PHD Portugal’s Post

The "trend" toward audience-based television buying is one that I am fascinated by. Almost every publication and trade group that tracks aggregate advertising spending suggests that traditional linear spending is declining. A cohort of people, though, like to deny it. I won't name names to protect the innocent. Similarly, I won't get into the reasons why for the sake of this post, but what I see is that those traditional linear television defenders expand the definition of linear to include other forms of video to make their case. Traditional linear may be in the marketing mix as we go forward as a scale solution, but I'm dubious. Almost every marketer I talk to is interested in video, it's true, but they want the delivery to be highly targeted and as free of waste as possible. I tend to be on the side of programmatic stealing everyone's lunch money in the future, and as such, I want to read more stories like this one from Ad Age.

GroupM's Matt Sweeney, chief investment officer, US on learnings from 2023 as we start the New Year: We’ve made great progress in quality measurement across the TV and video landscape, and there is still work to do when it comes to full implementation of advanced currencies that were not as evident over the past few years of testing. 2024 will continue to see higher quality counting and reconciliation of ad exposures, but back-end systems and workflows need to be brought up to the standards of the front-end tools that we’ve been using to plan and execute advanced audience buys. As we move from millions to billions of dollars transacted using advanced measurement, we want to be sure that the systems and workflows work for all key players. https://lnkd.in/e5zGy8iJ

Today, Go Addressable, a trade organization dedicated to furthering the growth of addressable TV, announced new research that highlights the value of addressable TV advertising, or the ability to serve targeted ads to specific households or users based on deterministic identifiers, amid signal loss and evolving viewership habits. "While we know TV consumption is changing, this research shows how adults 18-34 are still viewing linear TV as well as streaming. Advertisers need to be able to easily find viewers across all forms of TV, in one buy where it can be managed holistically," says our very own Molly Finnerty, Chief Investment Officer at Zenith US. Read the full article here!

What you need to know about opportunities to leverage connected TV: an evolving media form that combines the ROI appeal of digital with the creative impact of video. https://lnkd.in/gieKK7iN

Broadcast TV only represents 21.6% of viewership nowadays, leading advertisers to turn to solutions like advanced TV. Learn how advanced TV works and the impact it will have on advertisers: https://bit.ly/3VqDm79 #advertising #marketing

The challenge of planning, buying, and measuring TV campaigns has never been greater. Our Chief Digital Officer and Founder Trent McMillan says, 'The industry's move towards a more unified approach to TV advertising, represented by VOZ and other innovations, is both a cause for optimism and a reminder of the hurdles still to be overcome. The journey towards a more coherent and effective TV advertising strategy requires collaboration, innovation, and a steadfast focus on the viewer's experience.' Read more in the article from AdNews Australia below. #MediaMadeSimple #DigitalTransformation #MediaBuying

Regardless of whether the soft TV ad market is cyclical or structural, dentsu Media CEO Danny Bass, GroupM CEO Aimee Buchanan and ex-Huge and Initiative global boss Mat Baxter suggest a return to major growth is highly unlikely for Australia's broadcasters. They see consolidation ahead as global streamers gear up for a bigger take and marketers focus on plugging-in data to the big stack providers. Bass thinks free-to-air TV can survive long-term but must overhaul both expectations and business model. Baxter reckons collaboration between broadcasters is their only hope of countering big tech. GroupM Australia & New Zealand

Have you checked out this Use Case and blog post, "No crying over spill here: Focus ad dollars on your location" over at the Centriply website? Take a look at how we transform a list of TV ad campaign requirements (matching! spill! CPM! more!) into a proposal delivering audience-based advanced linear TV value, and see why TV needs to be in your media plans. https://hubs.ly/Q029NtVk0

Top 3 predictions of what shifts we’ll be seeing in the #connectedTV space & how advertisers can prepare for the future of programmatic TV. Read the full article on The Media Leader: https://hubs.la/Q02xxpYH0

In this interview with Branding in Asia, our Luke Smith discusses the changing landscape of television advertising in the APAC region, highlighting the rise of Connected TV (CTV) and its influence on traditional linear TV. Read on: https://lnkd.in/dbqzJuAc