Is 2017 Traditional Media’s Kodak Moment?

“If you do not change direction, you
may end up where you are heading.”
– Lao Tzu
Everyone knows what happened to Kodak – or do they?
The company was in fine shape selling print film. Then one day everyone started buying digital cameras and stopped using print film. Kodak’s executives hadn’t been doing their homework and so were completely shocked by the speed of the digital revolution, having no time to avert disaster.
But then again, is there another account that is closer to the truth? In 1975, Kodak created the first digital camera prototype. Their vantage point as market leader provided early knowledge of advances in digital tech and they took some half measures to cover off that part of the market, in 2001 buying an online photo sharing company called Ofoto. Where the company failed was not by ignoring new developments, but in choosing not to tear apart the business model that had generated success for 110 years and reinventing themselves around a completely new, unproven technology. They attempted to use Ofoto to generate more print film sales rather than to create Flickr. Keep in mind, that to have managed the transition properly would have felt like Noah building a giant boat on a hilltop and locking up hundreds of animals there waiting for rain. Then again, this unwillingness to look beyond the present when the future is uncomfortable can be found embedded deeply in our nature – particularly when we face complex situations. Look at the behavior of many great leaders in the days before World War II, the 2008 financial crisis and climate change, for example.
If you work in TV, radio or outdoor media, does any of this strike a cord? Is 2017 perhaps the year you need to drastically reinvent your business? There may still be time to dabble in digital, but consider the risks of taking only half measures:
  • Self-driving cars will become mainstream over the next 5-8 years, with 10 million of them on the road by 2020. Drive time radio will become far less interesting when people no longer need their eyes or hands for driving. Is it far-fetched to picture a dashboard radio sitting comfortably in a museum beside a 1970’s film camera?
  • Google and Facebook are now taking 76% of each new dollar added to digital ad spending. Considering that digital is driving the majority of growth in advertising, we are truly seeing the rise of a new paradigm built around precision targeting. Historically, media companies have come and gone but the new paradigm is relevant to every customer of every media company and so is here to stay.
  • At many television companies, things probably feel OK but not great, as they did for Kodak at the start of the decline. Because less people are watching traditional TV, inventory is actually tight. Advertisers ironically need to buy more shows to achieve the reach they’ve come to expect from TV, so some airtime is selling out. But keep in mind, according to L2’s Death of the Advertising Industrial Complex, this year cable companies’ revenue declined 1% whereas over-the-top services such as Netflix, Amazon and Hulu achieved 30% revenue growth.
So, if this really is the time for a fundamental shift – a change that completely ignores the conventional wisdom of the industry, what should a traditional media company to do? We have four suggestions:
  1. Court next generation marketers. Today more and more senior leadership positions are being given to digital natives, and old industries like banking and retail are being renovated by digital innovations. Print was the first media segment to experience digital’s creative destruction, and Canada’s leading print publisher, Postmedia, has demonstrated that necessity is the mother of invention by creating a division to structure innovative deals with startups. They invested $50m worth of media in Vancouver fintech company Mogo in exchange for equity and revenue share in the company. A Mogo investor recently explained to me how this tailor made deal enables the startup to match their necessarily back-weighted revenue from consumers with deferred customer acquisition costs – bringing highly desired balance to their business model.
  2. Conform to programmatic ad buying protocols. In the digital realm, ad buyers pay primarily for targeted audiences, and less so for mass reach. In campaigns where mass reach is the primary goal, traditional media companies can continue to play to their strengths, but in addition they now need to support media buyers who are orienting around consumer attributes beyond merely age and gender. Television is the area with the most buzz around programmatic tech, but other segments will soon be subject to the same demands. Canadian leaders in the space are already launching new automated platforms such as Pattison’s AdShop.ca or Newad’s Campsite.
  3. Leverage high quality content in new ways. Radio’s most compelling aspect is the collective voice of its speakers. The insights provided by these artists, thinkers and commentators can easily be repackaged into new forms such as podcasts or Snapchat stories. And producers of television content are fortunate that video will continue to be the most dominant type of content. The couch will always be a good place to watch video, it just won’t be in the linear broadcast format we’re most familiar with but in new formats that will blend subscription revenue with and precisely targeted ad dollars.
  4. Work with a forward-thinking company that is solving these challenges for media companies. Discover Media House’s platform makes for a smooth transition into programmatic selling and we have recently launched our innovative Inflection Program to connect media companies to next generation marketers. Startups rarely consider traditional media despite its incredibly cost-effective reach and so we’ve partnered with DDB in a national brand building initiative to educate startups on traditional media and to find opportunities for the right companies to form long-term partnerships with media suppliers.
  5. It’s steps like these, taken now, that can pave the way for a profitable and prosperous 2020 and beyond!

