Mediaboss Marketing

US ad spend for connected television (CTV)television programming thats streamed through an internet-connected devicewill grow 37.6 percent this year to reach $6.94 billion. Coupled with CTV ad spends current strong performance and the prediction that it will surpass $10 billion by 2021, its clear that online interactive media is critical to marketing strategies.

CTV usage in the US will grow 5.3 percent to reach 195.1 million viewers of all ages by the end of this year, and surpass 200 million in 2020. Marketers are therefore leveraging CTV marketing to reach audiences that dont watch live television. Especially for direct-to-consumer (DTC) brands, CTV provides an opportunity to increase reach and brand awareness among younger audiences.

CTV includes Roku devices, smart TVs, gaming consoles as well as video content streamed on a tablet, iPhone or desktop. The CTV umbrella also includes over-the-top (OTT) content, which refers to network provider extensions like Netflix, HBO GO, Hulu, YouTube TV and DirecTV Now. eMarketer reported that in terms of ad revenues, leaders in the CTV market are YouTube, Hulu and Roku.

Users of the aforementioned CTV platforms are usually cord-cuttersa group that cancels or dramatically reduces their subscriptions to multichannel television subscription services for cable or satellite. Some TV ad buyers are willing to pay a premium to reach these users, who are otherwise difficult to reach via traditional TV ads. In fact, a study found that marketers have a better chance of getting their ads seen by CTV users because ads on CTV were considered less annoying than those on traditional TV. Half of the studys respondents who view content on apps like Hulu are willing to sit through video ads to continue to watch shows. This gives CTV a huge leg up over traditional TV viewers.

CTV audiences acceptance of unskippable ads is driving a shift to longer ad lengths. In a recent study, half of the respondents agreed that watching ads is a fair value exchange for low-cost content. 30-second ads displaced 15-second spots as the most common ad length in Q4 2018. The trend has continued as 30-second ads accounted for 69 percent of all ads in Q1 2019, a 20 percent increase over the prior quarter.

CTV ad impressions are hard to ignore, too, as they currently make up about half of the total impressions, or nearly double those of mobile. Because CTV ads are unskippable, they have an unprecedented 97 percent completion rate.

Another characteristic of CTV that makes it so appealing to advertisers is that CTV ads will be seen by several people at once when viewed on a smart TV. When users watch an ad on a personal device, only the user will see the content. Smart TV owners tend to watch in the company of friends and family, which results in a reduced cost per impression for marketers. Knowing that millennials are a full 67 percent more likely to be in a CTV-only house, CTV platforms are also ramping up targeting, programmatic and attribution capabilities in order to attract buyers from the digital world.

Calling on digital signals to track users activity after ad exposure, CTV advertising also allows marketers to utilize cross-device mapping and see if a user who viewed a CTV ad later visited a brands site via another device tied to the same IP address. An individuals ad exposure can then be tracked to a users activity and optimized to return on investment (ROI) actions.

In addition to the benefit of direct attribution, CTV helps marketers prevent wasting marketing budget on audiences theyre not trying to reach. CTV comprises precise audiences, allowing for granular targeting to reach high-value users. Research from Telaria found that shoppers are twice as likely to buy a product after seeing it in a CTV ad versus seeing it in the same ad on linear TV.

Despite the opportunities to advertise on CTV platforms, linear TV marketers are skeptical of how much to make CTV part of their strategy because theres no real way to measure ad performance on CTV. Unlike traditional TV, CTV has no single, commonly accepted measurement across platforms. Adding to the caveat is the fact that CTV targeting, attribution and programmatic capabilities are significantly behind those of other leading digital ad platforms.

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Why Connected TV Is The Most Appealing Route To Marketers Today - AList

As the world of marketing is in constant flux, something you understand today may be obsolete next week. This fast pace of change has implications for the working professional, who needs to be aware of new trends as they arise.

Most people don't have the time to actually go back to school to brush up on the past decade of marketing. Yet marketers in the field manage to stay ahead of the curve through ingenious means. These unique and practical methods keep them informed about their area.

Here, 12 members of Forbes Agency Council share their personal techniques for sharpening their marketing skills in a world where there isn't enough time to dedicate to a traditional learning environment.

Members share their top techniques for improving your marketing skills.

