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Podcast Boom Means Big Money for Advertisers

Are you reading this as you listen to a podcast? You’re not alone. Podcasts are big business, and it is no longer a fringe form of media. Two years ago, the public went nuts about Serial, a true crime podcast that chronicled a murder case in Baltimore. The podcast may have even had some influence on the defendant getting a new trial. From comedy podcasts like WTF and the Adam Carolla Show to health podcasts like the Rich Roll Podcast and slice of life podcasts like This American Life, there is a podcast for everyone.

According to the latest numbers from AdWeek: Nearly one in five Americans between the ages of 18 and 49 listen to podcasts at least once a month. One in three men between the ages of 18-34 claim to tune in to podcasts at least once a month. More people are listening to podcasts all of the time, which means advertisers are beginning to take notice.

The advertising industry expects to spend $700 million on advertising in podcasts this year and for good reason. It’s not just the number of people listening to podcasts; it’s also the percentage of listeners that respond to ads. Nearly two-thirds of respondents in a recent survey said that they either researched a product that they heard about in an ad or they purchased it outright. These numbers are very compelling for advertisers. In addition to that, technology has made podcast advertising a more viable option.

One of the biggest issues with podcast advertising was that the ad was usually recorded with the podcast. Therefore, someone listening to a podcast ad a few months later would not benefit from the ad as it would be obsolete. Dynamic ads have changed this and allowed advertisers to control their campaign. For advertisers like Jeff Kamikow, this could potentially increase their enthusiasm for podcast advertising. Look to see more advertisers spent on podcasts for the foreseeable future.

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Advertiser Jeff Kamikow

One of the reasons why mobile advertising has seen such an influx of growth in the past few years is how users engage with their mobile devices. They don’t take a minute with their device and put it down. They use it constantly throughout the day. According to the latest statistics, users spend as much as three hours each day on their mobile devices. 2.5 hours of that is on social medial apps, making it a highly valuable source for advertisers like Jeff Kamikow. In addition to that, one in three people watch videos on their mobile devices, which should mean advertisers will invest in more video ads as well.

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Mobile Advertising Expert Jeff Kamikow

 Jeff Kamikow is a mobile advertising expert who has produced mobile ads of all kinds. He would argue that a company’s mobile advertising strategy must consist of fresh content all of the time that tells a story. So how can you accomplish this?

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Marketing Professional Jeff Kamikow

Every single business has a competitor, regardless of how niche they are in the market. It doesn’t matter what industry or sector you work in, you have a competitor that’s looking to take the same customers you are trying to reach. With that in mind, you can actually learn a lot from your competitors and it’s a great idea to keep a close eye on them according to digital advertising and marketing professional Jeff Kamikow. Remember that old saying keep your friends close and your enemies closer? Well, it’s definitely a saying to live by because it can help you rise above the competition. Let’s take a look at what you can learn from your competitors!

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Why Mobile Programmatic Advertising Can Work for Everyone - Jeff Kamikow

– And Why Everyone Should Have Access to Mobile Programmatic

Programmatic advertising has been the growth driver for all digital advertising for the last five years, at least. Data-driven, automated digital display advertising is more than just retargeting, more than just RTB. It’s all about reaching the right audience at the right time and with the right message, at scale. Mobile programmatic takes the practice to the next level.

With mobile programmatic, marketers can reach and engage consumers away from their desktops. By the end of this year, over $24 Billion will be spent on mobile programmatic advertising, a clear sign that marketers are catching on. Adding mobile to the programmatic equation not only means that marketers have more opportunities to reach consumers while they’re on the go, it means that location data can be easily factored in. Think about it: more and more people are getting smart phones, and they’re spending increasingly more time on them, too. By not taking advantage of the mobile programmatic opportunity, marketers are missing out on hundreds of potential touch points every single day.

