DR advertising

How Trump Win Explains Future of TV Advertising

Posted by admin on November 14, 2016
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The outcome of this year’s presidential election surprised many people because the expectations predicted anything but the actual results. In an article from Media Post, this recent political upset can be attributed to the differences between attitudinal and behavioral marketing analysis.  “Studies and tools have focused almost exclusively on using attitude or “intent” to justify investment or success. The problem is that these studies and tools can be wrong. Intent to purchase is not a purchase, and one doesn’t always correlate with the other.”

However, television media measurement is making significant changes as companies strive to develop behavioral analysis tools. Instead of relying on survey questions or making assumptions about a target audience, advanced TV data sets have the potential to analyze customers based on actual viewing behavior. “The strategy of focusing on behavior vs. intent will reveal far greater insights and accuracy than ever before.”

To learn more, read the Media Post article here.

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The Cub’s Game 7 Win Is the Most-Watched World Series Game in 25 Years

Posted by admin on November 07, 2016
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Last week, more than 40 million people tuned in Wednesday night to watch the Chicago Cubs defeat the Cleveland Indians for their first World Series title in 108 years, making it the most watched World Series game in 25 years. Fox Sports was the other victor this season as ratings propelled the network into first place within the coveted 18-49 demographic. “The World Series has been an advertising windfall for Fox Sports, which charged more than $500,000 per Game 7 spot, according to sources.”

In addition to companies like Apple, Google, Ford, etc. who can afford to run ads at over $16,000 per second, the presidential candidates also continued their national ad-spending with multiple spots throughout the game. “Last year’s World Series, which went just five games, took in $240 million in ad revenue, according to Kantar Media.” With the income from advertisements during two additional games, the Chicago Cubs aren’t the only ones celebrating this year.

To learn more, read the AdWeek article here.

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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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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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The Election Bowl

Posted by admin on September 11, 2014
DRTV Direct Response Television, Television Networks / Comments Off on The Election Bowl

Our favorite time of the year for commercials is fast approaching. Sorry I’m not talking about the Super Bowl. Stations are gearing up for the mid-term elections this November to expand coverage regardless of the fact that it is a non-presidential politics year.

Broadcasters are placing more emphasis on fact checking and fairness rather than acting as another outlet for talking points this election season. For example, the NBC affiliate station in Harford, CT, WVIT, has launched a new half-hour Sunday morning political show that will air weekly before Meet the Press through November 2. While broadcasters are looking to increase election coverage, they will be careful not to overdo it.

To learn more, read the three part special report on election coverage at tvnewsweek.com.

~ Sarah Thaler

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Data is the New Currency

Posted by admin on August 28, 2014
DRTV Direct Response Television, Search Engine Optimization and Marketing / Comments Off on Data is the New Currency

Think back to the last thing you purchased. Did you think to count the number of touch-points you went through when making that purchase? Researchers estimate that the average consumer needs to be ‘touched’ 5-7 times by marketing messages before making a purchase. Why so many? Because consumers are using multiple media outlets (i.e. TV, online, digital, social) when making a purchase requiring the direct response marketing industry to move in a new direction: towards big data.

In direct response marketing, the ultimate objective is always conversion. Focusing on big data allows businesses to correlate multi-channel marketing campaigns with real-time results and to evaluate the channels a consumer might use to purchase. DR marketers should remember the message is no longer the only secret ingredient to a successful campaign.

To learn more why your business should consider big data, click here.

~ Sarah Thaler

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A New Hybrid Media Form

Posted by admin on August 21, 2014
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Ever wondered what would happen if short form and long form had children? No need to ponder this thought anymore because it’s already happened. For decades short form was the standard for commercials allowing enough time to demonstrate product benefits and include a call-to-action without losing customer attention. On the other hand, long form was popular with high- priced products, which required more feature education.

Enter the hybrid of short and long form. Introducing the 5-minute break referred to as “mid-form.” Networks have experimented with this 5-minute option over the last few years and are expanding the option as researchers notice a trend of increased sales conversions from leads, particularly for the pricier products. Why is mid-form so successful? Simple: demonstratability and less clutter. Mid-form allows more time for educating and demonstrating product features and benefits than short-form but less clutter than long-form. Result: increased customer retention and product and brand awareness.

To learn more about mid-form, click here to view full article.

~ Sarah Thaler

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Behind the Blackouts: Media Moguls Battle it Out

So far this year, there have been three battles between TV distributors and Media companies, in part due to the lack of new subscribers to TV, and the rising cost of carrying many channels to these satellite providers. Companies such as Viacom have become more profitable since 2010, while satellite TV providers profits have plateaued as they fight each other for new subscribers. The result has been bitter legal battles over carriage fees between companies like Disney, Tribune, DirecTV and Dish Network.

In March, Tribune pulled its programming from DirecTV after the two media giants failed to reach a settlement during contract negotiations. The result was the loss of local CW and Fox affiliates, including shows like “American Idol,” “Glee,” “New Girl” and “Gossip Girl.” Baseball fans were also in the dark, as they lost the Cubs and White Sox via WGN America, the Mets via WPIX-TV in New York, and the Phillies on WPHL-TV in Philadelphia. The deal was later resolved, but not without public scrutiny for both sides.

At the end of June, Dish Network dropped AMC Networks, which include channels AMC, IFC, We TV, because AMC Networks forced Dish to carry IFC and We, which Dish stated did not get sufficient ratings. AMC claims this is all just because of an unrelated lawsuit between the two companies; nonetheless, loyal Breaking Bad and The Walking Dead viewers are out of luck as the dispute continues.

And just Tuesday, Viacom pulled its channels from DirecTV after they failed to agree to a 30% carriage fee increase. Viacom’s channels, which include Comedy Central, MTV, Nickelodeon and many others, have gone black on their respective DirecTV stations. The result has been a scathing advertising battle, in which Viacom is now advising people to switch carriers, a negotiation tactic to get their 30% increase, says DirecTV.

DirecTV refuses to cave on the fee increase, and says Viacom is making a mistake and its ratings will suffer. Ms. Denson of Viacom countered that, ”in the long term, DirecTV will endure long-term asset loss from customers leaving or customers never coming on in the first place.”

Whatever the outcome ends up, we’ve been taking note of the bitter battles between satellite carriers and TV giants, and the industry’s cost pressures could mean the battles are likely to continue.

You can read more at abcnews.com.

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Upfront Report: General Advertisers Spending is Up, DR Advertisers Time to Strategize

Posted by admin on April 20, 2010
DRTV Direct Response Television / No Comments

Most brand advertisers plan to step up their media spending on television for the 2010-2011 season, according to a recent survey by Advertiser Perceptions, Inc. However, they are being strategic about their spending, and allocating it to larger networks, and slimming down spend in broadcast markets to allocate budget toward more digital avenues.

 

This is important for DR Advertisers, who intend to keep their media within budget and still reach their target audiences. Reaching audiences through broadcast markets can be done. The execution needs to be strategic, timely, and with enough frequency to pique consumer interest. Highly targeted demographics can be reached through the broadcast avenue. While the larger networks will still have available DR time available, more brand advertisers entering this space means higher rates. To stay in budget a strategic broadcast focus could keep a DR Advertiser in budget and still meet demographic goals. To learn more about Upfront Spending go to Media Daily News.

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