INSIDERADIO
December 2, 2015
Internet fraud, malware advertising and consumption of infringed content cost U.S. companies $8.2 billion per year in lost revenue, according to "What is an Untrustworthy Supply Chain Costing the Digital Ad Industry?," a report conducted by research firm EY. "The good guys in the supply chain are missing out on revenue," Nick Terlizzi, media and entertainment advisory partner at EY, said in a webinar. The IAB and its members are seeking "to understand the cost to the U.S. ecosystem so we can collectively work on solutions," said Sherrill Mane, the IAB’s senior VP of research, analytics and measurement. Content publishers, which include radio stations, are at risk of losing $2.4 billion from consumption of infringed content, the report says, including lost ad revenue and improper sharing of subscription services. Losses from malware and invalid traffic are also hurting revenues and driving up company’s costs as they work to increase their own security. Publishers, advertisers, agencies and networks—businesses all involved in the online supply chain—need to "band together to address trust issues," Terlizzi said. Some ways to cut down on the illicit online activities that lead to losses, Terlizzi said, is to stop serving ads to sites with infringed content and for companies to improve their own digital security. The impact that fraud and piracy have on online revenue is the first phase of the IAB’s study; the second stage will involve suggestions for improving media transparency and brand safety.
Advertisers Drawn To Engaged Podcast Listeners. The second season of NPR’s hit "Serial" debuts soon—one of many reasons podcasts are in the spotlight—and more marketers are looking for ways to get on board to reach the highly-engaged audience and keep up with media trends. According to Westwood One’s "State of American Podcasting" report, 41% of advertisers surveyed have considered podcast advertising, but only 15% were currently advertising in the medium. But the ranks are growing. Pandora, the exclusive streaming partner for "Serial" and another popular NPR Podcast, "This American Life," has signed Warner Bros. and Esurance as sponsors. Thanks in part to "Serial," awareness and use of podcasts is growing, and advertisers are following suit. Several radio station groups have made significant investments recently in podcasting, including Hubbard Radio, which now owns a 30% stake in the PodcastOne network, and E.W. Scripps, which in July acquired podcast producer Midroll Media. In Q4, Midroll is running ads for Chipotle and GE, and GE has created a cobranded, sci-fi podcast with Slate’s Panoply network. "It used to be that we’d go to advertisers and step one was explaining what the heck a podcast is. That happens much less often [now]," Lex Friedman, executive VP of sales and development at Midroll, told Adweek. A recent study of Chipotle’s advertising on a Midroll podcast, "WTF With Marc Maron," showed 90% of listeners could recall the restaurant’s ad. Listener numbers are also a big selling point. In its first season, "Serial" attracted more than 100 million downloads on iTunes, averaging around 8.3 million per episode. And more than 46 million Americans download at least one podcast per month, according Edison Research, and the audience is more educated and have higher incomes.
Smartphone Use Reaches Four-Fifths Of U.S. Smartphones have more than reached critical mass as a critical accessory. Nielsen’s Connected Devices report for third-quarter 2015 reveals that four-fifths the U.S. population have the ubiquitous device (a number that’s growing), and they’re used for countless tasks. According to Nielsen Mobile Insights, smartphone ownership is up 8%, compared to the same period in 2014. "Whether it be taking pictures of gatherings around the dinner table, posting pictures and tweets to social networking sites, looking up recipes for the best ingredient for a holiday dessert or checking the score of the football game, the number of uses for smartphones are just as varied as individual family traditions," the study says. In addition, Nielsen Mobile Netview says that as of October, the most popular app categories (based on time spent per month) are search engines, portals and social networking apps, soaking up 16 hours and 2 minutes of usage. Users utilize entertainment apps for 13 hours and 27 minutes each month, and communication apps grab 4 hours and 39 minutes. Nielsen’s People Meter Panel also notes that tablet penetration has seen significant growth year-over-year: For Q3 2015, 39% report owning tablets, a massive 30% increase over 2014.
For Holiday Shoppers, No Place Like Home. The challenge. The cold. The wondrous principle of navigating long lines outside the local Best Buy to save $100 on an HDTV—they’re all Black Friday trademarks. But the Friday bargain hunt is starting to give way more to the hunt and peck on keyboards. Shoppers are increasingly seeking and clicking on great deals from the comfort of home. This year, IBM Tech30 reports that digital sales were up 21.5% on Nov. 27 compared to the Friday after Thanksgiving one year ago. Adobe puts total Black Friday online spending in the U.S. at $2.7 billion. The firm also reports that online spending on Thursday and Friday totaled a record $4.47 billion. "U.S. consumers have turned into digital shopping ninjas," Adobe analyst Tamara Gaffney told CNN. In addition, online sales rose a robust 14% on Cyber Monday, which not only set a record but was apparently so brisk that Target’s website briefly crashed while outages or slow checkouts were reported at Wal-Mart, Foot Locker and others. Adobe Digital Index predicted that by the end of Monday, Web shopping would total $3 billion. The bargains actually began earlier: Between Thanksgiving Day and Sunday, $8.03 billion was spent online, a 17% increase from 2014, Adobe says. The average shopper spent $135.25, up 4% from 2014. In addition, mobile, which includes phones and tablets, accounted for 53% of shopping visits, driving 32% of online sales. The National Retail Federation says that more than 151 million people shopped over the weekend, either in a physical store or online—a large jump from the 136 million who said they planned to shop in a survey a few weeks ago, MediaPost reports.
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