MiQ’s Post

Attention advertising industry professionals! Nielsen's reports have been the go-to source for understanding people's time on ad-supported TV for years. However, it's time to address the elephant in the room - this approach is no longer useful. We need to isolate ad-supported TV data to find more effective ways to measure TV advertising. If you're curious about the ad-supported TV-viewing habits of your strategic target audience, my company has been making that data readily available to anyone who signs up. Check out our TV+ platform for planning insights at https://lnkd.in/eraY9aQ4. Let's work together to push the boundaries of data analysis in the advertising industry and find more effective ways to measure TV advertising. #AdvertisingIndustry #TVAdvertising #DataAnalysis

Fascinating talk on political TV advertising at AdExchanger #ProgIO with Michael Beach of Cross Screen Media, Teddy Goff or Precision, and Emily Holliday of Powers Interactive. Big takeaway is that linear is getting an outsized amount of dollars when more people can be reached via streaming TV. You can only reach 33% of the electorate on streaming TV—slippert ConnectedTV at the local level—who sells what is key. Who has access to these local viewers. (You can buy local TV on Roku!) (I, GD, have long wondered about this—there seems to be massive opportunities for lowering barriers and making it easy for SMBs to buy targeted ads locally.) The future is the cross-screen buyer, thinking about TV holistically—and ignoring the current incentive structure that favors linear. Right now there are allocation problems all over the place. Too many campaigns have foundations in linear. It makes you think—is the “undecided/on-the-fence” voter sucking up Big Bang Theory reruns late at night on linear, or are they watching on-demand on streaming? Big % of the political pot on CTV… Appears to be going directly to publishers/streamers. And the targeting is working out! Fragmentation is a big challenge—people are on Tubi, Hulu, etc. Measurement becomes a big challenge—how do you tell where your buys are making an impact? Most overrated digital political advertising tactic in 2024… Facebook. The bang for the buck is no longer there. Under-rated tactic? Utilizing channels with smaller, more-focused reach—and not building multiple creatives optimized for each, understanding the unique value prop on each. Also, DOOH! What about DOOH?!?

With a record-breaking $10.7 billion projected to be spent on political ads in 2024, CTV is taking a major slice of the pie with $1.5 billion expected to be spent on the platform alone! 📺 In this report by TVREV, Samsung Ads Director of Emerging Accounts & Political Sales Nick Martorano shares, "Political ads can often lead to ‘fatigue’ very quickly, but Samsung’s advertising platform leverages multiple advanced features, including frequency-capping capabilities, which aim to ensure ideal reach (and avoid overexposure) across a user’s viewing journey and a client’s advertising campaign." Learn why CTV is becoming the go-to platform for political campaigns in the full report. (It’s free!) https://lnkd.in/dYagCekX #CTV #PoliticalAdvertising #DigitalAdvertising

Want active attention from your audience? It might be time to consider advertising through the connected tv (CTV) channel. https://lnkd.in/gHVqqmrZ #ctvmarketing #connectedtv

Video viewers are spending more of their time watching social video, and advertisers have taken note, with a new forecast calling for social video to overtake connected TV (CTV) in US ad spending this year. Both social video and CTV are considered “must buy” video types among large US advertisers, according to a  the IAB in partnership with Guideline and  Advertiser Perceptions. #videoadvertising #ctv #socialvideo #tvadvertising #socialmedia

Why Advertisers Pay More to Reach Viewers Who Watch Less https://lnkd.in/gVaX_6PW When targeting viewers on TV or online, some eyeballs are more valuable than others. In this advertising market, it is not purely a demand story; it’s a supply story. What’s being sold are the eyeballs of the consumers. The researchers’ model sheds light on why, for example, a 30-second televised spot during the 2024 Super Bowl cost advertisers $7 million. Companies paid this astronomical price because among the more than 100 million Super Bowl viewers were many people who rarely watch TV. “Those are scarce eyeballs,” Yurukoglu says, “and the Super Bowl is your way to reach them.” Watching the Watchers - The scarcity factor also explains why broadcast and cable advertising revenue largely held steady from 2014 to 2019, even as more people moved over to streaming services. TV networks could charge higher prices to advertisers because they had fewer viewers: Ad prices were buoyed by competition for fewer eyeballs.

Reach voters effectively with CTV advertising! 📺💡 Use RepublicanAds.com to utilize the power of targeted advertising and get access to premium inventory to maximize your political campaign's impact. #CTVAdvertising #PoliticalCampaigns #Technology https://loom.ly/ZWMEA94

Reflecting on this past Mother's Day, it's clear that local broadcast TV remains a powerhouse in influencing consumer behavior. According to TVB's recent Mother's Day Study, here are some key takeaways that underscore why local TV advertising is critical: - Influential Advertising: TV advertising played a pivotal role for Mother’s Day shoppers. Many respondents highlighted television as a significant influencer in their quest for the perfect gift, demonstrating TV's unique ability to sway consumer preferences. - Exceptional Reach and Ratings: Broadcast TV proved to be king in terms of reach, particularly during special occasions like Mother’s Day. It ensured that marketing messages resonated with a broad audience, spanning various demographics and geographies. - Targeted Messaging in a Trusted Environment: Local TV allows advertisers to deliver their messages precisely when and where they are most effective, in a trusted setting that viewers rely on for both information and entertainment. - Engaging In-Store and Online Shoppers: Whether consumers preferred to shop in-store or online, broadcast TV was there to influence their decisions. This dual presence makes it an essential component of any advertising strategy, aimed at reaching consumers regardless of their shopping preferences. The success of this Mother's Day highlighted once again that local broadcast TV advertising is an indispensable tool for brands aiming to make a significant impact. For businesses crafting a marketing strategy for special occasions, the power of local broadcast TV is too significant to overlook. https://lnkd.in/dz3bfRXn

Check out TVREV's new report, "Political Advertising on CTV! "Our Head of Political Demand Erik Brydges contributes his thoughts on down-ballot campaigns, target capabilities, and why CTV is winning over political advertisers: https://lnkd.in/dYagCekX

This is the first election in U.S. history where CTV is one of the primary environments political marketers can reach voters. With the election only 111 days away and heating up, our latest study highlights the importance of including CTV in the marketing mix for political campaigns. ☑️🇺🇸 A few top findings include: 👉U.S. Viewers, Regardless of Political Affiliation, Increasingly Prefer Streaming Over Linear TV in this Political Cycle - 57% of Republicans, 63% of Democrats, and 70% of Independents. 👉Regardless of political affiliation, CTV users in the U.S. prefer free, ad-supported streaming television (FAST). 👉93% of viewers across parties indicated that they multitask across devices while streaming, creating extended opportunities to engage them on mobile and desktop. For more insights, download the full report here: https://hubs.ly/Q02FPb7X0 #politicaladvertising #2024election #CTV