INBOUND ALL AROUND

Digital Place-Based Media Spend to Cannibalize Online Budgets

Virtually all strategic media planners are expecting to include digital place-based (DPb) media in their plans next year, and it appears that an increasing amount of DPb budgets will be funded from digital and online advertising dollars, per results from a Digital Place-based Advertising Assocation (DPAA) survey released in August 2012. 40.1% of the planners said they would fund their DPb plans from digital and online budgets, representing a 75.1% increase from 22.9% who responded that way last year. Overall, 94.2% of the respondents – who are media professionals employed at full-service and media service agencies across the country – said they will include DPb media in their plans next year, up 9.2% from 86.3% of respondents last year. An April 2012 study from PQ Media reported that within the US, digital place-based networks (DPN) revenue grew by 7.5% in 2011, while digital billboard and signage revenues increased by 20.3%. On a global basis, digital out-of-home advertising revenue is expected to rise by 19.2% this year.

CMOs’ Big Social Media Spending Plans Continue

CMOs’ Big Social Media Spending Plans Continue August 22, 2012 by MarketingCharts staff CMOs continue to project big increases in social media spending in the next 5 years, according to [pdf] findings from Duke University’s Fuqua School of Business, which released its latest CMO Survey in August 2012. The survey finds that social media currently makes up an average of 7.6% of respondents’ total marketing budgets, up from 7.4% in February. That share is expected to jump by more than 40% in the next year to 10.7%, and to more than double to 18.8% in the next 5 years. Although these projections are slightly down from February’s expectations (10.8% in the next 12 months; 19.8% in the next 5 years), they still represent a strong inclination that CMOs are ready to increase their social media efforts. 

Smartphone Owners Likely Wealthier; Gender Gap to Widen

Smartphone Owners Likely Wealthier; Gender Gap to Widen August 22, 2012 by MarketingCharts staff Smartphone users tend to come from higher-income households, according to [pdf] a joint survey by the Online Publishers Association (OPA) and Frank N. Magid Associates. 53% of smartphone users responding reported having a household income (HHI) of more than $50,000, compared to 41% of the total respondent sample. This includes 17% of smartphone users who have an HHI of more than $100,000, compared to 12% of the general sample. Data released earlier in August by comScore shows smartphone owners to be even more likely to come from higher-income households. According to that study, one-third of smartphone owners have an HHI of more than $100,000, and slightly more than two-thirds have an HHI of at least $50,000. Gender Gap to Widen Details from the OPA’s “Portrait of a Smartphone User” indicate that while the gender gap in smartphone ownership has narrowed of late, it looks as though it will soon widen again. The survey finds that the current split is 52% male, 48% female. The gap in ownership was wider in 2011, though, at 54% male, 46% female. Even so, among the 13% of respondents who plan to purchase a smartphone in the next 12 months, 58% are male. These figures contrast with estimates released last year from Compete, which reported that at some point in early 2011, women took the lead in adoption share over men. Smartphone Users Trending Older The data regarding the gender gap in smartphone ownership may be mixed, but the OPA study shows a clear trend towards an older user base.