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TV advertising

Original Research — “Family Co-Viewing & Ad Impact in a Multiscreen World” – Turner, OmnicomMediaGroup, Nielsen Neuroscience

How has the introduction of multiple screens impacted co-viewing between parents and their children?

The three companies partnered to identify opportunities for engagement in co-viewing households, as well as best practices to engage with advertising when second screen devices are available.

Among the elements the research addressed were:

  • How is engagement affected by interaction with the second screen vs. first screen only?
  • How does the second screen impact commercial viewing?
  • Are there differences in engagement levels when using different multiple screens?
  • What conversations occur between a child and an adult concerning the programming and advertising content they are co-viewing?

For more information visit Audience Measurement.

Evaluating TV Effectiveness

Olga Casabona – Senior Director, Client Insights, Turner

Isaac Weber – VP, Strategy, MarketShare

Ad dollars are shifting from TV to online due to the latter’s perceived higher efficiency. But TV’s problem isn’t effectiveness, it’s measurement. The research aimed to help marketers better understand media effectiveness, in order to maximize sales and ROI.

Media mix models from over 500 brands were analyzed, including actual market observations. A holistic model encompassing paid, owned, earned, controllable and non-controllable was developed that measures direct and indirect impacts on media. Key findings are as follows:

  • Even with the explosion of digital media, “TV remains the most effective advertising medium representing the highest impact on sales.” TV was also found to drive the largest indirect impact through organic search and web activity.
  • “Media mix matters. Optimizing TV spend with high-frequency consumer interaction data translates into significant increases in sales.
  • Premium content also matters. Premium TV online video significantly outperforms other publishers’ video content.” Despite the lower amount of impressions, premium content drives higher ROI.

Implications for marketers:

  • “Consider the strength of TV’s effectiveness across categories.”
  • “Leverage TV’s synergistic impact on other marketing vehicles.”
  • “Recognize the “need for consistent, adequate, and optimally-timed TV.”

 

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What Did We Learn From the 2016 Super Bowl Ads?

Jeep’s Format and Content Won Attention During the Super Bowl

Jeep’s “Portraits” ad was radical in design, according to this Adweek article by Tim Nudd.   “Portraits” was a vertical video, which used less than half of the available TV screen space.  According to the article, “Why Jeep Ran a Vertical Ad on the Super Bowl With 112 Million Watching Horizontal Screens,” Sean Reynolds, Global Executive Creative Director at iris, whose New York office created the 60-second spot, told Adweek, “The close crop was important to really focus the viewer on the eyes and the stories they tell.” Reynolds also commented, “We always had the idea that because it’s a portrait ad, it would look great on a mobile device.” See more . . http://www.adweek.com/news/advertising-branding/why-jeep-ran-vertical-ad-super-bowl-112-million-watching-horizontal-screens-169555?utm_medium=email&utm_campaign=Adweek_Newsletter_2016001007&utm_source=sailthru&utm_term=AWK_NewDaily

 

Did Your Mobile Device Use Increase During the Super Bowl?

There were an estimated 2.5 million more people on digital screens on Super Bowl Sunday compared to the previous Sunday.  Most of that increase resulted from viewers using their mobile devices, rather than desktops.  Joe Mandese also discusses the Digital Traffic Index, which measured this shift in the supply of digital unique users in the Media Post article, “Supply of Mobile Uniques Spikes Super Sunday, Desktop Gets Sacked.”  See more . . . http://www.mediapost.com/publications/article/268695/supply-of-mobile-uniques-spikes-super-sunday-desk.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=90154

 

Did You Watch the PuppyMonkeyBaby Super Bowl Commercial Online?

Super Bowl commercials generated 476 million online views overall, with 62.4 million of those online views occurring on Super Bowl Sunday according to iSpot.TV.  This Broadcasting & Cable article by Jon Lafayette also discusses whether those views came from Facebook or YouTube, and details which ads drew the most views in terms of digital and social activity.  See more. . http://www.broadcastingcable.com/news/currency/super-bowl-ads-draw-476m-views-online/153622

 

Viewers Still Like Super Bowl Ads: How Long Will That Last?

This eMarketer article analyzed a National Retail Federation survey which showed that 77.1% of consumers viewed Super Bowl ads as a form of entertainment.  In contrast, only 4.5% of consumers were bothered by these ads.  The article concluded that Super Bowl ads will continue to be of interest to consumers, and that social media increases their engagement with the ads.  See more . . http://www.emarketer.com/Article/Viewers-Still-Like-Super-Bowl-Ads/1013533

 

How Digital Conversations Reinforce Super Bowl Advertising-The Power of Earned Media Drives Television Engagement

This Journal of Advertising Research article by Harlan E. Spotts, Western New England University, Scott C. Purvis, G&R Cooperative, LLC, and Sandeep Patnaik, University of Maryland University College, investigated the interactive relationship between social media buzz and brand advertising during the 2011 and 2012 Super Bowls.  The authors concluded: “Overall, the study found evidence that the relationship between traditional television advertising and online social-media conversations was reciprocal, with both media platforms working in tandem to enhance brand engagement.” TAGS: JAR, cross-platform.  Source: http://www.thearf.org/journal-of-advertising-research-online-access/

TV Ads Are About to Get Personal With New Targeting Tools

 Gerry Smith, writing for Bloomberg Businessweek, examines the recent capability of television ads to target audiences with greater precision, rather than with broad demographics.  By utilizing data and new targeting tools, TV networks are better able to compete with the highly targeted marketing messages on the Internet.

