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
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FYI: CTV emerges as key channel for engaging black American audiences, study shows: New research reveals Connected TV's potential for personalized advertising to Black American viewers, driving engagement and action.
CTV emerges as key channel for engaging black American audiences, study shows
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ICYMI: CTV emerges as key channel for engaging black American audiences, study shows: New research reveals Connected TV's potential for personalized advertising to Black American viewers, driving engagement and action.
CTV emerges as key channel for engaging black American audiences, study shows
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From THR: This year, the disruption is more figurative, but in many ways much worse: Linear #TV, the linchpin of the ad business for #Hollywood, is rapidly eroding. At the same time, this is the year that the #streaming behemoths have decided to go for the ad jugular, with Netflix planning an “immersive” experience for media buyers and Amazon storming into upfronts only months after turning on commercials, both of them joining YouTube during this critical week in New York. In other words, linear TV is on the ropes at a time when legacy #media needs it most to get over that streaming chasm. But some analysts have been even more bearish. “Decades from now, media executives and investors will likely look back at 2023 as the year where linear TV #advertising officially broke,” MoffettNathanson analyst Michael Nathanson wrote March 19. “It is now clear that outside of #sports advertising there should no longer be expectations of a recovery for linear TV advertising” Indeed, the decline in #entertainment programming is the hole in linear TV’s sinking ship. “I don’t think the networks are making as much of an effort and putting quality content on these linear channels, as they had say 5-10 years ago,” says media consultant Brad Adgate. “If they didn’t have this legacy of decades behind them as an advertising platform — if this was something brand new — I think they would get very little advertiser support. It’s called legacy media for a reason” “We’ve seen it in the Nielsen ratings, but it’s not unexpected” the buy-side source adds. “It’s been going on for years now, and there aren’t any media companies that are trying to change that trend. They’re not investing in traditional primetime entertainment” Streaming, however, is. But while the traditional entertainment companies lose collective billions on their direct-to-consumer platforms, the #tech giants and the only truly profitable streaming platform — Netflix — are coming for their lunch. “It’s not surprising to me that they’re doing this, I mean, look, they’re sitting there and they’re seeing $20 billion being transacted and they have better content and a better story to tell in often cases to the advertising community,” Adgate says. “Why shouldn’t you be there?” But the traditional players will roar back, with a ton of star power expected, multiple executives say, which means that media buyers seeking selfies at the afterparties may get their chance this year. Whether that will be enough to pry away the digital encroachers remains to be seen. “The launch and growth of new ad-supported tiers at Amazon Prime Video, Netflix and Disney+ should pull an even greater share of dollars away from linear #TV,” Nathanson argues, adding that services like Fox’s Tubi or Paramount’s Pluto TV are also at risk. “These new entrants may also, however, pull dollars away from what have been, to date, among the largest beneficiaries of the outflow of dollars from linear: legacy #AVOD services and #FAST channels”
An Asteroid Is About to Hit Upfronts
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Lay’s ‘Groundhog Day’ Ads Loop on Australian Broadcasting Corporation (ABC): A Revolutionary Spin on TV Advertising 📺 The Walt Disney Company, Ryan Reynolds' Maximum Effort, and Kimmelot collaborate to unleash Lay's unique ad marathon on ABC, revolutionizing commercial breaks. 🔄 Stephen Tobolowsky, famed for "Groundhog Day," reprises a time-loop narrative at a grocery checkout, each loop spotlighting a different Lay's flavor. 🔄 Embracing the movie's theme, Lay's turns ad repetition into an inventive media strategy, flipping viewer annoyance into engagement. Is Lay’s looping strategy a creative masterstroke or a repetitive risk? 🎭 Each of the eight ads amplifies Tobolowsky’s comedic plight in the time loop, cleverly intertwining humor with Lay's product promotion. 🕒 Dominating a third of ABC’s ad slots, the campaign will feature across hit shows and extend its reach online via YouTube and Hulu. Lay's breaks the mold with its "Groundhog Day" campaign, challenging conventional advertising. Will this approach redefine audience engagement and usher in a new era for TV ads? Weigh in on this bold advertising move. #Lays #GroundhogDayAds #AdInnovation What are your thoughts on this groundbreaking approach to advertising? 🤔📺
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"Unveiling the Future of TV Advertising: How Advanced Audiences Are Transforming the Market" #FutureOfTV #UpfrontAdvertising #AdvancedAudiences #DataDrivenMarketing:
Future of TV Briefing: How upfront ad sellers’ ‘advanced audiences’ pitches have, um, advanced this year
digiday.com
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Connected TV (CTV) is on the rise, offering targeted ads & engaged viewers. But wait, what about traditional TV? This article breaks down the pros & cons of each channel to help you choose the best fit for your brand! #CTVadvertising #marketingstrategy #linearTV
Linear TV vs. Connected TV Advertising: What's the Difference? | StackAdapt
blog.stackadapt.com
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CTV emerges as key channel for engaging black American audiences, study shows: New research reveals Connected TV's potential for personalized advertising to Black American viewers, driving engagement and action.
