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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.

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

Posted by admin on June 13, 2016
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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.

Increased ‘Upfronts’ Spending Revives Confidence in TV Advertising

Posted by admin on April 29, 2016
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The consumer trend known as ‘cord-cutting’ has caused ad-sales to decline in the past but this year, the “upfronts” sales period shows strong potential for Broadcast and Cable networks. Despite the drop in total ad spending over the past few years, “media buyers and analysts suggest commitments could rise 3% – 5% in this year’s upfront market”. One reason for this resurgence involves the advertisers who decreased spending during the upfronts last year and ended up paying up to “20% premiums for commercial time later in the year”.

There have also been some concerns with digital advertising and the transition back to television could be one explanation for the increased TV ad-sales. Marketers have had issues with “fake web traffic generated by computerized ‘bots’ and the lack of consensus on how to judge when a digital ad is considered viewable”. Although live viewership has declined throughout the industry, “the greatest strength of television remains its ability to reach large numbers of people simultaneously”.

To learn more, read the Wall Street Journal article here.

Spoiler Alert: A Playbook for Marketing in the Era of Live Media

Posted by admin on March 30, 2016
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The shift in media consumption from live programming to on-demand/streaming platforms has given consumers more options and control than ever before. While the majority of viewers choose to watch regularly scheduled programs at their convenience, “marketers have made live media events such as the Super Bowl and Oscars nearly unrivaled opportunities to strike advertising gold”.

Within the past few years, GE has shifted its media strategy to focus on “live sporting events and award shows, as well as zeitgeist moments such as season premiers and finales”. With 92% of their advertising budget spent on live programming, GE has seen nothing but positive results. “Industrywide, live programming over-delivered primetime’s regularly scheduled programs by as much as 416% among 18-49-year-olds in 2015”.

Although some broadcasters haven’t modified their strategies to reflect new audience dynamics, networks like Fox have announced they will only recognize live viewership ratings for live events such as sports. “Overnight ratings aren’t the only metrics that matter and changing the conversation starts with abandoning legacy models of measuring”.

The previous methods of live audience measurement are outdated as the industry works toward the combination of digital and television platforms. Just as media buyers need to rethink their planning, networks also need to reconsider their programming and events that court live viewership. For Direct Response advertisers, this could mean more inventory in other programming at discounted rates.

To learn more, read the Ad Age article here.

Expanding Consumer Choice in the Video Marketplace

Posted by admin on March 01, 2016
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The FCC has recently approved a proposal that has potential to offer consumers subscription-based alternatives to their cable box. “Instead of having to rent the box from, say, Time Warner or ATT Uverse, you will be able to add that subscription onto your Apple TV, Fire TV, Android TV and Roku boxes.”

If passed, the proposal will inevitably decrease rental fees by introducing cable companies to some much-needed competition. The FCC’s summary of the proposal stated, “Consumers should be able to choose how they access the cable or satellite services to which they subscribe.”

This proposal shows the power of streaming content as industry standards continually change to favor consumers who are ‘cutting the cord’ between outdated and expensive cable providers.

To learn more, read the FCC Blog here

Nielsen Launches ‘Social Content Ratings’

Posted by admin on February 09, 2016
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Nielsen has recently announced plans to expand their digital rating system by launching the ‘Nielsen Social Content Ratings’. The program currently measures TV related conversations across Twitter but will soon include Facebook and eventually, Instagram. “Nielsen’s Social Content Ratings will be the first solution to measure aggregate-level program-related conversation”.

Television content has become a multiplatform media landscape. Nielsen has responded to industry needs by adapting their services to “reflect the total audience across screens and platforms”. By using these measurements, Direct Response advertisers will soon be provided demographics across social media to compliment the viewing numbers already reported by Nielsen.

To learn more, read the Nielsen Press Release here.

Forget Generation X, or even Y. Meet Generation C.

Nielson, the industry’s leader in media research, ratings and data, has a new demographic, dubbed “Generation C,” or Americans 18-34, who are quickly becoming both a challenge and an opportunity for marketers, and redefining media consumption with their embrace of new digital technology.

Gen C makes up only 23% of the US total population, yet they make up 27% of Americans watching video or using social media, and over 30% of Americans using tablets. In fact, Gen C makes up a whopping 39% of all smart phone users in the US.

Gen C, who grew up alongside the growth of the internet, cell phones, social media, and the technology boom, has “taken ownership” of new media, changing the way advertisers and marketers approach them. New technology provides the opportunity for new content and new ways to distribute it, and Generation C knows how to access it better than any other age demographic out there. For us at TM and DR advertising, this means an opportunity to stray away a bit from TV in the future and expand into internet and mobile campaigns, while still using the results driven approach DR advertising requires.

From audio/video to augmented reality, Generation C’s fearless adaptation of new media is “representing both a challenge and opportunity for marketers and content providers alike.”

Read more at Nielsen.com.

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WGN Completes Rebrand & Launches In April

Posted by admin on June 04, 2009
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WGN America

NEW YORK, April 9, 2009  Between Hollywood and Harlem is a place called America. WGN America.

There is more to modern America than the coasts: from Amarillo, Biloxi, Charleston, Daytona, Eugene, Fargo, Greenville, Helena, Indianapolis, Juneau, Knoxville, Lansing, Miami, New Orleans, Oklahoma City, Pensacola, Quincy, Roanoke, Spokane, Terre Haute, Utica, Victoria, Wichita, Xenia, Yuma to Zanesville, WGN America engages the magic of America.

 

With the transition from Superstation WGN to WGN America complete, the new WGN America premieres this month with a new cohesive visual package and sonic presentation that reflects the spirit, diversity and imagination of the American experience. WGN America reaches viewers in towns and neighborhoods throughout the USA, and WGN America’s newly created on-air vision captures this span–from big cities to small towns–with a cinematic picture of the American vista. WGN America is also introducing a new logo, new graphics (including seamless flow show opens and seamless flow billboards) and for the first time, the network has a sonic logo. Read more here.

 

Microsoft Announces Bing

Microsoft announced it will replace “Live Search” with “Bing” as search engine to contend with current competitor Google. They are renaming the search engine in an effort to drive search traffic and have “bing” become apart of search rhetoric. While the name certainly has a ring to it, only time will tell if we will start to “Bing” rather than “Google.”  Read more at New York Times.

Coke Pushes For Pay-for-Performance Model

Posted by admin on April 27, 2009
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Getting consumers to pour themselves a nice fizzing glass of ice cold Coke, has never been easier for Coke, that is. Recently, Coke has adopted a P&G favorite, the Pay-for Performance Model for agency work. This model ensures value-based compensation, and is quickly becoming an advertiser favorite. This method allows for agency accountability, when something works, the agency sees some of the profit, if not they only recoup agency expenditures. ROI is coming to the forefront of brand advertising, something the direct response industry has held as a tried and true standard. Read more at AdAge.