#tv-advertising

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Mobile's growing role in holiday shopping | MarTech

Mobile devices are essential for making purchases influenced by TV advertising.
The holiday season will see a significant increase in mobile-driven online shopping.
QR codes and mobile ads create a direct link between viewing and purchasing.
#cpm

Netflix Brings Its Sky-High Ad Prices Down (A Smidge); X Sues GARM Over Lost Ad Revenue | AdExchanger

Advertisers are facing pressure on CPMs for premium inventory despite opportunities in internet ad placements.

Upfront Buyers Push For Lower CPMs; Is Meta's Pivot To Video Finally Paying Off? | AdExchanger

Advertisers and publishers predict slight drop in CPMs for less popular inventory but an increase for sports content, while challenges remain in expanding CTV supply.

When it comes to TV, advertisers shouldn't conflate effectiveness with efficiency

The main challenge with TV advertising is efficiency, not effectiveness.

Netflix Brings Its Sky-High Ad Prices Down (A Smidge); X Sues GARM Over Lost Ad Revenue | AdExchanger

Advertisers are facing pressure on CPMs for premium inventory despite opportunities in internet ad placements.

Upfront Buyers Push For Lower CPMs; Is Meta's Pivot To Video Finally Paying Off? | AdExchanger

Advertisers and publishers predict slight drop in CPMs for less popular inventory but an increase for sports content, while challenges remain in expanding CTV supply.

When it comes to TV, advertisers shouldn't conflate effectiveness with efficiency

The main challenge with TV advertising is efficiency, not effectiveness.
morecpm
#advertising

Future of TV Briefing: How focus groups and media mix models can help incrementality-seeking CTV advertisers

Connected TV advertising requires traditional approaches to measure effectiveness.
Incrementality testing is essential to understand the impact of ad investments.

Amazon Prime Video's ad tier launch leads to CPM price plummet

Streaming services' CPMs are set to remain high despite a general decline in ad prices for traditional media.
Brands can leverage ad market fluctuations to optimize spending across various platforms.

$7 Million for 30 Seconds? It's Worth It at the Super Bowl.

The average cost of a 30-second ad spot during the Super Bowl was $7 million.
The Super Bowl remains a highly sought-after advertising opportunity due to its massive reach and dwindling opportunities to reach a mass audience through network television.

My Creative Career: Andy Jex, chief creative officer at TBWA\London

Clever and humorous ads resonate
Fascination with the impact of TV advertising in the 80s

Future of TV Briefing: How focus groups and media mix models can help incrementality-seeking CTV advertisers

Connected TV advertising requires traditional approaches to measure effectiveness.
Incrementality testing is essential to understand the impact of ad investments.

Amazon Prime Video's ad tier launch leads to CPM price plummet

Streaming services' CPMs are set to remain high despite a general decline in ad prices for traditional media.
Brands can leverage ad market fluctuations to optimize spending across various platforms.

$7 Million for 30 Seconds? It's Worth It at the Super Bowl.

The average cost of a 30-second ad spot during the Super Bowl was $7 million.
The Super Bowl remains a highly sought-after advertising opportunity due to its massive reach and dwindling opportunities to reach a mass audience through network television.

My Creative Career: Andy Jex, chief creative officer at TBWA\London

Clever and humorous ads resonate
Fascination with the impact of TV advertising in the 80s
moreadvertising
#transparency

This Platform Will Let Anyone Buy Political Ads | AdExchanger

AdStorm provides a transparent method for political campaign donations, allowing individuals to directly fund TV ads instead of traditional campaign expenses.

Talking CTV Transparency (And The Lack Thereof) With Samsung | AdExchanger

FAST channels are gaining popularity, but ad buying transparency remains a challenge.
Advertisers increasingly prefer direct buying for better access to data.

This Platform Will Let Anyone Buy Political Ads | AdExchanger

AdStorm provides a transparent method for political campaign donations, allowing individuals to directly fund TV ads instead of traditional campaign expenses.

Talking CTV Transparency (And The Lack Thereof) With Samsung | AdExchanger

FAST channels are gaining popularity, but ad buying transparency remains a challenge.
Advertisers increasingly prefer direct buying for better access to data.
moretransparency
#nielsen

Can Paramount Quit Nielsen?; The Smartest Algos Are Still So Dumb | AdExchanger

Paramount has dropped Nielsen ratings in favor of VideoAmp due to rising costs and contract disputes, signaling a potential shift in TV ad measurement.

Will Alternative TV Currencies Ever Be More Than A Nielsen Add-On? | AdExchanger

Alternative currencies haven't overtaken Nielsen as the primary standard for TV ad transactions.
Many in the industry still rely on Nielsen, highlighting its entrenched position.
Alternative currencies are viewed as supplemental metrics rather than replacements.

