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Who Goes Online, For How Much Time?
April 1, 2013
Have an opinion? Add your comment below. Over the past several months, we have been discussing various advertising media, and comparing their relative effectiveness at reaching listeners who are willing to become Radio guinea pigs for money. Our most important take-away from all of this information has been that the PPM bang you get for your advertising bucks in 2013 using Direct Marketing, in all its forms, is much better than what you actually get for being on TV. Half or more of the people you think are watching your TV spot are in fact punching out or through commercials. Meanwhile, the listeners who fit that "paid Radio research subject" target profile are precisely the listeners who read their Direct Mail, read their commercial emails, permit commercial texting, and are heavily into Social Media.
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Over the past several months, we have been discussing various advertising media, and comparing their relative effectiveness at reaching listeners who are willing to become Radio guinea pigs for money.Â
Our most important take-away from all of this information has been that the PPM bang you get for your advertising bucks in 2013 using Direct Marketing, in all its forms, is much better than what you actually get for being on TV. Half or more of the people you think are watching your TV spot are in fact punching out or through commercials. Meanwhile, the listeners who fit that “paid Radio research subject” target profile are precisely the listeners who read their Direct Mail, read their commercial emails, permit commercial texting, and are heavily into Social Media. ÂOnline Time-Spent Continues to Shoot Through The Roof
Underlying all of this, of course, is the massive shift to digital/online media, and away from traditional media, over the past decade.Â
Don’t be deceived by the younger-end peak here. In fact, 44% of Women 35-54, the “weakest” demo above, say they spend more than 2 hours a day online. The comparable percentages in the same demo for Radio and TV, by the way, are 16% and 41%.Â
Note, also, that over half the Smartphone owners and would-be Smartphone owners are online more than two hours a day. The type of listener who doesn’t want a Smartphone is less likely to be online. And, as we showed you last week, that is perfect for us, because that is also the type of listener who is less likely to carry a PPM.ÂWhat this means to you
Online is where your audience lives today. Fish where the fish are. These numbers are only going to grow, while TV numbers in general are dropping, and TV-spot-watching in particular is plummeting. Well-designed Online/Digital Media direct-marketing campaigns are delivering great ROI now, in nearly every format.  And yet, because our business is so slow to change, are also way underutilized. Grab this window of opportunity right now, before everyone else in your market figures it out. -
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