Selling Innovation: Fake it Sparingly! Then Make it Right

“Listen with the intent to understand,
not the intent to reply.”
– Stephen Covey
You’re an innovator in your market, always looking to bring your customers new ideas. You’ve secured some government funding through SRED or IRAP. You get really good feedback from customers every time you do an email blast, and your sales pitch includes a couple product features that may or may not be completed juuust yet… In the market for innovation it’s standard to talk about your product roadmap as though it’s already paved, to “fake it ‘til you make it” as they say.
Not surprisingly, your customers are clued in. They know there will no doubt be a couple bugs you need to work out before you deliver the goods. The thing is that if they’re buying a product that will give them a technological edge, they want to be buying it from a thought leader and a company that will bust down walls to get them that edge, not a plodding blue chip that’s putting a new spin on an old record. You’ll either figure out how to ship what you pitched or they’ll find a competitor who can do it better. This is how innovation is bought and sold and it’s tried and true.
But what if you find yourself on a sales call where the buyer’s needs are far beyond anything you’ve ever serviced before? You may have your confidence up, ready to blast through objections and take this deal to the net, but it becomes clear that right now you and the company you’re pitching are not playing the same game.
Awhile back, this happened to me. I was pitching ad-buying services to one of the country’s largest packaged goods sellers and at the time our technology was best suited to local and regional advertisers. Luckily, I realized that instead of closing the gap between our product and these sky-high expectations with words, I really needed to listen to the client’s viewpoint so that I could go away and make the thing they needed.
As an innovator, it’s crucial to know when to pitch and when to interview so you don’t miss a chance to learn what the market really needs you to build next. After that pitch, I started taking a highly consultative approach with sales prospects who are in new markets we want to enter. I’ve taken to actually positioning these meetings to clients as “consultations”.
Some might hesitate with this approach. The fear I initially had was that I would be seen by busy executives as wasting their time if I didn’t produce something they could buy right away. Remember though, as innovators, we represent the future to clients. They haven’t thought as long and hard about the problem we’re solving as we have, and the open-ended conversation will likely stir up their creativity – even it if doesn’t elicit an immediate sale. If we can enroll the prospect in our vision today, we’ll have a much better chance of closing them when we return with the product they truly need tomorrow.
It occurred to me that there is a helpful analogy here for Discover Media House’s clients as well – mass marketers for the most part:
Just as a sales person shouldn’t burst into a buyer’s office assuming they know everything about them, a marketer shouldn’t enter a consumer’s living room or turn up on her smart phone with a one-sided message composed entirely in their head. Instead, marketers can benefit immensely from two-way conversations with their customers.
A&W Food Services, for instance, demonstrated how well this works with a project that garnered them the BCAMA’s 2015 Marketer of the Year Award. The restaurant chain solicited extensive feedback from their customers and had conversations with them to verify that using top quality meat in a fast food restaurant was in fact a highly desired innovation.
On the flip side, in the same year we saw the unfortunate outcome of Target completely failing to understand what millions of new potential customers in Canada might want before opening up shop here. For an interesting example of a company that failed in its first attempt to enter a market and then made a second, conversation-based attempt, look at Uber’s approach to Vancouver. In 2012, Uber started offering illegal rides to jubilant Vancouverites, but was promptly chased out of town by the authorities. They have since come back with more thoughtful appeals to politicians and other stakeholders – circulating a petition and speaking at high profile events in town to draw out objections from the powers that be.
A number of the world’s largest and most successful companies have smartly figured out how to engage with their most loyal customers early in the product development process. BMW and Starbucks both have innovation labs that solicit input from customers. There are numerous other examples of consumer-brand collaborations as well from Frito Lay, Samuel Adams, GM and Estée Lauder.
So where are you at in the conversation with a new market segment you’re targeting? When it comes to the sales pitch, customers are keen to hear the benefits and not dwell on the last couple bugs, as long as you’ve kept their needs at the forefront of your designs. Making the thing they truly want gives you the opportunity to persuade them to buy it.
Discover Media House would love to help you find the media channel that best suits the stage of sales conversation you’re in. Let us suggest a couple options to either solicit feedback from users or to reinforce a proven message.

