{"id":4738,"date":"2022-01-20T16:03:05","date_gmt":"2022-01-20T16:03:05","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/20\/large-audiences-are-still-valuable\/"},"modified":"2022-01-20T16:03:05","modified_gmt":"2022-01-20T16:03:05","slug":"large-audiences-are-still-valuable","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/20\/large-audiences-are-still-valuable\/","title":{"rendered":"Large audiences are still valuable"},"content":{"rendered":"

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MarTech\u2019s daily brief features daily insights, news, tips, and essential bits of wisdom for today\u2019s digital marketer. If you would like to read this before the rest of the internet does, sign up here<\/a><\/strong> to get it delivered to your inbox daily.<\/em><\/p>\n

Good morning, Marketers, and the Superbowl reminds us large audiences are still valuable.<\/p>\n

I was struck by reports that NBC had sold most of its Super Bowl ad inventory by mid-summer and at a higher price than last year even though the audience was at a 15 year low. The two determining factors, of course, are scarcity and reach. An audience of 96.4 million may be a dwindling audience \u2014 but it\u2019s still a very large audience indeed.<\/p>\n

In a fragmenting world where individuals are increasingly willing and able to consume niche content on niche channels, the ability to reach a large and diverse audience has some nostalgic appeal. OOH advertising has been renewing itself through digital connections and singular events like the Super Bowl can put big brands in front of vast numbers of eyeballs.<\/p>\n

Such events are unlikely to become extinct \u2014 but they are becoming increasingly rare. Witness the plummeting audiences for the Olympic Games and the Academy Awards.<\/p>\n

Kim Davis<\/em><\/p>\n

Editorial Director<\/em><\/p>\n

Shorts<\/strong><\/p>\n

What we\u2019re reading. <\/strong>Scott Brinker reviews data<\/a> showing that two thirds of SaaS spend within companies is now managed by business units rather than IT. About 1 in 5 individual employees buy their own SaaS subscriptions and expense them. As he rightly says, it seems too late to call this \u201cshadow IT.\u201d \u201c(I)t\u2019s the kind of shadow that a towering landmark casts in the bright light of day. Tourists pay money to visit it and take selfies.\u201d<\/p>\n

Get your pass for MarTech. <\/strong>Free passes for our March 29-30 conference are now available<\/a>.<\/p>\n\n

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About The Author<\/h3>\n
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