Every Tuesday, I recap 9 traditional media news items from the previous week that struck me as important, insightfull or surprising. They are articles I believe we should all have noticed on our radar so this post is my way of sharing these.
eMarketer: How can brands get involved on the Pandora platform?
Heidi Browning: Connecting bands with brands and fans is one of our main missions from an advertising perspective. Consumers have personal relationships with Pandora because they feel like Pandora knows them through their personalized listening. We work with a plethora of brands both at the national level and the local level, and they’re increasingly flocking to us because they realize we have massive scale. We’ve got this precision targeting and deep listener engagement both online and offline.
Magazine advertisers are inconsistently adapting print ads for tablet display, according to Kantar. The average ratio of ads in print magazines to their Apple iPad edition is 60%, with a range of 10% to 150% converting to the digital format. Some advertisers, such as drugmakers, face different rules online than off, while others aren’t prepared to craft creative that takes advantage of digital interactivity.
Around 20 percent of adults have read an e-book since last year, according to an extensive new study, and the percentage of those owning an e-reader nearly doubled over the holidays.
Some companies boost sales more when they focus on Internet marketing, building online buzz and using discounts and promotions to introduce consumers to the brand, according to Nielsen study of product marketing in Asia-Pacific, the Middle East and Africa. “Internet-based marketing and that which generates buzz among consumers can often be more valuable than traditional marketing models.”
Autotrader.com, AT&T Yellowpages.com and newcomer Groupon made the most local online ad revenue last year, according to Borrell Associates. Autotrader topped the list with $1 billion. Online-only sites took a 46.2% share of the $16.4 billion local market.