An Advertising Week panel on audience fragmentation reveals what media execs are worried about today.
Over the last 19 months, thanks to the pandemic, that bubble has seemingly reached a fever pitch pushing advertisers to look for new, measurable and cost-efficient ways to reach consumers, from connected television users to cord-cutting streamers. It was a major talking point amongst media buyers and TV executives at this year's Advertising Week.
"We're looking forward to a world where you can buy fewer, better and more engaging ads that are measurable, and you can prove that actually moved that needle for a client," said Matt Sweeney, chief investment officer at Group M. "That's the Nirvana that we're all thinking about."
Per media buyers at this year's conference, an increasingly fragmented audience across broadcast, cable, national, local and streaming means the playbook is changing and marketers can no longer rely on a one-size-fits-all approach. On the attribution side, it looks like what is pivotal is streamlining the process to measure and report on multiple data points across the ever-changing television landscape, they said.
"On the digital (advertising) side, we've had a lifetime of cost-per-fill in the blank. On TV, we've always just had cost-per-how many people can you reach," Mike Law, President of dentsu's Amplifi said. "We're at a moment where we can turn it into cost-per-business outcome in a more progressive and scalable level."
"It really comes down to reach and frequency," said Carolyn Sheflin, VP of advanced advertising sales at Spectrum Reach. "A lot of what we're doing is bringing (multiple data points) together to get unduplicated reach and frequency in the marketplace."
Once you reach a certain scale, and once you work with enough Fortune 500 advertisers, they will demand that you lower those walls," Stuart Schwartzapfel, SVP of media partnerships at iSpot.tv. It won't happen overnight. But per Schwartzapfel, companies like Amazon and Google have already started to lean into partner certification programs as a "sign of good faith."
Source: McCoy, M. (2021, October 19). 'It Really Comes Down To Reach And Frequency': TV Execs Sound Off At Advertising Week On Audience Fragmentation. Digiday.
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