Analysis completed by Location Sciences found that up to $65K of every $100K spent on location advertising fell outside of the targeted area or is based on signals of insufficient quality to deliver targeting requirements. According to the report, 29% percent of location-based media spending went to delivering ad impressions outside of the geotargeted area, while 36% was wasted because of a lack of quality location signals.
Reaching consumers with location-based ads is considered one of the most powerful promotional strategies, underpinning the increased spending on mobile, out-of-home (OOH) and experiential marketing. The ability to connect with on-the-go customers when they're ready to shop, or to direct them to nearby stores, restaurants and entertainment venues is a key advantage for mobile platforms. However, those capabilities are undermined when location-based ads are misdirected because of poor-quality data or signals. Read more here in this short article in Mobile Marketer: https://www.mobilemarketer.com/news/study-most-location-based-ad-spending-is-wasted-on-bad-targeting/561908/
No surprise that Nielsen recently reported that live viewing continues to dominate overall TV consumption, but there are pronounced differences between individual markets. Their Local Watch Report released Thursday which focuses on device penetration and consumption habits, found that throughout the U.S. daily live-viewing still heavily out ranks time-shifted viewing for adults 25-54.
Interesting fact from the report reflect that viewers in Pittsburgh watch the most live TV daily, coming in at 5 hours and 19 minutes, while San Francisco watches the least: 3 hours and 27 minutes. Most cities averaged between 27 and 49 minutes of time-shifted viewing daily, and 3 minutes to 15 minutes of OTT viewing. In primetime, the numbers begin to even-out between live-viewing and 7 day time-shifted viewing. Cities including Houston (47% vs. 44%) and Los Angeles (49% vs. 44%) almost split equally. In Dallas, time-shifted viewing is higher, at 47%, than live-viewership, 44%. Pittsburgh continues to prefer live TV, at 68% in-the-moment viewership versus 22% time-shifted viewing.
As smart technology continues to influence how and when viewers watch television, 72% of Americans own a smart phone while 41% owns a tablet. Eighty-two-percent of Orlando residents own a smartphone, the most in the country, while D.C. out-performs in tablet usage with 56% of the nation’s capital residents owning one.
Nielsen has tied this information, along with a case study comparing the media habits of San Franciscans and Cincinnati residents, to the upcoming mid-term election. They believe the localized information will help broadcasters “tailor their messages in just the right way." More: Nielsen.com 08/14/14 - Local Watch: Where You Live and its Impact on Your Choices
News gathering done at the source by Smartphone toting
witnesses has been around for a while as the technology has grown and evolved.
Twitter itself has become the go-to source for many kinds of widely witnessed
breaking news, such as protests and plane crashes. Stepping up to the plate in
support of this trend NBC News announced it has acquired the user-generated
live video service Stringwire as part of an effort to beef up its newsgathering
efforts. “Stringwire is at the leading edge of user-generated video products,
with immediate value to our on-air and digital businesses,” explained Vivian
Schiller, senior VP and chief digital Officer at NBC News. “You could get 30
people all feeding video, holding up their Smartphone’s and then we could look
at that,” Schiller told the NY Times. “We’ll be able to publish and broadcast
some of them.” For breaking news and stories, Stringwire has the ability to
recruit and direct contributors based on geographical location via Twitter and
then to instantly access their live footage. According to Schiller NBC will
utilize Stringwire’s technology to provide its TV and digital platforms with
new tools for newsgathering and for using eyewitness user-generated video
content.
Marking a first for a broadcast network, today ABC announced the launch of its "Watch ABC" app to allow pay-tv subscribers access to live, linear streaming of viewers’ local ABC station programming, including network, local and syndicated content. The service will launch first as a free preview on May 14 and will be available to all viewers through a special open access preview with WABC-TV (NYC) and WPVI (Philly) through the end of June. In their press release they state that the app will roll out in the other six ABC-owned station markets this summer. MORE: Multichannel News 5/12/13 - ABC Sets Live Streaming Service Launch
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| Yahoo's INTO Now |
Ok full disclosure... in my paying job, during the past year I have worked with more and more companies that are involved in the Second Screen space. As a connoisseur (insert nerd) of all things tech, I've collected quite a few of them but in general my overall feeling is that most tend to lack intuitive UI's and frankly are just poorly thought out from a user’s perspective. So it brings me to ask, do they actually offer anything to the viewer? Well that's the question TV and movie critic Noel Murray recently explored for Grantland. A self-professed second screen novice, Murray spent the month of February trying out various apps. After using them to accompany his both live and pre-recorded viewing, Murray's general perspective was that they didn't really enhance his viewing experience as promised. Read his story: 03/05 -
The 'Second Screen': Is This App Really Necessary?
According to the NPD Group there are 425 million devices connected to the web inside US households. The largest number of these devices are computers at 183.8 million and as one could assume traditional computer's share of connected in-home devices is diminishing, fueled by the rise of connected gaming consoles (39 million), Blu-ray players (12.9 million), and TVs (16 million). Portable devices such as smartphones (133 million) and tablets (31.8 million) are witnessing hockey stick growth curves and the NPD says that by the end of 2013, there will be a shift toward "screen-sharing across devices." Much like what users can do with Apple's AirPlay, which allows them to throw content from one screen to another; this shared screen experience is converging device ecosystems and will allow for OTT content to become even more prominent on the TV. We are certain to see a multitude of these up and coming devices at next week’s CES. More: NPD.com