Location data is a game-changer

But there’s more to it than that: location data itself is imperative today. There are so many ways to use this data

Reaching audiences as they approach your business. In real-time, target coffee lovers as they walk past your restaurant in the morning with an offer for discounted cup. Reaching audiences who live near your business. Location data can tell you who lives and works near your business. If you have a gym, for example, you can reach fitness enthusiasts who live within easy driving distance with your ads for free passes.

Building audiences based on their behavior. With historical location data, you can build audience segments of people who go to the movies every Friday, who go to the gym every morning, or who dine at the same restaurant every day. Layered over other behavioral data, this can help build very detailed audience profiles that can help you create more effective campaigns.

Location data alone is a powerful reason to consider mobile advertising. Combining that with the sheer number of mobile users makes it even more persuasive. But there are actually even more reasons to consider mobile: ad formats are improving every day. In fact, mobile video advertising is becoming one of the industry’s biggest growth drivers. More than half of all digital video is viewed on mobile devices, and new native formats also becoming both popular and more effective. Innovators like Snapchat and Instagram have been introducing new, large-canvas mobile ads that are idea of storytelling.

In-App Reaches Engaged Users

Meanwhile, in-app advertising is getting smarter and more engaging every day. While big brand advertisers have shied away from in-app advertising in the past, they’re getting on board today. Why? Because people love apps. As eMarketer senior analyst Catherine Boyle pointed out last year (via MediaPost)…

Mobile users spend nearly 80 percent of their mobile time using apps; Web visits are “frequent but fleeting”, making up about 20 percent of mobile time

We’re starting to see the mobile ad dollars are follow mobile consumer behavior, so 73.2 percent of ad spending today (display plus search) now goes in-app

A larger volume of mobile Web impressions is bought and sold in comparison to in-app impressions, but that’s largely because there are more mobile web impressions available. Of all mobile inventory purchased programmatically in 2016, it’s estimated that 70-85 percent of it was mobile Web inventory – that’s based on volume, not dollars spent. That’s changing though, as demand for in-app advertising grows.

In-app also has the advantage of providing more accurate location data, since app users generally give universal permission for an app to use their location. Mobile websites need to ask permission to use location data every session, and because this would negatively impact user experience, they generally don’t. Instead, they extrapolate data that is often less accurate.

Everyone should use mobile programmatic – and everyone can

The scale, reach and accuracy of mobile programmatic was once reserved for only the biggest brand advertisers. It wasn’t long ago that the practice was so exclusive that only the biggest agencies even offered programmatic advertising, while a select few big brands brought leading technology and expert teams in-house.

Now, programmatic is much more accessible. Apart from a vast selection of available inventory in both mobile and desktop display, high quality data is now available at reasonable prices. The technology playing field has also leveled out, so now even smaller players can access cutting-edge platforms.

While many smaller agencies now offer programmatic advertising services for companies of all sizes, there are tools available today that smaller businesses can access on their own, on a self-service basis. These cost-effective demand-side platforms (DSPs) give growing businesses access to the same inventory and scale that their Goliath-sized competitors have, often for a fraction of the cost. With the right partner to help them along, small businesses can truly compete, particularly in local markets – and even win.

Mobile programmatic shouldn’t just be for major franchises and global brands. In this era, digital is an imperative for all businesses, and mobile is becoming just as critical. Moving forward, programmatic will become – in short order – another “must-have” for businesses of all sizes. The power to find, reach and engage local audiences will be the key to making any growing business a success.

Want to learn more about how mobile programmatic advertising can help your growing business? Contact Cross Audience today.

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SERPs Warning: If you are Below #4, You Are Invisible - Jeff Kamikow

Do you think SEO is dead? On mobile it certainly isn’t. A new eye-tracking study just released by Mediative shows where people’s eyes go on mobile SERPs, and the results don’t look good if you’re not ranked well.

The study sought to answer four questions:

   Where do mobile users search and click the most and how do they differ from desktop users?

   How do SERP position relate to views and clicks on mobile devices?

   How does the need for scrolling affect views and clicks?

   From this data, what do advertisers need to do to ensure visibility and clicks on mobile SERPs?