CTV emerges as key channel for engaging black American audiences, study shows
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Remember those days when we had to endure endless commercials on traditional TV? The frustration of seeing irrelevant ads? Well, those days are gone! #CTV allows you to serve ads directly to the screens of your potential customers when they're most receptive. Imagine having the power to reach your target audience with pinpoint precision, where they're actually engaged and paying attention. Curious to know how you can leverage this game-changing technology for your business? It's simpler than you might think. Just drop a comment below, and Nscreenads will personally guide you through the steps. 🤝 #CTVAdvertising #DigitalMarketing #StreamingRevolution #AudienceEngagement #MarketingStrategy #DataAnalytics #MobileMarketing #GlobalReach #AdvertisingTrends #LinkedInSEO #DigitalAdvertising #BrandVisibility #AudienceConnection #MarketingInnovations
The Time to Advertise on CTV Is Right Now
adweek.com
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Evan Shapīro saves me so much typing time by saying it perfectly. People ask what we are building at YumCrunch and the answer is - a completely new kind of media model utilizing all available distribution channels from social video (led by YouTube) to the other end of the spectrum, SVOD platforms and traditional TV. With multiple revenue streams and the ability to get commerce flywheels spinning, our model is future proofed and drives much more profit per content minute. It’s true that great food content makes the viewer hungry so the least we can do is feed them. This is why we’re proving our model in the food vertical first.
YouTube Killed the TV Star For years, I’ve been telling you YouTube is the biggest TELEVISION network on TV - and one with an unparalleled advanced TV audience advertising machine. https://lnkd.in/eAykCjRa I’ve been warning y’all in the TV business that your TRUE competition now is NOT each other, but rather Google’s CTV Death Star. Seems Google liked that pitch, and turned it into their #Upfront presentation: “Other media companies unveil new TV shows coming to their services. YouTube used the stage to boast about its massive reach and engagement relative to traditional TV. YouTube‘s message to Madison Avenue: The video giant isn’t traditional TV. It’s bigger (with literally billions of viewers) and better at targeting relevant audiences.” https://lnkd.in/e_G-pZXy This week I dissected Nielsen’s new look Gauge, which breaks down TV viewing by publisher - across all platforms. https://lnkd.in/gaBZ3KfC With this analysis (my version below) YouTube comes in second for total monthly viewing. But, note, it takes ALL of The Walt Disney Company & Disney Streaming combined (ABC, ESPN, Disney+, Hulu) to best The Tube. It took ALL of NBCUniversal (NBC, Bravo, USA, Telemundo, MSNBC, Peacock), all of Paramount (Pluto TV, Paramount+, CBS, Comedy Central, MTV, et al), and all of Disco Bros (TBS, TBT, MAX) to LOSE to YouTube. YouTube’s one, simple, massive app is by far the number one channel… ON TV. It’s the first stop on CTVs for most TV viewers under 35 and, everyday, more and more audiences over 36 too. And, crucially, they are better at video advertising than every other TV platform in the game - catering equally well to massive budgets from P&G and local pocketbook budgets from Mom & Pop Shops. Many in the TV ad biz will obsess this week over Netflix’s fancy shmancy Upfront and their Christmas NFL games. But Netflix’s total viewing (see below) is FAR off the competitive set - ESPECIALLY considering only 7% of their viewing is on the ad tier where viewers can (get this) see ads. (Kinda important in the Upfront.) But YouTube also had the NFL - and the NBA - at their presentation. More importantly, on their Upfront stage, YouTube represented the fastest growing segment of entertainment - The Creator Economy. While other TV platforms trotted out traditional Hollywood celebs to talk about a new wave of TV shows, YouTube brought out the biggest stars in the world that you’ve never heard of - Haley Kalil, Cleo Abram, Kinigra Deon, Ryan Trahan, Taty Cokley, Sydney Morgan, Zach King, Valkyrae. These new TV stars don’t just make shows, they command communities - in ways that limited series and procedural dramas never will. TV is not changing. It changed. Years ago. You may have missed it. But don’t worry, I’m sure there’s a video on YouTube about it, so you catch up.
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SVP-Head of Video Activation/VaynerMedia | ex-Omnicom, Publicis, Madhive, Aetna | Managing Director | EVP | Founder | Digital Media | Data | CTV-OTT-TV | CPG | Pharma | Strategy Consulting | Sales | Programmatic | AdTech
✅🖥️ The Hollywood Reporter (5/9): “This year, the disruption is more figurative, but in many ways much worse: Linear TV, the linchpin of the ad business for Hollywood, is rapidly eroding. At the same time, this is the year that the streaming behemoths have decided to go for the ad jugular, with Netflix planning an “immersive” experience for media buyers and Amazon storming into upfronts only months after turning on commercials for its millions of Prime Video users, both of them joining YouTube during this critical week in New York. In other words, linear TV is on the ropes at a time when legacy media needs it most to get over that streaming chasm. “We’re not kidding ourselves thinking this is going to be some gangbusters upfront. It’s going to be challenging again,” one ad sales chief with exposure to linear TV tells The Hollywood Reporter. Another TV ad sales chief adds that they were focused on “flexibility” and “transparency” with ad partners, basically asking them what they wanted and figuring out a way to deliver. But some analysts have been even more bearish. “Decades from now, media executives and investors will likely look back at 2023 as the year where linear TV advertising officially broke,” MoffettNathanson analyst Michael Nathanson wrote March 19. “It is now clear that outside of sports advertising there should no longer be expectations of a recovery for linear TV advertising.” Indeed, multiple top ad sales executives say that sports will be one of the top selling points during an otherwise challenging year, with athletes and studio hosts expected on stage at multiple presentations.” ⬇️ #streamingtv #livesports #ctvadvertising #upfronts #newfronts
An Asteroid Is About to Hit Upfronts
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VO Actor, Podcaster, Writer, Producer, SBV Julie Thompson (LA) BAC Talent Agency/Brandon Cohen (NY) ACM Talent (LA)
2moI agree!👊🏾💜