Optimizing branded content sales at scale provides the competitive edge to sustainably grow market share in 2019 and beyond
The Top 10 Media Companies by market cap are 90% US Based. The US is the world leader in innovation within media, and ELEVEN Digital, Inc. is developing technology to enable the US to retain its competitive advantage.
Let breakdown what some of these well-known content owners are spending on content to win the war of the attention. As wise business people know, the war for attention is important because they business that captures the largest share of mind in the American consumer population has the opportunity to capture the largest share of wallet.
Let’s break it down.
Everyone in a war for attention. The real question is which of these content owners are developing the operational process to create self-sustaining business units.
ELEVEN’s technology helps our customers develop the operational processes that create self-sustaining business units.
Our technology is focused on creating operational efficiencies that reduce the cost of buying and selling branded content at scale. Millenials are the largest consumer group in America and are spending over $200B on goods and services annually. Millenials love content and will engage with branded content as long at it is authentic.
ELEVEN’s technology enable both media companies, brands, and agencies to win the war for attention together in the most cost effective way.
In 2018 Nielsen reported, “ In fact, American adults spend over 11 hours per day listening to, watching, reading or generally interacting with media. Behind this surge are the growing use of new platforms, as well as the younger, multicultural generations who leverage them” (Nielsen, 2018). As Millennials raise families they are continuing with their media consumption habits as they evaluate what services they are going to use in their everyday lives. Marketwatch writes in 2018 that “. Parents with children aged eight to 18 years of age spend over nine hours with screen media each day, according to a 2016 survey of 1,700 such parents by Common Sense Media, a San Francisco-based organization that examines the impact of technology and media on families” (Marketwatch, 2018). In addition the generation before Millenials - Gen X - is one of the largest consumers of youtube according to Mediapost. Mediapost, “Gen X loves Facebook, and they’re big on YouTube, too, accounting for more than 1.5 billion YouTube views per day” (Mediapost, 2018).
To reach the largest cross section of multi-generation wealth brands must update their messaging and distribute it through channels that their target audience will engage with as content verses interruptive ads they ignore.
With ad fraud in disruptive channels rampant and cost brands approximately $7B in 2018, change must come (AdWeek, 2018) .
In light of Marc Pritchard calling for global agencies to create the type of media buying efficiency that create real value for the clients at scale, AdWeek as put out a clarion call in 2018 to help Marc achieve his goals. AdWeek writes, “It’s time to stop asking how many “impressions” an ad got. Brands and agencies both need to refocus on delivering experiences that people will appreciate and trust.
This is why this is important now.
Adweek writes, “As chief brand officer of Procter & Gamble, [Marc] Pritchard manages a significant share of the global advertising budget—which is expected to hit $600 billion by 2021—and he recently issued an ominous warning: P&G would no longer waste money on digital media channels that can’t prove that customers are seeing its ads. According to the Association of National Advertisers, only one-quarter of all digital ad spend ever reaches actual people. It’s no wonder more and more brands are joining Pritchard and reconsidering where their money is going” (Adweek, 2018). This is not going away and in 2019 the problem has only become more acute for media companies, brands, and agencies alike.
At ELEVEN, our founding team has been in the weeds of media looking at how technology provides the operational efficiencies that deliver more profits to advertisers & content owners and consistently deliver experiences consumers love. Pairing our deep expertise in media & technology with our hunger for understanding the evolution of market enables us to identify the signal in the noise.
ELEVEN Digital is building technology to help media companies, brands, and agencies evolve together to meet the needs of the modern consumer at scale.
ELEVEN’s technology transforms how branded content is discovered, purchased and collaborated on across every distribution channel. ELEVEN empowers brands and publisher alike to win with Millennials in 2019 and beyond. ELEVEN makes it easier for advertisers to discover the right branded content opportunities that reach their target audience across every distribution channel at scale. Simultaneously, our technology drives down the cost of branded content sales for publishers through scaling revenue opportunities like never before.