1. Find And Follow Your Experts Online

Over the last decade, I've built relationships with some selfless experts online who share their findings. In recent years, I'm not sure I've really been surprised by any advancement that my clients have mentioned. Twitter, Facebook and LinkedIn are phenomenal news resources when you carefully curate your connections. I have resources for virtually every aspect of my business. - Douglas Karr, DK New Media

2. Network To Make Connections

Involvement in a professional networking group is a great way to stay connected to your industry and share tips, resources and trends with other experts in your field. Peers within your community are able to offer real-time, up-to-date insights that can be more actionable than programming tailored to a classroom. - Scott Kellner, GPJ Experience Marketing

3. Build Learning Into Your Daily Habits

For me, I have a calendar reminder on Fridays to take 15 minutes and audit innovative brands or companies that are in the spotlight or to go deeper on a category (example: personalization marketing) that is of interest to me. By keeping it under 30 minutes, I am actually able to deliver on it because it's not a huge ask. - Jim Huffman, Growthhit

4. Listen To Podcasts

I subscribe to a variety of podcasts that provide tips and information valuable to my work. The daily demands make it hard to fit in continuing education courses, so I find time to tune in to a podcast while doing routine activities, like driving, cooking dinner or exercising. There are so many podcasts out there that its easy to find those that are captivating and educational. - Laura Cole, Vivial

5. Watch YouTube Videos And Browse Quora

The best way to be equipped with the latest skills is by following experts in your niche on YouTube and Quora. Watch their videos and read their answers daily at least for an hour. Substitute your Netflix and book reading time with these and you will be miles ahead of your competitors. Classes and courses are just a waste of money -- everything worth knowing is available on the internet for free. - Vishal Jain, Sunshy Group Of Companies

6. Listen To Audiobooks And Take Online Classes

Audiobooks and online classes can help keep me on top of the latest trends when it comes to marketing. The wonderful thing about audiobooks is that I can listen anywhere -- in all of those in-between moments that are usually lost to sitting in traffic orwaiting for meetings. Udemy (and YouTube for that matter) is constantly uploading new content and classes that I can consume quickly on-the-go. - Bernard May, National Positions

7. Use Google Alerts

Each month I put my key questions/categories into Google Alerts and put aside time every week to check the results. My categories can be as broad as branded entertainment or much more narrowed down to specific brands that I want to do business with. If they are relevant, I also use these articles to repost on my LinkedIn page. - Kaaren Whitney-Vernon, Shaftesbury

8. Read More And Consistently

Constantly read stories and thought pieces on business strategy from leading sources like Harvard Business Review, Fast Company and Forbes! They are easy to view on your smartphone while commuting or waiting in lines. Business stories will help you present your work in higher-level context and not dwell on the tactics. - Jim Heininger, The Rebranding Experts

9. Utilize Collective Knowledge

Rotate members of the team for regular updates on the latest and greatest. At our agency, we do this weekly and discuss how we can apply the info to our work or clients. We highly recommend this be a live conversation instead of email, as we see far greater engagement from the group. But don't rely on one person to carry the weight -- engage the entire team and encourage everyone to take turns. - Jason Parkin, Compose[d]

10. Take Advantage Of Webinars

It is essential to take advantage of webinars, and to trust seasoned feeds to deliver what you need to know to keep up with your industry and those of your clients. I find Meltwater to be a great service, but even Google search feeds are helpful. Keep them simple and the insights will fuel your needs, just enough to drive you in the right direction to learn and hear more and keep you ahead. - Pat Fiore, FIORE

11. Play Word Games

Well-crafted writing is game-changer for clients and a notable brand differentiator for you as a communicator. Buy a dictionary and keep it close. Keep plugging away at Bananagrams, Scrabble or Words with Friends. During a recent all-out Bananagram challenge with my kids, I learned that "foy" was a word. Who knew? It's a "farewell feast, drink or gift, as at a wedding." - Dan Cohen, Full Court Press Communications

12. Say Yes To Product Demos

We regularly request and accept technology demos, even if we're not in the market for them. To ensure we get all the information we need, we push the representatives to explain how their product is relevant and beneficial to our clients. This allows us to stay on top of emerging technologies and provide valuable points of view based on a thorough understanding of available technologies. - Tripp Donnelly, REQ

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12 Creative And Efficient Techniques To Sharpen Your Marketing Skill Set - Forbes

November 30th is 10th annual Shop Small event...

Saturday, November 30 is the 10th annual Shop Small event which showcases the offerings of local merchants. It is sponsored by American Express. Yes, they hope you will use their credit card, but they also provide many support services for small retailers, on Shop Small Saturday and throughout the year. Small retailers are an important driver of the economy. Here are a few relevant stats:

Many local businesses have robust websites and online shopping at small businesses has become increasingly popular.

Merchants, Chambers of Commerce and the local police do everything they can to make your shopping experience safe and enjoyable, both in stores and malls. The shopper can help immensely by taking reasonable precautions, some of which I listed in the initial article in this series. In addition:

One of the most compelling reasons to shop small on November 30 and throughout the year is the unique and creative products available for gifts, personal use and the home. Local service providers also have unique gift offerings. We are lucky to have an especially rich array of distinctive products and services available on the Cape during this special season.