Google’s alteration of search page layouts over the years has trained people to search in different ways. Now that there are knowledge panels, more ads at the top of results, people are willing to scroll a bit to get to the first real organic listing. On mobile devices, only 7.4% of clicks happened on a result below the fourth organic result regardless of how many ads and extra Google features appeared above it. This is compared to 16% on desktop.

The effect of ads and knowledge panels is huge on mobile. In many searches the first thing that fills the screen is the knowledge panel, then a certain number of ads before the organic results are reached. People still scroll down for that #1 position, but that spot has a lot of competition. Another finding was that 11% more people are clicking on the knowledge panel compared to desktop, and that almost 22% fewer clicks went to the #1 organic spot.

This is huge. Businesses that can integrate themselves into Google’s system so they appear on knowledge panels have a strong advantage. But that doesn’t mean that being in the top organic spot isn’t important. In mobile SERPs that only had organic listings, 99% of people looked at that top spot and 40% clicked on it. Compare this to 83% of views and 34% of clicks on a desktop. Also, 75% of the clicks fell on the first four results compared to 60% on a desktop.

What about PPC ads? Unlike a desktop where the eye usually has enough room to skip down, ads are much more visible on mobile. 91% of the people tracked saw the top sponsored ad. For the top two ads, clicks on average rose by 4.7% compared to desktop. However, placements in maps and local searches receive far more clicks regardless of whether they appear above or below organic search results.

The results are crystal clear. You must optimize very well for mobile if you are going to make any headway with mobile marketing. Fortunately, many businesses are still focused almost entirely on desktop SEO. Start applying mobile SEO techniques now so you’ll be ahead of the game.

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Tripling Your Lunch Crowd with Mobile App Conquesting - Jeff Kamikow

Jeff Kamikow, President and CEO of Cross Audience. The quick-serve restaurant space is pretty darned competitive. Any given downtown or business district has a zillion options to choose from – from subs, to pizza, to southern-fried chicken. And most of those restaurants, particularly if they’re chains, have a mobile app.

A restaurant chain we recently partnered with was in a particularly tight spot. Not only were they losing business to neighboring competitors, they were targeting a harder-to-reach demographic and desperately needed to raise their mobile game. Like many QSRs, this chain had a mobile app, but they weren’t seeing the adoption they wanted, especially not from the niche audience they were aiming to reach.

This QSR is usually found in busy Main Street-type areas or shopping districts, surrounded by Subways, Pita Pits, Pizza Huts and other popular chain restaurants. While that physical competition will always be present, our client was a disadvantage because they lacked mobile sophistication. They had an app, but most consumers didn’t know about or use it – despite the fact that it could make the process of ordering and picking up food fast, easier, and often less expensive.

The best solution was mobile app conquesting. By targeting locally, demographically, and by the apps consumers in their target audience used, we knew we could help them boost their peak-time business significantly. And since we were targeting certain mealtimes, we used dayparting to their advantage, as well.

Using our relationships with premium publishers, as well as our own troves of first-party data, were able to reach and engage users from within their target demo who regularly used other popular QSR apps. We used enticing creatives to invite them to download our client’s app by extolling its many benefits, including convenience and exclusive, app-only coupons. Creatives were designed for breakfast, lunch and dinner crowds, and copy and images related to mealtime decision-making. The custom creatives were designed in three different standard sizes (320X50, 320X480, and 300X250).

The campaign was day-parted according to three logical segments: Breakfast (5am-10am), lunch (10am-3pm), dinner (3pm-8pm) and late night (8pm-5am). Iterations of each ad were created so that messages could be A/B tested and the campaign could be optimized on an ongoing basis. We also employed geo-fencing since the audience obviously needed to be within easy driving distance of a restaurant.

The biggest ads got the most engagement, which shouldn’t come as a huge surprise to anyone. And because they were targeted to people who already use QSR apps with an ad for a nearby restaurant close to a mealtime, results were promising across the campaign. Engagement rates with the ads averaged about four percent across the board, and were highest for the 320×480 placements. More importantly, all that engagement came from the target demographic.

