Nielsen Probes Viewers’ Minds

Posted by admin on September 20, 2016
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Recent advancements in digital technology have made it possible for viewers to consume their entertainment of choice on a scale like never before. But as the number of screens per person increases, the way people interact with their devices has also changed. As a result, Nielsen Consumer Neuro is working with the Council for Research Excellence to improve the methods in which media consumption gets measured.

The challenge, however, lies in the technological distractions we’ve become accustomed to. According to Carl Marci, chief neuroscientist at Nielsen, “it’s not a black-and-white situation, and in some cases things that might seem like a distraction—including co-viewing and even second screens—can enhance engagement with the way people watch TV.” One study in particular, conducted by the CRE, implemented “a variety of biometric measurement techniques to understand people’s conscious and unconscious interaction with media.”

Although media technology continues to advance exponentially, Nielsen is dedicated to improving their system of measurement and providing accurate results for the advertising industry.

To learn more, read the MediaPost article here.

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National TV Ad Spend Up 3.2%; Cable Gains 5.6%

Posted by admin on September 13, 2016
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July was a significant month for the advertising industry with a 3.2% increase in national TV ad dollars, bringing the total to $2.46 billion. The market survey was conducted by Standard Media Index and was based on data from 70% of national media agency billings. Cable networks showed the strongest results with growth of 5.6%, with broadcast networks up 1%. “Cable news networks benefited from higher ratings as a result of strong interest in the presidential election race.”

Live sports continued to benefit broadcast networks; NBC saw a ratings increase as a result of pre-Olympic programming and CBS attracted viewers by airing a major golf tournament. Last year, upfront deals were set in a weak marketplace and saw a 3% decline but SMI says total U.S. ad spending regained that 3% this July.

This increase in TV ad spending means advertisers have confidence in the platform’s ability to deliver results, a great reason to get a DRTV media campaign started.

To learn more, read the MediaPost article here.

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Picture’s Bright as Ever for Television, Despite Challenges from Social Media

Posted by admin on August 29, 2016
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The advancement of mobile technology has given digital advertising a viable platform but the internet has only helped make television and its advertisements more available. According to the Evening Standard, “television remains the most engaging entertainment medium despite, and even because of, our addiction to smartphones”. With companies like Google and Facebook accounting for nearly all the growth in digital ad revenue, TV is a more profitable option than online advertising.

Although the Evening Standard article opens by examining the beneficial correlation between digital and television platforms, it discusses the consumer relationship as well. “In this media eco-system, traditional broadcasting, with a daily schedule and appointment viewing, still matters because it helps us to navigate a world of limitless content”. This re-iterates this importance of live broadcasting, the reason television will continue to thrive.

To learn more, read the Evening Standard article here.

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HULU Aiming for 2017 Launch of Live Broadcast Channels

Posted by admin on August 24, 2016
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The streaming-video service, Hulu, is working hard to expand its business into live television. Hulu has been actively working for the last six months on this project, which includes, “cutting deals for local TV channels in markets across the U.S.” The main distinction between consumers who maintain cable subscriptions and those who’ve chosen to “cut the cord” is the opportunity to watch live sports and news. However, Tim Connolly, the senior VP at Hulu has made it a priority to offer this service, “Local TV provides the best content experience, so that’s what we want…to be able to watch the local game.”

Now that live-streaming video is a commonplace capability for internet networks, Hulu is ready to expand their personnel and create infrastructure for the service. Mike Hopkins, the CEO at Hulu had this to say, “We’re going to roll this out as soon as possible. Customers will have the option to buy Hulu’s live TV product as a standalone service, or bundled with the SVOD (streaming video on demand) service.” Nearly 80% of Hulu subscribers also have cable or satellite TV services but the push for adding live TV is clearly aimed at the remaining 20%.

By blending the on-demand and live platforms, Hulu is trying to offer all possibilities to their customers, which also results in more opportunities for advertisers. To learn more, read the Variety article here.

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After Strong Upfront, a Growing Optimism about TV

Posted by admin on August 10, 2016
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Digital platforms have been seen as the up and coming rival in advertising but ad fraud and viewability issues are sending buyers back to television. In a recent publication from MediaLife magazine, Bill Cromwell had this to say, “After a surprisingly strong upfront, new forecast predicts stronger spending this year on TV, a trend that may continue into next year if the current backlash against digital continues.”

Although ad fraud and viewability issues contribute to the movement away from digital advertising, the MediaLife article suggests there are other factors as well such as political and pharmaceutical spending. “The prediction for TV gains comes after a robust upfront that wrapped up much earlier than the past two years, thanks to greater demand from advertisers.”

To learn more, read the MediaLife article here.

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Lawmakers Question FTC About Ad Fraud

Posted by admin on July 19, 2016
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Two senators, Mark Warner (D-Virginia) and Charles Schumer (D-New York), have recently addressed the Federal Trade Commission in an attempt to regulate fake Web traffic, an issue that impacts not only advertisers but consumers as well. According to a study by the Association of National Advertisers, “online ad fraud will cost advertisers $7.2 billion globally this year”. Unfortunately, these losses will be offset by the consumer in the form of higher prices for goods and services.

In a letter to FTC Chairwoman, Edith Ramirez, the senators said, “Bots plague the digital advertising space by creating fake consumer traffic, artificially driving up the cost of advertising”. Despite the fraudulent nature of these bots, the senators also added that “many are advanced enough to analyze consumer web activity in order to re-target advertisements based on individual browsing preferences.”

It is important for both consumers and advertisers to be cautious of online ad fraud. Digital technologies have advanced quickly but reform will be necessary “to protect consumer data and mitigate fraud within the digital advertising industry”.

To learn more, read the MediaPost article here.

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TV Advertising Improves Apps’ Chances

Posted by admin on July 12, 2016
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A new study from the Video Advertising Bureau has recently found a direct correlation between television advertising and mobile app traffic.  Danielle DeLauro, senior vice president of strategic and sales insights for the VAB said, “TV is unparalleled in its ability to sell stuff…to be a major player in the category, you have to have a TV campaign”.

One aspect of the evaluation compared TV spending with traffic for 60 mobile apps and found “77% of those cases showed a direct correlation between television ad spending and app traffic”. Television ads were also found to boost the launch traffic for new mobile apps. “Games such as Blossom Blast and Mobile Strike each saw roughly a 2 million increase in unique visitors within a month of starting television advertising”.

Although the mobile platform was seen as a competitor in the advertising industry, television is still the best way to get the word out about a new product.

To learn more, read the MediaPost article here.

TV Is Still the Most Effective Advertising Medium

Posted by admin on July 05, 2016
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The television industry has changed quite a bit over the last few years but a new study from MarketShare concludes that TV is still the most effective method of advertisement. After analyzing all types of media outlets (TV, online display, paid search, print and radio) MarketShare stated, “TV has the highest efficiency at achieving key performance indicators like sales and new accounts.” The study also took budgetary differences into consideration and found, when analyzed at similar spending levels, “TV averaged four times the sales lift of digital”.

Isaac Weber, VP of strategy at MarketShare, had this to offer regarding the effectiveness of television advertising, “TV is the giant megaphone. When you want to get a message out, that’s still really the most powerful means to do it.”

To learn more, read the AdWeek article here.

Advertisers Have Seriously Underestimated TV’s ROI

Posted by admin on June 17, 2016
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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
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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.