Guideline’s Post

With the Grammys on Sunday and the Super Bowl following soon after, it's important to remember how valuable TV Tentpole Ad Buys are. Jay Langan, CEO of Ocean Media discusses the key benefits of TV tentpole ad buys and why clever creative in the right placement not only provides buzz for the brand but has the potential to become immortal online.   Read the full article here: https://lnkd.in/gcjjdF92 #mediabuying #advertising #grammys #SuperBowl

Definitely a tough time for TV but I don't think it's all doom and gloom. Thanks for the op AdNews Australia. Sorry to those impacted by the recent news. My thoughts on the state of play below: Audiences are down, prices are up, and market sentiment has shifted. Australians are now officially streaming first, and you only need to look at recent SMI (Standard Media Index) data to see how much that’s playing on the minds of media buyers heading into FY25. None of this is new news, but one thing I’ve noticed is shifting attitudes on client side. We are seeing TV move from being a mandatory inclusion, to a mandatory exclusion across briefs on the basis on price and rigidity. Something tells me this is largely driven by an inability to have data driven conversations with CFOs, but that’s not a problem isolated to TV. The cruel irony in all this is that the renaissance of MMM is quantifying TV’s impact better than ever and unsurprisingly it’s telling a good story. With budgets shrinking and a ‘performance’ mindset on the rise, I think there is an opportunity for the networks to address prevailing misconceptions around minimum spends and lean in a testing mindset to unlock the volume of mid-sized players who still want to see their ads on the big screen.

For the second year running, the average cost of a 30-second ad spot during the Super Bowl $7 million. Despite businesses being more disciplined with their marketing budgets, and advertising spending slowing down in recent years, the cost of a Super Bowl ad continues to rise. Why? There is no guaranteed opportunity to reach more people than the Super Bowl, and the slice of every other pie keeps shrinking. In a media landscape that's becoming increasingly fragmented, the number of opportunities for companies to reach a mass audience through advertising on network television has dwindled. Popular shows have moved to streaming platforms, along with audiences. More and more, networks find themselves relying on live events, like award shows and sports, to draw viewers. #superbowl #advertising #brand #marketing #technology #leadership

I have no doubt that eventually, a relatively reliable system will be figured out to ensure that TV advertisers know whether they’re reaching their most appropriate, potential customers. Since streamers are unlikely to widely share proprietary viewing info, can Mr. Norton and Mr. Nadler’s EDO Company approach be it? Or at least, a fresh-and-viable start? Hmmm… A few vital pieces seem to be missing from EDO Co’s plan as relayed in this brief article, most notably how the referenced “tie” between a specific commercial/program and subsequent search-related data actually functions. Then, how that linkage further relates to sales. Advertisers *need* to be assured that more online searches about a product consistently lead to increased sales/revenue. Though that likely depends on whether a preponderance of top search results 👍 or 👎 their product. Sadly, these judgements could have nothing to do with ads, but arise from the perceived quality of a product via folks who’ve tried it IRL and felt strongly enough about their experience to post it on the internet. “Star” influencers can affect the market, but IMO exceedingly few of them have the reach or longevity to truly compete with television over time. For folks who make/distribute the shows, I guess the crux is whether a spike in searches about a particular episode’s narrative/cast significantly reveals that more eyeballs consumed any particular ad. Perhaps these search-spikes might, since the searching folks seem to have been paying enough attention to the story/characters to want to learn more. Though perhaps some of these online searchers heard about a really cool plot twist from a friend and never watched the show — or saw any ads — at all… There are so many variables in this erratically evolving aspect of the biz! That said, successful “disrupters” inevitably need to stop (mostly) disrupting and get down to the business of business. This means consistent metrics — and a more level playing field — has gotta emerge… Eventually. #entertainment #tv #television #streaming #streamingtv #adsupportedtv #adsupportedstreaming #tvratings #tvmetrics #tvadmetrics #internetsearches #fasttv

Ad inventory for Super Bowl LVIII is "virtually sold out". But that doesn't mean you've missed your chance to engage one of the world's most coveted audiences.   With Stingray Advertising's in-store audio ad network, you have the opportunity to reach 800M monthly shopping visits across the US.   In addition to its massive size, our audience is also primed to buy. And by advertising in a contextually relevant environment, you can enhance your ad's impact.   Whether it's promoting a Super Bowl party snack or reminding fans to stock up on beer, in-store audio ads can be tailored to fit your brand – and the moment.   So, while you may not be able to touch down with a Super Bowl TV ad, there are plenty of other ways to score.

The "big game” is coming up this weekend, and we’re often asked, “is the investment worth it?” The short answer is yes, but with the caveat if you can afford it. There are not many TV viewing events that reach over 60% of Americans. However, if dropping $7mm nationally or $150k locally (e.g., in markets like Seattle) on a single TV spot isn’t’ within your media budget, there are innovative ways for brands to capitalize on the Super Bowl hype. Check out our latest blog post for insights. Any advertisers seeking last-minute deals on in-game spots, please reach out! There are still opportunities available and deals to be made! https://lnkd.in/gk5ewNve

The impact of your multimillion-dollar media buy can't end with the final whistle. My latest for @Adweek details a few tips for advertisers on how to leverage #SuperBowl creative as the lynchpin of a TV campaign that will help generate strong consumer engagement all year long -- with a few examples from brands like M&Ms, T-Mobile, and Booking.com. https://lnkd.in/euM6R7tJ Mars #BigGame #SuperBowlLVIII #advertising

I know these data might seem controversial to some so here are my thoughts! Of course, video ads/TV ads remain effective method for putting one’s brand out there to consumers. But various factors are changing the way that consumers receive and pay attention to information from brands, and it's not just due to the rise in viewing subscription streaming services over linear TV. It's that today, consumers want more of a two-way interaction between themselves and the brands they patronize. It’s about building relationships with the consumer (an interactive and opt-in, thus more personalized, experience) rather than advertising “to” the consumer (a one-way, impersonal experience). This is why we see email, sponsored social media posts, text messages, and other tactics selected as often or more often as traditional and even streamed ads, especially by audiences under 50. This is not to say that the consumer might not have found out about, or shaped their opinion about a brand, based on an ad they might have seen on TV or in a streaming service. But the ongoing relationship is built through an interactive dialogue between the consumer and the brand and in my view is what really drives that call-to-action. Thoughts?

Have you noticed how many famous people are in Super Bowl ads? In the last decade, marketing teams seem to think that oversaturating ads with celebrities makes them "bigger." But is that the case? In my opinion, it only dilutes the ad. Check out this T-Mobile spot: https://lnkd.in/g8TzWBzZ What do Jennifer Hudson, Bradley Cooper, Common, Laura Dern, the "Suits Guys" etc have to do with the brand? What do they have in common besides being available? I'm not saying these are people who were just sitting around — they are talented and valuable.... but in this spot, they hardly seem valued. On the other hand, everyone is talking about the Michael Cera CeraVe ad because... well... it only works if you can get Michael Cera. Let's focus on the quality of the message, not just the number of famous faces. What do you think? #SuperBowlAds #Advertising #Marketing #Celebrities