Heres a nice guide to holiday shopping on the Cape with a link to even more great shopping. Enjoy!

Cybersecurity author

Mary Lou Roberts is Professor Emeritus of Management and Marketing at the University of Massachusetts Boston. Retired from active teaching, she is co-author of two active textbooks. In addition to Internet Marketing, Integrating Online and Offline Strategies, S4th ed. she is a co-author of Social Media Marketing: A Strategic Approach, 2nd ed. She has written about personal data privacy issues since almost the beginning of the internet and is currently active in online organizations that promote personal data protection. She is available to present programs on the subject to organizations on Cape Cod.

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Shop Local and Spread Holiday Cheer - Cape Cod Today

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Learn Details of Digital Marketing Agency Market Witness Robust Expansion Throughout the Forecast Period 2019 2026 Top Key Players Include: Comvita,...

Every year, Miami transforms into a creative Mecca. Hosting Art Basel, the largest annual art event in North America, Miami becomes a stage for some of the most creative evolutions of art and tech.

Art Basel and Miami Art Week 2019 will showcase some of the most innovative immersive installations that are inevitably going to take over social media feeds for a few weeks.

ARTECHOUSE (@artechouse) will be showcasing its new show Infinite Space, the first major retrospective of the work of award-winning Turkish-born artist Refik Anadol. Infinite Space has been seen by more than a million people around the world and invites visitors to be totally consumed by the endless transformation and infinite possibilities at the intersection of man and machine.

IMG CREDIT: Owlee Fowler

These experiences serve as tinder for virality and the potential for massive exposure is a strong motivator for many creatives around the world, as well as potential financiers for the immersive experiences. For example, the frozen dessert-themed Museum of Ice Cream received a whopping valuation of $200 million this year; the entire experience is designed to offer attendees perfect social-media friendly moments that serve as incredibly powerful (and free) marketing drivers.

Miami Art Week 2019 attendees will also be able to see Kusamas All the Eternal Love I Have for the Pumpkins (2016) exhibit, the first time his signature experiential art will be in Miami. You can catch Kusamas work in the Design District, open Thursdays to Sundays from 11 a.m. to 5 p.m. The work will be in Miami through January 31, 2020.

The exhibitions of artist Yayoi Kusam involve a signature spellbinding experience in which the viewer is completely immersive in an infinity room lined with mirrors and illuminated by LED lights.

Yayoi Kusama, All the Eternal Love I Have for the Pumpkins, detail, 2016. Wood, mirror, plastic, acrylic, LED. Courtesy Ota Fine Arts, Tokyo/Singapore and Victoria Miro, London. Yayoi Kusama.

I spoke with former Art Miami Fair Designer Dane Hustead on how virtual reality has changed how he transforms unique locations into stunning art showrooms.

Virtual reality and 3D videography are helping democratize the art scene because its significantly reducing the cost of setting up high-fidelity art events, comments Dane. It used to take manual meticulous attention to detail to set up an actually presentable space for art that would cost thousands of dollars and a dozen hours. Now, I can just use a 3D camera with Depth Perception to capture the entire space and work with on a 3D asset in about fifteen minutes.

And better yet, 3D and VR cameras are capable of adding an intimate element of permanence to events that were going to be incredibly fortunate to experience in the future.

Once you fill the whole space, you can even take a VR-enabled camera and scan the room and leave with a digital asset that will last forever, says Dane. Provided the recording is high-quality enough, youll be able to walk around Art Basel 2019 20 years from now and relive the experience.

Virtual reality is also going to have an enormous impact on contemporary art. It enables artists to control almost every detail of the user experience including the spatial, visual, sonic, and haptic elements.

Whoever has experienced a genuinely awesome virtual reality experience understands the extremely positive sentiment about the technology, but the technology still has some significant barriers to overcome before entering a majority of households. Events like Art Basel and Miami Art Week are able to provide many people with stunning first-impressions of what is going to be one of the most significant innovations in the art of our generation.

Fully immersive art, virtual reality, augmented reality, and blockchain are going to play a tremendous role in changing the paradigm of what the art experience is and what better place to witness this than the sunny and beautiful city of Miami, Florida.

Art has always served as an ethereal touchpoint for conversation for virtually every issue, and techs omnipresent impact on todays society is a hot topic.

Grit Daily Live! Miami Art Summit, co-hosted by JADA Immersive, will take over 1250 Normandy Drive on December 6th and 7th and will emphasize immersive art, business, and the current state and future of LatinX artists.

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Art Basel Miami tilts towards tech and the Internet is loving it - Grit Daily