By Mike Walter, VP Strategic ServicesTuesday, Dec 04, 2012 2:20 PM EST

In Case You Missed It November

MediaVest Teams With Millennial Media On Analytics

MediaPost by Mark Walsh 11-5-12
 
MediaVest USA and mobile ad network Millennial Media have struck a partnership giving the agency access to Millennials' proprietary data set and the ability to beta-test new mobile ad technology with clients.
 
Specifically, MediaVest will be able to use the ad network’s “Audience Insight” reports, which enable brand advertisers to see how their campaigns performed across more than 600 difference audience categories. That means they can obtain results even for segments that are not directly targeted in a given campaign, but overlap with the intended audience.
 
For example, a campaign targeting “gadget geeks” might also include golf fans or business travelers. That information can be used to optimize mobile and digital ad efforts.

 

Study: Netflix Dominates Web Streaming During Prime Time

AdAge 11-8-12
 
Netflix increased its dominance of the online viewing market in a study, defying predictions that newer players would carve into the company's market share.
 
Netflix captured 33% of prime-time web viewing based on internet traffic in September, eclipsing Amazon.com, Hulu and Time Warner's HBO Go by a multiple of at least 18, Sandvine Inc. said in its "Global Internet Phenomena Report" released Wednesday.
 
The company's share of peak internet viewing traffic has climbed from 20.6% in the second half of 2010, Sandvine said. It stood at 32.7% a year ago. By comparison, Amazon's market share amounted to 1.75% in September, while Hulu garnered 1.38% and HBO Go had 0.52%, according to the study.
 
U.S. households have more than doubled their monthly internet use over phone and cable lines in the past year, consuming the equivalent of 81 hours of downloaded video, according to data compiled from 200 Sandvine customers.

 

Internet Radio Closing in on Traditional Music Listening

PC Magazine by Angela Moscaritolo 11-8-12
 
A whopping 96 million individuals — or about 50 percent of the U.S. Internet population aged 13 and older — listened to an Internet radio or on-demand music service in the past three months, according to new data from The NPD Group.
 
More than a third (37 percent) of U.S. Internet users jammed out to music on Pandora and other Internet radio services, while nearly the same amount (36 percent) fired up an on-demand music service like YouTube, Vevo, Spotify, Mog, Rhapsody, or Rdio. The popularity and convenience of Internet radio appears to be cutting into traditional music listening.
 
The audience for Internet radio grew 27 percent year over year, as the on-demand music audience increased by 18 percent. As Internet radio and on-demand listening has risen, the number of consumers who reported listening to music on CDs dropped 16 percent, while the music audience for AM/FM radio fell 4 percent, and the number of consumers listening to digital downloads declined 2 percent.
 
The decline in radio and CD listening can partially be attributed to the fact that 34 percent of Pandora users now listen to the service in their car, NPD said.

 

Google ad revenue surpasses all of print media

Smarter Investing by Statista 11-12-12
 
We played with the numbers a little bit and found an interesting piece of information that nicely illustrates how ad markets have changed in the past decade: in the first six months of 2012, Google raked in $20.8 billion in ad revenue, while the whole of U.S. print media (newspapers and magazines) generated just $19.2 billion from print advertising. That is, Google, a company founded just 14 years ago, attracts more advertising money than an industry that has been around for more than a hundred years. Given the fact that Google operates globally, the comparison is obviously unfair and shouldn’t be judged scientifically, but nonetheless it shows how big Google’s ad business really is and how small print advertising has become.

google ad revenue

 

Spotify gets investment dollars from Coca-Cola, Fidelity

RBR by Carl Marcucci 11-15-12
 
Coca-Cola is becoming a minority investor in Spotify, as part of a new round of financing that will bring in $100 million and value the streaming music service at about $3 billion. Spotify has completed the financing round, according to The NY Times. Of the $100 million, half is from Goldman Sachs, and Coke is contributing about 10%. Another new investor, Fidelity Investments, is also said to be chipping in about 15% of the financing round, with the remaining quarter coming from Spotify’s existing investors, said the story.

 

RAB: Ad Revenue Up 1% In First Nine Months Of 2012

FMQB 11-16-12
 
The Radio Advertising Bureau (RAB) reports that while radio ad revenue was essentially flat in Q3 2012, for the first nine months of the year it was up slightly over the first three-quarters of 2011. In the third quarter, spot revenue was flat at $3.648 billion and off-air revenue was flat at $388 million, but digital revenue grew eight percent to $205 million. Overall ad revenue for the quarter was flat at $4.241 billion.
 
For the first nine months of 2012, spot revenue has been essentially flat at $10.455 billion, while digital grew seven percent to $561 million and off-air revenue is up by two percent to almost $1.12 billion. Total radio ad revenue so far in 2012 is up by one percent at $12.133 billion.

 

Forecast: Massive Jump In Social Spending

Radio Ink 11-25-12
 
BIA/Kelsey is forecasting U.S. social media ad revenue will grow from $4.6 billion this year to $9.2 billion in 2016. And, the local segment of U.S. social media ad revenues will grow from $1.1 billion in 2012 to $3 billion in 2016.
 
BIA says social display advertising will continue to account for a higher percentage of revenues, due in large part to Facebook’s Marketplace Ads and YouTube’s multiple display units (video, traditional banners). BIA/Kelsey expects growth to also come from native social ad formats, "which are emerging as viable display alternatives." Native social advertising is defined as branded content integrated within a social network experience (e.g., the newsfeed or content stream). "Spending on native social advertising will grow from $1.5 billion in 2012 to $3.9 billion in 2016. Growth will be driven by the higher premiums native social ad units command."

 

ComScore Debuts Cross-Platform Reporting System

MediaPost by Mark Walsh 11-29-12
 
With a growing share of Web sites’ traffic coming from mobile devices, the need for tracking a media property’s full digital audience has become increasingly acute.

To that end, comScore on Thursday unveiled a beta version of its cross-platform measurement system offering consolidated audience metrics across Web sites, apps and video content on PCs, tablets and smartphones. The rollout of Media Metrix Multi-Platform reporting will give a boost to more mobile-centric sites, like Pandora, Twitter, Yelp and Instagram.
 
There were also some losers. Craigslist, with just 16 million mobile users compared to 49 million on the desktop, dropped five spots to No. 25. Similarly, music video hub Vevo dropped from 19th in the rankings to 24th because it has just 5 million mobile users versus 55 million on the traditional Web. (Yes, Vevo does have a mobile app.)