Can Paramount Quit Nielsen?; The Smartest Algos Are Still So Dumb | AdExchanger

Paramount has dropped Nielsen ratings in favor of VideoAmp due to rising costs and contract disputes, signaling a potential shift in TV ad measurement.

Will Alternative TV Currencies Ever Be More Than A Nielsen Add-On? | AdExchanger

Alternative currencies haven't overtaken Nielsen as the primary standard for TV ad transactions.
Many in the industry still rely on Nielsen, highlighting its entrenched position.
Alternative currencies are viewed as supplemental metrics rather than replacements.
morenielsen
#streaming-services

WTF are outcome-based measurement guarantees?

Performance-minded marketers prioritize outcomes over ad views.
TV networks and streaming services are offering guarantees based on delivering specific business outcomes.

Apple TV+ might soon make a change that users may not like

Apple TV+ is reportedly investing in building its TV advertising sector.
Competitors like Amazon and Netflix have added ad-tier options for extra fees.

3 Tips for Building Effective TV Advertising

Effective TV advertising requires rethinking traditional approaches to harness both reach and audience targeting in a fragmented media landscape.

WTF are outcome-based measurement guarantees?

Performance-minded marketers prioritize outcomes over ad views.
TV networks and streaming services are offering guarantees based on delivering specific business outcomes.

Apple TV+ might soon make a change that users may not like

Apple TV+ is reportedly investing in building its TV advertising sector.
Competitors like Amazon and Netflix have added ad-tier options for extra fees.

3 Tips for Building Effective TV Advertising

Effective TV advertising requires rethinking traditional approaches to harness both reach and audience targeting in a fragmented media landscape.
morestreaming-services
#audience-targeting

Talking Advanced Audiences With NBCU's Alison Levin | AdExchanger

TV advertising is shifting from demo-based to advanced audience-based targeting, enhancing campaign effectiveness and optimization.

What happened when a media agency advertised itself on TV?

Proactively investing in brand advertising during a crisis can yield significant positive results.

Talking Advanced Audiences With NBCU's Alison Levin | AdExchanger

TV advertising is shifting from demo-based to advanced audience-based targeting, enhancing campaign effectiveness and optimization.

What happened when a media agency advertised itself on TV?

Proactively investing in brand advertising during a crisis can yield significant positive results.
moreaudience-targeting

Amazon Wields New Influence in TV's Upfront Sales Haggle Through Massive Media Account Review

Amazon is disrupting traditional TV advertising by influencing upfront negotiations amid its media buying review.

iSpot Receives National TV Currency Certification From JIC

iSpot received national currency certification from JIC for its TV ad measurement capabilities, showing readiness for scalable transactions.

Winning Big By Going Small; Platforms Try Outsourcing Ad Sales To Pubs | AdExchanger

SMB advertisers are essential for CTV growth by offering easy and affordable streaming campaigns for businesses.
#digital-media

Why DSP technology isn't the future of TV advertising

Programmatic advertising amplifies the need for direct connections between brands and publishers despite DSP limitations on TV.

Super Bowl ads are a reminder of how the industry can do better

The Super Bowl is a major advertising opportunity that attracts millions of viewers
TV ads during the Super Bowl have the power to generate significant buzz and engagement

Why DSP technology isn't the future of TV advertising

Programmatic advertising amplifies the need for direct connections between brands and publishers despite DSP limitations on TV.

Super Bowl ads are a reminder of how the industry can do better

The Super Bowl is a major advertising opportunity that attracts millions of viewers
TV ads during the Super Bowl have the power to generate significant buzz and engagement
moredigital-media
from TechRadar
5 months ago

Roku's ad director wants to bring Instagram-style shoppable ads to your smart TV

TV advertising is evolving towards shoppable ads resembling social media, allowing viewers to purchase directly from their screens.

The Debate Over Premium Content Is Holding Back Programmatic CTV Growth | AdExchanger

Programmatic tensions between agencies and publishers in TV ad buying negotiations.
#upfront-market

Future of TV Briefing: Upfront ad sellers prep performance-based pitches to address ad buyers' ROI obsession

TV and streaming ad sellers aim to prove business outcomes for ad effectiveness.

Future of TV Briefing: How upfront ad sellers' 'advanced audiences' pitches have, um, advanced this year

TV networks and ad sellers are emphasizing targeting capabilities and measurement for strategic audiences in this year's upfront market.

Future of TV Briefing: Upfront ad sellers prep performance-based pitches to address ad buyers' ROI obsession

TV and streaming ad sellers aim to prove business outcomes for ad effectiveness.

