Despite significant shifts in outdoor entertainment from magazine, radio and television advertising to digital, mobile and/or social advertising by many outdoor companies, research shows, in most cases, that the swing to new media and mobile is akin to leaving fish to find fish.
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“Outdoor Life, Media Usage & Economics by Generation,” a 22-page report released April 2018 by blue-chip independent media consultant Brad Adgate, frames the generational architecture of America’s population (Millennials, Generation X and Baby Boomers) around each group’s economic reality, media consumption and recreational preferences, building a strong case that new media, social and mobile brand-ad placement remains an anemic alternative to traditional media as key influencers in the sale of new outdoor products.
With its focus on hunt-fish-shoot outdoor entertainment, the detailed and well-documented findings of Adgate are must-read for business managers and marketers working in the traditional outdoor space. The paper uses stark objectivity to paint its portrait of the financial challenges faced by mid- to late-Millennials and Generation Z, the world’s wholesale adopters of everything digital and mobile.
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Taking all of the data from this research project into account, under the heading “Finding the Media Mix,” readers may discover this excerpt, which speaks pointedly to present-day media consumption:
“The largest and (to date) most inclusive study [2016] on advertiser’s ROI came from the Advertising Research Foundation (ARF). The study measured over 5,000 ad campaigns using 12 years of data that totaled over $375 billion in spending. It tracked over 100 product categories across 45 countries.
“ARF’s ‘How Advertising Works’ found that when advertisers drop traditional media for digital, the result was a decline in sales. ARF then offered recommendations, which included: investing in a number of platforms instead of shifting dollars from platform to platform; adding traditional media to digital media to boost ROI; and using traditional media and new media, not just mobile, to reach millennials.
“Additionally, ARF found that when digital media is added to television, a brand’s ROI grows by 60%, the highest of any media combination.”
The Adgate research was commissioned by Pursuit Channel. The full paper and an executive summary prepared by the network are available at https://goo.gl/MNZQWn and https://goo.gl/EFZTse, respectively.
Pursuit Channel, www.pursuitchannel.com, a leader in high-definition outdoor entertainment delivery, is active on DIRECTV HD (604 PRST), AT&T HD (1644), DISH Network (393 PRST), Fios by Verizon (818) and Centurylink Prism (1677). Mobile and desktop enthusiasts will find the network digitally at www.pursuituptv.com.
MOOSE Media, www.moosemedia.com, represents producer time-buy, network advertising campaigns and many marketing functions for the Pursuit Channel. MOOSE is also a content producer of original television and digital video features for such clients as Ducks Unlimited and GameKeepers of Mossy Oak.
CONTACT: MOOSE Media @ (662) 492-4000
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