People who walked into adulthood in the 21st century and whose ages range between 18 and 36 make up this impressive millennial group. This group identifies with the latest technology and internet trends, owning and using modern gadgets such as the PC and smartphones.
If you target this group through advertising, you need to know which media they are consuming and the channels to reach them. Here are the best advertising channels for millennials.
Social media
36% of millennials are frequently online, meaning you can reach them throughout the day. The two most popular times are late morning and evening from 8.00 pm to midnight. Most millennials run multiple social media accounts, with Facebook boasting the most significant share, followed by YouTube, Instagram, Twitter and Snapchat. If you want to push your brand to them, go for these platforms.
Television
When they are not staring at their phones, they are most likely sitting in front of a TV watching news, movies, music videos or reality shows. Although digital-only news is establishing a foothold in this age group, research by Nielsen indicates that more than half of the millennials still watch national TV news. You can target them by placing ads on national TV during news time.
Search engines
Millennials turn to search engines for almost anything – dating, research, schooling, entertainment, and just about anything else. Millennials turn to search engines for B2B research to obtain the following content:
Product videos
Case studies
White papers
Brochures
Webinars
Infographics
This information should help you optimize your webpages so search engines can easily haul them up whenever millennials type something into the search bar.
If you want to aim your product towards millennials, you should start working to boost your online presence. It may not work overnight, but if you can harness your energies towards social media, TV and search engines, you would be on the right track. Reach out to Media Partners Worldwide for more information on the best way to target millennials in your adverts.
Audio Streaming at Home Increases during the Coronavirus Pandemic
Audio streaming among households in the US has been on the rise following the upsurge in coronavirus infections, and the containment measures put in place by the government to fight the pandemic. As people spend more time at home, they turn to streaming services for entertainment and information. Just like video, audio streaming has taken center stage in people’s lives as the pandemic rages.
Increased audio consumption
Research shows that people have increased their listening by 54 minutes per day during this pandemic period. This increase represents a 32% rise in streaming audio consumption compared to the same period last year. The sharp increase is good news to the brands that have increased their investment in digital audio since the pandemic struck.
The switch to more audio streaming devices
Listeners aren’t relying solely on their smartphones and computers to stream audio at home. Many of them are utilizing connected TV devices, including streaming media sticks or boxes, gaming consoles, and Smart TVs. Amazon Fire TV, for instance, accounts for over 67.7 million streaming audio hours across the US. Other Amazon products on the frontline include the Echo Smart Speakers.
Streaming services taking advantage of the spike in audio consumption
Some leading streaming services are driving the increase in home audio consumption during this pandemic. They include iHeartRadio, Pandora, and Spotify. Spotify holds the top spot in streaming hours, while iHeartRadio, which saw an 11% increase in listenership between January and May in 2020, comes second.
Media Partners Worldwide is here to help
Are you looking to promote your brand through audio streaming during this coronavirus pandemic? Listenership across the US has experienced a sharp increase, and you can take advantage of this rise to expand your market reach. Partner with us for media planning and audio streaming services to reach your clients across the country. Let’s help you to attract more customers to your brand through cost-effective audio streaming services.
Hitting the right target at the right time with the right message is crucial to the success of your business. If your target audience is made up of truck drivers, Precision Target Marketing is the ideal match between your business and the customers you want to reach.
The IRS has a penchant for auditing truckers who are infamous for keeping inaccurate financial records. Agents frequently adjust the amount of income truck drivers report by taking away many reported expenses. Like a “minor delay” on the highway, there is no end in sight for truckers and their tax issues.
The key to effectively marketing to truckers is to pinpoint your message based on demographics and individual interests. The professionals at Media Partners Worldwide are experts at precision target marketing. If you are a Tax Accountant, Tax Attorney, or Tax Resolution Specialist, our proprietary database of over 4 million truckers combined with trucker apps is an ideal and precise target marketing opportunity for your business. We can even identify drivers who have state and/or federal tax liens against them.
How We Do It
Media Partners Worldwide creates marketing opportunities by compiling true and accurate data. That data is then used to segment consumers to help our clients discover the Holy Grail – the Right Person on the Right Device at the Right Time.
