In case you missed it, like I did, the Priv by BlackBerry received some quality screen time at tonight’s Democratic primary debate. Luckily, I got to see it in my Twitter timeline.
— Mikel Calderon (@mikelcal) December 20, 2015
BlackBerry has taken what what could be considered a strange approach to marketing. Strange in that they haven’t simply thrown a few commercials on television. Instead, they have taken to social media, they took to internet advertising, and more recently some incredible billboards,
Advertising on the sides of busses
Even sponsoring star studded events!
And yet many in our community have been upset. Upset that BlackBerry hasn’t marketed to their liking. Essentially, upset that there’s not commercials on TV, or that they don’t believe that the images used by BlackBerry are up to par. The primary complaint has been that social media is not enough. And what must be recognized, is that those that are saying this is not an acceptable marketing strategy, are using also using social media to attempt to make a name for themselves. In truth, we are too. Why? Because it is effective. I’ll let you readers in on a little hint. The vast majority of our traffic, since the beginning of UTB, comes to us from social media.
Social media seems to be the choice of advertisers nowadays. Standard Media Index, a company which tracks the spending of 80% of U.S. agencies witnessed an increase in advertising across all media this November compared to last November. The percentage of increase is very telling.
Television advertising saw a very respectable increase, much more so than I would have believed. Specifically, Cable TV had an increase of 18%, Broadcast TV saw a 15% increase, Spot TV 11%, Syndication saw a very respectable 25% increase, Local Cable beat them all with a 28% increase over last year. All together, TV advertising saw an increase if 17%.
Very impressive until you see the increase on the digital side. Let’s run through these amazing numbers. Content/Search increased 20%, Ad Networks at 41%, Digital TV networks 21%, Internet radio 76%. Very impressive! But you haven’t seen anything yet. Video sites saw an increase of 92%. And the ultimate winner in the game of who had the biggest advertising spend increase? Social media sites, with a whopping 116%. In all, digital advertising saw an increase of 37% versus TV’s 17%.
Now, of course, we are talking increase in spend. Does that mean these advertisers spent more dollars on digital than it did on television? Of course not. And I doubt they did. I am making nothing more than a guess in assuming television advertising probably costs more than digital/social media advertising. But what we can safely ascertain from these numbers is what these companies see as a better medium to increase their investment.
So if you hear BlackBerry isn’t marketing, be assured they are. If you hear that they are marketing incorrectly, just know that they are focusing in the realms that are seeing the most growth. One again, BlackBerry, under the leadership of John Chen is following that old work place slogan, ‘work smarter not harder’. And for those that simply won’t budge in their ideas and would rather lambaste BlackBerry instead of seeing the almost miraculous recovery that is taking place… fine.
The Priv was on TV.