The campaign drove seven percent conversion, totalling about five hundred installations per day throughout the two months. Dinner received the biggest bump, followed by lunch and then breakfast.

Users were eager to take advantage of the offers and streamline the ordering of their meals while getting exclusive discounts.

While this strategy worked extremely well for this particular restaurant, it can work for any restaurant, using a variety of benefits to entice users. A well-known pizza chain used Scene movie points to their advantage as an app-only benefit. Other restaurants offer free sides with app orders, Air Miles, and other perks.

The point is – mobile app conquesting works, and it’s highly customizable. Target users from a competitive business, offer them a unique benefit, and see for yourself how dramatic the results can be.

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Chief Revenue Officer Jeffrey Kamikow

Jeffrey Kamikow is a successful media executive with more than two decades of experience in global sales, revenue strategy and corporate turnarounds. He specializes in repositioning brands through comprehensive, conversion-centric digital marketing and outreach strategies, as well as integrated custom media and marketing programs that seamlessly blend print digital and mobile strategies to optimize brand visibility and cohesiveness.

Kamikow graduated from Southern Illinois University in 1993. He spent the bulk of his early career at PC Magazine, working his way up from Chicago-area sales rep to director of sales for the East Coast and Midwest markets. In the early-mid 2000s, Jeff Kamikow served as national advertising director for Time Inc.’s Field & Stream and Outdoor Life properties, where he pioneered Time’s early digital advertising strategy.

Since 2006, Jeff Kamikow has served in senior leadership at a succession of fast-growing digital and mobile marketing firms. He is currently Chief Revenue Officer at Go2Mobi and principal of Kamikow Media Group, an independent consulting firm based in northern New Jersey.

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Jeff Kamikow Marketer

Every marketer, including Jeff Kamikow, has used video ads in some capacity to advertise on mobile devices. Videos are engaging and often have a longer shelf-life than other forms of advertising. Plus, they are pliable, making them a viable option for a number of different industries.

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Are You Watching Movies on Your Phone? Mobile Advertisers Like Jeff Kamikow Are Counting On It

As families get together for the holidays, will they gather together on the couch and watch their favorite movies on someone’s phone? Okay, that’s probably a bit hyperbolic, but mobile advertisers like Jeff Kamikow have noticed a trend among smartphone use. In general, they’re using them more as a complete media center than just a phone or even a source for the internet.

The average American will spend as much as three hours on their phone every single day. To put things in perspective, they may spend as little as two hours on their laptops and desktops. This could partly be the reason why Snapchat can boast more than ten billion video views per day. But mobile users are not just using their mobile devices to access social media video platforms like Snapchat. They are also streaming video on Netflix, YouTube, Amazon Prime, and a number of other streaming sites.

Because of this, Jeff Kamikow and other mobile advertisers are looking at user mobile behavior to increase their spend. In fact, total online ad spending grew nineteen percent in the first half of this year.  They spent more than $32 billion this year. This was driven by mobile advertisers who spent more than $15.5 billion, which is an increase of 89 percent. Social media ad spending was up 57 percent in the first part of 2016 and digital video advertising rose 51 percent. It appears mobile advertising will represent a bigger share of total ad spend as people change how they view their media.

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Jeffrey Kamikow ideas in 2024

Jeffrey Kamikow is a mobile marketing executive who has worked in the media and advertising industries since the early 1990s. Jeff Kamikow has more than two decades of experience in the media industry and brand marketing.

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What Can Competitors Teach You About Marketing Tactics?

Every single business has a competitor, regardless of how niche they are in the market. It doesn’t matter what industry or sector you work in, you have a competitor that’s looking to take the same customers you are trying to reach. With that in mind, you can actually learn a lot from your competitors and it’s a great idea to keep a close eye on them according to digital advertising and marketing professional Jeff Kamikow. Remember that old saying keep your friends close and your enemies closer? Well, it’s definitely a saying to live by because it can help you rise above the competition. Let’s take a look at what you can learn from your competitors!

