Jack Myers Media Business Report

TV Moves to Supporting Role in Social TV Era

Jack Myers — Tue, 29 May 2012 16:05:38 GMT

"The overlap of social media and TV represents a huge opportunity for those that truly understand and internalize, embrace and partake in these changes, and that welcome this dawning networked, Inter-dependent and many-to-many society," writes futurist Gerd Leonhard in the forward to a major new white paper available for download free exclusively to Jack Myers Media Business Report subscribers.

Social TV and the Second Screen PDF Report for Download

Stowe Boyd — Tue, 29 May 2012 11:55:59 GMT

Click to download your print-friendly PDF of the Social TV and the Second Screen by Stowe Boyd, managing director of Work Talk Research. Forward by Gerd Leonhard.

Upfront Week 2012: Rating the Networks' Upfront Extravaganzas

Ed Martin — Mon, 21 May 2012 12:59:56 GMT

As Upfront week began I found myself wondering if the annual extravaganza of presentations and parties had any value anymore, because anyone who was receiving alerts from certain Web sites or was actively engaged on Twitter already knew which shows each network was renewing, which ones they were cancelling and which pilots they were picking up, and why. With the exception of a few scheduling questions there was simply nothing left to learn. So what would be the point of sitting through all of those presentations, and why would the networks want to continue spending vast fortunes to put them on? Indeed, Conan O'Brien at the Turner presentation was moved to suggest that next year the whole thing shift to Skype.

John Muszynski: Prescient Upfront Observer Comments on 2012 Upfront

Jack Myers — Mon, 14 May 2012 12:59:00 GMT

In 2006, when most industry pundits were claiming the Upfront was dead, John Muszynski was saying this: "I'm not just looking at television. I'm looking at the consumer and I'm going to move my dollars to the consumer. Don't expect me to have TV budgets. I have video budgets, and if you don't want to provide video opportunities outside of television, you're not going to get the same dollars that you got before."

Analysts Underestimate Facebook Ad Revenue Potential

Jack Myers — Mon, 07 May 2012 13:26:18 GMT

As Facebook prepares for its public offering, due May 18 with opening share prices estimated by analysts at a range of $28 to $40, investors are focusing on the company's growth potential from advertising and marketing budgets. Some analysts have mistakenly focused on Facebook's historic dependence on traditional online display advertising, which has served as its core revenue center to date. However, Facebook is uniquely positioned to tap into multiple budgets that represent the fastest growing sectors of the marketing business. These include social marketing, social commerce, digital couponing, e-mail, social TV, word-of-mouth and conversational marketing, online video, mobile, social and promotional sponsorships, search marketing, social gaming, point-of-influence/GPS-based marketing, and interactive television.

Upfront: Will Digital Make a Difference?

Jack Myers — Mon, 30 Apr 2012 12:51:14 GMT

This year's network television Upfront is shaping up to be the most interesting in years – maybe the most interesting EVER! There is growing disparity between the expectations of the networks (and Wall Street) and the wary realities being put forward by buyers. As outlined in last week's Report, buyers believe volume will be flat to slightly down while sellers and Wall St. anticipate up to 5% growth. Sellers and Wall St. project CPM growth in the high-single digits (even into the low double digits) while buyers are far more conservative. Compounding these differences is the surprisingly impactful emerging digital video marketplace as evidenced by this month's well-received "Newfront" digital content presentations.

Network TV Upfront Overview and Forecast

Jack Myers — Mon, 23 Apr 2012 11:45:19 GMT

"This could be the most complicated and challenging Upfront in years," commented GroupM executive Mike Bologna at a recent iMedia Video Conference. More accurately, this year's broadcast and cable network Upfront is likely to be a throw-back to the pre-recessionary years of 2006, 2007 and 2008 when networks and agency buyers engaged in prolonged debates and negotiations. When the Upfront markets collapsed in 2009 and then returned with a vengeance in 2010 and 2011, Upfront negotiations proceeded quickly and methodically. This market is unlikely to unfold as predictably.

Internet Innovation: The Best is Yet to Come!

Jack Myers — Mon, 16 Apr 2012 12:11:50 GMT

Although it is difficult for those born post-1990 to conceive of life pre-Internet, in the grand scheme of things, the computer is a relatively young invention and the Internet is even younger. By taking a look at earlier transformational periods and their patterns, we can predict the influence and impact of the current wave of Internet-based digital development and gain insight into where we are in the evolution of the digital transformation.

Fashion Hauls: New 'YouTube' Ad Model

Jack Myers — Tue, 03 Apr 2012 11:56:26 GMT

One of the biggest trends in the worlds of fashion, social media and advertising is "fashion hauling," a practice referred to by NPR commentator Viet Le as "PG porn" for the young fashionista crowd. In this game of show-and-tell 2.0, shoppers set up web cams in their bedrooms in order to proudly display their purchases for the masses. Drawing items from their shopping bags one by one, they offer commentary on their favorite details of the clothes and accessories, along with their plans for wearing these pieces. Some fashion haulers are big into designer outfits but many others do their shopping at discount stores such as Forever 21, JC Penney, Target, American Eagle and Urban Outfitters. When displaying hauls from these stores, the goal is to teach viewers how to look fashionable on a budget. Fashion Hauls are at the foundation of a new trend that disintermediates traditional advertising models by directly connecting brands, brand evangelists and consumers through YouTube video blogs (although YouTube is not itself monetizing these videos).

