Must Read for marketers : The Next 18 Months –
This is part three of a four part essay MA+A founder Bob McKay wrote to explain why everything about digital advertising is about to change in the next 18 months. Bob is a confirmed speaker at the Tampa Bay Business Journal’s Disruption Day on Oct. 1, but will lead MA+A’s FREE Digital Breakfast with Google on Sept. 17. Register for one of our limited seats.
Trying to access traditional media next year will be a nightmare.
The Clinton campaign wants to raise over a billion dollars. The Republicans want to raise the same amounts. This is all on top of local, state and other federal elections.
Traditional media will be difficult to access. In addition it will be unbearable to view. Every election cycle the consumer complains about the fatigue of political ads and the almost unbearable volume. In addition most spots are poorly produced and written — and they’re almost always extremely negative.
That will cause consumer fatigue with viewership or the increase of programs being taped or time shifted. MA+A predicts time shifted numbers will increase from the current 44 percent. What this means to advertisers is that their current model for distributing their marketing messages is in the middle of a disruption, and they need to understand that the political season of 2016 is rendering it less effective.
In addition, Advertisers are going to place buys on TV and radio only to see a strong percentage of those budgets being bumped for political ads. If your company has special promotions planned for next year or markets products in a seasonal manner this is going to have a major affect on your ability to drive traffic.
If your message is seen by fewer people, and the messages that clear distribution are now being “skipped” in more occasions that needs to be understood. If you’re dealing with a marketing department that is not digitally sophisticated, the only solution is to pay 35% higher rates so that your schedule doesn’t get moved.
That is a terrible solution.
Click Here to read part two of Bob’s four part essay explaining why everything about digital advertising is about to change in the next 18 months. Join MA+A’s FREE Digital Breakfast with Google on Sept. 17 by registering for one of our limited seats.