We start with a custom email Drip Campaign that alternates frequently to help cut through the clutter. Because our database includes truckers’ unique Mobile Device IDs, we are able to identify where they are physically by Geo-fencing hundreds of locations nationwide.
Once trucker locations are identified, we deliver custom digital ads and video commercials directly to mobile devices through a Trucker App. Ads are deployed when there is a break in content or a new page is loading on a trucker’s mobile phone. This helps to eliminate distractions like small, unreadable banner ads and keeps eyes glued to the screen. When available, we can also deploy ads that take over an entire phone screen with a custom digital ad or video.
Media Partners Worldwide
Think of Media Partners Worldwide as a Precision Marketing Matchmaker. We can connect your business to millions of truckers nationwide.
When it comes to marketing your products or services locally and affordably, you can’t beat radio. In 2019 the format reached, on a weekly basis, nearly 93% of all adults ages 35-64. But to make the most of this marketing medium, studies are increasingly showing that live reads are the way to go. If you’re looking to better capture your audience and convert listens to sales, here’s everything you need to know.
Live Reads vs. Recorded Spots
You can reach your intended audience quickly and easily through radio, whether you use live reads or recorded advertising pieces. However, live reads come with a wide variety of advantages that help them to consistently out-perform their pre-recorded contemporaries. When opting for live, marketers…
Can tweak campaigns for every read if changes are needed
Provide a more engaging, personal feel in every recommendation
Will seamlessly integrate promotional content into entertaining radio shows, reducing station surfing and disconnection
Research shows that midday airing prompts the best return on investment for radio advertising campaigns, and that live reads are up to three times more effective than recorded spots at these times. It’s really no surprise – when you speak live, you foster stronger brand loyalty by creating a more personal connection between speaker and listener.
Choose Media Partners Worldwide for Your Live Read Needs
Founded in 1997, Media Partners Worldwide has since garnered over twenty years of success stories. Our decades of dedication have brought with them resources and connections, and we’d love to use these tools to take your business’s marketing to the next level. We’ll meet your radio campaign with excitement, experience, and attention to detail, guaranteeing you unmatched reach and results.
Contact us today to learn about our analytics tracking, performance campaigns, and influencer reads. The radio industry is alive and well, and it’s time for your company to be live right alongside it!
With many pharmaceutical companies announcing major strides toward a COVID-19 vaccine, America’s businesses will soon resume their growth planning …. and remnant media opportunities to buy unsold advertising inventory are aplenty.
COVID-19’s Effect on Advertising
During the pandemic, major media platforms have seen advertising inflow drop 50 to 75%. Radio, for example, has seen many stations implement a 2-minute commercial limit, since frankly there hasn’t been much by the way of radio advertisers during recent months.
The inventory exists on the supply side, but the advertisers on the demand side have been holding back. This means lots of remnant advertising opportunities, which is where Media Partners Worldwide has specialized for nearly 25 years.
What is Remnant?
Remnant media is very affordable, often discounted as much as 70%, and can help revive businesses after the coronavirus pandemic begins to subside. Remnant radio, print or TV is specifically reserved at the last minute and helps clients take advantage of last minute unused inventory in all broadcast dayparts. Buying remnant through an experienced agency that has the relationships and special access to this media is a great way to help millions of small, medium and large businesses will soon be seeking to recover from the devastating market effects of the COVID-19 virus epidemic of 2020.
243 million adults listen to radio each month in the US. This is a huge reachable audience. Remnant radio ads allow a business to experiment; thus saving money on launching a message, product, or service on the radio.
Radio ads stick with the consumer longer than online ads because radio listeners are focused on the broadcast, and a radio ad occupies 100% of the broadcast moment while it is being aired. That full indulgence is why people often find themselves singing a catchy advertiser’s jingle. That reflects the effective recall that radio advertising generates.
Remnant Agencies
Remnant pricing is offered to third-party agencies typically just a couple weeks before the planned air date. An outside ad agency, like Media Partners Worldwide, with both local and national reach, is preferred as these agencies are familiar with the requirements and the needed flexibility of remnant media planning. These agencies know when and how to negotiate for remnant wholesale advertising rates.
Media buying agencies use unique techniques to get low rate deals. As they don’t represent a single advertiser, they don’t pose a constant on-going reduced rate perceived threat of the same advertiser with the same local publisher, radio stations, TV stations or newspapers. It is far more likely a remnant focused agency will procure aggressive remnant advertising rates.