Definitive Marketing, Advertising, Media Spending Report 2011-2014

Jack Myers — Mon, 26 Mar 2012 12:17:14 GMT

The data table below reflects the consolidated U.S. marketing communications investments for 2011 with forecasts for 2012 to 2014. Each marketing/media category incorporates spending across all platforms within that category. Comprehensive breakdowns on digital and legacy advertising investments in each medium are available at www.jackmyers.com/jack-myers-spending-forecast.

Why Rush Limbaugh is History to Marketers

Jack Myers — Mon, 19 Mar 2012 12:11:38 GMT

I've been studying and reporting on the media industry for decades and I have never seen advertisers react as quickly, vocally and definitively as they have to Rush Limbaugh's attack on Sandra Fluke specifically and women in general. The reason is less a protest against Limbaugh's politics than it is a clear understanding of the importance of women to their business. For almost every product or service, female customers are a priority. Sensitivity to their interests is far more important than supporting Limbaugh.

Will Canoe's Collapse Ignite the iTV and Addressable TV Business? Yes!

Maryann Teller — Fri, 09 Mar 2012 20:42:02 GMT

Official Marketing / Advertising Spending Data: 2011-2012 for 57 Categories

Jack Myers — Mon, 05 Mar 2012 14:31:33 GMT

Digital Share Under 10% as Print Leads the Way

Jack Myers — Mon, 05 Mar 2012 13:18:15 GMT

Broadcast television networks generated five percent of their total 2011 advertising revenues from digital assets and, this year, digital is forecast to represent 6.7% of broadcast network ad revenues.

Ten Marketing Trends: VC Collapse, Creative Agencies Strike Back, Arbitrage and More

Jack Myers — Mon, 27 Feb 2012 13:36:10 GMT

Last week, I shared my Top Ten 2012 Tipping Points for Marketers. Here are my top ten implications of these advances and shifts in media, advertising, marketing and entertainment that will boil over in the next 12 to 24 months and require marketers to take action. The obvious trend of increased focus on social marketing is pervasive and integrated throughout pretty much every aspect of the shifting landscape of media, marketing and advertising. Similarly, increased interactivity integrated into all forms of marketing communications is a given, and is a trend that has been obvious for years

Ten Economic Tipping Points Impacting Marketers in 2012

Jack Myers — Tue, 21 Feb 2012 17:49:07 GMT

Since Malcolm Gladwell defined The Tipping Point in 2000, advertising, media and marketing executives have debated when and whether the tipping point would hit their particular businesses, or in the case of some businesses such as newspapers and yellow pages, whether they would go from tipping to toppled. There is growing economic evidence that 2012 is the year when shifts from analog to digital marketing will finally reach critical mass, the threshold, the boiling point. The unexpected reality is that these shifts will impose greater changes on marketers themselves than on many traditional media companies, emerging digital leaders, or on advertising agency holding companies. Here are ten economic tipping points impacting the marketing industry in 2012 and beyond.

Online Video Advertising will Increase 48% Annually

Jack Myers — Sun, 12 Feb 2012 19:33:38 GMT

Digital video advertising across all media is projected to increase 41.2% in 2012 and 51.3% in 2013 according to the new 2011-2020 Myers Marketing & Advertising Spending Report, available at www.jackmyers.com. The report estimates total digital video advertising investments for 2011 of nearly $2.6 billion, with growth projected by 2015 to almost $11 billion, an average annual growth of 48.3%. The primary beneficiaries are broadcast and cable television networks, which captured 67% of total digital video advertising in 2011 and are forecast by Myers to capture 47% of all digital video advertising revenues in 2015.

2012 Forecast for Digital Advertising & Marketing Investments in 20 Categories

Jack Myers — Mon, 30 Jan 2012 13:07:55 GMT

Digital advertising and marketing budgets will grow 21.2% in 2012 according to a new report being released next week by Jack Myers Media Business Report. Still, even with these substantial year-over-year increases, total digital marketing investments represent only 8.6% of marketers' total communications investments, up from 7.2% in 2011. For some traditional media categories, digital pennies have evolved into digital dollars, especially broadcast network television, where a 50% increase in digital revenues is forecast to generate $1.7 billion in incremental revenues.

2012 Marketing Investments Forecast to Grow Only 0.9%

Jack Myers — Mon, 23 Jan 2012 13:11:50 GMT

2012 may be the last year in this decade in which marketing communications will increase, according to a new economic forecast being published next week by Jack Myers Media Business Report. Myers is forecasting growth of total marketing investments of only 0.9% in 2012, down from Myers original estimate of 2.8% growth originally published in January 2011. Myers is also announcing our preliminary report on 2011 marketing investments, estimating 0.3% growth, down from Myers original year-ago forecast of 1.4% growth. Myers' analysis includes details on 62 media and marketing categories, including both legacy and digital revenues for broadcast and cable television, magazines, newspapers and consumer sales promotion.

Content, Social, Hardware and Software Converge at CES

Jack Myers — Mon, 16 Jan 2012 19:48:28 GMT

Gone are the days of CES being all about Microsoft (this was the company's last major participation at the conference). This year's conference wasn't focused on one or two leading firms. Instead, the convergence of media platforms, the explosion of tablet devices, and the move to the cloud has meant that CES is broader in scope than ever.