The Corporate Trade industry report : July 27 2012

Posted by KImberly Armstrong on Jul 27, 2012 3:23:00 PM

Libraries looking to advertise on due date slips?

Over the past decade with the evolution of computers, tablets and e-readers the need for buying hard copies of books has been quickly fading away. Although there are still many people loyal to buying paper made books and signing books out at the library, these institutions face a serious problems when it comes to the trend of reading on electronic platforms. It seems that the Toronto public library has witnessed this problem first hand and have let the public know that they are looking for an agency to help sell advertising space on due date cards found within books, in order to help raise revenues. This is not the first time the Toronto public library has come up with advertising as the solution to their revenue problems, over the past few years they have sold advertising on their “ what’s on?” publication along with offering advertiser supported programs like “TD Summer Reading Club”. Some people have expressed concern with the further infiltration of advertising into the public realm, but library personnel have stated that any ad program that is put in place will balance the libraries primary public service role with the need to generate revenue. It is a very interesting idea that the Toronto public library has come up with and one that could help keep books on the shelves and workers in the buildings, if companies are willing to take a chance.

Media and the Olympic games

The upcoming Olympic Games will display the best in sport and competition
from around the world, and with over 4 billion expected viewers watching the opening ceremonies alone, the pressure will be on. These Olympic Games will be different from the games in previous years, and I’m not talking about the sports being played or athletes competing but the way that we watch, hear and interact with the games. This year’s Olympic Games is already being called the “socialympics” because of its massive integration of social media and the ability that the consumers have to interact with the events and teams alike. Since the last summer Olympic Games Facebook has acquired 800 million users, Twitter has increased by 494 million users and YouTube has gone from uploading 10 hours of new video content to the site per minute to 72 hours of new video content per minute. This increase in social media usage has not only benefited the consumers and the hype around the games but has also benefited companies that have chosen to take advantage of this medium. Companies like Procter & Gamble have taken full advantage of the growth in social media along with the hype around the Olympic Games by setting up the “Thank you Mom” campaign on twitter and Facebook which has gone on to receive enormous support and response. Some other companies have also started to use social media in order to boost their Olympic campaigns and as other companies start to see the success of these programs it wont be long until all media campaigns have a strong social media element complementing them.

The Evolution of the Tablet market

Ever since the tablet market has come along Apple has dominated it with their revolutionary ideas and innovative technologies. Well it seems that Apple may be starting to lose a little bit of its dominance as they appear to be losing market share to smaller less expensive tablets. Tablets coming from companies like Asus, Acer and Research in Motion have started to gain more market share as consumer preferences change. Although the market seems to be changing and getting more competitive it also seems to be growing quite rapidly, with tablet sales growing 98% in just a year’s time. This growth in the tablet market will give marketers something to think about when it comes to the platform they advertise on but also which websites and apps they want people to see their brands. This is reiterated by the Solutions Research Group as they recently came out with a study dissecting tablet and smartphone usage. Some of the most interesting stats that the study goes through include the observation that tablet owners are more likely to have e-book, entertainment and game apps on their tablets than on their smartphones; they also find the opposite is true for messaging and shopping apps which make sense seeing as how only 28% of tablet users take their device out with them. Marketers should take these stats into consideration when placing ads because advertising on the wrong platform or app/website could be detrimental to the effectiveness and value of their media campaign.

Topics: Corporate Trade Industry Report, Media & Marketing, Media Costs & Trends

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