Monthly Archives: June 2016

Advertisers Have Seriously Underestimated TV’s ROI

Posted by admin on June 17, 2016
Uncategorized / No Comments

A multi-year study, recently published by Accenture and ABC, examines the value of TV advertising and proves it to be growing stronger with the introduction of programmatic TV. The precise measurements of digital ad campaigns are now being introduced to programmatic television, making TV even more valuable than previously thought. According to the study, “participants reported about 18% of the ROI on digital channels is accounted for by TV, a conservative estimate that should be boosted by 10% on average.”

The past few years have shown budget trends shifting from television to digital and social media but this study examines why that may have been premature. With programmatic TV, advertisers will be able to track “everything from the network down to the daypart and audience data”, revealing the true value that exists within TV advertising.

To learn more, read the Digiday article here.

Most TV Networks Aren’t Dropping Ad Time

Posted by admin on June 13, 2016
Uncategorized / No Comments

The most significant shift in entertainment over the past decade has been the introduction of ‘on-demand’ viewing platforms. Instead of watching broadcasts in real time, companies like Netflix and Hulu allow viewers to watch at their own convenience. As a result, there was speculation that networks would be reducing ad time to try and win back viewers.

However, when comparing the last quarter of 2015 to the first quarter of 2016, the numbers suggest otherwise. According to Sean Muller, CEO and founder of iSpot TV, “Overall, for the 31 biggest broadcast and cable outlets, seven networks dropped prime-time ad loads, seven more were flat, and 17 rose.” Those numbers certainly don’t reflect a downward trend.

To learn more, read the Venture Beat article here.

Programmatic TV: The multi-billion-dollar ad tech that’s transforming television

Posted by admin on June 13, 2016
Uncategorized / No Comments

In terms of advertising, the differences between television and digital video are slowly becoming indistinguishable. Already a buying staple in digital media, programmatic TV offers “data and automation to precisely target specific consumer audiences”. With expectations to become a $17 billion dollar opportunity by 2019, there are some exciting advantages coming soon to the advertising industry.

So what does programmatic TV mean for advertisers? Advertisers have been limited to directing their campaigns based on age and demographic information but programmatic TV will also allow audiences to be targeted by geographic location, household income, etc.

“As television and digital video continue to converge, we move a little bit closer to video advertising’s holy grail: The ability to purchase premium inventory aimed at select audiences with a single media plan that covers television, mobile and desktop devices.”

To learn more, read the Recode article here.