Digital Disconnect Local Advertisers and the Challenge of the Changing Media Placement Market Becca Burton Jameson Hayes C. Ann Hollifield THE UNIVERSITY.

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Presentation transcript:

Digital Disconnect Local Advertisers and the Challenge of the Changing Media Placement Market Becca Burton Jameson Hayes C. Ann Hollifield THE UNIVERSITY OF GEORGIA

Literature THE UNIVERSITY OF GEORGIA “Tried and true” is “old and useless” – Trevino, 2008 Economic Utility of Advertising (Napoli, 2003) “Tried and true” (Coulter & Sarkis, 2005) New/emerging Media Knowledge Gap (Ad Age, 2010; Celestian, 2009) Selecting Local Advertising Media Local media as niche (Coffey, 2007) Defaulting (Nowak, Cameron, & Krugman, 1993) Looking for a Bridge (Reid et al., 2005)

Hypotheses & Research Questions THE UNIVERSITY OF GEORGIA H1: More rurality, less online ad placements with local media sites. H2: Placement on daily over weekly media organizations’ sites. H3: Advertising investment affects likelihood of placing digital ad. H4: Web presence increases likelihood of advertising online. RQs: Factors & attitudes affecting local online placement.

Methodology THE UNIVERSITY OF GEORGIA Content Analysis of Advertising Placement in Media Market Southern U.S. – television station footprint Print, broadcast, and digital advertisements Constructed week sample (November-December 2009) 10,195 local ads by 2,099 local advertisers IVs: location, publication frequency, product type, number of ads DVs: Media Type Semi-structured Interviews w/ Advertising Decision Makers 2 local markets within regional media market (15 per market) 30 businesses (active, former, and online advertisers)

` HypothesisSupport H1: More rurality equals less local online ad placement H2: Daily over weekly H3: Higher ad investment, higher digital ad placement H4: Web presence increase online advertising Daily Media % Weekly Media % Traditional Media Only Some Online Media Results THE UNIVERSITY OF GEORGIA

Results THE UNIVERSITY OF GEORGIA Facilitators Consumer migration Cost Effectiveness Creative capabilities Specificity Reach Measurement Hindrances Sheer Mass Penetration Demographic Data Quality of Content Measurement Knowledge: of Option of Sales Rep of Advertiser Package Structure

THE UNIVERSITY OF GEORGIA Conclusions Market, organizational, and knowledge factors Economic utility assessment of new media options “Tried and true” media selection practices continue Limitations One market Radio not included Timing of data collection Future Research More Markets “Tried and true” perceptions Examine package structures & sales incentives

Questions & Comments THE UNIVERSITY OF GEORGIA