Remnant agencies benefit as they are paid an agency discount (or fee) by media outlets, which is separate from the ad rate. Ad production, script writing, strategy and media schedule planning is an art – and most agencies offer discounts to their paid advertisers for related production and creative services.
During the 2020 COVID-19 coronavirus economic slowdown, agencies have been securing special radio, TV, print and online advertising bargains to help their clients persevere during this crisis, and maintain their fiscal health. The pandemic has starved businesses of cash flow. Their return to spending on advertising will be more voracious for local media buys at remnant rates. The huge advertising discounts that remnant advertising delivers is generally not offered direct to clients, because it would permanently drive down advertising rates to a level that could jeopardize the media channels’ very existence.
Messaging
Businesses determined to rebound and revive quickly need to get back in the advertising game fast, affordably to reconnect with both regular and prospective customers.
For a while, consumers will be drawn to messaging that reassures the business is sanitary, safe, healthy and alert. References to UV air sanitizers, ozone or ionization, standing hand sanitizer stations, will remain commonplace for quite some time.
Let’s Get Remnant Now
Remnant advertising can revive a business, along with our nation’s economy. Remnant is a way to pull back from the brink and survive what has been a difficult time. Our agency is an active remnant agency and offers free consultation for anyone who is interested in becoming a remnant advertiser. Contact 562-439-3900 and ask for Natalie Hale if you want to know more about starting up a campaign this month using remnant advertising to advance your business’s come back toward profits and growth.
How To Build an Effective Influencer Campaign for Your Niche Business
Influencer campaigns have grown more popular in recent years and continue to increase in use. The reason? They work. Whatever your target market is, there are influencers who can help you reach a greater audience — and this is especially true in niche businesses. Whatever niche your business is in, you can find people online who are interested and involved in it. The thought leaders and trendsetters creating content within each niche become influencers who attract a following on blogs, social media, and podcasts. When you partner with niche influencers, they create content around your brand for their followers. They promote your business to people who are already interested in your niche — your target market.
Why Influencer Campaigns Work for Niche Businesses
The reason influencer marketing works is that when it comes to making purchases, people tend to look for recommendations from people they know — even people they may only know online, like those they follow on social media. There’s a level of trust that influencers have built with their audience, and 88% of people trust online reviews by others. Who better to recommend a product or service than someone who is interested in the same niche? It’s like word-of-mouth advertising, amplified and targeted.
Our experience has shown that influencer marketing is cost-effective and has a great ROI. The average earned media value per dollar is $5.78. That’s why most digital marketers are planning an influencer campaign this year, including niche businesses. Sales and marketing professionals have found that influencer marketing is as effective or better than other forms of marketing, according to 89% of marketers.
Create a Plan for Your Influencer Campaign
The first step in an influencer campaign is like other marketing campaigns: Set goals. What do you want your niche influencer campaign to accomplish — more followers, more sales, better awareness? Plan out what your company will achieve by working with an influencer in your niche.
While creating your plan, be sure to look at what other companies in your industry are doing with their influencer campaigns. What have competitors done in the influencer space? How will your campaign stand out from what they have already done?
How to Find the Right Influencers
With your influencer campaign plan in place, the next step is to look for people who can help you achieve your goals. You could follow social media hashtags, research Facebook group administrators, and use paid tools to scope out influencers. Or you can let Media Partners Worldwide match you with our portfolio of vetted influencers. Whether you’re looking for one specific influencer or celebrity, or a carefully chosen group of micro-influencers, we can connect you to the most influential people in your niche.
When it comes to niche businesses, in many cases working with micro-influencers is most effective. Micro influencers don’t have millions of followers — they typically have 1,000 to 40,000 followers — because they create content around such a targeted niche. However, micro influencers tend to have better engagement because their followers are extremely interested in the niche and tend to be more loyal. So keep in mind the most popular people on social media aren’t necessarily the ones you want to partner with.
Measure Influencer Campaign Success
As with other campaigns, you need a way to check your metrics to determine how effective your campaign is, and what your ROI is. Work with Media Partners Worldwide to make tracking seamless. We will create a unique link, UTM code, or discount code to track where your campaign traffic comes from. We measure clicks, impressions, engagement, and other metrics to give you the data you need to gauge your marketing efforts.
