“As of the end of 2016, living room TVs still accounted for 92% of viewing time in the US.” The way we watch TV is changing, but TV is still number 1 platform for advertisers. To learn more about the advantages of programmatic TV and why TV is still king for advertisers, click here.
DRTV Direct Response Television, Mobile Direct Response Advertising, Print Direct Response / No Comments
“DRTV […] gives advertisers two distinct advantages: more time to break through media clutter and remnant media rates that lower airtime costs by as much as 60% or more.” Learn more about how DRTV can help your business! To read the full article on Forbes.com, click here.
Advertisers will soon get a broader picture of viewership across platforms. Nielson will start including Hulu, YouTube TV and other digital platforms that live stream channels in a non-traditional TV pack (such as TV apps on SmartTVs). The ratings will include only the programming in which the ads that appear on digital platforms are the same as those that air on live TV so they will give a more accurate audience size for advertisers to consider. Read more here
Spot spending will be up in 2018 according to forecasts largely due to political. This is important to consider and plan for Direct Response advertising opportunities to lessen in local broadcast, though this could open up spending in cable and syndications. Overall, 2018 will likely see some tougher clearances as we head into the 2018 political season. Read more here
Cord cutting millennials are trying a whole new method of watching TV, one that older generations already knew. Millennials are discovering that they can watch major networks for free when they buy… an antenna. Almost a third of Americans are unaware that local TV is available free but with antenna sales back on the rise, some millennials are embracing traditional TV again. Read about it here
Six-second ads are moving from YouTube and expanding across the web. Fox announced this summer they will be adopting six-second non-skippable ads with their digital and on-demand platforms and eventually, even on linear television. A recent Google study found that 9 out of 10 bumper ads drove ad recall and 61% lifted brand awareness. These bite-sized ads will gain real traction across platforms by 2018 and brands are preparing. Read more here
Advanced audience targeting is coming with the launch of OpenAP. This is great news for brands with niche markets. This audience targeting database will help marketers target the right television viewers in the same ways they are able to target digital audiences. Read more about Open AP here
In the age of digital media and hyper-targeted ads, many investors think television advertising is on its way out. However, analysts believe that the TV advertising market could rise in the next few years. Credit Suisse media analyst Omar Sheikh points to new technology that will allow advertisers to more narrowly target relevant consumers beyond Nielson data. Read more about it here.
Every quarter, Nielsen releases a “total audience” report that provides an overview of the television industry. The latest report showed promising numbers for traditional television, in regards to weekly viewing hours. “When it comes to watching video, total adults spent 86% of their viewing time with traditional television in the fourth quarter of 2016, compared to about 14% for all other screens combined.”
While the use of smartphones and tablets has increased alternate screen viewing by two hours from the previous quarter, television remains stable. The report indicates also indicates promising numbers from Millennial audiences, “among adults under 25, TV is still the dominant screen.” To learn more, read the MediaPost article here.
A new study from DRMetrix examined the size of the direct response television industry and revealed it to be much larger than previously thought. After monitoring over 100 national cable networks, researchers found an average of 6.49 minutes of DR spots air every hour. “Joseph Gray, DRMetrix’s founder projects estimates for network cable direct response valuation are three to four times greater than what leading television research companies have reported based on differing philosophies of what constitutes “direct response” versus “brand”- the lines of which have been blurred over the years.”
DRMetrix research shows, among other findings:
Short-form product (call to order) = $315,559,760
Lead generation (unique 800 or web/promo code tracking) = $1,214,017,067
Brand/DR (Using vanity 800#’s) = 2,093,214,169
Brand/DR (straight web, SMS, and/or mobile app response) = $2,813,172,646
TOTAL = $6,435,963,642
To learn more, read the Response Magazine article here.