too much of a peasant to own a collector’s edition because I remove my movies from their plastic wrap? Are there people out there who see the words “collector’s edition” on a DVD and say to themselves, “Finally, the film Gods have deemed it necessary to make a special version specifically for me, The Collector.”
My bidding be done.
It gets to the point where there are so many versions that you don’t even know what you’re buying. Say that you, like any red-blooded American, want to buy a Terminator DVD. Good fucking luck.
There’s twice that many. I ran out of space.
The reviews are full of people complaining about how the version they got has fewer features than earlier versions, but it’s never clear which version they’re talking about. And none of them look like the “special edition” I have:
I bet I got my copy of Terminator for less than you!
Even if you put in the research to figure out which version is for you (and if you look in the Amazon reviews, you’ll see that lots of people have done just that) you may quickly discover that you’re wasting your time, because they’re all the same fucking thing. The 10th Anniversary Edition of Titanic is just the first two discs from the four-disc Collector’s Edition that had come out years earlier. The 30th Anniversary Edition of Bob Marley’s Exodus is just the normal edition of Exodus. Then there’s my 50th Anniversary Edition of Ben-Hur, which offers … a single commentary track. Who do you bridge trolls think you’re trying to fool? We’re the internet. We have eternal eyes and infinite opinions. We see all.
Then we get distracted and don’t do anything about it. That’s kind of our jam.
Why This Will Never Change
Because even though we’re all catching on to this, they’ll soon figure out something else. There are two different versions of Quentin Tarantino’s The Hateful Eight — a 70mm cut, and a digital projection cut, with the former having six minutes of extra footage as well as an overture and an intermission. But he couldn’t call it a special edition, because “special edition” is tainted language. So he had to call it a 70mm version, which alienates everybody except the kind of people who like to talk about how they’re the kind of people who go to see movies in whatever the hell 70mm is (aside from the length of my penis).
Is that … is that impressive? I genuinely don’t know.
And now Batman V Superman is going to release an R-rated extended cut, which people are going to want to see, because what the fuck does an R-rated Batman movie look like? Though they’d probably get a more enthusiastic reaction if they called it Batman V Superman: The Version That Makes Sense. The point is, we can’t help but fall for extra versions of stuff. Even when they’re stupid riffs on foolish things.
#2. Cover Art Is Always Horse Shit
Behold, the poster for the original Star Wars.
Look at Luke’s chest. These are the pecs of a man who can rip a can of peaches open barehanded.
Also, Leia is clearly Asian.
I’m not going to show you a picture of Mark Hamill’s actual pecs, but rest assured they are not quite so boner-inducing. Also, check this out:
There aren’t that many X-Wings in all seven movies, let alone that first one that was shot on a budget of about $500. This poster is selling a far bigger and more insane story than what we get. I understand it’s a shoutout to a classic style of poster that also lies, but I don’t know why that makes it better. The fact remains that movie posters are a scam that we all agreed to fall for. It’s not technically a problem with Star Wars, since everyone knows what actually happens in Star Wars, and it’s pretty bitchin’. But what about the movies you’ve never heard of?
If you’re paying close attention, you’ll notice that nobody wins here: People looking for a cheerful Sally Field movie get a serious political drama, and people looking for a serious political drama end up buying A Bronx Tale …
… which is actually a coming-of-age story involving no explosions that I can remember. Then there’s that time where every version of Layer Cake released after Daniel Craig was cast as James Bond tries to make it look like a James Bond movie, when in reality Craig only adopts the James Bond pose as a joke, in one scene.
I can go all night. There’s also this Secret Of NIMH poster, which deceitfully implies it isn’t going to give your kids every nightmare, for the rest of their lives:
For comparison, here’s a totally normal scene from The Secret Of NIMH that is 100 percent indicative of what the movie is like.
Why This Will Never Change
Because who gives a shit.
#1. Anything (As Long As They Say It Cleverly Enough)
“Caveat emptor” is Latin for “buyer beware” and frequently appears in actual law to describe what lies the purveyors are legally allowed to tell the consumer. Basically, any time you’re reading the back of a can of soup or talking face-to-face with a salesman, there are a certain amount of things they’re saying that you’re supposed to know aren’t true. And they know you know they aren’t true. But they still have to say it, and you still have to pretend to believe them.
Nothing says “honesty” like white dudes in business suits.
I’ve mentioned before how when Apple advertised one of their new iPhones, they said it was “twice as fast for half the price.” Which was a lie. But when they were called out about that, they just explained that this “wasn’t meant to be taken as a statement of fact.” I mocked that as bullshit, but really that was a genuine legal defense for what they were doing: They thought that the consumer was in on their ridiculous bullshit.
