A snarky Ad Age columnist, Dave Morgan, has said that marketers will have a tough time shifting 10-20% of their TV ad dollars online as they’ve said they wanted to:
With ... increasing pressure to be innovative, many advertisers and agencies today are in a headlong race to shift and diversify their TV ad budgets, taking greater advantage of multiplatform-platform “video.” And why not? TV advertising is expensive and campaign reach is declining thanks to audience fragmentation.
However noble and well-intentioned, however, the expectations of many of these advertisers and agencies are unrealistic, particularly those calling for 10% to 20% budget shifts out of TV into digital video. That’s because, you see, 97% of all video viewing in the U.S. still occurs on TV. Yes. Whether the data is from Nielsen, Pew or eMarketer, all agree that only a small fraction of video viewing in the U.S. today occurs on devices other than the TV.
Yes. And no. Because this data is misleading.
First, reach in the old sense of the word — mass markets — doesn’t even exist on TV these days. To reach the consumers major brands need... Read more
According to IAB, performance-based advertising has reached the point of diminishing returns for all its players; it has created a highly efficient market in which there is almost no margin left for either publishers or agencies. So this is the year digital brand advertising can and must be born, or the digital advertising industry can’t survive.
We are part of the IAB because we feel we are aligned with its goals. We don’t just join every organization. IAB shares our beliefs that if agencies are freed to produce magical creative, technology will help them build brands across platforms and geographies. And all this can be measured with metrics that are useful to marketers.
Here is a summary of the IAB Digital Brand Building initiatives for this year.
1. Rising Stars rewards the creative that interacts with consumers right on the page and allows them to engage the way they used to engsge in person. We have to allow agencies to produce better creative — the kind with which people really want to engage.
2. 3MS(Making Measurement Make Sense) is the initiative that began last year to change how we measure ads. Last year, the emphasis was on viewable impressions. Going forward measurements will... Read more
Sometimes it is lonely to be the CEO of the biggest independent advertising technology partner for publishers. The long view: my belief in standing behind the high quality publishers to make Internet advertising work at least as well as the best TV advertising – is a position not often shared. Yet I believe that we can make Internet advertising work brilliantly for high quality product launches and brand building. We won’t be stuck with text based CPC ads. We will show that the best sites can run fantastic graphical and video ads that sell great products.
I’ve been saying for months that the distinction between above and below the fold should go away, and I finally have company for my perspective. Good company: Comscore, Inc.
A week ago I attended an event in New York City at which Comscore unveiled its new Validated GRP(TM) tool that rates the effectiveness of digital ads. Validated GRP takes the rating standards advertisers apply to TV advertising (Gross Rating Points) and establishes a similar metric that will apply to digital advertising. For advertisers, this is a metric to judge online campaign effectiveness–to make an apples to apples comparison between the effectiveness of TV and the effectiveness... Read more