AdTech Spotlight: NLogic

This week we interviewed David Phillips, President and COO of NLogic – the data analytics company that connects the dots for media buyers looking for Numeris demographics data.
Q. You’ve been at the helm of NLogic since it was spun out of Numeris as a separate data analytics company. Where are you steering the ship and how far are you in the journey?

A. We believe our industry’s going through a real transformation right now, in terms of how it operates and how it defines itself. It’s incredibly interesting because everything’s being questioned. That doesn’t mean everything will change, but it does lead to interesting discussions along the way.

Part of what’s fascinating about the industry’s journey is that the destination isn’t entirely clear. We can see some contours of the new landscape, such as increased automation, increasingly varied trading metrics and an increased focus on impact of ads and content. But the exact destination is still being plotted. So a big part of my job is to make sure we’re a ship that can be responsive and agile enough to help our industry on this voyage. I’m really focused on making sure we know clearly what our clients need and having the ability to provide that quickly. In terms of our ‘journey to agility’, we’ve made enormous progress – we’re a different company than we were 18, 24 months ago. We’ve got an internal product and development team that never ceases to amaze me with what they can do, and a bunch of really smart people focused on helping our clients. But, to coin a cliché, it really is as much about the journey as the destination!
Q. Who is your primary client base and is that changing at all?

A. We primarily work with media agencies and broadcasters, and we’re lucky enough to work with pretty much all of them in Canada. They’ve changed in lots of ways, big and small, over the years, as they should. There’s a greater emphasis on the need to demonstrate ROI, and greater pressure to do more with less. As a result, there’s a stronger desire to innovate and seek out new ways of operating.

Q. Tell me about the API for Numeris data you recently launched?

A. It’s something we think is pretty exciting. It’s the first ever API for Numeris data, and has a huge amount of potential to help the industry by allowing them to concentrate resources on high-value work. What we saw in our client research was that clients wanted Numeris data in their dashboards and internal systems, but there was no way of doing it that didn’t involve lots of time and effort. So, frustration and wasted time all around. ConexAPI links directly into those dashboards and systems, which saves a tremendous amount of time. We only launched it in October last year and we’ve already got several major broadcasters and agencies signed up, which beat our best expectations. We’re making more and more datasets available via ConexAPI based on client demand, and we’re excited to see where it’s going. We’re also really intrigued by the potential of using ConexAPI to power transactional platforms, because we think that combination holds the promise of significant efficiency and effectiveness gains for our industry. Like I said, exciting times!

Q. The digital media industry is in constant change. Have you seen traditional media influenced by digital lately?

A. Yes indeed, and I think the influence has been a good thing. I believe digital media has irrevocably shifted marketer expectations around things like campaign tracking, ROI-based optimization and mid-flight control. Those are good things for them to be looking for! And I’m seeing more and more evidence in my conversations with broadcasters that they’re responding to this in really innovative and interesting ways. A great example is what Shaw Media has been doing in terms of using return path data, a project we’re proud to be a part of. At the same time, we’re beginning to see that the reality of digital media doesn’t necessarily match up with what digital folks have been claiming. Remember when digital was all about transparency, then we find out 50% of the traffic isn’t real?