“Oh, but that’s the game! That’s how negotiations work; only a total sucker would fall for this stuff!” Well, aren’t you lucky that you aren’t a sucker and somebody taught you the rules. Let me know how “totally fine” this system is next time you take a vacation day to go to a used-car dealership and spend the entire time trying to get a straight answer from the guy before giving up and paying just to end the interaction, because you’re tired and angry and monthly payments are something future you will have to deal with. Don’t pretend you’ve never been there.
Why This Will Never Change
Because this is really only a problem for people like me, who find meeting and talking to new people exhausting. We’re automatically at a disadvantage in any negotiation. And there’s nothing we can do about it, because we don’t know how to bring up our feelings without making it weird.
What do Chuck Norris, Liam Neeson in Taken, and the Dos Equis guy have in common? They’re all losers compared to some of the actual badasses from history whom you know nothing about. Come out to the UCB Sunset for another LIVE podcast, April 9 at 7 p.m., where Jack O’Brien, Michael Swaim, and more will get together for an epic competition to find out who was the most hardcore tough guy or tough gal unfairly relegated to the footnotes of history. Get your tickets here!
Fantastic copywriting is wonderful salesmanship in print. The ideal salespeople uncover out what the prospect desires most and then guarantee to deliver it. Write as if you had been the prospect. What advantage does the prospect want most from this solution? What finish result? What hidden advantage? What would be the ultimate advantage? When the most critical positive aspects are determined, begin with them and hold stressing them all through the copy ? and prove them with certain information, a assure, and a no-danger provide.
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You have almost certainly been taken benefit of by false logic much more usually than you know it occurs to all of us. False logic in advertising and copywriting is all about viewpoint and preconceived notions. It is uncommon for a customer to really commit time taking apart the arguments that men and women are having over certain points or concepts. And that is why it performs so effectively when men and women use it in advertising and why they have been employing this technique for practically ever. The ideal example of false logic is that 1 you see all the time: “much more than a million units sold” in “the last three months!” That almost certainly sounds pretty amazing so it should be good, it should be worth it and it almost certainly performs really effectively! “A million have been sold” means exactly that: a million of that issue have been sold. There typically won’t be any mention of the reality that most of those purchasers are not satisfied.
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From iMedia – Some words would remain consistent from year to year: Google, Facebook, social media, viral video, etc. But other terms enjoy much briefer moments in the spotlight. So let’s take a look at those that saw their rise in marketing significance in 2015.
Read more at iMedia
An AOL-owned company says it can now send advertisements to users’ smartphones based on the television commercials they watch. The new technology, offered by A Media, extracts data from set-top boxes and anonymously matches it with the viewer’s smartphone. Read The Entire Story (Fast Company)
Building Better Brands is the essential guide to creating and evolving brands. Leveraging three decades of brand consulting for legendary companies like Caterpillar, Harley-Davidson, 3M, Owens-Illinois, National Australia Bank, and American Express, as well as middle-market and new-media startups, Scott Lerman shares the processes and frameworks needed to build great brands.This book is for you if you’re a CEO seeking to enhance your knowledge of the branding process, a marketing/communications
The progression of the Internet hasn’t slowed down one bit; in fact, it’s only just begun. And with capabilities like visitor tracking, geo-targeting and personalized marketing, the business competition on the digital playing field has become more aggressive than ever. The advancements are rapid; adaptation is vital. And yet, business owners are either too tentative to dive in or want to get started but just don’t know where to begin.
Ahead Of Oculus Rift, Facebook’s Planning More VR Advertising
Re/Code reports that Facebook is now selling 360-degree video advertising space on its news feed. The videos, which don’t need a VR headset for viewing, nonetheless offer a taste of Facebook’s Oculus experience for the hundreds of millions of Americans … Read more on Fast Company
Bohan Advertising President-COO Shari Day Takes the Helm as CEO
Bohan Advertising has promoted Shari Day from president-chief operating officer to CEO, following the announcement earlier this week of former chief exec Kerry Graham’s plan to launch his own firm. Ms. Day, who joined the firm in 2010 as senior-VP for … Read more on AdAge.com
The Thumb&Stopping Moment: Tips From Facebook For Advertising On Facebook
“Everyone’s phone is personal,” Carolyn Everson, vice president of global marketing solutions at Facebook, reminded the audience during a panel on mobile advertising at Fast Company’s Innovation Festival on Thursday. Because of this, the expectation … Read more on Fast Company
Google Debuts Programmatic Ad Sales for Native, Mobile Video
“We’re focused on leveraging DoubleClick’s technical footprint to bring scalability to our native mobile programmatic offering,” said Brian Brownie, director of U.S. display operations and programmatic advertising at eBay, in the blog post. “Our … Read more on AdAge.com (blog)