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Digital Advertising In Detroit: How To Get Found Online

Sep 30, 2022 10:41:22 AM / by Larry Julius

Last year, $2.6 billion in marketing was spent online to reach Southeast Michigan consumers, according to projections based on the 2021 IAB Internal Advertising Report.  This is 35% more than was spent during the prior year.

There is a correlation between the massive amount of money being spent to reach Detroit consumers online and the extraordinary amount of time that these consumers are connecting to the internet via websites and apps.

According to Nielsen, 47.2% of Detroit adults are spending 10-plus hours during an average week online. Furthermore, The Pew Research Center, a public opinion research company, reports that one-in-three consumers say they are online constantly. A 50% increase from 2015.  In all, 85% of consumers say they connect at least once daily.

To successfully market and advertise a Detroit business on the internet requires a full-scale understanding of precisely what online marketing is.  Spoiler alert, having a website or having a social media site is not enough.

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Topics social media advertising, digital advertising, online advertising, web traffic, website visitor, social media, online shopping, google, internet, internet advertising, sem

Smart Speaker Usage in Detroit: A Conversation With Alexa

Jun 23, 2022 12:34:27 PM / by Larry Julius

Me: Alexa, how many consumers In Southeast Michigan have access to a smart speaker?

Alexa: According to a recent Nielsen study, 997,807 Detroit adults own a smart speaker. This is 28.4% of the local population.*

Me: Alexa, what exactly is a smart speaker?

Alexa: According to Wikipedia, A smart speaker is a type of loudspeaker and voice command device with an integrated virtual assistant that offers interactive actions and hands-free activation with the help of one "hot word" (or several "hot words"). Some smart speakers can also act as a smart device that utilizes Wi-Fi, Bluetooth and other protocol standards to extend usage beyond audio playback, such as to control home automation devices. This can include, but is not limited to, features such as compatibility across a number of services and platforms, peer-to-peer connection through mesh networking, virtual assistants, and others. Each can have its own designated interface and features in-house, usually launched or controlled via application or home automation software. Some smart speakers also include a screen to show the user a visual response.

Me: Alexa, what brand of smart speakers are Detroit consumers likely to own?

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Topics smart speakers, amazon echo, google home, siri, alexa, google, advertise in Detroit, apple, amazon, advertising in Detroit

Advertising On Detroit Radio: How Smart Speakers Add Value

Sep 28, 2021 12:19:50 PM / by Larry Julius

Since 1920 when WWJ-AM signed on, Southeast Michigan small business owners have been advertising on Detroit radio to market the goods and services they sell.

Lately, some of these advertisers are voicing concerns, though, that the accelerating use of smart speakers could erode the effectiveness of commercials on local stations. Current research, however, reveals that these devices actually extend the reach of the medium and its ad content.

More than 993,674 consumers in Detroit have a smart speaker in their homes, according to Nielsen. This is 30.4% of the local adult population.

Smart speakers are internet-enabled devices controlled by spoken commands and capable of streaming audio content, relaying information, and communicating with other devices. 

According to the Cooperative Institutional Research Program (CIRP) data, Amazon Echo (aka Alexa) accounts for 69% of all smart speakers in use. Google's smart speaker makes up another 20% of the market. The remaining 11% of the market comprises Apple Home (aka Siri), Sonos, and Bose.

Detroit consumers can use their smart speakers to accomplish a diverse range of tasks, including accessing news, weather, and sports information; turning on lights in the house; shopping; and food delivery.

The most common use of a smart speaker, though, is streaming audio, including Detroit radio stations, according to eMarketer. Edison Research's Share of Ear Study indicates that consumers devote 13% of their total time using a smart speaker listening to AM/FM radio stations. This is second only to the time spent listening to Amazon Music at 19%.

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Topics small business, small business owner, radio advertising, online advertising, streaming audio, small business marketing, small business advertising, effective advertising, radio listening, smart speakers, amazon echo, google home, siri, alexa, google, how to advertise, apple

How Smart Speakers Affect Advertising On Detroit Radio

Feb 4, 2021 1:42:15 PM / by Larry Julius

Detroit's first radio station, WWJ-AM, began broadcasting on September 15, 1920.  The process of getting the station's programming from the studio into the home of local listeners required tall-transmitting towers with miles of underground copper wire in the middle of massive fields.

For the next 73 years, this massive investment in real estate, steel, and cooper was the only method of delivering a radio advertiser's message into the ears of Southeast Michigan consumers.

In 1993, however, new technology permitted Metro Detroit radio stations to augment the reach of their tall towers by simultaneously streaming its over-the-air programming via the internet. This provided local consumers with the choice of listening to their favorite stations on their car radios, clock radios, and boom boxes or on an internet connected devices like computers, smartphones, or tablets.

Today, based on estimates from Edison Research, 11% of listening to local radio stations occurs on a streaming media device.  The ability for AM/FM to migrate from their tall towers to internet streaming allows Detroit radio to reach more local consumers every week than all other media.

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Topics small business, small business owner, best way to advertise, streaming audio, small business marketing, small business advertising, advertise on detroit radio, smart speakers, amazon echo, google home, siri, alexa, google

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