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In This Issue
Ad Spending to reach pre-recession levels
Can we be "upfront" and wait and see?
NFL should blow the whistle on domestic violence
Facebook can influence your vote
Apple picking season delayed due to demand
Tweet of the Month

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CONVERSATIONS HAPPENING AT THE NEWBERRY!


Marketing Keys is excited to announce 'Conversations', an event hosted by our client The Newberry Sept 30th at 6pm. 

Neil Steinberg, a Chicago Sun Times columnist and author, and Thomas Dyja, another accomplished author, will be debating Chicago as a Second City and its place in American History and Culture.  

Admission is free. We hope to see you there!

 

 

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The Newberry 


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Welcome to the September issue of Key Notes - Marketing Keys' monthly newsletter. With the kids back to school, we hope you are happily and safely back to your regular routines. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently. 


 

Ad Spending projected to reach pre-recession levels


 

 

North American Ad Spending Could Top Pre Recession Levels This Year; global Spending will grow 5%, Carat predicts.

 

The media planning firm, Carat, estimated global spending will grow 5% in 2014 and an additional 5% in 2015. This means that advertising spending in the U.S. could exceed pre -recession peak levels for the first time by the end of the year.

 

The advertising forecast was calculated on data from 59 international markets. The projections indicate that the top performing regions will include North America (4.9%), Western Europe (2.7%), Central and Eastern Europe (3.5%), Asia Pacific (5.4%) and Latin America (12.1 percent).

 

The analysis performed included television, newspaper, magazines, radio, cinema, out-of-home and digital media. Television is in the lead with a 43.2% share of global spend and 4.8% annual growth while radio and outdoor advertising have both grown by more than 3%.

 

Digital media should exceed forecast growth, ramping up 16.1% over the previous year. In fact, with an expected share of 22.6%, digital should outperform print advertising revenues in 2015. The growth is attributed to social media, mobile usage and video sharing.

 

Print is at a downfall. Magazine and newspapers, with a combined market share of 20.4%, are expected to see falling market shares in the upcoming year.

 

Overall, this breeds a breath of fresh confidence from a global perspective to the media community. Media is back. 


 

 

 

 

Can we be "upfront" and wait and see?


 


 


 CBS Chairman- CEO Les Moonves spoke out in a conference and talked about the fact that buyers are committing less dollars this negotiating season than last year's negotiating season; 4-5% less to be exact.


 

The conference  is the Goldman Sachs' annual media conference. The numbers don't lie. The network sold 75% of its inventory compared to 79% the year before, according to Moonves.


 In 2013 CBS secured commitments between $2.5 million and $2.75 hikes between 7 and 8%.


 This has us questioning the sudden change. Moonves argues that the currency of television has been devalued slightly as people are now able to watch their favorite episode days or even weeks later. "Overnight ratings are virtually irrelevant now," says Moonves.


 Marketers have changed their upfront strategy, as networks look to secure the bulk of their commitments for the fall season. It is important that vendor strategy also shifts with this slight industry change.


 Walt Disney's Hay Rasulo, senior exec VP and chief financial officer, agrees that advertisers have been hesitant to commit dollars in the front end of the year. However, he also said that they are seeing the spend towards the end of the year.


 Disney Communications - owners of the ABC-TV network - sold less of its inventory in the upfront. The company sold 49% to 50% of inventory compared to 55% last year; choosing to withhold for the scatter market.


 


 

 


 


 

NFL should blow the whistle on Domestic Violence

 

 

 

The 'buzz' surrounding the NFL scandal of Ray Rice's domestic assault case and now the Adrian Peterson child abuse case has one of the Briefings' editors suggesting a brilliant yet tasteful idea:

 Dear NFL,

 Please take some of your promotional spots and replace them  with Public Service Announcements addressing the issue of  domestic  violence.

 

Sure, public apologies have been made. However, this is not enough. 


 

The ongoing investigation is being led by former FBI director Robert Mueller. Although this may appease some of the public by bedazzling the case in yellow caution tape, the bottom line is this: this issue needs education.

 

"What better place to start- aside from the players and the executives in the NFL, apparently- than with the highest rated live programming in any given week?"

 

Let us remember not to punish the marketers and the ad agencies. The ad spots can be taken away from the NFL's own promotional time.

 

The league should make space and partner up with domestic-abuse-prevention groups, fund ads directed specifically at men watching the game and put top-notch agencies on the case.

 

No, the problem will not disappear over night and it certainly won't make anyone forget the 'hard- to -watch- video' going viral. But perhaps, this way the audience may be more inclined to forgive (never forget) the awful way the league has been attempting to handle the situation.

 

 

 

 

Facebook can influence your vote

 


With Super Tuesday quickly approaching, Facebook is getting into the political game.  Facebook can now help politicians target voters with the goal of influencing your vote.

 

"Custom Managed Audiences" is a an advertising tool that Facebook offers to advertisers to mold their audience so that they may run the most efficient campaign. 

 
At least two state-wide campaigns during the past year have used the new tool to reach Facebook users who are registered voters or political supporters. 

The new frontier in micro -targeting is linking two isolated sets of data and teasing out information on voter preference. 

Facebook's most notable achievement may be that it allows this affordable yet sophisticated technique to be used by small campaigns and large ones alike. 

Online can be an affordable form of advertising. As campaigns come head to head, it will be revolutionary to track the connections on how to influence voters by understanding their behaviors. 

The "Custom Managed Audiences Tool" works like this: A campaign uses its internal list of potential voters or purchases one from a private vendor and uploads it to Facebook. FB then matches the names to its user base through databases managed by companies such as Acxiom. These are companies that specialize in individual data collection. The process combines the electoral information with the information gathered from the users FB profile.  

Of course, users are kept anonymous but enough information is gathered to optimize each individual campaign. 

These type of campaigns can be used not only for politicians but for all types of campaigns. For more details on how to reach your current database by serving ads through Facebook, please contact us.


 

Apple picking season delayed due to demand

 


 

 

Your I-Phone 6 has been delayed. There has been a surge in demand for early purchases of the device and supply has fallen short.

 

The larger edition of Apple's newest handset will be shipped in three to four weeks for shoppers who pre-ordered online.

 

The smaller i-Phone6 is still available for delivery tomorrow when the devices are set to officially go on sale in stores.

 

As, expected - the new I-phone has rounder edges, thinner frames and higher-resolution displays and they become available for pre-order starting 3.am NY time. CEO Tim Cook is hopeful that the new devices usher in demand for other products that he introduced like the Apple Watch and the credit card substituting Apple Pay Service.

 

For those that have not been introduced to Apply Pay Service, It allows you the ability to pay with a single touch with all of your credit cards pre- loaded on your I-phone. It is your "wallet without the wallet." There is no need to open an app or even to wake your display. A simple vibration and beep lets you know your payment has been successful.

 

The I- phone remains the most important piece of Apple's inventory. The handset accounted for nearly half of Apple's $171 billion in revenue last year. With sales of the iPad slowing, the company is going to push the iPhone to maintain growth. The iPhone 6 costs $199 to $399 with a two year contract, while the 6 plus is priced at $299 to $499. The devices will come in silver, gold and space gray.

 

The company plans to have the devices in 150 countries by the end of the year.

 

 

 

 

 

 

 

 

Tweet of the Month
MarketingKeys Roger Keys - September 8th
 

7 Overused Marketing Buzzwords (and What To Say Instead) via @Inc | http://ow.ly/BeybU 

 

   
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Until next month, may all of your marketing dreams and goals
come true! And - if they don't - we are here to help.

 

Sincerely,

 


ROGER KEYS
MARKETING KEYS