So there’s a clear recipe for broadcast to take the best of digital and combine it with broadcast’s unique strengths. We’re seeing this happen in the UK, for example, where companies like Sky and Channel4 have bolted on greater addressability onto guaranteed viewability and quality content. As a result, UK TV revenue is forecasted to jump 6-10% next year.

Top 10 Canadian Marketing Tech Start-Ups Set To Blow Up In 2016

Read the story in Media In Canada:
We’ve been maintaining (and steadily building) an extensive database on all the marketing technology companies that service Canadian businesses. With the huge amount of data we’ve amassed we thought we’d start sharing some of our knowledge.
Data can be pretty dry, but we assure you our database is not (contact us if you want free access to it), and to prove it we’ve created this cool Canadian infographic highlighting the Top 10 Marketing Tech Start-Ups set to blow up in 2016.

Top 10 Canadian Marketing Tech Start-Ups Set To Blow Up In 2016

Why Advertising Is So Valuable – Even When It Doesn’t “Work”

“Don’t it always seem to go
That you don’t know what you got ‘til it’s gone
They paved paradise and put up a parking lot.”
– Joni Mitchell, Big Yellow Taxi

It’s clear from this billboard perched over the parking lot of Back Forty restaurant in Vancouver, that the restaurant’s head of marketing and copywriting understands the biggest conundrum in advertising – and isn’t shy about letting us know. That is, most of the time, you can’t see advertising “work”, but if you stop doing it you’ll eventually see customers move away to competitors who are staying top-of-mind.

Today, the majority of ad dollars are still going into media that are very difficult to track. A recent report from global ad agency Group M shows the enduring prevalence of offline media like TV, radio, print and outdoor advertising. And the difficulty is not only in tracking a consumer’s journey from seeing a billboard to reaching the till; marketers often find that when they spend money broadly on an advertising campaign sales don’t even go up!

So are Coca-Cola, Tide and GM crazy? How about the local travel agency who buys bus ads for a month every winter, or the regional furniture store who continually pumps low-budget TV commercials at us during off hours? What do these advertisers know that you won’t find written about in the Google Adwords Blog?

A rather clever fellow by the name of Byron Sharp has written an incisive book that provides credible answers to these questions and helps us untangle the greatest misconception in marketing. In “How Brands Grow – What Marketers Don’t Know” Sharp convincingly shows that business and financial managers who impulsively reject brand advertising in favour of direct response tactics are often uninformed. They fail to realize that most advertising works by creating and refreshing memory structures. Memory, more so than even persuasiveness, is the dominant link between an ad and a purchase because purchases often happen several weeks, months or even years after an advertisement has made it through the media clutter to lodge in a consumer’s mind. In fact, advertising can and should resuscitate past memories about a product. That said, there are certainly instances where an overt call to action or notification of a time-limited sale in an ad will show direct and immediate results. It’s just that there are many other opportunities for good advertising that don’t give off as clear a signal in terms of consumer response.

Sharp meticulously explains that advertising is very difficult to measure because its effects are spread out over time and because in media there is a lot of noise relative to the signal. Surprisingly, he points out, a lot of the time advertising actually works by preventing one’s customers from switching to a competitor in the future. So the moral of the story is, if you aren’t regularly reminding consumers of your offer, you may lose them. Advertising may be working for you today even though you can’t see it, and perversely, if you stop advertising you may see it stop working!

Here are some of Sharp’s top prescriptions for creating advertising that effectively reminds consumers of what they previously decided they wanted to do – rather than simply aiming for immediate, spontaneous change in behaviour:

  1. Don’t have long lapses in advertising
  2. Get noticed, not screened out, by consumers [cut through the clutter]
  3. Use clear brand links [ensure the distinctive aspects of the brand are present]
  4. Refresh and build memory structures that make a brand more likely to come to mind and be easier to notice

With all that in mind, if you’ve gone a bit light on offline media this holiday season and you’re reconsidering the strategy, Discover Media House can help you get inside access to heavily discounted last-minute ad inventory before Christmas. Ask us how!

