Tagged 'TV advertising'

Dollars Are Shifting to Digital from TV Very Quickly

Posted by Roy de Souza on September 11th, 2013 at 8:49 am

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

Business Models Cord Cut, Too. Google’s Move Away from TV Advertising

Posted by Atul Patel on September 28th, 2012 at 5:30 am

Cord cutting isn't just a consumer topic. Business models can fall victim to the trend, as well. Google recently announced that it will be shutting down its marketplace for traditional television advertising to focus on digital video solutions. It is clear that even the largest advertising platforms can no longer invest in trying to better the 'old' system, and must move full-steam ahead with digital video to stay competitive.

Is great storytelling losing out in the move to digital?

Posted by Brant Emery on August 31st, 2012 at 7:28 am

It has long been accepted that we create stories to cognitively process and order our experiences, gain perspective and to structure the world. People use stories to understand who they are as individuals and as members of society. The importance of narrative as a communication tool is undisputed.
Consumers also interpret their exposure and experience with brands via narrative thought processes. For example, if you ask someone ‘why did you buy a Volkswagon?’ you might get a personal story of how the purchase fits with their needs or prior experiences “I had a Civic before, but with two kids now, I did some research and feel a VW is the safest car in its class; it’s the smart choice.”
Advertising has long been (implicitly) aware of the power of storytelling. Some adverts tell complete stories, some continuing stories, like the famous 1980’s Nescafe Gold Blend couple (voted most romantic advert of all time in the UK), while others encourage self-generated narratives by evoking simulations of product use. Consumers then overlay these stories onto existing narrative structures and connections are made.
But as we shift to the new model of digital media, are we losing the opportunity to tell stories?
In Matt Spangler’s series ‘The... Read more

Beyond the Box: The Metamorphosis of Television

Posted by Denise K. Myers on January 31st, 2012 at 10:49 am

- Co-authored with Jacqueline Johnson, assistant media planner/buyer
TV Everywhere could be a big moneymaker for advertisers and networks. Viewers now have the option of watching their favorite shows on TV at home, on their laptop or even on their mobile device at no additional cost, which will change the way TV is purchased from a media standpoint.
Gone are the days when the family would gather in the family room to watch their favorite primetime TV shows. The VCR dabbled in changing this habit, but the DVR completely mastered this concept. Now viewers have the option of watching their favorite shows on TV at home, on their laptop or even on their mobile device at no additional cost. This concept is known as TV Everywhere.
The growing demand for TV Everywhere has transitioned TV from a platform device to an experience, which is beneficial to both the viewers and advertisers.  With TV Everywhere, cable operators are allowing mobile access to customers who pay for TV service, improving customer satisfaction and creating new revenue opportunities. And one of the main perks is that unlike DVR, consumers do not have to plan ahead to use it.
TV Everywhere could be a big moneymaker in the... Read more

Web ad targeting trailblazer starts TV ad optimization company

Posted by Mario Sgambelluri on March 5th, 2009 at 12:00 am

Last week, Dave Morgan (who founded behavioral targeting company Tacoda way back in 2001), called TV "the world's most powerful media platform," though it suffers from a "major problem." Fragmentation.
 
"Now, I think, is the time to bring much more science to the television program promotion process."
 
Well, announced today (PaidContent), he's doing just that as he launches, Simulmedia. According to the company's website, they're "pioneering the development of predictive technology to help television companies deliver the right on-air promotions to the right viewers at the right time."
 
On a related note, the NY Times reports today that Cablevision is testing a new television ad targeting technology in 500,000 New York area homes. "Cablevision will use its targeting technology to route ads to specific households based on data about income, ethnicity, gender or whether the homeowner has children or pets."