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The following is a transcription of the Tailwind Flash Briefing published November 18th, 2019. To listen activate through the Amazon Alexa Skill store.

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Tailwind Digital Minute Flash Briefing for November 18th, 2019

Good morning, listeners, today is November 18th and this is your Tailwind weekly digital minute. I’m Kristin Landry, Tailwind’s Director of Business Development, and joining me this week is our very own Managing Director, Leslie Dement.  We have a wide range of stories to tell you about but only a short amount of time so, without further ado, let’s jump ahead and dive straight into our first story of the week. 

LinkedIn Adds Data Validation To Their Sales Navigator

For years now, LinkedIn has utilized their sales navigator as a major component of B2B sales stack for customers. As of last Wednesday, however, it will now be just as useful for your company’s CRM software as well. 

Meant to provide easier usage options to the thousands of users that synchronize their CRMs with LinkedIn, this new update to the Sales Navigator will log activities, auto-save accounts and run searches with filtering capabilities that identify whether or not a match is already a part of the CRM. 

Essentially this means that Data Validation will be capable of automatically flagging contacts no longer listed within your CRM software and check daily against LinkedIn’s data to make sure your contacts are current and accurate. 

In their announcement blog, LinkedIn also showcased that right from the beginning there will be three key reports available to cover various necessities. The first of these is an opportunities at risk report that identifies when a buyer has left an open opportunity. The second will identify contacts of current customers who have joined new companies.

Which will make prospecting and lead research a breeze. 

Yup. The third and final report, however, is a review focused report that showcases out-of-date contacts that need to be updated.

Overall it seems that each of these reports demonstrates potential for sales and marketing team members to target and focus on clientele easier. It’ll also take out a lot of the daily maintenance that goes in to upkeep of sales lists thus freeing up time for more strategic work to be done.

Has TV Ad Spending Peaked?

On to our second story today, has TV ad spending already peaked?

It looks like it. According to research and forecasting by eMarketer, a leading market research company, Traditional TV ad spending in the U.S. is set to experience a 3% decrease this year, and larger in the years following. 

The firm is claiming that TV ad spending peaked in 2018 at $72.4 billion. Greg Sterling, a contributor that wrote about this for Marketingland, has also cited that digital ad spending now makes up over 51% of all ad revenue being generated presently. 

Digital video formats are also seeing increases in spending with investments into CTV ads topping $7 billion this year with projections to reach $12.5 billion by 2022. it appears that advertisers will be devoting 5% of all paid media budgets to CTV placements by 2023. 

By 2023, eMarketer is also stating that total U.S. tv subscribers will decrease from the current 86.5 million to 72.7 million. Worth noting is that global streaming subscriptions already outnumber cable subscribers and cable subscriptions have decreased by over 4% in the last year alone.  

 

Amazon Tops Google's Q3 Smart Speaker Market Share

Moving on now to our final story, it would appear to be that Amazon has topped Google’s total shipments for smart speaker and display units by a considerable margin. 

And according to market research firm Canalys, Amazon shipped over 10.4 million smart speaker or display devices in the third quarter alone. That’s almost 6 million more than Google’s 3.5 million devices shipped. It’s worth noting that Google is fourth in this race with Alibaba and Baidu having shipped 3.9 and 3.7 million devices of their own respectively.

In total, nearly 30 million units were shipped throughout the third quarter of 2019, compared to the 26 million shipped last quarter and the 19.7 million shipped in Q3, 2018. 

This dominating success for Amazon is being attributed to the strength of their direct channels, their Prime Day sales, as well as other promotions like their Echo trade-in program which allows users to send in their old device and receive credit towards the next generation. 

Another potential reason could come from Amazon’s advantage on the Smart Display category which has apparently grown 500% globally to reach 6.3 million units. Google has been trying to gain a competitive advantage with their Nest Hub Max but it is still falling behind the Echo Show 5. 

30 million shipped smart devices means 30 million new opportunities to reach users attempting to search organically and easily. And while voice is still a small channel, it’s important for marketers to prepare and leverage early insights to be ready for the boom that’s just on the horizon. 



On that note, that marks the end of the three stories we wanted to share with you today. To see a full transcript of the Flash Briefing as well as links to further resources, join us over on FindYourTailwind.com/blog. 

Well, until next week, I’m Leslie Dement and I’m Kristin Landry ; Thanks for listening. 

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