AdTech Spotlight: ThinkCX

This week we got a chance to sit down with Ron Smouter, Co-Founder of ThinkCX – the company that analyzes social media to find early warning signs when a customer is considering switching providers (i.e. “customer churn”)…
Q. Tell me about ThinkCX’s vision for marketers. What’s the key link in the chain you’re providing them?

A. ThinkCX is the early warning system that enables marketers to be far more proactive in fighting customer churn. We find and analyze dozens of different types of public churn signals that a brand’s customers provide on social media. When an individual customer displays signs of switching, we send an early warning to the brand, long before that customer picks up the phone to cancel.

Q. What industries is your product an especially good fit for?

A. Our solution is particularly effective in retaining customers for companies that have a subscription or recurring billing business model with relatively high customer revenue values. ThinkCX is currently focused on helping brands in the telecom, retail banking, and insurance industries, and we’re looking forward to serving other industries such as e-commerce, travel/hospitality, and consumer loyalty programs in the near future.

Q. In terms of others in this space, are you beating your competitors on speed or zigging while they zag?

A. Oh, we’re zigging alright! Most of the competition we encounter comes from complex analytic solutions that use the brand’s own internal billing and operations systems as data sources for their churn prediction models. ThinkCX focuses on what the customers more directly reveal about themselves and their churn intentions on social media. So, while everyone is heading for the same finish line, our solution definitely follows a unique course in getting there.

Q. How should someone reach ThinkCX if they want to try your services?

A. “Try” is the right word – we begin all client engagements with a no-risk pilot program designed to prove the solution’s value before a purchase decision is made. Please email rsmouter@thinkcx to find out how it works.

Introducing our new Ad Tech Series

Our team stays on top of new ad technology that gets released every week and we want to share what we learn with all our clients. This series will highlight tech entrepreneurs who are pioneering in media and advertising. This week, we interviewed Jerrid Grimm, founder of Pressboard – the company that plays Cupid for brands and publishers…
Q. What does Pressboard do that no one else does yet?

A. Pressboard believes that stories are more powerful than ads. Our platform gives brands the ability to co-create content with dozens of influential online media publishers at once. Pressboard even ensures that those stories will be read. We are the only native platform in the world that guarantees actual reads of the content, instead of charging flat fees or impressions on ad units.

Q. So we heard you won second place at the prestigious Ad Tech conference in NYC. What do you think gave you the nod from the judges?

A. Thanks, we were pumped to have been selected! Content marketing is a space that nearly all brands are starting to explore. While it’s a super effective way to engage with potential customers, it quickly turns into a nightmare of work, resources and reporting. We were pitching to a panel of brand managers, I think that they recognized how much of their time would be freed up immediately.

Q. What is the best use-case for your services?

A. Pressboard is all about stories, at scale. Whether you’re Tourism Whistler looking to attract visitors from Seattle or General Mills looking to create content around holiday snacking. If you want to reach audiences through stories, you come to Pressboard.

Q. How should someone reach Pressboard if they want to try your services?

A. Send me an e-mail at jerrid@pressboardmedia

Ad Blockers Are Scary. Email Marketing Is The Antidote.

“The only thing we have to fear is fear itself… and a 600 billion dollar hardware firm, should one arise.”
– Rumoured first draft of Franklin D. Roosevelt’s
1933 inaugural address

As the largest hardware firm in the world, Apple has the ability to shake up markets. They’ve done it again with the iOS9 release and this time their new ad-blocking feature on Safari is spreading fear throughout the advertising industry. The new operating system will enable users to download Safari browser extensions that block many of the website ads consumers usually see when surfing the web. For publishers, that means Halloween has come early this year. And, given the market penetration of Apple devices and the fact that mobile viewing is beginning to eclipse desktop viewing, their silent screams are perhaps justified.

