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Editor’s Note: The Third Leg — Media Drives Technology and Commerce

1 Jun, 2017 By: Thomas Haire Response


Recently, the Response team was brainstorming on our positioning in the evolving world of media, technology, and commerce. As the team discussed some of the other events and publications in these spaces, we began to focus down on how each one fit into the five-step consumer journey that we’ve spent much of 2017 highlighting — both in these pages and at April’s Response Expo.

We noted quickly that the events that we’ve partnered with in recent years — eTail, IRCE, DMA, and others — seemed to have one thing in common: a focus on commerce and technology. That means most of the exhibitors and sponsors involved in those shows are hitting two (or perhaps three) steps of the consumer journey, at best — mainly the purchase and post-purchase steps.

At Response, though, we’ve been covering media, commerce, and technology — as well as all five steps of the consumer journey — for a quarter-century. What’s been missing on the event and trade magazine landscape for many of those who make their living in the technology and commerce spaces is an event that includes that third leg — media — as well.

Long-time readers of Response and attendees of Response Expo know how dialed into the media world we’ve been. Starting with TV media — still a stalwart partner of ours, both from the network and agency side — Response has segued into covering emerging digital media in recent years.

While digital media is changing as fast as technology and online commerce, one thing remains true — even if digital gets all the buzz: TV is the 800-pound gorilla on the media landscape. Not only that, TV media remains the top choice for the leaders of the digital revolution.

Don’t think so? Check out these numbers from our research partner, Kantar Media:

  • In 2016, Google spent $350 million in media, up 51 percent from 2015. How much was spent on TV media? $260 million, accounting for 74.3 percent of the company’s total media spend.
  • Fellow online behemoth Microsoft spent $746 million in 2016, up 6.6 percent from 2015. Its TV media spend, however, rose 7.2 percent to $506 million — accounting for 67.8 percent of the company’s total.
  • Finally, Facebook expanded its media spending nearly threefold in 2016, totaling $80.7 million. Of that, $47.5 million (or 58.9 percent) was spent on TV media.

That’s right: these three companies — known worldwide as among the largest internet/digital commerce businesses in the world — combined to spend more than $813 million on TV media in 2016. That’s more than 69 percent of their combined total media spend.

This is just more proof of the power of combining offline and online media with technology to drive commerce today. Response remains committed to remaining at the hub of these spokes — and to telling our readers and Expo attendees the full story.


About the Author: Thomas Haire

Thomas Haire

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