How To Find What Works Best

There are many different marketing strategies that you could use to reach potential customers, but why play trial and error when you can see what’s working for your competition. Perhaps they are using webinars or social media posts to promote their products or service. If they seem to be working and getting engagement, you can take that idea and make it better. It’s important to capitalize on the things that are working because you don’t want to miss out on any opportunities.

Localizing Your Business

Perhaps you have a competitor located in the same area as you and when you search for a specific term that’s associated with your business, what appears in the listings? Is your competition appearing before yours? If so, that’s an issue. More and more internet users are taking advantage of localized searches by typing in the product or service they are looking for, followed by a town or state. You could create local pages to cater to these specific keywords and rank better for localized searches.

Learn From Their Mistakes

Every business can make a mistake, that’s just reality, and if you notice your competition making some sort of marketing mistake that’s not working for their business, you can avoid that specific strategy. Perhaps they are targeting an audience that’s not really interested in the product or service. That could give you some insight on your own target audience and it’ll help you craft a strategy that’ll be more beneficial.

Always keep a watchful eye on your competitors because it can help you in the long run!

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Telling a Story with Your Mobile Ad | Jeff Kamikow

If there is one thing that could really annoy a potential customer, it’s giving him or her the same ad to look at over and over again. There is certainly something to be said about ad repetition in some mediums. You hear a jingle on the radio or see the same pitch guy on a commercial, and it could create a level of familiarity that could improve the brand. This is not the same with mobile ads.

Mobile users want ads that they can engage with. For example, you can have an ad that utilizes some form of gaming that keeps the user interested. However, if the same user is given an ad with the same gaming feature over and over again, he or she will eventually get bored with it. Jeff Kamikow is a mobile advertising expert who has produced mobile ads of all kinds. He would argue that a company’s mobile advertising strategy must consist of fresh content all of the time that tells a story. So how can you accomplish this?

There are a number of tools available today that allow mobile advertise to use predictive behavior to slightly update an ad with each view by a user. For example, the first time might just be n introduction, so it might just show broad features or a tagline. The second time around, more details might be shown or the ad might showcase a feature that could be of particular interest to the user. This will go so on and so on until the user has a full understanding of what the product does.

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Where’s Digital Advertising Headed in 2024? Jeff Kamikow Weighs In

Jeff Kamikow, a digital marketing pioneer who helped set up the first revenue strategy for one of the United States’ most venerable media companies, is the first to admit that he’s done the same thing his entire career.

Kamikow has been in the advertising game since the early 90s, when he worked for a couple of print publications (remember those?) devoted to personal computers (remember those?) and assorted accessories.

Back in the early 2000s, he showed Time Inc the online marketing light. Specifically, he devised the first sustainable Internet revenue strategy for two well-known but struggling Time properties, helping the storied firm bridge the digital chasm.

Since then, Kamikow has held positions of increasing responsibility for a variety of digital and mobile marketing firms, devising, implementing, testing and reworking revenue strategy after revenue strategy. He’s almost seen it all, at least when it comes to online marketing, and his insight has helped many a rudderless brand reinvent for ever busier, ever more jaded consumers.

So it shouldn’t be surprising that Jeff Kamikow has a thing or two to say about the state of the digital advertising industry. On the heels of some huge changes in 2015, Kamikow expects a few equally important shifts — some of which simply continue multi-year trends — in 2016.

Mobile’s Domination Will Become Official

According to an eMarketer study, mobile advertising spend is projected to top $100 billion for the first time in 2016. More importantly, mobile will account for more than 50 percent of all digital advertising outlays for the first time ever next year.

And with nearly geometric growth projected through 2019 — eMarketer projects a total outlay of nearly $200 billion by then — it’s virtually assured that mobile will remain dominant indefinitely. At the end of the decade, mobile is poised to account for a stunning 70 percent of all digital ad spend and more than 25 percent of all ad spend.