But fear not, Dear Marketer, there are other ways to get precious screen time on consumers’ smart phones, or to reach users on their desktop for that matter. To cut through the noise, consider adding email to your marketing mix.

Email marketing is well established as one of the most engaging forms of advertising. Users make the conscious decision to open and read every single email, so a message has a much higher chance of influencing the recipient. A recent survey from The Relevancy Group found that 91% of marketing executives hold email as the most effective channel for driving revenue.

Email marketing has recently been making a resurgence as marketers find that social media channels, like Twitter, are now too cluttered with competing messages to be reliable. No consumer would tolerate hundreds of daily promotions in their email inbox and yet many follow 500+ accounts on Twitter, most of which send out multiple tweets per day. Add to this the fact that Canada’s strict anti-spam legislation is requiring consumers to opt-in to receive emails, and what’s emerging is a channel that’s capturing an incredible amount of attention.

The ultimate prize for marketers is to have their own opt-in email audience that they can segment and savour, like Halloween candy, for months to come. However, what if you are just getting started with retargeting and you don’t have that audience yet? There are tried and true means of gathering email addresses, like running contests and exchanging whitepapers for contact details. But we at the House also strongly recommend the tactic of paying to advertise directly to the established email audiences of compatible media suppliers.

Many publishers and radio stations have invested significantly in creating a fan base that want to hear about new products and promotions from trusted partners. The publishers won’t sell you actual emails, and for good reason – you need to build up trust with the audience members in order to get them to subscribe to your list. But, if you want to reach 30-something females who are into beauty and travel, consider paying to promote in Vitamin Daily’s weekday eblast, or if you’re looking for older males who drink beer in Vancouver, you might want to drop in on 99.3 The Fox’s virtual VIP club. Leveraging these trusted relationships means that your message will be seen as one of relevance, rather than intrusion.

Here are the key things to think about in purchasing an email campaign:

  1. Demographics – How well does the publisher’s audience match yours and what sort of message will resonate with that group? Also, don’t go cheap on the creative. You’re paying more to reach an engaged audience, so make sure you give them a great first impression!
  2. Location – Ask the publisher for statistics on where their audience lives and make sure it’s a fit. It’s tempting to assume that a radio station’s fan base is evenly distributed over the area where they broadcast, but that may not be the case.
  3. Price – How does the publisher charge – on emails sent or opened? Ask how many views they get and compare the price per view to other publishers.
  4. ROI – what kind of reporting does the publisher offer and does their audience take the kind of action you’re looking for (e.g. click-throughs, social shares, etc.)?

If you’re not sure where to start, then the best place is probably the Discover Media House platform. We can quickly ascertain your marketing needs and match them with the right email audience supplier. Contact us at sales@discovermedia.house.

Oh, and if you’re still keen to reach iPhone users with display ads, we have a trick – or treat, rather – in store. We can help you purchase ads in iPhone apps, like the Facebook app, that will not be caught by Apple’s ad blocker. Ask us about this tactic and others, and we’ll get some highly optimized campaigns running in no time.

5 Reasons You Should Get On Spotify Before Taylor Swift Does

SwiftvsSpotify

“Romeo save me, they try to tell me how to feel
This love is difficult, but it’s real
Don’t be afraid, we’ll make it out of this mess
It’s a love story, baby just say yes…”

– Taylor Swift, Love Story

Music and advertising have had a tumultuous history. The capitalist marketers of the world (i.e. you and me) have long sought the cool credibility of popular music for our messages and we have convinced, cajoled and essentially bribed musicians to give us their songs for… well, a song.

