Mobile devices mean “More touchpoints for marketing messages,” observes eMarketer in some just-released research. The online journal/industry thinktank projects that revenues from ad-supported mobile music, games and video will grow 52.7% in 2012 to $433.8 million. eMarketer expects that revenue to top $1 billion by 2015.
eMarketer believes the double-digit growth is fueled in part by audience demand for advanced mobile content like games and music; and because mobile content providers are leaning more heavily on advertisements. Nearly 30% of their revenues will come from ads by 2015, versus the less than 20% of 2011. The remaining 70% will be from paid revenues like subscription and download fees.
Still, the dollar amount of those paid sources will leap from $1.16 billion in 2011 to $2.52 billion by 2015. All told, mobile music, gaming and video content should bring in revenues of nearly $3.59 billion in 2015.
Big Gains in Streaming, eReading, but Cable Loses Finds Deloitte
Deloitte has found that consumers demand accessibility now—good news for smart phone providers, bad for cable companies. Deloitte in its sixth annual State of the Media Democracy survey polled 2,000 consumers aged 14 to 75 on their digital movie, cable and reading habits. Deloitte found significant shifts from earlier findings.
It all comes down to accessibility: appetites for content are not shrinking, but are shifting platforms. “Consumers may be watching fewer television shows and movies on TV, or reading fewer physical copies of books and newspapers, but they have not stopped consuming the content. They are simply watching or reading on different media or platforms,” said Phil Asmundson, vice chairman and U.S. media & telecommunications sector leader, Deloitte LLP.
Among Deloitte’s findings on movies—
• 42% reported streaming a movie, versus 28% in 2009;
• 14% favor streaming a movie to a computer or television, versus 4% in 2009;
• 19% of consumers had not purchased or rented a movie in six months, versus 37% in 2007.
As for reading, 36% now prefer to download books, magazines and newspapers, up from 23% in 2007. Newspapers are finding new life from cell phones, with 11 percent of respondents between 23 and 28 prefer their newspapers online.
Deloitte also found that Americans value cable TV and satellite TV above most other services, but 9% have already “cut the cord” on cable, and another 11% are considering it. Poverty may be a cause, but 15 percent of respondents said that they will most likely download or stream their movies, television programs, and videos from online digital sources. Good news for Hulu and Netflix.
Apple TV in 2012?
AdWeek is speculating that Apple will deliver its iTV in 2012. AdWeek referred to a report by analysts Sterne Agee, which suggested the success of an Apple television would depend largely upon the selection of content. “Content is a key factor in how people are adopting streaming set-top boxes,” observed MediaBeat. Apple is rumored to be in talks with media companies, CBS included, about creating a streaming platform that would circumvent cable companies: customers would purchase content the way they purchase music from iTunes. iTunes largely circumvents advertisements as well, and there is no speculation as yet how advertising will fit in at iTV.
Report: CPG has Highest Category Spending for Online Video Ads
The CPG category remains the top online video ad spender in Q1 2011 at 28%, according to the "Q1 2011 Video Advertising Metrics Report," from YuMe. Share of spend by second-ranked telecom advertisers increased significantly from an average of 6% in 2010 to 11% in Q1 2011.
In terms of formats, the report found that pre-roll continues to be the most utilized format, representing 92.4% of YuMe's volume in Q1, and mobile video ad impressions made up nearly 2% of impressions served.
In measuring video completion rates, the report found that for Q1, the male audience has a higher video completion rate at 79% vs. 65% for females. Comparatively, for 2010, the female audience had a higher video completion rate at 74% versus 67% for males.
Report: 30% of Consumers Say 4G Data Plan is Too Expensive
Consumers may be confused about 4G and hesitant to move to 4G, at least in the near term, according to a recent Retrevo Gadgetology study. The survey found that a little less than a quarter of the respondents responded with certainty about the upgrade to 4G. 22% of people don't think 4G performance is worth the cost. 30% of people think the 4G data plan costs too much.
As well, 34% of iPhone owners have the impression that they already own a 4G phone; however, Apple doesn’t offer a 4G phone at the moment. BlackBerry owners -- 24% of respondents -- are also confused since RIM doesn’t currently offer a 4G phone.
Chart: Newspaper Ad Revenue, Select Verticals, Q1 2011
About this chart: Source: Newspaper Association of America. NAA makes every effort to have the most complete and up-to-date information available on the website at all times. New and revised figures for this data are posted approximately 3 months after the end of the quarter.
Chart: Product Placement in Television Programs, by Brand, Q1 2011
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Chart: Top 10 Internet Advertisers, Q1 2011
About this chart: Source: Kantar Media. Kantar Media analyzes print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide, and tracks more than 3 million brands.
Chart: Top 10 Television Advertisers, Q1 2011
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About this chart: Source: Kantar Media. Kantar Media analyzes print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide, and tracks more than 3 million brands.
Chart: Top 10 Magazine Advertisers, Q1 2011
About this chart: Source: Kantar Media. Kantar Media analyzes print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide, and tracks more than 3 million brands. The ten largest magazine advertisers invested a total of $834.5 million in the medium, up 3.4 percent. They accounted for a 17.5 percent share of all magazine ad dollars. CPG marketers claimed five of the ten spots on this list.