GET READY FOR LOCATION TARGETING 2.0: These days location-based targeting is fairly common in digital media. A user’s mobile device is sensed by either a cell tower or tracking device using GPS, then an ad gets served in real time for a neighboring retail location. But assuming someone will see an ad and decide to make an impulse purchase is a fairly primitive way to approach the purchase journey. So brands are starting to think about what “Location 2.0” could look like. The emerging school of thought is to create profiles of individuals using their location tendencies. For instance, if lat/long tracking determines that an individual visits QSR restaurants several times a month they’re probably an ideal target for a fast food ad. But you don’t need to serve them an ad the next time they’re in a restaurant – at that moment the meal decision has already been made. Instead what if you knew they were a heavy consumer of QSR based on their location profile, and used that info to serve a lunch ad at 10a just as their tummy was starting to grumble? That would be a powerful use of location data. AdAge explains location profiling in the attached link. Good next gen stuff to be versed in!
IS ESPN THE CANARY IN THE COAL MINE FOR NETWORK TV?: Earlier this week ESPN announced layoffs of 100 employees. While RIF’s happen in our business it was a first for ESPN who has been on a non-stop growth trajectory since its launch in 1979. Business is down at ESPN for two reasons. First, they used to be the only place to get all sports, all the time. But these days you can find scores and sports highlights on hundreds of different apps at your fingertips, so why bother turning on ESPN? And second, as a la carte streaming subscriptions replace bundled cable packages, revenue from ESPN’s $6.10/household carriage fee it charges the cable operators is decreasing. So what does this mean for Network TV? Go to the bottom half of this attached Digiday article, where the idea of Network TV as a “dual revenue business” is deconstructed. Dual revenue refers to the networks’ ability to charge cable operators for content and also sell much of the ad inventory that runs within the content. Nice set up, eh? The darkest fear in TV-land is that someday the dual source model will no longer be viable. And if a powerhouse like ESPN isn’t able to make dual source work what does that say for just about every other network our there? (BTW – if you don’t know what the term “canary in the coal mine” means, here’s the link.)
WORDS TO LIVE BY: Finally, I’d like to send you off on your weekend with some simple inspiration. We all know a person’s attitude is one of the great predictors for success/failure in life. Positive people just seem to overcome obstacles around them while negative folks get bogged down. That’s why this quote is so spot on. It comes from an executive level life-coach named Josh Miller. Full credit to Mr. Miller on the image below. Important stuff!
Have a great Friday (and weekend) guys!
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