How much would consumers pay for alternative pay-TV packages that combine basic service with streaming options from Netflix and from HBO (which recently announced that it will launch a standalone OTT service)? The good news for pay-TV providers, according to survey results from Centris Marketing Science, is that consumers seem willing to pay extra to add OTT to a basic internet + pay-TV package. The bad news, though, is that they’d expect this bundle to come at a significant discount. More interesting data points for the weekend follow.
- Video viewability rates are low, but advanced targeting can help drive them higher, according to Videology. The firm’s research found that in the case of a major auto advertiser, viewability rates were significantly higher when targeting by behavior (71%) than by demographics only (31%).
- About two-thirds of weekly TV program tweets are sent during live airing, notes Nielsen in an analysis of Twitter TV engagement.
- Sticking with social media and video, a new study from Strike Social finds that auto and home insurance companies spent $5 million (a relative pittance) advertising on YouTube this year, with GEICO coming away the clear category winner in terms of total views (almost 50% share) and earned views (87% share).
- Finally (on the video front), smartphones and tablets accounted for 30% of online video plays in Q3, says Ooyala [download page], more than doubling their share year-over-year. Long-form content continues to be the domain of connected TVs rather than smartphones, though.
- Switching gears, and two reports show that it’s not only online advertising that’s growing in the US. While they can’t match digital’s growth rates, outdoor advertising grew in Q3 (by 1.5%) for the 18th consecutive quarter, while exhibition industry revenues increased in Q3 (by 1.8%) for the 17th consecutive quarter. Those figures courtesy of the Outdoor Advertising Association of America and the Center for Exhibition Industry Research, respectively.
- Keeping it offline for now, a recent UK study conducted by ICM for soh revealed that when they’re waiting on hold, consumers want to hear well-known popular music from any period over well-known classical music or well-known popular music from the last year. The popularity of classical music was driven by older groups, with younger brackets finding popular music more appealing (shocking!).
- The 18-25 and 26-34 age brackets in the US are about on par when it comes to texting frequency, per a Scratch Wireless survey. While older age groups aren’t quite as active texters, more than 8 in 10 do so at least rarely.
- Keeping with the mobile theme, new Flurry data shows that the number of apps downloaded per month by the average consumer held steady this year from prior years at 8.8. This average is being propped upÂ by “Install Addicts,” who account for 20% of the US mobile consumer base and who download an average of at least 17 apps per month.
- Mobile commerce may be surging this holiday season, but desktop-based retail e-commerce spending isn’t doing too badly for itself. Indeed, comScore reports that desktop-based spending topped $1 billion every day during the past work week (December 8-12), the second consecutive week that occurred.
- Social media hasn’t made as much of a splash as mobile this holiday season, but maybe that’s because driving sales isn’t a primary social media marketing objective. Instead, marketers’ most important objectives for their social media strategy in the year ahead are to increase engagement (50%) and brand awareness (48%), according to a new study from Ascend2.
- Last but not least, an interesting study on content marketing to engineers finds that “technical audiences have very distinct preferences and expectations when it comes to content marketing,” per TREW Marketing. Among the notable findings is that engineers align a blog’s credibility with elements and characteristics such as the presence of case studies (80%), objective presentation of material (76%) and research-based content (74%). By comparison, the author’s name and reputation (56%) and the company name (51%) are not as important. The study, based off a survey of more than 1,000 engineers, is available here.
Have a great weekend!