To be blunt, brands and career marketers that fail to plan for a mobile-first world are about to get killed. We’ve known this day was coming for a while, and now it’s here. It’s why Jeff Kamikow has been pounding the table on mobile ad networks for years now — and, if you play your cards right, it could be your ticket to the digital marketing big time.

 In-SERP Video Advertising Could Presage a Seismic Shift

Though it’s not totally set in stone, Jayson Demers writes in Forbes that Google appears close to rolling out embedded videos in main search engine results pages (SERPs), augmenting existing text and image results without requiring searchers to toggle the Video tab.

It’s not clear how these ads will be priced, whether they’ll autoplay once the search is complete, or how many will appear in a given SERP. Jeff Kamikow has long argued that this is a logical development, given the ascendancy of the inarguably more visual mobile medium, and it’ll be fascinating to see how it plays out in 2016.

For now, savvy marketers may want to buy paid text ads while they can — both to reinforce brand recognition above-the-fold if and when this deployment occurs and to take advantage of pricing dips once pent-up demand for video spots is released.

The Daylight Between Content Strategy and SEO May Finally Wink Out

Marketers have been crowing that “content is king” for years now. Frankly, the phrase is a bit of a cliche, so it’s easy to drown content-boosting voices (including Jeff Kamikow’s) out and miss the very simple, very important point they’re making.

It’s this: The days when traditional SEO techniques added value to subpar content are over. They’re not coming back. Going forward, it’s increasingly likely that, when applied to subpar or even at-par content, traditional SEO techniques will subtract value.

That’s not to say that you shouldn’t have an SEO strategy, or that white-hat best-practices will suddenly stop working.

You just need to make sure that your SEO strategy complements your content strategy, not the other way around. Create content, in whatever form it takes, with your core audience personas in mind. Then optimize it.

Social Media Won’t Always Be Earned Media

For the first few years of the social media revolution, as adoption skyrocketed, social campaigns were like manna from heaven: classic earned media, without the drudgery of PR outreach and journalistic brown-nosing.

Then the social platforms started worrying about their own bottom lines. Good for them; not so good for cash-poor marketers.

Today, it’s still possible to run an organic social campaign on a shoestring or even nonexistent budget and ride it for a decent dribble of earned media. (No viral unicorns needed.)

But the writting is on the wall: Facebook recently redoubled its suggestion feature, creating another potential revenue source for itself and a potential exposure opportunity for marketers   Of course, the change is likely to reduce the amount of organic space in users’ feeds, reducing organic opportunity and pushing up bid rates for paid ads.

Meanwhile, LinkedIn is slackening its buttoned up advertising standards — again, great if you have the inclination and budget to pay for social promotion, and not so much if you’re looking to do more with less.

Personally, Jeff is a big believer in social campaigns done right. But it’s critical to understand these changes — and there are likely to be a lot more in 2016 — as they come. Otherwise, you could find yourself throwing good money after bad.

Don’t Count Your Chickens…

If Jeff Kamikow has learned anything in his decades-long advertising career, it’s that supposed sure things can fizzle out in a relative heartbeat. And even someone with as much experience as Kamikow can be wrong from time to time. Still, it’s best not to bet against a proven winner — or assume that doing the same thing time and again will cut it in a rapidly evolving digital marketing environment.

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Jeffrey Kamikow Curriculum Vitae

Jeff Kamikow is the Co-Founder / Principle at Kamikow Media Group. Jeff Kamikow Livingston is a digital advertising professional with more than two decades of experience in a wide range of media industry roles.

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Jeff Kamikow Livingstone NJ Info

Jeffrey Kamikow, 40 from Livingstone. Jeffrey Kamikow is a digital marketing expert and revenue strategy executive with more than two decades of experience in sales and operations management.

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Jeff Kamikow CV

Our CEO, Jeff Kamikow, weighs in on marketing to Gen Z teens on social and mobile in a column on Forbes.com. Jeff Kamikow recommends investing in a brand refresh every year or two, regardless of whether you feel like your brand.