Media companies, such as Comcast Corp.’s NBCUniversal, Time Warner Inc.’s Turner and Viacom Inc. are using data from cable set-top boxes that track TV viewing, credit card information, and additional sources to compete with the ability of companies to track online users which enables marketers to advertise to narrowly defined audiences.

According to Brad Adgate, Senior Vice President, Director of Research, for media-buying firm Horizon Media, “TV has to move in this direction.  There’s a lot of concern about dollars migrating to digital from television.  This is a way for TV to keep pace.”

The technical capabilities for TV to target audiences have only recently become available.  NBCUniversal introduced a new product this year which enables it to use cable set-top box data from Comcast, its parent company, in addition to credit card data, automobile data, plus other sources, to advise advertisers on the specific program on a network that is more likely to include their target audience.  According to NBCUniversal Chief Executive Officer Steve Burke, NBC is giving advertisers “very targeted and unique capabilities that are much more like what advertisers get when they go to Facebook.”

Time Warner’s Turner networks have expanded the number of advertisers to which these networks have been offering targeted ads.  Michael Strober, Turner’s Senior Vice President for Client Insights and Innovation, explains in this article that the ad sales team can now sell commercial time that guarantees brands will reach a specific audience rather than audiences defined only by age and gender.

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Is the Future of TV Programmatic?

The panel discussion, “Is the Future of TV Programmatic?” was a highlight at comScore’s first industry summit on the future of audiences and advertising.  Josh Chasin, writing for the comScore Insights blog, discussed the working definition developed by the panel, “Programmatic is simply about automation.”  However, the panelists also felt that “one of the principal implications of this automation is the opportunity to introduce data assets into the transaction process in a more efficient way than ever before.”

Chasin points out that the panelists were all strongly positive on programmatic growth in TV advertising transaction; however, they also unanimously believe that the upfronts will continue in the near future.  As long as the demand for TV advertising inventory exceeds the available supply, there will be an upfront market in order to secure access to that inventory.

However, this TV inventory (or “video inventory” is the term preferred by the panelists) will increasingly be transacted programmatically.  In addition, the scatter market is expected to develop in a similar manner to the RTB, the exchange-based market in the digital space.  Programmatic platforms will enable scatter deals to get done closer to real time.

The panelists agreed that TV is going programmatic, which will benefit both buyers and sellers.

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For more on this topic, check out the Media Tab in Morning Coffee.

 

 

Connected TV Spend to Rise, While Priority Remains Low

The Association of National Advertisers (ANA), in partnership with BrightLine, an ad platform, reports that more than 70% of 215 client-side senior marketers believe that connected TV represents an opportunity for the advertising industry.  Despite this belief, none of these marketers spend more than 10% of their budget on connected TV.

YuYu Chen, summarizing this report for ClickZ, reports that 48% of respondents whose companies are currently engaged in connected TV or OTT devices plan to allocate more of their TV ad budget to it next year.  In addition, another 13% of respondents not currently engaged in connected TV or OTT, plan to allocate some of their budget to it next year.

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Top benefits of connected TV/OTT include:

  • Audience targeting
  • High engagement
  • Amplification of video content

According to this report, barriers to greater spending on connected TV or OTT by marketers include:

  • Lack of reliable measurement metrics
  • Small-scale audiences
  • Cost/pricing
  • Creative concerns
  • Budgets
  • Not familiar enough (especially reported by respondents not currently engaged with connected TV/OTT)

Rob Aksman, founder and CEO of BrightLine, is optimistic about the future of connected TV.  “There’s nothing stopping connected TV from going mainstream today: there’s scale, there’s targeting and there’s data.  With connected TV, advertisers can not only reach TV viewers, but also offer a better brand experience with clickable and measurable videos.”

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Internet adspend to overtake TV, study finds

According to the latest International Ad Forecast from Warc, the internet is expected to overtake TV to become the largest medium for advertising in 2016. Across all key markets, internet adspend is expected to register rapid growth, rising 15.6% to $135.9bn in 2015 and 12.7% to $153.1bn in 2016. At the same time, adspend on TV is expected to fall 0.9% to $144.9bn this year before rebounding with 3.1% growth in 2016. By then, TV adspend across the 12 markets will be worth $149.4bn, or $3.7bn less than adspend devoted to the internet.

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TV Advertising Remains the Most Effective Advertising Medium

Jason Lynch, writing for Adweek, discusses the findings of a new study by Turner Broadcasting and Horizon Media that shows that TV is still the most effective advertising medium.  The data, which was analyzed by MarketShare, found that TV’s advertising effectiveness between 2009 and 2014 has remained constant, and outperforms digital and offline channels at driving key KPIs, such as sales and new accounts.

 

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What Influences Consumer Purchase Decision? WOM and Paid TV

Jack Loechner, writing for the Research Brief from The Center for Media Research, discusses Deloitte’s 2015 Digital Democracy Survey, which highlights the influencers of U.S. consumer purchases:

-More than 80% of Americans aged 14+ report that recommendations from friends, family or known acquaintances have a medium or high influence on their purchase decisions.

-Among paid media, television ads still command the broadest influence, according to 65% of respondents.

-Other paid media influencing purchase decisions include: in-theater ads, magazine ads, and newspaper ads.

-Unpaid influencers include: online reviews/recommendations from social media friends and online reviews.

-An endorsement from an online personality is approximately as influential as an endorsement from a celebrity.

 

Understanding the paid and unpaid media influencers of consumer purchase decisions is vital for marketers.

 

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