Publishers are literally driving engagement between the print product and digital platforms by linking print magazines directly to smartphones. The idea aims to neutralize the “either-or” aspect of print and mobile and merge the strengths of both.
“We’re connecting print to mobile because we believe we’re well poised with our demographic—they are glued to their phone,” says Jason Wagenheim, vice president and publisher of Teen Vogue. “We did a study earlier this year that found that 9 out of 10 of our readers are shopping with their mobilephones. They’re not just making purchases, but using their phone while they’re shopping, searching for coupons and texting friends photos of dresses when they’re in a store.”
Following a four-year effort in the incredibly lucrative TV ad business, Google has decided to pull the plug. Traditional TV ads are out – going forward Google plans to focus exclusively on digital. Google has now tried and failed to disrupt the traditional advertising business in print, radio and television. In part, Google’s TV effort was slow to attract new advertisers and more partners to the platform.
“Video is increasingly going digital and users are now watching across numerous devices. So we’ve made the hard decision to close our TV Ads product over the next few months,” Shishir Mehrotra, VP of product at YouTube and video at Google, wrote in a blog post. “We’ll be doubling down on video solutions for our clients (like YouTube, AdWords for Video, and ad serving tools for web video publishers). We also see opportunities to help users access web content on their TV screens, through products like Google TV.”
“The [satellite] and cable operators have excess unsold inventory so it was partially an experiment,” said Derek Baine, senior analyst at SNL Kagan. But Google had a much bigger target than just TV ad sales – it wanted to compete with Nielsen on ratings.
This is the dawn of the smartphone age. But you wouldn’t know it by looking at mobile advertising spend. Last week in this space, Derek Thompson showed that consumers are spending 10% of their media attention on their mobile devices while the medium only commands a mere 1% of total ad-spend. Comparatively, the quickly “dying” print medium attracts only about 7% of media-time, but still captures an astonishing 25% of the total U.S. ad-spend, with print receiving 25-times more ad money than mobile. The disparity between the two mediums gives a strong indication as to how much room mobile still has to grow.
In the heyday of print advertising, the rules seemed simpler. Competition from television, radio, and other forms advertising was a factor, but each medium was distinct—with its own attributes, value propositions, and measurements. The Web changed all that. Along with the suicidal dilemma of free editorial content, the Web brought in a whole new (and volatile) system of measuring success. Impressions, “eyeballs,” and other metrics became a science—more or less—while the value of traditional display ads seemed to founder.
If early indicators prove true, the rise of multi-function tablets is about to change all that. Although lacking the screen real estate to fully bring back the visual impact of a full color display ad, tablets bring a different level of engagement to advertising. Advertisers are only just beginning to realize this potential.
Intel Corp. earlier this month rolled out its largest ad campaign in nearly a decade, designed to show how Intel-inspired ultrabook computers provide faster, more engaging experiences for users.
The campaign, “A New Era of Computing,” was created by Venables, Bell & Partners, San Francisco, and includes TV, print, online and out-of-home ads, as well as a website (www.intel.com/ultrabook).
PCWorld news release
SAN FRANCISCO—Mobile internet service is a major monthly expense for most American consumers, and a very big business for U.S. wireless companies. The marketing machines of those companies are now in high gear, touting their services as the industry transitions from 3G service to the much faster 4G. Problem is, everybody’s service is “4G”, “most reliable”, “biggest”, “fastest” and “best,” if you believe all the names and claims flying about on TV, radio, print media and the Web.“We only hope that the competition eventually translates into better performance and better value for consumers.”
That’s why PCWorld has once again hit the road to measure the real-world performance of the four major wireless services on America’s streets and in its coffee shops. During February and March of this year, PCWorld measured the speeds of the major U.S. carriers’ 3G and 4G wireless services from 130 locations in 13 major U.S. cities.