Media Partners Worldwide has a team of knowledgeable, experienced professionals who bring proven success to your influencer campaign. Influencer marketing has been a part of our strategy in helping clients get results. Our expertise with influencers to promote niche brands helps you reach your marketing goals. We can take care of all aspects of an influencer marketing campaign. Please contact us to discuss your goals for your niche business.
Covid 19 has quickly changed our lives and as we emerge and try to get back to normalcy, a lot of the adaptions forced on us will continue and be our new norm.
Consumers will stick closer to home. Less foreign travel predicted, at least for the next year and more short trips to National parks, local casinos and short getaways with less noise and people will be preferred. The popularity of road trips and the sale and rentals of RVs will continue to trend up.
Voice control technology use growing. Virtual assistants, like Amazon. Com and Alexa have a new draw, as voice control technology limits the need to touch a surface so much. In this case, safety has shifted to be more important than privacy.
Online learning will increase. As younger generations worry about their future, e learning rises. This generation will work to increase their skills and becoming more competitive in the job market. In addition, there will be more parents opting for online schooling versus traditional classrooms. This is a huge opportunity for e-learning companies and new players in online courses.
DIY gains ground. The new interest in baking, cooking, sewing, and painting are not expected to disappear with the virus. Plus, more people are opting to remodel and fix their own house. More consumers have gained confidence in learning from Utube videos, podcasts or TV shows and it has made people more self- reliant.
More comfort in digital offerings. If consumers were not comfortable with ordering groceries digitally, they have had to embrace it, with more people buying most everything they need online. Online banking has increased and more doctors and medical providers are offering camera sessions for non emergency situations. A trend that is sure to continue.
Flexible and modified work arrangements. With so many people getting used to the convenience of working from home, the shift to more flexible work arrangements will continue, as employers realize it’s not necessary to have everyone work full time in the office to get things done. Zoom Calls have replaced meetings and decisions are being made quicker with less bureaucracy. This new workplace means more time and money for many workers. Time
is saved not commuting and allows employees to save money on childcare, maintenance and fuel for vehicles, work clothes, dry cleaning, etc. Giving more time to cook meals and do it your self projects around the house.
What this means for your media buys is that more people will have more time in front of the TV watching their favorite shows and movies, more time in front of the computer engaging in social media, including Facebook, Linked in and Next Door or at home listening and steaming radio and podcasts.
Podcasts have become an increasingly pervasive part of American culture. More and more people are tuning in to their podcast of choice over their PC, tablet, smartphone or home assistant.
It looks like this trend is here to stay, so the question for many companies is: How can podcasts be effectively incorporated into marketing strategy? The following information will discuss some outstanding podcast-related statistics, and how businesses can leverage these insights to their advantage.
How Popular are Podcasts?
The simple answer is: very popular. Over the past several years, the number of monthly podcast listeners has grown at an explosive rate. As of this writing, 55% of the U.S. population has listened to a podcast, and 24% (in other words, almost 70 million people) listen on a weekly basis. Moreover, experts predict that the number of active podcast listeners in the United States is expected to reach approximately 132 million by the year 2022.
Who Listens to Podcasts?
The reality is that just about every age demographic (with the exception of children aged 11 and younger) contains a significant share of podcast listeners. Research indicates that individuals in the age range between 20 and 40 make up the majority of avid fans; however, a sizable percentage of senior citizens (aged 55 or older) also regularly tune in.
Furthermore, the popularity of podcasts is growing across all age groups. For instance, from 2017 to 2019 the number of monthly listeners aged 12-24 jumped from 27% to 40% — a major increase!
Which Podcast Genres are Most Popular?
With over 1 million distinct podcasts on the market, there’s no end to the niche topics that are being covered within the industry. Nevertheless, the 4 most popular podcast genres, among both casual and avid fans, are:
Music
TV and movies
Comedy
Technology
The “Kids and Family” genre takes the 5th spot among casual fans, while “Games and Hobby” podcasts are the 5th most popular genre among “avid fans” (i.e., listeners that consider themselves extremely interested in a certain subject).