Future of TV Briefing: How upfront ad sellers' 'advanced audiences' pitches have, um, advanced this year

TV networks and ad sellers are emphasizing targeting capabilities and measurement for strategic audiences in this year's upfront market.
moreupfront-market
#upfront-marketplace

Programmatic pushes its way into the upfront bazaar

Programmatic investment is increasingly playing a significant role in upfront TV advertising deals.

'Fasten your seat belt': What to watch for in this year's TV and streaming advertising upfront market

The TV and streaming advertising upfront marketplace is unofficially commencing, with a longer and potentially adjusted cycle this year.

Programmatic pushes its way into the upfront bazaar

Programmatic investment is increasingly playing a significant role in upfront TV advertising deals.

'Fasten your seat belt': What to watch for in this year's TV and streaming advertising upfront market

The TV and streaming advertising upfront marketplace is unofficially commencing, with a longer and potentially adjusted cycle this year.
moreupfront-marketplace

Digiday+ Research: How advertisers are approaching spend in the upfront market

Marketers are increasingly planning to allocate budget towards upfront marketplace spending, with more investing this year compared to previous ones.

Google Touts Programmatic Video Capabilities at NewFronts

Google emphasizes the importance of using DSP Display & Video 360 for TV advertising, showcasing success stories and new tools for better inventory access and management.

Deutsche Telekom's Alliance with Equativ Strengthens Advertisers' Ability to Maximise the Addressable Advertising TV Landscape

Deutsche Telekom partners with Equativ to revolutionize targetable TV advertising in Germany.

Research by Amplified Intelligence, RED C, & TAM Ireland, Finds TV Delivers High Active Engagement

62% of viewers engage with TV ads
TV advertising increases likelihood to buy by 30%
#digital-advertising

A Streaming TV Prizefight: Walmart Tries Muscling In On Amazon

Television commercials date back to 1941, setting the stage for companies like Walmart to leverage TV advertising for exponential growth.
Linear TV advertising played a significant role in the success of companies like Walmart, but the landscape is shifting towards digital advertising dominance.

Ad Tech's Performance Review | AdExchanger

Cadent acquires AdTheorent for $324 million to enhance its performance capabilities and expand into an omnichannel platform.
Cadent aims to bridge the gap between TV and digital performance measurements, while addressing issues with attribution in retail media networks.

US Political Ad Spending to Soar in 2024 With TV Media the Biggest Winner - Report

U.S. political advertising spend is expected to jump by nearly a third in 2024 compared to the previous presidential election year, with TV media receiving the majority of the dollars.
Ad spend on traditional media, particularly TV, will rise 7.9% and account for 71.9% of all political advertising spend in 2024.

A Streaming TV Prizefight: Walmart Tries Muscling In On Amazon

Television commercials date back to 1941, setting the stage for companies like Walmart to leverage TV advertising for exponential growth.
Linear TV advertising played a significant role in the success of companies like Walmart, but the landscape is shifting towards digital advertising dominance.

Ad Tech's Performance Review | AdExchanger

Cadent acquires AdTheorent for $324 million to enhance its performance capabilities and expand into an omnichannel platform.
Cadent aims to bridge the gap between TV and digital performance measurements, while addressing issues with attribution in retail media networks.

US Political Ad Spending to Soar in 2024 With TV Media the Biggest Winner - Report

U.S. political advertising spend is expected to jump by nearly a third in 2024 compared to the previous presidential election year, with TV media receiving the majority of the dollars.
Ad spend on traditional media, particularly TV, will rise 7.9% and account for 71.9% of all political advertising spend in 2024.
moredigital-advertising
#streaming-platforms

With TV Impressions Vanishing, Campaigns Must Focus On Resonance, Not Reach | AdExchanger

Linear and streaming TV to lose 25% impressions by 2027, impacting wealthier consumers, and emphasizing the need for effective lower frequency advertising.

How Streamers Are Fighting The Plight Of Shrinking TV Ad Inventory | AdExchanger

TV ad supply is predicted to decrease significantly by 2027.
Streaming platforms face the challenge of balancing viewer preferences against the need for ad revenue.

With TV Impressions Vanishing, Campaigns Must Focus On Resonance, Not Reach | AdExchanger

Linear and streaming TV to lose 25% impressions by 2027, impacting wealthier consumers, and emphasizing the need for effective lower frequency advertising.

How Streamers Are Fighting The Plight Of Shrinking TV Ad Inventory | AdExchanger

TV ad supply is predicted to decrease significantly by 2027.
Streaming platforms face the challenge of balancing viewer preferences against the need for ad revenue.
morestreaming-platforms

Inside NBCUniversal's plans to turn TV into a performance marketing channel

NBCUniversal continues efforts to align TV with digital advertising channels.
Central to NBCU's proposition is the One Platform Total Audience solution.

