Digital Ad Sales for the Big Dance Continue to Grow
Turner and CBSSports.com will bring in around $60 million for ad sales around digital viewing of NCAA tournament games this year. While that’s probably not going to cause a huge reallocation of TV dollars to digital, it is nearly double the $32 million sold for the 2009 tournament. During the first two days of this year’s tournament, time spent mobile streaming was up 40% year over year, with over 31 million visits across all platforms to NCAA.com and March Madness Live.
Scrabble Convention Pirates Captcha Field for Gamers
To promote an upcoming event among online gamers, Scrabble created an interactive Captcha form field to spark interest in the creative word game. Specifically targeting online gaming sites, this campaign disrupted a common online annoyance and turned it into a memorable, inspiring moment for its key target.
Digital media measurement is becoming more refined, and traditional media is beginning to pick up some of the measurability that new technologies offer. This eMarketer interview discusses the importance of defining the right KPIs and value for your digital efforts. It also focuses on search and social media roles in digital media and how these metrics can measure the impact of broader campaigns.
With any widely unmet consumer interest comes a rather large opportunity for brands to connect and build relationships in a new space. According to Mercator Advisory Group, just 10% of consumers receive a mobile coupon, with 55% expressing interest in the new way to save. To capitalize on that demand, Kroger allows loyalty card customers to search for coupons and load the savings to their loyalty cards through its mobile app. No paper, ink or circular subscription needed.
Digital Drives Local Ad Spending Growth
By 2016, more than one in four local ad dollars will be spent on digital. Though total U.S. local ad spending is expected to grow steadily over the next four years, digital ad spending is predicted to see double-digit growth each year, while traditional spending remains relatively flat. Much of this spending will be driven by social, mobile and video advertising.