Examples of popular podcasts in the above-mentioned categories, as well as other genres, include Mogul, Dissect, The Televerse, The Hawkins Report, This American Life, and TED Radio Hour.
When Do Consumers Listen?
A large share of light users (casual listeners) follow podcasts at home, or during their work commute. On the other hand, heavy users tend to listen to podcasts anytime they are away from home. In both cases, a high percentage of listeners tune in during their transit to work, whether that’s in their car, on a bus, or on the subway.
How Can Businesses Leverage Podcast-Related Insights?
There are several ways that companies can turn the above-mentioned data points into actionable insights to grow their business. For example:
Companies can target genres with the widest appeal. Unless a company offers a product specifically designed for a niche audience, organization leaders should explore ad placement on podcasts that are popular among their consumer base, such as those in a particular genre of music.
Marketers can tailor ads according to light vs. heavy usage. If most of the company’s target demographic falls within the “light user” category, then the marketing team may want to publish short, attention-grabbing advertisements. On the other hand, if they are targeting heavy users then they may be better served by generating longer commercials.
Business can target specific consumer segments with relatable messaging. For example, since so many podcast listeners consume this form on media on their morning commute, many companies may be able to spin their marketing message to play on commute-related pain points (e.g., heavy traffic, long wait times, sleepiness, and so on).
Many advertisers are using podcasts to increase brand awareness and build their consumer base. For example, Blue Apron has partnered with Adam Carolla to promote their product on his podcast. Sling Media has seen engagement rates from podcast ads 2 to 3 times greater than radio spots. The Great Courses, a series distributed by The Teaching Company, has leveraged “baked-in” ads on podcasts like Malcolm Gladwell’s Revisionist History.
An estimated 75% of listeners not only pay attention to podcast ads, but also follow specific calls to action after hearing them. That being the case, many advertisers have found that targeted ad campaigns on popular podcasts is a clear path to marketing success.
Podcasts in the Time of Coronavirus
How have podcasts fared since mid-March, when COVID-19 first broke out on a global scale? In some sectors, podcast listenership actually went down when the first “stay at home” orders were enacted. For example, analytics firm Chartable showed a 10% month over month decrease in downloads from February to March for their participating podcasts.
However, other sectors have seen massive gains. In Italy as a whole, there’s been a 10% increase in podcast listening. In the United States podcasts about television and entertainment, like 2 Black Girls, 1 Rose, have seen a major influx in subscribers.
Advertisers are changing their marketing tactics to account for listeners’ changing habits, and the “new normal.” In fact, 92% of the Association of National Advertisers’ members say that they’ve adjusted their creative messaging strategy since mid-March.
Many advertising firms are using direct CTAs when the screen is in view, and more subtle, story-oriented ads for when listeners may be multi-tasking (e.g., working out, cooking, and so forth). They are also using carefully selected phrasing in their ads; for instance, they may avoid such terms as “sick beats” or “going viral.” Some elect to not even mention COVID-19 by name.
Whether things go back to normal sooner or later, the bottom line is that podcasts are here to stay, and they will no doubt continue to grow in reach and popularity in the years to come. With some planning and effort, you can take advantage of this trend and promote the growth of your business.
We have lived through Swine Flu, Ebola, SARS, and now Corona Virus. What makes Corona Virus unique is the fact that it is officially a pandemic. The point of this article is not to spread fear (there is enough of that) or tell you what you already know. The point of this article is to talk about what this means for the advertising and marketing community.
We see that the stock market is down. This is a reflection of the significantly reduced economic activity. People are stocking up on essentials and trying to stay home as much as possible. Restaurants are offering take-out and delivery only, if not closing doors completely. Major metropolitan cities are implementing city-wide lock downs, closing bars and other places where large groups of people are gathering. Many large companies are having their employees work from home until further notice. Students are transitioning to online classes.
The question that marketers are constantly asking is, “Where is my audience?” This question is relevant now more than ever. Audiences are shifting and the way the general population is operating has changed almost overnight. So, what does an increase in remote workers mean for advertisers? It just means that our audience is in a different place!
Nielsen Scarborough USA+ reports 90% of Americans working from home listen to AM/FM radio. People are clinging to any sense of normalcy they can find nowadays. Listening to radio can provide this sense of comfort, that things aren’t completely upside down.
