BIG HEADLINE, NOT SO BIG AUDIENCE: iHeart Radio’s streaming platform has crossed a milestone of 100M registered users over the lifetime of its service. While that looks like an impressive stat it’s important to separate the total number of listeners who have ever registered from the actual number of people who use the service. According to Triton in January iHeart had an average of 741,000 listeners, Mon-Sun 6a-12md. So less than 1% of registered are users are listening at any given moment – which seems like it would be the more important stat for advertisers. By comparison industry leader Pandora has had over 300M registered users over the lifetime of the service, and an average 2M listeners at any given time. Given that only actual listening creates scale for advertisers, don’t get caught looking at the birdie with iHeart’s latest headline.
ISPs ARE ABOUT TO GET INTO THE RETARGETING GAME: Anyone in digital marketing knows the power of retargeting to consumers based on their browsing history. It’s why when you search for a hotel room on Trivago you’re suddenly bombarded with every travel ad imaginable on the next several websites you visit. The logic is sound – you’ll only be on Trivago if you’re thinking about taking a trip, so serving travel ads to you makes sense. But it’s a little known fact that currently only publishers (websites and apps) can retarget consumers without consent, while ISPs (Internet Service Providers) cannot. So the Telco big boys like Comcast, Verizon, AT&T, etc. aren’t using their data for retargeting . . . yet. Yesterday the Senate passed legislation which would allow ISPs to retarget consumers based on their internet usage without explicit consent. It’s expected that the House of Representatives will pass and President Trump will sign the legislation making it legal to retarget without consent. If/When that happens get ready for a heck of lot more travel ads next time you visit Trivago.
UNINTENDED CONSEQUENCES OF VIEWABILITY: The next article from Digiday puts forth a provocative theory that today’s push for viewability may inadvertently create more ad blocking. The reasoning is pretty simple . . . in order to guarantee viewable ads publishers are using more intrusive ad units. The best example of this is the full page interstitial pop-up – there’s no way to avoid that ad, so it’s definitely viewed. But if a user is exposed to too many of these units they may get fed up with the intrusions and decide to install an ad blocker. This happens regularly in Asia where ad blockers are the norm. So what would happen if this trend picks up in the US or Europe? More ad blocking creates fewer addressable uniques and therefore less overall inventory to serve ads within, which is the opposite of what viewability is trying to achieve the first place. Hmmm . . . .
SALES 101: Since I’m feeling generous today here’s one extra article for your weekend reading. It comes from a fellow media sales blogger and it’s a little old school, but I still like it given its basic truths. Sales principles are the same, no matter what industry you’re selling in or what generation you come from. These 10 principles capture what you need to do to be successful in sales, period. In particular points 1, 3, 5, 6, 7 and 9 are my favorites. Commit to these ways of doing business and you can sell ketchup popsicles at a white glove convention!
Have a great Friday (and weekend) guys!
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