304 Marketing Trends found for Media / Television

...  these changes benefit the original advertisers who helped build the television economy in return for the brand-competitive advantages accruing from reach, scarcity and high barriers to entry.

Consequently advertisers, both traditional and new, must re-think audiences and use advanced segmentation; more traditional variations were once the keystones of mass marketing.

Comments report co-author Rob Norman, chief digital officer" at GroupM: "Our observations on the challengers to TV were somewhat predictable".

"The value of video maybe higher to consumers than advertisers but it’s clear that advertisers who make platform specific assets for relevant products will be most likely to succeed."

Read the original unabridged GroupM article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... audience based sales. 

According to MediaPost journalist Dave Morgan, this change isn’t just about the big recent announcements about audience-based TV ads. Morgan believes that something even more fundamental is happening in media, and it’s going to have its biggest impact on TV.

The future of TV will be about performance. As media legend Alan Cohen proclaimed when he took over as president-Ceo of independent agency Quigley-Simpson earlier this year: “Performance media is where it’s at. It’s the new programmatic.”

Cohen also believes that performance media will dominates digital advertising, because it can be measured and optimised that way. And performance is what marketers truly want, fundamentally, when they buy.

Read the origninal unabridged MediaPost.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... coax advertisers still spending big bucks in TV to look to its platform and audience-linked transactional data offerings, the latter being typically employed for digital advertising, prior to planning TV media buys.

Says Joe Kyriakoza, VP and GM of automotive at Oracle Data Cloud, "This is our first big move into the TV space".

Explains Mr Kyriakoza: "To put the partnership to use, an auto advertiser might work with Simulmedia to target luxury SUV buyers. The TV data firm would connect its viewer data to Oracle's data on in-market SUV buyers, which it obtains through several purchase transaction data relationships with credit card firms, research firm IHS Automotive and others.

Oracle can also layer-in a brand's own CRM data and push it through Simulmedia's system. All of which helps marketers to determine where on TV to best allocate their budgets.

Read the original unabridged AdAge.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... sharing and commenting.

According to eMarketer’s latest report by analyst Paul Verna, "US Live Video 2017: Still Buffering", consumer-uploaded streams tend to be especially challenging to monetise because of their unpredictable nature, although content from publishers and brands offers more potential.

The data points to the challenges of using live video for marketing purposes—or even the challenge of getting started. It should be noted, however, that it took marketers years to embrace YouTube, Facebook and Twitter, largely for the same reasons that make live video, in its current incarnation, problematic.

Read the original unabridged TheDrum.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... rusty and that Adobe can help chamfer away that 'rust'.

With this end in mind, the Texan titan has introduced a TV Media Management platform for audience-based planning, forecasting, and yield management in digital, non-linear TV systems such as Roku, Apple TV and gaming consoles.

The system, made available last week, incorporates cross-platform viewership data from Adobe Analytics, which currently works with top drawer TV clients such as FOX, Comcast, NBC Sports, ESPN, Turner Broadcasting, MLB and Viacom.

Hypes Jonathan Tabak, group product manager at Adobe Primetime:"You need a tool that can factor-in  all those dimensions".

In a typical scenario, a media seller might need to know how an ad client's desired audience overlaps with particular TV shows.

The seller might, for example, import data from an advertiser's brand, overlay that data with show viewer data in Adobe Analytics, then add in other requirements such as preferred device types or geographic targets.

From thereon, the platform predicts the number of impressions expected to be available during the planned campaign run.

Read the original unabridged AdAge.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... common program or navigation screen.

The VAB calculates that current revenues from addressable TV approach $900 million in 42% of TV homes.

The trade body also estimates that 71% of marketers are willing to pay a higher cost per thousand price  for addressable ads - which are able to span live and on-demand TV.

Read the original unabridged MediaPost.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

...  TV (+1.1%) and internet (+13.0%) are forecast to see their growth rate ease during 2017.

The same is true for mobile media, though it is still set to be the fastest-growing ad channel over the period.

All thirteen markets covered in the Warc report are forecast to see the amount invested in advertising rise both this year and next, although in eight of these markets the growth rate will lessen in 2017.

Read the original unabridged Warc.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... the way in which the Ad, TV, and Video trades produce, distribute and traffics that content.

The consequences of this trend have created confusion, inefficiency and challenging new kinds of workflow among advertisers, agencies and the media.

In the first industry-wide initiative to tackle technical standards and formats associated with this rapidly changing marketplace, a joint venture of the Association of National Advertisers [ANA]and its agency counterpart, the 4As, has spearheaded a coalition of the advertising, TV and digital media industry’s leading technical groups to create standards and best practices for managing video assets in a non-linear world.

The effort - which is supported by nine trade groups, including the ANA, the 4As and the Interactive Advertising Bureau - is the brainchild of Harold Geller, chief growth officer of Ad-ID, the ANA/4As joint venture that created an indelible digital code enabling advertisers, agencies, producers and the media to traffic vital metadata associated with TV and video ad campaigns regardless of whichever platform they ultimately end up on.

Read the original unabridged MediaPost.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... individually targeted ad which can either be live or on demand.

According to Adobe hype, this is most complete set of marketing solutions available, claiming that it gives marketers everything they need to get deep insights into their customers.

It also enables personalised ad campaigns, whilst managing marketers content and assets.

Campbell Foster, Adobe's director of product marketing, emphasises that the Marketing Cloud service is not just for video-on-demand (which is technically easier to dynamically insert an ad) but also works on live TV.

With a live broadcast like the Olympics, there are millions of viewers watching simultaneously, which means when the network cuts to the ad break the platform must run millions of individually targeted ad insertions concurrently. This is difficult to accomplish without crashing the entire system, says Mr Foster.

The new Adobe system, however, enables a broadcaster's data to automatically instruct the platform which ad to insert. No personally identifiable information is used, but the broadcaster can target by Zip code, designated market area, device, third-party segments or any data such as behavioral or demographic characteristics to which the broadcaster has access.

Read the original unabridged MediaPost.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... 5.8% to a record high of $178bn - double the amount projected for the overall US economy.

Warc also foresees that US TV spending will rise 6.6% to $68bn this year, thanks to the Rio Olympics and the US presidential election.

In 2017, however, with no Olympics or political advertising, TV advertising will decline again, sinking 4.5% to $65 billion.

Digital media will continue its steady rise in 2017, predicted to reach 12.5% [$76 billion] with half of that  revenue allocated to mobile platforms.

Warc's crystal ball also foresees that in 2017 $553.70 is expected to be spent on advertising to every US citizen- up $60 from 2012.

Read the original unabridged Warc.com article.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.