That said, there have been hold-outs. Jim Morrison once threw a major temper tantrum when he found out other members of The Doors were considering temporarily changing the lyrics to Light My Fire to “come on Buick, light my fire”… I think I have to side with Jim on that one. Apparently the band mates are still wrestling with this issue though, as they recently came close to accepting a similar offer for a Cadillac ad. We all remember the very personal stand that Metallica took on Napster. But 12 years later, they ultimately linked arms with Spotify (and even with Sean Parker, Spotify board member!) There are numerous examples of recording artists becoming the “face” of a brand. Most recently, it was Rhianna for Dior; before that, Will.i.am signed up with Intel and, oddly, Alicia Keys once put on a pantsuit and went to work at Blackberry. Then there was the time Eminem agreed to rap bash Betty Crocker instead of his mother in a live rendition of one of his biggest hits… OK, that didn’t actually happen, but is it that far fetched?

The point is, recording artists almost can’t resist pairing their music with advertising. It’s our belief, here around the House that the allure is so strong because crooning and convincing is such a perfect fit! Ads and adulation, power chords and persuasion – it’s one of the most symbiotic relationships you can find. Today artists at all levels of the musical food chain are exploring new avenues to commercialize their art. Even the mighty Taylor Swift appears to be wavering in her resolve on the issue.

Not long ago, the multiplatinum artist made a big to-do about not allowing her music on streaming service Spotify. However, now that she’s going along with Apple’s streaming plan, her big spurn is looking more like a big spin. Ms. Swift has proven before that she can marshal the forces of PR around a good story, but is she really going to pass up the Spotify pay cheque forever? No way. Before the year is out, we predict she’ll be making playlists and giving sneak previews to the legions of streamers out there… And who would blame her? Spotify now reaches 60 million people with 20 million songs worldwide, and they’re pioneering new ways for ads and music to come together online. For instance, here are 5 cool tools you should look at using in your marketing:

  1. In-Stream Audio Ads – these 15 and 30 second interstitials are essentially the same as traditional radio ads, just online. They play between songs while listeners are streaming music of their choice or listening to playlists created by others.
  2. Advertiser Pages – these are large visual ads that temporarily takeover the screen while the user is searching for music. They are essentially oversized leaderboards with a timer and a close button.
  3. Sponsored Sessions – these mobile-only ads give listeners the option to have 30 minutes of uninterrupted listening on their mobile device in exchange for taking in a sponsor’s message at the start of the session. It’s a bit of an odd concept to have ad-free music brought to you by an advertiser, but nonetheless listeners appreciate the feature and view the sponsor positively.
  4. Playlist Targeting – Spotify now enables marketers to tap the specific moods and mindsets of its listeners. There are numerous playlists available to listeners with titles like “Feelin’ Good” and “Young, Wild and Free”. A marketer who sells cars, for example, might want to sponsor a road trip-themed playlist. The idea is to match a message with the most receptive audience.
  5. Video Ads – With all media, there is a natural progression towards moving pictures and Spotify is no exception. Very soon they will be offering video content from broadcasters such as Disney, NBC and ESPN as well as original programming that promises to uncover interesting themes and stories in the music available on the site. The video integration features will afford marketers a deeper, richer more immersive experience to embed themselves in.

We recently became intrigued about all the developments in the audio ad streaming market and talked to the sales team at Spotify, as well as competitor sites Shazam and Songza, to get the lowdown. Give us a shout and we can help you integrate an online radio campaign with a traditional radio campaign – or just help you add some groove to your online marketing. Contact us at info@discovermedia.house and see if we can’t light your fire.

From Media in Canada

Media in Canada is a publication that covers media business news. From connection plan innovation and new ad opportunities to research and ratings. We have recently been featured in their publication:

CROSS-PLATFORM PROGRAMMATIC MARKETPLACE LAUNCHES

Vancouver-based Discover Media House has launched with what it calls an Expedia for media, a programmatic ad-platform that incorporates radio, print, television, online and OOH advertising, in one place.

The platform asks clients to set the campaign targets, and then supplies a range of media companies across all the represented platforms, based on the campaign criteria.

Founder Steve Lowry most recently worked as co-founder of Play Taxi Media, and says the idea for the marketplace came from recognizing a need in the market for media buyers to be able to get more granular in their targeting, and save time doing it.
Continue reading “From Media in Canada”