The best adverts of the 1980s

The 1980s saw the birth of consumerist culture with the rise of yuppies and the impact of TV advertising.
Top ads of the 1980s included Apple's groundbreaking Macintosh spot directed by Ridley Scott and Ralph Lauren's representation of powerful women.

Future of TV Briefing: How outcome-based measurement may figure into this year's upfront market

TV and streaming advertising is shifting towards measuring business outcomes like foot traffic and mobile app downloads.
A+E Networks is offering business outcome guarantees with tools like InterAction for advertisers.

The DSP-To-CTV Pipeline; Getting A 360-Degree View | AdExchanger

DSPs can capitalize on direct relationships in TV ad buying by utilizing supply-path optimization initiatives like Direct Access by Viant.
Viant focuses on CTV with its post-cookie identity solution called the 'Viant Household ID,' offering a better way to anchor identity and connect first-party data from advertisers and content owners.

Unpacking 'Performance TV' | AdExchanger

TV advertisers now seek performance over ratings for streaming ad buys.
Nontraditional ad formats like Disney's Gateway Shop ads cater to reengaging consumers when they're ready to shop.

Walmart's Vizio Deal Isn't About TV - It's About Data | AdExchanger

Walmart acquired Vizio for TV and video advertising data.
Data is the new oil for marketers and breathes life into TV advertising.

Temu Trouble; How Audience Data Is Reshaping The Upfronts | AdExchanger

Temu outshines Etsy and Wayfair with quick shipping and lower seller fees.
The TV upfronts are shifting focus from content to audience data for advertising decisions.

We ask marketers: Will the TV ad 'slump' keep getting worse, or is change coming?

TV ad spending is shifting towards high-impact spots during live sports events.
Advertisers are recognizing the importance of integrating TV ads with social media conversations.

Top Hotel Brands Ranked by U.S. TV Ad Spending

Hilton led in TV ad spending last year
Hotel groups spent $173 million on national TV ads last year
#brand-marketing

How Toyota Uses TV Home Screens To Reframe The Camry Brand | AdExchanger

TV home screens could soon have as many ads as content recommendations.

Skin + Me marketing boss on bringing 'grit and realness' to skincare sector

Skincare startup Skin + Me has launched its first TV ad after securing £10m in funding.
The brand aims to cut through a saturated market by featuring real-life stories in its advertising.

How Toyota Uses TV Home Screens To Reframe The Camry Brand | AdExchanger

TV home screens could soon have as many ads as content recommendations.

Skin + Me marketing boss on bringing 'grit and realness' to skincare sector

Skincare startup Skin + Me has launched its first TV ad after securing £10m in funding.
The brand aims to cut through a saturated market by featuring real-life stories in its advertising.
morebrand-marketing

Consumers Spent $222.1bn Online During Holiday Season; Channel 4 Confirms Major Upcoming Job Cuts; Podcasts Gaining Popularity in China

Consumers spent $222.1bn online during holiday season, a 4.9% increase from the previous year.
Channel 4 confirms major upcoming job cuts amidst a TV advertising downturn.
#pharma-brands

Pharma Ad Startup Snags Seed Funding To Support Better TV Ad Targeting | AdExchanger

BranchLab aims to solve the challenges of poorly targeted TV advertising for pharma brands by creating and selling TV audience segments without using identifiable patient information.

Blockgraph Wants To Improve Pharma TV Advertising Without Being Creepy | AdExchanger

Mistargeted and irrelevant ads are a concern in TV advertising, especially in the pharma sector.

Pharma Ad Startup Snags Seed Funding To Support Better TV Ad Targeting | AdExchanger

BranchLab aims to solve the challenges of poorly targeted TV advertising for pharma brands by creating and selling TV audience segments without using identifiable patient information.

Blockgraph Wants To Improve Pharma TV Advertising Without Being Creepy | AdExchanger

Mistargeted and irrelevant ads are a concern in TV advertising, especially in the pharma sector.
morepharma-brands

Fire Pit Brand Breeo Is Tapping Tatari To Rekindle Its TV Ad Buying Strategy | AdExchanger

Brands seek cost-effective TV ad buying solutions.

Why Mix Modeling Isn't Enough; The New Sports Ad Arbitrage | AdExchanger

MMM can be a valuable tool for measuring ad spend effectiveness, especially as user-level data diminishes.

Why Euro 2024 is 'a big step change' for the areas advertisers will rely on

Marketers utilize Euro 2020 to boost brand consideration and purchase intent through connecting with sporting narratives.
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