“AM/FM radio is the soundtrack of the American worker regardless of where they sit,” Chief Insights Officer at Cumulus Media & Westwood One, Pierre Bouvard, states. Share of listening studies see at work listening at 68%. This number jumps up to 75% at home. This study was conducted on people 18 and up in age during 2019.
An interesting insight seen in this table is the drop in engagement on other platforms at home. This can be attributed to people having other services on in the background.
A recent MARU/Matchbox report shows “…only half of at-home Pandora and Spotify listeners can actually hear the ads.” On the other hand, AM/FM radio ads are heard 83% of the time from at home listeners.
Data from smart speakers shows the prominence of radio listening. AM/FM radio is the number one activity in terms of share of time spent, holding 24% of the share. This is 60% larger than Amazon Music’s 15% share.
NuVoodoo came out with a very recent study showing the consumption trend for radio as Americans tune in for more updates on the pandemic. The study shows 27% of those surveyed claim they are listening to radio more during the pandemic and 37% say they are using it for local market updates.
So, what’s the take away? The take away is that your audience is still there! Engaged now more than ever!
Communicate how your product/services will be augmented in accordance with the pandemic where your audience is actually listening. The key here will be to frame how your brand can help.
Call us for great deals on remnant so we can help you realign your brand get back in touch with the world during these turbulent times. 562-439-3900
Mobile messaging is not a new technology or practice. We’ve all been doing it for years now. However, recent applications of its use in commerce has shown compelling reasons to think about implementing messenger marketing in your mix.
1. Popularity
Messaging used in business is becoming more common everyday. Why? Well, 87% of the global population engages in chat messaging of some sort. Over 100 billion messages pass through Facebook products everyday. To capture this huge volume of conversation, more than 40 million companies across the world leverage Messenger on Facebook. Click-to-Messenger ads on Facebook are one of the fastest growing advertising products that Facebook offers.
2. Intuitiveness
It just feels natural. Messaging is how people communicate with almost everyone. Friends, family, coworkers, etc. Why wouldn’t they want to communicate with businesses in the same way? Messaging is quick and flexible. 64% of people would rather message than call a company. 60% claim to be open to receiving personalized messages from companies.
What’s more is people already have the apps necessary to receive and send messages! There is additional friction regarding app download, new interface, or extra notifications. This convenience and familiarity makes it easy for brands to talk to their market through messaging apps. Canadian airline, WestJet, implemented a new chat bot for Messenger which resulted in a 24% positive sentiment lift as well as increased WestJet’s message capacity by five times.
3. Immediacy
One of the biggest advantages is that the communication is in real time. This is particularly powerful for industries like travel and hospitality. People can get flight notifications, hotel check-in updates, ask urgent questions, and make changes. All on the go. KLM airlines leveraged WhatsApp by sending booking confirmations, flight updates, and gate details to their thousands of passengers and their friends and family.
4. Scale-able Communication
Advances in natural language programming and artificial intelligence have made bots more intelligent and user-centric. This leads to companies being able to cater to many different customer needs simultaneously. GlobeAir, a private jet chartering company, used WhatsApp to improve its customers’ experience with the brand and smooth out peak business period demand which customer query fulfillment time by 33%.
5. Personalized Engagement
When artificial intelligence meets chat, companies can deliver information and promotions to individuals at scale. Studies cite that 91% of consumers are more likely to buy from companies who remember them and provide personalized offers. The other side of the coin is the sheer amount of time savings. Automated chat allows brands to do more with that freed up time. Singapore based resort, Marina Bay, harnesses the power of chat to accommodate basic requests and give recommendations. This allows the staff to tend to more complex issues or provide a more personal touch to others.
To wrap up, the popularity, ease, speed, scale, and personalization of messaging is great for companies that provide a service such as hospitality and travel. However, having a personal messaging mechanism set up does not guarantee automatic success. A Spectrm study of 242 brands revealed that 45% did not respond within 5 days of being messaged. Similarly, many brands are not providing bots with support staff for complex queries they cannot handle. For chat to be effective, it must be smart and responsive. With proper execution, chat can be one of the most powerful tools that brands leverage.
Give us a call to talk about what chat marketing could mean for your brand! 562-439-3900